Public Relations Oklahoma State University–Stillwater公共关系美国俄克拉荷马州立大学–静水.pptVIP

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Public Relations Oklahoma State University–Stillwater公共关系美国俄克拉荷马州立大学–静水.ppt

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Public Relations Oklahoma State University–Stillwater公共关系美国俄克拉荷马州立大学–静水

Public Relations What is public relations? “Public relations is a management tool for leaders in business, government and other institutions to establish beneficial relationships with other institutions and groups” Four steps necessary for PR First, identify your publics--your existing relationships Second, evaluate the relationships using research Design policies to improve the relation- ships Implement the policies “enlightened self-interest” Role of public relations in a democracy A way for public to speak its desires interests to organizations A way to achieve mutual adjustments between institutions and groups A safety valve for freedom An essential element to keep us informed Can help activate social conscience of organizations where we work Origins of public relations Moguls in trouble Vanderbilt social Darwinism Ivy Lee Rockefeller Ludlow Massacre Philanthropy Public relations on a new scale World War I George Creel--Creel Committee World War II Elmer Davis--Office of War Information Corporate giving Minneapolis--5% club United Way campaigns Edward Bernays Freud’s nephew WWI Creel Comm. 1923 Crystallizing Public Opinion 1955 “Engineering of Consent” Social responsibility Structure of public relations Arthur Page at ATT PR as a management function External relations Internal relations Media relations PR agencies PR services Publicity promotion Lobbying Political communication Image consulting Financial PR Fundraising Contingency planning Polling Events coordination PR and advertising Both persuade through mass media PR shapes org policy Sells points of view and images PR tries to influence media to tell its story a certain way Integrated marketing communications Hot new buzz word. IMC--attempts to coordinate advertising as a marketing tool with promotion and publicity of the sort that PR experts can provide. Ad agencies move into PR Overlap in institutional advertising Media relations: crisis management Open media relations Tylenol case history Proac