Wells17_Basic 广告文案写作 教学教案.pptVIP

Public Relations Part 5: Integration and Evaluation Chapter 17 Chapter Outline Chapter Key Points The Practice of Public Relations Public Relations Planning Public Relations Tools Effectiveness and PR Excellence Key Points Explain what PR is and how it differs from advertising Describe the most common types of PR programs Analyze the key decisions in PR planning Explain the most common types of PR tools Discuss the importance of measuring the results of PR efforts The Practice of Public Relations Used to generate goodwill for an organization Helps an organization and its publics relate to each other Comparing Public Relations and Advertising Media use Control Credibility Public relations people seek to persuade media gatekeepers to carry stories about their companies This aspect of PR is called publicity Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Focuses on developing media contacts Knowing who in the media might be interested in the organization’s story Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Programs that communicate information to employees Internal marketing Communication efforts aimed at informing employees about marketing programs Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing All communication efforts aimed at the financial community Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing Corporate communication programs with government and with the public on issues related to government and regulation Lobbying Issue management Types of Public Relations Programs Media relations Employee relations Financial relations Public affairs Fund-raising Cause marketing The practice of raising money by collecting donations Ty