Mc 120 Chapter 17

the management function that establishes and maintains mutually beneficial realtionships between an organization and the publics on which its success or failure depends.

people who have a stake, financial or otherwise, in a company or organization.

getting news media coverage

what a group of people thinks. "expresses beliefs, based not necessarily on facts but on perceptions or evaluations of events, persons, institutions, or products.

important people who influence the opinions of others.

strengthen the trust that stakeholders have in an organization

focuses on an organization's image and reputation

Ad.- to create the consumer awareness and motivation that deliver sales.
PR- communicating with various stakeholders, managing the organization's image and reputation, creating positive public attitudes, building strong relationships between the organization and its constituents.

media realtions, employee relations, financial relations, public affairs, fund-raising, cause marketing

company provides information to legislators to get their support and vote on a patricular bill.

anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

the process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers.

to assess the internal and external PR environment that affects the organization's audiences, objective, competitors, and past results

identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.

measure the differences in perceptions and attitudes between groups or between the organization and its publics.

controlled media and uncontrolled media

controlled- house ads, public service announcements, corporate advertising, in-house publications, visual presentations
uncontrolled- press releases, press conferences, and media tours.

primary medium used to deliver public relations messages to the various external media

outlines the subject in an engaging way and sells a story idea.

an event at which a company spokesperson makes a statement to media representatives

a press conference on wheels

a folder that provides all important background information to members of the press

search engine optimization, harder to control what is said about the company, gossip and rumors.