The Benefits Of Public Relations To Society

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A presentation that highlights the major benefits of public relations to society.

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There are many applications of social media outreach, and this session will look at its application to non-profit objectives such as public relations, constituency building, citizen engagement, health behavioral change campaign, or fundraising. The workshop will comprise presentations with case studies, one paper-based exercise, and open question time. We wish to run a needs assessment before the workshop to ensure the workshop meets participants' expectations. The workshop will provide participants with a brief overview of communication models, social media trends, and a bigger picture view on how social media has changed the rules of online engagement. It will help participants better appreciate social media, assess its pros and cons, and evaluate if their organization should use or expand the scope of their social media activities. Topics will include background information on social media; how traditional (one-way) communication paradigms no longer work in interactive media; and how two-way communication models operate online. A key focus will be to help organization evaluate the pros and cons of social media, and then assess if social media offers any benefits to their organization. Participants will be asked to assess how social media can advance their organization's mandate, whether it is a viable channel for their constituents, its pros and cons for their situation, and then to review other relevant assessment criteria. Midway through the workshop, participants will be invited to complete a paper-based form to help them assess if social media offers enough benefits for their organization to adopt or expand the scope of their social media outreach. The remainder of the presentation will focus on practical guidance for organizations that wish to implement or expand the scope of their social media outreach. Topics covered will include reassessing organizational goals; researching constituents; starting an incremental approach to social media outreach; defining the scope of your social media activities; mainstreaming into institutions; daily operations; responding protocols; institutional policies; tools of the trade; and methods for prioritizing resource allocations.

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Good morning, everyone! Today, we're going to talk about one of the most important tools in the world of public relations: press releases. Press releases are a crucial part of any organization's communication strategy. They allow businesses to share news and information with the media and the public, and can be used to build brand awareness, establish credibility, and even drive sales. But what exactly is a press release, and why are they so important? Let's find out!

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Week Six Lecture Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing? According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014). Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability. One important function of the public relations professional is to be the liaison between its publics and the organization in times of an emergency, conflict or crisis. Did you know there are four stages of the conflict cycle? Many organizations in our current economic downturn are experiencing layoffs, job cuts, and wage reductions. It is the PR professional's job to "spin" what is typically viewed as a negative into something positive. Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .

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What is Integrated Marketing Channels (IMC)? Integrated marketing communications (IMC) refers to integrating and coordinating the company’s many communications channels (Promotional Mix) to deliver a clear, consistent, and compelling message about the organization and its products. What is the role of the Promotional Mix? Promotion Mix, or marketing communications mix, refers to the precise blend of promotion tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. There are five major promotion tools: Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales promotion involves short-term incentives to encourage the purchase or sale of a product or service. Personal selling is personal customer interactions with the firm’s sales force for the purpose of making sales and building customer relationships. Public relations refers to building good relationships with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. IMC is Evolving, Why? In this digital, wireless world, consumers are better informed and more Communications empowered. Rather than relying on marketer-supplied information, they can use the Internet, social media, and other technologies to find information on their own. Marketers are developing focused marketing strategies designed to build closer relationships with customers in more narrowly defined “target markets.” Advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other. Learning Objectives Upon completion of the course, students will be able to: Explain the development of an advertising campaign Apply advertising strategies to real-world examples Analyze when and how advertising and PR should be a part of a marketing campaign Create a marketing strategy to address the needs and wants of a target market Module Reading and Resources Textbook : Marketing: An Introduction , Chapter 12 This chapter will provide an overview on how companies use advertising and PR as part of their larger marketing strategy Access this resource by going to the MyMarketingLab area under the course Table of Contents menu. Presentation: Marketing Concept Glossary V Module-related marketing concepts and terms are presented. Visit the glossary for a quick review of the key terms from this week. You can also look up words in the glossary found along the left-hand navigation bar. Video: Ad Campaign This video illustrates the process for developing an ad campaign. Transcript available here . ...

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Public relations (PR) are the activities organizations engage in to create a positive image for a company, product, service, or a person. Press releases, a commonly used PR tool, are designed to generate publicity, but there is no guarantee the media will use them in the stories they write. Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets. Product placements are designed to generate exposure, brand awareness, and interest.

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Running Head: DEVELOPING COMMUNICATIONS POLICY1 Developing Communication Policy 2 Developing Communications Policy Rufus Williams Argosy University September 12, 2018 An informative policy on marketing – more like a marketing plan, Rufus! This could be developed into an excellent communication policy, had you developed headings for each section noted in the rubric. By developing headings for each section of the rubric, you will not overlook an important section. I believe you misunderstood the assignment. You may revise your communication policy by following the rubric and develop headings based on the elements noted in the rubric and repost your paper to earn a passing grade. As we all know, communicating the policy is the key to compliance. All policies should be reviewed annually and employees should receive annual refresher training. Your discussion of your organization showed that you understand the importance marketing your company through social media – but the focus of your paper should be on communicating – a communication policy which is far more than marketing. You should develop a comprehensive communications policy that covers a variety of communication media, most of your focus was on social media and how to market your goods using social media. What other communication medias are available that you should discuss with your employees? You overlooked the importance of discussing organizational strategic changes, procedural changes, information important to organizational subgroups, confidential information, and unwelcome information, in your policy. You overlooked the importance of explaining the necessary approvals that are required. You explained the tools that you use in social media to market your goods, but I could not locate the communication tactics used in the organization. Remember, not only must changes be approved, but also all new policies must be approved by HR. You provided sources that were not found in your paper – remember all citations must be found in your reference list and all references must be found in your policy as in text citations – remember to fix this. Remember to use the course text book by Barrett to support your weekly research papers. She provides excellent communication ideas to use in your paper. Remember to end the research paper with a summary of key points. I especially appreciated the following from our readings: Many companies are now using text message, email, social media, video chat (Skype) and face-to-face meetings to communicate to their employees (Barrett, 2013). There are many types of personalities out there and everyone prefers a different type of communication outlet. I appreciated what others had to say about keeping records: Keep a conference journal. Record the date, time, reason, and key points discussed in the conference (Teich, Frankel, Kling, & Lee, 1999). Gervertz (2011) reminds us that monitoring employees’ social media is an effective way to ensure.

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