Material Detail

This text is provided to you as an Open Educational Resource (OER) which you access online. It is designed to give you a comprehensive introduction to public relations at no or very nominal cost.  It contains both written and graphic text material, intra-text links to other internal material which may aid in understanding topics and concepts, intra-text links to the appendices and glossary for tables and definitions of words, and extra-text links to videos and web material that clarifies and augments topics and concepts.

Learning Objectives:

• Describe the four models of public relations and the four stages of a typical public relations campaign.
• Analyze the role of public relations in media and culture.
• Analyze the ways public relations is taking the place of traditional advertising.
• Explain the concept of branding.
• Describe the uses of public relations in politics, government, and news media.
• Understand what integrated marketing communications (IMC) are.
• Understand why organizations may change their promotional strategies to reach different audiences.
• Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program.
• Understand the difference between types of communication that target many people at one time versus types of communication that target individuals.
• Understand the difference between media and vehicles.
• Explain the similarities and differences between advertising and direct marketing.
• Understand the benefits of direct marketing and what types of direct marketing organizations often utilize.
• Understand what a unique selling proposition is and how it is used.
• Understand different types of promotion objectives.
• Identify different message strategies.
• Understand different ways in which promotion budgets can be set.
• Understand how the budget can be allocated among different media.
• Learn about different types of sales promotions companies use to get customers to buy their products.
• Understand the different types of sales promotions companies use with their business customers.
• Understand why sales promotions have become such an integral part of an organization’s promotion mix.
• Differentiate between push and pull strategies.
• Understand the concept of public relations and why organizations allocate part of their promotional budgets to it.
• Understand what the different types of public relations tools are.
• Explain how companies use different public relations tools to their advantage.
• Understand the different social media zones.
• Understand how social media can generate publicity.
• Explain how social media keeps changing.

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