2. Students understand the concept of and the work of public relations (PR).
Students understand PR as a part of marketing communications.
Students understand the process of PR.
Students can identify types of publics in PR.
4. A specialist in PR & marcomm
Typically performs PR-related tasks at
the direction of others.
Usually these tasks are associated with
5. Works in directing research, making
decisions, planning projects and
campaigns, and solving problems.
6. Public Relations vs Marketing
PUBLIC RELATIONS MARKETING COMMUNICATIONS
Focus on long term interactions between
an organization and its publics,
supportive or non-supportive.
Focus more immediately on products and
services that respond to the wants and
needs of consumers.
Seek to foster an economic exchange
between an organization and its
8. Public, Market, Audience, Stakeholder
Public exist because of their interaction and interdependency with an organization, or
because they and the organization face a common issue.
Market (or market segment) is a particular types of publics, and organizations develop
marketing efforts among those publics.
Audiences are people who pay attention to a particular medium of communication and receive
messages through it.
Stakeholder are people who are conscious of a mutual relationship with an organization.
9. Categories of Publics
Customers: people who receive the
products or services of an organization.
Producers: publics that provides input to
Enablers: publics that set the standards
for organization; opinion leaders with
influence; and groups that help make the
Limiter: publics that may reduce the
success of the organization.
10. TYPES OF MEDIA IN STRATEGIC PR & MARCOMM
11. Examples of PR Media
• corporate website, social media, brochures, newsletters.
• news media, blog, news column.
• traditional ads, digital ads, SEO, direct mail.
PR is a strategic function that focus on a long -term mutual relationship between an
organization an its publics. PR works closely with several types of media, especially earned
media that holds high credibility.