PR as a management function

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Information placed in the media by an identified sponsor that pays for time or space. It is a controlled method of placing messages in the media.	Advertising
A product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service or concept.	Brand
The process of creating and/or disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.	Branding
"Good deeds or good conduct coupled with making those good deeds widely known."	--Effective Public Relations, first edition
A function that "helps organizations anticipate and react to significant publics' perceptions and opinions and other changes in the social, economic, technological and political environment."	--Effective Public Relations, sixth edition
An area of public relations with responsibilities for building relationships with constituent publics such as schools, charities, clubs and activist interests of the neighborhoods or metropolitan areas(s) where an organization operates. Dealing and communicating with citizens and groups within an organization’s operating area.	Community relations
Self-sponsored communication channels, media and tools that are under direct control of the sender. Examples include paid advertising, newsletters, brochures, some types of e-mails, organizational websites and blogs, leaflets, organizational broadcasts and podcasts, intranets, teleconferences and videoconferences, meetings, speeches, position papers, and all other channels and communication products under organizational control.	Controlled communication channels
Advising management concerning policies, relations and communications	Counseling
Protects and defends an individual, company or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing. See Crisis Communication Management in this study guide.	Crisis communication
Activities designed to build sound relationships between an organization and its employees, and a critical element in fostering positive attitudes and behavior of employees as ambassadors for the organization.	Employee relations
An aspect of public relations responsible for building relationships with investor publics, including shareholders/stockholders, potential investors, financial analysts, the financial markets (such as the stock exchanges and commodities exchanges), and the Securities and Exchange Commission. Dealing and communicating with the shareholders of an organization and the investment community. Also known as investor relations or shareholder relations.	Financial relations
An aspect of relationship-building between an organization and government at local, state, and/or national levels, especially involving flow of information to and from legislative and regulatory bodies in an effort to influence public policy decisions compatible with the organization’s interests. Dealing and communicating with legislatures and government agencies on behalf of an organization. Also see Public Affairs and Lobbying.	Government relations
n activist practice for creating social change among average people. Grassroots organizing is based on the power of the people to take collective action on their own behalf. This public relations technique is often used to sway public opinion and move legislators to action. Grasstops uses the same strategy, but with community influencers.	Grassroots organizing
The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future.	Issues management
The specialized area of public relations that builds and maintains relations with a government or its officials for the primary purpose of influencing legislation and regulation. Also see Government Relations and Public Affairs.	Lobbying
he management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider. Targets customers.	Marketing
A combination of activities designed to sell a product, service or idea, including advertising, collateral materials, interactive communications, publicity, promotion, direct mail, trade shows and special events.	Marketing communications:
Mutually beneficial associations between publicists or public relations professionals and members of media organizations as a condition for reaching audiences with messages of news or features of interest. Maintaining up-to-date lists of media people and a knowledge of media audience interests are critical to the function. Dealing with communication media in seeking publicity or responding to their interest in the organization.	Media relations
Relating with people in various cultural groups. Understanding multicultural and workplace diversity continues to increase in importance.	Multicultural relations/workplace diversity
Creating newsworthy stories and events to attract media attention and gain public notice.	Press agentry
Taking the initiative to develop and apply public relations plans to achieve measurable results toward set goals and objectives.	Proactive public relations
Activities designed to win publicity or attention, especially the staging of special events to generate media coverage. Special activities designed to create and stimulate interest in a person, product, organization or cause.	Promotion
Persuasion based on appeals rather than on the merits of a case. Often gives only one side of an argument, making it deceitful and not in the public interest.	Propaganda
Glittering generalities	broad statements
Name calling	emotions
Transfer	guilt by association
Bandwagon	everybody’s doing it
Plain folks	anti-elitism
Testimonials	if irrelevant
Card stacking	one-sided
A specialized area of public relations that builds and maintains mutually beneficial governmental and local community relations. Also applies to the military and governmental agencies due to the 1913 Gillett Amendment.	Public affairs
Representation of a point of view in collected forms such as facts, news, messages, pictures or data; the process of disseminating such information to publics usually through the mass media; a designation describing persons charged with the task of such dissemination usually on behalf of government agencies, nonprofit organizations, colleges or universities.	Public information
Information from an outside source that is used by the media because it has news value. It is an uncontrolled method of placing messages because the source does not pay the media for placement.	Publicity
Response to crises and putting out fires defensively rather than initiating programs. There are varying degrees of reactive public relations with some situations requiring implementation of an organization’s crisis plan.	Reactive public relations
The increased use of the Internet and related social media has given added urgency to the practice, as the immediate and anonymous nature of the Web increases the risk of communications that can damage an organization’s reputation.	Reputation Management
Stimulating an interest in a person, product or organization by means of a focused “happening.” Activities designed to interact with publics and listen to them.	Special events
Uncontrolled communications channels refer to the media that are not under direct control of the company, organization or sender of messages. These include newspapers and magazines, radio and television, external websites, externally produced blogs and social media commentary, and externally produced news stories.	Uncontrolled communications channels

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PR as a management function

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