莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_03.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 3Public RelationsCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key ObjectivesExplain what public relations is.Describe how public relations works.List common public relations tools and their functions.Name and discuss what is trending in public relations. Chapter Opener: Public Relations Transforms a BrandProcter Gamble faced a formidable challenge in its competition to reach a new generation of girls with its feminine care product Always. The company recognized that one of the strengths of the Always brand was its decades-long commitment to empowering girls through puberty education. What is Public Relations? What is Public Relations? (1 of 3)A communication discipline covering a wide range of functions that help an organization connect with the people it touches.A strategic communication process that builds mutually beneficial relationships between organizations and their publics. What is Public Relations? (2 of 3)Public relations focuses on all the relationships an organization has with various publics.Publics are all groups with which an organization interacts: employees, members, local communities, shareholders, customers, other institutions.Stakeholders: people who have a stake in a company or organization. What is Public Relations? (3 of 3)Public relations is practiced by a range of organizations.Public relations is a dynamic, global profession.To learn more, visit the Public Relations Society of America (PRSA) at: Public OpinionPublic opinion refers to what people think; their beliefs based on perceptions or evaluations of events, people, institutions, or products.Public relations strategists want to know:What publics are important to us now and in the future?What do these publics think?Opinion leaders: important people who influence the opinions of others. Home Depot Employees Build Goodwill in their CommunityVolunteers