Outline

• The practice of public relations• Types of public relations programs• Public relations planning• Public relations tools• Effectiveness and excellence

Chapter 16

Public Relations

Chapter 16: Public Relations 2

• Comparing public relations and advertising

The Practice of Public Relations

Chapter 16: Public Relations 3

• Crisis management• Marketing public relations (MPR)• Social marketing

– Cause and mission marketing

Types of Public Relations Programs

Chapter 16: Public Relations 4

• SWOT analysis• Objectives and strategies• Development research

Public Relations Planning

Chapter 16: Public Relations 5

• House ads• Public service announcements• Corporate advertising• Publications• Speakers, photos, and films• Displays, exhibits, events and tours

Public Relations Tools

Chapter 16: Public Relations 6

• News releases• Press conferences• Online communication

– External communication

– Internal communication

– Web challenges

Public Relations Tools

Chapter 16: Public Relations 7

• Output and outcome evaluation• Relationship evaluation• Excellence in public relations

Effectiveness and Excellence