Lecture Notes for COMM 2044 - Principles of Public Relations at Virginia Tech (VT)

Notes Information

Material Type:Class Note
Class:COMM 2044 - Principles of Public Relations
University:Virginia Polytechnic Institute And State University
Term:Fall 2008
  • Internal Publics
  • Identity Crisis
  • Source-Receiver
  • Integrated Marketing Communications
  • Public Relations
  • Public Information
  • Direct Response
  • Periods of Development
  • Integrated Marketing Communications (imc)
  • Integrated Marketing
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Sample Document Text

Public Relations, IMC, and PR History and Development Fall, 2008 VT Differences between PR, Journalism, Advertising, and Marketing    Journalism (Scope, Objectives, Publics) Advertising (Paid Space, External Publics) Marketing (Relationships vs. Bottom Line) Nine Ways PR Adds to the Bottom Line: 1. Awareness and Information 2. Organizational Motivation 3. Issue Anticipation 4. Opportunity Identification 5. Crisis Management [Communication] 6. Overcoming Executive Isolation 7. Change Agentry 8. Social Responsibility 9. Influencing Public Policy Jackson IMC Integrated Marketing Communications “A concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines e.g., General Advertising, direct Response, Sales Promotion, and Public Relations—and combines these disciplines to provide clarity, consistency, and maximum communication impact.” Schulz, Tannenbaum, & Lauterborn Inte...

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