The Context of PR

PR Defintion

Management of organisation’s internal and external communication to create and maintain positive image. Invovles popularising success, downplaying failures and announcing changes

Practice areas of PR and its audience

Consumer (Customers, Media), Corporate & Financial ( Shareholders, Banks), Public Affairs/Government (Citizens, Foreign countries’ governments)

Roles of PR

Build awareness and favourable image of company, monitor media for content about company & its products, manage crises that threaten company, build goodwill among company’s target market through events

“Public” in PR

Consist of internal and external public

Internal Public

Target audience within organisation. Include staff, board members and shareholders

External Public

Target audience outside organsiation. Include customers, vendors, sponsors etc

Advertising vs PR

Advertising: use mass media to reach masses. PR: used to reach more specific audiences, target more customised publics

Segmentation variables in PR

Age, Gender, Race, Martial Status, Language spoken & written, Occupation, Designation, Income, Background, Lifestyle

Public Opinion

Average individual attitude or belief held by adult population. Important as it helps companies access demand for products & services

Measuring Public Opinion

Most common method is survey sampling (opinion polls)