The title of this chapter is “Public Relations and Marketing”. I found this chapter very interesting because I was not fully aware of the difference between the two practices. Here are some of the main points from chapter thirteen:
- Mass media is declining due to an increase in individualized communication such as email and text messaging.
- Integrated Marketing Communications (IMC) – one of the most popular forms of consumer-focused marketing. (IMC focuses on the individual specifically, uses databases and a variety of approaches)
- 3 Pillars of IMC: – Advertising (controlled) – Marketing (research, creating, refining, & promoting) -Public Relations (relationships, many publics)
In addition to chapter 13, we as a class also took a look at Bill Sledzik’s blog on what PR is NOT. In this blog it was mainly stressed how PR is above and beyond all things NOT marketing! It was an interesting blog, filled with down-to-earth language and definitions that I found very helpful in conjunction with my reading from the book. For example, Sledzik cites marketing’s main goal is to “move product through the pipeline”.
Visit the blogger himself at: toughsledding.wordpress.com
Posted in Reading Notes
Sophie Kinsella is the author of the Shopaholic book series. This witty and over-the-top set of novels deal with the absurd adventures of Becky Bloomwood. In the first novel Becky meets Luke Brandon, the head of his company, Brandon Communications. In his company is where the connection to what we learned in our public relations class lies. On Thursday, August 28th, we discussed the relationships perspective and seven dimensions were listed: trust, commitment, involvement, investment, openness, dialogue, and satisfaction.
In one chapter from the novel Becky is asked to be a guest on a talk show because she is a financial journalist and has made a strong case against a certain company and their policies. To her dismay, Luke Brandon is in charge of public relations for this company and he is the one Becky must debate against. The usual catch of the book being that Becky actually knows nothing about finance and everything about shopping, she has surprisingly changed the tide and done her homework. Luke truly tunes into the seven dimensions of the relationship perspective because he gains the public’s trust, shows his commitment to this audience, shows he is willing to invest his time and possibly loose face and money by being open, and uses correct dialogue, finally gaining their satisfaction by admitting to Becky’s findings.
The books are really great and I just wanted to post this connection between a perspective that can seem mundane to such a colorful writer and novel. Visit Sophie Kinsella’s vodcast at: feeds.feedburner.com/SophieKinsellaVodcast
Chapter one of our book, Public Relations: A Values-Driven Approach, is centered around giving the reader an overview of the study of public relations while focusing on some key models and terms. It is mainly mentioned that public relations is a unique and highly diverse study. To derive a definition of public relations is often times very hard and also depends upon the ideals of the person doing the defining. I feel that the key words that jumped out at me to help me better understand this term are relationship and management. Hence, the very first key definition of this study is that it is a management function. In addition, the book goes on to state how it is a planned activity which I find impressive because much creativity and thought must go into this process. Thirdly, this study is a research-based science and is socially responsible.
In chapter one there are also varying models that lend a more concrete dynamic to the study of public relations. The first model mentioned is the Hunt-Grunig Model. This is a model that deals primarily with the people who work in public relations and the specific way in which they interact with their publics. The four primary areas are:
- Press agentry/publicity model- deals with media, the truth is not essential, most widely practiced
- Public information model- accurate information, “news reporters”, second most practiced
- Two-way asymmetrical model- influence publics, “selfish”, least practiced
- Two-way symmetrical model- preferred my Hunt and Grunig, conflict resolution, third most practiced
Next, the Traditional four-step model is outlined. This model doesn’t focus so much on the people who practice public relations, but on the process itself. The four key terms that form in a linear sequence for this model are:
- Research- discovery phase
- Planning- strategy phase
- Communication- execution phase
- Evaluation- measurement of how effective
While this model is simplistic, for this very reason it is not as reflective of the real world. The dynamic model still uses the four key terms of the traditional four-step model but they are all connected (p. 15).
Lastly there is the values-driven approach to public relations. While it is easy to say that this study deals with relationship and the management of them, one must also keep in mind what their public and the one in which they are working with value. Whether it be a dedication to organization within the company or the knowledge that the public highly respond to creativity, these simplistic but important values must be taken into consideration. The figure on page eighteen shows the same figure of the dynamic model and advised one to focus on the core values interlocking this figure.