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What do I learn in PR and Advertising?

Major Concepts and Elements taught in MCM 302 – Public Relations and Advertising I

Learn how to manage events
Learn how to manage events

Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

Marketing is the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider.

Employee Communication/Internal relations is the specialized part of public relations that builds and maintains mutually beneficial relationships between managers and the employees on whom an organization’s success depends.

2013-11-12 08.46.03Publicity is information provided by an outside source that is used by the media because the information has news value. It is an uncontrolled method of placing messages in the media because the source does not pay the media for placement.

Advertising is information placed in the media by an identified sponsor that pays for the time or space. It is a controlled method of placing messages in the media.

Press agentry is creating newsworthy stories and events to attract media attention and to gain public notice.

Public affairs is the specialized part of public relations that builds and maintains organizational relationships with governmental agencies and community stakeholder groups in order to influence public policy.

Lobbying is the specialized part of public relations that builds and maintains relations with government, primarily to influence legislation and regulation.

Issues management is the process of anticipating, identifying, evaluating, and responding to issues and trends that affect an organization’s relationships with its publics.

Promote the "brand" of the school
Promote the “brand” of the school

Crisis management is the public relations specialty that helps organizations strategically respond to negative situations and to dialog with stakeholders affected by perceived and actual consequences of crises.

Investor relations is the specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value.

Development is the specialized part of public relations in nonprofit organizations that builds and maintains relationships with donors, volunteers, and members to secure financial and volunteer support.

All effective organizations strive to establish and maintain relationships with those identified as important to organizational survival and growth.

The social function of public relations is to facilitate adjustment and maintenance in the social systems that provide us with our physical and social needs.