2.1: Essential Components of Public Relations Planning
This chapter describes the International Association of Business Communicators (IABC) Excellence Studies and organizational factors that have impacted PR practices, such as values, organizational structure and organizational culture.
This chapter describes three approaches to PR management and implementation: goal attainment, systems theory, and stakeholder management.
2.1.1: Public Relations Primer
Review modules 1–8, and make a note of any resources or templates you may find especially useful. These resources and templates may be useful as you undertake a public relations campaign. We will refer back to this primer later in the course, but for now it gives an overview of public relations and demonstrates some of the tools that PR experts use. This primer was prepared to help government and business leaders in the former Soviet Union make the transition from a centralized system to a market environment, where they were expected to interact with a freer and more independent media. The concept of "public and media relations" was new to many of these leaders, so this primer provides a fundamental overview of the basic ideas and tools of PR.
2.1.2: Fundamental Terms and Concepts
Watch this video, which summarizes the fundamentals of marketing terminology and practices. Many of the terms and concepts found in public relations are rooted in the foundations and traditions of marketing. Pay extra attention to the key concepts of targeting, positioning, demographics, and segmentation. These topics are critical when defining public relations audiences and the methods to reach them.