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Related Flashcards
Related Topics
Cards In This Set
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Public Relations
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Helps an organization and its publics relate to each other to the benefit of both
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Publics
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All groups of people with which company/organization interacts: employees, media, community groups
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Stakeholders
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Specific publics, people who have a stake in company or organization
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Publicity
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Getting news media coverage, different from PR
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Public opinion
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Label describing what a group of people think, is "a belief based not necessarily on fact but on the conception or evaluation of an event, person, institution, or product"
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Opinion leaders
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Important people who influence the opinions of others
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Goodwill
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Greatest asset for a company, well informed public w positive attitude toward an organization
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Image
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Perception based on messages delivered by advertising and other marketing communication tools
what the company says about itself G |
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Reputation
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Based on organization's actual behavior
what other people say about the company |
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Gatekeepers
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Writers, producers, editors, talk show coordinators, and newscasters
Company's try to persuade them to write about them, and so gaining free publicity |
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Implied third-party endorsement
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Public tends to trust media more than they do advertisers
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Relationship marketing
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Introduces point of view in marketing planning that resembles that of public relations
address key publics such as media, employees, financial community, government, and general public |
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Media relations
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Area focused on developing media contacts, knowing who in the media might be interested in the organization's story
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Employee relations
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Programs that communicate information to employees
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Internal marketing
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Communication efforts aimed at informing employees about marketing programs and encouraging their support
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