Here is the PowerPoint outline for Chapter 20.  Remember to complete the application exercise at the end.

Public Relations Firms

•      9000 public relations firms in the U.S.

•      Fleishman Hillard

–  Employs 2600 full time workers

–  Earns $343 million

Textbook Definition

•      Public relations seeks to create attitudes favorable to the clients and counter
adverse attitudes

•      Hill and Knowlton’s description of
public relations

–   Generate media opportunities

–   Link local communications to global goals

–   Maintain consistency across borders

–   Speed information across the world

Types of Public Relations

•      Corporate communications

•      Financial relations

•      Consumer and B2B marketing

•      Public affairs

•      Crisis management

•      Media relations

Public Affairs

•      Explaining the firm’s position

•      Donating money to useful individuals and groups

•      Involvement with the community

•      Soliciting U.S. help with
foreign governments

Press Release

•      A short essay

•      Written in the form of objective
news story

•      To get media reporters to write about the client’s perspective

•      Many public relations workers are former reporters

Public Relations People Increasingly

•      Produce videos

–  Perhaps to play as a clip on local news

•      Coordinate audio visual material

•      Prepare web sites and home pages

Public Relations’ Marriage with Journalism

•      Provides information

•      Albeit from client’s point of view

•      Eliminates much of the leg work for
a journalist

•      This amounts to information subsidies

Integrated Marketing Communication

•      To blend historically different ways
to communicate

•      To various audiences and markets

Database Marketing

•      Direct marketing

•      Event marketing

•      Relationship marketing

Hidden Influence and Truth

•      Can truth ever emerge from hidden influence (PR)?

APPLICATION EXERCISE:  Ch. 20--PR in Film