PR전략론 필기 및 교재 정리

목차

1. What is PR
2. Modern PR’s key words
3. PR’s process
4. Diversity of PR work(PR의 영역에는 뭐가 있을까..)
5. PR vs Journalism
6. PR vs Advertising
7. PR vs Marketing
8. How PR support M
9. PRer essential career skills
11. Defining the research role
12. Determining the research Role and Scope
13. Using research
14. Factors in persuasive communication
15. Coombs list(crises management)
16. Benoit list(Reputation management)
17. Four models of PR

본문내용

What is PR
PR is influencing behavior to achieve objectives through the effective management of relationship and communication.
PR practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which serve both the organization’s and public’s interest.

Modern PR’s key words
Deliberate ? PR activity is intentional
Planned ? PR activity is organized
Performance ? Effective PR is based on actual policies
Public interest ?PR activity should be mutually beneficial to the organization and the public
Two-way communication ? PR is equally important to solicit feedback
Management function ? PR is most effective when it is a strategic and integral part of decision making by top management

PR’s process
1. Research → Action → Communication → Evaluation
2. Research and analysis → Policy formation → Programming → Communication → Feedback → Assessment


Research and

참고 자료

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