100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
College aantekeningen Online Public Relations (880090-M-6) The Public Relations Handbook $7.76   Add to cart

Class notes

College aantekeningen Online Public Relations (880090-M-6) The Public Relations Handbook

 17 views  1 purchase
  • Course
  • Institution
  • Book

Notes from the Online Public Relations course in the Communication and Information Sciences course at Tilburg University. Supplemented with notes from the book and mandatory scientific articles. The document is written in English.

Preview 4 out of 40  pages

  • June 26, 2024
  • 40
  • 2023/2024
  • Class notes
  • P. schafraad & p. van der wijst
  • All classes
avatar-seller
Summary Online Public Relations
Lecture 1 (08/04/2024)........................................................................................... 4
Defining Public Relations..................................................................................... 4
History of Public Relations................................................................................... 5
Public relations today.......................................................................................... 6
Structure of PR................................................................................................. 6
PR process........................................................................................................ 6
Basic Stakeholder Model.................................................................................. 7
Lecture 2 (10/04/2024)........................................................................................... 8
Defining internal communication........................................................................8
Relevance of internal communication.................................................................9
Planning internal communication......................................................................11
Channels and media....................................................................................... 11
Four steps to successful internal communication...........................................12
Recent developments........................................................................................ 13
Lecture 3 (15/04/2024)......................................................................................... 13
Ethics and Public Relations................................................................................ 13
Ethical theories: two schools..........................................................................14
Professionalism................................................................................................. 14
Is Public Relations a profession?.....................................................................14
Academic knowledge..................................................................................... 15
Training and professional development..........................................................15
Takeaways...................................................................................................... 15
Corporate Social Responsibility.........................................................................15
Stakeholder perspective................................................................................. 16
CSR communication.......................................................................................... 16
The risk of CSR communication......................................................................17
Categories of CSR communication.................................................................17
Lecture 4 (29/04/2024)........................................................................................ 18
Public Relations & Management........................................................................18
Introduction.................................................................................................... 18
Strategic mission of PR.................................................................................. 19
PR and Strategy-Making................................................................................. 19
Role of PR professionals................................................................................. 21
PR and other functions................................................................................... 21
PR versus Marketing departments..............................................................21

, PR and HR departments.............................................................................. 21
PR and Legal departments..........................................................................22
Public Relations and Corporate Identity.............................................................22
Identity versus image..................................................................................... 22
Researching Corporate Identity......................................................................22
What does the identity imply?........................................................................23
Measuring and evaluating Public Relations.......................................................23
Importance of evaluating............................................................................... 23
Approaches.................................................................................................... 24
Objective-based model............................................................................... 24
Preparation, Implementation and Impact model (PII)..................................24
Communication Controlling model..............................................................24
Integrated model of evaluation for strategic communication.....................24
PR evaluation in practice................................................................................ 25
Development of evaluation............................................................................ 25
Standardisation of evaluation........................................................................25
Debates.......................................................................................................... 26
Advertising Value Equivalence....................................................................26
Return on Investment.................................................................................. 26
Online evaluation........................................................................................ 26
Lecture 5 (06/05/2024)......................................................................................... 27
Recent developments........................................................................................ 27
Corporate identity & social media.....................................................................27
Social media...................................................................................................... 28
PR, social media & leadership...........................................................................28
E-leadership................................................................................................... 28
Research Luo et al............................................................................................. 29
Linking strategic social media use to core business.......................................29
Demonstrating leadership vision.......................................................................29
Leadership among peers................................................................................... 30
Lecture 6 (08/05/2024)......................................................................................... 30
A framework for using social media..................................................................30
Homo Economicus versus Homo Dialogicus...................................................30
CSR & Public Relations...................................................................................... 30
Development of motivations for CSR.............................................................30
Homo Economics and CSR............................................................................. 30
Social media and PR....................................................................................... 31

, Homo Dialogicus as frame in CSR..................................................................31
Dialogic CSR...................................................................................................... 31
Dialogic social media use.................................................................................. 31
Untapped potential of social media................................................................32
Research of Cho et al........................................................................................ 32
Literature....................................................................................................... 32
Results........................................................................................................... 32
Discussion...................................................................................................... 33
Lecture 7 (13/05/2024)......................................................................................... 34
Actuality............................................................................................................ 34
Internal communication and new communication technologies........................34
Developments................................................................................................ 34
Paradigms...................................................................................................... 35
Classic paradigm......................................................................................... 35
New paradigm............................................................................................. 36
New technologies in organizations.................................................................36
Using social media for internal communication..............................................36
Benefits....................................................................................................... 36
Challenges and risks................................................................................... 37
Conclusion................................................................................................... 37
Social media and employee engagement.........................................................37
Definitions...................................................................................................... 37
Drivers for engagement................................................................................. 38
Increasing engagement through internal communication..............................38
Research of Ewing et al.................................................................................. 38
Note on employee voice................................................................................. 40

, Lecture 1 (08/04/2024)
Defining Public Relations
There are different definitions of public relations (PR):
 Harlow 1976: “Public relations is a distinctive management function
which helps establish and maintain mutual lines of communication,
understanding, acceptance, and cooperation between an organization and
its publics; involves the management of problems or issues; helps
management to keep informed on and responsible to public opinion;
defines and emphasizes the responsibility of management to serve the
public interest; helps management keep abreast of and effectively utilize
change, serving as an early warning system to help anticipate trends; and
uses research and ethical communication techniques as its principal tools.”
 The first World Assembly of Public Relations Associations 1978:
“PR is the art and social science of analysing trends, predicting their
consequences, counselling organizational leaders and implementing
programs of action that will serve both the organizations and the
public interest.”
o Art and social sciences are important. Art is important because you
have to be creative. But social sciences (and communication
sciences) are important because serious PR is based on scientific
findings.
 Grunig & Hunt 1984: “The management of communication between
an organization and its publics.”
 Grunig 1997: “An organization’s managed communications behaviour.”
 The UK’s Chartered Institute of Public Relations: “PR is the discipline
which looks after reputation, with the aim of earning understanding and
support and influencing opinion and behaviour. It is the planned and
sustained effort to establish and maintain goodwill and mutual
understanding between an organization and its publics.”

Guth & Marsh (2006) defined five core concepts that help defining PR:
1. Management function: PR is management function. The relationship
between an organisation and the publics important to its success must be
a top concern of the organisation’s leadership. The PR practitioner provides
counsel on the timing, manner and form important communication should
take. In other words, practitioners aren’t just soldiers who follow orders;
they’re also generals who help to shape policy. And like all managers, they
must be able to measure the degree of their cusses in their various
projects.
2. Two-way communication: PR involves two-way communication.
Communication is not just telling people about an organisation’s needs. It
also involves listening to those same people speak of their concerns. This
willingness to listen is an essential part of the relationship-building
process.
3. Planned activity: PR is a planned activity. Actions taken on behalf of an
organisation must be carefully planned and consistent with the
organisation’s values and goals. And since the relationship between an
organisation and the publics important to its success is a top concern,
these actions must also be consistent with the publics’ values and goals.

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller joymennings1. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $7.76. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

67096 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$7.76  1x  sold
  • (0)
  Add to cart