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Summary Online Public Relations
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Summary Online PRAnouk de Groot
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Lecture 1: Introduction...........................................................................................................................2
Lecture 2: Online PR & CSR & Ethics.......................................................................................................4
Lecture 3: Online PR & Management.....................................................................................................7
Lecture 4: Research on Online PR & Management.................................................................................9
Lecture 5: Online PR & Internal Communication..................................................................................11
Lecture 6: Research on Online CSR.......................................................................................................14
Lecture 7: Research on Online Internal Communication......................................................................16
,Lecture 1: Introduction
Defining PR
PR = complex concept
PR = management function, helps establish and maintain mutual lines of
communication, understanding, acceptance and cooperation between an
organization and its publics
o Management of problems and issues
o Responsibility of management to serve public interest
o An organization’s managed communication behavior
o 5 core concepts
Management function
2-way communication
Planned activity
Research-based social science
Socially responsible
PR looks after reputation
o PR is to earn understanding and support. The planned effort to establish and
maintain goodwill and mutual understanding between and organization and
its publics
o Reputation = what you do, what you say, and what others say about you
o
Corporate identity = what the organization communicates
Corporate image = distinctiveness, visibility, higher motivation
PR focuses on relationships with stakeholders
Reputation is fundamental
History of PR
4 categories
1. Propaganda (1-way, truth unimportant)
2. Dissemination of information (1-way, truth important)
3. Scientific persuasion (2-way, imbalanced effects)
o They don’t do anything with feedback
4. Mutual understanding (2-way, balanced effects)
o They try to find a mutual understanding and do something with feedback
form e.g. stakeholders
Ideal form: 2-way balanced symmetrical. Building true relationships with stakeholders,
dialogue and communication, allow mutual influence to accommodate need of the other
, PR today
Basic stakeholder model
Different PR types and channels are being used
Other stakeholders require other communications
PR is a distinct discipline, it differs from e.g. marketing and advertising but there is
overlap
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