Understanding PR Objectives

Among the many competing definitions of public relations, J. Grunig and Hunt’s is the most widely cited definition of public relations: Public relations is “the management of communication between an organization and its publics.” [One reason this definition is so successful is its parsimony, or using few words to convey much information. It also lays down the foundation of the profession squarely within management, as opposed to the competing approaches of journalism or the promotion-based approach of marketing and advertising that focuses primarily on consumers. The component parts of

Grunig and Hunt’s famous definition of public relations are as follows:   Management. The body of knowledge on how best to coordinate the activities of an enterprise to achieve effectiveness.    Communication. Not only sending a message to a receiver but also understanding the messages of others through listening and dialogue.    Organization. Any group organized with a common purpose; in most cases, it is a business, a corporation, a governmental agency, or a nonprofit group.    Publics. Any group(s) of people held together by a common interest. They differ from audiences in that they often self-organize and do not have to attune to messages; publics differ from stakeholders in that they do not necessarily have a financial stake tying them to specific goals or consequences of the organization. Targeted audiences, on the other hand, are publics who receive a specifically targeted message that is tailored to their interests.  Business Symposium  Marketing Summit Bold Beauty Project Media and Communication What are the materials we are going to be making for these publics? You are working all semester to create a package of materials for two clients. One is a press kit and the other a social media kit. The press kit will contain the following: Backgrounder Press releases Fact Sheet Press photos Inforgraphics FAQ A social media kit will have samples of: Tweets (3) Instagram posts (3) Facebook posts (3) Blog post (1-2) Infographics (1-2)