Public Relations kitap özeti kısa içerik
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what is public relations? Chapter 1 Books on public relations practice and theory abound. Each has a different definition of public relations. For the purpose of this book, public relations means the management of a company's image through communication. It's about building reputations, developing relationships, creating a positive image, and informing and persuading people. It's different than advertising and marketing, which manage demand. These create or define a need and encourage people to seek a certain solution. Advertising involves buying television or radio air time, or space in a newspaper or magazine. Marketing conducts research about the public's attitudes. Marketers determine what people are thinking and what are the strengths and weaknesses of a company or organization's image. They use advertising or tools such as direct mail or brochures to address certain issues and concerns, thus creating a demand for a product or service. Both marketing and advertising are closely tied to sales and financial performance. Public relations is generally considered a more long-term program or investment. But as you'll learn throughout this book, it can also have more immediate results. Results are measured through image surveys that examine the public's attitude toward your company or industry; motivation research which look at why the public's perception is favorable or not; effectiveness surveys that examine the impact of public relations on public opinion; content analyses that measure how much media coverage your company gets and how much of it is positive versus negative.
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