Ch. 12: The Work of the PR Practitioner

Jobs of the PR Practitioner:
1. Communicate with internal and external publics
External Publics: groups outside the org with which the org wants to communicate with
Internal Publics: groups within org that need to be reached
2. Counsel management on good PR practices
3. Work with the news media to get info about the org
useful info given to a reporter
when and how to release info to the media
4. Help produce public functions and events

4 Parts to PR
1. RESEARCH- formal or informal, must know everything about client, problems or opportunities being faced, publics that need to be addressed
2. PLANNING- need a plan in place to deal w/ public, tell org what publics to communicate with and how that communication should take place, set measurable impact, output objectives
Impact: effect you want to see (10,000 sign up)
Output: how you will obtain the impact objective (host informational fair)
3. COMMUNICATION- writing is most concerned with this, putting info into proper form (often done quickly)
4. EVALUATION- "Did our plan work?" Did we get the right info to the right public? Did our efforts have the effect we wanted? Did we accomplish our objectives?