Learning Objectives
- Describe the four models of public relations and the four stages of a typical public relations campaign.
- Analyze the role of public relations in media and culture.
- Analyze the ways public relations is taking the place of traditional advertising.
- Explain the concept of branding.
- Describe the uses of public relations in politics, government, and news media.
- Understand what integrated marketing communications (IMC) are.
- Understand why organizations may change their promotional strategies to reach different audiences.
- Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program.
- Understand the difference between types of communication that target many people at one time versus types of communication that target individuals.
- Understand the difference between media and vehicles.
- Explain the similarities and differences between advertising and direct marketing.
- Understand the benefits of direct marketing and what types of direct marketing organizations often utilize.
- Understand what a unique selling proposition is and how it is used.
- Understand different types of promotion objectives.
- Identify different message strategies.
- Understand different ways in which promotion budgets can be set.
- Understand how the budget can be allocated among different media.
- Learn about different types of sales promotions companies use to get customers to buy their products.
- Understand the different types of sales promotions companies use with their business customers.
- Understand why sales promotions have become such an integral part of an organization’s promotion mix.
- Differentiate between push and pull strategies.
- Understand the concept of public relations and why organizations allocate part of their promotional budgets to it.
- Understand what the different types of public relations tools are.
- Explain how companies use different public relations tools to their advantage.
- Understand the different social media zones.
- Understand how social media can generate publicity.
- Explain how social media keeps changing.
