2Nd Term

1. Publicity and the Media. Power of publicity. Securing Publicity.

2. Dealing with the Media. Relations with print and video journalists. What kind of a PR person should you strive to become? (Ch. 11, 12 and voice of experience in these chapters)

3.Value of Publicity. Avenues of Publicity. Placing Publicity. Measurement Assistance.

4. Handling Interviews and Press Conferences for print and broadcast media.

(Ch. 11, 12)

5. Electronic Media.

6. Integrated Marketing Communications and IMC for the 21^st century. (Ch.13

and Voice of Experience in Ch 13).

7. PR Marketing Activities and PR Advertising.

8. Dealing with Employees. (Ch.14 and Voice of Experience in Ch 14).

9. Employee Communications Strategies and Tactics. (Ch.14 and Voice of Experience in Ch 14).

10. Multicultural Communities: Social Responsibility, Community Relations Expectations and Objectives.

11. Serving Diverse Communities (Ch.15 and Voices of Experience in Ch 15).

12. Consumers (Ch 16 and Voice of Experience)

13. Government: PR in Government in the USA, Government Agencies. American President and Press Secretary’s names, roles and duties. Dealing with Local Governments. (The Rest of the Story, p.411)

14. Government: PR in Government in the Russia. Government Agencies (look for the information on the Net!). Russian President and Press Secretary’s names, roles and duties. (Look for the information on the Net!).

15. PR and the Law. An Uneasy Alliance. The Controversy of the 1^st Amendment. PR and Insider Trading. PR and Disclosure Law.

16. PR and the Law. PR and Ethics Law. PR and Privacy Law. PR and Copyright Law. PR and Internet. Using of PR in Legal Profession.

17. Case Study: General Motors and NBC

17. Crisis Management. Issue Management.

19. Managing, Planning and Communicating in a Crisis. (Voice of Experience)

20. PR cases: GM and NBC (present the case and comment on PR communication strategy)

1. Publicity and the Media. Power of publicity. Securing Publicity.

When you mention the practice of PR to most people – their thoughts instinctively turn to the pass and publicity. The media and the practice of public relations are inextricably intertwined(неразрыв связ). Relationship between the mass media and the public has become more strained(напряг). Its important to hold existing readers and viewers and attract new mass media clients in such a newly competitive(конкурентспособ) marketplace. PR professionals are the first line of defense and explanation.

Power of publicity. PR professionals still regard the mass media as an institution of awesome power. Securing positive publicity is critical activity for PR prof. Publicity is more credible than advertising, establishing good working relationship with media remains essential for successful communication program. Dealing with the media has been primary responsibility of PR prof.

Objectivity in the media. Total objectivity in reporting is unattainableнедостиж. The key is fairness(справедливсть) with each side accepting and respecting the other’s role and responsibility.

Securing publicity(обеспеч гласности. Publicity is designed to broaden knowledge and positive recognition of organization. Publicity differs dramatically from advertising. Adv follows such characteristics as: you pay for it, you control what is said, you control how it is said, you control to whom it is said, you control where it is put in publication/on the air, you control frequency of its use. Publicity is subject to review by news editors. Publicity offers two overriding benefits: publicity costs only time and effort to place it in the media; publicity is perceived as objective news rather than self-serving promotion.