Development of Public Relations and its Impacts on Contemporary Practice

This course explores the evolution of public relations, its key concepts, and its impact on contemporary practice. We will delve into the origins of PR, its relationship with other communication disciplines like journalism, advertising, and marketing, and examine different specialisms within the field, including corporate PR, business-to-business PR, and financial PR. The course will also analyze the role of PR in organizations, focusing on brand image building, communication strategies, and cultural dissemination. We will explore the differences between public, voluntary, commercial, and regulated sectors and examine how PR operates within each. The course will conclude by discussing PR models and theories, illustrating their application through real-world examples from companies like JetBlue, Google, and Orchard Pig.

MARKETING AND PUBLIC RELATIONS PUBLIC
RELATIONS

Development of public relations
and its impacts on contemporary practice
• Definitions
• Origins
• Development

The relationship of public relations to
different segments
• Journalism
• Advertising
• Marketing

Different public relations specialism
• Corporate PR
• Business to business PR
• Financial PR

The role of PR in organizations
• Making a brand image for the organization
• Spreading the organizational notes
• Spreading the organizational cultures

Differences between the public, voluntary, commercial
and regulated sectors
• Public sectors
• Voluntary sectors
• Commercial sectors
• Regulated sectors

Public relations and corporate communications
• PR is a vital communication tool that is used
by almost every organizations charity,
commercial industries, and political party
• PR is also used in reducing negative publicity
as this is very crucial and flexible marketing
communication element.
• PR has vital role in corporate communication.

PR models and theory enhance professional practice
through the application of industry examples
• JetBlue
• Google join the fight against Ebola
• Orchard pig

Reference List
• Botan, C.H. and Hazleton, V., 2017. The role of theory in public relations.
In Public relations theory (pp. 3-15). Routledge.
• Ervinandsmith.com. (2018). 6 steps for developing a public relations strategy.
[online] Available at: https://ervinandsmith.com/blog/public-relations/6-steps-
for-developing-a-public-relations-strategy/ [Accessed 2 Apr. 2018].
• Marketing and Advertising in Fort Worth - J.O. (2018). History and Evolution of
PR | Marketing and Advertising in Fort Worth - J.O.. [online] Available at:
http://www.jodesign.com/2013/07/10/history-and-evolution-of-pr/ [Accessed
2 Apr. 2018].
• Marsh, C., Guth, D.W. and Short, B.P., 2017. Strategic writing: Multimedia
writing for public relations, advertising and more. Routledge.
• Praccreditation.org. (2018). Public Relations: A Management Function. [online]
Available at: http://www.praccreditation.org/resources/documents/APRSG-PR-
Mgmt-Function.pdf [Accessed 2 Apr. 2018].