421,297 research outputs found

    Public relations vs. advertising

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    This study aims to examine and understand the effectiveness and credibility of advertising and public relations in the form of editorial coverage. This study involves three main groups, namely prominent practitioners in public relations and advertising as well as independent party who does not belong to either of these categories of practitioners. Guided by the Source Credibility Theory, this exploratory study emphasises on key measure of credibility in finding the overall effectiveness of public relations over advertising. Findings of this study provide ground for constructive argument on the co-relations, effectiveness, estrangement and togetherness of the much debated topic of public relations versus advertising. The main basis of the comparison is based on credibility, and the data focused on three central themes: contribution to brand knowledge and brand image, adequacy of public relations and advertising, and concerns of public relations and advertising practitioners. In short, both public relations and advertising can employ contextual strategy by working together to reach consumers in the most creative and tactical manner

    THEORIES AND SUCCESS STORIES OF ADVERTISING AND PUBLIC RELATIONS

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    Now that we are looked at overall integrated marketing communication planning, we dig more deeply into the specific marketing communications tools. In this article, we explore advertising and public relations. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. Public relations involves building good relations with various company publics – from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and public relations must be blended into the overall integrated marketing communications program. Keywords: integrating communication planning, advertising, public relation

    Integration Perspectives of the Communication Management within Organizations’ Policy

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    While the marketing specialists reach the conclusion that building a brand in the XXI century signifies customer relationship development in a permission marketing approach, the public relations starts to be the pillar of the brand strategy. The target public coverage level and frequency, the coordinates in which advertising proved to be traditionally more efficient than public relations, will become less relevant in the future. In this new context, the marketing professionals will be more interested by notions as “commitment” and “involvement” which will be focused on public relations tools as: customers’ information, rather than the products promotion; the gain of trust rather than the gain of time; initiation of dialog rather than submission of messages.public relations, communication management, internal communication, CSR

    Team Teaching of Creative Advertising and Public Relations Courses

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    Advertising and public relations are complex practices, and it is challenging for educators to find instructors who can fulfill expertise across disciplines, particularly in creative applications involving technology. Team teaching is one approach to provide multiple proficiencies. This paper describes how two co-taught courses, Design for Advertising and Public Relations and Commercial Production for Advertising and Public Relations, were developed, delivered and assessed. A literature review of team teaching and creative instruction provides a framework for course designs and student surveys. Course evaluations and instructor reflections are the evidence used for evaluation. The study is important, as specialties from multiple practices, including those that require technology, are increasingly necessary for preparing students for these industries. The study adds to the literature about team teaching and provides a foundation for effectively collaborating on creative courses

    Advertising value equivalence – PR’s illegitimate offspring.

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    Public relations measurement and evaluation have long been major practice subjects. From the late 1970s onwards they have been identified as an important issue for research and practice implementation (McElreath, 1980, 1989; Synnott & McKie, 1997, Watson & Noble 2007; Watson 2008). The evolution of public relations measurement starts much earlier, with some suggesting that media monitoring practices can be identified from the late 18th century onwards (Lamme & Miller, 2010). Although the academic approach to measurement and evaluation has mostly favoured social science methodologies (Broom & Dozier 1990, Michaelson & Stacks 2011), there has been persistent and widespread practice use of Advertising Value Equivalence (AVE) to express the value of public relations activity for decades. Recent data (Daniels & Gaunt, 2009) found that AVE was used by 35% of a large international sample of practitioners. Early significant US practitioners, including Lee and Page, instituted media monitoring of programme outputs and AT&T developed sophisticated opinion researching to guide and monitor its communication activity (Cutlip 1994). Literature in the 1930s and 1940s indicate that these practices were extant, especially basic monitoring of media coverage (Batchelor, 1938). However, there are indications that AVE was in use from the 1940s onward. Plackard and Blackmon (1947) refer to it in the US and provide an example of its calculation. In the UK, the first warning against AVE came in a 1949 edition of the IPR Journal (J. L’Etang, personal communication, January 10, 2011). Both sources thus indicate it was an established practice by mid-century, although it did not surface in professional or quasi-academic literature till the late 1960s. AVE was further operationalized by the emergence of computer based analysis, such as offered by PR Data, in the mid-1960s (Tirone, 1977). From that decade onwards, its use became widespread, as indicated by industry coverage of awards and case studies and by award case studies. Latterly, AVE has been directly challenged by the Barcelona Declaration’s Principle 5 which stated that “AVEs are Not the Value of Public Relations” (AMEC, 2010). It added that AVEs “do not measure the value of public relations and do not inform future activity; they measure the cost of media space and are rejected as a concept to value public relations.” Time will tell whether AVE is replaced by other, valid metrics. This paper investigates the evolution of AVE, which has long been damned as illegitimate, and postulates whether it arose from clippings agencies, advertising planning practices or from other influences on public relations

    Social Recruiting: The Role of Social Networking Websites in the Hiring Practices of Major Advertising and Public Relations Firms

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    The purpose of this study is to determine the role that professional networking websites, such as LinkedIn, play in the hiring decisions of talent recruiters at major advertising and public relations firms. A study of literature relating to social media, traditional recruitment techniques and legal implications regarding the use of networking websites in the hiring process provided a foundation for the study. Primary research, in the form of online surveys distributed to hiring managers at some of the largest international advertising and public relations firms, was conducted to set a foundation for understanding the use of networking websites in the hiring process within the advertising and public relations industry

    Practice-oriented learning of bachelors of advertising and public relations

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    У статті з’ясовано значення та обґрунтовано необхідність впровадження практико-орієнтованого навчання у процес підготовки бакалаврів з реклами та зв’язків з громадськістю, вказано на недостатність наукового та методичного розроблення науковцями даного питання, розкрито сутність і значення прикладного бакалаврату, програма якого передбачає найактивнішу участь у навчальному процесі підприємств-партнерів, з’ясовано особливості практико-орієнтованих технологій навчання, перехід до яких формує конкретні вимоги до кадрів різного профілю, а також розкрито досвід реалізації практико-орієнтованого навчання в Київському університеті імені Бориса Грінченка, зокрема відзначено досягнення студентів кафедри реклами та зв’язків з громадськістю завдяки організації навчального процесу відповідно до принципів практико-орієнтованої освіти.В статье установлено значение и обоснована необходимость внедрения практико-ориентированного обучения в процесс подготовки бакалавров по рекламе и связям с общественностью, указано на недостаточ- ность научной и методической разработки учеными данного вопроса, раскрыта сущность и значение прикладного бакалавриата, программа которого предусматривает активное участие в учебном процессе предприятий-партнеров, выяснены особенности практико-ориентированных технологий обучения, переход к которым формирует конкретные требования к кадрам различного профиля, а также раскрыт опыт реализации практико-ориентированного обучения в Киевском университете имени Бориса Гринченко, в частности отмечены достижения студентов кафедры рекламы и связей с общественностью благодаря организации учебного процесса в соответствии с принципами практико-ориентированного образованияThe tendency of practice-oriented learning as a modern method of improving of the Ukrainian education and the problem of elaboration of mechanism of interaction between institution of higher education and potential employer, realization of which is possible due to implementation of practice-oriented learning, are considered in the article. The principles of practice-oriented learning, which require active methods of forming of student competences based on interaction, but not only passive learning of material, development of competences, which correspond to modern business practice, are researched. In particular, meaning of the notion practice-oriented learning is defined, its necessity of introduction in the training of bachelors of advertising and public relations is explained, its scientific and methodological disadvantages are emphasized, essence and importance of applied bachelor’s programme, which includes active participation in education of partner companies, are presented, peculiarities of practice-oriented learning technologies are revealed. Also experience of realization of practice-oriented learning in Borys Grinchenko Kyiv University is described. Achievements of students of the Chair of Advertising and Public Relations, which were based on principles of practice-oriented education, are reviewed
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