-raise awareness/ advocacy 

-Building/ maintaining an image

-repairing an image

-crisis management

-persuasion of public opinion on issue

-building buzz before product launch

-Institutions

-private corporations

-non-profits

-individuals

-medical institutions

-PR is more credible

-less costly 

-more subtle

-VTC: Very Targeted Communication 

-Mass media

-news releases, feature releases

-news conferences 

- systematic

Research

Objectives

Programming

Evaluation 

audiences

attitudes

history 

devising campaign

deciding tools of communication

choosing media

creating message 

Measuring effects

Basis for starting again at research 

Research

Action

Communication

Evaluation 

-media are gatekeepers

-only use information thats important 

-122 news releases per day to average newsroom

-online media kits 

-make newsworthy

-write well

be credible

-key is to be guided by news values while advocating for your client 

Contact info

release date

headline 

-Handle Communication w/ internal and external publics

-Counsel Management on Good Public Relations Practices

-Work w/ the News Media

-Help to Produce Public Functions and Events

-Don't be Obsequious (dont thank too much)

-Don't be Overly Complimentary

-Generally, Don't try to be funny

-Avoid Referring to personal characteristics

-Use personal pronouns

-avoid impersonal constructions

-avoid the passive voice

-avoid using technical language that may mean little to the reader

-avoid wordiness 

-internal

- directed at a particular audience 

-style of writing depends on the targeted audience

-informational 

libel

slander

privacy

copyright

obscenity

tapes

wiretaps

telephoto lenses 

-publication of private matters

-using a person's name or image

- false light 

Broadcast tv 

10-6 safe harbor time 

honesty

serve society

serve profession

independence

fairness

embellishing truth

fictionalizing

misrepresentation

taping without consent