Institutional Positioning PDF

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Summary

Learning about institutional positioning...

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Institutional Positioning Public Relations: 

Strategic communication

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“mutually beneficial relationships” between businesses and the community

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Builds products and identity of organizations through branding

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Involving perception management, image management. (Carves out a company image)

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“Publics” : any group of people who share common interests/values in a situation

PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics Used by any organization, company, and buyer/customer Company/org: non profit, gov, political candidate, church, school, sports team Buyer/customer: those who are exposed to the communication

You will need excellent oral and written communication skills “a little about a lot of things and a lot about a few things” 

Learning about case studies and real-world examples will enhance your credibility

PR vs other ways that organizations interact: 

PR is “earned” media rather than a “paid” media o Advertising is what you pay for, publicity is what you pray for

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Earned media = convince someone (reporter/editor/blogger) to write about you/your client your candidate/your brand/issue

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Basically what Trump did with his nonsense

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An article is 10-100 times more valuable than advertising

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PR is hard because it is hard to convince influencers than just pay for it.

PESO Model (E.S.O.P) Earned Media: Publicity Shared Media: Social Media Owned Media: Content Paid Media: Paid/Sponsored

Advertising vs. pR Builds exposure/builds trust Audience is skeptical/Media gives 3rd party validation Complete creative control/Media controls final version (USE THIS) whatever media outlet, our fate is in their hands. They can make us look like jerks. They can do whatever they want Ads: visual/PR uses language

“Buy” / “important” Freud...