MODERN MANAGEMENT 2.1 Public relations and Journalism:Differences →Scope Public relations has many components;journalism has only two. >Objectives Journalists are objective observers;public relations personnel are advocates. Audiences Journalists focus on a mass audience;public relations professionals focus on defined publics. >Channels Journalists use only one channel;public relations uses a variety of channels
Modern ManageMent
MODERN MANAGEMENT 2.2 Public relations and Advertising:Differences →Tools Advertising works through mass media;public relations relies on a variety of tools. →Audience Advertising addresses external audiences;public relations targets specialized audiences. →Scope Advertising is a communications function;public relations is broader in scope. →Function Advertising is a tool;public relations fills a support role
Modern ManageMent
MODERN MANAGEMENT Advertising .is information placed in the media by an identified sponsor that pays for the time and space. It is a controlled method of placing messages in the media
Modern ManageMent