Segments in this Video

The PR Phenomenon (03:31)


PR involves the art of persuasion and influencing people's behaviors. It aims to improve the reputation of a PR company's clients. There are several ways PR is different from advertising.

Understanding Publics (03:43)

Publics are target audiences that are defined before a PR campaign is launched. Publics are consumers, competitors, media, and internal employees. Publics operate on many levels and require expert knowledge of the marketplace.

The PR Campaign (03:48)

A PR campaign is associated with a new product or service. The campaign aims to improve the image of the company by using the SMART principle and creativity. Return on investment (ROI) is an essential element of PR.

Crisis Management (03:48)

PR crisis management can make or break a business. It's goal is to protect the interests of its audiences and the reputation of the company. PR can reduce media scrutiny by acting fast in the face of negative publicity.

Changing Face of PR (03:46)

Good PR adapts quickly to change. The rise of digital media has altered the face of PR. Agencies now specialize in online campaigns and monitor Internet user behavior. Legal and ethical standards in all media must be med.

Credits: The PR Function (00:35)

Credits: The PR Function

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The PR Function

DVD (Chaptered) Price: $129.95
DVD + 3-Year Streaming Price: $194.93
3-Year Streaming Price: $129.95



For celebrities and public figures, there’s only one thing worse than being talked about—and that is not being talked about. Similarly, most corporations have a need to both nurture and control publicity, and that means hiring a public relations firm. This program features two respected PR specialists who discuss what they do and how they do it. Outlining the differences between public relations and advertising, the video illustrates the PR specialist’s main objectives: influencing public behavior, improving an individual or corporate reputation, and shaping the opinions of a target audience through a series of planned communication strategies and activities. Viewers learn how technology, especially social media, has shaped today’s PR industry. Viewable/printable educational resources are available online. (20 minutes)

Length: 21 minutes

Item#: BVL44681

ISBN: 978-1-62102-202-2

Copyright date: ©2011

Closed Captioned

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Only available in USA.