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48 Cards in this Set
- Front
- Back
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what is the definition of public relations?
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the art and science of establishing and maintaining favorable relationships with an organization's public
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what is strategic communications?
|
the
critical
thinking
and
vision
required
to
inform
and persuade
an
organization's
stakeholders
to
act
in
a desired
way
in
order
to
implement
business
goals.
|
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what is marketing?
|
-
the
business
activity
of presenting
products
or services
to
potential
customers
in
such
a
way
as
to
make
them
eager
to
buy.
- includes such matters as the pricing and packaging of the product and the creation of demand by advertising and sales campaigns. |
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what is advertising?
|
the
activity
of
attracting
public
attention
to
a
product
or
business, as by paid announcements in the print, broadcast, or electronic media for the purpose of selling that product or business service |
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key words to remember about public relations:
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-deliberate
-planned -performance oriented -public interest -two-way communicators -management function |
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RACE: an organizer for PR
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R- research
A- action C- communication E- evaluation |
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other terms for PR:
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-Corporate Communications
-Public Affairs -Community Relations |
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how PR differs from journalism:
|
- Journalists
gather
and
select
information
for
providing
the
public
with
news
and information.
-Journalists are objective -PR pros gather and select information not only to inform but to change attitudes, behavior AND to further and organization's goals and objectives. -PR pros are advocates |
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how PR differs from marketing:
|
- PR’s
fundamental
responsibility
is
to
build
and
maintain a hospitable environment for an organization -The major purpose of marketing is to make money for the organization by increasing the slope of the demand curve. |
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How PR supports marketing:
|
-Used
to
directly
support
an
organization’s
marketing
objectives
and
is
called
marketing
communications
-PR for marketing purposes creates a climate of consumer acceptance (think relationships) |
|
|
Ivy
Ledbetter
Lee
|
-"First
Public
Relations
Counsel"
-Focused on the dissemination of truthful, accurate information -Most famous for work with Rockefeller family -Advanced concept that business and industry should align with public interest |
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|
George Creed
|
-Organized
a
massive
PR
effort
to
influence
public
opinion
during
World
War
-Demonstrated the power of mediated information in changing public attitudes and behavior -Emphasized loyalty and confidence in the US Government |
|
|
Edward
Bernays
|
-"Father
of
Modern
Public
Relations"
-One of the 100 most important Americans of the 20th Century -Emphasized application of social science research and behavioral psychology to formulate campaigns and message |
|
|
Arthur
W.
Page
|
-VP
of
AT&T
in
192
-tell the truth -listen to the customer -manage for tomorrow -remain calm, patient, and good-humored - Conduct PR as though the whole company depends on it |
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|
Jim Moran
|
-Famous
for
media‐grabbing
stunts
-Sat on ostrich egg for 19 days and it hatched -Walked a bull thru an exclusive New York china shop |
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|
Rex Harlow
|
-"Father
of
Public
Relations
Research"
-First full‐time PR Educator -Founded American Council on Public Relations, later renamed Public Relations Society of America (PRSA) |
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Key Trends before 1950
|
-1800's:
Press
Agent
Model
-Pre‐1920: Public Information Model -1920's: Two‐way asymmetric involving scientific persuasion based on research of the target audience |
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Trends after 1950
|
1960- "Two‐Way
Symmetrical
Communication”
- Balance between the organization and its publics 1970- Investor Relations boomed with reform in stock market 1980- "Strategic was the buzzword" - Organizational effectivemenss -Identification of publics -Issues Management to prevent crisis 1990- "Reputation or Perception the Buzzwords” Still very much in practice -PR should work to: – Maintain credibility – Build internal and external relationships – Manage Issue 2000's- "Relationship Management" - Publics are active, interactive and equal participants of an ongoing communication process |
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purpose of News Release
|
-Traditional
purpose
is
to
disseminate
information
to
mass
media
such
as
newspapers,
broadcast
stations
and
magazines
-Newer purpose is to disseminate information directly to the targeted audience via Google Alerts and Yahoo mail. |
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|
Media
Relies
on
News
Releases
|
-Wall
Street
Journal,
"50%
of
stories
come
from
news
releases
-Bennet & Company, "75% of responding journalists used PR sources for stories. |
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|
new rules of news release:
|
• Reach
your
audience
directly
with
a
release
• Drive traffic to your website • Achieve high rankings in the search engines • Compete more effectively |
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questions to ask when planning a news release:
|
Ask
what
is
the
key
message?
Who is the primary audience? What does the target audience gain from this news? What objective does the release serve for your client? |
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|
components of a press release
|
• Headline
• Summary • Dateline and Lead Paragraph • The Body Copy – Opening (who, what, when where and why) – Center (details, information, links) – Final paragraph (boiler plate info about your company) |
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the headline of a press release
|
• Provides
Information
and
is
NOT
advertising
• Contains Keywords • Gets the reader's attention • Makes the reader want to learn more |
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the summary of a press release
|
• The
summary
is
a
synopsis
of
the
information
in
the
release.
‐One to four sentences. ‐Include your client’s name within the headline and summary and hotlink back to your website |
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the dateline and lead paragraph of a press release
|
• The
lead
paragraph
is
make
it/or
break
it
and
the
majority
of
readers
STOP
here.
• Answer “who, what, when, where and why and how? • Length of 25 words of less (PRWeb) • Add your web address in the lead |
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the body of a press release
|
• Opening
paragraph
(lead)
• Center of release includes supportive details, quotes, statistics charts, • Final paragraph ideally should restate and summarize and provide any legal details |
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|
Boilerplate
Statement
or
About your Company |
• Paragraph
describing
the
client
that
can
be
used
over
and
over
in
different
releases
• Standard copy about people, services or details as well as “safeharbor” statements |
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contact information on a press release
|
• Your
name
and
affiliation
for
Media
Contact
• Client name and affiliation for Corporate Contact • Company name • Telephone number of corporate contact (or NOT) • Website • Email address |
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what not to do in a press release
|
• Address
the
reader
as
“you”
• Refer to yourself or your client as “I” or “us” • Use exclamation points • Include an email address in the body • Create link spam (no more than one link per 100 words) • Write lengthy paragraphs. |
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Electronic
Distribution
Services
|
• Business
Wire
• PRNewsWire • PRWeb • Market Wir |
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pitches
|
• Phone
call
or
email
introduction
• Succinct, attention‐grabbing, DIRECTLY RELATED to the journalist targeted • Different for different journalists even though the news release is the same |
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New
Technologies
in
PR
|
• E‐mail
• Web sites • Blogs, Mobilogs and Vlogs • RSS—really simple syndication • Podcasting |
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Problems
with
Internet‐based
PR
|
• Search
engines
are prioritizing
based
on
payments • Diversity is a challenge • Security and legal questions abound about copyrights, libel invasion of privacy • Cyberheckling |
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What
makes
for
a
good
PR
“PITCH”
|
-concise
-personal -focused -relevant -interesting -the inteachables |
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Publicity
Photos
|
• Quality
• Subject Matter • Composition • Action • Scale • Camera Angle • Lighting • Color |
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Three
basic
value
orientations
|
• Absolute—it’s
either
right
or
wrong
• Existential –decide on the basis of immediate practical choice • Situational—each decision based on -what causes the least harm or the most good |
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Public
relations
professionals
must
take
into
consideration:
|
• the
public
interest
• the employer’s self interests • the standards of the PR profession • their personal values |
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|
Public
Relations
Society
of
America
– core values
|
• Advocacy;
act
as
responsible
advocates
for
clients
• Honesty; adhering to high standards of accuracy and truth • Expertise; continue professional development, research and education • Independence; provide objective counsel • Loyalty; be faithful to clients but also honoring the public • Fairness—respecting opinions and free expression |
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improper conduct
|
• Giving
expensive
gifts
or
bribes
to
a
journalist
• Spreading malicious rumors about competition • Conducting letter‐writing campaigns on behalf of undisclosed interest groups • Employing people to pose as “volunteers” as a public meeting • Intentionally leaving out essential information • Deliberately giving a false impression of a company’s financial performance |
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Internal
PR
Departments
|
• Large
organizations
tend
to
include
PR
in
policy‐making
and
see
it
as
a
strategic management
too
|
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Trend
toward
Outsourcing
|
• More
than
40%
of companies
budget
for
outside
firms
• High tech budgets 66% of its PR to outside vendors • Nonprofits budget 38% to external PR providers |
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The
Importance
of
Research
|
• Planning
• Program Development • Evaluation Proces |
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using research
|
• Achieve
Credibility
with
Management
• Define/Segment Publics • Formulate Strategy • Test Messages • Help Management Keep in Touch • Prevent Crises • Monitor Competition • Sway Public Opinion • Generate Publicity • Measure Success |
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|
Qualitative
Research
|
• Content
Analysis
• Interviewing • Focus Groups |
|
|
Focus
Groups
|
• 8‐12
People
With
Characteristics
of
Target
Audience • Discussion Led by a Trained Facilitator • Informal, Qualitative Data Rather Than Hard Data • Trend Toward Online or Webcast Focus Groups • Copy Testing • Ethnographic Techniques |
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Quantitative
Research
|
Random
Sampling
Procedures
– Random Also Called Probability Sample ‐‐ Equal Chance of Selection – Often Drawn from List – Quota Sampling Done to Match Characteristics of Audience |
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qualitative research:
Ways of Reaching Respondent |
• Mail
Questionnaires
• Telephone Surveys • Personal Interviews • Piggyback Surveys • Web and Email Surveys |
