Intro Pr 2009 University Of Oklahoma

Front 1

What is Public Relations?

Back 1

No single definition, “strategic, deliberate communication”, two-way, gains attention, creates buzz, building and maintaining relationships/ mediating, works w/employees, consumers, politicians, media, others companies, special interest groups ( words to remember: deliberate, planned, performance, public interest, two-way communication, management function)

Front 2

Stereotypes and it's influence on PR as profession.

Back 2

Student Perception- glamorous, easy major, “like working with people”/ “spin”/ make negative things seem positive/ Movie publicists- Jerry McGuire portrayed in negative light, Samantha Jones from Sex and the City/ “PR Girls” on MTV- parties in NYC, event planning/ “The Devil Wears Prada”/ media portray practitioners as manipulators/ film and fictitious characters display little understanding of what practitioners do

Front 3

Archetypical Characteristics of PR in the mass media, examples.

Back 3

Ditzy- no intellectual stimuli, obsequious- no principles, guided by satisfaction of bosses, cynical, manipulative, money-minded, isolated, not accomplished

Front 4

Why stereotypes are important to know about and understand

Back 4

Media portrays practitioners as manipulative, work is unexplored/unexplained, as a practitioner you need to understand and represent PR in positive light

Front 5

Major points about modern Public Relations as a profession.

Back 5

By 1980’s- PR is management function, By 2000- relationship management, concept of dialogue emerges, interpersonal channels rather than mass media distribution/ 70% of people in field are women, most women work as technicians, “glass ceiling effect”- invisible barrier holding women and minorities back

Front 6

Occupations in the industry.

Back 6

Corportations, non-profit, government, educational institutions, independence consulting, healthcare, professional associates, issues management, sports PR

Front 7

Outlook of the profession and hiring criteria.

Back 7

Good writing skills, intelligence, cultural literacy, know a good story when you see it, media savvy, context, good business sense, broad communication experience, specialized experience, avoid career clichés; career field is growing (15-17%)

Front 8

Women in PR.

Back 8

Most work as technicians (entry/low level PR jobs), glass ceiling effect is hidden, velvet ghetto effect- managerial titles, but “less important”, women get 76 cents to a man’s dollar, reasons for going into field: women see opportunities for advancement, make more money opposed to other fields, can start a PR firm without a lot of capital, women have better communication skills than men, better at two-way communication

Front 9

Ethics in PR.

Back 9

Absolute- every decision is right or wrong, existential- make up mind right away, Situational- what would cause least harm/ most good. Practitioners rely on Codes of Ethics- national and international, professional associations and organizations create their own codes of ethics (PRSA, IABC)- use self-monitoring and word of mouth. PRSA Code Values: Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness. Ethical Decision Making Guide: 1. Define specific ethical issue 2. Identify external/ internal factors that influence decision (political, social, economic) 3. Identify key values 4. Identify parties that will be affected 5. Define PR practitioners obligations to both 6. Select ethical principles to guide decision process 7. Make decision and justify. Four way test for ethical decision making: 1. Is it the truth? 2. Is it fair to all concerned? 3. Will it build goodwill and friendships? 4. Will it be beneficial to all concerned?

Front 10

Differences from Advertising, Marketing, and Journalism.

Back 10

Advertising- works almost exclusively through mass media ( PR through news releases, events, speeches, etc.), addressed to external audiences, specialized communication function (PR broader in scope/ focused at specialized audiences), advertising main focus is to sell goods and services (PR to create right environment for this). Marketing- concerned with customers and selling products and services (PR concerned with building relationships/ generating public goodwill). Journalism- differ in scope, objectives, audiences, and channels/ Scope- journalism concerned with interviewing/writing/reporting (PR has many more elements), Objectives- journalists seek primarily to report news and information/ objective informers (PR seeks to inform but also change attitudes and behaviors/ advocates), Audiences- journalism write for mass audiences (PR segments audiences into various demographic and psychological characteristics), Channels- most reach audiences through one channel- medium that publishes their work ( PR uses combination of many)

Front 11

• The role of theory, process, strategy, & tactics in Public Relations

Back 11

Media Uses and Gratification Theory, Cognitive Dissonance- people have predisposition/ you must give good reasons and information to change their mind

Front 12

• Public Relations Trends (p.21).

Back 12

Downsizing of organizations, making due with tighter budgets, realizing ads aren’t silver bullet they used to be, marketing of products and services can be effected by public and social policy issues

Front 13

• Changes in Public Relations in the 21 century.

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Now a multicultural world, demand for public transparency, expanding role of PR, new corporate social responsibility, increased measurement and evaluation, management of 24 hour news cycle, fragmentation of mass media, rise of social media, outsourcing, need for lifelong learning

Front 14

• Social Responsibility and Public Relations practice.

Back 14

PR staffs are forefront of building trust and credibility, coordinating corporate social responsibility efforts

Front 15

• The Public Relations Process.

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1. Research- What is the problem or situation? 2. Action (program planning) - What is going to be done about it? 3. Communication (execution) - How will the public be told? 4. Evaluation- Was the audience reached and what was the effect?

Front 16

• Steps in Public Relations process.

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1. Research and Analysis- gathering public feedback, media reporting and editorial comment, analysis of trend data 2. Policy formulation- public relations personnel make recommendations on policy and what actions should be taken 3. Programming- once policy or action is agreed upon, set objectives, define audiences, decide on strategies 4. Communication- execute program through news release, media advisories, newsletters, Internet posting, special events, speeches 5. Feedback- effect of efforts is measured from same components as step 1 6. Assessment- success of failure of the policy or program is assessed as way of determining whether additional efforts are needed. 5 Steps of Adoption Process: Awareness, Interest, Evaluation, Trial, Adoption

Front 17

• SMART Objectives.

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Specific, Measureable, Attainable, Realistic, Timely/ 3 types of SMART objectives: Informational, Attitudinal, Behavioral

Front 18

• Goals and objectives.

Back 18

James Grunig’s 5 objectives: 1. Message exposure 2. Accurate dissemination 3. Acceptance of message 4. Attitude Change 5. Change in overt behavior

Front 19

• MBO.

Back 19

“Management by Objectives”/ 9 Basic MBO Steps: 1. Client/Employer Objectives- how does message promote organization? 2. Audience/ Publics- Who should be reached? What are demographics of audience? 3. Audience Objectives- What does the audience want to know? How can we tailor message? 4. Media Channels- what is the appropriate channel for reaching the audience? How can we use multiple channels? 5. Media Channel Objectives- what is the media gatekeeper looing for in news angle? Why would particular publication be interested? 6. Sources and Questions- what primary and secondary sources of information are required to provide a factual base for the message? 7. Communication Strategies- what environment factors will affect the dissemination and acceptance of the message? 8. Essence of the Message- what is the planned communication impact on the audience? 9. Nonverbal Support- how can photos, graphs, films, and artwork clarify and enhance message?

Front 20

• ROI , Evaluation and Measurement

Back 20

. “Return on Investment”/ way to evaluate message exposure by determining cost of reaching each member of the audience. Measurement of evaluation based on how much sales was generated in comparison to cost of campaign. 1. Measuring outcomes- long term success of PR campaign 2. Measuring outputs- how well campaign was executed and how successful

Front 21

• Public Relations Models.

Back 21

Four Historic models by Grunig: 1. Press Agentry- spread information/ create hype/ “I” 2. Public Information- share as much information as possible/ “I can” 3. Two-way asymmetrical- listen to what people want, adjust message accordingly/ “I can help” 4. Two-way symmetrical- listen to clients, publics/ responding with mutual benefits/ “I can help you”

Front 22

• Main figures in Public Relations history, who they are, their major works, campaigns.

Back 22

1. Ivy Lee- ex-journalist, became publicity consultant, represented Pennsylvania Railroad, worked for Rockefeller family (1913)- Colorado Coal Strike/ Ludlow Massacre, Declaration of Principles- first code of ethics
2. George Creel- former newspaper reporter, asked by Pres. Wilson to organize massive PR effort to unite nation during WWWI, campaign emphasized loyalty and confidence in government
3. Edward Bernays- learned from uncle, Sigmund Freud, how to push people and shape the way they perceived issues and the very way the believed, Wife Doris Fleischman- colleague and companion, Torches of Freedom (1929)- one of the most successful campaigns in the classic world of PR- cigarette campaign directed at women during war
4. Phineas (PT) Barnum- Master of the “pseudoevent” (planned happening that occurs primarily for the purpose of being reported), worked with Tom Thumb and Jenny Lind “the Swedish Nightingale”
5. Arthur W. Page- first VP of AT&T, six principles of PR management

Front 23

• Influence of globalization on Public Relations.

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Most PR firms generate substantial revenues from international operations (small and large firms)

Front 24

• Influence of technology on Public Relations.

Back 24

Computers and research methods have changed a great deal, Factiva, LexusNexus, technology used a lot for secondary research

Front 25

• Integrated strategic communication vs. integrated marketing communication (p. 21).

Back 25

Essentially, both IMC and ISC are under umbrella of integrated approach, that allows you to take into consideration multiple stakeholders when developing a plan. However, IMC is primarily concerned with communication and promotion, whereas ISC is concerned with strategic issues - company's reputation, image, legitimacy, and overall well-being of an organization. In the example on p.34, Abundant Forest Alliance was not promoting any product or service, rather they were interested in getting attention to the issue of environment "to make the planet a better place for future generations.

Front 26

• Historic Stages of Public Relations.

Back 26

1. Ancient beginning- private companies attracted immigrants to New World through promotion and accounts of fertile land/ American Revoluation in part to Boston Tea Party/ Federalist Papers. 2. Age of press agentry and “hype” (P.T. Barnum) 4. Age of PR Pioneers (1900-1950)/ concept moved from press agentry to the more journalistic approach of distributing accurate information 5. PR comes of Age (1950- present)/ PR became major established force

Front 27

• Public Relations Ethics.

Back 27

Practitioners rely on Codes of Ethics, professional associations and organizations create their own codes of ethics (PRSA, IABC)- use self-monitoring and word of mouth. PRSA Code Values: Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness. Ethical Decision Making Guide: 1. Define specific ethical issue 2. Identify external/ internal factors that influence decision 3. Identify key values 4. Identify parties that will be affected 5. Define PR practitioners obligations to both 6. Select ethical principles to guide decision process 7. Make decision and justify

Front 28

• Difference between values and ethics.

Back 28

Ethics- what is right or wrong Values- personal beliefs and stance

Front 29

• Tactics and Strategies in Public Relations: Overview.

Back 29

Strategy: strategy statement describes how an objective is to be achieved/ decides key messages and themes which will recur through campaign/ overall approach to achieving objectives. Tactics: specific tools (nuts and bolts of campaign)/ rallies, events, news releases, meetings, newsletters, website, blogging, twitter

Front 30

• Communication Elements in Public Relations.

Back 30

1. Sender 2. Channel 3. Message 4. Receiver 5. Feedback/ 1. Receiving the message 2. Paying attention to the message 3. Understanding the message 4. Believing the message 5. Remembering the message 6. Acting on the message

Front 31

• Qualitative and Quantitative Research (p. 132).

Back 31

Qualitative- good for probing attitudes and perceptions, assessing penetration of messages, and testing messages/ research conducted through content analysis, interviews, focus groups, copy testing, and ethnographic techniques. Quantitative- based on randomness and large number of respondents (highly scientific methods), samples include probability samples, nonprobability surveys, quota sampling, and random digit dialing.

Front 32

• Campaign Evaluation.

Back 32

Measurement of results against established objectives. Exposure v. Change, Information v. Attitude v. Behavior, Outputs v. Outcomes, Sharing results v. proving success, traditional v. nontraditional media. Success of product or service in past, analysis of geographical area, profile of typical customer who buys

Front 33

• The Research Process

Back 33

a. Secondary Research- includes a variety of techniques ranging from archival research in an organization’s files to reference books, computer databases, and online searches, already existing information
b. Primary Research- more in-depth, focus groups, surveys, going out to get the information, new and original information

Front 34

• Definitions of Public Relations.

Back 34

No single definition, “strategic, deliberate communication”, two-way, gains attention, creates buzz, building and maintaining relationships/ mediating, works w/employees, consumers, politicians, media, others companies, special interest groups ( words to remember: deliberate, planned, performance, public interest, two-way communication, management function)

Front 35

• Values in Public Relations according to PRSA Code of Ethics

Back 35

Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness

Front 36

• Why Public Relations is a Continuous Process.

Back 36

Continuous process because feedback and audience response leads to assessment of program which becomes essential element in development of another PR project

Front 37

• Pseudo-events

Back 37

A pseudo-event is an event or activity that exists for the sole purpose of the media publicity and serves little to no other function in real life. Without the media, nothing meaningful actually occurs at the event.

Front 38

• Publicity vs. public relations.

Back 38

Publicity- “hype”/ purely disseminating information/ now only practiced in Hollywood. Public Relations- two-way communication to gain mutual understand with balanced effects.

Front 39

• Public Relations professional as a communication link.

Back 39

You are the link between the organization and the public.

Front 40

• Current developments in public relations.

Back 40

More female dominant, outsourcing is more developed, recruitment of minorities

Front 41

• Ethics Challenges in Public Relations.

Back 41

Practitioners rely on Codes of Ethics, professional associations and organizations create their own codes of ethics (PRSA, IABC)- use self-monitoring and word of mouth. PRSA Code Values: Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness. Ethical Decision Making Guide: 1. Define specific ethical issue 2. Identify external/ internal factors that influence decision 3. Identify key values 4. Identify parties that will be affected 5. Define PR practitioners obligations to both 6. Select ethical principles to guide decision process 7. Make decision and justify

Front 42

• Professionalism (p. 82).

Back 42

4 Important principles: 1. Sense of independence 2. Sense of responsibility to society and public interests 3. Concern for profession as a whole 4. Higher loyalty to standards of profession than to the employer of the moment

Front 43

• Licensing.

Back 43

Individuals in PR would have to pass rigid examinations and tests of personal integrity. Pros: 1. Would help define the practice of PR 2. Establish a uniform educational criteria 3. Set uniform professional standards 4. Protect clients and employers from imposters and charlatans 5. Protect qualified practitioners from unfair competition from the unethical and unqualified 6. Raise the overall credibility of PR practitioners. Cons: 1. Any licensing in the communications field would violate the First Amendment guarantee of freedom of speech 2. Civil and criminal laws already exist to deal with malpractice 3. Licensing is a function of state governments, and PR people often work on national and international level 4. Licensing ensures only minimum competence and professional standards, not necessarily high ethical behavior 5. The credibility and status of an occupation are not necessarily ensured through licensing

Front 44

• Industry standards.

Back 44

Fees- Basic hourly fee plus out of pocket expenses, Rentainer fee ( monthly charge billed to the client for maintaining account), Fixed project fee (PR firm agrees to do a specific project for set amount), Pay-for-placement ( clients pay for actual placements of articles in the print media and broadcast mentions) (What are the industry standards?)

Front 45

• Public Relations departments.

Back 45

Department is usually divided into specialized sections that have a coordinator or manager. Common sections are: media relations, investor relations, consumer affairs, governmental relations, community relations, marketing communications, employee communications

Front 46

• Organizational structures and Public Relations place in the organization.

Back 46

Depends on the type of organization, perceptions of top management, and capabilities of PR executive/ larger firms more likely to include PR in policy-making process. Mixed organic/mechanical see PR as part of “dominant coalition”

Front 47

• Organizational issues.

Back 47

Legal- conflicts may arise over what to release and when/ lawyers concerned with statements that may be later used against the organization. Human Resources- often turf battles over who is in charge of employee communications. Advertising- collide because they often compete for funds to communicate with external audiences/ also philosophical differences (will it increase sales? Vs. will it make friends?). Marketing- thinks of customers or potential buyers as key publics where PR is broader.

Front 48

• Public Relations firms.

Back 48

Marketing communications, executive speech writing, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, employee communications, branding and corporate reputation, financial relations/ U.S. has over 7,000 companies/ companies that use PR show 12-15% increase in sales/ over 2,000 firms globally

Front 49

• Know at least five Major regional (Oklahoma and Texas) Public Relations agencies and firms.

Back 49

Texas: 1. Peerport 2. Shelton Group 3. Volmer PR 4. Harrell Group 5. BizComm Associates/ Oklahoma: 1. Ackerman McQueen 2. Armstrong Shank 3. Bowlman Holt 4. Ad Communication Group 5. Garman Productions

Front 50

• Know at least five Major international firms/agencies (117). To which mega-agencies they belong?

Back 50

Mega Agencies- Omnicom, WPP, Interpublic group/ 5 Major: 1. Fleischman Hillard ( Omnicom) 2. Ogilvy PR (WPP) 3. Hill and Knowlton (WPP) 4. Ketchum (Omnicom)5. MWW (Interpublic Group)

Front 51

• Services provided by Public Relations agencies.

Back 51

Marketing communications, executive speech writing, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, employee communications, branding and corporate reputation, financial relations

Front 52

• Structure of the agency.

Back 52

1. Account Supervisor 2. Account Executive 3. Assistant Account Executive

Front 53

• Research and its importance (p. 128-129).

Back 53

To achieve credibility with management, define audiences and segment publics, formulate strategy, test messages, help management keep in touch, prevent crisis, monitor competition, sway public opinion, generate publicity, measure success

Front 54

• Applying Research.

Back 54

Qualitative and Quantitative methods lead to campaign.

Front 55

• Research planning (p. 153).

Back 55

Facts, goals, audience. Facts: Category facts, product/service issues, competitive facts, customer facts. Goals: business objectives, role of PR, sources of new business. Audience: target audiences, current mind-set, desired mind-set

Front 56

• Stages of evaluation after research is done

Back 56

planning and questions to ask when you plan a campaign. Questionaire construction- carefully consider wording, avoid loaded questions, consider timing and context, avoid politically correct answer. How to reach respondents: 1. Mail 2. Phone 3. Personal Interview 4. Web and Email survey.

Front 57

• Measurement of public relations objectives and outcomes (Ch.8).

Back 57

Measurement of message exposure by evaluating print and broadcast mediums, media impressions- how many people were exposed to message, hits on internet

Front 58

• What is strategic public relations?

Back 58

Repeated urging of new customers, any PR effort is to accomplish organizational objectives, product launches, tours, press releases, direct mail, 1-800 number