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59 Cards in this Set
- Front
- Back
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PR defined
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•2-way exchange, listening and getting feedback
•Mutually beneficial •Management and leadership function •Deliberate and planned effort to influence the public •Focus on all the publicity of an organization •Deals with relationships and reputation |
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Components of PR
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•Counseling, research, media relations, publicity, employee/member relation, community relations, speech writing, government affairs, financial relations, industry relations, development/fundraising, multicultural relations, special events
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Reputations
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general opinion of an institution or individual formed usually over time, it’s a direct and indirect experience that influences reputation
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Boundary spanning or linking
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PR links organizations to the public
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What are the differences between PR and Publicist
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•Publicist- keep a person in the lime light, concerned with general publicity
•PR- builds a reputation, and looks at the bigger picture *Publicists are known as “press agents” |
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Pat Kinsley
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Tom cruises publicist that was fired and tom hired his sister and his publicity went down from there
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Edel Man
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Largest independent PR firm, “to provide PR counsel and strategic communication services to enable our clients to build strong relationships”
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Difference between PR and Journalism
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Journalism
•Writing •No manager skills •Provide objective info •Communicate with mass audiences •Use a single channel of mass media |
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Difference between PR and Journalism
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PR
•Counsel and create special events •Problem solving skills •Communicate with a certain segment and mass media •Employ a variety of channels |
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Difference between PR and Advertising
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Advertising
•Buying time and space •Gatekeepers are less of an issue •Guaranteed placement of messaging •Focus on external audience •Mass Mediated •Selling a product |
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Difference between PR and Advertising
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PR
•Free PR message (persuade people to give you free time and space) •Placement not guaranteed •Goal is public advertising •Internal and external audiences •Management •PR is cheaper than advertising and can reach a lot of people if done properly •Talks about the company |
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Advantage of PR – Cost and greater credibility
Advantage of Advertising – Do not have to worry about gatekeepers |
Advantage of PR – Cost and greater credibility
Advantage of Advertising – Do not have to worry about gatekeepers |
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Gatekeeper
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Someone who controls access to something, the process through which ideas and info are filtered for publication. Ex. Editors and reporters
*There is a love hate relationship between PR and Journalists |
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Crisis Management
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•Reputations take a beating when negative events occur
•PR tries to cultivate a positive reputation for clients on a continuing basis •In crisis the goal is to restore reputation •“Mea Culpa” means “my fault” •Heartfelt apologies can sometimes help remedy a crisis a situation •Accepting responsibility in a genuine manner can help •If you have a positive reputation your apology is more likely accepted |
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Mea culpa defense
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•Instinctive reaction is to deny deny deny, and them claim up
•Mea culpa comes from catholic mass |
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Integrated marketing communication
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•Advertising, sales promotion, and PR:
Training for PR, writing, research, planning, problem solutions, business, photography, video, graphic design. *PR depends on the size of the business |
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“Communication Theory”
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Common goals of human communication
•Inform, persuade, motivate, achieve mutual understanding, institutions also try to accomplish all of these goals |
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SMCR communication model
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•Source-who sends the message, encoding-message-channel-decoding-receiver and feedback goes back to the source
•Ex. Feedback- someone grabs books and leaves the classroom |
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Noise
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•Anything that interrupts the message that is being channeled.
Fan or crowd |
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Five types of channels
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•public media
• interactive media- YouTube Facebook •controlled media- Newspapers • events/groups – large speeches •one-on-one- •Our demographic uses interactive media differently than older demographics •As audience size grows the barriers to communication increase |
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Communication Filters
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•Informational filter – receivers lack of knowledge..ex different language
•Physical filters – Something physical limits recipient…ex receivers fatigued •Psychological filters – receivers state of mind •They interfere with effective communication •Filters are there no matter what and you have to overcome them •You can’t make them go away |
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Selectivity Filters
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Selective exposure – individuals choose media, and exposure
•Selective attention – we only notice a small % of messages, we tune out messages that are irrelevant to us •Selective perception – people apply their own beliefs to content, we decode messages differently •Selective retention and recall – we remember what we want to remember, we do not retain everything we see. People remember messages that are close to their interest |
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Selective exposure
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individuals choose media, and exposure
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Selective attention
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we only notice a small % of messages, we tune out messages that are irrelevant to us
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Selective perception
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people apply their own beliefs to content, we decode messages differently
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Selective retention and recall
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we remember what we want to remember, we do not retain everything we see. People remember messages that are close to their interest
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Informational filter
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• receivers lack of knowledge..ex different language
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Physical filters
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– Something physical limits recipient…ex receivers fatigued
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•Psychological filters –
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refers to thereceivers state of mind
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Semantic noise
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When senders and receivers apply different meanings to the same message, or the message isn’t clear
May take the form of jargon, or using acronyms or a different language EX. “Try our cough syrup. You will never get any better” |
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SMCR in Mass Comm
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•The source is a large group, not an individual, the message becomes a group project
•The receivers are typically a huge audience •Channels are generally mass media •Feedback is delayed, not immediate |
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Communication Barriers
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•Use of jargon
•Age-generation gap •Cultural differences •Language •Emotional state |
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Uses and gratifications
Audiences come to messages for different reasons…. |
•Surveillance - weather
•Entertainment/diversion- •Reinforcement of opinions- political view •Decision making about products or services – purchase car etc |
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2 types of publics
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•Passive – use media for something to do, (couch potato)
•Active – Someone who reads a newsmagazine |
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Passive publics
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•Many media consumers are seeking entertainment and diversion
•Need creative messages to get their attention…look for funny ways to get their attention •Advertisers want large passive public in a good mood |
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Messages must be understandable
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•Write carefully for the public’s you are talking to
•Take into account their education |
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Readability the higher the number the easier to read
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•Comics 92
•IRS -6 |
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How to improve read
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Make short sentence’s, avoid commas , avoid phrases “in order to”, use simple everyday words
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Communication shortcuts
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•Symbols, acronyms, slogans, branding and other devices can help simplify and make your message memorable
•But do not assume everyone knows your acryonmyn |
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Active Public
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•A person seeking information about a purchase decision
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Branding
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•The goal of PR often is to help bulid a brands, brands associate meaning
•Goes back to 3300bc •Coca cola is one of the most understood names on the planet, the goal is to get people to ask for a coke, not “cola” |
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Messages
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•When is it okay to use an acronym. The second time in a sentence
•Jargon might be ok, when you are talking to a group that is well versed in jargon •Be careful of jargon when the it’s a public audience |
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Applying theory to pr practice
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•Understand your public
•Communicate using language and images that are appropriate for your public •Make your message clear and memorable •Think of a way to motivate publics to do something, make it easy for them to act |
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Bottom line for public relations
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•Public relations professionals use media to form public opinion for their clients.
•They want to: •Influence media agendas •Influence the info available to the public •Frame coverage |
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What is persuasion
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An attempt to induce a change in the belief, attitude or behavior of another person or group of persons through the transmission of a message
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Hypodermic needle
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•The Hypodermic needle theory, says media have a direct, immediate and powerful effect on audience
•Also called the magic bullet theory. Basically saying the media could stick it to us |
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Agenda setting theory
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•Media don’t tell us what to think, but what to think about
•Media have a limited effect on audiences. Media don’t make us do things. But they focus our attention on topics. They set the agenda •Videos •Pr people hope they can steer media to the stories they want covered •Getting media coverage for you r client lets the public know that your client is important, you want your client to be on the agenda |
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Media dependency theory
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•We cannot verify media information ourselves so we depend on media for accurate facts and opinion.
•Early in crisis •Will rogers –“all I know is what I see in the newspapers” |
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Framing Theory
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•Israel vs. Palestinians, around the world people are more sympathetic for the Palestinians,
•A frame refers to the way the media and media gatekeepers organize and present the events and issues they cover, and the way audiences •Some frames are included in the story and others are omitted |
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Framing Theory 2
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•How the story is told, what info is put in to the story, how the public is going to interrupt your article
•The selections of facts, themes, how to treat a story •Framing of issues affects the public’s opinion about them. |
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3 frames for the story
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•Frame 1: Rat bites infant (family tragedy)
•Frame 2: Rat bite infant: Landlord, tenants dispute blame (negligent landlord) •Frame 3: Rat bites Rising in cities area (failure of city pest control |
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Cultivation theory
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•George garner says media cultivate beliefs if repeated enough
•The more violence we see on TV the more violent we think the world is •He calls it “the mean world” |
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Aristotles 3 persuasive appeal
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•Ethos – persuasive appeal of one’s character
•Logos- appeal to reason Logic •Pathos – appeal to emotion |
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What is ethos
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Persuasive appeal of one’s character
•Source credibility, Oprah •People generally perceive to have high credibility or ethos – Expertise, sincerity, charisma, character. • It can be transferred when you give testimonials and endorsements. • Warren buffet called Arnold Schwarzenegger smart |
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What is logos
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•Statistics
•Charts •Surveys and pole •Research shows •Examples •All men are mortal, Aristotle is a mortal, Aristotle is a cat |
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T. boones pickens
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Oil
Ad campaign that uses logos more than pathos Pickens is probably also relying on his credibility |
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What is pathos
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•Emotional
•Drama •Story telling •Imagery |
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Central
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•logic, direct, factual, linear…ford truck stats
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Peripheral
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emotion, indirect, entertaining, emotional, nonlinear (ford truck never breaks down)
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