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76 Cards in this Set
- Front
- Back
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global scope of PR
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PR is spreading and is a profession in many different countries all over the world
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variety of definitions
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Deliberate
planned performace public interest |
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deliberate
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deliberate intension to influence people
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planned
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stay organized and logistical to get research and analyse
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performace
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good policies and oerforming the policies getting ppl to belive your campaign
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public interest
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pr should mutually benefit the company and the public
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two way communication
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not only we provide info but they should too so we can learn from them!
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management function
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integral part of decision made my top management.
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RACE -- 4 ELEMENTS OF PR
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RESEARCH, ACTION ( PROGRAM PLAN) COMMUNICATION ( REACH PUBLIC), EVAL -- SUCCESSFUL! ?!?
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PR VS JOURNALISM
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pr -- we do more.. journalist just write
journalists are sopposed tobe 100% objectible |
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PR VS. ADVERTISING
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publicity is similar but the biggest difference is that we dont pay for our publicity!
advertising is all mass media.. PR has other outlets ie brocures etc. |
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PR VS. MARKETING
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pr -- more for relationships bw. organization and pub.
mark - only customers and selling products |
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different PR mediums
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corporations
nonprofit entertainment, sports, travel givt and politics education international |
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5 essential abilities
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writing skills
research ability plnning expertise problem solving business econ competence |
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gender gap for salaries in PR
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girls are getting lower and there are many more of us
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ch2
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ch2
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1900 - 1950s
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we began to boom..
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henry ford
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positioning -- publicity has a cyclist race hius car!!! covered and created hype
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Teddy Roosevelt
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had reporters follow him adn create interest in parks etc.
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Ivy Lee-
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first PR counsel
did Penn. Railroad work Rockeffeller 4 contributions idea of business and industry combign top exec and managemtn working together open ocm with news medium humaniing business |
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George Creel and Creel Commitee
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influence world in WW1 - pursuaded americans to help war. got us involved in war.
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Bernays
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father of modern PR
included social sci into pR. classic campaigns ivory soap ballet golden jublee father of spin |
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arthur Page
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vp of Att
pr in higher managment served on corps page society-- top exec. PR ppl |
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sonnenberg
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sponcership
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harlow
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prsa
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4 models of PR
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ideal is 2 way!
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press agentry/ publicity
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oneway comm. usually hypeish.. get one outlet affected
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public info
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one way comm just tell the public info
primary method for govt and politics |
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two way asymmetric
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all involved .. but feedback loop which helps other one
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symmetic
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equality coming out of both!!
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pr ppl want accrediation
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prsa accredites ppl after they pass test etc.
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gifts to pursuade publicity?
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is this ethical? many shades of gray!
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3 basic values
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absolutists - everyhitng right or wrong
existentialists - practical choice? situationalist - cause the least harm/most good. better situation. |
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role differentian
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society understand the advocate is operating in a specific role!
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Ch4
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ch4
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PR department of Corporation
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have other names. structure each company is different so the detils within each is different. some pr ppl do very little just help with pr stuff while tohr retain top managment offices.
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PR firms!
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a lot of merging recently with advertising or even subsidiaries. these firms can be versitile adn have good resources btu may not ahve hte commitment a lot of direction or can be expensive.
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Ch5
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ch5
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research is importint becuase...
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know the audience
deal with problems test prod/messages monitor competition sway pub opinion creat publicity etc |
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qualitive vs quantitve research
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qual - soft data - open minded not reliable and not general in ppl
quan - hard data - more reliable bc its random ppl asked |
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research in ...
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databases, internet, content analysis, questionares, surveys, interviews,
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anthro helps bc..
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study behavior in ppl
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CH6
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CH6 PROGRAM PLANNING
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PROGRAM PLANNING
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PLANNING IS IMPORTIANT TO THE PROCESS BECUASE ITS GOOD TO GIVE CONSIDERABLE THOUGHT TO WHAT YOUR DOING!
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MANAGEMENT BY OBJECTIVE
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AKA MBO FOCUSES AND DIECTIO FOR FORMULARNG STRATEDY TO ACHIEVE SPECIFIC ORGANIZATIONAL OBJECTIVES.
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9 STEPS OF MBO
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CLIENT EMPOLOYYEE OBJECTIVES
AUDIENCE PUBLICS AUDIENCE OBJECTIVES MEDIA CHANNELS MEDIA CHANNEL OBJECIVTES SOURCES AND QUESTIONS COMMUNICA. STRATEGIES! ESSENCE OF THE MESSAGE NONVERBAL SUPPORT |
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FOR THE PLANNING NEED:
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FACTS, GOALSM AUDIENCE AND KEY MESSAGE
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ELEMTS OF A PROG PLAN
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SITUATION
OBJECTIVES AUDIENCE STRATEGY TACTICS CALENDAR. TIMETABLE BUDGET EVALUATION |
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CH7 COMMUNICATION
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CH7
COMMUNICATION |
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IMPLEMENTING THE PLAN!
KNOW: |
WHAT CONSTITUES COMMIN AND HOW PPL RECIENCE MESSAGES
HOW PPL PROCESS INFO WHO KINDS OF MEDIA ARE MORE SPPROPRIATE FOR THE MESSAGE |
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OBJECTIVES FOR COMMUNICATOR
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MESSAGE EXPOSURE- GET MESS OUT THERE
ACCURATE DISSEMEINATION - MAKE SURE THE MESSAGE IS WHAT U WANT ACCEPTANCE- MAKE SUR EHTE PUBLIC ACCEPTS THE MESS ATTUTUDE- MAKE SURE THAT NOT ONLY DO THEY BELIEVE IT, BUT THEY ACCEPT HTE MESS CHANGE THEIR BEHAV. |
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BEHAVIORAL COMMIN. MODEL
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AWARENESS, LATENED REDINESS, TRIGGERED EVENT, BEHAVIOR
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5 COMMUNICATION MODELS -
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SENDER/SOURCE
A MESSAGE A CHANNEL RECIEVER RECIVER TO SENDER |
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TWO WAY COMMUNICATION
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IMPORTIANT BECUASE BALENSE AND CAN LEARN FROM EACHOTHER
INTERACTION OF COMMUNICATION!! MEDIA USES AND GRATIFICATION! |
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MEDIA USES AND GRATIFICATION!
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IS THIS OK?
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USE OF LANG.
WHAT IS THE MOST IMPORTIANT SYMBOL? |
WORDS!! BC PPL UNDERSTAND THEM! MANY FACTORS CAN SPOLIT UNDERSTANDING!
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PG 180
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PG 180
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FOR LANG. USE
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SYMBOLS, ACRONYMS, NO JARGON, NO CLICHE AND HYPE WORDS! NO EUPHAMISM NO DISCRIMINATORY
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SOURCE CREDIBILITY
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NEED A GOOD SOURCE SO PPL BELIEVE IT!
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SLEEPER EFFECT
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PEOPLE WANNA BELIEVE GOOD PPL.
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REPETITION IS IMPORTIANT BC
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GET MMORE PPL TO SEE IMAGE.
REMINDER OF IMAGE, BETTER LEARNIGN AND REINFORCEMENT |
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5 STAGE ADAPTION PROCESS
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AWARENESS, INTEREST, EVALUTATIONTRIAL, ADAPTION,
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5 THAT EFFECT ADAPTATION PROCESS
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RELATIVE ADVANTAGE - IS THE PROD GOOD??
COMPATIBILITY0- WIT HPUB. AND OTEHR PRODUCTS COMPLEITY TRIALABILITY OBSERVATION |
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ch8 evaluation
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ch8 evaluation
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evaluation
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measurement of resultus against established objectives set during hte process planning
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evaluatiing starts at the planning phase
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need to do research b4 and after to compare for the results.
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measurement of evaluation
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basic - targ. audiences, impressions, media placment
intermediate- retention, comprehesion, awareness, reception, measuring- behavir chagne, attit change, opinion change. |
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count amount of references?
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not good to believe in quanitity instead of quality and unrealistic
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media impressions
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number of media placements can be bbad and good!
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hits on the internet
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get ppl to see ure product
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meaurement of audience awareness
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has ure audience accpeted this ? are they aware?
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measurement of audence action
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have they changed bahavior?
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supplelental activities
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communications audits, pilot tests and aplit messages, meetinggs and events, and newletter
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comm audits
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analysis of activities, internal interviews, with ppl
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pilot tests and aplit messages,
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other ways to get ppl to tell about the product
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events b4 hand
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get input you can work with
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