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89 Cards in this Set

  • Front
  • Back
What is Public Relations? (from book)
Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends
Marketing
The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and servicesin exchange for something of value to the provider
The goal of Marketing
To attract and satisfy customers on a sustained basis in order to secure 'market share' and to achieve an organizations economic objectives
Public Relations (from lecture)
-management function
-relationships between organization and something else (social issue, marketing)
-image consulting
-crisis communication (damage control)
-increasing awareness
-persuasion
-marketing
Problem defining public relations: broad field
Broad field
-many organizations are involved in PR
-many activities are considered PR or part of the PR function
Other problems defining PR
-PR is an evolved and evolving field
-Negative stereotypes exist
-Ambiguity outside and inside of the profession
-Many people who use terms relating to PR have little understanding
-Practioners operate as adviosrs/conselors and as technicians
Internal Public Relations
-labor and industrial
-personnel
External Public Relations
-shareholders
-media
The Public Relations Process
-Research
-Action Planning
-Communication
-Evaluation
-50% of PR is listening
Challenges of PR
-sensing public opinions (time, money)
-communicating public opinion to management and influencing organizational behavior
-planning program (esp. historically)
-evaluating PR programs
Strengths of PR
-Program execution
-execution related area or specialty
Sam Adams: 6 techniques still used from revolutionary war
-An activist organization
-The use of symbols
-The use of slogans
-The use of staged events
-The role of timing
-The use of a sustained saturation campaign using multiple media
Internal Relations
The specialized part of public relations that builds and maintains a mutually beneficial relationship between managers and the employess on whom an organization's success depends
-THey plan and implement communication programs to keep employees informed and motivated
Publicity
Information provided by an outside source that is used by the media becuase the information has news value. The is an uncontrolled method of placing messages in the media because the source does not pay the media for placement
-the media has little to no control over if the information is used, when it's used, and how it's used (uncontrolled)
Advertising
Information placed in the meida by an idntified sponsor that pays for the time or space. It is a controlled method of placing messages in the media
-PR uses advertising to reach audiences other than the customers targeted by marketing
-organizations use advertising to control content, placement, and timing for placing public relations messages in the media
Press Agentry
Creating newsworthy stories and events to attract media attention in order to gain public notice.
-plays a major role in the music industry, sports, motion pictures, and business enterprises headed by celebrities
Public Affairs
That specialized part of public relations that builds and maintains relationships with governmental agencies and community stakeholder groups in order to influence public policy
-can be used to help clients understand and address regulatory and legislative processes
Lobbying
Specialized part of public relations that builds and maintains relations with government primarily to influence legislation and regulation
-often have backgrounds as well connected lawyers, government administrators, etc
-lobbists need sophisticated knowledge of government, legislative processes, public policy, and public opinion
Issues management
The proactive process of anticipating, identifying, evaluating, and responding to public policy issues that affect an organization's relationships with its publics
-early identification of issues with potential impact on an organization
-a strategic response designed to mitigate or capitalize on their consequences
-McDonalds recreating image
Investor Relations
A specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize the market value
-enhance the value of a company's stock
Development
A specialized part of public relations in nonprofit organizations that builds and maintains relationships with donors and members to secure financial and volunteer support
-depend on donations, membership fees, etc
Education and Preparation for PR
-more then 90% of practitioners are college graduates, including 30% with some post graduate studies
-increasingly employers are looking for advanced degrees emphasizing research and social sciences
-older and more experienced practitioners have typically worked in the media prior to PR
Work assignments: writing and editing
Composing print and broadcast news releases, newsleters to employess and external stakeholders, online media messages, annual reports
Work assignments: Media relations and placement
Contacting news media, magazines, responding to media requests for information, access to authoritative sources
Work assignments: Research
gathering information about public opinion, trends, emerging issues, special interest groups, other concerns related to an organization's stakeholders
Work assignments: Management and Administration
Programming and planning in collaboration with other managers, determining needs, establishing priorities, administering personnel, budget and program schedules
Work assignments: counseling
Advising top management on the social, political, and regulatory enviornments, key decision makers to devise strategies for responding to critical issues
Work assignments: Special events
Arranging and managing news conferences, conventions, grand openings, and other special observances
Work assignments: Speaking
Appearing before groups, coaching others for speaking assignments, and managing a speakers' bureau to provide platforms for the organization before important audiences
Work assignments: Production
Creating communications using multimedia knowledge and skills including art, photography, layout, preparing audiovisual presentations
Work assignments: Training
Preparing executives to deal with media and to make other public appearances, instructing others on how to improve writing skills, helping introduce changes
Work assignments: Contact
Serving as a liason with media, community, and other internal and external groups. Commuicating, negotiating, and managing conflict with stakeholders
Communication Technician
-Hired to write and edit employee newsletters, write news releases, deal with media contacts
-Usually not present for discussions about big decisions but are the ones given the job of explaining it to employees and the press
Expert Prescriber
Practioners define the problem, develop the program, and take full responsibility for its implementation
-the expert prescriber role seduces practioners because it is personally gratifying to be viewed as the authority on what needs to be done and how it should be done
-also leads to greatest dissatisfaction because they are held solely accountable even though they have little control
Communication Facilitator
Serve as liasons, interpreters, and mediators between an organization and its publics
-they remove barriers in relationships and by keeping channels of communication open
-they referee interactions, summarize and restate views, correct conditions interferring with communication relationships
Problem Solving Facilitator
-they collaborate with other managers to define and solve problems
-problem solving practitioners help other managers and the organization avoid and solve problems
Technicians vs. Managers
-Public relations technicians are primarily concerned with writing, producing and disseminating communications such as press releases, speeches, etc
-the public relations manager role casts practitioners as part of organizationsal management
Public repuation derives greatly from the behavior of its
senior officials
(examples exxon, Johnson and Johnson)
Line Functions
In industry include the product-and-profit producing functions: engineering, production, and marketing
Staff functions
include those that advise and assist line executives: finance, legal, human resources, and public relations
Who makes decisions in line management?
-the dominant coalition (five to eight senior executives) hold the power in organizations
-depends on characteristics of practioners
-depends on the extent to which the function conducts various research
-the degree to which line managers and practioners themselvesview the function as part of the management team
'Seven deadly sins in PR" according to Robert Dilenschneider
-overpromising: making commitments for things they cannot deliever
-overmarketing: overselling the client on real capabilities
-underservicing: using senior management names and junior management to do the work
-putting the firms profits ahead of clients performance
-using PR quick fixes: short responses to complex problems
-treating PR as a support function
-violating ethical standards
Internal department's four advantages
-Team Membership: frequent contact between the PR department and top-line management
-Knowledge of the organization: intimate, current knowledge; they can call on key people to to make decisions and avoid those who put others interest in front
-Cost effective: lower overhead costs; full time permanent staff is often cheaper then outside sources
-availability to associates: when problems arise practioners are usually only minues away and are on call
Internal department disadvantages
-a loss of objectivity
-domination and subservience
-confused mission and roles: practitioners can find themselves as stand ins for top executives
First efforts of PR
-Harvard College in 1641, sent a trio of preachers to England on a 'begging mission'. once in england notified Harvard they needed a fund-raising brochure
Sam Adams: six techniques still used
-an activist organization (the Sons of Liberty in Boston)
-the use of symbols (liberty tree: easily identifiable and arouse emotion)
-the use of slogans (give me liberty or give me death, easy to remember)
-the use of staged events (Boston Tea party, catches public attention)
-the role of timing (getting your story to the public first, Boston Massacre)
-the use of a sustained saturation campaign (all available channels of communication to reach public)
Three tactics used by revolutionaries
-swaying early adopters: sam adams and the 'committees of correspondence'
-the white paper: thomas paine and 'common sense'
-the product launch press release: thomas jefferson and the declaration of independence
Amos Kendall
-former newspaperman who was president Jackson's key advisers
-Nicholas Biddle president of the Bank of the US heard about Kendall and used the press to push the banks case
-considered first press secretary: wrote speeches, stories, held meetings with the press
Popular press
-concentration of population
-rising middle class
-slow rise in literacy
-technological innovations (steam press)
-penny press (new york sun)
Amos Kendall
-former newspaperman who was president Jackson's key advisers
-Nicholas Biddle president of the Bank of the US heard about Kendall and used the press to push the banks case
-considered first press secretary: wrote speeches, stories, held meetings with the press
Popular press
-concentration of population
-rising middle class
-slow rise in literacy
-technological innovations (steam press)
-penny press (new york sun)
P.T. Barnum
-his circus introduced the word 'jumbo', hired his own press agent
Charles Lowell
-directed the burlington railroad's publicity campaign
-railroads and land developers used publicity and advertising to lure people westward
George Westinghouse
-established first corporate public relations department in 1889 for his electric corporation
-Thomas Edison has established another company that used direct current, 'battle of the currents'
Ida Tarbell
-mukrakers
-period of protest and reform
-journalistic expose of government corruption and abuses of big business
Ivy Lee
-father of PR
-In 1906 Parker and Lee represent George Baer and associates during coal miners strike
-Lee issued declaration of principles emphasizing honesty and the publics right to know
-used handouts to keep media informed
George Creel
-WWI
-Creel committee; importance of public support for war and government involvement
-people's need for information
-result: fear of media and propaganda
-created the minutemen
4 minute men
At movie theaters across the country a speaker would talk about anything deemed necessary by George Creel (usually associated with the war) to the movie goers during intermission
Edward Bernays
-combined social science with PR as Freud's nephew
-wrote PR book, 'crystallizing public relations'; taught first PR course
-first person to call himself a PR counselor
Bloody Ludlow
-1914, JOhn D. Rockafeller passed his problems down to his son
-miners in Ludow, Colorado were extremely oppressed, began to strike and moved to tents provided by the union
-soldiers then opened fire and set fire to tents leaving 53 dead
-Rockafeller turned to Ivy Lee who tried to discredit the union and eventually won over the miners
Theodore Vail
-pioneered in PR as well as telephonic communications, was one of the first clients of the Publicity Bureau
-the company tried to eliminate public criticism through efficent operation and consideration for the needs of subscribers
Theodore Roosevelt
basically got in good with the newspapers and vetran reporters so they would write stories in his good light
Carl Byoir
-created a firm promoting tourism in Cuba; became one of the largest PR firms
-introducing grassroots advocacy groups and the third-party endorsement, using full page editorial advertisements
John HIll
--viewed as an ethical and respected leader of public relations but his role in helping the tabacco companies form the Tabacco Industry Research Committee threatens his legacy
Arthur Page
-built three successful business careers
-writer and editor of World's Work magazine
-devoted most of his time to the war effort
Press agentry/publicity model
-Purpose: propaganda
-Nature of Comm: telling somebody something (complete truth NOT essential)
-Comm model: Transaction model; source to reciever
-Nature of Research: 'counting house', little research
-Leading historical figure: P.T. Barnum
-Where practiced: entertainment, sports, politics, product promotion
-percentage: 15%
Public information model
-purpose: dissemation of information
-nature of comm: telling somebody something (one way communication truth important)
-comm model: source to reciever
-nature of research: little research, readability, readership
-leading historical figure: Ivy Lee
-where practiced: government, non-profits, businesses
-percentage: 50%
Two way ASYMMETRIC model
-purpose: scientific persuasion
-nature of comm: monologue, imbalanced effects, two-way
-comm model: source to reciever to feedback back to source
-nature of research: formative (pre-campaign) and evaluative of attitudes (post campaign, whether or not objectives were met)
-leading historical figure: Ed Bernays
-where practiced: competitive businesses or agencies
-percentage: 20%
Two way SYMMETRIC model
-purpose: mutual understanding
-nature of comm: dialogue, two way communication; balanced effects
-comm model: group to group communication
-nature of research: formative and evaluative of understanding
-leading historical figure: Ed Bernays, professional leaders
-where practiced: regulated businesses
-percentage: 15%
Industrial Revolution
-Rural to urban: village life ends, u.s. population doubles
-shift from agricultural economic base to industrial economic base
-great demand for information
-theodore vail
Theodore Vail
(AT&T) concerned about relationships with the public by using institutional advertising and surveyed the public
World War II
-Office of war headed by elmer davis
-PR training ground
-Developed advertising as PR tool
-Social sciences (soldier studies)
-Post WWII: expansion (population, economy); PR growth
1960s: Social Unrest and protest
-distrust of institutions and 'the establishment'
-individualism & empowerment (civil rights, enviornmentalism, women's rights, vietnam)
-Many in PR use respond and react tactics and/or attempt to generate good will
1970s through early 1990s
-advertising/public relations mergers
-fractionalization of media channels
-internalization of PR
-new technologies including digital communication
-public skepticism, consumerism and single issue activism
-PR tactics: special events, grassroots lobbying, and coalition building
1990s and beyond
-continued fragmentation of media and audiences; 24/7 news cycle
-IMC push (integrated marketing communication)
-evaluation and membership emphasis (return on investment)
-continued rapid growth in technology (near instant communication)
-CSR: corporate social responsibility; greater transparency (single issue activism)
-emphasis on diversity (growth in minority groups and specialized media)
-terrorism and security related issues
Four models of PR
-press agentry/publicity model
-public information model
-two way asymmetric model
-two way symmetric model
Careers: entry level
-education: liberal arts, general; specific knowledge in relevant area
-preparation: entry level skills including good writing and editing and computer skills
-Preparing management: planning MBO and problem solving; use of research methods
Women in PR
-women trail men in salaries often by 20% or more partly because of discrimination
Selected agency/PR counselor functions
-marketing communication (often media relations and related work)
-executive training (speeches, media, interviews)
-research and evaluation (measurement)
-crisis communication
-special events
In house PR department vs. PR agency

In house PR department
-Knowledge about organization: good, home turf
-Organizational credibility: good, part of the team
-Objectivity: often lacks objectivity
-Range of skills: tends to be more limited
-flexibility: less flexible
-Costs: more cost effective for routine work
In house PR department vs. PR agency

PR agency
-Knowledge about organization: must learn
-Organizational credibility: good, seen as experts
-Objectivity: can provide a fresh look (less biased communication)
-Range of skills: tends to be more broad
-Flexibility: more flexibile
-Costs: more cost effective for nonroutine work
Agency Fees
-monthly retainer (fixed hours/services)
-minimum retainer (for overhead and admin) plus actual costs
-hourly fee plus out of pocket expenses
Pros and Cons of using large PR firms: Pros
-depth of experience
-broad range of expertise and resources
-geographic reach
-investment in talent
Pros and Cons of using large PR firms: Cons
-profit driven (not whats best for client)
-junior staffers do legwork
-formulaic approaches
-you'll be one of many clients
In house PR departments: staff line
-CEO
-VP
-Supervisor level
-Management level
-Line/tech
In house PR departments:
advantages and disadvantages
-advantages: access and influence
-disadvantages: acceptance, credibility/line influence, turf battles
In house PR departments: credibility problems
-not part of the team
-speak different jargon
-from different background
-result: credibility not automatic
Getting started on the upward spiral
-be personablly credible
-strive for perfection
-integrate yourself in the business
Elevating PR to a level of strategic importance
have a formulized plan
-mutually agreed upon objectives
-measurable objectives
the plan is strategic in nature
-plan is in sync with firms long term goals
-plan has practical results
-aggressively monitor/measurement plans results
-makes adjustments in progress
evaluate overall success