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138 Cards in this Set
- Front
- Back
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PR Defined
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the management (communication) function that evaluates public attitudes, identifies policies and decisions of an individual or organization with the public interest and executes a program of action to earn public understanding.
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deliberate
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intentionally influences, gains understanding, provides information, and obtains feedback
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planned
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it is systematic and requires research and analysis
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performance
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it includes performing, not just "labeling"
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public interest
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must be responsive to its publics-consider its concerns and interests in programs
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2-way communication
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must solicit feedback and PR practitioners must be sure it does and then pass it on to management
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management function
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practitioner should be a part of highest decision-making, part of upper management
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PR is a process- R.A.C.E.
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research, action, communicate, evaluation
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research
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what's the situation?
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action
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plan to do something about it
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communication
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execution of the plan
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evaluation
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was the audience reached and what was the effect?
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P.T. Barnum
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huckster, flak
-PR people media doesn't like (more info) |
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Robber Barons
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selfish business CEO's
-first big industry leaders of a country ex) railroad, steel, etc |
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muckrackers
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trying to get negative things of business out of news
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Edward Bernays
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Freund's nephew
-used psychology to manipulate people |
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Gillet Amendment
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no money may be spent to influence congress
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Flack (1939)
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synonym for press agent
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PR vs. Journalism
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PR:
-writing (process and style are the same) -many tactics -advocates -segments audience -many channels JOURNALISM: -writing (process and style are the same) -reporting, editorial -informs public -mass audience -one channel *this is changing |
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PR vs. ADVERTISING
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PR:
-uncontrolled, *free -many media (some internal) -to promote image ADV: -paid and controlled -mass media (external) -to sell |
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What is advertising's main disadvantage?
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cost
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_____% of consumers place more weight on publicity
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70
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PR vs. MARKETING
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functions overlap, both deal with (1) an organizations relationships, and (2) employ similar communication tools, but approach is different
PR: building relationships and goodwill MARKETING: selling now |
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third party endorsement
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?? (look up)
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gatekeeper
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they decide to publish story
ex) editor -internet messes with this...how? |
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integrated marketing communication
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combines advertising, direct response, sales promotion, and public relations
Why do it? 1) Downsizing of organizations 2) avoiding the high cost of advertising has led to tighter budgets 3) it's not advertising anymore, it's publicity |
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use BUZZ
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enlisting influences or trend setters to spread the word
-internet |
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Essential PR skills
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****WRITING (most important)
-research -planning -problem solving -business/economics |
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Employers want...
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-good writing
-media savvy -contacts -broad experience ***SPECIALIZED EXPERIENCE -ability to manage image **COUNSELING-KNOW-HOW (??) |
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Velvet Ghetto
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??
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glass ceiling
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women can only get so far but they can look up and see men with better jobs
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PR's Ancient Roots
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1800 BC in Iraq where farm bulletins of latest technology
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Ancient Egypt
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-The Rosetta Stone (?)
-it was a publicity release of Pharoah's accomplishments |
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Ancient Greece
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-Olympic Games used promotional techniques for athletes
-sophists extolled virtues of politicians as early lobbyists |
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Ancient Rome
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-Julius Caesar: first politician to publish book- Commentaries
-as emperor: rallied public support of war |
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MIDDLE AGES- Roman Catholic Church
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-Pope Urban II PERSUADED 1000s to serve God
-Pope Gregory XV- used PROPAGANDA to propagate (spread idea of) faith |
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Early America
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-American Revolution: Colonists tried to persuade King George III that they had same rights as English
- king george refused and COMMITTEES OF CORRESPONDENCE were organized -first publicity stunt: Boston Tea Party |
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Early American Education
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-1641 Howard College had a fund-raising brochure
-King's College (columbia) issued first news release in 1758 |
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1800s Press Agentry:
Phineas T. Barnum |
huckster said the "public be fooled"
-press agent; stretch the truth |
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1800s Press Agentry:
Amos Kendall |
first "press secretary"
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1800s press agentry:
Davey Crockett, Bufallo Bill, Annie Oakley |
subjects for press agents
-made up stories |
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The West in 1800s
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- publicity and promotion helped populate western US
-american railroads used press agentry and publicity |
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Industrial Revolution after Civil War"
Robber Barons |
industries run by selfish profit makers expense; "public be damned"
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MUCKRACKER vs. ROBBER BARONS
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Journalists (muckrackers) attacked Robber Barons in the media and focused on scandelous operations of big business
-used publicity of honesty and candor through PR counseling |
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1900s-1950s
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-pioneers of early PR
-1st PR agency -Publicity Bureau, Boston 1900 |
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George Parker and Ivy Lee
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opened publicity office in 1905
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Ivy Lee
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first PR counsel; declaration of principle truth, accuracy, rather than press agentry
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Henry Ford
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-first to use positioning (differences in mind)
-first to be accessible to press -1st press conferences |
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Teddy Roosevelt (1901-1909)
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-master at generating publicity
- first to use news conferences and presidential publicity tours! |
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Bernays changes from manipulative to respected
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Bernays Career:
-began as publicist in 1913: lie less than public agent -nephew of Sigmund Freud -write crystallizing public opinion -taught first course in PR in 1923 -father of PR -used behavioral psychology to change perceptions and behaviors -ex) Ivory soap contest with kids-it floats! |
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Doris E. Fleishman
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first distinguished female practitioner
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PR 1950-2000
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-PR became firmly established
-World War II brought rapid growth -growth of urban population -growth of impersonal big business -scientific advancement -mass media growth -emphasis on bottom line (?) |
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PR Today
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-internet influence
-Global Village Influence: the world is connected by technology |
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Publicity
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get the word out (newspapers)
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Public Information
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-extension of one-way
-little research, scientific persuasion |
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Two-way asymetrical (1960s)
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-persuasion through science is purpose
-communication is two-way (unbalanced) |
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Civil Rights
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-womens rights added issues management
-should women be paid equally?? -PR started listening -dialogue with publics -led to 2-way symmetrical |
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Two-way Symmetrical
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-gain mutual understanding
-2-way, balanced communication -evaluate research to see results SENDER<---message-->RECEIVER listening=speaking |
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1980s:
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-PR boomed as a management function
- Strategic became buzz word |
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1990s:
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-environmental marketing
-PR audits: find out what kind of info co's are sending out, what message are they sending? -communication audits:audits communication tools -social audits: how what youre doing affects society who does processing |
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Social Responsibility
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-Social audits led to CSR (Corporate Social Responsibility)
-move 2-way with publics as equals and communication ongoing |
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2000s:
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-Relationship building and management
-active, interactive, equal participants -ongoing communication -dialogue and less emphasis on media placement -use internet, get people to talk about it (FB, twitter, Youtube) |
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Feminization
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-women now 70% of profession
-Find PR more inviting -able to make more $$ than other fields without capital, though less than males -power in management stronger than ever |
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minorities in PR= 33%
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-whites still comprise 90% of PR
-blacks 7.4% -asians 4% -hispanics 3% -Native Americans 2.9% (won't ask actual percentages) |
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Future
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-multi-cultural world, PR must provide knowledge and sensitivity
-be transparent |
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Utilitarianism
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the greatest good for the greatest #; least harm
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Deontology
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do what is right, though the world should perish (absolutist)
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existentialist
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immediate practical choice (a balance)
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Ethics
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how we should live our lives. It focuses on questions of what is wrong or right, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible
"doing the right thing" A commonly accepted sense of professional conduct that is translated into formal codes of ethics |
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Making Ethical Decisions
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PR Professionals have the burden of making ethical decisions that satisfy:
-their public interest -their employer -their professional org. code of ethics -their personal values |
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Ethical Advocates
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-PR practitioners can be advocates, so long as those persuasive efforts are truthful
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Professional Groups and Ethics
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Professional organizations set ethical standards for and foster professionalism among PR practitioners
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Public Relations Society of America (PRSA)
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20,000 members, 116 national chapters
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International Association of Business Communicators
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13,000 members, 60 nations
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Florida Public Relations Association (FPRA)
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...
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Professional Codes of Conduct
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-emphasize education
-may censure or expel (but no license is required) -major weakness (no teeth) |
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Codes of Ethics for PRSA includes:
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-advocacy
-honesty -expertise -independence -loyalty -fairness |
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Code for VNRs (video news releases)
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-Question whether public is notified of source of VNR
-sponsor clearly identified on tape? |
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Internet PR
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Should PR people build buzz in chat rooms without identifying themselves?
-company tells good things about product without mentioning they work for that company |
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Is PR a craft, skill, or profession?
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-PR is not a profession, maybe an emerging profession
-we do some of the things professions do -certain education required so what is it?? |
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Licensing
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-begun by Bernays
-done by professional associations through accreditation |
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Accreditation
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-requires 5 years of experience
-bachelors degree, pass test |
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more steps towards professionalism:
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Education: standardizing PR curriculum, encouraged more involvement by professional community
-more emphasis on research! |
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Deceitful upfront groups
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PRSA condemns organizations that seek to influence public policy process by disguising true identity of its members
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1889-first public relations department
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George Westinghouse hired 2 men to publicize pet project alternating current electricity
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this era: building relationships with strategic publics
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saves money (litigation, regulation, legislation, boycotts)
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today, executives increasingly see PR ...
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not as publicity as one-way communication, but as a complex and dynamic process of negotiations and compromise with a # of key publics
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ROI
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Return on Investment
-ideally, PRs have major input with management in developing policy and communication with various publics |
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What's in a name?
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Corporate communications is 1st (out numbers PR 4-1)
other names: corporate relations, investor relations, marketing communication, public affairs, public and community relations, external affairs |
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Organizational Divide
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Line and staff (line or staff managers)
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line head
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has authority to direct others
ex) VP- people are under you in an organizational chart |
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staff head
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has no direct authority to directly influence others
ex) PR person |
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compulsory-advisory
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line managers must listen to appropriate staff managers before deciding on strategy
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concurring authority
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must approve concept within their expertise (e.g. publications)
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command authority
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authority to limit freedom
(e.g. legal departments power over PR) |
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PR Person
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influences through advice and reccomendations
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PR vs LAWYERS on organizational Chart
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-legal and PR advice may be different
-good CEO weighs both |
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Litigation PR: Lawyers like PR?
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-managing the media process during the course of the legal dispute so as to affect the outcome and its impact on clients reputation
-classic example: OJ Simpson trial, left enough doubt in the minds of jury and public - |
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Outsourcing...why?
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-to bring in expertise and resources not found inside
-to supplement ongoing activity |
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Most frequent reasons for outside PR:
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-writing and communication needs
-media relations expertise -publicity needs PRO: objectivity, variety of skills, extensive, resources CONS: superficial grasp of problem, lack of full-time commitment, need for prolonged briefing period |
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Charges by outside counsel
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-basic hourly fee, plus out of pocket
-retainer (monthly) -fixed project fee -oay for placement |
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RFP
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Request For Proposal
-common approach to engage the services of a PR firm is to issue an RFP |
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IMC (integrated Marketing Communications)
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in recent years PR firms have either merged with advertising firms or become subsidiaries of larger purpose firms
subsidiary-less important than... |
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Communication or Execution
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1) the most visible part of PR work
2) the implementation of a decision goals: to... -inform -persuade -motivate -achieve mutual understanding |
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A communicator should ask whether the proposed method is:
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1) appropriate- face to face up north, cant because of snow!
2) meaningful- hallmark cards 3) memorable- how you can tie something to someone to remember 4) understandable 5) believable |
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Objectives for a communicator
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--message exposure (how and to whom)
--accurate dissemination of the message- though filters remains intact --acceptance of the message (received)-audience accepts AND accepts as valid --attitude change-audience not only believes, but commits to behavior change- we dont know an attitude until we get action from them --change in overt behavior-change behavior and purchase and use product; de-commit-which hat an athlete puts on |
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Communication Model (5 elements)
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1) sender (encoder)
2) message (what they're sending) 3) channel (how it's sent) 4) receiver (decoder) 5) feedback (2-way communication) |
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Grunig says...
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"Communication is (should be) BALANCED between the sender and the receiver. In the symmetric model, UNDERSTANDING is he principal objective of public relations, rather than persuasion."
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What is the most effective 2-way communication?
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A conversation between two people!
includes: -gestures -FACIAL EXPRESSIONS -intimacy -tone of voice and the opportunity for instant feedback |
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Paying attention to the message:
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(not everyone will receive it)
"all who receive it won't publish it, and all who read or hear it won't understand or act upon it." |
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Gratification Theory
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Communicator wants to persuade AND recipient wants to be entertained, informed, or alerted to opportunities that can fulfill individual needs
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audiences come to message to:
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-survey the environment: what is happening locally/globally that may impact them?
-predispositions such as COGNITIVE DISSONANCE -to be entertained or diverted -to have opinions and predispositions reinforced -to make decisions about buying a product or service |
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cognitive dissonance
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will not believe a message contrary to predispositions
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Mental State of Audience
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devise strategy to:
-attract attention of those who actively seek information -those who process information |
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determine strategies by:
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-researching audience attitudes to see interest or apathy
-segment audience as much as possible |
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In communication, think of the sense...
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-sight
-hearing (radio, pleasant sound) -smelling (popping popcorn in Walmart) -touching (underwear tag) -tasting |
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Sight
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vacation spots, advertisements, pretty beaches for vacation pictures, etc
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Hearing
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laughing= Walt Disney World
"It's a Small world" |
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Smell
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air fresheners (flower smell in bathroom)
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touch
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"feel of leather= feel of luxury"
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taste
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remember home-cooking taste
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Communication is...
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transferring information, ideas and attitudes from person to another
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words are symbols...
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that depend on common knowledge
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Communication requires CLARITY
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-uses messages that match in content and structure, the characteristics of the audience
-"poco" car sent to south america; poco in spanish means slow, who wants a slow car? |
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Flesch Formula
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-short sentences
-short words (per 100 words) -strives for 9th grade level |
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Clarity
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calls for readability formulas
-Rudolph Flesch |
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enhance clarity with...
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-symbols, acronyms, and slogans; must be on same page
-ex) "just do it" -people buy nike because they believe it has more quality |
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AVOID:
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cliches, jargon
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symbols
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unique, memorable, widely recognized and appropriate
-Nike swoosh, apple's apple |
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Acronyms
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shorthand to convey information:
- AIDS (and to aid, be careful) - FBI (most people don't know what it stands for) - NOW |
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Credible Source
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knowledgeable, expert
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sleeper effect
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decreased tendency over time to reject material presented by untrustworthy source
-10 years from now the said "liar" can do a commercial and everyone will have forgotten he had lied |
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Make it Memorable
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repetition necessary; convey in variety of ways
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5-step adoption process
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1) awareness
2) interest 3) evaluation 4) trial 5) adoption |
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content analysis
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we want to measure the content of messages going out there
o Systematic (and objective) counting or categorizing. o Newspaper clippings |
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press agent
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a person employed to organize advertising and publicity in the press on behalf of an organization or well-know person
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rosetta stone
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provided the key to modern understanding of ancient egypt hieroglyphics, was a publicity release for pharaohs accomplishments
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third party endorsement
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when someone else endorses a product without having asked/paid them to- ex) media, doctors, etc
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