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173 Cards in this Set
- Front
- Back
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Propaghanda
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information to influence someone
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Public Relations Defined
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the management (communication) function that evaluates public attitudes, identifies policies and decisions of an individual or an organization with the public interest and executes a program of action to earn a public understanding
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Key words in PR
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deliberate, planned, performance, public interest,two way commuication, management function
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Two way communication
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must solicit feedback and PR practitioners must be sure it does then pass on to management
--enforces social media |
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Management function
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practitioner must be part of the upper level management of that company, involved in the highest decision making
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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--somehow is a systemaized effort
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performance
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including performing, not just labeling-- you can't say your the friendliest company in the world if you don't act on it or people won't believe you
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Public Interest
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must be responsive to publics and consider its concerns and interests with programs--people go into resturant business for fun but dont realize they need to cook what the public wants not what they want
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RACE
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Research
Action Communications Evaluations |
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Flack
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-Negative term for PR
-Synonym for Press Agent |
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Robber Barons
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Selfish business CEO's
--early businesses in the 1800s who didnt worry about their reputation so they started doing things in malicious ways and media got hold of this and called them _____ _____ |
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Gillett Ammendement
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No money can be spent to influence congress
--law still in effect, no PR people in U.S gov't |
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Gag Law
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Law that prohibits the publication of any material that encourages an overthrow of a government
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Public Affairs, Information Officers
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the name given to PR people in government so that its not technically "PR"
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Spin
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-originally positive term
-today positive slant on a event or information with a point of view -LYING -coined by William Safire |
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Early PR: Ancient Egypt
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Rosetta stone: publicity of pharo's accomplishments
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Early PR: Ancient Greece
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Olympic games used PR technqiues to promote athletes as heros
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Early PR: Ancient Greece: Sophists
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Forerunners of lobbyists and extolled the virtues of politicians--good things politicans were doing
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Early PR: Ancient Rome: Julius Cesear
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Published Commentaires
-first politician to publish a book -used book to rally public support for wars because he was going to tax them for war money |
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Early PR: Middle Ages--Roman Catholic Church
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Pope Urban II persuaded thousands to serve god and take place in crusades
-Pope gregory XV used propaganda to propogate faith and train priests |
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Early PR: American 1700s: American Revolution
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-colonists used PR techniques to persuade people for war
-First Slogan: Taxation without representation Common sense-pamphlet of political communication |
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1st publicity stunt
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Boston Tea Party
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Committe of Correspondence: American Revolution
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forerunners of todays associated press--disseminating information--anti british tone
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1800s Press Agentry: Phineas T. Barnum
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inaccurate, exaggerated publicist, said the "public be fooled"
-promoted tom thumb and jenny lind |
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1800s Press Agentry: Amos Kendall
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First press secretary
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1800s Press Agentry: Products of press agentry
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davie crockie, annie oakley, buffalo bill
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The West in the 1800s
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-Publicity and promotion helped populate western US
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American Railroads--Western US 1800s
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used press agentry and publicity
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Industrial Revolution After Civil War
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Mills and shops became factories
-robber barons: industries run by selfish profit makers expense; "public be dammed" |
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Muckrackers vs. robber barons
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journalists attacked ___ ____ in media and exposed scandalous operation of big business
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Early PR 1900s-1950
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-Pioneers of early PR began leaving media and going to work for people who wuld pay them more to create positive images
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Early PR 1900s-1950: First PR Agency
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Publicity Bureau, Boston, 1900
--Early Pioneers George Parker and Ivy lee opened publicity office 1905 |
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Ivy Lee
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First PR council
-declaration of principles that stressed the truth, accuracy rather than press agentry -practiced public service and 2 way communication -brought PR to community level |
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Henry Ford
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First to use positioning--credit and publicity go to those who became first in mind of public (to get in the minds of the public)
-first CEO accessible to the media |
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Teddy Roosevelt
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-Master of generating publicity
-First to use news conference and presidential tours |
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Edward Bernays
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-Father of PR
-Pr is a function of management -nephew of freud -taught first PR course in 1923 -used behavior psychology to change perceptions and behaviors |
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Crystallizing Public Opinion, 1923
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Written by Bernays
--talks baout how important it is that you listen to the public and design a PR program based on public opinion |
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Dors E Fleishman
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First distinguished female PR practioner recruited by bernays
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PR: 1950s-2000
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-PR became firmy established
-WWII brought rapid growth--businesses needed PR -growth of urban populations -scientific advancement -mass media growth -emphasis on bottom line |
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PR today
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-internet influence
-global village infleunce--technology allows us to be one connected world through communication, internet, customs |
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Classic Models of PR
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-Press Agentry: getting peoples names in the newspaper
-one way communication -no research -advocacy -hyper |
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Two way Asymmetrical
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-persuasion through science
-communication is 2 way, were getting feedback and putting stuff our but one is always greather than the other |
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Two way symmertical
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-gain mutual understanding
-balanced, two way communication -heavy, research evaluate how public percieves; determine effect actions/ policies might have; measure results |
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PR before 1920s
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an extension of journalism focused on the dissemination of info and one way communication
--feedback wasnt considered |
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PR 1920s
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focus shifted to psychological and sociological effect of persusive communication in target audiences
-two way asymertical |
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PR 1960s
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Pr should be more than persuading the public that the corpoate policy is correct
--two way symmetrical |
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PR 1970s
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reform of investor relations
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PR 1980s
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PR is a manegement function
-Strategic became buzzworthy--need strategy and plan ahead to see public opnion instead of just reacting -management by objective |
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PR 1990's
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-Enviornmental marketing era
-PR people work to maintain credibitly, build relationships and manage issues -PR audits, CSR |
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PR audits
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go in and talk about what is the message that’s being sent out. Is the message we sent out the one that people are receiving? Is it the positive message we want
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CSR-Corporate Social Responsibility
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what is the company doing to be a good citizen?
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PR 2000s
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Relationships building and managing is key--we are partners with our community
-interactive participants -ongoing communication -dialogue (social media) |
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PR today
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-one of the fastest growing fields
-internet influence--influences writing -global village influence |
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Feminization of todays PR practitioners
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-70% of profession is women
-find PR more inviting -able to make more $ than other fields though less than males -generally more accepting -power in management is stronger than ever |
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Glass Ceiling
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metaphore that says woman an see a higher salary or position but cant get there because they are female--not as prevelant in PR
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Makeup of PR profession
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whites: 90%
blacks: 7.4% Asians: 4% Hispanics 3% Native Americans 2.9% |
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Growth Model of PR
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WWI-Creel Committee
WWII-Patriotism and morale (davis) |
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Counseling
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-Publicity Bureau started commercial ventures
-subsqeuent agncies sprang forth |
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Classic PR Campaign: Civil Right PR Campaign
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-MLK jr.
-speeches, letter writing (letter from birmingham), lobbying staged events |
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Classic PR Campaign: NASA
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-one of the first companies known for media access
-famous for getting astronots out |
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Classic PR Campaign: Cabbage Patch Kids
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-strong media relations--had people lined up to buy because everyone was talking about them
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Classic PR Campaign: Seat Belts
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-Campaign aimed at all drivers
-much more defined |
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Classic PR Campaign: Hands Across America
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PR stunt of 7 million people in 16 states
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Classic PR Campaign: Starkist Tuna
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-commerical product
-changed fishermans practice--tried to get fisherman to use a diff. kind of net so they wouldn't hurt wildlife |
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Classic PR Campaign:Tylenol
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-classic model for crisis communciation
-capsule killed people-allowed the media into the opperation whle it was going on was how they got publicity to turn from bad to good |
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Classic PR Campaign: Windows 95 launch
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campaign achieved 99% awareness
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PR professionals take into considertion when making an ethical decision
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public interest- it will hurt my interest if the public thinks i am unethical
employers self interest: the agency i work for or the client, what are their interests and how will what i do be effected ethically or unethically Standards of PR profession- what will my PR association think of me? Their Personal Values--what kind of reputation I have as a PR person |
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Absolute Ethical PR Theory
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every decision is either right or wrong--end cannot justify the mean
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Existential Ethical PR Theory
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Choosing the best immediate practical choice
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Situational Ethical PR theory
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each decision is based upon what would do the least harm and most good
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PR ethics
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-how we should live our lives
-what is right and wrong -fair or unfair -caring or uncaring -good or bad -responsible or irresponsible |
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PR practitioners can be ethical and still be an advocate
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are we using the truth to advocate? is our ad truthful
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Major Professional PR organizations
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-Public Relations Society of America--Largest
-International Association of Bussiness Communication -International PR association -Council for advancement and support of education -Florida Public Relations Association |
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Codes of ethics for PRSA
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advocacy, honesty, independece, expertise, loyalty, fairness
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PRSA members major areas
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-media relations
-writer/editor -Marketing Communications -Corporate Communications--big companys have things the do in communication areas |
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VNR(video news releases) violation
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-is public notified when it is used
-is info accurate, reliable -in sponsor identified in opening -is sponsor clearly identified |
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PR Licensing
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-bernays advocated
-test given by professional associations |
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PR Accreditation
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Practitioners go through a voluntary process which they are “certified” by a national organization that they are competent, qualified professionals
requirements: 5 years experience bachelors degree tests moving to require education |
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ethical dealings with news media
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-anything less than total honesty destroys credibility
-evasive answers to reporters questions constitutes lying |
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1st PR Department
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George Westinghouse 1889 hired 2 men to publicize alternating current electricity (AC)
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Other name for PR
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Corporate Communications
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Division of large organizations
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line head, staff head, line manager, staff manager, advisory relationships
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Division of large organizations: line head
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has authority to direct others--you can order people to do things
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Division of large organizations: Staff Head
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has no direct authority to directly influence others
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Division of large organizations: Line manager
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-Ex: VP of Manufacturing
-delegates authority -sets production goals -hires employees -directly influences work of others |
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Division of large organizations: Staff Managers
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Ex: Attorney
-small staff -no direct authority -can't delegate authority -indirectly influnces work of others -usues suggestions, recommendations |
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Advisory
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line management has no obligation to take recommendations
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Compulsory Advisory
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Line management must listen to appropriate staff managers before deciding strategy
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Concurring Authority
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may approve "tool"
-PR staff must approve all strategies before decision making |
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Command Authority
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company can change things with or without consent from PR
-can command another department |
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PR vs. Lawyers
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-legal and publicity advice may be different
-good CEO listens to both |
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Lawyers like PR?
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managning the media process during the course of the legal dispute so as to affect the outcome and its impact on clients reputation
ex: OJ simpson trial |
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Litigation PR Principles
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-Learn the process (of case in public eye)
-develop strategy -settle fast -try settling again |
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Outsourcing
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many firms spend an average of 40% of their budgets on outside PR
-brings expertise and resources not found inside -supplement ongoing activity inside |
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Reasons for Outside PR
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-writing and communication needed
-media relations experts -publicity needed |
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Charges of outside PR council
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-basic hourly fee plus out of pocket expenses
-retainer (monthly) -fixed project fee -pay for placement |
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RFP (request for proposal)
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common approach is to engage the services of a PR firm to issue )___
--firm makes a presentation to get clients business |
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IMF influence
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in recent years, PR firms have either merged with advertising firms or become subsidaries of larger purpose firms
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5 essential abilites for PR
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writing, research ability, planning expertise, problem solving ability, business/economics competence
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Components of PR
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cousleing, media relations, publicity, community realtions, governmental affairs, employee relations, investor relations, developmental/fund raising, special events, marketing communications
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Public Information Model
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1920s PR--an extension of journalism and one way communication
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relationship marketing
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an effort to form solid, ongoing relationship with the purchaser of a product
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Structuralist Perspective
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people hold different roles in a company based on different experiences recieved on the job
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Knowledge model
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academics prove that PR is not a professon
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competition model
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defines a profession based on permanent competition to provide expert services
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personality model
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commitment, creativity and enthesuiam are hallmarks of a professioanl
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mixed organic/mechanical companies
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companies that rely heavily on PR
-IBM, General Motors etc |
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Possible names of head executive of a PR department
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manager, director, vice president
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research
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the controlled, objective and systematic gathering of information for the purpose of describing and understanding
--find out what it says then find out if your proving anyting |
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Research is two pronged
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-its defining problems
-its evaluating solutions |
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PR's cost of research
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to achieve credibility with management
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Define target
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know his lifestyle
demographics consumption patterns |
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periodic surveys
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help companies know whats on consumers minds
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monitor competition
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surveys, current literature
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How research is used
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-achieve credibility with management
-define targets -find the right strategy -test messages -help management stay in touch -prevent crisis -monitor competition -sway public opinon -generate publicity -measure success |
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Secondary sources
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uses magazines books articles and other types of already exisiting sources combined with primary sources to generate new information
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content analysis
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systematic and objective counting or categoriziing
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interviews
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allows you to gain a sense of what a sample is thinking
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focus group
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-usually consists 8-12 people
-represent characteristics of target audience -trained mediator or facillitator who encourages people to talk -sometimes takes place online |
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random sample
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everyone in that targeted audience is has an equal or known chance in being selected
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survey word construction
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keep short, clear and unambigious
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Qualitative Research
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affords the researcher rich insights and understanding of a situation or a target public—also provides red flags or warnings
•Good for probing attitudes, asseing penetration of messages and testing messages |
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techniques of qualitative research
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-content analysis
-interview -copy testing -focus groups -ethnographic observation/role playing |
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copy testing
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giving a sample of material to a sample target audience to make sure they understand
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ethnographic observation
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observation of an individual or group behavior
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Quanitative research
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requires scientific rigor and proper sampling procedures so that information can be representitive of the general population
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techniques of quantitative research
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random sampling and sample size
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sample size
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PR is usually 200-500 people because they want attitiudes and opinions, not elections
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Quota Sample
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draw a random sample that matches the characteristics of the target audience
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benchmarking
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use software programs to track and monitor a client’s reputation almost on a daily basis
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omnibus survery
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a company that buys one or two questions from a survey from a national survey taken by a national polling firm
--also called piggyback survey |
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data
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you must be able to intrepret it or else its useless
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the value of planning
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-second step in PR process
-referred to as action bc the pr company starts making plans about whats its going to do about a situation -should be strategic -Practitioner must think about a situation, analyze what can be done about it, creatively conceptulize te appropriate strategies and tactis and determine how results should be measured |
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approaches to planning
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systematic
management by objective |
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systematic planning
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gathering information, analyzing it, and applying it specifcally for obtaining an objective
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management by objective
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provides focus and direction for forumlating strategy to achieve organizational objectives
-consider publics reached -tailoring messages to what audience wants to know -use appropriate media channels |
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objective characteristics
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does it address the situation? are they realistic? can success be measured?
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Program plan
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identifies what is to be done, why and how its going to be accomplished
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elements of a program plan
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-situation
-objective -audience -strategy -tactics -timetable -budget -evaluation |
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elements of a program plan: situation
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needs a clear understanding of the situation and decide is it a one time project or a remedia plan or an ongoing effort
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elements of a program plan: objectives
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address the situation--should lead to outcome
-informational: designed to expose audiences to awareness of an event, product etc -motivational-designed to change audience opinion or attitude |
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elements of a program plan: Audience
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target audience must be specifically defined a provided research--many campagins have multiple audience
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elements of a program plan: strategy
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described how an objective is to be achieved and what tactics and tools your going to use to get those objectives achieved
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elements of a program plan: tactics
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nuts and bolts--activities in doing the plan that put the strategy together
-most visible part of the plan -build brand awareness -include core customers |
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elements of a program plan: evaulation
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did the plan achieve the stated objectives? did the sales/market increase? how many calls, eyeballs were recorded?
information: measured by analysis of news clippings and how often key message was used motivational: measured by increase in market sales |
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Communication
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-3rd step in PR process
-the implementation of a decision -most visible part of PR -aka execution |
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purpose of communication
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to persuade, inform, motivate and acheieve mutual understanding
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to be an effective communicator
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one must..
-know what constitues a good message and how people recieve messages -know how people process information and change perceptions -know what kind of media and communication tools are most appropriate for a specific audience |
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objectives for communicators
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message exposure-audiences are exposed to messages in various forms
-achieve accurate dissemination of messages -gain acceptance of the message -audience accepts message and sees it as valid -message achieves an attitude change: the reciever not only belives it but comitts an attitude change |
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5 communication elements
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-sender/source
-message channel reciever feedback |
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most affective 2 way communication
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conversation between 2 people
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media uses and gratification theory
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-peopel come to messages for different reasons
-communication is interactive -Communicator wants to persuade, and recipient wants to be entertained, informed or alerted to opportunities that can fulfill individual needs. |
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Passive audience
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individuals pay attention to a message only because it is entertaining and offers a diverson
-are made aware of message through brief encounters |
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active audience
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audiences that actively seek information
-these ppl are already at the interest stage and are seek more sophisticated information |
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concept of triggering events
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-PR people should focus more on behaviors they were trying to motivate in target markets rather tha on what information is being communicated
--PR people should incorporate events into their planning that will trigger people to behave a certian way but latently in their minds |
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other ways of communicating
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-communicate through 5 senses
-open with something that triggers the target audiences values |
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branding
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companies spend lots of time and money to make sure their symbol or logo for quality and service
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writing for clarity
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avoid..
-jargon -cliches -hype words -euphemisms -discriminatory language |
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sleeper effect
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there is a decreased tendency ove time to reject material presented by an untrustworthy source
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cognitive dissonance
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people will not believe a message contrary to repdispositions unless the communicator can introduce information that causes them to question their beliefs
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how dissonance can be created
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-make the public aware that circumstances have changed
-give information about new developments -involvement-interest or concern for an issue or product |
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5 stage adoption process
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-awareness
-interest -evaluation -trial -adoption ** a person doesn't have to go through all 5 steps |
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evaluating
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a systematic assesment of a program and its results
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orderly evaluation
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-learning what was done right
-learning the progress made in attaining specific objectives -how it can be done better next time |
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baseline studies
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measure perceptions and attitudes
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Advertising Equivalency
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calculate the message exposure by converting stores in regular news columns into to equivalent advertising costs
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ROI
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measurement of message exposure can be done with the costs of reaching with audience memeber
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communication audit
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measures communication activity once a year
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methods for evaluating PR efforts
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-media impressions: the potential audience reached
-hits on the internet -AVE -systematic tracking: can analyze tone of content, publication,sources quoted and mention of key copy points -800 numbers -ROI -audience attendence |
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cost effectiveness
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cost of program divided by media impressions--way of measuring message exposure
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pilot test
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before going national companies sometimes test the message and key copy poins in selected cities to see how the public reacts
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split messages
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2/3 different appeals are sent out by charitable organizations and then the response rate is monitored to learn what messages and graphics seemed to be the most effective
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