Principles Of Public Relations Exam 1

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Front groups

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groups that seek to influence the public policy process by disguising or obscuring the true identity of their members or by implying rep- resentation of a much more broadly based group than exists.

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PRSA (Public Relations Society of America)

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The largest national public relations organization in the world also has 20 professional interest sections that represent such areas as employee communications, counseling firms, entertainment and sports, food and beverages, multicultural communications, public affairs and government, nonprofit organizations, travel and tourism, and even public relations educators.

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PRSA Code of Ethics

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1.Advocacy
2.Honesty
3.Expertise
4.Independence
5.Loyalty
6.Fairness

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PRSSA (Public Relations Student Society of America)

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world’s largest preprofessional public relations organization, having 300 campus chapters.
The organization awards a number of scholarships, holds regional and national conventions, and actively promotes mentoring between students and professionals in the field. PRSSA members, after graduation, are eligible to become associate members of PRSA

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IABC (International Association of Business Communication)

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The second largest organization.
-awards a number of scholarships, holds regional and national conventions, and actively promotes mentoring between students and professionals in the field. PRSSA members, after graduation, are eligible to become associate members of PRSA. The top four responsibilities for IABC members in rank order are (1) corporate communications, (2) employee communications, (3) marketing communications, and (4) media relations. In terms of gender, 75 percent of IABC’s membership is now female.

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Web and Social Media Ethics

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-Clearly identify source of material
-Clearly identify yourself and connections
-Disclose affiliations
-No Cash or “gifts” to bloggers
-Clearly identify owners
-Respect copyrights / trademarks

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Job Levels of Public Relations

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Entry level technician
Supervisor
Manager
Director
Executive

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Public relations role within corporate structure

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*****

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"Access to Management"

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The power and influence of a public relations department usually result from access to top management, which uses advice and recommendations to formulate policy. That is why public relations, as well as other staff functions, is located high in the organizational chart and is called on by top management to make reports and recommendations on issues affecting the entire company.

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Communication conglomerates

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-Today, both public relations firms and advertising agencies have become part of large, diversified holding companies with global reach.
Omnicom:largest
WPP Groupp: second largest
Interpublic Group: third largest

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Request for propsoal (RFP)

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A common approach to engaging the services of a public relations firm is to issue what is called a “Request for Proposal,” known as an RFP. Firms are invited to make a presentation regarding their capabilities and express their ideas about what program they would create to address the potential client’s particular needs.

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Advantages of using a PR firm

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-objectivity
-a variety of skills and expertise
-extensive resources
-offices throughout the country
-special-problem solving skills
-credibility

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Disadvantages of using a PR Firm

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-superficial grasp of a client's unique problems
-lack of full time commitment
- need for prolonged briefing period
-resentment by internal stuff
-need for strong direction by top management
-need for full information and confidence
-costs

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Public Relations Functions

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Profit
Recruitment
Legitimacy
Agitation
Advocacy

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Press Agentry/ Publicity

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-One way communication
-primarily through mass media
-distribution of information to cause a hype

ex. sports, theatre, music, film, and classic hollywood

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Public Information

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-one way distribution of information
-not necessarily with a persuasive intent
-based on journalistic ideal of accuracy and completeness.

ex.government, non-profit groups

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Two-Way Asymmetric

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-Scientific Persuasion
-Communication is two way, with imbalanced effects
-There is a feedback loop (research)
-Primary purpose of feedback is to better understand the audience and how to persuade it.

ex. competitive businesses

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Two-Way Symmetric

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-relationship building
-gaining mutual understanding
-balanced effects of two way communications (give & take)
-research conducted to understand audience
-results may counsel

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Opinion vs. Fact

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-clearly identify
-Opinion statements be accompanied by the facts on which the opinion is based
-Statements of opinion be clearly labeled as such
-The context of the language surrounding the expression of an opinion be reviewed for possible legal implications

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Codes for Specific Situations

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-Financial Information
-Video News Releases (VNR)
-Internet Transparency
-Corporate Practice

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Ethical Guidelines for the Web and Social Media

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-Clearly identify source of material
-Clearly identify yourself and connections
-Disclose affiliations
-No Cash or “gifts” to bloggers
-Clearly identify owners
-Respect copyrights / trademarks

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Social Media PR Challenges

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-Defamation
-Higher areas of concern
-Social Media posts from consumers
-Privacy

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Ethical guidelines with the News Media

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-No gifts to journalists
-Linking Ads with News Coverage
-Transparency and Disclosure Issues

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Code of Ethics

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-Keep the moral compass expected of PR professionals
-Common management tool
-To be effective
-Deception and false front efforts are often unsuccessful