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54 Cards in this Set

  • Front
  • Back
The 4 Elements

R.A.C.E.
Research: what is the problem/situation?
Action: what is going to be done?
Communication: execution, how to tell the public?
Evaluation: what was the effect?
Role of PR Practitioners
to influence public opinion using sound character and proper performance
Public Relations:
is a management function that evaluates attitudes; identifies its policies and procedures of an organization w/ the public's interest in mind; plan and execute a program/plan of action; conveys attitudes of the public to top management; earn public understanding and acceptance for the client
Key Words (defining PR)
Deliberate: intentional, gain understanding, provide info and obtain feedback

Planned: systematic, requires research and analysis

Performing: living up to what you preach

Public Interest: must be responsive to audience and consider concerns/interests

2 Way Communication: solicit feedback and pass it on to management

Management Function: integral/strategic part of decision making by top management (includes counceling and problem solving at high levels)
How they operate
"On the edge; From the middle; on the boundary"

Must have
*access to management (ideal-VP)
*have a specific target audience

In times of crisis: Tell all, and tell it quickly
PR's Negative Connotations
1800's
PT Barnum- huckster, flak (slang for any info w/ a point of view)
Robber Barons
Ed Bernays- Frued's nephew; father of PR 1st to use psychology & manipulation
Gillett Amendment

Gag Law
no $ maybe spent to influence Congress

prohibit use of any appropriations for services, messages, or publications designed to influence members of U.S. Congress w/ legislation
Corporate Communications
most common title used by Fortune 500 Companies
"Spin Doctor"

Flack

the modern twist
1984-tied to president Regan re-election (NY Times) considered unethical, misleading activities/tactics of political campaign consultants

(1939) synonym for press agent just trying to get clients name in the paper; slang for any info w/ a point of view

mid 1990's: media used the term to describe any effort by PR personnel to put a positive slant on an event/issue
5 P's
Product
Price $
Place
Promotion
Publicity
PR vs.
-------------------------------
*writing (+other tactics)
-->fundamentally different in scope, objectives, audiences, and channels
-advocates for client
-segment public (target audience)
-many channels of media

------------------------------
*use of mass media publicity
-->format and contex difference
-primarily use publicity (UNpaid & dependent of gatekeepers decision)
Co. doesnt have direct control
Purpose: promote image of Co.

-------------------------------
*Tools of Communication
*Functions
Purpose: build relations and goodwill w/ variety of publics
JOURNALISM
------------------------------
*writing
reporting facts (objective)
inform the public
mass audience
one media channel

ADVERTISING
------------------------------
*use of mass media publicity
-use of PAID time and space
Co. controls the messages
purpose: sell a product/service
(-) 70% consumers place more weight on publicity than advertisements

MARKETING
-------------------------------
*Tools of Communication
*Functions
Purpose: reach (specific) customers to sell product/ services
PR Terms
3rd Party Endorsement
Gatekeepers
Integrated Marketing Communications
ANCIENT EGYPY

Rosetta Stone
help us understand hierogliphics
-basicly a publicity release of Pharoh's accomplishments
ANCIENT GREECE

Olimpic Games
Speakers
Sophists
used promotion techniques for athletes

best elected to leadership positions

extolled virtues of poloticians; early lobbyists
ROME

Julius Ceasar
1st politician to publish book; Commentaries as emperor, rallied public support of wars
MIDDLE AGES

Roman Catholic Church
Pope Urban II: persuaded ppl to serve God

Holy Crusades: against muslims to spread christianity

Pope Greg XV: used propoganda to propogate faith, train priests and supervise missions
EARLY AMERICA
The American Revolution:

-Virginia Company 1620-distributed flyers/brochures to attract immigrants
-Boston Massacre: persuaded colonists to revolt
-Tom Paine "Common Sense" pamphlet
-Federalist Papers
1800's Golden Age (press agent)

P.T. Barnum
Huckster known for
pseudoevent: a planned happening or event w/ the purpose of gaining publicity

Hype:use of media to get publicity

Press Agent: work to get publicity for client

said "public be fooled"
Client List: Tom Thumb, Jenny Lynn
Amos Kendall

Davey Crocket
member of Alan Jackson's "kitchen cabinet"; 1st press secretary.

Buffalo Bill; fought at the Alamo w/ Mexico, PR used him in opposition to Alan Jackson
Rail X Roads
promotions and publicity help populate the West (4.5 mill)
1900-1950's
Pioneers of early PR- moved from press agentry to *Journalistic Approach (accurate facts)
1st PR Agency
Publicity Bureau, Boston (1900)
Parker & Lee: opened publicity office NY (1905) positive and honest
Henry Ford
America's 1st industrialist
1st to use positioning: credit and publicity goes to those who do something first; and have access to the press (real publicist); champion of the "common man"; Raced cars for publicity
Ivy Lee
1st PR counsel, truth, accuracy rather than press agentry; promo business practicing public service; pioneer of 2 way communication, brought PR down to community level
Teddy Roosevelt
(1901-1909) master of generating publicity; 1st to use news conferences and presidential tours; taught FDR who celebrated bday's and infantile paralysis-March of Dimes
Edward Bernays
"Father of modern PR"
Management function, mutual communication btwn org & the public, keep informed & responsive to public opinion, serve public, utilize change, anticipate trends.

Began as publicist 1913, nephew of Sigmund Freud, scientific persuasion, Book: Crysallizing Public Opinion, taught 1st PR course in PR 1923, recruited 1st distinguished female practitioner- Doloris Fleishman & together built Bernay's Council, behavioral psych to change consumer perception/behavior

ex Ivory Soap-sculpture contest
1950-2000
Post WW II
PR became firmly set
Post war brought rapid growth or urban population, Big Business and Mass Media!
Scientific advancements
Industrial Revolution
Post Civil War

*Robber Barrons
*Muckrakers
Mills and shops --> Factories

industries run by selfih profit makers expense, "public be damned"

editorial journalists attacked robber barrons in media and exposed scandals of Big Business
PR Today
Internet major role-Social Media
Global Village Influence-world is getting much smaller b/c we have access to internet and information

200,000 practice nationwide

Currently one of the fastest growing fields
1920

1960

1970

1980

1990

today
Journalistic Era (feedback and councel)

Civil Rights Era, protests brought issue management

reform in investor relations

Mgmt is centered and "strategic" (buzz word) - bloomed as a management function

environmental marketing, PR/communication/social audits

MUTUAL relationship management
CLASSIC MODELS

1. Publicity
2. Public Info
3. 2-Way Asymmetrical
4. 2-Way Symmetrical
1. 1-Way communication, NO research, hype, advocacy, classical-press agentry

2. extension of 1-Way but more credibility add little research, scientific persuasion (Bernays)

3. persuasion through science is purpose, 2 way communication (unbalanced)

4. gain mutual understanding w/ feedback/research from audience; take these opinions to determine effect of policies; plan activity and est objectives
PRSA
Public Relations Association of America
The PRSA & IABC
Public Relations Ass. of America

International Association of Business Communications (2nd Largest)

*Roles in setting standards and ethical behavior of the profession; published codes of conduct
Minorities % [Population // in PR]

Hispanic
Black
Asian
Native American
33%

14% - 3%
12.8 - 7.5
4 - 4
1 - 2.9
CSR
Corporate Social Responsibility
Zakazukha
Russian term "pay for play"

no laws permitting companies from paying for media coverage
ETHICAL THEORIES
persons belief system can determine how you act in a specific situation

*Absolute: everything is either right or wrong (black/white) "end does not justify the means"

*Existential: immediate practical decision, seek balance btwn 2 extremes

*Situational: decision based on what would cause the least harm, or greatest outcome; "the end justifies the mean"
Code of Conduct
Emphasize education; allow censure or expulsion; weakness (no strong means to enforce)

ELEMENTS
advocacy
honesty
expertise
independance
loyalty
Licensing

Accreditation
1st Amendment: freedom of speech limits this concept

Alternative: requires continued education, 5 years experience, passing a test to "weed out" weak practitioners and strengthen the career
George Westinghouse
1st PR department (1889)

hired 2 men to publicize his pet project- Alternating Current (AC) Electricity
Return on Investment (ROI)
.
Titles of Dept's
Investor Relations
Consumer Affairs
Gov "
Community
Marketing
Line vs Staff
produces revenue
(authority-power to give orders; responsible for attaining the org goals as efficiently as possibe; ex production, sales manager)

consumes revenue
(authority- no direct power, indirectly influence using suggestings, reccomendations, advice, support, service to line supervisors; ex PR, personnel, finance, purchasing)
LITIGATION
Principles
managing the media process during the course of legal dispute so as to affect the outcome and impact on a client's reputation

->learn process
develop strategy
anticipate high profile variables (psychologyists, forensic experts)
keep focus positive
fight nicely
*settle FAST
Charges/Payment for Outsourcing
*Basic hourly fee (+ out of pocket expenses) most used
-Retainer (fixed monthly)
-Fixed project fee
-Pay fo placement (of an AD as they come up)
GROWTH of PR in U.S.
^ urbanization
expansion of gov bureacracy and regulations
sophisticated Mass Media
^ consumerism
international trade
public demand for information 24/7
RESEARCH

-->2 prongs
-->Uses
-Defing problems
-Evaluating solutions

1. Achieve credibility w/ top mgmt
2. Define target audience
3. find the right strategy
4. test messages
5. help mgmt stay in touch w/ consumer trends/opinions
6. prevent crisis (90% caused by operational errors-not natural disasters)
7. monitor competition
8. Sway/manipulate public opinion
9. publicity (get the name out)
10. measure success (did you accomplish the objectives)
PRIMARY RESEARCH METHODS
CONTENT ANALYSIS
systemating/objective counting and categorizing # of times co's name is in the media

INTERVIEWS
Intercept- short and select random sample on site (ex at the mall)

FOCUS GROUP
session of 8-12 ppl (random/ depicts target audience)
trained moderator to facilitate conversation and identify attitudes and motives that are relevant to the company
can be online
Piggyback Survey
Omnibus Survey

buy a few questions into a larger/national survey
The PR Program Plan
8 elements (minimum)
Situation (Analysis)
Objectives- how to remedy the situation, is it achievable/ measurable?
Audience
Strategy-what youre planning to do to accomplish the objectives
Tactics-DOING the activities "nuts and bolts"
Calendar
Budget
Evaluation
Integrated Marketing Communications
Coordinated Strategies: Targeting+Big Idea+Media Timing
--->
Advertising
PR
Sales Promotion
Direct Response
Packaging

--> all together do program evaluation
5 Essential abilities of PR practitioners
writing
research
planning
prob-solving
business/economics
Qualitative vs Quantitative
"soft" data
*Gain insight to what ppl think, how they behave, and make decisions...
open ended questions
Exploratory
valid, not reliable
use nonrandom samples
EX: Content Analysis, Interviews, Focus Groups, Copy Testing, Ethnographic Techniques

"hard" data
*Research demands scientific rigor and precise structuring
forced choices
highly structured questions
valid AND reliable
projectable to large audience
random sampling
EX: telephone polls, surveys, mall intercept, face to face interviews, omnibus surveys, panel studies
Secondary Research
Archival/Files
Library/Online Databases
Internet/WWW
Management By Objectives
systematically organizes objectives, communication strategies, audiences, and the essance of the message