Public Relations Flash Cards For The Final Exam Pt. 1

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Public Relations

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The ultimate goal is to influence public opinion.

It Is a tool used by a client to inform pr persuade the public about something.

Public relations will never have a true "set in stone" definition because it is constantly being worked on.

The currently accepted definition of PR is: "Public Relations helps an organization and its publics adapt mutually to each other.

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Influencing the Public Opinion

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People need to like you for you to be successful, this happens by influencing the public opinion.

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R.A.C.E

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R: Research
A: Action
C: Communication
E: Evaluation

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Research

Back 4

When you have a client, you need to know absolutely everything about them. This includes:
-Knowing what they do.
-Some initiatives they have.
-Even some secretive things they've done.
-Also Personal Info
EX: Are they married/children etc.

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Why Research?

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Because you represent the face of the company. If you are uninformed, you look bad, in turn making the client look bad.
The Company and its reputation are what matter most.

Research also allows you to determine a public.

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Public

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A public can be as small as one person, or as large as a nation, size is irrelevant. It comes down to who you want to reach.

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Action

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Involves developing and implementing a campaign.
Once you have an idea of who the client is, you develop a game-plan. This should be a plan that will help the client influence public opinion. PR Agents help influence the interaction the client has with the public, and the interaction the public has with the client.

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Communication

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Executing the plan, communicating it to what ever public you decided to try and reach.

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Evaluate

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Once the plan has been implemented, you should take a look at it, and see if the plan you created and implemented is working or not. If it isn't working, go back, do more research, and understand why your plan did not work.

When there is a start and end date to the project, you need to evaluate to see if the project worked at the end of it. If it did, you will hopefully get rehired.

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Internal and External Public Relations

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The ultimate goal is to establish good-will with all the publics.

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The Rule of Reciprocity

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You can manipulate the rule of reciprocity to use it to your own advantage. A clever person will do this without anyone knowing this is happening.

Understand that establishing good-will with the public (through the rule of reciprocity) will create stability and wealth for the client.

Rule of Reciprocity Ex: You scratch my back I'll scratch yours.

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PR reps serve as _________

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high paid middle men, communicating effectively between the client and the public so to establish a good "rule of reciprocity" relationship between the client and the public.

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In order to understand the public's opinion...

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You can analyze based on similarities and differences to help you understand exactly what they are thinking.

Called Content Analysis

However, this is not 100% accurate.

Statistics is accurate about 95% of the time, which means you could be way off 5% of the time.

But, there is still such a good chance of you being right that it is worth you time to take statistics.

Use numbers to help you understand what the public is thinking.

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Your PR job is...

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To understand the philosophy and beliefs of the client, convey those messages to the public, and to convey the message of the public back to management.

No public is ever the same.

Ex: You may have the same client for many years, yet you could go after many different publics.

Being able to read a client and understand what they want is very very important.

You never want someone else going out representing the company and saying something on their behalf because they may stray from the message.

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The 6 Secrets to Achieve success in PR

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1.Knowledge in the field
-Know how and why things work.

2. Communication knowledge
-How does the client run things, and understand the importance of effective, accurate communication.

3. Knowledge of technology
-Know about Twitter/Facebook, understand that technology advances, and keep up with it!

4. Know about current events and history:
-Be in touch with the world and whats going on. You can take your message and relate it to whats happening, then back to what your doing.

5. Knowledge of the business: CEO, CFO, CCO, etc. , How checks get paid, all the things that make a business work. It makes you a more effective of a PR rep if you know and understand this.

6. Management knowledge: Understanding how management functions (every company is different). You can better advise them on how to improve, keep things going or help them expand, but only if you understand each function of the management.

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Figuring out your Target Market

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Done by market research.

Advertisers and the public influence the media outlet entirely. Media outlets want to print/release things people will be interested in.

Structure your story to your target market.

Finding out what the readers want to hear and structuring what you publish around that

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Referent Power

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A power that uses celebrity status to gain support. It is a persuasion tactic. People will support other causes or things simply because of the fact that a celebrity they like is the face of the campaign.

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Studies show...

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80% of the time if you give someone a reason to do something, they will comply with whatever you ask for.
This can be used to benefit your client.

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Persuasion is ...

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Goal oriented. You persuade people for a reason.


Persuasion is also a choice. You have the free will to do what is asked.

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Persuasion is acheived ...

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Only through private acceptance. Persuasion has occurred if someone truly believes on their own what you have told them.

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Persuasion excludes...

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Coercion.

In order for persuasion to be successful, there must be private acceptance.

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Private Acceptance

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You willingly accept what is said, and change your own belief system to fit that in.

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The ultimate goal of persuasion is ...

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Change in a persons belief systems.

Not Compliance. With compliance, you do not necessarily have to agree with what you are doing but you still do it.

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The 3 types of effects of persuasion

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1. Source Effects
2. Message effects
3. Receiver effects

*It must happen in this order

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Source Effects

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1st thing you need is source credibility *See next card *

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Source Credibility

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An image held of a communicator at a given time by a receiver.

A perception that the communicator knows what they are talking about.

Ultimately you will buy whatever it is they are saying

A source can gain credibility over time

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4 types of Credibility

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1. Expertise
2. Trustworthiness
3. Dynamism
4. Composure

The Key to these is perception

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Expertise

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You perceive the messenger as an expert

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Trustworthiness

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You perceive the messenger as trustworthy

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Dynamism

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You perceive the messenger as dynamic in their speech

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Composure

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The person never loses their cool

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5 things to enhance credibility

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1. Credentialing
2. Avoid non-fluencies
3. Citation of evidence
4. Position advocation
5. Liking

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Credentialing

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Person is believed more if they have some proof of knowledge (PHD etc.)

Education can dramatically enhance your credibility

Experience is also crucial

Figure out clients credentials and use that to their benefit

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Avoid non-fluencies

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Take the "uh" 's and "Like" 's out of your speech

If you feel like you have to use one of the non-fluencies, the solution is to pause and speak slower

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Citation of evidence

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Cite evidence that shows that you know what you are talking about and people will trust you more. Sourcing when you speak is very important.

Quality vs Quantity of sources is different depending on the audience and education level

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Position Advocation

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Being able to fight for the side of you client even if it is not your own personal view. Argue against yourself to bring it back to your own point

bring up possible hang ups people who dont feel the same way you do may have, and then tell them why doubters shouldn't have those hang ups

Bring up the oppositions main point, say that it is valid, but say that your point is much more valid

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Liking

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You have to be likable
Studies have shown that the way you dress, speak and look are all factors that play into likability.

First Impressions are last impressions.

You want your client to look good.

But there is a limit. Don't go over the top.

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Moderating Factors to enhancing credibility

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The more the audience cares about a topic, the less credibility matters.

Timing: important because the source that comes first is generally the source that you believe.

It is not ALWAYS about timing though.

If there is a pause (for example, Republican candidate, back to the news room, then the democratic candidate) then the second source (typically) will be the more trusted source.

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Recipient Bias

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Dont like the person, dont like what they are talking about

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Message Effectiveness Vs. Timing

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1. You need a really strong message, something people will relate with
2. Discounting: The message from the low source must be dismissed
3. Disassociation: over time the message is remembered, but not the source

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Social Powers

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1. Reward
2. Coercive
3. Legitimate
4. Referent
5. Expert


*VITAL FOR FINAL

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Reward Power

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You Reward people for doing what you want

The guy with all the gold makes the rules
If you have something to offer people are interested in doing what you want
Person A's power over person B rests on Person B's dependence on Person A
Works really well
But if you keep rewarding people they will continue to want more and more of that reward

Person A controls the probability, and person B will receive some kind of reward
-This works very well (depending on the reward)
-But, the problem with reward power is that the person being rewarded will continue to want more and more of that reward

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Coercive power

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The strength is the probability of punishment for non-compliance, minus the probability of punishment for compliance
-If you don't comply, something very bad will happen to you
-This works very well also, however it is not the best way to do things

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Legitimate Power

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A's acceptance of the relationship in the power structure, where B is permitted to prescribe A's behavior, and A is required to accept B's influence
-Ex. Voting
-Public votes, whoever we as a society choose is who is president

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Referent Power

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-Identification
-You identify with the subject that has power over you
-A likes B, and A wants to be like B. A will do whatever B says
-Ex. Product endorsements
-Celebritys endorse things for PR campaigns

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BIRGing

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"Basking In Reflective Glory"ing

"We Won" In reality the Knicks won, not me.

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CORFing

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"Cutting off reflective failure"ing

"They Lost" , we had nothing to do

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Expert power

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-People have no choice but to listen to you, and not only listen but to actually do what you say
-The only problem is you only have power in which you are an expert in.
-Only as good as what the expert knows
-expert power is granted to the expert by you
-They are only as expert as you perceive them to be

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Social Proof

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-Everybody agreeing on something, you believe as an observer that this is probably an activity that is a good one
-Extended to social media

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3 Categories of Levels of Influence

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1. Compliance: getting someone to do what you want them to do
2. Identification: get someone to like you and want to be part of the group
3. Internalization: get someone to integrate the message into their own belief system

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3 Categories of Levels of Influence pt. 2

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Compliance Identification Internalization
Reward x
______________________________________________
Coercive x
______________________________________________
Legitimate x
______________________________________________
Referent x x
______________________________________________
Expert x x x
______________________________________________

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_______ power is the best power to have

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Expert power


real power, be an expert

Education doesn't mean being an expert

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__________ power is the worst power you can use

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Coercive Power

Because: At some point you will have rebellion
-A child throwing a tantrum in the grocery store when you take his toy away

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What kind of effect is all of this?
(Is it Source/message/receiver effects?)

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This is source effect credibility

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The media gives you_________________.

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Third party affirmation.

They can have people perceive you as an expert, almost overnight.

Having experience is a huge help.


For ex. Bill Gates doesn't have a PHD but (to some degree) the media has helped him be perceived as an expert.

Publicity helps clients become considered experts.

The goal is ultimately to position your client as an expert, and using the media to do that.

Front 56

Door-In-Face

Back 56

Asked for a larger request, and ultimately settled in on a lower request, which seemed more reasonable.