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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? |
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Role of PR Practitioners
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to influence public opinion using sound character and proper performance
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Public Relations:
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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
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Key Words (defining PR)
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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) |
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How they operate
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"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 |
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PR's Negative Connotations
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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 |
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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 |
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Corporate Communications
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most common title used by Fortune 500 Companies
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"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 |
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5 P's
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Product
Price $ Place Promotion Publicity |
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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 |
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PR Terms
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3rd Party Endorsement
Gatekeepers Integrated Marketing Communications |
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ANCIENT EGYPY
Rosetta Stone |
help us understand hierogliphics
-basicly a publicity release of Pharoh's accomplishments |
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ANCIENT GREECE
Olimpic Games Speakers Sophists |
used promotion techniques for athletes
best elected to leadership positions extolled virtues of poloticians; early lobbyists |
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ROME
Julius Ceasar |
1st politician to publish book; Commentaries as emperor, rallied public support of wars
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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 |
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EARLY AMERICA
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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 |
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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 |
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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 |
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Rail X Roads
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promotions and publicity help populate the West (4.5 mill)
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1900-1950's
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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 |
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Henry Ford
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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 |
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Ivy Lee
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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
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Teddy Roosevelt
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(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
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Edward Bernays
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"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 |
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1950-2000
Post WW II |
PR became firmly set
Post war brought rapid growth or urban population, Big Business and Mass Media! Scientific advancements |
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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 |
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PR Today
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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 |
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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 |
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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 |
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PRSA
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Public Relations Association of America
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The PRSA & IABC
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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 |
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Minorities % [Population // in PR]
Hispanic Black Asian Native American |
33%
14% - 3% 12.8 - 7.5 4 - 4 1 - 2.9 |
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CSR
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Corporate Social Responsibility
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Zakazukha
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Russian term "pay for play"
no laws permitting companies from paying for media coverage |
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ETHICAL THEORIES
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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" |
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Code of Conduct
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Emphasize education; allow censure or expulsion; weakness (no strong means to enforce)
ELEMENTS advocacy honesty expertise independance loyalty |
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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 |
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George Westinghouse
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1st PR department (1889)
hired 2 men to publicize his pet project- Alternating Current (AC) Electricity |
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Return on Investment (ROI)
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Titles of Dept's
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Investor Relations
Consumer Affairs Gov " Community Marketing |
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Line vs Staff
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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) |
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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 |
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Charges/Payment for Outsourcing
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*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) |
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GROWTH of PR in U.S.
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^ urbanization
expansion of gov bureacracy and regulations sophisticated Mass Media ^ consumerism international trade public demand for information 24/7 |
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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) |
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PRIMARY RESEARCH METHODS
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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 |
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Piggyback Survey
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Omnibus Survey
buy a few questions into a larger/national survey |
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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 |
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Integrated Marketing Communications
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Coordinated Strategies: Targeting+Big Idea+Media Timing
---> Advertising PR Sales Promotion Direct Response Packaging --> all together do program evaluation |
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5 Essential abilities of PR practitioners
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writing
research planning prob-solving business/economics |
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Qualitative vs Quantitative
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"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 |
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Secondary Research
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Archival/Files
Library/Online Databases Internet/WWW |
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Management By Objectives
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systematically organizes objectives, communication strategies, audiences, and the essance of the message
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