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80 Cards in this Set

  • Front
  • Back
WHAT IS PR?
(RELATIONSHIP MANAGEMENT)
THE MANAGEMENT FUNCTION THAT BUILDS AND MAINTAINS RELATIONSHIPS BETWEEN ORGANIZATIONS AND THEIR PUBLICS.
PUBLICS RELATIONS DEALS WITH
DEALS WITH THE
MANAGEMENT OF PERCEPTIONS
IMAGES
RELATIONSHIPS
WHAT DOES PR TRY TO DO?
TRIES TO MANAGE PERCEPTIONS,
CREATE IMAGES,
SELL IDEAS,
HELPS ORGANIZATIONS ADJUST TO THEIR SOCIAL ENVIRONMENT
WORKING DEFINITION OF PR
PR IS THE MANAGEMENT FUNCTION THAT ESTABLISHES AND MAINTAINS _MUTUALLY_ BENEFICIAL RELATIONSHIPS BETWEEN AN ORGANIZATION AND ITS PUBLICS.
PR'S BASIC CONCEPTS
PR IS A PROCESS. THE RESULT OF WHICH IS __POSITIVE RELATIONSHIPS__THAT LEAD TO __POSITIVE BEHAVIOR__
TO CREATE POSITIVE RELATIONSHIPS
KNOW THE PERCEPTIONS, ADDRESS THE PERCEPTIONS, SUPPORT IMAGE WITH ACTION.
GUTENBERG (EARLY AMERICA)
-IN 1456 MOVEABLE TYPING PRESS
-FIRST STEP TOWARDS MASS COMMUNICATIONS
SAMUEL ADAMS (EARLY AMERICA)
1773 BOSTON TEA PARTY
THOMAS PAINE (EARLY AMERICA)
COMMON SENSE
HAMILTON, MADISON, JOHN JAY (EARLY AMERICA)
THE FEDERALIST LETTERS
AMOS KENDALL (EARLY AMERICA)
-FORMER KENTUCKY JOURNALIST
-1ST PRESS SECRETARY
-FATHER OF THE PRESS RELEASE
P.T BARNUM (EARLY AMERICA)
-IN 1870 FATHER OF PRESS AGENTRY
-THE "SHOWMAN ERA"
-PUBLIC WANTS TO BE ENTERTAINED!
LEONE BAXTER (EARLY AMERICA)
-IN 1933 FIRST PRESS AGENCY SPECIALIZING IN POLITICAL CAMPAIGNS.
-PUT ON A GOOD SHOW!
THE SEEDBED ERA
-1900-1916
-POWER OF MASS MEDIA GROWING
-HEIGHT OF INDUSTRIALIZATION
MUCKRAKERS (SEEBED ERA)
• journalists speaking out against corruption of business
• to media then (and now) “big” =”bad”
• businesses became very worried
WILLIAM RANDOLPH HURST (SEEBED ERA)
• Encouraged his staff to become more edgy and push the limits when it came to writing stories and taking pictures
• Sensationalism
• The “yellow kid” and “yellow journalism”
• People will pay for shock value which is what he found and used to his advantage.
IVY "LETTERBEE" LEE (SEEBED ERA)
o 1877-1934
o first true PR counsel
o “physicians to corporate bodies”
o corporations shouldn’t hide from the press
o his ideas were radical and thought that being truthful would get you further than lying and spreading the truth
LEE'S PRINCIPLES (SEEBED ERA)
1. Business should align itself with the public interest
2. PR must have the support of top management
3. Business must maintain open communication with media
4. MUST humanize business to the outside world and to the employees
LEE'S CONTRIBUTIONS (SEEBED ERA)
• Ended “public-be-damned” era and began “public-be-informed” era
• 1st to recognize unsupported publicity would fail
• 1st to make PR a profession
HENRY FORD (SEEBED ERA)
• Understood positioning
• Knew the value of being available to the press
• Recognized the importance of image
GOOD PR IS FRAGILE... (SEEBED ERA)
• Ford
o Image as common man shot when he opposed unions
o Spoke disparagingly of Jews
• Lee
o Supported Soviet Russia in 1920s
o Worked for German business interests just after Hitler came to power in 1930s
o “Poison Ivy”
. and Must be earned EVERY DAY!
TEDDY ROOSEVELT (SEEBED ERA)
Youngest president ever
• First to create the press room and use it
• Created the White House “press room”
• This was the height of the industrial era
• Knew to get the press to sign on to his agenda.
WWI PERIOD
1917-1918
-PR begins to take an offensive role- proactive tool
WOODROW WILSON (WWI)
o Was suggested to not allow the media to film or show anything from the war
o Committee on Public Information (Creel Committee)- invited the media in to show them what the war was about etc. instead of hiding it from them
o 4-minute men- during movies there was a four minute lag to switch reels so these men would tell their communities during this time and tell their communities about the war and what the soldiers needed etc.
• Public felt they were a part of the war effort!
BOOMING TWENTIES ERA
-1919-1929
-• PR spreads rapidly to other industries due to war time success
• Scholarly interest in the field is born
EDWARD L BERNAY "ENGINEERING OF CONSENT"
(BOOMING TWENTIES)
• Worked on the Creel Committee
• Lived to be 103!
• First to apply psychology & social science to business
• 1919: Coined the term “Public Relations.”
• 1923: Wrote Crystallizing Public Opinion.
• Taught the 1st PR college class
DORIS FLEISHMAN
(BOOMING TWENTIES)
• Edward’s wife and business partner
• Early feminist
ARTHUR PAIGE
(BOOMING TWENTIES)
• AT&T’s first VP of Public Relations: 1927
• Beginning of “in house” PR at the management level
• Included an ethical mandate
• First to believe people should be involved
PAIGES 5 PRINCIPLES
(BOOMING TWENTIES)
• Make sure management analyzes its relationship to the public.
• Create and maintain a system for informing employees about policies and practices.
• Give contact employees the knowledge needed to be reasonable and polite to the public.
• Have a system that draws employee and public questions and criticisms back up through the organization to management.
• Ensure frankness in telling the public about the company’s actions.
The Roosevelt Era and World War II (1930-1945)
• PR used to support and fight radical legislative reform
• Growth of PR as a continuous program administered by PR departments
• Birth of the public opinion pole
FDR & Louis McHenry Howe
(ROOSEVELT ERA WWII)
-Learned from WWI success
• Office of War Information
• Fireside Chats
THE Post War Boom Era ( 1946-1964)
• Adjusting back to peacetime
• Moving from industrialization to service-oriented economy
• PR Associations are born
• Beginnings of PR education
• Television started and helped a lot
• Powerhouse PR firms created
Period of Protest and Empowerment (1965-1985)
• Time of social unrest ruled by “isms”
• Corporate Campaigns
• When animals being tested on was being questioned
• Women could finally start working
• Increasing demand for social responsibility = Increased emphasis on PR research
Digital Age and Globalization (1986-Present)
• Rapidly advancing technology
• Increasingly global society
PR’s Evolution tied to: (every time we advance/succeed)
-POWER STRUGGLES
-Political Reform Movements
• Attempts to gain public acceptance of innovation
RESOURCE DEPENDENCY THEORY
-we enter into relationships with people because they have things we need
PR ACTIVITIES/FUNCTIONS
-PUBLICITY
-INTERNAL RELATIONS
-ADVERTISING
-PRESS AGENTRY
-PUBLIC AFFAIRS
-LOBBYING
-ISSUES MANAGEMENT
-INVESTOR RELATIONS
-DEVELOPMENT
PUBLICITY (PR FUNCTIONS)
-information provided by an outside source that is used by the media because it has news value
INTERNAL RELATIONS (PR FUNCTIONS)
•Good PR begins at home!
•Employees are the #1 public in PR
ADVERTISING (PR FUNCTIONS)
-information placed in the media by an identified sponsor who paid for the time or space, PR can use advertising as a tool…
PRESS AGENTRY (PR FUNCTIONS)
-creating the perception that something is newsworthy to get the publics attention, based on the idea that the more media coverage it has the more perception of importance it has.
PUBLIC AFFAIRS (PR FUNCTIONS)
•builds and maintains relationships with governmental agencies and stakeholders to influence public policy.
•Strengthened by poli sci/ pre law experience
LOBBYING (PR FUNCTIONS)
•Highly specialized
•Works to persuade legislators to propose, pass or defeat legislation or to change existing law
•Requires poli sci/pre law experience
ISSUES MANAGEMENT (PR FUNCTIONS)
•Anticipating, identifying, evaluating and responding to issues that impact our organization
INVESTOR RELATIONS (PR FUNCTIONS)
•Part of corporate PR that focuses on the relationship with shareholders and the financial community
•Goal: enhance the value of the stock
•NEED: finance/business/law/economics /international politics, MBA a plus.
DEVELOPMENT (PR FUNCTIONS)
•Works to build relationship between nonprofit organizations and donors, members, and volunteers
•Main tools
–Fundraising campaigns
–Events
–Member services
FORMAL RESEARCH METHOD
-REPRESENTATIVE SAMPLE
-LARGER GROUP SAMPLE
-EXPENSIVE AND LENGTHY
-INFERENTIAL STATISTICS
-NEEDS CLEARLY ESTABLISHED RESEARCH OBJECTIVES
FORMAL RESEARCH METHODS LISTED
-SECONDARY ANALYSIS AND ONLINE DATABASES
-SURVEYS
-CONTENT ANALYSIS
-MAILED SURVEY
-IN PERSON SURVEY
-TELEPHONE SURVEY
-ONLINE SURVEY
-CROSS SECTIONAL VS TREND, AND PANEL SURVEYS
INFORMAL RESEARCH METHOD
-RANDOM SAMPLE
-YOUR SAMPLE MAY NOT ACCURATELY REPRESENT LARGER GROUP
-HELP US EXPLORE AND DETECT PROBLEMS
-EASIER AND CHEAPER
INFORMAL RESEARCH METHODS LISTED
-PERSONAL CONTACT AND OBSERVATION
-KEY INFORMANTS
-FOCUS GROUPS
-COMMUNITY FORUMS
-ADVISORY COMMITTEES AND BOARDS
-OMBUDSMAN OR OMBUDS OFFICER
-CALL IN TELEPHONE LINE
-MAIL AND EMAIL ANALYSES
ELEMENTS OF PR
-GOALS-DESIRED OUTCOME
-OBJECTIVES-MILESTONES THAT MEASURE PROGRESS TOWARDS GOALS
-STRATEGIES-OVERALL CONCEPT OR APPROACH YOU'LL TAKE
-TACTICS-SPECIFIC ACTIONS TAKEN TO ACHIEVE YOUR OBJECTIVES.
CHARACTERISTICS OF A GOOD PLAN
1.FLEXIBLE
2.REALISTIC
3.WIN-WIN
4.GOAL ORIENTED
5.SUPPORTS GOAL OF ORGANIZATION
3 LEVELS OF PROGRAM EVALUATION
-PREPARATION- ASSESSES QUALITY AND ADEQUACY OF INFO USED TO DEVELOP PROGRAM.

-IMPLEMENTATION-MONITORS EFFORT AND PROGRESS AS THE PROGRAM UNFOLDS.

-IMPACT-DOCUMENTS THE CONSEQUENCES OF THE PROGRAMMED PROVIDES FEEDBACK ON THE EXTENT TO WHICH OBJECTIVES AND GOALS WERE ACHIEVED.
DIMENSIONS OF CULTURE : power distance
• Power distance: the extent to which people see inequalities as natural and unavoidable
o Tells us how information should be disseminated
DIMENSIONS OF CULTURE: INDIVIDUALISM
• Individualism: extent to which people put their own needs ahead of the group
o Helps us understand the appeals that are likely to be successful
DIMENSIONS OF CULTURE: UNCERTAINTY AVOIDANCE
• Uncertainty avoidance: Extent to which we want structure and rules to reduce anxiety
o Helps us determine how willing they’ll be to an open system approach
DIMENSIONS OF CULTURE: MASCULINITY
• Masculinity: degree to which stereotypically masculine behaviors are present
o Helps us determine the values we need to reflect in our communication
WORLD VIEW
• applying systems theory to IR
• the basic value and belief system in the organization
TYPES OF WORLD VIEWS
• Asymmetrical: gets what it wants without changing internal processes
o Resistant to change
o An internally closed system
• Symmetrical: allows for negotiation and compromise in operating procedures
o Functions as an open system
ASYMMETRICAL WORLDVIEW
• Authoritarian organizational culture:
o Structured and formalized
o Decision making is highly centralized
o Individual accountability
o High division on labor
o Very little feedback from employees

• Authoritarian culture
o Communication = dissemination
o One sided
o Value efficiency over innovation
o Resist change
o Inputs viewed as threats
SYMMETRICAL WORLDVIEW
PARTICIPATIVE ORGANIZATIONAL CULTURE:

Values dialogue and teamwork
o Seeks input before making policy decisions
o Emphasis on open communication
o An open system
o Decentralized decision making
o Feedback sought at all levels
ORGANIZATIONAL CULTURE
 Bottom line of an organization culture
• Employees communication can only be successful when it accounts for and works with organizational culture
COMMUNICATING INTERNALLY: ACCULTURATE EMPLOYEES
Acculturate employees: acclimate or socialize new hires to the corporate culture, helping people work harmoniously:
o Vision statements- spell out the future goals of an organization, says where we are headed from here, make sure everyone is on the same page in the direction your headed in
o Ethics statements- aka the code of ethics, spell out the values the company has and what is and what isn’t set as acceptable
COMMUNICATING INTERNALLY: INFORM EMPLOYEES
• Inform employees of organizational development
o Can be mediated or nonmediated
o Nonmediated: in-person, verbal, immediate feedback
o Mediated: newsletters, memos, emails (controlled communication)
COMMUNICATING INTERNALLY: LISTEN TO EMPLOYEES
• Listen to employees: Participative cultures seek feedback
o Meetings and employees publications
o Anonymous feedback
• Hotlines or toll-free numbers
• Anonymous email systems
• Ombuds officers
TYPES OF MEDIA controlled vs uncontrolled
 Two types of media
• Uncontrolled- media where we don’t have control over what’s said, how its said, we don’t influence over it, has third party credibility
• Controlled- we control what is being said like an advertisement, we are just saying nice things about ourselves
public opinion influence
 To influence public opinion :
• Convince people of something
• Help them see the opinion is shared
• Motivate them to be vocal
public opinion characteristics
 Opinion has five characteristics:
• Direction
• Intensity
• Stability
• Informational Support
• Social Support
public opinion Categories
 Basic Categories of Public Opinion:
• FOR
• UNDECIDED
• AGAINST
• NOTE: When seeking change, GO FOR THE MIDDLE!
Coorientation
• Two or more individuals oriented to something in common and also to each other
• Has both intrapersonal and Interpersonal constructs
States of Consensus
• Cooriention says public opinion is the product of both what we think as well as what we believe others think.
• Actual Agreement and Perceptions of agreement
public opinion leads to
• 1.MEDIA ATTENTION ►►
• 2. POLITICAL NOTICE ►►
• 3. LAWS ►►
• 4. RULES
The Systems Perspective
• set of interdependent parts that interact by responding and adjusting to change pressures from the environment
• Subsystems: smaller systems within a system​
• Suprasystems: a larger set of interacting units
closed system thinking
• Purpose of PR is to change the environment
• Persuasive communication can do it
• Messages in media can cause environment change
• Do this and we don’t need to change to solve PR problems
open system thinking
• Purpose of PR = change the organization and environment
• Relationships maintained by reciprocal feedback and adjustment (give & take)
• Morphogenesis: System can adjust in both structure and process to achieve goal states
• Homeostasis: Open systems have to constantly change to stay the same
open system thinking
• Two-Way Symmetrical approach to communication: talk to your public to understand their wants and needs, then shape your actions to meet them.
• Cybernetics: the study of this input/output, self regulating process.
• Adapting to our environment is more realistic than thinking we can control it
how to have open system
• Constantly scan the environment to anticipate changes
• Conduct research to monitor publics, environmental forces, our own organizations
• Must have authority to initiate corrective actions
• Take proactive correction
open systems
• Open systems PR: maintains relationships by adjusting and adapting the organization and the public to ever-changing environments.
• Open Systems PR folks: must be agents and managers of change, both inside and outside their organizations.
open systems...
 Wrapping it up~ 5 key points
• The ecological approach: We are all effected by each other, the public, societal trend, whim.
• Our relationships are part of a system: many elements outside our organizations and publics influence them.
• Keeping our system open to adaptation and adjustment = the only way to survive.
theoretical underpinning
The science of the mass society
 Communication Types
• 1. Verbal: refers to any communication that requires a language, ex sign language, written message
• 2. Non Verbal: communication that does not require a language, body language, sculpture, things that can communicate a message
• 3. Tactile: what we communicate through our sense of touch and physical touch, most primal sense of communication