PR Midterm 2
Terms
undefined, object
copy deck
- John Wherry definition of PR
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-Do a good job
-Do a GOOD job
-Do a GOOD JOB
-Tell people about it - Perception in public relations world
- Reality
- Rex Harlow definition of PR
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Helps establish mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics
-involves management of problems or issues
-helps keep informed on and responsive to public opinion
-defines and emphasizes the responsibility of management to serve the public interest
-helps management keep abreast of and effectively utilize change, serving as an early warning system
-uses research and ethical communication techniques as its principle tools - Cutlip, Center, and Broom definintion of PR
- The management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics
- Long and Hazelton definition of PR
- Maintain environment for the purpose of achieving organizational goals
- James E. Grunig definition of PR
- Management of communication between an organization and its publics
- Common themes in PR definitions (6)
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-management function
-two way communication
-relationships, education, and reputation
-deliberate and planned
-ethical performance
-public interest - PR's role in society (5)
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-keep organizations sensitive
-heighten public accountability for government and business
-provide important public dialogue
-help organizations succeed
-build trust - Entities in which PR functions (7)
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-corporations
-government and politics
-education
-non-profit organizations
-entertainment, sports, and travel
-agency or consulting firm
-international organizations or agencies - (Genereally) Entry level PR functions/activities--tactical (6)
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-publicity
-media relations
-special events
-marketing communiation
-employee relations
-public/government affairs - (Generally) More experience, higher paying PR functions/activities--managerial (7)
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-issues management
-financial relations
-industry relations
-development or fundraising
-intercultural relations
-research
-counseling - Differences between PR and journalism (4)
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-journalists write, PR people have many tasks
-journalists report facts, PR is advocacy
-journalists must attribute info to some source, in EXACT words; senior PR people often write bosses' words
-journalists have mass audience, PR targets audiences, or publics - 21st Century PR trends (8)
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-demands for more transparency
-expanding PR roles/encroachment
-more emphasis on evaluation
-changing media; 24/7 demands
-outsourcing
-life-long learning
-diversity slowly coming into field
-feminization of the practice - Line function
- report to someone in organizational chain, subject to demands of that unit
- Staff function
- positioned to directly advice top management without the line restrictions--strategic PR is usually a staff function
- Resolution of friction (4)
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-senior person in these functions should all have equal status
-clearly delineatte responsibilities, in writing
-should serve together on problem solving team and other key committees to exchange expertese and ideas
-should have regular contact - PR Firms (3)
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-Entities outsource PR work
-small entities use PR firms when they don't see enough day-to-day need
-larger entities use PR firms as supplemental "arms and legs" to carry out strategies - Some large PR firms (5)
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-Weber Shandwick
-Edelman Worldwide
-Hill and Knowlton
-Burson-Marsteller
-Fleishman-Hillard - Global explosion of PR--results of (2)
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-fully owned firms, subsidiaries, affiliated networks like Worldcom, Pinnacle, and IPREX around the world
-growth of communication conglomerates (Omnicom, WPP, Interpublic Group) - Agency advantages (5)
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-objectivity
-specialized skills/expertese
-resources/contacts
-network of offices (sometimes)
-credibility - Agency disadvantages (5)
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-lack of knowledge of client
-turnover/rapid delegation
-limited attention/other clients
-network has varying expertese
-expensive - Early roots of PR (5)
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-ancient Egypt
-Grecian Olympics
-Julius Caesar
-Alma 46 (title of liberty)
-Alma 51 (kingmen and Moroni) - US Beginnings of PR (5)
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-Revolutionary War fostered by activists
-Boston Tea Party
-Declaration of Independence
-1800s: Press agents, hype, pseudoevents (P.T. Barnum "Sucker born every minute")
-Industrial Revolution, "journalists in residence" for oil, railroad, other industries - PR in 1900-1950 (7)
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-Fostered by WWI
-George Creel, Creel Committee
-Henry Ford
-Theodore Vale, Arthur Page
-Teddy Roosevelt (brought press relations into White House)
-Ivy Ledbetter Lee, first PR counselor, importance of honest, accurate info
-Edward Bernays and Doris Fleishman, "engineering of consent, or scientific persuasion, valued the "big idea" - PR in 1950-2000 (4)
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"Toward Maturity"
-Government increased after WWII
-PR understanding transferred to business
-urbanization, growth of media, impersonalized society fostered PR
-Departments became more specialized as society got more complex - PR Professional Associations (6)
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-PRSA
-International Association of Business Communications (IABC)
-Specific practice associations
-International Public Relations Association
-Some 72 national associations
-Global Alliance of PR - Key skills to succeed in PR (6)
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-writing
-strategic thinking (problem solving)
-information gathering--ability to gain understanding (inquisitiveness)
-counseling--speaking your mind AND listening
-business (organizational) acumen
-Cross-cultural understanding, sensitivity - PR Process: RACE
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R-research
A-action, doing something
C-communication, telling about it
E-evaluation, impact of program - Cutlip, Center & Broom Four-Step PR Process
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1-Define problem
2-Plan and program
3-Act and cocmmunicate
4-Evaluate - Expect management positions if...
- you show them "stuff," research, appeal to their "bottom line" mentality
- Situation Analysis (6)
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-What is the problem?
-Where is this a problem?
-When is it a problem?
-Who is involved or affected?
-How are they involved or affected?
-Why is this a concern to the organization and its publics (what is the ultimate consequence--worst case scenario) - Secondary Research
- Research that others have already done that is relevant to your situation
- Primary Research
- Research you do yourself or hire out to be done specific to the problem at hand
- Informal Primary Research (7)
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-Key informants
-Field reports
-Focus groups
-Advisory committees
-in-depth interviews (with experts)
-call-in telephone lines
-emails/blogs, website feedback - Formal Primary Research (3)
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-Content analyses
-Focus groups
-Random sample surveys - Value of triangulation
- any one method of research we do, if that's ALL we do, you can't gurantee the results reflect true trends
- Things to watch out for when conducting surveys (7)
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-ensure representative samples
-conduct surveys at proper times
-avoid biased/leading questions
-avoid courtesy bias
-start with easy questions
-use Likert-type scales to ensure extent of feelings
-people are more likely to answer questions about other people - James Grunig on Publics
- Organizations don't choose publics; publics choose you.
- John Dewey on publics (2)
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-Group whose members face same problem, recognize it exists, and organize to do something to do something about it
-Problem must have consequences on the public, and vice versa - What is public opinion?
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-"...collective expression of opinion of many individuals bound into a group by common aims, aspirations, needs, ideas"
-"sum of individual opionions on an issue that affects individuals."
-a collection of views held by persons interested in the subject
--COMMON THREAD--
>Self Interest< - Publics and Events (4)
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-events trigger public opinion
-public opinion does not anticipate events, it only reacts to them
-huge events can sway public opinion; often only temporary
-if self-interest gets involved, then opinion endures - Grunig's Situational Theory (3)
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Distinguished between active information seekers and passive processors
*Three motivators of publics
-Problem recognition (something is lacking)
-Level of involvement
-Constraint recognition (feeling as if little or nothing can be done) - Four types of publics over time
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*apathetic: don't care about any issue
*hot issue: active on highly public issue
*single-issue: active on one narrow issue (ie saving the whales)
*all-issue: impelled to constant activism - Strategic PR planning (3)
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-Define overall program goal "where do we want to end up?"
-Determine target publics "Who must the program respond to, reach, and affect?"
-Set objectives "What must be achieved with each public to accomplish our program goal?" - Objectives must be... (+3)
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measurable!
-behavior
-attitude
-awareness
etc. - Woman who won Nobel Peace Prize with her one-woman PR campaign--why?
- Jodi Williams, Land mine campaign
- Setting objectives (5)
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-determine strategies and tactics
-set responsibilities (who will do what?)
-develop timeline
-establish budget parameters
-sell the plan to management - Management decision-making, are they...(4)
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-responsible?
-fully aware of publics who will be affected by decision, positively or negatively?
-taking into acocunt the possible reactions of these publics?
-including PR in mapping out appropriate communication or response strategies? - Communication vs. communications
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Communication-process, goal
Communications-technical, mechanical method to make it happen - Communication process (8)
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-source
-process of encoding
-a message
-a channel
-a process of decoding
-a receiver
-the potential for feedback
-the possibility of noise
KEEP IN MIND EXPERIENCE, BACKGROUND - Communication arenas (3)
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-interpersonal (face-to-face)
-machine assited interpersonal
-mass communication - Uses and gratification theory on media
- people use media to advance their own goals--whatever they may be
- Theory of selectivity (4)
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-exposure
-attention
-perception
-retention - Media makes you aware...
- but rarely affects opinion--actually reinforce opinions
- Five-stage adoption process
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-awareness
-interests
-evaluation
-trial
-adoption
(buying a car...) - PR is a persuasion function to: (3)
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-change or neutralize hostile opinions
-turn latent opinions into positive attitudes
-retain favorable opinions - Perfect persuasion
- The Savior :)
- When using celebrity endorsement, remember: (3)
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-use simple messages
-ensure believability
-don't overuse - To have a credible source/spokesperson: (3)
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-expertese
-sincerity
-charisma - Modern audience characteristics (4)
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-increasingly visual oriented
-celebrity worshippers
-cynical about what they see/hear
-expanding globally - Print media
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-best for complex messages
-cannot match electronic immediacy
-papers accept news releases/news tips
-magazines' special editions often match your message - Motion pictures
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-strong emotional impact
-silent promos in movies increasing, but still limited
cost of inclusion prohibits all but largest entities
-institutional films, DVDs, becoming valuable PR tools - Television
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-Like movies, strong emotional impact
-leaves strong "visual memories"
-local and national reach for entities
-interviews and talk show guests
-video news releases - Radio
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-highly adaptable
-cheap
-specific audiences
-message prep quick & cheap
-easier access
-talk shows
-live reports
-local sponsorships - Internet
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-most dynamic of all media
-broadest possible audience
-interactive
-no gatekeepers
-cheap and easy - guidelines for media relations
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-recognize differences in media
-follow legit news procedures
-make pitches clearly and quickly
-do not overly hype story or beg
-be honest and helpful
-do not speak off record
-NEVER say "no comment"
-do not ask to edit story - photo resolution
- 200-300 dpi
- Issue
- difference between "what is" and "what ought to be" from view of publics
- Issue stages
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-potential
-imminant
-current
-critical
-dormant - Proactive approach to issues
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-anticipate problems and threats
-minimize surprises
-resolve issues properly
-prevent crises - three degrees of evaluation
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-prep
-implementation
-impact - ethics
- "How we live our lives; what is right and wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible and the like."
- PR people are accountable to:
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-themselves
-their employers
-the public interest
-their professional association - PRSA's code of ethics
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-Act responsibly
-be accurate and truthful; do not obstruct or corrupt information flow
-provide objective counsel and avoid conflicts of interest
-be faithful and loyal to organizations
-respect the opinions of others
-advance the profession through appropriate personal development - to prove defamation
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-statement was communicated through media
-person was identified or identifiable
-actual injury occurred ($, reputation, mental suffering...)
-statement was malicious or negligent - Copyright term extension act
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-life of creator +70 years
-corporation +95 years - Registration and trademarks
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Registered trademark, or ®, tells you brand is protected
â„¢is also protected, will become registered