PR
Terms
undefined, object
copy deck
- Essential elements of effective PR (6)
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Deliberate
Planned
Performance
Public Interest
Two-way Communication
Management of competition and comflict - Components of PR (15)
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Counseling
Research
Media Relations
Publicity
Employee/Member Relations
Community Relations
Public Affairs
Government Affairs
Issues Management
Financial Relations
Industry Relations
Development/Fundraising
Diversity
Special Events
Marketing Comm
- Advertising is...
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Mass media
External audiences
Specialized communication function
Used as a communication tool in PR
To sell goods and services - Public Relations is...
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Relies on many comm tools
Specialized audience/publics
Broader function/role
Supports ad campaigns
Deals with all factors that can affect an org. - Where are jobs in PR (greatest to least)
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42% Agencies
22% corporations
11% non-profits
7% freelance
4% education
3% trade assoc.
3% government - Job Levels (5)
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Entry Level Technician
Supervisor
Manager
Director
Executive - Internships
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...Are valuable
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History of Public Relations
Ancient Beginnings
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Caesar, Olympic Games
Church/ Pope first to use term "propaganda" -
History of Public Relations
PR in Colonial America -
Roanoke Island
Boston Tea Party
Revolution, Thomas Paine's Common Sense
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History of Public Relations
Age of the Press Agent -
Publicity stunts
Attracting attention
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History of Public Relations
as America grows... -
moving west
Term "public relations" first used my railroad companies
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History of Public Relations
Rise of Politics and Activism -
Amos Kendall "first press secretary" to Andrew Jackson
Used article re-prints
Abolitionist movement "Uncle Tom's Cabin"
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History of Public Relations
Modern PR Coming of Age -
First "publicity bureau" 1900 with Harvard as client
Ivy Ledbetter Lee "truth and information"
-Rockefeller's muscular approach - Contributions of Ivy Lee (4)
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1. Business, industry should align with public interest
2. Carry out no program without top management support
3. Open comm. with media
4. humanize business - Arguments FOR licensing (6)
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Would define PR
Establish educational criteria
Set professional standards
Protect from impostors
Protect from unethical or unqualified competition
Raise overall credibility -
Arguments AGAINST Licensing (5)
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Violate first amendment
Licensing is state, but PR works on national and int'l level
Only assures minimum competency
Credibility is not guaranteed
Expensive - To achieve APR (Accredited in Public Relations) Status...
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Written and oral exam
Submit portfolio of work to peers
- James Grunig says...
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PR is building relationships with publics
PR has 184% ROI
PR should assist top management - Line functions
- Directly influences the work of others
- Staff function
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Can only indirectly influence by making suggestions
Have no direct authority - Advisory influence
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Lowest level of influence
Management has no obligation to listen to or act on suggestions - Compulsory-advisory Influence
- Management is required to at least listen to/consider suggestions before making a decision
- Concurring Authority Influence
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Management and PR must come to an agreement on the strategy before moving forward
*may limit freedom of PR Dept. - Areas of growth in PR
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Healthcare
Consumer products and services
Technology
Industrial
Professional services
gov't and non-profit
financial - PR Firm Services (10)
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Marketing Communications
Speech Training
Research and Evaluation
Crisis Communication
Media Analysis
Community Relations
Events Management
Public Affairs
Branding and Corporate
Financial Relations - PR Conglomerates
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OMNICOM
WPP
INTERPUBLIC GROUP
PUBLICIS
HAVAS - PR use of research
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3-5% of Budget (should be 10%)
Achieves credibility w/ management
Helps define publics
Formulating correct strategy
- Basic level of PR measures...
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Target audience
Impressions
Media Placement - Intermediate level of PR measures...
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Retention
Comprehension
Awareness
Reception - Advanced level PR measures...
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Behavior change
Attitude change
Opinion change - 10 factors of communication
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1. audience analysis
2. appeals to self interest
3. audience participation
4. suggestions for action
5. source credibility
6. clarity of message
7. content and structure of message
8. channels
9. timing and context
10. reinforcement - Techniques associated with propaganda
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Plain folks (humble beginnings)
Testimonial (expert or celebrity)
Bandwagon
Card stacking (one-sided facts and data)
Transfer (association of person/product)
Glittering generalities (association with ideas) - Media channels
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Television (visual, sensual, entertaining)
Newspapers (in-depth, facts, information)
Radio (flexible, adaptable content, most accessible)
Social media (immediate, crisis, targeted)
Face-to-face (ultimately best channel, most effective) - Story structures
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Drama (get audiences attention)
Surveys/ polls (satisfaction, airlines and auto)
Statistics (objectivity, size,importance, credibility)
Examples (supports statement of opinion)
Endorsements (third-party, independent)
Causes and rationales (engage with groups)
Emotional appeals (fundraising, non-profit)
- 6 PRSA Code of Ethics Values
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Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness
- 6 PRSA Code of Ethics Provisions
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Free flow of information
Competition "healthy among professionals"
Disclosure of information "openness"
Safeguarding Confidences "do not leak information"
Conflicts of interest
Enhancing the profession
- Libel
- Printed falsehood
- Slander
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Spoken falsehood
- Person filing a libel suit (person who was defamed) must prove... (4 things)
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1. False statement was communicated
2. Person claiming to be libeled is identified
3. Injury in form of money loss, reputation damage, or mental suffering
4. Statement was made with malicious intent - Defamation
- making a false statement about a person or organization that creates public hatred, contempt or ridicule and/or inflicts injury on reputation
- Criteria of "public figure" (3)
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Engage in advertising and promotion
Involved in matters of public controversy/policy
Have some degree of access to media that enables response to defamatory statements
- Employee Communication/Regulations
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Must have permission of employees to use their pictures, comments
Employee newsletters encourage two-way communication
E-mails are subject to monitoring, can be used under FOIA
Whistle-blowing
- Copyright
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creative protection of a work from unauthorized use
Only protects the ways those ideas are expressed
"ideas" cannot be copyrighted
tangible material is copyrighted from the moment it is created - Copyright Term Extension Act 1998
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Protects original material for creator's life + 70 years
95 years for corporations
- Fair Use
- part of a copyrighted material can be quoted as long as it is brief compared to original work
- Youth
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Influences parents buying habits
$500 billion purchasing power
Greater autonomy
Gen Y = E-generation - African Americans
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$700 billion spending power
"urban market"
hip-hop culture, music
- Words to blog by
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Transparent
Timely
Original
Relevant
Make sure readers know you are expressing personal views
- Media tour - junket
- reporters invited to a sneak preview or special tour of facilities paid for by the company
- Media tour - familiarization trip
- Tourism industry, reporters invited to locations to tour
- Executive tour
- Executives meet with certain editors
- Approaches to get on TV
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Video News Release - 90-sec, no talking heads, leave flexibility for news anchors
Satellite Media Tours - pre-booked on-on-one interviews, - 5 cultural dimension
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Power distance
Collectivism/Individualism
Masculinity/femininity
Uncertainty avoidance
Long-term vs. short-term