ADPR 3850 1st Edition Lecture 5 Outline of Last Lecture I Political figures and PR II Muckracking III Modern PR and more figures IV Four key models of PR Outline of Current Lecture II Major trends in today s practice of PR III Professionalism Licensing and Accreditation IV PR Departments and organization V Friction and PR VI PR Firms VII Fees and charges Current Lecture Other major trends in today s practice of PR Transparency o Public demand transparency in light of recent scandals o provide info upfront clear and honest in hope that you can build relationships when things go wrong An ever broadening social media toolbox These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o Allow for direct communication lines to stakeholders but also require constant monitoring o direct Doesn t have to go through any other channels love the ability to directly communicate with the audience Increased emphasis on evaluation o Research techniques and technological developments mean more accurate understanding of impacts on bottom line Managing the 24 7 news cycle o Never ending feedback and a constant desire for news from audiences New directions in mass media o Adapting to changing media environment and lack of one true source for information o Preparation of materials for these new media sources Outsourcing to other PR firms o Specific aspects of PR being outsourced even at those organizations that have in house PR o trend that you aren t necessarily working for one thing getting opinion from other sources The importance of lifelong learning o We live in an age where it is easier and more difficult to stay current our phones allow us to always be informed on current issues events but at the same time there is so much info that having an overall understanding of product industry is almost impossible cant stay current on everything because of the bombarding of information o Increases the need for specialization A Growing Professional Practice Professional organizations strive to educate and preserve the name of PR Provides guiding standards for the industry The Public Relations Society of America o The largest national PR organization in the world o The Public Relations Student Society of America PRSSA The International Association of Business Communicators o The second largest organization of communication and PR professionals The International Public Relations Association o A London based global organization Professionalism Licensing Accreditation Professionalism o Professional practitioners should have A sense of independence A sense of responsibility to society and public interests needs to be two way communication Concern for the competence and honor of the profession set the bar high so those that follow understand it is an ethical business there is a lot of good that can be done A higher loyalty to the profession than to an employer Licensing o Advocates Defines PR unifies curricula unifies standards protects clients protects practitioners raises practitioners credibility o licensing is passing series of questions that you are an expert competent in the field advocates say PR should be licensed because read above o Opponents Violates 1st amendment malpractice laws exist states license but PR works nationally internationally ensures only minimum competence ethics increased credibility not ensured expensive to license people when they are already qualified Is there a way to license PR specialists internationally same requirements Accreditation o Certification by professional organizations less formal version of licensing o PRSA and IABC offer accreditation o Similar to a master s degree it s just a seal of approval from someone else besides your university CHAPTER 4 Importance of PR Departments PR pros seen as strategic communication managers that bring upside to an organization o PR offers 184 ROI return on investment International Association of Business Communicators o Many CEOs want communication that is strategic research based and twoway But their contributions can be constrained Organizational factors determine the role of PR o Large rather than small firms more likely to include PR in decision making o Small forms more likely to view PR as fulfilling only a technician role Produce the documents we tell you to you are here to produce things you re on production side that is it PR Departments Management perceptions determine the role of PR o Do top level management view PR as serving a journalist or technician function o Do top level management view PR as merely supporting marketing Difference between a decision making function and a tactical of production function PR increasingly getting a seat at the decision making table o 60 of all corporate senior level practitioners report either to the CEO or COO Chief Operating Officer o View themselves as well received by the C Suite and welcome to voice opinions getting more say on the day to day basis vs just fulfilling their production function The organization of PR Departments Organized by o Leader titles o Reporting hierarchy Top bottom middle o Size of departments Large part of the organization or smaller aspect Common divisions found in large corporations o Media relations investor relations consumer affairs government relations community relations marketing communications and employee communications Department functions Media relations 97 say they are involved in this Crisis management 96 Executive communication 93 Issue ads 54 Research and analytics 49 Line and staff functions Line manager o Delegates sets goals hires influences others work Staff function o Little direct authority o Indirectly influence others work through suggestions recommendations advice Access to management o PR influence is linked to access to top management o Recommendations to management help in formulating policy Levels of influence Advisory Management has no obligation to request or act on recommendations o Purely advisory practitioners are often ineffective Compulsory advisory Management is required to listen to PR s perspective before acting Concurring authority PR and others must agree on an action PR practitioners speak out important issues and resources Important PR issues o Gain a seat with decision makers 34 o Measure value of PR 28 o Communicate with diverse publics 17 o Reduce information clutter 15 o Enhance professional image 14 Most valuable