JOURN 4256 1nd EditionExam # 1 Study Guide Lectures: 1-6Lecture 1 (January 22)Introduction to PR- what is PR? How do you do it? What are the key skills involved?Public Relations is an umbrella term for the activities that help an organization and its publics (or audiences) adapt mutually to each other. PR is a planned, strategic form of communication with an audience focus. PR has a different name depending on the organization. For example, Fortune 500 companies use the term corporate communications. Nonprofits often use public information, public affairs, or marketing communications. Key skills needed for PR include writing skills, research abilities, planning expertise, a problem-solving ability, business/economics competence, and expertise in social/digital media. PR is valuable to organizations because PR practitioners interpret the relevancy of information to people, and also explain goals and objectives of clients and employees to the public. PR does rely on budgets, and because of some company’s limited budgets for PR, an emphasis is placed on accountability. When compared to journalism, PR has more components, does not involve objective observers, and uses many channels for communication. Lecture 2 (January 27) History of PR- where did PR originate? How has it evolved? Early PR efforts include the ancient Olympic games in Greece, Sir Walter Raleigh and the new world, Daniel Boone’s story as propaganda for Manifest Destiny, and the Civil War, to name a few. At the time, though, they weren’t considered PR, but involved advertising events and ideas to the people, which in essence is PR. Modern PR geniuses include the Kardashians, Don King, and George Lucas. The first PR firm was called Publicity Bureau, and was established by George Michaelis, Herbert Small, and Thomas Marvin in 1900. The Publicity Bureau’s job was to help the railroads defeat regulations. Teddy Roosevelt utilized the Muckrakers, journalists who exposed corruption. Roosevelt encouraged them and ensured that their stories were published in major newspapers and magazines. An example of a Muckraker’s work is “The Jungle” by Upton Sinclair. Ivy Lee was another important name in PR. He wrote the Declaration of Principles, which stated that PR practitioners have a moral responsibility to the public to tell the truth. Edward Bernays is considered the father of modern PR. He ran a firm with wife Doris Fleischman, which advised presidents and major firms. He also taught the first college class on PR at NYU. PR also had a huge influence on modern wars. During both World War I and World War II, the government controlled what the public knew about the war, reporting false news and numbers. In 1942, FDR created the Office of War Info, which is considered the greatest propaganda effort in history. Modern wars also utilize PR, but social media is used as the weapon. For example, the Arab Spring was sparked through social media, especially Twitter. Lecture 3 (January 29)Diversity and PR- how does PR target our multicultural nation? What are areas of diversity? How can you be culturally sensitive? What is tailoring? Reaching the diverse audience is an important objective for PR practitioners, because one message is not always effective for everyone. The United States is always changing in regards to demographics. For example, the Hispanic population is on the rise, and PR practitioners must figure out the best way to target them. The areas of diversity are categorized by race/ethnicity, age, gender, religion, and psychographics. These groups are further broken down into Hispanics,African-Americans, Asian Americans, Generation Y, Seniors, Women, and LGBT. Cultural sensitivity is important to PR practitioners. Ways to ensure cultural sensitivity include understanding the culture, knowing the differences within ethnicities, and taking advantage of expertise in minority media outlets. An example of PR and cultural sensitivity is Honda’s targeting of the Hispanic population. Tailoring is basing strategies on characteristics that are unique to the person, taking a general message and making it relevant on a personal level to an audience or individual. The steps to tailoring are: 1) Research 2) Audience (the who) 3) Objectives (the what) 4) Pilot 5) Implement and 6) Evaluate Lecture 4 (February 3)Ethics and PR- what are ethics? How do they apply to PR? Ethics are a framework for evaluating problems and deciding what to do. Ethics should align with accepted societal norms and cultural values. The bottom line is that they address questionsabout how we should behave based on right and wrong. Values are central beliefs that determine how we will behave in a situation. Ethics are very important to PR. PR practitioners have to make ethical decisions based on the public interest, the employers’ self-interests, standards of the PR profession, and personal values. Professional PR organizations that deal with ethics include Public Relations Society of America (PRSA), Public Relations Student Society of America (PRSSA), The International Association of Business Communicators (IABC), and National Association of Broadcast Communicators. Various groups have endorsed codes of conduct for specific situations and issues, including financial information, video news releases, Internet transparency, and corporate practice. Ethics are involved with dealing with the media: gifts and journalists, linking ads with news coverage, and transparency and disclosure issues. Other red flags include anonymous Internet postings and viral marketing, front groups, truth in wartime communications, and overstating charges or compensation for work performed. Lecture 5 (February 5)PR and research- what is the process? Why is it important?Research is the first step in any PR effort. It is necessary to provide information needed to understand the audience and develop a successful message. Research is broken down into academic vs. causal/informal, primary vs. secondary, and qualitative vs. quantitative. Secondary research is when PR practitioners analyze data collected by someone else, including library and online databases and the Internet. Primary research is when PR practitioners create instrumentsto collect data from a given audience. Primary research is then divided into qualitative and quantitative research. The research process is as follows:1. Start with a problem2. Dig into secondary research to answer questions from the problem3. Put together