BIOM 121 1nd EditionFinal Exam Study Guide Lectures: 2 - 24Lecture 2 (August 26) What is Public Relations?Public relations is a management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success orfailure depends. It is a managed communication between an organization and its publics.What is the Public Relations process?R.A.C.E – Research, Action Planning, Communication, EvaluationWhat are the different job titles for people working in public relations?Public Affairs. Corporate Communication. Marketing Communication. Public Information Specialist. External Communications.Lecture 3 (August 28)What is IMC? What are the reasons for IMC?Integrated Marketing Communication is a custom mix of advertising, promotion, direct marketing and public relations which results in a coordinated and integrated communication plan; Downsizing, tighter budgets, advertising “clutter”, or public and social policy issues.How can one create positive public opinion?Host events, conduct studies, fund activities, provide information, do good things (being sociallyresponsible)How can we prevent negative public opinion?Have a crisis plan, train your people on how to speak to media, have an open information policy (be transparent), don’t have indefensible policies.Lecture 4 (September 2) How are PR companies paid?Hourly fee. Retainer – money paid up front. Fixed Product fee – what they can pat based on a budget. Or a combination of the three.Lecture 6 (September 9) Who was Edward Bernays?Father of modern PR in Crystallizing Public Opinion (1923); Persuasion directed at the public to modify attitudes and actions; Effort to integrate attitudes and actions of an institution with its public and attitudes of publics with that institution.Who was Ivy Lee?He was the first PR counselor; concept that businesses should align themselves with the public interest; dealing with the top management, PR as a management function; opencommunication with media (reporting the bad along with the good); humanizing business; opinion leadership.What are the Four Models of Public Relations?1. Press Agentry – the purpose is propaganda; they have one-way communication and the truth is not essential. They use little research. 15% of organizations still use it today.2. Public Info – the purpose is to disseminate information. One way communication but thetruth IS important. It is practiced in government, nonprofits and businesses. 50% of organizations use this model today.3. Two-way asymmetric – its purpose is scientific persuasion. Two-way communication. Uses formative research. 20% of agencies use it today.4. Two-way symmetric – the purpose is mutual understanding. Two-way communication. Formative research. 15% of organizations use it today.Lecture 7 (September 16)What are the 3 basic orientations of decision-making?Absolutist – black and white, no grey; Existential – practical decision-making; Situational – what does the least harm or the most good.Lecture 8 (September 18)What is PRSA? Public Relations Society of America. 20,000 members in 116 chapters.Who was Rex Harlow?He cofounded the American Council on Public Relations (later Public Relation Society of America, PRSA)Lecture 9 (September 23)What is research in Public Relations?PR research is the controlled, objective and systematic gathering of information for the purposes of describing and understanding. It is the point of departure of a communication plan.How can research help us?By identifying key issues/know publics, verifying public opinion, plan a PR campaign, generating news with findings, getting feedback, evaluating/measuring PR results.Why is research so important?To make communication efforts effective; to increase two-way communication; to learn from the successes and mistakes of other campaigns; to scan the environment. To be able to better prevent crises, monitor competitors, generate publicity and know public opinion.Lecture 10 (September 25)What are the different elements of a Public Relations campaign?- Situation – understand the challenge, organization, client, industry and environment to set clear and valid objectives. Run a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)- Objectives – SMART- Audience – Public relations campaigns are directed toward specific and defined target audiences- Strategy – Broad statement on how an objective can be achieved; guidelines and themesfor your program.- Tactics – specific activities that put strategies into operation and help achieve overall goal and stated objectives- Timetable – deciding when a campaign should be conducted and determining the proper sequence of activities- Budget – how much will the campaign cost? - Evaluation – the measurement of results against the established objectives set during the planning processWhat is an objective?Objectives are subsets of goals and should be expressed in concrete measurable terms.What is the criteria for an objective?Specific, Measurable, Achievable, Realistic, Time-specificLecture 11 (October 2)What is the classic definition of communication?Who says what to whom through which channels with what effect. The art of transmitting information, ideas and attitudes from one person to another. True communication only occurs when the audience receives the message exactly as the sender intended it.Lecture 12 (October 7)What is the five stage adoption process?1. Awareness – mass channels; a person becomes aware of an idea or product via advertising, news story in newspaper, mention on the news or a group chat2. Interest – media, agencies, friends; individual seeks more info via Google search, ordering a brochure, reading an in depth article.3. Evaluation – friends and colleagues; person evaluates idea or product based on how it meets specific wants or needs. Feedback from friends and family is part of this.4. Trial – dealers, salespeople, agencies, friends; tries the product by using a sample, witnessing a demonstration or making qualifying statements such as “I read…”5. Adoption – personal experience; individual uses the product or integrates the idea into his belief system and “I read” becomes “I think…”Lecture 13 (October 9)What is agenda setting?The media sets agenda for public discussion. They don’t tell us what to think, but what to think about.What is framing?Journalists select certain facts, themes,