Jour 201 1st EditionExam # 1 Study Guide Lectures: 1 - 11Lecture 1 (January 15)Principles of Public Relations- The two main aspects of Public Relations: Leadership and Management Functiono Main goals of Leadership and Management – To achieve organizational objectives, define philosophy, and facilitate organizational change.- Two types of communication: Persuasive and Purposiveo These communication techniques are used to communicate with Internal Publics and External Publics Internal Public: employees of a company External Publics: the customers, stockholders, etc.- Management: As managers, PR practitioners design & plan communication campaignso Expectations as a manager: Anticipating and analyzing public opinion, attitudes and issues that may impact the organization Counseling management at all levels: policy decisions, course of actions, communications Researching and evaluating organizational objectives: May include marketing, fundraising, employee relations, community relations and government relations Planning and implementing efforts to shift or change public policy Setting objectives, planning, creating a budget and training staff- managing resources Have a keen understanding of human behavior, technical skills and knowledge - Leadership: In leadership, PR practitioners suggest a need for change to company leadershipor indicate the direction a change should takeo Expectations in Leadership Understand current social, political and economic issues Make suggestions based on organizational ideology/societal perceptions and expectationsLecture 2 (January 20) Integrated Marketing Communications- IMC is the planning and execution of all types of advertising-like and promotion-likemessages selected for a brand service, or company in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning.’o The goal of IMC is to build relationships with consumers and stakeholders through a single, clear and consistent message across channels.- Marketing Mix: crucial when determining a product or brand’s offero Product: What is the product, does it have good quality, is it useful, etc.?o Price: Is the price reasonable and efficient?o Place (Distribution): How/where the product will be distributed.o Promotion: Advertising Sales Promotion Personal Selling Marketing- Direct Marketing-communicating directly with the customer, ex. texts, emails, etc.- Public Relations-publicity that does not cost money, ex. press conferences- Digital Marketing-using electronic devices to promote your product, ex. placement in games, on television, etc.- Sponsorship Marketing-where a company pays to be associated with a certain product, ex. Home Depot sponsors College Game DayLecture 3 (January 22)History of Public Relations- 427-347 BC: Rhetoric established as a distinct discipline in Greeceo Plato, Gorgias of Leontiniumo Goal of a rhetorician was to persuade the public and influence public opinion - 17th Century: Roman Catholic Church created Congregatio de Propaganda- 1642: Harvard College implemented the first systematic fund-raising campaign- 1758: King’s College (now Columbia University) issued the first press release- 1765: American Revolution broke out (many PR firsts)o Boston Tea Party – Publicity for the waro “Taxation without representation is tyranny” – Issues Managemento Caucus Club – Community Relations- 1840’s: P.T. Barnum first press agent – used hype to gain media and public attention- 1760-1840: Industrial Revolution: altered the structure of societyo Lead to mass production, rise of advertising and a need for public relations expertiseo Public relations used to garner public support- 1898: Westinghouse Electric established first corporate communications department- 1906: George V. S. Michaelis established the Publicity Bureau- 1913: Ivy Lee - Founder of Public Relationso Established the “essence” of PR – to do the right thingo Advocated for policy that was created for the public goodo Public must be informed.- 1917: Creel Committee: Beginnings of the persuasive campaigno Demonstrated the power of mass persuasion and social influence at national levelo Used to create public support for the war- 1920: Edward Bernay’s, Crystallizing Public Opinion: Measurable and scientific – less aboutpropagandao Said “There must be a technique for the mass distribution of ideas”- 1920: Arthur Page: Moved beyond publicity and persuasion, sought to maintain direct contact with publics. Created 6 Principles of Public Relations1. Tell the truth2. Prove it with Action3. Listen to the Customer4. Manage for Tomorrow5. Conduct Public Relations as if the Whole Company Depends on It6. Remain Calm, Patient, and Good-humored - 1925: More than half of all manufacturing companies were publishing employee magazineso Used to inform employees, explain mission and values, link stakeholders to organization, create a stronger corporate identity internally and externally- 1947: Boston University established first school of public relations- 1948: Public Relations Society of America- 1960: Professionalization of public relations- 1970: International Association of Business Communicators- 1990s:o Key themes Use of internet as a new communication technology Growth and merging of public relations agencies- 2000s: Participatory culture: Convergent and networked culture create the need for trans media planningLecture 4 (January 27)Public Relations and Theory- Theory: prediction of how events and actions are related- Theories:o Systems Theory: Emphasizes the interdependence of organizations with their environments, both internal and external to the organization Both the organization and the environment need each other Open system: Use public relations to bring back information on how productive their relationships are with stakeholders Closed system: Do not seek new information. Organizational decision-making is internal. Begin to view public relations practitioners as boundary spanners. If we keep the system open, we create a two-way flow of information and resources.o Situational Theory: Used to describe relationships when and why individuals become active in communication behaviors such as information seeking Recognizing that stakeholder groups can be broken down into sub groups- Level 1: Level of involvement – how much an individual cares aboutan issue (passive vs. active)- Level 2: