Midterm:• PRSA def of PR:o A strategic form of communication that involves a mutually beneficial relationship among orgs and their publics o Def is clean and easy to understand and highlights what’s MOST important in PR• Criticisms of def: INCOMPLETEo Management functiono Reputations managemento Where PR is today • PESO:o Paid: positive paid publicity of persuasive messages o Earned: intentionally facilitated. Positive unpaid publicity (media coverage) AVE: advertising value equivalency  1. Hire PR 2. Pitch story 3. They like it or they don’t o Shared: any form of message that is designed to be sharedo Owned: org has complete control over content o Model as a whole is easy to understand and speaks toward where PR is today • Four distinct roles of PRo Looks at external publics but internal publics o Media Relations I. respond to media request II. Promoting media to influence story  III. Media training o Dealing with Crisis: major threat to operations or reputation  A. respond to media request - Media relations  B. talking points C. use owned media to provide additional information o Responsibility for Owned media Front porch  Content Values • Specialized Roles of PRo Event planning o Fundraising o Photography/ videography for media o Speech Writing • Key Figures in PR o Ivy Lee First press release First PR campaign: publicity + advocacy (lobbying)  Declaration of Principles- Advocacy for client- Truth, transparency- Respect for employeeso Edward Bernays  Used psychology to persuade  Research- surveys Modern PR campaign- Research-action (planning)-communication-evaluationo Doris Fleisherman  Married to Bernays  Womens rights, equal rights Non-profito Arthur Page  Page Principles- 7 principles of PR Corporate Communication- Mechanisms of monitoring internal and external communication to promote positive POV from publics• Case Study 1 Lessons: “Is it true that there is no such thing as bad publicity”o 1. Yes, can result in increased sales Also increased response…o 2. Yes, but there is such a thing as publicity that showcases absolutely no upsideo 3. Political  Polarized Views People want orgs to align with their values  Social Media allows people to feel empowered and voice negative opinions o Pepsi Mans  Marketing Analytics emphasize Sale> Social Impact  Overlooked pot./ current customers> critics  People will believe any negative media o Overall: Do not believe in simple measures  Do research  Be Proactive, think of possible backlashes and consequences • Modern PR Figures:o Harold Burson “Beep Beep” Integrated Marketing Communication- Same message throughout all platforms Hiring people outside of PR profession to integrate new ideaso Edelman “the tale of Dan, Edel, and the man” 1st Global PR firm Story telling into PR campaignso Plank Advocate for students and have say in courses and content, served as liaison between PRSA and universities. Prompts PR professional to help students PRSSA o Kendrix AA community 1st AA to own PR firm• Four Models of Public Relations in Historyo Publicity or press agency  One way communication Attract coverage by any means  Little concern for accuracyo Public Information  Mostly one way communication To inform publics, state orgs perspective  Ivy Lee - Declaration of Principles - Truthful and accurate text o Two way asymmetrical  Two way communication, unbalanced as org gets more than it gives  Gain research from publics in order to persuade them  Bernayso Two way symmetrical  Completely balanced Mutual understanding • PR Practitionero Women, 39 years old, college grad, 13 years of experienceo Talents: 1. Writing: press release and feature  2. Strategic Planning: being able to align with companies’ mission to short term and long-term goals 3. Oral Communication  Bonus: Analytics, SEO importance and Role of PR in regard to responsibility for owned media • PR and the Lawo First Amendment  Five Freedoms- Press, Speech, Assembly, Religion and Petition o Three exceptions to the Freedom of speech  Protection against Defamation - Libel and Slander - To prove Libel - Defamation: false claim that causes harm to reputation - Identification: direct or indirect - Publication: fixed form - Fault: no research to fact check was done - Fact over Opinion - ..why we careo We interact with journalists and need to know rules, also to inform clients of rules and protection against false reviews online Must prove basic libel claims (see above) Goes against client conditions  Rights to Privacy - Appropriationo Use of name, likeness, or image for profit  Exceptions:- News printed it first- Waiver - Private Information o HIPPA o FERPA- Inclusion/ Inclusion into Seclusiono Reasonable expectation of privacy - False Light o Exaggeration IP rights - Copyright: complete control over contento Must be specific o Has a time limit  Life + 70 Corporation: 120 years or 95 years after publication o Upon Creation o Fair Use Doctrineo Parody Exception - Trademark: any symbol or unique element that is used to distinguish for commercial value o No time limito Can be lost if org allows for others to use without permission o Parody exception o Must apply - Patent: process of product, exclusive tightso 14-20 yearso Must apply - Trade Secret: component of a business that signifies the value of the org as a secreto Last forevero NDA for employees o FTC: Federal Trade Commission: manages healthy competition among nations business  Against:- Deception - False Reviews - Must disclose money paid to influencers • Case Study 2 Lessons: Legal Team Vs. PR Teamo 1. Similarities and Differences Similarities: Both advocate for client  Guided by ethics  Differences:  Legal teams represent everyone  Client confidentiality  Legal teams want to limit liability by not being transparent o 2. No rules governing who PR professional should or shouldn’t represent Universally do not lie or cover up for a client or hate organizations  One perspective: if the org didn’t have a problem, they wouldn’t need me  Another perspective: represent orgs that align with my values o 3. Two trends in PR  1. Employees quitting firms over not agreeing with the values of clientsthat are