Study guide PUR3000 FALL 2013Ch1 What is Public Relations· Two-way communicationsolaces feedback; PR practitioners must get feedback and pass it to management (use to bejust sending things out, but now listening and getting feedback is just as important as sending out the message)· R.A.C.E.R. - Research - what is the situation? find all the answers and questions that is being asked and to the situation that is occurring• A. - Action (of planning) - plan to do something about it; decide how we want to react to that research• C. - Communication - execution of the plan• E. - Evaluation - was the audience reached and what was the effect? - another form of research· SpinThe Word "Spin"• originally positive• today positive slant on an event or,• information with a point of view, or• lying (spin doctor)· Third party endorsement third party endorsement - by using PR articles, newspapers "endorse"· PR as management functionManagement Function - practitioner should in highest decision-making part of management (must take place at the higher levels or the organization, must have daily access to CEO and make sure the company is operating in a positive way)Ch2 - The Evolution of Public RelationsMajor topics/termsRosetta Stone - Ancient Egypt• The Rosetta Stone helped us understand hieroglyphics•The info on the stones was actually publicity releases of Pharaoh's accomplishmentsPress agency - • First PR agencies:• Publicity Bureau, Boston 190 0•George Parker and Ivy Lee opened publicity office in 1905Edward Bernays - • Edward L. Bernays• The "Father" of modern PR• Used behavioral psychology to change People's perceptions and behaviors• Berney's Influence• used publicity to gain acceptance for Russian ballet and men's tights•Worldwide: 1929 Golden Jubilee of Light - 50th anniversary of light bulb's inventionIvy Lee• Became first PR counsel; issued declaration of principles truth and accuracy• urged to businesses to practice public service• insisted on active support of top managementAmos Kendall Also During 1800s• Amos Kendall - a member of President Andrew Jackson's Kitchen Cabinent, became the first "press secretary".• A publicity movement for the abolition of slavery was led by the Publication of Uncle Tom's Cabin. Stages in evolution of PR• Era since 1920s:• Journalist era• shift to feedback and counsel• 1960s - protest brought on issues management• 1970s - era of reform in investor relations• PR in the 1950s• PR became firmly established as indispensable part of America's development• World War II brought rapid growth of PR,• Growth of urban population also came in 50's• Other Changes in 1950's• Growth of impersonal big business• Scientific advancement• mass media growth• emphasis on bottom line• Changes in PR in the 1960s:• Civil rights, women rights movement brought added "issue management"• dialogue with public• two-way symmetrical PR• Classic Models of PR• 1. Publicity Model• press agentry• one-way communication• hype• no research • advocacy • 3. Two-way asymmetrical model• persuasion through science• unbalanced two-way communication• use of feedback to understand and persuade• use of research is to plan activity and establish objectives • 2. Two - way symmetrical• gain mutual understanding• two-way balanced communication• research - learn how public perceives organization and determine effect actions/polices might have• evaluate research - to see results• send <--> message< --> receiver • Modern PR: In the 1980s• bloomed as management function• "strategic" became buzzword• MBO - Management by Objective became popular• PR In the 1990s:• Environmental marketing• PR audits• Communication audits• social audits • 2000s• relationship building and managing• active, interactive, equal participants• ongoing communication• dialogue and less emphasis on media placement• PR Today• 200,000 practitioners nationwide• one of the current fastest growing field• internet influence• Global Village influence• Relationship Management• all about building and fostering relationships• Corporate Social Responsibility• social audits led to CSR: Corporate Social responsibility• More two-way engagement with public as equals and communication ongoing• Public Information • extension of one-way distribution of information, but with more credibility• little research but scientific persuasion• Feminization• women now 70% of profession• find PR more inviting• able to make more money than other fields without capital• Feminization terms: Glass ceiling, Velvet Ghetto• Minorities in PR• Whites still compromise nearly 90% of PR practitioners (US Bureau of Labor)• According to PR Week Survey:• Whites 76% Black 7%• Asians 4% Hispanics 4%• Native Americans .3%; other 3%• The Future• more recognition of multi-cultural world, PR use provide knowledge and sensitivity• demand to be more transparent• PR Emphasis• PR must own roles of positioning branding, reputation management and building relationships• Companies must practice CSR• Increase emphasis on research and measurement• manage 24/7 news• handle the concept of fragmented mass media• understand and use social media• tactics are being outsourced•lifelong learning needed in behavioral scienceCh3· 3 basic value orientationsEthic theories:• Range from:• utilitarianism: the end can justify the means as long as the result causes the least harm or most good• To:• absolutist: do what is right, though the world should perishProfessional Codes of Conduct• tell the truth - act with honesty and integrity• emphasize education• may censure or expel (but no license is required)· Accreditation/licensing• requires five years experience• Bachelor's degree, pass test• movement to require continuing education· V.N.R.sCodes for VNRs• question of whether public is notified of course of VNR• Code for Good practice calls for accurate reliable info• Is sponsor identified in opening?• Those interviews clearly identified on tape? · Gifts to influence publication• PR practitioners should not provide junkets of doubtful news value, extravagant parties, expensive gifts and personal favors to the media · P.R.S.A.Top 4 responsibilities of PRSA members:• media relations• writer/editor• marketing communications• corporate
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