PUR 3000 Exam 1 Job is to work with an organization to foster good will with the public PR is not that old About 100 years old Still defining itself Components of Public Relations Work for celebrities trying to attract attention Some stunts the would pull were crazy Press Agents Publicity Get information to appropriate public that company wants them to know News releases Trying to get people to behave in a particular way Institutional Advertising Encourages product class product Got Milk Public Affairs reputation Issues Management This is the term the government uses because public reputation had a bad Tries to lessen damage that might arise from particular issues Now they are getting proactive Public relations were historically reactive rather than proactive Lobbying Try to get bills passed or keep them from getting passed This sector has a bad reputation New laws on lobbying have reduced its bad reputation Investor Relations They turn stock information into common words that people can understand Development Fundraising Raise money for an organization Quantifying Public Relations Action Public Perception Public Opinion PERCEPTION IS REALITY Trends Affecting Public Relations Growth of big institutions Heightened public awareness and social media sophistication Globalization and the growing power of global media public opinion and Increasing incidence of social change conflict and confrontation capitalism Dominance of the Internet and growth of social media Three Waves Agricultural Manufacturing Information started with Sputnik Ancient Examples of Public Relations Julius Caesar s commentaries on the Gaelic Wars Magna Carta Catholic College of Propaganda Revolutionary War Era Slogans to foster participation First to press o Boston Massacre o Civilians threw rocks and provoked the British but they claimed and were the first to press saying that the British fired on innocent civilians Staged PR Events o Boston Tea Party Publications o Thomas Payne Common Sense Fundraising o Harvard started a fundraising campaign during Rev War era Post Revolution Era History s Finest Public Relations Job o Federalist Papers o A document trying to get colonies to ratify the constitution Creation of Events o President Andrew Jackson hired a press secretary Amos Kindle o His job was to create events to convince people Jackson wasn t a hillbilly Modern Political Campaigning o Started with McKinley v Bryan First Corporate Public Relations Department o Westinghouse Light Bulbs Early 1900 s The Muckrakers o Journalists trying to fight against workplace atrocities Upton Sinclair The Jungle o They kickstarted the PR landscape due to all the bad publicity First Public Relations Firm o The Publicity Bureau o Generate PR for their clients AT T Theodore Vail o We only exist because our public allows us to exist Ivy Lee Father of Modern Public Relations o Hired by Rockefeller to help with the bad publicity he was getting over workplace issues o He issued the Declaration of Principles o First to issue handouts o Four Minute Men o Hired by Woodrow Wilson o From the time it took DC to get news and spread it it was four WWI George Creel minutes 1920 s Arthur Page o Hired by Theodore Vail AT T o His job was to produce on his mission Edward L Bernay o Wrote the first PR textbook Crystallizing Public Opinion o Most influential PR practitioner o Taught the first course on Public Relations o Coined the idea PR counsel o Wanted people to get licensed in order to practice PR o He treated PR as if it was a behavioral science PRSA Public Relations Society of America was founded Roosevelt Era Information Age Sputnik 1957 Fiber optics Data doubles every 20 months The internet and the world wide web Attitudes Attitudes influence behavior Must change attitude before you can change behavior RACE o Research o Action o Communication o Evaluation How are attitudes formed Parents society friends etc Bem s Self Perception Theory We infer attitudes from external ques What we think alters what we feel Andi and Coke Zero versus Diet Coke Heider s Balance Theory We have to balance psychological balance Theory didn t work because sometimes you cant get balanced Festinger s Cognitive Dissonance We only expose ourselves to information that supports our opinion When we get information that goes against our opinion o Selective Exposure o Selective perception We only retain information that supports our opinion Maslow s Hierarchy of Needs Physiological Safety Love Esteem Self Actualization Agenda Setting The media tells us what to think about Other people tell us what to do Ex Benghazi Concentric Circles From great thinkers to politically inert As circle goes out people get less and less informed Now we look to significant others instead of opinion leaders Diffusion of Innovation Most useful theory Convincing tribes to boil water Some things might diffuse quicker than others o Awareness o Interest o Evaluation o Trial o Adoption o Reinforcement Very good for pricing products Grunig s Four Models Press Agentry Barnum o Get your name before the public attract attention o Truth is not important Public Information Ivy Lee o Disseminate factual information Two Way Asymmetrical Bernays o Scientific persuasion Two Way Symmetrical o Use research to shape both message and organization o EFFECTIVE PUBLIC RELATIONS Bullet Theory Historical Approaches to Media Effects o Media shoots bullet into public and everyone responds similarly Individual Differences Theory o We are all unique o Everyone is different o We will all react differently to a message Social Categories Theory o There are subgroups that will react similarly to a given message Social Relationships Theory o Informal interpersonal relationships tell people how to act on media messages Cultural Norms Theory o The people in the media will dictate effects o The way media people acts tell us that it is okay not okay to do o If women in media didn t wear dresses women in the public wouldn t find wearing a dress necessary Klappers 4 Conditions for Media Effects Media have monopoly of information Little interpersonal interchange o People don t talk about it Low Salient o People don t care about it No deep rooted opinions If all of Klappers conditions are met media can have direct effects on the public There are very few examples of this Eating in a new town and relying only on what the tv in the hotel tells you is good and nearby Encoding A Model of Communication o Encoding the message wrong can lead
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