PUR 3000 Exam 1Job is to work with an organization to foster good will with the publicPR is not that old- About 100 years old- Still defining itselfComponents of Public RelationsPress Agents- Work for celebrities trying to attract attention- Some stunts the would pull were crazyPublicity- Get information to appropriate public that company wants them to know- News releases- Trying to get people to behave in a particular wayInstitutional Advertising- Encourages product class product- Got Milk?Public Affairs- This is the term the government uses because public reputation had a bad reputation. Issues Management- Tries to lessen damage that might arise from particular issues.- Public relations were historically “reactive” rather than “proactive”- Now they are getting proactiveLobbying- 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 understandDevelopment- Fundraising- Raise money for an organizationQuantifying Public RelationsAction + Public Perception = Public OpinionPERCEPTION IS REALITYTrends Affecting Public Relations:- Growth of big institutions- Heightened public awareness and social media sophistication- Increasing incidence of social change, conflict, and confrontation- Globalization and the growing power of global media, public opinion, and capitalism- Dominance of the Internet and growth of social mediaThree 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 presso Boston Massacreo 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 Eventso Boston Tea Party- Publicationso Thomas Payne, Common Sense- Fundraisingo Harvard started a fundraising campaign during Rev. War eraPost Revolution Era- “History’s Finest Public Relations Job”o Federalist Paperso A document trying to get colonies to ratify the constitution- Creation of Eventso President Andrew Jackson hired a press secretary, Amos Kindleo His job was to create events to convince people Jackson wasn’t a hillbilly. - Modern Political Campaigningo Started with McKinley v. Bryan- First Corporate Public Relations Departmento Westinghouse Light BulbsEarly 1900’s- The Muckrakerso 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 Firmo The Publicity Bureau o Generate PR for their clients- AT&T – Theodore Vailo 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 issueso He issued the Declaration of Principleso First to issue handoutsWWI- George Creelo “Four Minute Men”o Hired by Woodrow Wilsono From the time it took DC to get news and spread it, it was four minutes1920’s- Arthur Pageo Hired by Theodore Vail (AT&T)o His job was to produce on his mission- Edward L. Bernayo 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 PRo He treated PR as if it was a behavioral scienceRoosevelt Era- PRSA (Public Relations Society of America) was foundedInformation Age- Sputnik (1957)- Fiber optics- Data doubles every 20 months- The internet and the world wide webAttitudes- Attitudes influence behavior- Must change attitude before you can change behavior- RACEo Researcho Actiono Communicationo EvaluationHow 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 CokeHeider’s Balance Theory- We have to balance psychological balance- Theory didn’t work because sometimes you cant get balancedFestinger’s Cognitive Dissonance- We only expose ourselves to information that supports our opiniono Selective Exposure- When we get information that goes against our opiniono Selective perception- We only retain information that supports our opinionMaslow’s Hierarchy of Needs- Physiological - Safety- Love- Esteem- Self-ActualizationAgenda Setting- The media tells us what to think about- Other people tell us what to do- Ex. BenghaziConcentric 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 leadersDiffusion of Innovation- Most useful theory- Convincing tribes to boil water- Some things might diffuse quicker than otherso Awarenesso Interesto Evaluationo Trialo Adoptiono Reinforcement- Very good for pricing productsGrunig’s Four Models- Press Agentry (Barnum)o Get your name before the public / attract attentiono Truth is not important- Public Information (Ivy Lee)o Disseminate factual information- Two-Way Asymmetrical (Bernays)o Scientific persuasion- Two-Way Symmetricalo Use research to shape both message and organizationo EFFECTIVE PUBLIC RELATIONSHistorical Approaches to Media Effects- Bullet Theory:o Media shoots bullet into public and everyone responds similarly- Individual Differences Theoryo We are all uniqueo Everyone is differento We will all react differently to a message- Social Categories Theoryo 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 Theoryo The people in the media will dictate effectso The way media people acts tell us that it is okay/not okay to doo 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 interchangeo People don’t talk about it- Low-Salient o People don’t care about it- No deep rooted opinionsIf 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
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