FSU PUR 3000 - Book Notes for Public Relations Exam 1

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Book Notes for Public Relations Exam 1Chapter 1:Defining Public Relations- In the 21st century, few societal forces are more powerful than the practice of public relations.o Especially when combined with social media.- In a society overwhelmed by communications, the public is bombarded with nonstop messages every day.o The challenge is trying to cut through this clutter to deliver an argument that is persuasive, believable, and actionable.Prominence of Public Relations:- In the initial decade of the 21st century, public relations has grown incredibly as a field.o Multi-billion dollar industryo Practiced by 320,000 professionals What is Public Relations:- The fact is that there are many definitions of public relations due in part that it is still a very young profession.- No matter the official definition, public relations officials must always engagein a planned and ethical process to influence the attitudes and actions of theirtarget audience.Planned Process to Influence Public Opinion:- RACEo Researcho Actiono Communicationo EvaluationPublic Relations as Management Interpreter:- On the one hand, they must interpret the philosophies, policies, and practicesof their management to their public.- On the other hand, they must convey the attitudes of the public to their management.Public Relations as Public Interpreter:- Interpreting the public to management means finding out what the public really thinks about the firm and letting management know.The Publics of Public Relations:- Internal and External- Primary, secondary, and marginal- Traditional and future- Proponents, opponents, and the uncommittedThe Functions of Public Relations:- Here is a partial list of the many functions:o Writingo Media relationso Planningo Counselingo Researchingo Community relationso Consumer relationso Investor relationso Crisis communicationsThe Sin of “Spin”- Putting a positive slant on a negative story- Spinning to hide an answer or the truth is just lying- The association with the word “spin” has greatly injured the fieldWhat Manner of Man or Woman:- Seven Characteristics of a Successful PR Career:o Diversity of experienceo Performanceo Communication skillso Relationship buildingo Proactivity and passiono Teamlinesso Intangibles (personality)Chapter 2:The History and Growth of Public Relations- Several society trends have influenced the evolution of the public relations industry:o Growth of big institutionso Heightened public awareness and media sophisticationo Increasing incidence of societal change, conflict, and confrontation o Globalization and the growing power of global media, public opinion, and democratic capitalismo Dominance of the internet and growth of social mediaAncient Beginnings:- Leaders in virtually every great society understood the importance of influencing public opinion through persuasion.o Greek sophistso Julius Caesaro The Catholic Church of PropagandaEarly American Experience:- The American public relations experience dates back to the founding of the republic.o Thomas Paine, Crisis Paperso Slogans:“Taxation without representation is tyranny.”Later American Experience:- The Federalist Papers- Into the 1800s:o Press agentry and PT. Barnum Focused on getting attention without regard of the truth “The public be fooled.”o Andrew Jackson hired Kendall to influence public opinion- Emergence of the Robber Baronso Vanderbilt, JP Morgan, Rockefeller, etc.o “The public be damned.”o Treated workers terribly- Enter the Muckrakerso Journalists the documented the terrible conditions of work houses under the control of the robber barons. Upton Sinclair, The Jungle Ivy Lee: The Real Father of Modern Public Relations- The key to business acceptance and understanding was that the public be informed.- Hired by Rockefeller to help heal the wounds the muckrakers caused him.- Lee issued the Declaration of Principles The Growth of Modern Public Relations:- Government:o Woodrow Wilson established the Creel Committee under the leadership of George Creel. Tried to influence public to support the war and purchase bonds. Office of War Information Nixon and the Watergate scandalo Counseling: The Publicity Bureau, the nation’s first public relations firm Edward Bernays:- Nephew of Sigmund Freud- Wrote the first PR textbooko Crystallizing Public Opinion- Taught the first public relations course- Thought of PR as a behavioral scienceo Corporations: Arthur Page became the first PR vice president (AT&T)Public Relations Comes of Age:- Growth of big institutions- Heightened public awareness and media sophistication- Increasing incidence of societal change, conflict, and confrontation - Globalization and the growing power of global media, public opinion, and democratic capitalism- Dominance of the Internet and growth of social mediaChapter 3:Communication- Communication is the process of exchanging information, imparting ideas, and making oneself understood by others.Goals of Communication:- To inform- To persuade- To motivate- To build mutual understandingTraditional Theories of Communication:- Two-step flow theoryo An organization would send a message first to the media, which would then deliver that message to the great mass of readers for their response.- Concentric-Circle Theoryo Ideas evolve gradually to the public at large, moving in concentric circles from great thinkers to great disciples, and all the way to the politically inert.o People pick up ideas from leaders, whose impact might be greater than the media.- S-E-M-D-R Processo Source – Encoding - Message – Decoding – Received- Dissonance Theoryo People seek out messages that agree with their own attitudeso They avoid messages that disagree with their attitudesContemporary Theories of Communication- Constructivismo Knowledge is constructed, not transmittedo It is important to have background information on receiver to understand where they currently stand on any issue- Coordinated Management of Meaningo When we communicate we construct our own realities of what is going on and what kind of action is important- Grunig’s Four Modelso Press Agentry Get attention with no regard for trutho Public Information Inform public with factual informationo Two-Way Asymmetric Allows an organization to put out information and to receive feedback from its publics about that informationo Two-Way Symmetric Free and equal information flow between an organization and its publics based on mutual


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FSU PUR 3000 - Book Notes for Public Relations Exam 1

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