Intro to PR Test 1 09 01 11 1 Evaluation RACE 2 Corporate communications 3 Advocates what PR people are Chapter 1 What is PR PR defined the management communication function that evaluates public attitudes identifies policies and procedures of an individual or an organization with the public interest and plans and executes a program of action to earn public understanding and patience PR s main goal isn t about selling adv And marketing is Key words in defining Deliberate intentionally influences gains understanding provides info and obtains it is systematic and requires research and analysis feedback feedback its about listening before you act Planned Performance Public interest interests with programs this includes performing not just labeling its about doing must be responsive to its publics and consider its concerns and o now a days consumers decide what is made its all about listening must solicit feedback and PR practitioners must be sure Two Way communications it does and then pass it on to management part of upper management Management function practitioner should be part of highest decision making o PR is a staff function you have no power over anyone in the organization you suggest recommend you don t tell anyone what to do o Its at the top of management Today s titles PR has a negative light around it Flack 1939 synonym for press agent Corporate communications term most companies used to call the PR department o Use the term spin a lot usually means lie o Spin was originally a positive term say the best things you can not lie PR is a process RACE Research what is the situation o Don t want to ask the people closest to you Action plan to do something about it o The action of planning Communication execution of the plan Evaluation was the audience reached and what was the effect PR vs Journalism PR Journalism o Writing process and style are the same number one skill you need in PR o Many tactics don t just write go on talk shows blog events o Advocates everyone knows PR people are subjective its ok because don t try to hide it o Segments audience don t try to find a mass audience aim at a specific group o Many channels many ways to reach ppl o Writing process and style are the same o Reporting editorial this is mostly what they do o Informs public o Mass audience o One channel journalist are supposedly objective this is changing there are more opinion articles now o Uncontrolled free send something out but don t know how they re going PR vs Advertising PR to use it o Many media some internal o To promote image Advertising o Paid and controlled o Mass media external o To sell it s about buy my product now its changing a little bit want people to go to the internet Advertising s main disadvantage cost 70 of consumers place more weight on publicity PR vs Marketing Functions overlap both deal with o An organization s relationships and o Employ similar communication tools but approach is dif PR building relationships and goodwill Marketing concerned with customers and selling more about selling than image PR terms third party endorsement o more likely to accept news as truthful because not coming from company gatekeeper integrated marketing comm combines adv direct response sales promo and public relations IMC integrated marketing comm why downsizing of organizations saving money consolidation has led to one department fewer employees Tighter budgets avoiding the high cost of adv has led to tighter budgets use buzz free Building buzz Buzz enlisting influencers or trend setters to spread the word 1 skill in PR is WRITING Employees what good wiring counseling know how more recent 09 06 11 1 Barnum 2 Teddy Roosevelt 3 News release or press release Colombia University first to use Edward Bernays father of modern public relations know all there is to know about him o On WWI committee to get public support o Became a very popular PR person after that Publics try to divide the public into as many sub groups as you can Stake Holders it is a public people that have a stake in what is going on in that company o For FSU stake holders are students alum tax payers Committee of correspondents war committee to try to get support for the war Chapter 2 The Evolution of Public Relations Planned persuasion to reach a particular purpose from 1800 BC in Iraq where farm bulletins of latest technology were shared The Rosetta Stone helped us understand hieroglyphics o it was a publicity release of Pharaoh s accomplishments Olympic games used promotional techniques for athletes Sophists virtues of politicians seen as early lobbyists Julius Caesar first politician to publish a book Commentaries Later as emperor rallied public support of wars like WWI Creel committee Middle Ages Roman Catholic Church o Pope Urban II persuaded thousands to serve God o Pope Gregory XV used propaganda to propagate faith Term propaganda started here now a negative term because we don t know where it is coming from Early America American Revolution Colonist tried to persuade King George III they had the same rights as the English First slogan Taxation without representation very useful First Publicity stunt Boston Tea Party PRs Ancient roots Ancient Egypt Ancient Greece Ancient Rome o Threw tea overboard before it could get onto land and be taxed King George refused and Committees of Correspondence were organized early AP associated press to disseminate anti British info Early America Education 1641 Harvard College had a fund raising brochure King s College Columbia issued first news release in 1758 1800s Press Agentry Phineas T Barnum huckster said the public be fooled promoted Tom Thumb and Jenny Lind actually ugly great for headlines o Known to exaggerate generate hype o Gave people short names fit better into headlines o Pseudoevent began with him false event to get publicity about it but there s nothing really going on Amos Kendall member of Pres Andrew Jackson s Kitchen Cabinet first press secretary Davey Crockett Annie Oakley legends example of a subject for press agents publicize people get their names heard o Press agents not well like in the PR industry The West in the 1800s Publicity and promotion helped populate western US American railroads used press agentry just trying to get clients name in the news a little lower than a true PR person and publicity Industrial Revolution after Civil war Robber Barons industries run by selfish profit makers expense public be damned Muckrakers vs Robber Barons Journalist
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