Intro to PR: Test 109/01/111. Evaluation (RACE) 2. Corporate communications3. Advocates- what PR people areChapter 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 publicinterest, 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 feedback ( feedback: its about listening before you act)- Planned - it is systematic and requires research and analysis- Performance - this includes performing, not just labeling (its about doing)- Public interest - must be responsive to its publics- and consider its concerns and interests with programs o now a days= consumers decide what is made (its all about listening)- Two Way communications - must solicit feedback and PR practitioners must be sure it does and then pass it on to management- Management function ***- practitioner should be part of highest decision making, part of upper managemento PR is a staff function: you have no power over anyone in the organization you suggest, recommend; you don’t tell anyone what to doo Its at the top of managementToday’s titles- Corporate communications term most companies used to call the PR department PR has a negative light around it- Flack (1939) synonym for press agent o Use the term “spin” a lot usually means lieo Spin was originally a positive term “say the best things you can”, not liePR 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 ito The action of planning- Communication- execution of the plan- Evaluation- was the audience reached and what was the effect?PR vs. Journalism- PRo Writing (process and style are the same)- number one skill you need in PRo Many tactics- don’t just write= go on talk shows, blog, eventso 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 groupo Many channels (many ways to reach ppl)- Journalismo Writing (process and style are the same)o Reporting, editorial this is mostly what they doo Informs publico Mass audienceo *One channel- journalist are supposedly objective (this is changingthere are more opinion articles now)PR vs. Advertising- PRo Uncontrolled, *free send something out but don’t know how they’re going to use ito Many media (some internal)o To promote image- Advertisingo Paid and controlledo 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 publicityPR vs. Marketing- Functions overlap- both deal witho An organization’s relationships ando 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 endorsemento 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 employeesTighter 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 WRITINGEmployees what- good wiring- counseling know-how (more recent)09/06/111. Barnum2. Teddy Roosevelt3. News release or press release Colombia University first to use- Edward Bernays: father of modern public relations (know all there is to know about himo On WWI committee to get public supporto 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 companyo 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 RelationsPRs Ancient roots- Planned persuasion to reach a particular purpose from 1800 BC in Iraq where farm bulletins of latest technology were sharedAncient Egypt- The Rosetta Stone- helped us understand hieroglyphicso it was a publicity release of Pharaoh’s accomplishmentsAncient Greece- Olympic games used promotional techniques for athletes- Sophists virtues of politicians seen as early lobbyistsAncient Rome- Julius Caesar- first politician to publish a book- “Commentaries”- Later as emperor rallied public support of wars, like WWI Creel committeeMiddle Ages- Roman Catholic Churcho Pope Urban II persuaded thousands to serve Godo 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 fromEarly 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 Partyo 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 infoEarly America: Education- 1641 Harvard College had a fund-raising brochure- King’s College (Columbia) issued first news release in 17581800s Press Agentry- Phineas T. Barnum- huckster said the “public be fooled”, promoted Tom Thumb and Jenny Lind (actually ugly), great for headlineso Known to exaggerate, generate hypeo Gave people short names- fit better into headlineso 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 heardo Press agents- not well like in the PR industryThe West in the 1800s- Publicity and promotion helped populate
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