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FSU PUR 3000 - INTRODUCTION TO PUBLIC RELATIONS

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INTRODUCTION TO PUBLIC RELATIONSDefinitions-Two way street between the company and the public-A planned process to influence public opinion, though sound character and proper performance, based on mutual satisfactory two-way communication-Promotes an entire organization(Many different definitions may be used, but they all virtually say the same thing.)Why we have trouble defining public relationsIn its formal sense, public relations is only about 100 years old and is still defining itself.Sometimes when we say public relations, we really mean one of its functional parts.It has grown considerablyFunctional Parts of Public RelationsPress Agentry: used by public figures such as celebrities and athletes, it keeps that person out in front of the public; they are not viewed as nice peoplePublicity: Most public relation people are in this part, it is based on education and information, and they put the information out there and generally want the public to do something. Example: going to an eventInstitutional Advertising: Promoting a class of products or ideas. For example: got milk commercials. Public Affairs: Another name for public relations because public relations has not always had the best reputation so government and military uses this name. It is more community affiliated. Issues Management: It only has become popular in the late 70’s so it is a newer part of public relations. It looks forward to the future and then the organization can prepare to deal with the things that are inevitably going to happen. It is prevention. Examples: handgun, tobacco, tipsy taxiLobbying: Trying to get legislation passed or defeated, not always the best reputation, changed since the past, cant do a lot of the things they used to for ethical reasons such as buying legislators coffee or golf clubs, it is lucrativeInvestor Relations: Where the big money is, they take the balance sheets and put it in common terms so the public can understandDevelopment: Fundraising, Create foundationsQuantifying Public RelationsX + Y à ZThe X is an action that the organization does, Y is how the public perceives that action, and Z is the public opinion that resultsAction+public perception= public opinionPerception is realityWhat you perceive constitutes reality Example: If the public thinks the wall is pink then the wall is pink no matter what it actually isTrends Affecting PR(PR is still a young field, only around 100 years old, still evolving)-Growth of big institutionsMovement from small stores, tiny colleges, local banks, to Wal-Mart’s, home depots, nationwide banks etc.The book “The Third wave” described three ages. -The Age of Agriculture-Age of Manufacturing (in 1830 in England, people moved out of the country and into the city, huge number of these people to plants under horrible working conditions)-Age of Information (done by robots not people around 60%-70% of all jobs related to communication and information… 3% of people grow 90% of food) This is where PR began because institutions brought problems) -Heightened public awareness and media sophistication-We have access instantly to everything that happens in the world starting with the Vietnam War, which was televised-Increasing incidence of societal change, conflict and confrontation-Activists have become more daring, visible, and effective-Anyone can become a publisher, broadcaster, or a motivator of others-Globalization and the growing power of global media, public opinion & capitalism-Iron curtain fell in Russia, seems more capitalist than communist now-Capitalism heightened the power of public opinion in the world-An event in one part of the world is broadcast to all parts -Blogs can carry criticism of the government-Dominance of the Internet and growth of social mediaAncient Examples of PRAlthough modern PR is a 20th century phenomenon, its roots are ancient-Agricultural parchment on crops: first document that told people how to grow more crops on an acre of land, its purpose was to help people do something better-Greet Sophists on political candidates and issues (early lobbyists)-Julius Caesar’s Commentaries on the Gallic Wars: he wrote this extolling his own virtue so senators would vote to give him money to keep going- it was promoting calls in order to promote causes-Caesar would rally public support through published pamphlets and staged events -Magna Carta: Model for the constitution, guaranteed rights to certain types of people-Catholic College of propaganda: under the leadership of Pope Gregory XV a speaker’s bureau trained priests and sent them around the world to recruit members to the church to “help propagate faith”Revolutionary War EraOutstanding examples that mirror techniques used today-Slogans to foster participation: example no taxation without representation-Symbols: example: liberty tree, symbols have been used throughout history-First to press: tell our side of the story and see how others react, such as Boston massacre or todays elections-Staged public relations events: example Boston tea party or occupy Wall Street-Organizations for action: example sons of liberty wrote and spoke to convince colonists to participate in revolutionary war, today’s example would be PETA or NRA-Publications: Thomas Paine common sense- colonists rebel, wrote periodic pamphlets and essays that urged the colonists to band together. The people listened, were persuaded, and took action. -Fundraising: Harvard, American Heart Association Post Revolution-“History’s Finest Public Relations Job” The federalist papers: Hamilton, Jay, Madison; wanted a stronger central government. It was a series of treaties on why to adopt the constitution, it was a sales job and it worked-Creation of Events: Andrew Jackson hired Amicus Kindle as the first press secretary to promote Jackson and gain favor-Press Agentry- Amos Kendall and Phineas T. Barnum.. Kendall preformed just about every White House PR task (wrote speeches, state papers, and messages) Barnum was a master publicist-Modern Political Campaigning: William Bryan decided to actively campaign and then McKinley started to do it as well, it was never seen before-First corporate PR Department: Saw need for promoting company Weston HouseEarly 1900’s-The Muckrakers: Reported dirt and autrausities happening in corporations, they wrote journals such as Upton Sinclair’s journal the Jungle which was about the meat packing industry and Ida Travels history of standard oil on JD


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