PUR3000 Final Study guideThe following is a comprehensive study guide for the PUR3000 final exam. It covers Chapters 1-21. The bolded bullet points come directly from the provided study guide and the non-bolded terms are supplemental study material. CH. 1 “What is Public Relations?”- Some definitions of PR:o The management of communication between an organization and its publicso Influencing behavior to achieve objectives through the effective management of relationships and communicationso The art and social science of analyzing trends, predicting their consequences, counseling organization of leaders, and implementing planned programs of action which serve both the organization’s and the public’s interesto A communication function of management through which organizations adaptto, alter, or maintain their environment for the purpose of achieving organizational goals- Two-way communication: o PR is not just disseminating information, but also the art of listening and engaging in a conversation with various publics.o PR practitioners must get feedback and pass it to management.- Key words of PR:o Deliberate : public relations activity is intentional. It is designed to influence, gain understanding, provide information, and obtain feedback (reaction from those affected by the activity)o Planned : public relations activity is organized. Solutions to problems are discovered and logistics are thought out, with the activity taking place over a period of time. it is systematic, requiring research and analysiso Performance: Effective public relations is based on actual policies and performance. No amount of public relations will generate goodwill and support if the organization is unresponsive to community concerns. Ex: A timber company, despite a campaign with the theme "for us, every day is earth day," became known as a terrible company due to itsinsistence on logging old-growth forests and bulldozing a logging roadthat served as an elk habitat.5o Public Interest : Public relations activity should be mutually beneficial to the organization and the public; it is the alignment of the organization's self-interests with the public's concerns and interests.5o TWO-WAY COMMUNICATION: (definition above)o Management function : Public relations is most effective when it is a strategic and integral part of decision making by top management. PR involves counseling and problem solving at high levels, not just the dissemination of information after a decision has been made.5- R.A.C.E.:1PUR3000 Final Study guideo Research: What is the problem or situation?o Action: (program planning) What is going to be done about it?o Communication: (execution) How will the public be told?o Evaluation: Was the audience reached and what was the effect?- Spin: o PR is also referred to as spin. This term first appeared in a 1984 NY Times article about the activities of Reagan’s reelection campaign. In the beginning, spin was restricted to what often were considered the unethical/misleading activities and tactics of political campaign consultants. Today, the media uses this term to describe ANY effort by an individual/organization to interpret an event or issue according to a particular viewpoint. Ex: if a news company reports a story to fit a certain viewo Spin can lead to a question of ethics. - Third party endorsement:o One way PR contributes to marketing objectives. PR provides 3rd party endorsements (via newspapers, magazines, radio, and television) through news releases about a company’s products or services, community involvement, inventions, and new plans. - PR as management function:o As opposed to marketing, which focuses on sales and positioning, PR deals with ALL departments of the organization to advance overall business goals and objectives. o To be successful, businesses must allow PR to directly deal with upper management to shape and promote their core values.- Integrated Marketing Communication (IMC):o Communications process of planning, creating, integrating and implements diverse forms of marketing communications (ads, sales promos, publicity releases, events) that are delivered over time to brand's targeted customers.- Career Skills needed for PR:o Writingo Researchingo Planningo Problem-solvingo Business/economics knowledgeo Social media expertiseCH. 2 “The Evolution of Public Relations”- Stages in evolution of PR2PUR3000 Final Study guideo Early Beginnigs: Alexander the great, Julius Caesar, Emperor Asoka, and Herodotus have all used PR.o The Middle Ages: The Roman Catholic church has used it as far back as the 15th and 16th centurieso Colonial America: The US, following their independence from England, used PR for things such as land, institutions (ex: Harvard), and independence Sam Adams: “the father of press agentry” Tom Paine: “Common Sense” Hamilton/Jay/Madison: “Federalist Papers”o The 1800’s: PT Barnum: The great American showman. He used PR to promote hisvarious attractions. (midgets, half-monkey half-fish, 161 year old woman)o The Westward Movement: American railroads, land speculators, and promotions to get people to move out west. o Politics and Social Movements: Amos Kendall: 1st presidential press secretary. (for Jackson) Abolition, suffrage, and prohibition were big in PR- NAACP (Ida B. Wells)- Women’s Christian Temperance Uniono Early Corporate Initiatives: Industrialiazation and urbanization after the Civil War Macy’s thanksgiving day parade John Wannamaker- first person to use pr to get customerso 1900-1950: Pioneers: Ivy Lee: The first PR Counsel. - First client: Pennsylvania railroad.- Communicated w/ news media, advanced PR Edward L Bernays: Father of Modern PR- Introduced concept of “scientific persuasion” which was to emphasice the application of social science research and behavioral psychology to change perceptions. Things he helped:- Ivory Soap- Torches of Liberty- Light’s Golden Jubilee3PUR3000 Final Study guideo 1950-2000: WWII Vietnam War protestso Women in the Field: Women are now 70% of PR practitioners (This increased slowly from 70’s on)o Today: Multicultural World Recruitment of Minorities Public Demand for transparency (accountability/ scandals) Expand PR’s role Corporate Social Responsibility (CSR): things like global warming, fair treatment of employees, etc. Increased Emphasis on Measurement (How PR helps company’s
View Full Document
Unlocking...