PUR3000 Final Study guide The 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 publics o Influencing behavior to achieve objectives through the effective management of relationships and communications o 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 interest o A communication function of management through which organizations adapt to 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 public relations activity is intentional It is designed to influence o Deliberate gain understanding provide information and obtain feedback reaction from those affected by the activity discovered and logistics are thought out with the activity taking place over a period of time it is systematic requiring research and analysis 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 public relations activity is organized Solutions to problems are o Performance o Planned 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 its insistence on logging old growth forests and bulldozing a logging road that served as an elk habitat o Public Interest o TWO WAY COMMUNICATION o Management function 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 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 Public relations is most effective when it is a strategic definition above R A C E 1 PUR3000 Final Study guide o 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 view o 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 Writing o Researching o Planning o Problem solving o Business economics knowledge o Social media expertise CH 2 The Evolution of Public Relations Stages in evolution of PR 2 PUR3000 Final Study guide Alexander the great Julius Caesar Emperor Asoka and Herodotus The Roman Catholic church has used it as far back as the 15th and 16th o Early Beginnigs have all used PR o The Middle Ages centuries o 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 his various attractions midgets half monkey half fish 161 year old woman American railroads land speculators and promotions to get people to o The Westward Movement 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 Union o Early Corporate Initiatives Industrialiazation and urbanization after the Civil War Macy s thanksgiving day parade John Wannamaker first person to use pr to get customers o 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 Jubilee 3 PUR3000 Final Study guide o 1950 2000 WWII Vietnam War protests o Women in the Field 70 s on o Today Women are now 70 of PR practitioners This increased slowly from 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 Managing the 24 7 news cycle Growth of digital media YouTube twitter FB Outsourcing to PR firms The need for lifelong personal development has increased CH 3 Ethics and Professionalism Code of Ethics process o Right to censure or expel members o Legal ethical good taste culturally sensitive o Overall not
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