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FSU PUR 3000 - Study Guide

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PUR3000 Study Guide:Chapter 11. Two-way communication: solicits feedback; PR practitioners must get feedback and pass it to management o The idea that an organization- not just the target audience- changes its attitudes and behaviors in the process o PR is not just disseminating information but also the art of listening and engaging in a conversation with various publics 2. R.A.C.E.: the process is a constant cycle; feedback and program adjustment are integral components of the overall process • Research: what is the situation?• Action: plan to do something about it• Communication: execution of the plan• Evaluation: was the audience reached and what was the effect? 3. Spin:• The term first appeared in a 1984 New York Times about the activities of Reagan’s reelection campaign • Used to mean the unethical and misleading activities and tactics of political campaign consultants• Today it is widely used in the media to describe any effort by an individual organization to interpret and event or issue according to a particular viewpoint• It can also lead to a question of ethics• Today positive slant on and event or information with a point of view• Lying (spin doctor)4. Third party endorsement: a way for PR activities to fulfill marketing objectives• By using PR articles, newspapers "endorse"• Via newspapers, magazines, radio, and TV• Through news releases about a company’s product or services, community involvement, inventions, and new plans 5. PR as management function: PR is most effective when it is a strategic and integral part of decision making by top management. Public relations involve counseling, problem solving, and the management of competition and conflict.Chapter 21. Stages in evolution of PREarly Beginnings• Rosetta Stoneo Helped us understand hieroglyphicso The info on the stones was publicity releases of Pharaoh’s accomplishments• Julius Caesar: the first politician to publish a bookThe middle Ages• The Roman Catholic Church was a major practitioner of PR throughout the middle ages• The church was the first to use the word “propaganda”• The printing press was developed in 1450Colonial America • After American colonies were well established, publicity and public relations techniques were used to promote various institutions• Colleges raised funds through promotional brochures, special events, lotteries, and cultivating wealthy donors• PR also played a role in American independence• Sam Adams, once called “the father of press agentry” organized PR rallies such as the Boston Tea Party and Boston MassacreThe 1800s: The Golden Age of Press Agentry • Barnum: most well known press agent of 1800’s in Americao Pseudo-event: a planned happening that occurs primarily for the purpose of being reportedo Used flowery language, exaggeration, controversy, massive advertising, and publicity to promote his various attractions in an age when the public was hungry for any for of entertainment Westward Movement• American railroads used extensive PR and press agentry to attract settlers and expand operations Politics and Social Movements• Amos Kendall: member of President Andrew Jackson's Kitchen Cabinet became the first "press secretary" • Sampled public opinion on issues, advised Jackson, and skillfully interpreted Jackson’s rough ideas putting them into presentable form as speeches and news releases • First to use newspaper reprints un PREarly Corporate Initiatives• John Wannamaker was one of the first major retailers to use the tactics of public relations to attract customers: using lecture bureaus, free magazines• George Westinghouse establish the first in-house publicity department 1900-1950: The Age of Pioneers• Ivy Leeo Opened one of the first publicity offices in 1905 (Parker and Lee)o Became first PR counsel; issues declaration of principles truth and accuracyo Urged business to practice public serviceo Insisted on active support of top management o Created two-way communication and brought PR down to a community level• Edward Bernays: the “father” of modern PRo Introduced in 1920so Emphasized the concept of “scientific persuasion”o Nephew of Sigmund Freudo Used behavioral psychology to change peoples perceptions and behaviorso Used publicity to gain acceptance for Russian ballet and men's tightso Talented wife: Doris E. Fleischman, a writer, feminist, and former Sunday editor of NY TimesoChapter 31. 4 basic value orientations:• The public interest• The employer's self interests• The standards of public relations profession• Their personal values2. Accreditation/licensing• PRSA was the first public relations group in the world to establish am accreditation program• Requires five years experience• Bachelors degree, pass test (2.5 hours)• Movement to require continuing education3. Gifts to influence publication: PR practitioners should not provide junkets of doubtful new value, extravagant parties, expensive gifts and personal favors to the media4. P.R.S.A.• Public Relations Society of America• 20,000 members, 116 national chapters• 4 responsibilities of members: media relations, writer/editor, marketing communications, corporate communication• Code of ethics include: advocacy, honesty, expertise, independence, loyalty, fairnessChapter 41. Line and staff functions/positions: • Departments: Investor Relations, Consumer Affairs, Governmental Affairs, Community Relations, Marketing Communications, Employee Communications• The Line Staff: A military type structure= line manager sets the roles and everyone under follows the rules• Lines produce revenues • Line manager: #1 line authority: has the power to give orders to subordinates• Line managers are responsible for attaining the organizations goals as efficiently as possible• Staff managers: no direct authority; cant delegate authority• Indirectly influence work of others, using suggestions or recommendations • Offer advice, support and service to line departments 2. Outsourcing• The new trend: using outside PR personnel in communication activities (firms)• Many firms spend more than 40% of their budgets on outside PR• Why outsource? To bring in expertise and resources not found inside or to supplement ongoing internal activity• Most frequent activities to outsource: writing and communication needs, media relations expertise, publicity needs, strategy and planning, and event planning3.


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