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FSU PUR 3000 - Exam 1

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PUR3000 Fall 2012 Exam 1What is Public Relations?• Definitions• Why we have trouble defining public relations-In 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. - Communication between management and the public (middle man) Functional Parts of Public Relations • Press Agentry- somebodies job to get their client in the press (major users are sports figures & politicians) * P.T. Barnum• Publicity- “information” hopes that the media will share for free • Institutional Advertising- “selling” a class of products. EX: Got Milk? Campaign. The Campaign not telling you to buy a specific brand• Public Affairs- do a lot of community relations • Issues Management- started in late 70’s. They look in future to predict what will happen & to manage what it might cause. • Lobbying- to pass or defeat legislation • Investor Relations- big $, job is to take complicated investing & turn into plain English so people can understand. Government requires it so people can understand. • Development- “Fundraising” is another word for it. Spend your time asking people for money. Quantifying Public Relations • X+YZ- X= what an organization or individual does- Y=how public interprets it- Z= the public opinion that is formed - Most important is Y “perception is reality”Trends Affecting PR• Growth of big institutions- Growth of big institutions came with a lot of problems b/c they treated workers horrible - 60-65% of all jobs are related to some sort of communication today• Heightened public awareness and media sophistication1- Cable, smartphones, internet • Increasing incidence of societal change, conflict and confrontation • Globalization and the growing power of global media, public opinion, & capitalism • Dominance of the Internet and growth of social media- Internet is running everything Ancient Examples of PR• Agricultural parchment on crops - Oldest known document was found in a bottle between Euphrates & Tigris Rivers & told you how to build more crops. • Greek Sophists on political candidates and issues (early lobbyists) - Greek sophists were people who spoke in public places about politics & government issues & tried to persuade people to vote• Julius Caesar’s Commentaries on the Gallic Wars• Magna Carta 1215- Forced him into signing document • Catholic College of Propaganda - Group of priest who trained people to go out and talk about the Holy Roman church and persuaded people to joinRevolutionary War Era• Slogans to foster participation - ‘No taxation without representation’• Symbols • First to press- Give your story first and then the others react• Staged public relations events- Boston Tea Party• Organizations for action • Publications - Thomas Paine “Common Sense”• Fundraising Post Revolution • “History’s Finest Public Relations Job” - The Federalist Papers. A selling job to convince people to vote for new constitution • Creation of Events - When Andrew Jackson hired Amos Kendall to be press secretary. He hired him to do a bunch of special events to help him look better.2• Press Agentry • Modern Political Campaigning - Williams Jennings went out and started campaigning • First Corporate Public Relations Department- Founded by George Westinghouse Early 1990s- Events happened that caused PR to really happen • The Muckrakers- Journalist who write about the bad things that were going on in big businesses • First Public Relations Firm- The Publicity Bureau, founded in Boston and specialized in general press agentry • Public Relations Journal founded - Rex Harlow • AT & T- Theodore Vail- President of AT&T, “We have responsibility to our customers”Early 1990s• Ivy Lee- Journalist - Rockefeller hired Lee to be his spokesperson- Lee turned the perception of the peoples thoughts about Rockefeller after the strikes - 1906 Pennsylvania Railroad Strike- 1914 Colorado Fuel and Iron Strike- Declaration of Principles - First to use hand outs (Fact sheets) - Father of modern public relations World War I - President Wilson realized that he had to sell the Americans• George Creel- Committee on Public Informationo Headed by George Creel, his job was to create news releases - “Four minute” meno People who lived in towns who received these telegrams would tell the American public the newsThe 1920’s • Arthur Page: AT & T - Corporate Vice President of PR 3- Arthur Page in society was very prestigious • Alice Beeman: first women to head an association- CASE - Council for the advancement in support in education- No women had done this before 1920s• Edward L. Barnays- Sigmund Freud’s nephew - Wrote the first textbook: Crystallizing Public Opinion - Taught the first public relations course (@ NYU) - Coined the term “public relations counsel”o “If you were going to use that term then you had to have a license.”o Accreditation is the closest thing to licensing. APR- Married to his partner Doris Fleischman - PR counsel but always lived in his shadows Roosevelt Era• Gallup and Roper polls founded - Job was to do public opinion research • Joseph V. Baker- First minority firm. African American• Leone Baxter: first women to head a public relations firm • Elmer Davis: Office of War Information - Job was to simulate the information about all the positive success we were having in the war and raise money with war bonds• FPRA founded in 1938 - Founded in Florida • Use of paid advertising for public relations in the war effort Post World War II Era • PRSA founded: 1947 - Largest PR association • Virgil Rankin: first PRSA president • Growth in public relations education • USIA founded - America’s public relations arm the business to promote democracy around the world thru radio ** Does not exist anymore because of Bill Clinton The Information Age• Sputnik: 1957- Brought us in the age of information • John Naisbitt: Megatrends- data double every 20 months 4- Less than 2 years we have twice as much information than 2 years ago• Semi-conductor chips, fiber optics• The Internet and World Wide WebAttitudes -Attitude: a pre disposition to respond to a given issue in a given way- Attitudes are things that you have learned-Hereditary or environmental -Hereditary factors might play a bigger role found in recent research- Change attitudes and


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