PUR3000 Final Exam Study Guide Chapter 1 Two way communication Public relations is not just disseminating information but also the art of listening and engaging in a conversation with various publics R A C E Public relations process a series of actions changes or functions that bring about a result RACE acronym was articulated by John Marston PR activity consists of four key elements Research What is the problem or situation Action program planning What is going to be done about it Communication execution How will the public be told Evaluation Was the audience reached and what was the effect Spin Public relations can also be referred to as this First appeared in 1984 New York Times about Ronald Reagan s reelection campaign First the term was restricted to what was considered unethical and misleading activities and tactics of political campaign consultants Today it is now widely used to describe a company or an organization interpreting an event or issue according to a specific viewpoint Can lead to a question of ethics and is also called framing Third Party Endorsement How public relations contribute to fulfilling marketing objectives By providing 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 a management function PR is the most effective when it is a strategic part of decision making by top management Involves counseling problem solving and the management of competition and conflict Chapter 2 Stages of Evolution of PR Early Beginnings Roots go back to ancient empires of Egypt Greece Rome and India Catholic Church used PR and propaganda techniques to promote the faith and influence followers to join the Crusades Companies attracted immigrants to the New World through promotion of fertile land American Revolution was result of staged events such as Boston Tea Party The 1800 s Golden Age of Press agentry P T Barnum pioneered many techniques still used today Settlement of the West was due in part to promotions by land developers and the railroads First Presidential press secretary was Andrew Jackson s Administration in 1820 s Social movements such as women s rights racial equality prohibition and preservation of wilderness used tools to influence public opinion Stores used campaigns to attract customers US adopted AC party in 1890 s as a result of George Westinghouse s PR campaigns 1900 1950 The Age of Pioneers Ivy Lee and Edward Bernays established foundation for today s PR Arthur Page first to practice PR as a function of high level corporate management 1950 2000 Public relations comes of age Expanded after WWII after changes Urbanization development of mass media and television Reputation management and relationship building became important Influx of women into the field Today s Practice and Trends Internet and social media era Emphasis on listening and engagement with publics Trends of diversity and global scale in business Corporate Social Responsibility CSR and necessity of transparency Chapter 3 3 Basic Value Orientations Absolutist Kant Something is either completely right or wrong Existential Aristotle Balance between two extremes undertake the assignment but do it in a way that doesn t cross your threshold of discomfort Utilitarian John Stewart Mill That the end could justify the means as long as the result caused the least harm or the most good ex We d represent Satan if he Paid Hill Knowlton Accreditation licensing Process to become certified PRSA does certifying V N R s Video News Releases Controversy about the use of VNR s by television stations and whether the public has been informed of the source of information Has prompted attention to ethical behavior Prompted the Federal Communications Committee to organize a National Association of Broadcast Communicators to promote ethical standard Gifts to Influence Publication Gifts to bloggers or journalists can contaminate the free flow of accurate and truthful information to the public Promotional items such as a coffee mug or t shirt is not considered a gift More expensive product samples generate scrutiny Other nations have different standards although it is considered unethical in the US P R S A Public Relations Society of America Larges PR organization in the world Represents employee communications entertainment and sports with headquarters in NYC Has 22 000 members PRSA holds annual meetings seminars and publishes two major periodicals PR Tactics and The Strategist Established an accreditation program APR Accreditation Chapter 4 Line and staff functions positions A line manager can delegate authority set goals hire employees Staff no direct authority but indirectly influence the work of others Public Relations is a staff function Line managers rely on them to use skills and meet objectives Sources of Friction for PR Four areas that require cooperation to avoid friction Legal Effect of a public statement on current or potential litigation 1 2 Human Resources Who is responsible for employee communications 3 Advertising Compete for funds to communicate with exter nal audiences 4 Marketing Organization needs integrated approach to its communications Outsourcing Using an outside company or organization for services Fortune 500 companies now spend 25 of their PR budget on outside firms 90 of those companies use PR Brings expertise and resources to an organization that cant be found internally Also supplements staff during peak activity Most frequently outsourced activity Writing and communication media relations publicity strategy and planning event planning Advantages of using PR firms Objectivity A variety of Skills and Expertise Extensive Resources Offices throughout the country Special Problem Solving Skills Credibility Disadvantages of using PR firms Superficial grasp of a client s unique problems Lack of full time commitment Need for prolonged briefing period Resentment by internal staff Need for strong direction by top management Need for full information and confidence Costs George Westinghouse Started a Public Relations department in 1889 to promote alternating current AC and his new company Chapter 5 Research as a tool To achieve credibility with management To define audiences and segment publics To formulate strategy To test messages To help management keep in touch To prevent crises To monitor the competition To sway public opinion To generate publicity To measure success Primary
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