Study guide PUR3000 FALL 2012 Ch1 What is Public Relations Two way communication solaces feedback PR practitioners must get feedback and pass it to management use to be just sending things out but now listening and getting feedback is just as important as sending out the message R A C E R Research what is the situation find all the answers and questions that is being asked and to the situation that is occurring A Action of planning plan to do something about it decide how we want to react to that research C Communication execution of the plan E Evaluation was the audience reached and what was the effect another form of re search Spin The Word Spin originally positive today positive slant on an event or information with a point of view or lying spin doctor Third party endorsement third party endorsement by using PR articles newspapers endorse Management Function practitioner should in highest decision making part of manage ment must take place at the higher levels or the organization must have daily access to CEO and make sure the company is operating in a positive way PR as management function Ch2 The Evolution of Public Relations Major topics terms Rosetta Stone Ancient Egypt Press agency First PR agencies plishments The Rosetta Stone helped us understand hieroglyphics The info on the stones was actually publicity releases of Pharaoh s accom Publicity Bureau Boston 190 0 George Parker and Ivy Lee opened publicity office in 1905 Edward Bernays Edward L Bernays The Father of modern PR Used behavioral psychology to change People s perceptions and behaviors Berney s Influence used publicity to gain acceptance for Russian ballet and men s tights Worldwide 1929 Golden Jubilee of Light 50th anniversary of light Ivy Lee bulb s invention Became first PR counsel issued declaration of principles truth and accuracy urged to businesses to practice public service insisted on active support of top management Amos Kendall Also During 1800s Amos Kendall a member of President Andrew Jackson s Kitchen Cabinent be came the first press secretary A publicity movement for the abolition of slavery was led by the Publication of Uncle Tom s Cabin Stages in evolution of PR Era since 1920s Journalist era shift to feedback and counsel 1960s protest brought on issues management 1970s era of reform in investor relations PR in the 1950s PR became firmly established as indispensable part of America s development World War II brought rapid growth of PR Growth of urban population also came in 50 s Civil rights women rights movement brought added issue management dialogue with public two way symmetrical PR Other Changes in 1950 s Growth of impersonal big business Scientific advancement mass media growth emphasis on bottom line Changes in PR in the 1960s Classic Models of PR 1 Publicity Model press agentry one way communication hype no research advocacy 3 Two way asymmetrical model persuasion through science unbalanced two way communication use of feedback to understand and persuade use of research is to plan activity and establish objectives 2 Two way symmetrical gain mutual understanding two way balanced communication research learn how public perceives organization and determine effect ac tions polices might have evaluate research to see results send message receiver Modern PR In the 1980s bloomed as management function strategic became buzzword MBO Management by Objective became popular PR In the 1990s Environmental marketing PR audits Communication audits social audits 2000s relationship building and managing active interactive equal participants ongoing communication dialogue and less emphasis on media placement PR Today 200 000 practitioners nationwide one of the current fastest growing field internet influence Global Village influence Relationship Management all about building and fostering relationships Corporate Social Responsibility social audits led to CSR Corporate Social responsibility More two way engagement with public as equals and communication ongoing extension of one way distribution of information but with more credibility little research but scientific persuasion Public Information Feminization women now 70 of profession find PR more inviting able to make more money than other fields without capital Feminization terms Glass ceiling Velvet Ghetto Minorities in PR Whites still compromise nearly 90 of PR practitioners US Bureau of Labor According to PR Week Survey Whites 76 Black 7 Asians 4 Hispanics 4 Native Americans 3 other 3 The Future more recognition of multi cultural world PR use provide knowledge and sensitiv ity demand to be more transparent PR Emphasis PR must own roles of positioning branding reputation management and building relationships Companies must practice CSR Increase emphasis on research and measurement manage 24 7 news handle the concept of fragmented mass media understand and use social media tactics are being outsourced lifelong learning needed in behavioral science Ch3 3 basic value orientations Ethic theories Range from utilitarianism the end can justify the means as long as the result causes the least harm or most good To absolutist do what is right though the world should perish Professional Codes of Conduct tell the truth act with honesty and integrity emphasize education may censure or expel but no license is required Accreditation licensing requires five years experience Bachelor s degree pass test movement to require continuing education V N R s Codes for VNRs question of whether public is notified of course of VNR Code for Good practice calls for accurate reliable info Is sponsor identified in opening Those interviews clearly identified on tape Gifts to influence publication PR practitioners should not provide junkets of doubtful news value extravagant parties expensive gifts and personal favors to the media P R S A Top 4 responsibilities of PRSA members media relations writer editor marketing communications corporate communications Codes of Ethics for PRSA include Advocacy Honesty Expertise Independence Loyalty Fairness Ch 4 Public Relations Departments and Firms Line and staff functions positions Traditional PR Management Line Staff A military type structure line manager sets the rules everyone under follows the rules line produces revenue Line Manager 1 Line Authority has the power to give orders to subordinates Line managers are responsible for attaining the organization s goals effi ciently as possible examples production and sales managers typically
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