Study Guide PUR3000 Spring 2013 Chapter 1 Two way communication Public relations are not just disseminating information but also the art of listening and engaging in a conversation with various publics Solicits feedback PR practitioners must get feedback and pass it to management 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 Find all answers and questions being asked with the situation that is occurring Action of planning What is going to be done about it Plan to do something about it decide how we want to react to that research Communication execution How will the public be told Execution of the plan Evaluation Was the audience reached and what was the effect Another form of research 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 the positive slant 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 Originally positive Today positive slant on an event or information with a view or lying spin doctor 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 By using PR articles or newspapers to endorse 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 in 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 first greatest and best known publicity stunt of all time o Rosetta Stone Ancient Egypt Helped us understand hieroglyphics the info on the stones was actually publicity releases of Pharaoh s accomplishments The 1800 s Golden Age of Press agentry Most well known press agent 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 o Amos Kendall A member of President Andrew Jackson s Kitchen Cabinet became the first press secretary 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 o Ivy Lee Became first PR counsel issued declaration of principles truth and accuracy urged businesses to practice public service insisted on active support of top management began open two way communication with news media brought PR down to a community level o Edward L Bernays The Father of modern PR used behavioral psychology to change people s perceptions and behaviors 1950 2000 Public relations comes of age and firmly established as indispensible part of America s development WWII brought rapid growth to PR Urbanization development of mass media and television Reputation management and relationship building became important Influx of women into the field Growth of impersonal big business scientific advancement mass media growth and emphasis on bottom line 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 One of the current fastest growing fields Chapter 3 3 Basic Value Orientations Absolutist Kant Something is either completely right or wrong Do what is right though the world should perish Existential Aristotle Balance between two extremes undertake the assignment but do it in a way that doesn t cross your threshold of discomfort Utilitarianism 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 Requires 5 years experience a Bachelors degree must pass test movement to require continuing education 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 Question of whether public is notified of course of VNR Code for good practice calls for accurate and reliable information Is sponsor identified in opening are 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 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 Largest PR organization in the world Represents employee communications entertainment and sports with headquarters in NYC Has 20 000 members and 116 national chapters PRSA holds annual meetings seminars and publishes two major periodicals PR Tactics and The Strategist Established an accreditation program APR Accreditation Top 4
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