1 Chapter 1 what is PR Definition The management communication function that evaluates public attitudes identifies policies and decisions of an individual or an organization with the public interest and executes a program of action to earn public understanding key words in defining PR 1 Deliberate intentionally influences gains understanding provides information and obtains feedback 2 Planned systematic and requires research and analysis 3 Performance includes performing not just labeling 4 Public Interest responsive to its publics and considers its concerns and interests with programs 5 Two Way Communications solicits feedback PR practitioners must get feedback and pass it to management 6 Management Function Practitioner should in highest decision making part of management PR is a process R A C E Research what is the situation Action of planning plan to do something about it Communication execution of the plan Evaluation was the audience reached what was the effect R O P E Research Objectives Performance Evaluation Important early PR people P T Barnum huckster flack 1939 synonym for press agent Master of hype and promotion Showman who made tom thumb a tiny man a celebrity Robber Barons selfish business CEOs Edward Bernays Freud s nephew father of modern PR used social science and behavioral psychology Gillett Amendment 1913 no money may be spent to influence Congress today just doesn t use term public relations or publicity Gag Law prohibited using any appropriations for services messages or publications to influence U S Congress in legislation word spin originally positive today positive slant on an event or information with a point of view or lying spin doctor PR vs journalism Public Relations Writing Process style are the same Many tactics Advocates Segments audience Many channels Journalism Writing Process style are the same Reporting editorial Informs public Mass audience One channel This is changing PR vs Advertising PR uncontrolled free this is changing many media some internal promote image Advertising paid controlled mass media external to sell Advertisers main disadvantage cost 70 of consumers place more weight on publicity PR vs marketing Functions overlap both deal with 1 an organization s relationships and 2 employ similar communication tools but approach is different PR building relationships and goodwill Marketing concerned with customers selling PR the 5th P of marketing Product Price Place Promotion Publicity pulls company into a market by educating informing and building understanding and trust PR terms Third party endorsement by using PR articles newspapers endorse Gatekeeper editors that decide whether to use stories Integrated Marketing Communications combines advertising public relations and marketing why Integrated Marketing Communications IMC has come about 1 downsizing of organizations consolidation one department fewer employees 2 avoiding the high cost of advertising has led to tighter budgets use buzz taget the influential web marketing grassroots marketing media relations publicity event sponsorship 3 its not advertising anymore adv s high cost is not the answer building buzz PR creates the brand advertising defends it Buzz enlisting influencers or trend setters to spread the word Reach out to evangelists who already are die hard fans to spread the word training for PR Traditionally PR practitioners came from the print media Today they come from all kinds of communication backgrounds With abilities in management direct mail brochures special events counseling TV Internet etc essential PR skills writing most important research planning problem solving business economics employees want pr practitioners with Good writing Media savvy Contacts Broad experience Specialized experiences Abilities to manage image Counseling know how job levels of a career 1st step Entry level technician largely disseminating information Title Information Specialist 2nd step Supervising and managing people and departments Title Coordinator 3rd step analysis leading controlling evaluating problem solving Title director 4th step executive level part of management team over entire operation Title vice president Gender gap men still earn more Reasons Number of years in field Duties less responsible Nature of industry Size of organization Women s role with family Women new to field Women do specialized duties Chapter 2 Evolution of PR PR s ancient roots planned persuasion began in 1800 BC in Iraq where farm bulletins including latest technologies were distributed More food famrers grew better citizens ate wealthier country Egypt the rosetta stone helped us understand hieroglyphs Info on the stone were publicity releases of pharaoh s accomplishments Greece Olympics games used techniques 2 to promote their athletes The best speakers of Greece were elected to leadership positions Greek sophists early lobbyists extolled virtues of politicians Rome Julius Caesar first politician to publish a book Commentaries As Roman emperor his PR tactics rallied public support for his wars Middle ages Roman catholic church Pope Ubran II persuaded thousands to serve god The holy crusades against muslims were used to spread Christianity The catholic churchs pope Gregory XV used propaganda to propagate faith train priests and supervise foreign missions Colonial America during American revolution colonists tried to persuade king George III the had the same rights as the English Among their tactics was the first slogan taxation without representation the first greatest and most famous publicity stunt Boston tea party Earlier in 1620 the Virginia company distributed flyers to promote offers of free land King george organized committees of correspondence version of today s associated press wire service to disseminate anti british info Sir Walter Raleigh tried to convince people to move to Virginia and to swamp filled islands In 1641 harvard college produced the first fund raising brochure In 1758 kings college now Columbia University issued first news release 1800s golden age of press agentry A time of hype and P T Barnum pseudo event Hype shrew use of the media to get publicity Pseudo event planned happening to get publicity Press agent a person whose work was to get publicity for the client Phineas T Barnum most famous press agent Showman and huckster person who sells small items he was known for the public be fooled promoted tom thumb and jenny Lind America s first entertainment celebrities Davey
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