PUR3000 Spring 2014 Exam 1 Study Guide 1 8 14 Defining Public Relations We have a hard time defining public relations Why do we have trouble defining public relations Only about 100 years old and is still defining itself Sometimes when we say public relations we really mean a functional part of PR Functional Parts of PR Institutional advertising Press agency Publicity Public affairs Lobbying Development Investor relations Issues management 1 Press Agency Attract attention Deal with celebrities and entertainers 2 Publicity Get people to behave in a particular way We want people to behave properly behavioral science 3 Institutional advertising Regular advertising has one purpose only separates you from this Institutional advertising doesn t encourage you to buy product from a specific company but tells you to buy in that class o Example doesn t say buy Publix milk but buy milk Term that government uses because public relations has a bad 4 Public Affairs name for the profession 5 Issues Management organization 6 Lobbying What organization does is try to manage issues that effect that Lobby to pas or keep rules bills in legislation That will mitigate the use of fossil fuel 7 Investor Relations Their job to take a complex financial statements from public companies and turn it into simple English These people make big dollars 8 Development Fundraise Quantifying Public Relations X is action organization takes Y is how people perceive that action Z is public opinion that results X Y Z Y is most important because perception is reality How public perceives what you do is most important 1 13 14 History of Public Relations 1 Trends Affecting PR a Growth of big institution i Industrial Revolution farmers moved to city ii 3 Stages of History 1 Agriculture 2 Age of manufacturing 3 Age of Information a Manufacturing Age goes to Information Age because of release of Sputnik because had to miniaturize information i Microchips b 60 jobs today have to do with information c Muckrakers gossipy writers b Heightened Public awareness and media sophistication i 24 Hour news cycle informs people on what s going on almost instantaneously ii Because of media we know more and can do more c Increasing incidence of societal change conflict and d Globalization and the growing power of global media public confrontation opinion and capitalism i Public opinion example Owner of Chik fil a statement about religion cased people to protest and others to support religious decision e Dominance of the Internet and growth of societal media Oldest Known written document was written about Farming Found in between Tigris and Euphrates Rivers Explained how to grow more crops Ancient Examples of PR 1 Agricultural parchment on crops 2 Greek Sophists on political candidates and issues early lobbyists 3 Julius Caesar s Commentaries on the Gallic Wars a Written in Latin 4 Magna Carta a Purpose was to set limits on the king b King had to sign it claimed that the people had rights too 5 Catholic College of Propaganda a Pope Gregory 15th hand picked priests and schooled them in things to say and how to say it then sent these priests out to talk to people and spread the word about Catholicism Revolutionary War Era 1 Slogans to foster participation a Example no taxation without representation or Nike s just do It 2 Symbols b Short nomadic that triggers something in your head a Liberty tree means supporter of Revolution b The fish symbol Means you are a Christian 1 15 14 History of PR 3 First to Press a We want to be the first on to put out position on a story so other reporters have to rebuttal the first story that is put out b Example movie Black Fish came out about Sea World and horrible conditions for whales Sea World responded a lot later 4 Staged Public Relations Events a Boston Tea Party 5 Organizations for action a Occupy Wallstreet b PETA c Try to get people to do something or not to do something a Common Sense Thomas Paine b Example News releases c Want people to know about it to get people to do something 6 Publications about it 7 Fundraising a Greek philanthropies on campuses b Raise money to give to people who are in need of help Post Revolution History s Finest Public Relations Jobs o Federalist papers an argument for adopting the constitution Argument why colonist should ratify the Bill of Rights Creation of events Press agentry Modern Political Campaigning First Corporate Public Relations Department Early 1900s The Muckrakers o Group of journalist started writing about atrocities kick started PR to what it is today First Public Relations firm o Created a company that represented its clients o Publicity Bureau Public Relations Journal founded AT T Theodore Vail Ivy Lee o 1906 Pennsylvania Railroad strike o 1914 Colorado fuel and iron strike o Declaration of Principles o First to use handouts o Father of modern public relations World War 1 George Creel o Committee on Public Information o four minute men 1 22 14 History of PR The 1920s o Arthur Page AT T o Alice Beeman first woman to head an association CASE o Counsel for Advancement Support of Education o Univ Communication alumni foundation o Advances cause of higher education o Edward L Bernays o Wrote the first textbook crystallizing Public Opinion wrote around 1922 o Most influential person to practice PR o Taught the first PR course at NYU o Coined the term public relations counsel o Married to his partner Doris Fleischman o Book he wrote ideas still used today Roosevelt Era o Gallup and Roper polls founded o Joseph V Baker first minority firm African American o Leone Baxter first woman to head a public relations firm o Elmer Davis Davis ran the Office of war information o FPRA founded in 1938 in Florida o Use of paid advertising for public relations in the war effort Post World War II Era o PRSA founded 1947 PR society of America o Virgil Rankin first PRSA President o Growth in PR education o USIA founded United States information Agency The Information Age o Sputnik 1957 o John Naisbitt Megatrends data double every 20 months in 20 months twice as much info than 20 months ago o Semi conductor chips fiber optics affected growth of data o The internet and World Wide Web o Change way we live 2 3 14 Attitudes o Forming attitudes o Changing attitudes o Have to change people s attitudes before change behaviors o Attitudes differ from religion parents peers economic status hereditary factors male female Theories for PR o Bem s self perception Theory o We infer our
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