PUR 3000 1 What is Public Relations 1 unpaid advertisement of a brand 2 good relationships between publics and organizations 3 4 interpreter stuck in the middle trouble defining PR 1 only 100 years old 2 one of its functional parts 2 Functional Parts of Public Relations Institutional Advertising Not specific drink milk eat beef 1 Press Agentry attract attention celebrates 2 Publicity truth facts motivational 3 4 Public Affairs governmental same as PR with different ring 5 6 Lobbying convincing legislation to pass or not 7 Investor Relations big dollars turn numbers into english stock Issues Management future issues forecast and manage tobacco 3 Quantifying Public Relations 1 x y z 1 x action organization takes 2 y perception of action 3 z public opinion that results 4 perception is reality 5 EXAMPLE Baby food with baby picture on container Starving Africans thought it was baby inside 4 Trends affecting PR 1 Growth of bug institutions 2 Heightened public awareness and media sophistication 3 4 Globalization and growing power of global media public opinion and capitalism 5 Dominance of the internet and growth of social media Increasing incidence of social change conflict and confrontation 5 Waves 1 Agriculture 2 Manufacture 3 Information 6 Ancient Examples of PR 1 Agricultural parchment on crops oldest document found in a pot 2 Greek sophists on political candidates and issues early lobbyist 3 Julius Caesar s commentaries on the Gallic wars 4 Magna Carta model for bill of rights 5 Catholic college of propaganda 7 Revolutionary War Era 1 Slogans to foster participation no taxation without representation 2 Symbols micky ds arch nike check mark 3 first to press tell your side let other side react Boston Massacre 4 Staged public relations events Boston tea party 5 Organizations for action PETA sons of liberty 6 Publications common sense by Paine Silent Spring 7 Fundraising Harvard was first university to raise money dance marathon 8 Post Revolution 1 History s finest public relations job 1 Federalist papers 2 foster passing of constitution 9 2 Creation of events 3 Press Agentry 4 Modern Political Campaigning 5 First corporate Public Relations Department Important People 1 Andrew Jackson hired Amos Kendall to help his image 1 first president to hire public relations 2 George Westinghouse created corporate PR department 1 job to foster public relations for electric company 10 Early 1900s 1 Muckrakers spoke out against bad work conditions improve safety PR started 2 First Public relations firm 3 Public relations journal founded 1 how to do PR case study 4 Theodore Vail At t 5 1 we exist to serve our public 2 only exist because our public allows us to Ivy Lee 1 1906 Pennsylvania Railroad 2 1914 Colorado Fuel and Iron strike 3 Declaration of principles 4 first to use handouts fact sheet 5 Father of modern public relations 6 wasn t popular towards end of career seen as Nazi 11 World World I 1 George Creel 1 Committee on public info 2 Four minute men 1 men employed by government to get news out by word of mouth 3 Helped tell positive note and motivate people 12 1920s 1 Arthur Page 1 At t Implement Vail s idea 2 Alice Beemon 1 first woman to head an association CASE 3 Edward L Bernays 1 wrote first textbook Crystallizing Public Opinion still applies today 2 Taught first public relations course NYU 3 Coined the term Public relations counsel 4 Married his partner Doris Dleisonman 13 Roosevelt Era 1 Gallup and Roper founded polls 2 Joseph V Baker first minority firm 3 Leone Baxter first woman to lead a public relations firm 4 Elmer Davis office of war information 5 FPRA founded in 1938 John Dillion make tourism for Florida 6 Use of paid advertising for public relations 14 Post WWII Era 1 PRSA founded in 1947 2 Virgil Rankin first PRSA president 3 Growth in public relations education 4 USIA founded Inflammation doesn t exist anymore 15 The Information Age 1 Sputnik rocket 1957 2 John Naisbitt Megatreands data double every 20 minutes 3 Semi conducter chips fiber optics 4 The internet and World Wide Web 16 Attitudes predisposition to respond to given issue in a given way 1 Forming attitudes tation 1 Hereditary gender ethnicity mental condition left right handed sexual orien 2 Environment socioeconomic status religion education political belief age where you grew up culture media influential peers 2 Changing attitudes 17 Theories for public relations 1 Bem s Self perception Theory people get attitude from external que 1 Students took half day exam someone manipulated clock hand to say 12 when really it was 10 30 Everyone said they we hungry You You Friend Issue Friend Issue Friend You Issue 2 Heifer s Balance Theory using mass media to persuade people 1 rooted in biology 2 doesn t always work 3 Festinger s Cognitive Dissonance Theory 1 Selective exposure we only expose ourselves to information we already be lieve 2 Selective perception take what we hear and twist it into what we believe 3 Selective retention just forget about it 4 Maslow s Hierarchy of needs Self Esteem Love Safety Physiological 5 Agenda setting media defines the agenda of what the people think about 6 Concentric Circle Political mass media once great thinkers are on board it will 7 Diffusion of Innovations how to introduce new things EX Introducing people to create a chain reaction 1 Great thinkers 2 Great disciples 3 Great disseminators 4 Lesser disseminators 5 Politically active 6 Politically inert Invest Information active seeker boil water in order not to get sick 1 Awareness passive consumer 2 3 Evaluation mentally evaluating what if 4 Trail try it out 5 Adoption begin to practice 6 Reinforcement Innovators 10 1 2 Early adopters 20 3 Early majority 40 4 Late majority 20 5 Laggards 10 8 Adoption rates in the diffusion process looks like bell curve 9 Grunig s four models combination of direction and intended effect one way ask opinion versus two way ask opinion and change based on it asymmetrical ver sus symmetrical 1 press agentry Barnum get name before public truth not important 2 Public Information Lee disseminate factual information in house journalist 10 Historical approaches to media effect 1 Bullet theory hypodermic needle injecting idea where everyone reacts the same 2 Individual differences theory since we are all unique with different prior expe riences we will all act differently sometimes subgroups act the same 3 Social categories theory within a large population there are certain sub groups that will act identically
View Full Document
Unlocking...