o Planned process used by a company to influence the public s opinion o PR interprets an organization s policies and positions for its publics o Book defines it as a strategic communication process that builds mutually beneficial relationships between organizations and their publics Intro to Public Relations PUR3000 Test 1 Chapter 1 Defining Public Relations Public relations o Only existed for about 100 years RACE approach to PR o By John Marston 1 Research 2 Action 3 Communication 4 Evaluation Honesty openness consistency fairness are very important A public occurs when o A group of people faces a similar indeterminate situation o Recognizes what is indeterminate and problematic in that situation o Organizes to do something about the problem Types of publics o Internal and external Internal inside the organization supervisors clerks managers stockholders board of directors External not directly connected with the organization press government educators customers suppliers and the community o Primary secondary and marginal Primary can most help or hinder an organization s efforts Secondary moderately important Marginal least important o Traditional and future Traditional for example employees and current customers Future for example students and potential customers o Proponents opponents and the uncommitted Proponents those who support an institution Opponents those who oppose an institution Uncommitted those who don t have an opinion Marketing and advertising promote a product or a service but PR promotes an entire organization Functional parts of PR o Press agentry someone who represents individuals keeps their name in the press Phineas T Barnum cheated people and took advantage to get people to come to his circus Celebrities and athletes use press agents o Publicity information getting the public s attention o Institutional advertising deals with an organization not just a product part of branding the whole industry for example got milk o Public affairs PR by the government maintains positive relationships between government organizations and the public o Issues management begins with forecasting work at preventative measures o Lobbying to pass or defeat legislation o Investor relations do reports on balances and spreadsheets for potential investors o Development raises money Spin the distinctive interpretation of an issue or action to sway public opinion as in putting a positive slant on a negative story Cardinal rule of PR to never ever lie Quantifying PR o X Y Z o X something that an organization individual does an action o Y how the public perceives that action o Z public opinion that results Chapter 2 The History and Growth of Public Relations Trends affecting PR 1 Growth of big institutions a Alvin Toffler wrote The Third Wave which gave three waves of civilization age of agriculture age of manufacturing age of information 2 Heightened public awareness and media sophistication 3 4 Globalization and the growing power of global media public opinion and Increasing incidence of societal change conflict and confrontation capitalism 5 Dominance of the internet and growth of social media Ancient examples of PR o Agricultural parchment on crops o Greek Sophists on political candidates and issues early lobbyists o Julius Caesar s Commentaries on the Gallic Wars o Magna Carta o Catholic College of Propaganda Revolutionary War Era Examples o Slogans to foster participation No Taxation Without Representation o Symbols the Liberty Tree o First to press let s get our story out before the other side for example the Boston Massacre o Staged PR events like the Boston Tea Party o Organizations for action o Publications like Common Sense by Thomas Paine o Fundraising Post Revolution Examples o History s Finest Public Relations Job Federalist Papers and the Constitution that state why we should secede Press agentry from Britain Modern Political Campaigning and give speeches First Corporate PR Department o Amus Kendall is credited with being the first authentic presidential press secretary but he was originally a journalist until he was hired by Andrew Jackson o William Jennings Bryan McKinley are the first to actually go out campaign o George Westinghouse Westinghouse Electric Early 1900 s Industrial Revolution o Robber Barons men high up in America s biggest corporations who cared little for the rest of society and cared more about making a profit Vanderbilt J P Morgan Rockefeller o The Muckrakers journalists that tell the truth about government and big corporations Upton Sinclar wrote The Jungle to attack the deplorable conditions of the meatpacking industry Ida Tarbell wrote History of the Standard Oil Company to strip away the public fa ade of the nation s leading petroleum firm Firm defined as a business that gets hired by other corporations to handle o First PR firm PR services The Publicity Bureau Specialized in general press agentry o PR journal founded By Lex Harlow Taken over by PRSA Public Relations Society of America o AT T o Ivy Lee President is Theodore Vail Wants to be responsible to the public act in their interest corporations exist because the public allows them to Father of Public Relations Newspaper editor journalist Covers the 1906 PA railroad strike when the workers are trying to unionize people Covers the 1914 Colorado Fuel Iron Strike Rockefeller is freaking out and brought in the Pinkertons who shot Lee turned the public opinion back in favor of Rockefeller Lee writes the Declaration of Principles that promises openness and honesty World War I o George Creel Hired by President Wilson Creates the committee on public information in order to disseminate information to the American public Four minute men people working for the government across the big cities of the US and when Creel gets telegraphs of things happen the 4 minute men would go out and tell the stories on the streets He helped justify our presence in the war to the American people The 1920 s o Arthur Page AT T o Alice Beeman o Edward L Bernays He implements and sells Vail s idea to be open and honest with the public First woman to head an association CASE Council for Advancement and Support of Education The most effective PR man Wrote the first PR textbook Crystallizing Public Opinion Taught the first PR course Coined the term public relations counsel Married to his partner Doris Fleischman Roosevelt Era o Gallup Roper public opinion polls are founded o Joseph Baker The first minority firm o Leone Baxter
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