Major Terms Topics Ch 1 Two way communication Solicits feedback PR practitioners must get feedback and pass it to management o PR is listening and engaging in a conversation with various publics R A C E Research Action Communication Evaluation o Research What is the situation o Action plan to do something about it o Communication execution of the plan o Evaluation was the audience reached and what was the effect o Steps Research and Analysis Policy formation Programming communication feedback Assessment constant loop Spin Positive slant on an event or information with a point of view or lying spin doctor Third party endorsement by using PR articles newspapers endorse PR as management function PR is most effective when it is a strategic and integral part of decision making by top management PR involves counseling problem solving and the management of competition and conflict Chapter TWO Rosetta Stone helped us understand hieroglyphics Edward Bernay The Father of modern PR o Used behavioral psychology and social science research to change perceptions and behaviors o Influence Golden Jubilee of Light and Torches of Liberty Ivy Lee Opened first publicity office in 1905 first PR counsel declaration of principles truth and accuracy rather than press agency o Promoted businesses practicing public service o Insisted on active support of top management o Contributions Business industry should align themselves with public interest Deal with top execs and have active support of management Open two way communication with news media Brought PR down to a community level APR Accreditation in public relations Chapter THREE Major Terms and Topics 4 classic models o A persons belief determines how you act in certain situation Absolute it s either right or wrong black or white Existential immediate practical decision seeks a balance between two extremes Situational Utilitarian each decision is based upon what would cause the least harm VNR s o Code for VNRs Questions of whether public is notified of course of VNR Accreditation Code for Good practice calls for accurate reliable info Is sponsor identified in opening Those interviewed clearly identified on tape o Requires five years experience o Bachelor s degree pass test o Movement to require continuing education Gifts to journalists PR Practitioners should not provide junkets of doubtful news value expensive gifts and personal favors or extravert parties to the media P R S A Public Relations Society of America PRSA o 20 000 members 116 national chapters o Top 4 Responsibilities of PRSA members 1 media relations 2 writer editor 3 marketing communications 4 corporate communications o Code of Ethics Glass ceiling the seen yet unreachable barrier the keeps minorities and women from rising to Advocacy Honesty Expertise Independence Loyalty Fairness the upper rungs of the corporate ladder Absolutist do what is right though the world should perish Chapter Four Major Terms Topics Line and staff functions o Military type structure Line Manager sets the rules and everyone under follows those rules Lines produce revenue Line Manager 1 line authority has the power to give orders to subordinates Responsible for attaining the organization s goals as efficiently as possible Staff Managers No direct authority can t delegate authority Indirectly influence work of others using suggestions or recommendations Offer advice support and service to line departments Possible friction for PR Levels of influence o Advisory line management has no obligation to take recommendations or request them When PR is solely advisory it s often ineffective o Compulsory Advisory Line management at least listens to the experts before deicing o Concurring Authority PR reviews and approves all materials and communications with on a strategy external audiences In order to public you must go through PR May limit PR if PR dept isn t the concurring authority Outsourcing Using outside PR personnel in communication activities firms o Many firms spend more than 40 of their budgets on outside PR o Why outsource To bring in expertise and resources not found inside To supplement ongoing internal activity o Most Frequent Activities to Outsource Writing and communication needs Media relations expertise Publicity needs Strategy and planning Event Planning o Pros of Outsourced Firms Objectivity Variety of skills Extensive resources Special problems solving skills credibility geographic o Cons of Outsourced Firms Superficial grasp of problem Lack of full time commitment Need for prolonged briefing period Need for strong direction by top management Need for full information and confidence George Westinghouse hired two men to publicize pet project Alternating Current Electricity AC Chapter 5 major terms topics Importance of research Listening is research o It provides the information required to understand the needs of publics and to develop powerful messages o Research is the controlled objective and systematic gathering of information for the purpose of describing and understanding o Two Step Process 1 defining the problem 2 evaluating the solutions o Uses of research 1 to achieve credibility with management 2 To define targets lifestyles demographics etc 3 Find the right strategy 4 To test messages Secondary research uses existing information in books magazine articles electronic databases and so on Quantitative and Qualitative o Quantitative research uses scientific surveys and complex statistical tabulations Numerically based research with larger samples o Qualitative research Non numerical research to seek insights Focus groups interviews content analysis copy testing Content analysis Systematic and objective counting or categorizing Focus Groups Identifies attitudes and motives o Consists of 8 12 people who represent characteristics of target audience o Trained moderator or facilitator encourages talk o Sometimes take place online Interviews Intercept interviews or convenience poll conducting short interviews in malls Random Sampling everyone in targeted audience has equal or known chance of being selected o Also called probability sample o Nonprobability sample in not random like the intercept sample Chapter SIX MBO Management by Objectives o Provides focus and direction for formulating strategy to achieve specific objectives o Nine basic steps Client employer objectives Audience publics who should be reached with message And how can audience help achieve organizations goals Audience Objectives
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