Chapter 1 Intro to Public Relations What is Public Relations Definition Essentially Public Relations is the formal communication between management and their public Developing good will between the public and a management Unpaid awareness of a company What is a Public Relations manager Their main job is to interpret asking what does management need and what goals would they like to reach while simultaneously interpreting what the public has to say and how do they feel towards the company Understanding and interpreting why management makes decisions Understanding and interpreting how the public perceives management s decisions Why do we have trouble defining Public Relations The profession is only 100 years old beginning at the turn of the 20th century with the Industrial Revolution The term Public Relations itself is not that old although people have been doing it for many years Sometimes when people refer to Public Relations they re not addressing the profession as a whole only some of the functioning parts or segments ex press agentry Functioning Parts of Public Relations Press Agentry a person employed to promote the interests of an individual organization etc by obtaining favorable publicity Their job to get clients out One way communication with the express interest in winning favorable media attention Beams a message from source to receiver Work with famous clients like celebrities athletes etc EX Maybe Jameis could have used a nice press agentry during his time at Florida State although college athletes are prohibited from having them EX P T Barnum from the Barnum and Baily circus was one of the best press agentries Don t always have to be as truthful Publicity Sending information or written information telling who what where when why The marketing related function sending messages Most commonly understood as the only function of PR although most of the things PR managers do is underneath this segment Generating positive publicity for a client or employer Institutional Advertising selling a class of products or whole institution just one class of products vs just one product Milk vs TG Lee Usually using credible sources like the newspaper Public Affairs The relations with the general population community area EX Government ISIS in a government feed Issues Management looking into the future and forecasting issues to come and to prevent these issues for the best interest of the company Newer function of PR but it comes with the territory of how we are still defining PR Very prominent function within the last 40 years Preventative function to keep from having problems later on EX Tobacco industry should have acted upon issues management earlier but they didn t They got sued a couple times by cancer patients before they finally released the DON T DO IT campaign This is a precaution so that people who obtain cancer from smoking can t later sue tobacco companies EX Anheiser Busch is the best example DRINK RESPONSIBLY and would pay for cabs on their behalf EX Handguns Lobbying to pass or defeat legislation Lobbyist job is to pass defeat legislation Completely political EX A developer vs nature lobbyist the nature lobbyist would try and get people to vote for wildlife protection to affect legislation in their favor Lobbyist use to be a dirty non respectable job due to bribes so laws were recently created to prevent them from spending money and to clean up this role Now you cant even buy a legislator a cup of coffee PR professionals within lobbying are usually lawyers This is powerful dynamic duo since if you win the public opinion first you can then win the court Investor Relations Big money takes financial statements and put it into layman terms Companies have to release information to the public but it is super complicated the job of the investor relations agents is to convert the info numbers and to dumb them down If the public then understands it they could possibly invest Development fundraising Asking other sources people for money FSU is funded 55 through fundraising 20 Tuition 20 State Quantifying Public Relations Something an organization does plus a publics perception of what the organization does what s seen yields a public opinion x y z x actions of a company y how the public interprets action z public opinion is formed Perception is reality We want people to see what we want them to but if the public doesn t agree EX Blackfish thinks of Sea World negatively although they actually help and then its not true conserve sea life EX The interview as a comedy or is it an attack on Kim Jong Un Chapter 1 Book Notes What is Public Relations know about Raise awareness about important issues that the public might not know Helps get the media to address issues that the public might not otherwise Prominence of Public Relations Public relations is a growing industry and flourishing in the 21st century PR is a multibillion dollar industry 6 Billion in the US 158 000 practicing professionals The demand for good PR is making it a competitive job 250 colleges in the US have PR degree programs 20 000 majors 7 000 US public relations agencies typically no more than 10 employees International public relations association growing nationally RACE Research Action Communication and Evaluation ROSIE More managerial Research objectives strategies implementation evaluation RPIE Research Planning before communicating implementation evaluation Publics of PR Internal and external Primary secondary and marginal Traditional and Future Proponents opponents and uncommitted Chapter 2 History of Public Relations Trends affecting PR Growth of big institutions Divided history in 3 waves 1 Agrarian Agricultural hunting gathering everyone was individualistic 2 Manufacturing Industrial revolution cities factories poor working conditions Wave of information all jobs now deal with communications and robots Increase public awareness and media sophistication everything we want to know is at the tip of our fingers there s news everywhere Increasing incidence of societal change conflict and confrontation When people begin to start it begins societal change EX Someone had to start the conversation about the Berlin wall EX China has its citizen talking about escaping communism SOMEONE HAS TO TALK ABOUT IT Globalization and the growing power of global media public opinion and capitalism If the government is communist NO PR Need democracy Social media is a tool for PR that may one day be replaced Ancient Examples of
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