Comstrat 312 1nd EditionExam # 1 Study Guide Lectures: 1 - 8Lecture 1 Various definitions of PRa. PR is a strategic communication process that builds mutually beneficial relationships between organization and their publicsb. PR is the management function the establishes and maintains an organization and the publics on whom its success or failure dependsCommon notions of the PR functiona. Involves a planned, sustained program as part of an organization’s managementb. Deals with the relationship between an organization and its stakeholder publicsc. Monitors awareness, opinions, attitude and behavior, inside and outside the organizationd. Analyzes the impact of organization policies, procedures and actions on publicse. Identifies and adjusts policies, procedures and actions that conflict with public interest and organizational survivalf. Counsels management on the establishment of new policies, procedures and actions tat are mutually beneficial to the organization and its publicsg. Establishes and maintains two-way communication between an organization andits publicsh. Produces measurable changes (ROI- return on investment) in awareness, opinion, attitudes and behaviors inside and outside or organization i. Results in new and/or maintained relationships between an organization and its publicsParts of the PR Functiono Employee communication Internal relations- The specialized part of pr that builds and maintains a mutually beneficialrelationship between managers and the employers on whom an organization’s success depends o Publicity The information provided by an outside source that is used by media because the information has news value This is an uncontrolled method of placing messages in the media because the source does not pay media outlets for placement  Successful publicity events have real news value, appeal to the media gatekeepers, offer photo, video, or sound opportunities, and communicate the source’s intended messageo Advertising Control content, placement, and timing by paying for media time and space  A hybrid creature designed to use the means of paid advertising to accomplish the goals of PR Organizations use advertising to place and control content, position, and timing of public relations messages in the mediao Press agentry Creating newsworthy stories and events to attract media attention in order to gain public notice  Publicity is the major strategy o Public affairs The specializes part of public relations that builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy o Lobbying More specializes and criticized part of public affairs  The specialized part of public relations that builds and maintains relations with government, primarily to influence legislation and regulation  The role of lobbyists is to ethically advocate the interests if their clients in the public policy debate o Issues management Two points capture the essence of issues management- Early identification of issues with potential impact pn an organization - Strategic response designed to mitigate or capitalize on their consequences Issues management is the process of anticipating, identifying, evaluation, and responding to issues and trends that potentially affect an organization’s relationships with its publics Other express concern that an organization can “manage” major public issues  Companies focus on how to respond to terrorism, global warming, offshore “outsourcing” o Crisis management The public relations specialty that helps organizations strategically respond to negative situations and to dialogue with stakeholders affected by perceived and actual consequences of crisis Has become and increasingly important part of public relations Coombs Crisis management divided into 3 macrostages- Precrisiso Taking steps to detect, prevent, and prepare for potential crisis- Crisiso Dealing with the “trigger event”, containing the damage, and recovering from what happened- Postcrisiso Covers activities and plans after the crisis is considered “history”o Investor relations Work to enhance the value of a company’s stock Specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market valueo Development Specialized part of public relations in nonprofit organizations that builds and maintains relationships with donors, volunteers, an members to secure financial and volunteer support oPR is an evolving fielda. Very broada. Many organizations are involved in PRb. Many activities are considered PR or part of the PR functionb. Lots of negative stereotypes of PR exista. Ambiguity outside and inside of the profession b. Many people who use terms relating to PR have little understandingc. Practitioners operate as advisors/ counselors and as techniciansLecture 2PR involves good communication and good performanceGood performancea. Senses public opinion/ social expectationb. Communicates po/se to managementc. Influences organization to meet public opinion/social expectationGood communicationa. plan a communication programb. Execute programc. Evaluate program in terms of its effects on public opinion/social expectation and behavior The PR process involves research, action planning, communication, and evaluationChallenges of PR includea. Sensing public opinion (time, money and ability are factors)b. Communication public opinion to management and more importantly influencing organizational behavior c. Planning programs (especially historically)d. Evaluation PR programs (again, time and money are factors)Strengths of PR include1. Program execution (although still a challenge sometimes)2. Execution-related area or specialty3. Note the potential for challenges to overcome strengths Lecture 3Early history of PR:a. American beginnings: born in adversity and changea. American Revolution’s struggle for poweri. Before the revolution1. Using publicity to raise funds, promote causes, boost commercial ventures, sell land, and build box office personalities for the US2. First systematic effort to raise funds was sponsored by Harvard College b. Pushing for independencei. Sustained campaigns to shape and move political opinion go back to the work of Samuel Adams and his cohorts ii. Propagandists developed and demonstrated the