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UT Knoxville PBRL 270 - Exam 1 Study Guide
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PBRL 270 1st EditionExam # 1 Study Guide Lectures: 2 - 10Lecture 2 (August 26)Defining Public RelationsWhat is Public Relations?Public relations is a management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom is success or failure depends. It is managed communication between an organization and its publics.What is the Public Relations Process?R.O.P.E.S – Research, Objectives, Programming, Evaluation, StewardshipR.A.C.E – Research, Action Planning, Communication, EvaluationHow is Public Relations changing?- Organizations spend around $141 billion a year on public relations functions; there is a 22.61% growth rate.- Less emphasis on reporting and media relations; increased emphasis on spoken and interpersonal communication, personal influence model.Lecture 3 (August 28) How is Public Relations different from Advertising?Public Relations doesn’t pay for ad space; Advertising does. Public Relations has less control than advertising. Public Relations is external and internal and advertising is only external. Public Relations is issues oriented while Advertising is sales-oriented. Public has a wide range of outlets and Advertising is mass media.How is Public Relations different from Journalism?Public Relations is all about strategy, where Journalism is reporting and writing (AP style). Public Relations advocates position and Journalism is objective. Public Relations has a segmented audience while Journalism has a mass audience. Public Relations has many channels and Journalism has only 1 or 2 channels. Public Relations informs to change attitudes and behavior where Journalism only informs.How is Public Relations different from Marketing?PR generates goodwill and establishes image; Marketing generates sales. PR builds relationships; Marketing is about product, price, placement and promotion. PR has a wide rangeof audiences; Marketing has external audiences. PR has a third-party endorsements andcoverage; Marketing is customer based.What is IMC?Integrated Marketing Communication is a custom mix of advertising, promotion, direct marketing and public relations which results in a coordinated and integrated communication planWhat does Public Relations require?It requires a firm based of theoretical knowledge, a strong sense of ethical judgment, solid communication skills (writing, talking, etc..) and an attitude of professionalism and social responsibility.Who works in Public Relations?About 1/3 agencies, 1/3 corporations, 1/3 non-profit or public sector. More women work in PR than men, but they often earn less. Salaries depend on experience, title and gender.How can one create positive public opinion?Host events, conduct studies, fund activities, provide information, do good things (being sociallyresponsible.How can we prevent negative public opinion?Have a crisis plan, train your people on how to speak to media, have an open information policy (be transparent), don’t indefensible policies.Lecture 4 (September 2)Where do PR people work?40% = Corporations. 27% = PR/Advertising/Marketing/Communication Firms. 14% = Associations, Foundations, Educational Institutions. 8% = Healthcare Organizations. 6% = Government. 5% = Nonprofit, Religious, Social, Welfare Organizations. The largest employer of PR people is the Federal Government. What is the “Tip of the Iceberg”… and beneath?It is a metaphor for what people think PR is on the surface vs. what it is like underneath. On the surface it is all about media relations, special events, publicity, news conferences and crisis communication. Underneath it is all about strategic planning, relationship management, issues management, government relations, research, audience analysis, internal relations and investor relations.Why would large corporations be more likely to include PR in policy than small firms?They have highly competitive environments, they must be sensitive to public opinion, they are establishing corporate identity, and a bigger spotlight they have more scrutiny.How are PR companies paid?By an hourly fee, by retainer, which is, money paid up front, a fixed product fee, which is what they can pay, based on a budget, or a combination of the three.What are the four reasons for Integrated Marketing Communications (IMC)?Downsizing, tighter budgets, advertising “clutter”, or public and social policy issues.Why is outsourcing a growing trend?Fortune 500 companies are spending 25% of budget on outside firms. 90% of them use outside companies to some degree. There are legal, human resources and advertising sources of frictionbetween PR & Management.What are the different types of agencies?Solo practitioners. Small, mid-size, regional or boutique. Large agencies (often owned by media conglomerates). Specialized firms (lobbyists, political consultant).What are the differences between PR Departments and Agencies?PR departments have depth and commitment, they have an institutional knowledge both good and bad, they have focused attention, they are often more localized and have less time pressure. Agencies have a breadth of clients, are objective, they have a worldwide network and a pressure to perform.What are the advantages of an agency?They have broad media contacts, international reach and a variety of skills and expertise.What are the disadvantages of an agency?They have a superficial grasp of client and problem, a lack of full time commitment, need for prolong briefing period, they are expensive and they only know what the client revealsLecture 5 (September 4)Guest Speaker lecture is not on exam.Lecture 6 (September 9)What are some factors that cause PR growth?A booming post WWII economy, growing urban and suburban populations, a more impersonalized society, scientific advances and mass media revolutions.Who was Samuel Insull?With the Chicago Edison Company. An early pioneer for customer relations, news releases, filmsand bill stuffers.Henry Ford?An early pioneer for farm tours, car racing, positioning, employee relations.Teddy Roosevelt?News conferences and press interviews.George Creel?Persuasion and public opinion for war effort.Arthur Page (AT&T)?pioneered for comprehensive corporate communication.Ivey Lee?He was the first PR counselor; concept that businesses should align themselves with the public interest; dealing with the top management, PR as a management function; open communication with media (reporting the bad along with


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UT Knoxville PBRL 270 - Exam 1 Study Guide

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