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PBRL 270: Final
What are "take-aways" (in press conference or speech) ?
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... |
5 stage Adoption Process
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1. Awareness (knowledge)
2. Interest (persuasion)
3. Evaluation (decision)
4. Trial (implementation)
5. Adoption (confirmation) |
5 stage Adoption Process: Awareness
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(knowledge)- becoming aware
- Can come from advertising, radio, TV announcemnet |
5 stage Adoption Process: Interest
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(persuasion)- seeking info from brochures
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5 stage Adoption Process: Evaluation
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(decision)- asking for feedback
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5 stage Adoption Process: Trail
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(implementation)- trying it out
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5 stage Adoption Process: Adoption
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(confirmation)- using the product or taking what you read and converting it to "I think"
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8 Elements of a PR Campaign
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1. Situation
2. Objectives
3. Audience
4.Strategy
5.Tactics
6.Calender/ timetable
7.Budget
8.Evaluation |
Absolutist Ethical Perspective
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There are a right and wrong way to do things
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Agenda Setting Theory
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- The news media have a large influence on audiences by their choice of what stories to consider newsworthy and how much prominence and space to give them
- Media doesn't tell us what to think, but what to think ABOUT |
AP Style
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- is the Associated Press news wire style used by journalists
intended for journalistic writing
information-oriented
focuses on clear and consistent expression |
Accreditation (APR)
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- voluntary; controlled by state boards
-signifies professionalism and adherence to the code of ethics
--preview test, portfolio, and written exam |
Asymmetric Model
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Persuasion and manipulation to influence audience to behave as organization desires
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Controlled/Direct Communications
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- Controlling what is in the material, how it is distributed, and who it is distributed to
- Ex. Brochures, pamphlets, newsletters |
Copyright
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- Protects expression of ideas
- Does not protect ideas, but the was ideas are EXPRESSED
- Copyright Term Extension Act:
- Individual works: for LIFE of creator + 70 yrs
- Corporations: 95 yrs from publication |
"Crystallizing Public Opinion"
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Bernays book that outlines PR practitioner
- "Public Relations counsel"
- Two-way PR |
Defamation
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False statement that damages a persons reputation
- must be communicated
- collective term for libel and slander
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Digital Divide
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- Difference in eras
- TV vs. newspapers
- People who don't have access to the Internet
- Older people |
Edward Bernays
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- Father of modern PR
- Two-way Asymmetrical
- Emphasized concept of "scientific persuasion"
- Emphasized application of social science research and behavioral psychology to formulate campaigns and messages that could change people's perceptions and encourage certain behaviors.
- Sigmund Frued's nephew
- Women's Taboo--> Smoking
- "Crystallizing Public Opinion" |
Evergreen Stories
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- Stories that are not time sensitive and can run anytime
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Existentialist Ethical Perspective
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- Balance between two extremes
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Feature Pitch stories
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More controllable compared to a press release.
- public events knowable to any reporter, but involving acts or statements not routinely covered by reporters
- media stories about events that, through public, are not regularly covered by reporters |
Fixed Project Fee
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Method of Payment
- PR firm agrees to do a specific project (ex. stage special event, do annual report, or produce quarterly newspaper) for a PRE-DETERMINED fee. |
Focus Groups
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- 8-12 people who represent target audience
(employees, consumers, community residents)
- Gathers qualitative data
- They identify attitudes and motivations of important publics, formulate or pretest message themes and communication strategies before launching a full campaign |
Framing Theory (media framing & audience framing)
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- Helps define the meaning of the message by focusing attention on particular elements and excluding competing, distracting, or contradicting elements.
- Keeps relationship mutually beneficial with the public.
- Practitioners frame problems in way that is favorable to clients |
FTC |
Federal Trade Commission
- Jurisdiction to judge if advertisements are not deceptive or misleading
- Defamation of competition
- Deceptive pricing |
Goals
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Where you want to be
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Hourly Fee
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Method of Payment
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Interveiws
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- Qualitative
- Major research technique |
Issues Management
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- Fixing BEFORE there is a crisis
- Looking for issues before they happen and devising ways yo respond in the future
- Requires two-way communication, formal environmental scanning, and active sense-making strategies
- The organized activity of identifying emerging trends, concerns, or issues likely to affect an organization in the next few years and developing a wider & more positive range of organizational responses towards the future |
Ivy Ledbetter Lee
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- First PR Counselor
- Public Information: dissemination of truthful accurate information
- Biggest accomplishment was Railroad Freight Height Campaign
- Four Important Contributions:
1. Advancing the concept that business & industry should align themselves with the public interest
2. Dealing with the top executives & carrying out no program without the active support of management
3. Maintaining open communication with the news media
4. Emphasizing the necessity of humanizing business & bringing its PR down to the community level of employees, customers, and neighborhoods
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Libel- public figure v. private
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- A printed falsehood (written defamation)
- Public: those who run for office, CEOs, major entertainers give up their protection from libel and slander.
- Corporations are public figures
- Private: |
Matching media to your audience
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...- 9x12 folder with inside pockets including a news release, news features, fact sheet, photo, bios, brochures, and contact information
- Purpose is to give editors and reporters a variety of information that makes it easier for the reporter to write about the topic
- Prepare for major events and new product launches |
Media Kits
Nature of Public Opinion
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- A general opinion among the public, triggered by events, based on self interest.
- Like-minded individuals form a public and consensus becomes PO
- Understanding the role of mass media is important
- Opinion leaders |
News/Press releases
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- The most common public relations tactic, but not always the best.
- A story pitched to a member of the media
- Should be carefully planned
· Inverted Pyramid (most important to less important info)
· Has news values!
· Engages the journalist
· Is concise, accurate and well-written
· Does not contain hype
· Includes 5 W’s and H |
Objectives
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Subset of goals expressed in concrete measurable terms
- SMART
S:pecific
M:easurable
A:chievable
R:ealistic
T:ime-specific
- What you want the audience to do! |
Photo release
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An organization must have a signed release on file of it wants to use photos or comments of its employees and other individuals in product publicity, sales brochures, ad advertising...
- Signed release, file, date, context |
Pitch Letter
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A letter to a journalist/blogger/editor attached to a news release or media kit that convinces them you have a newsworthy story or idea
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PRSA
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Public Relations Society of America
- 1st & largest professional PR organization
- Signifies professionalism and codes of ethics
- 22,000 members
- 1st to establish accreditation program
- Top 4 Responsibilities
1. Media Relations
2. Writer/editor
3. Marketing Communicators
4. Corporate communications |
PSA
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Public Service Announcement
- Unpaid announcements that promotes the programs of nonprofits
Ex. government/voluntary agencies/public interest |
Public Information Model
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- One-way communication
- Uses press releases and other one-way communication techniques to distribute organizational information (useable info) |
Qualitative Research
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"Soft data", open ended questions
- Gives insight to how people think, behave, & make decisions
- Content analysis/ Interviews/ Focus groups/ Copy testing/ Ethnographic observation- role playing |
Quantitative Research
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Numbers
- Scientific surveys
- Statistical tabulations
- Random sampling |
RACE
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Constant cycle- feedback and program adjustment
R:esearch
A:ction
C:ommunication
E:valuation |
Research- budget for
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- PR departments spend 3-5% of budget on research - some experts contend it should be 10%
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Research- why do it?
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Provides information required to understand the needs of the public
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Retainer Fee
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Method of Payment
- paying upfront |
Rex Harlow
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Founder of PRSA
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Roles of PR in an organization
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Media relations
- Writer/editor
- Marketing Communicator
- Corporate Communicator |
Rules for Crisis Communication
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Never say "no comment"
- Be transparent
- Have a single spokesperson
- Set up an info center
- Take responsibility
- Constantly communicate
- Monitor news & public inquires
- Work with the media
- Be accessible |
Rules for Media Relations
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- Advocacy
- Honesty
- Expertise
- Independence
- Loyalty
- Fairness |
SEC |
Security and Exchange Commission
- full info must be given on anything that affects stock prices
- timely disclosure is essential- must dispel or confirm rumors that might affect the stock market
- insider trading is ILLEGAL- company officials, including PR staff, can't use inside info to buy/sell stock |
Situationalist Ethical Perspective
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Depends on the situation if deciding wrong or right
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Slander
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Spoken false statement
(spoken defamation )
(not broadcast tho--> libel--> published record) |
Social Media Usage
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... |
Spiral of Silence
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The process by which one opinion becomes dominant as those who perceive their opinion to be in the minority do not speak up because society threatens individuals with fear of isolation
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PR Strategies
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-never say "no comment"
-take responsibility
-be honest
-designate a SINGLE spokesperson
-information center
-constantly communicate
-work w/ media; be accessible
-monitor news & public inquiries
-COMMUNICATE! |
Symmetrical Two-way Model of PR
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Purpose: Mutual understanding
- Relationships building
- Engagement
- Uses communication to negotiate with publics, resolve conflict, and promote mutual understanding & respect between the organization and its public(s). |
Tactics
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Specific activities that put the strategy into operation and help achieve overall goal & stated objectives
- A message vehicle or channel
- produce outputs |
Trademark
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Legal term for a brand name, brand mark, or trade character
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Trademark Regulations
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A licensing fee must be paid for anyone can use logos for commercial products and promotions
- Registered trademark symbol (R) circle
- Unregistered trademark symbol TM
- Trademark infringement- claim that a register trademark is being improperly exploited by others for commercial gain |
Video News Release (VNR's)
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Pre-recorded news story
- A video news segment made to look like a news report
- Share public opinion, promote commercial product, publicize individuals, or support other interests. |