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JOUR 2000:Exam One
PR Tactics
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used in PR in order to communicate with publics; uncontrolled/controlled media; Publicity, press conferences, interviews, speeches,Publications: plans, reports, newsletters; Special events, media events, Personal meetings, fundraisers, annual meetings, sponsorship, volunteer, News Release, Media Advisory, media kits,Videos, PSA’s, ads, actualities, Talking points, op-ed, prepackaged stories, Social media, websites, email, Research
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PR Planning
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Goals: general statement of where you want to go & what you want to do or accomplish
Objectives: these are specific statement of what you want to do
Strategies: general statement of how you are going to accomplish objectives
Tactics: specific steps you will take
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PR Process
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Research: learn about organization & publics, SWOT
Planning: strategy of problem-solving
Communication: execute strategy
Evaluation: measure effectiveness of plan
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PRSA (Public Relations Society of America)
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a nonprofit trade association for PR professionals headquartered in NYC. Deals with professional ethics in PR.
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Ethical Imperialism
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ethnocentric, believe your system is the right system
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Cultural Relativism
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no cultural system of ethics better than another
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Cultural Conflict
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ethical problems due to misunderstanding or differences in culture
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Ethics
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is the study of what constitutes right & wrong in our society
the set of criteria by which decisions are made about what is right & what is wrong
a form of inquiry concerned with the process of finding rational justification for our actions when the values that we hold come into conflict; deals with our struggle to justify doing or not doing something when values of our belief system clash
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Speech Not Protected By the 1st Amendment
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sedition: opposing US war efforts obscenity: material that is offensive (often sexually), lacks artistic value, goes against common decency libel: written/broadcasted defamation of character; not like slander which is spoken; concerned with reputation & livelihood copyright infringement: using someone else's intelluctual property without permission or paymentprivacy violations, appropriation, false light, intrusion, public disclosure of private information
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Social Responsibility Model (Freedom of Speech)
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works under the premise that the press should be concerned with the social good & what is best for society; values plurality of view points & opinions; press seen as 4th estate (watch dogs)
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Libertarian Model (Freedom of Speech)
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values extreme individualism & constant criticism of the government; opposes all restriction of speech (& personal freedoms)
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State-Controlled or Communist Model (Freedom of Speech)
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The state (government) controls the press; subversive speech acts are not tolerated
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Authoritarian Model (Freedom of Speech)
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prohibits any press or speech act that undermines government authority; the common good is defined by the ruling class & objection is not tolerated
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Freedom of Speech Limits
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limits on free speech tend to come in two forms: political limits & economic limits
political debates on free speech concern whether civil rights have been violated
economic debates concern the loss of financial value, the ability/loss of ability to make money, ownership, intellectual property, & harm to reputation that is financially damaging
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1st Amendment
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freedom of speech
freedom of the press
right to peaceably assemble
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Edward T Hall
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time orientation: polychronic, monochronic
proxemics
low & high context
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Hofstede's Cultural Dimensions
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power distance (high, low)
individualism (individualism, collectivism)
uncertainty avoidance (high, low)
long-term/short-term outlook
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Framing Theory
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by framing stories (drawing attention to some points & not mention other points) media can influence how people view the world
framing = controlling the narrative: define the parameters of public discourse, how we talk & think about things
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Media Priming
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short-term media effect (unlike cultivation which is long-term)
media can use keywords to prime responses from the audience
the primes tend to decay over time (they don't last that long)
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Cultivation Theory
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Gerbner, 1970's - this is the researcher who noticed cultivation trends
mean world syndrome if you were to watch nothing but news, you would think the world was a mean awful place
media cultivate social attitudes over an extended period of time on lots of things like our attitudes about social issues & cultural groups
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Agenda Setting Theory
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McCombs & Shaw (1968) are the researchers who noticed this phenomenon. They looked at newspaper coverage of issues & then noticed those same issues became relevant to the public
the media don't tell us what to think, but are good at telling us what to think about
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Social Learning Theory
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Bandura, 1960's - this is the researcher that noticed we see, learn, & model behavior
effect of media violence is still controversial, some argue that media can make us more hostile in the short term BUT mostly this has been refuted (Ex: playing video games doesn't really make people more violent)
we have ratings for movies, TV, & video games because we think kids are impressionable
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Selective Retention
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we tend to retain what we want to retain; even if everyone tunes into the same media & perceives it the same, people actually remember only a fraction of what they see
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Selective Perception
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we tend to see what we want to see; even if people are exposed to the same media, they will still see what they want to see
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Selective Exposure
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people tend to watch things that reinforce their values
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Limited Effects Model
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this is the modern theory about media power ---- it argues because there is so much media out there to choose from, individual media isn't that powerful
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Interlocutor (Mediation)
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partner in conversation somewhat interactive
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Forum/Platform (Mediation)
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present ideas, get feedback
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Interpreter (Mediation)
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making sense of our world (from a particular viewpoint)
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Filter/Gatekeeper (Mediation)
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selecting what is important to see & closing off views/voices
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Mediation
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communication between a sender & receiver that moves through something else.
by virtue of moving through a channel like the media, a message can become distorted
relaying information (second hand)
relationship of sender & receiver is distant, detached, impersonal
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International Public
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those outside your country, region
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Domestic Public
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within your country (perhaps even region)
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External Publics
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those outside your organization
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Internal Publics
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those inside your organization (employees, shareholders, even people with a tenuous connection "alumni")
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Secondary Publics
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don't have influence over your goals, don't have resources you need, but are still one of your publics that require maintenance
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Primary Publics
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have influence over you goals, have resources you need, & require a maintained relationship
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Intervening Publics
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this is a public that has influenced over or communication with other publics
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Types of Publics
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Latent: non-active, unaware groups that haven't been targeted by your organization yet
Aware: groups that are aware of how they may interact with your organization but haven't established a relationship
Active: aware & in a relationship with your organization
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Traditional Publics
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are those groups with which an organization has a defined, long-term relationship (can include: media, investors, employees, govt, community, other businesses, consumers)
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Non-Traditional Publics
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are groups that you have no existing relationship with but you may come across (harder to define)
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Publics
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anyone that may have an interest or association with your organization
they may also be people who have the potential interest of association with your organization
the groups are sometimes referred to as stakeholders; the challenging part of PR is that some groups may not be obvious or known to you as being one
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PR vs AD
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Ad: interested in speaking directly to the public
PR: interested in filtering information through the media & opinion leaders
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Public Relations (PR)
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a comprehensive strategy to shape public perception, control media narratives (frames), & persuade for a particular view point; often incorporates & reflects current issues in culture & society/often uses the media infrastructure to disseminate complex messages;can also be used to communicate with employees, shareholders, other members of an interest group/organization
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How PR Compares to Marketing & Advertising
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PR is concerned with an ever evolving, complex, & malleable image of a person or organization PR tends to be more nimble & flexible than advertising
whereas advertising & marketing are concerned with brand, branding, logos/slogans, & product sales
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Edward Bernays
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father of modern PR; Alum of the CPI, former reporter & press agent;crystallizing public opinion 1923; coined the phrase "Counsel on PR" to mean the field of PR b/c other forms (press agent, publicity) had limited or negative connotations; persuasion through PR, message control, press releases, social psychology; torches of freedom (famous campaign); uncle was Sigmund Freud
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Ivy Ledbetter Lee
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established a publicity bureau in 1904
believe that PR professionals had an obligation to the public as well as clients
stressed the importance of truth & ethical standards
increased both the professionalism & credibility of the field
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Press Agents
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concerned with publicity stunts & shaping public image of emerging companies
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Press Agentry
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early form of organized PR
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Historical Trends that Influenced the Growth of PR
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growth of institutions
expansion of democracy & advocacy
improved communication
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