ADPR 3850: Test 1
116 Cards in this Set
Front | Back |
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Things Covered in PR
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- What PR means
- Careers
- History
- Organization and Structure
- Ethics
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Definitions of PR... No East Task
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Defining PR is no easy task... scholars say that PR ranges from...
- Strategic management of competition and conflict... for the mutual benefit of the organization and its various stakeholders and publics.
Some definitions of PR include...
- Strategic management of competition and co…
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Who are "Publics?"
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- Internal and External Publics
- Primary, Secondary, and Marginal
- Traditional and Future
- Proponents, Opponents, and Uncommited
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Internal and External Publics
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Based on Organizational Boundaries
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Primary, Secondary, and Marginal
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Based on influence
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Traditional and Future
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Based on time
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Proponents, Opponents, and Uncommitted
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Based on Relationships
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Common Components of PR
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Counseling/Opinion change Research
Media relations
Publicity Employee/member relations Community relations
Public affairs (PR aimed at government)
New & existing relationships
Issue management (e.g., pre-problem PR)
Financial relations
Monitoring environment
Development/Fun…
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Skills Needed in PR
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Written and interpersonal communication
Research
Negotiation
Creativity
Logistics/Management Skills
Facilitation
Problem Solving
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PR in Terms of R.A.C.E
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- Research
- Action
- Communication
- Evaluation
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Research
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Define the Problem
Some form of Qualitative and Quantitative Research is needed
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Situation Analysis in Research
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Includes
Client Background
Product/Service/Brand Information
Market/Competition
Consumer Profile
Brand & Marketing Analysis
S.W.O.T. (Strengths, weaknesses, opportunities, and threats) Analysis
Strategic Implications and Recommendations
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Action
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State's the program's objectives
Goals- long term
Objectives- specific outcomes (can be informational, attitudinal/motivational, and or/behavioral)
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Communication
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Develop campaign to meet objectives
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Evaluation
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Should be done Continuously
Did it work?
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Differences between PR and Journalists
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Scope
Objectives
Audiences
Channels
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Scope
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Journalism- is about producing content
Public Relations is much broader
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Objectives
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Journalism strives for objectivity in reporting
Public Relations has a goal of advocacy
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Audiences and Channels
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Journalists produce content for the medium they work and for mass audiences
Public Relations will tailor materials much more to different segments of the public and go through variety of channels
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Differences Between PR and Advertising
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Tools
Audience
Scope/Function
Cost
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Tools
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Adv. use paid placements as their primary tool for work
Public Relations work in area of "earned" media
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Audience
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Adv are concerned with an external audience
Public Relations are concerned with both internal and external audiences
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Scope/Function
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The scope of Adv is much smaller and is viewed as a specialized communication function
Public relations is much broader and deals with things as a whole
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Cost
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Adv- Expensive
PR- is more cost effective
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Differences between PR and Marketing
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Audience Focus
Language
Method
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Audience Focus
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Market- consumer focus
PR- relationships and trust with publics and organizational values
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Language
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Marketing- utilizes sales oriented language
PR- two way communication with publics and stakeholders that aren't solely consumers
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Method
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Marketing- satisfy economic objectives
PR- does its job by raising awareness, educates, or informing and building trusts
Currency isn't always economic- but could be these things ^^^^
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PR Supports Marketing By
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- Develop prospects for new markets as people follow up on news released by PR
- Provides third party endorsements via news organizations
- Generates sales leads and opportunities for sales calls, typically through articles in the trade press about new products or services
- Stretches …
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How to Meet Objectives
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PR focuses on meeting objectives by
Premarket conditioning
Long Term Strategy development
Generating Word of Mouth
Building a brand's reputation
Building corporate reputation
Overcoming a crisis
Etc.
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Marketing Prospective on Objectives
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Marketing is more effective than PR when it comes to Advertising or
Launching a new product or service
Promoting a new product or service
Acquiring customers
Retaining Customers
Targeting niche audiences
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Advertising is better than PR or Marketing by...
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Building Awareness
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Integrated Perspective: Strategic Communication
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Using a variety of strategies and tactics to convey a consistent message in a variety of forms
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Using PR to Created Positive Public Opinion
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Includes
Hosting events
Conducting studies of publics
Fund actives
Provide information through journalists
do good things
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Using PR to prevent negative Public Opinion
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Have a crisis plan
Train people of how to speak to Media
Have open information Policy
Don't have indefensible policies
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PR Contributes to the Bottom Line by
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Building Awareness, Organization Motivation, Issue scanning, Opportunity Identification, Crisis Management, Conseling Executives, Serving as an agent of change, ensuring social responsibility, and influencing public policy
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Where do PR positions work?
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Corporations (26%)
PR Firms/Agencies (20%)
Non Profits/Charities (17%)
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Six Essential Qualities for Success
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Writing Skills
Research Skills
Planning Expertise
Problem-Solving Ability
Business/Economics Competence
Expertise in Social Media
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Number One Quality always Wanted in PR World
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Writing
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Public Relations Positions
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Entry-level technician
Supervisor
Manager
Director
Executive
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Organizational PR Positions Communication Technician Roles
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Taking Photos
Writing brochures
Preparing news releases
Organizing events
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Supervisor Roles:
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Oversee techs
Oversee projects
Prepare and work with budgets
Scheduling
Manage day to day activities
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Communication Manager Roles
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Making communication policy decisions
Overseeing multiple communication strategies
Supervising employees responsible for tactics
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Director roles:
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Looks at long-range planning
Serves as a liaison between executives and other workers
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Executive roles
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Shape organization mission, strategy, and policy
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The Value of Internships
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Win-Win for both students and organizations
Many have formal internship programs that are paid.
Examples are Edelman (Remember he worked for Edelman)
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Between Males and Females who are PR agents
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Women
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Males get paid higher because
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Factors that could lead to gender discrepancies:
The number of years in the field
Technician duties versus managerial responsibilities
The nature of the industry
The size of the organization
Women’s attempts to balance work and family
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Value of PR
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Service to Society
Informative
Relevant
Earned influence through managing competition and conflict
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History of PR: Ancient Beginnings The Rosetta Stone (196 BC)
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Amounts to a press release of pharaoh (Ptolemy V) accomplishments
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Julius Caesar (60 BC)
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Threw parties as part of a campaign to fulfill political ambitions
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The Church (11th Century)
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Enlisting followers in the name of penance or forgiveness
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Settlement of the US
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Public Relations was used in promoting settlement of the US by promoting the land and country as fertile, plentiful, exc.
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Struggle for Independence Boston Tea Party
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Known as the greatest PR stunt of all times
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Sam Adams
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- Recognize power of the pen
- Used writing as a means of communicating about the importance of independence, unity, and injustices on the colonies
-Recognize power of special events and symbols
-Behind the Boston tea party
#VALUE!
- Used press releases and new leaks
- Wrote account…
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Sam Adams Objectives
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Justify the Cause
Promote Advantages
Arouse the masses
Neutralize opponents
Phrase issues clearly
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The Age of Press Agent (1800s)
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Davy Crockett, Buffalo Bill, Annie Oakley, P.T. Barnum
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P.T. Barnum: Master of the Pseudo Event
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Joice Heth
Tom Thumb
Jenny Lind
"Jumbo" circus Elephants
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PR as America Grows and the Railroad System
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PR was pivotal in the early growth of America in the settling of the west
Railroads also used PR to promote new transportation
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PR in Politics Thomas Jefferson and John Beckley
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TJ used him to be the "eyes and ears' for public opinion
Used him to counter the federalists in the press
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PR in Politics Andrew Jackson and Amos Kendall
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He was a member of AJ kitchen cabinet
Potrayed Jackson as someone who was a rugged frontiersman that worked for the people
Spiced up Jackson's diction
Known as Jackson's thinking machine
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PR in Politics Teddy Roosevelt
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Used informal chats with reporters to get his ideas across
Released news on Sundays so it would be in Monday morning papers
Created the first White House Press Office
Know the Teddy Bear story
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PR in Politics Woodrow Wilson and George Creel
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established the "Committee on Public Information" in 1917
He served on his committee
Committee was charged in changing opinion about WWI
Became known a stye "Creel Committee"
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PR "Creel" Committee and WWI
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Mailed out 6,000 news releases
generated 20,000 columns of newsprint each week
Published an official daily with circulation of 118,000
sent speakers to towns
translated foreign newspapers and documents
traveled country with exhibits
regulated press in coverage of WWI
Sold War Bonds…
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PR in Politics Franklin D. Roosevelt and Louis M. Howe
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Used radio speeches to coney warmth, personality, and nonpartisanship
introduced "fire side chats"
Controlled FDR's image
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PR in Politics FDR and Carl Byoir
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Infantile FDR paralysis
Made fundraising events
Used FDR birthday to raise money/awareness for Polio
Called all newspapers to ask someone to promote a chairman for the ball
United Way continues this practice
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FDR's Birthday Balls
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30-Jan-34
"Dance so a child may walk"
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PR in Politics: Harry Truman and Arthur Page
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HT got the VP of Marketing at ATT to write announcement about the dropping of the atomic bombs on Japan
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William Laurence
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Was originally suppose to announce the dropping of the bombs, but didn't like the way he was doing it.
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Arthur Page: Principles of PR Management
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Tell the truth
Prove it with action
Listen to customer
Manage for tomorrow
Conduct public relations as if the whole company depends on it
Realize a company's true character is expressed by its people
Remain calm, patient, and good-humored
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PR in Politics Jim Hagerty and Dwight Eisenhower
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Was DE Press secretary
Useful in television ads
featured in Q&A sessions
Taped separately
Used big budget for PR
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The Growth of Newspapers and Muckracking Journalists
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MJ- named after Teddy Roosevelt for Character in the novel "Pilgrim's Progress"
Generated Public Response
Created follow-up stories
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Ida Tarbell
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"The History of the Standard Oil Company"- McClure's Magazine, 1902
Kicked off era of muckraking journalism and used the press to expose wrongdoings
Revealed unfair practices of John D. Rockefeller
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Henry Ford
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Positioning: publicity always goes to those who do something first
Accessibility: organizations must always be accessible to the press; no subject was off limits to Henry
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First PR Counselor: Ivy Lee
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Georgia Roots
Founded Parker and Lee in 1904
"Declaration of Principles"
Birth of modern PR
Principles that he shared with media to counter hostility toward PR
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Ivy Lee's Contributions
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1) Promoting the idea that business and industry should align with public interests
2) Ensuring the support of top management
3) Maintaining open communication with journalists
4) Humanizing business and making it relevant to workers, community, consumers
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Father of Modern PR Edward L. Bernay
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Broadway press agent before WWI
Joined the Creel Commission during the war
Opened up his agency with is wife in 1919
Nephew of Sigmund Freud- great believer in use of psychology in forming public opinion
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Crystallizing Public Opinion
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Book written by Edward L. Bernay
Laid down the rationale for PR as a function of management and introduced the concept of two-way PR
Advocates Research that accepts feedback from target audiences
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Examples of Edward Bernay Work
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CBS, GM, Westinghouse, Ford, GE
Waldrof Astoria Hotel- used news leak of a contract negotiation to dispel rumors that the hotel was in financial troubles
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First Public Relations Firm: The Publicity Bureau
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Established in 1900 by George Michaelis
First client: Harvard University
1906: began work for nation's railroads- opposed government regulation
Railroad campaign failed and bureau went out of business
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First In-House PR: Westinghouse
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Worked to promote alternative current (AC) over Edison’s direct current (DC)
Edison employed scare tactics to direct people away from Westinghouse’s AC
Edison published a booklet outlining the dangers of AC and the names of people killed by AC electrocution
Westinghouse disputed such …
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Four Models of PR
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Press agentry/publicity
Public Information
Two-way asymmetric
Two-way symmetric
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Four Models of PR: Press agentry/publicity
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One-way communication
Typically through mass media
Oftentimes exaggerated or otherwise distorted information for solely advocacy purposes
Not research-based
P.T. Barnum then
Sports, theater, music and film today
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Four Terms of PR: Public Information
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One-way communication
Typically through mass media
Not necessarily advocacy-based, but part of journalistic ideal of accuracy and completeness of information
Involves some fact-finding research Ivy Lee then
Government and non-profits now
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Four Terms of PR: Two-Way asymmetric
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Two-way communication through scientific
persuasion techniques
Help the communicator better understand the audience for persuasive purposes
Research used to plan strategies and evaluate those strategies
Edward L. Bernay’s then
Marketing and advertising firms today
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Four Terms of PR: Two Way Symmetric
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Two-way communication for mutual
understandings
Formative research used to understand public perceptions of the organization
Evaluative research to understand how PR tactics impacted audience understanding
Edward L. Bernay’s then
Educators and professional leaders today
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Trends Today in PR
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Importance of diversity
Professional groups seek to encourage minority practitioners
Transparency
Expanded role for PR- seat at the decision making table
Increased emphasis on evaluation
Investments in Corporate Social Responsibility
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Trends Continued
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New direction in mass media- 24/7 news cycle
outsourcing to PR firms
Importance of lifelong learning
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Ethics vs. Values
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Ethics- standards of conduct which indicates how one should behave based upon moral duties and virtues rising from principles of right and wrong
Values- are central beliefs which determine how we will behave in certain situations
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Values
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Include things like honesty, loyalty, and integrity
We apply our these to access what is right and wrong in a situation
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Absolutism
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Things are completely right or completely wrong
no exaggeration of any sorts
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Existentialism
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This is a continuum of "rightness" and "wrongness"
You can pick your spot on the continuum
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Utilitarianism
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The ends justify the means
Harm as few as possible and bring joy to most
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Battles with Advocates
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Point:
“Traditional ethics prohibits a person from taking an advocacy role because that person is ‘biased’ and trying to ‘manipulate’ people”
Counterpoint:
People expect PR practitioners to be advocates Advocacy efforts must be truthful
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Ethics and Professional Organizations
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Strive to educate and preserve the name of the PR firms
Gives standards to industry
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The Public Relations Society of America
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The largest national public relations organization in the world
- Public Relations Student Society of America
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The International Association of Business Communicators
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Second largest organization of communication and public relations professionals
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The International Public Relations
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A London-based global organization
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Codes for Internet Transparency
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Typically concerned with disclosure of sources for internet content
No paid posts
Respect Copyright laws
Respectful voice
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Video News Release
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Attempt to capitalize on third-party credibility to sell a product or service
is this ethical?
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Financial Information
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Response to recent cop corate scandals
Must exercise independent and professional judgement
keep track of financial law and regulations
ensure full fair of disclosures
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Corporate Practice codes
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Truth and accuracy in communications
Confidentiality rules and practices and safeguarding of client proprietary information
Rules about gift giving Abuse of insider information
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Professionalism
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Practitioners should have:
A sense of independence
A sense of responsibility to society and public interests
Concern for the competence and honor of the profession A higher loyalty to the profession than to an employer
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Licensing
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Advocates
Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners’ credibility
Opponents
Violates 1st amendment, malpractice laws exist, states license but PR works nationally/internationally, ensures only minimum competence/…
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Accreditation
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Voluntary process of certification by professional organizations
present portfolio of work to demonstrate knowledge through exam
PRSA and IABC offer accreditation
Some require continuation of accreditation
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Ethic vs. Law Ethics
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Stringent standards for behavior
Purpose is to transform society into ideal
Not always enforced
Prescriptive
Based in ‘oughts’
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Ethics vs. Law Law
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Minimum standards for behavior
Purpose is to maintain stable society
Resolve disputes
Protect property
Preserve government
Always enforceable
Prohibitory or Mandatory
Based in ‘musts’
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Problems with PR and Law Defamation
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False statements about a person or organization that have negative impacts on public perceptions such as
through print or broadcast
person identified or identifiable
injury in terms of financial loss, reputation, or mental suffering
statement made with malicious or negligent
Cel…
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Copyright Infringement
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Unauthorized use of works protected by copyright
One cannot copyright an idea, but can copyright the expression of that idea
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Fair Use
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Quoting small amounts of text from copyrighted work
Quoting information in a news story
Parody and Artwork
Dumb Starbucks
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Federal Trade Commission
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Ensure advertisement are not deceptive
Also monitors news releases, brochures, social media posts, etc.
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Securities and Exchange Commission
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Monitors financial affairs of publicly
traded companies
Focuses on things like insider trading, releasing misleading financial information, failing to disclose information in a timely manner
Often most relevant for those in Investor Relations (IR)
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Federal Communications Commission
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Ensure public airways are used for
public interest
Concerns about source attribution for VNRs are purview of FCC
Increasingly involved in regulating the internet, including issues of net neutrality
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Food and Drug Administration FDA
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Has guidelines for communication on
health topics
Provide benefit AND risk information for drug treatments
Disclose limitations of the treatment (e.g., pregnant women)
Provide full prescribing information
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PR must understand what in planning events?
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basic liability laws
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PR Practitioners are asked to understand what?
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Understand the role of the legal team and to work with the group to avoid legal trouble
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