78 Cards in this Set
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Spin Control
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the act of trying to control the way something or a situation is described to the public in order to influence what they think about it
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Public Relations Definition (PRSA, 2013)
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A strategic communication process that builds mutually beneficial relationships between organizations and their publics
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Important Management Fucntion
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Public Relations
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Public Relations
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requires 2 way or multi-faceted communication
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What should PR be?
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based on research and socially responsible
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What does PR include?
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promotion, publicity, public affairs, fundraising, planning, social marketing, crisis communication, investor relations, health communications, etc.
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What does PR involve?
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building candid, proactive relationships with media, stakeholders, and publics
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Stakeholder
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individual who has an interest (stake) in something the company does, different than a shareholder
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Publics
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groups of stakeholders, individuals, or organizations with a common cause
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6 Major types of Publics
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-employees
-media
-community
-financial markets
-government agencies
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5 Types of PR Campaigns
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1. Political
2. Commercial
3. Reputation
4. Education or Public Awareness
5. Social Action or Support
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What do PR practitioners do?
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-scan the environment
-research public perspectives
-counsel management
-steer decision making
-manage opportunities and relationships
-create, conduct, and measure comm. programs
-write, edit, translate (in english) materials
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Common PR Tactics/ Products
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-interviews
-talk shows
-PSA VNR SMT
-Website, Blogs, podcasts
-social media
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Research Importance in PR?
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Only by listening can you tell if there is understanding and acceptance of organizational behavior
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Needs of publics...
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cannot be determined in isolation. It is essential to go to public and allow them to express their own needs, then act accordingly.
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What types of Organizations practice PR?
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-corporations
-government
-nonprofit organizations
-PR firms/agencies
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Crisis Plan Basics
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-quick response
-take responsibility
-correct the situation
-have a designated spokesperson
-respond to all media inquiries ASAP
-never say "no comment"
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Types of Crises
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- natural disasters
-mechanical problems (bridge breaks)
-human errors (miscommunication)
-management decisions/indecision)
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Advertising
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Time or space purchased for the purpose of persuading people to buy a product or service
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Marketing
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Increasing sales or customers for a company's product or service, target audiences, focus on building brands
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Public Relations
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Management functions, earned media, need to think about ALL publics, focus on building and maintaining relationships, difficult to measure and control
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IMC
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comprehensive combination of advertising, pr, and marketing
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TRUE
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PR began in ancient Greece and Rome when public speaking and public reaction helped shape the building of city walls, election of officials, criminal justice etc.
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Congretorio de Propaganda
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est. in 17th century by Roman Catholic Church, means the congregation for propagating the faith, key point in PR history
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1641
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Harvard college conducted first fundraising campaign using brochures
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1758
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Kings College (Columbia University) issued first press release to announce commencement ceremony
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Samuel Adams
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leveraged emotions concerning the American Revolutionary War and staged the Boston Tea Party
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Press-Agentry Era (1800's)
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-Federalist Papers, Amos Kendall, Western settlement, Burlington Railroad Campaign, PT Barnum
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The Federalist Papers
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Ratified the Constitution and "history's finest PR job"
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Amos Kendall
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Part of Andrew Jackson's "kitchen cabinet"- first pollster, publicist, press secretary
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Daniel Boone, Davy Crockett
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Promotion drove settlement of American West and the Burlington Railroad Campaign in 1858
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P.T. Barnum
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Late 1800s Barnum & Bailey circus owner, called a "master showman" and a "harmless deceiver"
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1882
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"Public Relations" used in address to graduating class of Yale Law School
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American Industrial Revolution
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rise of business; gov. regulations and media made PR necessary
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1900's
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Journalists started moving into PR: Public Info Era
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George Michaelis
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Established the Publicity Bureau in Boston (first publicity firm) which opened offices in NY, Chicago, D.C., St. Louis, etc
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Ivy Ledbetter Lee Public Info Model
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1. Business and industry are public interests
2. Maintain open comm. with media
3. Management support is imperative
4. Performance determines publicity: if you can't tell the truth without fear of damaging the org. the problem needs to be corrected
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Ivy Ledbetter Lee: Early PR pioneer
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Father of Modern Public Relations 1906 Decleration of principles stating the public should be informed He put PR on the right track with corporate America
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First Corporate Communications Dept.
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Westinghouse Electric
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First Employee Magazine
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Henry Ford; Ford Times; he also est. corporate film department and surveyed customers
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Persuasive Campaigns Era
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-Gillette Amendment (1913)
-The Creel Committee
-Edward Bernays
-Doris Fleischman Bernays
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Gillette Amendment (1913)
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"Appropriated funds may not be used to pay a publicity expert unless specifically appropriated for that" Government PR became "public information"
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The Creel Committee
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Committee on Public Information, George Creel and Carl Byoir mobilized support for WWI on Woodrow Wilson Campaign 1917
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Edward Bernays
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Sigmund Freud's nephew; "Founder of Modern PR"; wrote Crystallizing Public Opinion; Lucky Strike Cigarettes and Torches of Freedom campaign, GE "Lights Golden Jubilee" 50th anniversary of the light bulb
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Doris Fleischman Bernays
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Helped Edward start agency in 1919, married in 1922
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Arthur W. Page
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VP of AT&T, voice in company policy, business is dependent on public permission and public approval; Page Principles; Relationship building and 2 way communication era
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Page Principles
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1. Tell the Truth
2. Prove it with Action
3. Listen to the Customer
4. Manage for Tomorrow
5. Conduct PR as if company depends on it
6. Remain calm, patient, and good humored
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Social Marketing
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Special form of public relations that tries to change public attitudes and behaviors on behalf of a social cause whose work benefits society as a whole rather than on behalf of the sponsoring organization (Ben & Jerry's Campaign)
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Public Affairs
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a term used to delineate the public relations and communication functions but generally referred to relationship between organizations and government
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Journalism vs PR
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Journalism is a form of PR in 2 ways:
-jornalists do not represent te organization they write about public relations practitioners do
-Journalists are trained for news media and PRP deal with basic writing and graphic design
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Rhetorician
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A master of clear persuasive writing and speaking techniques
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Press Agent
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One who uses information as a manipulative tool employing whatever means are available to achieve desired public opinion and action
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Propaganda of the Deed
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(Downside to press agentry) 1878 French sociologist Paul Brousse described it The term refers to a provocative act committed to draw attention toward an idea or grievance in order to get publicity example: Terrorist act of 9/11
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Theory
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prediction of how events and actions are related
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Systems theory (Theory of Relationships)
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suggests how organizations are made up of interrelated parts and how they use theses parts to adapt to the environment; useful in public relations because it gives us a way to think about relationships; 3 things
-organization
-stakeholders
-environment
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Open Systems
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use public relations people to bring back information on relationships between clients customers and stakeholders
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Closed Systems
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These organizations do not seek new information but use information that is already available
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Boundary Spanners
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Looking in and outside of the organization to anticipate issues
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Dominant Coalition
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primary decision makers of the organization
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Environment
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composes constraints on the organization
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Situational Theories (Theory of Relationships)
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(Grunig & Repper) (STOPS) Segmented audiences based on their likelihood of communicating; dealt with problem recognition (positive) constraint recognition (negative) and level of involvement (positive)
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Problem Recognition
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Publics are aware of an issue and recognize its potential to affect them
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Constrain Recognition
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How publics view obstacles that may stand in the way of a solution to a PR issue
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Level of Involvement
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How much an individual cares about an issue
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Persuasion
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communication process intended to change awareness attitudes or behavior
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Factors influencing PR Actions or Messages
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1 source
2 Message
3 Receiver
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Social Exchange THeory (persuasion and social influence)
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people think about consequences before acting and want low cost high rewards
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Diffusion of Innovations (persuasion & social)
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people accept ideas and information only after
-awareness
-interest
-evaluation
-trial
-adaption
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Social Learning Theory (persuasion & social)
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(Bandura) We learn new behaviors through observing others ex: video games commercials employee communication
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Uses and gratifications Theory (Mass Comm)
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people use different media for different reasons (not everyone will see your ad)
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Agenda Setting (Mass Comm)
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the media may not tell us what to think but they tell us what to think about (Chapel Hill) strong correlation between news reporter importance and what voters said was important
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Media Agenda
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topics chosen by media to report
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Agenda Building
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PRP influence media agenda through information subsidies
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Framing Theory
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The media tells us how to think by including or omitting certain phrases voices or perspectives
-War on Terrorism
-Affordable Care vs Obama Care
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Roles
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collection of daily activities that people perform
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technician role
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represents the craft side of public relations: writing editing taking hoots running events calling the media and handling communication
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manager role
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focuses on activities that help identify and solve public relations problems 3 roles:
-expert prescriber
-communication facilitator
-problem solving facilitator
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Models of PR
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-Press Agentry
-Public Information
-2 Way Asymmetrical
-2 way Symmetrical
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JOUR 201: Exam 3