JOURN 4256: EXAM 1
145 Cards in this Set
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Greek use of PR
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carved messages on stones near watering holes to demoralize the Ionian fleet
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Alexander the Great & PR
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publicized his battlefield victories by sending glowing reports back to Macedonian court
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India/Emperor Asoka & Pr
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communicated with his subjects through messages on large stone pillars erected at major crossroads
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Rosetta Stone
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basically a publicity release touting an Egyptian pharaoh's accomplishments
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Ancient Olympic games & pr
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promoted to enhance the aura of athletes as heroes
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Julius Caesar & PR
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first politician to publish a book, which he used to further his ambitions to become emperor of the Roman empire
-organized elaborate parades when he return from successful battles
-posted public proceedings on walls throughout the city
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Saint Paul/ NT & PR
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used speeches, letters, staged events and similar pr activities to attract attention, gain followers and establish new churches
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The Middle Ages & PR
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-roman catholic church/pop urban II used symbolism, staged events and propaganda to persuade thousands to join the crusades
-church among the first to use the term "propaganda"
-bankers practiced investor relations
-catholic bishops sponsored artists
-Gutenberg developed the printi…
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Colonial America & Pr
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-Sam Adams aka "father of press agentry" organized rallies and demonstrations
-Boston Tea Party publicized protest against taxes
-labeling of the boston massacre
-Tom Paine's "Common Sense" pamphlet
-Federalist Papers supporting constitution
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1800's & PR
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-golden age of the press agent
-period of hype
-glorified Davy Crockett, Buffalo Bill, Annie Oakley, and Daniel Boone
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Legacy of PT Barnum
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-used flowery language, exaggeration, controversy, massive advertising, and publicity to promote his various attractions
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Western Movement & PR
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land speculators distributed pamphlets to create interest
-"downright puffery, full of exaggerated statements, and high-wrought and false colored descriptions."
-American railroads used extensive pr and press agentry to attract settlers/ expand operations
-Burlington and Missouri Rai…
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Amos Kendall
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-former kentucky newspaper editor
- member of president andrew jacksons kitchen cabinet
-probably the first presidential secretary
-interpreted jacsons ideas into speeches and news releases
-wrote glowing articles
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Womens Christian Temperance Union
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used a variety of PR to ban alcohol and promote suffrage.
-distributed kids and fact sheets to press
-established coffee houses
-held demonstrations in front of liquor stores
-door to door to persuade voters
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Anti saloon league of america
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used pamphlets, posters, lectures and lobbying
-lead to prohibition
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Ida B. Wells
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born a slave
-refused to move when a railroad conductor ordered her to give up her seat
-owned and edited an anti segretationist newspaper
- a founder of the NAACP
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John Muir
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lifelong quest was to protect wilderness areas and establish national parks
-wrote books and mags., sent telegrams, lectured
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John Wannamaker
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-one of first major retailers to use the tactics of pr to attract customers
-published a free magazine for customers
-used image ads about the quality of merch and service in stores
-organized a lecture bureau
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early corp. initiatives/ macys
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-introduced first christmas window in 1870 to attract the public to store
-creation of macys thanksgiving day parade
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westinghouse corporation
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established the first in house publicity dept. to promot alternating current
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in 1897 the term Public Relations...
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first used in a company listing by the Association of American Railroads
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1900s & Pr
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emphasis shifted from hype and press agentry to the idea that facts and information were more effective strategies
-the new field attracted journalists
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Ivy Lee
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eading pioneer in public information approach
-first convinced railroad clients to operate publicly instead of secretly
-the first known instance of a pr person being placed at the management level
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Ivy Lee's four contributions to PR
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1) the concept that business and industry should align themselves with public interest
2) carrying out no program without the active support of management
3)maintaining open communication with the news media
4)necessity of humanizing business and bringing pr down to the community level
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Edward Bernays
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-father of modern pr
-emphasized the idea of scientific persuasion
-listening to the audience for feedback
-created two way asymmetric model
-clients included:
*Ivory soap
*american tobacco company
*golden jubilee
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George Creel
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hired by pres woodrow wilson to organize a massive pr effort to unite the nation and influence world opinion during WWI
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Arthur Page
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VP of AT&T
-credited w. the idea that pr should have an active voice in higher management
-believed a companys performance, not press agentry, comprises its basis for public approbal
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Benjamin Sonnenberg
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suggested that Texaco sponsor performances of the Metropolitan opera on national radio
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Rex Harlow
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father of pr research
-first full time pr educator
-professor at stanford
-founded the American council of PR (now PRSA)
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Leone Baxter
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founded first political campaign management firm in US
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Warren Cowan
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one of first PR men to serve the movie industry
-invented the oscars
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Eleanor Lambert
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-the grande dame of fashion pr in america
-compiled the best dressed list for 62 years
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Elmer Davis
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head office of war information during wwII
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Moss Kendrix
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credited with being the first african american to acquire a major coporate account, Coke.
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Henry Ford
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used the notion of positioning and being accessible to the press
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Samuel Insull
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created a monthly customer magazine, issued a constant stream of news releases and used films for pr purposes.
-started the bill stuffer
-worked for the chicago edison company
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Teddy Roosevelt
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first president to make extensive use of news conferences and press interviews
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What is PR?
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damage control
-relationship management
-image/ brand management
*PR Solves the kinds of problems that cant be addressed with advertising `
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PR Process
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-policy formation
-programming
-communication
-feedback
-program assessment and adjustment
AKA RACE (research, action, communication, evaluation)
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PR vs. Journalism
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scope-PR has many components; journalism has 2
objectives- journalists are objective observers; pr personnel are advocates
audiences- journalists focus on a mass audience; pr pros focus on defined publics
channels- journalists use one channel; pr uses variety
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PR vs Advertising
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-advertising= mass media; pr= variety of tools
-advertising targets external audiences; pr targets specialized audience
-advertising = a tool; pr= supports campaign
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PR vs marketing
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PR is the "fifth p" in marketing strategies
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8 ways PR supports Marketing
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Develop new prospects
-Fosters 3rd party endorsement
-Generates sale leads
-Paves way for sales calls
-Stretches $$
-Provides extensive literature
-Establishes credibility
-Helps sell product.
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Key skills
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writing skill
-research ability
-planning expertise
-problem solving ability
-business economics competence
-expertise in social media
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value of pr
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the world doesnt need more information, but sensitive communicators to interpret its relevancy for people
-pr practitioners explain the goals and objectives of clients and employees to the public and provide them with guidance
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Evolution of PR
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in the past... word of mouth, posters/books/printed proclamations, press release/newspapers, radio, tv
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PR today
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-press release
-video news release
-audio news release
-PSA
-website
-seo
-blogging
-social media
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ethics
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moral philosophy
-no specific rules and policies in general
-should comply with accepted societal norms and cultural values
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bottom line
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addresses questions about how we should behave based on right and wrong
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PR professionals have the burden of making ethical decisions that consider....
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the public interest
-the employers self interest
-the standards of the pr profession
-their personal values
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Professional PR orgs
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PRSA
-PRSSA
-IABC
-IPRA
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codes of conduct
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various groups have codes of conducts for specific situations, including distribution of
*financial info
*video news releases
*internet transparency
*corporate practice
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What can you do?
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education- formal training in pr
training-continuing education/update skills
literature- books, white papers, journals, etc
research- evaluating programs/campaigns
-code of ethics- guide work by standards that generate trust and credibility
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dealing with media ethically
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honesty doesnt mean answering every question asked
3 areas of concern:
*gifts w. journalists
*linking ads with news coverage
*transparency and disclosure issues
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Red flags
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-anonymous internet postings
-front groups
-truth in wartime communications
-overstating charges or compensation for work performed
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First step in any pr effort
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provides info to understand audience
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Where to begin
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-ask questions
-what is problem
-what info do i need
-how will results be used
-what is target audience
-in-house or external research
-how do i want to use findings
-whats the deadline
-whats the cost
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How can I use research?
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-formulate strategy
-test messages
-keep up with target audience
-check on your competitors (SWOT analysis)
-measure success
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Research options
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-Academic rigor (tried and true theories, evidence based, could be used in journal)vs. casual/informal(observational in nature- less researched)
-primary vs secondary
-qualitative vs quantitative
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Secondary
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analyze data collected by someone else
-archival research
-library and online databases
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Primary
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you create and conduct research yourself
-surveys, focus groups, etc
-divided into qualitative and quantitative
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Qualitative
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in depth understanding of human behavior
-words not numbers
ex: content analysis, interviews, copy testing
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Quantitative
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seeks understanding of human behavior through numbers
-polls and surveys
-two major factors
*random sampling
*sample size
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Creating Questions
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carefully consider wording
-avoid loaded questions
-consider timing and context
-avoid the politically correct answer
-give a range of possible answers
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AVOID
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survey fatigue
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Reaching your audience
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-direct mail
-phone
-interviews
-web
-email
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Evaluation
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how is everything were doing working?
-the systematic assessment of a program and its results
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why?
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-helps improve things as you go along
-keep client up to date
-shows the value of your work
-required in the grant world
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20-80 rule
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20% of effort yields 80% of all results
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Common evaluation myths
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-its useless
-proves success or failure
-unique, hard to do
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Basic Eval
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measuring
-how many papers ran our stuff
-how many showed up to our event
-facial cues- what kind of reactions
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Exposure
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-reach of media
-systematic tracking
-ROI- return of investments
-Advertising value equivalency
-going beyond "likes"
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Audience Awareness
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-changes in awareness, behavior and knowledge
-statistical analysis of variance
-typically need pre and post measurements
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Verb Campaign
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-nation wide anti obesity campaign
-aimed at tweens
-measured exposure through use of verb ball
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Need to evaluate on a regular basis
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-all communication activities
-at least once a year
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News letters/ publications
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evaluate:
-reader perceptions
-degree to which stories are balanced
-which stories have high reader interest
How?
-content analysis
-readership interest surveys
-article recall
-advisory boards
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Other methods
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-pilot tests and split messages (A/B testing)
-companies test the message and key copy points in selected cities to learn how
-media accepts message
-the public reacts
"research is formalized curiosity. It is poking and prying with a purpose."
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Planning for a PR campaign
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remember two things
-credibility
-confidence
*both are essential before starting any campaign
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Steps
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-start with research
-situation and SWOT analysis
-planning
-implementation
-evaluation
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Situation and SWOT analysis
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organize thoughts in 4c's
-company
-category
-consumer
-competition
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SWOT
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-strengths
-weaknesses
-opportunities
-threats
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Company
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basics
-mission statement
-what is the stated vision for the co.
-why was company started
-core values
-core competencies? Are they knows for something?
-Financial: what are the key drivers of revenue?
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Business strategy
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-what business does the client believe they are in?
-what category?
-who /what is the comp?
-perceived competitive advantages
-important lessons from successes or failures in the past
-ask for proprietary research studies
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Category
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-identify economic trends
-health of category? growing?
-what type of category is it? Mature? Emerging?
-How might this impact your efforts
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How is product typically marketed within the category?
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-what are the usual marketing tactics?
-does everyone in category market alike?
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What external factors might impact the category?
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-seasonality
-weather
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Consumer
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-Begin with relevant trends (societal, lifestyle)
-how do consumers respond to category? (loyal, switchers, deal/variety seeking)
-Who are current customers?
-are they most profitable?
-what is purchase cycle?
-how does decision process work?
-what can you identify about the purcha…
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Competition
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be sure to look at direct and indirect competitors (often tells you where industry is going)
-what are they selling? Dissect strategies
-try to summarize what the competition is doing and why
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Planning
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2 approaches
-management by objective
-strategic planning model
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Planning should...
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-set your work plan for campaign
-help avoid drift
-includes timeline
-individual tasks
-set budget
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8 basic elements of planning
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-situation
-objectives
-audience
-tactics
-calendar/timetable
-budget
-evaluation
Audience is CRITICAL to any pr effort
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Budget
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-2 categories
*staff time
*out of pocket expenses (stuff)
-staff takes 70% of budget
-out of pocket include collateral materials
-allow 10% for unexpected costs
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In order to communicate effectively.. know:
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-what comm channels audience uses
-how to use those channels for biggest impact
-how audience processes info
-what would change your audiences perceptions of the problem/goal
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Know you objective
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-know what you want to achieve
Do you want to...
-make aware of message
-gain acceptance
-change their attitude/behavior
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5 step process of adoption
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-awareness
-interest
-evaluation
-trial
-adoption
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Different types of people for message adoption
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-innovators
-early adopters
-early majority
-late majority
-laggards
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When testing messages, ask audience if the message is
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-appropriate
-meaningful
-memorable
-understandable
-believable
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clear communication elements
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-provide info in the form and with context that is accessible to specific audiences based on cultural competence
-incorporating plain language approaches and new technologies
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Why plain language?
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-improve communication
-less time to read and understand
-avoids confusion for the audience
-saves time and money
-improve reader response to messages
-avoid creating barriers
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Key literacy findings
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-average person in the us reads at 8/9th grade level
-problem: avg. science story is written at 12th grade level
-this means the avg. person doesnt understand most stories about health and science
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Flesch-Kincaid Readability Test
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-part of microsoft word
-developed through contract with the US navy in 1975 to access difficulty of technical manuals
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Know your audience!!!
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-large type for seniors
-cultural awareness with messaging
-using correct language
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Practice avoidance
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avoid:
-jargon
-cliches
-euphemisms
-discriminatory language
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Be believable
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make sure sources are credible
-variables in believability:
-sleeper effect
-context
-audience predisposition
-creating cognitive dissonance
-circumstances have changed
- developments
-unexpected spokesperson
-get audience interest/concerned about th…
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Be memorable
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repeat, repeat, repeat
-tell message in a variety of ways
-introduce idea, remind of idea, end with idea
most important thing... KNOW YOUR AUDIENCE
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6 principles of sticky ideas
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-simplicity
-unexpectedness
-concreteness
-credibility
-emotions
-stories
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Three plots of good stories
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-challenge
-connection
-creativity
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Public Opinions
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-opinions on controversial topics should not be isolating
-elusive and difficult to measure
-the collective expression- binds individuals into a group
-formed by people who have a vested or self interest in an issue
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How does it work?
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issues of contention
-doesnt have to be the majority
-often small, vocal minority
-press can perpetuate it by looking for sources from both sides
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Opinion leaders
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catalysts of formation regarding public info
-knowledge and ability to articulate ideas about specific info
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Sociologists description of an opinion leader
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-highly interested in subject
-better informed than avg person
-avid consumers of mass media
-early adopters of new ideas
-good organizers , get people to take action
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Types of leaders
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formal opinion leaders/leadership position= power
-informal opinion leaders
-influentials
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Life cycle of public opinion
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-define issue
-involve opinion leaders
-public awareness
-gov't/regulatory involvement
-resolution
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two step model
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face to face mostly
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multi step flow model
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opinion makers take info and share to public
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n step theory
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-individuals are seldom influenced by one person
-many opinion leaders and influences
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The role of mass media
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-via mass media, PR practitioners become major players in forming public opinion
-often provide the mass media with facts
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Agenda setting
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someone deciding what stories go in paper
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Framing theory
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media and audience framing- influence interpretation
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Conflict theory
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analyzes the conflict of goals and values
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How PR fits in
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use of persuasion
-change or neutralize hostile opinions
-conserve favorable opinions
-crystallize latent opinions
-persuasion in negotiation
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Formulating persuasive messages
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-yes-yes
-offer structured choice
-seek partial commitment
-ask for more, settle for less
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Research says...
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positive better than negative
-radio and tv> print
-emotion and fear are good for low interest
-logic better emotion for the highly educated
-altruistic need good motivator
-celebs are good when...
-low involvement
-simple theme
-video is used
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6 principles of persuasion
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-liking- people like those who like them
-reciprocity- ...repay in kind
-social proof-...follow the lead of others
-authority
-scarcity
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Factors in persuasion
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audience analysis
-psychographics
-source credibility
-problems with celebrities?
-appeal to self interest
-clarity in message
-timing and context
-audience participation
-calls to action
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8 motivational appeals
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power
-respect
-well being
-affection
-wealth
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Persuasion in messages
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-drama
-statistics
-surveys and polls
-examples
-testimonials
-endorsements
-emotional appeals
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random notes
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-research shows that stats get people thinking analytically, not emotional
-once you switch brain for analytics, you turn off emotion. hinders ability to feel
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Limits of persuasion
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lack of message penetration
-completing messages
-self selection
-self perception
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Ethics
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a pr pro should be more than a hired gun
-persuasive messages require truth, honesty, and candor
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Reaching diverse audiences
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-messages need to be targeted to resonate with different groups
-there is no ONE audience
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A multicultural nation
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-must understand diversity to know how to reach audience
-targeting critical
-segmentation makes it easier to do our jobs
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Areas of diversity
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-race/ethnicity
-age
-gender
-religion
-economics
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Hispanics
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-fastest growing group
-increasingly targeted by PR campaigns
-represent >20 nations
-prefer ads and other materials in spanish (duh?)
-huge increases in spanish language media
-radio important
-use of digital/social media targeting expanding
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African Americans
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-40+ mil
-# of black households w/ $75k + income risen to 2.5 mil
-affluent blacks more likely to spend on fashion, toiletries, cosmetics and cruises
-black media less extensive
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Asian american
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-generally most affluent and well educated minority group
-median household $65k
-17 major asian groups- each with own culture/language
-cali home to 70% of the nations 650 asian american focused tv radios and newspapers
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Gen Y
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-born after 1980
-children, teens, college students influence their parents buying decision
-major consumers of digital media
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baby boomers
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-born between '46 and '63
-spend on consumer goods
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Seniors
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men and women 65+
-demand high value from purchases
-ignore fads
-voters
-volunteers
-health conscious
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Women
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80% of household purchase decisions
-super consumers who use social networks
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LGBT
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gay/lesbian community
-8% of population
-high brand loyalty
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8 words to avoid with lgbt
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-lifestyle
-sexual preference
-choice
-homosexual
-alternative
-tolerance
-special rights
-friend
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Cultural sensitivity
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-do your hw
-understand the culture
-know the difference w/in ethnicities
-take advantage of expertise in minority media outlets
-focus groups critical
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Tailoring
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-combo of info or change strategies intended to reach one specific person, based on characteristics that are unique to that person
Whats the point?
-take a general message and make it relevant on a personal level to an audience or individual to change behavior
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steps in tailoring
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-research
-audience
-objectives
-pilot
-implement
-evaluate
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JOURN 4256: EXAM 1