Pr – Flashcard

PR is value driven mangagment of relationship between an organization and the publics it effects the most

Research - learn about audience, client and situation Planning - devise strategies to meet communication needs Communication - spread the message through various outlets Evaluation - determine if the strategy(s) was effective

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Focus PR= many publics, including consumers Marketing = primarily consumers (four P's - product, placement, price and promotion) Adv= primarily consumers, but can be targeted at other publics (e.g. voters) Process PR= earned message placements Adv= paid message placements Marketing= paid message placements Results PR/Adv= change opinions and make publics aware of issues/products (not related to sales) Marketing= tied to sales Journalism [inform] = attempts to be objective, tell all sides of a story PR [persuade] = sometimes an advocate for the organization, sometimes an advocate for publics that relate to the organization (Key term = Relationship management) PR / ADV / MARK language differences - PR uses the terms "audience," "publics" and "stakeholders" - ADV / MARK use "targets," "consumers" and "customers"

IMC (Integrated marketing communications) - combines three disciplines mentioned above - creates a consistent image and message for an organization - budgets are distributed according to where the money will best be spent - many Advertising and PR people do not like the idea of being placed below marketing, the result is that some people call IMC "ISC," integrated strategic communications

Writing Skills Research Ability Planning Expertise Problem Solving ability Business/ Economics competence

10 Qualities Good Writing Intelligence Cultural Literacy Know a good Story When You See One Media Savvy Contacts Good Business Sense Broad Communications Experience Specialized Experience Avoid Career Cliches

- corporations (this is where you find the most PR jobs) - employee relations - government relations (public affairs) - media relations - community relations - consumer relations (marketing communications, marcomm) - investor relations (high salaries for these practitioners) - non-profit / trade associations - departments are identical to those in corporations, except investor relations is replaced with donor relations - government - voter relations - media relations - employee relations - job titles and departments will rarely have "PR" in their names due to the Gillette Amendment (funds must be earmarked for publicity purposes). This keeps voters from paying for propaganda campaigns to support a politician's ideas - agencies -job titles and levels vary (below are some examples) - assistant account executive - junior account executive - senior account executive - Vice president (lots of variety among job titles in this category) - President - There are also a number of specialist titles relating to industries, such as health care, transportation and crisis communications - there are also a number of fee structures used in agencies: - hourly (most common) - retainer (payments to keep firm on call) - fixed project (provide estimate and try not to go over) - pay for placement (really bad model - since message placements are earned, there is no way to assign a dollar value to them, some have tried to do this according to advertising prices, but you can't buy a placement in a news story) - individual consultants - These people usually work in a region for a number of years before they begin to work independently (years of networking) - Many have a specialization at first, and then grow their companies to become full-service - Lots of hours and hard work

ogos (an appeal to logic/reason) pathos (an appeal to emotion) ethos (an appeal based on the speakers character) [viewed as the most powerful]

..Christianity spread using many techniques that we would refer to as PR. much of the spread of Christianity was due to individual and public speaking, but was also spread using literature (propaganda) to "propagate the faith." Propaganda did not have a negative connotation until the Nazi's adopted it as a term related to the spread of their belief system.

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..- Press agentry (P.T. Barnum) - "publicity for publicity's sake," doesn't matter if the message contains lies, what matters is a good public image - Public information (Ivy Lee) - attempt to disseminate truthful, accurate information, but there usually isn't much feedback or input from the audience - Two-way symmetrical (Edward Bernays) - fosters a relationship with audiences, not only provides information but also listens to the audiences and responds

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acting upon beliefs of what is right and wrong

- the early publicists did not want more government control of business, and they openly mocked Roosevelt's power - Roosevelt was concerned about the amount of power a few large businesses had in America, so he changed the relationships among the White House and three publics: business, voters and the media he brought the media into the White House so they could cover stories (which evolved into the modern day press conference) he coined the term "bully pulpit," which referred to his ability to easily speak to the masses and influence them through the media (http://en.wikipedia.org/wiki/Bully_pulpit) he would bring journalists with him on trips to see various projects in progress around the country (which evolved into the press junket) ultimately, through his relationship with the media, he was able to increase government regulation of big business

- said, "credit and publicity go to those who do something first" - came to be known as the "champion of the working man" because he sought to reduce the price of his cars so that everyone could afford them the Model T was introduced at $950, seven years later it was selling for $360 this achievement could be viewed as an early form of what we now call Corporate Social Responsibility

- often associated with the press agentry model of PR (lies / distortion of truth) - believed in "publicity for publicity's sake" - created the Feejee mermaid (head of monkey attached to body of fish)

- the first PR practitioner to realize/explain that he had a responsibility beyond just making the client happy - he wrote a "declaration of principles," that was based upon his firm providing, "accuracy, authenticity and interest" - He said, "this is not a secret press bureau, all of our work is done in the open" - Lee is associated with the public information model of PR - his idea of accuracy was somewhat narrow - he often believed what his clients told him was the truth, when it wasn't - clients: Charles Lindburg, General Mills (Betty Crocker, Gold Medal Flour, Wheaties), Anthracite Coal Operators, Pennsylvania Railroad, John D. Rockefeller - convinced railroads to be open with the media after wrecks - improved Rockefeller's image after the Ludlow massacre - changed Rockefeller from a Robber Barron to a philanthropist - sometimes regarded as "Poison Ivy" due to his involvement with I.G. Farben, the German Dye Trust that operated during WWII - some see him as a Nazi sympathizer

President Woodrow Wilson established the Committee for Public Information before WWI - George Creel chaired the committee - Wilson wanted to suppress the media during the war, Creel believed in promoting the war effort - Most publicity materials focused on American power and buying liberty bonds - but some portrayed the Germans in a negative way - a speakers bureau was formed and included the four-minute men (they spoke during the intermission at movies)

- was a member of the Creel committee - known as a shameless self-promoter - known as the father of PR (due to the fact that he often said that he was) - nephew to Sigmund Freud (had a wide collection of books on psychology / sociology) - published Crystallizing Public Opinion in 1923 - the first book on PR - taught the first PR course in 1923 at NYU - created phrase "public relations counsel" - often associated with two-way symmetrical model of PR - Life magazine named him one of the most influential people of 20th century - wife = Doris Fleischman (some say she is the reason he was so successful - she was a brilliant practitioner as well) - clients: American Tobacco Company, Proctor and Gamble, CBS Radio, GM, Ivory Soap, General Electric - Famous events / campaigns: - Lights Golden Jubilee - Torches of Freedom - Venida Hair Nets - Calvin Coolidge

Objectivity v. Advocacy - debate centers around whether a PR practitioner should be more like a journalist or a lawyer (not possible to be one or the other) - adversarial society theory = a PR practitioner's job is to tell her side of the story, someone else needs to stand up and tell other side - problems with this theory: - treating employees as adversaries is not going to be beneficial - telling half-truths is not ethical - telling selective truths doesn't benefit two-way communication - The best answer to the above controversy is that PR practitioners are relationship managers - PR practitioners sometimes advocate for the organization, sometimes for the organization's publics

(Public relations Society of America) (International Association of Business Communicators)

Trade v. Profession A trade does not require any form of certification for someone to practice it. Therefore, PR is considered a trade. Being a doctor or lawyer requires certification, which makes these fields professions. - Edward Bernays and some other PR practitioners believed that PR should become a profession, specifically that there should be some form of government licensing process. The benefits would be that salaries would go up and practitioners would lose their right to practice if they behaved unethically (this would lead to more respectability). The downside is that this would interfere with the freedom of speech. If everyone needed a license to communicate with audiences, then very few people would have the power to reach an audience. accreditation (education) has been proposed by the PRSA (and other organizations) as a compromise pros = practitioners can attain more credentials (APR Certified) cons = no teeth (if you get kicked out of PRSA, you can still practice PR), the certification is largely unknown to most people who don't work in PR

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- Dilemmas (there are only a few choices, you must choose one) - Overwork (very common) - Legal/Ethical confusion (what is legal isn't always right, vice versa) - Cross-cultural ethics (gift-giving can be an issue here) - Short-term thinking (increasing profits for each business quarter v. long-term planning) - Virtual organizations (e.g., temporary partnership of law and PR firms, different value systems)

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Traditional management theory Divides an organization into line and staff functions. A line manager, such as a VP of manufacturing, can delegate authority, set production goals, hire employees, and directly influence the work of others. Staff people in contrast, have little or no direct authority. instead, they indirectly influence the work of others through suggestions, recommendations and advice.

4 Sources of Friction Legal, Human Resources, Ad and Marketing.

Its Cheaper. Most Frequently Outsourced Writing and communications Media relations Publicity Strategy and Planning Event Planning

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Pros Objectivity Variety Of Skills and Expertise Extensive Resources International Jobs Special Problem Solving Skills Credibility Cons Superficial Grasp of a Client's unique Problems Lack of Full Time Commitment Need for prolonged briefing Period Resentment by internal staff Need for strong direction by top management Need for full info and Confidence Cost

Hourly-Billed on the number of hours spent on a client's account. Retainer-Monthly charge billed to the client for ordinary administratie and overhead expense Fixed Project-Doing a Specific project for a Specific Price. Pay for Placement-Clients pay not for hours but for actual placement of articles.

What is the problem What kind of info is needed how will the results of the research be used What specific publics should be researched should the organization do the research in house. how will the research data be analyzed, reported or applied how soon will the results be needed how much will the research cost

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Secondary v. Primary research - secondary = usually free, information can be obtained immediately, someone else created it, however, it doesn't always fit your needs - primary = time-consuming, sometimes expensive, you must conduct it, but it exactly matches what your organization needs to know

Qualitative v. Quantitative research - Qualitative provides an indication of what a population thinks (individual insights) - Quantitative results can be generalized across a population (general information)

Focus groups - inexpensive, quick, sessions can provide an indication of what a population thinks Surveys - cheap to execute, responses are sometimes hard to get, can be generalized across a population if probability sampling is used (note: telephone surveys generally take less time to complete than those conducted online and in print)

- non-probability sampling = everyone in a population does not have an equal chance of being selected (results cannot be generalized, but they can provide an indication of what the entire population thinks) - probability sampling = everyone in a population does have an equal chance of being selected - types of probability sampling: - simple random (assign numbers to everyone, randomly select) - systematic (assign numbers to everyone, pick every Nth person) - cluster (divide into groups according to variables, randomly select even numbers from each group - census (select everyone to participate in the study)

the same study is routinely conducted, allows researcher to see trends

allows a researcher to place (buy) a few questions that will be distributed across a population - This saves money because the researcher doesn't need to conduct the entire survey

researcher tests two different messages in two similar populations, allows a communicator to refine the message for maximum impact

researcher examines all of an organization's communications and evaluates how close they are to the organization's goals and objectives

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Situation Objectives Audience Strategy Tactics Calendar/timetable Budget Evaluation

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There are two types of objectives that can be written for plans: Output example: To distribute 300 newsletters to Richmond nonprofits by May 3, 2010. Outcome example: To increase awareness by 30 percent among Richmond business professionals of the Strategic Public Relations Master's program by May 3, 2010.

standing = same plan is executed every year - ad hoc = for one purpose only (e.g., 100th anniversary party of organization) - contingency = usually emergency plans (e.g., airlines have these for hijackings)