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ADPR 3850 TEST ONE NOTES_ 1 ADPR 3850 TEST ONE NOTES CHAPTER ONE: What is Public Relations? The Challenge of PR:  Public relations is well established in the United States and throughout the world. o Growth is strong in Europe and Asia, particularly China  Common terms in most definitions of PR are o Deliberate o Planned o Performance o Public interest o Two-way communication o Strategic management function  Organizations use a variety of terms to describe the Public Relations function, calling it corporate communications, public affairs, communication, and even external affairs o Less flattering terms used in the media include flack and spin doctor Public Relations as Process:  RACE acronym: Research, Action, Communication, and Evaluation o The process is a constant cycle; feedback and program adjustment are integral components of the overall process  Public Relations work includes work includes the following specializations: o Counseling o Media relations o Publicity o Community relations o Governmental affairs o Employee relations o Investor relations o Developmental/fundraising o Special events o Marketing communications  Public relations is a distinct discipline separate from journalism, advertising, and marketing o Although the discipline shares basic concepts of effective communication, public relations is much broader in scope and works to build relationships with multiple publics  An organization’s goals and objectives are best achieved by integrating the activities of advertising, marketing, and public relations to create a consistent message o Integration requires teamwork and the recognition that each field has strengths that complement and reinforce one another A Career in Public Relations  The recommended path to a career in public relations is to major or take courses in the subject o Journalism majors and communications majors, however, are also attracted to the field o Students, in addition to having excellent writing skills, should also take courses in management, marketing, and economics  Those who plan careers in public relations should be competent in the following areas: o Writing o Research o Planning o Problem solving o Business/economics o Social media

ADPR 3850 TEST ONE NOTES_ 2 Students should participate in internships throughout college as part of their professional training o Paid internships are the most desirable  Entry-level salaries are higher in Public Relations than in many other communication fields o An entry-level person can earn a salary in the $30,000 to $40,000 range  More experienced can earn a salary in six figures 1. How many people are estimated to work in public relations around the world? 

2. Is PR growing as a field in terms of employees and revenues?

3. What key words or phrases are found in most definition of PR?

4. What does the acronym RACE stand for?

5. PR is described as a loop process. What makes it a loop rather than a linear process?

6. Review the U.S. Labor Department’s description of a PR manager and specialist on pages 3-4. Did it change your initial perception of PR as a field?

7. What are the components of basic PR practice?

8. What other terms are used by organizations to describe the PR function?

ADPR 3850 TEST ONE NOTES_ 3 CHAPTER TWO: The Evolution if Public Relations Early Beginnings  Although PR is a 20th-century term, the roots of the practice go back to the ancient empires pf Egypt, Greece, Rome, and India  The Catholic Church in the Middle Ages, as well as Martin Luther in the reformation, extensively used public relations tactics to promote their respective points of view  Private companies attracted to immigrants to the New World through promotion and glowing accounts of fertile land o The American Revolution, in part, was the result of such staged events as the Boston Tea Party and the writing of the Federalist Papers The 1800s: The Golden Age of Press Agentry  P.T. Barnum, the master showman of the 19th century, pioneered many techniques that are still used today in the entertainment industry  The settlement of the West was due in large part to promotions by land developers and American railroads  The first presidential press secretary dates back to the administration of Andrew Jackson in the 1820s  Social movements for women’s rights, racial equality, prohibition, and preservation of wilderness used multiple tools of publicity to influence public opinion  The Wanamaker department store in Philadelphia and Macy’s in New York were the first to use PR techniques to attract customers in the 1870s  The United States adopted alternating current (AC) in the 1890s, partly as a result of a successful public relations campaign by George Westinghouse, who competed with Thomas Edison’s advocacy of direct current (DC) 1900-1950: The Age of Pioneers  Ivey Lee and Edward Bernays are considered to two outstanding pioneers who did much to establish the foundation for today’s PR practice  Another visionary who dominated the field is Arthur W. Page, probably the first practitioner to establish PR as an integral part of high-level corporate management  The pioneers also included a number of colorful personalities, including Hollywood publicist Warren Cowan and fashion publicist Eleanor Lambert 1950-2000: Public Relations Comes of Age:  The field of PR greatly expanded after World War II as a result of changes in American society. These changes included urbanization, the development of mass media including television, and the overall expansion of business  The concept of public relations as just media relations and publicity began to shift; the concepts of “reputation management” and “relationship building” became more prominent in the literature and in practice  Public relations matured as a management function at the highest levels of the organization  Public Relations, traditionally a male domain, experienced the massive influx of women into the field, to the point that an estimated 70% of today’s public relations practitioners are female 2000 to the Present:  Public Relations, in the era of the Internet and social media, places increased emphasis on listening, engagement, and dialogue with respective publics  Current, ongoing trends in public relations include the effort to have a more diverse workforce, practice on a global scale, and the revolutionary shift from traditional mass media to digital media, including the Internet and social media  The concept of corporate social responsibility (CSR) and the necessity for transparency become mainstream in terms of widespread acceptance by all organizations 1. The roots of public relations extend deep into history. What were some of the early antecedents to today’s public relations practice?

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2. Name and briefly describe the five major historical themes pf PR through the centuries.

3. The Boston Tea Party has been described as the “greatest and best-known publicity stunt of all time.” Would you agree? Do you feel that staged events are a legitimate way to publicize a cause and motivate people?

4. Which concepts of publicity and PR practiced by P.T. Barnum should modern practitioners use? Which should they reject?

5. What are the four important contributions Ivy Lee made to public relations?

6. Arthur W. Page enunciated six principles of PR management. Do you think these “principles” are as relevant today as they were in the 1930s?

7. Summarize the major developments in the philosophy and practice of PR from the 1950s to 2000. In what way have they changed since 2000?

8. James Grunig outlined four models of PR practice. Name and describe each one. Do the models help explain the evolution of public relations theory?

9. Describe several recent trends in the PR field that will shape the field in the next five years.

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ADPR 3850 TEST ONE NOTES_ 6 CHAPTER THREE: Ethics and Professionalism Understanding Ethics and Values:  Ethics is the study of how we should behave. Values drive our actual behavior in a given situation  It is possible to be an advocate and conduct yourself in a manner that is honest, open, and fair  Society understands that the advocate is operating within an assigned role, much like a defense lawyer has an assigned role in court The Role of Professional Organizations:  Group such as PRSA, IABC, and IPRA play an important role in setting the standards and ethical behavior of a profession  A major mission of professional groups is to provide continuing education to its members and to raise standards in the industry Professional Codes of Conduct  Virtually all professional organizations have published codes of conduct that set standards for professional behavior  There also are specialized codes of conduct for such areas as financial relations, production of video news releases, and working with bloggers and social media networks Other Steps toward Professionalism  An occupation becomes a profession through an evolutionary process that involves many steps including the acceptance of professional standards by practitioners with no formal training in the field  PR can be considered a profession in several ways o It has a body of knowledge, is now widely accepted as a discipline in colleges and universities, and has academic centers for research  Major groups such as IABC and PRSA have accreditation programs in which members submit work portfolios and pass oral and written exams  True public relations professionals have a loyalty to the standards of the profession and the public interest Ethical Dealings with the News Media  Both public relations and journalism groups condemn gift giving to journalists because the practice undermines the media’s credibility and the public’s trust  Other ethical issues that may come up when dealing with media include advertising influencing news coverage and the lack of disclosure about the affiliation of celebrities on television talk shows

1. Can a public relations person be an advocate for a cause and still be ethical? What is the concept of role differentiation?

2. What role do professional organizations play in setting the standards of public relations practice?

3. Describe, in general, the activities of PRSA, IABC, and IPRA.

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4. A number of professional groups have codes of ethics. What are some common characteristics of these codes?

5. How should companies respond to critical consumer reviews on such sites as YELP and TripAdvisor?

6. What ethical rules apply to Internet public relations and participation in social networking sites?

7. Is public relations a profession?

8. In what ways do the concepts of “careerism” and “technician mentality” undermine the concept of public relations as a profession?

9. What is the accreditation process in public relation?

10. What is the difference between certification and accreditation offered by various organization such as PRSA?

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11. What is a “front” group? Why are they considered unethical?

12. Should PR personnel give gifts to journalists?

13. What is the concept for “play-for-play”? Who’s more unethical: the public relations person who offers the cash, or the journalist who accepts it?

14. Should celebrities who appear on television talk shows disclose what a company or organization is paying them to appear?

ADPR 3850 TEST ONE NOTES_ 9 CHAPTER FOUR: Public Relations Departments and Firms Public Relations Departments  Most organizations have a public relations department, which is often called corporate communications  Organizations, depending on their culture and management, structure the public relations function in various ways  Public relations professionals often serve at the tactical level, but others are counselors to the top executive and have a major role in policy making  In management theory, public relations is a staff function rather than a line function Public Relations Firms  Firms come in all sizes, are found worldwide, and provide a variety of services  Many large, international firms are part of giant communication conglomerates  The advantages of using outside firms include versatility and extensive resources  Revenues primarily come from changing a basic hourly fee, plus out-of-pocket expenses 1. In what ways do the structure and culture of an organization affect the role and influence of the public relations department

2. What are the top five activities of a public relations department, according to a survey by CCI?

3. Name and describe the four job levels in PR?

4. What is the difference between a line function and a staff function? To which function does PR belong, and why?

5. Why is a compulsory-advisory role within an organization a good role for a PR department to have?

6. What four areas in an organization have the potential for friction with the PR department?

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7. Name at least seven services that a PR firm offers clients.

8. What are the four largest communications conglomerates in the world?

9. How important is international business to American public relations firms?

10. What are the pros and cons of using a public relations firm?

11. What are the standard method used by a public relations firm to charge for its services?

ADPR 3850 TEST ONE NOTES_ 11 CHAPTER TWELVE: Public Relations and the Law A Sampling of Legal Problems  There are a number of ways that a public relations practitioner may get caught up in a lawsuit or a case with a government regulatory agency  Practitioners may also be held legally liable if they provide advice or support the illegal activity of a client Libel and Defamation  Libel and slander are often collectively referred to as defamation  Defamation involves a false and malicious (or at least negligent) communication with an identifiable subject who is injured by loss of money, by loss of reputation, or through mental suffering  Libel suits can be avoided through the careful use of language  Some offensive communications, such as negative reviews by a theater critic, fall under “fair comment” defense Invasion of Privacy  When publishing newsletters, companies cannot assume that a person waives his or her right to privacy just because of his or her status as an employee  Companies must get written permission to publish photos or use employees in advertising materials, and they must be cautious in releasing personal information about employees to the media Copyright Law  Copyright is the protection of creative work from unauthorized use  Published works are by definition copyrighted, and permission must be obtained to reprint such material  The “fair use” doctrine allows limited quotation, as in a book review  Unless a company has a specific contract with a freelance writer, photographer, or artist to produce work that will be exclusively owned by that company (a situation called work for hire), the freelancer owns his or her work  New copyright issues have been raised by the popularity of the Internet and the ease of downloading, uploading, and disseminating images and information Trademark Law  A trademark is a word, symbol, or slogan identifying a product’s origin that can e registered with the U.S. Patent and Trademark Office  Trademarks are always capitalized and used as adjectives rather than nouns or verbs  Companies vigorously protect trademarks to prevent their becoming common nouns  One form of trademark infringement may be “misappropriation of personality,” the use of a celebrity’s name or image for advertising purposes without permission Regulations by Government Agencies  Commercial speech is regulated by the government in the interest of public health and safety, and consumer protection  Regulating agencies include the Federal Trade Commission (FTC), the Securities and Exchange Commission (SEC), the Federal Communications Commission (FCC), the Food and Drug Administrations (FDA), and the Equal Employment Opportunity Commission (EEOC) Corporate Speech  Organizations have the right to express their opinions and views about a number of public issues  Federal election rules now allow direct corporate support of candidates for office  However, there is still some blurring of lines between what is considered “commercial speech” and “free speech,” as illustrated by the Nike case Employee Speech  Employees are limited in expressing their opinions within the corporate environment  Employee e-mail and surfing the Internet are subject to monitoring  Employees can be fired (or former employees sued) for revealing trade secrets or harassing fellow employees Liability for Sponsored Events  Plant tours, open houses, and other promotional events raise liability issues concerning safety and security  Liability insurance is a necessity  Permits may be required for the use of public streets and parks and for serving food and liquor

ADPR 3850 TEST ONE NOTES_ 12 The Attorney/Public Relations Relationship  A cooperative relationship must exist between public relations personnel and legal counsel to handle today’s challenges  Both groups should report to the same top executive and be represented on key committees  Public relations practitioners should also be aware of legal concepts and regulatory guidelines and receiving briefings from the legal staff on impending developments  A new practice area is litigation public relations 1. How can a public relations person take precautions to avoid libel suits?

2. What is “fair comment”? are there any limitations to it?

3. What information can you provide when the media call about an employee?

4. Is it essential to formally copyright all public relations materials? Why or why not?

5. What rights do freelance photographers and writers have regarding ownership of their works?

6. What is the difference between copyrighted and trademarked material? How do public relations help protect each?

7. Give an example of “misappropriation of personality”.

ADPR 3850 TEST ONE NOTES_ 13 8. What should public relations people know about the Federal Trade Commission? The Securities Exchange Commission?

9. Why should public relations practitioners be concerned about employee speech?

10. What is privilege from a legal perspective? When, if ever, might it apply to public relations counsel?...