Exam 1 notes - WIRTZ PDF

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8/27 1. IHOP / IHOb campaign represents now and future of PR and advertising campaigns/fields a. Advertising, social media (twitter, etc), media coverage b. Earned media: unpaid media coverage or publicity c. PR is unpaid publicity - Advertising is paid publicity 2. IHOP/ IHOb campaign based on publicity stunt a. Unexpected and or outrageous action designed to draw interest of media, general public i. advantages/ disadvantages of publicity stunts 3. PR is more than publicity stunts a. More than ‘spin’ b. More than nice clothes c. More than glad handing and ass kissing i. Wirtz initial reaction to campaign was negative 1. Why? Reinforced idea that adv/PR is only about publicity stunts, manipulating media 4. What does the client want? a. IHOP’s burger sales quadrupled after its controversial IHOb name change b. Will talk about different metrics in upcoming classes 5. Final comment: a. Among goals in class: i. Learn/improve ability to analyze situations ii. Identify advantages, disadvantages of action or response iii. Understand different ways to measure outcomes, show what we do matters 8/31 ● Strategic communication: providing info direct and indirect persuasive messages, awareness ● Mutually beneficial relationships ○ Criticism of PR: just doing things to get good press, don’t care about students, etc. Definition of PR ○ Organizations and their publics ■ Organization includes ● Business (for profit) -- Starbucks, Apple ● Non profit organizations -- charities, religious organizations ● Government -- federal, state, local ● ‘Organizations’ -- celebrities, bands, athletes ■ Publics include ● PRSA: groups of people who have the same type of relationship with an organization ● Kelleher text: groups of people with shared interest ○ Examples of publics at UIUC: athletes, students, alumni,

parents of students, donors, perspective students, employees ■ Advertising/Marketing - care about customers ■ PR - public communications - care about public (internal communication) - target and slice into smaller or seperate groups (i.e. students in different colleges) ○

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Some in PR differentiate between publics and stakeholders ■ Wirtz does not ■ Stakeholders: individual or group who have vested interest in an organization ■ Ex. Supposed UIUC move to Chicago ● Compare faculty, student to community, prospective students ■ Three additional comments on PRSA’s definition: ● 1. Wirtz: missing reputation management, managing an organization’s reputation, public perception of organization ○ Note: relationship management overlap but not same thing ● 2. Missing campaigns / missing how campaigns work today ○ Ex. Gini Dietrich (more later) ○ Definition doesn’t take into account how much PR works with advertising and marketing on campaigns ○ Recall: IHOP/IHOb ● 3. Missing the ‘management function’ of PR ○ Text definition (p. 3) ○ “Management of communication between an organization and its publics or PRSA definition“ Definition of PR (from PRSA): ■ “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” ■ But don’t forget: reputation management, integrated campaigns; PR as management

Model of Types of Media ● What is a model?: ○ Proposed framework that organizes a set of information ● PESO Model ○ Developed by Gini Dietrich: ■ Author of Spin Sucks book and blog ■ Co founder Armant Dietrich ○ Paid Media: ■ Classic definition of advertising: “paid placement of persuasive messages delivered via mass media”

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9/5 What is Distinct about PR?

Ads: TV, radio, print, billboard, signs, etc. but also product placements, targeted ads via search and social, promoted tweets, FB, etc. Earned Media: ■ Note: two definitions -- one correct, one common but incorrect ■ CORRECT definition: ● Positive unpaid media coverage (or publicity) for client or organization ● (almost always generated by efforts of PR agency or staff) ■ INCORRECT definition: ● Any unpaid media coverage -- positive or negative ■ Earned media example: Licki Brush “Lick your Cat. Like a Cat.” ● PDX pet design hires PR agency ● PR pitches story to local, national ● Journalists, editors read pitch; some like it and… but also, depending on organization or client, we may also pitch to blogs or bloggers, “influencers” -- often expect to be paid -- trade news, and entertainment media ■ Why do we call it earned media? ● To provide a counterpoint to paid media ● PR personnel often calculate advertising value equivalency ■ Comes back to earlier observations about PR ● How can we show what we do matters? Shared Media: ■ Media content that is shared by one user with other users in his or her social network ● Almost always via one of the social media platforms: FB, twitter, instagram, etc. ● BUT uses term shared because often share content via text, email. Owned Media: ■ Any type of media or channel platform where organizations have complete editorial control over content ■ Ex. company website, videos produced by organization

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Recall: ○ PR: strategic communication/ mutually beneficial relationships/ organizations and publics ○ Adv: paid placement persuasive messages/ brand identity and management ○ Marketing: 4 P’s -- product, price, placement, promotion

Four Distinct Roles for PR ● 1. PR looks inside and outside organizations ○ Sometimes use term ‘boundary spanners’ ○ PR acts as intermediary between external publics and internal publics ○ Common external publics ■ Media, customers (and potential customers), community, government, etc. ○ Common internal publics ■ Employees, management ● 2. Media relations ○ Media relations refers to the role of PR plays as an intermediary between an organization and the media ■ Will spend about three weeks on media relations and then go more in depth ○ Briefly: ■ a) respond to media requests, inquiries, questions, etc. ● Ex. request to interview CEO ■ Increasingly, use website (owned media) to facilitate this ■ b) use media to tell organization’s story ● Ex. facilitate media coverage ● Ex. pitch stories to media ■ c) prepare others to interact with media ● Ex. media training ○ One final comment: ■ In the past, traditional or mainstream media (MSM) was most important ● Ex. TV news, radio, newspaper, magazine ● NOTE: STILL important ● PAst: MSM most important ● However, increasingly new forms of mass media important ● Ex. blogs (individual, collective), social media personalities, influencers ● Note: paid vs. earned (will come back to this) ● 3. Dealing with crises ○ What is a crisis? ■ A major threat to an organization’s operations or reputation ■ Recall: Wirtz would add reputation management to PRSA definition ● What does PR typically do when there is a crisis? ○ a) coordinate response to media -- interview requests, press conferences,

etc. (IOW, media relations) b) develop talking points to influence, try to control media narrative c) use websites (owned media) and social media (shared) to provide information directly to publics ○ Post - Crisis ■ PR often responsible for reputation repair -- work on rebuilding trust of.. (depends on situation) customers, community, employees, government, etc. 4) Responsibility for owned media ○ Recall: owned media = organization has total control over content ■ Ex. annual reports, strategic plans, branded content (if giveaway) and website and social media ■ Includes writing and producing content; managing production; delivering to publics (old days: mailing; today: digital/online) ■ Additional comment on organizational websites ■ First, a metaphor (happier..now titanic) ○ a) comment on websites ■ We (PR) almost always responsible for website content (written, photos, video) ■ Sometimes we do design (depends) ■ Increasingly involve in SEO ■ Ask what message is the organization sending to our publics? ■ Does the website reflect the values of your organization? ○ b) comment on social media ■ Early days: PR owned social media ■ Challenge for organization is using social media to engage publics in meaningful way ■ For you: if positioning yourself in social media, what can you do that others can’t do? ● Social analytics? ● Sentiment analysis? ● Create content that engages publics? ○ ○ ○

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9/7 Specialized Roles ● A number of specialized roles associated with PR: ○ PR professionals often do them, but others do them as well ● Specialized roles associated with PR: ○ 1) Event planning ■ PR professional often plan events ■ Ex. banquets, speeches, open houses, homecoming, etc. ■ Wedding planning is NOT PR! ○ 2) Fundraising ■ Applicable to nonprofits (not VC)

■ Term/ field: development/development officer ■ Requires interpersonal skills, persuasion ○ 3) Photography and video production ■ Best class you can take: video production for non-journalism majors ■ So much communication today -- starts or ends with video ○ 4) Speech writing ■ Tend to think about politicians (BHO), but CEOs, board chair, etc. of any large company will have speech writer Overview of PR industry ● Estimated size of PR ● For US PR agencies: ○ Estimated $14 billion revenue in 2017 ○ PR as an industry is growing ● Big 5 PR agencies +1 ○ Edelman ○ Weber Shandwick ○ Burson-Marstellar (merging with Cohn) ○ FleishmanHillard ○ Ketchum ○ Hill + Knowlton ● Much of what we do in PR costs less relative to advertising, marketing ○ Saying: “Advertising you pay for, PR you pray for” ○ Advertising includes pass-through revenue for media sales 9/10 Overview of PR industry ● Projected growth of and desired skills in PR industry: ○ Information from 2016 USC Gap Report (Generally Accepted Practices PR) ○ Don’t worry about specific percents, just trends ○ Is PR growing? YES ● Most important skills in hiring ○ Writing, strategic planning, verbal communications, analytics, SEO (search engine optimization) ○ Companies are looking for people they can hire that optimize SEO ○ What do you do better than other people? ● ‘Average’ PR practitioner: ○ (From Bureau of Labor Statistics) ○ 13 years of experience ○ Average age: 39 ■ Advertising: 38 ○ Gender: 71% female ● Profile of PR practitioners: ○ About 2/3rds (67%) are college graduates ○ About half of college grads (or 33% of all PR) graduated with PR major

○ About 30% (of all practitioners) have master’s degree PR industry at a Glance ○ PRSA - Public Relations Society of America ○ PRSSA - Public Relations Student Society of America ○ IABC - International Association of Business Communicators ● Comments on Text ○ Ch. 1 ■ Similar to this first mini unit ■ 1) proactive vs. reactive public relations ● Proactive: when PR personnel do what we want, when we want ● Ex: Restaurant opening ○ Get to plan ahead, have press kit, invite media, etc. ● Reactive: when PR personnel have to react to external forces, we might have plan (crisis comm), but we did not choose when where, etc ● Ex.: tornado, chemical spill, employee does something… ● We want to be proactive but be prepared for reactive ■ 2) Public relations as a management function (p. 11) ● Central issue: PR practitioners want to be seen as more than just writing news releases and responding to crises ● Arthur PAge: ○ One of first PR practitioners in senior management of Fortune 500 company ○ Page argued PR should be management (will return to page) ■ 3) Dominant coalition: a group of people with greatest influence in how organization operates (p. 14) ● Important idea for organizations ● Always a small group of people with power in organizations -often related to title but not always ● Ex.: dean’s admin asst ■ Two final comments: ● 1) ethics theme throughout text ○ What should we do? -- as individual PR professionals and as a field? ● 2) voices from the field ○ Won’t ask question on these unless explicitly asked Mini Unit 2 ● History of PR field ○ Four models of public relations ■ Kelleher, ch. 2 ○ Early figures in PR ○ Modern figures in PR ●

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4 models of PR ○ Recall: what is a model? ■ Proposed framework that organizes of set of concepts, ideas ○ Grunig and Hunt (1984) ■ Four models that represented how PR is practiced ● Who initiates communication? ● What does the flow of information look like? ■ 1) publicity/press agentry: ● This is pre-PR as a field ● That is, focus was on generating media coverage ● Text: little concern for accuracy -- mostly concerned with using press to creative publicity ● Where we get the term ‘publicity stunt’ -- ex. IHOP/IHOb ● Communication initiated by organizations ● Messages flow one way -- from organization to media, then from media to public ■ 2) public information model: ● When PR starts becoming a field ● Difference between public information and press agentry is focus on truth ● That is providing truthful and accurate information to media ● Communication initiated by organization ● Messages mostly flow one way --from organization to media, then media to public ● Mostly = some research about public opinion Lesson 1 ○ For any media coverage, learn to think in terms of short term and long term effects ■ Short term effect will vary by situation; could be as short as a few weeks; usually not longer than 3 to 6 months ■ Long term: sometimes as short as 18 months; usually 2 to 3 maybe 5 years ○ Key point for PR practitioners: ■ Don’t get overly excited or overly anxious about short term effects (positive or negative) ■ Learn to think about long term effects, long term trends, what’s happening beyond this news cycle Lesson 2 ■ publicity /media coverage (positive or negative) often followed by behavioral response (usually short term) ● Likely reason why so many people believe / say “no such thing as bad publicity”

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Lesson 2 (continued) ○ Question is why behavioral response? ○ Answer: Not sure ■ Probably a combination of factors -- had been thinking (or had forgotten -where was that copy of ‘bad’), want to show support, feel like something being taken away, etc. Lesson 3: ○ In research, use term ‘boundary condition’ ■ What are limits on an effect? ○ There definitely is such a thing as bad publicity ○ For PR professionals: ■ Usually, we can repair damage to reputation, rebuild trust, restore stock price -- but it takes a lot of time and money ■ Good news--always have jobs! Lesson 4 ○ Everything is political now ■ That is, companies increasingly embracing (willingly or forced) public political positions ○ Context: ■ US has been undergoing this shift -- simultaneously ● For PR: ○ have to help clients navigate climate in which increasingly consumers want companies to express values, beliefs ● For You: ○ What do you value? What types of companies, clients, agencies, etc. do you want to work for? Lesson 5: ○ “Having said that..” ■ Lesson here -- beware the simple answer about media ■ ‘No such thing as bad publicity’ ■ Well, actually…. ○ Beware the simple answer about media coverage, publicity ■ Some positive effects, some negative ■ Some strong; some weak ■ Some short term; some long term ■ Our job is to analyze and make best recommendation

Four Models of PR (continued) ● 1. Publicity / press agentry ○ Communication initiated by organization ○ Messages flow one way -- organization to media, then from media to public ● 2. Public Information Model ● 3. Two way asymmetrical model ○ One of two models of ‘modern PR’

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Goal of PR is to persuade Use research to learn about publics so that organizations can persuade them Communication is usually initiated by the organization; when not, used by organization to influence public ○ Flow of information is two-way (org to public, public to org) but org is always trying to persuade 4. Two way symmetrical model ○ One of two models of ‘modern PR’ ○ PR as it should be practiced/reflects PRSA definition ○ Focus of PR is relationship building -- organizations see publics as more than just $$$ ○ Communication can be initiated by organization or publics ■ Organization set up systems to listen to publics ○ Flow of information goes both ways and sometimes organizations change based on what publics want ○ Wirtz (and others): Question ■ Can publics ever be equal with organizations given resources organizations have?

9/17 First unit test: FRI OCT 5th For now: definition of PR, PR industry, four models of PR Text: CH 1-3 Follow up: ● Everything’s political ○ Political environment in US (and also Europe) increasingly polarized (pre-Trump -- he ‘poured gas on the fire’) ○ Consumers increasingly make purchase decisions based on company values, political positions, etc. ○ Companies have choice: embrace, void ■ Michael Jordan - one of nike’s top spokes ppl --”Republicans buy shoes too” ● For PR: ○ A little: help clients understand political environment ○ A lot: help clients understand risks, rewards for ■ Political donation, staying silent, certain type of ad or choosing spokesperson,etc. ● Where we left off… ○ Four public relations models: ■ Wirtz (and others): Question ● Can publics ever be equal with organizations given resources organizations have? ■ Understand the basic idea of four models ■ Know that all four models are used today ● Many companies use combination

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Think about: how companies communicate with publics (not just customers) - always to convince, persuade? Or because publics matter? Key Early Figures in PR ● Three important or key figures in the history of PR ○ Describe a little about them ○ Identify 2-3 contributions each ● Ivy Lee (1877-1934) ○ Often referred to as ‘father of public relations’ ○ Note: some argue Bernays is the ‘father’ ○ Wirtz: kind of like argument over publics, stakeholders ○ Background: ■ was a journalist for several newspapers in New York in late 1800s/ early 1900s ■ Realized that almost no businesses had someone to represent position to press (Newspaper) ■ Quit job and went to work for railroad; later started ‘publicity bureau’ precursor to PR agency ○ CONTRIBUTION: ■ 1) credited w writing and sending the first news release ● News release = press release ● Pennsylvania RR company had trainwreck ● Lee wrote statement from company stating what had happened, what they knew ● Still use news release 100+ years later ■ 2) Ran one of first PR campaigns ● Early 1900s railroad rates for freight set by government ● Railroads wanted to raise rates; hired Lee (1913-14) ● Lee used media coverage, contacted legislators to advocate increase in rate ● Was successful -- media + lobbying ■ 3) Wrote out Declaration of Principles ● What publicity (later PR) should be: Advocate for client ○ But also do what’s right ○ Argued for honesty, transparency ○ Should treat workers w respect ○ Sets stage for modern PR ● Criticisms of Lee: ○ Criticized for being close to Rockefellers, other rich and powerful families ■ Doing ‘dirty work’ for the rich ○ Was investigated by House Special Committee on UnAmerican activities for work with German Dye Trust ○ Dies in disgrace ● Edward Bernays: (1891-1995)

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Like Lee, started out as a journalist Then worked at medical journal ■ Promoted study about syphilis; realized potential of publicity ■ Quit job and started own publicity firm CONTRIBUTION: ■ 1) credited w being first PR practitioner to use psychology to understand persuasion and apply to PR campaigns ● Uncle was Sigmund Freud ● Applied his theories to PR ● Key point: still today use psychological theories (not Freudian) ■ 2) First PR practitioner to use surveys as a method for measuring and understanding what people think and believe (attitudes and behaviors) ● Still use surveys (PR, advertising, marketing) today ■ 3) ran several very successful PR campaigns ● Ivy Lee ran one of the first ‘modern’ PR campaigns ● Bernays built his reputation on campaigns ● Refined Ivy Lee model to include research ○ Ex: bacon and eggs as “all American breakfast” ○ Changing instant cake mix to include adding egg ○ Safety and health benefit of fluoridation ○ And one of his most famous…. Lucky Strike Cigs changed the packaging to green used idea of “torches of freedom” growth of smoking w women ■ Criticisms of Bernays ● Amoral -- do what it takes to meet clie...