Principles Of Public Relations - Lecture notes - Chapter 1 PDF

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1. According to the U.S. Bureau of Labor Statistics the field of Public Relations employs 300,000 people nationwide. Worldwide, the Global Alliance estimates that there are three million people that practice public relations as their main occupation. This estimation is not completely accurate because public relations can also include areas like marketing, promotion, direct mail, event sponsorships, and even word-of-mouth advertising. Public Relations is definitely a growing career field. This rise of the Internet has created a high-information age where companies wish to keep their public images. Many companies hire PR firms to track what is being said about their companies on the internet. 2. The definition of public relations that I feel describes public relations the best is the one from Public Relations Society of America in 2012: “Public Relations is a strategic communication process that builds mutually beneficial relationships between an organization and their publics”. 3. Key words to remember for PR: deliberate (PR is intentional), planned (PR is organized and systematic), performance (company has to have good policies or PR will not work), public Interest (mutually beneficial for organization and public), two-way communication (hearing and listening), and management function (PR must be an integral part of decision making). 4. The first step is to identify the problem or opportunity. Meaning research, which includes but not limited to, feedback from the public, media reporting, and analysis of trend data. Second step is policy formulation, meaning figuring out

what action the organization should take. The third step, programming, is when the PR staff makes a plan to carry out the objectives the organization decided on in step two by deciding strategies, defining audiences, ect. Step four, communication, is simply executing the plan by utilizing media outlets. Step five is feedback, essentially repeating step one by asking if the plan worked, is there still a problem? The final step is assessment, the success or failure determines the next step of action and the cycle is repeated. 5. Ten Components: Employee/member relations, community relations, development/ fund-raising, counseling (advice to management), research (determining attitudes and behaviors of publics), media relations (working with media seeking publicity), government affairs (lobbying), financial relations (investor confidence), issues management, marketing communications (sell a product). 6. Terms to describe PR function: Corporate Communications (fortune 500 companies), communications and public policy, corporate communications and external affairs, public affairs and corporate communications, worldwide public affairs and communication, worldwide communication and investor relations (fortune 500 companies believe “corporate comm” is broader than PR), (public info/ public affairs used by non-profit because they are not being persuasive), Publicists (events and placements of stories). 7. PR V. Journalism: PR influences public while journalism provides non bias information to the public. PR V. Advertising: PR is earned media and Advertising is purchased.

PR V. Marketing: Same goal different approaches. 8. Internships are very important because the student receives real life experience in the field that gives them an advantage over someone who did not complete an internship. Interns should be paid if the company is receiving some sort of advantage from the interns work. For example, if the company is generating income from the interns work they deserve to be paid. 9. Six Essential Skills a. Writing skill- It is important to be able to put ideas into words to get your point across. b. Research Ability- It is necessary to have accurate facts so one can create an effective plan. c. Planning expertise- PR activities have to be very well planned and detail orientated. d. Problem Solving ability- Innovative ideas are necessary when coming up with ways to solve a problem. e. Business/economics competence- The ability to understand the function of business is essential in public relations. f. Expertise in Social Media- Employers value when one has the knowledge in social networking, blogging, and tweeting. 10. A survey conducted by Lee Becker and his associates at the University of Georgia found the median annual salary of graduates as of May 2013 was $33,000. According to the Occupational Handbook for 2012-13 by the U.S. department of

Labor, PR and fundraising directors earn a median salary of $91,810. PR managers make $57,550 and PR specialists earn $52,000.

Chapter 2 Questions 1. Some of the early antecedents of today’s public relations practice include: Alexander the Great publicized his battlefield victories by sending reports to the Macedonian church, Julius Caesar’s book Commentaries to further his ambitions to become emperor, the Roman Catholic Church’s symbolism, staged events and propaganda to get people to join the crusades, in Venice bankers in the 15th century practiced the fine art of investor relations, the Boston Tea Party, Boston Massacre, Tom Pains’ Common Sense. 2. P.T. Barnum use of interesting stories that caused controversies and peeked public interest may have been a great PR stunt but the way he when about it was unethical. His attempt to get people to come and see the “Swedish Nightingale” by donating part of the proceeds to charity should definitely be used in PR today. 3. Ivy Lee’s (First PR practitioner) PR contributions: advancing the concept that business and industry should align themselves with the public interest, dealing with top executives and carrying out no program without the active support of management, maintaining open communication with the news media, emphasizing the necessity of humanizing business and bring it’s PR down to the community level of employees, customers, and neighbors. 4. Arthur Paige’s six principles of PR: tell the truth, action speaks louder than words, always listen to the consumer, anticipate public reaction and eliminate practices that cause conflict, public relations is a management and policy-making function that impacts the entire company, and keep a sense of humor, exercise judgment, and keep a cool head in times of crisis. 5. Edward Bernays is known as the “Father Modern Public Relations” and focused on the concept of “scientific persuasion”. a. Ivory Soap: Proctor and Gamble sold it’s Ivory Soap by the millions after Bernays sponsored a soap sculpture contest for school children. b. Torches of Liberty: In an attempt to promote women smoking in public Bernays had beautiful fashion models march around the Easter parade each wearing a sign saying the “Torches of Liberty”. c. Light’s Golden Jubilee: To celebrate the 50th anniversary of Thomas Edison’s invention of the electric light bulb he arranged that all lights be shut off all at once for one minute. d. Others: carrying radium to hospital, others… (look up) 6. George Creel assembled a very talented group of journalists, artists, press agents, editors, and scholars to persuade newspapers and magazines to contribute news and advertising space to encourage Americans to save food and invest heavily in Liberty Bonds. 7. 5 developments in the philosophy and practice of PR from 1950s to 2000: a. Public opinion, registered through new, more sophisticated methods of polling, became increasingly powerful in opposing or effecting change. b. The civil rights movement increased the antibusiness sentiment and the idea of issues management was added to the public relations.

c. Two-way symmetrical communication was a new approach where the public and organization could influence each other. d. The 1970’s investor relations reform established the idea that a company must immediately disclose any information that may affect the values of its stock. e. Public relations becoming more of a management function (strategic). 8. Reasons why PR experiences rapid growth: a. Major increases in urban and suburban populations, b. The growth of a more impersonalized society, represented by big business, big labor, and big government c. Scientific and technological advances, including automation and computerization, the communications d. Revolution in terms of mass media e. Bottom line financial considerations often replacing the more personalized decision making of a previous, more genteel society. 9. Reasons for the influx of women in PR: a. Women find public relations work a more flexible environment for juggling family responsibilities. b. Women earn higher salaries in PR than in comparable fields such as newspapers, radio, and TV. c. A woman can start a PR firm without a lot of capital, or even work out of her home as an independent consultant. d. Women are perceived to have better listening and two-way communication skills than men. e. Women, because of college courses in the humanities and the liberal arts, are often considered better at such skills as writing, giving presentations, and organizing events. 10. 10 current trends in PR: a. A Multicultural World: Diverse atmosphere and the globalization of companies will require sensitivity and knowledge of multiple audiences. b. Recruitment of Minorities: 90% of the PR workforce is white even though whites are only 63.7% of the populations. c. The Public Demand for Transparency: The public demands accountability so it is necessary for all of society’s intuitions to be more transparent. d. Expanded Role for PR: PR is more than media relations and those hard fought gains will need to be reinforced in the coming years by taking a more active leadership in organizations as marketing, technology, and communication converge. e. Corporate Social Responsibility: Global warming, environmental integrity, sustainable development, fair treatment of employees on a global basis, product quality and safety, and ethical supply chains are on the agenda of all organizations (socially responsible) f. Increased emphasis on measurement: Need to measure and evaluate the effects of PR.

g. Managing the 24/7 News Cycle: PR people need to constantly monitor the news and respond to what is being reported. h. Continued Growth of Digital Media: All organizations are now in the media business. So PR people are using ”storytelling” techniques to to develop content “hubs” for distribution. “brand journalism” i. Outsourcing to PR Firms: More companies are using outsourced PR firm instead of corporate PR departments. j. The Need for Lifelong Professional Development: PR people will need to constantly update their knowledge base to stay current with new developments.

Benjamin Sonnenberg- Texaco- Met. Opera 1930’s: oil company was now a promoter of the arts Rex Harlow- Education: PR courses in 1939s World Wars and PR A lot of resistance to WW1 “I didn’t raise my boy to be a solider” George Creel- change opinion with print media, using celebrities “Imp round to be mother of a solider boy” WW2- Elmer Davis same pattern as G.C. but now had radio and motion pictures Women in PR Doris Fleischman- writer, journalist, feminist Others: Baxer/Sanger (Planned parenthood/Day/Smith Stienman/ Friedan History Research and surveying Theodore Vail and Henry Ford: started the idea George Gallup, Elmer Roper: made it scientific Acceptance by management Lee, Garrett, Newsom Affect: More education for PR, PR can make profit Reason for Growth Booming economy, major increases in urban populations, scientific and technical advances, communications revolution, bottom line financial decisions Consumer Movement: attack on business

Chapter 3 1. According to the Markula Center for Applied Ethics, at the University of Santa Clare in California: “Ethics refers to the standards of conduct which indicates how one should behave based upon moral duties and virtues rising from principles of right and wrong” a. Absolute: something can only be completely “right” or “wrong” b. Existential: (Aristotle) calls for a balance between two extremes, and undertake the assignment but execute it in such a way that it doesn’t cross your threshold of “discomfort” c. Utilitarian: (John Stewart Mill) the end could justify the means as long as the result caused the least harm and most good or happiness for the greatest number of people 2. Professional organizations primary objective has been the development of professionals through continuing education in terms of publications, conferences, short courses, seminars, and speakers. They set the standards by which the entire industry is judged. 3. Activities of PRSA, IABC, and IPRA a. PRSA- They have an extensive professional development program that offers short courses, seminars, teleconferences, and webcasts throughout the year. They also have an annual meeting and publish two major periodicals, Public Relations Tactics (monthly tabloid on current news and tips) and The Strategies (quarterly magazine with in depth articles about the profession and issues touching on contemporary public relations practice). They also sponsor the Silver Anvil and Bronze Anvil, which recognize outstanding public relations campaigns. b. IABC- It’s mission is to provide lifelong learning opportunities that give it’s members tools and information to be the best in their chosen disciplines. It does this by sponsoring year-round workshops, publishing reports, and holding an annual meeting. c. IPRA- It’s members are primarily senior-level public relations executives and organizes regional and international conferences to discuss issues in global public relations, but it also reaches its widespread membership through its website and Frontline, its major online publication. They also issue Gold Papers on public relations practice and conducts an annual Golden World Awards competition to honor outstanding public relations programs and campaigns around the world. 4. Common characteristics of code of ethics: a. Tell the truth, “act with honesty and integrity”, educating members on about professional standards 5. Companies should never allow their employees or pay individuals to post glowing reviews about their organizations because it is considered unethical. They should respond quickly and publicly to any negative comments by showing concern for the customer’s bad experience, making an apology if appropriate, and attempting to solve the problem.

6. Ethical rules that apply to Internet public relations and participation in social networking sites: 7. Public relations does not qualify as a profession in the same sense that medicine and law do because PR does not have prescribed standards of educational preparation, a mandatory period of apprenticeship, or even state laws that govern admission to the profession. This also means that anyone can work in “public relations” even if they don’t have the educational preparation or have never been “socialized” into the basic standards of professional practice. 8. Ways an individual can act like a professional is by having these: a sense of independence, a sense of responsibility to society and the public interest, manifest concern for the competence and honor of the profession as whole, a higher loyalty to the standards of the profession and fellow professionals than to the employer of the moment.

Chapter 4 1. In the beginning, the primary objectives of a public relation firm were promotion and publicity. In recent years PR has expanded its influence to the highest levels of management. Executives increasing see PR as a complex and dynamic process of negotiation and compromise with a number of key audiences. 2. Large and complex organizations have a greater tendency to include PR in the policy-making process because they are more sensitive to policy issues, public attitudes, and corporate reputation. Smaller organizations of low complexity feel few public pressures has scant PR activity. In some organization top management think PR is only a part of the marketing department which limits the role of PR. It is the ultimate goal to for a top PR manager would be a seat at the management table because that means the company sees that PR contributes to the market share. 3. Eliminate 4. 4 job levels: a. Entry Level Technician- uses technical “craft” skills to disseminate info., persuade, gather data, or solicit feedback b. Supervisor- supervises projects, including planning, scheduling, budgeting, organization, leading, controlling, and problem solving. c. Manager- Constituency and issue-trend analysis; departmental management, including organizing, budgeting, leading, controlling, evaluating, and problem solving d. Director- Constituency and issue-trend analysis; communicating and operational planning at departmental level, including planning, organizing, leading, controlling, evaluating, and problem solving. e. Executive?- Organizational leadership and management skills, including developing the organizational vision, the corporate mission, strategic objectives, annual goals, businesses, broad strategies, policies, and systems/ 5. A line manager can delegate authority, set production goals, hire employees, and make policy. Staff people, in contrast, have little or no direct authority. Instead they indirectly influence the work of others through suggestions, recommendations, and advice. PR is a staff function because PR people are experts in communication and line managers rely on them to execute communication programs, making recommendations, ect. 6. 3 levels of influence a. Advisory- Line management has no obligation to take recommendations or even request them. It is often ineffective. b. Compulsory-Advisory- Organization policy requires that line managers at least listen to the appropriate staff experts before deciding on a strategy. Most effective level of influence.

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i. Good role for PR because although such a procedure does not limit the manager’s decision making discretion, it ensures that the manager has made use of the specialized talents of the appropriate staff agency. c. Concurring Authority- This concept places PR in the position of reviewing and approving all materials and communications with external audiences. It can limit the freedom of the PR department because everything has to be agreed on by different departments. Eliminate Areas of friction: a. Legal- Legal staff is concerned about the possible effects of any public statements on current of potential litigation. Conflicts over what to release, and when, often have paralyzing effects on decision making. b. Human Resources- Confusion over who is responsible for employee communications c. Advertising- They collide because they compete for funds to communicate with external audiences d. Marketing- Marketing tends to think only of consumers or potential buyers as key publics, whereas PR defines public in a broader way Eliminate Services provided by PR firms: Marketing communication(promoting products and services through tools like news releases, feature stories, ect), Executive speech training (top executives are coached on public affairs activities), Research and evaluation (surveys are conducted to measure public attitudes and perceptions), Crisis communication (management is counseled on what to say and do in an emergency), media analysis (media is examined for their ability to target messages to specific audiences), Community relations (management is counseled on ways to achieve official and public support), Events management (news conferences, celebrations, ect), Public Affairs (materials and testimony are prepared for government hearings and regulatory bodies), Branding and corporate reputation (advice is given on programs to establish a company brand and its reputation for quality), Financial relations (ways to avoid takeover by another firm and communicate with stockholders) Eliminate International business is important to PR firms because PR firms generate substantial revenues from international clients. The MSL group and Hill + Knowlton, for example, get an estimated 60% of revenue from foreign clients. Pros and Cons of using a PR firm: a. Pros: objectivity, a variety of skills and expertise, extensive resources, offices throughout the country, special problem-s...