PUR3000 Exam 1 - Outline for exam 1 PDF

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PUR3000 Exam 1 Chapter 1 Public Relations - “The management function that builds and maintains relationships between organizations and their publics on whom its success or failure depends.”- Your book “A strategic communication process that builds mutually beneficial relationships between organizations and their publics.” -PRSA Is PR Persuasion? - YES! You are often trying to convince an audience to promote your idea, purchase your product, support your position, or recognize your accomplishments. What is PR Used for? - PR can be used to protect, enhance or build reputations through the media, social media, or self-produced communications. A good PR practitioner will analyze the organization, find the positive messages and translate those messages into positive stories. When the news is bad, they can formulate the best response and mitigate the damage. What are some tools used?  Journalism – main component is writing, doesn’t typically require management skills, and usually communicate with mass audiences through a single channel  Advertising – Used paid space or time in media, has guaranteed placement, sells goods or services, and external audience or not for employees directly  Marketing – Makes money for an organization, builds markets for goods and services, and many for external audiences or the customers

Chapter 2 Public Relations Competencies    

Trusted counsel—advise and anticipate Internal communication—engage employees and build trust Media relations—develop public trust and support Community relations—establish public trust and support

 External communication to customers/stakeholders/investors, etc.—  build public trust and support

Four-Step Process    

Research Plan Implement/execute Evaluate

Functions of Public Relations  Special events – Stimulating an interest in a person, product or organization by means of a focused “happening.” Activities designed to interact with publics and listen to them.  Public Affairs – Specialized area of PR that builds and maintains organizational relationships with governmental agencies and community stakeholder groups in order to influence public policy.  Issues management – The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future.  Crisis communication – Protects and defends an individual, company or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing.  Investor relations – Specialized are of PR that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value  Lobbying – The specialized area of public relations that builds and maintains relations with a government or its officials for the primary purpose of influencing legislation and regulation Top hiring characteristics desired (in this order): 1. Writing performance 2. Internship or work experience 3. Public relations coursework 4. Strong references

5. Up-to-date with professional trends and issues Technicians - are primarily concerned with writing, producing, and disseminating communications. They typically earn less and are not part of the management inner circle. Managers - are required to be skilled researchers, strategic thinkers, and able to think in terms of outcomes or impact of public relations activities. Challenges    

The glass ceiling Diversity & inclusion Professionalism Ethics

Some Facts  Women are 70% of the PR workforce but 30% hold C-level positions  Among the industry’s top 10 agencies, women make up a mere 29 percent of leadership teams  The Bureau of Labor Statistics reports the ethnic makeup of the PR industry as 10.3% African American, 5.4% Asian-American and 3.3% HispanicAmerican. Skills to get ahead in PR     

Good verbal and written communication skills An ability to multi task and manage your time effectively A good level of organization and planning An interest in all forms of media Flexibility

Coping under Pressure  PR roles can be incredibly varied so you will need to be able to organize your workload to meet strict deadlines.  The ability to multi task is essential, and a flexible attitude important.  If you are looking for a 9-5 job, then PR is probably not for you – your position may involve early starts, late finishes or time at the weekend.

Chapter 3 The role of PR is determined by:  The type of organization  The perceptions of management  The capabilities of the practitioner Types of Organizations Nonprofits - Nonprofits are organizations that work to improve the common good of society in some way, typically through charitable, educational, scientific or religious means. Their defining characteristic is that they don’t distribute a profit to private individuals (such as owners or investors); instead, they use all available revenue to serve the public interest in some way. Companies/Corporate - Working for a company “in-house”. Often, the top corporate public relations practitioner reports to the CEO or top executives.

For Profit Strategic

NON- Profit

Competitiveness

Mission effectiveness

Success

Market share growth

Management practices social

Factors

rate earnings

impact cost efficiency

Values

Innovation

Accountability to public

Creativity

Integrity

Goals

Public relations departments must contribute to achieving organizational goals and demonstrate accountability through measurable results.

Working With other departments    

Marketing Legal Council Human Resources IT

Agencies - Outside firms/agencies can bring a fresh perspective to the client’s issues and problems.  Assistant Account Executive or Account Coordinator: Responsibilities may include updating media lists, writing press releases, sending pitch letters, calling media representatives, researching and planning special events.  Account Executive: Responsibilities may include the creative and planning aspects of public relations campaigns, as well as client contact.  Senior Account Executive or Account Supervisor: Responsibilities may include supervising one large account or several smaller accounts.  Senior Manager or Senior Counselor: Responsibilities may include managing people and accounts, as well as attaining clients through business development. Advantages of Agencies     

Flexibility of talents and skills Objectivity Range of prior experience Geographical scope of operations The counselor’s reputation

Disadvantages of Agencies    

Internal opposition Questions of costs and hours billed Conflicts of personality or conviction Difficulties caused by distance and availability

 Client’s lack of understanding of public relations or unavailability of client management Agency Fees    

Monthly retainer Minimum retainer plus staff time Hourly charges based on staff expertise Fixed project fee

Chapter 4 Time Periods  Public-be-damned - period of American enterprise after the Civil War  Public-be-informed - period in which big businesses hired journalists to “tell their story,”  Mutual understanding - period following World War I’s lessons from the behavioral sciences were introduced to public relations practice  Mutual adjustment - period that began with environmental activism, antiwar protests, the consumer movement, and civil and equal rights movements Samuel Adams - PR can be traced back to the Revolutionary War and Samuel Adams and his fellow revolutionaries when they attempted to mobilize public opinion to support revolt against England. Adams’ public relations techniques included: 1. Having organization to implement action 2. The use of symbols to arouse emotion 3. The use of memorable slogans 4. Staged events to catch public attention 5. Telling your side of a story first 6. Sustained saturation campaigns Seedbed Era (1900–1916)

Organizational Attitudes: Let the public be informed. Muckraking, social reform, unions. PR Trends: Defensive publicity. Journalists hired as “interpreters” to get the news out. Key PR figures: Ivy Ledbetter Lee — Full disclosure and tell the truth “Declaration of Principles.” President Theodore Roosevelt — Bully pulpit World War I Period (1917–1918) Organizational Attitudes: Let the public be informed. The war to end all wars. PR Trends: Organized promotion. Promote patriotism. Use interest groups. Key PR figure: George Creel (Committee on Public Information) — The Four Minutemen Booming Twenties Era (1919 to 1929) Organizational Attitude: Mutual understanding. PR Trends: Promoting products. WWI publicity techniques used for social science. Key PR figures: Edward L. Bernays — Crystallizing Public Opinion (1923), Propaganda (1928) Arthur W. Page — Performance = Reputation Roosevelt Era and World War II (1930 to 1945) Organizational Attitudes: Mutual understanding. Depression. World War II. PR Trends: Mass media use. Social responsibility. Radio delivers immediate news. Key PR figures: Louis McHenry Howe — Responsible performance, persuasive publicity Elmer Davis — Office of War Information President Franklin D. Roosevelt — “Fireside Chats” Postwar Era (1946 to 1964) Organizational Attitudes: Mutual adjustment. Professionalism. Postwar service economy, consumerism. PR Trends: Credibility. Associations form, including PRSA. Many PR Codes of Ethics written. Colleges establish curricula. TV emerges as key communication medium.

Period of Protest and Empowerment (1965 to 1985) Organizational Attitude: Mutual adjustment. PR Trends: Accommodation. Systems theory. Management by Objectives (MBO). Functional vs. functionary approach. Technology increasing. Key PR figure: Marshall McLuhan — Understanding Media, “global village,” “the medium is the message.” Digital Age and Globalism (1986 to present) Organizational Attitude: Mutual adjustment. PR Trends: Constant technological connections. International relationships. Organizational transparency. Internet, World Wide Web, social networks, mobile technology.

Early Pioneers PT Barnum - Used public relations to promote his circus Ivy Ledbetter Lee - Credited by many as the “father of public relations”. Among the first to realize that performance determines the publicity a client gets. World War I Period: 1917-1918 George Creel- Headed the Committee on Public Information during WWI Demonstrated the power of publicity to mobilize public opinion Booming Twenties Era: 1919-1929 Edward L. Bernays - Introduced the term “public relations counsel” in Crystallizing Public Opinion, the first book on public relations Conceptualized public relations as “engineering pubic consent” Doris Fleischman Bernays - Married Bernays in 1922 and ran their firm with him. With her husband, counseled corporations, government, and presidents. An early feminist who struggled for professional equality Arthur W. Page - Pioneered corporate public relations with AT&T. Among the first to utilize public opinion polling. Founded the Arthur W. Page Society

Roosevelt Era and World War II: 1930-1945 Leone Baxter - A pioneer in the field of political public relations. Formed the first agency specializing in political campaigns with husband Clem Whitaker. The duo managed 80 major campaigns, won all but six. Postwar Boom: 1946-1964 Daniel J. Edelman - Established one of the first major U.S. public relations firms in 1952. Edelman Public Relations Worldwide is now the world’s largest independent firm. Harold Burson - Joined Bill Marsteller to found Burson-Marsteller in 1953. By 1983, it was the world’s largest public relations firm. Operating on six continents, the firm is now a global conglomerate. The original coauthors of the textbook—Scott M. Cutlip and Allen H. Center— Played major roles in the development of the field’s body of knowledge and acceptance of the subject as a field of academic study when they published Effective Public Relations in 1952. Period of Protest & Empowerment 1965-1985 Ofield Dukes - A staunch advocate for diversity and inclusion in public relations and other industries. Helped to spearhead the communications efforts to advocate for the King Holiday Betsy Ann Plank - A long-time public relations practitioner. First woman to serve as president of the Public Relations Society of America (PRSA) and cofounder of the Public Relations Student Society of America (PRSSA). “The First Lady of Public Relations”

Press Agentry  Main goal is to get positive publicity  Oldest model of PR  Typically, not regarded as a very ethical model Public Information  Used to disseminate information to publics  Info is regarded as neutral  Info is made available to anyone who is interested Two-Way Asymmetrical  Research is used to learn about needs of publics  Research results are used to enter negotiation with publics  Persuasion is used to change attitudes Two-Way Symmetrical

 Research is used to learn about needs of publics  Research results are used to enter negotiation with publics  The organization is prepared to change its own behavior to create a win-win situation...