Ch. 1 (What is Public Relations)

reputation campaign

"image campaign" aimed at improving how a company or nonprofit is perceived by its publics

traditional four step model

(linear) research, planning, communication, and evaluation

4. the press agentry/publicity model def

(most practiced model): uses press releases and other one way communication techniques to distribute organizational info

dynamic model

(non linear) critical thinking process constant analysis and reevaluation

dynamic model

(see photo)

how is PR a management function

1. counsel timing, manner, or form relationship-building actions 2. counsel management 3. leadership role

public relations is NOT (3)

1. not the same as propaganda, publicity, spin, etc 2. artificial or superficial 3. not well understood by many

PR is a combination of:

1. publicity 2. branding 3. communication to reach out to publics

public relations IS (4)

1.everywhere you look 2. often occurs when it appears as if nothing has happened 3. fosters mutually beneficial relationships 4. help give organizations their identity

public relations practitioners (5)

PR agencies corporations government (public affairs) nonprofit organizations and trade associations independent public relations consultants

harlow concludes what about public relations

PR helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organizations and its publics

how is PR a research based social science

PR is becoming a profession with a scholarly body of knowledge

contingency theory of accommodation

PR lies within a continuum from pure accommodation to pure advocacy, dependent on one or a combination of variables

how is PR a planned activity

PR practitioners are becoming strategic counselors who are less preoccupied with publicity in the mass media than their predecessors

how is PR socially responsible

PR today is global rather than confined to the borders of only one company

marketing

a wide range of activities involved in meeting the needs of your customers, by analyzing the competition, positioning your product or service

EX emergency situation a PR practitioner may

adopt a public information model the disseminate info about areas to avoid or evacuation routes

integrated marketing communications (IMC)

advertising, marketing, and public relations

social action campaign

advocate a social issue or cause

branding is

an emotional response to the image or name of a particular company, product, or person

public

any group of people who share common interests or values in a particular situation

how does PR involve two way communication

between the organizations need and public's concerns: relationship building

advertising

bringing a product or service to the attention of potential and current customers

political campaign

candidate or issue oriented

educational/public awareness campaign

conducted by nonprofit organization or advocacy group

3 types of branding

corporate/product identities/personal branding

3. the public information model def

dissemination of objective and accurate info

public relations

establishing and maintaining ongoing relationships with your publics eg media relations

values driven model

identifying where an organization wishes to go and identifying the principles that will be observed in getting there

EX response to specific public input, a PR practitioner may

implement a two way symmetric model to work with the publics to achieve mutually beneficial outcomes regarding noise, traffic, or public safety concerns

2. the two-way asymmetrical model def

influence publics toward a particular point of view

two types of communication to publics

internal and external

values-driven public relations model

is the same as dynamic model, except with values in between all the arrows (things)

problems with the traditional model

it implies that one step follows the next in an orderly fashion, when in reality any of the four steps can happen anywhere with the PR process; it does not take into account the role of values

publicity is

media attention

reflective paradigm (reflection)

most important role of PR practice is to obtain and sustain the societal legitmization of organizations

the two way symmetric model is

normative

where does the press agentry def come from

one way communication and persuasion and manipulation to influence audience to behave as the organization desires

where does the pubic info model def come from

one way communication and persuasion and manipulation to influence audience to behave as the organization desires

where does the two way asymmetrical model def come from

one way communication and persuasion and manipulation to influence audience to behave as the organization desires

why are values important

organizations have fallen our of favor bc they failed to live up to their states values and organizations have earned praise for adhering to their values

five types of PR campaign

political commercial reputation educational/public awareness social action

personal branding

process where individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, then leverage it across platforms with a consistent message and image to achieve a specific goal

commercial campaign

promote a companys new product or service

Hunt-Grunig Models of PR (4)

says that PR involves two-way communication

what does reflective paradigm focus on

simultaneous interactions with stake holders and recognizes that organizations can achieve only as much as society permits

Public relations def:

the management of relationships between an organization and the publics that affect its success

what variables make up the contingency theory of accommodation

threats to organizations, issues facing organization, dominant organizational culture ***challenges two way symmetrical normative

1. The two-way symmetric model def

two way communication, negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organization and its publics

the two way symmetric model can be seen as

understanding a publics opinino and attitudes and then using public relations communications to accomplish mutually beneficial outscomes

the two way asymmetrical model can be seen as

understanding a publics opinion and attitudes and then designing public relations efforts to deliver info the public will likely accept

the public info model can be seen as

using PR to disseminate info to various publics

the press agentry model can be seen as

using PR to generate publicity for the organization

stakeholder

when a public has a relationship with your organization

what values should you follow in the values driven model

your own the clients the targeted public(s) society