COMMS 235

Asymmetrical communication

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Communication audits

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Environmental scanning

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Ethics in dealing with news media

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Gatekeepers

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Hook

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Measuring production, exposure, awareness, attitudes, action

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Message production, penetration and audience action

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Pilot testing

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Professional codes of conduct and advantages and disadvantages

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Questionnaire construction

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Results measurement

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Steps toward professionalism

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The role of issue management in dealing with activism

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Triggering event

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Virtue Approach

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Core values of the PRSA Code of Ethics

1. Advocacy- serving public interest by advocating for clients or employers. 2. Honesty- highest standards of accuracy and truth in advancing interests of clients and employers 3. Expertise- advance the profession through professional development, research and education 4. independence 5. loyalty 6. fairness Improper conduct: * Free flow of information (bribing journalist to publish something for your company.) * Competition (do not spread malicious rumors to recruit businesses or to hire employees. Don't share info with an organization that is negative about another firm in order to get the organization's business.) * Disclosure of info (don't deceive if you are using people in your campaign, say who they are. Correct inaccurate information immediately.) * Safeguarding Confidences (keep confidential confidential, even if you leave the company.) * Conflicts of Interest (avoid real or perceived conflicts of interest among clients, employers and the public. Inform a potential organization you will be represeting that you represent their competitor.) * Enhancing the Profession (if a product is unsafe under certain usage or conditions, you have an obligation to disclose this information.)

Wilson's six rules for ethical conduct

1. Choose right now what you will not do. Then you can tell the company what you will and will not do. 2. Have empathy for other people in difficult situations. Do not condone ethical behavior. Do not condone bad choices that people make. Still love them. 3. If you are intentionally misleading someone, you are acting unethically. Call it for what it is. 4. Do not be railroaded- they rush you. Step back and think about a decision carefully before you jump into it. Better to pass up an opportunity than to make a rash decision. 5. Look at every decision as if it has an ethical pathway. 6. Establish a freedom fund. Open another savings account immediately. Never touch this, you can use it in case you need to quit a job for an ethical reason.

Gantt Charts

A column matrix that has two sides. The left side has s vertical list of activities that must be accomplished, the top has a horizontal line of days, weeks or months.

Crisis management

How the organization deals with the crisis that is at hand

Annual report

I couldn't find this in the book but a business definition of it is: an evaluation prepared by companies at the end of the reporting year which might be either on a calendar or fiscal basis.

Issue management

Identifying and dealing with issues in a timely manner is one of the most important functions of the proactive phase of the conflict management life cycle. There are 5 steps (1) issue identification (2) issue analysis (3) strategy options (4) action plan (5) evaluation

Licensing

It has been proposed that individuals need to get a license in order to practice public relations. Under the licensing approach only those individuals who pass a rigid exam and test of personal integrity could consider themselves to be 'public relations' professionals/councilors (text book, page 82) In class she said that a main problem with licensing is that there are many individuals in the workforce that have jobs similar to public relations but don't call themselves "public relations professionals". What would we do with them if everyone had to get a license? Problems also arise because of the First Amendment.

objectives

Objectives are numbered or bulleted statements of specific results that will lead to the achievement of the goal. Objectives must be: specific, measurable, attainable, time bound and mission-driven. There are two basic kinds of objectives: informational and motivationa l. Informational objectives first lays a foundation of information and awareness necessary for any kind of persuasive or motivational effort. It sets the level of awareness needed to motivate behavior. These are easy to achieve but hard to measure. Motivational objectives are more easily measured but harder to achieve. Measuring a motivational objective is as simple as measuring a desired behavior. Most of your objectives should be motivational

Characteristics of objectives

Objectives must be: specific, measurable, attainable, time bound and mission-driven.

Investor relations (IR)

good communication with current shareholders and prospective investors. Effective IR combines the disciplines of communications and finance to accurately portray a company's prospects from an investment standpoint.

Fair comment and truth as a defense against libel

make sure you have facts to back up your response

messages

messages are public-specific and appeal to the public's self-interests. They are designed to be primary or secondary. Primary messages are one or two-sentence summary statements similar to sound bites. Secondary messages are bulleted details that add credibility to and add support the primart messages with facts, testimonials, examples, other information and persuasive arguments.

Corporate social responsibility (CSR)

organizations should enhance CSR by employing researchers to do (1) environmental monitoring (2) public relations audits (3) communication audits and (4) social audits

Invasion of Privacy

pictures, videos etc... of individuals may not be used without their consent or else it is considered an invasion of privacy. In class we talked about the examples of Jimmer's girlfriend and the United Way

Message exposure

public relations personnel provide materials to the mass media and disseminate other messages through controlled media such as newsletters and brochures. Intended audiences are exposed to the message in various forms.

Uncontrolled media

public relations practitioners do not supply what will be sent to the media, makes a more credible source.

Libel and Defamation

Traditionally libel was the term used for printed falsehood and slander was the term used for an oral statement that was false. Now there is little difference between the two and courts use the word defamation as a collective term for these two types of offenses. A person who is filing a libel suit must usually prove four things (1) the false statement was communicated to to others through print, broadcast or electronic means (2) the person claiming to be libeled was identified or is identifiable (3) there is actual inquiry in the form of money losses, loss of reputation or mental suffering (4) the person making the statement was malicious or negligent

Acting on the message

When the public does the action the message was intending for them to do

Copy testing

representatives of a target audience should be asked to read or view materials in draft form before it is mass-produced and distributed to large audiences to ensure that it will work.

Accreditation

a major effort to improve standards and professionalism in public relations around the world has entailed the establishment of accreditation programs. This means that practitioners voluntarily go through a process by which a national organization 'certifies' that they are competent, qualified professionals

Controlled media

when the public relations practitioners choose what to send out to the public.

Activist groups

work to achieve specific goals and spread the word about the issue that they are passionate about by using lobbying, litigation, mass demonstrations and public education. Examples of these types of groups are PETA (people for the ethical treatment of animals), NRA (national rifle association) and AFA (American family association)

Reputation audit

an audit to help organizations understand who their customers and critics are and what they are thinking. basically its an audit to help an organization understand what their reputation is.

Libel and defamation

false statement about a person or organizaion that creates public hatred and injures a reputation To win: 1. false statement must have been distributed to others through print, broadcast or electronic means 2. Libeled person was identified or is identifiable 3. Actual injury in the form of money losses, reputation loss or mental suffering. 4. Person making the statement was malicious or negligent.

The five-stage adoption process

(1) awareness: a person becomes aware of an idea of new product, often by means of an advertisement or a news story. (2) interest: the individual seeks more information about the idea or the product, perhaps by ordering a brochure, picking up a pamphlet, or reading an in-depth article in a newspaper or magazine (3) evaluation: the potential consumer evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process. (4) trial: the person tries the product or the ides on an experimental basis, by using a sample, witnessing a demonstration, or making qualifying statements such as "I read..." (5) adoption: the individual begins to use the product on a regular basis or integrates the idea into his or her belief system "I read..." becomes "I think..."

Communicating during a crisis

* Communicate early and initiate a dialogue * Actively solicit and identify concerns * Recognize the public as a legitimate partner in the process * Address issues of concern * Anticipate and prepare for hostility * Understand the needs of the news media * Always be honest, even when it hurts

Ethics at four levels: personal, organizational, professional and societal

* Personal- have this higher than any other code you are asked to live by. You will come to be known as a person of integrity and people will come to you for advice. * Organizational * Professional- Every organization sets an ethical code for their specific organization. * Societal- these are differing in every society. For example, pornography here are public ads in Europe. Do nothing to corrupt our channels of communication in society, otherwise it diminishes the credibility of these sources.

Conflict Management Cycle

* Proactive-Environmental Scanning,Issues tracking, Issues management, Crisis Planning ** activities and thought processes that can prevent a conflict from arising or getting out of hand ** Environmental scanning Create a general crisis plan * Strategic-Risk Communication, Conflict Positioning, Crisis Management ** Emerging conflict is merited by PR practitioners as time to take action. ** Three categories are considered. 1. dangers or threats to people or organizations that may cause personal injury, 2. health problems and 3. environmental damage ** Position company favorably * Reactive-Crisis Communication, Litigation PR, Conflict Resolution ** Once the conflict has come to a critical point-- when PR needs to handle, try to shoulder the blow as much as possible. Favorable outcomes. * Recovery- Reputation Management, Image Restoration ** Employs strategies to bolster or repair reputation ** Research to learn state of organizations reputation ** Image restoration strategies should be put in place

Reputation management and image restoration

* Reputation: track record of an organization in the public's mind * Reputation has three foundations: 1. economic performance 2. social responsiveness 3. ability to deliver valuable outcomes to stakeholders * (last two are most important for PR personnel.) * Careful issues tracking and effective positioning of the organization. Information put out to public should be compelling and persuasive. * Must apologize when the company has fallen short. Trust and credibility are at stake, PR people must make sure this is dealt with well. * Sometimes an apology can come across as insincere according to Coombs if the company has a bad reputatio. PR professionals must determine how to best repair a relationship with the public within a stakeholder-organizational relationship. Apply the contingency theory. * Image restoration- * * Denial if possible * *Acknowledge the issue- make clear it was an accident or the result of a decision with unintentional consequences. "Evading" responsibility * *Reducing offensiveness. Profuse apology to public and stakeholders * *Brand reputation largely depends on the perceptions of the company by public and other stakeholders. Is it credible? Truthful? Acting in the public interest?

Research using library and online databases pg. 113-114

* Statistical Abstract of the United States (summarizes census information) * Gallup Poll (index of public opinion on a variety of issues) * Simmons Study Media and Markets (extensive annual survey of households on product use by brand and exposure to various media.) * Databases online are available by subscribing and you are usually charged by the amount of minutes you use the database each month. * Must follow current events so PR professionals can give qualified counsel to business executives. Must read newspapers and watch news. * PR practitioners should use search engines frequently so they stay current on how to use search engine capabilities and so they can monitor changes in search engine policies. (pay attention to fee changes for media placements in search results.) * Use databases to: 1. research facts to support a proposed project that needs top management approval. 2. Keep updated with news on clients and their competitors. 3. Track organization's media campaign and competitors' press announcements. 4. Locate impressive stat or specific quote for a speech or report. 5. Track press and business reaction or organization's latest action 6. Locate an expert who can provide advice on an issue or possible strategy 7. Notify top management of current business trends and issues 8. Learn about demographics and attitudes of target publics

Tim Coombs continuum of crisis strategies

* Strategies can range from defensive to accomodating * Attack the Accuser * Denial * Excuse (associated with natural disaster or tampering of product usually.) * Justification (sometimes blame is shifted to victims. when consumers misure product or industrial accident.) * Ingratiation (organization appeases victims or those who are complaining.) * Corrective Action (organization takes steps to prevent the incident from happening again.) * Full Apology (takes responsibility and asks for forgiveness.) ** More accomodating stances can also help repair the company reputation at the same time. ** Corporate culture and other constraints in contingency theory sometimes prevent company from adopting these accomodating strategies.

Media uses and gratification theory

* Understanding that the communication process is interactive * Communicator wants to inform and persuade * Recipient wants to be entertained, informed, or alerted about opportunities that can fulfill individual needs * Assumes that people are highly intelligent about the choices in what messages require their attention and fulfill their needs. * PR communicator must focus on grabbing the audience's attention to fulfill these expectations. * Understand that many people are multi-tasking while they are receiving your message. You must give your message creatively and effectively.

Copyright and trademark law

* definition: protection of creative law from unauthorized use * Raw facts can be copied, just creative material is copyrighted. * Informal copyright is the assumption that as soon as material is in a tangible form, it is copyrighted. * Formal copyright is the official registration of copyrighted material within three months of the publication. * Slightly changing a copyrighted photo or art piece can be a violation of copyright if the intent is to capitalize on widespread recognition of the original art. * The Copyright Term Extension Act ** protects the original material for the life of the creator and 70 years. ** protects corporation's publication for 95 years.

Different kinds of interviewing in research

1. PR professionals often "interview" other public relations professionals for ideas and suggestions. 2. Intercept Interview- random people in malls or other public place. People are literally intercepted and asked about their opinions. (gives an organization a sense of current thinking or exposure to certain messages but cannot be applied to the general population.) 3. Purposive Interviewing- This is an in-depth interview. Interviewees are carefully selected based on their expertise, influence, or leadership within the community. (Helps organization distinguish the support levels for a campaign.) 4. Focus Groups- Used mostly by advertising, marketing, and PR to identify attitudes and motivations of important publics. Formulates or tests a message themes before launching into a full campaign. Usually 8-12 people with the characteristics of the larger target audience. 1-2 hours. (soft research. identifies range of attitudes and opinions among participants. Helps organization structure messages or forumulate predicitions and questions to move forward conducting a quantitative research survey.)

Effective use of language and writing clearly and understandably

1. Use symbols, acronyms and slogans 2. avoid jargon 3. avoid cliches and hype words 4. avoid euphemisms 5. avoid discriminatory language

four questions that form the heart of the planning process

1. What do I need to do meet the challenge or overcome the problem? (what will be my goal and objectives) 2. Who do we need to reach and motivate to accomplish that? (who are my key publics) 3. What messages do we need to send them to obtain their cooperation? (key messages, appealing to their self-interests) 4. How do we most effectively send those messages so the public chooses to perceive them and act upon them? (strategies and tactics)

Believing the message

1. credibility is one key variable in the communication process 2. members of the audience must perceive a source as knowledgeable and expert on the subject as well as honest and objective 3. Uncontrolled media is a good way to help others believe the message

Remembering the message

1. repetition 2. the "shotgun approach" (this doesn't work unless you have a lot of pellets)

Reasons/justification for doing research in PR

3-5% of PR budget is spent on budgets to do research. 1. Provides management credibility 2. Identifies and defines specific audiences 3. Helps business formulate strategies 4. Tests messages and plays to specific self-interests by saving time and money 5. Prevents crisis- 90% of organizational crisis is caused by internal problems. 6. Monitors competition 7. Generates publicity 8. Measures success

Regulatory agencies

Agencies like the FTC, SEC and FDA that regulate the promotion of products and services.

Message acceptance

Based on its view of reality, the audience not only retains the message, but also accepts it as valid.

BATF

Bureau of Alcohol Tobacco Firearms and Explosives. This governmental agency on occasion will get involved in distribution of public relations materials

FTC

Federal trade commission. the FTC is a regulatory agency that under the Lanham Act has the power to file charges against public relations firms that distribute false and misleading information

IPO

Initial public offerings. these are regulated by the SEC

IABC

International Association of Business Communicators. IABC has developed standards for ethical, professional public practice and worked to help society understand the role of public relations

Publics

Key publics include a description of each audience that must be reached to achieve the goal and objectives. Five elements should be identified for each public or audience. 1. demographic and psychographic profile 2. motivating self-interests 3. status of current relationship with the organization and issue 4. third party influentials and other opinion leaders 5. what objectives they will help you accomplish

MBO

Management by objective. PR practitioners endorsed this concept as they tried to convince higher management that public relations did contribute to the bottom line.

Professional associations

Members of a profession or skilled craft organize for mutual benefit

Behavior change

Members of the audience actually change their current behavior or purchase the product and use it

PRSA

Public Relations Association of America. They have their own code of ethics which has six core values (1) Advocacy (2) Honesty (3) Expertise (4) Independence (5) Loyalty (6) Fairness

Copyright

Public relations professionals need to have knowledge of the copyright law for two reasons (1) they need to know which organizational materials should be copyrighted and (2) they need to know how the copyright materials of others may be used correctly. A simple definition of copyright is the protection of a creative work from unauthorized use.

The four-step RACE process

Research Action Planning Communication Evaluation

Piggybacking

This is an alternative method of researching respondents. in this method organizations "buy" a question on a national survey conducted by a survey organization. This method is appealing because (1) it is less costly than doing a survey yourself (2) survey organizations have the skill and organization to conduct surveys properly and effectively. The limitation of this is that because the organization only buys a few questions they only get a small snapshot of the public opinion

FDA

The Food and Drug Administration. it oversees the advertising and promotion of prescription drugs, over-the-counter medicines, cosmetic and food.

Possible legal problems facing companies

Trademark is a legal issue, making sure you have liability for all events, Copy right laws, ect.

Trademark

Trademarks are always capitalized and are never used as nouns. They are always used as adjectives modifying a noun. Organizations adamantly insist on the proper use of trademarks to avoid the problem of having a name or slogan become generic.

Message dissemination

The basic information, often filtered by media gatekeepers, remains intact as it is transmitted through various media.

Goals

The goal is the reverse of the problem ultimately defined. The goal is a one-sentence statement of the end to be achieved to resolve the core problem or seize a significant opportunity. The goal does not have to be stated in quantifiable terms

Advertising equivalency (AVE)

an evaluation approach that involves calculation of the value of message exposure. This method involves converting the value of stories in the regular news columns or in the air into their equivalent advertising costs

Focus groups

an informal research procedure that develops qualitative information and is a good alternative to individual interviews. Focus groups help to identify the attitudes and motivations of important publics. They also help to pretest materials before launching a full campaign.

Risk communication

communicating about risks to public health and safety and the environment is a particularly important sole for public relations professionals

Symmetrical communication

communication is balanced between the sender and receiver

Absolute Ethics

communication tools and tasks required to support each strategy. Each strategy is supported by a number of tactics designed to convey key message to a specific public through the communications channel outlined in the strategy.

Philanthropy

corporate philanthropy in essence, consists of the donation of funds, products, and services to various causes, ranging from providing uniforms and equipment to a local Little League team to endowing a university with a multimillion-dollar gift to upgrade its science and engineering programs

Selective perception

different people will perceive the same information differently, depending on their predispositions and preexisting opinions.

Evaluation Criteria and Tools

evaluation criteria are the specific measurments used to determine the success of each objective. Evaluation tools are the specific methods used to gather the data identified by each criterion. The evaluation tools should be included in the calendar and budget.

Situational Ethics

in this model you do what is best for the most people in each situation. This is the most commonly used model. (in class she tied this and the utilitarian approach together)

Sarbanes-Oxley

is a United States federal law enacted on July 30, 2002, which set new or enhanced standards for all U.S. public company boards, management and public accounting firms.

Liability

liability insurance is a necessity when any events are planned. Any public event sponsored by an organization should be insured against accidents that might result in lawsuit charging negligence

Public profiles

should have specifically identified the relevant self-interests of each key public, that public's influentials or opinion leaders and your current relationship with that public. Add to the profile the objectives that the public helps you to accomplish.

Attitude change

the audience not only believes the message, but also makes a verbal or mental commitment to change behavior as a result of the message

Utilitarian Approach

the name is misleading. In this approach you do what is best for the most people in each situation (in class she tied this and situational ethics together)

Crisis planning

the planning of what to do if a certain situation or crisis occurs (text book

Plant/facility tours

they help to develop favorable public opinion about an organization. They are planned to show the facilities where the organization does its work and how the wok is done. (text book, 277) It is important to remember liability issues when planning and conducting plant/facility tours

SEC

ute false and misleading information (text book, 187) SEC- The securities and exchange commission. This agency closely monitors the financial affairs of publicly traded companies and projects the interests of stockholders. The three regulations that apply most to PR are (1) full information must be given on anythings that might marginally affect the companies stock (2) timely disclosure is essential (3) insider trading is illegal

Crisis

when risk communication fails an organization may have a crisis on their hands. A crisis is a major occurrence with a potentially negative outcome affecting the organization, company or industry as well as its publics, products services or good name