PR Final Exam
How is PR a research-based social science?
-Formal and Informal -allows an org to communicate effectively, possessing a full understanding of the environment in which it operates and the issues it confronts
How do organizations establish their values?
-a dedicated committee to help clarify true beliefs -a statement of values must be written, well known and play an active part in an organization's everyday operations
How is PR a planned activity?
-actions should be carefully planned and consistent with org's values and goals -should also be consistent with publics' values and goals
Define Professions
-certain level of education -support by ongoing research published in scholarly journals -established ethical standards -form of licensing or gov't control
What are the best parts of a PR job?
-creative opportunity -access to technology -professional development opportunities -recognition -salary
What are the drawbacks to a heuristic approach
-decision making by trial and error can be very costly -takes a lot of time, drain human and financial resources and not always lead to the best results -lead to errors -a trap to allow conventional wisdom to go unchallenged
What were the improvements in Communication?
-growth of national news services and magazines in the 1900s -commercial radion in 1920 -television in 1947 -Internet in the 1990s -social media in the 2000s
How does PR use two-way communication?
-listening to the concerns of people for the relationship-building process
How is PR a management function?
-manages relationships between orgs and public -provides counsel on the timing, manner and form of important relationship-building actions -shape policy and measure degree of success
Jobs in Corporations
-offer the most jobs in PR and greatest variety -conduct research -advice top management -plan, execute, and evaluate relationship-management programs
When do people first see PR pop up?
-since recorded history with primitive agricultural extension agents giving advice on how to grow better crops -others say in Athens led by Periles w/ the first true democracy
Rhetoric
-study of public opinion and the methods of influencing it -seen as the beginning of PR as a social science
What are the working conditions and salaries in PR
-work more than 40 hours a week -schedules are often rearranged to meet deadlines, events or what ever pops up -salary is about $35,000 for graduates w/ benefits
Where do PR jobs exist?
1. Corporations 2. Nonprofit organizations and trade associations 3. Governments 4. PR agencies 5. Independent PR consultancies
What are 2 major job-related challenges?
1. Dealing with speed and volume of information flow 2. managing the digital revolution and rise of social media
What publics do corporations usually focus on?
1. Employee relations 2. media relations 3. government relations 4. community relations 5. Business-to-business relations 6. consumer relations (marketing comm)
PRSA values
1. advocacy 2. honesty 3. expertise 4. independence 5. loyalty 6. fairness
What key publics do the government focus on?
1. voters 2. news media 3. employees 4. special-interest groups
6 focus areas for PR people
1. writing 2. several internships 3. real world exercises in class 4. exposure to guest lecturers 5. understanding of business cultures 6. social media experience
Progressive Era
1890s to the entrance of WWI in 1917 in the US A period in which a series of political and social reforms, primarily in the US, occurred in reaction to the growth of business and industry during the Industrial Revolution
normative
Two-way communication is the ideal standard or model for achieving excellence in public relations
Public Relations Agencies
A company that provides PR services for other organizations on a per-job basis, by contract or on retainer
Account Executives
A supervisory individual at a PR agency who assists the account supervisor in the management of a client's account
Values Statement
A written declaration of the principles that an organization will strive to follow in all its actions
Independent PR Consultancies
An individual practitioner who is, in essence, a one-person PR agency providing services for others on a per-job basis, contract or retainer
What is an example of PR in pre-Revolutionary America?
Boston Tea Party
Investor Relations
Communication activities that target investors and investment analysts through stuff like newsletters, blogs, meetings, websites and financial health and business goals
Cutlip, Center and Broom Models
Defined actions of practitioners into four models 1. expert prescriber 2. communication technician 3. communication facilitator 4. problem-solving process facilitator There's a dominant role in each
Accredited in Public Relations (APR)
Designation give to accredited members of the Public Relations Society of America
How is the spread of Christianity linked to PR?
During the Middle ages people used PR to spread Christianity through word of mouth my missionaries and monuments. Then the Catholic Church had its own division for PR -Then there was Gutenberg's bible
Federalist Papers
Essays written to NY newspapers by John Hamilton, James Madison and John Jay under the nom de plume "Publius" in support of ratification of the US constitution. The essays have been called "the finest PR effort in history."
Nonprofit Organizations
Ex. universities, hospitals and churches engage in all types of relations accept investor; they do have donor relations
Hung and Grunig Models
Focused on the ways the PR functions interact with the org and its publics 1. Press agentry/publicity 2. public information 3. two-way asymmetrical 4. two-way symmetrical
Vox Populi
Latin for "voices of the people." The phrase refers to the importance of public opinion
Evaluation (in the four step model)
measurement of how efficiently and effectively a PR effort met the organization's goals
PRSA's definition of PR
PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics
Horace Greeley
Publisher of the New York Tribune Popularized phrase "go west, young man," advocating for Manifest Destiny
Four Step Model
Research Planning Communication Evaluation
Universal Accreditation Program
The availability of PRSA accreditation to members of eight additional public relations organizations; established in 1998
First Amendment
The constitutional guarantee of freedom of expression, freedom of the press, and freedom of religion. Its ratification in 1789 is considered the most significant event in the development of PR in the US
Integrated Marketing Communications
The coordinated use of PR, advertising, and marketing strategies and tactics to send well-defined, interactive messages to individual consumers Not every situation will need all three
Community Relations
The maintenance of mutually beneficial contacts between an organization and key publics within communities important to its success
Government Relations
The maintenance of mutually beneficial relations between an organization and the local, state and federal gov't agencies important to its success
Industrial Revolution
The period in the 19th and early 20th century during which the US and other Western nations moves from an agricultural to a manufacturing economy
Internal Association of Business Communicators (IABC)
The world's second-largest PR professional association, with aprox. 15,000 members. Founded in 1970 and is headquartered in San Fran.
What are the job duties for PR interns?
Want: skill development and hands-on experience. Get: broad exposure and intro to the field Need: to show initiative and willingness to learn
Dynamic Model
You can switch directions throughout the traditional four-step model -evaluation should occur through every phase and measurements should be built into the program -be sensitive to recalculations and changes
Mission Statement
a concise written account of why an organization exists; an explanation of the purpose of an organization's many actions
Two-way symmetrical model
a form of PR that focuses on two-way communication as a means to conflict resolution and for the promotion of mutual understanding between an organization and its important publics
Two-way asymmetrical model
a form of public relations in which research is used in an effort to persuade important publics to adopt a particular point of view
Theoretical
a formal approach to decision making based on a system of rules or principles developed through scientific research
Rex Harlow definition of PR
a management function that helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics
Stakeholder
a public that has an interest in an organization or in an issue potentially involving that organization
Growth of Advocacy
a wave of immigrants in the 1800s brought political ideas into the New World --news turned into instrument of social advocacy --social advocacy especially grew after WWII for civil rights -those advocating for change needed PR
Heuristic
an informal, practical, trial-and-error problem-solving approach that often results in reaching a satisfactory, but not necessarily optimal solution
Public
any group of people who share a common interest, value, or values in a particular situation
Expansion of democracy
as more people could vote, there was an increased need for public discussion of policy issues (especially as communist gov'ts fell)
Business-to-business relations
building strong relationships with related businesses such as suppliers and distributors
What is the problem with boundary spanning?
concept suggests a simple relationship between only two parties
Four Characteristics of communication managers
counseling, coaching, conceptualizing, and executing
P.T. Barnum
created his circus and claimed it to be "the greatest show on Earth" generated extensive newspaper coverage of his enterprises publicity for publicity's sake
Accredited business communicator (ABC)
designation given to accredited members of the International Association of Business Communicators
Research (in the four step model)
discovery phase to use formal and informal methods of info. gathering to learn about an organization, the challenges and opportunities it faces and publics important to its success
Communication (in the four step model)
execution phase where practitioners direct messages to specific publics in support of specified goals; good plans are flexible b/c changes can occur suddenly and communication should be two-way
Reflective Paradigm
focuses on simultaneous interaction w/ a broad range of stakeholders and recognizes that organizations can achieve only as much as society permits
Jay Cooke
headed US's first fundraising drive sold gov't bonds to finance the Union's war effort
where will you find most PR managers?
in orgs that operate in rapidly changing environments and encourage employee input
When did the earliest development of PR as a profession appear?
in the US by privately owned businesses in the 1880s after the Civil War as we transitioned to an industrial culture (the first time this was really organized)
Values-Driven PR
incorporates a dynamic version of the 4-phase process into the frame-work defined by an organization's core values
The growth of institutions
industrial revolution spawned a growth of big companies and concentration of wealth which led to increased regulation of business and growth in the sizeof gov't. Now business needed effective communication
Trade associations
offer members benefits like insurance programs, continuing education, networking and unified voice
What does community relations include?
overseeing a corporation's charitable contributions, organizing employee volunteer efforts, and leading support to special events
What doe practitioners do?
play visible roles in articulating their clients' values and orchestrating events to grab public's attention They also contribute by communicating vital info to help people cope with difficult times
Contingency Theory of Accommodation
practice of PR rests somewhere on a continuum of pure accommodation to pure advocacy
Public Relations Managers
practitioners whose job responsibilities are more strategic than tactical in nature. They solve problems, advise others, make policy decisions, and take responsibility for the outcome of a PR program
PR Technicians
practitioners whose job responsibilities are more tactile than strategic in nature. Their primary role is to prepare communications that help execute the public relations policies of others.
What jobs could you have in PR in gov't
press secretary public information officer public affairs officer communication specialist
marketing
process of researching, creating, refining and promoting a product or service and distributing that product or service to targeted consumers
what would government relations entail?
producing brochures, reports, websites, and videos for lobbyists and political action committees. May also include testifying before gov't fact-finding commissions, monitoring the activities of the gov't units and preparing reports
what does employee relations include?
production of newsletters and magazines, blogs, video programs, websites, wikis, tweets and special events
What does IABC do?
promote PR as a profession through establishment of voluntary accreditation programs called Accredited Business Communicator
What other terms are used as PR jobs
public affairs, public information, corporate communications or community outreach
Public relations can be treated as a synonym for what words
publicity, propaganda, spin and hype or something sinister
how can managing relationships save money?
reducing likelihood of threats such as litigation, regulation, boycotts, or lost revenue that result from falling out of favor w/ groups
Axioms
self-evident or universally recognize truths
Planning (in the four step model)
strategy phase in which practitioners use info. gathered to develop effective and efficient strategies to meet the needs of their clients
Boundary Spanning
the function of representing a public's values to an organization and, conversely, representing the values of the organization to the public
Account Supervisor
the individual at a PR agency with the responsibility for managing a client's account and the people working on that account
Consumer Relations
the maintenance of mutually beneficial communication between an organization and the people who use or are potential users of its products and/or services
Employee Relations
the maintenance of mutually beneficial relations between an organization and its employees
Media Relations
the maintenance of mutually beneficial relations between an organization and the journalists and other media people who report its activities
Whose values should you follow?
the org should have their own but also the values of their publics and society -org can decide to swim against tide of public opinion but should do so by choice, not chance --there should be consistent checkbacks on values
Intersection Management
the practice of overseeing relationships among several publics w/in a particular issue
Resource Dependency Theory
the premise that organizations form relationships with publics to acquire the resource they need to fulfill their values-driven goals -poor relationships lead to diminished resources that lead to unfulfilled goals and failed organizations
Branding
the process of building corporate and product identities and differentiating them from those of the competition
Relationship Management
the use of PR strategies and tacts to foster and enhance the shared interests and values of an org and the publics important to its success
The search for a definition
there isn't a consensus on what practitioners are or what to call the profession. Also don't know the proper placement of the function w/in organizations
Drawbacks to theoretical approach
they are still conjecture
advertising
use of controlled media in an attempt to influence the actions of targeted publics
What does business-to-business relations entail?
writing newsletters and website and helping plan special events. Includes orientation meetings to discuss shared values and goals
