PUR EXAM 1

Betsy Plank

**Betsy Plank and the Public Relations Student Society of America (PRSSA):** - **Background**: - Betsy Plank (1924-2010) was the first woman in a leadership position in public relations. - Achieved numerous milestones, including winning PRSA's top three awards and leading organizations like Illinois Bell and PRSA. - **Legacy**: - Pioneered the advancement of women in the PR field. - Instrumental in establishing the Public Relations Student Society of America (PRSSA), the student version of PRSA. - **Influence**: - Advocated for bridging the gap between education and practice in PR. - Supported initiatives to bring educators into PR workplaces to enhance classroom insights. - **Plank Center for Leadership**: - The University of Alabama created the Plank Center for Leadership in Public Relations in 2005 in her honor. - Promotes scholarship, research, and discussions on leadership issues in PR. - **#PlankDay**: - A national day dedicated to celebrating the life and contributions of Betsy Plank. - Organized by the Plank Center for Leadership, PRSSA chapters come together to share insights and honor Plank's legacy online. - **Continued Recognition**: - Plank's legacy continues to inspire and empower women in the PR industry. - Her contributions to PR education and practice are remembered and celebrated annually.

Rex Harlow

**Rex Harlow and the Public Relations Society of America (PRSA):** - **Background**: - Rex Harlow (1892-1993) founded the American Council on Public Relations in 1947. - The organization later evolved into the Public Relations Society of America (PRSA). - **Significance**: - PRSA is the largest professional organization for the PR field. - Harlow's leadership established the first PR professional organizations. - PRSA provides a platform for students, educators, and professionals to come together. - **Impact**: - PRSSA and PRSA chapters allow members to explore current PR trends and challenges. - Facilitates discussions on issues affecting the PR field. - Offers valuable education and training opportunities for professionals and students. - **Legacy**: - Harlow's efforts helped establish PR as a recognized and respected field. - PRSA continues to host annual international conferences, fostering networking and professional development. - **Continued Influence**: - PRSA remains a vital hub for PR professionals, educators, and students. - Provides resources, training, and networking opportunities to members. - Shapes the future direction of the PR industry through advocacy and education.

The Codes of Other Organizations

- **Arthur W. Page Center for Integrity in Public Communication**: - Research hub at Penn State dedicated to ethics and responsibility in corporate communication. - Focuses on corporate and leadership practices in the PR field. - Emphasizes similar principles to PRSA's code of ethics. - **Codes of Ethics for Other Organizations**: - **International Association of Business Communicators (IABC)**: Focuses on business ethical practices for communication. - **Chartered Institute of Public Relations (CIPR)**: Addresses PR practices on a global scale. - **Global Alliance**: Also addresses PR practices on a global scale. - **Importance of Personal Ethics**: - Codes of ethics provide broad statements but may not cover every situation. - Individuals must develop personal and professional ethics to navigate gray areas. - Understanding ethical culture of an organization is crucial for career decisions and workplace satisfaction. - Working in an unethical environment can tarnish one's reputation and future prospects in the profession.

RECENT ETHICAL CASE STUDIES

- **Carlos Ghosn & Nissan: A Case Study in Greedy Leadership**: - Carlos Ghosn, former chairman of Nissan, charged with financial crimes. - Improperly received $9 million in compensation without board approval. - Nissan indicted for false disclosures in annual security reports. - Lack of ethical leadership led to reputation damage and legal consequences. - **Facebook: A Case Study in Audience Deception**: - Facebook faced ethical challenges related to privacy and data collection. - Mishandling of user data, particularly highlighted during the 2016 US presidential election. - Used denial, delay, and deflection strategy in communication efforts. - Struggled to regain trust and faced criticism for lack of transparency. - **Papa John's: A Case Study in Racism and Brand Rehabilitation**: - Papa John's faced controversy over CEO John Schnatter's comments on NFL protests. - Schnatter's use of racial slur during a conference call led to his resignation. - Company initiated rebranding efforts, distancing itself from Schnatter. - Launched the "Voices" campaign featuring employees to rebuild trust and reputation. - **Bell Pottinger: A Case Study in Inciting Social Unrest**: - London PR firm Bell Pottinger banned by PRCA for stirring racial tension in South Africa. - Represented controversial figures like Oscar Pistorius and the Gupta family. - Engaged in unethical practices including creating fake social media accounts and attack websites. - Case demonstrates the consequences of unethical behavior and lack of accountability in PR firms.

ETHICAL DILEMMAS: WHAT CAN RECENT CAMPAIGNS TEACH US?

- **Challenging Ethical Situations for PR Professionals**: - **Media Comments**: - Consider everything as potentially on the record. - Understand that journalists have a job to do. - **Disclosure of Associations**: - Be transparent about your affiliations and sources of information. - **Partnership Disclosure**: - Clearly disclose partnerships and affiliations during media appearances or events. - **Gift Giving and Receiving**: - Avoid giving gifts or incentives to journalists, bloggers, or influencers. - **Honesty in Influencer Relations**: - Disclose any payments or partnerships with influencers. - **Trademark and Copyright Awareness**: - Understand copyright laws and obtain permission for content usage. - **Online Behavior**: - Be cautious of what you say and do online as it can have lasting consequences. - **Types of Ethical Situations**: - **Gifts or Bribery** - **Spam and Cookies** - **Attacking Competitors with False Information** - **Setting up "Front Groups" and Stealth Marketing** - **Fake Data from Influencers** - **Not Representing True Self (e.g., Fake Reviews)** - **Issue of Overcharging Clients** - **Conflict of Interest** - **Interactions with Journalists, News Media, and Influencers** - **Engagement with Social and Digital Companies** - **Consumer Brands** - **Government or Public Affairs** - **Managing Online Reviews** - **Addressing Ethical Challenges**: - Understand that ethical challenges are inevitable. - Develop a strong personal and professional ethical framework. - Stay informed about industry changes and evolving ethical standards. - Act with transparency and integrity in all professional interactions.

ETHICS

- **Importance of Ethical and Legal Framework**: Before engaging in public relations activities, professionals must establish a solid ethical and legal foundation to guide their actions. - **Challenges in the Industry**: PR professionals face various challenges such as fake news, cyberbullying, ethical dilemmas, privacy concerns, and technological advancements. - **Key Questions for Ethical Consideration**: - Transparency: Are messages and actions transparent to audiences? - Inclusivity: Are all audiences and their perspectives represented and included? - Privacy Protection: Is privacy protected through information and actions? - Crisis Preparedness: Can one survive an ethical crisis, and are preparations adequate? - Fairness: Is fairness maintained for all parties involved? - Potential Challenges: What challenges could arise from campaigns or activities? - Trust and Expectations: Will actions violate trust or fail to meet audience expectations? - Truthfulness: Are actions and intentions truthful? - **Importance of Being Ethical**: Ethical behavior reflects the best of who we are and sets a standard for clients and partners. - **Addressing Ethical Crises**: Ethical principles help address crises such as Facebook's data misuse, Wells Fargo's unauthorized accounts, and Michigan State University's Larry Nassar scandal. - **Sustainability of Ethical Practices**: Ethical behavior should not be merely a slogan but an ongoing, sustainable practice embraced throughout the PR profession.

Challenges to Ethical Practices

- **Importance of Ethics in PR Education**: Ethics is crucial for PR students, yet it's often missing from curricula (Commission on Public Relations Education, 2018). - **Lack of Awareness Among Students**: Many undergraduate students are unaware of the emphasis on ethical training, management focus, and strategic planning in PR (Bowen, 2003). - **Challenges in Communicating PR Responsibilities**: The PR profession struggles to communicate its core responsibilities and activities to new and potential majors (Neill & Weaver, 2017). - **Readiness for Ethics Counsel vs. Training Availability**: Young professionals may be willing to offer ethics advice but lack the necessary educational background (Neill & Weaver, 2017). - **Addressing Challenges**: Solutions include participating in ethics-focused webinars and training sessions offered by professional organizations like PRSA and seeking mentorship from ethically practicing professionals. - **CPRE Findings and Recommendations**: - Despite ethics courses, graduates are considered unprepared by PR departments and firms (CPRE, 2018). - Lack of legal knowledge poses risks for both practitioners and organizations, suggesting the need for legal courses in PR curricula (CPRE, 2018). - High expectations for PR professionals to possess integrity and ethical behavior (CPRE, 2018). - **Field's Reputation**: PR professionals face negative stereotypes such as being seen as "spin doctors" or "flacks," necessitating a focus on ethical practices to counteract these perceptions. - **Social Responsibility and Ethical Behavior**: People prefer doing business with socially responsible and ethically behaved companies and professionals, highlighting the importance of ethical conduct in PR (CPRE, 2018).

We think creatively

- Creativity and creative thinking are vital skills for PR professionals, transcending disciplines like marketing and advertising. - PR practitioners serve as mediators between the science and art of persuasive messaging, facilitating audience connections through amplified storytelling. - Integrated research practices, audience insight analysis, and an understanding of sustainable relationship-building enable PR to act as a central hub connecting various disciplines within integrated marketing communication. - PR professionals demonstrate creativity by bridging research insights with execution through messaging, content creation, and storytelling. - Public relations embodies both artistic and scientific elements, emphasizing its multifaceted nature in strategic communication.

We conduct research

- Key skills in public relations include conducting research, setting forth objective predictions, systematically collecting information, and working with numbers. - PR professionals are no longer reliant solely on marketing research firms; they must now analyze data themselves. - Identifying trends, current expectations, and potential issues early on helps anticipate and mitigate crises for brands. - Research skills enable professionals to uncover and interpret data and apply insights strategically. - Insights are outlined, discussed, and evaluated within the context of strategic plans. - Outputs include strategic plans, analytical reports, and SWOT analyses. (strengths, weaknesses, opportunities, and threats) - PR firms and university programs are recognized for the research they contribute to the field. - For example, Edelman has built its reputation through research on consumer trust trends over the past 12 years. - The University of Southern California produces the Communication and Public Relations Generally Accepted Practices (GAP) Study every two years, focusing on industry trends, emerging skills, and the current landscape.

WHY STUDY PR PRACTICES

- Misconceptions with PR functions. The public may struggle with its perception of public relations especially in relation to marketing assuming they just do press releases, publicity, and other earned traditional media work. There are misconceptions even among those who are familiar with PR functions. - Strong stake in emerging technologies. Public relations has a strong stake in the areas of new emerging technologies and tools. For example, social media, which is a core set of platforms based on relationships, is a perfect area of specialization and focus for public relations practitioners. - Embracing new perspectives and ideas. Self-appointed gatekeepers on the practice side might also hinder new ideas and perspectives in the field that do not emerge from the "right" sources. The field cannot afford holding ideas or people back just because they did not come from a particular program, school, or public relations professional organization.

The Public Information Model

- ONE WAY communication model -Becoming your own media outlet and passing along information and messaging in a transparent yet persuasive manner -founded by Ivy Ledbetter Lee (Ivy Lee's press release about a train crash in 1906, aiming to control messaging from the Pennsylvania Railroad Company's viewpoint.) -Focuses on providing info to the public from the company's perspective - A one-way communication of messages from a sender to receiver audiences with the goal of providing truthful information to audiences. It is similar to press agentry and publicity model in line of communication and lack of formal research but differs from its truthful efforts -Serves as an internal journalist: PR professionals use tools and tactics of journalists and other members of the media. Journalists write stories for their publications or media outlets with the information provided from the public information model. -Focuses on image and reputation: The public information model focuses on reputation for a person, company, and public relations professional. The overall perceptions of a brand can be motivated by stories and testimonials. -Creation of a press release: An official statement and story from the organization's perspective shared with the media outlets that is documented the same way as a traditional news release.

We Work With Advertising Professionals

- Public relations (PR) and advertising differ in their approaches to building relationships and conveying messages. - PR focuses on building relationships through dialogue with media outlets to convey stories, while advertising involves paying for content placement at specific times and channels. - Traditionally, advertisers measure the impact of their messaging using concrete metrics, while PR professionals struggle with measurement and evaluation. - Despite differences, integration between PR and advertising is increasing, with both fields recognizing the need to work together for effective campaigns. - Key differences include: 1. Audience targeting: Advertisers provide information directly to specific audiences through mass media, while PR professionals focus on key stakeholders and influencers. 2. Budget allocation: Advertising budgets are focused on paid media, while PR budgets prioritize staff and relationship-building efforts. - Advertising uses "push" strategies to disseminate messages, while PR employs "push-pull" strategies to build mutually beneficial relationships through two-way dialogue. - PR can support advertising by helping advertisers understand the underlying reasons behind their messages, engaging audiences through dialogue, and strategizing responses to potential crises. - Integration between PR and advertising is evident in areas such as crisis management, as seen in Nike's collaboration with Colin Kaepernick for their "Just Do It" campaign.

HOW DO WE USE STORYTELLING?

- Public relations (PR) serves society, businesses, and individuals by advocating for stories to be heard, managing relationships among audiences, bringing forth new ideas, and acting as a bridge connecting related disciplines. - PR professionals are natural storytellers and advocates for their clients' brands, campaigns, and initiatives, harnessing the power of stories to effectively communicate messages. - In today's communication landscape, consumers hold the power over how messages are received, used, and interpreted. - Social media has transformed communication by empowering individual consumers to control the stories and information they consume, bypassing traditional media outlets. - Consumers now have the ability to give feedback and voice their opinions, shaping the narrative and establishing dynamic relationships with others. - Social media has not created these conversations overnight but has forced PR professionals to be proactive and responsive in a changing environment. - PR professionals must recognize that the power of communication belongs to the receivers of their stories: consumers.

We Work With Journalism Professionals

- The relationship between public relations (PR) and journalism is complex, with PR often viewed as the "stepchild" of journalism. - Many PR programs are housed within journalism departments in colleges and universities, reflecting the intertwined nature of the two professions. - While journalists often claim to be the "real storytellers," the reality is that both PR professionals and journalists play crucial roles in storytelling and news dissemination. - Despite the historical tensions, PR and journalism are adapting and changing together in response to shifts in the media landscape. - The market dynamics favor PR professionals, as the number of PR jobs continues to grow while media outlets lay off reporters and journalists. - Journalists may transition to PR roles when their journalism careers stall, contributing to the growth of the PR profession. - The relationship between journalism and PR is a global discussion, with differing views and expectations from both parties. - Ways in which journalists and PR professionals interact include: 1. Embracing experiential media to tell stories, such as using VR and AR to provide immersive experiences. 2. Building content marketing initiatives through owned media channels, where PR professionals create and control their own content, resembling branded journalism.

We Work With Marketing Professionals

- While marketing and public relations (PR) professionals often collaborate within integrated marketing communication programs, they remain distinct disciplines. - Marketing focuses on persuading audiences through various techniques to encourage purchases, whereas PR emphasizes building relationships and communication between the organization and its publics. - PR offers services that support marketing efforts and benefit organizations by: 1. Understanding influencers and nontraditional "media" platforms: PR professionals help marketing professionals move beyond transactional approaches and understand the relational dynamics needed by individual influencers. This includes aligning brands with influencers whose values and image complement the organization's goals. 2. Promoting and understanding the media's role in campaigns: PR professionals assist marketing teams in identifying the most suitable media outlets, channels, and authors to target audiences effectively. They also help brainstorm ideas for how the media can effectively convey the campaign's compelling story.

We Write

- Writing in various formats and media is a significant responsibility in public relations. - Items produced include press releases, news releases, fact sheets, backgrounders, memos, pitches, speeches, Q&A sessions, scripts for PSAs, feature stories, strategic briefs and plans, and social media content. - Press releases/news releases follow a journalistic structure, aiding journalists in deciding whether to cover the story. - Backgrounders provide an overview of the brand and campaign for media use. - Memos and pitches are persuasive statements directed at media professionals. - Speeches and Q&A sessions are prepared for public speaking engagements. - Scripts for PSAs are crafted for broadcasting. - Strategic briefs and plans range from campaign overviews to comprehensive PR plans. - Social media content is created for distribution across various channels. - Industry changes necessitate new tasks and writing types due to factors like new platforms/tools, blurred industry lines, and emerging content channels. - New tasks include updating social media, creating storyboards for ads and social media content, monitoring media reports, performing influencer audits, creating white papers and ebooks, conducting VR walk-throughs, launching AR features, composing ads, developing content calendars, writing analytics reports, and creating visual storyboards for specific platforms.

Where do we find PR in action?

-3 traditional areas (1- public and government sectors, 2- private business sectors, 3- social nonprofit sectors) - New PR areas (social media, technology, etc.) -New roles like entrepreneurship, consultant, freelancing -Blurring lines between related disciplines (expect to be competent in advertising and paid media, responsibilities that used to exist outside the domain of the PR professional) -PR roles are often not explicitly labeled as such in job listings, with terms like "corporate communications" being common. -Part of corporate communications (he responsibilities and work of the PR professional are focused internally, within the corporate setting.) -Supervise other departments of specialization - In many corporations, which have job titles of corporate communications, the individuals in these positions supervise other departments of specialization such as employee advocacy, public affairs, investor relations, social media strategy, and community outreach and relations. -Public and govt sectors -Private business -Social non profit -Many brands operate on a global scale, necessitating consistent messaging while also adapting to local contexts.

The Two-Way Symmetrical Communication Model

-Constitutes negotiation with the audience to reach a cooperative, win-win outcome instead of manipulative nature of asymmetrical model. It is considered to be an "ideal situation" for public relations. -EDWARD BERNAYS -Formal research into audience attitudes. Users of this model conduct essential formal research into audience attitudes. This information is then used to guide open, transparent conversations. -Need of a new model. To explain the nature of the role of public relations. To integrate the dynamics of social media, giving audiences the control in the situation. To explain the influence of situations, crises, and circumstances when the audience is "louder" than the brand. To explain the rise and existence of mob mentality on social media. Could explain phenomena like social media-driven outrage and mob mentality. Examples include controversial Nike and Gillette commercials.

The Two-Way Asymmetrical Communication Model

-TWO WAY lines of communication, that is not balanced -EDWARD BERNAYS -USING PERSUASIVE MESSAGES -Both sender and receiver can participate in the conversation -Focuses on two-way lines of communication, allowing both sender and receiver to participate in a conversation. The asymmetrical aspect refers to the fact that the receivers are not equal participants in the conversation. Concerned as manipulative approach: The organization influences the public through manipulative messages and their intentions are not necessarily in the best interest of audiences.

WHY STUDY PR RESEARCH

-Understanding impact of new areas. The importance of understanding the impact of new areas of specialization, such as influencer marketing, advocacy, and even social media, on the field of public relations is crucial. -Explore emerging challenges. Researchers are working together to explore emerging challenges and opportunities. The need to question "traditional models" is one of the challenges faced by the researchers. -Fear of change. An inability to get past gatekeepers, cliques and a fear of change held back public relations research to push its boundary. -New method and measurement approaches. Public relations researchers should expand their horizons by experimenting with new ways to evaluate behaviors, attitudes, and other relevant constructs. Being aware of advances in related fields, such as psychology and marketing, as well as engaging with transdisciplinary research teams, can stimulate breakthroughs in research.

Edward Bernays

-considered "father of modern - day public relations" -used a two-way communications method to represent his clients and to persuade audiences to think or do something (whether ethical or not) that benefits the client. -brought public relations into the modern world by achieving a lot of firsts -coined the term PUBLIC RELATIONS COUNSEL (which describes the role PR plays in advising senior management in specific situations or campaigns) - "Torches of Freedom" Campaign (1929): - Bernays hired by American Tobacco Company to change perception of women's smoking. - Suggested women smoke Lucky Strike cigarettes during women's marches as a symbol of freedom. - "Light's Golden Jubilee" Event (1929): - Bernays hired by General Electric to celebrate 50th anniversary of light bulb invention and Thomas Edison's work. - Coordinated event showcased PR's potential in producing positive experiences and societal impact. - Bacon and Eggs: The American Breakfast Campaign: - Bernays hired by Beech-Nut Packing Company to increase pork consumption. - Used research to persuade public that bacon and eggs for breakfast were healthier. - Bernays's Influence Today: - Brands like Peloton and Glossier employ strategies reflecting Bernays's concepts. - Bernays advocated for "engineering consent" through unseen manipulation of public attitudes. - His ideas raise ethical concerns regarding manipulation of public perception, still relevant today.

We Identify Publics

-relevant age cohort (age generational cohorts) - demographic - psychographic For example, if Starbucks were going to explore its publics, it might separate publics who are avid coffee drinkers from publics who are tea drinkers

WHERE ARE WE HEADED?

1. **Enhanced Presence in Social Media**: PR professionals need to embrace social media practices and actively participate in major decision-making processes to create opportunities for dialogue with key stakeholders and the public. This involves advocating for a more strategic management role in the industry and fully embracing the opportunities presented by social media. 2. **New Ethical and Legal Challenges**: PR will continue to face new ethical and legal challenges as technology and the social landscape evolve. Issues such as lobbying, cyberattacks, and ethical conduct problems with brands require PR professionals to adapt and be prepared to navigate complex situations. 3. **Integration with Other Disciplines**: PR principles are being absorbed by other disciplines, such as journalism and English, highlighting the need for PR to stake its claim and demonstrate its competence in these areas. Collaboration between PR educators and practitioners is essential to bridge the gap between theory and practice. 4. **Embracing Specialization**: PR needs to embrace all related areas of specialization and expand its horizons beyond traditional boundaries. Innovation and creativity in messaging are not exclusive to PR, and exploring new perspectives, collaborations, and trends can help the field evolve. 5. **Diversity and Inclusion**: PR research and practices must embrace more diversity in topics and perspectives, including diversity of race, age, sexuality, and thought. Incorporating diversity into PR practices and messaging is crucial for relevance and effectiveness in an increasingly diverse society. 6. **Adapting to the Sharing Economy**: PR needs to be aware of the implications of the sharing economy, where individuals share rather than "own" products. Understanding and adapting to this environment is essential for develo

The 4 Models Today

1. **Press Agentry and Publicity Model:** - **The Fyre Festival:** This infamous event demonstrates the risks of using propaganda and illusion to mislead audiences. Organizers misled attendees about the luxurious experience they would have, resulting in a catastrophe that damaged the brand's reputation. - **The Red Bull Space Jump:** In contrast, Red Bull's space jump generated immense buzz and excitement by sponsoring an extreme event. Despite being a risky endeavor, the event was successful in capturing global attention and engaging audiences. 2. **Public Information Model:** - **Pepsi and Kendall Jenner:** Pepsi's ad featuring Kendall Jenner sparked outrage due to its tone-deaf approach to addressing social issues. The brand's failure to respond effectively further fueled the crisis and damaged its reputation. - **Southwest Airlines Crisis:** Southwest Airlines responded transparently and compassionately to a crisis involving a passenger's death during a flight. By providing timely updates and expressing sympathy, the airline demonstrated a commitment to accountability and customer welfare.

The Role of Research in Public Relations

1. **Understanding Key Audiences**: Research enables PR professionals to understand their target audiences better. For instance, Popeyes likely conducted research to identify that launching a new chicken sandwich would resonate with its fan base and attract new customers. 2. **Competitive Analysis**: Research helps PR practitioners identify gaps and opportunities relative to competitors. For example, Tesla anticipated competition from Ford after releasing its Cybertruck and was prepared to respond accordingly. 3. **Environmental Analysis**: Research allows PR professionals to understand current trends and changes in the media and market landscape. Brands like Kellogg's and Adidas have utilized research to explore the benefits of influencer marketing and adapt to changing consumer behaviors. 4. **Campaign and Strategy Development**: Research informs the development of effective campaigns and strategies. By conducting media monitoring and social listening, PR professionals can understand which messages and approaches will resonate most with their target audience. 5. **Innovation and Creativity**: Research serves as a foundation for innovation and creativity in PR. Exploring new insights and consumer preferences can inspire new ideas and approaches, as seen in collaborations between unlikely partners like Tic Tac and Spotify. 6. **Integration into PR Practices**: Research is integrated into every aspect of PR practices, from collecting information for job-related tasks to analyzing audience data and measuring campaign success. It provides the evidence necessary to make informed decisions and achieve PR objectives. 7. **Central to PR Models**: Research is a fundamental component of PR models like ROPE (Research, Objectives, Programming, Evaluation) and RACE (Research, Action, Communication, Evaluation). These models emph

Obtaining Data and Other Challenges

1. Cost of Data Acquisition: Given that obtaining quality data can be expensive, it's essential to ensure that your research efforts align with your objectives effectively. Before investing in data acquisition, ask yourself how the data will contribute to achieving your goals. Consider whether the insights gained from the data justify the cost and whether there are alternative, more cost-effective methods available. 2. Organizational Structure: The fragmentation of research practices within organizations can pose challenges in aligning research efforts with PR objectives. To overcome this, foster collaboration and communication between different departments involved in research and PR. Ensure that research initiatives are integrated into overall PR strategies to maximize their effectiveness. 3. Skills Gap and Education: The gap between industry expectations and the skills taught in traditional PR courses underscores the importance of ongoing education and professional development. Invest in acquiring the necessary skills and knowledge to conduct and analyze research effectively. Seek out training programs, workshops, and resources that cover emerging trends and techniques in data analysis and research methodologies. 4. Alignment with Objectives: To ensure that research efforts are meaningful and impactful, they must be closely aligned with your objectives. Continuously evaluate how your research methods and findings contribute to achieving your goals. Use the SMART criteria to define clear, measurable objectives that guide your research efforts and help assess their effectiveness. 5. Methodology and Tools: Evaluate whether your chosen research methods and tools are appropriate for addressing the questions you're asking and achieving your objectives. Consider whether you have the necessary expertise and resources to col

What do the models have in common?

1. Press agentry and publicity focus on pushing the message across to get the most attention, with little opportunity for the audience to provide feedback. 2. Public information is more focused on putting audiences at the forefront, making sure they have the information they need to feel confident about a given situation. 3.Two-way asymmetrical communication focuses on providing a balanced conversation, but there is still one party that is overseeing the power within the conversation. 4. Two-way symmetrical communication is the ideal situation for collaboration, co-creation, and equal participation in the relationship-building phase for PR efforts.

The 4 Models Today CON

3. **Two-Way Asymmetrical Model:** - **LeBron James and the NBA:** While not explicitly stated, LeBron James and the NBA's campaigns often aim to influence audiences to take specific actions, such as supporting social justice initiatives or following certain social media accounts. These campaigns may prioritize messaging from the source rather than fostering balanced communication with the audience. These recent campaigns illustrate how PR models are still applicable today, highlighting both successful and problematic approaches in the evolving landscape of public relations. 4.THE TWO WAY SYMMETRICAL MODEL - The 2008 and 2016 U.S. presidential elections were characterized by the use of the Two-Way Symmetrical Model in campaign communication. - Candidates such as Barack Obama and Donald Trump positioned themselves as "outsiders" to Washington, DC politics, appealing to voters disillusioned with the establishment. - Both candidates employed social media as a key tool to engage with voters and rally support for their campaigns. - Social media platforms, including Twitter, were utilized by candidates to directly communicate their messages to the public, bypassing traditional media channels. - The use of social media enabled candidates to foster dialogue and engagement with voters, aligning with the principles of the Two-Way Symmetrical Model. - Lessons learned from these elections have implications for future political PR strategies and the role of social media in shaping public discourse.

Meet Emerging Expectations

PR professionals must be adaptive and agile and able to bring new capabilities to the table in order to cope with a rapidly changing industry. PR students and professionals must work and stay ahead of the new trends of the adaptability of academic disciplines such as marketing, advertising, and English

HOW DO WE WORK WITH PROFESSIONALS IN RELATED FIELDS?

Activities integrated with various professionals. -The activities of PR professionals must be integrated with the activities of professionals in marketing, advertising, journalism, and other related fields. This helps to achieve optimal outcomes for our organizations and publics. Advertising agencies, a separate entity earlier. Advertising agencies were separate entities from PR agencies. Advertising agencies placed paid content in media sources, while PR agencies had strong relationships with journalists and used persuasive strategies. Integrated interdisciplinary approach. To succeed, PR employees must take an integrated inter-disciplinary approach since they no longer work in discipline-related silos.

Social Media Research and Analysis

Adapting to the changing platform Point of social media analysis Choice of social media tool -Tools that provide quality data access through platform's Application Program Interface. -Tool based on client's requirement on budget, feature requirements, and expertise.

Qualities of Today's PR Leaders:

Adaptive and Responsive: Leaders are agile in responding to industry shifts, fostering a culture of adaptability within their teams. Open to Varied Perspectives: Embrace diverse perspectives from within and outside the field, drawing inspiration from related disciplines. Unafraid and Exploratory: Willingness to challenge norms and explore new approaches, even if it means going against common perspectives. Strategically Focused: Prioritize long-term strategies over short-term trends, distinguishing between what is real and what is merely "shiny." Contributors to Innovation: Contribute to the development of new models and practices in PR, pushing the field forward with fresh ideas and approaches.

Stakeholder

An individual who has vested interest in the organization stakeholder theory - helps us to understand the behavior of stakeholders -invested interest financially or emotionally -EX. college kids are stakeholders to the university

What do we do as PR Professionals?

Assigned to the following functions... -serve as the trusted counsel of an organization (which means being proactive in making sure the team knows all of the different perspectives, options, and challenges they could face and how messaging strategies could help address this) -engage with internal audiences (building team advocates internally with employees and staff members could help address any challenges that come from external audiences) -serve as the contact point for the media (being the face of the organization in the media allows the messaging to be consistent across channels and situations) -implement community initiatives (which means leading the way to advocate for community efforts to support those who are impacted by our efforts) -manage expectations and perceptions before, during, and after a crisis (which means making sure to address all concerns, questions, and preparations for when a crisis hits) -advocate for audiences internally and externally (public relations serves as an advocate for our client for all audiences, inside and out, and it is important to make sure to communicate consistently across all audiences) -also might be expected to manage social media, augmented reality, and virtual reality strategies -

We understand business practices

Business has its own language, terms, and practices. To be effective, PR professionals must be able to work in collaboration with professionals from various departments in organizations.

The Differences Between Diversity and Inclusion

Diversity initiatives are dependent on inclusion diversity refers to the differences within a group, whereas inclusion focuses on how members are treated and how they feel about their work -it's important to remember that without inclusion, diversity initiatives do not work. -focusing on differences does not prevent prejudice or stereotyping in society or the workplace.

Benefits of Diversity & Inclusion in Workplace

Dynamic work environment Greater creativity and improved messaging High-impact collaboration, problem solving, and response to challenges

CON

EXCELLENCE How public relations makes organizations more effective and organized based on how they are managed and organized. DIALOGIC The main focus is that dialogue is about the exchange of ideas and perspectives, and there needs to be channels in which these conversations can be used for organizations with their publics ORGANIZATION-PUBLIC RELATIONSHIPS One of the fundamental perspectives in the PR field. The primary focus is on the management of mutually beneficial relationships between the key publics and the organization in question.

We manage relationships between publics and brands

Engagement - the actions taken in response to a content or message strategy of an organization - is a focus of PR practitioners and researchers -power of engagement in traditional but also online and socially -stand for various issues -efforts to restore customer's trust

WHAT ARE EVIDENCE-BASED PRACTICES FOR RESEARCH?

Evidence based practices (EBPs) - for research gives a comprehensive view of what is happening in a campaign and a road map for how to address challenges conducting research is a blend of science and EBPs External Environment: Before delving into internal organizational issues, it's essential to analyze the broader societal and industry landscapes. This involves examining external factors such as societal trends, challenges, and opportunities that may impact the organization. By understanding the external environment, PR practitioners can anticipate potential issues and adapt their strategies accordingly. Organizational Context: This refers to the specific circumstances and conditions within the organization itself. It includes factors like the organization's history, values, and preferences. Understanding the organizational context provides insights into the company's background and overall standing, which is essential for developing tailored PR strategies. Evidence-Based Research: PR practitioners should employ evidence-based practices (EBPs) when conducting research and developing strategies. This approach involves integrating scientific research, client experiences, and industry knowledge to inform decision-making. By utilizing EBPs, PR professionals can ensure that their strategies are grounded in data and best practices. Audience Segmentation: Audience segmentation is a process of categorizing individuals into specific groups based on criteria such as demographics or psychographics. This helps PR practitioners understand their target audiences better and tailor their messaging accordingly. Segmentation allows for more effective targeting and personalized communication strategies. Message Personalization: Effective PR campaigns involve personalized and strategic messaging tailored to specific audience segment

Puffery

Exaggerated statement in which a firm may say something like "This is the best brand ever" or "This is the greatest and best event you could ever go to." Can a PR professional prove this? No. Does it make it right to still do? No. The best course of action is to be honest and truthful on what your brand, campaign, and organization represent. Never mislead your audiences to take action based on what you think people will want; rather, provide all of the facts and information and let them make the decision for themselves. Being honest and transparent will always win in the long run.

Contemporary Figures of Public Relations:

Harold Burson (1921-2020): Co-founded Burson-Marsteller, now known as Burson Cohn & Wolfe. Advocate for integrated marketing perspective in PR, emphasizing collaboration with related disciplines. Set new standards for PR practices, viewed PR as a connecting arm to marketing, advertising, and other fields. Richard Edelman (1954-): President and CEO of Edelman. Known for building the Edelman Trust Barometer, a study on trust issues in PR. Recognized for leadership in identifying global PR trends and issues. Barri Rafferty (1964-): CEO of Ketchum, first female PR professional to lead a top five PR firm. Known for her pioneering leadership in the industry.

Outcomes

How well the audience receives our messages; the extent to which audience members changed their views or attitudes

Publics

Individuals who have a clear relationship with the client and will be the primary targets for the message strategies being implemented in a PR campaign.

Diversity

Made up of several components, such as race, ethnicity, gender, sexuality, culture, and political thought. Acknowledge differences within a group

Shifting Focus of Directives

Measures taken by organization Integration internally and externally Leaders of varying backgrounds Introducing Diversity Heads Representing the diversity of their audiences

Benefits of Diversity & Inclusion In Audience-Facing Communications

More audience engagement Gaining new audience segments

The Press Agentry and Publicity Model

ONE WAY communication, goal of getting attention (positive or negative) -extreme elaboration -manipulation -attention-getting strategies -show business -Edward BERNAYS PRESS AGENT - focuses on generating awareness and publicity for a client or person PUBLICIST - soley responsible for an individual person, brand or client to generate interest across media and channels -lowest ethical standards (press agents did not restrict themselves to telling the truth to meet their goals, they would just generate news to do it) -Negative views and propaganda. -Echoes the skepticism of the public. - Made infamous by PT Barnum, publicity stunts, this model focuses on self-interest or gaining attention, whether good or bad. -tabloids and celebrity magazines

Knowing Where to Find Sources

PR Agencies: Many PR agencies prioritize research as a core component of their services. Agencies like Weber Shandwick and Edelman produce reports, white papers, and webinars on various topics, offering valuable insights into industry trends, reputation management, and trust-building strategies. Analytics Companies: Social, digital, and traditional research companies play a significant role in providing data-driven insights. Companies like Talkwalker offer free accessible reports on subjects such as influencer marketing, along with insights shared through blog posts and webinars, helping PR professionals stay updated on emerging trends and best practices. Universities: Academic institutions conduct extensive research on public relations and related fields, contributing valuable knowledge to the industry. Universities often publish research articles in peer-reviewed academic journals and produce reports through specialized centers like the Center for Public Relations at the University of Southern California (USC), facilitating knowledge-sharing and collaboration between academia and industry professionals.

Benefits of Diversity & Inclusion in General Public

Positive views, greater goodwill Influx of new talent (maybe?) Fairer workplaces and better environments

WHY STUDY PR THEORIES

Predicts phenomena of interest: Theories are sets of facts and relationships between facts that help us explain and predict phenomena of interest. They help us understand how or why something works the way it does. Evidence-based, scientific theories: Focus on the why and how aspects of a phenomenon as well as also built up through extensive and systematic observation and experimentation. Origin of theories: Some of these theories originated in public relations itself, while others have been adapted from fields including psychology. For example, the theory of planned behavior (TPB) and the theory of reasoned action (TRA), helped psychologists predict how people's existing attitudes and social influences might lead to particular behaviors, such as quitting smoking.

Why do we build relationships in PR?

Public - the key audiences with whom we want to engage in conversation for the ultimate purpose of creating a strong connection that is sustainable for the long term Relations - refers to the connection we forge with our audiences (publics) based on common ground engaging in ongoing dialogue with individuals or groups in a win- win situation

Examples of Diversity Challenges in Industry

Racial and gender representation in the industry remains skewed. The ethnic makeup in PR is majority white in the United States. Women make up 70% of the industry, but only 30% are in leadership roles. Women make on average $6000 less than their male counterparts. Women of colormake less money than their white female colleagues (Chitkara, 2018).

formal research

Research that can be published since it went through the rigorous process of data analysis and recruiting. The scientific method is used

The Four Models: Universal Themes and Messaging

Roles. A specific role for the senders and receivers of messages is defined. In this aspect, PR models are similar to the traditional communication models discussed in most communication textbooks and classes. Lines of communication. There is always a line of communication—whether this is one-way communication (the sender sends a message to the receiver, but there is no opportunity for the receiver to respond) or two-way communication (there is an ongoing dialogue between the sender and the receiver). Message strategy. There is an overall goal to communicate a specific message to key audiences for a specific reason. Creators of messages often aim to persuade an audience to think differently about a brand or person. They craft messages in different ways to accomplish a goal. Behavioral intention. There is an ultimate goal to motivate audiences, through specific messages, to take some sort of action or to think in a different way, such as changing their attitudes. In many ways, behavioral intention is related to the established attitude and behavioral theories from psychology that can be applied to corporate reputation management. One is the Theory of Reasoned Action (TRA), which focuses on attitudes, subjective norms, and intention. This psychology model allows professionals (even PR professionals) to determine how much influence is given to a person's current attitudes and norms on a given situation. In order for PR professionals to persuade their audiences to take an action, we first have to understand what motivates them from a psychological level. Another theory from psychology that is useful for the study of public relations is the Theory of Planned Behavior (TPB). TPB adds perceived behavioral control—how much control the individual has in a given situation—to TRA's focus on attitudes, subjective norm

Implementing Diversity & Inclusion

Support from an emotional, business, and financial perspective Hiring employees and leadership with different identities, experiences, educational backgrounds, and perspectives What is perspective? The ideology a public relations professional brings to the table We may not always agree on certain topics and areas, but we acknowledge and respect each other in a professional manner Teaching diversity and inclusion in the classroom Support research into diversity and inclusion practices Support empathy in leadership. Be agile, proactive, and responsive to change.

Key Theories in PR

TWO STEP FLOW Focuses on how information from the media proceeds in two different steps: first to opinion leaders, and then to the other audiences for a message. Traditionally has focused on mass media implementation but has since been applied to new media channels. comm FRAMING Focuses on the essence of certain issues and topics rather than a particular topic at hand. Very closely aligned with agenda-setting theory. comm AGENDA SETTING Powerful influence of the media to designate issues and topics the audience needs to know. COMM SITUATIONAL THEORY OF PUBLICS Audiences are identified and classified into groups based on how aware (or unaware) they are about a situation, issue, or problem in question. PR DIFFUSION OF INNOVATION Audience-centered approach looking at what audience members do with media (their use and the reasons behind it). COMM ATTRTIBUTION Understanding how audiences assign certain characteristics, feelings, and intentions to people to better understand them. PSYCH REASONED ACTION/ PLANNED BEHAVIOR Links behavior with one's beliefs, attitudes, and perceived behavioral control. TRA is the earlier model, and TPB addresses the concept of behavioral control. PYSCH RHETORIC The original persuasion method of communication. PHIL CRITICAL A fundamental approach in the social sciences. This approach looks at social phenomena happening in society and in our environment and critiques how it impacts our human interactions and practices. With social media, it is used to discuss how having access to the tools of communication has been beneficial (or not) to our relationships, identity, and how we practice in our field. CONVERGENCE Focuses on the intersection between traditional and social media.

PR - Defined by Practitioners

The Public Relations Society of America (PRSA), our largest professional organization, defines public relations as a "strategic communication process that builds mutually beneficial relationships between organizations and their publics" Lewis, a PR firm, describes public relations as the "seamless integration across multiple channels. Successful brands know there is a multiplier effect when public relations and digital marketing work hand in hand, ensuring continuity across channels and around the world" -for PR to work, there has to be an effort in making sure all channels, audiences, and content are coordinated together for the right place, time and location There are similarities between academic and practitioner perspectives when it comes to the conceptualization of public relations. -Key publics are individuals who have a clear relationship between the client and will be the the primary targets for the message strategies being implemented in a PR campaign. -academics and practitioners alike argue that for these relationships to work, they have to offer a win-win situation for both parties

Arthur Page and the Page Principles

The father of "the modern-day practice of corporate public relations." **Arthur W. Page and the Page Principles:** - **Tell the truth**: - Communicate honestly and with good intentions. - Example: Taco Bell's transparent handling of a beef recall. - **Prove your claims with action**: - Actions speak louder than words; 90% of perception is based on actions. - Example: Adidas and Adobe promising equal pay for female employees. - **Listen to stakeholders**: - Understand and engage with the needs and desires of all stakeholders. - Example: Adobe engaging with employees and Adobe Insiders for feedback. - **Manage for tomorrow**: - Anticipate public reaction and avoid practices that may cause issues. - Example: Netflix preparing for potential backlash to changes in pricing or offerings. - **Generate goodwill**: - Conduct PR as if the entire enterprise depends on it. - Example: Southwest Airlines providing support to military personnel. - **Consider the impact on stakeholders**: - Ensure decisions and actions consider diverse stakeholder perspectives. - Example: Facebook Blueprint consulting educators for feedback before program launch. - **Treat employees well**: - Employees are the face of the enterprise and shape public opinion. - Example: Programs at companies like Adobe, Intel, Dell, Humana, and General Motors highlight employee stories. - **Remain calm, patient, and good-humored**: - Maintain composure and reasoned attention to stakeholders, especially in crises. - Example: Ellen DeGeneres' calm response to controversy surrounding her friendship with George W. Bush.

Common PR Ethical Dilemmas

The mistrust of "off the record" conversations Disclosing associations Giving or receiving gifts Honesty in influencer relations Awareness of ownership Care with online platform

Outputs

The specific measures that we are able to collect and evaluate, including likes, comments, reach, impressions, and engagement.

Research

The systematic gathering of information conducted in a scientific and objective manner to help answer questions. -provides data and insights

Best Practices

Understand ethical expectations for research. Align theory, method, and practice together. Determine roles and team in charge. Invest in the right tools and methods. Reporting data and research is just the beginning.

Inclusion

bringing together of people with different experiences, backgrounds, and ideas to make sure each group is representative of its audiences and the public at large. -educating each other not only on the messaging and ideas that work Focuses on treatment of members and feelings

Psychographics

characteristics of populations and individuals that are based on psychological attributes (attitudes, behaviors, vales, and opinions) also based on interests, hobbies, and social needs

WHAT CODES OF ETHICS DO WE FOLLOW?

code of conduct - a list of behaviors and expectations for everyone to follow, behaviors that are based on shared values PRSA CODE OF ETHICS Advocacy. We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. Honesty. We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. Expertise. We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. Independence. We provide objective counsel to those we represent. We are accountable for our actions. Loyalty. We are faithful to those we represent, while honoring our obligation to serve the public interest. Fairness. We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.

ETHICS

code of how one should behave, a code that is based on values, and an understanding of what is right or wrong

Slander

false oral statement -press conference, public event, interview

Defamation

false statement about a person or organization that creates public hatred, contempt or ridicule that inflicts injury on reputation

Media monitoring

he process of watching and observing media conversation to keep track of a company, brand, or campaign over time. Surface level and allows you to monitor the popularity and sentiment

Neuromarketing Research and Analysis

involves neuroscience, has activated the rise of neuromarketing, which plays a big part in PR campaigns. As participants are asked to respond to images and messages to make a decision, their brain activity can be assessed through brain imaging technology.

Deception

more serious than puffery -when someone makes a false or misleading statement in order to persuade audiences Example 1: Lucky Strikes campaign of 1929, the tobacco company focused on tying women's liberation with smoking during the Women's Suffrage movement. Example 2: Volkswagen's "Three Old Wives Talk Dirty" TV spot.

Primary Research

original research conducted by an individual or team that has not been published or presented before Qualitative Methods: quality Allows us to explore an event or phenomenon on a one-to-one basis or a one-to-many basis. focus groups, interviews, field studies, observations, case studies Quantitative Methods: quantity addresses questions of "what" or "how many," and is usually evaluated using formal statistical methods. -experiments, surveys mixed method This is a popular approach in public relations because we begin most campaigns with either focus groups or interviews, and then we use the findings to construct surveys and experiments campaign message testing, reputation management, trends and analysis

Libel

printed falsehood -in order to prove libel you have to show harm was caused by a published story or broadcast (news article or ad) in which a person or company or is at fault -that the media was at fault to made an error -and that the facts were false

Validity

refers to if it measures what it is advertised to

Reliability

refers to the ability to replicate the results of our research -if a scale or result cant be duplicated in another situation then it is not reliable -bathroom scale gives u different numbers, not reliable

Persona

reflects a customer who typifies the audience we ae trying to reach creating a persona allows us to illustrate the unique characteristics that separate one audience from another and help us better understand the motivating factors and influences that drive a particular audience to engage with, act upon, or respond to certain messages and campaigns.

Demographics

the characteristics of populations that are based on data and used to identify audiences -applying these helps us group audiences based on things like age, gender, language, education, ethnicity, income, location, and job

Secondary Research

the collection and summary of already-published materials such as reports, articles, communication audits, news reports, and academic articles. Goal of secondary research: To uncover gaps in professional literature that have not yet been explored. To serve as helpful evidence for your team. To play an important part of EBP (evidence-based practices).

Public Relations - Defined by Academics

the planned effort to influence opinion through socially responsible and acceptable performance based on mutually satisfactory two-way communication concerned with relations with numerous publics, that like consumers, affect organizational survival and growth the use of communication to manage the relationship between an organization and its stakeholders.

Social listening

the process of hearing and interpreting social media conversation to understand consumers over time. Broader and allows you to get snapshots into your audience sentiment

informal research

we look at potential ideas to test or implement in a campaign Generation and exploration of new ideas through the observation of activities and messaging at local shops or other popular locations.