STC116 - Exam One
True or False. Arthur W. Page, VP of AT&T in 1927, is credited with establishing the concept that public relations should have an active voice in higher management. He believed a company's performance, not press agentry, compromises its basis for public approval.
TRUE
SEO
Search Engine Optimization - increase the online visibility of the organization. Organization need to identify and buy the best key words for online search.
What is SEC?
Securities and exchange commission: monitors the financial affairs of publicity traded companies, protects interest of stoke holders - Covers public disclosure and insider trading, misleading information and failure of timely disclosure; can be fined for burying key information - Full information on anything that might materially affect company's stock - Courts follow the mosaic doctrine - over all impression to mislead very critical issue
True or False. Practitioners in this era ( i.e., 1840 to 1900) played on credulity of the public in its longing to be entertained. Advertisements and press releases were exaggerated to the point of being outright lies.
TRUE
Systematic Tracking
(Measurement of Message Exposure) More sophisticated software, analyze the content of media placements, by such variables as market penetration, type of publication, tone of coverage, sources quoted and mention of key points
Mail Surveys
- Control over who receives the questionnaires - Large geographical areas can be more easily covered - Large numbers of people can be covered at a more economical cost - Low response rate Survey general public 1-2% Survey highly relevant to public 5-20% Survey mailed by an organization to its member 30-8-%
#6 Calendar/Timetable
- Decide when a campaign should be conducted. - Determine the proper sequence of activities. - Compile a list of steps that must be completed for each tactic, and list details on who is/are responsible to produce a finished product of the campaign.
What are the key words in defining public relations?
- Deliberate (Objectives) - Planned (Research) - Performance (Words & Actions) - Public Interests - Two-Way Communication (Listen & Dialogue) - Management Function
Why outsourcing - disadvantages of internal department?
- Develop tunnel vision - May become dominated by one - Limited knowledge and expertise
Measurement of Supplemental Activities
- Communication audit - Pilot test and split messages - Meeting and event attendance - Newsletter readership - Content analysis - Readership interest surveys, article recall - Advisory board surveys
Observability
- Consumer or others can observe the positive effects of new product usage. - Higher visibility, more rapid the adoption rate
Focus Groups
- 8 to 12 participants, one moderator (qualitative).
Relative Advantage
- A product innovation is perceived as better than existing alternatives - Better performance, increased comfort, saving in time and effort, or immediately of reward
What are the five elements of communication? (Wilbur Schramm's Model)
- A sender/source - A message - A channel - A receiver - Feedback Little or no communication can be achieved unless the sender and receiver share the experience.
Trademarks
- A word, symbol, or slogan used in order to identify a products origin - Are always capitalized and never sued as nouns - PR practitioners select and safeguard trademarks - Avoid improper use of other registered trademarks - Use of name to capitalize on reputation - Include misappropriation of personality - Register at the US Patent and Trademark Office, important for lawsuits
How to avoid lawsuits for defamation?
- Accompany opinion with supporting facts - Clearly label statements of opinion - Review content of language - Truth is traditional defense against defamation - Control words spoken in anger - Fair comment and criticism allowed
Why use research?
- Achieve credibility with management - Define audiences and segment publics - Formulate strategy - Test messages - Help management keep in touch - Prevent crises - Develop and monitor the competition - Generate publicity/ sway public opinion - Measure/ Evaluate success
Situational Theory
- Active and Passive Audiences Information seeker vs. information receiver High vs. Low Involvement More vs. Less Attention - Your primary target audiences may be different on different occasions. - Your primary public might be compromised of different people at different time. - You have to be flexible - because - the public is not static
What are the SIX core values according to the PRSA code of ethics?
- Advocacy - Honesty - Expertise - Independence - Loyalty - Fairness
What is a good template when writing an objective?
- An infinite verb - A SINGLE outcome stated as the receiver of the verb's action - The magnitude of the action expressed in quantifiable terms - Specific target audience - "By" specific target date/ "during" specific time frame
Trialability
- An innovation can be used on a limited basis prior to making a full blown commitment. - Trail reduces risk of dissatisfaction with a product after having permanently committed to it through outright purchase.
Complexity
- An innovation's degree of perceived difficulty - The more difficult, the slower the rate of adoption
What are the PRSA code of ethics?
- Applies to all PRSA members - PRSA: largest national public relations organization in the world - Places emphasis on shared values, rather than enforcement: however members can be expelled - Increase awareness of ethical best practices
Traits of Effective Messages
- Appropriate - Meaningful - Memorable - Understandable - Believable
What are the objectives of public relations? (hint: pyramid)
- Behavior Change - Attitude Change - Acceptance - Awareness
What are the objective of communication? What is the breakdown of awareness?
- Behavior change - Attitude change - Acceptance - Awareness - Effective message exposure - Accurate message dissemination
Measurement of Attitude Changes
- Changes to audience's perceptions and attitudes - Benchmarks/Baseline surveys - Audience surveys
What are some challenges for public relations?
- Clients fail to define objectives - Clients fail to provide specifies - Clients are penny-wise - No guaranteed results for clients - Clients change their perception/ attitude quickly - Miscommunication brings confusion
How do pubic relation firms get business?
- Clients issue a request for proposal (RFO) to public relations firms. - Public relations are invited to make a presentation (pitch) regarding their capability and express their ideas about what program they would create to address the potential client's needs.
Primary Research
- Collect new and original information generated through a research design - More expensive - E.g., surveys, interviews, focus groups, experiments
What are ethics and public relations guidelines?
- Establish ethical parameters before they are needed. - Know your own values. - Spot and discuss ethical issues. - Identify core values and instill an ethical organizational culture. - Educate and counsel decision- makers in the organization, especially ethical issues. - Engage in examining ethical dilemmas: moral courage.
What is the importance of ethics to public relations?
- Ethics helps serve stakeholders' interest. - Ethics is ket to making professional decisions. - Unethical behavior give public relations a bad name.
Fair Use vs. Infringement
- Fair use allows partial use of copyrighted material with source attribution - Permission is required if used in advertisements or promotional brochures - Fair use is allowed for criticism, comment, or research, particularly without multiple copies produced - Quantity - likely to infringe copyright - Government documents cannot be copyrighted - Photography and artwork - retain ownership of work, sell the use of work - Free lance writers - depends on negotiation and contractual agreement, but does not have tight to their own work - Copyright on internet, similar to hard copies, difference with uploading material by third parties
What are some benefits for working for public relations firms?
- Gain great experiences quickly - Run various projects - Learn a variety of skills, more public relation resources - Rapid advancement partly due to high turnover - Fast paced, intense pressure, more exciting - Networking opportunities - High emphasis on practical skills for starters
Questionnaire Design
- Goes through multiple drafts - Decide what kinds of information are needed - State the objectives of they survey in writing - Decide which group will receive the questionnaire - Decide on the size of the sample - Avoid biased wording, edit out leading questions - Use simple, familiar words - Timing and context - Watch questions that elicit politically correct or courtesy bias answers - Be aware of your answer categories - Guarantee anonymity - Use closed-ended questions - Design questions so that answers can be easily coded - No more than approximately 25 questions to secure response rate - Use categories for demographic questions - Make sure to pretest research instrument
Ethnographic Techniques
- Going into the natural environment of a culture to investigate stakeholders' experiences, perceptions, and attitudes. - E.g., participant observation - students' satisfaction with the teacher (university relations)/stationing someone near a bulletin board to record how many employees actually stop and read something off the board.
Compatibility
- How innovation fits into a person's why of doing things - Overcome perception of incompatibility through heavy advertising to persuade consumers
#7 Budget
- How much will the campaign cost? - Either there is an upfront budget or the public relations staff can determine. - Two major budget categories: - Staff time (70%) - Out-of-pocket (OOP-30%) - Good practice to allocate about 10% of budget for contingencies or unexpected costs
Phase #1: Receiving the Message
- Ideas often flow from radio and print to the opinion leaders and form them to the less active sections of the population - "Opinion leaders" refer to the heavy users/early decider and labeled those who turned opinion leaders as opinion followers.
What are the ethics for video news releases (VNR)?
- Information accurate and reliable, avoid misleading or intentionally false information. - Must be identified as a VNR - Sponsor/Sources clearly identified on the tape, with contact information.
Interaction Theory & Media Dependency Theory
- Interaction Theory Tell me and I will forget (one-way: hearing) Show me and I will remember (one-way: sight) Involve me and I will understand (two-way: interaction) - Media Dependency Theory: The less direct contact we have with an issue, the more we depend on the media
Interviews
- Intercept are short interviews, such as convenient pills at shopping mall - Purposive are more in-depth, over 30 minutes (qualitative).
What are the big FOUR agencies?
- Interpublic Group - WPP - Omnicom Group - BlueFocus Communication Group
#4 Strategy - what does it describe?
- It describes how and why the components of a public relations programs will achieve objectives. It provides: - Guidelines and themes: for the overall program - Rationale: for the actions and program components that are planned. - Key messages: reiterated throughout the campaign
Phase #5: Acting on the Message
- It is the ultimate purpose of any message - The Five Stage Adoption Process: Awareness "I have heard of it" Interest "Interesting! I think I may take a look at it again." Evaluation "It looks nice." Trial "I tired it. It works great." Adoption "I bought it."
Why NOT outsourcing - advantages of internal department?
- Knowledge of the organization - Economical for the organization - Access to top management - Team membership
What are some sources of friction? Describe each.
- Legal: concerned about possible effects of any public statement on current or potential litigation. - HR: turf battle over employee communication. - Advertising: compete for funds to communicate with external audiences. - Marketing: key publics defined much larger in public relations beyond consumers and potential consumers.
What are some benefits for working for companies?
- Less daily pressure, more long term results - Less turnover, more stability - Higher starting salary, more have better benefits, more opportunities for profit sharing, stocks - Can have more emphasis on management - See impact, part of big picture
Defamation
- Libel - printed falsehood - Slander - false oral statement - Defamation - any false statement (oral & written) about a person or organization that create public hatred, contempt, ridicule or inflicts injury on reputation - Person making statement was malicious or negligent - Private individuals more success winning defamation suits, while public figure have an extra test with actual malice - Corporations increasingly are considered "public figures"
Telephone Surveys
- May be less expensive than personal interviews, but more expensive than mail and online survey - Can generate wealth of information - Immediate response - Less intrusive the door to door - Response rate can reach 80-90% percent - Difficultly getting all numbers
Measurement of Awareness
- Measure whether received, paid attention, understood and/or retained - comprehension - Audience surveys and day-after recall experiments
#8 Evaluation
- Measured against objectives - Measure return on investment (ROI) - Typically need baseline numbers for comparison - Evaluation criteria: realistic, credible, specific, and in line with client's/employer's expectations - Methods: formal and informal; qualitative and quantitative - Pre-test, mid-point, conclusion, ongoing process - Determine out success and failures - help us prove out values and get paid
Phase #2: Pay Attention to the Message
- Media usage: Surveillance of the environment to find out what is happening, locally/globally, that has some impact on them. Entertainment and diversion Reinforcement of their opinions and predispositions Decision making about purchase products/service
Sensory Experience
- Message can garner audience attention when they help meet needs; or reflect values, predispositions OR stimulate their senses - Sight - Hearing - Smell - Touch - Taste
Measurement of Message Exposure
- Most widely practices form of evaluation is the compilation of press clippings radio-televisions mentions - Media impressions (gross impression) - how many people have been exposed to the message - Hits on the internet - Advertising equivalency - many consider ridiculous - Cost effectiveness - CPM (cost per thousand impressions) - Systematic tracking - 800 numbers/requests for information - Audience attendance
How do laws affect public relations?
- Normal legal of exposure - course of normal living - Work - orientated legal exposure - course of normal public relations activities - Extraneous legal exposure - in times of crisis or illegal corporate activities - Testimony - expert witness, co-plantiff/defendant
Why NOT outsourcing from the organizations (clients) standpoint?
- Not enough internal resources - Supplement internal staff during peak times - May save the organization $$$$ (sometimes)
Why NOT outsourcing from the PR firm's standpoint (PR firm's advantages)?
- Objectivity - A variety of skills and expertise - Extensive resources - Offices nationwide/worldwide - Special problem-solving skills - Credibility
What are the capabilities of public relations executives?
- Perceptions and expectations of top management - Organizational structure - who does PR report to? - Goal: public relations is a permanent part of the dominant coalition.
Invasion of Privacy
- Place limits on what information can be collected about citizens and who has a access to the information - For instance, organizational newsletters: Keep the focus on organization-related activities Have employees submit "personals" in writing Double check all information for accuracy Check to see if there is someone embarrassed Don't rely on second hand information Don't include racial, ethnic or age designations of employees - Photo releases- implied consent OK but better to get release, catalogue (who, when, context) to avoid incorrect use in future - Product publicity and advertising - absolutely get release and make monetary contract - Employee media inquiries - can't release additional information - unless approved or can contact individual directly
Evaluation
- Plan it out - Sophisticated techniques and more expertise - Computerization (not just clip service) - Evaluation as an increasing trend, about 5% of budget now, projected to be about 10% of budget in next decade - Many evaluation tools borrowed from marketing and advertising - The systematic assessment of a program and its results - To assess progress toward objectives - To improve subsequent/ongoing programs - To assess return on investment of time and money - Management must concur about objectives - Realistic, credible, measurable, and compatible objectives
What are public relations specializations and components?
- Practice specializations - Industry specializations
What are the IABC code of ethics?
- Professional communication is legal. - Professional communication is ethical. - Professional communication is in good taste.
Copyright
- Protect specific expression of an idea, NOT an idea in general - Can protect written, musical, dramatic, pictorial, graphic, and sculpted works motion pictures - Can't protect ideas, raw facts (databases), methods of operations, concepts, utilitarian objects such as lamps or typefaces - Protection is life plus 70 for individual works and 95 years for corporations from publication - Protection of creative work from unauthorized use: owner shall have exclusive right to reproduce, distribute and use original works of expression fixed in a tangible medium - Occurs immediately upon creation - Neither registration or publication is required for a it to be valid - Formal protection can also be obtained by registering with Copyright Office of the Library of Congress, helpful for lawsuits
First Amendment & Public Relations
- Protects freedom of expression from governmental control - federal and state - Adopted 1791, not interpreted by the Supreme Court until the 20th century - Court has ruled that it applied to most media, thus publishers and broadcasters have a constitutionally protected right of expression just as do individuals - Not all content comes under First Amendment, such as fighting words that provoke violence or symbolic actions that interfere with government - Also, persons or corporations whose expression defame, invade privacy or disturb peace may have to pay damages - Generally, a person will be help accountable for speech that damages another only after he or she expresses itl prior restraints on expression, however, are presumptively unconstitutional - Overall, the court's decisions foster a "marketplace of ideas" free from most government regulation, but by contrast the U.S. Constitution permits considerable regulation of communication about the commercial marketplace of goods and services - PR practitioners need to be aware go guideline established by government agencies
#3 Audience - what is these step about?
- Public relations campaigns are directed toward specific and defined target audiences Classification: - Internal vs. external audiences - Primary vs. secondary audiences - Media may or may not be an audience (e.g., to seek media endorsement or change media report/agenda - yes)
Public relations as a process? What is it? (ROPES)
- R esearch: Client, Problem, Audience - O bjectives: Impact, Output - P rogramming: Planning, Implementation - E valuation: Preparation, In-Process Monitoring, Post-Program Analysis - S tewardship: Reciprocity, Responsibility, Reporting, Relationship Nurturing (Nonprofit Donors) THIS IS A CONTINUOUS PROCESS
What are the five phases in the communication process?
- Receiving the message - Paying attention to the message - Understanding the message - Believing and remember the message - Acting on the message
Media uses and gratification theory?
- Recipients select information that may be useful to them and help them fulfill their needs: needs to be entertained, informed, reinforce their opinion and decision making. - Public Relations Professionals should understand the needs of audience and tailor messages to address their needs, therefore getting attention from them.
Litigation of public relations
- Representation of legal interests - Lawyers act as layer and spokesperson - Case is tried in court of public opinion at the same time being tried in court
Phase #4: Remembering the Message
- Require message repetition in various formats via various media channels - Integrated marketing communication (IMC)
Research Types?
- Secondary research - Primary research
What are the ethics for the use of front groups?
- Seek to influence the public policy processes by disguising or obscuring the true identity of their members or by implying representation of a much more broadly based group than exists.
How should these staff functions cooperate with one another to avoid possible frictions?
- Serve together on key committees - Heads of departments should be equal in job titles - All departments should report to the same superior - Utilize informal networks - Written policies should spell out responsibilities
Active vs. Passive Audiences
- Sometimes, a public relations campaign is designed to get attention for a mix of different audiences : Active: Actively seeking information to meet needs. Passive: Passively receiving information for fun: entertainment/diversion
#5 Tactics
- Specific activities that put the strategies into operation and help achieve the overall goal and stated objectives - Nuts and blots of campaign plan - The most visible part of the campaign plan - The most visible part of the campaign plan
Why NOT outsourcing - disadvantages of public relations firms?
- Superficial grasp of client's unique problems - Lack of full-time commitment - Need for prolonged briefing period: long learning curve - Resentment by internal staff - Need for strong direction by top management - Need for a client's full disclosure and confidence - May be expensive
Content Analysis
- Systematic and objective counting or categorizing of content, often used to evaluate press coverage. (qualitative)
What are the page principles and what do each of them mean?
- Tell the truth: let the public know what's happening and provide an accurate picture of the company's character, ideals, and practices - Provide it with action: public perception of an organization is determined 90% by what it does and 10% by what it says. Listen to the customer: to serve the company well, understand what the public wants and needs. Keep top decision makers and other employees informed about public reaction to company products, policies and practices. Realize a company's true character is expressed by its people: the strongest opinions - good or bad - about a company are shaped by the words and deeds of its employees. As a result, every employee - active or retired - is involved with public relations. It is the responsibility of corporate communications to support each employee's capability and desire to be an honest, knowledgeable ambassador to customers, friends, share owners, and public officials. Manage for tomorrow: anticipate public reaction and eliminate practices that create difficulties. Generate goodwill. Conduct public relations as if the whole company depends on it: corporate relations is a management function. NO corporate strategy should be implemented without considering its impact on the public. The public relations professional is a policymaker capable of hanging a wide range of corporate communications activities. Remain calm, patient and good-humored: lay the groundwork for public relations miracles with consistent and reasoned attention to information and contacts. This may be difficult with today's contentious 24-hour news cycles and endless number of watchdog organizations. But when a crises arises, remember, cool heads communicate best.
What is public relations?
- The management function that identifies, establishes, and maintains mutually beneficial relationships between and organization and the various publics on whom its success or failure depends. - Publics = Stakeholders = Audiences - The management of communication between an organization and its public. - A communication function of management through which organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals.
What are ethics?
- The standards of conduct which indicate how one should behave based upon moral duties and virtues rising from principles of right and wrong. - Is concerned with how we should live our lives. It focuses on question about what is right or wrong, fair or unfair, caring or uncaring, good or bad, responsible or irresponsible, and the like. - In public relations discipline, ethics includes values such as honesty, openness, loyalty, fair-mindedness, respect, integrity, and forthright communication.
Key Messages (#4)
- They should be tailed to target audiences (audience-driven) - Consistent throughout the campaign on all public relations materials. - Strategies supporting objectives which support goals: may have a single / multiple strategies supporting one objective. It depends on your objectives and the designated audiences.
Conspiracy
- To provide advice tacitly support an illegal activity of a client or employer - Participate in illegal action such as bribery, cover up information - Counsel policy behind illegal action - Cooperate in any way with or further an illegal action
What are the ethics for Internet pubic relations?
- Truth and accuracy - Disclose any affiliations in chat room postings - Offer dialogue opportunities with professionals - Reveal background of experts - Practice principled leadership in the digital world
Phase #3: Understanding the Message
- Understanding is built upon a common knowledge of the communication symbol being used. - Consider your audiences' education and literacy level, cultural and regional backgrounds, religion beliefs, SES, and of course, languages. - Conduct a copy-test - Apply readability and comprehension formulas to test your message
Secondary Research
- Use existing research (books, magazines, databases) - Less expensive - Analysis of phone calls, emails and written correspondence - Internet and web - Library - Online data base
Measurement and Production
- Very basic form of evaluation, not very meaningful - Count technical tools produced in a given period of time (PSAs, VNRs, brochures, etc) - Count technical tools distributed in a given period of time (news releases annual reports, etc.) - Specifying what should be accomplished by practitioner.
What are the guideline for reducing legal risks?
- View legal counsel as a resource - Analyze legal trends/learn from others' mistakes - Anticipate litigation in development of documents - Spokespersons trained in both law and PR - Work with legal counsel to institute a complacence program - Promote ethical guidelines - Avoid litigation through communication
What is the accreditation approach?
- Voluntary certification: May involve: - Examination - Samples of work (portfolio) - Years of experience - Continuing education
What are some questions to think about before you start to communicate?
- What are the objectives of communication? - What constitutes communication and how people receive messages? - How people process information and change their perceptions? - What kinds of media and communication tools are most appropriate for a particular message? - What kinds of media and communication tools are most efficient to reach key audiences? - How media can be combined to enhance program effectiveness (IMC)?
Pre-research Questions
- What is the real problem/ is there a problem? - What kind of information is needed? - How will the results be used? - What publics should be researched? - Hire an outside consultant or in-house research? - How will the research be analyzed, reported and applied? - How soon will the results be needed? - How much will the research cost (time, money and other resources)?
Major trend to outsource a range of services:
- Writing and communications - Media relations - Publicity - Strategy and planning - Event planning
What are the essential career skills to be a CCO?
- Writing skills - Research ability - Planning expertise - Problem-solving ability - Business/economic competence - Expertise in social media
Write for Clarity
- You need to produce clear messages tailored toward the characteristics of the audiences - Tips: Use symbols, acronyms, and slogans (simplicity + clarity) Avoid jargon Avoid cliches and hype words Avoid euphemisms - an inoffensive words or phrase that is less than direct and less distasteful than the one that represents reality Avoid discriminatory language
The "great American showman", as mentioned in Question 3, is know for using promotion tactics which include: 1) Flowery exchange 2) Exaggeration and distortion 3) Controversy 4) Massive advertising 5) Publicity 6) Scientific persuasion
1) Flowery exchange 3) Exaggeration and distortion 3) Controversy 4) Massive advertising 5) Publicity
The individual who represents the hype of the 19th century is ___________, the great America showman. He was the master of ________, which is planned happening that occurs primarily for the purpose of being reported.
1) P.T. Barnum 2) Pseudoevent
What is the difference between advertising vs. public relations?
1. ADV: Paid space / time 2. PR: Free placement 3. ADV: Guaranteed placement 4. PR: No guaranteed placement 5. ADV: To sell goods and services 6. PR: To generate understanding 7. ADV: External audiences (e.g., customers) 8. PR: External and internal audiences 9. ADV: Use mass media outlets 10. PR: Use various channels 11. ADV: Specialized communication function 12. PR: Management function focusing on communication
What is the difference between journalism vs. public relations?
1. JOU: Major component - writing 2. PR: Many components - writing, special events, counseling 3. JOU: Management skills may not be required 4. PR: Management skills required 5. JOU: Objectivity 6. PR: Objectivity & Advocacy 7. JOU: Communicate with mass audience through a single channel 8. PR: Communicate with highly segmented audiences through various channels 9. JOU: To inform 10. PR: To inform and changed attitudes and behaviors
What is the difference between marketing vs. public relations?
1. MAR: Make $ for organization 2. PR: Save $ for the organization (crisis prevention) 3. MAR: To build markets for goods and services 4. PR: To build relationships and foster good will 5. MAR: Primarily deal with external audiences (e.g., customers) 6. PR: Deal with external and internal audiences 7. MAR: (PR) Product publicity and promotion 8. PR: (PR) Management and communication function 9. MAR: Use persuasive approaches to obtain organization interest. 10. PR: Use accommodative approaches (e.g., dialogue - mutual understanding) to achieve organization and public interest
The Arthur W. Page society, named after Arthur W. Page, established six ethical principles which aim to guide modern public relations practice. Please list at least FOUR of the SIX of these principles.
1. Tell the truth. 2. Actions speak louder than words. 3. Listen to the customer. 4. Anticipate public reaction and eliminate practices that causes conflict. 5. Public Relations is a management and policy-making function that impact the entire company. 6. Keep a sense of humor, exercise judgement and keep a cool head in times of crisis.
Ivy Lee is remembered today for his four major contributions to public relations. List the FOUR contributions:
1.) Advancing the concept that business and industry should align themselves with public interest. 2.) Dealing with top executives and carrying out no program without the active support of management. 3.) Maintaining open communication with the new media. 4.) Emphasize the necessity of humanizing business and bring its public relations down to the community level of employees, customers and neighbors.
Alternative situations in two-step flow theory?
1.) Another mass media influence acts as an opinion leader affecting the receiver's impression of the initial message. 2.) Both the opinion leader and the follower receive the same message. 3.) The follower received the message but the opinion leader not.
What is the purpose, nature of communication, communication model, nature of research, leading figures, where practiced, and the percent of organizations that use it today --> Public Information
1.) Disseminate Information 2.) One-way; truth important 3.) Source -> Rec. 4.) Little; readability, leadership 5.) Ivy Lee 6.) Government, nonprofits, business 7.) 50%
What are the reasons large corporations are more likely than small firms to include public relations in the policy making process?
1.) Highly competitive environments 2.) Sensitive to public opinion, policy issues 3.) Establishing corporate identity 4.) More spotlight = more scrutiny
Ivy Lee's major accomplishments include: 1.) Managing the 1913-1914 railroad freight hike campaign for the Pennsylvania Railroad. 2.) Managing the worker-strike crisis for the Rockefeller family. 3.) Helping the movie industry stop inflated advertising. 4.) Helping the New York Subway increase ridership.
1.) Managing the 1913-1914 railroad freight hike campaign for the Pennsylvania Railroad. 2.) Managing the worker-strike crisis for the Rockefeller family. 3.) Helping the movie industry stop inflated advertising. 4.) Helping the New York Subway increase ridership.
What is the purpose, nature of communication, communication model, nature of research, leading figures, where practiced, and the percent of organizations that use it today --> Two-Way Symmetric
1.) Mutual understanding 2.) Two-Way; balanced effect 3.) Group -> Group & Group -> Group (both ways) 4.) Formative; evaluative of understanding 5.) Bernays, educators, professionals 6.) Regulated business, agencies 7.) 15%
Who were the key figures in public relations history?
1.) Phineas T. Barnum 2.) Ivy Ledbetter Lee 3.) Edward L. Bernays 4.) Doris E. Fleischman 5.) Rex Harlow
What is the structure of public relations agencies and firms? From top of the pyramid to the bottom of the pyramid.
1.) President 2.) Executive Vice-President 3.) Senior Vice-President 4.) Account Supervisor 5.) Account Executive 6.) Assistant Account Executive
What are the FOUR models of public relations?
1.) Press Agentry/Publicity (1840-1900) 2.) Public Information (1900-1920s) 3.) Two-Way Asymmetric (1920s-Present) 4.) Two-Way Symmetric (1960s-Present)
What is the purpose, nature of communication, communication model, nature of research, leading figures, where practiced, and the percent of organizations that use it today --> Press Agentry Model
1.) Propaganda 2.) One-way; truth not essential 3.) Source -> Rec. 4.) Little "counting house" 5.) P.T. Barnum 6.) Sports, theatre, product promos 7.) 15%
What is the purpose, nature of communication, communication model, nature of research, leading figures, where practiced, and the percent of organizations that use it today --> Two-Way Asymmetric
1.) Scientific persuasion 2.) Two-way; imbalanced effects 3.) Source -> Rec & Rec -> Source (both ways) 4.) Formative; evaluative of attitudes 5.) Edward Bernays 6.) Competitive business, agencies 7.) 20%
Typical Sample Size
1000-1500 for a national poll National poll: to get indications of public attitudes and opinion. 250-500 is relatively accurate Consider the response rate of different research methods.
Which of the following campaigns is/are NOT designed by Edward Bernays? 1.) Ivory Soap sculpture contests 2.) Torches of Liberty campaign 3.) Light of Golden Jubilee campaign 4.) Seat Belt Campaign
4.) Seat Belt Campaign - in 1980s, by U.S. Automotive Industry, nationwide campaign number of people buckling up rising 12-15%
Public relations is always _______________________.
Audience- Driven
Strategic Planning Model
Audience: Target audience: who are they, hot button issues Current mindset: how do they feel about the product, service or issue Desired mindset:how dod we want them to think, feel, believe or behave. Key Message: Main point: what one key message must be conveyed to change or reinforce mindsets
What does strategic mean?
Avoid drift and routine repetition of activities.
Hourly fee?
Basic hourly fee and out-of-pocket expenses.
Retainer fee?
Basic monthly fee including administrative and overhead expenses for being "on call".
Industry standard?
Bill clients 3 to 5 times a staff's salary.
Edward L. Berney is credited as "the father of modern public relations". His book "_________________" outlined the scope, function, methods, techniques, and social responsibilities of a public relations counsel.
Crystallizing Public Opinion
What does a line manager do?
Delegates authority Set departmental/organizational goals Hires employees Makes policy Influences work of others
Quota Sampling
Draw a random sample that matches characteristic of the audience (quantitative).
Who created the diffusion of innovation theory?
Everett Rogers - it is the process of spreading out Relative Advantage Compatibility Complexity Trialability Observability = ADOPTION
Random/Probability Sampling
Everyone in target audience has an equal chance of participating (quantitative).
True or False. Edward Bernay has a powerful partner in his life: his wife, Doris E. Fleischman. Fleischman was another pioneer in the field of pubic relations. She was named by Life Magazine in the 1990 as the 100 most important American in the 20th century.
FALSE. Edward Bernay has a powerful partner in his life: his wife, Doris E. Fleischman. Fleischman was another pioneer in the field of pubic relations. She (correction: BERNAY) was named by Life Magazine in the 1990 as the 100 most important American in the 20th century.
True or False. When managing crises for the Pennsylvania Railroad and the American Tobacco Company, Ivy Lee recognized the value of directly reaching opinion leaders, who, in turn, influenced public discussion and opinion.
FALSE. True or False. When managing crises for the Pennsylvania Railroad and the American Tobacco Company(correct: the Rockefeller family), Ivy Lee recognized the value of directly reaching opinion leaders, who, in turn, influenced public discussion and opinion. The American Tobacco Company did have have major crises at that time. What Ivy Lee did for the tobacco giant was advising it to have a profit-sharing plan. He was NOT doing crisis management.
In 1900, the emphasis of public relations begun to shift from the press agentry and publicity of the Barnum era to the idea that ________________ were most effective strategies.
Facts and information
Strategic Planning Model - what are the facts and goals?
Facts: Category Facts: recent trends Product/Service Issues: characteristics of the product, service or issue Competitive Facts: competitors - their strengths and weaknesses, similarities, and differences Customer Facts: who use the product, service or issue and why Goals: Business objectives Role of public relations Sources of new business: what sectors will produce growth
What is FCC?
Federal communications commissions: media and other telecommunications
What is FTC?
Federal trade commission: the Lanham Act provides power to persecute for distributing false or misleading information (advertising marketing or pr) Protect consumer rights Violators typically sign consent decree, not wrongdoing acknowledged but change promotion can be fined
What is FDA?
Food and dug administration: advertising and promotion of prescription drugs, over the counter cosmetics, good, alcohol
What does IMC stand for? What is it?
Integrated Marketing Communication - Integrated Communication (IC) - Integrated Marketing - Convergent Communication Definition: A communication process of planning creating, integrating, and implementing diverse forms of marketing communication (e.g., advertising sales promotion, direct marketing, public relations, online communications, and social media) that are delivered over time to a brand's targeted customers. WHY -> - It is all about synergy - Multiple communication and marketing methods yield more than individual - When coordinated, the SUM is worth more than the PARTS
What is research?
It is controlled, objective, and systematic gathering of information for the purpose of describing and understanding. It is also the form of listening.
What are the approaches to planning?
MBO Checklist: Client/employer objectives Audiences/publics/stakeholders Audience objectives What is that the audience wants to know? How can the message be tailored to audience self- interest? Media channels Media channel objectives Why would media be interested in your program? Sources and questions What are your message sources? Credible? What research should be conducted? Primary & secondary? Communication strategies What messages? Any influence from environmental factors? E.g., timing Essence of the message Nonverbal support of the message
MBO? What does it do?
Management by Objective MBO provides FOCUS and DIRECTION for formulating strategy to achieve specific organizational objectives.
How does management theory divide an organization into a staff function?
Manufacturing Supply Chain Management Operation C-Suite (CEO, CFO, COO)
What are some research types for quantitative data?
Numeric data Closed-ended questions: multiple choice To predict and describe Generalizable Random sample Surveys, experiments, panel studies
What is the licensing approach? What would opponents say it would? Advocates would say it would agree or disagree?
OPPONENTS WOULD SAY IT WOULD: - Infringement on First Amendment - Difficult to define public relations - Too much emphasis would be placed on education - Voluntary accreditation sufficient - Civil and criminal laws already exist to deal with malpractice - No legislative interest since health and welfare of people are not at risk (costly) - Would only assure minimum competence - Credibility not always improved by licensing ADVOCATES WOULD SAY IT WOULD: - Define the practice - Establish educational criteria - Set professional standards - Protect clients and employers - Protect qualified professionals - Raises PR's credibility
Rex Harlow is credited as "the father ________________." He founded the American Council of Public Relations, which became the Public Relations Society of America (PRSA).
Of public relations research
The 1800s was the golden age of ______________________. It was also the age of hype, which is shrewd use of media and other devices to promote an individual, a cause, a product or service such as circus.
Press Agentry / Publicity
Ivy Lee is the leading pioneer in the era of 1900 to 1920s. He was a former business journalists for the New York Times, the New York World, and the New York American. He was regarded as, "the first ________________________."
Public Relations Council
Ivy Lee advocated a new mode of public relations practice which is ________________. The emphasis of the new model is on the dissemination of truthful, accurate information rather than distortion, hype, and exaggeration.
Public information
How does management theory divide an organization into a line function?
Public relations Marketing Advertising Human Resources Accounting and Finance
Public relations as a process? What is it and what does it mean? (RACE)
RACE: - R esearch - What is the problem of the situation? - A ction - (Program Planning) What is going to be done about it? - C ommunication (Execution) - How will the public be told? - E valuation - What were the effects?
Public relations is all about ____________ ______________.
Relationship management
How can public relation departments save money and how do they make money?
Save $ by: - Reducing cost of litigation, regulation, legislation, pressure campaign boycotts. - Reducing lost revenue that result from bad relationships. - Bad relationships = angry publics = activism Make $ by: - Cultivating relationships with donors, customers, employees, shareholders, and legislators
Edward L. Bernays, who was the nephew of Sigmund Freud, is the leading proponent of the new model. This model emphasizes the concept of ______________
Scientific persuasion
Archival Materials
Review of internal and external materials of an organizations (secondary research).
What are program/campaign elements?
Situation Analysis Goals & Objectives Audience Strategy Tactics Calendar/Timetable Budget Evaluation
Phase #4: Believing & Remember the Message
Source Credibility: - Expertise - Sincerity - Trustworthiness - Attractiveness (NOT name recognition) - Edleman Trust Barometer
#2 Goals & Object - what are the types of objectives
Specific, Measurable, and Achievable Types of Objectives: Top to Bottom Behavior change Attitude change Acceptance Awareness Goals: A conceptual / directional / general statement of what you plan to achieve Does NOT promise to do something specific "To improve employee morale: Objectives: Specific measurable statement of what you plan to achieve your goals What you want to achieve specifically
What does a staff manager do?
Staff positions have little or no direct authority but they indirectly influence others' work.
Public relations planning should be _____________________.
Strategic
What is the difference between strategy and tactics?
Strategy establishes why something is being done and why it works for the purpose of the campaign [It sets brief guidelines and themes for the overall program]. But it is in the tactics that they job gets done."
True or False. The new public relations model in the era of 1920 to 1950s addresses the importance of applying social science research and behavioral psychology to formulate campaigns and messages that could change people's perceptions and behaviors.
TRUE
True or False. Two major reasons are the shift of public relations emphasis (as mentioned in Question 1) are: 1.) The press agentry model didn't fit the operation and objectives of large corporations. 2.) The new field of public relations attracted journalists who advocate objectivity and the dissemination of information.
TRUE
What is the importance of an organizational structure?
Tactical vs. Managerial Research: Environmental scanning Problem solving Managing total communication
Copy Testing
Test readability of messages (qualitative).
What are some research types for qualitative data?
Text data Open-ended questions (interview questions) To explore Not generalizable Use nonrandom sample Interviews, focus groups, copy-testing, ethnographic techniques
Fixed project fee?
The least popular among public relations firms BUT more popular among clients because you have a fixed cost.
Briefly describe the two campaigns Edward Bernays designed. Make sure you include campaign ideas and tactics: 1.) Torches of Liberty - campaign for the American Tobacco Company 2.) Ivory Soap - campaign for Protector & Gamble
Torches of Liberty: - Ideas: Making smoking a symbol as a symbol of liberty - Tactics: Having fashion models march in New York's popular Easter Parade, each waving a lit cigarette and wearing a banner state "torch of liberty". - Goal: To tap women's market by countering the social taboo of women smoking in pubic. Ivory Soap: - Ideas: Sponsoring soap sculpture contests for school-aged children. - Tactics: Distributing brochure with soap sculpture tips to schoolchildren, which advised them to "use discarded models for face, hands, and bath" - 22 million children participated, lasting for 35-year long
Ivy Lee's public information model is still used today, but a new model of public relations practice was introduced in 1920. Professor James Grunig of the University ofMaryland named this new model: _________________ model.
Two-way Asymmetrical
USPS
U.S. postal service: type of material, who sends it, what purpose
#1 Situation Analysis
Understand the challenge, the organization/client, the industry, and the environment to set clear and valid objectives. 3 traditional situations promote a public relations program: 1.) One-time specific project to launch a new product/services 2.) Remedial program to overcome a negative situation 3.) Reinforce an ongoing effort to preserve reputation or public support
What should be considered when building an audience profile? What should be in an audience profile?
When planning a public relations campaign, know who are the major stakeholder/audience groups is NOT enough. It is important to be SPECIFIC. - Age - Gender - Education - Ethnicity - Cultural background - Religious belief - Socioeconomic status (SES) - Lifestyle - Communication habits(preferred media, media usage) - Consumption/purchase habit (coupon lovers)
WOM
Word-of-Mouth or Word-of-Mouse - One of the best forms of Ad/PR - Viral Marketing via the net - Consumer decision making
What do you need to file a defamation suit?
You need: - A false statement was communicated through some form of print, broadcast, or electronic means - The victim was identified or can be identified - There is proof of actual injury in loss of money, loss of reputation, or metal suffering
