APR Test 1

Educational

8%

Research

to understand the audience

Kotler, professor of marketing at Northwestern, says that public relations is the fifth "P" of marketing strategy

"Public relations takes longer to cultivate, but when energized, it can help pull the company into the market."; Role of PR in marketing has grown considerably

Corporations

34%

Nager & Allen - 9 MBO Steps

. Client/employer objectives Audience/publics Audience objectives Media channels Media channel objectives Sources and questions Communication strategies Essence of the message Nonverbal support

Health Care

1%

Professional Associations

1%

Probability Sampling Methods - Know

1) Simple Random Sampling: SRS 2) Systematic Sampling 3) Stratified Sampling (Quota) 4) Multistage Cluster Sampling

Ivy Lee's 4 Contributions: - KNOW

1. Aligning business with public interest (not autocratic or socially darwinist - making it more beneficial to employees) 2. Active support of top management (Counseling, working with goals of business) 3. Open communication with the media (Transparency) 4. Bring PR to community level (Employees, customers, neighbors - Being a good representative for the company to help people who may not know much if anything about your company. All members need to work in unison with company)

Government

10%

PR Firms

17%

Nonprofits/Foundations

19%

Other

2%

Professional Codes of Conduct - PRSA

6 Core Values - Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness (No legal authority) Advocacy - responsible advocate Honesty - highest standards of accuracy, truth Expertise - Continued development Independence - objective, accountable Loyalty - Faithful to clients, employer Fairness - Respecting all opinions, free expression It's your job to continue your education so that you're valuable and marketable.

Even with these companies and big PR firms, much integrated communication conglomerates.

60% of global business by firms owned by holding companies Omnicrom $11.4 billion, 9.5% PR, Fleishman-Hillard, Ketchum, Porter Novelli WPP $10.6 billion, 10% PR, Hill& Knowlton, Burson-Marstellar, Ogilvy PR Worldwide Interpublic Group $6.96 billion, 16% PR, Six PR including Weber-Shandwick, Gollin-Harris International Examples of big companies that we talked about at the beginning if you want to work for a firm type atmosphere. If that's what you're looking for, these are it and the main ones you'd want to strive for.

PR Movements

60s - Issues management; sensitive to environment 70s - Financial scandals; Became incumbent among PR people to address it (Texas Gulf Sulfur) 80s - Management Function - Business side and PR; "Management by Objectives" - Know where you want to go. 90s - Reputation management - perception management, Engaging in relationship management and marketing; "I spent a lot of money on you. I want to listen to you, make sure you're a satisfied customer, and make sure I keep you." Burson-Marsteller 2000s on - Relationships management - The concept of dialogue emerged from relationship management and focuses more on interpersonal channels rather than mass media distribution.

Independent consulting

8%

Movements - All that played a big part with PR to fight huge battles.

Abolition - Ida Wells; Women's Suffrage - Seneca Falls convention 1848; Prohibition - WCTU (Women's Christian Temperance Unit), Civil Rights - Ida Wells, National Parks - John Muir (In 1803, claimed that he had bought land that would provide for people for a millennium. Within a hundred years, it had developed. Railroads, many people moving in. Idea of donating land to the public good for national parks. PR played a big part in all of these.

Multicultural Relations/Diversity

Addressing the special concerns of other ethnic groups, sexes, etc. Some companies just don't catch on to this, so it's the job of the PR person to identify it, and make sure it's equal so there's no discrimination.

Sources of Friction - KNOW

Always interfacing with these departments. One of those situations where over time they have realized that they mutually need each other. o Legal o Human Resources o Advertising o Marketing

Centralized government and banking system vs. those who wanted state rights and decentralized banking system and government

America got freedom. Then it was the idea of "Where are you gonna go now?" Idea of fighting ideas in public marketplace to make people persuaded towards their ideas. Neither side won - Why we have two parties now. Republicans (state rights, laissez faire) vs Democrats (federal power, centralized government); With different presidents, we move from one side to the other on the curve of democratic vs. republican. Our system provides free choice - not a dictatorship. We change sides every few years. Never resentment against centralized government. Free choice by people. Pluralistc factions battle in public marketplace every four years to be proponents for their side.

Models

Approaches to the planning process Management by Objective (MBO) Ex. P. 152 (See last slides) Ketchum's "Strategic Planning Model for Public Relations P. 153 (See last slides) 8-Steps of Program Plan

Continued

Audience: Target audiences Current mind-set Desired mind-set Key Message

Levels of the Communication Process (important when dealing with your audience) - KNOW

Awareness, Information, Attitude, Behavior

Ethical Dealings With News Media

Be Honest: Be honest with media to maintain credibility; can't or won't answer; no BS Gifts to Journalists: Public relations practitioners should not undermine the trust of the media by providing junkets of doubtful news value, extravagant parties, expensive gifts, and personal favors for media representatives; varies with media Linking Ads to Coverage: Economic pressures are forcing many publications, particularly specialty magazines, to connect paid advertising with editorial content, which is a concern to both public relations personnel and journalists. Transparency and Disclosure: Paid "shills", Toy Guy, Kathleen Turner/Enbrel o Outsourcing in other countries to get the American press to come over and write a story on their products. Fly you over there and pay for your bar, etc. Differences in fields. In journalism, you're supposed to do hard news. You couldn't do that. In PR, probably not. Don't give gifts of any kind to anyone in the "hard news" area. They can get fired for any type of persuasion, bribery. In other areas it's very common. Take people to lunch, fly them out to write your article. It's an existential world out there. Refer to your boss. o Another big issue - Linking ads to Coverage. We just bought a full page ad in your issues of your magazine. How about a little free press? Give us a half-page story. Happens all the time. However, just know what's effective and acceptable. Don't reward them things like "best car of the year," but maybe it's ok to write a small story about them, etc. o Transparency and Disclosure - EX: Richard Scrucy with HealthSouth. Ran two sets of books. Taking one set to financial people in NY about how wonderful they were doing. The real books were bad, and they kept them to themselves. Built up bad reputation. Is that unethical for him to pretend to be writing editorials to apologize when he really hired a PR person? Most people would say yes. Found that one company was giving free coupons to people who wrote stories about how good they were, etc. Blew up in their face. Buying reviewers off. Maybe not so unethical just dumb. Made them look bad. Negative publicity for them. Also, paid spokespeople. You have to identify yourself though. EX: Kathleen Turner/Enbrel. She used Enbrel because she had knee issues. Not hiding the fact that you're getting paid. If you do, it is not ethical, and it actually costs the company in terms of bad publicity.

Other PR Leaders

Benjamin Sonnenberg - Texaco Sponsorships Rex Harlow - Father of PR Research Leone Baxter - 1st political campaign management firm Eleanor Lambert - "Grande dame" of fashion PR Moss Kendrix - Black PR pioneer, "What the public thinks counts" PIONEER AT UA FOR PR - BETSY FLANK (early executive for PR)

Marketing vs. Corporate PR (CPR)

Build markets vs. build relationships; External audience vs. external and internal; Customer based (marketing communications) vs. Broad based (every other audience other than consumer - corporate PR)

1900-1950 - Age of Pioneers in PR

Business, social front, many other areas. PR starts to become a very important tool for making change. Fighting in the public will battling for the minds. PR becomes more institutionalized and a business function. Important in this is LEE.

Publicity

Idea of generating positive publicity for a company

Make a Profession

Changing Practitioner Mindsets, Standardized Curriculum, Expanding body of Knowledge, Professional Accreditation and Continuing Education

Systematic Sampling

Common. Work very well if you have a fairly constrained group of people. EX: University students. A company with 20,000 employees, etc. Want to engage in some methods so that when you're pulling people out they have an equal chance of being selected. Can't just place people around campus because you'll end up interviewing all of the same type people by certain buildings. • 20,000 people at University. Want to interview 1,000 people. Select every 1 in 20. Take your University list with names and pull every 10th person off of the list by last name to interview them. Pick number 10, 30, 50 off the list and then get a perfectly random sample. Put a system in to make sure there's no systemic error like ranking people by their classes, etc. Make sure it's random. • Today, it can just randomize the list for you with computers and you can get a random sample very easily.

Colonial America - KNOW ABOUT SAM ADAMS.

Companies trying to get people over to the US with PR campaigns. Virginia Land CO - Promote land in Europe; Revolution; Sam Adams - FATHER OF PRESS AGENTRY (Great grandfather of PR, very much a publicist) - Boston Tea Party and Boston Massacre publicized by Sam Adams - Very much about being heard. Newspapers were split. Didn't make a huge impact on England's economy. About taking a stand. First media event; Sons of Liberty - Set up a network by Sam Adams to place info; Correspondence network; Editorials - Constantly taking over the government, very pro-revolution; Started using many basic tools in PR to get the message out about revolution; Tom Paine - Collateral Materials, Common Sense; Federalist Papers - Hamilton, Madison, Jay (First direct mail materials to get people fired up)

Truth has a small "t."

Consider: public interest, employer's self interest, PR profession, and personal values. Your personal values vs. Organizational values. Company may say "let's go," but you may not want to do it. Always confronted with the ethics of the government, society, employer, industry as a whole, and yourself. At the end of the day, you have to be happy with yourself and your choices.

Edward Bernays - KNOW

Father of modern PR, Advocacy/Scientific Persuasion; Nephew of Sigmund Freud; Engineering of Consent, Crystallizing Public Opinion; Taught first PR course; "Torches of Liberty" and Light's Golden Jubilee; Big Ideas - Hearty Breakfast, Doctors, sell bacon

Aspects of PR - KNOW

Counseling, Research, Media Relations, Publicity, Employee/Member Relations, Community Relations, Public Affairs, Government Affairs, Issues Management, Financial Relations, Industry Relations, Development/Fundraising, Multicultural Relations/Workplace Diversity, Special Events, Marketing Communication

Issues Management

Dealing with ugly things that come up and that can have a huge implications on companies; Drugs, women in the workplace and needs with that, etc. Childcare issues and maternity leave. Elderly people in the workplace and their special needs that need to be accommodated. Maybe they can't work the whole shift, you have to do job sharing, etc.

Evaluation

Did it work? How much did we achieve?

Simple Random Sampling

Each element in the population has an equal or known chance of being selected. Want to avoid any issues that would prevent non-random data from being used. Make sure all classes are sampled. Make sure the subjects are "mixed up" well.

WWII

Elmer Davis; Office of War Information; USIA; Didn't have as much trouble getting people convinced to fight, but similar. Elmer Davis - Office of War Information (PR wing of government) - Morphed into US Information Agency (USIA) - controls external PR of the US with nations of the world. Handles PR with many different nations of the world, wherever we have embassies. Once again, the war effort prepared these people.

1800s - Golden Age of Press Agentry (Second Revolution) - KNOW

Federalists (Hamilton) vs. Anti-Federalists(Jefferson); Andrew Jackson: Amos Kendall, kitchen cabinet; Publicity - Buffalo Bill, Davy Crockett, Daniel Boone, Annie Oakley; PT Barnum - Press agent, Tody Hamilton (Press Agent), and Levi Lyman (Front Man)

KNOW - Views of the world:

Emanuel Kant - absolutist view (very black and white) - Proscriptive and coscriptive codes. Lots of newspapers have a 2-source rule. Before you run a story, you need two stories or it doesn't run no matter what. (Proscriptive - Don't lie, don't cheat people, don't offend good taste or public decency.) Aristotle - Existential (situational) balance; Mill - Utilitarian (greatest good); Opt for the greatest good for the most people. "The end justifies the means." Machiavelli Role differentiation - Job is to be advocate. Should PR people ever lie? Do you think it's acceptable? o Public Information Officers working for the government after the Gulf War sending out inaccurate information about the troops in the point of trying to deceive the enemy. Is that ok? Can you give a gift to a reporter? Is that unethical or does it depend on the gift? Depends on which media you're talking about. Radio people love those kinds of things. Love free giveaways. Trade magazine - yes. Newspaper - no. They will not accept it for the most part. Journalism - will not accept. "Get that off my desk. I could be fired." Existential/situational. Learn the different places where what is acceptable. Philosophical approaches to it.

Evaluation

Evaulation o Did we change the awareness? Did we increase information? o Find out "How many newspapers ran? How many of them included the picture of our product?" Make sure you have hard data to make sure of your answers. o UPS program - Did a good job of placing key stories about the PR program to the media in front of a lot of newspapers. It met X eyeballs or people. It doesn't say they read it, but it gives you a gross impression. 330 million , so you probably have 240 million adults you would survey - wouldn't worry about teenagers and kids for some examples. See the examples on slide with results. It's a score card - How did you go out there and reach out to people in the movies? o Get prices for how much an ad would have cost, and show how you did just as good or better as the advertising of your PR campaign. Often much more cost effective and raises awareness like an ad is supposed to do, but in a much easier way. Gets better results too that might be harder to measure but actually relate to citizens.

Systematic Sampling

Every nth object selected Good when you have list of sampling units ex. University list of students population 20,000 want sample of 1,000 Select every 1 in 20 Random start Make sure there is no systematic bias in sample Kish: with large alphabetical list, approaches random selection

Industry Relations

Every organization is part of some industry. Must interface with industrial organization to make/maintain positive change.

Problem you run into with this - Party structure that moves presidents into position. All battle in the public marketplace of ideas. Free press covers them, but people that want certain things have to come together and create a voice to convince others to get at least 50% to win an election.

Factions that battle in the public marketplace of ideas. Fight in the press to get space and attention. By necessity, PR become central for all of those factions out there. All out there fighting for market share. System that guarantees a free voice. PR becomes essential in the marketplace to fight the battles for the factions in the marketplace. Very much a political experiment that works well and appeals to the people. Places around the world becoming freer in their flow of info. Seeds in the US of this movement around the world.

Ketchum Strategic Planning Model

Facts: Category facts Product/service issues Competitive facts Customer facts

Major Trends Today

Feminization, Multicultural World, Recruitment of Minorities, Public Demand for Transparency, Expanding Role of PR, Corporate Social Responsibility, Increased Emphasis on Measurement, Managing 24/7 News Cycle, Continued Growth of Digital Media, Outsourcing of PR Firms, Need for Lifelong Learning

See figures in CH 1 of the book.

Figure 1.1 and 1.2

PR Firms

First publicity firm - Publicity Bureau 1900 Hill and Knowlton - 1927 Byoir and Associates Burson-Marstellar - Marketing Doris Fleischman - First Woman Today about 7,000 in US (PR firms); After the war, business and PR grew together (PR firms are similar to advertising agencies in relationship to industry.) After the war, PR agencies popped up around the country. Become a more institutionalized business. People were happy after the war.

PRSA Provisons - Don't need to know.

Free flow of information, competition, Disclosure of information, Safeguarding confidences, Conflicts of interest, Enhancing the profession

Corporate PR - KNOW (Arthur Page AT&T, Paul Garrett - GM)

GE, GM, AT&T; AT&Ts Arthur Page First VP; Paul Garrett GM; After the war, companies came out and wanted to grow. They wanted to become corporations. They needed money. Become a public corporation. Take ownership of the company and sell it out to people in pieces of stock. Make much money. Starts happening after the end of WWII. Businesses become much more complex and much larger entities. PR becomes even more crucial. Dealing with investors, governmental affairs, complex rules of the company and laws in many different communities where you're now located. Your publics grow like crazy and you need someone to manage those publics. PR people who "only did newspapers, etc." started moving up into much higher management positions. AT&T first to put a person in a VP management position. Arthur Page. Makes them a much higher up employee. Want PR to have a voice at the head table of a company. To make change, PR has to be infused at the head of the organization. Arthur Page Society - Hall of Fame for PR. Paul Garrett - Became a VP at General Motors. Fight to continue to move PR up to VP level.

KNOW - World Wars - WWI

George Creel; Committee on Public Information; American Red Cross development; Like how many people who came into TV after being in radio in WWI, same thing happened with PR. Wilson wanted to convince the American people that it was important to get involved in war. Creel had become the head of the Committee on Public Information (PR effort of the Presidency) - Did presentations before movies at theatres. Rallying them to get them off the fence and support. Worked well. When the war ended, these people were trained in PR. PR had taken off as an industry, and these people were very important in developing the growing industry.

Continued

Goals: Goals Business objectives Role of PR Sources of new business

Selling more bacon

Goes to American Medical Association. Gets doctors to argue that eggs and bacon are very important for everyone to eat a healthy breakfast. Got many doctors to argue for it. Use doctors to sell the message. Idea of "What's a healthy breakfast?" and he put out the idea that it was eggs, bacon, and toast. Bernays used a very different philosophy of power drifting down from the top. Convince the top, then you're good. Opposite from Lee. Used philosophy idea from Uncle Freud.

Focus Group

Group homogeneous by some variable:  ex. housewives; male drivers age 24-45 Idea is to engage in interaction Discussion agenda/questions Reaction to questionnaires, design Copy test Numbers: 8-12 Recruiting Site selection, online Moderator's guide No right or wrong answer, open up Nondirective Nonverbal Game/role playing

Careers and Work

Growth of PR concept, PR education, job growth

Counseling

Guiding companies in how they want to strategically operate their communications process.

Jackson played a role of institutionalizing PR in the presidential realm.

Had a PR machinery around him that really established him. People didn't know James Buchanan as much. Difference between a good PR person and not. First presidential press secretary - Amos Kendall. Sold the administration and positioned him in a unique, attractive way. Helped with his campaign. Inauguration was close with his "country roots" with a BBQ, etc. Very good PR campaign.

Organization of Department - Know Fortune 500 average - 24 people

Head: Manager, Director or Vice President, CCO Sections: Ex. Media Relations, Investor Relations, Consumer Affairs, Governmental Relations, Community Relations, Employee Communications, Marketing Communications Ex. IMB: SVP, 13 VP (p. 97);Advanced Mirco Devices p. 98 Fortune 500 average: 24 people PR can be dispersed: Marketing, Human Resources o Smaller organization - more of a PR manager o As you move up to the very upper level and sit at the table. In this position, you would be at a minimum a VP or even a CCO (Chief Communications Officer) • Look at the example in the book of the IMB organizational chart. o Know what CSR stands for. (Corporate Social Responsibility (CSR) - Accountability of the company.) o Innovative o More traditional system - Advanced Micro devices o On average in Fortune 500 companies, there are 24 people in the PR department. o PR can be dispersed all over the place. You may have the main PR department at the VP level, but PR people may still be in the marketing department, human resources, etc.

Idea of the Jesuits - opposite of the Darwinist model - Socialite men are trained the best possible, they bring good to the community, and it trickles down.

Helps the whole community/area. Convincing influential people and important individuals of things. Important people are the ones that need to be convinced on certain issues, not everyone. Laws of psychology to manipulate the public for consent. Engineering of consent. Using persuasion to get people behind you and inspire change. Did one client case for tobacco growers association - One project he wished he had failed on. "Torches of Liberty" - Starts the campaign during a debutante ball in NY with all the socialites and a parade down 5th Avenue. All of those ladies walking down the street are encouraged by him to pull out a cigarette and light it up. Influential people doing this. Gets covered by all the newspapers the next day. Young girls want to be like the debs. Called "torches of liberty." Takes off.

Industrialists, Presidents

Henry Ford - Credit to those who do it first (accessible to media Samuel Insull - Chicago Edison Co. President, customer magazine, bill stuffer Teddy Roosevelt - Press conference, conservation

Awareness

How many people know that Toyota makes a mid-size truck? Do you know what it's called? What is the awareness? Measuring it.

Levels of Influence - KNOW

How much respect you get can have a huge influence on your department's structure. • Advisory: Line departments have no obligation to listen to you (EX: Toyota) Basically they don't have to listen to you if they don't want to. • Compulsory-Advisory: Line must at least listen (EX: Johnson & Johnson, Tylenol) The management must at least listen to you, but they don't have to follow you necessarily. Johnson & Johnson had to at least listen to PR (They had arsenic in something) and they pulled it off the shelf. They lost sales for a month or two, but it was a wake up call to prioritize PR because they came out on top as far as trust in their company, etc. • Concurring Authority - Ex: Others must show PR material; for some, PR must show to legal - Required to listen to PR, but if there are differences, must agree before doing it.

Strategy - KNOW

How, in concept, an objective is to be achieved, providing guidelines and themes for the overall program UPS and Fleishman-Hillard decided the strategy would be to identify "proof points" regarding UPS's efforts to minimize its environmental impact and to develop stories around these points that were remarkable enough to trump other corporate green stories Doritos: 1) Invite to do Super Bowl ad; $1 million and 2) 2-prong media: reach likely entrants and maintain coverage

When you turn something over to the media in a press release, you have no control over it.

However, increasing amounts of controlled communication written only by you. Social media, speech for boss, brochure, emails, etc.

Media Relations

Huge part of PR; Taking stories and working with the media to place those stories

Other Organizations - KNOW

IABC (International Association of Business Communicators) - San Francisco, 16,000; 80 nations; Used to have a heavy focus in employee communications, but now much broader scope, almost as much as PRSA.

PR Departments - Role - KNOW 184%

IABC - International Association of Business Communicators; They did a study on Excellence in PR. Relationship building. Important to operate as a counselor role in your company so that you impact the decision making of that organization at the highest level. PR needs to guide the company, feel the pulses of the road, and guiding where the company goes as far as its relations with publics. o Cost Saving and Revenue Generation o On average, stock market produces returns of 7%. CEOs give public relations operations a 184% Return on Investments. Good. Study found positive results with generating revenue. Read more about this. PR has done well with this. If you maintain relationships with your publics that are affected, you're doing very well for your organization. You cut time and costs that your community relations person had to deal with previously. You can avoid that kind of thing. Saving the lawyers and community relations people time. And media relations. So by keeping your relationships positive, you can focus on more important things for your job. o IMC - Integrated Marketing Communication. Can use PR to generate dollars for the company.

International Public Relations Association (IPRA) - KNOW

IPRA - London (1,000 members in 80 countries) Very international society. Become more and more a global industry; Used to be pretty much US. However, as more countries become free marketplaces, PR become very instrumental.

Communication (execution)

Implement the plan

Journalistic things produced by PR people a lot;

Information based at herat

Marketing Communications or Marketing PR (MPR) or IMC (integrated marketing communications)

Integrating PR with marketing; Element of marketing's promotion function

Employee/Member Relations

Internal Communications; What you say has a huge impact on those in your organization as well as those audiences that you are trying to reach. Employees are huge spokespeople for the company because they have first hand experience.

Other Points

Internships - Get them; www.PRSA.org; Salaries: Location and Type of PR important; Intro Median - $31K; Corporate Median - $110K; Nonprofit - $61K; Medians - 1-2 years - $37K, 3-4 years - $52K, 5-6 years - $60K, 21 or up - $150K, EVP - $215K; Top pay in Large Corporations - $269K-$500K+

Value of PR

Interpret info, determine why and how it's relevant to people, Explain organization to publics, Provide guidance about publics to organization

Role Differentiation - job is to be advocate

Kind of like being an attorney. Job is to be advocate. Most of the time they don't want to know if you're guilty or innocent. Just want to protect your interests. Do their job. They're being paid. Sometimes as PR people, we take on that role. I don't believe in smoking. I hate it. But I work for a cigarette company, so I will stay within the bounds of the law and ethics to promote it and do my job. Not promoting to kids, because that's against the ethics and unlawful, but doing my best to protect my company's interests for my job. Sometimes you may need to refuse, but that's your decision. Make sure you can be proud of yourself and not be ashamed of something unethical. At the end of the day, about being happy with yourself.

Integrated Marketing Communication (IMC) - KNOW

MPR (Marketing Public Relations); Reasons for integrating: Downsizing, tighter budgets, cost, public and social issues (Nestle took about 10% of their advertising budget and switched it to PR. Cut costs and increased results - more effective. Advertising budgets dwarf PR budgets, but they've switched some over and it's made a big impact in marketing public relations. Hitting the consumer from every angle to promote the company and sell the product. Integrated like a symphony - Sales promotion and PR together in a unified message)

Financial Relations

Managing communication between organization and financial entities - stockholders, banks, etc.

Services

Marketing Communications, Exec speech training, Research and evaluation, Crisis Communication, Media analysis, Community relations, Events, Public affairs, branding and corporate reputation, financial relations, others, PR FIRM, not agency (counsel)

Marketing vs. PR - KNOW

Marketing departments are usually much bigger than PR departments.

Attitude

Measuring customer attitude as you provide more information. Trying to make it as positive as possible. Trying to offer more benefits to make them buy it. Watching them as they become more negative or positive on their meter and gauging how positive/negative they are about your product/info/company, etc.

Research

Measuring things and adjusting them to make results as positive as possible.

Publicity campaigns of Buffalo Bill, etc

Much publicity helped book campaigns. PT Barnum - realized the power of publicity in selling. Tody Hamilton (press agent) went ahead in the markets where the show would be next week and did previews, press releases,etc. Master salesmen and PR people in the business world.

Development/Fundraising

Need lots of PR people to generate money to support the company and interests

Content Analysis - KNOW

Number articles Amount: Column inches, minutes Positive/Negative Tone Key messages Internet Carma International, Cymphony, VMS o Putting a program in place: UA from 18,000 to 34,000 in 10 years. Set a goal, publicize it, and make sure people know what you want to do. Get the newspapers in on it. Say, "Did we get our message across? Did we include that we will do instate or out of state info?" Did they include the picture? Was the message positive or negative in its tone?' Making sure they newspapers and press carried your story, how long it ran on average, get a better idea if the message got out or if the message was different than you intended.

PR is hard to define with a single definition, but there are key elements. - KNOW

Organization and Publics (Connecting an organization with its audiences - UA with its many audiences); Deliberate and intentional communication in PR; Planned, organized, and systematic communication in PR (Annual plans are created and followed. EX: Dr. Witt making a decision to market the campus more and double enrollment through admissions programs and much advertising. Going out to other states and capturing the interest of the students there and bringing them in state to UA. PR was a big part of communicating with many different audiences to reach a corporate objective.); Performance based businesses and policies (Measuring awareness and changing the approach or creating more messages to get the word out); Public interest (Mutually beneficial to keep the public good in interest as a PR person.); 2-way communication (Expository, listen, communicate) - Use research to investigate the target audience and figure out how to best reach out to them. (Doing focus groups and surveys when enrollment was down to find out what was attracting students to other schools. It was scholarships. Started offering more - changed our numbers. More enrollment. Management though that the "moral values" of students needed to be adjusted. However, research showed that that wasn't a problem. Scholarships, incentives, changing the admissions representatives to more energetic ones, nicer dorms - these solved the problem. Just about reaching out to students to see what they wanted and then offering it.); Management function - strategic and integral (Working with admissions for the University is a huge part of PR); It's about money. PR exists to make sure the company survives and stays economically profitable. You're out of business if you don't make money.

Simply Put, the Key Elements in PR Definition - KNOW

Organization and Publics; Deliberate and Intentional; Planned, Organized and Systematic; Performance and Policies based; Keeping it mutually beneficial for the public interest; 2 way communication (listen to publics); Management function; Money

PR vs. Journalism - KNOW

PR has a much broader scope. PR are also information providers but are also advocated. Journalists are supposed to use the 4th estate. PR people are supposed to communicate a certain message and be an earnest advocate for the company's side of something as much as possible while being legal and ethical. Dealing with as much bias as possible to get the point across and believed by the audience. We break the fourth estate. Information providers but also advocates; More audiences; Channels beyond mass media; Better pay, dress better

Role of Professional Organizations - KNOW

PRSA - NY: 22,000, 110 US Chapters, 20 professional interest areas; about 10% of PR professionals belong Professional development: courses seminars, webcasts. Publications: Tactics (monthly) and The Strategist (quarterly); Annual meetings (silver, bronze); PRSSA - 300 Campuses, 10,000 members; Education, produce "Forum" and contests; 90% of people are not in PRSA. o No exam to pass to be a professional in PR, like lawyers or doctors. However, it's about continuing interest and attending seminars. Constantly growing. Read and keep abreast of what's going on. Be aggressive with getting all that info. o PRSA, professional development (courses, seminars, webcasts), Publications, annual meetings and awards, PRSSA, Education, produce "Forum" and contests. Going to forums can be very interesting and educational.

Evolving PR - After the War

People wanted to come back and get a life. Growth of corporations. Really developing across the US. As you get bigger and bigger, companies become encroaching. Hard to keep in touch with all of your customers. PR becomes even more important as companies grew and expanded internationally. Following affect expansion of PR. Post-war economy. Increases in urban and suburban populations. Impersonal - big business, big labor, big government. Scientific and technological advances. Communication revolution in media. Bottom-line financial considerations. Bottom line financial organization. Management tool to affect to growth of organization with PR.

Interviews

Personal interviews - purposive (in-depth) vs. intercept (convenience) Key informants, advisory committees, boards, key customer/problem groups, Detailed questionnaire, Recording - notes, video, audio o Typically, you jump in on your secondary research. See if there's anything related to what you want to know that someone else has already done. Get your hands on anything you can to define your problem that you're dealing with. Often, it's helpful but you want more info. Then, typically you want to sit down and talk with people in "in-depth interview." Compared to "intercept interviews," EX: someone at the mall announcing to everyone about a product Primary focus is in-depth interviews and focus groups - all qualitative. Then take it to a survey where you quantify it. o Typically tend to last about an hour and be pretty in depth. Usually, these people you interview are key informants. o UA - Said which departments here have something to do with the admissions process. Sit down with one person from each groups and implement goals. Start to get very interested in different bits of information they have with their experiences at UA. Found a person from each group, sat down together, and began building up key questions that they wanted to ask students or future students. Do you know someone who applied to Alabama and went somewhere else? Call them for over the phone interviews or in person and ask what their experience was with UA admissions. "Out secondary research has indicated ______, so please tell me your experience with this." Try to find out why people are going to school these days. May be different from your experiences but so important because it represents who you represent. o Ex: Put a moderator's guide together with topics that you want to discuss. o Why didn't people go to UA? People hated the dorms. Maybe you didn't realize that as a researcher because you're a different generation. Now, by doing research, you determine what your publics want. Figured out that the recruitment process for students and the guidance counselors sent to schools weren't making them feel special. Easy to change, and makes a big impact on your company's reputation. When interviewing them, using that moderator's guide to find out what to ask. Use your notes and edit the video as needed. When you listen to their stories, it unravels the truth.

Integration of Communication

Planning together with all departments; meeting together on a regular basis to synthesize your plans with other departments whose cooperation you need. Keeping yourself on pace throughout the year. Committees rep all departments Collaboration or coalition building Equal power for dept. All heads report to same exec Informal, regular contact Written policies

KNOW - It became essential to have a free marketplace. Power from bottom to top. Info in a society - journalist. Representation of interests.

Pluralism - factions that battle for objectives; Free marketplace - majority wins; US is experiment. Free speech - ratified in 1871 and we decided to have free speech and press and free flow of info; Need a fourth estate to be a watchdog and make informed citizens.

Four Models of PR

Press Agentry/Publicity, Public Information, 2-Way Asymmetric, 2-Way Symmetric

CASE (Council for the Advancement and Support of Education) - KNOW

Primary focus on colleges and universities; focuses on education in general. Those who work at UA are probably almost all members of CASE if they have/want a PR job. National Investors Relations Institute (financial PR is big money. Need to usually ahve a minor in finance, but good money and great jobs) and National Black PR Society or Hispanic PR society

4 Ps of Marketing - KNOW

Product, Place, Price, Promotion (Advertising and Direct Marketing under that. As well, marketing public relations is usually a little subset under promotions. Marketing public relations is done as a part of marketing.)

PR is multifaceted. Written, interpersonal, media relations, social media, research, negotiation, creativity, logistics, facilitation and problem solving.

Professionals - 300,000 in US; 3 million worldwide US - $3.7 billion (2009); $8 billion (2013) US - 30,000 students in PR areas; 600 schools offer curriculum in PR; Global scope

Ivy Ledbetter Lee - KNOW

Provided first PR counsel; Princeton - Enlightenment philosophy (Works with a professor whose expertise is this); Information - truthful, accurate, management level; Enlighten self-interest; Ex: Pennsylvania Railroad; Ex: Rockefeller, Ludlow Massacre

Codes for Specific Situations

Provides standards for PR professionals but no proscribed code to follow. Ethical suggestions that all ethical professionals should embody. See slide.

Qualitative - soft data, not structured as much or able to be projected to a larger audience

Quantitative - hard data; able to project to larger audiences; close-ended questions

• Make sure you relate to your audience. You can do this by asking questions and figuring out what's important to them. • On a budget - Spend about 3-5% on research. Relatively small percent. - KNOW THIS

Questions to Ask: What is the problem Information needed How results used Specific publics researched How data analyzed, reported How soon needed Cost: Spend 3%-5% of budget on research

Three diagrams of PR process: - KNOW

RACE, ROPE, and 4-Step Process

Westward Expansion

Railroad, Land Companies, Master growth in US driven by publicity campaigns of railroad industry to promote land, etc.; Early corporate - Ex: Wannamaker Dept. Store - magazine lecture bureau

James Grunig founded 2-Way Symmetric - building relationships with customers

Reaching out to customer to build a relationship. Very popular today. That's where his vision of PR was. Researching to take information in of the customer, but communication should be reciprocal to build a long-standing relationship.

Evaluation

Relate to objectives: Increase awareness from 25% to 60% in target audience Clippings, attendance, distribution, estimated viewers, web hits, surveys to measure pre and post Chapter 8 UPS Left-turn 76.9 million impressions (twice in Parade, CBS Early Show and USA Today Hybrid 7.8 million impressions (WSJ, AP, USA Today Paperless Invoice: 3.7 million impressions Reuters and AP

Situation - What is going on?

Remedial program overcome problem: Market share decline; Butterfinger One-time project: 100th Anniversary Develop/Reinforce an on-going program: New customer plan Research findings Ex. UPS (p. 151): 15.5 million package a days; 99,000 vehicles; 2 billion miles a year; concern about emissions

Very much like a football game. You win by getting one more point than the other team at least. That's the objective in PR. Gene Stallings brought 4 professors in with 2 binders and provided them every possible option that Mississippi could do in the game. Had researched them completely. Same with PR.

Research your audience as much as possible and get one more point than them. Use the best strategic plan to get results, just like football using the best plan they can to win. Implementation is like a stupid quarterback. Game plan - what play do you call? Use a "cookbook" systematic plan of how you will implement your plan. Gene Stallings didn't know about Brett Favre and that upset them, but at least he had prepared. Evaluate afterwards to see if you won or lost and how you could have done better.

Public Relations as a Process: the RACE model

Research, Action, Communication, Evaluation

ROPE model

Research, Objectives, Programming, Evaluation

4-Step Process

Research, Planning, Implementation, Evaluation

4-Step Process

Research: Defining the problem, What's happening now? Planning: Objectives, strategies, What should we do and say, and why? Implementation: Action plan, How and when do we do and say it? Evaluation: How did we do/how are we doing? Iterative Process - describes setting a goal and objective you want to reach. At the end, do a big evaluation to see if you reached your objective. Evaluating throughout, too. Understand Audience and problems in the market. Achieve change or awareness or measure things.

Concept of PR is probably as old as human communication itself.

Rosetta Stone 196 BC: Ptolemy V Egypt (publicity release touting his accomplishments), Julius Caesar - Commentaries, Romans - Acta Diurna 59 BC (one of the world's first newspapers), Pope Urban II - Promote crusades in Middle Ages, Venice - Investors Relations 15th, 16th Century, Catholics - Propaganda Pope Gregory XV in 17th Century

Range of PR Work - Be familiar with.

See the following figures.

Behavior

Seeing what they do and trying to predict what they will do before they do it.

Elements of a Program Plan - 8 Steps - KNOW

Situation (or Situation Analysis) Objectives Audiences Strategies Tactics Calendar/Timetable Budget Evaluation Plans tend to change as lot as you go and be very organic.

Departments

Some departments within organizations vs. Agency or Firm - Working in a PR firm or agency, etc. where other companies hire you out. Very different worlds. Firm is a more high-pressure environment. More billable hours type thing. Every 15 minutes is broken down into what you're going to be doing or which client you're working with. Living off of your clients. Less control over your schedule - more of what the organization constantly needs you to do. Can make more money and bonuses here, though. Moving you a lot too. Lots of pressure. Fast paced and going for the kill to get more money and bonuses. On the other hand, corporate life is more like you work X hours per week and your duties are scheduled. Tend to be with a team that you always work with all the time. Not the same metric of getting new dollars. You want to continue helping your company, but not with many companies. Very organized. Slower paced. More guaranteed wages, expected, etc.

Tactics - KNOW

Specific activities that put the strategies into operation and help achieve objectives UPS: Pitch high-tech routing system: no left turns Reduce emissions by 32,000 metric tons of CO2 (5200 cars annually) Hybrids: world's largest order New paperless invoice system

Audiences - You have different objectives for each of the audiences. FOUR LEVES OF COMMUNICATION PROCESS - Awareness, Information, Attitude, Behavior (First two - informational objectives; Second two - motivational objectives)

Specifically define audience(s); Ranking audiences Ex. Mack Trucks: Licensed Class 6, 7, 8 OO/LO and truck fleet owners Ex. Sunkist Women, 25-45 with families; in US Ex. UPS: Current and prospective customers, investors and public officials were among UPS's target publics Ex. Doritos: Core: 16-24; broader: 18-45

Budget - KNOW

Staff time - 70 PERCENT Out-of-pocket expenses (OOP) Common for 70% for staff, administrative Chapter 4 No budget for UPS

Four Models of PR

Started moving more into an area of a supplier of public information to the masses through mass media; As Government developed, PR in the military, etc. Public information specialists became more important. Job was to give out info, not persuade.

Page's Principles

Still infused today within public relations society information. They are: Tell the truth (Lose all credibility and have a sharp downturn whenever you lie in PR. Defend and advocate for your client, but don't lie) Prove it with action (Got to get management to change. Have to back up your words with results) Listen to the customer (They control your business. Don't lose relationships with them. Reach out to the customer and understand your audiences and their concerns. Fix them to attract customers. Make management changes to address their interests) Manage for tomorrow (Don't always have to put out fires. Watch down the road to understand where the business id going so you can see things ahead of time and adjust as the market does.) Do PR as if the whole company depends on it - It's so important. Remain calm, patient, and good humored - Even during chaotic situations and tragic ones, even when your life isn't good a certain day because of a crisis.

PR is often referred to in many ways these days. - KNOW

Strategic Communication, Corporate Communications (Most popular in Fortune 500 companies), Combo: Communications and Public Policy, Marketing Communication (Using PR skills in marketing department to sell a product to the consumers - Increasing use in non-profits), Public Information or Public Affairs (nonprofits, universities, government), Publicists, Press Agents (Entertainment Industry)

Key Messages

Strategy often contains key messages to use in the campaign UPS: "Green stories" to trump other companies' green stories Go Red for Women: Heart disease #1 killer woman Take check-up; find risk Spread rallying cry: "Share Your Untold Story of the Heart"

Tactics

Tactics o Basic tools you are going to implement to achieve your program o UPS did a big story finding out how much gas they saved and how economic they were in terms of less omissions and more hybrids with their "no left turn" system. Good PR. Also, paperless invoice system. Made them look very environmental which was what their public wanted. • UPS timetable - Released 9 stories, one a month, for each month for 9 months • Jello timetable - 3 months of preparing, kickoff, grocery store Jello men in kickoff home town, media relations of making appearances • Budget o What you typically account for when you're budgeting is "How much time am I going to use?" If there's an hourly rate, you charge them 3 times what you would make. o Calculate all of that. o Out-of-pocket expenses (OOP) - His son worked for Sirius XM and they would go do big splashes at music festivals, etc. Bring this big RV into the get together and then inside there were parties and food. All of his time is compensated. Typically for an agency person, you mark up 15-20%.

Page's Principles

Tell the truth, Prove it with action, Listen to the customer, Manage for tomorrow, Do PR as if the whole company depends on it, and Remain calm, patient, and good humored

EXAMPLE

The adult findings are based on in-person interviews with 1,520 adults, 18 years and older, conducted in more than 300 scientifically selected localities across the nation during the period October 26-29. For results based on samples of this size, one can say with 95% confidence that the error attributable to sampling and other random effects could be three percentage points in either direction.

Information

Then trying to inform them and selling the customer on it.

Calendar/Timetable

Timing of campaign Scheduling of tactics Seasonal, time of year issues Launch: like rocket; 1st of IMC (Marketing, Ad) Ex. iPad Compiling a calendar Ex. Gantt Chart P. 158 UPS: Nine major announcements to press over year

Like Journalism - Expository Communication

Trained to write like a journalist, Journalistic at heart, Work with existing media, Work with "controlled" communication; Examples - News release, feature, TV coverage, speech, VNR/ANR, brochure, direct mail, events

Corporate Structure Shapes PR Role - KNOW

Type organization, size, perception affect roles Large, complex: PR in policy-making: IBM, Coke (Called Mixed Organic/Mechanical, part of dominant coalition) Get greater support, money, outside PR help, don't report to marketing Small scale, low complexity: tactical function; virtually no input to management Key Indicator: Top PR person has seat at management table 64% (77% of Fortune 500) report directly to CEO , COO or chairman - KNOW THIS The structure plays a huge role in the PR job you do. Large organizations - Very much a counselor role where you're very involved in your organization. Dominant and sit at the head table and very involved. o As the size of the organization increases, PR plays a much bigger role and is more dominant. Huge impact. o In smaller companies, do not play a huge role. Not sitting at the head table. Media communications, internal relations, might do a newsletter or speech writing assignment. Not involved in policy decisions usually. More of a tactical function. o Key indicator of the Mixed Organic Mechanical model - Top PR person has a seat at the management table o 64% report directly to CEO, COO, or chairman. (77% of Fortune 500) o Good news for PR. People have started to realize more the importance of PR and move it higher up as far as the importance of the position. At least at the VP level (ex: SVP - senior vice president) in organization for these types of situations.

Enlightenment - Free flow of ideas - KNOW

US was a fertile soil for PR due to many interactions happening in Europe. World was a very heirarchal place. Church operated that way too. Monarchy. Power from top to bottom. Enlightenment philosophy - 1700s. Locke, Hume, Rosseau, Jefferson, Hamilton, Madison - Gutenburg started printing out information with the printing press. More information at the bottom. Argument that people are reasonable beings that can make their own choices. Enlightenment. Argument that we can make good choices if we have information. There should be a free flow of information. Reasonable beings, informed choice. Free flow of information.

Random Digit Dialing

Use prefix in zone, Randomly generate last number, Start with list and add some fixed number, Why: Unlisted; Happens over the telephone a lot. Prefixes for a city like Tuscaloosa that are typically used. Like several that are often used a lot. So you take a prefix and randomly pick numbers within that group. Now, getting into the issue where lots of people don't have home phones. Problem is unlisted numbers and cell phones. You call people to ask about your survey. Randomly generated by the computer so each person in a certain county for the number has an equal chance of being selected.

Multistage Cluster Sampling

Used by Neilson and Arbitron. Randomly pick cities and neighborhoods within the US and then randomly pick houses to sample.

Marketing Communication

Using PR with advertising and marketing to sell the product.

2-Way Asymmetrical - using customer to your advantage

Using information to understand customer and sell to them. Concern was the PR person and the organization getting to know you for their advantage. Bernays was a good example of that. Understanding public and finding "hot buttons" to use to his advantage.

Objectives

Usually for a Specific Audience. • How will you evaluate it? - Tends not to be qualitative. Tends to be quantitative. How many people showed up? Did we change attitudes from this percent to this percent? How many did we sell? How many people voted? ETC. Quantify Informational: Awareness, Information - KNOW Ex. Mack Trucks: Increase awareness of Mack highway vehicle and engine technology from 25% of tractor purchasers to 60% in 1 year Ex. Increase awareness of UA's Executive MBA program from 20% of Alabama's 24-40 year-old males with college degree to 70% Motivational: Attitudes, Behavior - KNOW Increase market share of Mack among tractor purchasers from 8% to 16% in 2 years Increase Web page views by 50% Research: requests for footprint increase 243% in one quarter Position UPS as a company committed to environmental responsibility by showcasing initiatives with positive environmental impacts that are measurable Highlight the technologies UPS employs to be more efficient and reduce its environmental impact

PR encompasses many different aspects. Very multifaceted. Bottom line - this is a writing program. If you don't like to write, PR is not for you. Rely much on interpersonal skills, too, and media relations as well as social media. Another big area is understanding research. Often targeting small areas of a population.

Very targeted communication sometimes, not broad. Creativity is also important. Much about making lists and checking things off. If you're very organized then PR is for you, too. Working with many diverse markets. Never say, "We don't do that." Figure it out no matter what the task may be. Consider diversity when thinking of your target audience. Information-society based endeavor with PR. There are always jobs in PR if you're good. Start today being good. Be at the head of the race when you finish your degree. UA is consistently rated in the top 5 undergraduate programs in PR. Consistently a good program at UA for about 25 years. To get a job eventually, be able to confidently and extensively answer the question, "What can you do to make me money?"

KNOW - ABSOLUTIST - KANT. EXISTENTIAL - ARISTOTLE. UTILITARIAN - MILL.

Views of the world.

Professional Accreditation and Continuing Education

Voluntary certification program, No licensing like AMA PRSA's APR in 1965; revamped in 2003 Preview course; readiness questionnaire; portfolio 2.5 hour exam: 4-step (30%), ethics/law (15%), models/theory (15%), business literacy, (10%), management (10%), crisis (10%), media relations (5%), info tech (2%), history/current issues (2%), and advanced communication skills (1%). 20% of membership; about 4000 Recognition of senior professionals: Arthur Page Society

PR Supports Marketing - MPR Contributions

Wilcox (8 Ways PR Contributes to Marketing Objectives) - Develops new prospects, providing third-party endorsements, generating sales leads, paving the way for sales calls, stretching advertising and promotional dollars, providing inexpensive sales literature, Establishing credibility, Helps sell minor products without large advertising budgets

What is my professor's name?

William J. Gonzenbach, From St. Louis, MO. Graduated from Notre Dame.

Public Affairs

Working with the public in general

Essential abilities - KNOW

Writing skills, Research ability, planning expertise, Problem-solving ability, Business/economics competence, Expertise in social media: Networking, Blogging, Tweeting, Podcast, SEO, email outreach, Web management, social bookmarking (Need to know a basic vocabulary of business - Management and Business minors are very helpful)

MBO

a process of defining objectives within an organization so that management and employees agree to the objectives and understand what they need to do in the organization in order to achieve them. Sets the organization's direction proactively, avoiding "drift" and routine repetition of activities.

Gilded Age

area of big industrial development where individuals are controlling industries

Government Affairs

includes lobbying; Working with legislative people to communicate the needs of your organization and hustling the government to get more money or results; Going in and twisting arms for legislation changes, etc.

Primary

o What we create ourselves When you get secondary research, it is often extremely helpful. However, it doesn't answer all your questions always. Definitely gives you a place to start and a model you can follow, though. o What data do you want to create? o Content Analysis - Systematic and objective categorization of information o Interviews o Focus groups o Surveys o Copy testing - Test copy before printing/airing o Ethnographic Techniques, Anthropology, viewing Ex: Bulletin boards, night club. Owner of this night club would get many more quality customers by just viewing their customers and getting to know their behavior and manners. Watching people as they interact.

PR Firms

o Wide range of sizes and wide range of services o 7,000 in US o Conglomerates: part of holding co. o Larger firms deal with several thousand offices all over the world. Smaller firms may be several people outsourcing to get their resources and provide services.

Ethics in Individual Practice - KNOW

o "Most people are good." He really hasn't encountered any issues in all his life with an unethical issue. o Golden Rule - Love your neighbor as your self. o Listen to the "little voice." Your conscience. You have good ethical principles, and the trick is just listening to them. Follow your instincts. o Keep in mind that it's an unbelievably small world. You have to learn about your specific industry. Start learning the lingo of the business. You learn quickly. You build a reputation based on your work and how you act. Build a positive one. It's a small world. o Word is your bond. o Yet hired professional in many grey areas

Using Research - KNOW

o Achieving credibility - Used by Sarah Palin. People wanted to know who she was and if she was credible. She got fairly good numbers whenever they measured public opinion. They used this a lot in publicity for her. o Define your publics o Define your strategy and formulate it - With a company, they said "improve our trucks." People loved the truckers, not the trucks. By measuring with research, we found out this bit of info. Launched a campaign about friendly sharing of the road with trucks. o Test messages - Test your message with a few people before you launch a huge campaign. o Help management keep in touch - University does a state-wide survey every 2 years. They get data about what people really think about education, the University, etc. Use it to keep idea on what's going on. • People look at the university to preserve the arts and give back to the community o Prevent crises - You can monitor opinions and stances changing and field them before they're coming with research and take strategic moves. o Monitor your competition - You get an idea of how many people are using your product and how many people are using your competitors' products and why. o Sway public opinion - Candidates often do this. Based on survey research, X percent are very favorable of this. o Generating publicity - Prevalent in marketing. Diamond ring companies will put out surveys about how to propose with the whole intent of the survey to advertise their rings. o Measure success - Put a program together to see if numbers change in your favor.

What should be reported/known about a survey

o You will look up data in your career and you must be able to look at it and determine if it's good. o Ask yourself these questions to determine if the survey is legit. Who sponsored it? Who was interviewed? Sampling method? How many Interviewed? When were the interviews conducted? How? Sampling error and confidence interval. Actual question wording/response choices, response rate, How the data were analyzed o 1 - Are they politically or otherwise biased - Look at the questions o 2 - How did they choose people o 3 - Did they use an ethical way to pick people randomly o 4 - Were there enough for the data? o 5 - When and how were the interviews conducted - very important o 6 - Make sure you are confident that enough people have been sampled to provide the results. o 8 - Look at exact wording of the questions. o 9 - Response rate o 10 - How the data were analyzed

Secondary - Existing Materials

o Advantage - Don't have to spend a lot of time on it, and it's cheap or free, so very inexpensive. Gives you at least a good starting point to build from. o Alabama looked at UCLA whenever they wanted to start doing research on their students and followed the model they had in place. o Archival stuff within the company is often important. Do you have past analyses, sales figures, opinion research, etc.? What do you have from the past? o Often, there's a customer sales survey at the back of something they mail out to their customers. Databases in place that can already be used. Also many popular, widespread ones. Ex: LexisNexis o Also, another great resource is the US Census. Unbelievably detailed things about Americans and their lives. Also many research centers - don't need to know the name of them all. Good for examples though. o Statistical Abstracts of the US - Usually based off of Census information Archival - organizational materials, warranty, product registration Library and Online Databases: ProQuest LexisNexis Dow Jones Factiva News/Retrieval Simmons' Media and Markets Gallup Poll Burrelle's Broadcast Database Internet and WWW (Google, MSN, Yahoo, Google Groups, Google Trends US Census National Opinion Research Center Pew Research Center Roper Center for Public Opinion Research Survey Research Center Bureau of Labor Statistics Vanderbilt Television News Archive Statistical Abstracts of the US

Fees and Charges

o Big problem in PR is knowing what to charge. o First account is usually wrong - You charge too little money for your time and effort and out of pocket costs. You learn from that and never do it again. Other people in the company may not help you, either, so you may have to figure it out yourself. o Ways to charge: • RFP - Request for Proposal • As a PR person, you keep a look out for postings online, in newspapers, etc. where people are requesting the services of a PR firm. • Hourly and Out-of-pocket • 18% on it is what you usually put on top of your hourly rate to cover your out of pocket fee. The problem with putting the hourly fee together is trying to figure out what you are worth. Many different variables factoring into it. • Retainer - basic monthly charge; o Works well when you have a company that has very predictable results. You plan ahead of time, say to the client to pay you so many thousand each month, and that will be the cost. Fixed cost over time. So much per month and it never costs more or less. Nice for both parties because life is very consistent. Both know they will get paid and get results. You can also bill for extra things at cost plus 18%. (For additional things or out of pocket) • Fixed project fee - doing one specific function or project for a fixed price; o Another option: Bringing in outside people to ex: plan a university anniversary party. Comes in and says, "This will cost you $150,000 billable in 3 installments of X each," and both parties like knowing one time cost.

Types of Surveys

o Compare personal surveys with other - Personal surveys not as common in the US as in Europe. Meeting with someone personally to get their answers at home or work. o Mail and Telephone are very common ways to survey in the US for companies, etc. o One problem - When you do a survey online? Not everyone has Internet capabilities, so you're going to miss out generally on the younger people and poorer people. Don't provide a good idea of the actual data. Make sure everyone has Internet access. That's the only way this kind of survey is successful. Works well at college but not in the real world. INTERNET/EMAIL - Fast, economical; control of sample; probability issues o Omnibus/piggyback - In Europe, going into someone's home and staying for an hour or two. Long, in-depth surveys. - Multiple clients share the cost of conducting research.

Questionnaire Construction

o Don't try to lead someone down the wrong road. McDonald's vs. Burger King survey questions - Do you like your burger flame broiled or grilled? o What's your opinion of X lawsuit, not of "X frivolous lawsuit?" o Consider when you ask the question and sensitive issues that will arrive with the timing that could skew the data. o Avoid asking only two options that could be mutually exclusive and provide no applicable answer Carefully Consider Wording: Flame broiled, cooked in open natural gas spout Avoid Loaded Questions: "frivolous lawsuit" Avoid Political Correctness: courtesy bias: environmental Consider timing and context Answer Categories: exhaustive and mutually exclusive Questionnaire Guidelines: See p.137

Description of Trends

o Feminization of the workplace. Companies realized that this brought new issues to face. They reacted to this. Put in day care centers for those female employees with babies. Kids on site, and it worked well for the workplace. Increases retention in the organization with benefits like this. Understanding a different workplace and changing to meet the needs of it was very important. o Globalization - Taking a company and training them to deal with different cultures. Integration of minorities into the field. Good companies are aggressive and make it important to integrate the changes of America into their company. o Transparency - Important now. Everyone wants to make sure they're getting the full truth and story. o Corporate Social Responsibility (CSR) - Accountability of the company. EX: Global warming, environmental integrity, sustainable development, fair treatment of employees on a global basis, product quality and safety, ethical supply chains. o Increased Emphasis on Measurement - Wanting to know FOR SURE how effective your campaigns are in PR and advertising, etc. Doing surveys to make sure you changed awareness, opinions, etc. They want the numbers. Bottom line. Giving numbers in terms of PR and surveys, etc. o News Cycle - Managing the 24/7 news cycle. In the past, you just needed it done by a certain time each day. They came and got it to print the next day. Now, the cycle is constant with social media and online articles. It never ends. Need it now. "It's 3 o'clock in the morning." And your employer says, "Not in China." Wanting stuff all the time. Doesn't shut off. o Outsourcing of PR Firms - Jobs being laid off and outsourcing in other companies or even countries. o Need for Lifelong Learning - Going to seminars constantly, keeping updates with advances in the field. Constantly learning yourself. Lots of demands on PR people. Must be clever to keep up. Idea of continuing to learn all the time.

Types of Research - KNOW

o Formal - with numbers/Informal - words o Secondary - data and information that already exists (searching databases for information relevant for what you want to collect)/Primary - going out and collecting the data yourself o Qualitative vs. Quantitative - Same as formal/informal. Focus groups are qualitative. No measurements when you're done. You've just talked about stuff. Quantitative - Give a number for how good our product is 1-4, etc. Getting numbers. Keys - Search Tactics and Listening

Global Reach

o Large conglomerates are taking over businesses in the business world. o Handful of 5 or more huge conglomerates controlling businesses. Similar things are happening with PR. o Edelman Worldwide - 3200, 51 offices o Ogilvy - 1700, 70 offices o Ketchum - 100 offices, 66 affiliates

Line and Staff Functions - KNOW

o Manager vs. Staff/Tactical Functions • Line Manger - delegate authority, set production goals, hire employees, directly influence the work of others • PR Department can also have more of a line or staff function. • Staff people have little or no direct authority, but they indirectly influence the work through suggestions, recommendations, and advice. (Moving down from a Management/Line function to this function. Lower authority. Some companies have PR under Marketing in a Staff Function, not as their own unit in a Line Function.) o Key is access to top management. PR Departments have varying levels of influence.

Estimates - KNOW margin of profit, markups

o Numerous variables o Margin of profit: 10-20% profit before taxes • Grocery stores are usually 1-7%. Much less. o 60K per year: Actually paying 60K + 15K (Add 25% on to that right off the bat, because the employer pays other fees to government, etc. on top of that 60K she's getting): 1,600 billable hours o SVP - $287K, CEO $500K o Selling time: 70% of budget in a PR campaign is people's salaries. Much of what you charge for is people's time. o Mark-ups for stuff outside - 15-20% of cost o Read about this in book. o Can bill at $300/hour (what Gozenbach did). Clients can get nervous about that much, though. He found it worked better not to do hourly, though. He would say, "I'll charge $300/hour to put a plan together for you, and it won't go over X." Makes the client feel better. o On the other hand, if you are 30 years experienced, you're going to demand more money.

Firm Advantages - KNOW

o Objectivity • When you've been in a firm for a while, you can reach a stagnant point where the people above you won't listen to what you know/think to be right. With the hiring of an outside firm, they can side with you and provide the facts to back up the right choice. Or vice versa. • If your boss has a bad idea, you might want to use the Bernays model of pulling strings at the top, but you don't want to make your boss angry by disagreeing in front of the client. Outside firms that you hire provide that voice against his bad ideas, etc. o Skills/Expertise • Ability to do things that you cannot do with more capabilities. Read about this. The firm has specialists. o Extensive resources • Bring in people with connections. They can get what you want done in one phone call. People might owe them favors or listen to what they have to say more. When you buy them, you buy their contacts, too. o Offices across country/world • Firms have connections to deal with international issues/relations better. o Special problem-solving Might be known for helping in crisis communications, health and medical issues, etc. o Credibility • When you pay for them, you also pay for their credibility.

Structure of Firm - Ex: Ketchum in San Francisco office - KNOW

o President of Ketchum in NY o Executive VP running San Francisco office o Senior VP - Associate Director of Operations o Several VPs (Oil and Technology, Communications, etc.) o Account Supervisors - Run account or several smaller accounts o Account Executive - day to day with client o Assistant Account Executive - You when you are hired usually for 16-18 months; After a year or 2-3 years, you work your way up. You are tested with a task at a higher level, and if you succeed, you move up a level. o Secretarial/Clerical Staff

Organization example

o SR VP o VP o Director (ex: Director of Community Relations, Director of Media Relations, Director of Employee Communications) o Manager, Coordinator o Assistants • Usually start out in this position. Assistant to the Manger, etc. More specialized jobs at first. As you move up the positions, get more money, more respect in the organization, more of a say. Ask people in interviews what the organizational chart is like for their company. What is the role of the PR department at the head table? Are you going to have a small or large role?

Trend to Outsourcing - KNOW THE NUMBERS.

o Similar to when you call to Customer Service for TV providers, talking to someone in Indonesia, etc. o Many companies if not most outsource even if they have a huge PR department. o Smaller companies put more of their budget for outside firms because they're smaller and can't handle as much as larger companies. Fortune 500: 90% use outside, 25% of budget Companies of all sizes: 40% of budget on outside firms High Tech: 66% outside Bring expertise and needed resources and supplement internal

Stratified Sample

o Stratified Sample is generally where you force the numbers and oversample someone. Want to compare Cherokee Indians in the state of NC with the rest of population. Sampling 200 people or 400 people, only 2 or 4 Cherokee Indians. You oversample the Cherokees so you have enough to compare to the rest of the population. Not done often.

Surveys

o Students that we accepted that went someplace else. UA tried to figure out why. o Called back to their house and ask. Interview lots of people to put numbers on the problems and have some degree of confidence in the numbers. o EX: Alabama wants to do a survey on all registered voters in the state. Maybe 1 million of them. Pull a sample of them and go back from the sample and apply it to the whole population. (Measure all students who didn't come to UA in 2009 and project it back to all students who didn't come here as a whole.) o Objective: Generalize information from a sample to a population o Sample - a subgroup or subset of a population Population - a group or class of objects, subjects, or units Power - sample size

Firm Disadvantages - KNOW

o Superficial grasp of problems • Never say, "We don't do that." Always say that you can handle what the client wants. When you bring in someone from the outside, they have to learn more about the company. That costs time and they are not fully in-tune always. Take your job, too. Can take away attention from what you were doing before they were brought in. Can make you feel like they are more qualified than you; just waiting to see you screw up; Upset that you had to be brought in because they feel like the boss didn't trust them enough to handle whatever the firm was brought in to do (see resentment) Also, providing you with more duties than you formerly had. o Lack of full-time commitment o Prolonged briefing period o Resentment of company staff o Need for strong direction from management • Someone at that company that hired you has to take a strong direction to manage you. Making sure that you do a good job, not letting you run free. o Need for full info and confidence from client • Have to build trust. Got to get to that point. Have to convince the client that you're important and necessary. "What can you do to make me money?" When you deliver that, you get hired again and maintain a good rep. If you don't, there's always someone else to do it. o Costs • It's expensive. Very expensive. Clients need to know that it's worth it.

Sampling- Easy Way

o Survey Sampling, Inc. - Company used by UA o Pulling people out of the population to measure them is crucial. You have to do it right so you have a truly random sample.

Focus Groups

o That interview often doesn't get interaction going on. You have to get them to open up, and then it's just you and them. Focus groups enable interaction. o The group needs to be homogeneous (the same) by some variable. • Ex: current high school students, housewives, male drivers age 24-45 o Used a technique called snowballing. Got names from the students they went to of people they knew who were thinking of going to Alabama. Started using that info. Rented a room at the Wynfrey to recruit people. Kids in their jr/sr year who are thinking about going to college. o Engage in interaction o Discussion agenda/questions - Use your moderator's guide to make sure you ask the questions you want to know and get the right info. • Too few people - less than 9 - can be difficult to get them to talk. Maybe not all show up. More than 12 - too many talking over each other. Typically, for recruiting on these, you have marketing research groups with lists of people who would be good people to contact for your survey. Tell them what you need and then narrow them down based on criteria. Recruit people. Tried to use students with Alabama to snowball back from their high school or area. Also used some current students. Have to take a camera in for a focus group, if not brought in you have to put it on a tripod making it more obscure. • Getting more and more questions that you want to ask people. • KEY - There is NO right or wrong answer. You really want people to open up and talk to you about their experience. Don't use yes or no questions. Get info that's specific. Technique: Close your eyes and picture in your head the first time you saw the University of Alabama. What thoughts did you have? Compare them to now. Ask them what they like and dislike. • See what the impression of your school is. Try to remember the first time someone from the school came to visit your high school. Good or bad impression? Look for selling points when they describe something they really like or things that need to be fixed if there's something they don't like. See if your competitors are doing something better that the publics like more. (EX: Other colleges send them more targeted mail or birthday cards, etc.) • By getting people to start discussing these type things, you get answers. • Get people to interact with you on those topics. Ask for good stories and horror stories. Noticed that some schools were targeting the high scorers on tests, and we weren't buying the ACT scores to specifically market to bright students. • Afterwards, you have about 30 videos of discussions in focus groups. You might get them transcribed. Look through them and start identifying the huge issues and the huge advantages and positive marketing points. Look through and see if what's there is accurate or not. Are the disadvantages listed isolated incidents or are they widespread? Measure how serious the problems are with some level of confidence you can put emphasis on.

Power of a Sample Size - KNOW

o The confidence you can have in results of a survey is based on the sample size you measure. o Margin of error - ex: 50% like Pres. Obama + or - 5% (Could be 45% or 55%) o On election night, they might take a much higher sample size to be very exact. o If you just want an idea, you might just do 200 people. Margin of error is 7% which is fairly good. You can do 5% and be fairly confident in your number but not spend a fortune. 200 +/-7.1% 400 +/-5% 800 +/-3.5% 1000 +/-3.2% 5000 +/-1.4%

Research

o Very controlled, objective, and systematic gathering of info for the purpose of describing and understanding o Make sure you cover everything that you want to do. Make sure you're not biased, etc. Make sure there is no question your audience can ask that you didn't think about. Cover all your bases as best you can. o Paint a picture of reality - With huge companies, often they begin to lose contact with their publics. Much systematic analysis and staying in contact and in tune with your customers. When you have many, you can get more and more distant from them. You can do research to determine more of what your audience is like. o All you're really doing is listening to your customer. Solve the problem or take advantage of some opportunity for your client. EX: • Example with enrollment that had dropped in the University. Trying to figure out why. Figure out what the most pressing reason is that you're not getting results that you want. There may be multiple reasons, but you're most interested in the opinion of the majority. Make sure you figure out the real problem.

Advertising vs. PR - KNOW

paid vs. free (less costly); EX: Wall Street Journal full-page color is $220,000. Super bowl is $2.5-$3 million for 30 seconds. However, PR is not free. Just more cost effective. Mass media vs. a range of channels. Advertising is mainly mass media. PR can work virtually with any media. Advertising's one job is to make the consumer buy the product. Main focus. With PR, we have many jobs - economic, social, political. Advertising - external only; PR - external and internal communication. Mutually supportive. You need to coordinate with advertising departments as a PR person. PR has advantages - Tend to be more credible. Street cred of business vs. paid ad campaign. Cost and credibility issues. PR can integrate third-party messages. Advertising is marketed toward consumer in a concentrated format.

Action (program planning)

put the action program together; objective and strategy; tactics

Community Relations

reaching out and being active in the community

Ethics

refers to the standards of conduct which indicate how one should behave based upon moral duties and virtues rising from principles of right or wrong; Values you live by and will stand by in your decision making. Individual values can be different. Smoking, abortion, guns, etc. Are they legal? Lots of questions to ask, and not everyone will agree. Where is the line that we draw? Lots of ethical choices. Everyone has standards.

Special Events planning

self explanatory

Negative ways to refer to PR

spin, flack, or flak

Social Darwinism

strongest survive in business; unencumbered business; no income taxes, etc.; At the time, bosses controlling the business. Those who went on strike were fired or thrown out. Confrontations happen, people are killed. Free press starts shining light on what's happening. Starts to get a bad rep. Rockefeller's advisories are telling him to rethink his strategy and handle the company better. Bad PR. Brings in Ivy Lee to help him. Lee has a business philosophy. Have to make business changes in management. Give a little bit to get what you want. - ENLIGHTENED SELF-INTEREST. Improving management and payment and living conditions. Opposite mentality of Rockefeller who didn't want to talk to anyone, had guards, kicked people out. Puts new management policies in place, calls in media and tells them what they're doing. Transparency - reaching out to free press; Starts getting a lot of good press; Rockefeller was the most hated guy in the US and became a revered businessman with the help of Ivy Lee's PR. Lee gave him something that he could go and sell. Truthful, accurate representation, free flow of info, transparency. Lee is a major force of making PR a counselor's role. Starting to change how businesses do business and how to handle things in a professional manner.

Objectives

• Gives you a snapshot of what's going on. Show it to the senior account executive. Often get three different types of things: (These may change from one to the next as you go on and realize the severity of what you want to address.) o Remodel program to overcome some problem o One-time project o Developing/Reinforcing an on-going program (revamping the marketing for the University, etc.)

Comparison of Methods:

• Important to always weigh the benefits of having a larger sample with the extra cost. Up to you to make the best decisions. Considerations you run into: Speed (telephone is fast and mail is slow), cost, max length (Phone - VERY SHORT, mail - medium, in person - as long as you can get them to stay), anonymity (You want your survey participants to be anonymous and feel anonymous. Personal interview - very low. Mail - very high. Phone - actually really anonymous, but people don't know that or feel that way "How'd you get my number?"), influence (How much influence are you going to have on your survey participants; Personal interview - very high. Mail - very low. Phone - medium) Stay away from trying to influence people with your survey questions to get them to answer a certain way.

Other info

• Informational - Gives you a hard, fast number that you want to measure. • Market share - 13% for Apple computers in US (Of all the computers sold out there, what percentage of it are Mac?) o You won't move it a significant difference. EX: 11-14%. Never like 15% to 90%. (Behavior) • Could also be about web page views. Measure behavior with web views. Can raise that much more. (Behavior) • Attitude - Feelings about a new product, etc. Changing ratings for reviews for product much in a year or not very much at all. • Second bullet on Objectives: UPS slide is the objective. He doesn't like it because it's difficult to measure. Want to go out and increase awareness, but there are no initial numbers or specific target goals or timeframe. • Sunkist - 25-45 women (They weren't as specific as they could have been, so they shut it down. They needed to define, "Women in the US 25-45 with families") • Strategy o UPS identified "Proof Points" that hallmarked how they were taking control of an environmental issue. Came across very, very well. o Did very, very well. • In strategy, the key messages come across. EX: Susan G. Komen did the "Go Red for Women" campaign to raise awareness that heart disease is the #1 killer of women.

Nonprobability Sampling

• Often, when people are doing surveys they will use nonprobability methods. THESE ARE BAD. Fine in focus groups. You're not concerned about probability in these. Not putting confidence intervals on it. Just getting ideas. With a survey other than that, you want to put numbers on something that you can be confident in and use them to make decisions. Using volunteer, snowball, or convenience methods is bad because they're not accurate. Fun for entertainment but terrible for business. Can skew information very, very much. Not an equal mix of the population and representation. Snowball method gives them a lot of you because you hang out with people like you. Convenience. Go out on the beach and interview people that are already tourists and ask them about tourism in the state. They're already tourists, so this data would be skewed.

Standardized Curriculum - KNOW

• One of the most comprehensive programs in the US is here. We are one of the best. • Only about 10 of the certified programs in the US and we are one. Basic for this is having a very thorough academic curriculum. Case studies, research/evaluation course, writing and production, planning/ management, campaigns, supervised internships PRSSA - minimum of 5 courses to get a chapter Research programs - IPR • Necessary to come to class and learn all of these things, but not sufficient. You have to show results. Build portfolio constantly, not just studying and making good grades. Will help you to be ready to go and find a job when you graduate. Take advantage of the mound of opportunities you have.

Changing Practitioner Mindsets

• See job as profession and have a professional body of knowledge • Think of yourself as very much a management function in PR. You will start as a technician. Assisting the editor of the newsletter, writing press releases, etc. Very much the idea of completing tasks to the best of your ability. Employers don't bring you in to be some great counselor. They have a job and want you to do it. What can you do to make me money? You need to be able to answer that confidently for your job. • Vs. Careerist, Technician mentalities • When clients come in for a client meeting, they're either super excited or super stressed out. You have to frantically take notes, get info, then synthesize it. Go back and integrate what was important to make a solution. Have a report ready for what you're going to do for the client by the next day. Wax on, wax off. That's your job. • Spend time doing your job each day. Make sure that you're working as hard as possible and never slacking. Gets the promise of reward. Making money and doing what makes you happy. • Ideally you want to work your way up. Eventually more of a manager or counselor instead of a functioner. You don't move up unless you know how to do the job and do it well, but with hard work you can move up. Go in with that mentality. I want to eventually be a manager. Have that mindset.

Expanding Body of Knowledge - KNOW (not percentages)

• Start reading more outside of class. Magazines that PRSSA sends out. Bookmark things online and read them to keep up to date with what is going on. Get on lists of PR Week and Ragan.com. They will send you info about the industry, press releases from famous people., etc. • Major Research Centers to associate with: • Bama: Plank Center for Leadership in PR o There is no professional accreditation for PR. They can't ever "pull your card," etc. However, there are many opportunities that you have to learn more constantly. Want to see your press releases you've done. Social media put together, etc. o Give you an exam. KNOW THE FOUR STEP PROCESS. 20% of membership (about 4000) are accredited. Much faculty. Arthur Page society is kind of the "Hall of Fame" for PR.