COMMS 235 Exam 1

diffusion of inovation

seeks to explain how, why, and at what rate new ideas and technology spread.

4 PR Roles

writer strategic advisor marketing communications expert crisis manager

Excellence Theory

"specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective,

Pat Jackson's Behavioral Model

(1) building awareness, (2) developing a latent readiness, (3) a triggering event, (4) engaging in intermediate behavior, and (5) making behavioral change.

Joseph V. Baker

(Roosevelt Era) owned the first minority firm (African American)

Leone Baxter

-A pioneer in the field of political public relations -Formed the first agency specializing in political campaigns with husband Clem Whitaker -The duo managed 80 major campaigns, won all but six

Arguments for CSR

-Balances corporate power with responsibility -Discourages government regulation -Promotes long-term profits for business -Improves stakeholder relationships -Enhances business reputation

PRSA Code of Ethics

1. Advocacy 2. Honesty 3. Expertise 4. Independence 5. Loyalty 6. Fairness

Public Affairs

1. Communications activity engaged in by companies directed at impacting government policy or legislation. 2. Communications outreach and public information activities by government employees to the public in place of the term PR.

Page Principles

1. Tell the truth 2. Prove it with action 3. Listen to stakeholders 4. Manage for tomorrow 5. Conduct public relations as if the whole enterprise depends on it 6. Realize an enterprise's true character is expressed by its people 7. Remain patient, calm, and good-humored

Public Company

A company that sells stock (shares) to the public to raise money (capital) to fund its growth and expansion.

Absolutism

A deontological theory (also called non consequentialism) that emphasizes duties or rules; what's morally right applies to everyone.

George Creel

A journalists who was the head of the Committee of Public Information. He helped the anti-German movement as well as inspired patriotism in America during the war. four minute men "75,000" people to spread awareness about the war. One of the first to use speaking tour strategy

Media Tour

A media relations tactic that involves a multi-city tour, usually with a celebrity or other spokesperson, to promote a new product or service.

Business Ethics

A process or theory in which companies are expected to conduct their business in an open and honest way to gain market acceptance and build a solid reputation.

Privacy

A right that protects citizens from harm caused by the public dissemination of truthful but private information about them; it is divided into four legal actions: intrusion, disclosure, false lights, and appropriation and in most states also right of privacy.

Utilitarianism

A teleological theory that emphasizes consequences of actions, weighing the greatest good for the greatest number of people.

Rokeach's theory

A values classification instrument

Libel

A written or published statement of defamation.

IMC

Integrated Marketing Communications is a strategic communications activity combining the activities of advertising, promotion, and PR to plan, develop, and implement brand-focused communications programs to generate sales or attract customers to a product or service.

publicist

Most common in the entertainment, fashion, and celebrity arenas, this professional focuses on keeping the client visible and in the news to boost popularity and promote projects.

Right of Publicity

Most states allow citizens to control the commercial use of his or her identity.

20th Century Transformation

Moved into social issues, took on more critical business issues

Primary Research

New research activity undertaken to prepare a communications plan or activity. (Survey, focus group, or other form of research.)

Material Events

News or developments that the securities and exchange commission views as potentially having an impact on the stock price of a public company, including a new product or a product recall, a change in senior management, the announcement of a merger or major transaction, a major news or economic event, or annual and quarterly earning announcements.

Quantitative Research

Types of research to observe effects, test relationships and generate numerical data that are considered objective.

Qualitative Research

Types of research useful to explore attitudes, perceptions, values, and opinions.

Railroads and PR

Used many PR tactics. Such as handing out pamphlets, creating publicity and information offices, and promoting road shows. Communications strategies closely linked to business objectives.

Current state

We are in a crisis of trust

Uses and Gratifications

theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs

Image Restoration Theory

theory outlines strategies that can be used to restore one's image in an event where reputation has been damaged

Spiral of Silence Theory

vocal majority intimidates other into silence

John Muir

"Father of national parks" His PR efforts helped establish national parks across the US

Step 3

Core Problem

Step 4

Goals and objectives

Growth of PR agency

Growth of the media, rise in social issues, and testimonies of government and businesses led to (The 1960's)

elaboration likelihood model

The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change

Step 1

Background

Step 7

Implementation

PR vs. ADV

Earned Media vs. Paid Media Persuasion vs. Purchasing PR you do crisis management

Sustainable Business Practices

Activities that improve an organization's reputation that can also have positive economics and social aspects.

Ida Wells

African American journalist. published statistics about lynching, urged African Americans to protest by refusing to ride streetcards or shop in white owned stores

Press Event/Publicity Stunt

An event or activity specifically designed to draw attention to a product, service, or celebrity that creates lots of news coverage or publicity.

Step 5

Big Idea, Key Publics, Messages, Strategies, and Tactics

Dan Edelman

Built world's largest independent PR firm and created PR niche of marketing reputation and brand over product

Step 6

Calendar and budget

Virtue Ethics

Ethics that emphasize individual moral character, guided by one's virtue and practical wisdom.

Step 8

Evaluation criteria and tools

Most trusted

China, India, Indonesia, UAE, Singapore, South Korea

reputation

Corporate Reputation is how a company (or organization) is perceived by its key stakeholders.

Moss Kendrix

Created an awareness of advertising to African Americans Acquired Coca-Cola as an account

Slander

Defamation that is spoken.

Personal Framework

Define the issues identify stakeholders define and evaluate options make and justify a decision

PR Growth

Digital and social media, spending trends, emerging and developing nations

Elmer Davis

Director of the Office of War Information during WWII.

Origins of CSR

Early movements for rights of employees, customers, and shareholders, a backlash against businesses

Muriel Fox

FOUGHT TO BE HIRED AND TREATED AS AN EQUAL IN THE WORKPLACE COMBATED SEX DISCRIMINATION CO-FOUNDED THE NATIONAL ORGANIZATION OF WOMEN

Edward Bernays

Father of PR First to point out identifying a target market used social science and behavior psychology informing, persuading, integrating

John W. Hill

First person to build a firm in Europe Known as one of the worlds largest firms

Amos Kendall

First presidential press secretary

Barbara Hunter

First women to own a PR agency

Fair Use

In some situations, under this rule limited use of another's copyrighted work may be allowed without asking permission or infringing on the original copy right.

P.T. Barnum

Invented "press event" or "public stunt" to get news attention Create something big so the public will get involved

Appropriation

Involves using some aspect of a person's identity that causes mental or physical distress.

Impact of CSR on Reputation

It build reputation, publics trust you more.

Be strategic

It demands incisive understanding of the organizational mission and the goals that directly support the accomplishment of that mission. It requires all our efforts to be research-based

PR trust

It is our duty to make sure that the public trusts the companies we work for.

Copy Right

Legal protection for any creative work that is published, broadcast, presented, or displayed publicly, including video, audio, imagery or written work on the Web.

Press agentry and PR

PR kind of began with big stunts and not a lot of ethics just to gain attention. P.T. Barnum.

Stakeholders

People or organizations who have a "Stake" in a company/organization, including employees, voters, government agencies and elected officials, customers, prospective employees, as well as customers and other similar individuals.

Three types of theories

Persuasion, Media and Mass Communication, Communication management

Arthur W. Page

Pioneer in the world of corporate PR Reputation is earned by actions, not by publicity "PR is not publicity only... it is what everybody in the business from top to bottom says and does when in contact with the public."

False Light

Refers to information either untrue or suggestive of false impressions that is widely publicized.

Digital Analytics

Tools that allow collection, organization and analysis of online data.

Disclosure

Release of information, for example, the FTC mandates that bloggers or celebrities who make endorsements must disclose the material connections they share with the seller of the product/service; disclosure also establishes that publishing information already publicly disclosed is not an invasion of privacy.

Participant Observation

Research method in which the researcher participates in an activity to observe and better understand the people involved and their perspectives.

Content Analysis

Research method of examining and categorizing existing communication.

Surveys

Research method that asks both closed questions and open-ended questions.

Focus Group

Research method that involves a collective depth interview.

Depth Interview

Research method that searches to answer how and why through a one-on-one conversation.

Secondary Research

Reviewing existing research for new insights or trends, including reviewing a recent public opinion survey; scanning news coverage on a topic, issue, or individual; or reading scholarly research for insights on communications theory and its application to a current issue or opportunity.

Step 2

Situation analysis

3 moral guidelines

Teleological, deontological, virtue ethics.

Defamation

The act of making a statement that can be proven to be false, with the intention of causing harm to another's reputation or livelihood.

Warren Cowan

The first "spin doctor" product placement in films using celebrities did a lot with TV studios

Public Relations

The management function that identifies, establishes, and cultivates, mutually beneficial relationships between an organization and the publics on whom it depends for success and survival. Building reputation and creating trust.

Innoculation

The theory is a model for building resistance to persuasion attempts by exposing people to arguments against their beliefs and giving them counter arguments to refute attacks.

Ethics and visual communication

There is both power and responsibility when it comes to designing visual messages.

Earned media

You persuade them to write the story, you don't pay them

Corporate Social Responsibility

a business's concern for society's welfare

Theory of Planned Behavior

a theory that links one's beliefs and behaviour. The theory states that intention toward attitude, subject norms, and perceived behavioural control, together shape an individual's behavioural intentions and behaviours.

4 PR careers

agency corporate government non profit

PR tools and tactics

media relations employee communications research and strategic planning social media

Inez Kaiser

first black woman to head PR firm with national clients first black woman to join PRSA being honest with clients was important to her

Ivy Lee

first public relations counselor

Harold Burson

one of the worlds largest PR firms Helped Johnson and Johnson after the tylenol tampering case founded the burson marsteller agency

Principles of Influence

reciprocity, consistency, social proof, liking, authority, and scarcity.

Framing

the media focuses attention on certain events and then places them within a field of meaning

Two Step Flow

that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media

Agenda Setting

the "ability to influence the importance placed on the topics of the public agenda".