Public Relations
Five essential elements public relations:
1. PR is a management function: a. Counsel timing, manner, or form relationships-building actions b. You will NOT be effective in PR if you cannot council management 2. Public relations involves two-way communication a. Between the organizations need and public's concerns: relationship building 3. Public relations is a planned activity: a. PR practitioners are becoming strategic counselors who are less preoccupied with publicity in the mass media than their predecessors i. Friend raising and building relationships 4. PR is a research based social science a. PR is becoming a profession with a scholarly body of knowledge 5. PR is socially responsible a. PR today is global rather than confined to the borders of only one company
5 Types of PR campaigns
1. Political Campaign: candidate or issue oriented 2. Commercial Campaign: promote a campaigns new product or service 3. Reputation Campaign: "image campaign" aimed at improving how a company is perceived by its public a. Primary goal: changing your behavior 4. Educational or Public Awareness Campaign: conducted by nonprofit organization or advocacy group 5. Social Action Campaign: advocate a social issue or cause
PR is a combo between
1. publicity (media attention) 2. branding (corporate/product identities/personal branding): an emotional response to the image or name of a particular company, product, or person 3. communication to reach out to public (internal and external)
Edward L. Bernays
Coined the phrase "public relations counsel" "father of public relations"--wanted PR separate from advertising
Coorientation:
Discover areas in which our organization agrees & disagrees with important publics
T/F only one definition for PR
False
Bernays Wife
He and wife Doris Fleischman were the profession's first "power couple" She was all about feminism
• Demographics -
Income and age
Federal government employees are increasing or decreasing?
Increasing
PR is NOT free advertising, it always
Involves two-way communication
First person to really lay down a system of ethics and values
Ivy Ledbetter Lee Sometimes called "Poison Ivy"
Public relations differs from marketing
Marketing: is a wide range of activities involved in meeting the needs of your costumers, by analyzing the competition positioning your product or service PR: establishing and maintaining ongoing relationships with your publics
Are PR practitioners licensed by state or federal government
No
Resource Dependency Theory:
Organizations rely on resources that are held by other groups
Why values are important
Orgs have fallen out of favor because they failed to live up to their stated values Orgs have earned praise for adhering to their values
T/F PR is concerned about company's bottom line
True
T/F Early PR efforts promoted tobacco use by women
True
T/F PR field is growing much faster than most occupations
True
T/F can PR practitioner be a technician and manager?
True
• Primary Public:
a group that can directly influence your organization's ability to achieve its goal
• Latent Public:
a group whose values have come into contact with the values of your organization but has not realized it
Public Relations Process: Traditional four-step model (linear)
a. Research b. Planning c. Communications d. Evaluation Oversimplifies Doesn't incorporate values Implies one step automatically follows another
Public:
any group whose members share a common interest in a similar situation
2nd of two-way symmetrical model
can be seen as understanding a public's opinion and attitudes and then using public relations communications to accomplish mutually beneficial outcomes
Work for nonprofit organizations involves
churches, foundations, hospitals
PR execution phase is
communication
1st of the two-way symmetrical model: two-way
communication, negotiate with publics, resolve conflict, and promote mutual understanding and respect between the organizations and its publics
PR works w/special interest groups -
community relations
Most powerful force in US economy
consumer spending
Work for ________ has the greatest # and variety of jobs
corporations
Early PR firms lacked
credibility
Internal public:
employees in an organization
what job least likely to use "Public Relations" in a job title
government
• Active Public:
has reached the fullness of what is identified as a public, and is discussing and acting on a shared issue.
working as an independent consultants gives
highest pay, greatest responsibility
Press Agentry/publicity
most practiced model uses press releases and other one-way communication techniques to distribute organizational information
Work for PR agencies:
multi-person organization assist w/PR with another organization
Psychographics -
opinions & attitudes
what model for emergency situations?
public information model
• Aware Public:
recognizes that it shares an issue and perceives the consequences as relevant, but it is not organized to discuss and act on the issue.
Definition: Public Relations
strategic communication process that builds mutually beneficial relationships between organizations and the public
Hunt & Grunig prefer
two way model
what model for response to specific public input
two-way symmetrical model
• Intervening Public:
you communicate with one public in an attempt to reach another public
The 1800s
• A greater focus on public opinion • Amos Kendall—the first presidential press secretary of Andrew Jackson • P.T. Barnum, father of press agentry
Why history is important
• Both history and PR are values-driven • Both are open to the interpretation of observers • Understanding the past can help us tackle the challenges of the future
PR builds:
• Corporate/product identities • Mutually beneficial relationships • Helps communicate with key publics
Marketing:
• Efforts focus primarily on consumers • Research, creating and refining product/service to distribute to consumer
Trends leading to the development of modern public relations
• Growth of institutions • The expansion of democracy • Improvements in communication • The growth of advocacy • The search for consensus
Pre-Modern Public Relations
• Primitive ag extension activities (1800 bc) • Athens (450 bc) • Vox populi (100 bc) • Congregation de propaganda fide (1600s)
Pre-20th Century America
• The Boston tea party • Common sense • The federalist papers • The first amendments of the united states constitution All stunts of public relations by making call to create action
Practitioners are influenced by:
• Their personal values • Values of society • Values of employees