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common definition of public opinion

"Public opinion is the sum of individual opinions on an issue affecting those individuals." Another popular definition states: "Public opinion is a collection of views held by persons interested in the subject." Thus, a person unaffected by or uninterested in (and perhaps unaware of) an issue does not contribute to public opinion on the subject

factors of persuasion and the techniques/devices used to develop persuasive messages

(1) audience analysis, (2) source credibility, (3) appeal to self-interest (4) clarity of message, (5) timing and context, (6) audience participation, (7) suggestions for action, (8) content and structure of messages /(1) drama, (2) statistics, (3) surveys and polls, (4) examples, (5) testimonials, (6) endorsements, and (7) emotional appeals

main measurments of pr

(1) production, (2) message exposure, (3) audience awareness, (4) audience attitudes, and (5) audience action. Supplemental activities such as communication audits, readability tests, event evaluation, and split messages also are discussed. In most cases, a skilled practitioner will use a combination of methods to evaluate the effectiveness of a program.

factors taken into consideration when making ethical decisions in public relations

(1) the public interest, (2) the employer's self-interests, (3) the standards of the public relations profession, and (4) their personal values

Diffusion of Innovation Theory

-A theory developed by E.M. Rogers to explain how a new idea or product gains acceptance and diffuses (or spreads) through a specific population or subset of an organization. -individuals adopt new ideas or products through the five stages of awareness, interest, trial, evaluation, and adoption -Rogers states that individuals are often influenced by media in the first two steps, but by friends and family members in the third and fourth steps. And each individual is the decision maker who will adopt a new idea or product and reach the final step

Understand the key differences between public relations, advertising, and marketing, such as: -audience

-Advertising is primarily directed to potential buyers of goods and services; public relations presents its message to specialized external audiences (stockholders, vendors, community leaders, environmental groups, and so on) and internal publics (employees) that are not necessarily purchasers of the product or service. -The primary audiences for marketing are consumers and customers. Public relations (often called "corporate communications") deals with a much broader array of audiences, or publics. They may include investors, community leaders, environmental groups, vendors, government officials, and even employees, who can affect the organization's success and profitability through boycotts, legislation, and the generation of unfavorable publicity.

Understand the key differences between public relations, advertising, and marketing, such as: -objectives

-Advertising is readily identified as a specialized communication function; public relations is broader in scope, dealing with the policies and performance of the entire organization, from the morale of employees to the amount of money given to local community organizations. -Advertising is often used as a communication tool in public relations, and public relations activity often supports advertising campaigns. Advertising's primary function is to sell goods and services; public relations' function is to create an environment in which the organization can thrive. The latter calls for dealing with economic, social, and political factors that can affect the organization's brand or reputation -Marketing is transaction-oriented. While public relations can be part of a marketing strategy, it has a much larger responsibility within the organization. -The purpose of marketing is to sell goods and services through attractive packaging, competitive pricing, retail and online promotions, and efficient distribution systems. The purpose of public relations is to build relationships with a variety of publics that can enhance the organization's reputation and establish trust in its policies, products, and services.

Amos Kendall -the first presidential press secretary

-Amos Kendall, a former Kentucky newspaper editor, became an intimate member of President Andrew Jackson's "kitchen cabinet" and probably was the first presidential press secretary -used newspaper reprints in PR, advised Jackson and helped him with speeches and news releases

Understand the key differences between public relations, advertising, and marketing, such as: -role in management

-An organization, to be successful in the marketplace, must pay constant attention to its reputation and have policies that enhance trust and credibility among its multiple publics. Public relations, in its ideal form, directly deals with upper management to shape and promote the organization's core values. In sum, a brand is created through the expression of an organization's values, actions, and effective public relations strategies—not through a glitzy ad or marketing campaign.

•Understand the key differences between journalism and public relations, such as: -audiences

-Journalists write primarily for a mass audience—readers, listeners, or viewers of the medium for which they work. By definition, mass audiences are not well defined, and a journalist on a daily newspaper or a TV station, for example, prepares material geared to a general audience. A public relations professional, in contrast, carefully segments audiences into various demographic and psychological characteristics. Such research allows messages to be tailored to audience needs, concerns, and interests for maximum effect.

How publicity was used to promote Westward settlement in the 19th century

-Land speculators distributed pamphlets and other publicity that described almost every community as "the garden spot of the West," which one critic of the time called "downright puffery, full of exaggerated statements, and high-wrought and false-colored descriptions." One brochure about Nebraska, for example, described the territory as the "Gulf Stream of migration . . . bounded on the north by the 'Aurora Borealis' and on the south by the Day of Judgment." -American railroads, in particular, used extensive public relations and press agentry to attract settlers and expand operations

impact of customer service on a corporation's reputation

-Many public relations departments now regularly monitor customer feedback in a variety of ways to determine what policies and communication strategies need to be revised. One common method is to monitor customer queries to the organization's website. Indeed, most companies have a "contacting us" link on their websites. Another method is the content analysis of phone calls to the customer service center. -consumer surveys -strategies for good reputation among customers

Understand the key differences between public relations, advertising, and marketing, such as: -competition vs opposition

-Marketing professionals tend to rely exclusively on competitive solutions, whereas public relations professionals often perceive the problem as effectively dealing with opposition. When meeting opposition to a product, marketing often thinks the solution is lower pricing or better packaging. However, public relations professionals realize that pricing doesn't make any difference if consumers perceive that the product has defects or the company is associated with poor environmental practices or the use of sweatshop labor in developing nations.

•Understand the key differences between journalism and public relations, such as: -channels

-Most journalists, by nature of their employment, reach audiences primarily through one channel—the medium that publishes or broadcasts their work, or even a Web news site such as Huffington Post. Many, of course, also have their own blog or Twitter account, but the fact remains that public relations professionals use a variety of channels to reach a variety of audiences. The channels and platforms used may be a combination of traditional media outlets—newspapers, magazines, radio, and television. Or they may also include direct mail, brochures, posters, newsletters, trade journals, special events, podcasts, blogs, websites, Facebook, Pinterest, Twitter, YouTube, and even mobile-enabled apps.

the three levels of influence and authority in which staff functions of an organization operate

-On the lowest level, the staff function may be only advisory: Line management has no obligation to take recommendations or even request them -Under the compulsory-advisory concept, organization policy requires that line managers (top management) at least listen to the appropriate staff experts before deciding on a strategy -concurring authority: This concept places public relations in the position of reviewing and approving all materials and communications with external audiences.

How public relations played an active role in American independence.

-Public relations also played an active role in American independence. A major promoter of independence was Sam Adams, whom one historian once called "The father of press agentry." Adams was the founder of the Sons of Liberty and organized rallies and demonstrations in the 1760s to protest the Stamp Act. By the early 1770s, Adams had polished his organizing and publicity skills. For example, he is credited with organizing the Boston Tea Party—which PRWeek has called ". . . the greatest and best-known publicity stunt of all time . . ."—in which a group of colonists dressed as Indians threw crates of tea from a British trade ship into Boston Harbor as a symbolic protest of British taxation, which received widespread publicity throughout the colonies. Another major success of Adams was to label the killing of five colonists by British troops at a demonstration as the "Boston Massacre," which further inflamed public opinion against Great Britain. Adams had a refined sense of how symbolism could sway public opinion. -Also instrumental in bringing lukewarm citizens around to the cause of American independence was Tom Paine's Common Sense. More than 120,000 copies of the pamphlet were sold in three months, an early example of political communication to a national audience. After independence, Alexander Hamilton, John Jay, and James Madison wrote the Federalist Papers to rally public support for the ratification of the U.S. Constitution. The effort laid the foundation for distributing syndicated opinion pieces via the mass media, a concept that is still being used today in public relations.

•Understand the key differences between journalism and public relations, such as: -scope

-Public relations, as stated earlier, has many components, ranging from counseling to issues management and special events. Journalistic writing and media relations, although important, are only two of these elements. In addition, effective practice of public relations requires strategic thinking, problem-solving capability, and other management skills

Understand the key differences between public relations, advertising, and marketing, such as: •Format and context with the use of mass media to disseminate messages

-Publicity—information about an event, an individual or group, or a product—appears as a news item or feature story in the mass media or online. This is called earned media because editors, also known as gatekeepers, make the decision to use the material as a new item and the organization doesn't pay for the placement. -Advertising is Paid Media -Most advertising is placed in mass media outlets such as television, radio, magazines, and newspapers. Public relations, however, often relies on what is called owned media. In other words, organizations produce and distribute content for media platforms "owned" or controlled by the organization.

Media Dependency Theory

-The media tell us what to think if we have no other information. -other research indicates that mass media can have a "moderate" or even a "powerful" effect on the formation of opinions and attitudes. When people have no prior information or attitude disposition regarding a subject, the mass media play a role in telling people what to think

role of public relations practitioners when working with the media on behalf of a corporation

-They must interpret their companies and clients to the media, while showing their chief executive and other high officials how open, friendly media relations can serve their interests. One major interest that executives have is corporate reputation, and this is often tarnished or enhanced by the type of media coverage that an organization receives. -providing background to brief reporters on the business operations of their clients and employers. It's one way of ensuring that coverage will be more accurate and thorough

P.T. Barnum a.k.a. "The great American showman"

-best represents hype and press agentry -master of what Boorstin calls pseudoevent: planned happening that occurs primarily for the purpose of being reported \ -used flowery language, exaggeration, controversy, massive advertising, publicity to promote things -exhibitor of Joice Heth, a black woman who was false named GW's nursemaid, he created public debate -Fejee Mermaid, merging species, created media coverage -Jenny Lind, swedish singer, made famous in America

investor relations

-combine the disciplines of communication and finance to accurately portray a company's prospects from an investment standpoint. Some key audiences are financial analysts, individual and institutional investors, shareholders, prospective shareholders, and the financial media. Increasingly, employees are an important public, too, because they have stock options and 401 retirement plans -they make many presentations, conduct field trips for analysts and portfolio managers, analyze stockholder demographics, oversee corporate annual reports, and prepare materials for potential investors,views employees as an important public, because they have stock options and retirement plans

marketing communications functions

-companies use the tools and tactics of public relations to support the marketing and sales objectives of their business -The process of planning, executing, and evaluating programs that encourage purchase and consumer satisfaction through credible communication of information and impressions that identify companies and their products with the needs, wants, concerns, and interests of consumers.

production measurement

-count news releases etc, but this isnt effective, quality> quantity -distribution reports

four factors that have fueled the trends toward integrated marketing communications (IMC)

-downsizing of organizations -Second, organizational marketing and communication departments are making do with tighter budgets -Third is the increasing realization that advertising, with its high costs, isn't the silver bullet that it used to be -it is now widely recognized that the marketing of products and services can be affected by public and social policy issues

staff functions

-have little or no direct authority instead, they indirectly influence the work of others through suggestions, recommendations, and advice.

other terms to describe public relations at companies and non-profits or government agencies (e.g., corporate communications, public information, public affairs).

-most popular term among Fortune 500 companies is corporate communications -Other companies, such as GM and Xerox, just use the term communications -corporate communications and external affairs -public info and public affairs, nonprofits, universities, and government agencies

Edward L. Bernays a.k.a. "Persuader-in-Chief" (according to Prof. Smith)

-new approach of scientific persuasion -through brilliant campaigns and extensive self-promotion, became known as the "Father of Modern Public Relations" -Bernays, who was the nephew of Sigmund Freud, believed public relations should emphasize the application of social science research and behavioral psychology to formulate campaigns and messages that could change people's perceptions and encourage certain behaviors

The use of hype to promote individuals, causes, products, and services during the Golden Age of Press Agentry.

-period of growth and expansion -age of hype, which is the shrewd use of the media and other devices to promote an individual, a cause, or even a product or service, such as a circus -Press agents were able to glorify Davy Crockett as a frontier hero to draw political support away from Andrew Jackson, attract thousands to the touring shows of Buffalo Bill and sharpshooter Annie Oakley, make a legend of frontiersman Daniel Boone, and promote hundreds of other personalities. -These old-time press agents played on the credulity of the public in its longing to be entertained. Advertisements and press releases were exaggerated to the point of being outright lies. Doing advance work for an attraction, the press agent dropped complimentary tickets on the desk of a newspaper editor, along with the announcements. Voluminous publicity generally followed, and the journalists and their families flocked to their free entertainment, with scant regard for the ethical constraints that largely prohibit such practices today.

research

-provides the information required to understand the needs of publics and to develop powerful messages -Research is the controlled, objective, and systematic gathering of information for the purpose of describing and understanding

Multiple-step flow theory

-starts with opinion makers, who derive large amounts of information from the mass media and other sources and then share that information with the "attentive public." The latter are interested in the issue but rely on opinion leaders to provide synthesized information and interpretation. -some members of the inattentive public eventually will become interested in or at least aware of the issue

Ivy Lee a.k.a. "Counselor-in-Chief" (according to Prof. Smith)

-supported new pr strategy of facts and info being more effective - a former business journalist for the New York Times, the New York World, and the New York American. He began as a publicist, but shortly expanded that role to be regarded as the first public relations counsel -When Lee opened his public relations firm, Parker and Lee, in 1905, he issued a declaration of principles that signaled a new model of public relations practice: public information. Lee's emphasis was on the dissemination of truthful, accurate information rather than distortions, hype, and exaggerations. -involved with Pennsylvania railroads first news release, led to fair press comments after accident -created public info model -Ludlow Massacre- Rokefeller Family

Agenda Setting Theory

-theory that predicts that the amount of attention given to an issue in the media affects the level of importance assigned to it by the public -Public relations materials and activities (i.e., news releases, speeches, and newsletters) are major forces shaping the agenda-setting process

Arthur W. Page -credited with laying the foundation for corporate public relations

-vice president of the American Telephone & Telegraph (AT&T) Company in 1927 and is credited with establishing the concept that public relations should have an active voice in higher management -believed a company's performance comprises its basis for public approval

Barcelona Principles

1. Goal setting and measurement are fundamental to communication and PR 2. Measuring communication outcomes is recommended vs. only measuring outputs 3. the effect on organizational performance can and should be measured where possible 4. Measurement and evaluation require both qualitative and quantitative methods 5. Advertising Value Equivalents do not measure the value of communications/PR 6. Social media can and should be measured consistently with other media channels 7. Measurement and evaluation should be transparent, consistent, and valid

line function

A line manager, such as a vice president of manufacturing, can delegate authority, set production goals, hire employees, and make policy

five-stage adoption process

AWARENESS. A person becomes aware of an idea or a new product, often by means of an advertisement, a news story in a newspaper, a mention on the nightly news, or a posting in a chat group. INTEREST. The individual seeks more information about the idea or the product, perhaps by ordering a brochure, reading an in-depth article in a newspaper or magazine, or doing a Google search. EVALUATION. The person evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process. TRIAL. Next, the person tries the product or the idea on an experimental basis by using a sample, witnessing a demonstration, or making qualifying statements such as, "I read. . . ." ADOPTION. The individual begins to use the product on a regular basis or integrates the idea into his or her belief system. The "I read . . ." becomes "I think . . ." if peers provide support and reinforcement of the idea.

APR

Accreditation in Public Relations

MARKETING COMMUNICATIONS

Combination of activities designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotion, direct mail, trade shows, social media, and special events.

Schramm Model

Communication occurs only if both the sender and the receiver have a field of shared experience, such as a common language and similar educational levels. Constant feedback between the source and the receiver occurs in a continual loop. the source and the receiver continually encode, interpret, decode, transmit, and receive information

CSR

Corporate Social Responsibility. The willingness of a business to accept responsibility for its actions and their impact on stakeholders regain public credibility and trust

financial relations

Creating and maintaining investor confidence and building good relationships with the financial community. Also known as investor relations or shareholder relations.

development/ fund raising

Demonstrating the need for and encouraging the public to support an organization, primarily through financial contributions.

research role

Determining attitudes and behaviors of publics in order to plan public relations strategies. Such research can be used to (1) generate mutual understanding or (2) influence and persuade publics.

public affairs

Developing effective involvement in public policy and helping an organization adapt to public expectations. The term is also used by government agencies to describe their public relations activities and by many corporations as an umbrella term to describe multiple public relations activities.

publicity role

Disseminating planned messages through traditional mass media and social media platforms to further the organization's interests

purpose for program evaluation

Evaluation involves the systematic assessment of a program, particularly focusing on communication results. It is a means for practitioners to offer accountability to clients—and to themselves. Evaluation provides the opportunity to learn what was done right and what was done wrong, both as a look backward at performance and as a look forward at the improvement of performance.

issues management

Identifying and addressing issues of public concern that affect the organization.

informational objective

If an objective is informational, measurement techniques must show how successfully information was communicated to target audiences. Such techniques fall under the rubrics of "message dissemination" and "audience exposure," but they do not measure the effect on attitudes or overt behavior and action.

•Understand the key differences between journalism and public relations, such as: -objectives

Journalists gather and select information for the primary purpose of providing the public with news and information. Public relations personnel also gather facts and information for the purpose of informing the public, but the objective is not only to inform but also to change people's attitudes and behaviors in order to further an organization's goals and objectives. Harold Burson, chairman of Burson-Marsteller, makes the point: "To be effective and credible, public relations messages must be based on facts. Nevertheless, we are advocates, and we need to remember that. We are advocates of a particular point of view—our client's or our employer's point of view. And while we recognize that serving the public interest best serves our client's interest, we are not journalists. That's not our job."

the variety of services public relations firms can provide

MARKETING COMMUNICATIONS. This involves promoting products and services through such tools as news releases, feature stories, special events, brochures, and media tours. EXECUTIVE SPEECH TRAINING. Top executives are coached on public affairs activities, including personal appearances. RESEARCH AND EVALUATION. Scientific surveys are conducted to measure public attitudes and perceptions. CRISIS COMMUNICATION. Management is counseled on what to say and do in an emergency such as an oil spill or a recall of an unsafe product. MEDIA ANALYSIS. Appropriate media, including social media, are examined for their ability to target specific messages to key audiences. COMMUNITY RELATIONS. Management is counseled on ways to achieve official and public support for such projects as building or expanding a factory. EVENTS MANAGEMENT. News conferences, anniversary celebrations, rallies, symposiums, and national conferences are planned and conducted. PUBLIC AFFAIRS. Materials and testimony are prepared for government hearings and regulatory bodies, and background briefings are prepared. BRANDING AND CORPORATE REPUTATION. Advice is given on programs to establish a company brand and its reputation for quality. FINANCIAL RELATIONS. Management is counseled on ways to avoid takeover by another firm and effectively communicate with stockholders, security analysts, and institutional investors.

Motivational Objectives

Motivational objectives are more difficult to accomplish. If the objective is to increase sales or market share, it is important to show that public relations efforts, rather than advertising or other marketing strategies, caused the increase. Or, if the objective is to change attitudes or opinions, research should be done before and after the public relations activity to measure the percentage of change

advantages offered by public relations firms

OBJECTIVITY. The firm can analyze a client's needs or problems from a new perspective and offer fresh insights. A VARIETY OF SKILLS AND EXPERTISE. The firm has specialists, whether in speech writing, trade magazine placement, investor relations, or identifying influential bloggers. EXTENSIVE RESOURCES. The firm has abundant media contacts and works regularly with numerous suppliers of products and services. It has research materials, including data information banks, and experience in similar fields. OFFICES THROUGHOUT THE COUNTRY. A national public relations program requires coordination in major cities. Large firms have on-site staffs or affiliate firms in many cities around the world. SPECIAL PROBLEM-SOLVING SKILLS. A firm may have extensive experience and a solid reputation in desired areas. For example, Burson-Marsteller is well known for its expertise in crisis communications, health and medical issues, and international coordination of special projects. Hill+Knowlton is known for its expertise in public affairs, and Ketchum is the expert in consumer marketing. CREDIBILITY. A successful public relations firm has a solid reputation for professional, ethical work. If represented by such a firm, a client is likely to get more attention among opinion leaders in mass media, government, and the financial community.

SMART objectives

Objectives that are specific, measurable, achievable, realistic and time-constrained.

community relations

Planned activity with a community to maintain an environment that benefits both the organization and the community

The Roman Catholic Church's use of public relations + propaganda in The Middle Ages.

Pope Urban II used symbolism, staged events, and propaganda to persuade thousands of followers to join the Crusades. Six centuries later, the Church was among the first to use the word propaganda, with the establishment by Pope Gregory XV of the College of Propaganda to supervise foreign missions and train priests to propagate the faith

Counseling (Roles of PR)

Providing advice to management concerning policies, relationships, and communications.

RACE- describe each step

Public relations is a process—that is, a series of actions, changes, or functions that bring about a result. One popular way to describe the process, and to remember its components, is to use the RACE acronym, first articulated by John Marston Research. What is the problem or situation? Action (program planning). What is going to be done about it? Communication (execution). How will the public be told? Evaluation. Was the audience reached and what was the effect?

five factors that influence a person's evaluation of a product or idea

RELATIVE ADVANTAGE. The degree to which an innovation is perceived as better than the idea it replaces. COMPATIBILITY. The degree to which an innovation is perceived as being consistent with the existing values, experiences, and needs of potential adopters. COMPLEXITY. The degree to which an innovation is perceived as difficult to understand and use. TRIALABILITY. The degree to which an innovation may be experienced on a limited basis. OBSERVABILITY. The degree to which the results of an innovation are visible to others.

government affairs

Relating directly with legislatures and regulatory agencies on behalf of the organization. Lobbying can be part of a government affairs program.

multicultural relations/workplace diversity

Relating with individuals and groups in various cultural groups. A good example is the 40th anniversary celebration of a Cuban restaurant in Miami. See the Multicultural World box below

industry relations

Relating with other firms in the industry of an organization and with trade associations.

communication strategies to overcome the five factors that influence a person's evaluation of a product or idea

Repeating a message in various ways, reducing its complexity, taking into account competing messages, and structuring the message to meet the needs of the audience are ways to do this

employee/ member relations

Responding to concerns, informing, and motivating an organization's employees or members.

disadvantages offered by public relations firms

SUPERFICIAL GRASP OF A CLIENT'S UNIQUE PROBLEMS. Although objectivity is gained from an outsider's perspective, there is often a disadvantage if the public relations firm does not thoroughly understand the client's business or needs. LACK OF FULL-TIME COMMITMENT. A public relations firm has many clients. Therefore, no single client can monopolize its personnel and other resources. NEED FOR PROLONGED BRIEFING PERIOD. Some companies become frustrated because time and money are needed for a public relations firm to research the organization and make recommendations. Consequently, the actual start of a public relations program may take weeks or months. RESENTMENT BY INTERNAL STAFF. The public relations staff members of a client organization may resent the use of outside counsel, seeing it as an implication that they lack the ability to do the job. NEED FOR STRONG DIRECTION BY TOP MANAGEMENT. High-level executives must take the time to brief outside counsel on the specific objectives sought. NEED FOR FULL INFORMATION AND CONFIDENCE. A client must be willing to share its information, including the skeletons in the closet, with outside counsel. COSTS. Outside counsel is expensive. In many situations, routine public relations work can be handled at lower cost by internal staff.

public relations plan

Situation Objectives Audience Strategy Tactics Calendar/timetable Budget Evaluation

special events

Stimulating an interest in a person, product, or organization by means of a well-planned event; also, activities designed to interact with publics and listen to them.

Two-Step Flow Theory

The idea that messages pass from the media, through opinion leaders, to opinion followers

Press Agentry

The planning of activities and the staging of events to attract attention to new products or services and to generate publicity about the company or organization that will be of interest to the media.

Secondary Research

When a public relations professional analyzes data of any sort—whether numerical or textual in nature—that was originally collected by someone else, it is considered secondary research. Techniques range from archival research in an organization's files to reference books, computer databases, online searches, and digital analytics of websites and social media platforms

media relations role

Working with journalists and bloggers in seeking publicity or responding to their interests in the organization.

Shannon-Weaver Model

a communication model that includes the information source, the message, the receiver, the sender, the channel, the signal and any noise that may interrupt the communication process

strategy

a plan of action or policy designed to achieve a major or overall aim. Enlist social media influencers to champion our new coffee drink

reliability

achieved when very similar results are obtained if a study is repeated

role of public relations practitioners in a corporation

bring some perspective about the scale and complexity of what corporations do to deliver what consumers demand worldwide improving the reputation and citizenship of their employers

opinion leaders

catalysts for the formation of public opinion, people who know more about certain topics than we do and whose advice we trust, seek out, and follow Highly interested in a subject or issue Better informed on an issue than the average person Avid consumers of mass media Early adopters of new ideas Good organizers who can get other people to take action

goal

deciding where you want to be in the future To become the recognized leader of tasty coffee drinks in our industry.

Message exposure measurement techniques:

electronic research, monitoring services, measuring the number of media placements, media impressions, web analytics (reach on web), calculate the value of a news story or broadcast mention by comparing it to what the space or time would cost in advertising, Systems can now analyze the content of media placements by such variables as market penetration, type of publication, tone of coverage, sources quoted, and mention of key copy points, requests for more info, 800 number calls, ROI

source credibility factors

expertise, sincerity, charisma

Measurement of Audience Action

how they help an organization achieve its objectives -ex: sales going up,

how research is used in public relations

information must be gathered and data must be collected and interpreted. Only by performing this first step can an organization begin to make policy decisions and map out strategies for effective communication programs. This research often becomes the basis for evaluating the program once it has been completed. The results of an evaluation can lead to greater accountability and credibility with upper management used in the following ways: TO ACHIEVE CREDIBILITY WITH MANAGEMENT. Executives want facts, not guesses and hunches. The inclusion of public relations personnel in an organization's policy and decision making, according to the findings of IABCs research on excellence in communication management, is strongly correlated with their ability to do research and relate their findings to the organization's objectives. TO DEFINE AUDIENCES AND SEGMENT PUBLICS. Detailed information about the demographics, lifestyles, characteristics, and consumption patterns of audiences helps to ensure that messages reach the proper audiences. Hyojung Park, an assistant professor at Louisiana State University, developed a semantic map of blogs and discussion groups addressing the role of dogs in homes with autism spectrum disorder. Health specialists in human-animal interaction on her team received a clear signal from the conversational patterns in hundreds of thousands of words that dogs mainly helped the families. Selecting the right breeds and providing training were recommended. TO FORMULATE STRATEGY. Much money can be spent pursuing the wrong strategies. Officials of the New Hampshire paper industry, given the bad press about logging and waterway pollution, thought a campaign was needed to tell the public what it was doing to reduce pollution. An opinion survey of 800 state residents by a public relations firm, however, indicated that the public was already generally satisfied with the industry's efforts. Consequently, the new strategy focused on reinforcing positive themes such as worker safety, employment, and environmental responsibility. TO TEST MESSAGES. Research is often used to determine what particular message is most salient with the target audience. According to one focus group study for a campaign to encourage carpooling, the message that resonated the most with commuters was saving time and money, not air quality or environmental concerns. Consequently, the campaign emphasized how many minutes could be cut from an average commute by using carpool lanes and the annual savings in gasoline, insurance, and car maintenance. TO HELP MANAGEMENT KEEP IN TOUCH. In a mass society, top management is increasingly isolated from the concerns of employees, customers, and other important publics. Research helps bridge the gap by periodically surveying key publics about problems and concerns. This feedback is a "reality check" for top executives and often leads to better policies and communication strategies. TO PREVENT CRISES. An estimated 90 percent of organizational crises are caused by internal operational problems rather than by unexpected natural disasters. Research can often uncover trouble spots and public concerns before they become page-one news. Analyzing complaints made to a toll-free number or monitoring Internet chat rooms and blogs can often tip off an organization that it should act before an emerging problem or issue becomes a serious threat that attracts widespread media attention and public opprobrium. TO MONITOR THE COMPETITION. Savvy organizations keep track of what the competition is doing. Competition monitoring can be done using surveys that ask consumers to comment on competing products, content analysis of the competition's media coverage, and reviews of industry reports in trade journals. Digital monitoring using Google Alerts, for example, delivers news content alerts based on selected search terms. Similar print news tracking is possible with Reddit, the "internet's front page" and for broadcast news with Critical Mention.Google Alerts monitors a developing news story or keeps the professional current on a competitor or industry. Similarly, RSS (Real Simple Syndication) feeds provide timely updates from favored websites such as online news sites or aggregate feeds from many sites into one place on the professional's home page. Such research helps an organization shape its marketing and communication strategies to counter a competitor's strengths and capitalize on its weaknesses. TO SWAY PUBLIC OPINION. Facts and figures, compiled from a variety of primary and secondary sources, can change public opinion. A coalition called Ohioans for Responsible Health Information opposed a cancer labeling bill on thousands of products. The coalition commissioned research on the economic impact of such legislation on consumers and major industries. The research, which was used as the basis of the grassroots campaign, caused the defeat of the ballot measure, with a 78 percent "no" vote. TO GENERATE PUBLICITY. Polls and surveys can generate publicity for an organization. Indeed, many surveys seem to be designed with publicity in mind. Simmons Mattress once polled people to find out how many sleep in the nude. Jello-O-Pudding, capitalizing on media and public interest in the prediction that the Mayan calendar forecast the end of the world on December 21, 2012, received considerable brand publicity by reporting the results of a commissioned national survey about Americans' perceptions of the forthcoming apocalypse. While only 4 percent actually believed the world would end, 82 percent said they would "party like there was no tomorrow." News organizations are drawn to releases that include research findings that add some substance and interest to stories. This holds true for major national surveys, but at least as much for interesting, "tid-bites" such as those about the iconic DoubleTree cookie, which is shown below. Although public relations is a management function, it often includes creative, playful elements that add verve to the work. TO MEASURE SUCCESS. The bottom line of any public relations program is whether the time and money spent accomplished the stated objective. As one of its many programs to boost brand awareness, Doritos snack chips pioneered the use of consumer-created content by airing Super Bowl commercials created by fans. Doritos sales for the week after the Super Bowl increased by 16 percent over the same week the previous year.

outcome objective

is the level of performance or achievement that occurred because of the activity or services your organization provided

values

moral beliefs/central beliefs which determine how we will behave in certain situations

Measurement of Audience Attitudes

pre- and post- measurements of attitudes

Quantitative research & techniques

public relations professionals need to conduct polls and surveys using highly precise, scientific sampling methods random sampling, sample size, questionnaire construction

Quantitative Research & techniques

relying less on numbers and statistics and more on interpretation of text such as editorial pages or focus group transcripts for themes or insights; such research is good for probing attitudes and perceptions, assessing penetration of messages, and testing the clarity and effectiveness of materials. five qualitative research techniques: (1) content analysis, (2) interviews, (3) focus groups, (4) copy testing, and (5) ethnographic techniques.

formal opinion leaders

so called because of their positions as elected officials, presidents of companies, or heads of membership groups. Journalists often ask them for statements when a specific issue relates to their areas of responsibility or concern. People in formal leadership positions also are called power leaders ex: politicians, elected officials, presidents of companies, heads of membership

objectives (goals)

specific results that one wishes to achieve Increase number of positive comments across our social media platforms by 10% within six weeks of launching the new coffee drink

measurement of audience awareness

survey research, day-after recall,

tactics

the methods and actions taken to accomplish strategies Launch a branded Snapchat geo-filter on the day we release the new coffee drink. Host a Facebook Live event with social media stars taking a blind taste test with our coffee drink

ethics

the principles of right and wrong that guide an individual in making decisions

informal opinion leaders

those who have clout with peers because of some special characteristic. They may be role models who are admired and emulated or opinion leaders who can exert peer pressure on others to go along with something. In general, informal opinion leaders exert considerable influence on their peer groups by being highly informed, articulate, and credible on particular issues. -ex celebrities

Primary Research

uses new and original information that is generated through a research project and is directed to answer a specific question

Output Objective

what you produced or your organization's activities measures do not address the value or impact of your services for your clients.

validity

when research measures what it purports to measure