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