PUR 4000 Final Exam

Evaluation of Program Preparation

1) Adequacy of background information used for designing the program. Did we accurately identify all the stakeholders? Did we identify the correct information? Evaluates situation analysis and SWOT. 2) Appropriateness of program content. Critical review of what is being said. How well did the program you design match the situation. Quality of program presentations. Were you well prepared? Was your speaker eloquent? At this stage of the game you measure everything you brought into the program.

Doris Fleischmann

Edward's wife and business partner. She was definitely an early feminist. Her and Bernays counseled presidents, organizations, and many others. She gave concepts of PR structure. She retained her maiden name after marriage which was almost impossiblie in those days. She was also the first US woman to ever get her passport with her maidenname.

uncontrolled media

Media that we have no direct or control over the decision making. Uncontrolled media is like a newstory about the organization. There is lots of risk but there are benefits. In controlled media everyone knows that it's you saying good things about yourself. Uncontrolled media is 3rd party endorsement. If a journalist says something good about an organization we are most likely going to listen to them.

What is PR

PR establishes and maintains relationship between an organization and the public.

management of image and perception

PR manages perceptions. Sometimes perceptions are based on facts, personal experiences, or emotions. PR manages images. Image is how the world perceives you. PR job is to create a positive image.

Advertising (Third Function of PR)

Paid Media. Advertising gives the source control over content and placement. Advertising is information placed in the media by an identified sponsor that pays for the time or space. It is a controlled method of placing messages in the media. Public relations uses advertising to reach audiences other than the customers targeted by marketing. Organizations use advertising to place and control content, position, and timing of public relations messages in the media. PR can use advertising as a tool when you need to merge or change brand identity, to build good will, and to address criticism in the media.

favorable behavior

Process of how positive relationships create positive actions. The public's perception is your reality. Ideas rather than products.

inferential statistics

Statistics that you collect from a smaller group and can be implied to a larger group

Andrew Jackson

Was America's first common man president. Got Kendall to serve as his publicist. He had great ideas but needed help getting the image America wanted. Helped increase education.

Investor Relations (eighth function of PR)

the specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value. Part of corporate PR that couces on the relationship with shareholders and the financial community, The goal is to enhance the value of the stock. You need Finance/business/law/economics/international politics. MBA a plus. They keep shareholders in the loop. They understand economic up turns and down turns. If you buy stock in a company then the investor relations goal is to keep them happy and informed. They have to have open communication with financial media and brokers

Public Opinion Characteristics

1) Direction- You are either for something or against something. Opinion has direction. 2) Intensity- How strongly you feel about it. Stability- How reactant public opinion is to new opinion. 4) Informational Support- How much knowledge we have on the issue. 5) Social Support- Extent to which our opinions are shared by other people in our peer group. Peer pressure. Social support can cause us to question our opinions

Paige's Five Principles

1) Make sure management analyzes its relationship to public. 2) Create and maintain a system for informing employees about policies and practices. 3) Give contact employees the knowledge needed to be reasonable and polite to the public. 4) Have a system that draws employee and public questions and criticisms back up through the organization to management. 5) Ensure frankness in telling the public about the company's actions.

Characteristics of a Good PR Plan

A good plan must support a specific goal so you don't waste your time and resources on a plan that doesn't matter. Have to make sure that the plan is goal-oriented. Collecting the data and making sure that the plan is goal oriented is important. A good plan is going to be realistic. What is a realistic change to help the situation? Good plan is flexible. Only constant is change. You and your plan has to constant in the changes. Plan needs to be flexible when data suggests that things aren't going the way it was supposed to. A good PR plan is going to honor all the values. Good PR plan must be effectively sold. All of the research and everything like that has to be created in a language and must be effectively sold. Will put effective communication and persuasion skills to test.

Arthur Paige

AT&T's first VP of Public Relations. Beginning of "in house" PR at the management level. He accepted the job on the conditions that he was not to serve as a publicity man, that he would have a voice in policy, and that company's performance would determine its public reputation. He had five principles

Why We Communicate Internally (1. Acculturate Employees)

Acclimate or socialize new hires to the corporate culture. Create communication that can introduce new hires to the corporate culture. Vision statements and ethic statements are all about culturing employees. Ethics that matter to us as a group. Training materials- Here is what we have to accomplish and here is how we are going to do it.

World Views (1. Symmetrical)

Allows for negotiation and compromise in operating procedures. Functions as an open system. Different worldviews produce data of that culture. Allows change.Participative Organizational Culture- Values dialogue and teamwork. Seeks input before making policy decisions. Emphasis on open communication. An open system. Decentralized decision making. Feedback sought at all levels. Emphasis is based on collective instead of the individual. More ambiguity. Value in each department and at all levels. Decisions can be made in more levels. Much more likely when your employees like their job and it's a good environment, that you have a participative organizational culture. Why we communicate internally

Open and Closed Systems

Any relationship we want to have creates its own system. We can classify systems on how willing they are to be changed and interact with their environment.

First Level of Program Evaluation (Preparation)

Assesses quality and adequacy of information used to develop the program. Ex. How well did you prepare to be successful in a class.

interpersonal

Because it requires a comparison of observations taken from two different people, accuracy represents an interpersonal construct. The other interpersonal constructs include agreement and understanding. Agreement represents the extent to which two or more persons share similar evaluations of an issue of mutual interest.

intrapersonal

Construct of congruency describes the extent to which your own views match your estimate of another's views on the same issue

George Creel

Created the Creel Committee- It was created to communicate to the American people about the war effort and to convince them that the war was a good thing. Used 4 minute men- 75,000 speakers across America that were well known names in the community that would talk to the people in their town's about the war effort

Press Agentry (fourth function or PR)

Creating newsworthy stories and events to attract media attention in order to gain public notice. "When I first started, I was in the publicity business. I was a press agent. Very simply, my job was to get the client's name in the paper. "We stop to anything, but our stuff gets printed." Creating the perception that something is newsworthy to get the publics attention. The more media coverage = the more perception of importance.

Dimension of Culture (4. Masculinity)

Degree to which stereotypically masculine behaviors are present. Helps us determine the values we need to reflect in our communication. Aggressiveness, Independence, competitiveness. An organization that is low in masculinity would be more of the female characteristics. High masculinity culture is something that might encourage competition, smack talk. Masculinity helps us determine the values we need to reflect in our communication.

Third Level of Program Evaluation (Impact)

Documents the consequences of the program and provides feedback on the extent to which objectives and goals were achieved. What as a result of the impact you put in? Ex. Grades. Not a measure of effort but impact of effort

Publicity (Second Function of PR)

Earned media. Because the sources do not pay for the placement, they have little or no control over if the information is used, when it is used, and how it is used or misused by the media. Publicity is information provided by an outside source that is used by media because the information has news value. This is an uncontrolled method of placing messages in the media because the source does not pay media outlets for placement. Newsworthy events also generate publicity by attracting media coverage. PR people try to get earned media. 3rd party endorsement. You get earned media by creating a beneficial relationship. Publicity is a standard PR activity

Dissensus

Exists when high levels of actual disagreement are accurately perceived as such.

Dimension of Culture (2. Individualism)

Extent to which people put their own needs ahead of the group. It helps us understand the appeals that are likely to be successful. Strong individualistic cultures reward employees based on what they did on their own. Weak individualistic cultures are strong on the team mentality. Focus on goals as a group instead of goals as an individual. As communicators we are looking to appeal to audiences and to persuade them. If a communicator does not recognize the inidividualism scale, then the appeal isn't going to be successful. Low individualism cultures don't like to be singled out.

Dimension of Culture (3. Uncertainty Avoidance)

Extent to which we want structure and rules to reduce anxiety. Helps us determine how willing they'll be to an open systems approach. Students are a high uncertainty avoidance culture. Students want high structure. As communicators we look at how willing that culture would be to an approach that is constantly changing. Hitting a group in the wrong level in this can be a really bad thing.

PT Barnum

Father of press-agentry. Public wants to be entertained. Came in the showman era. He was the master of the pseudo events. He used exaggeration, distortion, and lies. He would do crazy things and made sure local media did a story on it. Eventually lost credibility with media because of lies.

Amos Kendal

First "Press Secretary". Father of Press Release. His job was to get Jackson's rough ideas understandable to the American Public. Government recognized the idea to bring ideas in governmental structure

Ivy Lee

First modern public relations practicionre. Brought in by Rockefeller to help the Rockefeller name. Said the coporations shouldn't hide from the press. Said business must maintain open communication with media. Business should align itself with public interest. Ended public be damned era and began public be informed era. 1st to recognize unsupported publicity would fail.

Element of PR plan (goals)

Generalized statement of a desired outcome. Broad statement of where it is you want to be when all of this is done. Ex. If you have a falling out with a friend your goal might by to improve your relationship with this friend

World Views (2. Asymmetrical)

Gets what it wants without changing internal processes. Resistant to change. An internally closed system. Asymmetrical worldview produces authoritarian organizational culture. Structured and formalized. Decision making is highly centralized. Individual accountability. High divison of labor. Input not seen as vital. Everything has a process. Decision making is only made in higher levels. Type of culture where somebody would pack a box, seal a box, deliver a box, etc. Individuals are held accountable. Very little feedback. Communication = dissemination. One sided. Value efficiency over innovation. Resist change. Inputs viewed as threats. Not much emphasis on the communication feedback loop. These cultures value efficiency over innovation. Like an assembly line

Evaluation of Program Impact

Here we stop looking at what we did and look at the effect it had on the audience. Extent to how we reach outcomes spelled out in objectives. 1) Knowledge Gain- Number who learn program content. 2) Opinion change- Number who change opinions due to messages in your program. Opinions are tied to specific situations. 3) Attitude change- number who change attitudes. Attitudes are cross-situational. Attitude change- Cross-situational preference. 4) Behavior Change- Number of people who behave in desired fashion. Did those people do the thing that we wanted them to do or not do what we didn't want them to do. Self reports- Ask audience what they did and rely on them telling you. Can be unreliable. Ex- Surveys. Direct observation- Is not asking them, it's observing them. Ex- Counting the number of people that went to something. Ex- Turnstiles at events, headcounts at meetings. Indirect Observation- Evidence of the fact that they did or didn't do something. Examining official records or other "tracks" left behind. Ex- Library checkout records. 5) Repeated Behavior- Sometimes we want a lasting behavior change or a long-term change. Number of people whose behavior change can be exhibited during time. 6) Program goal is achieved or the problem solved. This is the stage where we say here is all the data on impact and the goal is achieved. 7) Social and cultural change- Sometimes.

Monolithic Consensus

High levels of actual agreement accurately recognized as such by those involved.

Samuel Adams

His job was to get public support for independence. He staged the first PR event in the Boston Tea Party. Tremendous success. Public events creates public opinion.

Evaluation (Assessing) of Program Implementation

How well you used everything in the program or how hard you tried. 1) Number of messages sent. How many letters, how many speeches, how many times you distributed message. 2) How many times did that message actually make it in the media? How many times did the journalist actually run your story? In PR you don't pay for media space but in advertising you do. "Because you used me you only paid me the professional fee." 3) How many people from target public were exposed? Delivered audience and effective audience. Just because you got your message in the media, doesn't mean it was seen by the right people. Effective- Part of the delivered audience that is specially in your target audience. 4) Attentive audience. Number who attend to messages. Just because you got the message to the right people, doesn't mean that they listened to it. Need to be able to determine how many people that were exposed to the message actually paid attention to the message. Ex- Surveys. Evaluating this stage is how hard we tried. Evidence that we put in a good effort.

formal research methods

If you want to conduct formal research then you need a representative sample. A representative sample accurately represents the actual population. Reason why formal methods are so important because it allows us to use inferential statistics. For formal research methods to work, you need clearly established research objectives. All of this is about reducing uncertainty indecision making. Ex:Secondary Analysis and Online Databases, Content Analysis, Surveys, Mailed Surveys, In-Person Surveys, Telephone Surveys, Online Surveys, Cross-Sectional vs Trend and Panel Surveys.

Why We Communicate Internally (2. Inform employees of organizational developments)

It is important for employees to be informed. They need to feel valued. Can be mediated or nonmediated.

Internal Relations (First function of PR)

Management must attend to those who do the work- the employees./Part of public relations that builds and maintains a beneficial relationship between managers and employees./ Plan and implement communication programs to keep employees informed and motivated and to promote the organization's culture./ Field of PR is very diverse. Good PR begins at home./ (also called employee communication)

Second Level of Program Evaluation (Implementation)

Monitors effort and progress as the program unfolds. Ex. Did you attend class? Did you take notes? Did you read the textbook?

Gutenberg

Movable type printing press. Interest in literacy. First step toward mass communication. Before movable type printing press there was no point of being literate. Gutenberg's motivation was that everybody should be able to access the bible

Three Levels of Program Evaluation

No evaluation is complete uncles you conduct all three. You can't take a part of implementation and say it proves that you should have a good impact. Most common error in program evaluation is substituting measures from one level for those at another level.

Leone Baxter

One of PR's first females. First woman to help political campaign. She was one of the first PR campaigning people. "Average person does not want to be educated, but most every American wants to be entertained, so put on a good show

How do we Influence Public opinion/ what do we know about it

Opinion leads to Media Attention, Political Notice, laws, and rules. If we want to influence public opinion we have to convince people of something. Help them see the opinion is shared. Motivate them to be vocal. To influence public opinion you want to convince people of something, help them see the opinion is shared, and motivate them to be vocal.

Why We Communicate Internally (3. Listen to Employees)

Participative cultures seek feedback. Employees are able to give their input. Feedbacks can be sought in meetings, employee publications, but it can also be a challenge to get feedback in these settings because the employees don't want to be embarrassed by their questions, etc. Anonymous feedback is getting more and more important. Ombuds officers- Person that is in charge of having an employee communicate to the officer and that officer keeps it anonymous.

Woodrow Wilson

President during the World War 1 Period. Experts advised Wilson to censor the press when it came to the military effort because at the time war was too scary. Wilson decided not to and helped create the Creel Committee

professional associations and what they can do for you

Public Relations Society of America- Based in New York City, it is the world's largest organization for public relations professionals. PRSA builds the public relations profession and the public relations professional by advancing the profession, strengthening the society, and establishing global leadership. Here are the five things that PRSA can do for you- 1) Advocate for the profession- They are constantly managing the image of the profession. In 2007 they advanced the profession by achieving positive media coverage on more than 60 separate occasions in major national media. Because they work hard to be sure employers understand the benefits of PR, you benefit from a growing job market. 2) Research- They do research in all areas applicable to the field and their findings are available to all their members. 3) Professional Development- PRSA offers more than 200 professional development programs on topics like new media, branding, leadership, etc. They develop strategic recommendations from their research, offer free teleseminars, host an annual national conference and provide monthly opportunities to network with current professionals. They also have an educational initiative that generates more than $20,000 in scholarships and $30,000 in research grants every year. They literally wrote the book on what makes for a strong PR degree program and Internship program with the creation of the Internship Guide and the Standards of Practice for Academic Institutions. 4) Strategic Planning- They are the PR department for the profession. They work on planning strategically to enhance awareness of public relations' vital role and its contribution to open, honest, and respectful communications. 5) Job Placement- They maintain a PR specific job bank that is one of the preferred recruitment sites in the nation. Florida Public Relations Association- Founded in 1938 it is the oldest public relations association in the United States. There are student chapters at 9 state colleges and Universities- UCF's is one of the largest. FPRA's Goals- Enhancing the professional development of its members. Providing a forum for personal growth through interaction and resource exchange—helping us find ways to work together and help each other. Serving as the "united voice" of the public relations profession in Florida. Fostering the highest professional standards and ethics of the members. Gaining understanding and support for the performance of its members and the profession as a whole on behalf of all practitioners within the state of Florida. What can they do for you- 1) Professional development: They host monthly luncheons and several annual events for networking. By joining Quotes, the Ad/PR club at UCF, you become a student member of FPRA and are eligible to attend all events. 2) Financial support for your education. The local FPRA chapter funds $6,000 in scholarship each semester that are only available to Nicholson School of Communication Students. 3) Job Placement- FPRA manages a local job bank as well as an internship bank on their website.

informal research methods

Random Sample- Ex, Pass out surveys to everyone that stops by. Informal research methods are helpful but have some limitations. Biggest limitation of a random sample is that the people that you sampled might not represent the actual group. Informal methods are used to explore and detect problems and are a lot easier and cheaper. Ex:Personal Contact and Observation, Key Informants, Focus Groups, Community forums, Advisory Committees and Boards, Ombudsman or Ombuds Officer, Call-In Telephone Lines, Mail and Email Analyses, Social Media and Other Online Sources, Field Reports.

Pluralistic Ignorance

Represnets the state of public opinion in which a majority perceive little agreement, but in fact there is a widespread agreement.

Public Affairs (fifth function of PR)

Specialized part of public relations that builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy. In corporations, public affairs typically refers to public relation efforts related to public policy and corporate citizenship and corporate social responsibility. Public affairs is the public relations practice that addresses public policy and the publics who influence such policy. Strethened by political science/pre law experience. Public Affairs influences on public policy. Public affairs monitors how public policy works

Lobbying (sixth function of PR)

Specialized part of public relations that builds and maintains relations with government, primarily to influence legislation and regulations. "Lobbying involves much more than persuading legislators. Its principal elements include researching and analyzing legislation or regulatory proposals; monitoring and reporting on developments; attending congressional or regulatory hearing; working with coalitions interested in the same issues; and then educating not only government officials but also employees and corporate officers as the implications of various changes. What most laypeople regard as lobbying-the actual communication with government officials-represents the smallest portion of a lobbyists time; a far greater proportion is devoted to the other aspects of preparation, information, and communication. The role of lobbyists is the ethically advocate the interests of their clients in the public policy debate. What notes say- They are highly specialized. They work to persuade legislators to propose, pass, or defeat legislation, or to change existing law. Requires political science or pre law experience. It is a criticized aspect of public relations. Lobbyists spend the vast majority of their time doing research. Their role is to be a reliable source of information for legislators on issues. Legislators can consider them as a resource. It is a critical role. It is a federal offense for lobbyists to use money to try to get a vote. They to be very educated. One of the most highly regulated fields in the country

Element of PR plan (objectives)

Specific milestones that measure process towards goal. Indications that you are going to use to measure how your relationship is improving. Things might be improving if my friend that I had a falling out with picks up my phone call, agrees to spend time with me, etc.

Closed systems

Static and they don't adapt to external changes. Don't take in new information within their environment. These systems will deteriorate. based on the idea that PR's role is to change the environment that closed systems do business in. If you have good strong persuasive communication then it is capable of changing environmental change. Messages in media can cause environment change as well. By doing all this organizations do not need to change to solve PR problems.

Cybernetics

Study of this input/output, self regulating process. Adapting to our environment is more realistic than thinking we can control it

Morphogenesis

System can adjust in both structure and process to achieve goal states

Two-way Symmetrical approach

Talk to your public to understand their wants and needs, then shape your actions to meet them. Idea of listening first

Homeostasis

Term that refers to open systems are constantly changing in the effort to stay the same.

Dimension of Culture (1.Power Distance)

The extent to which people see inequities as natural and unavoidable. Tells us how information should be disseminated. Great differences with classes of people is totally normal. Any culture can be classified on where it stands as power-distance. Very normal for people to see each other as equals. As communicators it tells us how information should be disseminated. It is acceptable for employees to be told the results of an important decision. In a low power distance culture they engage the employees in important decision processes

Element of PR plan (Strategies)

The overall concept or general approach you'll take to achieve your objectives. Example- Strategy might be calling that person three times a day so they would answer your call. The strategy here would be you reaching out to them so they might reciprocate.

Element of PR plan (Tactics)

The specific actions taken to achieve your objections. Example- If strategy is avoidance to achieve objective to mend friendship then tactics could be not sitting next to that specific friend in class

False Consensus

There is actual disagreement but the majority of those involved think they agree

Issues Management (seventh function of PR)

Two points capture the essence of issues management: 1) early identification of issues with potential impact on an organization and 2) a strategic response designed to mitigate or capitalize on their consequences. Anticipating, identifying, evaluating, and responding to issues that impact our organizatioan. Proactive process. Early warning system. Looking down the road. Helping an organization to position themselves to better respond to the issue.

Henry Ford

Understood positioning. Credit goes to the one who does it first. Knew how important it was to be available to press. Recognized the importance of image

how to prepare yourself for success in PR field

Watch your reputation. To get an interview in the first place you need to make sure an interviewer can type your name into Google and not get anything bad showing up. Your facebook page needs to be monitored so it doesn't show any bad stuff. Your image in general needs to be good. Carry yourself in a way that is appropriate in all situations. Gather experience through opportunities that aren't jobs. This is where Internships, clubs, and volunteering come in to play. An internship will provided that on the job experience a future employer is looking for. Students should intern as much as possible. This will help build the resume that gets you an interview. Getting involved in industry specific clubs is also a great way to get experience on your resume. For example, Quotes members plan and host the Nicholson's schools internship fairs. Volunteering is another great opportunity. If you can't get an internship with someone tell them you'd like to volunteer in their PR department. Another thing that would help is know what's going on in the world. Read a national newspaper, watch the news, and pay attention to political and social issues. Increasingly PR employers are adding a current events quiz to the interview process.

Edward Bernays

Worked on Creel Committee. Coined term Public Relations. Wrote Crystallizing Public Opinion. First to apply psychology and social science to business. He said that earlier attempts at PR failed because they were trying to convey a false image

Thomas Payne

Wrote Common Sense to gain freedom from England. Swayed public opinion in support of the separatists. He realized that grabbing attention was only a first step. Argument needed substance and that was what this was. He knew that his writing had to have an emotional component

Hamilton, Madison, Jay

Wrote the Federalist Letters. "History's finest PR effort." This helped ratify the constitution and Bill of Rights in 1789. Great credibility.

FDR

created office of war information. He learned from WWI success. He did fireside chats to talk to the people. Having the radio was very nice. First time someone could connect to media like that before. Howe was a very good friend of FDR. He was his PR mentor. FDR used scientific measurements for polls.

non-mediated feedback

immediate feedback communication. usually preferred if it is personal

States of Consensus

oMonolithic Consensus: Thinks majority agrees and the majority actually agrees on the issue oFalse consensus: Thinks majority agrees but the majority does not actually agree on the issue oPluralistic Ignorance: Thinks majority does not agree but the majority actually does agree on the issue oDissensus: Thinks majority does not agree and the majority actually does not agree on the issue

internal relations

part of PR that builds and maintains a beneficial relationship between managers and employees

Understand What PR is and what it tries to do

relationship management, management of image and perception, a process that leads to positive relationships and positive behavior

Open Systems

responsive/adaptive to external changes and are dynamic. In an Open system the purpose of PR is to change the organization and environment. Relationships maintained by reciprocal feedback and adjustment (give & take). Public relations is supposed to be monitoring these changes and sometimes when we interpret it we know we need to change.

mediated feedback

something like the study guide. Newsletters, email, etc. Drawback to mediated communication. Not nearly as personal.

Development (ninth function of PR)

the specialized part of public relations in nonprofit organizations that builds and maintains relationships with donors, volunteers, and members to secure financial aid and volunteer support. Works to build relationship between nonprofit organizations and donors, members, and volunteers. Main tools are the fundraising campaigns, events, and member services. The official term for PR nonprofit. Job is to help the nonprofits to have solid relationships with the people who help them run.

Controlled Media

where you have control over the content. Example- Purchase advertisement, bulletin board.

Coorientational model

•Requires 2 or more individuals that feel the same about something •Two or more individuals oriented to something in common and also to each other •Has both intrapersonal and interpersonal constructs •Perceptions each other have - congruency—extent our view matching the others view is actual high congruency = assuming is correct if its not correct then it's a low congruency •Accuracy - actually match's the assumptions is high, where if it isn't correct then its low •Agreement—extent where 2 people can agree upon something •Understanding—similarity of definition of something