Principles of PR Quiz 3

Frederick Douglass

"At a time like this, scorching irony, not convincing argument is needed"

Positive Value

(adds value; e.g. +10% to 25%)

Negative Value

(reduces value; e.g. -100% or more)

Sojourner Truth

*Ain't I a woman." "Truth is powerful and it prevails."

trademark

-a word, name, symbol or device which is applied to commercial goods to -indicate their source -distinguish them from the goods of others -rights may be used to prevent others from using a confusingly similar mark, but not to prevent others from making the same goods or from selling the same goods or services under a clearly different mark. -used in interstate or foreign commerce may be registered with the Patent and Trademark Office.

Barcelona Principles

1) Importance of Goal Setting and Measurement 2) Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3) The Effect on Business Results Can and Should Be Measured Where Possible 4) Media Measurement Requires Quantity and Quality 5)AVEs are not the Value of Public Relations 6) Social Media Can and Should be Measured 7) Transparency and Replicability are Paramount to Sound Measurement

Patrick Henry

1799) was an American attorney, planter and politician who became known as an orator during the movement for independence in Virginia in the 1770s. "I do not know what course others may take but as for me, give me liberty or give me death."

Margaret Thatcher

1925) is a British politician and the longest-serving (1979-1990) British prime minister of the 20th century, and the only woman ever to have held the post. A Soviet journalist nicknamed her the "Iron Lady", which later became associated with her uncompromising policies. As prime minister, she implemented conservative policies that have come to be known as Thatcherism. "The problem with Socialism is that you eventually run out of other people's money." "Europe was created by history. America was created by philosophy."

Golda Meir

1978) was a teacher, kibbutznik and politician who became the fourth Prime Minister of the State of Israel. Meir was elected Prime Minister of Israel on March 17, 1969,[2] after serving as Minister of Labour and Foreign Minister. Israel's first and the world's third woman to hold such an office, she was described as the "Iron Lady" of Israeli politics years before the epithet became associated with British prime minister Margaret Thatcher. "Don't be humble... you're not that great."

White Paper

A carefully researched, detailed and documented statement describing an organization's position, beliefs and policies on an issue of broad and significant importance to key publics.

(4)th Step of Issues Management

Action Plan

Principle 5: AVEs are Not the Value of Public Relations

Advertising Value Equivalents (AVEs) do not measure the value of public relations and do not inform future activity; they measure the cost of media space and are rejected as a concept to value public relations Where a comparison has to be made between the cost of space from earned versus paid media, validated metrics should be used, stated for what they are, and reflect: negotiated advertising rates relevant to the client, as available quality of the coverage (see Principle 2), including negative results physical space of the coverage, and the portion of the coverage that is relevant Multipliers intended to reflect a greater media cost for earned versus paid media should never be applied unless proven to exist in the specific case

Guest speakers in history Sojourner Truth

Ain't I a woman

Guest speakers in history JFK

Ask not what your country can do for you ask what you can do for your country

Guest speakers in history Fredrick Douglass

At a time like this, scorching irony, not convincing argument is needed

Commercial or political speech? Shop from America store and stop the trend of sending jobs oversea

Both

Commercial or political speech?as a consumer, I believe Walmart is an evil company that exploits its workers and I dont think anyone should shop there again

Both

Statement of issues

Brief description of situation, condition, or incident that needs to be addressed

Winston Churchill

Brought the British through WWII "Never in the field of human conflict has so much been owed by so many to so few." "I have nothing to offer but blood, toil, tears and sweat."

Commercial or political speech? Better ingredients, better pizza, Papa Johns

Commercial

Commercial or political speech? Toyota believes that its cars are the safest and most efficient on the market

Commercial

Commercial or political speech? What happens in Vegas stays in Vegas

Commercial

Commercial or political speech?at dow commercial, we believe that the most important element is the human element

Commercial

(5)th Step of Issues Management

Evaluation

Commercial Speech

Expression intended to generate marketplace transactions

Principle 1: Importance of Goal Setting and Measurement

Goal-setting and measurement are fundamental aspects of any public relations program Goals should be as quantitative as possible and address who, what, when and how much the PR program is intended to affect Measurement should take a holistic approach, including representative traditional and social media; changes in awareness among key stakeholders, comprehension, attitude, and behavior as applicable; and effect on business results

Guest speakers in history Abraham Lincoln

I was a governor and senator from Louisiana

Guest speakers in history Malcolm X

I was a militant civil rights activist

Guest speakers in history Golda Meir

I was an ordained baptist minister

Guest speakers in history Huey Long

I was born in Russia and grew up in Milwaukee

Guest speakers in history MLK

I was from the state of Illinois

In our factory, we make lipstick.

In our advertising, we sell hope.

(2)nd Step of Issues Management

Issue Analysis

(1)st Step of Issues Management

Issue Identification

How is White Paper Used?

It is... -Distributed to activist groups, consumer groups, unions and any public affected by issue. -Made available to the media and the public. -As a basis for speeches and press releases. -As a reference for managers and employees. -As a subject for focus groups. -As an enclosure in press kits.

Organizational Identification

Name, Address, Phone, Fax, E-mail, Date

Rationale

Organization's underlying principles that relate to the issue

Principle 2: Measuring the Effect on Outcomes is Preferred to Measuring Outputs

Outcomes include shifts in awareness, comprehension, attitude and behavior related to purchase, donations, brand equity, corporate reputation, employee engagement, public policy, investment decisions, and other shifts in stakeholders regarding a company, NGO, government or entity, as well as the stakeholder's own beliefs and behaviors Practices for measuring the effect on outcomes should be tailored to the business objectives of the PR activities. Quantitative measures such as benchmark and tracking surveys, are often preferable. However, qualitative methods can be well suited or used to supplement quantitative measures Standard best practices in survey research including sample design, question wording and order, and statistical analysis should be applied in total transparency

Principle 4: Media Measurement Requires Quantity and Quality

Overall clip counts and general impressions are usually meaningless. Instead, media measurement, whether in traditional or online channels, should account for: Impressions among the stakeholder or audience Quality of the media coverage including:Tone Credibility and Relevance of the Medium to the Stakeholder or Audience Message Delivery Inclusion of a 3rdparty or company spokesperson Prominence as Relevant to the Medium Quality can be negative, positive, or neutral

Principle 7: Transparency and Replicability are Paramount to Sound Measurement

PR measurement should be done in a manner that is transparent and replicable for all steps in the process, including specifying: Media Measurement: Source of the content (print, broadcast, internet, consumer generated media) along with criteria used for collection Analysis methodology -for example, whether human or automated, tone scale, reach to target, content analysis parameters Surveys: Methodology -sampling frame and size, margin of error, probability or non-probability Questions -all should be released as asked (wording and order) Statistical methodology-how specific metrics are calculated

Who writes the White Paper?

PR professionals Outside consultants Subject matter experts (engineers, lawyers, human resource professionals, executives)

Commercial or political speech? Taxation without representation is tyranny

Political

Commercial or political speech? The management of J&J is proud to endorse the election of Chris Christie

Political

Slander

SPOKEN the utterance of defamatory statements injurious to the reputation or well being of a person

trademark vs. service mark

Servicemark is the same as a trademark but applies to a service rather than a product.

Principle 6: Social Media Can and Should Be Measured

Social media measurement is a discipline, not a tool; but there is no "single metric" Organizations need clearly defined goals and outcomes for social media Media content analysis should be supplemented by web and search analytics, sales and CRM data, survey data and other methods Evaluating quality and quantity is critical, just as it is with conventional media Measurement must focus on "conversation" and "communities" not just "coverage" Understanding reach and influence is important, but existing sources are not accessible, transparent or consistent enough to be reliable; experimentation and testing are key to success

Organizations position

Statement of organization's beliefs that relate to the issue

(3)rd Step of Issues Management

Strategy Options

Who is the author? or who signs it?

The leader of the organization, speaking for the whole organization.

Issues Management

The organized activity of identifying emerging trends, concerns or issues likely to affect an organization in the foreseeable future and developing a range of positive techniques to deal with them.

Half the money we spend on advertising is wasted.

The trouble is we don't know which half.

Principle 3: The Effect on Business Results Can and Should Be Measured Where Possible

To measure business results from consumer or brand marketing, models that determine the effects of the quantity and quality of PR outputs on sales or other business metrics, while accounting for other variables, are a preferred choice. Related points are: Clients are creating demand for market mix models to evaluate the effect on consumer marketing The PR industry needs to understand the value and implications of market mix models for accurate evaluation of consumer marketing PR, in contrast to other measurement approaches The PR industry needs to develop PR measures that can provide reliable input into market mix models Survey research can also be used to isolate the change in purchasing, purchase preference or attitude shift resulting from exposure to PR initiatives

Guest speakers in history Julius Caesar

Veni vidi vici

Libel

WRITTEN any written, printed, or pictorial statement that damages a person by defaming his or her character or exposing him or her ridicule

Franklin D. Roosevelt

an American statesman and political leader who served as the 32nd President of the United States. [2]A Democrat, he was elected four times and served from March 1933 to his death in April 1945. He was a central figure in world events during the mid-20th century, leading the United States during a time of worldwide economic depression and total war. A dominant leader of theDemocratic Party, he built a New Deal Coalition that realigned American politics after 1932, as his New Deal domestic policies defined American liberalism for the middle third of the 20th century. "We have nothing to fear but fear itself".

Gloria Steinem

an American (radical) feminist, journalist, and social and political activist who became nationally recognized as a leader of, and spokeswoman for, the feminist movement in the late 1960s and early 1970s. She was a columnist for New York magazine and a founder of Ms. magazine. In 1969, she published an article, "After Black Power, Women's Liberation", which brought her to national fame as a feminist leader. "Hope is a very unruly emotion."

Newton Minow

an American attorney and former Chairman of the Federal Communications Commission. His speech referring to television as a "vast wasteland" is cited even as the speech has passed its 50th anniversary. While still maintaining a law practice, Minow is currently the Honorary Consul General of Singapore in Chicago. [1] "Television is a vast wasteland."

Lou Gehrig

an American baseball first baseman who played 17 seasons inMajor League Baseball "Fans, for the past two weeks you have been reading about the bad break I got. Yet today I consider myself the luckiest man on the face of this earth."

Oprah Winfrey

an American media proprietor, talk show host, actress, producer, and philanthropist. Dubbed the "Queen of All Media", she has been ranked the richest African- American of the 20th century, the greatest black philanthropist in American history, and is currently North America's only black billionaire. "I stand on the shoulders of Rosa Parks"

The very first law of advertising is to

avoid the concrete promise and cultivate the delightfully vague.

legal standing of a trademark in the US is

based on first usage not prior registration.

Uphill speeches (audience has power & control)

employee to management PR Agency Account executive to client CEO to Shareholders, Customers Applicant to Interviewer Student to Teacher Lawyer to Jury

The most important standard to apply to PR performance is

ethical conduct

First amendment of the U.S. constitution

freedom of speech freedom of press freedom of assembly right to petition of government for Redress of Grievances Freedom of Religion

If you think advertising doesn't work,

just think of the thousands of Americans who think yogurt tastes good.

Speech statement - humor

know the danger, be confident, make it appropriate

5 commandments of speech

know thy audience create a single msg of lasting value facts facts facts clarity clarity clarity practice practice practice

Not advertising to save money is

like not wearing a watch to save time.

Downhill Speeches (speaker has power & control)

management to employees teacher to class clergyman to congregation judge to courtroom

Sideways speeches (neither has power or control)

management/management student/class teacher/faculty governor/governor

Neutral Value

no additional value

Outputs vs. Outcomes

outputs- indicator/starting point outcomes- measured after

Advertising is _____ communication through a non-personal ______ in which the sponsor is _____ and the ______ is _______.

paid, medium, identified, message, controlled

Nelson Mandela

served as President of South Africa from 1994 to 1999, and was the first South African president to be elected in a fully representative democratic election. Before his presidency, Mandela was a militant anti- apartheid activist, and the leader and co-founder of Umkhonto we Sizwe, the armed wing of the African National Congress (ANC). In 1962 he was arrested and convicted of sabotage and other charges, and sentenced to life in prison. Mandela served 27 years in prison, spending many of these years on Robben Island. "I learned that courage was not the absence of fear, but the triumph over it. The brave man is not he who does not feel afraid, but he who conquers that fear."

Outside speeches (power & control vary from speaker to audience)

spokesperson/media Executive/analysts PR professional/consumer groups Candidate/Voters

Proving Libel

through defamation (untruthful statement that unfairly injures a person's reputation/ability to maintain social contacts) publication (communication of untruthful statements to a third party), identification (that the defamatory statements clearly applied to the plaintiff damage (that the defamatory statements caused injury or damage to the plaintiff), fault (that the defamatory statement is untrue.

Types of Speeches

uphill, downhill, sideways, outside

John F. Kennedy

was anAmerican politician who served as the 35th President of the United States from January 1961 until his assassination in November 1963. "Ask not what your country can do for you. Ask what you can do for your country."

Plato

was a Classical Greek philosopher, mathematician, student of Socrates, helped to lay the foundations of Western philosophy and science. sophistication as a writer is evident in his Socratic dialogues; thirty-six dialogues and thirteen letters have been ascribed to him. "For a man to conquer himself is the first and noblest of all victories."

Julius Caesar

was a Roman general and statesman and a distinguished writer of Latin prose. He played a critical role in the gradual transformation of the Roman Republic into the Roman Empire. "Cowards die many times before their death. The valiant never taste of death but once."

Mahatma Ghandi

was the preeminent leader of Indian nationalism in British ruled India. Employing non- violent civil disobedience, Gandhi led India to independence and inspired movements for non-violence, civil rights and freedom across the world.[2] "Happiness is when what you think, what you say, and what you do are in harmony."

Guest speakers in history Franklin D. Roosevelt

we have nothing to fear but fear itself

Advertising tells us

what unnecessary luxuries we can't live without.