Public Relations Exam 1 Study Guide

what are public relations contributions to the bottom line

Develops goodwill between an organization and its various publics using mass communication

Public relations professionals have an added dilemma of making decisions that satisfy all of the following, EXCEPT: a. Professional organization's code of ethics b. Public interest c. employer d. Personal values e. stockholders

E

T/F The Supreme Court has ruled that publishers and broadcasters do not have a constitutionally-protected right of expression, only individuals do.

False

What is, and explain, the current status of evaluation and measurement in public relations: (such as plan evaluation - don't wait, sophisticated techniques and more expertise, computerization (not just clip service), trend towards increasing value and use of evaluation, about 5% of budget now yet projected to be about 10% of budget in next decade, many evaluation tools borrowed from marketing and advertising, management must concur about objectives, and it should be realistic, credible, measurable, and compatible with goals and objectives of public relations campaigns and overall organization)?

- sophisticated plan evaluation with increasing value and use with tools borrowed from marketing and advertising - such as plan evaluation - don't wait, sophisticated techniques and more expertise, computerization (not just clip service),trend towards increasing value and use of evaluation, about 5% of budget now yet projected to be about 10%of budget in next decade, many evaluation tools borrowed from marketing and advertising, management must concur about objectives, and it should be realistic, credible, measurable, and compatible with goals and objectives of public relations campaigns and overall organization

Roles of public relations professionals in an organization; importance of organizational structure, including elements such as: 1. perceptions and expectations of top management 2. structure, line v. staff function 3. part of the dominant coalition.

1. Professional public relations people ideally assist top management in developing policy and communicating with various groups; CEOs want strategic communications; Expectations of top management: detailed knowledge of the business, extensive communications background, a crystal ball, c-suite credibility, extensive internal relationship, team player, educator; Importance of org structure a. The role of public relations in an org often depends on the type of organization b. Large and complex orgs have a greater tendency to include public relations in the policy-making process c. Mixed organic/mechanical comps have authority of PR is quite high - Having influence in the company based on a. Perception of value by top management b. Practitioners taing on the managerial role c. Reporting to the CEo d. Years of professional experience - Department usually devided into specialized sections - Line vs staff function 2. Line manager - vice president of manufacturing; can delegate authority, set production goals, hire employees and make policy b. Staff people - have little or no direct authority; they indirectly influence the work of others PR IS TYPICALLY A STAFF FUNCTION - Levels of influence a. Advisory - line management has no obligation to take recommendations or even request them b. Compulsory-advisory - organization policy requires that line managers at least listen to appropriate staff experts c. Concurring authority - places public relations in the position of reviewing and approving all materials and comm with external auditences

Not all public relations firms have large staffs and global outreach. Of the 1,600 firms listed in O'Dwyer's Directory of Public Relations Firms, most have less than ____ employees.

10

Approximately how much of a public relations budget should be allocated toward contingencies or unexpected costs?

10%

Which of the following is not an example of qualitative research? a. A survey with a large number of respondents b. In-depth interviews c. Open-ended survey questions. d. Focus group

A

Which of these concepts (stemming from SEC regulations) is not pertinent to public relations personnel? a. Full disclosure to government officials regarding meetings with ad agency reps. b. Timely disclosure is essential c. Insider trading is illegal d. Full information must be given on anything that might materially affect the company's stock.

A

2000 PRSA code of ethics, including member statement of professional values and code provisions

- Advocacy, honesty, expertise, independence, loyalty, fairness - Code provisions: free flow of information, competition, disclosure of information, safeguarding confidences

costs and payments for public relations services, specifically agency fees and charges

- Basic hourly fee, plus out of pocket expenses - number of hours spent on a client's account is tabulated each month and billed to the client; most flexible and MOST WIDELY USED - Retainer fee - basic monthly charge billed to the client covers ordinary administrative and overhead expenses for maintaining the account and being on call for advice and strategic counseling - Fixed project fee - the public relations firm agrees to do a specific project, such as an annual report, a newsletter, or a special event, for a fixed fee - On the basis of successful media placements

APR

- Candidates have to have at least five years of professional experience are encouraged to complete an application and complete a readiness review in which they present their portfolio - 2 and a ½ hour exam tests knowledge of the field and gives proportional weight to various core topics - Candidates who pass earn the credential APR - To date about 20 percent of PRSA's membership have APR status

all the elements of questionnaire design

- Carefully consider wording - Avoid loaded questions - Consider timing and context - Avoid the politically correct answer - Give a range of possible answers - Use scaled answer sets - Personal interviews a. The MOST EXPENSIVE form of research because it requires trained staff and travel b. A trained interviewer may be able to interview only 8 to 10 people a day - Omnibus or piggyback surveys a. Organization buys one or two questions in a national survey conducted by a national polling firm

problems and benefits of PRSA code of ethics

- Complaint is that there is no punishment for people who break the code - Most groups say that PRSA code is for education and information, not necessarily punishment

IMC

- Concept of marketing comm planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines - Downsizing of orgs has fueled this, tighter budgets, advertising isn't an easy fix like it used to be

other terms for public relations; both positive and those less flattering

- Corporate comm - Public policy - Public affairs - External affairs - Worldwide communications - Investor relations - Stunt - Fluff - Spin - flack

words that would have to be included in almost anyone's def of public relations

- Deliberate - public relations activity is intentional; designed to influence - Planned - public relations activity is organized; solution to problems are discovered and logistics are thought out with the activity taking place over a period of time - Performance - effective public relations is based on actual policies and performance; no amount of PR will generate goodwill and support if the org has poor policies and is unresponsive - Public interest- public relations activity should be mutually beneficial to organization and its publics - Two-way communication- not just disseminating but also listening and engaging - Management function- most effective when it is a strategic and integral part of decision making by top management

• Calendar/timetable - what is it, sequencing concerns, importance of details.

- Depending on the objectives and the complexity of the program plan - The timing of the campaign - when key messages are most meaningful to the intended audience, may be continuous - Scheduling of tactics - typical pattern is to concentrate the most effort at the beginning of a campaign, when a number of tactics are implemented - Compiling a calendar - an integral part of timing is advance planning; a VNR often takes weeks or months to prepare; must think ahead to make things happen in the right sequence at the right time

Strategy - what is it, its purpose, what are walk-away points, reiterated key messages

- Describes how and why campaign components will achieve objectives - Provides guidelines and key message themes for the overall program - Public relation plans as part of the strategy often contain a listing of key messages that the campaign wants to get across to the target audiences and the media

Objectives - what is an objective, what are its characteristics (specific, measurable, achievable, etc.), how are they incorporated into a plan, types of objectives.

- Done after the situation is understood; does it really address the sitch? Is it realistic and achievable? Can success be measured in meaningful terms? - Have to complement and reinforce the organization's objectives - Either informational or motivational - Information are difficult because its hard to measure how well a particular bjective has been achieved - Motivational objectives - much easier to measure than informational ones because the former are bottom-line oriented and based on clearly measurable results that can be quantified

ivy lee's important contributions to public relations

- Emphasizing necessity of humanizing business, and bringing public relations to the community level - Maintaining open communication with news media - Advancing the concept that business and industry should align themselves with the public interest and not vice versa - Dealing with top executives and carrying out no program unless it had active support and personal contribution of management

• Understand the basic aspects of government agencies' regulations (SEC, FTC, FDA, FCC, and Postal Service) to public relations.

- Federal Trade Commission (FTC) - the Lanham Act provides power to prosecute for distributing false or misleading information; determines if advertisements are deceptive or misleading - Securities and Exchange Commission (SEC) monitors the financial affairs of publicly traded companies, protects interest of stockholders • Federal Communications Commission (FCC) assures that public airwaves are used in public interest Food and Drug Administration (FDA): oversees the advertising and promotion of prescription drugs, medicines, cosmetics Equal Employment Opportunity Commission (EEOC): ensure equality in workplace

professionalism

- Five prerequisites to be a profession: education, training, literature, research and code of ethics - It's not clear whether or not it's a profession - growing into one

Definition of research. Is it the first step in putting together a public relations campaign?

- Form of careful listening - The controlled, objective and systematic gathering of info for the purpose of describing and understanding - Validity - research measures what it purports to measure - Reliability- achieved when very similar results are obtained if a study is repeated - It is the first step - Use research to a. Achieve cred with management b. To define audiences and segment publics c. To formulate strategy d. To test messages e. To help management keep in touch f. To prevent crises g. To monitor the competition h. To sway public opinion i. To generate publicity j. To measure success

What are the elements of a public relations campaign, and have a thorough understanding of each element

- Hinges on an effective strategy to support the org's business, marketing and comm objectives - Managing by objective - provides focus and direction for formulating strategy to achieve specific organizational objectives a. Client/employer objectives- what is the purpose of the communication b. Audience/publics c. Audience objectives d. Media channels e. Media channel objectives f. Sources and questions g. Communication strategies h. Essence of the message i. Nonverbal support

codes for specific situations such as VNRs, internet and relationship with media

- Internet - source of any material must be identified, identify yourself and your connection to any employer or client in any postings in which you are promoting a product or servicing, must disclose your affiliation in chat room postings, especially if it's relevant to the topic or the conversation, consider unethical to offer cash or gifts to bloggers in return for posting favorable reviews, owners of blogs, social media must be clearly identified, respect copyrights; respect your audience; don't use ethnic slurs, personal insults, or obscenity, or engage in any conduct that is not acceptable in the workplace - Video news releases - television stations are faulted for failing to tell viewers the source of video footage to give the impression that the video material was prepared by station's own news staff; you can also be criticized for not properly identifying the sponsor of the material; intentionally false and misleading information must be avoided, the sponsor must be clearly identified at the opening of the video and on all advisory materials and scripts, and any persons interviewed must be accurately identified by name, title and affiliation - Financial information - exercise independent professional judgment keep track of financial laws and ensuring full and fair disclosure - Corporate practice - truth and accuracy in communications, how to handle confidential information, what gifts and entertainment are acceptable and not acceptable, fair dealings with suppliers and vendors, safeguarding of client proprietary info and abuse of inside info

Understand that major public relations firms are part of advertising agencies, which are part of communication conglomerates.

- Large diversified holding companies - 60% of global PR business is now conducted by firms owned by holding companies - WPP group - London- based and the largest - Omnicom - NY, owns Ketchum, Porter Novelli, Fleishman etc. - Publiclis Groupe - Paris - Interpublic Group - NY - Natural evolutionary step of integrating various comm disciplines into total comm networks; no single function agency or firm is equipped with the personnel or resources to handle integrated functions efficiently for a client

sources of friction and suggestions to reduce frictions among departments

- Legal - legal staff concerned about possible effect of public statement on potential litigation, take the attitude that any public statement can potentially be used against the org in a lawsuit; conflicts over what to release and when can halt decision making and cause the org to seem unresponsive - Human resources - traditional personnel department evolves into human resources, confusion nover who is responsible for employee comm; this can be conflicting - Advertising - compete for funds to comm with external audiences, philosophical differences - ad says "will it increase sales" - Marketing - tends to think only of customers or potential buyers as key public, whereas public relations defines publics in a broader way - any group that can have an impact on the operations of the organization - Organization needs a coordinated and integrated approach a. Reps of depts should serve together on committes to exchange info on how various programs can complement each other to achiev overall org obejctives b. Collab among depts with shared interests in comm issues c. Heads of depts should be equals in job title d. All dept heads should report to the same superior e. Informal, reg contacts with reps of other depts help dispel mindsets and creat understanding and respect for each other's viewpoint f. Written policies should be established to spell out responsibilities of each dept

all the elements of mail surveys, including web/email surveys

- Mailed questionnaires a. May be distributed in a variety of settings b. Mailed questionnaires suffer from low response rates as low as 1 to 2 percent c. cheaper than conducting a personal interview - Online surveys - put a questionnaire on an organization's website and ask visitors to complete it online; advantage is that once the visitor completes the survey, his or her response is immediately available

Budget - what is it, different types of costs, value of being specific and correct, typical breakdown, two major budget categories, contingency costs (percentage?).

- No program plan is complete without a budget - Two categories a. Out of pocket expenses -includes such collateral material as news releases, media kits, brochures, VNRs, transportation, web programming and even video production b. Staff time - One method is to use two columns; left column is staff column and right column is the actual expense

outsourcing issues

- Outsourcing is major trend - Most frequent reason is to bring expertise and resources to the org that can't be found internally - Need to supplement internal staffs during peak periods of activity - Outsourced most: writing and comm, media relations, publicity, strategy and planning, event planning

Audiences - what are they, primary v. secondary, internal v. external, stakeholder, can the media be considered a target audience of a public relations campaign.

- Public relations programs should be directed toward specific and defined audiences or publics - Target specific publics within the general public - Many campaigns have multiple audiences - Mass media outlets are a means to an end as a channel to reach defined audiences that need to be informed, persuaded and motivated

Understand types of Quantitative (survey, experiment, etc.) vs. Qualitative research (focus group, ethnography, interview, etc.).

- Qualitative a. Content analysis - random sampling, establishing specific categories b. Interviews - can be conducted in several different ways, almost everyone talks to colleagues on a daily basis and calls other orgs to gather info; if information is needed on public opinions and attitudes, many public relations; intercept interviews last only two to five minutes, the best approach is to do in-depth interviews to get more comprehensive information c. Copy testing - reps of the target audience should be asked to read or view the material in draft form before it is mass-produced and distributed; determine the degree of difficulty by using a readability formula d. Ethnographic techniques - observation of individual or group behavior; role-playing can be helpful for gaining insights into the strengths and weaknesses of an organization - Quantitative a. Random sampling - everyone is the target audience has an equal or known chance of being selected for the survey; also called a probability sample; another common method to ensure representation is to draw a random sample that matches the statistical characteristics of the audience b. Sample size - needs to be bigger to be more accurate

Develop a clear understanding of the elements of research: primary-secondary, qualitative-quantitative.

- Quantitative research is often more expensive and complicated, but it gives the researcher greater ability to generalize to large populations; if enormous amounts of money are to be spent on a national campaign, an investment in quantitative research may be appropriate - Secondary research - public relations professional analyzes data of any sort 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 a. Online databases b. The world wide web - internet is a powerful research tool for the public relations practitioner; any number of corps, nonprofits, trade groups, special interest groups, foundations - Qualitative research - a great deal of public relations research is qualitative, relying less on numbers and statistics and more on interpretation of text such as editorial pages or focus group transcripts; good for attitudes and perceptions, assessing penetration of messages, and testing the clarity and effectiveness of materials

major developments that influence PR

- Rapid expansion of the internet and the rise of social networks such as facebook, twitter, youtube and LinkedIn have caused a major rev in how PR is practiced today - People are now thinking of it as relationship management - Less emphasis on mass media distribution of messages and more on interpersonal channels - Multicultural world - Recruitment of minorities - Expanded role for PR - Corporate social responsibility - Managing 24/7 news cycle - Continued growth of digital media - Outsourcing to public relations firms - The need for lifelong professional development

Evaluation - what is it, why is it important to be measured against objectives, value of evaluations, is this an emphasis of organizations, types of evaluations, basics of chapter 5.

- Relates directly back to the stated objectives of the program - Metrics you use to evaluate whether the plan's objectives have been met - Evaluation of an informational objective often entails a compilation of news clips and an analysis of how often key message points were mentioned

RACE

- Research - Action - Communication - Evaluation

Why is research critical and why is research necessary? Why and how is research used in public relations?

- Research gets the process started; it provides the info required to understand the needs of publics and to dg develop powerful messages - Research is used as part of a PR plane, it's the first phase;

basic field of public relations information such as levels, basic salary information, what influences salaries

- Salary entry-level - 33000 median salary - Experienced practitioners 119000 annually - Your level of practice influences your salary

Agencies/firm information such as different types, boutique firms, major growth sectors, how have agencies/firms evolved in the United States, and typical structure.

- Services provided by firms: a. Marketing comm: promoting products ad servces through news releases, features etc. b. Exec speech training: c. Research and eval d. Crisis comm e. Media analysis f. Community relations g. Events mangaemnet h. Public affairs i. Branding j. Financial relations - Becoming more international - Top firms: a. Edelman b. Weber Shandwick c. Fleishman-Hilard d. Ketchum e. Burson-Marsteller f. MSL Group g. Hill+Knowlton Strategies h. Ogilvy PR i. GolinHarris j. Porter Novelli

advantages and disadvantages of working for firms

- Small firms may only have some people - Recent college grads usually start as assistant account executives - Execs at or above the VP level usually are heavily involved in selling their firm's services - Basic attributes that an organizations wants from a firm according to a survey: 1. Understanding your business and the industry 2. Responding to all your needs and requests in a timely manner 3. Working within your budget - Advantages: 1. Objectivity 2. A variety of skills and expertise 3. Extensive resources 4. Offices throughout the country 5. Special problem-solving skills 6. Credibility 7. emphasis placed on practical skills - Disadvantages 1. Superficial grasp of a client's unique problems 2. Lack of full-time commitment 3. Need for prolonged briefing period 4. Resentment by internal staff 5. Need for strong direction by top management 6. Need for full info and confidence 7. Costs

all the elements of telephone surveys

- Telephone surveys a. Surveys by telephone are used extensively by research firms b. Major advantages: feedback is immediate, the telephone is a more personal form of comm, it's less intrusive than interviewers going door to door, the response rate c. Cell phones are portable, area codes no longer reflect place of residence, which can be crucial for surveys intended only for current residents of a geographical area

What is an evaluation and what are the major purposes of evaluation: (such as the systematic assessment of a program and its results, assess progress toward objectives, raise accountability of public relations, improve subsequent/ongoing programs, and assess return on investment of time and money)?

- The measurement of results against established objectives set during the planning process - Provides the opportunity to learn what was done right and what was done wrong - Look backward at performance and as a look forward at the improvement of performance - Desire to a better job next time - Widespread adoption of the management by objectives system and they want to know whether the money, time and effort put into PR is well spent - Public relations personnel and management should agree on the criteria that will be used to evaluate success - Don't wait until the end of the public relations program to determine how it will be evaluated - If an objective is informational, measurement techniques must show how successfully information was communicated to target audiences - Motivational objectives are more difficult to accomplish; if the objective is to increase sales or mrket share, it is important to show that public relations efforts, caused the increase Basical eval a. Was activity or program adequately planned b. Did the recipients of the message understand it c. How could the program strategy have been more effective d. Were all primary and secondary audiences reached e. Was the desired org objective achieved f. What unforeseen circumstances affected the success of the program or activity g. Did the program or activity fall within the budget set for it h. What steps can be taken to improve the success of similar future activities

• Tactics - what is it, how do they help achieve objectives, have a thorough understanding of all the different types of tactics, three major categories of tactics (communication, management, production/service).

- The nuts and bolts part of the plan - Describe the specific activities that put each strategy into operation and help to achieve the stated objectives; action steps need to get in the hands of those who will do the work

Issues of professionalism, what is licensing, arguments for and against licensing, basic information about accreditation within public relations.

- To be a professional you have to act like one - A major barrier to professionalism is the mindset that many practitioners themselves have toward their work - Many practitioners are limited in their professionalism by what might be termed a technician mentality - I'll do anything for a lot of money - Public relations practitioners must also make choices; what are they willing to do ethically - Begins with the self-image of the individual as a professional who adheres to a high standard of honesty and integrity I his or her daily work

Situation - what does the situational analysis help us to do in a public relations campaign, what are the three types of situations.

- Valid objectives cannot be set without a clear understanding of the situation thata led to the conclusion tha ta PR program is needed - Traditional sitch a. Organization must conduct a remedial program to overcome a problem or negative situation b. The organization needs to conduct a specific, one-time project to launch a new product or service c. The organization wants to reinforce an ongoing effort to preserve its reputation and public support

What are some of the preliminary questions that you should ask to formulate your research design?

- What is the problem - What kind of info is needed - How will the results of the research be used - What specific public should be researched - Should the org do the research in-house or hire an outside consultant - How will the research data be analyzed, reported or applied - How soon will the results be needed - How much will the research cost

public relations saves money how

- When it helps the organization build relationships it reduces the costs of litigation, regulation , legislation, pressure campaign boycotts, or lost revenue that result from bad relationship with publics; publics that become activist groups when relationships are bad, it also helps the organization make money by cultivating relationships with donors, customers, shareholder and legislators

essential abilities and qualities of public relations professionals

- Writing skill - Research ability - Planning expertise - Problem-solving - Business/economic competence - Expertise in social media

Retainer fee

- basic monthly charge billed to the client covers ordinary administrative and overhead expenses for maintaining the account and being on call for advice and strategic counseling

Define and thoroughly understand the following legal concepts and their relationship to public relations: conspiracy, libel, slander, and defamation and how to avoid lawsuits for defamation, invasion of privacy, copyright, fair use v. infringement, and trademarks

- conspiracy: participate in illegal action such as a bribery, cover up information - defamation: Any false statement about a person or organization that creates public hatred, contempt, ridicule or inflicts injury on reputation - libel: printed falsehood - slander: false oral statement - invasion of privacy- Places limits on what information can be collected about citizens and who has access to the information - Copyright: protection of creative work from unauthorized use; copyright owner shall have exclusive right to reproduce, distribute and use original works of expression fixed in a tangible medium; Copyright occurs immediately upon creation (© copyright, 2011, Sora Kim); Neither registration or publication is required for a copyright to be valid - fair use v. infringement,• Fair use allows partial use of copyrighted material with source attribution; Permission is required if used in advertisements or promotional brochures; Fair use is allowed for criticism, comment, or research, particularly without multiple copies produced - Trademarks: registered words, names, symbols, or devices used to identify a product. Register at the US Patent and Trademark Office, important for lawsuits

arthur w page

- helped shape today's practice by advocating the philosophy that public relations is a management of function - vice president of at&t - a company's performance, not press agentry, comprises its basiss of for public approval; laid the foundation for the field of corporate public relations - society named after him

Basic hourly fee, plus out of pocket expenses

- number of hours spent on a client's account is tabulated each month and billed to the client; most flexible and most widely used

four models of PR

- press agentry/publicity - public information - two-way asymmetric - two-way symmetric

definition of ethics

- refers to the standards of conduct which indicates how one should behave based upon moral duties and virtues rising from principles of right and wrong - values refer to central beliefs which determine how we will behave in certain situations - ethical decisions need to take into consideration public interest, employer's self-interests, the standards of the public relations profession, and their personal values

benefits of working for firms as opposed to benefits of working for departments

Advantages of firms: 1. Objectivity 2. A variety of skills and expertise 3. Extensive resources 4. Offices throughout the country 5. Special problem-solving skills 6. Credibility benefits of departments: • Knowledge of the organization • Economical for the organization • Accessible/available to top management • Team membership

Bernays

COINED THE TERM PUBLIC RELATIONS COUNSEL, was in the Creel Committee during WWI emphasized scientific persuasion; believed pr 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; essentially a model of advocacy and scientific persuasion; his book Crystallizing Public Opinion was a hit; Ivory Soap - procter and gamble sold a ton of it after he came up with sponsoring soap sculpture contests for school aged children; torches of liberty - beautiful fashion models walked smoking cigs in the easter parade in NYC to show that cigs are good for women too; Light's golden jubilee - celebrate the 50th anniversary of Tom ed's electric light bulb invention had everyone turn off their lights for a second, Larry Tye has outlined a number of campaigns conducted by Bernays in his book 'The Father of Spin' - says that Bernays has a unique approach to solving problems; he would always think about the big idea, ex. The bacon industry needed help so doctors endorsed hearty breakfast

evaluation through audience attitudes

Changes to audience's perceptions and attitudes; can be evaluated using pre- and post- measurements of attitudes

What is considered a motivational objective?

Counting media impressions Calculating advertising equivalency Analyzing attendance figures Counting web site hits

amos kendall

a former Kentucky newspaper editor became an intimate member of president Andrew Jackson's "kitchen cabinet" and was the first presidential press secretary

three basic values orientation of ethics

absolutist, existentialist, situationalist/utilitarian

Henry Ford

among the first to use the notion of positioning and the idea of being accessible to press; obtained coverage of the prototype model t by demonstrating it to a reporter; raced cars to get publicity; doubled worker wages

george creel

asked by woodrow wilson to organize a pr effort to unite the nation and to influence world opinion during wwi, assembled creel committee that persuaded newspapers and magazines to contribute volumes of news and advertising space to encourage americans to save food ad invest heavily in liberty bonds

Arthur Page

became VP of AT&T in 1927; credited with establishing concept that PR should have an active voice in higher management; also expressed belief that a company's performance, not press agentry, comprises its basis for public approval; more than anyone else he is credited with laying foundation for corp public relations, charitable groups and universities; page Society comprises more than 500 senior level PR execs, has several meetings a year and publishes various monographs on comm management ; his principles are: tell the truth, action speaks louder than words, always listen to the consumer, anticipate public reaction and eliminate practices that cause conflict, public relations is a management and policy-making function that impacts the entire company, and keep a sense of humor, exercise judgment, and keep a cool head in times of crisis

Fleischmann

bernays' wife; talented writer, ardent feminist and editor of the New York Tribune, interviewed clients, wrote news releases, edited company's newsletter, wrote and edited books and magazine articles, equal partner with Bernays

wells

born a slave in 1862, refused to move when a railroad conductor ordered her to give up her seat, owned an antisegregationist newspaper and became and advocated for antilynching, gave hundreds of speeches ad skillfully crafted arguments; founder of NAACP

pr vs marketing

both deal with an orgs external relationships and employ similar comm tools to reach the publics; marketing purpose is to sell goods and services through attractive packaging, competitive pricing etc, PR is there to build relationships and trust; marketing audiences are consumers and customers while PR deals with a much broader variet of people; marketing profess rely on competitive solutions, while PR is dealing with opposition; pr directly deal with upper management to shape core values; marketing campaign not as effective

existentialist

calls for balance between two extremes

Classic campaigns, both good and bad, that utilized the power of public relations.

civil rights campaign; NASA; Cabbage patch kids; seat belt campaign; hands across america; tylenol crisis; windows 95 launch; understanding AIDs

Harlow

considered to be the father of public relations research; was prob the first full-time pr educator; professor at Stanford, taught public relations courses and also conducted multiple continuing ed workshops around the nation for working practitioners; Harlow founded the American Council on PR which later became PRSA

evaluate through production

count how many news releases, feat stories, photos, tweets, guest editorial are produced in a given period of time; not very meaningful bc it emphasizes quantity instead of quality

financial relations

creating and maintaining investor confidence and building good relationships with the financial community

four c's of marketing

customer needs, cost to meet consumer needs, convenience to purchase, communication

development/fundraising

demonstrating the need for and encouraging the public to support an org, primarily through financial contributions

research

determining attitudes and behaviors of publics in order to plan PR strategies

public affairs

developing effective involvement in public policy and helping an org adapt to public expectations; the term is also used by govt agencies to describe their public relations activities and by many corps as an umbrella term to describe multiple pr activities

publicity

disseminating planned messages through traditional mass media and social media platforms to further the org's interests

Sam Adams

father of press agentry; founder of sons of liberty, organized Boston Tea Party

two-way symmetric

gaining mutual understanding is the purpose of this model and communication is two-way with balanced effects; formative research is used mainly to learn how the public perceives the organization and to determine what consequences organizational actions policy might have on the public; the result may counsel management to take certain actions or change policies; expressed as relationship building and engagement; Arthur W Page is considered a leading advocate of this

T/F In 1900, Henry Ford obtained coverage of the Model T automobile by demonstrating it to a reporter from the Detroit Tribune newspaper

TRUE

Public relations practitioners are MORE LIKELY to participate in the decision-making process in which types of organizations?

LARGE, COMPLEX ORGANIZATIONS

PRSA

LARGEST ORGANIZATION; headquartered in NYC; almost 22000 members organized into 110 chapters nationwide; has 20 professional interest sections that represent such areas as employee communications, counseling firms, entertainment and sports, food and beverages, multicultural communications, public affairs and govt etc; top responsibilities are media relations, writer/editor, marketing communications, and corporate communications; an extensive professional development program that offers short courses, seminars, teleconferences, and webcasts throughout the year; sponsors the Silver Anvil and Bronze Anvil awards which recognize outstanding public relations campaigns

Public relations excellence theory

general theory of public relations that "specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined".[1] The excellence theory resulted from a study about the best practice in public relations, which was headed by James E. Grunig and funded by the Foundation of the International Association of Business Communicators (IABC) in 1985. Constructed upon a number of middle-range theories, and tested with surveys and interviews of professionals and CEOs in the United States, the United Kingdom, and Canada, the Excellence theory provides a "theoretical and empirical benchmark" for public relations units.

Barnum

great American showman, flower language, exaggeration and controversy; exhibited people and sparked conversation; Jenny Lind - Swedish nightingale

account executive

has the most contact with clients

A strategy statement refers to

how objectives are met/ achieved

issues management

identifying and addressing issues of public concern that affect the org

IPRA

international public relations association; headquarters in London; bases its code of ethics on the charter of the United Nations; first point of its 13 points code states that members shall endeavor to cocntribute to the achievement of the moral and cultural conditions enabling human beings to reach their full stature

A proactive and systematic approach to identifying concerns that currently face an organization, or that will likely emerge in the next 12 to 36 months is known as:

issues management

A questionnaire design that employs equidistant "answer sets" such as strongly disagree, disagree, undecided, agree, and strongly agree, is known as a:

likert scale

evaluate through message exposure

most widely practiced form of evaluating public relations programs is compilation of clips; large companies with regional, national or even international outreach usually retain monitoring services to scan large numbers of publications and various internet/social media sites; allows pr firm to do a farily accurate count of how many traditional and new media stories are generated by the campaign

press agentry/publicity -

one way comm primarily through the mass media to distribute information that may be exaggerated, distorted or even incomplete in order to hype a cause, product or service with little to no research; ex. PT Barnum

public information

one-way distribution of info, not necessarily with a persuasive intent is the purpose of public information; it is based on the journalistic ideal of accuracy and completeness, and the mass media are the primary channel; there is fact-finding for content, but little audience research regarding attitudes and dispositions; Ivy lee; government, nonprofits, and other public institutions are primary practitioners today

Ivy Lee

opened his public relations firm Parker and Lee and issued a declaration of principles that signaled a new model of "public info" - truthful, accurate information rather than distortions, hype and exaggerations; first clients was the Penn railroad where he was retained as a publicity counselor to handle media relations; when rail accidents occurred Lee provided info to the press; major accomplishment - 1913/1914 railroad freight hike; they had to increase rates to remain in business, so Lee gave the public information and public opposition declined; worked with Rockefellers and reached opinion leaders to give them good publicity after strikes (Ludlow Massacre); took video of Rockefeller with workers; advice American Tobacco company to initiate profit-sharing plan, etc. 4 important contributions - advancing the concept that business and industry should align themselves with the public interest, dealing with top executives and carrying out no program without the active support of management, maintaining open comm with the news media and emphasizing the necessity of humanizing business and bringing its public relations down to the community level of employees, customers and neighbors

community relations

planned activity with a community to maintain an environment that benefits both the org and the community

pr vs journalism

pr has many components, journalistic writing and media relations is only one of these components; pr gathers facts and info just life journalism, but objective is not only to inform but to persuade; journalist write for a mass audience and pr carefully segments; most journalists reach people through one channel

Objectives are usually stated in terms of

program outcomes

John Muir

protect wilderness and establish nat parks; established century magazine to promote a campaign requesting congressional support to create Yosemite national park

counseling

providing advice to management concerning policies, relationships and communications

pr vs advertising

publicity is earned media while ad is paid media, advertising is mass media public relations relies primarily on owned media, or media paid for by the org; advertising is specialized comm function while pr is broader in scope; they support each other

When respondents are carefully selected based on expertise or involvement levels ("movers and shakers" concept), this is referred to as:

purposive interviewing

govt affairs

relating directly with legislatures and regulatory agencies on behalf of the org

industry relations

relating with other firms in the industry of an org and with trade associations

what is litigation public relations

representation of legal interest

employee/member relations

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

two-way asymmetric

scientific persuasion is the purpose and communication is two-way with imbalanced effects; the model has a feedback loop, but the primary purpose of the model is to help the communication better understand the audience and how to persuade it; research is used to plan the activity and establish objectives as well as to learn whether an objective has been met

IABC

second largest organization, international association of business communicators; 14000 members in 70 nations, top responsibilities are corporate communications, employee communications, marketing communications, and media relations, want to provide lifelong learning opportunities that give IABC members the tools and information to be the best in their chosen disciplines

order of planning

situation, objectives, audience, strategy, tactics, calendar/timetable

absolutist

something is either completely ethically right or wrong

A budget usually is divided into two categories, which are

staff time and out of pocket expenses

special events

stimulating an interest in a person, product, or organization by means of a well-planned event

A "narrow" view of PR professionalism, in which competence is defined as executing the mechanics of communicating (i.e. news releases, brochures), is known as:

technician mentality

situationalist/utilitarian

the end could justify the means as long as the result caused the least harm and most good or happiness for the greatest number of people

Definition of Public Relations

the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest

Fixed project fee

the public relations firm agrees to do a specific project, such as an annual report, a newsletter, or a special event, for a fixed fee; On the basis of successful media placements

PRSSA

the student organization, this group celebrated its 45th anniversary in 2012, serves itss members at the local chapter level but keeps a working relationship with the PR council

women's christian temperance union

used a variety of PR strategies to ban alcohol and promote suffrage; distributing info kits and fact sheets to the press, establishing coffee houses, holding demonstrations in front of liquor stores; and going door to door to persuade voters

anti saloon league of america

used pamphlets, posters, lectures and lobbying which led to the enactment of the 18th amendment in 1920

media relations

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

Have a basic understanding of the First Amendment and how it relates to public relations

• Court has ruled that it applies to most media, thus publishers and broadcasters have a constitutionally protected right of expression just as do individuals • Not all content comes under First Amendment, such as fighting words that provoke violence or symbolic actions that interfere with government • Also, persons or corporations whose expressions defame, invade privacy or disturb peace may have to pay damages • Generally, a person will be held accountable for speech that damages another only after he or she expresses it; prior restraints on expression, however, are presumptively unconstitutional • 1992 Court ruling, hate speech cannot be banned simply because its content is offensive to some • Overall, the court's decisions foster a "marketplace of ideas" free from most government regulation, but by contrast the U.S. Constitution permits considerable regulation of communication about the commercial marketplace of goods and services

challenges when working as a consulting firm

• Executives Fail To Define Objectives • Clients Fail to Provide Specifics • Clients Are Penny-Wise • Guaranteed results - never • Quick change in perception or attitude • Make an organization what it is not

What research techniques are typically used by public relations practitioners?

• Focus groups • Surveys - mail, telephone, personal, piggyback, web, email • Ethnography - participant/observation • Copy testing • Experiments

What are the major categories of law that affect public relations, such as normal, work-oriented, extraneous and testimony?

• Normal legal exposure - course of normal living • Work-oriented legal exposure - course of normal public relations activities • Extraneous legal exposure - in times of crisis or illegal corporate activities • Testimony - expert witness, co-plaintiff/defendant

some general guidelines for reducing legal risks

• View legal counsel as a resource • Analyze legal trends/learn from others' mistakes • Anticipate litigation in development of documents • Spokespersons trained in both law and pr • Work with legal counsel to institute a compliance program • Promote ethical guidelines • Avoid litigation through communication

was the first president to make extensive use of news conferences and interviews in drumming up support of his projects:

Teddy Roosevelt

T/F Members of the Public Relations Society of America can be disciplined if they violate the PRSA Code of Ethics

True; At least 10 have been disciplined in the past three decades, but many critics believe the codes have no "real teeth"

Audience action

Ultimate objective of any public relations effort Raising awareness and interest is important, but ultimately, the goal is to motivate people to adopt an idea, vote, use a service or buy a product

misappropriation of personality

Unauthorized use of well-known entertainers, athletes, or other public figures in an organization's publicity and advertising materials is known as

key elements in issues management

Predict problems Resolve issues Anticipate threats Prevent crises

conspiracy

Providing advice or tacitly supporting an illegal activity of a client or an employer is known as

Roots of public relations such as when the term PR began to be used in its present form. 1. is there an identifying founder? 2. first brochure 3. first press release 4. first public relations agency 5. when was the PRSA Code of Ethics first adopted?

Not used in present form until 1897 1. Edward Bernays, 1921, first person to call himself a public relations counsel, also taught first course in public relations at New York University: FATHER OF MODERN PUBLIC RELATIONS; PR has no identifying founder. Though many credit Ivy Lee as first practitioner of PR, or first PR counselor. 2. 1641 Harvard first fundraising brochure 4. 1758 Columbia University first public relations agency opened Creel committee (WWI, Committee for Public Information) and Office of War Information (WWII) 5. 1954 Adoption of PRSA code of ethics h. First PR firm: The Publicity Bureau i. Established in 1900 ii. First client: Harvard University iii. Helped establish image of prestigiousness, "best" education iv. 1906 began work for nation's railroads i. First in-house PR: Westinghouse corp. ii. Helped market/promote use of alternative current ii. Battle of the currents between Westinghouse (AC) and Edison (DC)

What term refers to a group of respondents, each of which has an equal chance of being selected for a particular study:

PROBABILITY SAMPLE