JOUR 335 Midterm
In-House Firms: Pros and Cons
(Pros) In-house Firms: • Objectivity • Skills and expertise • Extensive resources • Offices throughout the country • Problem-solving skills • Credibility
Compulsory Advisory
Under a compulsory-advisory setup, organizational policy requires that line managers (top management) at least listen to the appropriate staff experts before deciding on a strategy
John D Rockefeller
Was portrayed in the press as being seriously concerned about the plight of the workers, and his visit to Colorado resulted in policy changes and more worker benefits. Here, he watches children of miners marching into school
Henry Ford
Was the first major industrialist in the United States, and he was among the first to use two basic public relations concepts. The first was the notion of positioning—the idea that credit and publicity always go to those who do something first. The second idea was the importance of being accessible to the press
CEO' and their various attitudes about PR
"In order for PR to be at its most effective, it simply has to report up to the CEO."- Gil Schwartz, executive vice president and chief communication officer at CBS: Experts indicate that it is increasingly common for the top public relations practitioner in an organization to report to the CEO.
PR and the Bottom line PROCESS
1. Awareness and information 2. Organizational motivation 3. Issue anticipation 4. Opportunity identification 5. Crisis management 6. Overcoming executive isolation 7. Change agent 8. Social responsibility 9. Influencing public policy
Names of Q & Q research techniques
1. Organizational Materials 2. Library and online Databases 3. Internet 4. Content Analysis 5. Interviews 6. Focus groups 7. Copy testing 8. Scientific sampling methods
Outcomes
1. Pave the way for sales, fund-raising, stock offerings 2. Build morale, teamwork, productivity, corporate culture 3. Provide early warning on issues, constituency unrest, social/political anticipation 4. Discover new markets, products, audiences, methods, allies, issues 5. Protect position, retain allies and constituents, keep normal operations going despite battles 6. Encourage realistic, competitive, enlightened decisions 7. Ease resistance to change, promote smooth transition 8. Create reputation, earn trust 9. Ensure public consent to activities, products, policies; remove political barriers.
PRINCIPAL ACTIVITIES
1. Publicity, promotion, audience targeting 2. Internal relations and communication 3. Research, liaison with audiences 4. Interact with internal and external audiences 5. Respond to (or prevent) issues, coalition building 6. Counsel senior managers 7. Interact with internal and external audiences, research 8. Research, mount public interest projects and tie-ins, promote volunteerism/philanthropy 9. Foster constituency relations, build coalitions, lobby, promote grassroots campaigns
Retainer Fee
A 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. This approach might be the preferred choice of clients who have in-house PR departments but who still need specialized expertise. Many retainer fees specify the number of hours the firm will spend on an account each month. Any additional work is billed at normal hourly rates. Out-of -pocket expenses are usually billed separately.
Amos Kendall
A former Kentucky newspaper editor became an intimate member of President Andrew Jackson's "Kitchen Cabinet"; he could be considered the first presidential press secretary. He sampled public opinion on issues, advised Jackson, and skillfully interpreted the president's rough-hewn ideas, molding them into powerful speeches and news releases. He also served as Jackson's advance agent on trips, wrote glowing articles that he sent to supportive newspapers, and is believed to be the first person to use newspaper reprints in public relations campaigns. Almost every complimentary story or editorial written about Jackson was reprinted and widely circulated.
Theodore Roosevelt
A master at generating publicity. He was the first president to make extensive use of news conferences and interviews to build support for his favorite projects. On a trip to Yosemite National Park, he was accompanied by a large group of reporters and photographers who wrote glowing articles about the "pet project"—the need to preserve areas for public recreational use. The toy teddy bear had its origins on a hunting trip, who was once again accompanied by reporters. During the trip, he spared the life of a small bear, an incident that impressed the journalists enough that they wrote about it. A toymaker saw the stories and began to make and market "Teddy" bears in recognition of the president's humane gesture.
The Nature of Public Relations
A public relations professional must have skills in written and interpersonal communication, research, negotiation, creativity, logistics, facilitation and problem-solving.
Value of PR
A service to society, Informative, Relevant Earned influence through managing competition and conflict.
PR professionals' uses of research
Achieve credibility with management Define/segment publics Formulate strategy Test messages Prevent crises Monitor competition Generate publicity Measure success
3 types of Authority
Advisory Compulsory Concurring
Trend in outsourcing PR
Almost 90 percent of Fortune 500 companies use outside PR counsel in varying degrees. The need for additional "arms and legs" To obtain a unique perspective and market insight
Conflict positioning and its early use
American independence—engaging in what modern public relations practitioners term conflict positioning. Samuel Adams orchestrated the Boston Tea Party, which PR Week has called the "the greatest and best-known publicity stunt of all time,", a man who understood that symbolism can sway public opinion. The colonists threw crates of tealeaves from a British trade ship into Boston Harbor to protest excessive British taxation on items such as tea, and the rest is history
INTEGRATED COMMUNICATION (What are forces leading to it?)
An organization's goals and objectives are best achieved by integrating the activities of advertising, marketing, and public relations to create a consistent message. Integration requires teamwork and the recognition that each field has strengths that complement and reinforce one another.
Advisory authority
At the lowest level, the staff function may be simply advisory: line management has no obligation to take recommendations or even request them. When the public relations department serves in a purely advisory role, it often is not effective.
PR Managers/Executives
At the other end of the employment spectrum is the communication manager. Practitioners playing this role are perceived by others as the organization's public relations experts. They make communication policy decisions and are held accountable by others and themselves for the success.
PT Barnum
Barnum knew the value of opinion leaders and third-party endorsement. Through his press agentry, Tom Thumb became one of the sensations of the century. Standing just over 30 inches tall, Thumb was exceptional at singing, dancing, and performing comedy monologues. Barnum made Tom Thumb a European phenomenon by introducing him to society leaders in London. An invitation to Buckingham Palace followed, and from then on Thumb played to packed houses every night. Another Barnum success was the promotion of Jenny Lind, the "Swedish Nightingale." Barnum promoted her and her beautiful singing on a national tour in the United States, making her a pop icon even before the American Civil War.
PRSA
Began its accreditation program more than 40 years ago. A testing process for members provides the opportunity to earn Accredited in Public Relations (APR) status.Candidates are required to take a preview course (available online), complete a "readiness" questionnaire, and show a portfolio of work to a panel of professional peers before taking the written exam, which is available at test centers throughout the United States. In addition, the member must have five years of professional experience.
Edward Bernays
Considered "father of modern public relations" by the time of his death in 1995 at the age of 103. The nephew of Sigmund Freud He conceptualized a model of public relations that emphasized the application of social science research and behavioral psychology to formulate campaigns and messages to change people's perceptions and encourage certain behaviors. His model essentially focused on advocacy and scientific persuasion. His process involved listening to the audience, but the sole purpose of people took their doctors' advice and started eating the quintessential hearty breakfast—bacon and eggs. Had a powerful partner in his wife, Doris E. Fleischman, who was a talented writer, an ardent feminist, and, at one time, the Sunday editor of the New York Tribune. Fleischman was an equal partner in the work of her husband's firm, interviewing clients, writing news releases, editing the company's newsletter, and writing and editing books and magazine articles.
Quantitative Data
Descriptive/explanatory, often generalizable Mail surveys, telephone polls
In-house Firms Pros and Cons
Disadvantages • Superficial knowledge • Part-time commitment • Need for long briefing • Internal resentment • Need for direction • Need for information and confidence • High costs
Performance
Effective public relations is based on actual policies and performance. No amount of public relations will generate goodwill and support if an organization is unresponsive to community concerns.
Press Agentry/Publicity
Entails one-way communication, primarily through the mass media, to distribute information that may be exaggerated, distorted, or even incomplete to "hype" a cause, product, or service. Its purpose is advocacy; little or no research is required. P. T. Barnum was a noted historical figure during this model's heyday. Sports, theater, music, and film—think of the classic Hollywood publicist—are the main fields in which this model is employed today.
PR salary range and relationship to PR settings
Entry Level PR Salary: $32,000 7-10 years of experience: $85,000 20+ years of experience: $150,000
Random Sampling:
Everyone in the target audience has an equal chance of being selected. Nonprobability sample is not random. Most precise random sample is selected from list naming everyone in the target audience
Qualitative Data
Exploratory, rich data, often not generalizable Focus groups, in-depth interviews, observation.
Two-Way Symmetric
Gaining mutual understanding is the purpose of the two-way symmetric model, in which communication is two-way, with balanced effects. Formative research is used to learn how the public perceives an organization and to determine what consequences actions/policy might have on the public. Evaluative research measures whether public relations efforts have improved public understanding. The goal of this "relationship building" is to identify policies and actions that are mutually beneficial to both parties. Edward L. Bernays, later in his career, supported this model. Today educators and professional leaders are the main proponents of this model, which is practiced in organizations that engage in issue identification, crisis and risk management, and long-range strategic planning.
GRITT stands for...
Global/multicultural Research based Relationship focused Internet/new media oriented Toolbox-driven tactics
What qualities do employers want from PR professionals?
Good writing Intelligence Cultural literacy The ability to recognize a good story when you see one Media savvy Contacts Good business sense Broad communications experience Specialized experience Fresh perspective
Importance of Diversity
Imperative to the success of any PR agency trying to reach out to diverse audiences. However, the PR workforce does not currently represent the ethnic minority community in the United States. Therefore, the active recruitment and retention of multicultural talent in PR is necessary to create a diverse employee roster and ensure your agency is equipped to effectively engage all audiences.
John Muir
In the 1860s, naturalist John Muir wrote in the New York Times and other publications about the importance of protecting the Yosemite Valley in California. In 1889, he worked with the editor of Century Magazine, Robert Underwood Johnson, to promote a campaign requesting congressional support for Yosemite National Park.
Concurring Advisory
In this type of organization for example, an operating division wishing to publish a brochure cannot do so unless the public relations department approves the copy and layout. Many firms use this mode to prevent departments and divisions from disseminating materials that do not conform to established company standards.
Example of "PR" activities and key figures in ancient Western Civilization.
It has often been said that the Rosetta Stone, which provided a key for modern translation and understanding of ancient Egyptian hieroglyphics, was basically a publicity release touting the pharaoh's accomplishments. Similarly, the organizers of the ancient Olympic Games used promotional techniques to enhance the perception of athletes as heroes in much the same way as we do in the modern Olympic Games.
Sources of friction BETWEEN PR and other corporate departments
Legal Differences on public statements Human Resources Differences regarding employee communications Advertising Competing for resources Philosophical differences Marketing Focuses on one public: current or prospective customers
Public Information
One-way distribution of information, not necessarily with a persuasive intent, is the purpose of the public information model, which is based on the journalistic ideal of accuracy and completeness. The mass media serve as the primary channel for dissemination of the information. There is fact finding for content, but little audience research regarding attitudes and dispositions. Ivy Lee, a former journalist, is the leading historical figure that was instrumental in this model's implementation. Government, nonprofit groups, and other public institutions still rely on this model today.
Grunig's four models of public relations
Press Agentry/Publicity, Public Information, Two-Way Asymmetric, Two-way Symmetric
PR Technicians
Primarily responsible for producing communication products and implementing decisions made by others. They take photographs, write brochures, prepare news releases, and organize events. These individuals function primarily at the "tactical" level of public relations work; they do not participate in policy decision-making, nor are they responsible for outcomes.
Elements of a PR Campaign Plan
Program plans usually include eight elements: situation, objectives, audience, strategy, tactics, a calendar or timetable, budget, and measurement.
Deliberate
Public relations activity is intentional. It is designed to influence, gain understanding, provide information, and obtain feedback.
Planned
Public relations activity is organized. Solutions to problems are discovered and logistics are thought out. The activity is systematic, requires research and analysis, and takes place over a period of time
Two-Way Communication
Public relations is more than oneway dissemination of informational materials. It is equally important to solicit feedback.
Strategic Management of Competition and Conflict
Public relations is most effective when it is an integral part of decision making by top management.Public relations involves counseling and problem solving at high levels, not just the dissemination of information after a decision has been made by other leaders.
Components of PR Process
Public relations work includes counseling, media relations, publicity, community relations, governmental affairs, employee relations, investor relations, development/fund-raising, special events, and marketing communications.
Difference between PR and Advertising
Publicity is just one area within public relations. Publicity employs mass media to disseminate messages, as does advertising, although the format and context differ for PR and advertising. Publicity goes through media gatekeepers, who make the ultimate decision whether to use the material as part of a news story. Advertising involves paid space or time and is separate from news/editorial content.
RACE Model
RESEARCH: Defining PR problems ACTION: Program Planning COMMUNICATION: Execution EVALUATION: Evaluating the problem
Public Interest
Reputable public relations activity is mutually beneficial to the organization and the public; it provides for the alignment of the organization's self-interests with the public's concerns and interests.
STRATEGIC MANAGEMENT (why is it important?)
Requires grit and determination but more specifically GRRIT—to successfully integrate advertising, marketing, and public relations: GRRIT enables professionals to battle for success on behalf of an organization across a broad range of goals from increased sales or better community relations, to brand loyalty or long-term donations for worthwhile causes.
Two-Way Asymmetric
Scientific persuasion is the purpose, and communication is two-way in this model, albeit with imbalanced effects. The model has a feedback loop, but its primary purpose is to help the communicator better understand the audience and persuade it to accept the practitioner's message. Research is used to plan activities and establish objectives as well as to learn whether objectives have been met. Edward L. Bernays was the leading historical figure during the two-way asymmetric model's beginnings. Marketing and advertising departments in competitive businesses and public relations firms are the primary places in which this practice model is found today.
Secondary vs. Primary research in PR
Secondary Research involves existing information. Primary Research involves new and original information
CRISIS MANAGEMENT
Takes place within the larger context of strategic management of conflict, is where many practitioners find their greatest satisfaction as professionals; they have an impact on their organization and add enormous value to the viability of their department.
Role of PR in settling the American West
The 1800s were the golden age of the press agent. P. T. Barnum used many techniques that are still employed today. In addition, the settlement of the American West was driven in large part by promotions created by land developers and U.S. railroads.
Changing Focus of PR
The field of public relations has broadened far beyond the concept of media relations and placing publicity in the mass media. Writing skill and knowledge of the media are still vital, but so is training in management, logistics, event management, coalition building, budgeting, and supervision of personnel
Ivy Lee
The four important contributions to public relations: Advancing the concept that business and industry should align themselves with the public interest. Dealing with top executives and carrying out no program unless it has the active support of management. Maintaining open communication with the news media Emphasizing the necessity of humanizing business and bringing its public relations down to the community level of employees, customers, and neighbors.
Basic Hourly Fee, Plus Out-of-Pocket Expenses
The number of hours spent on a client's account is tabulated each month and billed to the client. Work by personnel in the counseling firm is billed at various hourly rates. Out-of-pocket expenses, such as cab fares, car rentals, airline tickets, and meals, are also billed to the client.
IABC
The organization also has an awards program, known as the Gold Quill, that honors excellence in business communication. This group publishes Communication World. They also sponsor campus student chapters, but these groups are not comparable to PRSSA in size or organizational structure
Fixed Fee Project
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. For example, a counseling firm may write and produce a quarterly newsletter for $30,000 annually. The fixed fee is the least popular payment option among public relations firms because it is difficult to predict all work and expenses in advance. Many clients, however, like fixed fees for a specific project because it is easier to budget and there are no "surprises."
PR and POI
The results of the IABC study of 200 organizations showed that CEOs considered public relations operations to provide 184 percent return on investment (ROI).
Gender and PR: Demographic Breakdown, Factors, and Gaps
The salary advantage that men enjoy over women is not unique to public relations; rather, it is widespread in the United States and throughout the world. Though, the role of women in public relations, and the increased feminization of the field (73 percent of practitioners in PRSA are women).
Difference between PR and Journalism?
The scope, objectives, and channels are different for PR and Journalism. Journalists are objective observers while PR personnel are advocates.
Value of Internships
These are a win-win situation for the student and the organization. The student, in most cases, receives academic credit and gets firsthand knowledge of work in the professional world. This gives the student an advantage in getting that all-important first job after graduation. In many cases, employers hire recent graduates who worked as interns in their offices.
Figures, examples, and uses of PR in the formation of the US.
Thomas Paine's persuasive writing was similarly instrumental in bringing lukewarm citizens into the Revolutionary movement. His pamphlet titled Common Sense sold more than 120,000 copies in three months in 1776. Influencing the makeup of the new political system were the Federalist Papers, 85 letters written by Alexander Hamilton, James Madison, and John Jay.
Pay for Placement
With this payment method, which is not widely used, clients don't pay for hours worked but rather spending hundred of dollars depending on the prestige, circulation, or audience size of the media outlet that uses a story proposed by a pay-for-placement firm.
Reason for influx of women in PR
Women find a more welcoming environment in public relations and see more opportunities for advancement than in other communications fields, such as newspaper work. Women can make more money in public relations than in comparable traditionally female-dominated fields, such as teaching and social work (although they still make less than men in the field, on average). Women are thought to have better listening and communication skills than men and are often perceived to be more sensitive than men in facilitating two-way communication.
Abilities and skills of PR practitioners
Writing skills Ability to convey information and ideas in written documents. (Grammar & Spelling) Research ability Arguments must be supported by facts rather than generalities Planning expertise Communication tools and activities are more effective when they are carefully developed and coordinated. Problem-solving ability Innovative idea and fresh approaches solve complex problems and make a PR program unique and memorable. Business/economics competence As a management function calls for public relations to learn the nuts and bolts of business and economics. Expertise in social media Employer's value social media savvy like networking, blogging, tweeting, podcasting, and search engine optimization.
Pseudo-Event
a planned happening that occurs primarily for the purpose of being reported. Barnum used flowery language and exaggeration to promote his various attractions in an age when the public was hungry for entertainment.
