PUR 4000

What does Public Relations try to do?

Manage perceptions Create images Sell ideas Helps organizations adjust to their social environment

What is the difference between public relations and marketing?

Marketing delivers one thing in exchange for something else deals only with the organization/customer relationship In marketing their is quid-pro-quo exchange and in PR there is no quid-pro-quo exchange

You can use advertising as a tool for PR to _____ or _______ brand _________.

You can use advertising as a tool for PR to merge or change brand identity.

Stakeholder

a public with something to gain or lose

Publics

any group with common interests in a situation

What are the main tools of development?

fundraising campaigns events member services

Sensationalism

hyping the graphic nature of a story to get more people to care/read

What is the goal of investor relations?

to enhance the value of the stock

Edward L. Bernays

"The engineering of consent" • Worked on the Creel Committee • Nephew of Sigmund Freud • First to apply psychology and social science to business • 1919: Coined the term "Public Relations" • 1923: Wrote Crystallizing Public Opinion • Taught the 1st PR college class • Accepted authority on all things PR •Revolutionized the field

Hamilton

"history's finest public relations job" The Federalist Letters, first national campaign

Lee's Principles

1. Business should align itself with the public interest 2. PR must have the support of top management 3. Business must maintain open communication with media 4. MUST humanize business to the outside world and to the employee

6 PR techniques developed by the Revolutionaries

1. Need for an organization to implement a plan 2. Easily identifiable symbols to arouse emotion will always be more effective (Sons of Liberty: liberty tree, flags, cross, swastika) 3. Slogans as a way to compress complex issues (No Taxation without Representation, Change, Hope) 4. Staged events to attract and form public opinion 5. Tell your side first! First impressions will always be the most long lasting one 6. Campaigns must be sustained and pervasive if they are going to effect public opinion

Samuel Adams

Adams would create events to meet a need if none were at hand to serve his purpose (Boston Tea Party)

What were the first signs of PR thinking?

Ancient Greece • Freedom to discuss and debate for the first time • Rhetoric: the way public opinions were formed and influenced • Sophists: traveling teachers, enlighten public about education and current issues, they could be hired to talk about the virtues of one candidate so he would be voted for in an election Roman Empire • "The voice of the people is the voice of God."

Public Affairs

Builds and maintains relationships with governmental agencies and community stakeholders to influence public policy strengthened by political science/pre law experience (Example: how many outets your company can have, where your business can be located, how often trash gets picked up)

How does resource dependency theory relate to public relations?

Can be used to prioritize publics (how to break people into different groups) (which group can help is accomplish the goal we want) Exampe: Public in Oviedo didnt want a walmart, but walmart didnt care because all walmart needed was the city councilmen to rezone the land that walmart wanted to build on. They didnt need the public to get what they wanted based on resource dependency theory so they didnt try to change the publics opinion.

Woodrow Wilson

Committee on Public Information (Creel Committee) 4-minute men

Press Angentry

Creating the perception that something is newsworthy to get the publics attention based on the fact that more media coverage equals a greater perception of importance.

How does PR manage perceptions?

Finding the right way to communicate to the public by asking the public questions (surveys)

Ivy Ledbetter Lee

Ended "public-be-damned" era and began "public-be-informed" era 1st to recognize unsupported publicity would fail 1st the make PR into a profession

How does PR help organizations adjust to their social environment?

Example: Before womens liberation 3% of women working at your company was a positive statistic, but after womens liberation that same statistic was seen as very negative.

How does PR create images?

Example: Mac is for young trendy people and PC is for stuffy old people. Through philanthropy, sponsoring a concert, donating to charity, names on football stadiums

How does PR sell ideas?

Examples: Chilis said they sell the sizzle not how good their steak is Publix commerical - feel good family oriented community based people (cute old couple making dinner for a young couple moving in across the street)

PT Barnum

Father of press-agentry Public wants to be entertained! "The Showman Era" Psuedo-Event Petrified Man, "boy who cried wolf"

Amos Kendall

Former Kentucky Journalist First "Press Secretary" Father of the press release

Lobbying

Highly specialized builds and maintains relationship that work to persuade LEGISLATORS to propose pass or defeat LEGISLATION or to change existing LAW requires political science/pre law experience to ethically advocate the interest of their clients

How do you create positive relationships?

Know the perceptions Address the perceptions Support the image with action

Advertising

Information placed in the media by an identified sponsor who paid for the time or space. It is a CONTROLLED method of placing messages in the media. PR can use advertising as a tool

Publicity

Information provided by an outside source that is used by the media because it has news value. This is an UNCONTROLLED method of placing messages in the media because the source does not pay the media for placement. (Example: Farmers Market knows organic food is in so they decide to throw an event invite journalists They don't pay or ask for a story. The news thinks that farmers market has news value so they decide to do a story on their own.)

Be able to identify the 9 different functions of PR (publicity, development, etc) and the types of things you do in each function. I may describe a series of activities and ask you what function of PR they fall under.

Internal Relations Publicity Advertising Press Agentry Public Affairs Lobbying Issues Management Investor Relations Development

Gutenberg

Moveable type printing press, Interest in literacy, first step toward mass communication

How do public relations and marketing work together?

PR contributes to the marketing effort by maintaining a hospitable environment How the media views an organization is a PR function not a marketing function (Example: Oil spill and BP: marketers cant make you get gas from BP after the spill, so BP has to come in and smooth things over before we can market.) (RJ Reynolds - marketing wanted more people to buy their cigarettes - Joe Camel cartoon - seemed to be aimed at kids - public opinion of cigarettes was already declining - PR wouldve told them not to do this because it was seemingly aimed at kids.)

What is the working (in class) definition of public relations?

PR is a MANAGEMENT FUNCTION that establishes and maintains MUTUALLY BENEFICIAL REALTIONSHIPS between an organization and its publics.

Booming Twenties Era

PR spreads rapidly to other industries due to war time success Scholarly interest in this field is born PR tactics spread into all avenues of society In-house PR comes on the scene

Thomas Paine

Paine used pamphlets to get his message out (Common Sense) "The Committee of Correspondence"

Investor Relations

Part of corporate PR that builds and maintains mutually beneficial relationships with shareholders others in the financial community to maximize market value. Need: finance/business/law/economics/international politics, MBA a plus

What gave PR a negative name?

Press agentry created the perception that something has news value (when it really didnt) (Example: seeing "candid" shots of celebrities are restaurants. The restaurant really paid the celebrity to come to their establishment and alerted the press that they would be there thus making their restaurant an "it'' spot and an overnight success)

What is Public Relations?

Public relations deals with the management of perceptions, images, and relationships. Public relations is a process: the result of which is positive relationships that lead to positive behavior.

What is Relationship management?

Public relations works to build and maintain positive relationships between and organization and its publics.

What is the difference between publicity and advertising?

Publicity: Student voluntarily states that a certain professors class is awesome without an compensation from the professor. Advertising: The professor says their own class is awesome or pays someone to say it is awesome

What is more important, perception or reality?

The publics perception is reality

Jay

The Federalist Letters, first national campaign

Madison

The Federalist Letters, first national campaign

Value to the Bottom Line:

There is a direct correlation between how much a company spends on PR and how much it is respected!

You can use advertising as a tool for PR to build ______ ____.

You can use advertising as a tool for PR to build good will.

Henry Ford

Understood positioning (ex: first man on the moon) Knew the value of being available to the press He recognized that the power of the press could be used both ways Recognized the importance of image

Resource Dependency Theory

We enter into relationships with people because they have things we need that we dont control

Development

Works to build and maintain mutually beneficial relationships between nonprofit organizations and donors, members to secure financial and volunteer support. (Example: foodbanks)

William Randolph Hurst

Yellow Journalism, Yellow Kid, Sensationalism

You can use advertising as a tool for PR to address _________ in the media.

You can use advertising as a tool for PR to address criticism in the media.

Internal Relations

builds and maintains a mutually beneficial relationship between manages and the employees whom an organizations success depends Good PR begins at home! Employees are the #1 public in PR This is why we have company outings/picnics etc

World War I Period

dramatic demonstration of the power of organized promotion to kindle a fervent patriotism: to sell war bonds, enlist soldiers, and raise millions of dollars for welfare PR begins to take an offensive role - proactive tool Public felt they were a part of the war effort!

Leone Baxter

first agency specializing in political campaigns "...put on a good show!"

public relations is a __________ function

management

Seedbed Era

muckraking journalism countered by defensive publicity and far-reaching political reforms promoted by Theodore Roosevelt and Woodrow Wilson through the use of public relations

Issues Management

proactive process of Anticipating, identifying, evaluating, and responding to issues that impact our organizations relationship with its publics (Example: Apple was so focused on creating a new operating system that they didnt realize the digital music trend was blowing up so they didnt have a cd burner included on their new laptops so they created the ipod to combat that)

public relations is a _______ based _____ science

research based social science

public relations is _______ responsible

socially

Marketing

the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider

public relations involves ___ ____ communication.

two way

Arthur Paige

• AT&T's first VP of public Relations: 1927 • Beginning of "in house" PR at the management level • Most people in the PR field now work "in-house" • Included and ethical mandate

Postwar Boom Era

• Adjusting back to peacetime • Moving from industrialization to service-oriented economy • PR Professional Associations are born • Beginnings of PR education • Television • Powerhouse PR firms created: o Edelman o Burson - Marsteller ( largest in the world) • Era in which PR becomes organized, established, and respected

Doris Fleischman

• Edwards wife and business partner • Early feminist • First married woman to be granted a US passport in her maiden name

Tools for Defining Target Publics:

• Geographics - natural or political boundaries • Demographics - race, age, gender, ethnicity • Psychographics - psychological or lifestyle characteristics (vegetarians or vegans) • Covert Power - behind the scenes political or economic power (scheduling secretary) • Position - Occupation (teacher) • Reputation - sometimes we target a group of people because they have a reputation for being influential • Membership - sometimes simply being affiliated with a certain group signal a persons involvement in a certain situation • Role in the decision process - who plays what role in the decision making process and how it is associated with your issue

The Roosevelt Era

• PR used to support and fight radical legislative reform • Growth of PR as a continuous program administered by PR departments • Birth of the public opinion pole • FDR and Louis McHenry Howe • Learned from WWI success • Office of War Information (similar to Creel Committee) • Fireside chats (through radio)

PRs Evolution Tied To:

• Power Struggles • Political Reform • Attempts to gain public acceptance of innovation

Digital Age and Globalization Era

• Rapidly advancing technology • Increasingly global society

Period of Protest and Empowerment Era

• Time of social unrest ruled by "isms" • Corporate Campaigns • Increasing demand for social responsibility = increased emphasis on PR research

Teddy Roosevelt

•Expand political interaction with media •Master of publicity •First to use press conferences •Created the White House "press room" •Knew to get the press to sign on to his agenda