APR

Figures

(12 people) 1. Samuel Adams: organizations, symbols, slogans, staged events 2. Edward L. Bernays: Creel committee, 1st PR book (1923), coined PR, first PR course (NYU), common meeting ground 3. Carl Byoir: Creel committee, draft non-English speakers, agency represented nazis inspired Foreign Agents Act (1938) 4. George Creel: 4 minutemen, spokespersons, dehumanized the enemy 5. Elmer Davis: WWII Office of War Information, radio, Hollywood 6. Rex Harlow: Founded American Council on PR, precursor of PRSA (1947) 7. Louis McHenry Howe: PR to FDR, responsible performance + persuasive publicity 8. Ivy Ledbetter Lee: declaration of principles (1906), issued 1st news release, counseled Rockefeller, tell the truth, perform well, do good works 9. Arthur Page: AT&T VP, corporate PR "Page principles", brought PR to the table 10. Publicity Bureau: 1st PR Agency, saturate media for railroads 11. Theodore Roosevelt: 1st president to exploit news media 12. George Westinghouse: created 1st PR dept (1889)

Business Laws

1. Anti-trust: overselling acquisitions/divestitures is violation 2. Lobbying: register during first 10 days of each Q, report 3. Political contributions: PACs, Citizens United 4. Foreign agent: register w/State Dept, report every half 5. Fair disclosure: material information @ same time 6. Sarbanes-Oxley: financial audit & disclosure

Line functions of PR

1. Anticipate public opinion 2. Counsel management on public ramifications 3. Research 4. Influence or change public policy 5. People management

7 Cs of Communication

1. Clarity 2. Credibility 3. Content 4. Context 5. Continuity 6. Capability 7. Channels

Crisis Team

3 tasks: 1. Assign specific roles i.e. external spokesperson, internal spokesperson 2. Rehearse regularly 3. Train & retrain, emphasizing work with others

Crisis Management

3 types of crisis: immediate, emerging (shouldering), sustained Management often wants to minimize or downplay that a crisis exists

Validity

1. External: apply results to other settings or groups 2. Internal: assess methodology and alternative explanation for results

Research Methods

1. Focus groups FAST/$$$$ 2. Intercept interviews GEO 3. Phone survey F/$$$$ 4. Mail survey SLOW/$$$$ --- 5. Online survey F/$ 6. Content analysis S/$ 7. Comms audit S/$$$$ 8. In depth interviews S/$$$$ 9. Phone interviews F/$$$$ --- 10. Complaint reviews F BIAS 11. Tracking calls, purchases, hits, actions F BIAS 12. Field reports F/$ 13. Advisory panels F/$ 14. Community forums S FACILITATOR 15. Media analysis COMPETITORS 16. Research databases F/$ 17. Fact finding F/$ 18. Historical research S BIAS 19. Social media research BIAS

Public Relations Plan

1. Goals (precede with problem, situation) 2. Key Publics (& continue by public) 3. Objectives for key publics (outcomes vs outputs) 4. Strategies 5. Tactics 6. Activities 7. Evaluation 8. Materials 9. Budget (% of total, cost, competitors, excess) 10. Timeline

Content Analysis

<Inexpensive primary, formal, quantitative method> Objective, systematic and quantitative description of manifest content. Code message content to identify issues, determine reporter interests, define received info, find trends: 1. Describe and evaluate used messages 2. Compare messages by media type 3. Study outlet over time 4. Analyze regional or international differences 5. Scan for trends 5-step process: 1. Select the unit (newspaper stories, newscasts, tweets) 2. Decide sample or total 3. Categories: topic, tone, values, theme (pretest) 4. Code (2 coders minimum, 80% agreement) 5. Data reduction

Surveys

<Preferred primary, formal, quantitative method> A series of questions to sample a desired universe in 4 formats (+ to -) in person, phone, mail, online with 6 question types: open ended, multiple choice, yes/no, ranking, agree/disagree, Likert scale 1. Write research question 2. Hypothesis 3. Universe 4. Format 5. Order topics - to + threatening 6. Write Qs 7. Non-threatening topics 8. Threatening topics 9. Knowledge Qs 10. Opinion Qs 11. Make it easy to tabulate 12. Order bias 13. Format questionnaire 14. Pretest with team 15. Pilot with small group 16. Start

Focus Groups

<Preferred primary, informal, qualitative method> <Replace with interviews for busy people> 8-12 people focused discussions led by a moderator, used for 7 reasons: 1. Explore feelings 2. Why they feel them 3. Test assumptions about emotional responses 4. Pre test or seek creative ideas 5. Identify associated benefits 6. Benefit from group interaction 7. Clients trust them Can be combined with surveys before/after. They have 3 limitations: not statistical, can't generalize, run at least 2 7 Parameters: 1. Relaxed setting 2. Group characteristics 3. Physical location (one-way glass) 4. Length and time (after work) 5. Recruitment 6. Preparation 7. Conducting the session: make it lively

Outcome

Measurable result of change in action, awareness, opinion

Primary Research

New and original information through research designed to answer specific questions: surveys, focus groups

Publics

People who are somehow mutually involved or interdependent with particular organizations, in 8 groups: employee, community, media, government, academia, investors, industry, customer

Ethical Decision-Making

Suggested process: 1. Define specific ethical issue 2. Internal & external factors (legal, economic, social, etc) 3. Key values: loyalty, advocacy, honesty, independence 4. Individuals and publics affected 5. Principles: free flow of info, integrity of relationships, truth and accuracy 6. Decide & justify (independence saves the day)

Defamation

Untruth that damages a reputation Libel (written) or Slander (verbal) Must meet 3 conditions: hatred, contempt, and ridicule. Damage must be proved. 5 elements must be present for action: 1. Defamation 2. Identification 3. Communication 4. Fault (malice or negligence) 5. Damage 4 defenses: 1. Truth 2. Privilege: Reports of official proceedings are privileged and cannot be cause for libel 3. Fair comment: insulates a reporter or publication against defamation. Info must be of interest to community, and must be true 4. Retraction: full & prompt apology

Negotiation

Use of information and power to affect behavior. Critical elements: (you think other side has more) 1. Information 2. Time 3. Power

Relationship

Connection or association between entities. Central organizing principle of PR. Human relations: interactions, transactions, persuasion, & shared communications 2 Categories: exchange (strategic, utilitarian) and communal (stronger - emotional ties, proximity, geo) Attributes a) sat, commitment, trust, understanding, control & benefits; b) types: professional, personal, & community

Secondary Research

Existing information in databases, books, articles

Audience Theories

(14 theories) 1. Diffussion: innovators, early adopters, etc (Rogers) 2. Uses & gratifications: seek media to satisfy needs 3. Third-person effect: media affects others (Phillips D.) 4. Spiral of silence: majorities rule (Nolle-Neumann) 5. Situational: active & passive publics (Grunig) 6. Social learning: copy rewarded actions (Bandura) 7. Social exchange: cost (effort) & rewards 8. Social judgement: accept what match beliefs (Hovland) 9. Cognitive consistency: match attitudes & actions (various) 10. Attribution theory: assign blame for events 11. Identification: overcome separateness 12. Reasoned action: expect good or bad outcomes 13. Inoculation: spread counterarguments beforehand 14. Cognitive dual processing: motivation & cognitive capacity determines if "fast or slow"

Communication Barriers

(2 sets) A. 10 barriers (fuzzy language, cultural misalignment, distrust, distractions, negative influencers, no credibility, unreliable media, unadequate media, captive audiences, gatekeepers) & 4 ways to overcome (get attention, appeal to common experience, self-interest of receivers, personality needs) B. 6 barriers: censorship, limited social contact, meager time, sound bite distortion, complexity, threatening facts Creative ways to work around barriers become creative strategies in the plan

Communication Models

(3 models) 1. Early: 5 elements with encoding & channel; noise on channel (Shannon-Weaver) 2. Feedback: 5 elements + feedback 3. Schrum: 8 elements with environment, context, A, B, 2 frames of reference, 2 messages back & forth

Message Theories

(3 theories) 1. Framing: content elements prompt stereotypes 2. Rethoric: ethos, logos & pathos (Aristotle) 3. Sleeper effect: forget source, keep message (Hovland)

PR Models

(4 models, defined by purpose, nature, intent, research) 1. Publicity: promote, 1-way, influence, no research 2. Public information: report, 1-way, educate, little research 3. Two-way asymm: persuade, 2-way, influence, formative 4. Two-way symm: understand, 2-way, benefit, ongoing

PR Theories

(4 theories) 1. Agenda building: information subsidies 2. Competence: skills define role of PR people (4 roles) 3. Excellence: PR is great following manual (Grunig, Dozier) 4. Relationship management: long-term engagement (Ferguson; Ledingham & Bruning)

Transmission Theories

(6 theories) 1. Magic bullet: messages affect behavior (Lasswell) 2. Two-step flow: opinion leaders (Lazarsfeld) 3. Agenda setting: effect is cognitive (McCombs & Shaw) 4. Framing: media transfers attributes to audience 5. Organizational: one-way flow (Grunig) 6. Cultivation: scary world effect (Gerbner)

Eras

(7 eras) 1. Seedbed: muckracking, interpreters, Ivy Ledbetter Lee (full disclosure, truth), Teddy Roosevelt (bully pulpit) 2. WWI: George Creel Committee, 4 minutemen 3. Booming Twenties: Mutual understanding, Bernays, Page (performance = reputation) 4. Roosevelt: Mutual understanding, CSR, radio, McHenry Howe, Davis (OWI), FDR Fireside chats 5. Postwar: Mutual adjustment, pro, credibility, PRSA, TV 6. Protest: Mutual adjustment, accomodaton, systems, MBO, McLuhan 7. Digital: Mutual adjustment, tech connections, intl, transparency, web, mobile

Consensus

(process) 1. Representatives 2. Guide agenda & process 3. Problem 4. Evaluate solutions 5. Decision-making 6. Approval

Consulting

(skills) 1. Creativity 2. Comm skills 3. Knowledge 4. Respect (for client) 5. Confidentiality 6. Culture 7. Vision 8. Partnership 9. Leadership 10. Flexibility

SEC Filing

- 10K Annual report: 60 days after closing fiscal year - 10Q Quartlery report: 35 days after closing first 3 Qs - 8K Current report: important unscheduled events - Proxy statement: before annual shareholder meeting

Employee Benefits

1. 401K & 403B 2. Cafeteria plans 3. Defined plans (fully funded) 4. Defined contribution (like 401K) 5. Pensions 6. Roth (after tax)

Non-probability samples

1. Accidental 2. Quota (10 of each) 3. Dimensional 4. Snowball (ask for referrals) 5. Purpose (music lovers at shows)

Qualitative Research

1. Non measurable 2. Investigates value of program 3. How and why 4. In depth understanding

Quantitative Research

1. Numerical 2. Statistical 3. Forced choice 4. Objective & projectable

Problem solving

1. SWOT 2. Cause & effect 3. Drill down 4. Porter's 5 forces: buyer, seller, rivalry, subs, entry

Formal Research

1. Scientific 2. Random sampling 3. Statistical standards 4. Accurate

Informal Research

1. Subjective 2. Pre-testing strategies 3. Cannot be projected to entire population

PR roles

1. Technician (creators) 2. Communications facilitator (connectors) 3. Problem solving (catalysts) 4. Expert prescriber (analysts)

Research Considerations

1. What decision will be made, and info needed 2. Resources available 3. Existing research 4. Accuracy 5. Sample vs Universe 6. Methods: survey, telephone, mail-in, online 7. Time 8. Confidence level needed 9. Questions 10. Internal or Public 11. Tabulation

SEC Laws

1933 Securities Act: - Gag period on news for 90d before IPOs (rule 5c) - Blackout i.e. 60d employee benefits, elections 1934 Security Exchange Act, about leveling disclosure: - Accurate and complete info (rule 10 b-5) - Insider trading (1936 SEC study) - File proxy promos with SEC (section 14) Quiet period: before SEC reg of any public offering

Sample size

384 cases for 5% error on +100,000 population

Public opinion

4 Public types: All-issue, apathetic, single-issue, hot-issue 4 Public steps: nonpublic, latent, aware, active 4 elements - to + depth: 1. opinion: observable responses and statements 2. attitude: covert likes/dislikes 3. belief: assumptions you live by. systems 4. value: explicit standards for right & wrong Come together in public opinion process: 1. Existing mass opinion 2. Issue 3. Creates public 4. Public debate 5. Time 6, Public opinion 7. Social action 8. Mass sentiment

Corporate speech

Company speech that addresses political or social issues has First Amendment protection

Commercial speech

Company speech that deals with a transaction or desire for profit has less protection. The FTC can fine misleading or incorrect information

Internal Stakeholders

Employees or members Open (participatory, symmetrical, organic, diverse, job sat) vs closed organizational systems Paid, earned, owned & shared (social) media Most credible source: immediate supervisor

Media Relations

Establish relationships with reporters & editors Respect first amendment rights Provide value. News conf only when: real news, expert present, or demo. Are sound when: 1. Understand relationships between PR and journos 2. Relate current events to company 3. Differentiate channels 4. Use the web 5. Use distribution systems 6. Know laws for publicly owned companies Important relationships: Newspeople, Producers, Other PR people, Freelance Best Practices: protect relationships, background sheet, newsroom, prepare for interviews Summary: Learn, be honest, focus, team work

Crisis Event

First hour is critical - Plan for the first 24 hs Triggering event: define the crisis about the cause. Craft flexible statement beforehand Priority publics (4): employees, demonstrate concern for those affected & communicate what org is doing, keep employees informed to prevent rumors, have someone on call 24h during the most intense hours or days Post to website & social media (consider dark site) Unfolding: timely, consistent, candid flow of info both internal and external. Common mistakes: waiting too long, hiding, attacking involved publics, entering unfavorable litigation Evaluation: learn, reconvene team to evaluate, review causes, responses & outcomes. Make changes. Update plan.

Scientific Method

Follow steps to test validity & self-correct Make PR strategic: - Define problem to inform decision-making - Monitor implementation for accountability - Measure impact vs goals and objectives Procedure: 1. Select problem 2. Review existing research and theories 3. Develop hypothesis and research Qs 4. Determine method 5. Collect data 6. Analyze and interpret results 7. Present results 8. Replicate

FOIA

Freedom of Information Act gives citizens access to much of the information collected by the federal govt

Issue & Risk Management

Goals (6) Predict problems, anticipate threats, minimize risk, seize opps, resolve problems, and prevent crises Environmental scanning: process of monitoring internal and external environments for signs of opportunities or threats that may influence current or future operations Chase process (6) identifying issues, analyzing, setting priorities, selecting, implementing (including eliminating actual issue), and evaluating Focus of issue management is proactive planning vs crisis management which is reactive Risk comms: protect public from harm i.e. warnings on product labels. When it fails: crisis

Copyright

Goals of laws 1) protect original creator, and 2) economic incentive for new knowledge. Always use citations. Common law: immediately acquired upon creation. Dividing line with statutory is publication. Statutory copyright: submit copies to the Library of Congress and display (c) symbol. Use on first copy. Ownership of work by contractors: determined by contract Digital millennium copyright act: protects the rights of both owners & creators of digital material Fair use: allows use of copyright materials w/o paying a fee for criticism, comment, news, teaching, scholarship or research. Does not apply to commercial use. Slavish copying: word-for-word copying. Ideas can be used but not its creative expression. Paraphrasing is OK but needs attribution.

HIPPA

Health Insurance Portability and Accountability Act limits disclosure of an individual medical info

Crisis Plan

Preparation (6) 1. Monitor regularly and identify vulnerabilities, assess, mitigate 2. Develop scenarios, prioritize 3. Focus on worst cases 4. Be realistic about worst cases 5. Review affected policies & strategies 6. Review key messages, draft Q&As for response Seitel issues (4) Risk for each public, mitigating actions, cause of risk, demonstrate responsible action Steps (5) 1. Identify what can go wrong & become visible 2. Assign priorities 3. Draft Q&As 4. Focus on first hours 5. Plan to contain & counteract, not react & respond Keep current (3) 1. Review plan annually, better Q, role playing, mock events 2. Distribute copies with crisis team members 3. Upload to intranet with password protection

Privacy

Privacy act governs info the federal govt may keep on individuals Legal principle ensures an individual's right to be left alone; secure permission before using a person's name. Violations: 1. Appropriation: no consent given 2. Intrusion: invading solitude w/o permission 3. Embarrassing private facts: medical, sexual, criminal 4. False light: putting somebody in a false position

Ethics

Process to decide right or wrong General principles: 1. Public interest 2. Honesty & integrity 3. Avoid conflicts of interest 4. Accuracy and truth 5. Deal fairly with all publics PR-specific principles: 1. Accurately define what PR can accomplish 2. Channel integrity (transparency) 3. Safeguard confidences 4. Do not damage reputation of others 5. Avoid conflicts of interest

Intellectual Property

Rights or entitlements applying to the ownership and use of certain types of information, ideas, or creative concepts in an expressed (fixed) form

Networks

Same principles apply; use to understand publics in more detail

Reputation Management

Systematic actions and messages designed to influence what people in key publics think about an organization Goodwill: difference between assets and market value. Negative (online posts) can instantly threaten reputation. Reputation: the sum of what others say or think about you. Conferred by public, not projected. Pillars: 1. Economic performance 2. Social responsiveness 3. Ability to deliver 7 key dimensions: products, innovation, performance, citizenship, workplace, leadership & governance PR strategies affect 9 ways: purchase, recommend, customer loyalty, top talent, among others. Reputation vs image (characteristics) vs brand (ID, trademark, trade name)

Research

Systematic gathering of info: describe & understand situation, check assumptions about publics & perceptions, PR consequences 1. Who: do we want to reach 2. What: do we want them to do 3. What messages: for knowledge, opinions, behavior