COMMS 235 Exam 1 Study Guide
Common Sense
an influential pamphlet on American Independence, may have been the first political communications campaign and an early example of PR as activism
Edward Bernays
"Father of PR"; Torches of Freedom (women and smoking campaign); 1900-1950s (Public information)- it was one way communication with the masses and was very accurate; emphasized the concept of "scientific persuasion" (nephew of Freud); emphasized application of social science research and behavioral psychology to formulate campaigns and messages that could change perceptions and encourage certain behaviors; pioneered 2-way asymmetric model of communcation popularized concept of scientific persuasion; Freudian psychological techniques; "Father of modern PR".
The future of public relations: digital, ROI, integration, CSR, D&I, globalization
- Digital: more people are online more often and few are getting their news from traditional newspapers - ROI (return on investment): management and clients have become sophisticated and are demanding measurement of specific outcomes vs outputs and evidence of ROI for company resources allocated to PR activity - Integration: PR, advertising, product development, and research professionals all work together to identify a need for a product etc. - CSR: beginning to capitalize on the bottom -line benefits and reputation enhancement potential that strategic CSR can produce - Diversity and Inclusion: companies and PR firms are actively seeking diversity in their employee base to more accurately reflect the marketplace they are trying to serve - Globalization: thinking globally and acting locally is the new normal
Reputation
- Sum of the images the various constituencies have of an organisation- Reputation = Sum of images = Performance + Behaviour + Communicationimag
Four different career paths in public relations
- agency - corporate - government - nonprofit
The factors that have contributed to the growth of PR as a global industry
- impact of digital communications on the industry and growing demand for skilled communicators who can leverage social media for employers - improving economy - growing recognition of PR as an effective platform for supporting both business and sustainability communications activity - social media
The tools and tactics commonly used by public relations professionals
- social media - media relations - research and strategic planning - internal communications - employee communications
Five societal trends that have influenced the development of modern public relations
- the expansion of democracy - the growth of institutions - the growth of advocacy - the search for consensus
The roles and functions performed by public relations professionals
- writer: - strategic advisor - marketing communications expert - crisis manager
Doris Fleischman
-an American PR executive and feminist activist -was a member of the Lucy Stone League, a group which encouraged women to keep their maiden names after marriage -wife of Edward Bernays -first woman PR professional -first woman to be issued a passport with her maiden name in 1925
Three types of theory
-commonsense theory -working theory -scholarly theory
What does it mean to be strategic?
-well-coordinated approach to achieve an overall goal -all departments contribute to the overall goal
Public Affairs
1. Communications actively engaged in by companies directed at impacting government policy or legislation 2. communications outreach and public information activities by government employees to the public in place of the term PR
List and describe the four parts of the personal framework proposed by Martin and Wright in 2013 to be used in public relations to bridge the three approaches to ethical reasoning (consequences, duty, and virtue).
1. Define the issue - describe the issue in one or two sentences, then list the facts in order of relevance. Include any external pressures you feel: political, economic, interpersonal, or social 2. Identify stakeholders - List all people who might be affected and all people to whom you owe a duty. Suggest their current state of mind and heart. 3. Define and evaluate options - Consider all three ethical approaches, listing best and worst cases for each. - for each of the approaches listed, identify pros and cons (benefits and costs) for each of the stakeholder groups, including the client. Take into account harms/cares, duties, rights. 4. Make and justify a decision - Choose a course of action. Justify your decision based on ethical reasoning, as if you were addressing the person least likely to agree.
Five characteristics of the relationship-building approach to public relations
1. long range vision 2. commitment to community not just to profit 3. organizational value orientation emphasizing the importance of people 4. cooperative problem solving (employees work together to solve problems) 5. organizations build relationships with all of their publics based on mutual respect, trust, and human dignity (not just self-interest)
Ida Wells
19th century activist. Born a slave in 1862, refused to give up seat on bus (70 yrs before Rosa Parks). Owned and edited an anti-segreationist newspaper. Co-founder of NAACP; gave speeches and created argument to change public opinion in American and Europe.
Historical uses of public relations (including examples of campaigns and tactics)
1: PT Barnum Press Agentry model: - Even bad news is good news - PT Barnum doing whatever it takes...being inaccurate 2: Ivy Lee Public Information Model: - We need to disclose accurate information - Not trying to advertise, but wanted to get out the real facts 3: Edward Bernays - "The Engineering of Consent" - The Big Idea - Missing the mutually beneficial aspect - Smoking and bacon 4: Arthur Page - The Page Principles - Tell the truth. - Prove it with action. - Listen to the customer. - Manage for tomorrow. - Realize a company's true character is expressed by its people. - Conduct public relations as if the whole company depends on it. - Remain calm, patient, and good-humored.
Ivy Lee
1st PR counsel, pioneered public information model, emphasized dissemination of truthful, accurate information (former journalist); 4 major contributions to PR: a) Concept that business and industry should align themselves with public interestb) dealing with top executivesc) maintain open communication with news mediad) humanizing business/PR
Disclosure
2. the process by which publicly traded companies share significant news and information all its key publics, stockholders, an the financial markets simultaneously 2. release information
Public Company
A company that sells stock (shares) to the public to raise money (capital) to fund its growth and expansion
Media Tour
A media relations tactic that involves a multi-city tour, usually with a celebrity or other spokesperson, to promote a new product or service
Business Ethics
A process or theory in which companies are expected to conduct their business in an open and honest and way to gain market acceptance and build a social reputation
Privacy
A right that protects citizens from harm caused by the public dissemination of truthful but private information about them; it is divided into four legal actions: intrusion, disclosure, fast light, and appropriation
Focus Groups
A strategy to obtain data from a small group of people using interview questions
Utilitarianism
A teleological theory (also called consequentialism) that emphasized consequences of actions, weighing the greatest good for the greatest number of people
Libel
A written defamation of a person's character, reputation, business, or property rights.
Discuss how public relations has evolved to its current function and role in society today. As part of the discussion, explain the five characteristics that a relationship-focused approach to public relations should include.
A) Evolution: propaganda-press agentry-public information-two way asymmetric- one way symmetric- two way symmetric; what we hear is just as important as what we say; transparency, building trust and accuracy 1. long range vision 2. commitment to community not just to profit 3. organizational value orientation emphasizing the importance of people 4. cooperative problem solving (employees work together to solve problems) 5. organizations build relationships with all of their publics based on mutual respect, trust, and human dignity (not just self-interest) B) 5 PEOPLE Ivy Lee PT Barnum Edward Bernays Ida Wells Pope Gregory Julius Caesar
Define an opinion leader, describe the difference between formal and informal opinion leaders, and give two examples of current opinion leaders — including their sphere of influence.
A) Opinion Leader-those who hold unusual clout with an audience. Key feature of two-step flow media model B) Traits: highly interested, better informed, mass media, early adopter of new ideas, good organizers who can get others to act C) Formal vs. Informal: formal: formal position such as president, religious leaders, heads of companies or groupsInformal: special characteristic rather than formal position D) Ex. formal: Thomas S. Monson, Bernie Sanders, Donald Trump, Pope Francis Informal: those who have clout with peers because of some special characteristics. (role models)
Compare and contrast how public relations differs from advertising.
ADVERTISING- paid media; mass media like TV, radio, magazines, newspapers MARKETING- purpose to sell goods w/attractive packages, competitive prices, promotions; consumers and customers JOURNALISM- mass audience; gather info to provide public with news/information
Sustainable Business Practices
Activities that improve an organization's reputation that can also have positive economic and social aspects
PRSA code of ethics
Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness Free Flow of Information, Competition, Disclosure of Information, Safeguarding Confidences, Conflicts of Interest, Enhancing Profession
Assume you have recently graduated from college and have three different job opportunities in the PR field. The first offer is from a large PR agency, the second is from a private corporation, and the third is from a non-profit organization. Briefly describe the advantages and/or disadvantages of each position. Which one would you take? Why?
Agency: - many take this path when they are early in their careers - the focus and business is on public relations...that is what is done for clients every day - opportunity to learn new tactics and strategies, benefit from a colleague's industry experience, or bounce an idea off someone with more experience - after doing this for a few years, some choose to move towards government, corporate, or nonprofit...or start your own firm Private Corporation: - you will generally work in the communications department...although it may have different names depending on the nomenclature and culture of the company - often the added responsibility of writing the company's annual report to stockholders, news releases on quarterly financial results, announcement on mergers and acquisitions, and senior management changes (material events) - can be challenging and rewarding - compensation and benefits are often good - somewhat more stable and less susceptible to economic downturns - it is likely you will be one of only a handful who work for the company...this may be a challenge Non-profit: - increasingly popular for young pr professionals - success is measured in awareness, membership growth, and fund-raising success - have a responsibility for traditional PR activities like media relations and executive counsel as well as supporting the ongoing fund-raising efforts and membership communications - managing industry-wide issues and crises on behalf of their members or assist member companies as they work their way through the situation *Government (just in case): - commonly called "public affairs" - public information is the driving force - most officials will have dedicated secretaries - focus is on responding to the media and the public, providing information about essential services and the responding in crisis or disaster situations - usually part of a small group (challenging)
Warren Cowan
Among the first to serve in the movie industry
Outline and define all of the elements of Pat Jackson's Behavioral Model of PR. Explain how an understanding of this theory impacts how we persuade people to act.
Awareness Latend Readiness to Behave Triggering Event Behavior Behavior must begin with an awareness and a readiness to behave...behavior only than can happen after a triggering event EX. Ferrel with the Arby's hat awareness develops latent readiness to behave, triggered into action; awareness-latent readiness-trigger-action
The most trusted groups as identified by the Edelman Trust Barometer
Business Media NGOS Government
Explain how the objectives of the American Academy of Pediatric Dentistry's (AAPD) "Monster- Free Mouths Movement" campaign either followed, or did not follow, the Matrix guidelines for effective objectives.
Did: - motivational - specific and attainable - realistic - efficient - written Did Not: - not timebound - not measurable (or didn't say how they would measure) - cost conscious
Primary Research
Done by you for specific purpose. Uses new and original information that is generated through a research project and is directed to answer a specific question.
Eleanor Lambert
Early figure in fashion PR who created the "Best Dressed" list
Absolutism
Emphasizes duties or rules. What's morally right applies to everyone
Virtue Ethics
Ethics that emphasize individual moral character, guided by one's virtue and practical wisdom
Edelman Trust Barometer
Examines the issue of trust and provides us with some guidance
Communication Management Models a. Excellence Theory b. Image Restoration Theory
Excellence Theory: an organization's good relationships with its stakeholders (publics) help it develop and achieve goals desired by both the organization and its publics; reduce costs of negative publicity; and increase revenue by providing needed products and services Image Restoration Theory: helps evaluate - or recommend - a response to a harmful situation - Denial - Evasion of responsibility - Reducing the Offensive Act - Taking corrective Mortification
Moss Kendrix
First African American to get a major corporation account: Coca-Cola. "What the public thinks counts!"; He educated his clients about buying power of African American consumer
Leonne Baxter
Founded the first political consulting firm in the US, developing strategies still used today
P.T. Barnum
Pioneered press agentry of 19th century; mast of pseudo event- planned happening for purpose of being reported; used flowery language, exaggeration, controversy, massive advertising and publicity; popularized having a free civic activity to get people to attend succeeding events; "any publicity is goo publicity", received 3rd party donation from London for the Thumb's wedding; HYPE; Heth and Circus
Fair Use
In some situations, under this rule limited use of another's copyrighted work may be allowed without asking permission or infringing on the original copyright
IMC
Integrated marketing communications: building relationships to ensure a constructive encounter w/ the company, brand, consumer, stakeholder through a variety of media/other contacts
Defamation
Intentionally harming another person's reputation by making a false statement about them
Secondary Research
Looked up research that's already been done. Uses existing information in books, magazine articles, and electronic databases. When a PR professional analyzes any sort of data- whether numerical or textual in nature- that was originally collected by someone else.s
Stewardship
Maintaining relationships created through previous stems.
Publicist
Most common in the entertainment, fashion, and celebrity arenas, this professional focuses on keeping the client visible and in the news to boost popularity and promote projects
The role of trust in public relations
Most important
Right of Publicity
Most states allow a citizen to control the commercial use of his or her identity
Material Events
News or developments that the Securities and Exchange Commission view as potentially having an impact on the tock price of a public company including a new product or a product recall, a change in senior management, the announcement of a merger or major transaction, a major news or economic event, or annual and quarterly earnings announcements
Sam Adams
PR tactics like the Boston Tea Party "event" (led by Sam Adams) (called by some the "father of press agentry") built support for the American Revolution by encouraging dissent and dissagreement with British rules and regulations
Stakeholders
People or organizations who have a "stake" in a company/organization, including employees, voters, government agencies and elected officials, customers, prospective employees, as well as customers and other similar individuals
Surveys
Questionnaires and interviews that ask people directly about their experiences, attitudes, or opinions.
ROPES/RACE model
ROPES Research Objectives Programming Evaluation Stewardship RACE Research - Background step - Situation analysis - Core problem or opportunity Action planning - Goal - Objectives - Key publics Communication Evaluation
Content Analysis
Research method of examining and categorizing existing communication
Depth Interview
Research method that searches to answer how and why through a one-on-one conversation
Types of objectives and guidelines for writing effective objectives
Specific Measurable Attainable (Mission-Driven) Realistic Time-bound +3 Cost conscious Efficient Written
Digital Analytics
Tools that allow collection, organization, and analysis of online data
Discuss the relationship between CSR and the triple bottom line. Illustrate your response by describing the CSR activities of a specific corporation and how these activities have impacted the triple bottom line.
Triple Bottom line = people, planet, profits CRS believes in including public interest into corporate decision-making, which honors the triple bottom line. This suggests that this is what the company should serve and measure. EX. Allstate Purple Purse: Raising Awareness and Funds for Victims - featured a purple purse designed by celebrity Kerry Washington - issued a challange to 140 nonprofits to raise money for domestic violence survivors - delivered kits of packages related to the purple purse to generate awareness and promote fundrasing (people and profit)
Amos Kendall
USA's first press secretary; served Andrew Jackson by sampling public opinion, advising Jackson by putting Jackson's ideas into presentable speeches/news releases. 1st to use newspaper reprints in PR by reprinting and circulating complimentary stories about Jackson
George Creel
Used PR to sell liberty bonds and build the Red Cross
Arthur Page
VP of AT&T who established concept that PR should have active voice in management; believe performance, not press agentry, comprises basis for public approval; laid foundation for field of corporate public relations; Page's Principles: 1) tell the truth 2) actions are better than words 3) listen to consumer 4) anticipate public reaction and eliminate practices that cause conflict 5) PR is a management and policy-making function that impacts whole company.
Press Event/Publicity Stunt
a publicity stunt is a planned event designed to attract the public's attention to the event's organizers or their cause. ... Successful publicity stunts have news value, offer photo, video and sound bite opportunities, and are arranged primarily for media coverage.
Participant Observation
a research method in which investigators systematically observe people while joining them in their routine activities
8-Step Strategic Communications Planning Matrix
a. Research 1. Background 2. Situation Analysis 3. Core Problem/Opportunity b. Action Planning 4. Goal and Objectives 5. Big Idea, Key Publics, Messages, Strategies, and Tactics 6. Calendar and Budget c. Communication 7. Implementation (project management and quality control) d. Evaluation 8. Evaluation criteria and tools
Persuasion Theories a. Rokeach's Theory b. Theory of planned behavior c. Pat Jackson's behavioral model d. Elaboration Likelihood Model e. Principles of Influence f. Inoculation
a. issue or event - attitude b. Individuals attitudes toward a behavior, perceptions of norms and beliefs about the ease or difficulty of changing c. awareness - latent readiness to behave - triggering event - behavior d. Central Processing: strength of arguments, becomes key to persuasions. Persuasion achieved is likely to be more enduring and more resistant to counter persuasion. Peripheral Processing: Less thoughtful process. Audience relies of short cuts to evaluate their argument. e. f. Goal is to protect beliefs against counter-arguments. Expose audiences to beliefs that counter their own and then provide them with counter arguments to protect against attack.
Media and Mass communications Theories a. Agenda Setting b. Framing c. Two-step Flow d. Spiral of Silence e. Diffusion of Innovations f. Uses and Gratifications
a. the media have a large influence on audiences by choosing which stories to make prominent b. how something is presented to the audience influences the choices people make about how to process than information c. the media can also influence key spokespeople, experts, and leaders - early adopters of new ideas - who then influence certain groups of publics d. ideas and opinions expressed in mass media can discourage expressions by people who hold dissenting opinions due to their sensitivity of feeling isolated or rejected e. a new idea or product must pass through a sequential process with a public to ultimately be adopted (awareness - knowledge - evaluation - trial - adoption - reinforcement) f. users of media take an active role by choosing and using certain media - they're goal oriented - a person selects a source that best meets his or her needs
The Federalist Papers
authorized by Alexander Hamilton, John Jay, and James Madison were written to support ratification of the U.S. Constitution, similar to today's opinion pieces written and published to influence public opinion
Harold Burson
became a leader with his firm Burson-Marsteller world's largest PR firm today and is truly global
PR's 20th century transformation
booming economy and rapid advances in technology and growth of the media and more active citizens
The impact of corporate social responsibility (CSR) on reputation
can earn trust OR come off as self-promoting (greenwashing = being misleading)
John Muir
championed environmental movement of late 19th century; wrote books and articles, sent telegrams and lectured to promote conservationism; worked with a magazine to get congressional support to create Yosemite.
The definition (and components of the definition) and nature of public relations
mutually beneficial relationships - information exchange between two or more people or "publics" with a goal of sharing information and influencing the heavier of the recipient
John W. Hill
first American PR firm to establish an office in Europe Trouble because he worked in tobacco industry. started firm in 1927
Barbara Hunter
first email owner/proprietor of a major PR firm; still in operation today
Muriel Fox
first female PR executive at Carl Byoir & Associates and later went on to work as the communications advisor to feminist icon and author Betty Friedan, who cofounded the National Organization for Women and was its first president
Elmer Davis
headed Office of War info in WWII; modeled Creel Committee to launch even larger campaign promoting sale of war bonds, getting press support for rationing, and encouraging "victory gardens". Voice of America was established to carry news of war and Hollywood made many feature films in support of the war.
False Light
refers to information either untrue or suggestive of false impressions that is widely publicized
The current state of trust in the world and how we got there
increasing gap in trust in the four institutions between mass population and the "informed public"
Other terms for public relations and the source and nature of stereotypes
issues and crisis management, internal communications
Copyright
legal protection for any creative work that is published, broadcast, presented, or displayed publicly, including video, audio, imagery, or written work on the web
Chester Berger
made major contributions in television news by PR professionals and advised companies on how to package stories for the new medium
Appropriation
money that Congress has allocated to be spent OR the action of taking something for one's own use, typically without the owner's permission.
Inez Kaiser
opened the first PR firm headed by an African American woman in the US; "Always be thorough and honest with your clients, and try your best to develop personal relationships with them"
Joseph V. Baker
opened the first black-owned PR firm in the US; went on to acquire significant accounts from large corporations and become the first black president of the Philadelphia PRSA chapter
Areas that need to be researched
organization, communication, issue, publics, public opinion
Intervening Public
people who may make it more difficult (OR HELP) for an organization to reach those it aims to influence or gain approval from ex. if you are trying to reach students at a specific school, PTA might be an intervening public
Quantitative Research
research that collects and reports data primarily in numerical form
Qualitative Research
seeks in-depth, open-ended responses, not yes or no answers
Slander
spoken defamation
Daniel Edelman
started what now the largest independent firm "media tour - company spokespeople travel to meet with local media and promote a product or service through events, interviews, and public appearances
The definition of and arguments for corporate social responsibility (CSR)
the process of anticipating stakeholder expectations, articulation of corporate social responsible policy, and the managing of different communication tools designed to provide true and transparent information about a company or a brand's integration of its business operations, social and environmental concerns, and interactions with stakeholders - avoid empty boasting - match rhetoric with action - be transparent - know your audience - create ongoing dialogue - listen...and collaborate - focus on employee engagement
