PUR 3000 Exam 1

steps to organize a pr plan

1) Executive summary 2) Communication process 3) Background 4) Situation analysis 5) Message statement 6) Audiences 7) Key audiences messages 8) Implementation 9) Budget 10) Monitoring and evaluation

communications audits

A communications audit is part of a process of measurement and performance improvement. An extensive audit should be conducted every couple of years to keep an organization's communications fresh and relevant and consistent with 21st century methods and techniques. Understand relationships between management actions and objectives and communications methods to promote those objectives Analyze company's standing with employees/community neighbors Assess readership of annual reports and news releases Examine organization's performance as corporate citizen

what is public opinion

A group of people who share a common interest in a specific subject and their expressions of strong attitudes on a particular topic is an opinion

principles of public relations research continued

A media content measure is limited and cannot discern whether a target audience saw a message and responded to it. Understand that no one technique can evaluate effectiveness Be wary of attempts to compare public relations effectiveness with advertising effectiveness Unlike advertising placement, public relations message placement and messages can not be controlled. The more confused the audience is about its targets, the less reliable its public relations measurement will be. Most trustworthy measurement of public relations effectiveness stems from organization with clear key messages, target audiences, and desired channels

social media metrics (ROI)

Blogger outreach captures how many bloggers wrote about your campaign, how many comments the posts received, how many social shares the posts received, etc. Twitter analytics consists of capturing how often your hashtag is used, new followers generated by the campaign, cost vs. click-throughs of sponsored tweets, etc. Facebook analytics offers tools to capture likes, demographics, cost, and click-through rates of Facebook ads. Online video can be measured by views, likes, favorites, new subscribers, etc.

power of persuasion

The principle of persuasion is perhaps the most essential element of public relations programs. Persuasion means getting another person to do something through advice, reasoning, or just plain arm-twisting.

public relations is so important for society today

The public is bombarded with nonstop messages of every variety. the communicator cuts through the clutter deliver persuasive believable actionable arguments

reporting to top management

The public relations function, by definition, must report to top management Marketing and advertising promote the product, public relations promotes the entire organization Public relations should be the corporate conscience

principles of public relations research

The real challenge lies in using research - knowing when to do what, with whom, and for what purpose. Establish clear program objectives and desired outcomes tied to business goals outputs are generally short-term and surface (press coverage received, exposure of a message). Outcomes are usually far-reaching and carry greater impact (change awareness, attitudes, and even behavior).

public relations and the media: friendly opponents

The vast majority of journalists try to be fair. Most reporters want to get the facts from all sides. If reporters are dealt with fairly, most will reciprocate in kind. The practice of public relations may get knocked as a profession of "stonewallers" intent on keeping journalists out if organizations fear and distrust the media. Organizations want things to be presented in the best light Some executives consider journalists the enemy because they want to reveal bad news

latitude of acceptance

While it is seldom possible to change the anchor position, communicators can work within this range

earned media

While you can guarantee a positive ad with paid media or a glowing Facebook account with owned media, you can guarantee nothing with earned media. But, when earned media works, the resulting publicity is more powerful and valuable than any other format. So, the essence of public relations practice - winning "third party endorsement" from objective reporters - is still the bottom-line value of positive public relations. Earned media translates into positive publicity Most credible format Risky due to less control over message No guarantees that efforts will result in positive publicity

feedback

Even if a communication is understood clearly, there is no guarantee that the motivated action will be the desired one. In fact, a message may trigger several different effects. -It may change attitudes -It may crystallize (become clear) attitudes (more common than attitude change) -It may create a wedge of doubt (modified point of view) -It may do nothing

relationship between public relations and lawyers

Even though there is a contentious relationship between the disciplines of law and public relations, they should work together to achieve a client's desired outcomes. Ideally, public relations counselors and lawyers work together Lawyers have increasingly pursued publicity in recent years

public relations as management interpreter

Every organization has public relations whether it wants it or not. The trick is to establish good public relations. Before public relations professionals can gain attention, understanding, acceptance and, ultimately, action from target publics, they have to know what management is thinking. Good public relations cannot be practiced in a vacuum. The public relations department is only as good as its access to management.

insider trading law

Every public relations professional should know the laws that govern his or hers organization and industry Public companies must deal frankly, comprehensively, and immediately with material information Material information might cause an investor to buy, hold, or sell a stock All investors should have an opportunity to learn about material information as promptly as possible Companies cannot disseminate false or misleading information to investors Insiders cannot trade securities on the basis of material information that is not available to the public

receiver's bias: stereotypes

Everyone lives in a world of stereotypical figures. Most of us are victims of stereotypes. Stereotypes influence communication.

unobtrusive methods

Fact-finding-the bricks and mortar of public relations work; no actions can be taken unless the facts are known, and the fact-finding process is continuous. Content analysis-the primary purpose is to describe a message or set of messages. By analyzing coverage, a firm can get a clearer idea of the effectiveness of its communications. Copy testing-public targets exposed to public relations campaign messages to be used in brochures, memos, online, etc. in advance of their publication to make sure the messages are understandable and effective. Case study research-analyzes how other organizations handled similar challenges is a constructive, unobtrusive research method

kinds of evidence that persuade

Facts are indisputable. Empirical data are a persuasive device in hammering home a point of view. People respond to emotional appeals - love, peace, family, patriotism. People respond to personal experience. Few can refute knowledge gained by personal experience. The one word that people never tire of hearing is you. Answer the question: "What is in this for me?" Constantly think in terms of what will appeal most to the audience. The power to persuade - to influence public opinion - is the measure of a charismatic and effective leader.

cons of paid media

Far less credible Harder to ensure everyone will see, much less pay attention to or act on, your ad Paid media costs plenty. The fragmented media environment means it is hard to reach people, even if you pay for the exposure. Paid media is also considered less objective.

Federalists V Anti-federalists

Federalists supported the Constitution and fought with anti-Federalists, who opposed it. The battle was waged in newspaper articles, pamphlets, and other organs of persuasion in an attempt to influence public opinion. To advocate ratification of the Constitution, political leaders like Alexander Hamilton, James Madison, and John Jay banded together under the pseudonym Publius, to write letters to leading newspapers. The letters are bound in a document called The Federalist Papers.

investments in ethics and compliance programs

Firms increased their efforts to make their activities more transparent to the public. Most organizations devoted an increasing amount of time to corporate ethics. Companies conducted periodic risk assessments. Formal codes of conduct can help accomplish a number of public relations purposes.

public relations and the first amendment

First Amendment = cornerstone of free speech in our society Interpreting the First Amendment is a challenge Ex: WikiLeaks, Charlie Hebdo Defending the First Amendment is a frontline responsibility of public relations professionals

interviews

Focus groups Telephone interviews Email interviews Drop-off interviews Intercept interviews Delphi panels Internet interviews

Ivy Lee

For Ivy Ledbetter Lee, the key to business acceptance and understand was that the public be informed. He disdained press agents, who would use any influence or trick to get a client's story printed, even if it was meritless. He believed the only way business could answer its critics convincingly was to present its side honestly, accurately, and forcefully. Lee thought a company should strive to earn public confidence and goodwill, not just appease the public.

public relations and defamation law

Generally, the privacy of an ordinary citizen is protected under the law. A citizen in the limelight has more difficulty proving defamation of character through libel or slander. To prove such a charge, a public figure must show that media acted with actual malice. Actual malice means the statements were published with the knowledge they were false or with reckless disregard for whether the statements were false.

evolution of PR influenced by

Increasing incidence of societal change, conflict, and confrontation - activists throughout the world have taken advantage of social media and other tools to become more daring, visible, and effective.

dealing with the media

It falls on public relations professionals to orchestrate the relationship between their organizations and the media, whether print, electronic, or Internet-based. Organizations profit by maintaining positive relations with the media, and the media relations policy should so state. 1. A reporter is a reporter 2. You are the organization 3. There is no standard-issue reporter 4. Treat journalists professionally 5. Don't sweat the skepticism 6. Don't try to "buy" a journalist 7. Become a trusted source 8. Talk when not "selling" 9. Don't expect "news" agreement 10. Don't have an attitude 11. Never lie 12. Read the paper

gain accurate information about publics

It is important to see the perspectives of others and to understand why they think the way they do. How can we identify and define our constituent groups? How does this knowledge relate to the design of our messages? Is it catering to their needs? How does it relate to the design of our programs? How does it relate to the media we use to convey our messages? How does it relate to the schedule we adopt in using our media? Timeline? How many it will reach? How does it relate to the ultimate implementation tactics of our program?

preparing the proposal

It sketches broad approaches to solve problems at hand The elements of PR proposal may vary depending on the subject matter, but generally include the following: -Situational analysis -Scope of assignment -Target audience -Research methods -Key messages -Communication vehicles -Project team -Timing and fees

public relations has come a long way

It took over 100 years for public relations to come of age

"Poison Ivy"

Ivy Lee's reputation was assaulted in the press when he was linked to the parent company of the German Dye Trust. The smears against Lee rivaled the most vicious ones against the robber barons.

ethics in journalism

Journalists at all times will show respect for the dignity, privacy, rights, and well-being of people encountered in the course of gathering and presenting news. Do not communicate unofficial charges affecting reputation or moral character without giving accused chance to reply. Do not pander to morbid curiosity about details of vice and crime Unfortunately, what is in the code often doesn't reflect what appears in print or on the air. Journalists judgments can run into ethical principles, especially when every citizen is a publisher on the Internet. Lack of credibility hurts journalists. News has been broadened to include adversarial screaming. Ratings suffered for networks that opted out/remained neutral.

perspectives on ethics: categorical imperative

Kant's categorical imperative recommended acting "on that maxim which you will to become a universal law" unconditional moral obligation that is binding in all circumstances and is not dependent on a person's inclination or purpose

media importance

Public relations must know how to deal with the press - Press plays "devil's advocate" role Media view officials with a degree of skepticism. They do not accept the party line on faith. The media should be able to report facts accurately, without editorial distortion, when they are substantiated. The reporter wants the story, good or bad. The organization wants to be presented in the best light.

public relations and the law: an uneasy alliance

Public relations professionals and lawyers have worked more closely in recent years, the professions have historically shared an uneasy alliance. A lawyer says to say nothing, and say it slowly, while a public relations professional might recommend the client go public early on, especially if the organization's integrity or credibility is being called into public question. Public relations must understand legal implications Firm's legal position must be first consideration

receiver's bias: semantics

Public relations professionals make their living by knowing how to use words effectively to communicate desired meanings. The same words may hold contrasting meanings for different people. Good communicators recognize that the meanings of words change constantly, and they consider the consequences of the words they plan to use before using them.

attracting publicity

Publicity is more powerful than advertising Publicity is most often gained by dealing directly with media

successful corporate public relations

-Make sure management thoughtfully analyzes relation to public -Create system to inform employees about firm policies and practices -Create system giving employees knowledge to be polite and reasonable to public -Create system drawing employee and public questions and criticism back through organization to management -Ensure frankness in telling the public about the company's actions

in recent time, pr budgeting have increased ____________

-Media placement -Media monitoring -Special events

appropriate action is required

-No amount of communications can save an organization with substandard performance -No amount of communicating or backtracking or post facto posturing will change the reality The idea is to harmonize internal and external relationships so that the organization can enjoy the goodwill of its publics, stability, and a long life.

pr practitioners must consider these when conceptualization of plan

-Objectives -Structure -Planning -Budget -Research -Evaluation (judgement)

characteristics that influence attitudes

-Personal -Cultural -Educational -Familial -Religious -Social Class -Race

marston's four-step model to influence public opinion

-Research attitudes about the issue at hand. -Identify action of the client in the public interest. -Communicate that action to gain understanding, acceptance, and support. -Evaluate the communication to see if opinion has been influenced. The key to the process is the second step - action. You can't have effective communication or positive publicity without proper action.

four elements of surveys

-Sample -Questionnaire -Interviews -Analysis The sample is the selected target group; representative of total public

a loss of public opinion is not trivial

-Tarnished reputations can translate into a loss of prestige and business -Public opinion is a combustible and changing commodity -It is hard to move people toward a strong opinion on anything Most public relations agencies bill themselves as experts in the field of reputation management. Vulnerabilities of public opinion increase in a culture driven by media, fueled by the Internet, and dominated by celebrity. It is hard to move people toward a strong opinion on anything. It is even harder to move them away from an opinion once they reach it.

online publicity

1. Online publicity still a relationship business 2. Journalists moving toward social media 3. Paid wires guarantee use of material 4. Paid wires reach newsrooms and have enhanced web use options 5. Staging online events can draw reporters and publics 6. Bar for web events has been raised

ethics in public relations

1. Responsibility towards clients 2. Communicating with public and media 3. Rights of employees 4. Relationships with business partners and vendors It is imperative that practitioners emulate the highest standards of personal and professional ethics. Public relations professionals should also counsel their clients in an ethical direction.

sponsored content

1. Sponsored content, sponsored journalism, branded content, or native advertising is a wrinkle in online (quasi)publicity 2. There is a blurring of the lines between earned publicity and paid advertising 3. Sponsored content is a descendent of advertorials, which are ads in the form of news stories

attitudes and behaviors are situational

Attitudes and behaviors are influenced by specific issues in specific situations When others with similar attitudes reach similar opinions, a consensus, or public opinion, is born

proponents, opponents, uncommitted

An institution must deal differently with those who support it and those who oppose it.

media interview do's and don'ts

An interviewee must be thoroughly briefed. Know what you will say before you begin the interview. Remember the interviewer is a person. People distrust large organizations, so speak as a member of the public. If a question sounds simple, it should be answered anyway. Don't ramble or get into other subject areas. Admit when you cannot answer a question. Facts and examples always bolster an interview. A person who doesn't want to see something in print should not say it. No comment sound evasive. Telling the truth is the key criterion.

setting public relations objectives

An organization's goals must define what its public relations goals will be PR objectives and strategies must achieve results

value of publicity

Announcing a new product or service Reenergizing an old product Explaining a complicated product Little or no budget Enhancing the organization's reputation Crisis response Publicity makes great sense in the above areas. Publicity should be used before advertising commences since it is regarded as news. When a product has been around for a while, it's difficult to make people pay attention to advertising. If there is not enough room in an advertisement to explain a complex product or service, publicity can be helpful. If there is little or no budget, a need to enhance an organization's reputation, or a crisis, publicity can be useful because it is fast and credible.

how are attitudes influenced

Attitudes are positive, negative or nonexistent Person is for something, against it, or neutral Studies show that for any one issue, most people don't care much one way or the other. The majority of people do not have strong opinions; they are stuck in the muddled middle. U.S. VP Spiro Agnew called this group "the silent majority."

perspectives on ethics: principle of utility

Mill's principle of utility recommended "seeking the greatest happiness for the greatest number"

Iraqi farmers

Modern public relations is a 20th-century phenomenon, but its roots are ancient. Bulletins in Iraq dating from 1800 B.C. told farmers of the latest techniques of harvesting, sowing, and irrigating, which helped the country become healthier and wealthier.

functions of public relations

Modern public relations is all about managing relationships, crafting strategic stories, conveying expertise, and solving organizational problems through strategic communications.

Phineas T. Barnum

P.T. Barnum was an industry pioneer, but some consider him a huckster that tried to fool the public. He used public relations techniques to further his museum and circus. He was a master publicist who generated many articles about his traveling circus show. He staged bizarre events. Some people blame P.T. Barnum for shysters and hucksters that still plague the field.

paid media

Paid media is media you pay for The primary format is advertising Public relations advertising emerged as a combination of advertising and editorial Ads on organizational strengths, issues, social responsibility, and philanthropy are more prevalent today

paul garrett

Paul Garrett was the first director of public relations for the mighty GM in 1931, working with GM's CEO Alfred Sloan. He never felt like an insider. Wanting to make a big company like GM feel small and more relatable to the public

receiver's bias: peer groups

Peer pressure prevails in terms of influencing personal bias. Public relations professionals, intent on framing persuasive communications messages, must understand the importance of peer group influences on attitudes and actions.

social judgement theory

People have a range of opinions on a certain subject, anchored by a clear attitude. While it is seldom possible to change the anchor position, communicators can work within this range, called a person's "latitude of acceptance," to modify a person's opinion.

classic persuasion theory

People may be of two minds in order to be persuaded to believe in a particular position or take a specific action. First is the systematic mode, referring to a person who has carefully considered an argument - actively, creatively, and alertly Second is the "heuristic" mode, referring to a person who is skimming the surface and not really focusing on the intricacies of a particular position to catch flaws, inconsistencies, or errors.

public figures and defamation

Show media acted with actual malice Statements published with the knowledge they were false Reckless disregard for whether the statements were false Proving actual malice is difficult

spiral of silence

Silent theories of communication may suggest that the silent majority fears becoming isolated so they vote with the majority. Elisabeth Noelle-Neumann's spiral of silence suggests that communications that work well depend on the silence and nonparticipation of a huge majority.

objectivity in the media

The business of the public relations professional, who serves as the client's first line of defense and explanation with respect to the media, is to deal with the media in spite of the current challenges. Publicity is perceived as more credible than advertising. To attract positive publicity requires establishing a good working relationship with the media.

the message theory 1

The content of a communication - what it says - constitutes its message. According to this view, the real importance of a communication - the message, lies in the meaning of an article or in the intent of a speech. Neither the medium through which the message is being communicated nor the individual doing the communicating is as important as the content.

growth of social media

The emergence of the Internet and the World Wide Web radically intensified the spread of communications. Close to 87% of U.S. adults are online and most are connected to social media platforms

efforts to humanize the Rockefellers

The lesson, humanize your clients if you want the public to be more open to communications from them, is still useful for public relations professionals today. show them celebrating birthdays, playing golf

analyzing results

The objective of every sample is to come up with results that are valid and reliable. A margin of error explains how far off the prediction may be. A sample may be large enough to represent fairly the larger universe; yet, depending on the margin of sampling error, the results may not be statistically significant. Differences detected by the survey may not be sizable enough to offset the margin of error.

polishing the corporate image

The people who manage corporations are extremely sensitive to the way they are perceived by their critical publics. Companies are constantly reminded about the importance of sustaining a positive public image

activating the public relations campaign

The plan specifies a series of what's to be done and how's to get them done What is necessary to reach the objectives

ethics = great differentiator

The practice of public relations is all about earning credibility Credibility begins with telling the truth Public relations must be based on doing the right thing *Ethics should be the great differentiator that separates public relations professionals from other professions

handling media interviews

The primary task of public relations people - perhaps the most essential task in the eyes of those for whom public relations people work - is to coordinate interviews for their executives with the media. The cardinal rule is to remember that interviews are not intellectual conversations. The interviewer just wants a good story, and the interviewee just wants to convey his or her key messages. First question: What purpose will this serve the organization? Executives are generally unfamiliar and uncomfortable in interview situations Reporters may ask impertinent questions Executives not used to being put on the spot

online research

Track unique visitors Returning visitors Costs per click through Total time spent on a site Downloads Costs per contact Links from other sites Google page rank Content popularity Sales

random sample

Two properties are essential in random sampling: equality (no element has a greater or lesser chance of being selected) independence (selecting one element in no way influences the selection of any other element). Simple random sampling gives all members of the population and equal chance of being selected. Systematic random sampling uses a random starting point in the sample list. Stratified random sampling surveys different segments or strata of the population. Cluster sampling involves breaking the population down into small, heterogeneous subsets, or clusters, and selected the potential sample from the individual clusters or groups.

magazines

U.S. magazines have moved toward digital In 2015, the magazine industry reported a 10% growth in its gross audience (91% of U.S. adults read print magazines) General magazine sales were down 14% in 2014, but news magazines only fell 1%. Some consumer magazines experienced an increase in circulation

classical ethics

Utilitarianism (greatest good for greatest number) Deontology (do what is right though the world should perish) Do the right thing Cardinal rule of public relations: Never, ever lie While the meaning of ethics is hard to pin down, it is important to do the right thing and to be honest.

counseling

We intended to give advice to clients on how to direct their actions to get public visibility for them. But within a year we changed the service and its name to 'counsel on public relations." We recognized that all actions of a client that impinged on the public needed counsel. Public visibility of a client for one action might be impaired by another action not in the public interest."

questionnaire guidelines

What you seek to find out should influence the specific publics you ask, the questions you raise, and the research method you choose. Limit the questions. Less than five minutes is great. People would rather check a box than write an essay. Measure intensity of feelings. If you must use big words, make the context clear. Don't use fancy/unclear words Don't ask loaded or double-barreled questions Get suggestions before you send out the questionnaire. Respondents will feel better if they know the study is significant and their identities are protected. Specify how the data will be used. Use stamps so people feel special. Send a reminder or two. Shoot for a 50% response rate. Enclose a reward (like money).

what is public opinion

When attitudes become strong enough, they surface in the form of opinions. When opinions become strong enough, they lead to verbal or behavioral actions

paid V owned V earned media

When journalists reported positively on what you or your organization stood for, it was perceived as an unbiased affirmation of what you or your organization espoused. The view of your client or employer was expressed by an objective, outside reporter, which was more credible than expressing the view yourself. Today, the replacement of traditional media with tablets and mobile devices and the proliferation of social media has forced public relations to change.

first amendment dilemmas

Where does one's freedom start and another's end? How much freedom of speech is appropriate - or advisable - in any given situation? How does the freedom of the Internet impact on communications rights and responsibilities?

public information

another early form of one-way communication designed to inform. It and the press agentry model have been linked to "public relations as propaganda."

primary research

applied or theoretical

intercept interviews

ask respondents on the street, in shopping malls, or in retail outlets.

drop-off interviews

combine face-to-face and mail interview techniques. The interviewer establishes rapport with the interviewee when s/he drops off the survey.

S-E-M-D-R

communications process suggests that the communication process begins with the source (S), who issues a message (M) to a receiver (R), who decides what action to take, if any, relative to the communications. In the encoding stage (E), the source's original message is translated and conveyed to the receiver. In the decoding stage (D), the receiver interprets the encoded message and takes action.

feedback

communicator must get feedback from receiver You are not really communicating unless someone is at the other end to hear and understand what you're saying and then react to it.

breakdown of early communications

government got more involved congress passed laws labor unions trust-busting When free enterprise reached a peak in American history, the tide of public opinion was swelling up against business freedom, primarily because of the breakdown in communications between the businessman and the public. Congress told businesses what they could and couldn't do. Conflicts between employers and employees began to break out. Industrialists did not know how to get through to the public. They tried to advertise in papers, paid publicity people/press agents to paint over real problems, but could not influence public opinion.

government unethical behavior

government seems perpetually rocked by ethical scandals

utilitarianism

greatest good for greatest number taking the right decision, in the right spirit, for a large number of people

public

group of people who share a common interest in a specific subject

theory of cognitive dissonance

individuals tend to avoid information that is dissonant of opposed to their own points of view and tend to seek out information that is consonant with, or in support of, their own attitudes.

public opinion

"the unknown god to which moderns burn incense" "a term describing an ill-defined, mercurial, and changeable group of individual judgements" "Public opinion is not the name of something, but the classification of a number of something."

four part skeleton of pr campaign

-Backgrounding the problem -Preparing the proposal -Implementing the plan -Evaluating the campaign

sharpe's five principles

-Honest communication builds credibility -Openness and consistency of actions increases confidence -Fairness of actions develops reciprocity and goodwill -Continuous two-way communication prevents alienation and build relationships -Environmental research and evaluation helps firms determine actions or adjustments needed for social harmony

public relations definition seitel

"Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication." it adds the elements of planning

PRSA public relations definition

"Public relations is a strategic communication process that builds mutually beneficial relationships between organization and their publics."

widely repeated public relations definition

"Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance."

differences between publicity and advertising

1. Advertising costs money while publicity costs time and effort (roughly 10% of equivalent advertising expenditures) 2. Advertising guarantees content, size, location, reach and frequency while publicity does not 3. Publicity appears as news so it carries a third-party endorsement while advertising viewed as sponsoring the organization's self-serving view

PRSA member code of ethics 2000

1. Advocacy 2. Honesty 3. Expertise 4. Independence 5. Loyalty 6. Fairness Ethics are standards of conduct that indicate how one should behave based on moral duties and virtues. An individual's conduct is measured not only against his or her conscience but also against some norm of acceptability that society or an organization has determined.

pitching publicity

1. Be time sensitive 2. Write first, then call 3. Direct release to specific person or editor 4. Determine how the reporter wants to be contacted 5. Don't badger 6. Use exclusives but be careful 7. Do your own calling 8. Don't send clips of other stories about your client 9. Develop a relationship 10. Never lie

the key to using MBO (management by objectives) effectively

1. Defining the nature and mission of the work 2. Determining key results in terms of time, effort and personnel 3. Identifying measurable factors on which objective can be set 4. Setting objectives 5. Preparing tactical plan 6. Establishing rules and regulations to follow 7. Establishing procedures to handle the work 8. Budgeting for public relations

requirements for defamation

1. Falsehood communicated through print, broadcast, or other electronic means 2. Subject of falsehood was identified or easily identifiable 3. Identified person suffered injury (monetary loss, reputation loss, mental suffering)

difference in legal V public relations advice

1. Lawyers advise clients on what they must do, within legal requirements, to defend themselves in a court of law 2. Public relations advisors counsel clients on what they should do to defend themselves in the court of public opinion

a public arises when

A time-honored definition states that a public arises when a group of people faces a similar, indeterminate situation; recognizes what is indeterminate and problematic in that situation; and organizes to do something about the problem. In public relations, more specifically, a public is a group of people with a stake in an issue, organization, or idea.

maslow's hierarchy of needs

Abraham Maslow's hierarchy of needs theory helps define the origins of motivation, which in turn helps explain attitude change. The lowest order is physiological needs: a persons biological demands - food and water, sleep, health, bodily needs, exercise and rest, and sex. The second level is safety needs: security, protection, comfort and peace, and orderly surroundings The third level is love needs: acceptance, belonging, love and affection, and membership in a group The fourth level is esteem: recognition and prestige, confidence and leadership opportunities, competence and strength, intelligence and success The highest order is self-actualization, or simply becoming what one is capable of becoming. Self-actualization involves self-fulfillment and achieving a goal for the purposes of challenge and accomplishment

should pr=perfomance recognition

Action is the key to the process of influencing public opinion. Act first and communicate later.

six core ethical values

Advocacy - act as responsible advocates; never reveal confidential or private client information Honesty - don't embellish or lie Expertise - guide client decision-making Independence - strike an independent tone Loyalty - loyalties must remain constant Fairness - treat even obnoxious reporters with fairness

what is public opinion

Attitudes --> Opinions --> Actions Public opinion is the aggregate of many individual opinions on a particular issue that affects a group of people Public opinion represents a consensus. The consensus, deriving as it does from many individual opinions, begins with people's attitudes toward the issue in question. Trying to influence an individual's attitude - how he or she thinks on a given topic - is the primary focus of the practice of public relations.

PSRA ethics survey

Although the rule is to never lie, a survey of 1700 public relations professionals revealed: -25% had lied on the job -39% had exaggerated the truth -44% felt uncertain about ethics of it

Greeks and sophists

Aspiring Greek politicians enlisted the help of sophists, or individuals renowned for both their reasoning and their rhetoric, to help fight verbal battles. Sophists set the stage for today's lobbyists

measuring public relations outcomes

Awareness and comprehension probes whether the targets received the messages directed at them, paid attention to them, and understood them. It requires benchmarking - determining preliminary knowledge about a target's understanding so the furthering of knowledge can be tracked. Recall and retention captures whether commercials or public relations have lasting impact. It tracks whether targets remember what was said. Attitude and preference captures whether a message moved an individual's attitudes, opinions, and preferences. Behavior measures captures the desired outcome.

two-way ethical communication model

Balance role as advocate with one as social conscience Collaborate, work jointly with people, listen, and give-and-take

administrative budgeting

Budget dollars are assigned generally against the department's allocation for staff and expenses

fake news is popular

Comedians that specialized in truthiness brand of news characterized by strong opinions attracted a wide audience. Some people feel they are dangerous because people view their satire as gospel. Jon Stewart and Stephen Colbert present selective facts in their satire

president harry truman

Companies felt the need to have public relations people speak up for them because of the combative attitude of President Harry Truman, who went over the largest institutions

heightened public/media awareness

Companies were obligated to consider minority rights, consumer rights, environmental implications, and a myriad of other social issues in the 1970s and the 1980s. Managers began to consider community relations a first-line responsibility. Most companies adopted a policy of conciliation and compromise. The corporate social responsibility (CSR) continued into the 1990s. Reputations were recognized as a valuable asset to be protected, conserved, defended, nurtured, and enhanced at all times.

ethics in present business

Confidence in senior leadership fell to 62% in 2011. One-third of U.S. employees said their own managers "didn't exercise ethical behavior."

constructivism

Constructivism suggests that knowledge is constructed it is important to have knowledge of the receiver and his or her beliefs, predilections, and background The goal is not to get receivers to believe or act on dispensed information; it is to identify how receivers think and work to challenge preconceived notions to hopefully convert audience members to alter their views.

nonrandom sample

Convenience samples are also known as accidental, chunk, or opportunity samples. They are relatively unstructured/unsystematic, and are designed to elicit ideas and points of view. Quota samples permit a research to choose subjects on the basis of certain characteristics Volunteer samples use willing participants who agree voluntarily to respond to concepts and hypotheses for research purposes.

copyright act 1976

Copyright law provides basic, automatic protection for writers. Under Copyright Act of 1976, an original work of authorship has copyright protection from the moment the work is in fixed form. Fixed means the work is sufficiently permanent to permit it to be perceived, reproduced, or otherwise communicated.

copyright law

Copyright owners have exclusive right to: -reproduce and authorize others to reproduce the work -prepare derivative works -perform and/or display the work publicly News reporting, teaching, scholarship, research use of copyrighted material is not infringement; fair use Fair use depends on volume, future market, and heart Different from trademark law

public relations research types

Describe a process, situation, or phenomenon Explain why something is happening, what its causes are, what effect it will have Predict what will happen if we do/don't take action

societal change, conflict, and confrontation

Disenchantment with big institutions peaked in the 1960s. Activist groups, minorities, and consumer advocates meant large institutions needed professional communications help. activist movements morphed into established, well-organized and powerful interest groups. Nongovernmental organizations (NGOs), united by the Internet, proliferated around the globe

seven areas for a successful PR career

Diversity of experience Performance Communications skills Relationship building Proactivity and passion Teamliness Intangibles, such as personality, likeability, and chemistry

evolution of PR influenced by

Dominance of the Internet and growth of social media - three billion people use the Internet, many through social media, which helps make billions of people instant consumers and instant generators of communication.

creel committee

During World War I, President Woodrow Wilson established the Creel Committee under the leadership of journalist George Creel. It mounted an impressive effort to stimulate the sale of war bonds through Liberty Loan publicity drives, and boosted public relations.

Creel committee

During World War I, the Creel Committee was formed to channel patriotic sentiments of Americans in support of the U.S. role in the war.

edward bernays

Edward L. Bernays began as a publicist in 1913 and was instrumental in the war bonds effort. He was the nephew of Sigmund Freud. Bernays was fascinated by a wide range of psychological theories and practices beginning to emerge in society (and used psychology, sociology, and social-psychology to reach individuals in terms of their unconscious desires, fears, and needs).

traditional and future

Employees and current customers are traditional publics; students are potential customers are future ones.

web research considerations

Establish objectives Determine criteria Determine benchmarks Select the right measurement tool Compare results to objectives Draw actionable conclusions The value of Web-oriented research is indisputable. The factors above must be taken into consideration. What do you want to do? What do we want to communicate? How will we know if we succeed? Project hits (based on competition). Track site traffic and provide other measurements of Internet public relations success. Compare the results to the objectives and draw actionable conclusions.

evolution of PR influenced by

Globalization and the growing power of global media, public opinion, and democratic capitalism - the world has gotten smaller and more interrelated. Media span the globe, especially social media that instantaneously connect like-minded individuals

evolution of PR influenced by

Growth of big institutions - the public relations profession has evolved to interpret larger organizations to the publics they serve, e.g. massive political organizations, worldwide media, social networks, banking networks, etc.

evolution of PR influenced by

Heightened public awareness and media sophistication - audiences are increasingly fragmented, more sophisticated media enable a "global village" where people can witness events in real-time.

not all speech is created equal

Hierarchy of speech The medium of expression can affect whether something is constitutionally banned. For example, speech in a public park vs. broadcast from a sound truck.

corporate social responsibility

In the late 1960s, social responsibility was done in response to legal or activist pressures. Now, organizations treat it like any other management discipline. They analyze the issues, evaluate performance, set priorities, allocate resources to the priorities, and implement programs that deal with issues within the constraints of the organization's resources. How companies manage business processes for a positive societal impact Any social institution is responsible for the behavior of its members and may be held accountable for misdeeds

Johnson and Johnson 2010

In Fall 2010, the highly publicized product problems cast a pall over J & J's integrity - which was the commodity that J & J fought so valiantly to uphold during "The Tylenol Murders." Public relations reputations are fragile, and public relations is a continually evolving social science.

spin

In its most virulent form, spin means confusing an issue or distorting or obfuscating it or even lying. The propensity in recent years for presumably respected public figures to lie in an attempt to deceive the public has led to the notion that spinning the facts is synonymous with public relations practice. It isn't. Once you lie in public relations, you will never be trusted again.

implementing the plan

It details the operating tactics It may also contain a time chart specifying when each action will take place -Specific activities are defined -People are assigned to them -And deadline are established This stage is crucial to the campaign plan

American Revolution

Influencing public opinion, managing communications, and persuading individuals at the highest levels were at the core of the American Revolution. Colonists tried to persuade King George III they should be accorded the same rights as English men and women. Samuel Adams was among those who organized Committees of Correspondence to disseminate anti-British information throughout the colonies. He staged events like the Boston Tea Party, in which colonists, masquerading as American Indians, boarded British ships in Boston Harbor and pitched chests of imported tea overboard, which received a lot of media attention. Thomas Paine wrote periodic pamphlets and essays that urged the colonists to band together. The first of which, Common Sense, sold half a million copies in a nation of fewer than three million people.

disclosure law

Information that companies disseminate must be accurate Disclose vs. withholding material information SEC increased focus on private meetings between companies and analysts Even if a material announcement slips out to an analyst, the company is obligated to issue a news release within 24 hours "to provide broad, non-exclusionary disclosure information to the public mandated all publicly traded companies to increase financial disclosure and submit an annual report of the effectiveness of their internal accounting controls to the SEC, with criminal and civil penalties for non-compliance.

Communications Decency Act 1996

Introduced fines and penalties for making indecent speech available to a person under 18 years of age.

preparation essential first step

Intuition, instinct, and gut feelings all remain important in the conduct of public relations work, but management demands more - measurement, analysis, and evaluation at every stage of the public relations process. Public relations professionals are asked to show that their efforts contribute to overall organizational effectiveness and the bottom-line. Outputs - Did we get the coverage we wanted? Outtakes - Did our target audience see and/or believe our messages? Outcomes - Did audience behavior or relationships change, and did sales increase?

evolution of public relations

John D. Rockefeller Jr. needed public relations help in 1914, when the Colorado coal company he owned was the scene of a massacre. Colorado militiamen and company guards fought against evicted miners and their families. A dozen women and small children were among the fatalities in the massacre. Journalist Ivy Ledbetter Lee was called to help Rockefeller deal with the crisis. Lee would go on to become "the father of public relations." John D. Rockefeller Jr. would bear responsibility for the birth of a profession built on open communications.

receiver's bias

Key to feedback is understanding the preferences that receivers bring to a particular message. How an individual comprehends a message is a key to effective communications. Everyone is biased; no two people perceive a message identically. message decoding depends on the person's perception

desired pr technical skills

Knowledge of the field-One should have knowledge of the underpinnings of public relations - what it is, what it does, what it ought to stand for Communications knowledge-the media and the ways in which they work; communications research; and how to write Technological knowledge-familiarity with computers and associated technologies, as well as with the World Wide Web, are imperative Current events knowledge-knowledge of what's going on around you - daily factors that influence society Business knowledge-how business works, a bottom-line orientation, and a knowledge of your company and industry Management knowledge-how senior managers make decisions, how public policy is shaped, and what pressures and responsibilities fall on managers

attorney/adversary (opponent) ethical model

Lawyers and public relations are advocates in an adversarial climate Both assume counterbalancing messages will be provided by adversaries practitioners have no obligation to consider the public interest or any other outside view beyond that of their client.

management process of public relations

Like other management process, professional public relations work emanates from clear strategies and bottom line objective that flow into specific tactics, each with its own: -Budget -Timetable -Allocation of resources The best public relations programs can be measured in terms of achieving results in building the key relationships on which the organization depends.

surveys

Most frequently used research method Descriptive surveys offer snapshot of a current situation or condition Explanatory surveys are concerned with cause and effect Surveys can be applied to broad societal issues, such as determining public opinion about a political candidate. Most survey research is now done online.

online media competes but...

New digital revolutionaries made significant inroads into the news/opinion nexus New age of reporting: immediate and freewheeling Internet hurt journalistic standards and increases rumors The reports of the imminent demise of the "old media" are exaggerated. There is some positive and some negative impact of the net. On the positive side, Twitter and Facebook broadcast the news from Tunisia to Libya to Egypt to Syria during the Arab Spring at the end of 2010. There is a clear online growth in the digital presence of daily newspapers.

owned media

New media channels that we, ourselves, own and operate Less costly than paid media Versatile for reaching niche audiences Web sites, mobile sites, blogs, Twitter accounts, YouTube channels, Facebook pages, social media The cost efficiency of owned media in an enticing communications prospect. The key challenge for a public relations person using owned media is to build audience trust. If you can get your audience to support your cause and share your campaign, you convert owned media to earned media and achieve credibility.

electronic media remains in the lead

Newspaper websites have grown in popularity and online staffs continue to expand Blogs come in all shapes, sizes, and pedigrees. The challenge for public relations professionals in dealing with print, electronic, or online commentators, is to foster a closer relationship between their organizations and those who present the news.

research evaluation

No matter what type of public relations research is used, results of the research and the research project itself should always be analyzed for meaning and action. Evaluation is designed to determine what happened and why by measuring results against established objectives. The key word in organizations today is accountability. With limited resources and fierce competition, managers demand accountability for every activity on which they spend money Taking responsibility for achieving the performance promised Outcome evaluation

"the tylenol murders"

On September 30, 1982, J & J confronted sabotage of company products, which resulted in the murder of company customers. J & J handled the crisis in a respectful and public way. J & J holds its corporate values sacrosanct, and is a model for companies around the world.

attitudes

Once assumed to be predispositions to think in a certain way about a certain topic Now more like to be evaluations people make about specific problems or issues An individual's attitude may differ from issue to issue Research indicates that attitudes are likely to be evaluations people make about specific problems or issues. These conclusions are not necessarily connected to any broad attitude.

freelance artist and writers

Over time, the Supreme Court has strengthened the copyright status of freelance artists and writers - many of whom are independent public relations practitioners - ruling that professionals retain the right to copyright what they create as long as they are not in a conventional employment relationship with the organization that commissioned their work. To engage a freelance professional, public relations people must know the law.

laws of public opinion

Opinion is highly sensitive to important events. Events of unusual magnitude are likely to swing public opinion temporarily from one extreme to the other. Opinion is not stabilized until the implications of events are seen in some perspective. Opinion is generally determined more by events than by words - unless those words are themselves interpreted as an event. At critical times, people become more sensitive to the adequacy of their leadership. If they have confidence in it, they are willing to assign more than usual responsibility to it. If they lack confidence in it, they are less tolerant than usual. Once self-interest is involved, opinions are slow to change. People have more opinions and are able to form opinions more easily on goals than on methods to reach goals. By and large, if people in a democracy are provided with educational opportunities and ready access to information, public opinion reveals a hardheaded common sense.

preparation essential first step

Organizational resources are precious and companies don't want to spend money unless it enhances results. Public relations programs must contribute to meeting business objectives. Research becomes essential in helping realize management's goals. -Segment market targets -Analyze audience preferences and dislikes -Determine which messages might be most effective: maybe video? event? -Initial stage and final stage of campaign

the publics of public relations

Practitioners must communicate with many different publics - not just the general public - each having its own special needs and requiring different types of communication. The lines that divide publics are thin and the potential overlap is significant. Priorities, according to organizational needs, must always be reconciled. Internal and external Primary, secondary and marginal Traditional and future Proponents, opponents and uncommitted

bill clinton

Pre-scandal President Bill Clinton added the recognition of the importance of communications skills practice in government

Amos Kendall

President Andrew Jackson selected Amos Kendall to serve on his cabinet in 1829. He was an influential assistant, performed every White House public relations task (speeches, state papers, messages, press releases, public opinion polls). He is considered one of the earliest users of the "news leak." He developed the Globe, the administration's own newspaper.

Barack Obama

President Barack Obama reinforced the power of communication in the White House

president richard nixon

President Nixon's cover-up of the Watergate political scandal brought new criticism of public relations.

ronald reagan

President Ronald Reagan reaffirmed the value of public relations

primary, secondary, marginal

Primary publics can most help or hinder and organization's efforts. Secondary publics are less important, and marginal publics are the least important of all.

enlightened self-interest ethical model

Principles do well by doing good Companies gain a competitive edge and are more respected in the industry

print media still important

Print still important among public relations professionals Newspapers and magazines use news releases and other publicity vehicles more than network/cable TV (they wait for print coverage) Online databases, blogs, and other Web-based media use releases targeted at print Number of newspapers and subscribers declined, but newspapers still set news agenda for the nation

desired attitudinal requisites

Pro communications- bias toward disclosing rather than withholding information. They should practice the belief that the public has the right to know. Advocacy-public relations people must believe in their employers, be advocates for their employers, and stand up for what their employers represent. Counseling orientation-they should have a compelling desire to advise senior managers. They must have the gumption to say no/disagree with management. Ethics-the counsel that public relations professionals deliver must always be ethical. The mantra of the public relations professional must be to do the right thing. Willingness to take risks-You must be willing to stick your neck out - stand up for what you believe in - take risks. Positive outlook-it is occasionally frustrating, but you need to keep on swinging and smiling.

search engine optimization

Process of improving the visibility of a Web site or Web page in a search engine's algorithmic search results Hits and eyeballs refer to the number of times a Web site is visited by an individual The higher ranked a site appears in research results, the more visits it will receive from the search engine's users

partial list of social responsibility categories

Product lines-dangerous products, product performance and standards, packaging, and environmental impact Marketing practices-sales practices, consumer complaint policies, advertising content, and fair pricing Corporate philanthropy-contribution performance, encouragement of employee participation in social projects, and community development activities Environmental activities-pollution control and climate change projects, adherence to federal standards, and evaluation procedures for new packages and products. External relations-support of minority enterprises, investment practices, and government relations Employment diversity in retaining and promoting minorities and women-current hiring policies, advancement policies, specialized career counseling, and opportunities for minorities Employee safety and health-work environment policies, accident safeguards, food and medial facilities.

applied (professional) ethics

Professional ethics: formal codes of ethics If the ultimate goal of the public relations professional is to enhance public trust of an organization, only the highest ethical conduct is acceptable. Views have changed over time. At its essence, the ethical heart of the practice of public relations lies in posing one question to management: Are we doing the right thing? Public relations people must always tell the truth Honesty and fairness are at the heart of public relations

responsible advocacy ethical model

Professional responsibility: first loyalty to clients Responsibility to voice opinions of organizational stakeholders

definition of defamation becoming complex

Proliferation of blogs, tweets, Facebook posts, cable and radio talk shows The definition of defamation is also becoming more global People may say what they want without regard for factual accuracy or impact on a person's life

print media hangs in

Recent years have not been kind to the print medium, particularly newspapers. Despite of once-powerful newspapers and 1300 newspaper journalist jobs, print circulation seems to be stabilizing. Print still important among public relations professionals Newspapers and magazines use news releases and other publicity vehicles more than network/cable TV (they wait for print coverage)

managing reputation

Relationship management aligns communications with an organization's character and action -Creates recognition, credibility and trust among key constituents -Stays sensitive to its conduct in public with customers and in private with employees -Understands responsibilities to broader society and is empathetic to society's needs -Value of reputation is indisputable

muckrakers

Reporters and editors dredged muck from the supposedly scandalous operations of America's business enterprises. Upton Sinclair's novel The Jungle attacked the deplorable conditions of the meatpacking industry. Ida Tarbell's History of the Standard Oil Company stripped away the public façade of the nation's leading petroleum firm. Her unproven accusations against Standard Oil Chair Rockefeller stirred up public attention. Captains of industry were rolled out into the public eye to answer for their sins, and there was a resulting wave of sentiment for legislative reform.

managing reputation

Reputation is gained by what one does not by what one says Reputation management is a buzzword Organizations and individuals must operate with the implicit trust of the public

research as a starting point

Research is foundation for sensible programmatic initiative Must be complemented by analysis and judgment Managers want proof that advice is based on logic and clear thinking Ground advice in hard data Every public relations program should begin with research. Most don't, which is a shame.

what is public relations

Research, planning, communications dialogue, and evaluation, are all essential in the practice of public relations

marten's r-a-c-e

Research-Action-Communication-Evaluation

crifasi's r-o-s-i-e

Research-Objectives-Strategies-Implementation-Evaluation prescribes sandwiching the functions of objectives, strategies and implementation between research and evaluation. Setting clear objectives, working from set strategies, and implementing a predetermine plan are keys to sound public relations practice.

r-p-i-e

Research-Planning-Implementation-Evaluation emphasizes the element of planning as a necessary step preceding activation of a communications narrative.

what are ethics?

Right vs. wrong Religious beliefs What law requires Acceptable standards of behavior all opinions

social media laws

Social networking introduced another legal dimension to the Internet. Employee relations is an area that is hard to understand from a legal perspective. Some firms have social media policies to determine when employees are talking about work. Legal issues related to employee relations and social media Illegal to fire an employee who criticizes his/her supervisor on his/her Facebook page? Employers review Internet and social media policies to see if vulnerable to allegations of rights limitations

the message theory 2

Some theorists argue that the content of the communication may be less important than the medium in which the message is carried. The hyper-media society creates opportunities to differentiate between sources based on integrity and credibility.

intellectual property

Stop Online Piracy Act defeated -Music downloads -Video games -Software -Movies and books

conceptualization of the public relations plan

Strategic planning for PR is an essential part of management Strategic planning is the organization's overall game plan, has a longer planning horizon (typically 3-5 years) and is performed at the corporate and business levels of the organization Planning is critical to win the support of top management With proper planning, PR professionals can indeed defend and account for their actions

setting public relations objectives

Strategies are the most crucial decisions of public relations campaign PR professionals are managing by objectives (MBO) and results (MBR) to quantify the value of PR in an organization Two questions are most frequently asked: 1. How can we measure PR results? 2. How do we know whether the PR program is making process?

what is research

Systematic collection and interpretation of information to increase understanding without interpretation, data means nothing Before conveying information, research is an obligatory first step A firm must acquire enough accurate, relevant data about its publics, products and programs to increase their understanding.

electronic media leads

Television remains the main place Americans turn for news about current events (55%) The Internet is next (21%) Newspapers follow (9%) Radio is last (6%) Revenues are increasing while viewership is decreasing. TV has had a dramatic impact on the nation's news consumption habits. The number of words in a thirty minute newscast would only fill one half of one newspaper page.

emergence of the robber barons

The American Industrial Revolution ushered in many things at the turn of the century, not the least of which was the growth of public relations. The men who ran America's growing industries seemed more concerned with making a profit than with improving the lot of their fellow citizens. big business took over in the industrial revolution

Catholic church

The Catholic Church established a College of Propaganda in the 1600s to help propagate the faith. They wanted to inform the public about the advantages of Catholicism.

office of war information

The Office of War Information was established during World War II. It conveyed the message of the U.S. at home and abroad. It laid the foundations for the U.S. Information Agency as the U.S. voice around the world.

creating the public relations plan

The PR plan must be spelled out in writing Its organization should answer management questions and concerns about the campaign being recommended

Romans

The Romans were masters of persuasive techniques. Julius Caesar would rally public support through published pamphlets and staged events.

SPJ's code of ethics

The Society of Professional Journalists has elaborated in some detail on the ethical guidelines that should govern all journalists 1. Seek truth and report it 2. Minimize harm 3. Act independently 4. Be accountable and transparent

conceptualization of the pr plan

The environment must dictate overall business objectives These, in turn, dictate specific PR objectives and strategies All planning requires thinking -Planning for short-term public relations program may require less thought than planning a long-term campaign to win support for a public policy issue The PR plan must include clear-cut objectives to achieve 1) organizational goals, 2) targeted strategies to reach those objectives, and 3) specific tactics to implement the strategies

public relations as public interpreter

The examples are times when powerful institutions, and their public relations departments, failed to anticipate the true attitudes of the public.

evolution of PR influenced by

The field of public relations is still evolving. It is getting stronger and gaining more respect every day. The strength of public relations in practice today is based on the enduring commitment of the public to participate in a free and open democratic society.

three primary research tools and techniques

Three primary forms of public relations dominate the field: surveys, communications audits, and unobtrusive measures. Each method offers specific benefits and should be understood by the modern practitioner. Surveys reveal attitudes and opinions Communications audits reveal differences between real and perceived communications between management and target audiences Unobtrusive measures like fact-finding, content analysis, readability studies allow study without intrusion

perspectives on ethics: the golden mean

To Aristotle, the golden mean of moral virtue could be found between two extreme points of view.

evaluating the campaign

To find out whether the plan worked By asking these method questions: -Did we implement the activities we proposed? -Did we receive appropriate public recognition for our efforts? -Did attitudes change?

prominence of public relations

Today, the practice of public relations is a growth industry. An additional 27,400 public relations jobs will need to be filled between 2012 and 2022. The income gap between public relations specialists and journalists is growing, which has increased enrollment in undergraduate and graduate public relations programs. The tope 10 independent public relations agencies in the United States record annual revenues in excess of a billion dollars.

the word

Words can soothe us, bother us, or infuriate us. They can bring us together or drive us apart. Words mean different things to different people. They are perpetually changing in our language. Words that connote offensive meanings, or discriminatory language, is particularly sensitive. Without knowledge of the territory, the semantics (meaning) of words may make no sense. Words have a significant influence on the message conveyed to the ultimate receiver. The responsibility of a public relations professional, entrusted with encoding a client's message, is significant.

world war II public relations officers

World War II public relations officers helped sell war bonds, boosted morale of those at home, spurred production, and supported the war effort. It led to growth in the number of practitioners after the war.

pros of paid media

You can control the content (size, placement, reach, frequency) You are able to guarantee the benefits associated with a placement

theoretical research

aids understanding of a public relations process Theoretical research helps build theories in public relations work about why people communication, how public opinion is formed, and how a public is created. Knowledge of theoretical research is important as a framework for persuasion and a base for understanding why people do what they do. Simple messages easier to understand, localize, make relevant Persuasiveness increased when involvement is high

Children's Online Privacy Protection Act 1998

details what a Web site operator must include in a privacy policy when and how to seek verifiable consent from a parent or guardian what responsibilities an operator has to protect children's privacy and safety online.

virulent

distorting, confusing, or obscuring the issue or lying

deontology

do what is right though the world should perish do what is right whatever the price may be

feedback

effective communication doesn't take place if a message doesn't reach the intended receivers and exert the desired effect on those receivers.

press agentry/publicity

essentially one-way communications that beams messages from a source to a receiver with the express intention of winning favorable media attention

josephson institute ethics definition

ethics are "standards of conduct that indicate how one should behave based on moral duties and virtues" -Right vs. wrong -Fairness vs. unfairness -Honesty vs. dishonesty Ethics depend on culture, religion, education etc. What might seem right to one person might not matter to someone else. No issue is solely black or white.

delphi panels

experts answer questionnaires in two or more rounds. After each round, a facilitator or change agent provides an anonymised summary of the experts' forecasts from the previous round as well as the reasons they provided for their judgments. use influential persons; they often rely on repeated waves of questionnaires.

opinion

expression of attitude on a particular topic

objectivity

fairness with the intention of remaining neutral total objectivity impossible; biases & preconceived notions exist Reporters do not accept party line on faith Reporters should not distort the official view once substantiated

how should businesses influence public opinion

honesty and candor The truth still lies at the heart of modern-day effective public relations practice.

business unethical behavior

in business, insider trading scandals have dominated the news in recent years

education unethical behavior

in education, the president of Penn State was asked to leave following the cover up of the Jerry Sandusky scandal

entertainment unethical behavior

in entertainment, Bill Cosby was accused of sexual assault by more than 40 women

sports unethical behavior

in sports, reputations of legendary baseball players were tarnished by steroid use

internal and external

internal publics are inside the organization: supervisors, clerks, managers, stockholders, and the board of directors. External publics are those not directly connected with the organization: the press, government, educators, customers, suppliers, and the community.

mild

interpret issue to sway public opinion positive slant on negative story

litigation public relations

managing the media process during a legal dispute to affect the outcome or its impact on the client's overall reputation Plaintiffs and defendants try to influence the verdict outside the courtroom Affects Sixth Amendment guarantee of an impartial jury Communication is central to modern litigation

outcome evaluation

measures whether targets actually received the messages directed at them, paid attention to them, understood the messages, retained the messages, and acted on the messages

receiver's bias: media

media is a powerful agenda setter Agenda-setting is the creation of public awareness by the media - the ability to tell us what issues are important. The press and the media do not reflect reality; they filter and shape it. Media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues. If public relations professionals try to interest the media in a client-oriented story, they may have a direct role in setting the agenda for others. People based perceptions on what they read or hear, often without bothering to dig further to elicit the facts.

two-way asymmetric

more sophisticated, two-way communication approach. It allows an organization to put out its information and receive feedback from its publics. An organization could alter its responses to more effectively persuade publics based on feedback.

Hill & Knowlton, Carl Byoir & Associates, Newsom & Company, and Burson-Marsteller

opened public relations firms in New York. For many years, Hill & Knowlton and Burson-Marsteller jockeyed for leadership in the counseling industry.

slander

oral falsehood

public relations education

over 250 programs offered should be incorporated into business schools

elaboration liklihood model

posits that there are essentially two ways that people are persuaded: -When we are interested and focused enough on a message to take a direct "central route" to decision making -When we are not particularly engaged on a message and need to take a more peripheral route Translating this theory into action means that the best way to motivate interested people is with arguments that are strong, logical, and personally relevant. The way to motivate people who are less interested might be through putting them in a better mood.

two-way symmetric

preferred way of communicating. It advocates free and equal information flow between an organization and its publics, based on mutual understanding. The approach is more balanced/symmetrical with the public relations communicator serving as mediator between the organization and the publics.

perspectives on ethics: Judeo-Christian

prescribes "loving your neighbor as yourself"

libel

printed falsehood

secondary research

relies on existing material (books, articles, databases) Secondary research allows you to examine or read about and learn from someone else's primary research, such as in a library. Secondary research uses data that have been collected for other purposes. -Affordable - based on primary research -Desk research -Database monitoring -Use to launch research effort

applied research

solves practical problems

backgrounding the pr problem

specifies the major aims of the campaign: -Situation analysis -Background -Case statement A PR planner should divide the overriding goal into several subordinate objectives

telephone interviews

suffer from a high refusal rate

confirmation bias

suggests people seek out messages that agree with or confirm their own attitudes; they avoid messages that disagree or are dissonant with their own attitudes.

evaluative research

summative research Conducted primarily to determine whether public relations program accomplished goals and objectives A variant of evaluation can be applied during a program to monitor progress and indicate where modifications might make sense.

receiver's bias: symbols

symbols leave distinct impressions on most people arranged properly, symbols can be used as effective persuasive elements.

email interviews

the least expensive, but also suffer from a low response rate. They can attract responses from people with strong biases.

coordinated management of meaning

theory of communications based on social interaction. It posits that when we communicate, we construct our own social realities of what is going on and what kind of action is appropriate. Rather than being the simple transmission of ideas, communication is a complex, interconnected series of events, with each participant affected by the other.

defamation

umbrella term that is used to describe libel (printed falsehood) and slander (oral falsehood)

strategic research

uncovers the information needed for making advertising decisions It is the systematic gathering and analysis of information to help develop or evaluate advertising strategies, individual ads, and whole campaigns designed to answer specific practical questions Strategic research sometimes examines the tools and techniques of public relations.

focus groups

usually consists of a 90 to 120 minute discussion among 8-10 individuals who have been selected based on pre-determined characteristics.

the message theory 3

we often refer to a leader's charisma, which may be more important than what the individual says. Orators can move an audience by the inflection of their words. The speaker's words, face, body, eyes, attitude, timing, wit, presence form a composit that works together to influence the listener. the speaker can persuade, regardless or message or medium

internet interviews

web-based surveys Internet surveys can have significantly lower response rates than comparable mailed surveys.

boundary role

when public relations managers function as a liaison between the organization and its internal and external publics