-who you are communicating to

-a group of people with a stake in an issue, organization, or idea

Public Relations

R- Research: background facts, situation, etc

A- Action: planning process *KEY STEP*

C- Communication: applying the plan

E- Evaluation: did it work? how can we make it better?

The management of communication between and organization and it's publics

GOOD: Corporate Communication, Public Affairs, Communication, Corporate Relations, Corporate Public Affairs

BAD: Flacks, Spin Doctors, Publicity, Propganda, Hype, Fluff

Internal (within the organization)

External (outside the organization)

Primary

Secondary

Marginal

Traditional

Future

WRITING, Media Relations, Planning, Counseling, Researching, Publicity, Marketing, Communications, Community Relations, Consumer Relations, Employee Relations, Government Affairs, Investor Relations, Special P.R.

Spin

 -a public promotion of some product or service

-the business of drawing public attention to goods and services

-his philosophy was "the public be informed"

-developed P.R. as a professional discipline

-"poison ivy"

-John D. Rockefeller, Jr

-first P.R. scholar

-taught first P.R. course

-wrote three major books on P.R.

-owned a P.R. firm in 1919

-Creel Committee member in WWI

5 Major Factors of

''Public Relations Comes of Age''

1. Growth of large institutions

2. Heightened public awareness and media

3. Societal change, conflict, and confrontation

4. Growth power of global media, public opinion and democracy

5. Dominance of the internet

-the planned happening that occurs for the purpose of being reported

-doing something to get publicity

-"greatest show on earth"

-American Museum

-Cardiff Giant, General Tom Thumb, Fiji Mermaid, Jenny Lind, etc.

-first vice president of P.R. for AT&T

-philosophy: "All business in a democratic country begins with public permission and exists by public approval. If that be true, it follows that business should be cheerfully willing to tell the public what its policies are, what it is doing, and what it hopes to do. This seems practically a duty."

Source --> Encoding --> Message -->

Decoding --> Reciever

Noise --> (*Source --> Message --> Channel --> *Reciever)

*Reciever --> Feedback --> *Source <--Noise

-mass media has great power over the public

 -media controlled to the public

-focus was early radio, tv, and advertising

-*War of the Worlds example

-media content sets the agenda for public discussion and by the selection of stories and headlines, tell the people what to think about, but not necessarily what to think

-Process Model: The media agenda, whick influences; the public agenda, which in turn may influence, and the public policy agenda

-mass media can have a moderate or even powerful effect on the formation of opinions and attitudes

-when people have no priot information or attitude disposition regarding a subject, the mass media play a role in telling people what to think

-Journalists select certain facts, themes, treatments, and even words to "frame" a story

-applies to P.R. efforts

-News content is mediated reality since events are repackaged to be more succinct, logical, and interesting

-this mediated reality can influence beliefs and conduct if repeated often enough

-TV violencce is an example

-Shifts the focus of research from the purpose of the communicator to the needs of the reciever

-Power with the reciever

-Reciever selects the medium, channel

1. Press Agentry

2. Public Information

3. Two-Way Asymmetric

4. Two-Way Symmetric

Propaganda is the purpose, sought through one-way communication that is often incomplete, distorted, or only partially true. Communication is viewed as telling, not listening and little if any research is undertaken

-to inform

-to persuade

-to motivate

-to build mutual understanding

the aggregate of many individual opinions on a particular issue that affects a group of people; represents a consensus

-the process:

Attitudes --> Opinions --> Actions

Attitudes

-predispositions to think in a certain way about a certain topic

-evaluations people make about specific problems or issues

-positive, negative, nonexistent

1. Already present mass sentiment

2. An issue

3. A public

4. Public and private debate

5. Period of time

6. Consensus become public opinion

7. Social action

8. Social value

1. Change opinions

2. Develop opinions

3. Strengthen opinions

1. Facts -are indisputable

2. Emotions -love, hate, family, patriotism

3. Personalizing -personal experiences

4. Appealing to "you" -what's in it for me

1. An appeal to reason

2. An appeal to emotions

3. An appeal based on personality or character

Cognitive Dissonance

-Leon Festinger

-believed that individuals tend to seek out information that is consonant with, or in support of, their own attitudes

Management Process for P.R.

1. Defining the problem (Research)

2. Programming (Action/Planning)

3. Action (Communication)

4. Evaluation (Evaluation)

6 Levels of Strategic Planning

(Managment Process of P.R.)

Mission Statement (nature of business)

Problem Statement (opportunity?)

Goals (represents the direction)

Objectives (represents the destination)

Strategies (how we plan to get there)

Tactics (specific activities)

What ethics are associated with

Advocacy

Honesty

Expertise

Independence

Loyalty

Fairness

-the normal conduct of a democracy

-philosophy of open robust debate in a free market

-intended to generate marketplace transactions

-Federal Trade Commission

-prohibits the release of false or misleading information

-all investors have equal opportunity to learn information as promptly as possible

-prohibits insiders trading on the basis of information not released to the public

Elements of a Defamation Suit

1. The falsehood was communicated through broadcast, print, or a other electronic form

2. The person who is the subject of such noted falsehood is identifiable

3. The identified person has suffered losses: monetary, mental, reputational

4. The person making the statement was malicious or grossly negligent

primary (applied) - new research; polls, surveys

secondary - materials gathered by others; published materials, records, online databases, journals newspapers

-segment of the population

simple- all members an equal chance

systematic- every nth person

-informal research method

-not representative of any public

-basically inexpensive 

-approx 8-12 people

-moderator skilled in interviewing

-observe the session

-discuss opinions, problems, needs

1. Sample

2. Questionnaire

3. Interview

4. Analysis of results