ch. 3

Ancient pr: babylonia, greece, rome used PR to:

ch. 3

olympic pr made athletes out to be:

ch. 3

used parades after winning battles

ch.3

roman catholic church pr institution

ch. 3

college of propaganda (catholic church) used to:

ch. 3

colonial america

sir walter raleigh

ch 3

conflict positioning:

CH. 3

greatest pr stunt of all time:

ch. 3

thomas paine wrote

ch 3

1800's

ch 3

davey crockett

ch. 3

1800's known for

ch 3

rise of nation=

ch 3

19th century=

• pamphlets/publicity for westward expansion
• stretched the truth
• railroads  used frequently
• fact sheets/maps/stories in local press used to lure settlers from britain

ch 3

Public Relations coined by:

ch 3 

19th century=

amos kendall

as press secretary:

• sampled public opinions
• advised prez
• crafted speeches/news releases
• first to reprint newspaper in campaign

pr 

(???)

opened publicity office in nyc 1904

first?

• first public relations counselor
• ga born, princeton grad
• journalist>publicist> then pr counsel
• praised public info- "TRUTHFUL/ACCURATE
• hired full time by pennsylvania RR

• attack by colorado national gaurd on tent colony of striking miners
• 53 dead
• john d rockerfeller

careful strategy and array of tactics to stop united mine workers

-visit by rockefeller who "cares"

-lee travelled to CO to communicate

-open letter thanking miners 4 loyalty

-series of moestly truthful info bulletins

-used clipping service to take pulse of press

-business/industry= allign w public intrest

-open comm. w top execs/media

-humanizing business

-AGAIN, TRUTHFUL/ACCURATE INFO FOR PUBLIC

-former newspaper reporter

-enlisted by: PREZ WILSON

-head of US COMMITTEE ON PUBLIC INFO

-George Creel

-propaganda organization created by Woodrow Wilson

-intended to gain support for WW1

-downplayed hatred of germans, unite nations

-FATHER OR MODERN PR

-creel comittee

-freud's nephew

-BACON; hearty bfast es importante

-wife doris did much work

• economy grows post ww2
• growth in urban/suburban pop
• BIG: BUSINESS/LABOR/GOVT
• TV emerges 1950

-business needs pr to understand consumers

-1960: 31,000 > now: 300,000

- ONE WAY communication

-exaggerated/hyperbolic/distorted!!!!

-advocacy for: cause/product/service

• circus
• exaggerated
• promoted hoaxes

-Ivy ledbetter lee

-accuracy/completeness

-facts

-government/ non profits

-2 way communication

- helps understand/persuade audience

-research plan activities/establish objectives

-marketing/advertising in business and PR dept

EDWARD BERNAYS

-

-2 way communication

-how public percieves you/ how actions are percieved

-relationship building

-educators and professionals

EDWARD BERNAYS

- 1 way communication

-uses press releases other 1 way communication techniques

-"journalist in residence"

-uses persuasion/ manipulation to influence audience to behave as the organization desires

- ONE WAY COMM

-Vietnam war, civil rights movement, environment, womens rights

- anti-business sentiment

-companies adjust policy to generate goodwill

-issues management over persuasion

awareness of perception/ repuation is paramount

Corporate Social Responsiblity

-form of corporate self-regulation

-business moniters/ensures active compliance w law,ethical standards, international norms

-relationship management

-dialogue model emerges

-relationship= goal, moral implications make decisions difficult

-less emphasis on mass media, more on interpersonal

TRENDS

female:

-more than 70% women

compared to a 60% women in the overall workforce

-women make less

-years of experience determines income

women are pushed to the top

-fastest growing minority group= hispanics

-36% of gen pop. is minority

-spanish/chinese most important language to know

-global economy

minority use of smartphones

-36% hispanic

-33% african american

-19% whites

huUUuge growth

-public demand for accountablity

-global comm.= instantaneous

-corporate finance scandals

-alters social media efforts

-blogs=1990s

-friendster=1st

-2003/2004- fb and myspace

-fb= worlds largest social media platform (2008)

-Youtube, Flickr, Tumblr, Twitter

newspaper- DOWN

tv-DOWN

internet- UP

population- UP

Public Relations Society of America

(largest worldwide)

Public Relations Student Society of America

International Public Relations Association

-define pr

-establishes uniform professional standards

-protects clients/ employers from imposters

-protects qualified from unqualified competition

-raise credibility

-violates 1st amendment

-licensing is done at state level, pr is international/global

-not ethical behaviors, minimum competence, professional standards

-infrastructure for licensing is costly to taxpayers

Accredited in Public Relations

-only 18 percent of PRSA is accredited

-worthiness is debated

ch 2

Biggest areas of PR growth

FETCH

-Financial Services

-Education

-Technology

-Consumer Goods

-Health Care

-Makes or Breaks career

-QB

CH 3

Skills needed for career in PR

-writing skills

-research skills

-Planning expertise

-Problem-solving Ability

-business expertise

-expertise in social media<<<<MOST IMPORTANT

-consume media

-travel

norms that are widely observed and have great moral significance

ie. blonde hair

-good writing

-intelligence

-cultural literacy

-ability to identify "newsworthiness"

-media savvy

-contacts

-business sense

-broad communication

-baller

-leadership/ management

     -vision, mission, goals

-constituency/ issue-trend analysis

-departmental communication/ operational planning

-planning, organizing, leading, controlling, evaluation, problem solving

-constituency and issue-trend analysis

-deartmental management

- organizing, budgeting, leading, controlling, evaluation, and problem solving

-project supervision

-planning, scheduling, budgeting, organizing, leading, controlling, evaluating, and problem solving

-skills to disseminate (spread) information, persuade, gather data, solicit feedback

-"foot in the door"

-vital

corp:110k

non profit:61k

salary gap among sexes

5 or more years

-men: 130k

-women 96k

men:43k

women:45k

-years of experience

-technician duties v. managerial responsiblities

-nature of the industry

-size of organization

-women's attempt to balance work/family

ch 1

annual amount spent on pr

Management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success and failure depends 

-Cutlip/Center/Broom

-deliberate

-performance

-2 way communication

-strategic management of competition/conflict

Research

Action

Communication

Evaluation

....frito lay

-only media writing/special events in common w journalists

-pr does more

-journalists observes, pr advocates

-pr has specific audiences/journalism has mass audience

-pr uses many channels, journalism uses one

-adv uses exclusively mass media, pr uses arsenal

-adv: external audiences, pr: external+internal

-adv specialized function, pr many tasks

-adv used by pr, pr:follows adv

-adv- SELL, pr:help the organization thrive by dealing w economic, social, political factors affecting it

-pr: publics, mktg: sales $$$$

-both target markets, consumers, customers

-publics,audiences stake holders

-wilcox- Marketing PR

ch 4

Departments:

-"building good relationships with strategic publics"

-must be "strategic communication managers rather than technicians"

-reduces costs

-based on research, 2 way communication

complex

ie- IBM, General Motors

support function of marketing dept

Manager

Director

VP

department controversies

susan g komen

in an advisory role pr not effective

ex. susan g komen, senior vp Karen Handel claims she is pro life, 26 senators submit letters or protest, boycott of corp sponsors, Handel steps down

-7 people die after taking cyanide laced tylenol

-product quickly recalled

-Cumpulsory advisory-position (line managers listen to pr staff before doing anything

-concurring authority (shared governance)

-informal regular contact between reps of depts

integrated communication program

(NIRVANA?)

1.writing/communications

2. media relations

3.publicity

4.strategy/planning

5.event planning

-unique perspective, market insight, add. arms/legs, market insight, strategic point of view, extended geo. reach/ helps quantify results/ expertise in digital+social media, limit on "internal head count"

-cheaper

- objectivity

-variety of skills/expertise

-offices throughout the country

-special problem solving skills

-credibility

-superficial grasp of clients unique problems

-lack of full time commitment

-need for prolonged briefing period

-resentment by internal staff

-strong direction by top management required

-need for full info/confidence

-high costs$$$

-basic hourly out of pocket expenses (*most widely used*)

-retainer fee

-fixed project fee

-pay for placement

ch 5

four steps of pr:

-Research

-Planning

-Communication

-Management

-achieves credibility with management

-defines audiences/segment publics

-formulates strategy

-tests messages

interviews, focus groups, surveys, polls

existing info, databases, books, magazine articles

-open ended questions

-exploratory in nature, inductive, probing

-valid, but not reliable

-hard to project to larger audiences

-focus groups,long interviews, observation

-close ended questions, forces choices, structured

-descriptive/explanatory types of research

-valid/reliable

-projects to larger audiences (random samples)

-suverys/telephone polls

-mail questionnaires

-telephone surveys

-personal interviews

-piggyback surveys

-online surveys

Management By Objective

-client/employer objectives

-audience/publics

-media channels

situation, objective, audience, strategy, tactics, calender/timetable, budget