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Father of Public Relations Research
PR is a management function that helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an organization and its publics |
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Research- What is the problem?
Action(Program Planning)- What is gonna be done about it?
Communication (execution)- How will the public be told?
Evaluation- Was the audience reached and what was the effect? |
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1.Research and Analysis- getting feedback from
2.Policy Formulation- PR personnel make recommendations on policy and what actions should be taken by the organization
3.Programming- Plan a program that will further the company's objectives. Set objectives, define audiences, and decide on strategies that will be used on a specific timeline. Budget and staffing also major considerations
4.Communication- Program executed through news releases, media advisories, newsletters,Internet and Web postings, special events, speeches, and community relations programs.
5.Feedback- Did the media mention the key messages?
6. Assessment- The cycle repeated based on successes or failures. |
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| Components of Public Relations |
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| Counseling, media relations, publicity, community relations, governmental affairs, employee relations, investor relations, development/fund-raising, special events, and marketing communications |
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term journalists use for a press agent or anyone else working in PR.
According to Wes Penderson it was originated in the show Variety, "in tribute t |
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| A person who deals exclusively with placement of stories in the media |
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| most widely used by social service agencies, universities, and government agencies, implying that only info is being disseminated, in contrast to persuasive communication, generally perceived as the purpose of public relations. |
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| PR is well established in the US and throughout the world. Growth is strong in Europe and Asia, particularly China |
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| 5 essential abilities of PR practitioners |
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| Writing, Research, Planning, Problem-Solving, and business economics |
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| PR professionals employed in a variety of fields: corporations, non-profits, entertainment and sports, politics and government, education, and international organizations and businesses. |
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| Journalism more objective. Stating the facts, PR is more of a persuasion |
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Advertising is a marketing tool, Paid space& time in the media
PR is publicities or stories that run w/o charge in the controlled media. |
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| MArketing: Profit generation, Sales & distribution function whose key (limited) publics are the customers, the retailers & distributors |
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Product
Price
Place
Promotion
PR |
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| 10 qualities Employers Want |
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| Good Writing, Intelligence, Cultural Literacy, Know a Good Story When You See One, Media Savvy, Contacts, Good Business Sense, Broad Communications Experience, Specialized Experience, Avoid Career Cliches |
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| win-win situation for student and the organization. Student gains academic credit, as well as first hand knowledge of work in the professional world. Students gets a better chance at getting the all-important first job after graduation |
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Writing/Editing Information: Speech Writing, Dissemenating information through the media
Production: web/print design, and publication production
Special Events: Planning Special Events
Speaking: Public Speaking, Sometimes act as Press Secretary |
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Programming: plan & implement public relations programs to achieve objectives for organizational goals
Relationship management: help organization have the autonomy in goal attainment by means of cultivating quality relationships with strategic publics
Research & evaluation: formal/informal information gathering & evaluation of programs |
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| saw the consolidation of PR as a major established force in American society. As the population grew, the economy expanded, and big business became the norm, organizations found it necessaary to employ public relations specialists to effectively communicate with the mass media and a variety of publics. This was the age of scientific persuasion, management by objective, and strategic thinking. |
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| Four Classic Models of PR |
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| Press Agentry/Publicity, Public information, Two-Way Asymmetry, Two-Way Symmetry |
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| The master of pseudoevent, which is planned happening that occurs primarily for the purpose of being reported. |
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| became an intimate member of President andrew Jackson's "kitchen cabinet" and probably was the 1st presidential press secretary. |
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America's 1st major industrialist, and one of the first to use 2 basic PR concepts:
1.Positioning- the idea that credit and publicity always go to those who do something first
2.Being Accessible to the press |
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| proved a master in generating publicity. He was the first president to make extensive use of news conferences and interviewing in drumming up support for his projects. And he knew the value of the presidential tour for publicity purposes |
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First PR Counselor
Lee persuaded leaders to change their attitude. Lee issued a “Declaration of Principles” which signaled the end of the “public-be damned” attitude of business and the beginning of the “public-be-informed” era. |
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| Asked by Woodrow Wilson to organize a massive PR effort to unite the nation and to influence world opinion during WWI |
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Trained by the Creel Committee. Known as "the father of modern PR"
conceptualized a new model of PR that emphasized the application of social science research and behavioral psychology to formulate campaigns and messages that could change people's perceptions and encourage certain behaviors.
Book, Crystallizing Public Opinion
referred to Pr as "the engineering of consent" |
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VP of AT&T(American Telephone & Telegraph)
established the concept that PR should have an active voice in higher management.
expressed the belief that company's performance, not press agentry, comprises its basis for public approval |
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6 principles of PR management
(Arthur Page) |
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1.Tell the Truth
2.Prove It with Action
3.Listen to the Customer
4.MAnage for Tomorrow
5. Conduct PR as though the whole company depends on IT
6. Remain calm, patient,and good-humored. |
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suggested that Texaco sponsor performances of the Metropolitan Opera on national radio.
believed that a brief mention of the client in the right context is better than a long-winded piece of flattery
"most influential publicist of the mid-twentieth century" |
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| Publicist&Press Agent Known for his media-grabbing stunts |
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credited with founding the first political campaign management firm in the US.
Advised Eisenhower and Counseled Nixon on "Checkers" speech |
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| established a highly successful public relations firm in Hollywood to serve the movie industry |
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| The "grande dame" of fashion PR, credited with putting American designers such as Bill Blass and Calvin Klein on the map when European brands dominated the industry |
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appointed by FDR as the head of the Office of War info during WW2
used Creel Committee as a model to create PR effort to promote the sale of War bonds, obtain press supportfor wartime rationing, encourage the planting of "victory gardens", and spur higher productivity among American workers to win the war.
Voice of America(VOA) carried news on the war to all parts of the world |
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"What the public thinks counts"
First African American to acquire a major corporate account, the Coca Cola company. |
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Classic model for a product recall. Several ppl died from cyanide-laced Tylenol capsules, a national panic erupted.
Company issued a complete recall & redesigned the packaging so it was tamper-proof, and launched a media campaign to keep the media fully informed |
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| Feminization of the field |
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Women constitute for 70% of PR practitioners
About 65 percent of all majors in journalism and mass communications programs are now women, and it’s estimated that 70 percent of public relations majors are female
But women still earn only about 75 cents for every dollar earned by men (overall, not just in PR)
The executive ranks in PR are still predominantly male, but the number of females has increased dramatically in the past several years |
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“A simplified picture of a part of the real world” (Lave & March, 1975, p. 3)
Simpler than the reality: some of the characteristics of the real world, but not all of them |
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| the first in-house publicity department to promote the concept of alternating current(AC) v. Thomas Edison's direct current (DC) system |
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| Importance of PR departments in today's world |
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| exacutives increasingly see PR not as publicity and one-way communication but as a complex and dynamic process of negoatiation and compromise with a number of key publics |
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| Importance of Organizational structures |
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large, complex organizations have a greater tendency than smaller firms to include public relations in the policy-making process.
Julie O'Neal based on 4 factors:
1. perception of value by top management
2.practitioners taking on the managerial role
3.reporting to the CEO
4.Years of professional experience
Bruce Berger
1.relationships w/ others
2.professional experience
3.performance record
4.persuasive skills w/top executives
5.professional expertise |
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| Compulsory Advisory concept |
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| organization policy requires that line managers(top management)at least listen to the appropriate staff experts before deciding on a strategy |
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| Concurring authority concept |
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| used to prevent divisions and departments from dissemenating materials that do not conform with company standards, may also limit the freedom of the PR department |
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| To change a news release with or witjput the consent of PR |
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| Services PR Firms provide |
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| Marketing Communications, Executive Speech Training, Research and Evaluation, Crisis Communication, Media Analysis, Community Relations, Events Management, Public Affairs, Branding and corporate Reputation, Financial Relations |
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| Revenue Sources of PR Firms |
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| Most of the major PR firms generate substantial revenue from international operations |
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| Pros and Cons of Using a PR Firm |
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Advantages-Objectivity, A variety of skills and expertise, Extensive Resources, International jobs, Offices throughout the country, Special Problem Solving skills, Credibility
Disadvantages: Superficial grasp of client's problems, Lack of full-time commitment, Need for prolonged briefing period, Resentment by internal staff, need for strong direction by top management, Need for full info and confidence, Cost |
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1.Basic hourly fee, plus out-of-pocket expenses
2.Retainer Fee
3. Fixed Project Fee
4.Pay for placement (Less commonly used) |
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| Trend followed by many American corporations. The trend line is also for more organizations to outsource their communication activities to PR firms and outside contractors |
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| Reports to the supervisor, is in direct contact with the client and handles most of the day-to-day activity |
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| Frequently Outsourced PR activities |
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1.Writing and Communications
2.Media Relations
3.Publicity
4.Strategy and Planning
5.Event Planning |
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Those who are affected by decisions of an organization, or those who affect the organization by their decisions
Publics:
A group of people who face a problem, are divided on its solutions, and organize to discuss it |
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| 3 Stages of strategic management of PR |
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The stakeholder stage: An organization has a relationship with stakeholders when the behavior of the organization or of a stakeholder has consequences on the other.
The public stage: Publics form when stakeholders recognize one or more of the consequences as a problem and organize to do something about it or them.
The issue stage: Publics organize and create issues out of the problems they perceived. |
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