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| A group of people with a stake in an issue, organization, or idea |
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| The MANAGEMENT of COMMUNICATION between and ORGANIZATION and its PUBLICS |
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1. PAID space in media
2. GUARANTEED placement
3. Selling GOODS and SERVICES
4. EXTERNAL audience
5. MASS MEDIA only
6. TOOL used in PR |
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1. sell PRODUCTS
2. MAKE $ for the organization
3. Build MARKETS
4. CUSTOMER-focused |
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1. FREE placement of material
2. SAVE $ for the organization
3. WIDE RANGE of audiences
4. Build RELATIONSHIPS
5. Both CUSTOMERS and NON-CUSTOMERS
6. Promotes ENTIRE organization |
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1. Trying to hide what really happened
2. Twisting the truth
3. Not telling all facts |
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process through which PR might influence public opinion
Research
Action<--key step
Communication
Evaluation |
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| Public Relations replacement terms |
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*Public Affairs
*Corporate Communications
-communications staff
-Community relations
-corporate relations
-Media relations |
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*writing -Investor relations
-media relations -Government Affairs
-Publicity -Employee Relations
-Marketing Communications
-Community Relations |
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-internal and external
-primary, secondary, marginal
-traditional & future
-proponents, opponents, the uncommitted |
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*Developed PR as PROFESSIONAL DISCIPLINE
-"the public be informed" PHILOSOPHY
-"poison Ivy" |
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*FIRST PR SCHOLAR
*COUNCIL, PERSUASION
-Taught 1st PR course
-Wrote 3 major books on PR
-own PR firm in 1919
-Torches of freedom march
-Light's Golden Jubilee |
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*PRESS AGENT
*PUBLICITY STUNTS
-LIFE Mag 100 most important people in 1800s
-"Sucker born every minute"
-"Every cloud has a silver lining" |
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*ESTABLISHED CORPORATE PR
-1st VP of PR for American Phone and Telegraph |
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| 5 factors of PR Comes of Age |
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1. growth of large institutions
2. Heightened public awareness and media sophistication
3. Societal change, conflict and confrontation
4. growing power of global media, public opinion and democracy
5. dominance of the internet |
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| The planned happening that occurs for the purpose of being reported |
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| S-M-R Model of Communication |
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| source--> Message--> Receiver |
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| S-E-M-D-R Model of Communication |
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| Source->encoding->message->decoding->receiver |
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1. press agentry
2. public info
3. 2-way asymmetric
4. 2-way symmetric |
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| Typical Communication Goals |
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-to inform
-to persuade
-to motivate
-to build mutual understanding |
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-magic bullet
-media dependency
-framing
-cultivation
-uses and gratification
-agenda-setting |
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| Aristotle's 3 forms of Persuasion |
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1. An appeal to reason
2. An appeal to emotions
3. And appeal based on personality & character |
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| What kinds of evidence persuades people |
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1.facts-indisputable
2.emotions-love, hate, fam, patriotism
3.personalizing-personal experiences
4.appealing to "you"-whats in it for me |
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the aggregate (total) of many individual opinions on a particular issue that affects a group of people
-trying to influence people's opinions |
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| The evolution of public opinion |
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1. an already present mass sentiment
2. an issue
3. a public
4. public and private debate
5. period of time
6. consensus becomes public opinion
7. social action
8. social value |
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-predispositions to think in a certain way about a certain topic
-evaluations people make about specific problems or issues |
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| PR programs are designed either to |
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1. change opinions
2. develop opinions
3. strengthen opinions |
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| Characteristics that can influence attitudes |
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-personal -cultural
-educational -familial
-religious -race |
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| avoidance of info that is opposed to one's own point of view and the tendency to seek out info that is in support of their own attitude |
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1. defining the problem (research)
2. Programming (action/planning)
3. Action (communication)
4. Evaluation |
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Managing By Objectives
-can provide PR professionals with a powerful source of feedback |
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1. advocacy
2. honesty
3. expertise
4. independence
5. loyalty
6. fairness |
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| Standards of conduct that indicate how one should behave based on moral duties and virtues |
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| Journalists must be free of obligation to any interest other than the publics right to know the truth |
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| Ethics is generally associated with: |
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-plagiarism -freelance assignments
-Accuracy -conflicts of interest
-accepting gifts -minimizing harm
-telling the truth |
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-the normal conduct of a democracy
-philosophy of open, robust debate in a free market |
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-intended to generate marketplace transactions
-FTC->protects public against misleading, fraudulent, obscene ads |
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| 4 elements of a defamation suit |
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1. the falsehood was communicated through print, broadcast, or other electronic means
2. subject of falsehood identified or easily identifiable
3. identified person has suffered injury-monetary loss, reputational loss, mental suffering
4. Person making statement was malicious or grossly negligent |
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| Securities and Exchange Commission (SEC) |
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Security and exchange act of 1934
-all investors have an equal opportunity to learn info as promptly as possible
-prohibits release of false or misleading info
-prohibits insider trading on the basis of info not released to public |
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| original work of authorship in a fixed form (literary work, musical work, picture, movie, sound recording, etc.) |
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| a symbol that identifies a product or its sponsor (word, symbol, slogan) |
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| designates a service rather than a product |
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| controlled, objective and systematic gathering of info for the purpose of describing and understanding |
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| Applied (primary) research |
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*basic type
-strategic
-evaluative |
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| conceptual and builds theories |
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*basic type
-developed by someone else |
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| reveal attitudes and opinions |
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| to assess performance, evaluate entire communication activity |
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| data collection, content analysis |
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| contingent upon earlier questions |
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| either/or questions, true/false |
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| measure range or degree, rating scale |
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| no set range of answers, fill in the blank |
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| possible answers are clearly defined |
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-systematic measurement of a program and its results
-measurement of results against objectives
-ACCOUNTABILITY |
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-informal research method
-not representative of any public
-inexpensive
- 8-12 people
- 60-90 minutes
-skilled moderator does interviews
-discuss problems, opinions, needs |
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| segment of the population |
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| based on mathematical criterion that allows generalizations from the sample to be made to the total population |
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| breaking down populations into small, geographic regions |
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| Unstructured, unsystematic, designed to elicit ideas and points of views |
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-intimacy
-precision
-timeliness
-cost |
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