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| Austrian-American pioneer in the field of public relations and propaganda, referred to in his obituary as "the father of public relations." He worked under the committee campaign for four years. First ideologist of PR |
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| Had four important contributions of PR. Advanced business to align with the public interest. Carried out no program without management support. Maintained an open communications with Media - showing them there was nothing to hide. Made PR personal with the public instead of just a job |
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| American showman, businessman, scam artist and entertainer, remembered for promoting celebrated hoaxes and for founding the circus that became the Ringling Bros. and Barnum & Bailey Circus. |
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| Known Practitioners and Historical Figures in PR |
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| Edward Bernays, Ivy Lee, PT Barnum, Julius Caesar, Henry Ford |
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Pre Modern - Press agency
Modern - Publicity
Post Modern - Counseling |
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| Press agency - late 1800s to early 1900s. Focused on False events or Pseudo - Julius Caesar at this point - focusing on Persuasion. This era also included the Federlist Papers, and Apostle Paul |
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| Publicity - Early 1900s. Mass Media and public opinion. It was a time of Honest media relations focus |
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| Counseling - 1920s to Present. Management function, social science, and relationships are all something that are growing during this period of time. It is a complex world, full of strategy, and direct and Mass media |
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| Management function that identifies, establishes and maintains mutually beneficial relationships between an organization and all of the publics on whom its success or failure depends. |
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Research
Action Plan
Communication
Evaluation |
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| Clarifies or defines PR problems or opportunities |
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| A comprehensive plan to address problem/opportunity. Focus is on measurable objectives and communication strategies |
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| Specific PR tools and tactics used to execute the plan and reach the identified publics |
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| Qualified measure of whether the campaign achieved outcome objectives states in action plan. |
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| As a professional you may have to be more loyal to the profession instead of the employer based on Ethics. To be a professional you have to be an individual thinker and make informed decisions. Consider responsibility to the public interest. |
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Press Agentry/ Publicity
Public Info
Two Way Asymmetric
Two Way Symmetric |
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| Pre 1900 - One way. Communication is persuasive. It is like today's sports, theater, music and film. (public doomed) |
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| one way - not necessarily persuasive, more so facts to get the public informed. 1900-1920. Today's Non-profit Groups |
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| Mutual understanding scientific persuasion, help communicator understand audience. Today's marketing and departments. (Still controlling conversation) |
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| Gaining Mutual understanding - balanced effort. Adjustment. Today's educators and professional leaders. |
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| Based on democratic informed decision making. Filled with values and provisons |
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1. Advocacy- Serve public by responsibly advertising.
2. Honesty - Highest amount of truth.
3. Expertise - advance through professional development, research, education. Don't say your more than you are.
Independence - being accountable for individual actions
Loyalty - Being faithful to clients and serve public interest.
Fairness- Respecting all opinions |
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Free flow of info - serving public interest (no bribs) all publics are accessible to everything.
Competition - Healthy and fair competition. Can not share information with other companies.
Disclosure of information - Information all. You dont keep some information and disclose other information.
Safeguarding - Cannon leak information that you told client you would keep secret.
Conflict of interest - avoid real, potential or perceived conflicts of interest. Could be seen as bias.
Enhancing profession - Work constantly to strengthen the publics trust in the profession - don't harm it. |
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| Maslows Hierarchy in Campaigns |
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| Explains why with some campaigns have difficulty getting their message across - shows the need for targeting audiences. |
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| Maslows steps in hierarchy |
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1. Basic - Food, water, shelter, transportation
2. Security - Secure in jobs, life, home, confident in retire
3. Belonging - Association with others - join groups
4. Love - want to feel loved and wanted
5. Self actualization - self |
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| Gives a perspective range of events, issues and thoughts, that give a broader spectrum of perspective. Objectivity is an advantage - firm can analyze problems from new insights. Have a variety of different skills or expertise in different fields. Extensive resources. Credibility. Offices throughout country. However they are expensive, may not understand a clients full needs, lack of full time committment, may take a longer time to achieve the desired outcome, and clients have to be willing to share all information |
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| narrowing the specific type of person (target) that will be influenced the most. It achieved credibility, formulates strategies, tests messages, prevents crises |
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| Qualitative (Quality) and Quantitative (Quantity) |
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| Awareness, Attitude, Action |
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| Have to be measurable or identifiable. Out come are the results and Out Put is what is put out there for the public. Objectives contain a targeted public, a desired outcome, measurable units, and time frame which it needs to be achieved. |
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| Thinking behind the campaign - has to target a public. -Timing of implication, message and appeal all must be included in strategies. Strategies are what is a physical benefit. |
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| How it will be done. What type of plan chose to reach people. |
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| To raise awareness, to provide them with a good attitude for campaign or product and to put them into action to do something or to buy |
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| Spread something new, people will go in phases so you must convince people to attribute. Relative (replace old with new), Compatible (works together), Complexity (if something is too complex then they will not do it), Trial ability (they try it themselves), Observability (see results, see others doing it) are all apart of the theory. |
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| Anything that is a threat to physical or reputation is a crises. To solve them there are four ways. Proactive, Strategic, Reactive, Recovery. |
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