Changing the way you learn

Public Relations Mid-term

WHAT IS PR?
1. Strategic message delivery made possible by a continual process of collecting information from all publics.
2. Community, Media, Coporate, Employee, Special,
HISTORY & GROWTH
1. American Revolution-Samuel Adams-Committees of Corespondance
  1. The Constitution- speak for what you believe in
    1. Press Agentry- P.T. Barnum-master publicist with questionable tactics
      1. American Industrial Revolution- Robber Barrons (corporate)-Muck-rakers(journalists)
        Ivy Lee-honest, acurate, forceful. Distinguished "press agentry and "publicity" from Public Relations
        WW1-Creel Committee-Liberty Loan publicity drives
        1900 America's first PR Firm - "The Publicity Bureau" followed by others such as Bernay's
2. Growth of large institutions
  1. Heightened media sophistication
    1. Heightened public awareness
      1. Increasing incidents of societal change, conflict and confrontation
        Growth of globalization
        Dominance of the internet and social media
COMMUNICATION
1. GOALS
  1. To persuade
  2. To motivate
  3. To build mutual understanding
  4. To inform
2. THEORIES
  1. 2 step flow (from the organization to the mass media to the public)
  2. Elmo Roper-Concetntric circle (ideas evolve gradually to the public by travelling through the concentric circles that are the publics)
  3. Pat Jackson
    1. Build awareness
      1. Develop a latent readiness
        Triggering event
        Intermediate behaviour
        Behavioral change
  4. S-E-M-D-R (the source sends an encoded message to the reciever who decodes it and takes action)
  5. Neumann - Spiral of silence (the silent majority will vote with the minority)
  6. Constructivism
  7. Coordinated management of meaning
  8. Grunig-Hunt
    1. Press agentry/publicity
    2. Public information
    3. Two-way asymetric
    4. Two-way symetric
3. WORDS
  1. Semantics
  2. Bias
  3. Stereotypes
  4. Symbols
  5. Peer-groups
PUBLIC OPIONION
1. Persuade people to change their opinion on an issue, product or service
2. Crystallize uninformed or undeveloped opinions
3. Reinforce existing opinions
4. MOTIVATING
  1. Elaboration likelihood model (make arguments strong, logical and RELEVANT to the person you are motivating)
  2. Maslow - heirarchy - needs must be satisfied in order
5. PERSUADING
  1. Systematic (a person has carefully considered the argument - acrtively, creatively and alertly)
  2. Heuristic (a person has skimmed the surface of the problem or issue)
  3. Facts, Emotions, Personalizing, Appealing to 'you'
6. INFLUENCING
  1. Important events sensitize public opinion
  2. Events are more powerful than words
  3. At critical times - people are more sensitive to the adequacy of their leadership
  4. Self-interest trumps others' interest
  5. Opinions on goals are easy to form. Opinions on meathods to reach goals are more complicated.
  6. Democracy + Education + Open access to info = common sense type of public opinion
7. DANGER?
  1. Union strikes
  2. Taking $ from corporations
  3. Boycotts
8. BONUS?!
  1. Influence legislation
  2. Garner campaign support
  3. Unify a nation
MANAGEMENT
1. A bounary role (PR function on the edge of the organization as a liason)
2. PR acts as the corporate concious
3. Reports to the CEO
4. Conceptualizing the Plan
  1. Environment
    1. Business Objectives
      1. Public relations objectives & strategies
        Public relations programs
5. PR Management Process
  1. Defining the problem or opportunity
    1. Programming (formal planning - defining publics , strategies, tactics & goals)
      1. Action (in this case - communication)
        Evaluation (what worked, what didn't - how to improve)
6. Internal PR vs.
7. PR Firms
8. Whats in a name?
  1. Corporate Communications
  2. Reputation Management
ETHICS
1. PSRA Member Code of Ethics
  1. Advocacy
  2. Honesty
  3. Expertise
  4. Independence
  5. Loyalty
  6. Fairness
2. Corporate Codes of Conduct
  1. to increase public confidence
  2. to stem the tide of regulation
  3. to improve internal operations
  4. to respond to transgressions
3. Corporate Social Responsibilty
  1. corporate way of life
4. Ethics in Government
5. Ethics in Journalism
6. Ethics in Public Relations
THE LAW
1. 1st Amendment
  1. defending 1st amendment important for PR professionals
2. Defamation Law
  1. libel - a printed falsehood
  2. slander - an oral falsehood
3. Insider Training
  1. know the laws that govern your industry
4. Disclosure Law
5. Ethics Law
  1. Fed. regulation of lobbying act of 1946
6. Copyright Law
  1. protects writers with fixed work-permanent
7. Internet Law
  1. Censorship
    1. COPA 1998-2009
  2. Intellectual Property
    1. eg. Napster
  3. Cybersquatting
    1. taking/using domain names in bad faith
  4. E-Fraud
    1. same as regular fraud
8. Litigation Law
  1. Learn the process
    1. Develop a message strategy
      1. Settle fast
        Anticipate high-profile variables
        Keep the focus positive
        Try settling again
        Fight nicely

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Public Relations Mid-term

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	Created by Jennifer Lee Foy over 11 years ago