Principles of PR

PRSA)

The Public Relations Society of America (PRSA) is the professional organization for public relations practitioners in the United States. It establishes industry standards, professional development resources, advocacy, and ethical guidelines

PRSSA

The student affiliate of PRSA, to build industry knowledge, gain access to practical experience (like student-run agencies), network with professionals,

Definitions of PR

Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Difference between marketing, advertising and public relations

• Advertising: "Buy my product!" (You pay to say it)

• Public Relations: "They're a great company!" (Someone else says it for free)

• Marketing: "We have what you need at a price you'll like." (The overall strategy behind selling it)

Roles in public relations

• Writer: Crafting clear, persuasive, and accurate written materials—such as news releases, statements, opinion pieces, speeches, and white papers—to influence audiences and stimulate specific actions.

• Strategic Advisor: Monitoring public opinion, industry developments, competitor actions, and political trends to keep the organization informed and guide high-level strategic communication decisions.

• Marketing Communications Expert: Supporting product launches, sales, and ongoing marketing initiatives across B-to-C, B-to-B, and B-to-G sectors, often through integrated marketing communications (IMC) and social media outreach.

• Crisis Manager: Handling high-stakes, high-stress emergency situations (such as disasters, product recalls, or corporate scandals) to protect organizational reputation and manage the court of public opinion.

Primary Research

Original research conducted directly by the PR professional to gather new data specifically for their current campaign or problem.

Secondary Research

Definition: Examining existing data, information, or research previously gathered by someone else for another purpose.

career paths in PR

Agency PR, Corporate PR (In-House), Nonprofit / Cause PR, Government PR / Public Affairs

Ivy Lee

was the "First PR Counsel" who revolutionized the industry by championing truth, transparency, and open communication with the public. He issued the first modern press release and wrote the Declaration of Principles,

Edward Bernays

is known as the "Father of Modern PR" who pioneered applying social science and psychology to persuade public opinion and influence behavior. He famously championed the Two-Way Asymmetrical Model of communication,

Arthur Page

was AT&T’s vice president of PR and the pioneer of corporate public relations who established that a company's performance and actions—not just its words—determine its reputation.

Doris Fleischman

was a PR pioneer, author, and equal partner to Edward Bernays who helped shape early PR strategies and campaigns.

Ida B. Wells

Ida B. Wells was a pioneering African American journalist, anti-lynching advocate, and early civil rights leader who used investigative reporting, data, and public awareness campaigns to expose racial injustice and influence public opinion long before PR was an established profession.

Press Agentry / Publicity Model

• A 1-way communication model focused on persuasion and hype, often using truth-stretching, "Hype, Attention & Anything for Publicity"

Public Information Model

A 1-way communication model focused on distributing accurate, factual information to the public without heavy promotion or research.

Two-Way Asymmetrical Model

A 2-way communication model that uses research/feedback to understand audience attitudes in order to persuade and change the public's mind to match the organization's goals.

Two-Way Symmetrical Model

A 2-way communication model focused on mutual understanding, dialogue, and negotiation, where both the organization and public are willing to change.

PRSA Core Values

Advocacy, Voice for the Client & Public", Honesty, "Truth and Accuracy Always”, Expertise, Knowledge, Skill & Credibility". Independence, loyalty, fairness.

Types of Defamation:

"False Statements That Damage Reputation" LIBEL Written / Permanent Defamation" , SLANDER "Spoken / Oral Defamation", ACTUAL MALICE Intentional Falsehood or Reckless Disregard"

Disclosure

Transparency About Paid Ties & Conflicts of Interest"

Copyright

Legal protection that gives the original creator of a fixed, tangible work exclusive rights to use, distribute, adapt, and display that work.

Fair Use

• Quick Hook: "Exception to Copyright for Specific Purposes"

Right to Privacy (PR

"Protection of Personal Data & Likeness"

RACE Model (John Marston)

• Research: What is the problem or situation? (Defining the problem)

• Action (Planning): What should be done about it? (Setting objectives & strategies)

• Communication: How will the public be told? (Executing tactics & messaging)

• Evaluation: How did the campaign perform? (Measuring impact against objectives)

ROPES Model (Jerry Hendrix)

• Research: Analyzing the organization, situation, and target publics.

• Objectives: Setting specific, measurable goals (informational, attitudinal, behavioral).

• Programming: Developing and executing strategies, messages, and tactics.

• Evaluation: Assessing campaign progress and outcome success.

• Stewardship: Maintaining ongoing relationships through follow-up and reciprocity.

SWOT Analysis

A strategic planning tool used during the research phase to evaluate an organization's Internal Strengths and Weaknesses alongside External Opportunities and Threats.

Agenda setting theory

• Media Sets the Topics of Public Conversation"

• Framing Theory

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How Information is Packaged & Contextualized"

Two-Step Flow of Information Theory:

A communication theory stating that media messages do not influence the general public directly; instead, information flows from mass media $\rightarrow$ opinion leaders $\rightarrow$ general public.

• PR Objectives

• Specific, measurable statements that outline what a PR campaign aims to accomplish, by how much, among which target public, and within what timeframe (must follow the SMART model: Specific, Measurable, Attainable, Relevant, Time-bound).

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Strategies

• Proactive Strategy: Launching communication campaigns on your own timeline to build goodwill or promote initiatives before an issue arises.

• Reactive Strategy: Responding to external events, crisis situations, or unexpected criticism.

tactics

• Specific Actions, Tools & Deliverables (The 'Do')"

Programming (PR Campaign Planning)

Execution Phase: Turning Strategy into Action"

Lasswell’s Communication Model

• Who? Communicator / Sender (The PR professional, brand, or spokesperson crafting the message)

• Says What? Message (The content, story, press release, or campaign claim)

• In Which Channel? Medium / Channel (Social media, news release, TV, pitch email, podcast)

• To Whom? Audience / Target Public (The consumers, stakeholders, or journalists receiving the message)

• With What Effect? Effect / Outcome (The resulting awareness, attitude change, behavior, or coverage

• Writing for Social Media

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Crafting concise, conversational, and interactive content tailored to distinct digital platforms to drive engagement, foster two-way communication, and encourage action.

News Release (Press Release)

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Official Media Announcement Written for Journalists"

Long form PR writing

• In-Depth Content for Education, Authority & Complex Storytelling"