PR exam 1

Definition of Public Relations

The strategic communication process that builds mutually beneficial relationships between organizations and their publics (PRSA, 2020)

Historical/Pop Culture Image of PR

Seen as “publicists” or “flacks,” often portrayed negatively in media.

PRSA

Public Relations Society of America; sets professional standards, promotes ethics, and advances PR practice.

PRSSA

Public Relations Student Society of America -student branch that focuses on professional development and ethics.

PR vs Advertising

PR is earned media that builds reputation; Advertising is paid media that controls message and placement.

CSR (Corporate Social Responsibility)

Business commitment to act ethically and contribute positively to society.

PR Roles

Writer, Strategic Advisor, Marketing Communications Expert, Crisis Manager.

PR Tool Kit

Media relations, employee communication, research, social media, and strategic planning.

PR Career Paths

Agency, Corporate, Government, Nonprofit/Association.

Press Agentry

Early PR focused on publicity and generating awareness.

Railroad Era

Railroads used PR to gain public support and awareness.

PR and Social Issues

Ida B. Wells (civil rights) and John Muir (conservation) used PR for advocacy.

Ivy Lee

Father of modern PR; emphasized honesty and transparency.

Edward Bernays

Used psychology in PR; author of Crystallizing Public Opinion.

Doris Fleishman

Early feminist PR professional; partner of Bernays.

Arthur Page

Corporate PR pioneer who promoted ethics and trust.

George Creel

Headed WWI U.S. Committee on Public Information; used PR to influence opinion.

Amos Kendall

First White House press secretary for Andrew Jackson.

Eleanor Lambert

Fashion PR pioneer; created “Best Dressed List.”

Harold Burson

Co-founder of Burson-Marsteller; emphasized ethical reputation management.

Daniel Edelman

Founder of Edelman, world’s largest PR firm.

Ethics

Moral principles guiding professional behavior.

George Gerbner’s Theory

Media exposure cultivates negative stereotypes of professions like PR.

Ethical Skills

Integrity, moral reasoning, transparency, and clear communication.

PRSA Code of Ethics Values

Advocacy, Honesty, Expertise, Independence, Loyalty, Fairness.

PRSA Code Principles

Free flow of information, competition, disclosure, safeguarding confidences, avoiding conflicts, enhancing the profession.

First Amendment

Protects free speech and press - foundation for PR practice.

Defamation

Making a false statement that harms another’s reputation.

Disclosure

Being transparent about paid promotions or sponsorships (e.g., hashtags, influencer posts).

Copyright

Legal right protecting creators’ original works.

Fair Use

Limited use of copyrighted material with attribution; cannot copy entire works.

Fyre Festival

Example of unethical influencer marketing - lack of disclosure and misleading promotions.

4-Step PR Process (RPIE)

Research, Planning, Implementation, Evaluation.

Secondary Research

Using existing data or publications.

Primary Research

Collecting new data through surveys, interviews, or focus groups.

Organizational Background

Understanding a company’s history, values, and relationship with publics.

SWOT Analysis

Identifying Strengths, Weaknesses, Opportunities, Threats.

Quantitative Research

Measurable, numerical data (surveys, content analysis).

Qualitative Research 

Descriptive data on opinions, attitudes, and values (interviews, focus groups).

Basic Communication Model

Sender → Message → Channel → Receiver → Feedback.

Agenda Setting Theory

Media tells us what to think about.

Framing Theory

Media tells us how to think about issues.

Two-Step Flow Theory

Opinion leaders interpret and share media messages with others.

Spiral of Silence Theory

People stay silent if they believe their opinion is in the minority.

Diffusion of Innovations Theory

Explains how new ideas and technologies spread over time.

Uses & Gratifications Theory

People use media to satisfy needs (information, connection, entertainment).

SMART Objectives

Specific, Measurable, Achievable, Relevant, Time-bound.

Types of Objectives

Informational, Motivational, Reputational.

Strategies

Overall approach to achieve communication goals.

Tactics

Specific activities or tools used to carry out strategies.

Evaluation

Measuring success using benchmarks and outcomes.

Planning

Includes situation analysis, target audiences, and measurable goals.

5 Ws & H

Who, What, When, Where, Why, and How.

Lasswell’s Theory

Who says what, in which channel, to whom, and with what effect.

SEO (Search Engine Optimization)

Improving online visibility and search rankings.

AI in PR

Used for writing, content analysis, trend tracking, and media monitoring.

Questions Before Writing

Why, Who, What, Objective, Channel, Deadline, Legal approvals.

News Release

Formal announcement written for media use.

Pitch

Personalized message to get a journalist’s interest.

Fact Sheet

Quick summary of key facts about a company, event, or issue.

Media Kit 

Collection of PR materials (news release, photos, bios, fact sheet) for journalists.

Social Influencers

People with large followings who promote brands or messages online.

Pre & Post Information Loop

Pre = creating and distributing information;

Post = audience engagement and feedback.

Social Media in Crisis Situations

Used for fast, transparent updates and public communication.

Best Practices for Social Media

Be authentic, ethical, consistent, responsive, and monitor engagement.