ADPR3860 Test 1

Public Affairs

Matters pertaining to the formulation of public policy or administration of state. Includes the process of enacting legislation, developing rules/regulations, and politics/elections. Originated in Greece, res publica, Athenian democracy.

Republic

The type of society we live in/are governed by

Checks on power, regular/fair elections, individual liberty

Hallmarks of republics

Inefficient due to separation of power

Shortcomings of republics

Threat of authoritarianism

Challenges to republics

Public Affairs Communications

The application of communications theory, strategy, and tactics to shape a public affairs outcome. Can be applied to political campaigns to shape electoral outcomes or public advocacy campaigns driven by corporations, organizations, or individuals, to shape public policy.

Town Hall meetings, press conferences, speeches, public hearings, correspondence, earned media (press releases, op-eds, LTEs), social and digital media

Forms of Public Affairs Communications

Public Service, Consultancy, NGOs, Corporate

Contexts for Public Affairs Comms. Practice

Spokesperson, Comms Director, Press Secretary, Speech Writer

Public Service Roles

Federal, State, local, executive, legislative, judicial

Public Service Organizations

Campaigns, Political Parties, PACs, and Party Committees

Quasi-Public Service

Anything

Consultancy Roles

Large firms, boutiques, individuals

Consultancy Organizations

Fitting an image

Consultancy Cautionary Tales

Spokesperson, Communications, Media Relations, Social and Digital Media, Advocacy

NGO Roles

Trade Associations, Advocacy Orgs, Charitable Orgs

NGO Organizations

Corporate Comm, Media Relations, Advocacy

Corporate Roles

Domestic Corporations, Multinational Orgs, Foreign Corporations

Corporate Organizations

Gender

Not translated into accurate representation in our government. Women often not encouraged to run for office on this basis. Lag in women in politics/having right to vote. Women judged more harshly than men.

Theory

Provides practitioners with a basis for understanding public affairs communications at a higher level of abstraction. Offers insights that can inform strategy. Reminds practitioners of importance of simplicity. Can identify problems that could arise w/ poor strategic approaches.

Public Relations Theory

1. Press/Agentry publicity

2. Public info

3. Two Way Asymmetrical

4. Two Way Symmetrical

Press Agency

One-way communication used to influence audiences to behave as the organization desires.

Public Information

One-way comm. used to provide info that organization wishes an audience to have.

Two-way Asymmetrical

Uses research to assess how best to influence audiences to behave as the organization desires.

Two-way Symmetrical

Used to facilitate a dialogue to resolve conflicts and promote mutual understanding between an organization and stakeholders/audiences.

Purchase Funnel

As you go down the funnel, the number of prospective purchasers increases to customers

Advertising Management Model

A party determines the audience for its advertising effort, the appropriate message he or she wishes to convey, decides upon the appropriate medium for it to run, and then measure the efficacy of the effort.

Iron Triangle

Congress wants electoral support, bureaucracy wants funding for itself and support for its programs, and interest groups want policies of their choosing.

Advocacy Writing

Not objective, must make your case/persuade, must have purpose/objective and help achieve it

Press Release Tips

Grab attention w/ headline, get to the point, one page (2 at most), follow a formula

LTE Tips

Pick the right author, let editor/reader know intention from the start, get right to the point, must be timely, include facts that refute or reinforce the original piece, conclude w/ an answer, suggestion, or call to action

Op-Ed Tips

Tell your story, do not bury the lead, make it personal, include facts or data to reinforce point, include a call to action or recommendation

Lobbyist

The activity of trying to persuade someone in authority, usually an elected member of government, to support laws or rules that give your organization or industry an advantage.

Lobbying Constitutional Basis

• First Amendment in Constitution

• Regulated at fed. level by the Lobbying Disclosure Act of 1995

• Comparable laws at local and state levels

Lobbying Sources of Influence

• Political Contributions

• Endorsements

• Constituency

• Voting Scorecards

• Personal Relationships

Lobbying Objectives

-enabling/authorizing legislation

-appropriations, grants, projects

-shaping rules and regulations

-nominations

Strategy and Tactics

A plan of action designed to achieve a long-term or overall aim.

Strategy

The overarching plan or master plan for achieving an objective. Should be definitive.

• Ex: Reagan needed to create dialogue with the voter about Carter’s failures in order to show that the Carter admin has failed thru what that failure means to the average American.

Tactics

The specific activities or actions designed to achieve a particular objective.

• Example: Research, message development, mapping, earned media, advertising, social and digital media, grassroots, opposition management

Media

The means of communicating information to the broad public utilizing broadcast, print, or digital means. Refers to mass communication. Functions include the dissemination of information, fostering economic activity, and facilitating political discourse

Evolution of Media

Follows technological innovations:

• Print -> Broadcast -> Cable -> Digital or more

Pamphlets -> Newspapers -> Radio -> Television -> Cable

• Pamphlets -> Newspapers -> Radio -> Television -> Cable Networks -> Digital Outlets