Principles of Public Relations 3381 Final Exam

Reputation management

Conducting systematic research to learn the state of the organization's reputation and then taking steps to improve it

Media Relations

Building relationships with journalists as a means to generate publicity

Provide materials needed to develop a story

Be viewed as a trustworthy information source

Four Important Contribution to PR (#1)

Business should align with public interest

Four Important Contribution to PR (#2)

Dealing with top executives; support of management

Four Important Contribution to PR (#3)

Open communication with news media

Four Important Contribution to PR (#4)

Necessity of humanizing business

Who is Edward Berney?

The “father of modern public relations”; Crystallizing Public Opinion

Know Edward Berney’s classic PR campaigns

• Beech-Nut Bacon

• Lucky Strike Cigarettes

• Light’s Golden Jubilee

• Procter & Gamble’s Ivory Soap

• NAACP Convention in Atlanta

  • Handled by Bernay’s spouse & partner, Doris Fleischman, 1920

Know the current challenges facing PR today

• Technological & social changes

• Technology = ever-expanding ways to communicate

• Progress for gender equity in pay; room for improvement

• Joseph V. Baker, first Black PR firm, 1934

• Moss Kendrix Organization, 1944

• Inez Kaiser, 1962

• Lack of diversity in PR leadership still a concern

Transparency

The free flow of information required to ethically inform the public about an organization's actions and policies

Know the PRSA core values (AHEILF)

1. Advocacy: acknowledge and avoid potential conflicts of interest

2. Honesty: be honest when critiquing competitors; enhance the profession by providing trustworthy information

3. Expertise: Acquire and use specialized knowledge and expertise

4. Independence: disclose important information to key publics as soon as possible

5. Loyalty: Maintain client confidences

6. Fairness: maintain a free flow of information

Fake News

False or inaccurate information that is presented as news and created specifically to attract attention, mislead or decisive, or damage a reputation

Deepfakes

An image or video in which a person’s likeness has been convincingly replaced with that of another person (often a public figure)

Be able to define the 4 key factors that helped PR change during the 1900s

1. Publicity Bureau, established Boston, 1900

2. Harvard College a client

3. Shift from hype & agentry to facts & information

4. Rise of independent counselors, females, and Black PR professionals

Be able to conduct a SWOT analysis

• Strengths: internal

• Weakness: internal

• Opportunities: external

• Threats: external

Know the PRSA core values (Chapter 5) 

1. Advocacy: acknowledge and avoid potential conflicts of interest

2. Honesty: be honest when critiquing competitors; enhance the profession by providing trustworthy information

3. Expertise: Acquire and use specialized knowledge and expertise

4. Independence: disclose important information to key publics as soon as possible

5. Loyalty: Maintain client confidences

6. Fairness: maintain a free flow of information

Define Secondary Research

Research that is based on collecting and analyzing existing information, or information that was created by someone else

Psychographics

Refers to reach an audience based on their geographic location

Define Piggyback survey, aka omnibus survey

Attractive for three reasons

1. Cost

2. Expertise

3. Timeliness

Only get a small snapshot of public opinion

Useful for moment-in-time understanding

10% of what?

Good practice to allocate 10% of budget for unexpected costs in a PR plan, campaign etc

Highest response rates for survey type is

 In-person survey: 57%

Why are the sales of education/structural materials are restricted?

 To protect the integrity of the work

90% of organizational crises are caused by…

Internal operational problems

A form of listening in PR is…

Analyzing new coverage

Owned media refers to…

Communication channels that are paid through advertising

Media fragmentation

The increase of media channels and diverse media outlets, such as TV channels and new websites, designed to reach specific audiences

Marketing segmentation

Differentiating and dividing a large group of potential customers or constituents into groups based on characteristics such as age, gender, and religion, with the assumption that these groups share similar interests, values, or behaviors (how to you group these people up)

Narrowcasting

Dissemination of media to a defined segment of the population (defined by shared interests, demographics, or other traits)

PR professionals may have to stand up to boss or executive

• Use or cite PRSA’s code of ethics

• Point to organization’s stated values

• Potential negative headlines

• Use affected public point of view (if you were in their shoes)

• Get others to join you in saying “no”

• Notes similar cases & the repercussions (public backlash)