Mass Communication-Chapters 10, 11, 12, 13

What is Public Relations? (PR)

The communication function that seeks to build good relationships with an organization's public which are consumers, stockholders, legislators, and other stakeholders in the organization. The process is done through continues conversations (dialogic: refers to the use of conversation or shared dialogue to explore the meaning of something.) between an organization and publics.

What is a public?

A public is any group that can be targeted by a message. Often times these publics are critical to an organizations/businesses success. Employees, consumers, citizens of the organizations location, political leaders can all be considered publics. Additionally these publics are often referred to as stakeholders, because they play a role in the organizations success or failure.

3 kinds of publics

External, Internal, Media

External public

these are people who are not directly tied to the organization's payroll, Think customers, the city in which the company is located.

Internal public

These people are directly tied to an organization's payroll. employees and board members are internal publics( an organization's employees.)

Media

all these different types of outlets that we are talking about in class

Commonweal

The general welfare or public good

news release

a tool in public relations to provide information or promotion in news media.

Media Kit

a packet provided to news reporters to tell the story in an advantageous way

video news release

a television news story look-alike created by public relations people

William Henry Vanderbilt

Embodied the bad corporate images of the 1880s, 1890s with "The public be damned"

Social Darwinism

The application of ideas about evolution and "survival of the fittest" theory to human societies - particularly as a justification for their imperialist expansion.

Charles Darwin

devised survival of the fittest theory.

Ivy Lee

Laid out fundamentals of public relations

Ludlow Massacre

Colorado tragedy that Ivy Lee converted into a public relations victory

John D. Rockefeller

Ivy lee client who had been the target of public hatred.

P.T. Barnum

Known for extravagant claims and hoaxes in publicity beginning in 1840s

Puffery

inflated claims

George Creel

Demonstrated that public relations works on a mammoth scale in World War I

Elmer Davis

Led Office of War Information in World War II

Arthur Page

Established the role of public relations as a top management tool

media relations

focusing on relationships with journalists to facilitate coverage

Strategic Communication

campaigns and messages to advance long-term goals, usually through mass media

media opportunity

staged event to attract media attention

image management

A public relations function to create, groom and nurture client images

Edward Bernays

Early public relations practitioner whose practice and scholarship helped define the field

crisis management

a public relations tool ideally to devise plans to deal with possible crises ahead of time.

Lobbying

influencing public policy, usually legislation or regulation

government relations

lobbying

search advertising

ads show up on-screen whenever you click a search term chosen by an advertiser

Political communication

advising candidates and groups on public policy issues, usually in elections

Astroturfing

A pseudo-grassroots campaign, usually in politics; a take-off of the brand name for an artificial grass product

Whitewashing

covering up

Greenwashing

hiding environmental abuses while claiming to be eco-friendly

social media news release

Internet-based news releases with links to related material and interactive opportunities for news reporters

What are video news releases?

Companies often offer polished video clips and new stories with video that look like a real news package produced by a tv station. This often is misleading because while it looks like a legitimate story, it often has biases since it was created by the company.

What are media kits?

Offering the media packs of not only news releases but also fact sheets (about certain products, events, individuals.) photocharts, video charts, graphs. Content that can be used in news stories.

PR and News

one of the primary jobs of a PR professional is gaining news coverage. A story by a news outlet that positively quotes a company spokesperson, a story idea pitched by a company, but is covered by a media outlet. Therefore there is no cost for its publication and it is viewed as more credible by the audience because it is not coming directly from the company.

4 Key Differences Between Advertising and Marketing

Advertising is the creative promotion, it is the design of ads, writing of scripts, and overall content creation, marketing focuses on finding consumer needs.

Advertising is done through paid channels, marketing is determining the product to be sold

The goal of marketing is to maximize revenue, advertising is focused on promoting the product or company through paid channels

Advertising is creation, marketing is research centered

4 Key Differences Between Marketing and PR

-Marketing is focused on product/service sales, PR is based on relationships and reputation

-PR messages are subconsciously perceived as more credible, because they come from news sources

-PR because it is focused on building credibility is harder to measure return on investment

-PR is a long term activity

4 Key Difference Between PR and Advertising

-PR builds relationships over time, advertising wants quicker sales

-PR is always focused on the idea of dialogic relationships over time, advertising that is not a focus

-PR is a management function that also works within the organization

-PR is unpaid media coverage (i.e. getting a reporter to write a story for you), whereas advertising is paid

· What are the differences between: PR, Advertising and Marketing?

PR is a management tool targeted and building beneficial relationships with publics and stakeholders. It is dialogic, meaning it's a back and forth relationship. Advertising is usually a one way messaging. I put my message out to the world and hope it catches. PR I expect a response. That I will in- turn respond to. Both PR and advertising are persuasive messaging.

· What are the parts of the Dialogic Theory

Mutuality - the interactions must take place on a level playing field. The company or organization must not "talk down" to their publics.

Propinquity - for the interaction to be genuine, the interaction must be spontaneous

Empathy - the organization must support and understand the good of the public

Risk - the organization must understand that the communication must happen on the public's terms

Commitment - the organization must commit resources to the practice. In other words, it can not be a hot and cold relationship. It is there or it is not.

What is Pr?

It stands for public relations. It is a management tool to create beneficial relationships with the public. The process is done through continued conversations (dialogic: refers to the use of conversation or shared dialogue to explore the meaning of something.) between an organization and publics.

What is a public ?

Public is any group that can be targeted for a message. Sometimes these groups can be critical or judgemental towards a business or organization's success. Employees, consumers, citizens of organizations, location, political leaders, can all be considered publics. Additionally these publics are referred to as Stakeholders, because they play a role in the organization's success or failure.

Cornelius Vanderbilt?

Cornelius Vanderbilt was one of the richest individuals in United States History. His fortune earned by shipping railroads. His general business philosophy was "the public be damned." His view was that the strong survive and the weak don't. The concept known as Social Darwinism. This mantra ran through many businesses besides the railroads, including mines and factories. Working conditions were horrendous. The public started to turn the tide against these practices when unions began at the turn of the 20th Century. The public was not happy with corporation owners. Public opinion turned against these barons. Enter Ivy Lee.

Ivy Lee

Ivy Lee worked for John Rockefeller and the coal mine operators to improve public opinion. His work on changing public opinion helped to avoid a strive by the coal mine operators. He accomplished this by creating transparent communication channels between the mine operators and the key publics. His view was very straight laced and honest was the best policy. This was counter to the ideals of P.T. Barnum (yes like the circus), who was into the concept of big shows. P.T. once stated that "there is a sucker born every minute." Thus began a divergence between ideas of advertising and public relations.

Promotion

Public relations professionals work to promote a company with the media. When they are doing good things, they want to be recognized. They create photo opportunities, invite the media to rallies (think political), and keynote addresses. When Steve Jobs or Tim Cook present the newest Apple products to journalists that can fall into the categorization of a PR event.

Image Management

Image management is a central pillar of public relations. In a perfect work the goal is building a positive image and trust with the various publics. This is done through things like philanthropy, taking concerns seriously, being a strong proponent of good corporate citizenship. However there are times when crises occur. An employee dies, there is a mass shooting, the candidate says something dumb, etc. It is then often times the job of the PR team to communicate during the crisis, apologize, and figure out a communication strategy to repair the image once again.

The Tylenol Case Study

The Tylenol Case Study

Advocacy

Companies work to promote their interests in government. This is done through lobbying efforts. While there is an image of lobbying being a dark shadowy business, government regulations have worked to repair these issues. While some scandals still arise, it is better then it has been. The core of this advocacy is to promote the organizations story to the government. For example the UW system lobbies in Madison to tell their story of what they do. They promote what you as students do to legislators to gain funding for teachers, organizations, and other initiatives.

Political Communication

A lot of political communication centers on PR. How do we share this candidate's or legislators story and accomplishments with the public. How often do politicians need a bit of image repair?

Polling

1.Polls are taken on a random sample, meaning that everyone in a population has an equal chance of being selected.

2.However, different demographics have different chances of answering the call. This means that the respondents do not match their representation in the population. For example the sample may have a higher percentage of college educated respondents then there are in the population. Therefore the person dealing with the data will add weight to those without degrees and make their responses count more in order to reflect the population. In 2016, pollsters did not do this when it came to education, which is why some states were off in polling.

3.Polls have a margin of error - because polls are not perfect. It is usually 3-4% points on either side. This means that if 2 candidates are 7% apart, but there is a margin of error of 4, technically the other side could be ahead.

-Therefore pay attention to the following

1.Margin of error

2.How many people were surveyed

3.What was weighted

4.When was the poll taken

5.Always looks at more then one poll from multiple sources.

Among the major characteristics of dialogic theory in practice are all of the following EXCEPT

assurance

Ivy Lee, an early public relations practitioner, encouraged his clients to deal with negative publicity by

telling the truth while putting a human face on their organization and its accomplishments.

What is crisis management?

helping a client or organization through an emergency

Which of the following is NOT one of the three tactical activities that are incorporated in most long-term public relations campaigns?

positioning

Public relations is mostly a tool used by

management

ad clutter

so many competing ads that all lose impact

flight (or wave)

intense repetition of ads

viral advertising

media consumers pass on the message like a contagious disease, usually on the internet

stealth ads

Advertisements, often subtle, in nontraditional, unexpected places

product placement

writing a brand-name product into a television or movie script

TiVo

A television recording and playback device that allows viewers to edit out commercials. A competing device is ReplayTV.

infomerical

program-length broadcast commercial

-zine

magazine whose entire content, articles and ads, pitches a single product or product line

Johannes Gutenberg

Progenitor of advertising media

William Caxton

Printed first advertisement

John Campbell

Published first ad in British colonies

Benjamin Day

His penny newspaper brought advertising to new level

Wayland Ayer

Founded first ad agency

media plans

Lay out where ads are placed

cost per thousand (CPM)

A tool to determine the cost-effectiveness of different media

media reach

size of audience exposed to an advertisement through a particular medium

Audit Bureau of Circulations

Verifies circulation claims

shelf life

How long a product may be stored before use.

pass-along circulation

all the people who see a periodical

Sponsored link

on screen hot spot to move to an online advertisement.

click-through fee

a charge to advertisers when an online link to their ads is activated; also, a fee paid to web sites that host the links

Advergame

a sponsored online game, usually for an established brand at its own site

brand

a nongenetic product name designed to set the product apart from competition

David Ogilvy

championed brand imaging

brand image

Spin put on a brand name

store brands

Products sold with a store brand, often manufactured by the retailer. Also called house brands and private labels

branding

Enhancing a product image with a celebrity or already established brand name, regardless of any intrinsic connection between the product and the image

Lowest Common Denominator (LCD)

messages for broadest audience possible

unique selling proposition

emphasizes a single feature

Rosser Reeves

Devised unique selling proposition (USP)

Jack Trout

devised positioning

Positioning

targeting ads for specific consumer groups

National advertising took root in the United States with

the railroads' simplification of mass distribution in the 1840s.

What was the first form of printed advertisement?

flyers

When an advertising agency takes its compensation as an ownership share in a client's company, the deal is called

equity contract

Clutter in advertising is defined as

too many ads running one after another in a television commercial break.

Targeting ads for specific consumer groups is called

positioning

George Gallup

introduced probability sampling

Institute of American Public Opinion

Gallup polling organization

statistical extrapolation

drawing conclusions from a segment of the whole

Probability

everyone in the population being surveyed has an equal chance to be sampled.

Sample sized

number of people surveyed 384