PR Exam 1 Chapter 1-3

Public Relations UARK

The Challenge of PR

PR is multi-faceted

Several Elements of PR Process

The Challenge of PR: PR is multi-faceted

Public relations professionals have many roles and skills in

\-written

\- interpersonal communications media

\- social media

\- research

\-negotiation

\-creativity

\- logistics facilitations

\- problem solving

\- strategic thinking

The Challenge of PR

Elements of PR Process:

Deliberate

planned

performance

public interest

two-way communication

strategic management function

The PR Processes

RACE

Research

Action

Communication

Evaluation

Definition of PR

PR is the management function that identifies, e establishes and maintains mutually beneficial relationships between an organization and the various public on whom its success or failure depends

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The management of communication between an organizations and its publics

Key Words frame most definitions?

Deliberate: PR activity is intentional

Planned: PR activity is organized

Performance: actual polices and performance

Public Interest: PR activity should be mutually benififcal to the or. and public

Two-way communication: listening and engaging in a conversation with various publics

Management function: PR is most effective when it’s strategic and inegreal part of decision making by top management

The Diversity of PR Work

Research

Media Relations

Publicity

Employee relations

Community Relations

Public affairs

Government affairs

Issue management

Financial relations

Special events

Marketing communications

PR V Journalism: Scope

PR: Many components

Journalism: Two components: writing and media relations

PR V Journalism: Objective

PR: Advocates to inform public and change attitudes

Objective observers: news and information

PR V Journalism: Audience

PR: defined publics

Journalism: Mass Audience

PR V Journalism: channel

PR: a variety of channels

J: one channel

PR v Advertising: Scope

PR: Broader scope

AD: MArketing communication funtion

PR v Advertising: Objective

PR: Corporate comm/.mkt comm./AD

AD: tools to support marketing/corporate comm. (PR)

PR v Advertising: Audience

PR: Messages to specialized external audiences and other internal publics

AD: directed to potential buyers of goods and services

PR v Advertising: Channel

PR: various channels

AD: Mass media

PR v Marketing: Problem-solving strategy

PR: cooperation

mkt: competition

PR v Marketing: Role in mgt

PR: all departments

mkt: product positioning and sales

PR v Marketing: Objective

PR: relationship building

mkt: customers and consumers

How Public Relations supports marketing?

Public Relations is the fifth “P” in marketing strategies

Five “P” in marketing strategies

Product, Price, Place, Promotion, PR

Fueling Integrated Perspective?

Downsizing of org.

Tighter budget

Adverting is increasing clutter (fragmented audience and lack credibility)

Public and social policy issue

Integrated Perspective: IMC or MPR

Integrated Marketing Communications

Marketing PR

Marketing objectives

Coordinated communication strategies-→

\-Targeting -Big Idea -Media Timing: -→

Adverting, PR, Sales Promotion, Direct Response, Packaging -→

Program Evaluation

A Career in PR: 5 main courses for PR majors

Into PR

PR research

PR writing and production

internship

PR ethics/mgt./case studies

Essential PR Career Skills

Writing

Research ability

Planned expertise

Problem-solving

Business/economics competence

Expertise in social media

Value of PR: The world doesn’t need more information but does need…

…sensitive communicators and facilitators who can explain the goals and aspirations of individuals, organizations, and governments to others in a socially responsive manner

Value of PR: Public relation practitioners…

Public relation practitioners… explain the goals and objectives of clients and employees to the public and provide them with guidance

Four Classic Models of Public Relations

Press Agentry/Publicity

Public Information

2-Way Asymmetric

2-Way Symmetric

Public Agentry/ Publicity

ONE WAY communication; initiated by an organization with little concern for accuracy or completeness

Public Information

ONE WAY communication, initiated by an organization to inform publics with truthful and accurate information

Two-Way asymmetrical

TWO WAY comm. BUT unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviors

Two-Way Symmetrical

BALANCED comm. with the organization as likely to change attitudes or behavior as its publics

Early Beginnings: Persuasion

used to accept the authority of government and religion through PR

Early Beginnings: The Rosetta Stone

publicity release touting an Egyptian pharaoh accomplishments

Early Beginnings: Olympic games

Promoted to enhance the aura of athletes as heroes

Early Beginnings: Julius Caesar

First politician to publish book :commentaries” to further his ambitions to become emperor of Roman Empire

The Middle Ages: Church?

The Roman Catholic Church a major practitioner of public relations

The Middle Ages: Pope Gregory of the College of Propaganda

Used propaganda to propagate the faith

The Middle Ages: Bankers in Venice

Practiced art of investor relations, adopted the concept of corporate philanthropy

Cononial America: Land Companies

Promotion of colonization to generate revenues from what the colonist were able to manufacture or grow; was a commercial propisition

Colonial America: American Independence- Sam Adams

He refined a sense of how symbolism could sway public opinion

“the Father of press agentry”

Did the Boston Tea Party, Boston Massacre

The 1800s: The Golden Age of Press Agentry

Promoting?

Promoting the westward movement: Publicity and promotion to help populate the west

Expiation of railroads dependent on this

The 1800s: The Golden Age of Press Agentry

P.T. Barnum:

Hype and press agentry

The great American showman

Exaggeration to promote public entertainment

The 1800s: The Golden Age of Press Agentry

Corporate…?

Early corporate initiatives: wave of industrialization and urbanization created many new businesses that competed in the market place

1900-1950: The Age of Pioneers

Ivy Lee

\-The first Public Relations Counsel

\-Open Parker and Lee in 1905

\-One first clients: Pennsylvania Railroad

\-1913-1914 railroad freight hike campaign “landmark in history of PR”

\-Best known for work with Rockefeller family

Ivy Lee: Declarations of principles

New model of public relations practice of public information

Emphasis on dissemination of truthful accurate information

Lee contributions to PR

1: Advancing the concept that business and industry should align themselves with the public interest

2: Dealing with top executives and carrying out no program without the active support of management

3: Maintain open communications with news media

4: Emphasizing the necessity of humanizing business and making PR community

1900-1950: The Age of Pioneers

Edward L. Bernays

“Father of Modern PR”

Emphasized the concept of “Scientific persuasion”

Believed in public relations should emphasize science to change peoples perceptions and encourage certain behaviors

Edward L. Bernays: Father of Modern Public Relations

Crystallizing Public Opinion

Classic Campaigns

Crystallizing Public Opinion: Outline the scope, function, methods, techniques and social responsibilities of a public relations council

Classic campaigns: Ivory Soap, Torches of Liberty, Light’s golden Jubilee

George Creel

Former newspaper reporter: asked by president Woodrow organize massive PR effort for WWI

Committee on Creel persuaded news to help

American Red Cross development

Author Page

Vice President of American Telephone and Telegraph (AT&T)

Credited with making public relations a part of higher management

1950-2000: Public Relations Come of Age

Reasons

Economy

The growth of big business

Big Labor

Big Government

Scientific and Technological advances

The communications revolution

Financial considerations

1950-2000: Public Relations Come of Age

Biz turned to PR

Mass media: media relations

Issue management

Management function

Today’s practice and trends in PR

Multicultural world

Recruitment of Minorities

Public demand for transparency

Expanded role for PR

Corporate social responsibility (CSR)

Increased emphasis on Measurement (ROI)

Managing the 24/7 new cycle

Continued growth of Digital Media

Outsourcing to PR firms

The need for lifelong professional development

Ethics

standards of conduct; which indicates how __one should__ behave based upon moral deputies and virtues rising from principles of right from wrong

\-right v wrong; fair v unfair ect…

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Values

Central beliefs that determine how __we will behave__ in certain situations

Ethical PR professionals

Should have values as…

honesty

openness

loyalty

fair-mindedness

respect

integrity

forthright communication

ie: code of ethics

Burden of making ethical decision to be considered in PR

1. Public interest

2. Employers self interest

3. Standards of the public relations profession

4. Personal values

Personal values: Ethical orientation

Absolutist

Something is either completely right or wrong

The end cannot justify the means

Refuse to do anything that crosses an ethical boundary

Personal values: Ethical orientation

Existentialist

Choice is base on undertaking an assignment (may not be ethical) but executing in a way that doesn’t cross any ethical boundaries

Seeking balance or midpoint

Balance between two extremes

Personal values: Ethical orientation

Utilitarian

Each decision is based on the result that causes the least harm and the most good

“the greatest good for the greatest number of people”

The ends can justify the means

6 Core values of the PRSA code of ethics

Deliberate

Planned, Performance

Public Interest

Two-way communication

management function

Professional Codes of Conduct

Act with honest and integrity

Tell the Truth

Professionalism in PR

Education

Training

Literature

Research

Code of Ethics

Professional Practitioners should have

\-A sense of independence

\-A sense of responsibility to society and the public interest

\-Manifest concern for the competence and honor of the profession as a whole

\-Higher loyalty to the standards of profession and fellow professionals than to the employer of the moment

Other Steps Toward Professionalism

1. Changing mindset of practitioners without formal education in PR

2. A standardized curriculum/ establishing PR as an academic discipline

3. Expanding body of knowledge

4. Professional accreditation

Professional Accreditation

International Association of Business Communicators Model (IABC)

The Public Relations Society of America Model

The Public Relations Society of America Model

• Preview course: readiness questionnaire; portfolio

• 2.5 hour exam 4-step (30%), ethics/law (15%) theory (15%), business literacy (10%), management (10%), crisis (10%), media relations (5%), IT (2%), history/current issues (2%), advanced communication skills (1%)

  • 4,000 APR to date, 20% of membership

APR designation as being accredited by PRSA

Certifies your drive, professionalism and principles, setting you apart from your peers and positioning you as a leader and mentor in the competitive public relations field.

The APR (Accreditation in Public Relations) asserts professional competence

Definitions of bottom line PRO and CON

PRO: t*he profitability of a business after all expenses are deducted from revenues*

CON:the profitability of a business after all expenses are deducted from revenues.Bottom-line profits are net profits after all the costs of the business have been accounted for

PRO: How does PR shape the image?

Image, crisis, shape brand, attract

PRO: How Tylenols scandal made PR important

Tylenol bottles laced with cyanide killing users at random. They recalled all current products on shelves across America and rebranded their product. They created a seal on their bottles, so consumers knew if the product had been tampered with or not. Tylenol rebranded themselves from this crisis and became the pain and fever company that cares about your health.

  PRO: 5 Ways a Corporate Crisis Can Affect the Bottom Line

    

a.     Destruction of Shareholder Value

b.     Loss Of Revenue

c.     Loss of (Or Inability to Attract) Talented Employees

d.     Increased Costs

e.     Loss of Stakeholder Trust

CON Key points

Marketing contributes to bottom line and PR indirectly does business goals

CON types of PR

Crisis management

Event Management

Reputation Management