PR Exam 1 Chapter 1-3

4.8(5)
studied byStudied by 57 people
learnLearn
examPractice Test
spaced repetitionSpaced Repetition
heart puzzleMatch
flashcardsFlashcards
Card Sorting

1/74

flashcard set

Earn XP

Description and Tags

Public Relations UARK

Study Analytics
Name
Mastery
Learn
Test
Matching
Spaced

No study sessions yet.

75 Terms

1
New cards
The Challenge of PR
PR is multi-faceted

Several Elements of PR Process
2
New cards
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
3
New cards
The Challenge of PR

Elements of PR Process:
Deliberate

planned

performance

public interest

two-way communication

strategic management function
4
New cards
The PR Processes
RACE

Research

Action

Communication

Evaluation
5
New cards
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

\
The management of communication between an organizations and its publics
6
New cards
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
7
New cards
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
8
New cards
PR V Journalism: Scope
PR: Many components

Journalism: Two components: writing and media relations
9
New cards
PR V Journalism: Objective
PR: Advocates to inform public and change attitudes

Objective observers: news and information
10
New cards
PR V Journalism: Audience
PR: defined publics

Journalism: Mass Audience
11
New cards
PR V Journalism: channel
PR: a variety of channels

J: one channel
12
New cards
PR v Advertising: Scope
PR: Broader scope

AD: MArketing communication funtion
13
New cards
PR v Advertising: Objective
PR: Corporate comm/.mkt comm./AD

AD: tools to support marketing/corporate comm. (PR)
14
New cards
PR v Advertising: Audience
PR: Messages to specialized external audiences and other internal publics

AD: directed to potential buyers of goods and services
15
New cards
PR v Advertising: Channel
PR: various channels

AD: Mass media
16
New cards
PR v Marketing: Problem-solving strategy
PR: cooperation

mkt: competition
17
New cards
PR v Marketing: Role in mgt
PR: all departments

mkt: product positioning and sales
18
New cards
PR v Marketing: Objective
PR: relationship building

mkt: customers and consumers
19
New cards
How Public Relations supports marketing?
Public Relations is the fifth “P” in marketing strategies
20
New cards
Five “P” in marketing strategies
Product, Price, Place, Promotion, PR
21
New cards
Fueling Integrated Perspective?
Downsizing of org.

Tighter budget

Adverting is increasing clutter (fragmented audience and lack credibility)

Public and social policy issue
22
New cards
Integrated Perspective: IMC or MPR
Integrated Marketing Communications

Marketing PR
23
New cards
Marketing objectives
Coordinated communication strategies-→

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

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

Program Evaluation
24
New cards
A Career in PR: 5 main courses for PR majors
Into PR

PR research

PR writing and production

internship

PR ethics/mgt./case studies
25
New cards
Essential PR Career Skills
Writing

Research ability

Planned expertise

Problem-solving

Business/economics competence

Expertise in social media
26
New cards
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
27
New cards
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
28
New cards
Four Classic Models of Public Relations
Press Agentry/Publicity

Public Information

2-Way Asymmetric

2-Way Symmetric
29
New cards
Public Agentry/ Publicity
ONE WAY communication; initiated by an organization with little concern for accuracy or completeness
ONE WAY communication; initiated by an organization with little concern for accuracy or completeness
30
New cards
Public Information
ONE WAY communication, initiated by an organization to inform publics with truthful and accurate information
ONE WAY communication, initiated by an organization to inform publics with truthful and accurate information
31
New cards
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 comm. BUT unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviors
32
New cards
Two-Way Symmetrical
BALANCED comm. with the organization as likely to change attitudes or behavior as its publics
BALANCED comm. with the organization as likely to change attitudes or behavior as its publics
33
New cards
Early Beginnings: Persuasion
used to accept the authority of government and religion through PR
34
New cards
Early Beginnings: The Rosetta Stone
publicity release touting an Egyptian pharaoh accomplishments
35
New cards
Early Beginnings: Olympic games
Promoted to enhance the aura of athletes as heroes
36
New cards
Early Beginnings: Julius Caesar
First politician to publish book :commentaries” to further his ambitions to become emperor of Roman Empire
37
New cards
The Middle Ages: Church?
The Roman Catholic Church a major practitioner of public relations
38
New cards
The Middle Ages: Pope Gregory of the College of Propaganda
Used propaganda to propagate the faith
39
New cards
The Middle Ages: Bankers in Venice
Practiced art of investor relations, adopted the concept of corporate philanthropy
40
New cards
Cononial America: Land Companies
Promotion of colonization to generate revenues from what the colonist were able to manufacture or grow; was a commercial propisition
41
New cards
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
42
New cards
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
43
New cards
The 1800s: The Golden Age of Press Agentry

P.T. Barnum:
Hype and press agentry

The great American showman

Exaggeration to promote public entertainment
44
New cards
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
45
New cards
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
46
New cards
Ivy Lee: Declarations of principles
New model of public relations practice of public information

Emphasis on dissemination of truthful accurate information
47
New cards
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
48
New cards
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
49
New cards
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
50
New cards
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
51
New cards
Author Page
Vice President of American Telephone and Telegraph (AT&T)

Credited with making public relations a part of higher management
52
New cards
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
53
New cards
1950-2000: Public Relations Come of Age
Biz turned to PR

Mass media: media relations

Issue management

Management function
54
New cards
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
55
New cards
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…

\
56
New cards
Values
Central beliefs that determine how __we will behave__ in certain situations
57
New cards
Ethical PR professionals
Should have values as…

honesty

openness

loyalty

fair-mindedness

respect

integrity

forthright communication

ie: code of ethics
58
New cards
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
59
New cards
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
60
New cards
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
61
New cards
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
62
New cards
6 Core values of the PRSA code of ethics
Deliberate

Planned, Performance

Public Interest

Two-way communication

management function
63
New cards
Professional Codes of Conduct
Act with honest and integrity

Tell the Truth
64
New cards
Professionalism in PR
Education

Training

Literature

Research

Code of Ethics
65
New cards
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
66
New cards
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
67
New cards
Professional Accreditation
International Association of Business Communicators Model (IABC)

The Public Relations Society of America Model
68
New cards
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
69
New cards
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
70
New cards
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
71
New cards
PRO: How does PR shape the image?
Image, crisis, shape brand, attract
72
New cards
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.
73
New cards
  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
74
New cards
CON Key points
Marketing contributes to bottom line and PR indirectly does business goals
75
New cards
CON types of PR
Crisis management

Event Management

Reputation Management