adpr3850 / exam 1 / uga clementson

Public Relations (1)

Strategic management of competition and conflict ... for the mutual benefit of the organization and its various stakeholders and publics

Public Relations (2)

The management function that identifies, establishes, and maintains mutually beneficial relationships between and organization and the various publics on whom its success or failure depends

Public Relations (3)

The management of communication between an organization and its publics

Internal and External Publics

publics based on organizational boundaries

Primary, secondary, and marginal publics

publics based on influence

Traditional and future publics

publics based on time

Proponents, opponents, and uncommitted publics

publics based on relationship

Terms common to definitions of PR

~ Deliberate
~ Planned
~ Performance
~ Public interest
~ Two-way communication

Components of Public Relations

~ Counseling/Opinion change
~ Research
~ Media relations
~ Publicity
~ Employee / member relations
~ Community relations
~ Public affairs / lobbying
~ New & existing relationships
~ Issue management
~ Financial relations
~ Monitoring environment
~ Development / fundraising
~ Multicultural relations / workplace diversity
~ Special events
~ Integrated communications

Skills (needed) of a PR Professional

~ Written & interpersonal communication
~ Research
~ Negotiation
~ Creativity
~ Logistics / Management skills
~ Facilitation
~ Problem solving

The PR Decision Making Process

1) Research
2) Action
3) Communication
4) Evaluation

PR Decision Making Process Step 1 - Research

Define the problem

Some form of qualitative or quantitative research is often conducted to define the problem
~ e.g., survey of company moral / consumers

Oftentimes, we'll conduct a situation analysis to summarize the problem and broader situation

Situation Analysis

Often used in step 1 of PR decision making process and entails:
~ Client background
~ Product / Service / Brand info
~ Market / Competition
~ Consumer profile
~ Brand & Marketing analysis
~ S.W.O.T. Analysis
~ Strategic implications and recommendations

PR Decision Making Process Step 2 - Action

State the program's objectives

Differentiate between goals (long-term) and objectives (specific outcomes)
~ Objectives may be informational, attitudinal/motivational, and/or behavioral

PR Decision Making Process Step 3 - Communication

Develop campaign to meet objectives

Base the campaign on:
~ Pre-existing research
~ Theory
~ The research you conducted earlier in the process

PR Decision Making Process Step 4 - Evaluation

Evaluate, evaluate, evaluate

Should be done continuously

Alternative Depiction of the PR Decision Making Process

1) Formative (before) research and analysis
2) Use research to establish objectives/strategies
3) Develop campaign
4) Execute / plan campaign
5) Evaluative (after) research
6) Use research to adjust future campaigns

Differences Between PR and Journalism

~ Scope
~ Objectives
~ Audience & Channels

Difference Between PR and Journalism - Scope

Journalism is about producing content
~ E.g., news articles, magazine features
PR's is much broader
~ E.g., organizing a special event one day and writing press releases the next

Difference Between PR and Journalism - Objectives

Journalism strives for objectivity in reporting
~ E.g., point/counter-point news writing

PR has a goal of advocacy

Difference Between PR and Journalism - Audiences & Channels

Journalists produce content for the medium for which they work, but must also write for mass audiences

PR specialists will tailor their materials much more to different segments of the public often through a variety of channels

Differences Between PR and Advertising

~ Tools
~ Audience
~ Scope / Function
~ Cost

Difference Between PR and Advertising - Tools

Advertisers use paid placements primarily
~ E.g., print media ads, commercials

PR works in the area of "earned" or "owned" media
~ Professionals might submit news info to journalists, but also rely heavily on the events themselves to build relationships with publics and different organizations

Difference Between PR and Advertising - Audience

Advertisers are concerned only with an external _________
~ E.g., consumers of various goods/services

PR professionals are concerned with both internal and external ___________
~ They might target external groups like shareholders, vendors, opinion leaders OR they might focus on employees within organization

Difference Between PR and Advertising - Scope / Function

Advertising's is much smaller and is viewed as a specialized communication function (e.g., to market the product)
~ E.g., Wal-Mart and their brand image

PR's is broader, dealing with the performance of the organization as a whole
~ Deal with not only how consumers view organization, but also how employees within the org feel, how the customer service is operating, etc.

Difference Between PR and Advertising - Cost

Advertising can be quite expensive

Effective PR is often viewed as a cost-effective alternative

Marketing (1)

The act or process of selling or purchasing in a market

Marketing (2)

The process or technique of promoting, selling, and distributing a product or service

Marketing (3)

An aggregate of functions involved in moving goods from producer to consumer

The Four P's of Marketing

Product, Place, Price, Promotion
~ Public relations often called the fifth P

Differences Between PR and Marketing

~ Audience Focus
~ Language
~ Method

Difference Between PR and Marketing - Audience Focus

Marketing is consumer-focused, with a goal of selling products and services often through packaging and promotions
~ Goal = increase slope of demand curve for a product/service

PR is focused on many different publics, sales are important but not its sole focus
~ Concerned with relationships and trust with publics, an organizations values

Difference Between PR and Marketing - Language

Marketing's is sales-oriented
~ E.g., they speak or target markets, customers

PR's is less concerned with the "hard sell" and is therefore more conversational in tone
~ Interested in two-way communication with publics and stakeholders

Difference Between PR and Marketing - Method

Marketing - to satisfy the economic objectives
~ e.g., influence purchases

PR - to raise awareness, educate or inform the public, and/or build trust in the organization
~ PR's currency is not necessarily economic, but could be awareness, trust

How PR Supports Marketing

Develop prospects and generate sales leads for new markets

Provides third party endorsements via news orgs

Stretches advertising and promotional dollars via timely press releases & help sell minor products that may lack significant advertising budget

Provides inexpensive sales literature via news articles and consumer reviews

PR is More Effective (than marketing / advertising) at:

~ Premarket conditioning
~ (long-term) strategy development
~ Generating word of mouth
~ Building a brand's reputation
~ Building corporate reputation
~ Overcoming a crisis

Marketing is More Effective (than PR / advertising) at:

~ Launching a new product/service
~ Promoting a new product/service
~ Acquiring customers
~ Retaining customers
~ Targeting niche audiences

Advertising is More Effective (than PR / marketing) at:

Building awareness

Concept of Integration

To use a variety of strategies and tactics to convey a consistent message in a variety of forms
~ e.g., Edelman

Why Shift to Integrated / Strategic Communication

Downsizing leads to consolidation

Tighter Budgets

Advertising clutter and credibility

Increasing attention to how social policy can influence the marketing of products/services invited PR participation

Creating Positive Public Opinion

~ Host events
~ Conduct studies to better understand publics
~ Fund activities
~ Provide info
~ Do good things

Preventing Negative Public Opinion

~ Have a crisis plan
~ Train your people how to speak to media
~ Have an open information policy
~ Don't have indefensible policies

How PR Contributes to the Bottom Line

~ Building awareness
~ Organizational motivation
~ Issue scanning
~ Opportunity identification
~ Crisis management
~ Counseling executives
~ Serving as an agent of change
~ Ensuring social responsibility
~ Influencing public policy

Building Awareness

PR's contribution to the bottom line by increasing sales and stock prices through publicity, promotion, and targeted communications to segmented audiences

Organizational Motivation

PR's contribution to the bottom line by increasing company morale through internal relations and communication

Issue Scanning

PR's contribution to the bottom line by understanding public opinion early in the process through systematic and comprehensive research methodologies

Opportunity Identification

PR's contribution to the bottom line by maintaining dialogues with a variety of audiences to discover new markets and opportunities

Crisis Management

PR's contribution to the bottom line by having a concrete plan for handling crisis to protect your position and reputation

Counseling Executives

PR's contribution to the bottom line by counseling those in charge to help them make informed decisions

Serving As An Agent of Change

PR's contribution to the bottom line by outlining benefits and plans for change through dialogue with a variety of audiences

Ensuring Social Responsibility

PR's contribution to the bottom line by aligning organization with public interest projects to create a positive reputation and earn community trust

Influencing Public Policy

PR's contribution to the bottom line by eliminating political barriers through lobbying and building coalitions with decision-makers

PR in Colonial America (16th-18th Centuries)

PR as a means to promote settlement

Struggle for independence
~ Boston Tea Party = greatest and best-known publicity stunt of all time
~ Propaganda used to get support for Revolutionay movement

Sam Adams

A PR specialist who:
~ Recognized the power of the pen, and of special events and symbols
~ Used slogans
~ Used press releases and news leaks
~ Was behind the Boston Tea Party

Sam Adam's Objectives

~ Justify the cause
~ Promote advantages
~ Arouse the masses
~ Neutralize opponents
~ Phrase issues clearly

The Age of the Press Agent (1800s)

The age of hype
~ Davy Crockett, Buffalo Bill
~ Press agent tactics
~ Master of pseudo event = P.T. Barnum
~ Used ticket giveaways and opinion leaders to ensure event success

Thomas Jefferson

Seldomly wrote articles for the press, but urged others, including John Beckley to publicly counter the federalists in the press

Also urged Madison to attack the ideas of Alexander Hamilton

John Beckley

Thomas Jefferson's "eyes and ears" for public opinion

Amos Kendall

A member of President Andrew Jackson's "kitchen cabinet"

"Was Jackson's thinking, writing, and lying machine ... was chief overseer, chief reporter, scribe, accountant general, man of all work"

Andrew Jackson

Portrayed as a rugged frontiersman who worked for the people

His word choice and way of speaking was often uncouth, so he dictated his ideas to Amos Kendall, who made them more palatable

Teddy Roosevelt

Changed gov't through PR
~ used informal chats with reporters to anonymously get his ideas into the press
~ Issued press releases on Sunday to capture Monday morning headlines
~ understood the importance of press and positive relationships with the press
~ created the first White House press office

Woodrow Wilson

Established the "Committee on Public Information" in 1977, on which George Creel served to change the anti-war attitudes as U.S. was entering WWI
~ quickly became known as the "Creel Committee"

George Creel

Served on the Committee on Public Information established by Woodrow Wilson where he regulated the press to control war coverage

Hired by Wilson sell war bonds, enlist soldiers, and to raise millions of dollars for welfare through the Red Cross, resulting in fundraising becoming a successful element of PR

Asked that newspapers seek approval before printing news that he categorized as "dangerous"

The Creel Committee

Established by Woodrow Wilson and headed by George Creel, that:
~ Mailed out 6,000 news releases
~ Generated 20,000 columns of newsprint each week
~ Published an official daily
~ Sponsored 75,000 speakers in small towns
~ Established a foreign language division
~ Developed exhibits, films, and posters that traveled the country

Led to an optimistic belief in the power of mass communication emerging after the war

Franklin D. Roosevelt

~Used radio speeches to convey warmth, personality, and nonpartisanship
~ Introduced and continued "fireside chats"
~ Put forth campaign to fight infantile paralysis

Louis M. Howe

FDR's PR advisor who controlled FDRs image

Carl Byoir

~Important figure in FDR's the campaign to fight infantile paralyisis
~ Designed fundraising events to make news
~ Used FDR's birthdate as a night to have FDR Birthday Balls and raise money/awareness
----->Birthday Balls raised $1 million dollars

Arthur Page

VP of Marketing at AT&T who wrote President Harry Truman's announcement to the world of dropping the atomic bomb on Japan

The Page Principles of PR Management

~ Tell the truth
~ Prove it with action
~ Listen to the customer
~ Manage for tomorrow
~ Conduct PR as if the whole company depends on it
~ Realize a company's true character is expressed by its people
~ Remain calm, patient, and good-humored

Tell the Truth

Page Principle of PR Management:

~ Be forthright with info by letting public know what's happening
~ Provide an accurate picture of company's character, ideals, and practices

Prove it with Action

Page Principle of PR Management:

~ Public perception is determined more so by what a person/organization does and less by what they say

Listen to the Customer

Page Principle of PR Management:

~ Stay on top of what the public wants/needs
~ Always keep top decision-makers/employees informed about public reaction to company products, policies, practices

Manage for Tomorrow

Page Principle of PR Management:

~ Anticipate public reaction and eliminate practices that create difficulties
~ Generate goodwill

Conduct PR as if whole company depends on it

Page Principle of PR Management:

~ Corporate relations = a management function
~ No corporate strategy should be implemented w/out considering public impact

Realize a company's true character is expressed by its people

Page Principle of PR Management:

~ Every employee - active or retired - is involved with PR

Remain calm, patient, and good-humored

Page Principle of PR Management:

~ Lay groundwork for PR miracles w/ consistent and reasoned attention to info and contacts
~ Cool heads communicate best during a crisis

Jim Hagerty

Served as Press Secretary for the entirety of Eisenhower's time as President

Instrumental in Eisenhower's TV ads - the first televised political ads - that depicted Eisenhower in a Q&A session with normal citizens

Muckracking Journalism

Type of journalism that became very popular because it generated public response and created follow-up work as subjects of investigation

Ida Tarbell

Muckracking Journalist who wrote "The History of the Standard Oil Company" in 1902
~ Revealed the unfair business practices of Rockefeller and... kicked off the era of muckracking journalism and using the press to expose wrongdoings

Lincoln Steffens

Muckracking Journalist who wrote a series titled "The Shame of Cities," which documented corrupt gov't practices in U.S. cities

Ray Stannard Baker

Muckracking Journalist who wrote about labor problems, including child labor and the economic status of African Americans

Upton Sinclair

Muckracking Journalist who wrote "The Jungle" in 1906 which conveyed the plight of immigrant workers in Chicago's packing houses and documented unsanitary conditions within
~ This led to the passage of the Pure Food and Drugs Act of 1906 that regulated the activities of manufacturers

Henry Ford

Contributed to modern PR coming of age through his ideas about positioning and accessibility

Positioning

Publicity always goes to those who do something first

Accessibility

Organizations must always be accessbile to the press

Ivy Lee

~ First PR counselor
~ His "Declaration of Principle" led to the birth of modern PR
~ Largely responsible for the popularity of the press release

Ivy Lee's Contributions to Modern PR

~ Promoting idea that business and industry should align with public interests
~ Ensuring the support of top management
~ Maintaining open communication w/ journalists
~ Humanizing business and making it relevant to workers, community, and consumers

Edward L. Bernay's (1891-1995)

The Father of Modern PR

~ Broadway press agent before WWI
~ Joined Creel Commission during war
~ Nephew of Sigmund Freud and a great believer in the use of psychology in forming public opinion
~ Published Crystallizing Public Opinion in 1923

Crystallizing Public Opinion

Laid down the rationale for PR as a function of management and introduced the concept of two-way public relations

Advocated a research-based approach that involved accepting feedback from target audiences for mutually beneficial communication

Published by Edward Bernay's in 1923

The Publicity Bureau

The first PR firm established in 1900 by George Michaelis
~ First client was Harvard
~ Began work for nation's railroads to oppose gov't regulation in 1906, but campaign failed and it went out of business

Westinghouse

First in-house public relations that worked to promote alternative current (AC) over Edison's direct current (DC)

PR's Expansion in Post-War America

~ Rapid growth in all areas of PR
~ Growth followed the development of mass media
~ Growth was aided by evolving research methodologies and techniques

Four Models of PR

1) Press Agentry / Publicity
2) Public Information
3) Two-Way Asymmetric
4) Two-Way Symmetric

Press Agentry / Publicity Model

~ One-way communication typically through mass media
~ Oftentimes exaggerated or otherwise distorted info for solely advocacy purposes
~ Not research based
~ P.T. Barnum then; Sports, theater, music and film today

Public Information Model

~ One-way communication typically through mass media
~ Not necessarily advocacy based, but part of journalistic ideal of accuracy and completeness of information
~ Involves some fact-finding research
~ Ivy Lee then; Gov't / non-profits now

Two-Way Asymmetric Model

~ Two-way communication through scientific persuasion techniques
~ Help the communicator better understand the audience
~ Research used to plan strategies and evaluate those strategies
~ Edward Bernay's then; Marketing / advertising firms today

Two-Way Symmetric Model

~ Two-way communication for mutual understandings
~ Formative research used to understand public perceptions of the organization
~ Evaluative research to understand how PR tactics impacted audience understanding
~ Edward Bernay's then; Educators / professional leaders today

Trends in Today's Practice of PR

~ Feminization of the field
~ The importance of diversity
~ Transparency
~ An expanded role for PR
~ Increased emphasis on evaluation
~ Investments in Corporate Social Responsibility
~ New directions in mass media
~ Outsourcing to PR firms
~ The importance of lifelong learning

Factors that could lead to Gender Discrepancies

~ Number of years in the field
~ Technician duties vs. managerial responsibilities
~ The nature of the industry
~ Size of organization
~ Women's attempts to balance work and family

Why women are drawn to PR

~ More welcoming business environment
~ More money
~ Can be your own boss
~ More facilitative communicators