pr exam #1

chapters 1-5 of textbook and lectures

public interest

public interest

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

important features of pr

deliberate/intentional

planned

performance

public interest

two way comm

strategic management

integrated

pr is not

promoting a company or impressing public (manipulation)

transparency

key to building a reciprocal relationship

a term NOT associated with pr

profitability

public interest

focuses on public concerns besides an organizations self-interests

integrated

working with marketing and adv

the 2 levels of pr

management function and technician function

management function

decision making, planning, higher level

technician function

entry level

pr terms

corporate comm

communications

public information

public affairs

community relations

marketing communications

analyze the organization

research history, structure, previous pr programs

analyze the situation

economic/financial

analyze the publics

age, gender, intersets, occupations

pr model R: Research

problem/situation

pr model A: Action

what will be done

pr model C: Communication

how is the public told

pr model E: Evaluations

was audience reached/what was the affect

internal publics

employee member

relations

workplace DEI

financial relations

external publics

media relations

community relations

gov relations/affairs

public affairs

industry relations

DEI

core pr activities

counseling

research

media relations

marketing comm

development/fundraising

issue management

special events

DEI

diversity, equity, inclusion

how journalism differs

objective truth

smaller scope

mass audiences

one channel to publish work

seek to inform, not influence

how advertising differs

mass media

sell goods and services

external audiences and consumers

paid coverages

how marketing differs

concerned w/ customers & selling products

target markets, consumers, customers

essential skills sets for pr

writing

research

planning & mngmnt

problem solving

business & econ

social media

cultural literacy

be aware of current events, cultural norms, popular trends

intern model S: Specific

expectations are clear

Intern model M: Measurable

outcome of internship is verifiable

intern model A: Attainable

expectations set are possible

intern model R: Relevant

interns work complements business

intern model T: Time bound

agreed upon schedule

age of hype

exaggerated or excessively promotional publicity about a product, service, or celebrity to the point of being outright lies

press agents

a person whose work is to get publicity for an individual or organization

pt barnum

a showman and master of the pseudo-event

westward expansion

in the 19th century, publicity and promotion were widely employed to populate western U.S.

how did pr contribute to western expansion

US railroad companies, in particular, used extensive public relations tactics and press agentry to draw settlers west

henry ford

first major industrialist in the US to use two major pr tactics

teddy roosevelt (1901-1909)

the first president to make extensive use of news conferences and interviews to build support for his favorite projects

the ancient world (776 BCE)

organizers of ancient olympic games used promo techniques to enhance perception of athletes as heroes

the ancient world (324 BCE)

alexander the great publicized his battlefield victories

the middle ages (1301-1500 CE)

the persuasion effect of the Holy Crusades

the middle ages (1450 CE)

Gutenberg invented the printing press

Ivy Lee (1904)

opened a publicity office and widely considered the first pr counselor. began with media relations for railroad before he worked with Rocefellers through 1914 labor crisis (ludlow massacre)

george creel (1917)

pres. Woodrow Wilson enlists journalist creel to head new committee on public info to gain support for WWI

Edward Bernay (1920s)

father of modern pr. wrote crystallizing public opinion. member of creel committee

arthur w page (1927)

vp of AT&T established concept that pr should have an active voice in higher management

muriel fox (1949)

first woman to join a major pr firm as a professional

inez kaiser (1962)

first Black woman to head a pr firm

MLKJr (1963)

used pr tactics to organize historic march and deliver “I have a dream” speech

1980s

US automotive industry used pr campaign to advocate seat belts

Ivy Lee was significant because

he produced declaration of principles. he emphasized dissemination of truthful, accurate info rather than hype

Edward Bernay’s model

two way asymmetric: emphasized applying social science research and behavioral psychology to formulate campaigns and messages that change perceptions and encourage certain behavior

how is lees public info model different from bernays two way asymmetric model?

lee’s model emphasized accurate distribution of news. bernays model was one of advocacy and scientific persuasion — using feedback to formulate more persuasive messages

two way asymmetrical model

post WWII. only looking out for company’s interests (okay with lying/manipulation)

two way symmetrical model

mutual respect, building relationships, long term success

how much do women now constitute as pr practitioners

75%

why women in pr is good

pr is much more accepting of female CEOs

why pr can be bad for women

pr workforce is dominated by women, yet men dominate the chair of CEO

although women dominate pr workforce…

there is still a gender disparity in salaries and promotions

women are generally found at…

the tactical level rather than management/counseling roles

diversity in pr is important because…

staff should have skills in multiple languages, and know lots about different cultures and news

ethics

the study of how we should behave based upon moral duties and virtues rising from principle of right and wrong

PRCA key ethical concerns

paid influence

infodemic puts trust to the test

technology and ai

campaigns hijacked by misinformation

who would you work for

taking a stance

defending the truth in practice

reclaiming lost humanity

understanding different markets

mental health and company culture

pr professionals have the burden of making ethical decisions that consider…

personal values, the interests of employer or client, public interest, proff organization code of ethics

values

central beliefs or individual qualities that determine how we will behave

kant’s absolutist philosophy

morality based on a firm belief that morality exists universally and is independent of human experience

every division is either “right” or “wrong”

consequences aren’t what determine it (end doesn’t justify means)

mill’s utilitarian approach

each decision is made based on which option would result in the least harm or the most benefit

end may justify means, as long as the outcome benefits the greatest number of people

this ethical system posits that the actions are right to the extent that they tend to produce happiness, and wrong to the extent that they tend to produce the opposite of happiness

aristotle’s existential approach

existentialism is a philosophy that concentrates on discovering the self and the meaning of lids through free will, choice, and personal responsibility

according to this viewpoint, individuals continuously seek to understand who they are and what their purpose is, making choices informed by their own experiences, beliefs, perspectives

personal responsibility and the freedom to choose one’s own path

golden rule

one should treat others as one would like to be treated

put oneself in someone else’s shoes and consider how one’s actions will affect them

prsa professional values

advocacy

honesty

expertise

independence

loyalty

fairness

henry ford is known for using one basic pr concept… what is it?

being accessible to the press

which of the following is NOT true regarding ivy lee?

he is known as the father of modern pr

 Kenneth, a food blogger, is paid a handsome fee by a new restaurant to write an article about it. The assignment came with a rider that the blog cannot be posted until the restaurant’s owner personally approves the draft. Furthermore the owner also retains the right to edit anything. What is this violating?

sense of independence

If a PRSA member who represents a sports equipment manufacturer gives a pair of expensive sports gear to a magazine columnist in order to influence to write favorable articles is a violation of

free flow of info

free flow of info

protecting and advancing the free flow of accurate and truthful info

competition

promoting healthy and fair competition

disclosure of info

open communication fosters informed decision

safeguarding confidences

appropriate protection of confidential and private info

conflicts of interests

avoiding real, potential or perceived conflicts of interest

enhancing the profession

work constantly to strengthen the public’s trust

departments within organizations

experts in their organizations operations, products, and or services

line functions

involve product and profit-producing functions:

set production goals, can delegate authority, hire employees, directly influence others work

staff functions

include those that advise and assist line executives: have little or no direct authority, indirectly influence the work through suggestions, reccs, and advice

is pr line or staff function

staff function: it advises and supports line managers who have responsibility and authority to run the organization

pr firms

contracted by organizations; specific time period or ongoing

The new pr intern was tasked with drafting a message that her boss was going to put out on her company’s facebook page. The message, even though good, was filled with spelling mistakes. Which skill was she missing that is necessary for success?

writing skills

A PR firm was awarded an account for a cereal manufacturers new children’s cereal. The firm is tasked with creating a campaign which would compel children to ask their parents to buy the cereal, even though it is not particularly healthy. Since it was a well-paying account, though, the firm accepted it. Which of the key aspects that define public relations did the firm ignore?

public interest

The public relations process can be described as a constant cycle. Which of the following makes public relations a loop process?

feedback

true or false: program planning is the bridge between research and communication in public relations.

true

Which of the following is NOT and accurate statement regarding the differences between public relations and journalism?

journalists are often advocates for causes, while public relations are objective

 One key word which is used to define public relations is _____, since public relations activity is intentional.

deliberate

One key word which is used to define public relations is _____, since public relations activity focuses on the public’s concerns/interests besides an organization’s self-interests.

public interest