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Public Relations (PR)
Management function that identifies, establishes and maintains mutually beneficial relationships between an organization and its various publics.
RACE Model
A framework in PR that stands for Research, Action, Communication, and Evaluation.
Difference between PR and Marketing
PR does not focus on making money, building markets, or promoting products directly to external audiences.
Difference between PR and Advertising
PR does not pay for space/time or guarantee placement and doesn’t solely target external audiences.
Difference between PR and Journalism
PR does not focus solely on writing or objectivity, nor does it target a mass audience through a single media channel.
Role of PR
To create positive public opinion, prevent negative public opinion, and manage negativity when it occurs.
Muckrakers
Reform-minded American journalists who exposed corruption among established institutions and leaders.
Ida Tarbell
Muckraker known for revealing Rockefeller's ruthless tactics in the oil industry.
Upton Sinclair
Muckraker famous for the novel that exposed the meat packing industry.
Edward L. Bernays
Considered the father of modern PR, used psychology to influence public opinion.
Pseudo Event
An event arranged solely for the sake of publicity.
Qualities of Ethical Behavior
Independence, responsibility to society, competence, and loyalty to the profession.
Accreditation in PR
Voluntary process that certifies the competence and professionalism of practitioners due to lack of standardized education.
Two Way Symmetric Model
A communication model that promotes mutual understanding and benefits both the organization and the audience.
Civil Rights Campaign
Used speeches, lobbying, and staged events to transform ideas into reality.
Tylenol Crisis Campaign
Classic model for product recall that involved redesigning packaging and media communication to keep the public informed.
Employee Leaks
Unapproved releases of internal information via various platforms that may violate company policy.
Media Relations
Activities focused on interacting with the media to promote a favorable image of the organization.
Gifts and Media Ethics
Extravagant gifts can compromise ethical standards; promotional items are usually acceptable.
Public Information Model
One-way distribution of accurate information without persuasive intent.
PR Activities
Include writing, editing, media relations, special events, speaking, and training.
PR Job Levels
Include technicians, supervisors, managers, directors, and executives.