PR 3335

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.