ADPR 3850 EXAM 1 REVIEW

publicist

Most common in the entertainment, fashion, and celebrity arenas, this professional focuses on keeping the client visible and in the news to boost popularity and promote projects (e.g., movies, television shows)

goal of PR historically

primarily on generating publicity or "hype"

goal of PR today

impacting public opinion, influencing behavior and driving business results.

key elements of PR

the need to master skills such as issues and crisis management, internal communication, and providing strategic communication advice

define public relations

a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Public Relations Student Society of America (PRSSA)

Membership includes more than 9,700 students considering a career in public relations.

PR is strategic, not ...

tactical

how is PR considered a relationship

A give-and-take relationship in which the interests of all parties can be addressed and communications goals more likely achieved within the context of that relationship.

what kind of process is PR

interactive process that occurs over time, nota transaction or isolated event or activity

PR vs. Advertising

• PR involves persuasion, not purchasing

• Interaction between PR professional and gatekeeper

• Distinction between earned and paid media

earned media

word-of-mouth or buzz using social media where the advertiser has no control

paid media

1. Advertising is a transaction.

2. A company that wants public attention for a product or a cause pays for:

1. The print ad space

2. Broadcast airtime or paid social media posts

3. It is usually run as is, with no interpretation.

press relations and earned media

The PR pro seeks a result (e.g., obtaining news coverage, influencing public opinion, enhancing a reputation or rebuilding one) through interaction between the PR professional and a gatekeeper

Corporate Social Responsibility

the "economic, legal, ethical, and discretionary expectations that society has of organizations" to give back or contribute to society

Defining CSR and Sustainability

- Inclusion of public interest into decision-making

- A triple bottom line: People, Planet, and Profit

Citizen Customer

seeking deeperinvolvement in social issues

Sustainable Business Practices

Activities that improve an organization's reputation that can also have positive economic and social aspects

Growth of PR into a Global Industry

• Impact of digital comms on industry

• Business and sustainability comms

• Growing demand for skilled communicators on social media who can leverage their skills for their employers

• Social media powerful marketing and communications platform

Job growth estimation by BLS

6% per year

Roles and Functions for PR Pros

- Writer

- Strategic Advisor(issues management

- Marketing

Communications expert

- Crisis Manager

Roles of a Writer

to take complex or controversial subject matter and prepare press releases, statements, opinion pieces, and occasionally ,speeches and white papers for your clients or senior management team.

Roles of a Strategic Advisor

1. Keep companies abreast with: Current issues, trends in public opinion, Marketplace developments

2. Communication plans are based on:

Knowing what competitors are doing, How the public is feeling, What government officials might do or say

that impacts your organization

3. Stay current on industry and on overall business trends.

Roles of Marketing Communication Expert

PR through:

1. News conferences or events to introduce new products, testimonials, and case studies.

2. Posting content on social media platforms.

Roles of Crisis Manager

1. Work is very stressful and the stakes are high.

2. People don't remember the details of the crisis as much as how well the company handled the situation

This is one of the most well-known andglamorized roles for PR and is one thatmost PR pros see as the ultimate test oftheir abilities.

The public relations toolkit includes

• Media Relations

• Employee Communications

• Research and StrategicPlanning

• Social Media

Strong markets worldwide for PR

China (now the second largest in the world), Europe, India, and the Middle East

Media Relations Roles

1. Often used interchangeably with PR.

2. Strategies are designed to create or manage publicity.

3. Can be described as a company's interactions with: 1. Editors2. Reporters3. Journalists at national ,local, specialty, and trade publications.

4. Online and broadcast outlets.

employee communication roles

Creating newsletters, websites, videos, intranets, or frequently asked questions (FAQs); preparing remarks for senior management to convey their vision for the company to employees.

Research and Strategic Planning staff roles

Documenting results matters.This can take the form of secondary research(reviewing already available materials) or primary research (e.g., conducting new surveys, focus groups).Ideally, your comm plan will benefit from both these forms of research.

Roles of social media staff

1. Need for social media skills as a prerequisite for a career in public relations.

2. Goals for young PR pros:

1. Integrate traditional PR practices with digital and social communications.

2. Work outside of PR and cross-functionally.

3. Collaborate with other departments.

4. Be flexible and adaptable.

Career Paths for PR Professionals

Agency, Corporate, Government, Nonprofit

Government PR work

Larger departments with a national or international focus: There are often regional offices outside the United States where communications professionals interact with the global and local media and serve constituents locally.

Public information and service: Primary focus is at the state, country, or city level.

golden age of PR

1800s

Golden age of press agentry

Driven by the dramatic expansion of news papers nationally that needed copy and by entrepreneurs launching new businesses and looking to promote them

rise of the press agent

"hype" companies, exaggerating the benefits of products, entertainment and/or "celebrities"—by almost any means necessary

P.T. Barnum

The Great American Showman"

• Many believe Barnum, who was reportedly the second millionaire in the United States, might have been the originator of the press event or publicity stunt—which is an event or activity created and executed solely to get news coverage—""pseudo-events."

publicity stunt

A planned event designed to gain exposure and get the attention of the public.

Social Responsibility

the obligation of a business to contribute to society

barnum's social responsibility

Would often donate a portion of the proceeds of his shows to local charities to generate positive publicity, an early example of strategic philanthropy

ida wells

African American journalist. published statistics about lynching, urged African Americans to protest by refusing to ride street cards or shop in white owned stores, led fight against lynching

john muir

was active in the 1860s, wrote books and magazine articles, and gave speeches to engage U.S. citizens in conservation and create parks across the country. His focus was on preserving and protecting nature. Sierra Club

modern era of PR

The time period beginning in the early 1900s when PR moved beyond the era of the publicists and promoters to the current era of applying the strategies and tactics advanced by Edward Bernays and others to corporations and organizations

Ivy Lee

regarded as the originator of the Public Relations Counsel concept

Edward Bernays

often referred to as the "Father of Modern Public Relations"

Arthur Page

revered for his ground-breaking work as the first corporate PR officer at AT&T

Joseph Baker

(Roosevelt Era)

owned the first minority firm

Leone Baxter

Profession: Founded the first political consulting firm in UnitedStates.Contribution: Founded in 1933 with partner, Clem Whitaker, developing strategies still used today

Elmer Davis

Profession: Conceived and promoted WWII victory gardens.

Contribution: Worked for President Franklin D. Roosevelt to encourage citizens to grow their own vegetables to help the war effort

George Creel

Profession: Headed U.S. Committee on Public Information during WWI.

Contribution: Used PR to sell liberty bonds and build the RedCross

Four-Minute Men

Men sent on tour by Pres. Wilson to present four minute propaganda speeches to the public

primary gathering spots for four minute men groups

1. Local movie theater, especially on the weekends.

2. During the downtime, usually about four minutes ,speakers from the Committee would update movie goers on current events and the progress of the war.

3.This effort is regarded as one of the first instances of a speaking tour to support a comm objective

Harold Burson

Began his career in the 1940s as a journalist working for

the Armed Forces Radio Network.

Founded his firm in 1953 with Bill Marsteller ,Burson-Marsteller

- 1960s saw potential of PR as a worldwide business

- One of "the 21st century's most influential PR figures"

- Leader in crisis communication and reputation management

Dan Edelman

Built world's largest independent PR firm and created PR niche of marketing reputation and brand over product

media tour

company spokespeople travel to meet with local media to promote a product, service, or issue thru events and interviews

John W. Hill

- first American PR firm to establish a Europe office

- known for simple business philosophy (guided by the essential requirements for PR)

- firm recognized for outstanding work for clients, promoting diversity, being a good place to work

when did public relations come of age

1960s PR came of age, moved into era of growth due to:

- Post-WWII booming economy

- Rapid advances in technology

- Growth of the media, particularly TV

- More active and politically aware citizens

unscientific measurement

- Advertising value equivalency

- Tracking media impressions

measure the impact of communication program

Definition of impact should come from the initial, measurable objectives of the program

what is in the future of PR

improving DEI

how to improve DEI

the expectation is that PR professionals will understand and respect differences and reflect that in strategies and tactics

- More work needs to be done

-Demographics of advertising, marketing, and PR jobs in the USA

- Must represent audiences to be effective

Bureau of Labor Statistics (BLS)

• PR jobs in the United States indicate that 8.7% are heldby African Americans/Blacks.

• 15.3% by Hispanics/Latinos

Representative of the audiences

To be effective at delivering messages, motivating behavior ,and influencing public opinion, PR pros should represent the audiences they are trying to reach

Ethics

the study of what is (a) right and wrong, (b)fair and unfair, and (c) how to make decisions

PR spin

any effort by an individual or org to to interpret an event or issue according to a particular viewpoint

PR Spin, Spin Doctor

Misconception of PR (manipulation) attributed to

- The profession's early history

- Its portrayal in film, TV, and news reporting

- Cases of unethical clients and ethically

-questionable services

ethical conscience

the right thing to do; a values-driven approach; the role PR has when it is done well

Normative Ethics

Ethical frameworks or theories that present standards guiding right or wrong conduct

Shannon Bowen

Bowen is a professor, ethicist and member of the Arthur W. Page Society. In her research she has found that spotting ethical dilemmas is key to resolving issues before they become crises.

3 types of normative ethics

teleological, deontological, virtue

Teleological Ethics

Ethics that are based on values

Deontological Ethics

Ethics that are based on rules

Virtue Ethics

Ethics that emphasize individual moral character, guided by one's virtue and practical wisdom

Utilitarianism

A teleological theory (also called consequentialism) that emphasizes consequences of actions, weighing the greatest good for the greatest number of people

consequentialist theory

a theory asserting that what makes an action right is its consequences

nonconsequentialist theory

a theory asserting that the rightness of an action does not depend on its consequences

Criticism: teleological

is it possible for someone to accurately predict outcomes

Criticism of Deontology

should we act as id our own ethical choices were universal law

Criticism of Virtue Ethics

different people may have quite different concepts of what constitutes virtue

Absolutism

A deontological theory (also called non consequentialism) that emphasizes duties or rules; what's morally right applies to everyone

PRSA Member Code of Ethics value statement

advocacy, honesty, expertise, independence, loyalty, fairness

2 sections of PRSA Member Code of Ethics

1) Guiding professional values

2) Ethical code provisions of conduct

the code provisions of conduct

free flow of information, competition, disclosure of information, safeguarding confidences, conflicts of interest, enhancing the profession

free flow of information

Protecting and advancing the free flow of accurate and truthful information," which is"essential to serving the public interest and contributing to informed decision-making in a democratic society

competition

Promoting healthy and fair competition among professionals" to"preserve an ethical climate while fostering a robust business environment

Disclosure of Information

Fostering informed decision-making in a democratic society

Safeguarding Confidences

Appropriate protection of confidential and private information

conflicts of interest

Avoiding real, potential ,or perceived conflicts of interest" to "build the trust of clients, employers, and publics

Enhancing the Profession

Working "to strengthen the public's trust in the profession"

Criticism of Codes of Practice

1. Ethical decisions are converted into group responsibility behind which the people hide.

2. Good guidelines are vague.

3. Guidelines are applied inconsistently.

4. Cannot account for the diversity of views in a globalized society.

ideal application of virtue ethics

Individually guided by moral responsibility and selflessness

visual communication and ethics

Power and responsibility in designing visual messages for the public, visual messages and potential for ethical issues

poverty porn

any type of media, be it written, photographed or filmed, which exploits the poor's condition in order to generate the necessary sympathy for selling newspapers or increasing charitable donations or support for a given cause

How does law affect PR

- ethics often confused with question of legality

- PR communication conditioned by legal rights and restrictions

free speech

permits gathering of information

Freedom of Information Act (FOIA)

law giving citizens the right to access information from the government. Thanks to FOIA, each state has "sunshine" laws, under various names, granting public access to state records

Defamation

the act of making a statement that can be proven to be false with the intention of causing harm to another's reputation or livelihood

libel

written defamation

slander

spoken defamation

disclosure

the action of making new or secret information known

Copyright Law

provides legal protection for any creative work that is published, broadcast, or presented or displayed publicly, including video, audio, imagery, or written work on the Web