APR 241 Exam 3 Micheal Little

Crowdsourced Definition

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

Deontological Ethics

A system of decision-making that focuses on the moral principles of duty and rules.

Public Information

Communication is mostly one-way, Initiated by an organization, Informs publics with truthful and accurate information

Besides business, public relations has a rich heritage in three "deep veins" of history.

Religion

Education, nonprofit, and reform

Politics and government

How do religious leaders and organizations approach public relations?

They remain adept at both traditional and emerging public relations tactics.

Professional Convergence

When various functions of professional communication such as publicity, advertising, online services, and marketing are combined to improve strategy.

Divergence

Before diving headfirst into integration, understand how public relations differs from advertising and marketing in its goals.

pre-roll advertising

Streaming ads (YouTube, Netflix, Amazon Prime, Hulu, etc.)

Advertising promotes...

Brands, products, and services

Advertising's main purpose

persuasion

Media catching

When journalists post queries online inviting public relations people or others with relevant information or expertise to respond.

Public/s

Groups of people with shared interests related to an organization

Internal Public

At UA, staff, students, and anyone here

Grinning and Hunt

The management of communication between an organization and its publics.

Papa Johns Pizza Scandal

Papa Johns founder and Chairman, John Schnatter, used a racial slur on a conference call, causing a crisis for his company. Schnatter resigned but did not leave quietly. His departure highlighted the company's poor leadership.

6. Remain Calm, Patient, and Good-Humored

Make communication enjoyable, Use a conversational voice in all communication, Maintain a sense of humor, Admit mistakes, Avoid hostile communication/flaming

7. Realize the Company's True Character Is Expressed by Its People

Public relations is everybody's job. Encourage constructive relationships. Manage effective integrated communication. Manage distributed public relations

Ethical Decision Making

1. Define the specific ethical issue/conflict.

2. Identify internal/external factors (e.g., legal, political, social, economic) that may influence the decision

3. Identify key values (loyalty, transparency, expertise, independence, etc.).

4. Identify the parties who will be affected by the decision and define the public relations professional's obligation to each. (Duties)

5. Select ethical principles to guide the decision-making process.

6. Make a decision and justify it.

Edward Bernays

Bernays competes with Ivy Lee for the legacy of being known as the father of public relations. First to teach public relations class. Bernays coordinated the torches of freedom event on behalf of his client, George Washington Hill, president of the American Tobacco Company.

What does symmetry refer to in two-way symmetrical communication?

Balance

In two-way symmetrical communication, who is likely to change?

Organizations and their publics

Joseph V. Baker

First African American public relations professional to gain national prominence for winning blue chip accounts with national clients like DuPont, U.S. Steel, Chrysler, Gillette, and Procter & Gamble.

When did Harvard College begin fundraising campaigns?

As early as 1641

What was one of the focuses of Harvard College's fundraising campaigns?

Educating American Indians

What is an example of early American classic PR strategy involving a famous slogan?

Sloganeering ('Give me liberty or give me death!')

What movement utilized public relations strategies to gain visibility?

The Civil Rights Movement

What effect did Martin Luther King Jr.'s Letter from Birmingham Jail have on his message?

It gave the message more force

Recruitment

Today's recruiters are just as likely to use social networking sites and other forms of social media to carry out their work as they are more traditional tactics.

Advocacy

On the flip side of agitation is advocacy, the first professional value listed in the PRSA Code of Ethics.

Propaganda

The spread of information used to promote or support a particular point of view.

Objectivity

Oxford Dictionaries define the adjective objective as "not influenced by personal feeling or opinions in considering and representing facts."

Advocacy

This is a value in the PRSA Code of Ethics: "We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate."

What opportunities increase due to technological convergence?

Opportunities for mixing and mashing media content increase.

Black box fallacy

False notion that predicts most human communication needs will eventually be satisfied with a single device

cultural convergence

When various forms of culture are exchanged, combined, converted, and adapted.

McDonaldization

The process by which the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world

What is the goal of the global networks built by big companies in media?

To provide top-notch expertise to clients.

Advertising

In traditional mass media, advertising is the paid media space that sponsors use to persuade audiences.

Third-party credibility (Promotion)

vs. bias in ads

In response to the four P's, Bob Lauterborn, former ad exec, introduced the four C's.

Consumer, Cost, Convince, Communication

Public Relations communicates with...

all publics

What does the GDPR give individuals regarding their personal data?

More control over their personal data.

What is required from companies before using an individual's data under the GDPR?

Obtain consent from the individual.

What do assurances in communication emphasize?

The importance of publics in the relationship.

What does sharing tasks in relationships include?

Asking for public support

What is an example of an organization supporting a cause?

Voicing its backing for a cause

Exchange relationships

Relationships in which each party gives benefits to the other with the expectation of receiving comparable benefits in return.

Four Key Outcomes

Control mutuality, trust, satisfaction, commitment

Newsworthiness

Standard used to determine what is worth covering in news media.

conflict and controversy (newsworthiness)

We are drawn to problems or differences within a community.

What is an issue?

Any important topic or problem open for debate, discussion, or advocacy.

External public

People not at UA

General Public

dosen't really exist in PR

Organization (NGO)

Nongovernmental organization

Examples of publics at UA

Students, Faculty, Workers/staff at UA, People coming to work at UA, Sponsors, Athletes, Parents of current students, Alumni

Cutlip and Center

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

What are PR professionals charged with?

As pr professionals, we are charged with rebuilding trust and relationships

Spin

Disingenuous strategic communication involving skewed interpretation or presentation of information

Social Media Influencer

A social media user who has earned credibility with specific publics and who can be instrumental in strategic communication programs because of his or her reach and engagement

Authenticity

The degree to which one communicates reliably, accurately, and true to his or her own character and the character of the organization he or she represents

The Page Principles

1. Tell the truth

2. Prove it with action

3. Listen to the customer

4. Manage for tomorrow

5. Conduct Public Relations as if the Whole Company Depends on it

6. Remain Calm, Patient, and Good-Humored

7. Realize the Company's True Character is Expressed by its People

1. Tell the truth

Proactively tell the truth. Be transparent. Even in cases that necessitate secrecy, tell the truth about what information your organization is protecting and why.

2. Prove it with action

90 - 10 rule. Show, don't tell. Make sure the company's branding efforts mirror their public image

3. Listen to the customer

Listen as much as you talk. Keep upper-level management abreast of public sentiment. Monitor social media headlines, likes, and mentions.

4. Manage for tomorrow

Be proactive, Monitor online communities, Build goodwill, Anticipate negative consequences

5. Conduct Public Relations as if the Whole Company Depends on It

Public relations is a management function. All employees are responsible for PR and serve as spokespeople for their organization. PR affects how the public perceives an organization.

Integrated communication

Communicating with public consistently across organizational functions, including public relations, advertising, marketing, and customer service.

Distributed public relations

Intentional practice of sharing public relations responsibilities among a broad section of an organization's members or employees, particularly in an online context.

Ethics

Moral principles that govern a person or group's behavior

Competing Duties

1. Yourself

2. Your Client

3. Your Employer

4. The Profession

5. The Media (social)

6. Society

Advantages of Ethical Codes

Communicate the professional standards of an association's membership to both internal and external parties, Articulate organizational values, Guide members' behavior and communication, Offer carefully expressed and professionally agreed-upon guidelines for decision making and action

Criticisms of Ethical Codes

Unenforceable, Ineffective and unnecessary, Vague and internally inconsistent

Public Relations Models in History

1. press agentry/publicity

2. public information

3. two-way asymmetrical

4. two-way symmetrical

Press Agentry/Publicity

Propaganda, Attention getting, Less-than-accurate information (if not downright lies), P.T. Barnum, News release (Press release)

News Release (Press Release)

A statement of news produced and distributed on behalf of an organization to make information public.

Ivy Ledbetter Lee

Many refer to today as the founder of public relations. Lee represented some of the biggest names of the day in corporate America, including the Pennsylvania Railroad and the Rockefellers. Journalism background. Had a practice of openness, honesty, and timeliness with the press

Public Information Officer (POI)

Press secretary; any spokesperson; designed to speak to the public; needs to be the person who is okay to speak to groups

Two-way Asymmetrical

When you think of breakfast foods, before a certain campaign, people's breakfast was light; most were like half a bagel or a piece of fruit. Edward Bernays made the saying "breakfast is the most important meal of the day," because he was hired by a company that wanted to sell more bacon. Advocates and work to persuade the public on behalf of organizations. Uses two-way communication and research to persuade publics.

Which company is an example of two-way symmetrical communication?

Ford Motor Company

Betsy Plank

"First Lady of PR", Tuscaloosa born, UA grad, EVP of Edelman, Helped create PRSA, Plank Center

How long has effective public relations been around/

Long before the rise of twentieth-century business in America.

What evidence of public relations was highlighted by Lamme and Russell?

Evidence of public relations as early as the first century.

Who is identified as one of the most influential communicators in history by at least one public relations historian?

Paul

Who was known for his exploits on the battlefield in the fourth century BC?

Alexander the Great

What were pseudo events organized primarily for media coverage in American history?

Boston Tea Party

What type of writing was exemplified by the Federalist Papers?

Opinion-editorial writing

What was a key tactic used in protests during the Civil Rights Movement?

Conducting protests where local officials could be counted on to overreact

What significant document did Martin Luther King Jr. write while in jail?

Letter from Birmingham Jail

When did Martin Luther King Jr. write the Letter from Birmingham Jail?

Easter weekend

Major Motivations for Public Relations

recruitment, legitimacy, agitation, advocacy, profit

Legitimacy

Major news and search sites confer legitimacy by way of algorithms that take into account what users are searching for and linking to

Agitation

Getting people fired up has long been a motivation of strategic communicators.

What evolved into new forms with the rise of the internet?

organized agitation

Profit

One of the largest roles for public relations has been and always will be working in conjunction with advertising and marketing to promote the sale of products, services, and ideas.

What did propaganda originally mean?

Propagate the faith

Reasons to Study PR History

1. We can always learn from seeing what worked and didn't in the past.

2. Although times have changed, basic principles of public relations remain the same.

3. Studying history provides context for understanding what's happening today.

Ethics

Transparency, objectivity, and advocacy

Transparency

Disclosure and dissemination of information is a cornerstone of public relations ethics.

What is convergence?

Technological, Cultural, Economic, Professional

What is technological convergence?

Technological convergence brings together formerly separate technical capabilities.