PR REVIEW

Ethics:

• Deontological ethics- following some set of rules that decide that a set of actions by a person or a company is right or wrong

  • looking to a set of rules by the PR associations, the tech industry
  • Using rules as a way to decide

• Morality- what is right or wrong

• Ethics- the process of determining right and wrong

• You as a pr professional are brought into the board roomPublic Relations as a manageable function

  • to have a seat at the executive table

• You are viewed as being part of the management team, your voice is heard

• You are involved in leadership and decision making for the company

• This helps to do the right thing ethically, and the right thing effectively

Public relations is proactive

• It anticipates what is happening in society, and then guiding the organization how to make changes to be in line with the changes happening in society
• Changes in politics, government, finance, economy, technology
• Anticipating and Using management

Transparency

• Where you are intentional about releasing what you are legally able to release information to the public
• There are some things you can’t disclose

Two way communication

• The organization listens to its publics to create change
• The way we listen to our publics is through research: interviews, focus groups, survey, data
• We need to listen to our publics to adjust and adapt

Advocacy

• Trying to promote a policy or idea to benefit your brand

Agitation

• Doing something for public interest

Press Agentry

• Communicating one way
• Trying to create interest, buzz, hype
• Exaggeration, not accurate
• P.T. Barnum

Asymmetrical

• Not equal communication
• We do research to persuade the publics

Symmetrical

• We listen to decide to educate or make changes, adapt

Propaganda

• Not ethical
• False, misleading, exaggerated information

Advertising

• Something purchased, controlled, meant to persuade audience

Target audience

• The group of people you are trying to strategically work with to disseminate a message

Content marketing

• A way in which you create content that you hope people will share and talk about and come to your website to convert into a sale
• Indirect marketing approach
• Inbound

Publicity

• Similar to press agentry
• Trying to get unpaid media coverage

Integrated Marketing Communication (IMC)

• Coordination of advertising, marketing, and publicity

Corporate Social Responsibility (CSR)

• Responsibility not just for profit, but a social responsibility to improve the people and planet in which they operate
• The organization uses resources to benefit community, workforce, society, and environment

External public

• Target audience
  • These are the people who have a shared interest in the organization, outside of the organization

Media relations

• Trying to manage the relationships that the company has with the press and news media

Newsworthiness

• News values: timely, proximity, conflict drama, human interest
• The criteria reporters use to determine what is worthy of being in the news

Issue

• A topic or problem that is open for public debate

Public relations is a management functions that establishes and creates a mutually beneficial relationship between an organization and its publics on whom its success or failure depends

One of the goals of PR is to communicate with specific groups of people with specific interests

Public relations agencies have clients and work with big and small corporations, businesses, schools, governments, non-profits

Organizations are the clients of public relations

We need to be proactive in disseminating facts, being transparent, telling the truth

• In the long term, people will trust us more
• Ex: recall of a product

Why do we listen?

• To gain feedback, feedback to take to upper management so they can adjust and adapt

PR will be most effective when it works with management

If you are trying to identify your public,

• You can’t target everyone
• You can learn from that principle
• THE MORE FOCUSED YOU CAN BE, THE BETTER THE ANSWER

Transparency

• deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics

Authenticity

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

Page principles

• tell the truth, prove it with action, listen to the customer, manage for tomorrow, the company’s true character is expressed by its people, conduct public relations as if the whole company depends on it, remain calm patient and good humored

4 models of PR

• Press agentry
• Public information
• Two way asymmetrical
• Two way symmetrical

If you are working for a public company (where the public can by stock)

• The law requires the company to disseminate public information that can affect investor’s decisions to everyone

Motivations

• Recruitment, legitimacy, profit, advocacy, agitation

Recruitment

• attracting new volunteers, new members, new hires, new students

Legitimacy

• gaining popular acceptance
• Status conferral- mass media and search

Agitation

• getting people fired up about causes or issues

Advocacy

• promoting persons, organizations and nations

Profit

• sales of products, services, and ideas, or fundraising

Understand the PRSA code of Ethics

• Transparent, honest, advocate (Which one is a value in the code of ethics?)
• *It is ethical to ADVOCATE
• advocacy, honesty, expertise, independence, loyalty, fairness

Remember when you’re trying to get media attention/publicity,

• people put on an event

Psuedo-event

• -> putting on an event, but it wasn’t an actual event, the whole goal was to get publicity

Material information

• any information that could influence the market value of a company or its products

SEO- search engine optimization

• Effort that companies make in marketing and pr to try to get their company to show up in the top searches in google

Study the different types of convergence

• Technological convergence - your technical capabilities and media content come together (like social media)
• Cultural convergence - we need to be tuned into pop culture and general culture in order to understand and communicate
• Economic convergence- one company owns another that owns another, ex: Pepsi owns Pizza Hut
• Professional convergence - integration of marketing, pr, advertising

4 P’s of marketing

• Product
• Price
• Place
• Promotion

the purpose of marketing

• to drive sales

Good public relations

• recognizes similarities and differences with advertising and marketing

How public relations differs from advertising and marketing

• its promotion of whole organizations
• its communication with all publics
• its purpose to build and maintain mutually beneficial relationships

Brand journalists

• set up newsroom, create content that public wants to learn about

The four C’s of communication

• consumer, cost, convenience, communication

Consumer

• the role of consumers is changing (to what a consumer wants and needs)

Cost

• to satisfy wants and needs should replace price

Convenience

• convenience to buy should replace place

Communication

• communication should replace promotion

Social media and word of mouth marketing

Advertising is something you can control- paid media

Media talking about it- earned media

Why would advertising measure publicity a bad idea?

• Were not just trying to get free publicity
• Why would we want to compete with advertising?
• If we were going to be in the news, what is the motivation behind it?
  • Are we trying to build trust people have with our brand? Are we trying to build credibility
  • Look at the effects that the communication has

Relationship Maintenance strategies

• openness, assurances, social networking, sharing tasks

Openness

• discloses about the nature of the organization and information valuable to its publics

Assurances

• communication that emphasizes the importance of publics in the relationship

Social networking

• emphasis on common affiliations between the organization and publics

Sharing tasks

• asking for public support or offering support when appropriate

News driven relationships- pitch a story

Commerce driven relationship

• business to consumer
• business to business

Employee driven relationships

• establishing and maintaining trust with the internal publics (employees)

Investor relations

• management of relationships between an organization and publics in the financial community, investors, analysts, regulators

Issue driven relationships

• driven by where the organization stands on issues that affect human and natural resources

Publics- which of my publics are aware of an issue? Which publics are active? Which are not active? Which are emerging?

• When there is an issue starting to arise, emerging publics are those starting to be vocal
• Who would start emerging as activists

Exchange relationships

• each party gives benefits to the other with the expectation of receiving comparable benefits in return

Communal relationships

• each party gives benefits to the other and a primary motivation for each is the other’s benefit

Golden mean- the point between the company’s interest and the public’s interests

Nonprofits

• manage relationships with donors and volunteers

Media catching

• when journalists post queries online inviting public relations people or other experts to respond. Public relations people catch these opportunities rather than pitching story ideas to journalists