Chapters 1-4 Flashcards
Pope
The Roman Catholic Church was a major practitioner of PR
Rosetta Stone
The first publicity release
PR during the Revolution/Colonial
- Sir Walter Raleigh attempted to convince settlers to move to Virginia
- Harvard College published the first fundraising brochure
- King College sends news release for graduation
- Newspapers and Events (Boston Tea Party) during the American Revolution.
First Amendment
Freedom of the Press
PT Barnum
used flowery language and exaggeration to promote his various attractions in an age when the public was hungry for any source of entertainment
What was happening in the late 1800’s/early 1900’s that meant need for open communication
- Press Agents
- Western movement
Ivy Lee
- press representative for coal mine operators (JD Rockefeller)
- Declaration of Principles: openness and honesty when dealing with the public
- the “humanizing” of business
- “the public be informed”
- emphasis news value over ads and publicity stunts
- believed companies must strive to earn public confidence
- dissemination of truthful, accurate information
Edward Bernays
- Father of Modern PR
- emphasized advocacy and “scientific persuasion”
- “Crystalizing public opinion”
- Campaigns: Ivory Soap, “torches of liberty,” 100th anniversary of the lightbulb
PR and War
- WWI: The Creel Committee. “Save Food,” “Buy War Bonds”
- WWII: creation of Office of War Information
PR comes of Age
- economy growth
- distinct changes in the practice and philosophy in PR
ignore this
ignore this
Grunig and Hunt model of contemporary public relations practice
Press Agent/Publicity
Public Information Model
Two Way Asymmetrical Model
Two Way Symmetrical Model
Press Agent/ Publicity
- one way communication
- uses persuasion/half truths and manipulation to influence audiences audiences to behave as the organization desires
Public Information Model
- one way communication
uses press releases and other one-way communication techniques to distribute organizational information. - the pr person is the in-house journalist
- does not use formal research to guide communication tactics
Two way asymmetrical model
- scientific persuasion
- uses persuasion to influence audiences to behave as the organization desires
- conducts formal research and incorporates feedback
two way symmetrical model
- uses negotiation to communicate with the public
- seeks to resolve conflict and promote mutual benefits
- formal research
- open and honest communication
Ethics
standards of connect, how we should behave based on right and wrong
Values
central beliefs that determine how we will behave in a given situation
What ethical decisions do PR people have to consider? An example of each.
- interest to the public
- employees self-interest
- standards of PR profession
- personal values
PRSA
Public Relations Society of America
financial information
- exercising independent and professional judgement
- keeping track of company affairs and all investor laws and regulations
- ensuring full and fair disclosure
video news releases
- information must be accurate and reliable
- must be identified immediately
- the sponsor must be identified
- persons interviewed must be accurately identified by name, title, and affiliation
Internet
- disclose any affiliations in chat room settings
-offer opportunities for dialogue and interaction with experts. - reveal the background of the experts, disclosing any potential conflicts of interest
- practice principled leadership
corporate practice
- truth and accuracy
- how to handle confidential information
- acceptable gifts and entertainment
- fair dealings with suppliers and vendors
- safeguarding of client proprietary info
- abuse of inside information
Steps we are taking toward professionalism
- independent
- responsible to society and public interest
- manifest concern for for the competence and honor of the profession as a whole
- high loyalty standards
PRSA Codes of Ethics
Advocacy, honesty, expertise
independence, loyalty, and fairness
Ethics and news media in North America
- gifts to journalists
- linking ads with news coverage
- transparency and disclosure issues
Factors that determine roles in PR
- perception of value by top management
- practitioners taking on a managerial role
- reporting to the CEO
- years of professional experience
Organization of departments – size, reporting
small departments, fewer PR
larger departments, more PR
staff
little to no direct authority, indirectly influence work through suggestions, recommendations and advice
line managers
can delegate, set production goals, hire employees, directly influence the work of others
Interaction with other kinds of staff
PR firms
predicted to grow as more countries adapt to a free market economy and internet/social media expand
PR services
- marketing communication
- executive speech training
- media relations training
- research and evaluation
- crisis communication
- media analysis
- community relations
- events management
- public affairs
- branding
- finance
PR firms and clients, fees, charges
- basic hourly fee, plus out of pocket expenses
- retainer fee
- fixed project fee
Pros/cons of a PR firms
Pros: objectivity, variety of skills and expertise, international jobs, offices throughout the country, special problem solving skills, and credibility
Cons: superficial grasp of client’s unique problems, lack of full time commitment, need for prolong briefing period, resentment by internal staff, need for strong direction by top management, need full information and confidence, and costs
Advocacy
“responsible advocates for those we represent.” never reveal confidential or private client information
Honesty
PR people do not lie or embellish
Expertise
PR person guides client through pros and cons of a choice
Independence
If everyone agrees with a bad idea, the PR professional must present the flip side
Loyalty
Understand your loyalties to your organization
Fairness
Treat even the most obnoxious client with fairness
