Exam 1 Flashcards
Public Relations
The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest and plan and executes a program of action to earn public understanding and patience
5 qualities of Pr
Planned-Is organized, thought out, requires research
Deliberate-intentional
Perforamnce-effectiveness is based on
Public Interest-should be benefical to business and the public
2 way communication-listening and giving info
RACE
R-research (What is the problem)
A-Action; planning (what are we going to do about the problem)
C-Communication (How will public be told)
E-Evaluation (Was the audience reached; what was the effect)
Challenges of Pr (3)
Multifaced
Many skills needed
continually growing globally
PR
Strategic in Nature; Mutual benefical relationships; communication process
Focuesd on achieving goals-want to cause change
Propaganda
attempt to persuade public in ways that are unethical; not concerned with truth
Spin
interpretation of an event, issue or action with the attempt to sway people a certain way
ROSIE
R-Research (what do you need to know)
O-Objectives (What you want to accomplish)
S-Strategy (How to accomplish objectives)
I-Implimentation (Actions that need to be done; work)
E-0Evaluation (How did it go; did meet objectives)
After ROSIE
DO WE ADAPT, ALTER OR MAINTAIN?
Role of PR In organization Depends on
type of organization; top management
and Capabilities of management
Reasons to work with a PR firm
Staffing (Need more man power)
Help with special products
Specific Expertise
Pros of using a Pr Frim
objectivity (give honest idea of your company)
Credibility
Problem-Solving Skills
Extensive Resources
Cons of using a PR firm
Costs
Don’t Fully grasp group problems
Need full-time commitment
Need full info and confidence
History of PR (Significant Moments; 1st amendment
1st amendment-cause PR to be “made in America”-freely able to speak
Boston Tea Party
Boston Massacure
Amos Kendall
1st presidential press secretary under Andrew Jackson; was in charge of PR
COnducted public opinon polls
Wrote speeches
Produced administration newsletter
P.T. Barnum
Master Press Agent
Circus owner-knew how to manipulate his show through the media, making it more appealing to public
Staged Bizzare media events
Gave Pr a bad rep: Is all publicity a good thing
Ivy Lee
Recognized as the father of modern PR
Based work on honesty and candor
Emphasized news over ads and stunts
Believed in striving for public’s confidence
Helped Rockafeller after Ludlow Massacure-Changed the way big businesses were run
George Creel
PR goes to work in government ; Creel Committee was created, which was a way during WWII to mobilize public opinion
Arthur Page
At&ts first public relations vice president; Established concept that public relations should have an active voice in higher management
Edward Bernays
public relations first scholar; taught first PR cource at NYU; paved way for women in pr with his wife
Grunig Symmetrical Model
Feedback is balanced between organization and public; Focus on policy (adapt, alter or maintain)
Grunig 1&2
WANT ATTENSION; publicity-no research
II-public information, journalistic ideal, not persuasive
Qualitative Research
What types of questions; examples of research methods
NON-NUMERICAL-research to seek insights; open ended questions; Content Analysis; Interviews; focus groups; copy testing;
Quantitative Research
Numerically based; larger samples; Closed ended questions; polls& surveys
Based on random sampling and sample size
Two Step Flow Model
Assumes High Media Influence
Organization influences mass Media with messages, Mass Media influences public
Grunig III;
ASYMMETRICAL; feedback loop is one-sided; focused on effectiveness of media and messages only
Hierarchy of Communication Objectives
Behavior Change: Hardest to get; require action and planning-want to shirt beliefs or values
Attitude Change: want to shirt beliefs or values; hardest to see
Understanding and Retention- processing of facts: positive and negative facts
Awareness: Base level of knowledge; achieved by exposure and message impressions
Theory of Cognitive Dissonance
Leon Festinger - People tend to avoid info that is contrary to their beliefs
People tend to seek out info that is consistent with their point of view
Social Judgement Theory
people have a range of opinions on a subject with a certain attitude
Anchor position is tough to change but communicators can work with their range “latitude of acceptance”
PR vs Law
Both are trying to persuade a group of people
Law has more dfined scope
Law is focused soley on the law whereas Pr is focused more on the relationship
PR vs Advertising
Ads get ot have own message; ; control
PR editor of organization has control of message of company
Ads focus only on the consumer
Pr vs Journalism
Audience-depends on nature but usually very speicifc; Pr is very broad
Writing-both need a high level of writing skills
Objective-Journalism is required to present balanced view whereas pr is required to be factual and persuasive and supporting
Opinion Leaders
must be highly interested in a subject or issue; must be informed on the issue; must get things done with ppl
Measurments of Production
flawed; shows quanity and not quality
Measurements of Exposure
Focuses on media impressions-how many
can be powerful;; IS MOST OFTEN USED
Measurement of Audience Awarenes
Do they know and Understand
Measurement of Audience Attitudes
measured pre and post
Measurement of Audience Action
are you achieving objection
