Exam 1 Flashcards
Primary, secondary, and marginal public
Based on influence
Traditional and future publics
Based on time
Proponents, opponents, and uncommitted publics
Based on relationship
PR decision making process
RACE: research, action, communication, evaluate
PR decision making process RESEARCH
Define the problem using situational analysis
PR decision making process 2 ACTION
State program objective
PR decision making process COMMUNICATION
Develop campaign to meet objectives
PR decision making process EVALUATE
Should be done continuously
Difference between PR & journalism
Scope Objectives Audience& Channels
Difference between PR and advertising
Tools Audience Scope/Function & Cost
Difference between PR and marketing
Audience Focus, Language, Method
Sam Adams
Recognize power of pen & special events
Used slogans & press releases
Behind Boston tea party
Sam Adams Objectives
Justify cause Promote advantages Arouse masses Neutralize opponents Phrase issues clearly
The age of press agent 1800s
Age of hype
Master of pseudo event= PT Barnum
Used ticket giveaways to ensure success
John Beckley
Thomas Jefferson’s eyes & ears
Amos Kendall
Andrew Jackson’s writing and lying machine
Teddy Roosevelt
Changed govt through PR
Created first White House press office
George Creel
On Woodrow Wilson’s public info committee
Creel Committee
Mailed out news releases, columns of newsprint, led to belief in mass communication
Louis Howe
FDR’s PR advisor who controlled his image
Carl Byoir
FDR’s fundraising guy
Arthur Page
Wrote dropping of atomic bomb speech
Page Principles
Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct as if the company depends on it Company's character is expressed by its people Remain calm, patient, and good humored
Jim Hagerty
Served as press secretary for Eisenhower
Henry Ford
Contributed to modern PR with position in and accessibility
Ivy Lee contributions to modern PR
Business & Industry should align with public interest
Support of top management
Open communication with journalists
Humanizing business
Edward Bernay
Family her of modern PR
Published crystallizing public opinion
Four Models of PR
Press Agentry
Public Information
Two Way Asymmetric
Two Way Symmetric
Press Agentry/publicity
One way communication through mass media
Distorted info for advocacy purposes
Public information model
One way communication through mass media
Journalistic view of accuracy and completeness of information
Two way asymmetric model
Two way communication through scientific persuasion techniques
Research used to plan/evaluate strategies
(marketing/advertising now)
Two way Symmetric model
Two way communication for mutual understanding
Understand public perception
Evaluate how PR tactics impacted audience understanding
Internal & External Publics
Based on organizational boundaries
