Final Exam Flashcards
PR
strategic communications process that builds mutually beneficial relations between organizations and its publics
Pre-modern era
- ancient beginnings (rosetta stone, olympic games)
- public opinion/persuasion
- government, religion
- Sam Adams
Sam Adams
- pre-modern era
- founder of sons of liberty
- rallies/protests
- Boston Tea Party
- labeled battle “Boston Massacre”
Press Agentry (19th century)
- hype and psuedo events
- P.T. Barnum
- spectacle and manipulation
- promoting the movement west
- social movements (abolition, suffrage, prohibition)
- early corporate initiatives
Age of Pioneers (1900-1950)
- modern practice of PR emerges
- focus on information
- publicity bureau (limited success, low credibility)
- Henry Ford
Henry Ford
- Age of pioneers
- positioning and accessibility
- positioning: something new, novel, and unique
positioning
something new, novel, unique
Ivy Ledbetter Lee (1877-1934)
- 1st to use news release for story ideas
- declaration of principles: described public info model of PR
- worked with General Mills, Pennsylvania Railroad, Rockefeller, Jr.
- Interborough Rapid Transit Company: posters and pamphlets to educate passengers
Ivy Ledbetter Lee contributions
- advancing concept that business and industry should align
- management must support PR
Edward Bernays (1892-1995)
- father of PR
- worked on Committee on Public Information (Creel Committee)
- crystalizing public opinion
- first to articulate need for feedback in PR
- focused on scientific persuasion and advocacy
- taught first PR course at NYU
Factors leading to development of PR today
- rapid growth or PR education
- advancements in technology/telecom/mass media
- expansion of gov’t, business, industry, population
- social reform/upheaval
Grunig’s theoretical models
one way:org to public
two way: from both org to public and public to org (feedback built in)
asymm: org PR changes public
symm: both org and public change
Press Agency
-publicity model primarily 1 way COM -most widely practiced -sports/entertainment -event promotion
Public Info Model
- 1 way COM, some 2 way
- objective and accurate information
- gov’t/law enforcement/military
- educational insitutions
Two-way asymmetrical model
- two-way COM
- research conducted for purpose of persuasion to learn about buying habits
- infomercial; one-time purchases
- ex: monopoly: cable/electric company
Two-way symmetrical model
- ideal model
- two-way COM
- conflict resolution/mutual understanding
- ideal model: focused on relationship building/maintaining
- more organizations moving to this model
Image
the way a public perceives an object, idea, or organization
Built from past experiences
image
Self image
who you think you are
Identity
who you want to be
Image
how public views you
Meta-image
how you think the public thinks you are
Principles of image
- evolve through direct/indirect experiences
- images affect behavior
- orgs. may have to modify image to affect behavior
Positive/consistent image can
- distinguish an org. in the marketplace leading to greater financial success/stability
- can unify an organization internally
- provides stability through change and crisis
Apologia
- defense that seeks to present a compelling, counter description of organizational actions
- does not necessarily contain an apology
- goal: to place wrongdoing in more favorable context
Types of apologia
- redefinition (Chrysler/test program)
- statement of regret (still don’t take responsibility)
- dissociation (distance yourself from wrongdoing)
- act/essence (intent was good/action bad)
Toshiba
- dissociation (distance yourself from wrongdoing)
- opinion/knowledge
- individual/group (scape goat/bad seed)
Chrysler
- Brasshats unhooking odometers
- responded by calling it a “test program”
- committed a mistake in bad judgment
- example of apologia: redefinition
Toshibia
- sold top-secret computer and mailing equipment to USSR
- breech of national security
- senate voted on ban on Toshiba products sold in U.S.
- admitted engaging in wrongdoing, but didn’t name or explain it
- apologia: dissociation
Volvo
- deceptive advertising: monster trucks
- presented as exhibition when it was a dramatization
- an “error” in failing to label it “based upon actual events”
Tylenol crisis
- cyanide laced extra strength capsules result in deaths
- stock value dropped $657 million within 2 weeks
- Johnson and Johnson issued product recall
Tylenol crisis response
- viewed as ideal
- posted $100,00 reward for killer
- ran full page advertisements discussing event
- offered exchange of capsules for tablets
- set up toll-free hotline
- chairperson visible on TV
- sent $450,000 electronic messages to medical and pharmaceutical communities
- introduced triple-sealed tamper resistant package and caplets
- company seen as victim and responsible in response
Pepsi crisis
- June 9, 1993: first report of syringe found in Diet Pepsi can (Seattle)
- June 14-first report outside of Seattle area
- reports from 23 states within 1 week
Pepsi crisis response
- recall or not?
- press/CEO highly visible, accessible
- video news releases
- surveillance video
- mystery solved in 8 days
Survey
- open-ended
- closed-ended
Closed-ended survey questions
- dichotomous (Y/N)
- mult. choice (3 or more choices)
- barometer scale (up or down from natural 0)
- rank order (1=best, 7=worst)
- likert scale (level of agreement)
Primary Research
- qualitative
- quantitative
Focus group
- qualitative: open-ended
- informal research method in which interviewers meet with groups of selected individuals to determine their opinions
Adv on focus group
- inexpensive
- geared toward elderly/children
- immediate feedback (fast)
- visual stimuli
- follow up qs
Disad. of focus groups
- experienced moderator
- session domination
- results can’t be quantified
- courtesy bias: tell research what you think they want to hear
Why focus group?
- test potential of proposed new products
- generate ideas for improving existing products
- get feedback about idea in short amount of time
- choose questions to be used in quantitative studies
Conduct a focus group
- select moderator
- 8-12 participants
- record session (ask permission)
- observe session
- 60-90 minutes max.
- open-ended questions
- discuss problems, opinions, needs
- transcribe
- write up report
Field observation/Ethnography
-researcher is an active/passive participant in activity being studied
Adv. of field observation/ethnography
- inexpensive
- little preparation required
Disadvantages of obs/ethnography
- superficial results
- results can’t be quantified
- hawthorne effect: when people know their being watched they act different
PR Process: RACE
research, plan, communication, evaulation
Target publics
group of people who share a common interest about an organization
Qualitative
- soft data
- open-ended qs
- exploratory
- offers rich insight/understanding
Quantitative
- hard data (numbers)
- closed-ended questions
- can generalize to large populations
Content-analysis
- systematic coding of questionnaire responses or other written messages into categories that can be totaled
- ex: news stories, articles, blogs, letters
- allows researcher to quantify verbal content of a written message
- analyze favorable, negative, and neutral mentions
- tone
- % of stories that mention key messages
Have you attended Rock for a Cure before?
- Yes/No
- Dichotomous
Current class standing
- f__ so__ j__ sn__
- multiple choice
How often do you read the newspaper?
- 0-never, 1-1/yr, 2-1/month, 3-1/week 4-everyday
- barometer scale
Please rank the following brands, 1 being the worst, 5 being the best.
- Honda_Toyota_Ford_Mazda_Hyundai_
- rank order
I check my email everyday
- strongly disagree 2. disagree 3. neutral 4. agree 5. strongly agree
- likert scale
What information do surveys seek?
- demographics
- incentives
- existing opinions
- price ranges
- obstacles
How to administer a survey
- phone
- internet/email
- in-person
- advantages: hits wide geographic area
- disadvantages: very low response rate, expensive, pay for return postage
Telephone
- adv: higher response rate than mail, wide geographic area, more personal, can clarify questions
- dis: old people/stay at home parents are main audience
Internet/Email
- adv: wide geographic area, fast, cost-effective, convenient for respondent
- dis: low response rate
In-person
-adv: highest response rate, harder to say no, experience with travel, can observe non-verbals
Survey questions can be
- mutually exclusive: options don’t overlap
- ex: 0-1 2-3 3-4 - exhaustive
0-1 1-2 2-3 3-4
not mutually exclusive
Population
all members of a group that you are studying
Sample
a segment of the population you are surveying that represents the population you are studying
Simple Random sampling
- when everybody in population has an equal chance of being selected
- ex: drawing names out of hat
- larger population least likely to use this
Convenient sampling
ease of availability
Systematic sampling
- figure out who you are studying
- begin with a list/starting point
- choose every nth name from list
Stratified Random sampling
- sample you attain accurately shows some characteristic of population you are studying
1. take population, put everyone in mutually exclusive groups
2. pick certain number of each - only way to have sample truly represent characteristic of population
Primary research (PR Plan)
pick one qualitative or quantitative method for each public
1. media (content analysis)
Goal
- broader general outcomes you want to see as a result of your persuasive efforts
- general, not quantifiable
Objectives
- specific and measurable indicators of whether or not you have met your goals
- key idea: what does the target have control over that you want to change?
- characteristics: realistic, clearly defined, measurable
Examples of objectives
-students: to increase number of volunteers by 20% by June 2016
Constructing objectives
- infinitive phrase-begins with “to”
- desired result
- quantification: what % you want to increase./decrease and a time frame
- time frame
Themes
- overarching idea that applies to all target publics
- must be consistent through all forms of COM used
Messages
- basic idea you want audiences to remember as a a result of receiving your communication
- what you tell each target public in order to get them to accomplish the objective
Audience
- group designated as the target of a COM campaign
- should be as narrow as possible to be most effective
- ex: college students: year, major, age, gender, race, transfers, on/off campus
Strategies
- explanations of how categories of media and non-media tactics will be combined, prioritized, or applied to achieve objectives
- provides concept/rationale for planned actions and program components
- may involve splitting target publics into specialized audiences
- don’t list individual tactics-only categories
Traditional media
- TV, radio, newspaper, magazine ad
- media release/kit
- press conference
- PSA
Non-traditional media
- social media
- website
- internet ad
Non-media
- brochure
- flyers/posters
- face-to-face
- kiosk
- display board
- giveaways
- events
- newsletter
Don’t use ads
to get media coverage
Corporate PR: Media Relations
- media coverage affects public perception
- duties: writing press releases/speeches, managing requests for interviews/information, shooting publicity photos and B-roll, preparing officials for interviews/press conferences, creating/maintaining media contact lists, pitching story ideas
Corporate Media Relations
- friendly working relationships is a must
- know who covers what and deadlines
- don’t speak off the record
- media can be friend/enemy
Types of corporate PR
- media relations
- gov’t relations
- community relations
- investor relations
- customer relations
- employee relations
Employee Relations
- help attract and retain good employees
- stimulate worker productivity
- boost morale
- improve product quality and service
- methods of communicating with employees
Employee Relations duties
- address employee concerns
- inform employees about policies
- training employees and conducting workshops
- announcing and executing layoffs
Corporate Social Responsibility
- public if often distrustful of corporations due to financial scandals, misconduct, profit margins, and executive bonuses
- 65% said trust is important in corporate reputation (Edelman survey)
Improved corporate reputation can
- ward off increased gov’t regulation
- improve employee morale
- increase customers
Corporate citizenship has become
- increasingly important to executives
- 79% consider it when they make a purchase (Hill and Knowlton survey)
Customer relations
- build positive relationships with customers through word of mouth (9-15 ppl), loyalty, rewards cards
- respond effectively to consumer complaints; choose who responds, what they say, channel used
- ex: Netflix, Quickster, Verizon online payment
- monitor customer feedback
- respond to work with advocacy groups
- support sales and marketing efforts
Investor Relations
- build knowledge and confidence in fund sources
- respond to investor questions, needs
- duties: making presentations, preparing annual reports/materials for potential investors, and analyzing stockholder demographics
Community Relations
- support sales
- attracts employees
- improve quality of public support for business initiatives
Gov’t Relations
- business operations affect: environment, employees (OSHA), customers
- gov’t has direct impact on business flexibility and money
- restrictions can include regulation, taxes, labor laws, trade policies, and health care
Legitimacy
- corps. depend on their environment for survival
- must prove to publics in the environment that their existence is rightful and proper
- 94% said when price and quality are equal, they are more likely to purchase company associated with a good cause
Examples of cause-related marketing
- legitimacy
- concern for environment
- hiring from within the community
- sponsorship of events/teams/programs
- donations
- relay for life, pies for soldiers
Integrated Marketing COM
intersection of PR, publicity, advertising, sales, and marketing to promote an orgs. products/services
Advertising
use of controlled media in an attempt to influence the actions of targeted publics
Marketing
researching, creating, refining, and promoting a product or service and distributing that produce/service to targeted consumers
In-house
- a department within an org. that helps build and maintain positive relationships with strategic publics
- helps organizations avoid regulation, litigation, boycotts, and bad publicity
- ex: UNCW, Susan G. Komen (The Cure)
Effectiveness of in-house PR dept.
- level of access to top management
- attitude/knowledge of PR by other depts; mislabeled as journalistic function or only media relations
- duties: media relations, crisis management, executive communications, social media, employee relations, promotions, advertising, etc.
Firms
- a PR company hired by another org. to help with campaigns or run an entire PR function
- services vary
- more than 9,000 PR counseling firms/agencies in the U.S.
Pro/Cons of firm
pros: objective, fresh perspective, variety of skills and expertise, extensive resources, offices throughout the country, and credibility, broader experience
cons: superficial grasp of a client’s unique problems, lack of full-time commitment, need for prolonged briefing period, cost, less benefits
Pros/Cons of in-house
pro: depth of knowledge about org., 100% commitment to the org., salary better, stability
cons: loss of objectivity, costly for orgs. with few PR needs
Issue
- created when one or more persons attaches significance to the situation/perceived problem
- created through interaction
- vary over time
- vary in status/significance attached to the situation
Issue status
- degree of significance attached to a situation
- varies with: how many people attach sign,, how much significance they attach, the significance of the people attaching the significance
- leads to action
Issue management
meaningful participation in creation of public policy that affects personal and institutional destiny
Audiences receive most of their info from
TV
We retain more of what we read in
newspaper/magazines
Print media is better for
logical appeals
Broadcast media is better for
emotional appeals
News
fast, credible, free
Ads
controlled message, placement, number of reps.
Newspapers
appeals to retirees/huge cities
Magazines
pros: portable/permanent, can pass info around
cons: must have info months in advance
TV
expensive
Radio
captive audience, good way to promote company, forced to listen in car
Problem
- commonplace (occurence)
- fairly predictable
- addressed without arousing public attention, draining resources
Characteristics of a crisis
-sudden, severe, urgent
Types of crisis
- natural disasters
- technological incidents
- organizational misconduct
- marketplace and political crises
Official crisis def.
event/occurence that threatens to create a firestorm of harshly negative media coverage that could damage the reputation or future viability of an organization
Crisis
- less predictable
- brings unwanted public attention
- requires investment of time/resources to resolve
- can challenge org. to its core values
Scandal/worst for image
organizational misconduct
Crisis Communication
- COM between the organization and its publics during the negative occurence
- designed to minimize damage
Designated spokesperson
important because the more people talking, more likely company is to seem less credible (contradictions)
Crisis Management
-use of PR to minimize harm to the organization in emergency situations that could cause the org. irreparable damage
Key to crisis management
preparation
Goal of crisis management
-avert crisis or more effectively manage those that do occur by ending it quickly, limiting the damage, and restoring credibility
Stages of crisis management
- research: identify potential threats, review policies
- prevention: eliminate/lessen threats, make changes in policies s needed, understand crises will happen
- prep/plan: crisis management plan
- practice
- response: analyze situation, execute plan
- recovery: lessons learned, evaluate and continue corrective measures
Crisis management plan
- occurs in prep/plan stage
- identify possible crisis situations
- CMT (crisis management team): press
- EOC (emergency operation center)
- MIC (media information center)
Why entertainment PR?
- fascination with celebrity: gossip rules
- image is everything
- magnitude of money at stake
Publicity
-uncontrolled media, appearances, need media training
Promotion
-controlled messages, news release, head shots, photographs
Event promotion: film release
- target audience: what shows do they watch? are they credible?
- talk show appearances and exclusives
- media training
- giveaways contests (four weddings and a funeral)
Event promotion
generate publicity and buzz to stimulate ticket sales
Image restoration (Benoit)
- denial
- evade responsibility
- reduce offensiveness
- corrective action
- mortification
Crisis management in film distribution
- criticisms of film can affect box office
- historical inaccuracies (least problematic)
- representations/portrayals of minorities (stereotypes)
- copycat syndrome
- excessive violence/sex
- controversial topics
Fight Club
- too much violence: targeted teen boys, congressional hearings, copycat fight clubs
- immoral: bomb-making, evokes memory of Oklahoma City and 9/11
- fighting as problem-solution
Nonprofit PR
tax-exempt noncommercial entities whose purpose is to serve the public interest
Key issues
- maintaining positive public image
- fundraising and cost containment (transparency)
- recruiting volunteers and keeping them enthusiastic
- creating COM programs/campaigns to stimulate public interest in organizational goals and invite public participation
Membership orgs.
- main purpose: represent the interest of members to other publics
- emphasis on recruitment and retention
- PR duties: influence legislation, regulation through lobbying, plan meetings, create publications, act as spokesperson
PR in social orgs.
- few employees, rely on volunteers
- emphasis on innovative approaches
- PR goal: develop public awareness or purpose and activities, persuade individuals to use the services the org. provides, create educational materials, recruit and train volunteer workers, obtain funds to operate the org.
Recruiting volunteers
- inform people about mission/purpose of org.
- match volunteers with duties relevant to skill and ability
- testimony from previous volunteers
- incentives
- show appreciation through thank you letter, certificates, luncheon (personalize)
Fundraising
-risks: burnout, ethical standards, crediblity
-motivations for gving
types
-corp./found. donations
-direct mail
-sponsorship of events
-telephone solicitations
-phone banks
-endorsements, licensing
-social media
-races/marathons
Corp. Gov’t relations duties
- monitor issues up for debate in legislative bodies and regulatory agencies through trade associations
- disseminate info about company’s position to key publics
- visit with gov’t officials
- provide testimony at hearings
- write/deliver speeches
- write letters
- prepare position papers/newsletters
Lobbyist
- someone hired to influence lawmakers, gov’t officials, or their aides
- lobbyist efforts are aimed at the defeat, passage, or amendment of legislation and regulatory agency bodies
- work at all levels of gov’t
- ex: healthcare, firearms
Grassroots lobbying
- no rules/regulations
- $800 million industry
- tools include: toll-free phone lines, websites, computerized direct mail
- involves coalition building to get individuals and groups with no financial interest to speak about an issue on the sponsor’s behalf
Gov’t Bodies mission
- public service by disseminating info
- to inform citizens about services and how to use them
- gain support for new laws or initiatives, processes, and programs
- gain voluntary obedience with laws, regulations, and rules
Gov’t Agencies
- mission/legitimacy are scrutinized more extensively
- FEMA
- CIA
- dept. of homeland security
- DMV
- City of wilmington
- new hanover county
Duties of gov’t PR
- manage press/public inquiries
- write news releases
- hold press conferences
- manage social media presence
- prepare speeches for top officials
- writing/producing informational materials
Police video
positioning
Political campaigns
- act as spokesperson
- formulate campaign strategy and positions on issues
- develop mass mailings
- coordinate ads
- scout sites for speeches and events
- stage events
- write speeches
- create campaign films/videos
- build networks through social media/internet
Culture
collection of distinct publics bound together by shared characteristics such as language, nationality, attitudes, tastes, and religious beliefs
Global/International PR
The planned and organized effort of a company, institution, or gov’t to establish mutually beneficial relations with the publics of other nations
Why is global PR important?
- we import/export many products (oil)
- we produce many goods in plants overseas
- our companies have expanded to other countries
- ex: olympic outfits by Ralph Lauren made in China, Disney, Walmart, McDonalds)
World is becoming connected which leads to
- potentially more customers who represent a variety of different backgrounds/interests, beliefs
- effective COM w more diverse groups becomes more essential/challenging
Minorities constitute
1/3 of U.S. population
Concepts to consider with multicultural PR
- ensure team understands customs/values of demographic groups
- ensure your message is culturally relevant
- consumers of diverse backgrounds are extremely loyal
- use primary language of audience
- spokesperson who represents the audience is a good communicator
Multicultural concerns
- language, dialect
- stereotyping
- cultural concerns (gestures, clothing, holidays)
- technology/PR level
Benefits of multicultural thinking
- employees appreciate it
- increases employees retention
- increases customers
- increases morale
- helps prevent public criticism (boycotts, bad press)
Opportunities in Intl work
- transnational corps (Walmart)
- govt
- firms that work for foreign interests(hill and knowlton)
- nongovt orgs (green peace)
Ethics
Beliefs values moral principles by which we discriminate between what is right and wrong in both thought and action
Transparency
Being open about endorsements, free samples
Societal codes
Friends, family, religion
Professional codes
Workplace
Org codes
- PR society of America
- intl association of business
- intl PR association
- language is vague, must be member, voluntary compliance
- if violation no legal action
Advocates for licensing
- don’t have to be licensed to practice PR or call self PRP
- define practice of PR
- establish uniform standards
- bring credibility back to profession
Opponents for licensing
- violates 1st amendment
- wouldn’t guarantee ethical behavior
- costly
Alternate to licensing
Accreditation: process through which PRPs are certified by natl org
PRSA
Preview course
Readiness questionnaire
Portfolio work
21/2 hour written exam
Rewards for ethical behavior
Doing right thing
Karma
Improved rep
Compensation/promotion
Challenges of ethical behavior
Fatigue
Legal/ethical confusion
Diff cultures have diff ways
Short-term thinking
Achieving ethical behavior
Must start w top management
Think about consequences before you act
Remember your image
3 cases
1st natl bank v belloti
Buckley v valed
Zucker v sable
General principles of legalities
Obligation to law over client/employer
Com between a practitioner and his or her client is confidential but not privileged in a legal sense
1st amendment
Com ads
Regulated by ftc
Most attempts to regulate fail as unconstitutional
Contributions
What is given to candidate
Can be limited under state/fed law
Expenditures
What candidate or party spends
Not limited by law
Fed agencies that regulate speech
Fed trade commission Securities and exchange commission Feds com commission Food/drug admin Equal employment opportunity commission
Libel
False communication that wrongfully injures rep of others
Printed falsehood
Burden of proof in libel
Defamation: making a false statement about a person/org that creates public hatred, ridicule, or inflicts injury on rep Publication Identification damage Fault
Actual malice
NY Times v Sullivan
Higher burden of proof in libel cases involving public officials
Knowing falsehood or reckless disregard for the truth
Difficult to prove and win
Investor relations
Public disclosure
Insider training
Privacy
Public disclosure
Timely, correct context, not misleading
Insider trading
When person buys/sells securities on basis of inside info not available to other investors
Giving info that leads to insider trading is a violation of law
Privacy
Right to be left alone to be free from unwarranted publicity
Privacy tort
Wrongful act constitutes as an invasion of privacy
Copyright
Protection of creative work from unauthorized use
Copyright perspective
- Which organizational materials should be copyrighted
2. How the copyrighted materials of others may be used correctly
Fair use
Part of copyrighted article may be quoted directly but the quoted material must be brief in relation to length of work
Trademark
Word symbol slogan used singly or in combination that identified a products origin
Always capitalized never used as nound
Trademark infringement
Orgs claim that their registered trademarks were being improperly exploited for commercial purposes
