FINAL EXAM Flashcards
Public Relations
The practice of managing the spread of information between an organization (business, corporation, government, agency, etc) and its publics
Public relations is a _____ that builds _____
strategic communication process & mutually beneficial relationships between organizations and their publics
Example of publics
@ KU = students, parents, benefactors, alumni, faculty, staff
The classic circus
Circus coming, elephant as advertising, goes through mayor yard, etc
Advertising is ___ while PR is ____
Paid for & Free coverage
Advetising gives you ___ while PR gives you ___
total control vs no control
PR is the limited shelf life of current events, while an ad is whatever shelf life you want because….
it can run multiple times
First PR people were
Barnum and Bailey
The first example of using publicity to attract and audience was
Running the elephant through town
Pseudo-Event
An event arranged or brought about merely for the sake of the publicity it generates (B&B)
Third party credibilty
A marketing strategy where the company uses the media to advertise their products. In order to gain credibility, a company may hire journalists to write stories favoring their company or sponsor a scientific study and present proof which is beneficial to the company.
Press Agentry Publicity Model
From Barnum and Bailey – Caveat emptor (buy or beware) and Any publicity is good publicity
“Poison Ivy” Ledbetter Lee
- Pioneer of modern PR
- Declaration of principles
Public information model
Based on what the new reporters and editors valued
- Any publicity is good = B&B, public informational model was ethical and founded by Ledbetter Lee
- Accurate and meaningful
- One way
Declaration of principles
Our plan is, on behalf of business concerns and public institutions to sip to the press and pelvic o the US prompt and accurate information concerning subject which it is of value and interest for the public to know
Edward Bernays
- Developed the first public relations class
- Wrote PR industry first textbook
- First to attempt to manipulate public opinion using the subconscious and crowd psychology
The committee on Public information
- World War I (first time that psychology was used to influence public opinion) — Lead to the most effective recruitment poster – Enlist Poster (sinking ship of May 1915, dead mothers and children — psychology) & Uncle Sam Poster
Women smoking campaign
Because of Bernay’s cigarettes became “a torch of freedom” which leave
Bernays Result of a Breakfast campaign
Client, beechnut, wanted to sell more bacon…breakfast = toast then, went to edward bernays who went to physicians (bacon and eggs) = healthiest thing to eat for breakfast
Bernays embraced the idea of ____ because he needed to embrace what we thought by using ____
two-way communication model & Asymmetrical model
Two Way Symmetrical Model
- Free flow of information takes place between the organization and its stakeholders, employees and investors
- Conflicts and misunderstandings are resolved through mutual discussions and communication
- Feedback from stakeholders and target audience is thoroughly taken into consideration
Main difference between PR and Advertising is
you have to pay for advertising
PR often gives existing products a boost by renewing
visibility and relevancy
Areas of public relations are
- Product Public Relations
- Dawn & Coke, like companies that support our
values - Public relations works together with all other
aspects of marketing to promote new or existing - Product PR is done to differentiate products from
similar products (fireball and glen livet) - PR often gives existing products a boost by
renewing visibility and relevancy
- Dawn & Coke, like companies that support our
- Employee Relations
- Public Relations in the Public Interest
- Most companies want to generate good will
(CDC, Water, Smoking, Texting and driving) - Crisis Communications
- Pepsi Ad, United, American, Sony Ad, Adidas - Community Relations
- Allstate (not an ad, but an example how they as a
the company do community relations)
Other PR areas
- Government Relations (lobbying)
- Political Relations
- Financial and Investor relations
PR functions within marketing
PR by itself isn’t marketing but it can be. Examples of this are cause marketing (coke and WWF, Cheerios and Bees)
Research must be conducted as it all starts and ends here
Strat com research, the market and trends
Secondary research
research someone else has already done that you then use
Primary research
The research you conduct, like focus groups, indepth interviews (qualtitative research), surveys, ethnographic research, web analytics (Quantitative research)etc…
PR and traditional media tension include…
- Reporters/editors consider PR pros a mixed bag
- Need PR – 66% of new is generated by PR efforts
- They need non-bullshit news
- PR pros need credible third parties to help them reach their publics
- Sometimes pressured to block access or manipulate facts
- Must be credible and deliver relevant content to selective outlets