Midterm Flashcards
PR is always
Persuasive, believable, actionable
PR Process
Research
Planning
Implementation
Evaluation
Public Definition
Groups of people on which the business relies. Each has it’s own needs/ requirements
Types of Publics
Internal/ External
Primary, Secondary, Marginal, Traditional and Future
Communication is
an exchange that includes understanding
PR Communication
Must have a goal and audience
Traditional Theory
Someone sends a message through a medium to reach a receiver who responds in the manner we intended.
Two Step Flow
Talk to media first. They share your message. It’s about targeting opinion leaders.
Ivy Lee
Father of modern PR. Worked for the Rockefellers to humanize powerful people.
Edward Bernays
Father of PR. Said we can influence how people think without paying for it. Got women to smoke.
Rex Harlow
Made PR a profession that should be trained and educated.
Marshall McCluan
Said the meaning is in the message. How it’s said and who says it is as important as what is said.
Medium is the message
How the message is being presented affects the message
Primary Research
First hand experience: surveys, focus groups. Understand what people are thinking.
Secondary Research
Research done by other people.
PRSA 9 Core Ethical Values
Advocacy, honesty, expertise, independence, loyalty, fairness.
Why research?
contribute to the bottom line and increase effectiveness
Parts of a PR Plan
Goal
Objective
Strategies
Tactics
Goals
General statements of desired outcome
Objectives
The measurable elements of the plan.
Objectives must contain
1 public
Behavior (what we want them to do)
Level of change (number values)
Time (deadline)
Strategies
How you best accomplish your objectives. General statement
Tactics
The fun part. Doing of the things
Media and PR
War of the information office? Third party endorsement creates credibility.
