Public Relations

Question 1

What is the fastest growing area of mass communication

Answer 1

Public relations

200,000 PR practitioners, 4% growth rate

Most resourceful industry in employing new tech

Question 2

What is public relations?

Answer 2

5 concepts underneath

1. Publicity: obtaining free space/time in the media to promote a goal
   e.g.sending something into Boston Globe to promote an event
2. Promotion: Programming special events to promote a goal (e.g. marathon)
3. Press agentry: The use of attention-getting stunts and gimmicks to promote a goal
4. Marketing: Research designed to establish the extent and location of the market (demographics and financial concerns)
5. Advertising (Institutional): Buying space or time

Question 3

3 elements of defining public relations

Answer 3

1. A management function (try to control image of the company)
2. Evaluates public attitudes
3. Plans and executes a program to earn public understanding and acceptance (Helps image of company)

Question 4

3 Types of Institutional setups?

Answer 4

1. Individual practitioner
   A. 1 or 2 person firm
   B. One-shot projects
   C. Emphasis on the unique or novel
2. Counseling firm
   A. Average 15-20 persons
   B. Long-term projects
   C. 3 advantages
3. outside viewpoint
4. specialized expertise
5. lower costs
6. In-house PR
   Examples: AT&T- 150 persons

Three advantages:
1. Knowledge of org
2. Availability
3. Lower resentment

Question 5

Three ways to charge for services

Answer 5

1. Fixed monthly retainer
2. Retainer + billing for actual time
3. Straight hourly wages

Question 6

Three major criteria for the development of PR?

Answer 6

1. The emergence of public opinion as the arbiter of value?

Question 7

Period of Expansion attributes 1961-1990

Answer 7

1. Major influx of women
2. By 1983, women were the majority of PR practitioners
3. New industries added PR personnel in staggering numbers

Question 7

Period of Genesis?

Answer 7

There individuals who dominated the era:

Ivy Ledbetter Lee (Father of PR)
1. Father of PR
2. Former journalist of NY Times and NY World
3. 1906 Statement of Principles- cornerstone of the field
4. 1906 Anthracite Coal Miners: strike brought Lee to public’s attention

George Creel:
1. Led an organization during WW1 called the Committee on Public Information (CPI)
2. Creel was brilliant and combative
3. Created propaganda to raise money for the war

Edward Bernays:
1. Trained in CPI by George creel
2. Taught first ever PR course at NYU in 1923
3. Published 1923 Crystallizing Public Opinion- emphasized rational and irrational
4. Proponent of the Two-Way Street

Question 8

Period of Specialization traits? 1991-2024

Answer 8

1. Specialization of firms and duties
2. Industry specialization: Auto, Recreational, Education, High tech etc
3. Development of integrated marketing communication
4. Field adapted to 24/7 news cycle

Question 9

Five characteristics of new media?

Answer 9

1. Widespread and open structures easy entry and easy exit, no gatekeepers
2. Cheap/free, easy to use online publishing tools
3. New distribution channels- network effects
4. Increasing sophistication

Question 10

Internet statistics?

Answer 10

1. In 2022, no of internet users estimated to be 3.5 billion
   2.

Question 11

Public relations: 2024-20234

Answer 11

1. 4% growth rate/year
2. New business operations, esp among high tech companies
3. Accreditation vs licensure
4. Strength of PR is felt in marketplace