Test 1 Flashcards
public relations
strategic communications process that builds mutually beneficial relations between organizations and its publics
Elements of PR
- Management function: strategic, performance based
- Involves two-way communication
- is a planned activity
- is socially responsible
Publicity
news org/story/article you don’t pay for
free, fast, credible
great for non-profits
UNCONTROLLED
Disadvantage of Ads
cost: money gives control over appearance, message, placed, number of repetitions
- paying for control
public
a group of people who share a common interest that is significant to the org.
resources
things that have or have the potential to have value
tangible, symbolic
PR practitioners
manage the resources required to maintain positive relationships with key publics
key publics
customers, employees, wholesalers, manufacturers, distributors, gov’t, stockholders, media outlets
Basic assumptions of PR
- Org. needs environmental resources to exist/prosper (land owners, customers, employees, etc.)
- resources are controlled by significant publics
- Org. must have/maintain relationships with these publics
- PR is focused on managing resources necessary to maintain these relationships
Image
the way a public perceives an object, idea, or org.
built from past experiences
Forms of Image
- Self image: what 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 and indirect experiences
- images affect behavior
- org. may have to modify image to affect behavior
Positive/Consistent Image can
- distinguish an org. in the marketplace, leading to greater financial success and stability
- can unify an organization internally
- provide stability through change/crisis
One-way Communication Model
from organization to its publics
Two-way Communication Model
Both organization to its publics and publics to organizations
feedback built in
Asymmetrical Communication Model
Organization’s PR changes the public
Symmetrical Communication Model
Both organization and public change
Press Agency/Publicity Model
- primarily one way communication
- most widely practiced
- sports/entertainment
- event promotion
Public Information Model
- one way com, with some two way com
- objective and accurate information
- gov’t/law enforcement/military
- educational institutions
Two-way Asymmetrical Model
- two way com
- research conducted for purpose of persuasion to learn about buying habits
- informercials (one time purchases)
Example of two-way asymmetrical model
monopolys; cable or electric companys, apple
Two-way Symmetrical Model
- two way com
- conflict resolution/mutual understanding
- ideal model: focused on relationship building and maintaining
- more organizations are moving to this model
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
- conducted rallies and protests
- Boston Tea Party
- labeled event as Boston Massacre
Press Agency (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; positioning and accessbility
Positioning
something new, novel, unique
something being done for the first time
Ivy Ledbetter Lee
- 1st to use news release for story ideas
- worked with general mills, Pennsylvania railroad, Rockefeller, Jr.
- contributions include: advancing the concept that business and industry should align and that management must support PR
Declaration of Principles (1906)
Ivy Ledbetter Lee
described public information model of PR
Interborough Rapid Transit Company
Ivy Ledbetter Lee
posters and pamphlets to education passengers
Edward Bernays (1892-1995)
- father of PR
- worked on committee on public information
- crystalizing public opinion
- first to articulate need for feedback in public relations
- focused on scientific persuasion and advocacy
- taught first PR course at NYU
Factors leading to the development of PR today
- rapid growth of PR education
- advancements in technology, telecommunications, and mass media
- expansion of gov’t, business, industry, and population
- social reform/upheaval
Current Trends
- feminization of the field
- importance of diversity
- transparency
- increased emphasis on measurement
- managing 24/7 news cycle
- continued growth of digital/social media
- lifelong professional development
Salaries
- faster than average growth; will grow 24% between now and 2018
- wide-range of compensation
- factors include qualifications: experience, qualifications, responsibility, and organizations’ budget
- varies with industry and geography
Entry level salary
$32,000
Median salary for 21-25 years old
$38,000
Where jobs are
- corporations
- sports, entertainment, travel
- non-profit organizations
- education
- government
- PR firms
- independent PR consulting
Essential Abilities
- writing
- research
- planning expertise
- problem-solving
- business/economics competence
- expertise in social media
- teams
Employers
- contacts
- writing
- fresh perspective
- ability to work with others
- specialized experience
- media savvy
- recognize a good story
PR Firm; In-House
a dept. within the organization that helps orginzations. build and maintain a positive relationship with strategic publics
Helps organizations avoid regulation, litigation, boycotts, and bad publicity
PR Firm: In-House
ex: UNCW, Susan G. Komen (the cure)
Effectiveness of PR dept.
- level of access to top management
- attitude/knowledge of PR by other departments
- responsibilities include: media relations, crisis management, executive communications, social media, employee relations, promotions, advertising, etc.
Firms
- A PR company hired by another organization to help with campaigns or run an entire PR function
- more than 9,000 PR counseling firms/agencies in the U.S.
Fees/Expenses of Firms
- hourly fee, plus out-of-pocket expenses
- retainer fee
- fixed project fee
- pay-for-placement
Advantages of PR Firm (outsourcing)
- objective/fresh perspective
- varieties of skills and expertise
- extensive resources
- offices throughout the country
- credibility
Disadvantages of PR Firm
- superficial grasp of a client’s unique problems
- lack of full-time commitment
- need for prolonged briefing period
- cost
Advantages of In-House Firms
- depth of knowledge about the organization
- 100% commitment to the organization
- salary better
- stability
Disadvantages of In-House Firms
- loss of objectivity
- can be costly for organizations with few PR needs
Media Relations
media coverage affects public perception
publicity is fast, free, and credible
Media Relations Duties
- writing press releases/speeches
- managing interviews
- shooting publicity photos
- press conferences
- creating/maintaining media contact list
- pitching story ideas
Government Relations
- business operations affect: environment, employees, customers
- gov’t has direct impact on business flexibility and money
- restrictions can include regulations, taxes, labor laws, trade policies, and health care
Community Relations
-positive community relations: supports sales, attracts employees, and improves quality of public support for business initiatives
Investor Relations
- builds knowledge and confidence in fund sources
- respond to investor questions/needs
- presentations, preparing annual reports/materials for potential investors, and analyzing stockholder demographics
Customer Relations
- build positive relationships with customers
- respond effectively to consumer complaints and problems
- monitor customer feedback
- respond to work with advocacy groups (PETA)
- support sales and marketing efforts
Employee Relations
- helps attract and retain good employees
- stimulate worker productivity
- boost morale
- improve product quality and service
- address employee concerns, information about policies, training employees/conducting workshops, announcing and executing layoffs
- methods of communicating with employees
Corporate Social Responsibility
- public distrusts corporations
- 65% said trust is important for reputation
- improved corporate reputation can: ward off increased gov’t regulation, improve employee morale, and increase customers
Legitimacy
- corporations depend on their environment for survival
- must prove to publics in the environment that their existence is rightful and proper
Integrated Marketing Com
intersection of public relations, publicity, advertising, and sales/marketing to promote orgs. products and 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 product/service to targeted consumers
Advertising
- paid(controlled)
- supports marketing, builds brand awareness
- builds/maintains a market for an orgs. products/services
Marketing
- concentrated on selling
- primary public=customers
- make money for organization
PR
- image/credibility
- all publics
- relationship building
IMC
- research (databases/surveys)
- gather info about consumers
- identify ways to reach publics
- requires coordination with marketing and ad goals
- more focused on individuals
- can play an important role in branding
- interactive; seeks info for detailed databases
Problems with IMC
- note a cure-all
- can be difficult to measure impact of imc
- requires a wealth of resources
- overlook other publics
Reasons why visitors return to a website
- high quality content
- ease of use
- quick downloads
- frequent updates
Challenges to maintaining a relevant website
- responding to public inquiries
- keeping info current and up to date
- team approach
Blogs
- be transparent
- respond in timely manner
- be original
- include a disclaimer (reps your views only)
Youtube
second most popular search engine
140 characters, shares photos/links, retweeting helps spread message,
