Studied by 47 peopleTags & Description
The Challenge of PR
PR is multi-faceted
Several Elements of PR Process
The Challenge of PR: PR is multi-faceted
Public relations professionals have many roles and skills in
-written
- interpersonal communications media
- social media
- research
-negotiation
-creativity
- logistics facilitations
- problem solving
- strategic thinking
The Challenge of PR
Elements of PR Process:
Deliberate
planned
performance
public interest
two-way communication
strategic management function
The PR Processes
RACE
Research
Action
Communication
Evaluation
Definition of PR
PR is the management function that identifies, e establishes and maintains mutually beneficial relationships between an organization and the various public on whom its success or failure depends
The management of communication between an organizations and its publics
Key Words frame most definitions?
Deliberate: PR activity is intentional
Planned: PR activity is organized
Performance: actual polices and performance
Public Interest: PR activity should be mutually benififcal to the or. and public
Two-way communication: listening and engaging in a conversation with various publics
Management function: PR is most effective when it’s strategic and inegreal part of decision making by top management
The Diversity of PR Work
Research
Media Relations
Publicity
Employee relations
Community Relations
Public affairs
Government affairs
Issue management
Financial relations
Special events
Marketing communications
PR V Journalism: Scope
PR: Many components
Journalism: Two components: writing and media relations
PR V Journalism: Objective
PR: Advocates to inform public and change attitudes
Objective observers: news and information
PR V Journalism: Audience
PR: defined publics
Journalism: Mass Audience
PR V Journalism: channel
PR: a variety of channels
J: one channel
PR v Advertising: Scope
PR: Broader scope
AD: MArketing communication funtion
PR v Advertising: Objective
PR: Corporate comm/.mkt comm./AD
AD: tools to support marketing/corporate comm. (PR)
PR v Advertising: Audience
PR: Messages to specialized external audiences and other internal publics
AD: directed to potential buyers of goods and services
PR v Advertising: Channel
PR: various channels
AD: Mass media
PR v Marketing: Problem-solving strategy
PR: cooperation
mkt: competition
PR v Marketing: Role in mgt
PR: all departments
mkt: product positioning and sales
PR v Marketing: Objective
PR: relationship building
mkt: customers and consumers
How Public Relations supports marketing?
Public Relations is the fifth “P” in marketing strategies
Five “P” in marketing strategies
Product, Price, Place, Promotion, PR
Fueling Integrated Perspective?
Downsizing of org.
Tighter budget
Adverting is increasing clutter (fragmented audience and lack credibility)
Public and social policy issue
Integrated Perspective: IMC or MPR
Integrated Marketing Communications
Marketing PR
Marketing objectives
Coordinated communication strategies-→
-Targeting -Big Idea -Media Timing: -→
Adverting, PR, Sales Promotion, Direct Response, Packaging -→
Program Evaluation
A Career in PR: 5 main courses for PR majors
Into PR
PR research
PR writing and production
internship
PR ethics/mgt./case studies
Essential PR Career Skills
Writing
Research ability
Planned expertise
Problem-solving
Business/economics competence
Expertise in social media
Value of PR: The world doesn’t need more information but does need…
…sensitive communicators and facilitators who can explain the goals and aspirations of individuals, organizations, and governments to others in a socially responsive manner
Value of PR: Public relation practitioners…
Public relation practitioners… explain the goals and objectives of clients and employees to the public and provide them with guidance
Four Classic Models of Public Relations
Press Agentry/Publicity
Public Information
2-Way Asymmetric
2-Way Symmetric
Public Agentry/ Publicity
ONE WAY communication; initiated by an organization with little concern for accuracy or completeness
Public Information
ONE WAY communication, initiated by an organization to inform publics with truthful and accurate information
Two-Way asymmetrical
TWO WAY comm. BUT unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviors
Two-Way Symmetrical
BALANCED comm. with the organization as likely to change attitudes or behavior as its publics
Early Beginnings: Persuasion
used to accept the authority of government and religion through PR
Early Beginnings: The Rosetta Stone
publicity release touting an Egyptian pharaoh accomplishments
Early Beginnings: Olympic games
Promoted to enhance the aura of athletes as heroes
Early Beginnings: Julius Caesar
First politician to publish book :commentaries” to further his ambitions to become emperor of Roman Empire
The Middle Ages: Church?
The Roman Catholic Church a major practitioner of public relations
The Middle Ages: Pope Gregory of the College of Propaganda
Used propaganda to propagate the faith
The Middle Ages: Bankers in Venice
Practiced art of investor relations, adopted the concept of corporate philanthropy
Cononial America: Land Companies
Promotion of colonization to generate revenues from what the colonist were able to manufacture or grow; was a commercial propisition
Colonial America: American Independence- Sam Adams
He refined a sense of how symbolism could sway public opinion
“the Father of press agentry”
Did the Boston Tea Party, Boston Massacre
The 1800s: The Golden Age of Press Agentry
Promoting?
Promoting the westward movement: Publicity and promotion to help populate the west
Expiation of railroads dependent on this
The 1800s: The Golden Age of Press Agentry
P.T. Barnum:
Hype and press agentry
The great American showman
Exaggeration to promote public entertainment
The 1800s: The Golden Age of Press Agentry
Corporate…?
Early corporate initiatives: wave of industrialization and urbanization created many new businesses that competed in the market place
1900-1950: The Age of Pioneers
Ivy Lee
-The first Public Relations Counsel
-Open Parker and Lee in 1905
-One first clients: Pennsylvania Railroad
-1913-1914 railroad freight hike campaign “landmark in history of PR”
-Best known for work with Rockefeller family
Ivy Lee: Declarations of principles
New model of public relations practice of public information
Emphasis on dissemination of truthful accurate information
Lee contributions to PR
1: Advancing the concept that business and industry should align themselves with the public interest
2: Dealing with top executives and carrying out no program without the active support of management
3: Maintain open communications with news media
4: Emphasizing the necessity of humanizing business and making PR community
1900-1950: The Age of Pioneers
Edward L. Bernays
“Father of Modern PR”
Emphasized the concept of “Scientific persuasion”
Believed in public relations should emphasize science to change peoples perceptions and encourage certain behaviors
Edward L. Bernays: Father of Modern Public Relations
Crystallizing Public Opinion
Classic Campaigns
Crystallizing Public Opinion: Outline the scope, function, methods, techniques and social responsibilities of a public relations council
Classic campaigns: Ivory Soap, Torches of Liberty, Light’s golden Jubilee
George Creel
Former newspaper reporter: asked by president Woodrow organize massive PR effort for WWI
Committee on Creel persuaded news to help
American Red Cross development
Author Page
Vice President of American Telephone and Telegraph (AT&T)
Credited with making public relations a part of higher management
1950-2000: Public Relations Come of Age
Reasons
Economy
The growth of big business
Big Labor
Big Government
Scientific and Technological advances
The communications revolution
Financial considerations
1950-2000: Public Relations Come of Age
Biz turned to PR
Mass media: media relations
Issue management
Management function
Today’s practice and trends in PR
Multicultural world
Recruitment of Minorities
Public demand for transparency
Expanded role for PR
Corporate social responsibility (CSR)
Increased emphasis on Measurement (ROI)
Managing the 24/7 new cycle
Continued growth of Digital Media
Outsourcing to PR firms
The need for lifelong professional development
Ethics
standards of conduct; which indicates how one should behave based upon moral deputies and virtues rising from principles of right from wrong
-right v wrong; fair v unfair ect…
Values
Central beliefs that determine how we will behave in certain situations
Ethical PR professionals
Should have values as…
honesty
openness
loyalty
fair-mindedness
respect
integrity
forthright communication
ie: code of ethics
Burden of making ethical decision to be considered in PR
Public interest
Employers self interest
Standards of the public relations profession
Personal values
Personal values: Ethical orientation
Absolutist
Something is either completely right or wrong
The end cannot justify the means
Refuse to do anything that crosses an ethical boundary
Personal values: Ethical orientation
Existentialist
Choice is base on undertaking an assignment (may not be ethical) but executing in a way that doesn’t cross any ethical boundaries
Seeking balance or midpoint
Balance between two extremes
Personal values: Ethical orientation
Utilitarian
Each decision is based on the result that causes the least harm and the most good
“the greatest good for the greatest number of people”
The ends can justify the means
6 Core values of the PRSA code of ethics
Deliberate
Planned, Performance
Public Interest
Two-way communication
management function
Professional Codes of Conduct
Act with honest and integrity
Tell the Truth
Professionalism in PR
Education
Training
Literature
Research
Code of Ethics
Professional Practitioners should have
-A sense of independence
-A sense of responsibility to society and the public interest
-Manifest concern for the competence and honor of the profession as a whole
-Higher loyalty to the standards of profession and fellow professionals than to the employer of the moment
Other Steps Toward Professionalism
Changing mindset of practitioners without formal education in PR
A standardized curriculum/ establishing PR as an academic discipline
Expanding body of knowledge
Professional accreditation
Professional Accreditation
International Association of Business Communicators Model (IABC)
The Public Relations Society of America Model
The Public Relations Society of America Model
Preview course: readiness questionnaire; portfolio
2.5 hour exam 4-step (30%), ethics/law (15%) theory (15%), business literacy (10%), management (10%), crisis (10%), media relations (5%), IT (2%), history/current issues (2%), advanced communication skills (1%)
4,000 APR to date, 20% of membership
APR designation as being accredited by PRSA
Certifies your drive, professionalism and principles, setting you apart from your peers and positioning you as a leader and mentor in the competitive public relations field.
The APR (Accreditation in Public Relations) asserts professional competence
Definitions of bottom line PRO and CON
PRO: the profitability of a business after all expenses are deducted from revenues
CON:the profitability of a business after all expenses are deducted from revenues.Bottom-line profits are net profits after all the costs of the business have been accounted for
PRO: How does PR shape the image?
Image, crisis, shape brand, attract
PRO: How Tylenols scandal made PR important
Tylenol bottles laced with cyanide killing users at random. They recalled all current products on shelves across America and rebranded their product. They created a seal on their bottles, so consumers knew if the product had been tampered with or not. Tylenol rebranded themselves from this crisis and became the pain and fever company that cares about your health.
PRO: 5 Ways a Corporate Crisis Can Affect the Bottom Line
a. Destruction of Shareholder Value
b. Loss Of Revenue
c. Loss of (Or Inability to Attract) Talented Employees
d. Increased Costs
e. Loss of Stakeholder Trust
CON Key points
Marketing contributes to bottom line and PR indirectly does business goals
CON types of PR
Crisis management
Event Management
Reputation Management
Note
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