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| What is PR According to the Book |
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| deliberate, planned, performance, public interest, two-way, management function |
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| strategic communication process that builds mutually beneficial relationships b/n organizations and their publics. |
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| Tell the truth. Prove it with action. Listen to the customer, Manage for tomorrow. Conduct public relations as if the whole company depends on it. Realize a company's true character is expressed by its people. Remain calm, patient, and good humored. |
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| RACE is a good way to explain the process as PR. It involves Research ( What is the problem or situation), Action ( What is going to be done about it ), Communication or exectution ( How will the public be told) and lastly Evaluation ( Was teh audience reached and what was the effect). |
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| PR earns interaction from its publics and tries to change your mind/behavior about something, Advertising pays and sells |
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| Both deal with external communication. Marketing is more about the 4 Ps. Marketing is more concerned about making money and PR is more concerned about building trust . The two work well together and PR can be beneficial to marketing because it strengthens the ties an organization has with a company. |
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| The two are very similar, but very different in that each has a different scope, objectives, audiences, and channels. |
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| Grunigs evolving models of PR (4) |
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| Press Agentry, Public Information, Two-Asymmetrical, Two -way Symmetrical |
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| A one way communication and exaggeration. ( Retail Sales and Hollywood) |
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| One way comm that is meant to inform. Information that is concrete and complete and not really meant to persuade ) Non-profits and government announcements). |
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| Meant to use persuasion and social science to figure out way that they can better persuade their publics, what the publics can do for them mentality ( marketing firms) |
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| A mutual understanding and a balance communication. What we can do for our publics and what our publics can in return do for us. |
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| publishing and autobiography to further his poli career |
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| modern day PR Director for the imperial court |
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| and his pamphlets urging his public to fight the British |
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| using the printing press to fight slavery |
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| rallies and demonstration. Bosotn Massacre creation as a PR campaign. |
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| Federalist Papers and the idea of syndicated news. |
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| masters the art of caputuring public attention through graphic posters, marketing. |
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| articles, books, and speeches that persuaded people. |
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advises John D Rockefeller on his public relations and transforms his public image
Business and Industry, align with public interest
PR needs to work with top execs and demand their support
Open comm. with media
humanizing business make business part of the community |
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| moved the independence of Czechoslovakia to Monday instead of Sunday to maximize media coverage |
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| media helps us figure out what to talk about and what to believe |
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| when people don’t know what to think, they turn to the media |
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Biography
backgrounder/fact sheet about the company
B-Roll footage
Links to other sites |
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| Mistakes in event planning |
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| wrong type of event, not enough time to plan, lack of organization, no plan B or C, doing what is always done |
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| Research provides information required to understand the needs of publics and to develop powerful messages. |
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| data collected by you ( the PR professional) ex. in depth interviews |
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| data that collected but already existing ex. books and magazine information |
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| Soft data, usually open ended questions, unstructured. ex. focus groups, one on on interviews |
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| Hard data, closed ended questions and forced choices, highly structured. ex. telephone polls, mailed surveys |
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| Why is Planning important |
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| planning is important because a plan is the instrument used to propose and obtain approvals for the higher ups |
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| Key consideration when doing research |
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| gain management support, understand audience, formulate strategy, analyze resutls, prevent crises, monitor external stake holders |
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1. Situation
2.Objectives
3.Audience
4. Strategy
5. Tactics
6.Calendar
7. Budget
8. Evaluation |
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| Step 1 of PR Plan ( Situation) |
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| What is happening to need a PR Plan? |
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| Step 2 of PR Plan ( Objectives) |
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| Does the plan address the situation ?. Can it be realistic and measured in meaningful terms? Inform or motivate the public? |
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| Step 3 of PR Plan ( Audience) |
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| Specific targeted public, multiple audiece is ok. |
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| Step 4 of PR Plan ( Strategy) |
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| Explanation of how and why this plan will work. Big Idea and small details such as time frame, geography, medium, and creative hook. Key messages |
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| Step 5 of PR Plan Tactics |
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| Specific activities to fullfil our strategy and meet the objs |
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| Step 6 of PR Plan Calendar |
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| Timing like when to release messages remember magazines 9 months short lead news 2 months Event 2 months |
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| Fees for service/time/agency staff and cost for expenses |
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| Step 8 of PR plan Evaluation |
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| How did we do? What are we measuring and how are we measuring it ? |
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| false statement that creates public hatred, contempt, or ridicule, or inflicts injury on the reputation of a person or organization |
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| Research provides information required to understand the needs of publics and to develop powerful messages. |
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| Grunig's Five Steps of Communication |
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| Message Exposure, Accurate Dissmenation, Acceptance (audience receives) , Attitude change, Change in Behavior |
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| Grunig : Message Exposure |
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| Audience is exposed to message in various forms |
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| Grunig's : Accurate Dissemination |
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| The message stays contained as it is disseminated through various channels. |
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| Grunig's: Acceptane (audience receives) |
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The audience not only retains the information but accepts it as valid.
Trust is important here. |
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| the audience not only believes the message but makes a verbal or mental commitment to change behavior as a result of the message |
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| Grunig's Change in Behavior |
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| the audience actually changes behavior ( or purchase or buy the product) |
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| Evaluation starts with .... |
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| a set of measurable objectives |
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| Things to measure in an evaluation ? |
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Own performance
Outputs, How well did we put out msgs, gain visability/impressions
Outcomes- did we change awareness attitudes or behaviour? |
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| false statement about a person or organization that creates public hatred, contempt, ridicule, or inflicts injury on repuation. |
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| PR people must be sensative to employee comm, photo relases, product publicity and advertising, and media inquiries about employees. |
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| structure, influence, outsourcing. The more complex and large the corporation the more PR people. Friends with everyone in the building, and it is hard because you have so many things to d that is why you may have to reach out to agencies. |
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| Do great work - Build Buzz for Agency-Client Demands Increase and New Clients Signup-Hire new people |
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| WPP Group, Omnicom Group, IPG, Publoicis Groupe |
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| you know also rememebr fair use |
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| a word symbol, slogan used singly or in combination that identifies a products origin. |
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| has jurisdiction to determine that advertisments are not deceptive or misleading. (Federal Trade Commission) |
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Security & Exchange Commisio. Guidelines on public disclosure and insider trading are particualry relevant to corp PR staff members who must meet fed requriemts.
The SEC also has regulations must make information understandable to the average investor by removing sentences littered with lawyerisms |
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| makes sure the public airwaves are used in the public interest. |
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| media efforts by corporations that seek to affect political outcomes or social climate-in contrast with commerical speech with promotes product or services. |
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Remember: Plant tours, open houses and other promo events raise liability issues concerning safety and security.
Liability insurance is a necessity. Also permits may be required for the use of public streets an dparks and for serving food and liquor. |
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| Ethics is the study of how we should behave. Values drive our actual behavior in a given situation. |
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| "Media doesn't tell us what to think, they tell us what to think about" |
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| Ethics dealing with News Media |
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| Both public relations and journalism groups condemn gift giving to journalists because the practice undermines the media's credability and the public's trust. Also advertising influencing news coverage, and the lack of disclosure about afflitiations. |
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| When people have no prior knowledge of a subject they look to the media for information . |
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| highly interested in a subject/issue, better informed than avg person, avid consumers of mass media, early adopters, and good organizers who can get other people to take action. |
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