PR test1

• •Deliberate
• •Planned
• •Performance
• •Public Interest
• •Two way communication

•Management function

• Research
• Action
• Communition
• Evaluation

• Focus
• Public relations is building relationships and generating goodwill for the organization
• Marketing is concerned with customers and selling products and services

• Language
• PR speaks of "publics, audiences, stakeholders:
• Mktg speaks of "consumers, target market, customers"

• Method
• Public relations relies on . . .
• Marketing. . .



• Tools
• Advertising uses mass media outlets
• Public relations relies numbers of communication tools, brochures, speeches, events. etc.

• Audience
• Advertising addresses external audiences (consumers)
• Public relations targets specialized external audience (stockholders, leaders. groups) and internal publics (employees)

• Scope
• Advertising is readily identified as a specialized comunication function
• Public relations is broader in scope

• Function
• Advertising is to sell goods and services
• Public Relations is to create an environment in which the organization can thrive

• Scope: jounalism is only 1 of the many components of PR
• objectives: journalism provides info and news to the public; PR informs & changes attitudes
• audience: journalists write for the mass, non define general public; PR reaches a segment audience
• channels: journalist use one channel that publishes or broadcasts their work; PR uses a variety of channels

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• model #2- Public Info
• 1st PR counselor
• began as a publisist
• convinces Rockefeller to visit miners

• accelerated PR through govt
• asked by woodrow wilson to organize massive PR effort to unite the nation and to influence world opinion durign ww1
• 6principles of PR

• father of modern day PR
• Two way asymmetric and two way symmetric models
• campaings, self promotion

1st VP of Corporate PR @ at&t

• 1.press agency-hype exxageration
• 1800-1900
• purpose of advocacy
• one way communication

• 2. Public Information- PR is an extention os the journalistic function
• 1900-1920
• focused on dissemination of info and getting the info to the public
• one way comunication concerned w/quality of information

• 3. Two way Asymmetric- understanding the psycho and sociological effects of persuassive cmmunication
• 1920-1960- help the communicator to understand the audience & persuade it
• imbalanced presence of feedback

• 4. Two-way symmetric model- contributiion & expansion
• focuses on mutual understanding
• wants feedback
• the public and organization influnce eachother.

• concerned w/how we should live our lives
• it focuses on questions regardign right & wrong, un/fair, un/caring, ir/responsible.

everydecision is right or wrong regardless of the consequence

• .choices are made based on the immediate practical choice
• "the individual should seek a balance between two extremes"

make your decision on what will cause the meast harm or most good rather than the individual interest

• NY, 1947
• 32,000 members across the nation, professional and students (PRSSA)

• Six Values
• 1. Advocacy
• 2. Honesty
• 3. Expertise
• 4. Independence
• 5. Loyalty
• 6. Fairness

• San Francisco, 1970
• formed from 2 org: Association of Industrial Editors & International Council of Industrial Editors
• 3.500 original members

Principles: Professional communication is legal, ethical, and in good taste

• VNR standards:
• accurate and reliable
• sponsor identification
• identified names and affiliation of persons used
• vnr must be identified opening slate and accompanying materials

• Codes for PR on the Web
• 1. present facat base content
• 2. be objective advocate
• 3. earn publics trust
• 4. educate the PR professionals on best practices online

• implemented by a company
• reasons to implement a corporate practice code:
• -increase public confidence
• -stem the ties of regulations
• -improve internal operation
• -respond to transgression

• advice and assist
• PR is a staff function
• a staff manager has little or no direct authority. they indirectly influence the work of others through suggestiong, reccomendation and advice

• product and profit producing function
• a line amanger can delegate authority, set production goals, hire employees and directly influence the work of others.

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• lowest level
• mgmt has no obligation
• PR is often not effective

company bases much of its reaction on advise of PR

publication is ran through PR first

legal department can change news releases w/o PR consent

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• 1-2 sentence, concise, curremt situation
• answers, what, who, when how, why is this a concern for the org
• concrete measures #s
• no sloution inplies
• describe the current situation

unabridge collection of info containing all that is known abou thte situation, its history, the forces surrounding it, pos n neg

do the SWOT analysis when conducting the SA

• ARCHIVAL
• MAJOR POOLING FIRMS
• LIBRARY
• ONLINE SOURCES

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• soft data, exploratory
• interview, contenent analysis, focus group

systematic procedure for objectivity determining what is beign reported in the media

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.SCALE OF CHOICES best to worse

• scale or 1 to 5
• strongly agree, disagree