Exam 1 Flashcards
(38 cards)
Public Relations
The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest and plan and executes a program of action to earn public understanding and patience
5 qualities of Pr
Planned-Is organized, thought out, requires research
Deliberate-intentional
Perforamnce-effectiveness is based on
Public Interest-should be benefical to business and the public
2 way communication-listening and giving info
RACE
R-research (What is the problem)
A-Action; planning (what are we going to do about the problem)
C-Communication (How will public be told)
E-Evaluation (Was the audience reached; what was the effect)
Challenges of Pr (3)
Multifaced
Many skills needed
continually growing globally
PR
Strategic in Nature; Mutual benefical relationships; communication process
Focuesd on achieving goals-want to cause change
Propaganda
attempt to persuade public in ways that are unethical; not concerned with truth
Spin
interpretation of an event, issue or action with the attempt to sway people a certain way
ROSIE
R-Research (what do you need to know)
O-Objectives (What you want to accomplish)
S-Strategy (How to accomplish objectives)
I-Implimentation (Actions that need to be done; work)
E-0Evaluation (How did it go; did meet objectives)
After ROSIE
DO WE ADAPT, ALTER OR MAINTAIN?
Role of PR In organization Depends on
type of organization; top management
and Capabilities of management
Reasons to work with a PR firm
Staffing (Need more man power)
Help with special products
Specific Expertise
Pros of using a Pr Frim
objectivity (give honest idea of your company)
Credibility
Problem-Solving Skills
Extensive Resources
Cons of using a PR firm
Costs
Don’t Fully grasp group problems
Need full-time commitment
Need full info and confidence
History of PR (Significant Moments; 1st amendment
1st amendment-cause PR to be “made in America”-freely able to speak
Boston Tea Party
Boston Massacure
Amos Kendall
1st presidential press secretary under Andrew Jackson; was in charge of PR
COnducted public opinon polls
Wrote speeches
Produced administration newsletter
P.T. Barnum
Master Press Agent
Circus owner-knew how to manipulate his show through the media, making it more appealing to public
Staged Bizzare media events
Gave Pr a bad rep: Is all publicity a good thing
Ivy Lee
Recognized as the father of modern PR
Based work on honesty and candor
Emphasized news over ads and stunts
Believed in striving for public’s confidence
Helped Rockafeller after Ludlow Massacure-Changed the way big businesses were run
George Creel
PR goes to work in government ; Creel Committee was created, which was a way during WWII to mobilize public opinion
Arthur Page
At&ts first public relations vice president; Established concept that public relations should have an active voice in higher management
Edward Bernays
public relations first scholar; taught first PR cource at NYU; paved way for women in pr with his wife
Grunig Symmetrical Model
Feedback is balanced between organization and public; Focus on policy (adapt, alter or maintain)
Grunig 1&2
WANT ATTENSION; publicity-no research
II-public information, journalistic ideal, not persuasive
Qualitative Research
What types of questions; examples of research methods
NON-NUMERICAL-research to seek insights; open ended questions; Content Analysis; Interviews; focus groups; copy testing;
Quantitative Research
Numerically based; larger samples; Closed ended questions; polls& surveys
Based on random sampling and sample size
