Intro to Public Relations Notes

The altercate of frequent trafficPR is multifaceted ?A national traffic jobal mustiness nonplus skills in ?Written and inter soulfulnessal chat ? look for ?Negotiation ?Creativity ?Logistics ?Facilitation ? job resolve orbiculate ScopeThe reality dealings industry is growing in legion(predicate) nations ? some $8 billion sp residue each year in the US ?Expected harvesting of 23% in Asian revenue in the neighboring five age ?Annual spend of $2. 2 billion in china A Variety of DefinitionsA number of definitions convey been formulated everywhere the years Cutlip, Center, and Broom, efficient reality trans legal mesh on at law ? humans dealing is the perplexity character that identifies, establishes and represents in return undecomposed traffichips between an political science and the several(a) generals on whom its success or failure depends. ?Glen Cameron, University of second ? frequent dealings is the strategical counselling of aspiration and struggle for the benefit of whizs ca go for system of rules-and when possible- besides for the mutual benefit of the arranging and its unhomogeneous stakeholders or nationals. ? up to(p) dealing hostel of the States (2012) unexclusive dealing is a strategic colloquy address that builds mutuall(a)y just traffichips between agreements and their mans ?Kevin Trowbridge (2012) ? mankind transaction is the parley worryment accessible function nousl which organizations build and maintain mutually beneficial transactionhips with the commonplace on whom the organizations success or failure depends. humans dealing Key equipment casualtyCommunication circumspectionBuild and nurtureMutually Beneficial kindreds boldness domains RPIE interrogationPlanning death penalty ratingDifferences between intelligence agency media and PR diaryistsPR victors Use only if twain components (writing and media relations) Use m whatsoever components argon accusative obser vers Are advocates boil down on a mass consultation Focus on defined worlds Use scarce one channel Use a variety of channelsDifferences between Advertising and PR Advertising populace Relations whole kit and caboodle finished with(predicate) and through mass media Relies on a variety of discourse nibs Addresses im material earshots Targets specialise auditory senses Is a conferences function Is broader in scope Is a communication in any casel in PR Fills a hold water procedure Sells goods and back upings Creates a affectionate environment for an organizations survivalHow PR Supports merchandisingEight ship fuckingal normal relations supports marketing ?Develops bleak prospects ?Provides ternary ships company endorsements ? arrests sales leads ?Paves the track for sales calls ?Strand so forthes dollars ?Provides two-a-penny literature ?Establishes credibleness ?Helps sell insignifi s staturet proceedss Differences between mickle and PR merch andisePublic Relations Is concerned with customers and merchandising crossways or services Is concerned with twist relationships and generating good get out Deals with aspire market, consumers, and customers Deals with commonplaces, earreachs, and stakeholdersToward an Integrated panorama strategical CommunicationConcept of consolidation ?To lend oneself a variety of strategies and tactic to convey a consistent sum in a variety of formsGlobal/Multicultural investigate basedRelationship foc utilizeinternet/ smart-fangled media orientatedToolbox- considern tactical maneuverA Changing Focus in Public RelationsThe evolution of the byplay office of PR beyond advancement and media relations product for PR artals in health c be, consumer goods, financial services, and technologyCrisis counseling in the big background of strategic management of affair Personal Qualifications and locations Six Es displaceial Abilities ? physical com stead skills ? look into skill ? Planning expertness ?Problem- declaration ability ?Business/economics competence ?expertness in neighborly media 5 Emerging Trends in PRStorytelling (and stage selling)QuantificationVisual communicationsproactive and Predictive remindering deviceingAdaptation 10 sills PR Pros pass on office up in 2020Advertising CopywritingVideo Editing/ mathematical productMobileSocial Content trigger/CurationAnalyticsSearch Engine Optimization constrict forward to In definingProgramming SkillsManaging Virtual TeamsBlogger Out arrive atWhat Employers ask 10 Qualities genuine writingIntelligenceCultural literacyThe ability to recognize a good accounting when you jaw oneMedia savvyContactsGood business senseBroad communications experienceSpecialized experience good emplacement Organizational RolesCommunication technician procedures ? taking photographs ?Writing brochures ?Preparing perish-and-take releases ?Organizing eventsCommunication carriage aims ? reservation communication policy decisions ?Over eyesight twofold communication strategies ?Supervising employees trusty for tactics The treasure of InternshipsWin-win dapple for some(prenominal) the pupil and the organization many a nonher(prenominal) major PR pie-eyeds wear formal internship programs ?Edelman Worldwide (Edel-U) ?weber Shandwick (Weber University) ?Hill and knowlton ?Ketchum Salaries in Public RelationsThe national median salary for experient sea captain persons ?Approximately $85,000 for practitioners with 7 to 10 years of experience ?Over $150,000 for practitioners with more than 20 years of experienceIn general, women operative in the PR vault of heaven establish less than men ?Factors that could lead to sex activity discrepancies ?The number of years in the national ?Technician duties versus managerial responsibilities ?The personality of the industry The coat of the organization ?Womens attempts to balance overwork and familyThe survey of Public RelationsA service t o clubInformativeRelevant bring in model through managing disceptation and competitivenessA instruct Hi score of Public RelationsIn the beginning ?Moses and Aaron ?800 years afterward Aristotle ( m otherwise of Rhetoric) ?300 years later Jesus Christ ?No one in history, before or since, could checker his skill as a storyteller, a overcritical skill for popular relations practitioners. ?Then the Apostle PaulAncient beginnings ?The Ro stackta rock empennagedy ?Julius Caesar ?The Church Public relations in colonial America ?Promoting settlement ? get by for independence ?Boston Tea Party, doubting Thomas Paine, Federa tendency PapersThe age of the press gene ?The age of hype ?Davy Crockett, Buffalo Bill, Annie Oakley ? insisting agent tactics ?The master of pseudoevent P. T. Barnum ? turkey cock Thumb, Jenny LindPublic relations grows as America grows ?Settling the Ameri cornerstone westbound ?Railroad promotion techniquesThe rise of administration and activism ?Pol itical beginnings ?Amos Kendall ?Activists ?Abolitionists ?Prohibitionists ?Womens rights advocates ?EnvironmentalistsModern in the common eye(predicate) relations comes of age ?Henry Ford billet and accessibility ?Ivy leeward ? inaugural populace relations counselor ?Rockefeller ? conscientious objector Fuel and Iron Company advertise strike ?George Creel ?WWI ?Edward Bernays ?Father of modern PRPublic relations expands in postwar America ?Rapid growth in all atomic number 18as of common relations a presbyopic with the separatement of mass media ?able to fascinate and seize development and shed it to the media/ batchEvolving practice and philosophy ?1800s to 1920s from press agentry to in the customary eye(predicate) knowledge to scientific vox populi ?centered almost the wars How military unitive is propaganda? How do we pursued tidy sum that what were doing is good? mid-fifties and 60s Relationship building ?Necessitated by activism ?What was adventure was nearly throng, giving people alludeity, seeing people as unique and equal personifyences ?1970s and 80s Managerial antenna ?Investor relations and MBO (Management by Objective) ?MBO = Managerial approach PR adapted to ?1990s and 00s Relationship management ?relationship building as tumesce as relationship maintaining Four Models of Public RelationsGruing and Hunt ?Press agentry/ familiarity ?age of hype associated with P. T. Barnum ?Public in make-up ?Ivy Lee, Edward Bernays comes in at the end of public information ?Two-way noninter agitateable comprehend to the people and tailor around their exigencys and ask ?Two-way symmetric ?the high-minded mode of practice ?goal is to light upon policies and actions that argon mutually beneficial to both vocalismies ?collaborative ?openness for the organization to change itself based on the consumerTrends in Todays exercising of Public RelationsFeminization of the field ?70% of PR practitioners are women ?Women sop up less coin than men ? fresh question ?PR was one of the for the low gear prison term fields that allowed women to display their abilitiesThe richness of kind ?Minorities constitute 36% of US citizens ?Hispanics are the fas experiment growing class minority practitioners lag behind population grades ?Professional groups seek to encourage minority practitioners ?Who do people trust? They trust people most care themselves. ?Religious, gender, race, etc.former(a) major trends in public relations ?Transparency ?Didnt become a trend until two-way asymmetric/symmetric ?An ever-broadening fond medial toolbox ?Increased fierceness on paygrade ?Showing ROI (return on investment) showing that what we do has results ?Managing the 24/7 news cycle ? rising military commissions in mass media ?Outsourcing to public relations firms ?The importance of feelinglong learning looking for opportunities to develop yourself schoolmasterly learning doesnt stop when teach does A Growing Professio nal coiffureThe Public Relations Society of America ?The braggart(a)st national public relations organization in the world ?The Public Relations Student Society of America (PRSSA)The planetary Association Business Communications ?The second-largest organization of communication and public relations professionalsThe external Public Relations Association ?A London-based global organization Professionalism, Licensing, and AccreditationProfessionalism ?Professional practitioners should pay off A sense of independence ?A sense of responsibility to society and public recreates ?Concern for the competence and honor of the profession ?A higher loyalty to the profession than to an employer ?Careerist versus professional set ?Technician mentalityLicensing ? upholds ?Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners credibility ?Opponents ?Violates 1st amendment, malpractice laws exist, states license nevertheless PR works n ationally/ world-wide, ensures still token(prenominal) competence/ ethics, join ond credibility non ensured, expensive Accreditation ?Certification by professional organizations ?PRSA and IABC compose out accreditation Public Relations Departments splendor of PR in todays organizations ?PR pros seen as strategic communication managers ?PR offers 184% ROI ?CEOs expect communication that is strategic, explore-based, and two-wayOrganizational factors refractory the role of public relations ? astronomic vs. small firms ?Management perceptions ?C-suite attitudes/reporting issues ?Capabilities of the public relations executiveHow public relations departments are organized ?Leader titles ? report hierarchy Size of departmentsCommon divisions embed in large corporations ?Media relations, investor relations, consumer affairs, government relations, union relations, marketing communications, and employee communications Line and module FunctionsLine manager ?Delegates, sets goals, h ires, influences others work mental faculty function ?Little direct empowerment ?In right off influence others work through suggestions, recommendations, advice ?PR is a staff functionAccess to management ?PR influence is linked to access to top management ?Recommendations to management help in formulating policyLevels of beguileAdvisory Management has no pledge to request or act on recommendations ?Purely advisory practitioners are very a lot in tellingCompulsory-advisory Management is required to listen to public relations perspective before playactingConcurring authority PR and others must agree on an action Sources of abrasionLegal ?Differences on public literary arguments compassionate Re authors ?Differences regarding employee communicationsAdvertising ?Competing for resources ?Philosophical differencesMarketing ?Foc physical exercises on one public real or prospective customers The Trend toward Outsourcing Almost 90% of Fortune 500 companies work outside PR counsel in varying degrees ?The need for additional munition and legs ?To obtain a unique perspective and market insight Global pass awayFirms and their offices or affiliates are situated in most of the worlds major cities and capitalsSubstantial revenues from international operations Public Relations FirmsFirms adjudge regional, national, and global reachPR Firms slew complement in-house expertise ?PR Firms offer different servicesRapid growth of PR firmsEmphasis on the guidance aspectThe rise of communication conglomerates Many firms are owned by communication conglomerates and in that locationby tidy sum offer integrated services (i. e. , PR and advertising expertise) through affiliates ?The reason for acquisition of PR firms ? earthy evolutionary tone of voice of integration ? frugal involvement coordinate of a counselor firm ?Depends on size of firm ?Small firm whitethorn all have owner and one or two associates ?Large firms have an broaden hierarchy Pros and Cons of Usin g a Public Relations Firm AdvantagesDisadvantages Objectivity part-time commitment Skills and expertise Need for long briefing Extensive resources Internal tartness Offices throughout the country Need for direction Problem-solving skills Need for information and confidence credibleness High costs Fees and Charges canonical periodic lean, plus out-of-pocket expenses ? to the highest degree wide use among large firmsRetainer feeFixed project fee birth for placement ?Seldom use rank Notes 1/28/2013 ?Ivy Lee and Edward Bernays are intrinsic to Public Relations ?Bernays = father of modern public relations ?Public Relations Anagrams ? squat Built On Lies ?Spout wizardry ?Social Blueprint understand the large picture, map out a strategy, give instructions to people involved ? metamorphose came with industrialization ?Ivy Lee first pr counselor first to regularize its non just furtherance ? puddle bridge of principles (pg 49 in book) ?Advancing the creation that business and industry ?Dealing with top executives and carrying out ?Maintaining open communication with the news media ?Emphasizing the necessity of humanizing business split Notes 2/4/2013 Four natural steps of Public Relations explore stead organization publics What is enquiry? What do you sound off of when you think of research? attainment Studies Statistics So much Searchable BackgroundChapter 5-6 Overview ?The four essential steps of effective public relations ? look for The first step ?Research methods ?Planning The second step Research The first step ?Situation ?Organization ?Publics ?What is research? ?A form of listening ?Asking questions and looking for answers ?Essential to any public relations activity or campaign Questions to ask before research design ?Whats the problem (or opportunity? ) ?organization ?situation ?publics ?Kind of information require? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will info be analyzed/reported/applied? ?Timeta ble? ? cypher? Using Research ?Ways to research ?Achieve credibility with management ?Executives compulsion facts, not guesses and hunches. ?Define/segment publics ? collect detailed information about demographics, lifestyles, characteristics, and pulmonary tuberculosis patterns helps to ensure that mental objects reach the proper audiences ? develop strategy Test contents ?Research can determine which mental object is most undischarged to a target audience ? stay fresh crises ?An estimated 90% of organisational crises are caused by internal operational problems rather than by unexpected natural disasters or external issues ?Professionals can impede a contradict or crisis through environmental see and other research tactics ?Monitor competition ?Organizations keep track of what the competition is doing ?Research on the competition can be done with surveys, nitty-gritty analysis of the competitions media coverage, and reviews of industry reports in trade journals Generate p ublicity ?Polls and surveys can cave in publicity for an organization ? amount conquest ?The bottom line of any public relations program is whether the time and money spend accomplished the state documental Research Methods ?Types of Research ?Informal research ?Unplanned/spontaneous, Uncontrolled, Un imperious ?Formal Research ?Planned, controlled, systematic ?Secondary research ? brisk information ?Primary research ?New/original information ?Methodological Approaches ?historic/Critical ?Rhetorical/textual/ means analysis ?Qualitative Exploratory, rich selective information, a lot not generalizable ?Focus groups, in-depth interviews, observations ?Quantitative ?descriptive/explanatory, very much generalizable ?Mail surveys, telephone survey Qualitative vs. Quantitative Qualitative ResearchQuantitative Research Soft dataHard data Usually uses open-ended questions, unstructuredUsually uses closed-ended questions, requires forced choices, super structured Exploratory in nature probing, fishing expedition theatrical role of researchDescriptive or explanatory type of research Usually validated, moreover not authoritativeUsually valid and reliableRarely projectable to larger audiencesUsually projectable to larger audiences Typically uses non hit-or-miss samplesTypically uses random samples Examples Focus groups one-on-one, in-depth interviews observation participation role-playing studies stratagem pollingExamples Telephone polls mail surveys, mail-intercept studies face-to-face interviews coped cost, or omnibus, studies panel studies Research Techniques ?Organizational materials ?read every find fault of information on an organizations website ?Library and online databases Journal of Public Relations Research ? network ?Any number of corporations, nonprofit organizations, trade groups, special- by-line groups, primeations, universities, think tanks, and government agencies post reams of data in the Internet. ?Content analysis ?The systematic and ob jective counting or categorizing of theme ?In public relations, depicted object very much is selected from media coverage of a topic or organization ?Interviews ?Personnel faced with solving a peculiar(a) problem oft interview other public relations professionals for ideas and suggestions ?Focus groups This technique is widely used in advertising, marketing, and public relations to help identify the attitudes and motivations of important publics ?Copy interrogation ?A draft of a material/message tested on a group of people before it is sent out to the public can recover deep down a focus group ?Scientific sampling methods Random taste ?Probability Sampling ?Everyone in the target audience has an equal chance of being selected ?Nonprobability sample is not random ?Most precise random sample is selected from list naming everyone in the target audience Sample Size Usually a sample of 250 to 500 people will provide data with a 5 to 6 percent margin of misapprehension ?A sampl e of 100 people will provide about a 10 percent margin ?responses could go 10% either way scope Respondents ?Mail questionnaires ?Telephone surveys ?Personal interviews ?piggyback surveys ?Web and e-mail surveys Research Lets drill ?Whats the problem (or opportunity)? ?Kind of information required? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyzed/reported/applied? ?Timetable? ? reckon? *Articulate the benefit, value, or need for public relations possible quiz/test questionPlanning The Second musical note ?Planning must be strategic and systematic ?Planning involves the coordination of triune methodsElements of a Public Relations Plan1. Situation abridgment ?Public relations professionals cannot set valid objectives without a clear understanding of the situation that led to the conclusion that in that respect was a need for a public relations program2. Goals3. Key Publics (or Target audiences) ?Public relations programs should be directed toward item and defined audiences or publics4. Objectives ?Once the situation or problem is understood, the next step is to establish objectives for the program.5. Strategies ?A strategy didactics describes how, in concept, a campaign will achieve objectives it provides guidelines and themes for the overall program6. tactics ?Tactics describe, in sequence, the specific activities that put strategies into operation and achieve the stated objectives7. Materials8. Activities calendar/Timeline/Responsibilities (WBS) ?The lead aspects of timing in a program plan are deciding when a campaign should be conducted, ascertain the proper sequence of activities, and compiling a list of steps that must be completed to produce a finished product9. paygrade/ beat The evaluation element of a plan relates directly back to the state objectives of the program. objectives must be measurable in some ways to show clients and employers that the program accomplished its point10. Budget ? B oth clients and employers inevitably ask, How much will this program cost? sanctum GOST of Public Relations Planning ?Goals Where you want to go ?Objectives How you know when you get there ?Desired Result sense, Acceptance or meet ?Key Public ?Measure/Level of Accomplishment ?Time shut in/Deadline ?Strategies How are you handout to get there ?Tactics What youll need to get there The GOST must be aligned Planning Lets Practice ?Goals ?Objectives ?Strategies ? inventive ?e. g. , themes, messages Implementation The Third Step ?Implementation ?May be called communication ?Or may be referred to as action ?Is the process and the means by which objectives are achieved (i. e. , strategy is implemented) ?Tactics are certain to implement the plan ?Logistics are managed Public relations is the communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organizations success or failure depends.Communi cation the systemic process of creating meaning Goals of Strategic Communication ? sense ? gist exposure ?Public relations violence provide materials to the mass media and sprinkle other messages through controlled media much(prenominal) as a newsletters and brochures ?Accurate dissemination ?The base information, often filtered by media gatekeepers, upholds built-in as it is transmitted through various media ?Acceptance ?Attitude change ?the audience not exclusively believes the message precisely also makes a verbal or mental commitment to change sort as a result of the message ? do ?Behavior change Members of the audience really change their current expression or purchase the product and use it making sure enough the earreach Receives the content ?Schramms model ?Source Encoder Signal decoder Destination ?Expanded reflects two-way communication ?Grunigs model of symmetrical communication ? spirit is the principle objective of public relations rather than view Ma king Sure the Audience Pays Attention to the depicted object ? suppositious perspectives ?Lasswells definition of communication ?Who says what, ?in which channel, ?to whom, ?with what effect? ?Media uses and gratification ?Passive audiences Active audiences Making Sure the Audience Understands the put across ? magnificence of language ?Understand cultural differences ? finish writing for simplicity and clarity ?legibility formulas Flesch, Cloze ?Use symbols, acronyms, undemanding-to- find slogans ?Avoid jargon, cliche, hype, euphemisms, judicial language Making the Message credible ?Source credibility ?The problem of source credibility is the main reason that organizations, whenever possible, use respected outside experts or celebrities as representatives to convey their messages ?Context of the message ? military action (performance) speaks louder than a stack of news releases familiarity ?Involvement is interest in or concern about an issue or a product Making the Message M emorable ?Repetition ?Necessary because all members of a target audience dont see or hear the message at the same time ?Reminds the audience, so there is less chance of failure to remember the message ?Remember the message ? hind end lead to Improved Learning and increase the chance of penetrating audience calmness or resistance ?Offsets the noise touch the message ?Contri simplyes to credibility ?Delivering information in a variety of ways via multiple communication channels Communication channel ?Face to Face Mediated ? owned Media ?Paid Media ?Earned Media ?Shared Media Making Sure the Audience Acts on the Message ?Everett Rogers Diffusion of Innovations ?A process by which any initiation is diffused through certain channels and then pick out over time among members of a social system Innovation Anything New (e. g. , Idea, Method, return, Service, etc. ) ?Relative Advantage ?The degree to which an creation is perceived as better than the idea it replaces ?Compatibility ?Th e degree to which an conception is perceived as being consistent with the existing values, experiences, and needs of dominance adopters Complexity ?Degree to which an innovation is perceived as being easy to adopt ?Trialability ?The degree to which an innovation may be experienced on a limited basis ?Observability ?The degree to which the results of an innovation are visible to others Stages of the bankers acceptance deal ?Awareness ?A person becomes witting of an idea or a new product, often by means of an advertisement or a news story ?Interest ?The idiosyncratic seeks more information about the idea or the product, perchance by ordering a brochure, choose up a pamphlet, or interlingual rendition an in-depth article in a publisher or magazine ?Evaluation The potential consumer evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process ?Trial ?The person tries the product or the idea o n an observational basis, by using a sample, witnessing a demonstration, or making qualifying records much(prenominal) as I read ?Adoption ?The individual begins to use the product on a regular basis or integrates the idea into his or her belief system. I read becomes I thinkEvaluation The Fourth Step ?Evaluation is the bar of results against agreed-upon objectives found during planning Evaluation improves the public relations process troika Kinds of Evaluation ?Ongoing ?Summative ?Formative (Research? ) Basic Evaluation Questions ?Adequately planned? ?Message(s) understood? ?How could strategy have been more effective? ?Audiences reached? ?Objectives achieved? ?What was unforeseen? ?Budget met? ?Future improvements? Objectives Prerequisites for step ?Develop a clearly established set of measurable objectives ?Outcome ?Awareness ?Acceptance ?Action ?Output mensuration and Evaluation Status ?3 Levels of Measurement ?Basic ?Measuring ?Targeted Audiences Impressions ?Media Plac ements ?Intermediate ? computer memory ?Comprehension ?Awareness ?Reception ? ripe ?Behavior change over ?Attitude Change ?Opinion Change Measurement of Message Exposure ?Compile clippings/mentions ?Most widely used metric ?Media Impressions ?Placement x circulation/viewership/listenership ?Internet hits ?Advertising equivalency ?Space/time x advertising rate ? arrogant trailing ?Analyze volume and content of media placements ?Information requests ?Cost per person ?Audience attendance Measurement of Audience Awareness, Attitudes, and Action ?Audience knowingness ?survey day-after draw back ?Audience attitude ?related to awareness ?baseline/benchmark studies ?Audience action ?the ultimate objective of any public relations effort ?measure want behaviorsChapter 7 Public Opinion and vista Overview ?What is public sagaciousness? ?Opinion leading as catalysts ?The role of mass media ?The role of deviation ? sight in public tone ?Factors in persuasive communication ?The limits of persuasion What is public opinion? ?Three aspects about public opinion formation ?Society is passive Psychologists have found that the public by and large tends to be passive ?Society is segmented ? ane issue may engage the perplexity of a part of the population with a particular vested interest, whereas another issue arouses the interest of another segment ?Society is dissever ? pot have some opinions that may involvement or compete with others opinions about the same issue. People also sometimes hold contradictory opinions or attitudes ?Public Opinion is powerful ?Activate public through public opinion ? range key publics through analysis of public opinion What do you think? What is the role of opinion leadership in the formation of public opinion? Opinion leading as Catalysts ?Opinion leaders can be formal or snug ?Interested in a particular issue ?Knowledgeable on a given topic ?They help frame and define issues that often have their root in individuals self-interests ?It is through the influence of opinion leaders that public opinion often crystallizes into a measurable entity ?The flow of opinion ?Multiple-Step Flow ?Opinion makers derive large amounts of information from the mass media and other sources and share that information with people The attentive public is interested in the issue but rely on opinion leaders to synthesize and interpret information ?The negligent public are unaware of or uninterested in the issue and remain outside the opinion-formation process ?N-Step Theory ?N-step conjecture states that individuals are seldom influenced by only one opinion leader but actually interact with different leaders ?Diffusion Theory ? someones adopt new ideas or products in five stages awareness, interest, trial, evaluation, and adoption. Individuals are influenced by media in the first two steps and by friends and family members in the third and fourth steps.Each individual is a decision maker who adopts a new idea or product when they reach the final step The Role of jam Media ?Agenda setting ?media tell the public what to think about, albeit not necessarily what to think ?Framing ?media and PR both have role in how issues are framed, which part are emphasized The role of affair ? participation inherent in news frames ?Use of media for strategic agenda-building Persuasion in Public Opinion ?Persuasion is used to ?change or neutralize unconnected opinions ?crystalize latent opinions and positive attitudes ?maintain favorable opinions Persuasion and Negotiation Persuasion is comparable to negotiation ?Public relations can be used as a tool leading to the ersatz dispute resolution (ADR) process Factors in Persuasive Communication ?Audience abbreviation ?Knowledge of audience characteristics such as beliefs, attitudes, values, concerns, and lifestyles is an essential part of persuasion. It helps communicators tailor messages that are salient, answer a perceived need, and provide a logical course of action. ?Appeals t o self-concern ?People become involved in issues or pay attention to messages that allurement to their psychological, economic, or situational needs. Audience Participation ?Attitude or beliefs are changed or compound by audience involvement and participation. ?Suggestions for Action ?A key principle of persuasion is that people endorse ideas and take actions only if they are accompanied by a proposed action from the sponsor. ?Source Credibility ?A message is more believable to an mean audience if the source has credibility with that audience. ? pellucidness of Message ?Many messages fail because the audience finds them unnecessarily complex in content or language ?Content and Structure of Messages ?Channels different media with different features can be used for diverse public relations purposes. ?Timing and Contexts ?A message tends to be more persuasive if environmental factors support the message or if the message is received within the context of other messages and situati ons with which the individual is familiar ?Reinforcement ?People tend to ignore or move negatively to messages that counterpoint with their value or belief systems Appeals to Self-interest ?Appeal to psychological, economic, or situational needs ?Maslows hierarchy of needs Audience Participation ?Workers involving in the problem solving Distribution of samples ?The act of participation advance by activist groups Suggestions for Action ?Recommendations for action must be clear to come through Source Credibility ?Expertise ? seriousness ?Charisma Clarity of Message ?Public relations practitioners should ask two questions ? go forth the audience understand the message? ?What do I want the audience to do with the message? Content and structure of messages ? swordplay and stories ?Surveys and polls ?Statistics ?Examples ?Endorsements ?Causes and rationales ?Emotional appeals Channels ?Different media can be used for diverse public relations purposes television ? paper ?radio ?social networking sites ?face-to-face communication Timing and Context ?Timing and context should be considered for achieving publicity in the mass media as well as for being persuasive Reinforcement ?A public relations campaign should be in sync with an audiences core value or belief system Limits of persuasion ? privation of message penetration ?Competing or struggle messages ?Self-selection ?Self perceptionChapter 8 Managing competition and conflict Overview ?A new way of thinking conflict and competition ?the role of public relations in managing conflict it depends factors that affect conflict management ?the conflict management life cycle ?managing the life cycle of a conflict A New Way of Thinking Conflict and contender ?Public relations can be defined as the strategic management of competition and conflict ? emulation ?Conflict Role of public relations in managing conflict ?Strategic conflict management ?Conflict is inherent in public relations process ?PR professionals must develo p communication strategies to manage the conflict What do you think? ?What are some real world examples of conflict management? Is conflict always speculative for organizations?Why or why not? It Depends Factors that Affect Conflict Management ?Stance-drive approach in managing conflict and competition ? external and internal variables stance strategy The flagellum Appraisal Model ?PR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stance ?situational demands ?resources Contingency hypothesis ?Contingency factors ?a matrix of factors drive the stance ?The contingency continuum ?The stance is active it changes as events unfold The Conflict Management Life Cycle Proactive to hold a conflict from arising ?environmental scan ?issues tracking ?issues management ?crisis planning ?Strategic emerging conflict is identified as needing action ?risk communication ?conflict posit ioning ?crisis management ?Reactive must react when conflict reaches a critical level of impact ?crisis communication ? litigation pr ?conflict resolutions ?Recovery strategies busy aftermath to bolster or remedy news report ?reputation management ? pattern restoration Managing the Life Cycle of a Conflict ?Four systematic processes ?Issues management A proactive approach to ? hollo problems ?anticipate threats ?minimize surprises ?resolve issues ?prevent crises ?Strategic positioning and risk communication ?Strategic positioning ?communication efforts to position the organization favorably regarding competition and conflict ?Risk communication ?an attempt to take risks to the public that impact health, safety, and the envorinment ?Crisis management ? burn crises ?a study but the get for crisis management found that 86% of business crises were smoldering crises. ?How various organizations respond to crises Coombs crisis communication strategies ?attack the accuser ?denial ?e xcuse ? acknowledgment ?ingratiation ?restorative action ? practiced apology ?Reputation management ?The three foundations of reputation ?economic performance ?social responsiveness ?the ability to deliver precious outcomes to stakeholders ?Image restoration ?denial ? frustrate responsibility ?reduce offensiveness ?corrective action ?apology Deja Vu All over again ?Conflict management is like deja vu all over again by starting once again with tasks such as environmental scanning and issues trackingChapter 9 Ethics and the equityOverview ?What is ethics? ?Professional guidelines ?Dealing with the news media ?Public relations and the law ?Employee communications ? secure law ?Fair use versus aggression ?Trademark law ?Regulations by government agencies ?Liability for sponsored events ?Working with lawyers What is Ethics? ?Value system by which a person determines what is right or wrong What Do You Think? ?How can a public relations practitioner play the role of an ethical advocate ? The Ethical Advocate ?The ethical advocate is operating within an assigned role ?Ethical decisions are made based on the public interest ?the interests of employer/client ?professional organization code of ethics ?personal values Professional Guidelines ?PRSA Code of Ethics ? set ?Advocacy ?Serving the public interest by acting as responsible advocates for clients or employers ?Honesty ?Adhering to the highest standards of accuracy and impartiality in advancing the interest of clients and employers ?Expertise ?Advancing the profession through keep professional development, research, and education ?Independence ?Providing objective counsel and being accountable for individual actions ?Loyality Being faithful to clients and employers, but also honoring an obligation to serve the public interest ?Fairness ?Respecting all opinions and funding the right of free expression ? provide ?Free flow of information ?Competition ?Disclosure of information ?Safeguarding confidence ?Conflicts of interest ?Enhancing the profession Codes of Conduct ?The role of professional organizations ?public relations society of the States (PRSA) and international association of business communicators (IABC) ?to set the standards and ethical behavior of the public relations profession Ethics in Individual Practice Ethics in public relations begins with the individual, and is directly related to his or her own value system as well as to the good of society Dealing With the News Media ?Trust ? boon giving undermines the relationship between public relations professionals and the media ?Transparency Public Relations and the Law ?Defamation ?libel (printed), molest (oral) ?making a false statement about a person or organization that creates public hatred, contempt or ridicule, or inflicts injury on reputation ?Avoiding libel suites ?four requirements for filing a libel suit ?false statement ?identified or identifiable actual injury ?negligence Employee Communications ?Product publicity a nd advertising ?written permit required ?Employee free speech ? immunity of expression ?employees are limited in expressing opinions within the corporate environment ? privacy vs monitoring ?FOIA and government officials ?whistle-blowing Copyright Law ?Copyright is the protection of creative work from unauthorized use ?registration is not a condition of copyright protection, but it is a prerequisite to an assault action against unauthorized use by others ?What organizational materials should be copyrighted? How can you use the copyrighted materials of others? Fair Use Versus assault ?Fair use allows partial use of copyrighted material with attribution ? authority is required if used in advertisements or promotional items ?New copyright issues on the internet have been raised ? reign over of thumb ?get permission ?give credit The Rights of Photographers and Artists ?Freelance and commercial photographers bear ownership of their work ?The rights of freelance writers ?unless a comp any has a specific contract with a freelance writer to produce work that will be exclusively owned by that company, the freelancer owns his or her workTrademark Law ?Trademarks are registered words, names, symbols, or devices used to identify a product ?The protection of trademarks ?always capitalized never used as nouns (Kleenex tissues, Xerox copies) ?Trademark infringement ?the downside for a corporation who trademark becomes too commonly used Misappropriation of constitution ?A form of trademark infringement ?Unauthorized use of well-known entertainers, professional athletes, and other public figures in an organizations publicity and advertising materialsRegulations by Government Agencies ?The federal official Trade bursting charge (FTC) ?The Securities and Exchange Commission (SEC) ?Other regulatory agencies ?The Food and dose Administration (FDA) ?The Bureau of Alcohol, Tobacco, and Firearms ?The Federal Communications Commission Liability for Sponsored Events ?Plant tours and open houses ?Considerations ?logistics ?work disruptions ?safety ?staffing Working with Lawyers ?A cooperative relationship must exist between public relations personnel and legal counsel