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Test 1 Materials- PR 305

by: Tynan Holt

Test 1 Materials- PR 305 PR 305

Tynan Holt
GPA 3.4

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About this Document

January 21st through February 11th
Fundamentals of Public Relations
Professor Ronald Anderson
75 ?




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This 4 page Bundle was uploaded by Tynan Holt on Tuesday February 23, 2016. The Bundle belongs to PR 305 at University of Texas at Austin taught by Professor Ronald Anderson in Spring 2016. Since its upload, it has received 25 views. For similar materials see Fundamentals of Public Relations in Public Relations at University of Texas at Austin.

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Date Created: 02/23/16
P R 305 01/21/2016 ▯ Introduction Does many things, from building relationships to crisis management Investor relations- sub-field, to build confidence in leadership/management of the company so people will buy stock (SEC) Media relations Government relations/public affairs Employee relations ▯ Good Public Relations:  Four step PR process: 1. Defining Public Relations Problems  SITUATION ANALYSIS  “What’s happening now?” 2. Planning and Programming  STRATEGY  “What should we do and say, and why?” 3. Taking Action and Communicating  IMPLEMENTATION  “How and when do we do and say it?” 4. Evaluating the Program  ASSESSMENT  “How did we do it?” ▯ ****Refer to diagram on pp “Model of the PR Function in and Organization” that follows the flow of information  2-way comm bt management and PR  2-way comm bt stakeholders and PR  management and stakeholders comm  consequences  Publics  PR Problems and/or Opportunities  stakeholders lead to  (customers, governmental, academic, employee, environmental, supplier, minority, mass media, financial, community) ▯ Public relations (conceptual definition): the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends (CONCEPTUAL DEFINITION) ▯ **Always trying to reduce tension** ▯ Public Relations (operational definition): places responsibility of management; function (what PR does) and process (how is does it) are tied together in an orderly procedure, and the end is a definition that provides a step-by-step analysis of PR in action:  Evaluates public attitudes  Identifies policies and procedures of an individual or an organization with the public interest o For example, where PR is called Public Affairs, its function is to build and maintain particular types of relationships, usually those with the government at all levels o Where PR is called Marketing Communications, its function is to build and maintain mutually beneficial relationships with consumer publics The Name Game  Corporate communications or corporate relations  Public affairs of government relations in corporations  Public affairs or consumer relations  Development, donor relations, member relations, or fund raising in nonprofit organizations  Investor or financial relations  Entertainment PR, includes movies, TV, music, video games, and sports  Employee relations  Community relations  University relations or news and information services  Hospital relations or marketing communications (the latter also is found in companies where PR is operationally defined as product publicity)  Social marketing (also called marketing communication, idea marketing, or cause marketing) ▯ Four P’s: product, place, price, promotion ▯  Three Major Activities/Parts of PR and Their Techniques Publicity: The First (Garners third-party endorsement from the media, e.g., Cabbage Patch Dolls) Communication Techniques: 1. News Releases 2. News Conferences 3. Media Kits 4. Special Events 5. Lobbying (personal persuasion) 6. Advertising (four types: PSAs, corporate, issue, and political) 7. Web Sites 8. Web 2.0 Communications (Blogs, Facebook, Twitter, etc.) ▯ ▯ ▯ St. John- first press secretary ▯ ▯ ▯ Professionalism, Law and Ethics  Organizations exist only on paper, and therefore have no conscience o PR is practice of social (public) responsibility o Should be the org’s conscience/moral compass o PR = social responsibility  GOALS: o Government : liberty/pursuit of happiness :: PR : harmony in public relationships o Ivy Lee, Edward L. Bernays and ethical practice of PR  Period of Protest and Empowerment: 1965-85 o Forced orgs to become social and economic entities o Environmental and civil rights movements were catalysts  Both energized the equal rights mvmt, Vietnam War protests, public outrage over Watergate in early 70’s  Generation gap  Credibility Gap for Am orgs and institutions that persists today  Suddenly, PR no longer just primarily marketing comm o Social problems/issues to address o Consumers weren’t the only stakeholders ▯ Social Responsibility and Ethics  Why orgs be socially responsible?? o Altruism: obligation to be responsible to society  Begins to cost money o Autonomy: freedom to pursue missions and goals w/o gov interference (costs money)  Publics who perceive orgs to be irresponsible often turn to gov for help o Case History:  EX. Janet Jackson’s “wardrobe malfunction” during 2004 Superbowl  pressured FCC to threaten broadcasters w heacy fines if they aired indecent programs and titillating commercials (“ o Case History:  KEYE wouldn’t air “Saving Private Ryan” bc it used the F-word 48 times, which offended Veterans, who demanded it be aired (but instead aired “Lethal Weapon”) ▯ ▯


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