Strategic Thinking Test 1 Noes
Strategic Thinking Test 1 Noes APR 271
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This 14 page Bundle was uploaded by Addie Minton on Wednesday October 14, 2015. The Bundle belongs to APR 271 at University of Alabama - Tuscaloosa taught by Dr. Hopp in Fall 2015. Since its upload, it has received 61 views. For similar materials see Strategic Thinking (PR) in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 10/14/15
APR 271 08242015 08242015 What is Public Relations It is NOT letting people get away with things that aren t true 0 Key is to think about PR externallyinternally Relationships matter 0 The media How does it work Strategy a plan of action or policy designed to achieve a major or overall aim Communication the imparting or exchanging of information or news Intrapersonal Interpersonal Mass communication Public Relations is a process which is a series of actions or steps taken in order to achieve a particular end 0 Is the art and science o Is the management function 0 Sum of mutually bene cial relationships Publics people effected by an organization Public Policy rules we follow legislation in uence public opinion Bene ts of public relations 9 according to Swann DWNOWLJ39IbULJNH provides awareness and information fosters internal motivation provides an early warning system offor potential problems helps identify opportunities helps manage crises helps ameliorate quotexecutive isolationquot helps facilitate change helps promote social responsibility helps in uence public policy PR and Other disciplines PR shares many common characteristics with disciplines such as advertising marketingmarketing comm and journalism Advertising is similar to PR because both are persuasive in nature and they both rely heavily on mass communication Advertising is different from PR because it relies on paid media it interacts differently in the creative process and the notion of credibility is more central to public relations Marketing is similar to PR because it is persuasive in nature it identi es consumers as a key public and it emphasizes relationships Marketing is different from PR because marketing is primarily concerned with the organization s bottom line it relies extensively on paid media and it is outwardly focused journalism is similar to PR because they both package contentinformation for public consumption and they often use the same writing style journalism is different from PR because journalists are bound to objectivity while PR practitioners assume an advocacy role Integrated Marketing Communications IMC Know de nition of Public Relations and how PR is related to other disciplines August 26 2015 Strategic Thinking PR is not new 0 Edward bernays quotThree main elements of PR are practically as old as society informing persuading integratingquot Traditions of PR Press AgentRhetorician Speech writing and persuasion 0 Ex PT barnum Downsides became increasingly outrageousmanipulative o ISIS provocative act committed to draw attention Journalistic revolution introducedfacilitated great social change Immigrationnew technology 0 Some consider Ivy Lee to be the father of modern day public relations practices 0 Tell the truth Organizationsgovernment started adopting public relations Persuasive Tradition Events such as WWI dominated social consciousness Mass mediacommunication technology changes our social reality Campaigns in this tradition employed propaganda Creel Committee Psychological principles for mass persuasion Start to think of persuasion as a social science Relationship building 0 Arthur Page page saw PR as a managerial function Page s 6 principles Tell the truth Prove it with action Listen to the consumer Manage for tomorrow Remain calm Conduct public relations as if the whole company depends on it 0 Was in uenced by FDR s personal leadership style during the Great depression Key takeaways 4 traditions or eras of public relations practice 0 General ways of thinking about the history of the eld 0 PR practice has evolved relative to changing social and knowledge structures 0 Key contributions made by individuals such as Barnum 000000 The FourPhase Process Phase 1 Formative Research Phase 2 Strategy Phase 3 Tactics Phase 4 research Phase 1 Formative Research 0 All public relations activities begin with formative research 0 Effort to understand the current situation 0 Helps us understand the situations organizations and people 0 3 steps 0 analyzing the situation set of circumstances facing an organization positive situation is an opportunity obstacles are roadblocks Are there other more pressing issues to address Issues management quotprocess by which an organization tries to anticipate emerging issues and respond to them before they get out of handquot 0 analyzing the organization 0 people our success depends upon August 31 2015 Analyzing the situation 0 Once we ve identi ed the situation the next step is to conduct research Three types of questions 0 O 0 Background questions consequence questions resolution questions First question Is the situation an opportunity or an obstacle Key background questions to ask O 0000 Has the organizations or peer organization dealt with a similar issue previously What caused the situation What historical things are relevant to the situation What are the most important facts How does the situation affect our organization s relationship with other groupspublicsetc Key consequence questions to ask 0 00000 How does the situation affectrelate to the organization s mission How seriousresource intensive should our response be Is this a onetime issue or something ongoing Whowhat is affected by the situation What is the overall impact on our bottom line If the situation is an obstacle is it possible to turn it into an oppo un y Obviously situation analyses are research intensive How do we get the necessary information 0 Primary and secondary Secondary research 0 Data information that already exists 0 Data can be internalexternal 0 Internal previous program assessments 0 External data audience reports Primary Research speci c questions to our research 0 Research conducted by you 0 Speci c to the onhand situation 0 Ex indepth interviews focus groups surveys experiments Primary vs secondary research 0 start by analyzing available secondary research 0 Ask yourself o Is the existing information accurate o Is the existing information thorough 0 Does the existing information directly address your speci c information o If a systematic review of secondary information leaves substantial Primary research costs more than secondary research Both time and money KEY TAKEAWAYS Four phases of strategic planning 0 Issue opportunity obstacle risk primary research secondary research 0 Know the issues management process 6 steps Selfawareness is the basis of effective communication Two general types of organizations 0 Business 0 Non pro t Business 0 For pro t organizations 0 Revenue is distributed to ownersshareholders Nonpro ts Use any earned revenue to further their organizational goals 0 Granted taxexempt 1 When analyzing the organization the rst step typically is to try to gain an understanding of how the organization understands itself Mission statement 0 Brief description of the organizations purpose Theoretically speaking an organization s mission statement guides its decisions Vision statement 0 What the organization desires to become Values 0 Set of beliefs to drive the organization 0 Value statements take list form 2 After the organization perceives itself the next step is to audit 0 Audit systematic review of an organization some facet of an organization 0 SWOT o Smith s internal environment external environment and public perception SWOT Strengths Internal competitive advantages Weaknesses 0 Internal limitations Opportunities Externally favorable conditions Threats External barriers to success September 2 2015 lnternal environment Performance Niche Structure Ethical lnternal SWOT approach vs Smith approach 0 Both identify the same types of information 0 Both if conducted properly will yield similar strategic insights SWOT is used much more frequently How do we do and organizational audit 0 Secondary research 0 Examination of all available data 0 Primary research What do audits look like 0 Written narration Use of SWOT matrix to summarize key points 0 Language is brisk and to the point 0 Approach is objective 0 Goal is to succinctly yield actionable conclusions KEY TAKEAWAY 0 internal external factors and how they impact an organization o What is a strength Internal external SWOT and smith approach and difference 0 What is an audit Publics are groups of people who interact with and have an interdependency on an organization Publics and organizations face a common issue 0 Not all people who interact with an organization are part of that organization s public 0 Smith four different strategic groupings of people 0 1 Publics o 2 Markets 0 3 Audiences o 4 Stakeholders Market speci c type of public Audience pay attention to a particular medium and receive messages 0 Not a type of a public 0 Organization s relationship with an audience is usually very brief Stake holder people who affect the public in a certain way Characteristics distinguishable homogeneous important large enough accessible be able to communicate with them U39lbUUNH Producers Publics that provide organizational inputs 0 Financers o Suppliers 0 Personnel Limiters Publics who undermine the success of an organization 0 Opponents o Competitors Enablers Publics that help facilitate success 0 Media 0 Opinion leaders 0 Allies o Regulators Opinion leaders are leaders that in uence the opinion of others 0 Formal opinion leaders elected or appointed officials who have authority 0 Informal opinion leaders recognized leaders on a particular Issue September 9 2014 Nonpublics and the organization don t share common interestsissues Group is not signi cant to the organization and vice versa Latent publics or inactive publics and share common interestsissues The group does not yet recognize that they have similar interests with organizations Latent publics have low levels of knowledge Latent means to exists in potential It s there but you don t see the effects of it Example people with cancer and a local animal shelter Apathetic publics those that are aware of an issue but simply don t care 0 The group think the issue is not worth their time Aware publics are those who recognize that they share an issue with an organization and perceive the consequences as being meaningfulimportant Active public know about the issue and take action Factors that determine developmental stage of the public include 1 Problem recognition degree to which a public understands the issuesituation is a problem and actively seeks out information 2 constraint extent to which people perceive there are obstacles to their ability to act 3 level of involvement who involved people are Publics can evolve and develop over time Always avoid stereotyping over generalization September 14 2015 CSR the company has a social responsibility to its publics as an organization to communicate with its publics and keep them in the know when it comes to morality circumstances 0 Capitalism if there is more competition there is a bigger demand 0 Things made in the US are more expensive know what CSR my stance backgrounds arguments for and against of CSR Group Summarize the situation Identify and classify all the publics Was the organization successful in achieving its goals Summary Farmers are mass producing pigs to make more money but the way that they re doing it is inhumane Place of the Humane society The Humane Society believes that it isn t humanemorally acceptable to place pigs in gestation crates for long amounts of time under stressful situations Publics animal activists farmersworkers in factory vegetarians grocery storesrestaurants Was the organization successful In bringing up the subject the Humane Society was successful in bringing this subject attention and generated conversation but the entire pork industry didn t change exceptionally
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