Jour 391 Exam 1 Study Guide
Jour 391 Exam 1 Study Guide Jour 391
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This 7 page Study Guide was uploaded by cethornt on Tuesday October 4, 2016. The Study Guide belongs to Jour 391 at University of Mississippi taught by Street, Robin in Fall 2016. Since its upload, it has received 11 views. For similar materials see Public Relations in Journalism and Mass Communications at University of Mississippi.
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Date Created: 10/04/16
Chapters 1 & part of 3 (Professionalism) What is PR? Official definition? A communications bridge or link between an organization and its publics. “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” What is a public? Difference in internal & external. Target public? MAPs Definition: A group of people who affect or are affected by an organization. This group can be: Internal or External Identify by: 1. Demographics 2. Psychographics 3. Name Categories of PR work such as research, counseling, and media relations. Research Media relations Publicity Social media Employee/member relations Community relations Public & Government Affairs Counseling Issues Management Financial Relations Industry Relations Development/Fundraising Minority/Multi-cultural Relations Special Events & Public Participation Marketing Communication What a PR professional’s daily tasks might be Write organization materials Research public opinion Manage philanthropy Meet with members of publics Counsel boss/client Help maintain good reputation Plan/conduct special events Traits and skills needed in PR A Gen Y specialty: Social media MOST valuable skill = writing Importance of journalism skills Write news releases Write all types of communications such as speeches, brochures, website materials Help journalists get information and story ideas Answer reporters’ questions Edit publications Take photos/shoot video RACE & RPIE RACE › Research › Action › Communication › Evaluation RPIE › Research › Plan (actions and communications) › Implement (a &c) › Evaluate What are objectives? They are specifically what you want to achieve. › Increase awareness › Influence attitude › Obtain action PR work is usually done in these steps • Research • Set objectives • Plan strategy and tactics • Implement actions and communications • Evaluate results Where do PR people work? Corporations Non-profits Government/military Entertainment Sports Organizations: › Civic › Business › Professional › Religious Harold Burson/Burson-Marsteller One of the leading PR agencies in the worlds Stress levels in PR Can be very stressful. Gets a “D” for stress from Money Magazine Dealing with unpredictable publics Being intermediary between organization and publics Being responsible for organization reputation and media coverage Percent of women in PR 70 % PR pros/students PRSA, PRAM, APR PR organizations in MS PRSA: Largest national organization About 222,000 members nationally 110 local chapters PR jobs in the future 23% increase in PR jobs predicted by 2020 Chapter 2: Evolution of PR of Profession The four models of PR 1. Press Agentry/Publicity (Barnum) 2. Public Information (Lee) 3. Two-Way Asymmetric (Bernays) 4. Two-way symmetric (today, influenced by Harold Burson) P.T. Barnum Before PR, there was press agentry. Best known was Phineas T. Barnum: Better known as P.T. Barnum › Master manipulator of media › Marriage of Fat Lady and Thin Man › “There’s a sucker born every minute.” Amos Kendall › First equivalent to press secretary › Wrote articles (news releases) he sent to newspapers › Former NP editor › Wrote Andrew Jackson’s speeches › Sampled public opinion Ivy Lee The first PR professional Helped industry owners deal with reporters. Advanced idea that business should care about public interest. Dealt with top execs. Maintained open communication with media. Emphasized how important it is for business to care about community, employees and publics Edward Bernays Called the father of modern PR. › Wrote first PR book: Crystallizing Public Opinion › Taught first college class Doris Fleischman Doris Fleischman first woman PR pro, wife of Edward Bernays › first married woman to be issued a United States passport (1925) in her maiden name Betsy Plank › First VP of PR for Illinois Bell and first woman to direct a department there › First woman president of PRSA Inez Kaiser › First African-American woman to head a PR firm with national clients › First African-American woman to join PRSA Rex Harlow First fulltime PR educator Also founded what became PRSA Father of PR research How PR evolved from beginnings to today Transparency: Public demand for Multicultural world Trends PR is facing today Diversity Not enough minority members. PR pros are 90% white. Expanded roles for PR Increased emphasis on measurement Chapter 3: Ethics What is CSR and what are some components of it? Corporate Social Responsibility: What social responsibility to publics and community does company have? Product lines Marketing practices Corporate philanthropy Environmental activities Know the 12 values and principles, what they mean, and be able to apply them to situations PRSA CODE: Advocacy Honesty Expertise Independence Loyalty Fairness Free flow of information Disclosure of information Safeguarding confidences Conflict of interest Enhancing the profession Healthy, fair competition Chapter 4: Departments and Firms New names for PR Dept. & why › Corporate Communications › Communications › Public information › Public affairs › Marketing communications › Corporate relations WHY? Expanded responsibilities More integrated services “PR” may have negative connotation What is a PR agency? What services do they provide clients? › Marketing communications › Executive speech training › Research and evaluation › Crisis communication › Media analysis › Community relations › Events management › Public affairs › Branding and corporate reputation › Financial relations Job levels at a PR agency Entry level technician Supervisor Manager Director Executive What are RFP’s? Request for Proposal Names of some top agencies, especially Burson-Marsteller Ketchum Weber Shandwick Edelman Fleishman-Hillard Hill & Knowlton Ogilvy MSL group GolinHarris Porter Novelli Methods agencies use to bill clients Billable hours + expenses- Bill at 3 X person’s salary when divided into hourly wage Retainer fee (certain #hours guaranteed) Project fee Pay for placement All include markups on copies Pros and cons of using an agency PROS Objectivity Variety of skills and expertise Extensive resources Special problem-solving skills National and international offices Credibility & national reputations CONS Lack of full-time commitment Lack of knowledge of your business Need for prolonged briefing period Internal staff may resent. Upper management must devote time to helping. Expensive. Must disclose confidential info.
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