Limited time offer 20% OFF StudySoup Subscription details

FSU - PUR - Intro to PR Week 1 notes - Class Notes

Created by: Kara Grozan Elite Notetaker

> > > > FSU - PUR - Intro to PR Week 1 notes - Class Notes
background image Introduction to Public Relations
Week #1 Notes
Chapter 1: Defining Public Relations • What is Public Relations? ­ author’s definition = “Public relations is a planned process to influence public opinion,  through sound character and proper performance, based on mutually satisfactory two­way 
communication”
­ key take away is that ethical principles are important (“sound character”), “you can’t  pour perfume on a skunk”, if you do something truly bad you can’t use public relations to cover 
it up
• John Marston’s 4 Step Model to Influence Public Opinion: 1) Research 2) Action 3) Communication 4) Evaluation ­ act first, communicate later ­performance must proceed publicity
­ action and management are key, in order for public relations to work, the advice you
give to your management must be unfiltered, uncensored, and unexpurgated, there 
must be clear and honest communication between PR officials and the 
management/client they represent • Sharpe’s 5 Principles to Influence Public Opinion: 1) honest communication (builds reputation) 2) openness and consistency of actions (appear confident in actions)
3) fairness of actions
4) continuous 2­way communication (prevents alienation and builds mutually beneficial  relationships) 5) environmental research and evaluation • Management Interpreter  ­ have to know what management is thinking, “PR can’t be practiced in a vacuum” ­once policy is established by management, it’s their job to communicate these ideas  accurately and candidly to the public • Public Interpreter ­ finding out what the public really thinks and letting management know  • How do you identify the “publics” of Public Relations? ­ a public arises when a group of people…
background image 1) faces a similar indeterminate situation
2) recognizes what is indeterminate and problematic in that situation
3) organizes to do something about the problem ­publics can be identified as: 1) Internal (within the organization e.g. employees, distributers, etc.) 2) External (outside the organization e.g. customers, press, government, etc.)
3) Primary (can help of hinder the most)
4) Secondary (less important)
5) Marginal (least important)
6) Traditional vs. future 
7) Proponents (supporters)
8) Opponents (those opposed)
9) Uncommitted (neutral, important b/c of the possibility to persuade them)
• Public Relations vs. Marketing/Advertising ­the difference = M/A promote a product/service while PR promotes an entire  organization, relationship based • The Practice of “Spin” ­ has come to give PR a bit of a bad rap, but PR is not spin
­ in its mild form, spin = interpreting issues to sway public opinion
­ in its most violent form = confusing/distorting an issue, unethical
­ PR cardinal rule: never, ever lie – can never recover from loss of credibility
•7 Areas that characterize a successful PR career: 1) Diversity of experience
2) Performance
3) Communications skills
4) Relationship building
5) Proactivity and passion
6) Teamliness
7) Intangible likeability and chemistry •6 Technical skills needed: 1) Knowledge of the field 2) Communications knowledge
3) Technological knowledge 
4) Current Events knowledge
5) Business knowledge
6) Management knowledge • Case Study: “Switchagate” ­ 5 steps taken to combat “Switchgate”:

Join more than 18,000+ college students at Florida State University who use StudySoup to get ahead
School: Florida State University
Department: Public Relations
Course: Introduction to Public Relations
Term: Spring 2019
Tags: Public and relations
Name: Intro to PR Week 1 notes
Description: Notes from Ch.1
Uploaded: 01/20/2019
3 Pages 81 Views 64 Unlocks
  • Better Grades Guarantee
  • 24/7 Homework help
  • Notes, Study Guides, Flashcards + More!
School: Florida State University
Department: Public Relations
Course: Introduction to Public Relations
Term: Spring 2019
Tags: Public and relations
Name: Intro to PR Week 1 notes
Description: Notes from Ch.1
Uploaded: 01/20/2019