Study Guide (test #1)
Study Guide (test #1) MC3343
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This 10 page Study Guide was uploaded by Chelsea Kubenka on Friday September 11, 2015. The Study Guide belongs to MC3343 at Texas State University taught by Charles Kaufman in Fall 2015. Since its upload, it has received 98 views. For similar materials see Intro to Public Relations in Journalism and Mass Communications at Texas State University.
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Date Created: 09/11/15
Study Guide test 1 Chapter 1 What is PR quotwhat matters most is not managing perceptions but changing realityquot Richard Edelman Edward Bernays introduced the term quotpublic Relations in the 1900s it was called propoganda PR is both art and science Media Relations summary Newsworthiness is determined by what is crazy and new and interesting And will be large in its numbers scope and impact PR professionals have to cater to the different audiences and figure out why certain generations are drawn to certain media PR have a bias unlike journalists a bias to represent an organization specific person or even an issue Journalist report on an objective mindset PR TOOLS ll Have global thinking nfo can be mobile nfo can be accessed anywhere through anything Google Analytics generates statistics about website traffic Twitter message broadcast system with only 140 characters Twitterfeed stream of tweets HootSuite platform to execute campaigns Foursquare mobile friend finder Digg accepts links and descriptions of news videos and podcasts Wordpress blog service anyone can publish a blog Pinterest photosharing site pinboard Bing Microsoft search engine Facebook social networking site Vimeo video sharing website Tllmhlr hlno39oino39 Alnhci39l39n I UIIIUII UIUEBIIIB VVL UJILL Linkedln business or professional social networking site Skype video calling service Instagram photovideo sharing service BUILDING RELATIONSHIPS Relationships is at the heart of PR 2 way process Always have your selfcontrol balanced Feedback is vital Chapter 2 Public Relations Industry Today 300000 people fulltime in PR 2 way nature between an organization and its multiple publics PR professionals spend a lot of their time researching and listening to feedback TWO WAY EXCHANGE Telling the story effectively and incorporating and listening to the publics response and needs PRloop 1 Getting the word to the public 2 Listening to feedback 3 Adapting and incorporating into actions PR is the link between an organization and its publics boundary spanning MANAGEMENT FUNCTION PR executives are the quotinner circlequot or dominant coalition of organizations 0 Have the most influence on formation of policies or strategies Proactive planned strategic behavior Reactive focuses on tasks that need the attention PR professionals must balance their time between the planned and the unplanned REVIEW THE FUNCTIONS AND TACTICS OF PR ON PAGE 22 amp 23 OF THE TEXTBOOK Flack Before it was a PR term it referred to a German antiaircraft cannon Expression of contempt Finding a positive or less of a negative outlook on a story or a problem trying to be fixed Spin 1 persons facts gt may be another ones spin Spin doctor another name for it Publicists focus on the narrow or one task while PR focuses on the expansive get publicity reputation and relationships Journalists usually work with one media medium while PR have to know how to write for all media 4Ps product price placement and promotion marketing mix Gatekeeper someone who is in charge of the access toa particular thing Reach of people the message reached Frequency of exposures the audience has to the message INTEGRATED MARKETING COMMUNICATION IMC Make all the messages connected advertising sales promotion public relations To minimize conflicting messages Outsourcing when a company contracts out their PR work to firms Firms charge a retainer fee a monthly fee and an estimate of the particular job being done Outsourcing gt Is the term to describe when an organization hires an outside PR rm to complete tasks Someone who is in charge of the access of a particular thing They say what gets published and what doesn t gt quotGatekeepersquot and what they are Integrated Marketing Communication gt This is what IMC stands for They have more resources to do the job and also have people who have perfected certain areas of their work gt the advantages of using a PR rm to handle needs What is meant when PR rms handle work inhousequot This is when the PR rm works within the company or organization They do not outsource to other rms but work with their own employees to solve the problem gt quotinhousequot word description Proactive gt because they work strategically based upon a plan gt If PR people are working strategic ally are they proactive or reactive Reactive gt because they are tending to one particular task gt proactive or reactive organization is on the defensive like a product recall When a PR professional is trying to eliminate the negative and make it 1 A J 11 139 11 quotL11quot quot11quot pOSlUVC OF r euuce 1116 negative quotgt W al IlaCK OI39 nac IS A publicist is someone who focuses on quotthe narrowquot or one particular task while a spin doctor PR professionals are commonly referred as this is more expansive one persons facts can be another persons spin gt difference between an publicist and a spin doctor when someone chooses the facts in a selective way gt what spin is They are all global PR rms page 33 gt Edelman Burson Marsteller and FleishmanHillard Marketing gt it involves buying space and time in mass media Writing is very important because PR professionals need to know how to write to cater to all different kinds of audiences and all the mediums of media as well gt why writing is an important skill in the PR industry Build relationships between their company and their audiences Usually formed over an extended period of time gt what a business has to do to get a good reputation Oneway is just getting the information or the message out to the public Twoway is getting the message out listening and incorporating feedback and then using the feedback in their actions gt oneway vs twoway communication Chapter 2 gt contains info on the difference between marketing and PR in depth Bernays gt associated with the quottorches of freedomquot campaign Edward Bernays he wrote abook gt introduced quotengineering of consentquot What is the Voice of America Who was known as the patron saint of promoters Ivy Ledbetter Lee gt articulated the rst quotdeclaration of Principlesquot Boston Tea Party gt a staged PR event or PR stunt George Westinghouse gt who Edison squared off with in the electric systems battle He established PR as management anction His philosophy is 0 Truth 0 Prove it with action 0 Listen to the customer 0 Anticipate the future 0 Conduct PR as a whole gt Arthur Page39s contribution to PR 1st Presidential press secretary gt Amos Kendall Ivy Ledbetter Lee gt he published press releases that had false information in them it dealt with the Ludlow massacre gt known as Poison Ivy and why He created an Of ce for the Propagation of the Faith gt Pope Gregory XV how he is related to quotpropaganda Uses and Gratification Theory 0 Audiences come to mess for different reasons 39 Surveillance 39 Entertainmentdiversion 39 Reinforcement of opinions cognitive consistency I Decisionmaking about products or services Hypodermic Needle Theory 0 Mass media have a direct immediate and powerful effect on audiences 0 Also called the quotmagic bullet theoryquot 0 Agenda setting theory 0 Media don t tell audiences what to think 0 They tell audiences what to think about focusing our attention on topics 0 Media dependency theory 0 We cannot verify media information ourselves so we depend on media for accurate facts and opinion 0 Early in a crisis public relations people through the media may help to shape public opinion because they are the source of most information which often cannot be verified early on gt various communication theories It is a permanent mark of ownership Chapter 2 gt quotbrandingquot and how a product gets branded PT Barnum gt promoted Ioice Heth Roosevelt gt US president that coined the term and its meaning George Creel ampElmer Davis Committee on Public Information gt was in charge of propaganda during World War I Exaggeration in marketing and public relations gt puffery A technique that makes the meaning seem different and more pleasant gt euphemism Ethos persuasive appeal of ones character Logos appeal to reason Pathos appeal to emotion gt ethos logos and pathos Perception refers to how people perceive somethingsomeone o Someone39s opinion the truth as you define it Reality Truth based on actual documented evidence regardless of bias gt difference between quotperceptionquot and quotrealityquot KEY FUNCTIONS 0 Media Relations 0 Managing traditional media Content development new media Crisis communications Event planning Campaigns Problem solving Image management message 0 Promotions and publicity gt mctions of PR today OOOOOO When a news story is so interesting and will appeal to the public that the newspapers and magazines will publish about it without someone paying to advertise or market the news gt quotfree news coveragequot Chapter 2 gt various de nitions of Public Relations The source 0 entity an attitude culture communication skills not an individual Receivers o Often a mass audience Channels Parts of the SMCR communication model Five Types of Channels III Public media popular media III Interactive media III Controlled media III Eventsgroups III Oneonone gt different types of channels 0 Senders and receivers may apply different meanings to the same messages 0 Jargon technical language and other words and phrases that are familiar to the sender but not understood by receivers 0 Words mean different things to different people gt quotsemantic noisequot Jargon Disabilities Age gap Cultural differences Status prejudices Complicated content Emotional state Physical state Poor listening skills Language OOOOOOOOOO 0 Poor communication skills gt barriers that we experience when communicating
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