New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Jour 201, Intro to Public Relations Week 2

by: Rachel Stein

Jour 201, Intro to Public Relations Week 2 JOUR 201 001

Rachel Stein
GPA 3.8

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

These notes cover what we went over in class, including information not on the Powerpoints
Principles of Public Relations
Thomas Klipstine
Class Notes
public relations, journalism
25 ?




Popular in Principles of Public Relations

Popular in Journalism and Mass Communications

This 10 page Class Notes was uploaded by Rachel Stein on Tuesday January 26, 2016. The Class Notes belongs to JOUR 201 001 at University of South Carolina taught by Thomas Klipstine in Fall 2015. Since its upload, it has received 67 views. For similar materials see Principles of Public Relations in Journalism and Mass Communications at University of South Carolina.

Similar to JOUR 201 001 at USC

Popular in Journalism and Mass Communications


Reviews for Jour 201, Intro to Public Relations Week 2


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 01/26/16
1/19/16   • Essential  PR  Career  Skills   o Writing  skills:  knowing  and  understanding  formats  and  knowing  when  to   use  punctuation  and  grammar     o Research  Ability   o Planning  expertise:  how  to  be  organized  and  promote  events     o Problem-­‐Solving  ability   o Business/economics  competence:  do  you  understand  how  to  budget   o Expertise  in  social  media     • Public  Relations  is  NOT:   o Advertising   o Marketing     o Journalism   • PR  vs.  Advertising   o Advertising  works  through  mass  media     ▯ Radio,  TV,  newspaper   o Advertising  is  only  external  audiences     o Advertising  is  very  specific/specialized     • Advertising     o Paid  space  in  media   o Guaranteed  placement     o Selling  goods  and  services     o External  audience     o Exclusively  mass  media   o A  tool  used  in  PR     o YOU  CONTROL  THE  MESSAGE!!!   • Marketing     o Sell  products     o Make  money  for  the  organization   o Build  markets   o Customer-­‐focused  in  nature     • How  PR  Supports  Marketing     o Develops  new  prospects   o Provides  third-­‐party  endorsements     o Generate  sales  leads   o Creates  environment  for  new  product/service   o Stretches  dollars   o Provides  inexpensive  sales  literature   o Establishes  credibility   • Integrated  Communications     o PR  and  marketing  work  together   o Downsizing   o Tighter  budgets   o Communications  clutter  –  CONSISTENCY  IN  MESSAGE     o Consumer  awareness     • PR  vs  Journalism     o Journalism  is  there  to  provide  news  and  info   o GOAL  IS  OBJECTIVITY   • PR:  THE  MANAGEMENT  OF  COMMUNCIATION  BETWEEN  AN  ORGANIZATION   AND  ITS  PUBLICS   o Free  (?)  placement  of  material   ▯ Nothing  is  free   o Save  money  for  the  organization     o Wide  range  of  audiences     o Build  relationships   o Both  customers  and  non-­‐customers     • PR  promotes  an  entire  organization     o Marketing/advertising  promotes  product/service   o Journalism  promotes  the  news   • PR  and  the  journalists     o Estimated  number  of  PR  people  to  journalists  4  to  1     o Don’t  have  to  use  mass  media,  can  now  go  straight  to  consumers     o Love/hate  relationship   The  Public  Relations  Process   • As  a  management  process  (RACE)  –  created  by  PRSA     o Research  –  situation  analysis,  what’s  going  on  today,  what  are  people   saying,  what  is  the  problem     o Action  –  what  is  our  position,  what  are  we  going  to  do  about  it,  action   plans   o Communication  –  how  to  tell  the  public,  who  to  tell,  when  to  tell  them   o Evaluation  –  how  did  we  do,  how  can  we  fix  the  problems,  can  we  do   better,  did  we  solve  the  problems     • Must  be  open  to  suggestions  and  ideas     Public  Relations  Professional  Organizations     • PRSA   o 32,000  professional  and  student  members   ▯ 4-­‐5,000  students   o 100  chapters  nationwide   o Chartered  in  1947   o SCPRSA   ▯ Monthly  luncheon  meetings   ▯ Development  conference     • IABC   o 15,000  business  communication  professionals   o Founded  in  1970   o ½  of  the  members  are  in  the  corporate  sector     ▯ Corporate  communications   ▯ Internal  communications   ▯ Marketing  communications     • PRSA  and  IABC  student  chapters   o Join  one,  benefits  of  both   o $75  annual  membership  fee     o Work  closely  with  professional  chapters     The  challenge  of  PR   o Biggest  challenge     ▯ PR  is  multifaceted     A  Public  Relations  Professional  must  have  the  following  skills:   • Writing  (THE  MOST  USED  SKILL,  MOST  REQUIRED)   o Lots  of  press  releases     o Second  most  written  document  is  a  biography   o Interpersonal  Communication:  letters,  email  (make  sure  you  spell  things   correctly)   • Research:  how  does  a  survey  work,  what  is  a  focus  group,  what  is  going  on  in  the   world  and  how  does  that  affect  our  company/client   • Creativity     • Logistics  –  most  important  part  of  the  news  release  is  making  sure  all  names  are   spelled  correctly     • Facilitation     • Problem  Solving:  knowing  what  to  do  and  how  to  react     Internships  and  Jobs   • Good  resume  and  cover  letter  (MOST  IMPORTANT)     o Opportunity  or  goal  statement  are  NOT  NECESSARY     o Have  at  least  10  people  look  at  it   • Relationships   o Who  do  you  know   o Right  time  –  right  place     • Experiences     o Internships     What  we  learned  from  the  ending  clip  of  Thank  You  For  Smoking     • We  still  need  communications   • We  still  need  spokesperson     • We  still  need  good  community  affairs   o What  does  an  organization  mean  to  the  community     • Media  relations   o Bloggers  and  websites  along  with  old  forms  of  media     • Lobbyist     o Being  able  to  deal  with  elected  officials  and  appointed  officials       1/21/16   Chapter  2:  The  History  of  Public  Relations     (Exam  will  be  65  questions  multiple  choice)     Public  Relations  Coming  of  Age   • Growth  of  large  institutions:  companies,  institutions,  government,  labor   o The  industrial  revolution:  how  we  make/buy  things   o Concentration  of  wealth   o Increased  regulation  –  growth  of  government   o Growth  of  labor  unions     o Need  for  better  communications:  stagecoach,  to  pony  express,  to  radio     o Economic  growth  following  WW2   • Heightened  Public  Awareness  and  media  sophistication   o Constitution  and  the  bill  of  rights   o Progressive  era  reforms;  women  right  to  vote;  civil  rights;  cold  war   o Corporate  social  responsibility;  charity,  image,  importance  of  stock   market   o Communications  –  tv,  cable,  internet,  public  segmentation   o Importance  of  persuasion:  advertising,  publicity,  communication  with  a   purpose,  brands  became  important     ▯ Need  for  communications  in  emerging  democratic  societies     • Social  change,  conflict,  and  confrontation   o 1960s  –  Vietnam  war   o Powerful  interest  group   ▯ Minorities   ▯ Women’s  rights   ▯ Environmental  groups   o Social  responsibility   ▯ Most  were  government  programs   • Affirmative  action   • Senior  programs   • Growth  of  global  media,  public  opinion,  and  capitalism   o Democracy  –  Berlin  wall,  nelson  Mandela,  Afghanistan,  Taliban,  Iraq     o Global  communications   o Public  opinion  –  research,  polls,  elections     • Dominance  of  the  Internet   o Growth  of  on-­‐line  access   o Two-­‐way  communication   o A  new  generation   o E-­‐mail     o Social  media     Growth  of  the  information  highway   • The  internet   • Wireless  communication   • Cell  phones   o Went  from  a  safety  necessity  to  now  being  a  hazard   • Social  media     • New  media,  new  options,  new  choices   • Interactive   • New  ways  to  communicate   • Still  growing     • As  we  spend  more  time  with  new  tools,  we  spend  less  time  with  each  other   • We  changed  the  media  and  then  the  media  changed  us     Brief  History  of  PR   • Phineas  T.  Barnum   o Barnum  and  Bailey  Circus  –  1881   ▯ Circus  sideshow   ▯ Display  of  freaks   o Hucksterism  –  “master  showman”   o “The  Public  be  fooled.”   o Publicity  stunts  –  press  agentry   o LIFE  –  100  most  important  people  in  1800s   o Good  PR  –  Bad  PR?     ▯ Had  pseudo  event:  something  staged  to  get  publicity     o 1841  –  established  Barnum’s  American  museum   ▯ Cardiff  giant   • 1869  –  the  greatest  hoax  in  American  History   • 10  foot  tall  petrified  man   • Made  by  George  Hull     • Charged  25  cents  then  50  cents  just  to  see  it   • Archaeological  scholars  pronounced  it  a  fake     • PT  Barnum  offers  60,000  to  borrow  it  for  3  months  and   they  say  no   • PR  Barnum  built  a  wax  model  –  said  it  was  the  real  giant   • Lawsuit   o Hull  says  Barnum’s  giant  is  a  fake   • Judge  ruled  that  Barnum  could  not  be  sued  for  calling  a  fake   giant  a  fake     • Where  are  they  now?  Two  different  museums     ▯ General  tom  thumb   • Charles  Stratton  –  2  feet  9  inches   • PT  Barnum  taught  him  to  sing  and  dance     o Stratton  became  very  wealthy     ▯ Had  a  house  and  yacht   o Married  in  1863  –  social  event   • Stratton  helped  Barnum  financially   ▯ Fiji  mermaid   • Mummified  body  half  mammal  and  half  fish   • 25  cents  for  admission   • Burned  down  in  1865   ▯ Jenny  Lind:  had  never  heard  her  sing  but  made  a  6  month  media   frenzy  leading  up  to  her  concert     • Ivy  Lee   o The  first  PR  Counsel     ▯ Opened  parker  and  lee  in  1905   ▯ Declaration  of  principles  –  dissemination  of  truthful,  accurate   information     ▯ One  of  the  first  clients:  PA  Railroad   ▯ 1913-­‐1914  railroad  freight  hike  campaign  (Public  information   model)   ▯ Best  know  for  work  with  the  Rockefeller  family     o The  Early  1900s   o “The  public  be  informed.”  –  philosophy     o Developed  PR  as  a  professional  discipline   o “Poison  ivy”     ▯ client  turned  out  to  be  the  nazi  party   • Edward  Bernays   • Arthur  W.  Page     What  is  the  biggest  problem  with  communication  according  to  five  year  olds?  Its  not   fast  enough.     1/26/16   • Edward  L.  Bernays:  Father  of  Modern  PR   o Scientific  persuasion   o Sigmund  Frueds  nephew   o Emphasized  advocacy  and  persuasion     o 1920s-­‐1930s   o First  PR  scholar   o Taught  the  first  PR  course   o Wrote  3  books  on  PR   o Own  PR  firm  in  1919   o Wife  is  his  major  partner  in  PR   o Made  sure  public  understand  why  we  are  in  WW1   o Made  it  ok  for  women  to  smoke  in  public   ▯ Found  glamorous  women  to  smoke  in  public   ▯ Wasn’t  open  or  upfront  about  who  he  was  working  for   o 1929   ▯ Torches  of  freedom   o Light’s  Golden  Jubilee     ▯ Dearborn,  Michigan     ▯ Tribute  to  Thomas  Edison   ▯ Laboratory  to  Greenfield  Village   • Henry  Ford   • John  D  Rockefeller   • J.P.  Morgan   • Marie  Curie   • Orville  Wright   • Will  Rogers   • President  Hoover     o Ivory  Soap   ▯ Contest  for  school  aged  children  in  1923   ▯ 22  million  children  participated  in  the  contest     • Arthur  W.  Page   o 1927  –  first  vice  president  of  PR  for  American  Telephone  and  Telegraph   o Concept  that  PR  should  have  an  active  voice  in  management   o 1983  –  Arthur  W.  Page  society  formed     o Seven  proven  principles     ▯ Tell  the  truth  –  let  the  public  know  what’s  happening  and  provide   an  accurate  picture  of  the  company’s  character,  ideals  and   practices     ▯ Prove  it  with  action  –  public  perception  of  an  organization  is   determined  90  percent  by  what  it  does  and  10  percent  by  what  it   says     ▯ Listen  to  the  customer  –  to  serve  the  company  well,  understand   what  the  public  wants  and  needs.  Keep  top  decision  makers  and   other  employees  informed  about  public  reaction  to  company   products,  policies,  and  practices  s   ▯ Manage  for  tomorrow     ▯ Conduct  PR  as  if  the  whole  company  depends  on  it   ▯ Realize  a  company’s  true  character  is  expressed  by  its  people  –   opinions  of  a  company  are  shaped  by  the  words  and  deeds  of  its   employees     • Employees  are  your  most  valuable  asset     ▯ Remain  calm,  patient,  and  good  humored     • Why  these  four:   o PT  Barnum  –  press  agent,  publicity   o Ivy  Lee  –  developed  PR  as  a  profession   o Edward  Bernays  –  pr  scholar,  counsel,  persuasion   o Arthur  Paige  –  established  corporate  public  relations    


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Anthony Lee UC Santa Barbara

"I bought an awesome study guide, which helped me get an A in my Math 34B class this quarter!"

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.