Jour 201, Intro to Public Relations Week 2
Jour 201, Intro to Public Relations Week 2 JOUR 201 001
Popular in Principles of Public Relations
Popular in Journalism and Mass Communications
JOUR 101 001
verified elite notetaker
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.
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
Are you sure you want to buy this material for
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'