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Journalism 101

by: Rachel Rusnak

Journalism 101 101

Rachel Rusnak
GPA 3.2

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Ch.10 notes on Public Relations
Class Notes
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This 4 page Class Notes was uploaded by Rachel Rusnak on Thursday February 4, 2016. The Class Notes belongs to 101 at Ball State University taught by Metzger in Fall 2015. Since its upload, it has received 17 views. For similar materials see Journalism in Journalism and Mass Communications at Ball State University.

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Date Created: 02/04/16
Chapter 10 J101 Public Relations. 1. Three main elements to PR. a. Public Relations objectives. i. Informing people. ii. Persuading people. iii. Integrating people with other people. b. Success in Public Relations means. i. Mutually beneficial relationships with audiences. ii. Appropriate skills and tools. iii. High ethical standards. 2. Father of Public Relations. a. Edward L. Bernays. i. First book on Public Relations. ii. Crystalizing Public Relations Opinion. 3. Terms to know. a. Public Relations: Organized activities intended to favorably influence the public; earned media. b. Propaganda: Intentional influence of attitudes and opinions. c. Public Opinion: Aggregative view of the general population. d. Marketing: Finding and keeping profitable customers. e. Advertising: Paid media. 4. Public Relations. a. Relationship with audience. i. Mutually beneficial relationships, appropriate skills and tools, and maintaining an ethical profession are the components of PR. b. Best interest of organizations. i. Involves responsibility and responsiveness in policy and information to the best interest of the organization and its public. c. The first independent public relations counsel was established in the early 1900s. d. Ivy Lee. i. Early practitioner who worked to improve the image of the th industrialists and German dictators of the late 19 century. 5. Public Opinion Matters. a. Great document of liberty crystalized the power of public opinion. b. Including the Magna Carta. 6. Master of Public Relations. a. Phineas T. Barnum. i. Waves of publicity stunts and coverage that made his circus “The Greatest Show on Earth” an irresistible draw in 1871. 7. Successful Public Relations Campaign. a. Convinced women that they were more than capable of working in factories while men were at war in WW2. 8. Rosie the Riveter. a. Was not supposed to promote change or enhance the role of women in society and the workplace in the 1940s. Chapter 10 J101 b. Represent the ideal female worker and help fill the temporary industrial labor shortage. 9. Public Relations Society of America. a. Founded in 1948. b. World’s largest Public Relations membership. i. 21,000 members. 10.Public Relations. a. Glowing political turbulence in the 1960s. b. Consumer movement sought to protect the average person from unsafe products. 11.Public Relations Nightmares. a. March 1989. i. Exxon Valdez tanker ran aground at Alaska coast line, spilling million gallons of oil. ii. Environmental catastrophe sparked a public relations calamity for the entire industry. iii. Set into motion “crisis management” planning among corporations. b. BP Executive: “I Want My Life Back”. c. President Clinton: The denial. d. President Clinton apologizes. 12.Public Relations Disasters. a. President Nixon: “I am not a crook!” b. President Nixon: farewell speech. 13.Traditional tools. a. News release are news stories with up-to-date information sent to newsrooms in the hope the story will be published. b. Pitch letters offer story ideas to particular reporters and include contracts, websites and other resources that the reporters could use. c. Media or press kits are collections of material about the client. d. Earned media is that which you do not buy. e. Hugely valuable. f. Published stories in print, online, or broadcast. 14.New tools. a. Video News Releases are the video equivalent of print or digital news releases. b. Webcasts are a form of web-based broadcast production that incorporate streaming video and audio. c. Real-time event transmitted over the internet. d. Satellite Media Tours differ from podcasts because they are video of a spokesperson being interviewed that is distributed via satellite. e. E-SMTs have little to do with satellite and a whole lot to do with computers. 15.Social media. a. Social networking sites are a major tool today for news and information. b. Public Relations research data gathering and as vehicles for getting a message out. c. Hugely advantageous. Chapter 10 J101 d. Effects of social media: Peyton Manning tip at restaurant. i. Waiter fired. 16.Public relations tools. a. Advertorials. b. Annual reports. c. E-newsletters. d. Podcasts. e. Press kits. f. Press conferences. g. Websites. 17.Elements of successful Public Relations. a. Research. i. Public opinion polls. ii. Surveys. iii. Questionnaires. iv. Interviews. v. Focus groups. vi. Literature searches. 18.The process. a. Preparation. i. Learn the background. b. Implementation. i. Have a detailed strategy. c. Impact. i. Foster public support for client. 19.Let the media do its job. a. The role of the media is to tell the news. b. Public relations often want to control the news. c. High ethical standards form both avoids conflict. 20.How Public Relations and journalism differ. a. Journalism serves the general public. i. Public Relations specialist serve organization. b. Journalists depends heavily upon PR practitioners for information but are always wary of them. i. Public Relations practitioners depend heavily upon journalists for news coverage but are always wary of them. 21.How Public Relations differs from advertising. a. Advertising control their message. i. PR information provided to other media. b. Advertising tried to seduce you with appealing images. i. Public Relations ties to motivate you with facts. c. Advertising can be flashy. i. Public Relations is low-key and serious. d. Advertising is expensive. i. Public Relations is cheap. e. Advertising relies upon ads and commercial to run over and over and over. i. In Public Relations you write a news release only once. f. People try to avoid ads. Chapter 10 J101 i. People seek out interesting stories (guided in part by public relations). Quiz. 1. What are two of three elements of public relations? : Persuading people and Intergrading people with other people. 2. Success in PR means: Mutually beneficial relationships with audiences, High ethical standards, and Appropriate skill sets. 3. He is considered the founder of public relations: Edward L. Bernays. 4. What is the definition of public relations: Intentional influence of attitudes and opinions, Aggregative view of the general population, and Organized activities intended to favorably influence public opinion. 5. Phineas T. Barnum created publicity stunts to get coverage of his circus: True. 6. The government has run successful PR campaigns to drum up patriotism: True. 7. Rosie the Riveter was created to enhance the image of women in the workplace: False. 8. PRSA stands for Public Relations Society of America: True.


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