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Date Created: 09/11/14
Lecture 2 91114 919 PM Public Relations Definition Brainstorm Communication skills Protect company amp its image Influence Strategic communication Framing a message Managing spread of info Collaboration 9 maximize talents of one organization to another Protectingmolding reputation Positive relationships Strategic representation Controls how news is spread Mass mediasocial media molding Creating maintaining repairing companybrand image Image View of brandpersoncompany Reputation V Image Image is created what PR is building about you while reputation is earned 0 You can create videos news pieces etc to create a image but your reputation is what the public will judge you on o Eventually it is the actions of the company celebrity Sports team etc that creates the reputation Organizations realize they need positive coverage PR PR Performance followed by recognition Negative image reputation will take a hit 0 Many platforms to use 9 Social media press kit speeches 0 Have to have a strategy that sends a certain message out on a certain timeline to a certain audience Building mutual understanding mutual goodwill PR brings the organization back into balance with its public can be segmented many times 9 Employees investors gov officials etc 2 So many different specializations in PR Lecture 3 91114 919 PM Important PRL 206 Terms Spin o Originally used to describe unethical misleading activities of political campaigns 0 Today used to describe any effort by individuals or organizations to interpret an event or issue according to a particular viewpoint I That s just spin I He s just spinning the facts 393 We still have to be factual when we are portraying our viewpoint Image o The ideas and opinions that the public has about an individual or an organization that may or may not be what they are really like o Usually images are created by messages sent by the individual or organization to the public I Trying to come up with the most positive image for the public to accept I The PR person is sending out the message creating the image Brand and Branding o A Brand is a product service or concept that is publically distinguished from other products services or concepts so that it can be easily communicated and usually marketed A brand is also the name of the distinctive product service or concept I Nike is a brand o Branding is the process of creating and disseminating the brand name I Stamp logo on livestock to brand them aka designate ownership I Heavily used in marketing 393 The Nike brand ideas go through your head about Nike Labor mistreatment o Boycotts and picketing from human rights groups 0 Damaged reputation of company Reputation o The estimation in which a person or organization is held especially by the community or the public generally Rooted in what people know or think they know about a person or organization reputation is based on the actions of the person or organization not just the messages sent by the person or organization 0 Images can be created Reputations good and bad are eamed I People will pay a higher price for a product if they feel good about the company 393 Except for Walmart polarized debate love or hate it I Huge topic in corporate communications I Image is more than the bottom line its also about how you worktreat employees and reputation the second bottom line 393 Many PR people renamed themselves Reputation Managers What is PR Public people Relations Communication Through sportspolitics 93 C A companybrand directing 93 66 leading 93 CC shaping molding a message Person to person interactions How you present yourself how you are presented to the world Getting others out of trouble liars Crisis controldamage control A few words to say what you need to say Skills good writers strong communications quick on feet 0 Sex and the City 0 Scandal Judy Smith Damage control Always expanding PR Creating the perception of a person or company good or bad Relays info Promoting Sharing information that is critical to the name and value of a company Get people to take action More positive moral humble than marketing advertising Common sense PR is the little voice in the CEO s ear saying we have to do it this way Creates trust Business of the image Cultivating amp manipulating a relationship more than marketing The way companies defend themselves in times of crisis The man behind the curtain Lecture 4 91114 919 PM How Class Defined PR How movies television and media represent Public Relations to the public Representation of an organization person business etc to maintain a positive outlook of themselves How an entity directs its image to the public How Random Peoples Defined PR Directing shaping molding messages Damage control man behind the curtain The business of the image How Media Channels View PR The Man in the Grey Flannel Suit 1956 o All you need is a clean shirt and to bath everyday Wag the Dog 0 Creates a fake war to distract public from Presidents personal scandal o Manipulation and very negative towards PR and politics Thank You for Smoking 0 Cigarette lobbyist Sex and the City 0 Publicist is slutty manipulative and unethical Party Girls 0 Success is measured by one club opening at a time 0 Parties red carpets celebrities etc Lizzie Grubman Does Jail Time Revenge of the Journalists 2 A lot of fluff not totally ethical PR tactics 2 She had a bad reputation with journalists so when she had a bad turn the journalists attacked her with media attention in retribution 0 Show about Publicity 9 people attracted to the glamour of it but don39t see the behind the scenes work that goes into it Public Relations is not solely about special functions 2 Its like approaching the elephant 9 how you get involved in PR is how you will perceive it Symbiotic Relationship PR 9 Journaist sGatekeepers o PR has stories it wants to get out to the public 0 Gatekeepers editors and journalists standing in our way to get the message out 0 Exchange Now we can put it out on social media 0 Changed everything o Don39t have to go through gate keeper every time o Changing relationship between journalists and PR people Lecture 5 Neilson 91114 919 PM Can look at PR from both sides 0 From the publicist side 0 From the PR side 0 Internally and as an outside consultant Distinguished in his field Thinks PR industry should take it upon themselves to educate US public about the world change how foreigners view America help America39s global image Communications could be a key offering or way for America to rebuild relationships with countries or people that were not in our favor PR people need to focus on strategy Richard Edelman Me2Revoution is where the reliance on peers in a personal web of trust means that we are in the midst of continuous conversation Our profession must strive for deep relationships wstakeholders based on trust Our goal will be to elevate PR as a management discipline that sits as a full partner to fianc operations legal etc leaders Public engagement is policy and communication united to realize the full aspiration of PR Edward Bernays Pioneer of PR Controversial The term public relations was first used by Edward Bernays when he and his wife Doris Fleischman had to put a sign on the door of their new office Public relations mean exactly what it says relations of an organization individual idea whatever with the public on which it depends for its existence 0 Depend on members customers employees need to make sure the relationship is strong PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics Public relations is the distinctive management function which helps establish and maintain mutual lines of communication understanding acceptance and cooperation between an organization and its pubics involves the management of problems or issues helps management to keep informed on and responsive to public opinion Defines and emphasize the responsibility of management to sere the public interest Help management keep abreast of and effectively utilize change serving as an early warning system to help anticipate trends and it uses sound and ethical communication as its principle tools
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