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Public Relations – Midterm 2 Study Guide Ethics in Public Relations:  Ethical considerations and their role in PR process: good for business, a sign of leadership and the right thing to do o Includes research, planning communication and education  PRSA Ethic Codes: members statement for professional values, fundamental beliefs that guide behaviors and decision-making process o Advocacy: serve the public interest by acting as advocacy and truth in advancing the interests of those we represent and communicate with public o Expertise: use research, strategic planning for campaigns. Know what you do as a company. Mutual understanding, credibility, and relationships among a wide array of institutions and audiences o Honesty: adhere to highest standards of accuracy and truth when advancing interest of those we represent o Independence: provide counsel to those we represent. Be accountable o Loyalty: loyal to public interests, serve the people o Fairness: with clients and internal publics, media, vendors, etc. respect all options and free expression  Ethics and values: o Sign of a good business, must follow for reputation  Ethical behavior and public relations:  Corporate Social Responsibility: Define:  The Golden Mean: Aristotle believed that ethical conduct existed at a point of balance and harmony between the two extremes of excess and deficiency  Utilitarianism: all of our actions should be directed at producing the greatest good for the greater number of people Persuasion vs. Manipulation: o Manipulation: an attempt to influence a person’s actions without regard to his or her self interests  Loss of Credibility o Persuasion: an attempt to influence a persons actions through an appeal to his or her self-interest  Goal directed, a process which involved people and can create attitudes  Within ethical bounds Mass Communications Theory  The Agenda Setting Hypothesis: Most significant and accepted o Belief that the mass media tells not what to think but what to think about o Provide issues and news to items for consumption  Diffusion Theory: belif that the power of mass media is no so much as to motivate people as it is to inform them o People tend to influence other within their own peer groups  Awareness: exposed to idea  Interest: idea has aroused individual  Evaluation: idea considered as potentially useful  Trial: tries the idea on others  Adoption: final acceptance of the idea at the end of the process  Two-Step Theory: first theory to recognize the role of intervening publics o Belief that mass media influence society’s key opinion leaders who in turn, influences the rest of society  Mass media  opinion leaders  public  Magic Bullet Theory: earliest model o Belief that mass media wield great power, that just the right message, influence people to almost anything  Mass media  Public  Uses and Gratification Theory: Challenges the concept of the passive receiver o With the explosion in communications technology, real power to pick and choose their sources of info rests with the receivers o Receiver serves a critical gate keeping role  Public Opinion Process: an already present mass sentiment PR Planning  Ad Hoc Plan: a plan crated for a single, short term purpose  Standing Plan: a plan that remains in effect over an extended period of time  Flexible/Contingency Plan: a plan created for use when a certain set of circumstances arises  Reasons why PR practitioners engage in planning o Goals: generalized statements of the desired outcome  “To improve or to increase” o Brainstorming o Objectives: are specific milestones that measure progress toward achievement of a goal  Specify a desired outcome  Specify one or more target audiences  Are measurable  Refer to ends, not means  Have a deadline or time frame o Tactics: specific relationship-building actions  Begin with adverbs  Can include descriptions of actions, deadlines, budgets, supervisors, and other related matters Expanding a Plan Into a Proposal  Plan: goals, objectives, strategies, tactics  Campaign theme and key messages  Line-item budget  Timetable (Gnatt Chart)  Evaluative measures  Supporting documents A Good Plan  Is tied to a specific goal of organization  Stays goal-oriented  Is realistic  Is flexible  Is a win-win proposition  Is values-driven The ten Types of Persuasive Appeals  Added Value: the desire to obtain the things we want for as little as possible (frugal)  Adventure/Challenge: excitement and overcoming obstacles  Argument/Comparison: compare one product to another  Companionship/Attraction: belonging to a bigger group or movement  Fear/Safety: motivate to take action to protect us from a potential threat  Guilt: appeals to someone’s sense of guilt can be a motivator  Loyalty: loyal to family, friends, social group, a nation, or brand  Empowerment/Independence: the want to take greater control of your life  Pride/Vanity: reputation, self-respect, prestige, and vanity. Driven by how we view ourselves and how we want to be seen by others  Reverence/Worship: testimonials form specific individuals such as actors or athletes