Intro to Public Relations Notes

The Ch everyenge of prevalent dealingsPR is multifaceted ?A in the general eye(predicate) traffic overlord moldiness have skills in ?Written and interpersonal chat ? investigate ?Negotiation ?Creativity ?Logistics ?Facilitation ?Problem solving globose ScopeThe creation traffic industry is suppuration in many nations ?Almost $8 billion spent each year in the US ? evaluate growth of 23% in Asian revenue in the future(a) five eld ?Annual spending of $2. 2 billion in China A Variety of DefinitionsA number of definitions have been formulated all over the years Cutlip, Center, and Broom, Effective cosmos dealings ? universe traffic is the condense break down that identifies, establishes and maintains inversely dear dealinghips between an transcription and the various cosmoss on whom its success or ill fortune depends. ?Glen Cameron, University of Missouri ? frequent traffic is the strategical manage handst of controversy and save for the receptive of in tegritys own ecesis-and when possible-also for the mutual benefit of the organization and its various stakeholders or human races. ? commonplace dealing federation of the States (2012) habitual relations is a strategic dialogue process that builds reciprocally beneficial relationships between organizations and their humanss ?Kevin Trowbridge (2012) ? creation relations is the parley counselling function by kernel of which organizations build and maintain mutually beneficial relationships with the worldly concern on whom the organizations success or failure depends. macrocosm Relations Key Terms converseManagementBuild and MaintainMutually BeneficialRelationshipsOrganizationPublics RPIEResearch homework performance valuationDifferences between Journalism and PR Journa listensPR Professionals neighborly occasion b atomic number 18ly two components (writing and media relations) Use many components ar fair game observers Are advocates Focus on a spate audience Foc us on defined humankinds Use only one channel Use a variety of channelsDifferences between Advertising and PR AdvertisingPublic Relations Works finished mass media Relies on a variety of communion tools Addresses external audiences Targets specialized audiences Is a communions function Is broader in stove Is a communication tool in PR Fills a contri notwithstandinge fictional character Sells goods and services Creates a favor open environment for an organizations survivalHow PR Supports marketEight airs public relations keep ups marketing ?Develops brand- impertinently-made prospects ?Provides third party endorsements ?Generates sales leads ?Paves the way for sales calls ?Stretches dollars ?Provides inexpensive belles-lettres ?Establishes credibility ?Helps sell minor returns Differences between marketing and PR MarketingPublic Relations Is come to with customers and selling intersection points or services Is concerned with building relationships and generati ng good testament Deals with target market, consumers, and customers Deals with publics, audiences, and stakeholdersToward an Integrated Perspective Strategic communicationConcept of integration ?To go for a variety of strategies and tactics to get under ones skin a consistent put across in a variety of formsGlobal/MulticulturalResearch basedRelationship foc utilise internet/new media orientedToolbox-driven tacticsA Changing Focus in Public RelationsThe development of the lineament of PR beyond publicity and media relationsGrowth for PR superiors in health c atomic number 18, consumer goods, financial services, and technologyCrisis direction in the mammoth context of strategic care of conflict Personal Qualifications and Attitudes Six prerequisite Abilities ? musical composition skills ?Research aptitude ?Planning expertise ?Problem-solving ability ? craft/economics competence ?Expertise in social media 5 emerge courses in PRStorytelling (and story selling)Quantifica tionVisual communicatingsproactive and Predictive MonitoringAdaptation 10 sills PR Pros will indispensableness in 2020Advertising CopywritingVideo Editing/ProductionMobile societal Content Creation/CurationAnalyticsSearch Engine OptimizationSpeed to randomnessProgramming SkillsManaging Virtual TeamsBlogger Out come acrossWhat Employers Want 10 Qualities Good writingIntelligenceCultural literacyThe ability to recognize a good story when you see oneMedia digContactsGood care senseBroad communications experience narrow experienceFresh perspective Organizational affairscommunicating technician roles ?Taking photographs ?Writing brochures ?Preparing news releases ?Organizing eventsCommunication manager roles ? qualification communication policy decisions ?Overseeing fivefold communication strategies ?Supervising employees responsible for tactics The encourage of InternshipsWin-win authority for any(prenominal)(prenominal) the student and the organization Many major PR firms hav e musket ball internship programs ?Edelman Worldwide (Edel-U) ?Weber Shandwick (Weber University) ?Hill and knowlton ?Ketchum Salaries in Public RelationsThe depicted object median salary for experienced professionals ?Approximately $85,000 for practitioners with 7 to 10 years of experience ?Over $150,000 for practitioners with more than 20 years of experienceIn general, women working in the PR field earn less than men ?Factors that could lead to gender discrepancies ?The number of years in the field ?Technician duties versus managerial responsibilities ?The nature of the industry The size of the organization ?Womens attempts to balance work and familyThe grade of Public RelationsA service to societyInformative pertinent take in influence done managing controversy and conflictA Brief History of Public RelationsIn the beginning ?Moses and Aaron ?800 years later Aristotle (Father of ornateness) ?300 years later Jesus Christ ?No one in history, before or since, could match hi s skill as a storyteller, a critical skill for public relations practitioners. ?Then the Apostle capital of MinnesotaAncient beginnings ?The Rosetta Stone ?Julius Caesar ?The Church Public relations in compound the States ?Promoting settlement ?Struggle for independence ?Boston Tea Party, doubting Thomas Paine, Federalist PapersThe age of the press agent ?The age of hype ?Davy Crockett, buffalo Bill, Annie Oakley ? twitch agent tactics ?The master of pseudoevent P. T. Barnum ?Tom Thumb, Jenny LindPublic relations grows as America grows ?Settling the American West ? rail line promotion techniquesThe rise of politics and activism ?Political beginnings ?Amos Kendall ?Activists ?Abolitionists ?Prohibitionists ?Womens rights advocates ?Environ psychogenicistsModern public relations comes of age ?Henry Ford Positioning and annoyibility ?ivy downwind ?First public relations proponent ?Rockefeller ?Colorado Fuel and crusade Company labor strike ?George Creel ?WWI ?Edward Bernays ?Fath er of new PRPublic relations expands in postwar America ?Rapid growth in all areas of public relations a coherent with the development of mass media ?able to capture and seize in brass and feast it to the media/ pileEvolving practice and philosophy ?1800s to 1920s from press agentry to public selective breeding to scientific judgment ? come to around the wars How effective is propaganda? How do we pursued hatful that what were doing is good? fifties and 60s Relationship building ?Necessitated by activism ?What was happening was well-nigh people, giving people equality, seeing people as unique and equal cosmoss ?1970s and 80s managerial approach ?Investor relations and MBO (Management by Objective) ?MBO = Managerial approach PR able to ?1990s and 00s Relationship management ?relationship building as considerably as relationship maintaining Four Models of Public RelationsGruing and Hunt ?Press agentry/publicity ?age of hype associated with P. T. Barnum ?Public knowledge ?Ivy Lee, Edward Bernays comes in at the end of public information ?Two-way lopsided listen to the people and tailor around their wants and motivations ?Two-way symmetric ?the arche reference mode of practice ?goal is to identify policies and actions that are mutually beneficial to both parties ?collaborative ?openness for the organization to change itself based on the consumerTrends in Todays Practice of Public RelationsFeminization of the field ?70% of PR practitioners are women ?Women earn less money than men ? new-fashioned research ?PR was one of the first fields that allowed women to display their abilitiesThe brilliance of diversity ?Minorities constitute 36% of US citizens ?Hispanics are the fastest growing group Minority practitioners lag behind population trends ?Professional groups try out to encourage minority practitioners ?Who do people trust? They trust people most like themselves. ?Religious, gender, race, etc.Other major trends in public relations ?Transpar ency ?Didnt become a trend until two-way asymmetric/symmetric ?An ever-broadening social medial toolbox ?Increased emphasis on evaluation ?Showing ROI (return on investment) showing that what we do has results ?Managing the 24/7 news calendar method ?New directions in mass media ?Outsourcing to public relations firms ?The importance of lifelong encyclopaedism looking for opportunities to develop yourself professionally learning doesnt s covering when school does A Growing Professional PracticeThe Public Relations Society of America ?The largest national public relations organization in the world ?The Public Relations Student Society of America (PRSSA)The International Association Business Communications ?The second-largest organization of communication and public relations professionalsThe International Public Relations Association ?A London-based world-wide organization Professionalism, Licensing, and AccreditationProfessionalism ?Professional practitioners should have A sense o f independence ?A sense of responsibility to society and public interests ?Concern for the competence and note of the profession ?A higher loyalty to the profession than to an employer ?Careerist versus professional set ?Technician mentalityLicensing ?Advocates ?Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners credibility ?Opponents ?Violates 1st amendment, malpractice practice of laws exist, states license only when PR plant life nationally/externally, ensures only minimum competence/ethics, increased credibility not ensured, expensive Accreditation ?Certification by professional organizations ?PRSA and IABC offer accreditation Public Relations DepartmentsImportance of PR in todays organizations ?PR pros seen as strategic communication managers ?PR offers 184% ROI ?CEOs want communication that is strategic, research-based, and two-wayOrganizational factors construed the role of public relations ? super vs. small firms ?Management perceptions ?C-suite attitudes/reporting issues ?Capabilities of the public relations executiveHow public relations departments are organized ? attraction titles ?Reporting hierarchy Size of departmentsCommon divisions found in large batchs ?Media relations, investor relations, consumer affairs, government relations, community relations, marketing communications, and employee communications office and Staff FunctionsLine manager ?Delegates, sets goals, hires, influences some another(prenominal)wises workStaff function ?Little direct ascendency ?In without delay influence others work through suggestions, recommendations, advice ?PR is a cater functionAccess to management ?PR influence is linked to access to top management ?Recommendations to management help in formulating policyLevels of Influence advisory Management has no obligation to request or act on recommendations ?Purely advisory practitioners are much ineffectiveCompulsory-advisory Management is ne eded to listen to public relations perspective before actingConcurring part PR and others must agree on an action Sources of Friction reasoned ?Differences on public statementsHuman Resources ?Differences regarding employee communicationsAdvertising ?Competing for resources ?Philosophical differencesMarketing ?Focuses on one public circulating(prenominal) or prospective customers The Trend toward Outsourcing Almost 90% of Fortune 500 companies use outside PR counsel in varying classs ?The need for additional arms and legs ?To detect a unique perspective and market insight Global extend toFirms and their offices or affiliates are situated in most of the worlds major cities and capitals corporeal revenues from international cognitive operations Public Relations FirmsFirms have regional, national, and global snuff itPR Firms can complement in-house expertise ?PR Firms offer divers(prenominal) servicesRapid growth of PR firmsEmphasis on the counselling aspectThe rise of communi cation conglomerates Many firms are owned by communication conglomerates and at that placeby can offer integrated services (i. e. , PR and advertizement expertise) through affiliates ?The reason for acquisition of PR firms ?Natural evolutionary cadence of integration ?Economic interestStructure of a counseling firm ?Depends on size of firm ?Small firm may only have owner and one or two associates ?Large firms have an extended hierarchy Pros and Cons of Using a Public Relations Firm improvementsDisadvantages Objectivity Part-time commitment Skills and expertise withdraw for long briefing Extensive resources Internal re displacement Offices throughout the country Need for direction Problem-solving skills Need for information and confidence Credibility High be Fees and ChargesBasic hourly fee, plus out-of-pocket expenses ?Most wide utilise among large firmsRetainer feeFixed project fee return for placement ?Seldom usedClass Notes 1/28/2013 ?Ivy Lee and Edward Bernays are ingr ained to Public Relations ?Bernays = father of modern public relations ?Public Relations Anagrams ?Crap make On Lies ?Spout Brilliance ?Social Blueprint understand the bigger picture, map out a system, give instructions to people problematic ?shift came with industrialization ?Ivy Lee first pr counselor first to say its not just publicity ?declaration of principles (pg 49 in book) ?Advancing the concept that business and industry ? relations with top executives and carrying out ?Maintaining open communication with the news media ?Emphasizing the necessity of humanizing businessClass Notes 2/4/2013 Four intrinsic timbres of Public Relations Research situation organization publics What is Research? What do you call of when you think of research? Science Studies Statistics So much Searchable BackgroundChapter 5-6 Overview ?The four essential travel of effective public relations ?Research The first step ?Research methods ?Planning The second step Research The first step ?Situ ation ?Organization ?Publics ?What is research? ?A form of listening ? inquire questions and looking for answers ?Essential to any public relations activity or campaign Questions to ask before research design ?Whats the problem (or fortune? ) ?organization ?situation ?publics ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be canvass/reported/applied? ?Timetable? ?Budget? Using Research ?Ways to research ?Achieve credibility with management ?Executives want facts, not guesses and hunches. ?Define/ particle publics ?Gathering detailed information about demographics, lifestyles, characteristics, and consumption patterns helps to ensure that subject matters reach the proper audiences ?Formulate strategy Test essences ?Research can determine which message is most salient to a target audience ? save crises ?An estimated 90% of organizational crises are caused by internal operational problems preferably than by unexpect ed natural disasters or external issues ?Professionals can interdict a conflict or crisis through environmental scanning and other research tactics ?Monitor contention ?Organizations keep track of what the competition is doing ?Research on the competition can be done with surveys, meaning abbreviation of the competitions media coverage, and reviews of industry reports in work journals Generate publicity ? canvas and surveys can generate publicity for an organization ?Measure Success ?The rat line of any public relations program is whether the time and money spend accomplished the state objective Research Methods ?Types of Research ? slack research ?Unplanned/spontaneous, Uncontrolled, Untaxonomic ?Formal Research ?Planned, controlled, systematic ? substitute(prenominal) research ?existing information ?Primary research ?New/ master copy information ?Methodological Approaches ?Historical/Critical ?Rhetorical/textual/ national analysis ?Qualitative Exploratory, rich data, often no t generalizable ?Focus groups, in-depth interviews, observations ? quantifiable ?Descriptive/explanatory, often generalizable ?Mail surveys, telephone polls Qualitative vs. vicenary Qualitative ResearchQuantitative Research Soft data austere data commonly uses open-ended questions, unstructurednormally uses closed-ended questions, requires forced choices, extremely structured Exploratory in nature probing, fishing expedition type of researchDescriptive or explanatory type of research Usually valid, but not reliableUsually valid and reliable rarely projectable to larger audiencesUsually projectable to larger audiences Typically uses nonrandom essaysTypically uses random samples Examples Focus groups one-on-one, in-depth interviews observation participation role-playing studies convenience pollingExamples Telephone polls transport surveys, mail-intercept studies face-to-face interviews shared cost, or omnibus, studies panel studies Research Techniques ?Organizational materials ? sympathize every piece of information on an organizations website ?Library and online databases Journal of Public Relations Research ?Internet ?Any number of corporations, nonprofit organizations, trade groups, special-interest groups, foundations, universities, think tanks, and government agencies post reams of data in the Internet. ?Content analysis ?The systematic and objective counting or categorizing of fill ?In public relations, content often is selected from media coverage of a topic or organization ?Interviews ?Personnel faced with solving a particular problem often interview other public relations professionals for ideas and suggestions ?Focus groups This technique is widely used in announce, marketing, and public relations to help identify the attitudes and motivations of pregnant publics ?Copy testing ?A draft of a material/message tested on a group of people before it is sent out to the public can happen within a focus group ?Scientific sampling methods Random have ? Probability Sampling ?Everyone in the target audience has an equal chance of organism selected ?Nonprobability sample is not random ?Most precise random sample is selected from list naming everyone in the target audience Sample Size Usually a sample of 250 to 500 people will hand over data with a 5 to 6 percent margin of error ?A sample of 100 people will provide about a 10 percent margin ?responses could go 10% either way Reaching Respondents ?Mail questionnaires ?Telephone surveys ?Personal interviews ?Piggyback surveys ?Web and netmail surveys Research Lets Practice ?Whats the problem (or opportunity)? ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyzed/reported/applied? ?Timetable? ?Budget? *Articulate the benefit, abide by, or need for public relations possible quiz/test questionPlanning The Second Step ?Planning must be strategic and systematic ?Planning involves the coordination of multiple methodsEle ments of a Public Relations Plan1. Situation abbreviation ?Public relations professionals cannot set valid objectives without a clear understand of the situation that led to the conclusion that in that location was a need for a public relations program2. Goals3. Key Publics (or Target auditory modalitys) ?Public relations programs should be directed toward detail and defined audiences or publics4. Objectives ?Once the situation or problem is understood, the next step is to establish objectives for the program.5. Strategies ?A strategy statement describes how, in concept, a campaign will achieve objectives it provides guidelines and themes for the boilersuit program6. play ?Tactics describe, in sequence, the specific activities that put strategies into operation and achieve the stated objectives7. Materials8. Activities Calendar/Timeline/Responsibilities (WBS) ?The three aspects of timing in a program plan are deciding when a campaign should be conducted, determining the proper sequence of activities, and compiling a list of steps that must be completed to produce a finished product9. Evaluation/Measurement The evaluation element of a plan relates directly back to the state objectives of the program. objectives must be measurable in some ways to show clients and employers that the program accomplished its purpose10. Budget ? some(prenominal) clients and employers inevitably ask, How much will this program cost? Holy GOST of Public Relations Planning ?Goals Where you want to go ?Objectives How you know when you get there ?Desired Result Awareness, Acceptance or effect ?Key Public ?Measure/Level of Accomplishment ?Timeframe/Deadline ?Strategies How are you going to get there ?Tactics What youll need to get there The GOST must be adjust Planning Lets Practice ?Goals ?Objectives ?Strategies ?Creative ?e. g. , themes, messages Implementation The Third Step ?Implementation ?May be called communication ?Or may be referred to as execution ?Is the process and the means by which objectives are achieved (i. e. , strategy is implemented) ?Tactics are developed to implement the plan ?Logistics are managed Public relations is the communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organizations success or failure depends.Communication the systemic process of creating meaning Goals of Strategic Communication ?Awareness ? centre word-painting ?Public relations personnel provide materials to the mass media and disseminate other messages through controlled media such as a newsletters and brochures ?Accurate dissemination ?The prefatorial information, often filtered by media gatekeepers, remains intact as it is transmitted through various media ?Acceptance ?Attitude change ?the audience not only believes the message but also makes a verbal or mental commitment to change behavior as a result of the message ? fill ? air change Members of the audience a ctually change their current behavior or purchase the product and use it Making accepted the Audience Receives the heart and soul ?Schramms model ?Source Encoder Signal Decoder term ?Expanded reflects two-way communication ?Grunigs model of symmetrical communication ? soul is the principle objective of public relations rather than persuasion Making positive(predicate) the Audience Pays Attention to the Message ?Theoretical perspectives ?Lasswells definition of communication ?Who says what, ?in which channel, ?to whom, ?with what effect? ?Media uses and gratification ?Passive audiences Active audiences Making Sure the Audience Understands the Message ?Importance of language ?Understand cultural differences ? temper writing for simplicity and clarity ?Readability formulas Flesch, Cloze ?Use symbols, acronyms, easy-to-remember slogans ? bend jargon, cliche, hype, euphemisms, discriminatory language Making the Message Credible ?Source credibility ?The problem of source credibil ity is the main reason that organizations, whe neer possible, use well-thought-of outside experts or celebrities as representatives to convey their messages ?Context of the message ?Action (performance) speaks louder than a stack of news releases Involvement ?Involvement is interest in or concern about an issue or a product Making the Message Memorable ?Repetition ?Necessary because all members of a target audience dont see or hear the message at the same time ?Reminds the audience, so there is less chance of failure to remember the message ?Remember the message ?Can lead to modify Learning and increase the chance of penetrating audience indifference or resi lieu ?Offsets the noise surrounding the message ?Contributes to credibility ?Delivering information in a variety of ways via multiple communication channels Communication channel ?Face to Face Mediated ?Owned Media ?Paid Media ?Earned Media ?Shared Media Making Sure the Audience Acts on the Message ?Everett Rogers dispersion of Innovations ?A process by which any innovation is diffused through certain channels and then leaded over time among members of a social system Innovation Anything New (e. g. , Idea, Method, Product, Service, etc. ) ?Relative Advantage ?The degree to which an innovation is perceived as better than the idea it replaces ?Compatibility ?The degree to which an innovation is perceived as being consistent with the existing values, experiences, and of necessity of potential adopters Complexity ?Degree to which an innovation is perceived as being easy to adopt ?Trialability ?The degree to which an innovation may be experienced on a limited basis ?Observability ?The degree to which the results of an innovation are visible to others Stages of the Adoption Process ?Awareness ?A person becomes cognizant of an idea or a new product, often by means of an advertisement or a news story ?Interest ?The exclusive seeks more information about the idea or the product, perhaps by ordering a brochure, picking up a pamphlet, or edition an in-depth article in a newspaper or magazine ?Evaluation The potential consumer evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process ?Trial ?The person tries the product or the idea on an experimental basis, by using a sample, witnessing a demonstration, or making qualifying statements such as I study ?Adoption ?The individual begins to use the product on a weak basis or integrates the idea into his or her belief system. I empathise becomes I thinkEvaluation The Fourth Step ?Evaluation is the standard of results against agreed-upon objectives set up during planning Evaluation improves the public relations process ternion Kinds of Evaluation ?Ongoing ?Summative ?Formative (Research? ) Basic Evaluation Questions ?adequately planned? ?Message(s) understood? ?How could strategy have been more effective? ?Audiences reached? ?Objectives achieved? ?What w as unexpected? ?Budget met? ?Future improvements? Objectives Prerequisites for Measurement ?Develop a clearly established set of measurable objectives ?Outcome ?Awareness ?Acceptance ?Action ? siding Measurement and Evaluation Status ?3 Levels of Measurement ?Basic ? measuring ?Targeted Audiences Impressions ?Media billets ?Intermediate ?Retention ?Comprehension ?Awareness ?Reception ?Advanced ?Behavior Change ?Attitude Change ? tactile sensation Change Measurement of Message Exposure ?Compile clippings/mentions ?Most widely used metric ?Media Impressions ?Placement x circulation/viewership/listenership ?Internet hits ?Advertising equivalency ?Space/time x advertising rate ?Systematic tracking ?Analyze volume and content of media placements ? schooling requests ?Cost per person ?Audience attendance Measurement of Audience Awareness, Attitudes, and Action ?Audience awareness ?survey day-after recall ?Audience attitude ? relate to awareness ?baseline/benchmark studies ?Audience acti on ?the ultimate objective of any public relations effort ?measure desired behaviorsChapter 7 Public Opinion and eyeshot Overview ?What is public prospect? ?Opinion principal as catalysts ?The role of mass media ?The role of conflict ?Persuasion in public touch ?Factors in persuasive communication ?The limits of persuasion What is public opinion? ?Three aspects about public opinion formation ?Society is passive Psychologists have found that the public by and large tends to be passive ?Society is segmented ?One issue may go after the attention of a part of the population with a particular vested interest, whereas another(prenominal) issue arouses the interest of another segment ?Society is divided ? quite a little have some opinions that may conflict or compete with others opinions about the same issue. People also sometimes hold contradictory opinions or attitudes ?Public Opinion is powerful ?Activate public through public opinion ?Identify key publics through analysis of pub lic opinion What do you think? What is the role of opinion leading in the formation of public opinion? Opinion Leaders as Catalysts ?Opinion leaders can be formal or informal ?Interested in a particular issue ?Knowledgeable on a presumption topic ?They help frame and define issues that often have their root in individuals self-interests ?It is through the influence of opinion leaders that public opinion often crystallizes into a measurable entity ?The flow of opinion ?Multiple-Step Flow ?Opinion makers derive large amounts of information from the mass media and other sources and share that information with people The attentive public is interested in the issue but rely on opinion leaders to synthesize and interpret information ?The inattentive public are unaware of or uninterested in the issue and remain outside the opinion-formation process ?N-Step Theory ?N-step theory states that individuals are seldom influenced by only one opinion leader but actually interact with unlike lead ers ?Diffusion Theory ?Individuals adopt new ideas or products in five stages awareness, interest, trial, evaluation, and adoption. Individuals are influenced by media in the first two steps and by friends and family members in the third and quarter steps.Each individual is a decision maker who adopts a new idea or product when they reach the final step The social occasion of Mass Media ?Agenda setting ?media tell the public what to think about, albeit not necessarily what to think ?Framing ?media and PR both have role in how issues are framed, which parts are emphasized The role of infringe ? difference of opinion inherent in news frames ?Use of media for strategic agenda-building Persuasion in Public Opinion ?Persuasion is used to ?change or neutralize hostile opinions ?crystalize latent opinions and positive attitudes ?maintain palmy opinions Persuasion and Negotiation Persuasion is comparable to negotiation ?Public relations can be used as a tool leading to the alternative d ispute resolution (ADR) process Factors in Persuasive Communication ?Audience Analysis ?Knowledge of audience characteristics such as beliefs, attitudes, values, concerns, and lifestyles is an essential part of persuasion. It helps communicators tailor messages that are salient, answer a perceived need, and provide a logical course of action. ?Appeals to Self-Interest ?People become mingled in issues or pay attention to messages that appeal to their psychological, economic, or situational needs. Audience betrothal ?Attitude or beliefs are changed or enhanced by audience involvement and participation. ?Suggestions for Action ?A key principle of persuasion is that people endorse ideas and take actions only if they are accompanied by a proposed action from the sponsor. ?Source Credibility ?A message is more believable to an intended audience if the source has credibility with that audience. ? pellucidness of Message ?Many messages fail because the audience finds them unnecessarily co mplex in content or language ?Content and Structure of Messages ?Channels Different media with different features can be used for diverse public relations purposes. ? quantify and Contexts ?A message tends to be more persuasive if environmental factors support the message or if the message is received within the context of other messages and situations with which the individual is familiar ?Reinforcement ?People tend to ignore or react negatively to messages that conflict with their value or belief systems Appeals to egocentrism ?Appeal to psychological, economic, or situational needs ?Maslows hierarchy of needs Audience Participation ?Workers involving in the problem solving Distribution of samples ?The act of participation encourage by activist groups Suggestions for Action ?Recommendations for action must be clear to follow Source Credibility ?Expertise ?Sincerity ?Charisma Clarity of Message ?Public relations practitioners should ask two questions ?Will the audience understand the message? ?What do I want the audience to do with the message? Content and structure of messages ?Drama and stories ?Surveys and polls ?Statistics ?Examples ?Endorsements ?Causes and rationales ?Emotional appeals Channels ?Different media can be used for diverse public relations purposes television ?newspaper ?radio ?social networking sites ?face-to-face communication quantify and Context ?Timing and context should be considered for achieving publicity in the mass media as well as for being persuasive Reinforcement ?A public relations campaign should be in sync with an audiences subject matter value or belief system Limits of persuasion ?Lack of message penetration ?Competing or conflict messages ?Self-selection ?Self perceptionChapter 8 Managing competition and conflict Overview ?A new way of thinking conflict and competition ?the role of public relations in managing conflict it depends factors that affect conflict management ?the conflict management life cycle ?managing the life cycle of a conflict A New Way of Thinking Conflict and Competition ?Public relations can be defined as the strategic management of competition and conflict ?Competition ?Conflict Role of public relations in managing conflict ?Strategic conflict management ?Conflict is inherent in public relations process ?PR professionals must develop communication strategies to manage the conflict What do you think? ?What are some real world examples of conflict management? Is conflict always bad for organizations?Why or why not? It Depends Factors that accept Conflict Management ?Stance-drive approach in managing conflict and competition ? away and internal variables stance strategy The Threat Appraisal Model ?PR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stance ?situational demands ?resources contingence theory ?Contingency factors ?a matrix of factors drive the stance ?The co ntingency continuum ?The stance is high-power it changes as events unfold The Conflict Management Life Cycle proactive to prevent a conflict from arising ?environmental scanning ?issues tracking ?issues management ?crisis planning ?Strategic emerging conflict is identified as needing action ?risk communication ?conflict spot ?crisis management ?Reactive must react when conflict reaches a critical level of impact ?crisis communication ?litigation pr ?conflict resolutions ?Recovery strategies employed aftermath to blow up or repair reputation ?reputation management ?image comeback Managing the Life Cycle of a Conflict ?Four systematic processes ?Issues management A proactive approach to ?predict problems ?anticipate threats ?minimize surprises ? break issues ?prevent crises ?Strategic positioning and risk communication ?Strategic positioning ?communication efforts to position the organization favorably regarding competition and conflict ? venture communication ?an attempt to c ommunicate risks to the public that impact health, safety, and the envorinment ?Crisis management ? smolder crises ?a study but the institute for crisis management found that 86% of business crises were smoldering crises. ?How various organizations respond to crises Coombs crisis communication strategies ?attack the accuser ?self-abnegation ?excuse ?justification ?ingratiation ?corrective action ?full alibi ?Reputation management ?The three foundations of reputation ?economic performance ?social responsiveness ?the ability to deliver valuable outcomes to stakeholders ?Image restoration ? self-denial ?evade responsibility ?reduce offensiveness ?corrective action ? acknowledgment Deja Vu All over again ?Conflict management is like deja vu all over again by starting once again with tasks such as environmental scanning and issues trackingChapter 9 Ethics and the rectitudeOverview ?What is ethics? ?Professional guidelines ?Dealing with the news media ?Public relations and the law ?Em ployee communications ?Copyright law ?Fair use versus infringement ? hallmark law ?Regulations by government agencies ?Liability for sponsored events ?Working with lawyers What is Ethics? ?Value system by which a person determines what is right or slander What Do You Think? ?How can a public relations practitioner play the role of an honorable advocate? The Ethical Advocate ?The ethical advocate is operating within an assigned role ?Ethical decisions are made based on the public interest ?the interests of employer/client ?professional organization code of ethics ?personal values Professional Guidelines ?PRSA regulation of Ethics ?Values ?Advocacy ?Serving the public interest by acting as responsible advocates for clients or employers ?Honesty ?Adhering to the highest standards of accuracy and true statement in advancing the interest of clients and employers ?Expertise ?Advancing the profession through continued professional development, research, and education ?Independence ?Pro viding objective counsel and being accountable for individual actions ?Loyality Being faithful to clients and employers, but also notice an obligation to serve the public interest ?Fairness ?Respecting all opinions and reenforcement the right of free locution ?Provisions ?Free flow of information ?Competition ?Disclosure of information ?Safeguarding confidence ?Conflicts of interest ?Enhancing the profession Codes of shoot ?The role of professional organizations ?public relations society of america (PRSA) and international association of business communicators (IABC) ?to set the standards and ethical behavior of the public relations profession Ethics in Individual Practice Ethics in public relations begins with the individual, and is directly related to his or her own value system as well as to the good of society Dealing With the News Media ?Trust ?Gift giving undermines the relationship between public relations professionals and the media ?Transparency Public Relations and the Law ?Defamation ? depreciate (printed), slander (oral) ?making a false statement about a person or organization that creates public hatred, contempt or ridicule, or inflicts injury on reputation ?Avoiding libel suites ?four requirements for filing a libel suit ?false statement ?identified or diagnosable actual injury ?negligence Employee Communications ?Product publicity and advertising ?written permission required ?Employee free speech ?freedom of expression ?employees are limited in expressing opinions within the corporate environment ?privateness vs monitoring ?FOIA and government officials ?whistle-blowing Copyright Law ?Copyright is the protection of imaginative work from unauthorised use ?registration is not a characterize of copyright protection, but it is a prerequisite to an infringement action against unauthorized use by others ?What organizational materials should be copyrighted? How can you use the copyrighted materials of others? Fair Use Versus Infringement ?Fair u se allows partial tone use of copyrighted material with attribution ?Permission is required if used in advertisements or promotional items ?New copyright issues on the internet have been raised ?Rule of thumb ?get permission ?give credit The Rights of Photographers and Artists ?Freelance and commercial photographers retain ownership of their work ?The rights of self-employed writers ?unless a company has a specific contract with a self-employed writer to produce work that will be exclusively owned by that company, the freelancer owns his or her workTrademark Law ?Trademarks are registered words, names, symbols, or devices used to identify a product ?The protection of trademarks ?always capitalized never used as nouns (Kleenex tissues, Xerox copies) ?Trademark infringement ?the downside for a corporation who trademark becomes too commonly used Misappropriation of Personality ?A form of trademark infringement ?Unauthorized use of well-known entertainers, professional athletes, and o ther public figures in an organizations publicity and advertising materialsRegulations by authorities Agencies ?The Federal Trade delegation (FTC) ?The Securities and Exchange Commission (SEC) ?Other regulative agencies ?The Food and Drug Administration (FDA) ?The Bureau of Alcohol, Tobacco, and Firearms ?The Federal Communications Commission Liability for Sponsored Events ?Plant tours and open houses ?Considerations ?logistics ?work disruptions ?safety ?staffing Working with Lawyers ?A cooperative relationship must exist between public relations personnel and legal counsel