Scheduled maintenance: Saturday, March 6 from 3–4 PM PST
Upgrade to remove ads
Only $2.99/month

PR Management

Terms in this set (75)

Public Relations is...
-NOT "spin"
-Something we all practice
-NOT a licensed profession
-strategic/intentional communication
-to build understanding/support
-based on research
-subject to evaluation
-can be informational or persuasive

definition: A strategic communication process that builds mutually beneficial relationships between organizations and their publics (PRSA)
other things that embody strategic communication
diplomacy, public health campaigns, political campaigns, etc.
Problems defining the field
-The scope of activities is limitless
-Practitioners' activities are not uniform
-It is vulnerable to the entry of anyone self-styled as a "public relations professional"
The evolving roles of public relations
->Press Agentry (early 1900s)
->Publicity/media (1940s & 1950s)
->Information sharing (1960s & 1970s)
->Relationship Management (1980s & 1990s)
->Organizational positioning (21st century)
TACTICAL to STRATEGIC
Public Relations and Marketing overlap
-both are strategic management functions that are anchored in research
-both deal with communication, persuasion, and relationships
-both deal with messages and media
-both deal with public opinion and segmentation of audiences
-each has its own focus, purpose and set of tools
Marketing
-focus: more immediate on products/ services that respond to consumer needs and wants
-seeks to foster an economic exchange between an organization and its consumers
-relies more heavily on advertising
-more expensive
Public Relations
-focus: long-term patterns of interaction between organization and its publics
-seeks to enhance these relationships, generating mutual understanding, good will and support
public relations and advertising
-advertising can be seen as a tool for public relations and marketing
-in general, advertising aims to sell products through paid means
-Good public relations cannot be bought, it must be earned
Public Relations Process
Phase 1: Formative Research
Phase 2: Strategy
Phase 3: Tactics
Phase 4: Evaluative Search
Phase 1: Formative Research
-Analyzing the situation
-Analyzing the organization
-Analyzing the publics
Phase 2: Strategy
-goals and objectives
-action and response strategies
-message strategy
Phase 3: Tactics
-Comm tactics
-Implementing strategic plan
Phase 4: Evaluative Research
Evaluating the strategic plan
Budget
-Resource allocation in terms of money
-Shows estimated costs (and vendors for those costs)
-Detailed for all components of each tactic
-Delivers total costs for tactics and objectives
-A time period must be established (be mindful of the business cycles)
Billing
Documentation of all costs that have gone into completing work on another party's behalf
-Hourly is most common; requires careful timekeeping
-Project...one price for project billed once it has been completed; price agreed at contract time
-Retainer...Monthly fee for work done, regardless of the amount of work
rate card
The hourly rate of employee based on job title
Contracting a public relations specialist/firm
Bid-->Contract-->Job Begins
Research
the systematic gathering of information for the purposes of describing and understanding
Formative Research
Gathers data on which communication programs and campaigns will be built

Formative Research Foci: the situation, the organization/ client, the publics
Evaluative Research
Assessment of the strategy's success
Secondary Research
Research conducted by others, what info is already available?, evaluate the info carefully, sources: organizational files/ documents, trade/professional associations, libraries, government records, polling firms and other commercial information services, online research
Primary Research
Research conducted by us, be ethical methodologies
sources: surveys, focus groups, interviews, participant observation, tracking (media/social media)
situation
set of circumstances facing the organization
-approached as an:
---opportunity: situation offers a potential advantage
---obstacle: situation limits the organization in realizing its mission
The public relations situation checklist
1. what is the situation facing the organization?
2. what is the background of the situation?
3. what is the significance of the situation?
Issues Management
the process by which an organization tries to anticipate emerging issues and respond to them before they get out of hand (preparing for potential events)
Risk Management
process of identifying, controlling and minimizing the impact of uncertain events on an organization (about implied threats)
Crisis Management
The process by which an organization deals with out-of-control issues (actual occurrence)
self-awareness
The basis of effective communication
A public relations audit
an honest look at the organization
visibility
people's knowledge of the organization (amount and quality)
Reputation
How people evaluate the organization, the sense they have of it
Performance
quality, viability
Niche
unique place
structure
the public relations function within the organization
Ethical base
the conscience of the organization
Internal Impediments
limit the effectiveness of the public relations function
Supporters
likely to help; share interests/values with organization
Competitors
Do the same thing as the organization
External Impediments
External factors that limit/impede
Competitors
-Doing the same thing in the same arena
-Just provides and sells similar products and services
-Chick-fil-a vs. wendy's
-UGA vs. UF
Opponents
-Against the organization
-Fighting the organization
-want to see an organization they are against GO OUT OF BUSINESS
-CDC vs. anti-vaccine activists
-a fur coat store vs. animal-rights group
Where to get the information for an audit
-previous research
-public information (annual reports news releases, clipping files)
-interview managers and staff members
-internet and social media searches
-conduct your own research
Public
-Interaction/interdependency with organization
-share common issue with organization
Audience
people who pay attention to a medium and receive messages through it
Mass
A large number of people crowded together (isolated, anonymous, and unorganized individuals)
Distinguishable
Can be differentiated/recognized as distinct
Homogeneous
Members share common traits and features
Important
Can impact the organization in a significant way
Large enough size
large enough to warrant more than personal communication
Accessible to organization
Public is a group to interact and communicate with
Internal
inside the organization
external
in the organization's environment
Customers
Receive products/services/ideas from the organization (former, current, potential)
Producers
Provide input for the organization; personnel, suppliers, investors/donors/stockholders
Enablers
set norms/standards for organization, help organization be successful
-opinion leaders, allies, regulators, media
Limiters
Reduce/undermine the organization's success
-opponents, competitors, hostile groups
intercessory publics
influential bridge between an organization and its publics.....example: the media
Intercessory individuals: influencers
-have a particular influence on a public
-influential role model
-generate word-of-mouth support
-2-step flow theory: influence opinion leader/influencer; opinion leader influences public/influencer
formal influencers
structured roles ex: elected officers and people with authority
informal influencers
simply recognized as informed, articulate on a particular issue
Nonpublic
does not share any issues with the organization
Latent public
shares an issue with the organization, but is not aware of it
Apathetic Public
knows that it faces an issue, but does not care
aware public
knows the issue and its relevance, but is not organized to discuss it, or act on it
Active public
Discusses and acts on the issue
problem recognition
one's perception that something is missing and that there is no immediately applicable solution to it
Constraint Recognition
Occurring when people perceive that there are obstacles in a situation that limit their ability to do anything about the situation
involvement recognition
Perceived connection between the self and the problem situation
A summation method
measuring and summing three situational perceptive variables: problems recognition, involvement recognition, and constraint recognition on 4-point bipolar Likert-type scales (from 1=not at all to 4=very much)
Mission
An organization's reason for existence, Defines the identity, the starting point for charting goals, must resonate with the organization's internal and external publics, should express your organization's purpose in a way that inspires support and ongoing commitment
Reputation management
identity and perception of the organization
Relationship Management
focus on how the organization connects with its publics
Task Management
concerned with getting certain things done
Objectives
Statement emerges from an organization's goals
-should specify a single end result
-should be measurable
-should specify a target date
-should be realistic
-but, also challenging
-should answer two questions:
what is to be accomplished?
when will it be accomplished?
hierarchy of objectives
-Awareness (cognitive):
Focus on information
Attention
Comprehension
-Acceptance (affective):
Focus on feelings about information
-Action (conative):
Focus on response to information
Opinion
Behavior
YOU MIGHT ALSO LIKE...