ADPR 151 Chapter Notes - Chapter 1,2,10 : Interpersonal Communication, Problem Solving, Risk Management
30 Apr 2018
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PR Chapter One: What is Public Relations?
10/20/16
The Challenge of PR
- Biggest Challenge- PR has many phases/angles/jobs
- A public relations professional must have the following skills:
• Written and interpersonal communication
• Research
• Negotiation
• Creativity
• Logistics
• Facilitation
• Problem solving
Global Industry:
- Global expenditures on public relations- continue to climb
- An estimated 3 million practitioners
- An explosion of growth in China and other nations
A Definition of Public Relations:
- A variety of definitions exists for public relations
- The following key words frame most definitions:
• Deliberate
• Planned
• Performance
• Public interest
• Two-way communication
• Management function
-Public relations is an umbrella term
-Fortune 500 companies use corporate communication
-Other companies use communication
Stereotypes and Less Flattering Terms:
- Glamour
- Propaganda
- “PR stunt”
- Spin/framing
- Flack
Process Of PR: RACE (Research, Action. Communication and Evaluation
find more resources at oneclass.com
find more resources at oneclass.com
1. Research and Analysis
2. Policy Formulation
3. Programming
4. Communication
5. Feedback
6. Assessment
(middle ground and linking agent)
Public Relations vs Journalism:
Scope- public relations has many components; journalism only has two: journalistic writing and
media relations
Objectives- journalists are objective observes; public relations personnel are advocates
Audiences- Journalists focus on mass audience; public relations professionals focus on defined
segments
Channels- journalists often use only one channel; public relations practitioners use a variety of
channels
(Take home message: Public relations is biased and journalism is completely unbiased)
Public Relations vs Advertising
-Take home message: Advertising is paid and public relations is unpaid
-Advertising works through mass media; public relation relies on owned media
-Advertising addresses only external audiences; public relations targets internal and external
audiences
-Advertising is specialized communications function; public relations is broader in scope
-Advertising sells organizations good/services; public relations creates positive environments
around organizations
How Public Relations Supports Marketing:
-Public Relations is the 5th “P” in marketing strategies after Product, Price, Place and Promotion
Toward an Integrated Perspective
-An organizations goals and objectives are best accomplished through an integrated approach
-Integration is the use of a variety of strategies and tactics to convey a consistent message in a
variety of forms
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find more resources at oneclass.com
Terms used to explain integration: Integrated marketing communications, convergent
communications, integrated communications
Essential Career Skills:
- Writing skill
- Research ability
- Planning expertise
- Problem solving ability
- Business/economics competence
- Expertise in social media
The Value of Internships:
- Win-win situation for student organizations
- Student gets academic credit and firsthand experience
PR Chapter 2: The Evolution of Public Relations
Early Beginnings:
- The Rosetta Stone was basically the first publicity release
- Olympic games used promotional techniques to promote athletes as heroes
- Julius Caesar used parades, writings posted on walls and a book to promote his activities
- Saint Paul, the New Testament author, qualifies for the public relations hall of fame
- The Roman Catholic Church was a major practitioner of public relations
- Bankers in Venice practiced the art of investor relations to adopt corporate philanthropy.
Colonial America:
- Sir Walter Raleigh attempted to convince settlers to move to Virginia (truth stretched)
- Seven Cities of Gold and the Fountain of Youth (things people were told that existed to
get them to move)
- Harvard College published a fundraising brochure
- Kings college (Columbia University) sends news release for its commencement exercises
The 1800s: The Golden Age of Press Agentry
- Begins with Sam Adams and the Sons of Liberty in the late 1700s
- Davy Crockett was a frontier hero created to draw political support away from Andrew
Jackson
- Phineas T. Barnum was a showman and master of the pseudoevent (planned happening
that occurs for primary purpose of being reported)
- Promoting the westward movement
- Politics and social movements take the stage
- Early corporate initiatives (Rockefeller and Railroad company)
P.T. Barnum: used Jumbo the elephant, Tom Thumb (became a national celebrity)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
A public relations professional must have the following skills: written and interpersonal communication, research, negotiation, creativity, logistics, facilitation, problem solving. Global expenditures on public relations- continue to climb. An explosion of growth in china and other nations. A variety of definitions exists for public relations. The following key words frame most definitions: deliberate, planned, performance, public interest, two-way communication, management function. Communication and evaluation: research and analysis, policy formulation, programming, communication, feedback, assessment (middle ground and linking agent) Scope- public relations has many components; journalism only has two: journalistic writing and media relations. Objectives- journalists are objective observes; public relations personnel are advocates. Audiences- journalists focus on mass audience; public relations professionals focus on defined segments. Channels- journalists often use only one channel; public relations practitioners use a variety of channels (take home message: public relations is biased and journalism is completely unbiased) Take home message: advertising is paid and public relations is unpaid.
