com 380, summer ii
TRANSCRIPT
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Com 380, Summer II
Welcome
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Michael Jackson, 2005
• Spoke directly to audience
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Michael Jackson, 2005
• Spoke directly to audience• Used the Internet
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Michael Jackson, 2005
• Spoke directly to audience• Used the Internet• Had a “normal” appearance
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Michael Jackson, 2005
• Spoke directly to audience• Used the Internet• Had a “normal” appearance• Speaking to HIS audience (potential jurors)
and to the media on HIS terms
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Michael Jackson, 2005
• Spoke directly to audience• Used the Internet• Had a “normal” appearance• Speaking to HIS audience (potential jurors)
and to the media on HIS terms• Ended up with an acquital on all charges
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What is Public Relations?
• PRSA – Public Relations Society of America
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What is Public Relations?
• PRSA – Public Relations Society of America• Top 20 PR firms took in $2 billion in 2001 –
average of $100 million per firm
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What is Public Relations?
• PRSA – Public Relations Society of America• Top 20 PR firms took in $2 billion in 2001 –
average of $100 million per firm• Karen Hughes, spokesperson for President
Bush (White House Press Secretary)
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What is Public Relations?
• Karen Hughes, spokesperson for President Bush (White House Press Secretary)
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Planned process to influence public opinion
• Honest communication for credibility
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Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence
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Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence• Fairness of actions for reciprocity and goodwill
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Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence• Fairness of actions for reciprocity and goodwill• Continuous two-way communication to
prevent alienation and build relationships
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Planned process to influence public opinion
• Honest communication for credibility• Openness and consistency of actions for
confidence• Fairness of actions for reciprocity and goodwill• Continuous two-way communication to
prevent alienation and build relationships• Environmental research and evaluation to
determine the actions of adjustments needed for social harmony
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PR as management interpreter
• On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public
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PR as management interpreter
• On the one hand, they must interpret the philosophies, policies, programs and practices of their management to the public
• On the other hand, they must convey the attitudes of the public to their management
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Functions of public relations
1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field
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Functions of public relations
1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field
2. Media relations: Dealing with the press is another frontline public relations function
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Functions of public relations
1. Writing: THE fundamental public relations skill, with written vehicles from news releases to speeches and from brochures to advertisements falling within the field
2. Media relations: Dealing with the press is another frontline public relations function
3. Planning: Of special events (event planner), media events, management functions, etc.
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Functions of public relations
4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
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Functions of public relations
4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
5. Researching: Of attitudes and opinions that influence behavior and beliefs.
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Functions of public relations
4. Counseling: In dealing with management and its interactions with key publics (also done as consulting/freelance)
5. Researching: Of attitudes and opinions that influence behavior and beliefs.
6. Publicity: The marketing-related function, most commonly misunderstood as the “only” function of PR, generating positive publicity for a client or employer
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Functions of public relations
7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
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Functions of public relations
7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)
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Functions of public relations
7. Marketing communications: Other marketing-related functions such as creating brochures, sales literature, meeting displays and promotions
8. Community relations: Positively putting forth the organizations messages and imagines within the community (Note: New Media)
9. Consumer relations: Interfacing with consumers through written and verbal communications
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Functions of public relations
10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm
11. Investor relations: For public companies, communicating with stockholders and those who advise them
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Functions of public relations
10. Employee relations: Communicating with the all-important internal publics of the organization, those managers and employees who work for the firm
11. Investor relations: For public companies, communicating with stockholders and those who advise them
12. Special publics relations: Dealing with those publics uniquely critical to particular organizations, NAACP, NOW, AARP
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Functions of public relations
13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.
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Functions of public relations
13. Public affairs and issues management: Dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm.
14. Web site development and Web interface: Creating what often is the organization’s principle interface with the public (Web site). Monitoring the Web and responding when appropriate, to organizational challenge
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Michael Scanlon, case study
• Bribing public officials and other malfeasance
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Spin
• Lying, confusing, distorting the truth. • Spinning in that regard is unethical. However,
there is nothing wrong with presenting all sides, particularly if key facts and context need to be presented
• “Spinning frenzy: P.R.’s Bad Press
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Characteristics/Successful PR career
1. Diversity of experience
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Characteristics/Successful PR career
1. Diversity of experience2. Performance
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Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills
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Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building
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Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion
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Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion6. Teamliness
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Characteristics/Successful PR career
1. Diversity of experience2. Performance3. Communications skills4. Relationship building5. Proactivity and passion6. Teamliness7. Intangibles (personality, likeability, chemistry,
other unique expertise)
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Six important skills
• Knowledge of the field
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Six important skills
• Knowledge of the field• Communication knowledge
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Six important skills
• Knowledge of the field• Communication knowledge• Relationship building
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Six important skills
• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge
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Six important skills
• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge• Business knowledge
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Six important skills
• Knowledge of the field• Communication knowledge• Relationship building• Technological knowledge• Business knowledge • Management knowledge
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Attitude requisites
• Pro Communication
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Attitude requisites
• Pro Communication• Advocacy
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Attitude requisites
• Pro Communication• Advocacy• Counseling orientation
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Attitude requisites
• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)
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Attitude requisites
• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)• Willingness to take risks (Take SMART risks)
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Attitude requisites
• Pro Communication• Advocacy• Counseling orientation• Ethics (“Do the right thing”)• Willingness to take risks (Take SMART risks)• Positive outlook
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Individual activity
• Questions on page 16, one per student, plus:• 1 (a) Give three examples of public relations
from around the world• 8 (Rewritten) which of the seven functions of
public relations are MOST important and why• 3 (a) Question is “Why is PR misunderstood?”
– Give three examples that contribute to this misunderstanding