Ch. 13 Public Relations

Ch. 13 Public Relations

1. What is the definition of public relations?

   • The art and social science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of actions which serve both the organization's and the public's interests.

2. What is Public Relations NOT?

   • Hype, spin, being good with people, throwing good parties, free advertisement

3. What are the roles of PR?

   • Research, Counseling, and Communication

4. What are the types of Publics?

   • Internal and External
     • Internal: employees, stockholders, members, etc. People with whom you have a relationship with
     • External: lawmakers, regulators, customers, news media

5. What is the History of PR?

   • Start: A greek sophist was hired to make arguments on behave of the ones who hired him.
   • Founders:
     • Ivy Lee
     • Edward Bernays: founded the terms public counselors and engineering consent

6. What are PR's Key functions?

   • News Management, Community Relations, Crisis Management, and Lobbying

7. What is opinion leadership?

   • using influential people to deliver influential messages to the public

8. What is the PR Process?

   • ROPES
     • R: Research
     • O: Objectives
     • P: Programming
     • E: Evaluation
     • S: Stewardship

9. What are Channel Characteristics?

   • Online
   • Out-of-home

10. What is the first Ad Agency?

    • 1869
    • F. Wayland Ayer, 1848-1923
      • Used his fathers name (NW Ayer & Son) to sound more established even though his dad was not involved
    • How were ad agencies paid?
      • Commisssions
      • $1000 in spots to WKRP in Cincinnati, came with a 15% commission, really paying $1150
    • Agency Structure
      • Account Manager, Research, Creative, Media

11. What is USP?

    • Unique Selling Proposition

12. What is Commercial Speech?

    • Definition: speech or writing on behalf of a business with the intent of earning revenue or a profit.
    • Puffery is legal

13. What is Framing?

    • Definition: the unavoidable process of selective control over how people perceive the meaning attributed to a media text.