Intro

1. Intro • Who am I • Go over syllabus • Explain web site • Explain what we will do • Assigning cases each day for presentation, assignments tomorrow…see web site

2. A Starting Point… • Information cards • Name, email address • Taken a PR course before? • PRSSA member? • Career goal • One-sentence definition of PR • On back…first/last name, large & dark for photo • Take photos

3. PR & World Views • Most people don’t spend time defining PR • stereotypes based on experiences • definitions grow from PR stereotypes • These definitions follow from “worldview” • based on differences in perceptions • 6 worldviews

4. Describing 6 World Views • Pragmatic social role • “ a useful practice, helps meet objectives” • Neutral social role • “PR is just something to study” • Conservative social role • “PR helps maintain the status quo” • Radical social role • “PR leads to social improvements”

5. ...more on World Views • Idealistic social role • “PR helps maintain organizational relationships” • Critical social role • “PR is something to study and improve” • Which ones in everyday discussions? • which ones most useful for learning PR?

6. World Views: Key Point • Gap between practice of PR and what could be. • Public stereotypes of publicity & persuasion • No training required to work in PR • The first four worldviews • Talking here about “what could be” • Critical of much of what is • Idealistic about what can be done • A socially responsible route

7. Talking Points… • Stop and write two things • Questions about world views • Biggest concerns about PR

8. An Important Idea: Publics • “The general public” • “Publics”: groups of people with stake in an event, issue, or action • Internal publics • External publics • Segment publics to communicate and maintain ongoing relationships

9. Defining PR • Public Relations • The name is a good definition • Key elements • Publics • Relationships • Communication by organization

10. A More Complete Definition • Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

11. Comparison with Marketing • Marketing: The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider.

12. What PR People Do • Common and Visible Activities • writing/editing • special events • media • community activities • Less Visible Activities • counseling management • conducting research

13. In Organizations and Society • In the Organization • communicator • manager • In Society • developing and maintaining relationships • A Classic Example: Johnson & Johnson Pulls Together

14. Closing in on a Definition of PR • We’ve seen a progression of ideas • Historically, hasn’t always been the same. • Mismatch between ideals and realities • Edit your definition of PR

15. Overview of PR Planning • How we got to this point • plan is an actual written document • Kinds of plans • single use • standing plan • Without the PR planning process: • Reduce negative perceptions…there hadn’t been any

16. The 4-step PR Process 1. Research 2. Planning 3. Communication 4. Evaluation

17. Skeleton Model of PR Problem definition Research Objective Goal Strategy Tactic

18. After the Skeleton Model Plan Evaluation method • Tactics details • Budget • Gantt chart Implementing details

19. Defining Publics • Most basic • _______graphics • Level of involvement • unaware, aware, active • The target: • Impact publics • Strategic publics

20. Defining Problems • PR supports the organizational problem • Organizational problem • Usually related to behavior • Public relations problem • Awareness or attitudes that affect behavior • Can’t directly communicate about behavior • What’s that assume?

21. Developing PR Objectives • Purposes of objectives statement • set standards for PR efforts • serves as guide for evaluation • Kinds of objectives • Output objectives • Impact objectives • Focus of impact objectives • awareness, attitudes

23. Examples of Objectives • Awareness: • “Increase community members’ awareness of services by 15% over next 6 months.” • Attitudes: • “Increase percentage of community members who believe that services are useful by 25% over next 6 months.”

24. Strategies & Tactics • Defining strategies • the logic behind the solution • an example from Ben & Jerry’s • Elements of strategies • publics, logic (messages) • channel, medium • timing

25. Types of Communication Tools CHANNELS interpersonal mass MEDIUM uncontrolled controlled 1 3 2 4

26. An Example • Low use of an agency’s services • Organizational vs PR problem • Objective: • “Increase low income women’s positive attitudes of the agency’s services by 20% in one year” • Strategy: • Create controlled channel, mass communication tool for low income women emphasizing the high quality and low cost of services. • Tactic: • Create a series of television ads…

27. Non-PR Example of Terms • “My goal is going skiing over break.” • no, it’s not the goal, it’s the tactic • Real goal: reduce stress • objective: reduce headaches • strategy: get away from stress • tactic: go skiing • implementing details: reservations, skis

28. For Tuesday • Read Ch. 1 & 2 in Hendrix • Contrast ROPE model with this material • Read Appdx I and II (see www.prssa.org for current code) • Will be calling on students to answer questions about the readings • Will not lecture the material