We Need to Talk
•Two-way communication
•Org and audiences have equal standing
•Org and audience are influenced
What is the "two-way symmetrical" model of public relations?
It puts the most newsworthy information at the top, and then the remaining information follows in order of importance, with the least important at the bottom.
What is the inverted pyramid
Management of communication between an organization and its publics
What is the classic textbook definition of public relations, written by James Grunig and Todd Hunt in their classic public relations text Managing Public Relations
The most important letter in PR.
What is R, relations aka relationships?
PRSA
What is the Public Relations Society of America
•Two-way communication
•Org communicates top-down
•Org assumes audience adoption
What is the "two-way asymmetrical" model of public relations?
Timeliness -- what's new?
Proximity -- close to. home?
Conflict and controversy
Human interest -- appeal to emotions
Relevance -- applicable to my life?
What is newsworthiness
There's only one "right" choice
It's all about my side winning
Fear-based approach
Provide only one side
Loose with the facts
What is propaganda
Openness, assurance, social networks, sharing tasks
What are relational maintenance strategies?
A guiding principle of good public relations
What is to proactively tell the truth?
•One-way communication
•Factual and informative
•Not particularly strategic
What is the "public information" model of public relations?
They draw the reader into the story. Search engines pay special attention to keywords.
Why are news release headlines so important?
Audience free to choose
Seeks mutual benefit
Positive framing
Provide all sides
Factual
What is persuasion?
Lending the brand's value to an outside cause
•The cause should coincide with the business goal
•No overt selling of the product or service
What is Corporate Social Responsibility
Advocacy, honesty, expertise, independence, loyalty and fairness
What are the PRSA professional values?
Participate, meet deadlines, be present, be on time, ask for help, do your part
What is how to succeed in this class and life?
Provides guideline for news writing used by newspapers, magazines and public relations offices across the U.S.
What is A.P Style?
Tell the truth
•Prove it with actions
•Listen to the customer
•Manage for tomorrow
•Conduct PR as if the whole org. depends on it
•Remain calm, patient and good-humored
•Realize the org's true character is expressed by the people
What are the Arthur Page principles?
The media, employees, activists, customers, investors, and government
What are some groups we help organizations build relationships with?
White House adviser entangled in #MeToo conflict of interest when she consulted for an Illinois politician facing #MeToo related allegations in 2018.
A letter that is used when one person wishes to express appreciation to another. Important in networking, pr, philanthropy and life.
What is a thank you or acknowledgement?
Giving life to the student voice through student-run and student-produced television, radio, magazine and newspaper.
What is Met Media?
The Crockpot case study and Coach Prime's sunglass response
What are examples of addressing controversy with humor?
Groups of people with shared interests who either have an effect on the organization, are affected by the organization or both.
What are publics?
An ongoing federal antitrust case brought by the U.S. Department of Justice alleging violations of anti-competitive behavior in the search engine and search advertising markets.
What is U.S. v. Google?