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| Establishment and maintenance of a relationship, through communication, between an organization and its publics. |
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| The assessment of an organization's performance by its components. |
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| Research. Action. Communication. Evaluation. |
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| Research. Objectives. Programming. Evaluation. |
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| Socially Responsible Behavior |
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| Helps prevent labor unrest and strikes, customer boycotts. environmental lawsuits, and random attacks by dissatisfied individual and activist groups. |
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| Uses the manipulation argument. Worked against rhetoric. |
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| Considered the master of press agency, he used publicity to make money with his circus. |
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| Set up by Woodrow Wilson and assigned to George Creel. Attempt to create wartime propaganda and made use of psychological principles of mass persuasion. |
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| Also known as "the father of Public Relations", he believed you should tell the truth about your clients' organizations actions. If the truth damaged the organization, it should correct it so that they can tell the truth without fear. There is a focus on fact that promote public debate. |
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| Focus on P.R. through the unconcious. People are driven by motives they are unaware of. |
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| Professionalization of P.R. |
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| In 1947 the University of Boston established the first school of public relations. In 1948 the organization of PRSA formed and in 1954 they developed the first Public Relations code of ethics. |
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| Global Information Society |
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| A growth of public relations agencies forming alliances due to a explosive growth of the use of internet and other new technologies. |
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| Goal of Reputation Management |
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| To create an organization that is perceived to be both credible and trustworthy. |
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| How does Reputation Management Begin? |
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| First you would assess an organization's performance and then attempt to increase the organization's efficency. |
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| Strengths, Weaknesses, Oppritunities, Threats. |
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1. write an executive summary.
2. find the goals in relation to the mission statement.
3. Find the P.R. problems
4. write a SWOT
5. Research publics/stakeholders.
6. Develop theme/objectives/strategies/tactics
7. Create an evaluation technique.
8. Budget. |
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| Role of Research in a P.R. Plan |
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| To measure the reputation of it's publics and to target a specific demographic. |
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| Creation of messages that aim at creating, reinforcing, changing, or estinguishing attitudes. |
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| Convert observations into statistics. |
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| Meaning focus groups and direct interaction. |
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| Controlled group discussion with question moderator to promote better understanding. |
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| Method of data collection where respondents answer questions from the researchers. |
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| A general and enduring evaluation of some person, issue, or object. |
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| Statistical survey of the average attitude held by grouping of people. |
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| Manufacture of Credibility |
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1. Likable
2. Set goals --> declare victory
3. Use the setting of communication to support your image.
4. Choose and control the negatives
5. Understand how people see things and appeal to their preferences. |
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| Defending your ego and keeping up a positive self-image. |
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| Questions to ask when Formulating a Message Strategy |
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| Principles for Getting the Message Heard |
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