Un video The rise of PR
Un video
The rise of PR
n 1. You are a recent college graduate in public relations at your university. Using the five essential abilities as a model, explain why you are the best person for the position. Use concrete examples with regard to your expertise, and how it relates to specific institutional activities or needs. Would you have more of a "technical" or a "managerial" role to start?
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n Which is NOT a reason why public relations practitioners should use research with regard to reputation management?
n A) social audits n B) communication audits n C) networking n D) environmental monitoring
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1900 to 1950: The Age of Pioneers
n Ivy Lee: The First PR Counsel n Opened Parker and Lee in 1905 n Declaration of principles – dissemination of truthful,
accurate information n One of the first clients: Pennsylvania Railroad n 1913-1914 railroad freight hike campaign (public
information model) n Best known for work with the Rockefeller family
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n “Scientific persuasion” n Emphasized advocacy and
persuasion n Believed in social scientific
research n Crystallizing Public Opinion n Classic campaigns:
n Ivory Soap n “Torches of Liberty” n Light’s Golden Jubilee
Edward L. Bernays: Father of Modern PR
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Other Pioneers in the Field, cont.
Eleanor Lambert Early figure in fashion PR who created the “Best Dressed” list
Elmer Davis
Worked extensively for the U.S. federal government, promoting war bond sales during WWII
Moss Kendrix First African American to acquire a major corporate account (Coca-Cola)
Dan Edelman
Built world’s largest independent PR firm and created PR niche of marketing reputation and brand over product
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Today's full-fledged public relations firms offer all of the following
services EXCEPT A) symmetrical management. B) events management. C) product promotion. D) executive speech training.
n The most admired Fortune 500 companies think of public relations as
n A) the epicenter of the C-suite. n B) a bottom line function. n C) a strategic management tool. n D) an equal partner with marketing and
advertising.
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n Which of the following is most probably the área that enacts the role of Internal Communications inside the company nowadays in Corporate Mexico?
n A) Human Resources n B) Finance and Planning n C) Corporate Legal Practice n D) None of the Above
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1950 to 2000: Public Relations Comes of Age
The following factors attributed to the expansion of public relations during this period
n Economy n Major increases in urban and suburban
populations n The growth of big business, big labor, and big
government n Scientific and technological advances n The communications revolution n Financial considerations
n In your opinión, Communications Strategy needs to deal with Lobbying and Public Opinion in Pressure Groups or no? Why, Explain with examples.
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22. Which of the following would
you say are the most common interests of a Communications
Director related with the relationship with Mass Media of
spokespersons? A) Media training B) Key messages C) Media Briefing
D) All of the above
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2000 to the Present: PR Enters the Digital Age
n The Next 5 Years n Multicultural world n Recruitment of minorities n Public demand for transparency n Expanded role for PR n Corporate social responsibility (CSR) n Increased emphasis on measurement n Managing the 24/7 news cycle n Continued growth of digital media n Outsourcing to PR firms n The need for lifelong professional development
Part nr. 4
n Organizing PR Departments within the modern organizations
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n BEFORE: primary objectives were promotion and publicity
n NOW: complex and dynamic process of negotiation and compromise with a number of key publics
Public Relations Departments
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Corporate Structure Shapes the Public Relations Role
n The role of public relations in an organization often depends on n The type of organization n The perceptions of top management n The capabilities of the public relations executive
n The differences between large and complex organizations and small-scale organizations
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Having Influence is Based on Four Factors
n Perception of value by top management n Practitioners taking on the managerial
role n Reporting to the CEO n Years of professional experience
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Organization of Departments, cont.
n Majority of companies are smaller and employ fewer staff in public relations area
n PRSA and Bacon’s Information, Inc. study of the number of individuals employed in public relations departments found n 13% had departments with 10 employees n 45% had departments with 2-5 employees
n The issue of decentralization of public relations employees
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Public Relations as Staff Functions
n Traditional management theory divides an organization into line and staff functions
n Line managers n Can delegate authority n Set production goals n Hire employees n Directly influence the work of others
n Staff n Have little or no direct authority n Indirectly influence the work through suggestions,
recommendations, and advice n Although public relations departments can function only
with the approval of top management, there are varying levels of influence that departments may exert
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Cooperation with Other Staff Functions
n Ideally, public relations is part of managerial subsystem and contributing to organizational strategy
n Other staff functions are required in the communication process with internal and external publics
n Requires cooperation to avoid possible friction with n Legal n Human resources n Advertising n Marketing
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The Trend Toward Outsourcing
n Fortune 500 companies now spend 25% of public relations budgets on outside firms
n Companies of all sizes spend more than 40% of their public relations budget on services from outside firms
n Brings expertise and resources that cannot be found internally
n The most frequently outsourced activities are n Writing and communications n Media relations n Publicity n Strategy and planning n Event planning
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Public Relations Firms n Predicted to grow as more countries adopt free-market
economies and Internet applications continue to expand n Services provided by firms
n Marketing communications n Executive speech training n Research and evaluation n Crisis communication n Media analysis n Community relations n Events management n Public affairs n Branding and corporate reputation n Financial relations
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Global Reach
n Most major public relations firms generate substantial revenues from international clients
n International work isn’t only for large firms n Small and medium-sized firms around the
world have formed working partnerships with each other to serve client needs
n Firms form affiliations and cooperate with each other to service clients with international needs
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The Rise of Communication Conglomerates
n 60% of the global business in public relations is conducted by firms owned by holding companies
n 4 major holding companies n WPP Group n Omnicom n Publicis Groupe n Interpublic Group
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How Public Relations Firms Get Business
n Organizations will hire public relations firms
n For supplemental staffing n Help with special projects n Specific expertise
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Pros and Cons of Using a Public Relations Firm
PROS n Objectivity n Variety of skills/expertise n Extensive resources n Offices throughout the country n Special problem-solving skills n Credibility
CONS n Superficial grasp of a client’s
unique problems n Lack of full-time commitment n Need for prolonged briefing
period n Resentment by internal staff n Need for strong direction by
top management n Need for full information and
confidence n Costs
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n A public relations firm charges for its services in several ways n Basic hourly fee, plus out-of-pocket expenses n Retainer fee n Fixed project fee