Chapter 1: What is Public Relations?
Number of practitioners nationwide, worldwide:
o 2000 .197,000
Number of university programs:
Annual expenditures on public relations (is it growi
Public Relations Campaign
Campaigns are usually conducted to achieve
specific organizational purposes. Likewise public
relations campaigns are established to solve the
problems or improve the situations of the
PUR3000: PRINCIPLES OF PUBLIC RELATIONS
Department of Public Relations,
College of Journalism and Communication
University of Florida
Michel A. Mitrook, Ph.D.
EXAM ONE REVIEW GUIDE: CHAPTERS 1, 2, 3, 4, 5, 6, 8, & 12
Exam format: 50 mu
Chapter 7: Communication Theories
Communication is: a transactional process based on a shared interpretation of reality via
Objectives of Communication (why do we communicate?):
Accuracy in the dissemination of the message
MODULE 4: CRISIS MANAGEMENT AND CORPORATE PR
CH.10 Conflict Management: Dealing with the issues, risks, and crises
Greenwich Village KFC/Taco Bell Live rats issue: Yes, this is a crisis for the company. It is damaging the
companys reputation which affects
CHAPTER 14 & 15: PREPARING MATERIALS FOR MASS MEDIA & RADIO & TV
Identify characteristics of news releases, VNR, ANR, PSA, media kit, news conferences
Identify the characteristics of product placement and issue placement
Identify the guidelines of media t
Chapter 7: Communication
Definition of communication.
Objectives of communication.
Five communication elements: Source, encoder, signal, decoder, and destination
Processing perceptions, including (these specifically): A message is more believable if the m
CHAPTER 13: THE INTERNET AND SOCIAL MEDIA
Identify the importance of the Internet in public relations
Identify various social media tactics
Characteristics of the new media system:
cheap/free, easy-to-use online publishing tools
Chapter 13: New Technology in PR
The use of technology is the leading trend in public relations
Email distribution (external), mailing lists
Web conferences (Teleconferencing), satellite and radio media tours, video and audio news
WWW sites, Blo
Chapter 1 Notes
Ch.1: What is Public Relations?
This chapter is about defining Public Relation and differentiating it from other fields such as:
Journalism and Marketing. It shows how they are related but also intertwined. PR has
stereotypes both bad and
Profile of the Executives
The executives we interviewed shared two characteristics: They were the highest level PR
leaders in their organizations, and they were seasoned professionals, averaging more than 23
years of experience. Beyond these two similarit
PR, Advertising, and Marketing
Integrated marketing communication
Dont always need all disciplines
Advertising and marketing tend to focus exclusively upon consumers.
Public relations focuses upon all publics important to success.
Goes beyond consume
Marrying Theory and Practice
Heuristic problem solving
Learn by experience, trial-and-error.
Like driving a car
Can be costly and do more harm than good.
Theoretical/Scientific problem solving
Based on tried and tested methods verified through resea
is not a synonym for propaganda, publicity, spin, or hype.
Mischaracterized by the media
is not artificial or superficial.
is not well understood by many, including some public relations practitioners.
is everywhere you look.
Jobs in PR (Chapter 2)
Resource Dependency Theory
Organizations need resources to achieve their goals.
Some of those key resources are not controlled by the organization.
To acquire those resources, organizations build productive relationships with the
History of PR
Why history is important
Both history and public relations are values-driven.
Filled with people who act or fail to act on beliefs, standards
Both are open to the interpretation of observers.
Understanding the past can help us tackle the
Cross-Cultural Communication (Ch. 14)
Hard to define
a social group that is smaller than a civilization but larger than [a small
Larger than a public
Consist of many publics
Brought into contact through globalizat
Crisis Communication (Chapter 12)
Storm before the Storm
Massive hurricane slams New Orleans
20 inches of rain
10-12 feet of water
Communication, transportation and healthcare cut off
Little or no food or fuel
Residents stranded and left standing
Communication Theory and Public Opinion
The Power of Public Opinion
At the height of the economic crisis of 2008, the CEOs of the three largest automakers
approached Congress for a financial bailout.
They were ridiculed when lawmakers learned each had flo
Your Future in Public Relations
Social Forces and Public Relations
- the global spread of democracy
- why is it important to communicate?
- voting: know your leaders
- transition from authoritarian to democratic society
Public Relations and the Law
The First Amendment
- defining free speech is messy
- nearly half surveyed in 2002 say that the first amendment goes too far in the rights it
- 4 years later, percentage dropped to 18%
The First Amendment
- Demographics: non-attitudinal characteristics
- Psychographics: attitudinal characteristics
- Geodemographics: based on where a person or group of people live
- Culture: a group of people unified by shared charact
Public Relations and Marketing
- They can affect each others success
- Decline of Mass Marketing:
- no longer can simply place news releases and ads
- modern marketing focuses on individual relationships
- Consumer-Focused Marketing:
- uses a v
SAMPLE CRISIS COMMUNICATIONS ASSIGNMENT
YOU PUT YOUR NAME HERE
Article Title (5%)
Admiral Replaced During Probe
Stage of crisis and
The crisis is in the warning stage because details are still vague and not being shared
CRISIS COMMUNICATIONS ASSIGNMENT
NAME: Shelby Buchanan
Article Title (5%) FDA: Pharmacy Employees Failed to keep Labs Sterile
Stage of crisis and The crisis is in the cleanup phase because the point of no return has already
Crisis Communication Assignment Example
Article for Assignment: FDA: Pharmacy employees failed to keep labs sterile by Matthew Perrone
- More detailed than the example
Example: Admiral replaced during probe by Robert Burns
- Do NOT tell it from journalism