Understanding Public Relations: Campaigns, Objectives, and Ethos, Pathos, Logos - Prof. M., Study notes of Communication

Download Understanding Public Relations: Campaigns, Objectives, and Ethos, Pathos, Logos - Prof. M. and more Study notes Communication in PDF only on Docsity! Exam 4 Study Guide Public Relations  What is the definition of Public Relation? o Involves “information, activities, and policies by which corporation and other organizations seek to create attitudes favorable to themselves and to counter negative attitudes.” o Communication between an organization and its key public to build, manage, and sustain its positive image  What is an internal public? An external public? o Internal public: the people who work within the organization or very closely with the organization. (the faculty, the staff, and the students at LSU) asks which of the following is not an example of internal public.. stockholders, consumers, board members, etc… o External public: everyone else outside of the organization (perspective students, alumni, and the parents of students at LSU)  What are the parts of a PR campaign (Knowing the situation, objectives, etc.)? o Know the situation and the publics: do the research- know the strengths and the weaknesses, which public will support us and which one will they have trouble with, who are our primary key publics, who are our secondary key publics, this is where evaluation comes into play…internal and external publics o Objectives: motivational/informational- like with school, receiving text messages from LSU to tell us about certain things going on around campus is an informational objective. Motivational objectives are when you are motivating someone to change their view or mind to do something else or think a different way, this is harder to achieve. o Strategies: tied to audience needs, what needs am I going to meet that will allow me to reach my objectives- the approach of dealing with the situation. o Tactics: How am I going to meet those needs? -These are the actual tools used to deal with the situation, or strategies. (tools)  What are Aristotle’s three approaches to persuasion? o Ethos: appeal to credibility or authority (top person delivering the information) o Pathos: appeal to emotion o Logos: appeal to logic (drafting letters or statements for PR)  shows that people are not easily persuaded  PR Activities o Community Relations: know how to communicate with diverse groups within the community. Know who makes up the community and what forms of communication will work and what motivates them. o Government Affairs: making sure that the interactions between the firm and the government officials are friendly, their motivations and forms of communication are the most effective. o Media Relations: working efficiently with newspapers, radio, TV, and others who might report a story about your client. Important to know how they operate. o Public Affairs: understanding the public issues and being aware of what is in the news. Also deals with public relations that focus on government issues. o Minority relations/multicultural affairs: being able to work with diverse publics, but also counseling the employer to employ a workforce that represents the targeted community. Also deals with outside government and assisting the U.S. government in areas of difficulty. They help foreign companies and governments establish good relations with American officials. o Corporate Communications: the creation and presentation of a companies overall image to its employees and to the public at large. Also deals with companies having to relate to others in their industry. Even in competition it is important to model good practices.  Who are Ivy Lee, George Creel and Edward Bernays? (pg. 630) o Ivy Lee: considered by many to be the founder of modern public relations. He is responsible for creating the Declaration of Principles, which helped counter the rising hostility which journalists were expressing for ghost-written press releases, ads disguised as news stories, and other efforts to manipulate news coverage.  He was a New York City news reporter, who believed in honesty in politics, news, and corporation leaders. He was mostly known for the damage control he did involving the Rockefeller oil company in Colorado. o George Creel: headed the U.S. propaganda effort during WWI under the presidency of Woodrow Wilson. He started as a newspaper reporter and within 5 years he was publishing his own newspaper.  He was responsible for rallying the people of the US about entering WWI. o Edward Bernays: referred to as “the father of public relations”. He was a pioneer in the field of public relations and propaganda along with Ivy Lee. He was one of the first to attempt to manipulate the publics’ opinions using the subconscious.  Created the first “two-way model of public relations”.  Be familiar with how news interests differ (general concept not the specific details of each cell in the table) o They differ between audiences and media. o Depending on the difference between concerns and the questions (who, what, when, where, why, how?), there will be different answers. PR students and people have to cater and know the answer to all of the different concerns.  PR Power tools o Beta or product testing: release to a smaller target group so that they can try it out and provide feedback. PR department is usually in charge of the testing. o Media tour: promotional tours, books signings, or a movie superstar making the rounds on the popular talk shows. You have to be STRATEGIC when it comes to this, you want to be on the talk shows that cater to the audience that your product would cater to. o Press conference: not all of them are televised live, staged events(usually surrounding a crisis), and usually happens the day of the crisis. o Media kit: contains all necessary information surrounding a product. (fact sheets, bios of relevant personnel, brochures, etc…) o News release/press release: takes the form of a news story which have the same values so it is easy for the journalist. Bulk amount of a PR person’s job. Many of them are not published because they are not news worthy. o Satellite media tour: similar to regular media tours but the information is broadcasted via satellite, usually NOT LIVE.  What is an integrated marketing campaign and how is it characterized? Product integration?  According to the text and lecture, what is a brand? o It is the label associated with a product, a series of products, a corporation (corporate image), or an individual (as in political advertising)  According to the textbook, what did the first U.S. specialize in? What are the different kinds of ad agencies today? o U.S. specialized in handbills and newspapers for advertisement o Different kind of ad agencies-  Business-to-business agencies: do work for companies interested in persuading personnel in other companies to buy from them instead of their competitors  Consumer agencies: do work for advertisers who are intent of persuading people in their non-work roles to buy products.  General ad agencies: they invite businesses from all types of advertisers  Specialty agencies: takes only certain types of clients or accounts  Internet agency: promotes its expertise in understanding technology for reaching people online, for creating ads and websites that will attract consumers and for measuring those responses.  Direct to consumer: presents a prescription drug as a medical solution and encourages viewers to ask their doctor if the medicine is appropriate for them.  Why were representation firms developed? o To help ad practitioners purchase local radio time most efficiently  What did agencies begin to do during the 20th century? o Shift towards a global presence: having strategic pffies and representatives around the world. o Form of agency holding companies: a firm that owns full-service advertising agencies, specialty agencies, direct-market firms, research companies, and public relation agencies.  What are ad agency clients called? o Accounts  What is market segmentation? Audience Psychographic research? o Market Segmentation: dividing society into different categories of consumers o Audience psychographic research: classifying different part of the audience based on their personality and their different traits. (chart in notes; example: thinkers, survivors, etc…) Demographic categories to personality characteristics.  What are the various advertising strategies discussed in class? o Brand name recognition: used to induce brand awareness, used by more established companies and rely on their brand name; awareness is the first step o Trail use stimulation: used to stimulate first time usage, trying to get you to try it out so that if you use it once and you like it then you will keep it and pay for it. o Brand switching: used to influence brand choices, use brand switching in their message. (cell phone commercials)  The association and dissociation principles o Association principle: to associate a product with a cultural value or image that has a positive connotation  Dove’s campaign for real beauty so they now use real women; shows reality. o Dissociation principle: the opposite; or negative side of the spectrum.  Fake/ideal mean and women on commercials that alter their body and face.  Steps of an advertising campaign o Campaign objectives  Stimulate a trial  Reinforce and change an image o Research  Identify Target audience(s)  Demographic characteristics o Gender, race/ethnicity, age, income, education, etc…  Psychographic characteristics o Innovators, thinkers, survivors, etc…  Segmentation: identifying specific segments of audiences, based on different characteristics  What sells  Sex, social groups, humor, music, testimonials, celebrities, kids, etc… o Campaign message  Targeting: Tailoring specific messages for each segment of the audience, prevents circulation waste.  Positioning: Finding similarities(it’s as good as…) and differences (but cheaper, or safer than…) between the advertised brand and the competitors; example: finding the market niche  Unique selling proposition (USP): The central idea of the campaign, which resumes the entire marketing strategy o Types of messages, types of appeals o Down to earth-creating the message- brainstorming o Media planning: implementing the message  Objectives- to reach the target audiences  Media strategies- frequency, time slots (TV, radio), or position (newspaper), continuity, etc.  Media choices- media mix  Media scheduling and buying o Evaluation:  Indirect  Campaign efficiency- through marketing =sales  Prior evaluation interests: o Reach, frequency, & exposure  Current evaluation interests: o Outcomes, engagement, & effectiveness  What is a media planner concerned about and how do they evaluate media? o They figure out what media outlet we are going to use to deliver our messages through and they purchase advertising spots. o They evaluate media based on syndicated data and on psychographic data.  What are the criticisms of advertising (i.e. commercialism)? o Many people say the U.S. is a nation where commercialism is run rampant. Everywhere people turn they see a sales pitch. Critics point out that advertising is manipulated in a manner that it takes away the ability of citizens to understand other way of looking at their worlds.  What kind of relationship do advertising conglomerates have with media conglomerates? o They have a very good relationship which is the result of each of them helping each other out to only make the other one better. (crossing media boundaries)  How are the biggest ad agencies characterized? What types of jobs do full service agencies tend to perform? o Traditional, consumer oriented companies with branch offices in a number of different cities world-wide. o Creative persuasion, market research, and media planning and buying. The three familiar activities are production, distribution, and exhibition.  What does product placement involve? o A firm inserting its brand in a positive way into fiction or non-fiction content. o When a brand is inserted into a TV show or movie as a result of a marketing deal. Advertising Online Quiz questions and answers: 1. Men watching a commercial aimed at women is an example of: a. Circulation waste 2. Psychographics tell us about…. a. Attitudes 3. Tailoring specific messages for each segment of the audience is called: a. Targeting 4. Wegman’s supermarket has recently started featuring former contestants from NBC’s The Biggest Loser in its advertisements. They hope that when people think of the store, they also think of healthy lifestyles. Wegman’s is using: a. The association principle 5. Which of the following is a step in an advertising campaign? a. All of these i. Research ii. Media planning iii. Evaluation