"The Art of War"
Know [the] other, know [the] self, hundred battles without disaster; not knowing [the] other but know [the] self, one win one loss; not knowing [the] other, not knowing [the] self, every battle must [be] lost.
If you know the most about yourself and the opponent, the you have a greater advantage.
DEFINING PUBLICS
- Dewey (1927)
A group of people who face a similar problem, recognize the existence of a problem and participate in solving a problem.
- Blumer (1969)
A group of people (a) who are confronted by an issue, (b) who are divided in their ideas as to how to meet the issue, and (c) who engage in discussion over the issue.
- Grunig & Hunt (1984)
A group of people detect a problem or an issue and in turn may behave in a similar way within the group.
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Public Segmentation Based On Issues
Grunig & Hunt
1. Problem recognition: the extend to which individuals recognize a problem facing them (starbucks discounts don't work on campus)
2. Level of involvement: relevance
3.Constraint recognition: the extent to which individuals see their behaviors as limited by factors beyond their own control. (can you change the situation?)
(High constrain recognizers don't think there's much they can do..highly constrained to do something about it)
Four types of public:
Latent publics: face a similar problem but fail to detect the problem
Aware publics: recognize the problem
Active publics: organize to resolve problem
Nonpublic (not involved in the situation at all)
PUBLIC SEGMENTATION
- Demographic charateristics (sex, age, race)
- Relationship with the organization (consumers, shareholders, employees)
- Its media use (mass media, specialized media)
== PR CAMPAIGNS ==
"Definitions"
1. "systematic sets of public relations activities, each with a specific and finite "purpose", sustained "over a length of time" and dealing with objectives associated with a "particular issue' (Smith)
2. "a concerted effort of an organization to build "socially responsible relationships" by achieving ###
R.A.C.E
Research
Action (Program Planning)
Communication (Execution)
Evaluation
= Outcomes of Campains =
_ increase sales
- help orgs be socially responsible
- Raise org's reputation
- build favorable relationships with publics
- provide orgs with new opportunities
=The Components of Public Relations=
- Counseling, Research, Media relations, publicity, employee/internal relations, etc ###
= Specialized Areas =
- Media Relations
- Community relations
- Internal / Employee Relations
Responding to concerns, informing and motivating an organization's employees
- Public Affairs
- Lobbying - a specialized part of pr that builds and maintains relations with government primarily for the purpose of influencing legislation and regulation
- Issues management - PROactive process of anticipating ###
- Investor relations
- Development / Fundraising / Donor relations
= Publicity, Journalism, Advertising, Marketing, and Public Relations =
= How PR and Publicity Differs =
- Publicity is information from an outside source that is used by the media because the information has news value.
- Publicity is an uncontrolled method of placing messages in the media because the source does not pay the media for placement.
= How PR and Journalism Differs =
- Scope (journalism's only components are writing and media relations)
- Objectives (journalists OBSERVE, while PR practitioners are ADVOCATES)
- Audiences (J: Mass Audiences, PR: focus on defined publics)
- Channels (J: one; PR: many channels?
= How PR and Advertising Differ =
- Advertising is information placed in the media by an identified sponsor that pays for the time and space.
- Advertising is a controlled method of placing messages in the media
- Advertising addresses external audiences; pr targets both internal and external audiences
- ###
= PR, Marketing Differs =
Focus: pr is concerned with relationships; marketing is concerned with customers and selling products or services.
Language: different words are used by each profession to express similar meanings
Method: PR relies on two-way dialogue; marketing relies on persuasion.
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Assignment:
Draw a Vin Diagram on how we think PR, journalism, advertising, and publicity are related.
