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What unconventional tactic did Barnum use to promote his circus?
What unconventional tactic did Barnum use to promote his circus?
Who is considered one of the founders of public relations in the Philippines?
Who is considered one of the founders of public relations in the Philippines?
What significant action did San Miguel Corporation take in 1966 regarding public relations?
What significant action did San Miguel Corporation take in 1966 regarding public relations?
What was Ivy Lee known for in the context of public relations?
What was Ivy Lee known for in the context of public relations?
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Which development took place in the early 1970s in the field of public relations in the Philippines?
Which development took place in the early 1970s in the field of public relations in the Philippines?
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What role did the Catholic Church play in influencing public opinion during the Middle Ages?
What role did the Catholic Church play in influencing public opinion during the Middle Ages?
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Which figures were notable for using pamphlets to sway public opinion during the American Revolution?
Which figures were notable for using pamphlets to sway public opinion during the American Revolution?
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What was a primary outcome of the Industrial Revolution concerning public relations?
What was a primary outcome of the Industrial Revolution concerning public relations?
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Which of the following principles emphasizes providing objective counsel?
Which of the following principles emphasizes providing objective counsel?
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Which value stresses adhering to accuracy and truth in communication?
Which value stresses adhering to accuracy and truth in communication?
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What was a significant contribution of Pope Gregory XII in the context of public relations?
What was a significant contribution of Pope Gregory XII in the context of public relations?
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Which founding father used pamphlets to influence public opinion during the American Revolution?
Which founding father used pamphlets to influence public opinion during the American Revolution?
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What was the significance of the first PR department created in 1933?
What was the significance of the first PR department created in 1933?
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What concept did Amos Kendall introduce during his work with President Andrew Jackson?
What concept did Amos Kendall introduce during his work with President Andrew Jackson?
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How did public relations evolve in the Philippines during the 1940s?
How did public relations evolve in the Philippines during the 1940s?
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What was the result of the PR efforts surrounding the Boston Tea Party?
What was the result of the PR efforts surrounding the Boston Tea Party?
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Which term refers to the period when the Philippines was acknowledged as the 'Pacific Birthplace of Public Relations'?
Which term refers to the period when the Philippines was acknowledged as the 'Pacific Birthplace of Public Relations'?
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What role did the Business Writers Association of the Philippines play in 1947?
What role did the Business Writers Association of the Philippines play in 1947?
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What is the primary responsibility of public relations specialists?
What is the primary responsibility of public relations specialists?
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Which model of public relations emphasizes cooperation over persuasion?
Which model of public relations emphasizes cooperation over persuasion?
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What aspect does public relations need to pay attention to for maintaining a positive perception?
What aspect does public relations need to pay attention to for maintaining a positive perception?
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Which of the following is NOT a characteristic of effective public relations?
Which of the following is NOT a characteristic of effective public relations?
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What is the goal of crisis management in public relations?
What is the goal of crisis management in public relations?
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Which of the following models collects feedback from the audience?
Which of the following models collects feedback from the audience?
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How does public relations suggest to influence public opinion?
How does public relations suggest to influence public opinion?
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Which of the following is NOT considered a possible occupation in public relations?
Which of the following is NOT considered a possible occupation in public relations?
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Which model uses persuasion without collecting feedback?
Which model uses persuasion without collecting feedback?
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What should public relations specialists analyze to improve their strategies?
What should public relations specialists analyze to improve their strategies?
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Which characteristic emphasizes the importance of truth and honesty in public relations?
Which characteristic emphasizes the importance of truth and honesty in public relations?
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What is the aim of the Public Information Model in public relations?
What is the aim of the Public Information Model in public relations?
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What is considered a common misconception regarding public relations?
What is considered a common misconception regarding public relations?
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What should public relations emphasize to align with public interests?
What should public relations emphasize to align with public interests?
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What is the primary characteristic of open systems in organizations?
What is the primary characteristic of open systems in organizations?
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Which type of feedback assists organizations in adjusting their PR strategies?
Which type of feedback assists organizations in adjusting their PR strategies?
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What is the role of boundary spanners in an organization?
What is the role of boundary spanners in an organization?
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Which term refers to the organization’s ability to maintain stability amid external changes?
Which term refers to the organization’s ability to maintain stability amid external changes?
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What is emphasized by rhetorical theory in public relations?
What is emphasized by rhetorical theory in public relations?
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Which component of rhetorical theory involves appealing to the audience's emotions?
Which component of rhetorical theory involves appealing to the audience's emotions?
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What activity is crucial in the 'initiating' stage of relationship development in PR?
What activity is crucial in the 'initiating' stage of relationship development in PR?
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In social exchange theory, what motivates stakeholders to maintain a relationship with organizations?
In social exchange theory, what motivates stakeholders to maintain a relationship with organizations?
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What does the dialogic theory stress in public relations communication?
What does the dialogic theory stress in public relations communication?
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What is a common strategy used in image repair theory after a corporate scandal?
What is a common strategy used in image repair theory after a corporate scandal?
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What aspect of PR focuses on engaging journalists and the media?
What aspect of PR focuses on engaging journalists and the media?
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How does public relations differ from marketing according to their focus?
How does public relations differ from marketing according to their focus?
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In the context of PR, storytelling is primarily used for what purpose?
In the context of PR, storytelling is primarily used for what purpose?
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What role does audience analysis play in public relations?
What role does audience analysis play in public relations?
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Study Notes
Public Relations
- A strategic communication process
- Based on truth, knowledge, and full information
- Reciprocal and mutual understanding between an organization and its public
- Focuses on the public interest
- Influences public opinion in a mutually satisfactory procedure
- Emphasizes conflict analysis and resolution
- Public relations specialists focus on the public's insight into the organization
- What the public wants to see
- What needs to be improved
Public Relations Specialists
- Responsible for building relationships between an organization and the public through publicity campaigns and PR activities.
- Activities include:
- Speaking engagements
- Creating presentations
- Analyzing media coverage
Characteristics of Public Relations Specialists
- Ethical
- Communicative
- Writing Proficiency
- Understanding of Social Media
- Multimedia Mastery
- Creative
- Detail-Oriented
- Honest
Public Relations Jobs
- Publicist
- Media Relations Manager
- Brand Ambassador
- Content Manager
- Public Affairs Manager
- Brand Specialist
- Social Media Analyst
- Event Coordinator
- Development Officer
- Marketing Associate
Positive Perception
- Public relations specialists maintain and enhance the positive image of individuals or organizations
Public Opinion
- The primary purpose of public relations is to listen and value the public’s opinion
- Practitioners use public opinion to entice what favors them
Crisis Management
- The role of PR is to maintain and improve the public's image during crises
- Uses publicity stunts and revolving PR crises
Four Models of Public Relations
Press Agent/Publicity Model
- Uses persuasion with no feedback collected
Public Information Model
- One-way communication
- Promotes accuracy and truthfulness but does not conduct audience research
Two-Way Asymmetrical Model
- Conducts research to understand audience biases
- Focuses more on benefiting the market
Two-Way Symmetrical Model
- Cooperation over persuasion
- Most ethical
Ethics
- Public Relations propagates Plato and Aristotle's communications
- Plato and Aristotle used communications to persuade and teach
History
- 15th Century:
- Pope Gregory XII spread persuasion through Catholicism
- 18th Century
- Samuel Adams spread political messages and propaganda to spark the Boston Tea Party
- Thomas Paine writes Common Sense: a pamphlet that influenced the American Revolution
- The Declaration of Independence is written and signed, months after Common Sense was published
- 1829-1837:
- Amos Kendall reshapes President Andrew Jackson’s public image, which starts the idea of personal branding
- Late 1800s:
- P.T. Barnum uses unconventional tactics to promote the “The Greatest Show on Earth” circus
- Used circus animals, actors, etc. to attract newspapers and advertisements
- Laid the foundation for press agents to publicize their clients
1900s
- Ivy Lee was hired to prevent the negative public opinion that surrounded Rockefellet
- He was successful in deterring the public's negative opinion and successfully established the idea of a two-way communication street.
- 1933: The National Association of Manufacturers created the first PR department
Philippines
- The first PR department in the Philippines was established at San Miguel Corporation in 1966.
- The first PR handbook in the Philippines was written and published by Ricardo R.
- PR in the Philippines was introduced by the Americans through the public information officers of the US Army
- The growth of corporate social responsibility and the Philippine economy was established by the Business Writers Association, which organized in 1947
- The power of the Office of the Press Secretary was elevated to cabinet in 1954
- The Public Relations Society of the Philippines was founded by Jose A. Carpio and Pete Teodoro, and they are considered the fathers of PR in the Philippines
- The Philippines is considered the “Pacific Birthplace of Public Relations”
Key Figures
- Ivy Lee: A press agent who is known for establishing the two-way communications model for public relations
- P.T Barnum: Pioneer of public relations. Known for his use of publicity stunts to gain attention for his famous circus
Systems Theory in PR
- Organizations are open systems that engage with their environment, gathering feedback to adapt and adjust their practices, messages, or policies.
- Closed systems isolate themselves from their environment and do not seek feedback, hindering their ability to adapt to changes.
- Feedback loops are channels that provide organizations with information about how their publics perceive them and the effectiveness of their public relations efforts.
- Boundary spanners are individuals or departments who bridge the gap between the organization and its external environment.
- Homeostasis is the ability of a system to maintain stability amidst external changes.
Rhetorical Theory in PR
- Based on the classical study of rhetoric, this theory examines how language, symbols, and messaging can influence public perception and persuade audiences.
- Aristotle's three primary modes of persuasion are ethos (credibility), pathos (emotions), and logos (logic).
- Ethos: Refers to the trustworthiness, character, and authority of the speaker or organization.
- Pathos: Involves appealing to the emotions of the audience through emotional storytelling.
- Logos: Focuses on using logical arguments and factual evidence to persuade.
Relationship Management Theory in PR
- Focuses on building and maintaining long-term beneficial relationships between organizations and their stakeholders.
- This theory emphasizes the importance of fostering healthy, mutually beneficial relationships rather than just one-way communication.
- Key concepts include reciprocity, cost-benefit analysis, trust, and commitment.
Social Exchange Theory in PR
- Suggests that relationships between organizations and publics are based on a system of rewards and costs.
- People, or stakeholders, engage in relationships when they perceive the benefits to outweigh the costs.
- Public relations strategies aim to reduce perceived costs and increase rewards to strengthen relationships.
Key Concepts of Social Media Theory in PR
- The theory examines how these platforms impact the ways organizations communicate with publics, build relationships, and manage their reputations.
- Social media has transformed PR by enabling direct, real-time, and two-way communication between organizations and stakeholders.
Social Media Theory and Models
- Uses and Gratifications Theory: Explains why people engage with specific media platforms based on their needs and desires, such as entertainment, information, social interaction, or identity expression.
- Dialogic Theory: Emphasizes engaging in open, two-way communication with publics through platforms like social media, building relationships through dialogue and responding to comments.
Image Repair Theory in PR
- This communication theory outlines strategies organizations or individuals can use to repair their image after a crisis or wrongdoing.
- Strategies include denial, shifting blame, and offering corrective action to rebuild trust.
The Practice of Public Relations
- Public Relations: a strategic communication process aimed at building beneficial relationships between organizations and their publics.
- Media Relations: Engaging with journalists, bloggers, and broadcasters to improve a company's connection with its stakeholders.
- Community Relations: Aims to create a positive relationship between an organization and the local community.
- Crisis Communication: Handles tough situations, such as a bad customer experience going viral on social media, to manage communication and protect the organization’s reputation.
- Social Media Communication: Improving a company’s reputation through effective communication and getting good results.
- Internal Employee Communication: Effective communication with employees that keep work processes running smoothly, ensuring everyone is performing well, and making staff feel valued.
Purpose of Public Relations
- Brand Reputation: Enhancing a company’s image by highlighting its values, building trust and loyalty, and solidifying its identity.
- Crisis Management: Helping organizations manage communication during negative situations to protect their reputation.
Historical Roots of Public Relations:
- Ancient Times: Early PR can be seen in Egypt and Rome, where leaders used communication to shape their image.
- 18th and 19th Centuries: The rise of public relations with the involvement of individuals like Samuel Adams and P.T. Barnum.
- Early 20th Century: Edward Bernays applied psychology to PR, formalizing the profession.
- Mid-20th Century: PR expanded with professional associations and the rise of mass media.
- 21st Century: Social media transformed PR into a dynamic field focused on real-time interaction and engagement.
Values of Public Relations:
- They guide PR professionals and organizations in their interactions with the public, media, and stakeholders.
- The PRSA (Public Relations Society of America) Professional Values provide the foundation for the Code of Ethics and sets the industry standard for the professional practice of public relations.
Advocacy: Serve the Public Interest
- Serving the needs of the public is a core principle of public relations.
- Public relations professionals champion the interests of those they represent, providing a voice and platform in public discourse.
- They contribute to informed debates by sharing facts, viewpoints, and advocating for their clients.
Honesty: Adhere to the Highest Standards
- Maintaining honesty and accuracy is crucial for maintaining public trust and credibility.
- Public relations professionals are bound to represent their clients truthfully and ethically.
Expertise: Acquire and Use Specialized Knowledge
- Public relations professionals must cultivate and utilize specialized knowledge and expertise.
- Utilizing this expertise helps public relations professionals effectively manage their clients' reputation and navigate public relations challenges efficiently.
Independence: Provide Objective Counsel
- Public relations professionals provide objective and unbiased counsel to those they represent.
- Independence ensures that public relations professionals are accountable for their actions and provide honest, impartial guidance.
Loyalty: Faithful to Clients, Honoring Obligations
- Public relations professionals are loyal to their clients, while upholding their duty to serve the public interest.
- It involves balancing the needs of the clients with the larger interests of the public.
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Description
This quiz covers the essential aspects of public relations, focusing on the strategic communication processes involved in building relations between organizations and their publics. It highlights the roles of public relations specialists, their responsibilities, and the key characteristics required for success in this field.
