BPR Midterm Reviewer PDF

PR Principles and Practices - PR specialists take note of the GROUP 1: Overview of PR public’s insight based on what they want to see and what needs to be Public Relations - a strat...

PR Principles and Practices - PR specialists take note of the GROUP 1: Overview of PR public’s insight based on what they want to see and what needs to be Public Relations - a strategic process of improved. communication that is based on truth, knowledge, and full information. It is a Four Models of PR / Excellence Theory reciprocal and mutual understanding (Grunig & Hunt, 1984) between an organization and the mass 1. Press Agent/Publicity - focuses on public. generating media coverage, uses - Public Relations suggest that persuasion methods with no companies must focus on the public feedback collected. interest more than benefiting the 2. Public Information Model - company. promotes accuracy and truthfulness, - It responsibly influences public but no audience research. opinion in a mutually satisfactory 3. Two-way Asymmetrical Model - procedure: conflict analysis and its conducts research to understand resolution. biases. It focuses more on benefitting the market instead of the Positive Perception - ensures to maintain public. and/or enhance the positive image of an 4. Two-way Symmetrical Model - it is individual or an organization. a dialogue-oriented, mutualistic model and is also the most ethical. It Public Opinion - its primary purpose is to is focused on gaining cooperation let practitioners listen and value the public’s with the public, rather than just opinion to further entice what favors them. persuading. public opinion analysis - studies and understands public opinion to strategize and take calculated risks. Code of Ethics - it is a common misconception that PR propagates Crisis Management - it handles the crucial misinformation and biases. However, PR role of maintaining and improving one’s Professionals also follow a set of code of image using publicity stunts and resolving ethics such as: PR crises. 1. Integrity and Honesty - quick and strategic responses, 2. Competence and Expertise calculated risks to do damage 3. Transparency and Confidentiality control. Communication in PR - conveys PR Specialists - responsible in creating messages that align with organizational relationships between the employing goals and public interests. organization and mass public through publicity campaigns and PR activities. Media Relations & Publicity - connections - serves as the medium on how an with journalists, bloggers, and media outlets organization can communicate to its to secure positive coverage. It involves target audience. pitching stories, providing expert opinions, reshapes President Andrew or offering exclusive access to information. Jackson’s public image. ★ Late 1800s - P.T. Barnum’s “The Propaganda and PR - aims to shape Greatest Show on Earth” which laid perceptions and influence public opinion. Its the foundation for press agents to objective (end result) is to get people to take publicize their clients. some sort of action. ★ Early 1900s - “Declaration of - the main difference between PR Principles” by Ivy Lee. and propaganda is that propaganda ★ 1923 - “two-way street” by Edward uses biases, half-truths, Bernays in his book “Crystallizing misinformation, and fear to achieve Public Opinion.” its goals. PR on the other hand uses ★ 1933 - establishment of the first PR facts, relies on logic, and sometimes department by the National emotion. Association of Manufacturers. ★ 1940s - PR was introduced to the Storytelling - appeals to the emotions of Philippines by the Americans. The the public to be relatable and emphatic. It Philippines is considered as the humanizes the company and allows the “Pacific Birthplace of Public masses to relate to them. Relations.” ★ 1957 - Jose A. Carpio founded the Scope of PR Public Relations Society of the 1. Digital and Social Media Philippines (PRSP). Management & Content Creation ★ 1966 - San Miguel Corporation 2. Events Management established the first PR department 3. Brand Management in the Philippines. 4. Advocacy and Cause-Related PR ★ Early 1970s - first PR handbook in the Philippines published by Ricardo 7 Page Principles of PR (Arthur W. Page) R. de la Cruz. 1. Tell the truth ★ 1972 - Public Relations Organization 2. Prove it with action of the Philippines (PROP) 3. Listen to stakeholders ★ 1986 - Office of the Press Secretary, 4. Manage for tomorrow Philippine Information Agency 5. Conduct PR as if the whole enterprise depends on it People of PR 6. Realize an enterprise’s true 1. Phineas T. Barnum (1810-1891) - character is expressed by its people coined the term “there is no such 7. Remain calm, patient, and thing as bad publicity.” good-humored - he used cynical ways of promoting his circus, including buying the GROUP 2: Evolution and History of PR African-American slave named Joice Heth. History (Important Facts) 2. Ivy Ledbetter Lee (1877-1934) - an ★ 1829-1837 - started the idea of a ex journalist who worked to personal brand. Amos Kendall  represent the interest of big Crisis Communication - addresses companies/corporations. negative events or crises. - he believed that it was best to communicate and be as open as Internal Employee Communication - possible to the outside world. crucial for fostering engagement and a - October 1906, he produced positive organizational culture. “Statement from the Road” as a public statement from Pennsylvania Community Relations - create a good Railroad Company, which was the relationship between an organization and first recorded “Press Release.” the local community. - He published “Declaration of Principles” which discussed ethical Corporate Social Responsibility - works standards in the field of PR. with public relations to show an 3. Edward Bernays (1891-1955) - the organization’s dedication to social and Father of Public Relations. environmental causes. - he was the nephew of Sigmund Freud Digital PR - digital channels in PR including 4. Pete Teodoro - he took the first social media, websites, and blogs to build organized PR campaign together brand awareness and increase visibility. with Elizalde & Company. 5. Jose Carpio - founded the PRSP in Public Affairs - collaborating with 1957 and headed the first PR government officials and policymakers to department in San Miguel influence legislative or regulatory outcomes. Corporation in 1966. Measurement and Evaluation - PR Proclamation No. 1357 August 13, 2007 - effectiveness is assessed using metrics like The month of September marks the media coverage, social media, engagement, celebration of the “Public Relations Month” and shifts on public perception. in the Philippines, by virtue of Proclamation - relies on analytics to monitor the No. 1357 signed by then-President Gloria success of their campaign. Macapagal-Arroyo on August 13, 2007. Important Terms for PR GROUP 3: PR Concepts 1. Coverage - media coverage is the total exposure gained by a brand, Reputation Management - PR company, or individual across online, professionals focus on shaping an print, and broadcast media. organization/client’s image and reputation. 2. Press Release - official statement given by a client regarding a major Stakeholder Engagement - emphasizes launch, event, or major building and maintaining strong announcement. relationships with key stakeholders 3. Boilerplate - a brief and concise (customers, employees, investors, media, company description. community).  4. Key Messages - core form of any non-publics - people who are information that you would want your completely unaware or unaffected by audience to remember. an issue. They remain disengaged 5. Pitch - a well crafted story idea sent and indifferent. to an editor or journalist to gauge latent publics - groups that may be their interest in your client. affected by a problem but are not yet 6. Angle - a specific focus or emphasis aware of it. They may become more chosen for a story idea that is engaged if their awareness is raised. presented to the media. aware publics - those who recognize 7. Byline - an article with a specific a problem but feel constrained or point of view on a certain topic. lack the motivation to take action. 8. Reputation Management - the active publics - those who recognize practice of influencing stakeholder the problem but also believe that perception and public conversation they can make a difference. about an organization and its ★ Agenda-Setting Theory - looks at brands. how the public and the media 9. Whitepaper - a persuasive, in-depth interact, especially how the public’s report on a topic that presents a perspective of significant problems is problem and provides a solution. shaped by media coverage. This gave rise to the idea that the media Theoretical Concepts sets the public’s agenda by ★ Situational Theory of Publics - determining which issues deserve people’s actions and reactions to a more attention. problem are determined by their ★ Framing Theory - focuses on how knowledge and engagement degree. information is presented. It plays a 1. problem recognition - refers to significant role in shaping public whether individuals recognize that a opinion and guiding decision-making problem exists. Those who perceive processes. a situation as relevant to them are Key Concepts in Framing Theory most likely to act/become engaged. 1. frames - mental structures or 2. constraint recognition - the extent to cognitive schemas that which people perceive that prevents people use to interpret and them from taking action. If people understand reality. The lens feel they cannot do anything to through which a story is influence the situation or that there presented. are constraints, they are less likely 2. framing process - occurs to get involved. through a selection and 3. level of involvement - refers to how emphasis process. personally relevant an issue is to 3. framing effects - influences individuals. The higher the level of how audiences interpret, involvement, the more likely they are evaluate, and respond to to seek information and participate issues. Different frames can to address the issue. lead to different perceptions Four Types of Publics  and opinions on the same 2. cost-benefit analysis - both parties issue. evaluate interactions based on what they gain (rewards) and what they ★ Rhetorical Theory - the art of lose (costs). persuasion through communication. 3. trust and commitment - a successful In PR, it understands how language, exchange is built on trust and symbols, and messaging can commitment. influence public perception, shape ★ Social Media Theory - examines discourse, and persuade audiences. how social media platforms impact 1. ethos (credibility) - the the ways organizations trustworthiness and authority of the communicate with the public. speaker/organization. 1. uses and gratifications theory - 2. pathos (emotion) - appeals to the explains why people engage with emotions of the audience, ability to certain media platforms, based on evoke feelings. their needs and desires. 3. logos (logic) - focuses on logical 2. dialogic theory - emphasizes the arguments and factual evidence to importance of engaging in open, persuade the audience. two-way communication with the ★ Relationship Management Theory public. - emphasizes the importance of ★ Image Repair Theory / Image building and maintaining long-term Restoration Theory - outlines relationships between organizations strategies used to repair their image and their stakeholders. or reputation after a crisis or 1. initiating - first interaction where an wrongdoing. organization must create a positive first impression. GROUP 4: PR Practices 2. building - both parties engage in two-way communication, Best Practices of PR establishing trust and understanding. 1. Know Your Audience - provide the 3. maintaining - maintaining the audience with what they can relate relationship through ongoing to. Increase brand advocacy and communication, trust-building corporate loyalty. activities, and regular engagement. 2. Use Research and Data - approach 4. ending (or repairing) - to make sure your tactics are re-establishing trust impacting the audience positively. ★ Social Exchange Theory - focuses 3. Embrace the Internet - popular on the idea that relationships ways for brands to interact with their between organizations and their target market. publics are based on a system of 4. Use Local Media - be aware of reward and costs. which ones can provide the greatest 1. reciprocity - publics engage when exposure. Gain the trust of your they believe there is a reciprocal audience by enhancing your media benefit. presence. 5. Find Partners - raise brand awareness with strategic partnership. 6. Know Your Competition - PR practitioners can find gaps in the market that their firm can close.