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Revision Notes for THINK Public Relations, 2nd Edition

Revision Notes for THINK Public Relations, 2nd Edition simplifies complex lecture material into easy-to-understand points, making your study sessions more effective.

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Revision Notes for THINK Public Relations, 2nd Edition - Page 1 preview imageInstructor’s ManualforWilcox, Cameron, Reber, ShinTHINK Public RelationsSecond Editionprepared byDr. James A. LingwallClarion UniversityLECTURE NOTES
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Revision Notes for THINK Public Relations, 2nd Edition - Page 2 preview image
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Revision Notes for THINK Public Relations, 2nd Edition - Page 3 preview imageiTABLE OF CONTENTSPREFACE ....................................................................................................................................................iiiSAMPLE COURSE SYLLABUS AND OUTLINE...................................................................................viiChapter 1: What Is Public Relations? ........................................................................................................... 1Chapter 2: Careers in Public Relations ......................................................................................................... 7Chapter 3: The Growth of a Profession ...................................................................................................... 10Chapter 4: Today’s Practice: Departments and Firms ................................................................................ 15Chapter 5: Research and Campaign Planning............................................................................................. 19Chapter 6: Communication and Measurement............................................................................................ 24Chapter 7: Public Opinion and Persuasion ................................................................................................. 29Chapter 8: Managing Competition and Conflict......................................................................................... 34Chapter 9: Ethics and the Law .................................................................................................................... 39Chapter 10: Reaching Diverse Audiences .................................................................................................. 45Chapter 11: The Mass Media ...................................................................................................................... 50Chapter 12: The Internet and Social Media ................................................................................................ 55Chapter 13: Events and Promotions............................................................................................................ 60Chapter 14: Global Public Relations........................................................................................................... 64Chapter 15: Corporate Public Relations...................................................................................................... 69Chapter 16: Entertainment, Sports, and Tourism........................................................................................ 73Chapter 17: Government and Politics ......................................................................................................... 77Chapter 18: Nonprofit, Health and Education ............................................................................................ 81
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Revision Notes for THINK Public Relations, 2nd Edition - Page 4 preview imageiiiPREFACEWelcome toThink Public Relations!Here, you will find an engaging, comprehensivepresentation of principles and practices in public relations. This text also explores the emergingconcept of managing competition and conflict. On its own, the text provides an outstanding basisfor teaching a variety of courses, ranging from introductory or principles courses to advanced ortheory courses in public relations. This book offers students the latest in public relations theoryand practice, complemented by highly readable text, ample visuals, and many current real-worldexamples to engage interest.The purpose of this Instructor’s Manual for the first edition ofThink Public Relationsis toenhance the heart and power of the textbook as an educational resource. Although it focuses oncomponents that will be particularly helpful to instructors teaching the principles of publicrelations course for the first time, experienced teachers will find useful and innovative resources.The ideas and supplemental information offered here for discussion sessions, class projects andactivities, case analyses, chapter review and examinations will help create a relevant, dynamicteaching and learning experience for you and your students. The student-centered approach takenhere should make your job as an instructor much easier and more satisfying, as well. We hopethat you find this Instructor’s Manual makes teaching public relations both interesting andenjoyable for you.CHAPTER PEDAGOGYThe first part of this manual parallels the sequence of the chapters in your book using thefollowing organization:Chapter SummaryTo give you a quick preview of main chapter points, and some idea of what you and yourstudents can expect ahead, each chapter begins with a summary. These summaries also provideuseful “teaching perspectives” as you begin new lessons on each unit.Chapter ObjectivesEach chapter of the textbook has been designed to accomplish specific educational objectivesthat will stimulate and enhance student interest and knowledge of public relations principles,concepts, theory and practice. Reflecting these educational objectives, the first section of eachchapter in the manual summarizes what the student should know and understand by the end ofthe chapter.Lecture OutlineAn outline is provided for each chapter of the textbook. The outline covers all of the main pointsin the text, providing a useful starting point for lecturing on content in the text, or for structuringsupplementary lecture materials provided by the individual professor. Depending upon theteaching philosophy and style of the professor, the outlines can also be provided to students as ameans of organizing lecture notes and a study guide. If you wish for your students to have theoutline, you can simply photocopy the printed version found in this manual.Suggested Projects and Discussion
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Revision Notes for THINK Public Relations, 2nd Edition - Page 5 preview imageTHINK Public Relations, Second EditionivThis section covers various topics and projects that an instructor may use in the classroom tofacilitate discussion and deeper understanding of the concepts in the chapter. Some of thesetopics may be discussed easily in a normal classroom session, while others might be used foroutside assignments. In all cases, the purpose of the projects and discussion points is to stimulatestudents’ interest, engage students in active learning about public relations, and connect theirlearning to real practice.APPLY YOR KNOWLEDGE: What Would You do?The case problems included in the textbook give students the opportunity to apply publicrelations concepts and theories to a real-life situation, and to begin to understand the creativechallenges they will encounter in the public relations profession. The case activity projects posepractical problems for students to discuss and solve, developing students’ critical thinking andproblem-solving abilities. The manual also includes a brief discussion of concepts andapproaches pertinent to each case problem. No single "correct" solution is given, even for caseswith favorable outcomes. That part is up to the students.End-of-Chapter Review and Discussion QuestionsBrief answers and guidelines are given for the Review and Discussion Questions at the end ofevery chapter in the text. Review and Discussion Questions at the end for every chapter reinforcechapter principles, following key points. In addition, page references are given so that you caneasily reference the key parts of the chapter.TEST BANKThe second part of the instructor’s resources forThink Public Relationsis the Test Bank.Organized by chapter, the Test Bank contains a variety of fully reviewed, multiple choice,true/false and short essay questions. Answers, page references, and difficulty level is provided,as well.These questions are also available on Pearson’s MyTest computerized testing system, availableat www.pearsonmytest.com (access code required). This program allows the instructor toconstruct tests easily by building them right in the program and then printing out tests andanswer keys. The software lets you choose test questions randomly, by selecting a chapter,question type, estimated question difficulty, and number of questions desired. Manual selectionof questions can be done by choosing specific item numbers based on review of the questions inthe printout. Tests can be printed in several different versions by either randomizing or changingthe order of questions in different versions.POWERPOINT™ Presentation PackageThough not in the instructor’s manual, a PowerPoint™ presentation package is available withslides for each chapter of your book. The presentations can be downloaded from Pearson’sonline Instructor’s Resource Center at www.pearsonhighered.com/irc.ADDITIONAL RESOURCESCourse Syllabus and Schedule
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Revision Notes for THINK Public Relations, 2nd Edition - Page 6 preview imagevThe Instructor’s Manual begins with a sample syllabus and schedules for semester and quartercourses. The schedules underscore the flexibility of using a comprehensive book. The schedulesset out realistic, well-paced courses for 10 or 15 weeks of both undergraduate and graduateinstruction. The first nine chapters provide a comprehensive overview of the public relationsfield that many instructors use to structure a semester or quarter introductory course. Chapters10–13 focus on reaching diverse audiences through the use of mass media, social media, eventsand promotions. Chapters 14-18 deal with specialized areas of the field including global andcorporate public relations; entertainment, sports, and tourism; government and politics; andnonprofit, health and education. These three blocks of chapters serve as modules to complete afull-featured course offering.Print ResourcesSeveral print resources are available to instructors teaching principles, case studies, managementand theory courses in public relations. The “Suggested Readings” at the end of every chapter inthe textbook have been selected to provide instructors and students an opportunity to delvefurther into topics discussed in the text. As such, they provide excellent references for studentterm papers and projects. Readings have been selected from periodicals that ordinarily would befound in most college and university libraries. These includePR Week, Public RelationsQuarterly, Public Relations Tactics, Public Relations Review, Journal of Public RelationsResearch, Communication World, The New York TimesandThe Wall Street Journal. In addition,you will find a bibliography of current books listed at the end of the text.Additional ResourcesInstructors may wish to order theGuide to Professional Resourcesfrom the Public RelationsSociety of America, 33 Irving Place, New York, NY 10003-2376. This catalog containspamphlets, books, audio recordings, and videos that can be purchased and effectively used in theclassroom.The International Association of Business Communicators (IABC) also maintains a list ofpublications and other resource materials available for purchase. You can contact them at: OneHallidie Plaza, Suite 600, San Francisco, CA 94102.Modern Talking Picture Service offers a number of public relations videos for purchase,including "Communications That Count: The Impact of Public Relations," which provides auseful introduction to the field for beginning students. The address is: 4705 Bakers Ferry Rd SW,Suite F, Atlanta, GA 30336. Ask for a copy of their Educational/Instructional Video catalog.The PBS Video Series serves as another excellent source of materials related to public relations.Bill Moyers hosts a four-part series on the Public Mind, which explores persuasion in oursociety. Of particular interest is "Consuming Images" about the impact of public relations andadvertising. In another series, "A Walk Through the 20th Century," Moyers interviews publicrelations pioneer Edward L. Bernays. PBS Video is at 1320 Braddock Place, Alexandria, VA22314-1698. Films for the Humanities & Sciences also carries the Moyers series as well as anumber of good videotapes about mass communication practices and issues. Request theircatalog by writing to P.O. Box 2053, Princeton, NJ 08543-2053 or by calling (800) 257-5126.
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Revision Notes for THINK Public Relations, 2nd Edition - Page 7 preview imageTHINK Public Relations, Second EditionviFor a behind-the-scenes, critical look at government and corporate communication practices,consider the offerings of The Cinema Guild, Inc. 1697 Broadway, Suite 506, NY, NY 10019-5904; (800) 723-5522.Thomson Business and Economics Publishing offers a video on crisis management, "CrisisManagement When Disaster Strikes." For information, call (800) 543-0174.An array of videos related to public relations concepts and techniques is available from InsightMedia, 2162 Broadway, NY, NY 10024; (212) 721-6316. Recordings cover public speaking,presentations, group dynamics, persuasion theory, gender issues and mass communication ethics."Television and the Presidency" is a three-part videotape on various aspects of presidentialpolitics and the media. Interestingly, one part of the series brings together presidential presssecretaries for a retrospective on presidential media relations. To order a complimentary copy,contact The Freedom Forum, First Amendment Center, 1207 18th Avenue South, Nashville, TN37212; (615) 321-9588.The fifteen-part video series devoted to news writing holds several especially relevant programs(What is News? Dealing with Sources; Public Relations Writing; The Ethics of Journalism). Theentire series, entitled "News Writing," might be useful at various times in the public relationscurriculum. This PBS Telecourse is available from Annenberg/CPB Collection, P.O. Box 2345,South Burlington, VT 05407-2345; (800) - LEARNER.Other resources will be listed, as appropriate, under various chapters.WebsitesA number of trade websites are useful for additional sources of class content. Students can bealso guided to access or search those websites for their career building in and out of the class.Public Relations Society of America (http://www.prsa.org)Public Relations Student Society of America (http://www.prssa.org)International Public Relations Association (http://www.ipranet.org)Arthur W. Page Society (http://www.awpagesociety.com)Council of Public Relations Firms (http://www.prfirms.org)The Museum of Public Relations (http://www.prmuseum.com)You can locate additional websites on local, national and international levels. Start by looking upyour local PRSA chapter.
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Revision Notes for THINK Public Relations, 2nd Edition - Page 8 preview imageviiSAMPLE COURSE SYLLABUS AND OUTLINECourse ObjectivesThe primary objective of this course is to familiarize students with the basic concepts, principles,practice and profession of public relations. It is the foundation course for other courses in publicrelations and a supplemental course for students majoring in other fields. At the end of the coursestudents should have attained knowledge and understanding of the following central concepts:•The role and functions of public relations in a contemporary society.•The contingency views of public relations practice in the worlds of managing competition andconflict•The historical evolution of public relations, career opportunities in the field, andprofessional/ethical/legal responsibilities.•The basic process of public relations—research, planning, communication, evaluation—andthe use of communications strategies and tactics to achieve organizational goals and objectives.•The persuasion of public opinion and audience analyses and how to reach diverse audiences.•Practical guidelines for utilizing written, spoken, and visual techniques to reach selectedaudience.•An understanding of how public relations is a global phenomenon.•How the Internet and social media are changing the way public relations professionals buildand sustain relationships between an organization and its constituents.•An understanding of public relations activities in business, sports, tourism and entertainment.•An understanding of public relations activities in nonprofit, education and governmentorganizations.Course PrerequisitesThere are no prerequisites for this course, but a student should be a sophomore or a junior. It isan introductory course that not only attracts public relations majors but a number of majors inpublic relations, advertising, journalism, communication, marketing, and business.Required TextTHINK Public Relations, 2ndEditionDennis H. Wilcox, Glen Cameron, Bryan H Reber, Jae-Hwa ShinPearson Education, Inc ©2013ISBN:0205857256Recommended PeriodicalsStudents, particularly public relations majors, should take advantage of special student discountsfor the following publications:Public Relations Tactics(available through PRSSA membership);PR Week(a weekly tabloid);Communication World(available through IABC membership);TheWall Street JournalandThe New York Times.
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Revision Notes for THINK Public Relations, 2nd Edition - Page 9 preview imageTHINK Public Relations, Second EditionviiiMethod of InstructionThe primary method of instruction is the class lecture. The instructor can lead class discussionand elaborate on material from the required text through use of contemporary cases or examplesout of the text, sample public relations materials from local organizations, occasional guestlectures by public relations specialists and class activities.Assignments•Class assignments should enhance the student’s skill in writing, interview techniques, libraryresearch, speaking, organization and planning, time management, and problem solving. Thefollowing assignments will be given:•Assigned Readings. Chapters from the text.•Major group paper. A term project of 10–15 typewritten double-spaced pages on some aspectof public relations, such as a situational analysis of public relations cases. The paper shouldinclude a minimum of one personal interview and use of pertinent library materials. Each papershould include annotated bibliography and footnotes. (Students are also expected to present thegroup paper at the end of the semester or the quarter if the class schedule allows. Peerevaluation is necessary in this group project.)•Mini individual case studies. To help students understand the ideas expressed in a specificchapter and gain more writing experience, three or four problem- solving questions areassigned during the course. Papers should be 3–4 pages, typed, double-spaced, and utilize keyconcepts in a specific chapter to solve a public relations problem or question. At the end ofevery chapter is a suggested "case problem" that can be utilized for such a writing assignment.•Short talk. During the course, each student should be asked to talk for about 5-6 minutes onsome current topic in public relations. The subjects may be a recent news story or current eventthat involves or affects public relations, or it could simply be a summary of his or her majorpaper research findings. (Such talks should be spaced during the semester or the quarter toavoid spending the last three or four weeks of class time on student presentations.)•Examinations. A mid-term and a final exam should be given. Questions may be multiplechoice, true/false or short essays. (Material from class lectures and handouts, as well as fromthe text, will be utilized.)•Class participation. Active class discussion is encouraged since it is an element in determiningthe course grade.Grading CriteriaStudent assignments are evaluated on the basis of: (1) comprehension of content, (2) analysis ofmaterial, (3) extent of research, (4) clarity of expression, (5) quality of writing, and (6)professional appearance. All written assignments should be typed, double-spaced, and meet therequirements. Assignments are due at the scheduled date. Assignments carry the followingpercentage weight in determining the course grade:•Major group paper___________________________30 percent•Mini individual case studies___________________ 20 percent•Short talk/class participation___________________10 percent•Mid-term examination________________________20 percent•Final examination ___________________________20 percent
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Revision Notes for THINK Public Relations, 2nd Edition - Page 10 preview imageixSUGGESTED SCHEDULE OF READING FOR SEMESTER COURSEWeek OneChapter 1: What is Public Relations?Week TwoChapter 2: Careers in Public RelationsChapter 3: The Growth of a ProfessionWeek ThreeChapter 4: Today’s Practice: Departments and FirmsChapter 5: Research and Campaign PlanningWeek FourChapter 6: Communication and MeasurementChapter 7: Public Opinion and PersuasionWeek FiveChapter 8: Managing Competition and ConflictWeek SixChapter 9: Ethics and the LawWeek SevenChapter 10: Reaching Diverse AudiencesWeek EightMid-term ExaminationWeek NineChapter 11: The Mass MediaChapter 12: The Internet and Social MediaWeek TenChapter 13: Events and PromotionsWeek ElevenChapter 14: Global Public RelationsChapter 15: Corporate Public RelationsWeek TwelveChapter 16: Entertainment, Sports and TourismWeek ThirteenChapter 17: Government and PoliticsWeek FourteenChapter 18: Nonprofit, Health, and EducationWeek FifteenFinal ExaminationNotes:For a quarter or semester system, it is recommended that all the chapters be taught. To do that,two chapters will need to be taught five of the 15 weeks. While the instructor may choose how tocombine chapters for pedagogical or logistical reasons, we have suggested where it might be bestto combine chapters for those weeks where two chapters are taught.
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Revision Notes for THINK Public Relations, 2nd Edition - Page 11 preview imageTHINK Public Relations, Second EditionxSUGGESTED SCHEDULE OF READING FOR A QUARTER COURSEWeek OneChapter 1: What is Public Relations?Chapter 2: Careers in Public RelationsWeek TwoChapter 3: The Growth of a ProfessionChapter 4: Today’s Practice: Departments and FirmsWeek ThreeChapter 5: Research and Campaign PlanningChapter 6: Communication and MeasurementWeek FourChapter 6: Communication and MeasurementChapter 7: Public Opinion and PersuasionWeek FiveChapter 7: Public Opinion and PersuasionChapter 8: Managing Competition and ConflictWeek SixChapter 9: Ethics and the LawChapter 10: Reaching Diverse AudiencesWeek SevenChapter 11: The Mass MediaChapter 12: The Internet and Social MediaWeek EightChapter 13: Events and PromotionsChapter 14: Global Public RelationsWeek NineChapter 15: Corporate Public RelationsChapter 16: Entertainment, Sports and TourismWeek TenChapter 17: Government and PoliticsChapter 18: Nonprofit, Health, and Education
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Revision Notes for THINK Public Relations, 2nd Edition - Page 12 preview imageINSTRUCTOR'S MANUAL1Chapter 1: What Is Public Relations?SUMMARYIt is assumed that this course is the student's first formal introduction to the field of public relations.Therefore, this chapter introduces students to the general concepts of public relations and stresses that it isa multifaceted field with a higher degree of complexity than appears to the casual observer. This chaptertouches on a number of topics, which are explored in greater detail in subsequent chapters.OBJECTIVESAfter reading this chapter students should:1. Be able to define public relations and understand the challenges faced by practitioners in aglobal context.2. Understand that public relations is a multifaceted process that extends far beyondcommunication, with its roots in research and planning.3. Be able to describe the major differences, and interrelationships, between public relations, andrelated communication disciplines such as journalism, marketing, and advertising in terms ofscope, audience, objectives and channels.4. Understand and discuss integrated communication strategies.5. Be able to identify areas of specialization and gain a sense of career trends in public relations.6. Be able to identify the major areas of public relations work.7. Be able to identify the various ways public relations contributes to an organization’s bottomline.CHAPTER OUTLINEA.The Challenge of Public RelationsB.Global ScopeC.A Variety of Definitions1.Key Elementsa)Deliberateb)Plannedc)Performanced)Public Intereste)Two-Way Communicationf)Strategic Management of Competition and ConflictD.Public Relations as Process (RACE)1.Research2.Action and Planning3.Communication4.EvaluationE.Public Relations as Cyclical Process: Frito-Lay Case StudyF.The Components of Public Relations1.Counseling2.Research3.Media Relations4.Publicity5.Employee/Member Relations6.Community Relations7.Public Affairs8.Government Affairs
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Revision Notes for THINK Public Relations, 2nd Edition - Page 13 preview imageTHINK Public Relations, Second Edition29.Issue Management10.Financial Relations11.Industry Relations12.Development/Fund Raising13.Multicultural Relations/Workplace Diversity14.Special Events15.Marketing CommunicationsG.Public Relations Differs from Journalism1.Broader Scope2.Different Objectives: Objective Observers vs. Advocates3.Mass Audiences vs. Targeted Audiences4.Channels Beyond Mass MediaH.Public Relations Differs from Advertising1.Paid/Controlled vs. Unpaid/Uncontrolled2.Mass Media vs. Range of Channels3.Selling vs. Public Understanding4.External Audience vs. Range of External and Internal Audiences5.Specialized vs. General6.Mutually Supportive7.Advertising More Costly8.Advertising Often Less CredibleI.Public Relations Differs from Marketing1.Build Markets vs. Build Relationships2.External vs. External/Internal Audiences3.Customer-Based vs. Broader Base4.Often Limits Public Relations to Product Publicity vs. Many5.Management/Communication Functions6.Public Relations Supports Marketinga)Marketing Public Relations Is Only One Facet of Public Relationsb)Contributions of Marketing Public Relations(1)Developing New Prospects(2)Providing Third-Party Endorsements(3)Generating Sales Leads(4)Paving Way for Sales Calls(5)Stretching Communication Dollars(6)Providing Inexpensive Sales Literature(7)Establishing Corporation as Authoritative Source(8)Helping to Sell Minor ProductsJ.Toward an Integration Perspective: Strategic Communication1.Downsizing2.Tighter Budgets3.Increased Clutter of Advertising4.Recognition of Public and Social Policy IssuesK.Nin Ways Public Relations Contributes to the Bottom Line1.Awareness and information2.Organizational motivation3.Issue anticipation4.Opportunity identification5.Crisis management6.Overcoming executive isolation7.Change agent
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Revision Notes for THINK Public Relations, 2nd Edition - Page 14 preview imageINSTRUCTOR'S MANUAL38.Social responsibility9.Influencing public policySUGGESTED PROJECTS AND DISCUSSION1.Ask students what PR people are like, in their minds. Are there any stereotypes orassociations that go with the term “public relations”? Analyze some public relationsprofessionals in news, talk shows, movies, soap opera, etc.2. Ask class members to go online and locate news articles that mention public relations. In whatcontext was the term "public relations" used in the article? What are some other termsdescribing public relations profession or work?3. Did students come across any reference to sub-specialties such as "corporatecommunications," "public affairs," or "strategic communications"?4. In small groups or as individuals, ask students to students think of a favorite product, service,or organization. Then, have students locate media examples of that product, service, ororganization being promoted through: a.) public relations; b.) advertising; or c.) marketing.Taken together, how do these combinations illustrate the principles of strategiccommunication? In this case, what does strategic communication accomplish that a singlediscipline could not for the product, service, or organization?5. Direct students to go online to local or regional news websites and locate articles containingpublicity for an organization. Discussion should center on whether the news story originatedfrom a news release or a contact by a public relations person in the organization. Discuss thedifferences between news stories and publicity. It is likely that some students will bring a paidadvertisement (e.g. image advertising) to class as an example of publicity. You will need topoint out the difference between the two disciplines. You can also use these to further discussthe differences (and possible convergence) between publicity and advertising.APPLY YOR KNOWLEDGE: WHAT WOULD YOU DO?Students should do secondary research in Tempe and Phoenix-area media surrounding the Yogurtinilaunch. How did the company win over the publics in that geographical area? Have students research/notekey psychographic tendencies of the target group (women 24-35), and try to relate those to yogurtattitudes, purchase intentions, prevalence in family outings, etc. Because the company espouses anintegrated approach, you should cite areas where there is a natural crossover (image advertising, cause-related marketing, etc.), as well as potential areas of friction to understand and consider. Which initiativesappear to be specifically public relations-driven?ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION1.There are many definitions of public relations. Of those found in this chapter, which do youthink best reflects reality? Why?Common denominators used when describing effective public relations usually includemanagement skills, conflict resolution, facilitation of mutual understanding between groups, andtechniques of effective communication. The notion of feedback is critical with regard tocommunication. Feedback comes from publics, which are various audiences that have a specificstake in your organization. Marketers and advertisers, conversely, refer to audiences more ascustomers, where the end behavior of buying and selling is measured more than the relationship-building process in public relations. (Pages 6-7)
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Revision Notes for THINK Public Relations, 2nd Edition - Page 15 preview imageTHINK Public Relations, Second Edition42.Why is public relations so difficult to define? How would you define it based on what youknow now?Public relations is difficult to define because it is a series of actions, changes, or functions, ratherthan one single entity. One definition that seems to capture public relations as a process wasformulated by Cutlip, Center and Broom. These scholars say that “public relations is themanagement function that identifies, establishes, and maintains mutually beneficial relationshipsbetween an organization and the various publics on whom its success or failure depends.” (Page6)3.Which of the steps in the public relations process do you think are most important to asuccessful campaign? Why?All of the steps in the RACE formula are important and necessary for a successful public relationscampaign. (Page 7)4.Feedback is considered an important part of the public relations process. Why?Feedback is essential in determining whether campaign objectives were achieved and forassessing the overall success of the campaign. This information, in addition to being critical forpractitioners as guidelines for future campaigns, is the means by which practitioners demonstratetheir value to clients. (Page 9)5.How do social media offer both opportunities and obstacles for public relationspractitioners?Bloggers have become important citizen journalists, product/service/food reviewers, andinfluential opinion leaders. Naturally, public relations professionals want to woo such leaders, butjust like journalists, they must be handled with care. Bloggers wield substantial influence amongtheir loyal readers. After all, that’s why PR pros enlist bloggers’ support. But PR missteps cantake on what may seem like disproportional importance when those missteps fly instantlyaround the blogosphere. (Page 11)6.Many people think of public relations practitioners simply as “in-house journalists.” Whatdo you think are some major differences between public relations and journalism?Public relations and journalism are different in regards to four areas: (1) Scope - Public relationshas many components, ranging from counseling to issues management and special events.Journalistic writing and media relations are only two of these elements. (2) Objectives – Whereasjournalists are objective observers whose primary objective is providing the public with news andinformation, public relations practitioners are advocates whose main objective to their client’sparticular point of view. (3) Audiences – Journalists write primarily for a mass audience. Publicrelations practitioners carefully segment audiences and tailor messages specifically for them. (4)Channels – Most journalists reach audiences through one channel; public relations professionalsuse a variety of channels to reach their target audiences. (Pages 12-13)7.How should public relations practitioners work with bloggers? How do bloggers differ fromjournalists?
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Revision Notes for THINK Public Relations, 2nd Edition - Page 16 preview imageINSTRUCTOR'S MANUAL51) Genuinely engage bloggers on their blogs rather than spamming them with press materials; 2)target bloggers appropriately; 3) understand that bloggers can be more influential than traditionaljournalists; 4) monitor and contribute to blogs, always keeping your client’s or organization’sneeds in mind, 5) do your own blogging; 6) be helpful, transparent, honest, and genuine ratherthan trying to pitch to bloggers. Bloggers differ from journalists in terms of their professionaltraining and motivation. Most bloggers are not professional news writers, and they do not usuallyrepresent the mainstream media. They are likely to be biased toward their own personal causes.However, they can also wield substantial influence among their loyal readers. (Page 11)8.What are the pros and cons of using public relations versus advertising to raise awarenessabout an organization’s product or service?Because advertising is paid, then message is controlled (in timing and placement). That’s anadvantage over public relations (or publicity) where the message is unpaid and uncontrolled.Public relations has an advantage over advertising, however, in that it tends to be more credible(e.g., people will believe a newspaper article over an advertisement). Moreover, advertising isusually much more expensive than public relations. (Page 14)9.It has been asserted that public relations creates brands, whereas advertising can onlyreinforce and defend a brand. Do you agree? Why or why not?In its market-support function, public relations achieves a number of objectives, including raisingawareness, informing and educating, gaining understanding, building trust, making friends, andgiving people reasons to buy and create a climate of consumer acceptance. The concept of“branding” used by companies such as Honda and Starbucks, as well as cultural institutions suchas the Museum of Modern Art in New York, depends heavily on the groundwork established bypublic relations campaigns. (Page 14)10.How does James Grunig differentiate between publics and stakeholders? How might thisdifferentiation be useful in developing PR strategies?According to Grunig, stakeholders are any that can be affected by or can affect an organization.Publics arise out of these stakeholder groups and become the object of targeted public relationsefforts. (Page 15)11.How can PR fulfill marketing objectives?Public relations has been called the fifth “P” (promotion) of marketing strategy. Dr. Wilcox listseight ways public relations can help fulfill marketing objectives: (1) developing new prospects fornew markets, (2) providing third-party endorsements, (3) generating sales leads, (4) paving theway for sales calls, (5) stretching an organization’s advertising and promotional dollars, (6)providing inexpensive sales literature, (7) establishing a corporation as an authoritative source,and (8) helping to sell minor products. (Page 16)12.Describe the concept of integrated communications (IC), which some people also callintegrated marketing communications (IMC). Which four factors have led to the growth ofintegrated campaigns?Integration includes the communication concepts of public relations, marketing and advertising.The four factors fueling the trend toward integration are downsizing and re-engineering oforganizations, tighter budgets for marketing and communication departments, the high cost of
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