Public Relations: A Guide to Strategic Communication By Young Joon Lim FIRST EDITION Bassim Hamadeh, CEO and Publisher Kassie Graves, Director of Acquisitions Jamie Giganti, Senior Managing Editor Jess Estrella, Senior Graphic Designer Bob Farrell, Senior Field Acquisitions Editor Gem Rabanera, Project Editor Elizabeth Rowe, Licensing Coordinator Allie Kiekhofer, Associate Editor Kevin Fontimayor, Interior Designer Copyright © 2017 by Cognella, Inc. All rights reserved. No part of this publication may be reprinted, reproduced, transmitted, or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information retrieval system without the written permission of Cognella, Inc. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. 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Printed in the United States of America ISBN: 978-1-63487-475-5 (pbk) / 978-1-63487-476-2 (br) Contents CHAPTER 1 Introduction to Public Relations 2 Understanding Public Relations 2 Definitions of Public Relations 3 Who Uses Public Relations, and Why? 4 Six Representative Entities of Public Relations Practice Why is Public Relations Promising as an Academic Course? 7 How is Public Relations Processed? 8 ROPE: Research, Objectives, Planning, and Evaluation RACE: Research, Action, Communication, and Evaluation GRACE: Goal, Research, Action, Communication, and Evaluation RPIE: Research, Planning, Implementation, and Evaluation Who are the Essential Publics of Public Relations? 10 What are the Components of Public Relations? 11 What are the Stereotypes or Misperceptions about Public Relations? 11 How Does Public Relations Differ from Other Similar Fields of Practice? 12 Advertising vs. Public Relations Marketing vs. Public Relations Journalism vs. Public Relations How Will Public Relations Evolve? 16 CHAPTER SUMMARY AND REVIEW 18 PUBLIC RELATIONS IN PRACTICE 18 CHAPTER 2 What Public Relations College Students Should Know 20 The Occupational Scope of Public Relations 20 Everybody Does Public Relations 21 The First Step to Becoming a Public Relations Practitioner 22 E-mail 22 Crucial E-mail Dos Crucial E-mail Don’ts E-mail in Business E-mail Rules for Applying for Jobs or Internships Associated Press Style in Public Relations 26 Why Do PR Practitioners Use AP Style? Writing Mistakes to Avoid Eleven Most Important AP Style Rules Manners, Etiquette, and Protocol: It’s All about Relationships 29 Business Manners/Etiquette Rules for the Practice of Public Relations Protocol for the Practice of Public Relations Future for students in public relations and related fields of communication 35 CHAPTER SUMMARY AND REVIEW 37 PUBLIC RELATIONS IN PRACTICE 37 CHAPTER 3 After-College Careers in Public Relations 38 Ideal Undergraduate Courses 38 Important Skills for Entry-Level Public Relations Practitioners 39 Job Categories in Public Relations 41 Wages for Public Relations and Communication Majors 42 Public Relations Firms or Public Relations/ Communication Departments in Organizations 44 Public Relations Firms in General Practice Public Relations Firms in Specialization Departments in An Organization Public Relations Internships Internships at Public Relations Firms Internships in Organizations Getting an Internship The Professional Outlook for Public Relations and Communication Students 54 CHAPTER SUMMARY AND REVIEW 55 PUBLIC RELATIONS IN PRACTICE 55 CHAPTER 4 History of Public Relations in America 56 Ancient Roots of Public Relations 56 Propaganda and Public Relations 58 Public Relations in Early US History 59 Samuel Adams and the Boston Tea Party Thomas Paine Benjamin Franklin The Advent of Modern Public Relations 60 P.T. Barnum Robber Barons and Muckraking Ivy Lee: Public Relations Comes with Honesty Edward Bernays: Public Relations is Psychological Persuasion Arthur W. Page: Corporate Public Relations The Oscar Mayer Wienermobile: Corporate Public Relations Campaign De Beers: The Tagline Public Relations after World War II 68 Future of Public Relations 70 CHAPTER SUMMARY AND REVIEW 71 PUBLIC RELATIONS IN PRACTICE 71 CHAPTER 5 Academic Public Relations Research 72 Definitions of Research 72 Simple Research Procedures with the Possibility of Jeopardizing Credibility 74 Professional Research Types in Public Relations 75 Public Relations Research Methods 76 Qualitative Research Methods 77 Guidelines for Organizing Focus Groups 78 Online Focus Groups Quantitative Research Methods 80 Designing Surveys Sampling Research in Public Relations 86 CHAPTER SUMMARY AND REVIEW 87 PUBLIC RELATIONS IN PRACTICE 87 CHAPTER 6 Public Relations and Communication 88 Goals of communication 88 Communication Models 90 Shannon-Weaver Communication Model Berlo’s Model Schramm’s Model Lasswell’s Model The Message 93 The Objectives of Messages Communication Tools for Messages Understanding the Message Message Credibility Message Repetition Forms of Messages in Connection 98 Evaluation of Messages in Public Relations 99 Public Relations Communication in the Future 101 CHAPTER SUMMARY AND REVIEW 102 PUBLIC RELATIONS IN PRACTICE 102 CHAPTER 7 Public Relations and Public Opinion 104 Concepts of Public Opinion 105 Factors in Public Opinion 105 Attitudes 106 Types of Attitudes Opinion leaders 109 Opinion Leaders in the Process of Public Opinion Formation The Power of the Media 112 Media Manipulation Theories of the Media in Shaping Public Opinion Persuasion and Public Opinion 116 Public Relations and Persuasion in the Future 119 CHAPTER SUMMARY AND REVIEW 120 PUBLIC RELATIONS IN PRACTICE 120 CHAPTER 8 Ethics in Public Relations 122 Ethics and PR 123 Negative Perceptions of Public Relations Ethics for Journalists 124 Ethics for Public Relations Practitioners 125 Advocacy in Public Relations Effectiveness of Codes of Ethics Ethical Dilemmas in Public Relations Ethical Decision-Making Systems 133 Saying “No” to an Employer 134 Public Relations Ethics in Foreign Countries 135 Ethical Public Relations Issues in the Future 135 CHAPTER SUMMARY AND REVIEW 137 PUBLIC RELATIONS IN PRACTICE 137 CHAPTER 9 Media Relations and Publicity 138 Publicity Tools 139 Traditional News Releases Online News Releases Internet News Releases Pitch Letters Op-Eds Media Kits Publicity Techniques in Public Relations 146 Interviews News Conferences Media Tours Talk-Show Appearances Evolving Publicity Tools and Techniques 152 CHAPTER SUMMARY AND REVIEW 153 PUBLIC RELATIONS IN PRACTICE 153 CHAPTER 10 Corporate Relations 154 Corporations 155 Stakeholders 155 Specializations in Corporate PR 156 Consumer/Customer Relations Investor Relations Community Relations Corporate Social Responsibility Corporate Public Relations in the C-Suite 168 CHAPTER SUMMARY AND REVIEW 169 PUBLIC RELATIONS IN PRACTICE 169 CHAPTER 11 Employee Relations 170 Definitions of Employee Communication 171 Vision First in Employee Communication 172 Removing Barriers to Effective Employee Communication 174 Organizational Silence Organizational Identification A Culture of Communication within an Organization Impact of Employee Communication on Organizational Performance Employee communication in evolution 183 CHAPTER SUMMARY AND REVIEW 184 PUBLIC RELATIONS IN PRACTICE 184 CHAPTER 12 Crisis Communication 186 What is a Crisis? 186 Crisis Management 188 Crisis Phases 189 Proactive Phase Strategic Phase Reactive Phase Recovery Phase Communicating about a Crisis 192 Different Types of Crises 194 Different Types of Crisis Response 195 The Cycles of Crisis Communication 199 CHAPTER SUMMARY AND REVIEW 200 PUBLIC RELATIONS IN PRACTICE 200 CHAPTER 13 Integrated Marketing Communication 202 Identity and Image 203 Corporate Reputation 205 Corporate Branding 207 IMC Tactics 210 Public Relations Advertising Product Placement Third-Party Endorsements Corporate Sponsorship Integrated Marketing Communication – Then and Now 216 CHAPTER SUMMARY AND REVIEW 217 PUBLIC RELATIONS IN PRACTICE 217 CHAPTER 14 Government Relations 218 A Brief History of Public Relations in Government 219 Public Information/Affairs Officers in Government 221 The Executive Branch in Public Relations 222 The White House The Department of State The Department of Defense The Legislative Branch 227 The Judicial Branch 228 Corporate Lobbying in Government Relations 229 Government Relations for the Public 230 CHAPTER SUMMARY AND REVIEW 231 PUBLIC RELATIONS IN PRACTICE 231 CHAPTER 15 Nonprofits in Public Relations 232 The Characteristics and Roles of NGOs 233 Public Relations in NGOs 235 Letting the Public Know about the NGO Donors Fundraising Fundraising Tools Volunteers Other Organizations with NGO characteristics 243 Hospitals Educational Organizations NGOs in Social Media Practice 245 CHAPTER SUMMARY AND REVIEW 246 PUBLIC RELATIONS IN PRACTICE 246 CHAPTER 16 Global Public Relations 248 Global Public Relations 248 The Rise of Public Relations Around the World Globalization and Public Relations 250 Pros Cons Global Business Code of Conduct 252 Cultural and Social Differences Localization of Global Corporation in Public Relations 255 Public Relations Firms for Foreign Clients 257 Public Relations in Other Nations 260 China Brazil Australia South Africa The United Arab Emirates (UAE) Global Public Relations and Global Community 262 CHAPTER SUMMARY AND REVIEW 263 PUBLIC RELATIONS IN PRACTICE 263 CHAPTER 17 Social Media 264 History of the Internet 265 Public Relations and the Internet