1.

Start by defining Public Relations (PR) and clarifying the main distinction between PR,

Advertising and Professional Journalism. Based on the textbook content, what is the role

research plays in modern PR, and how this compares with the earlier days of the

industry? PROVIDE EXAMPLES. Also, name and explain TWO strategies to convey

the message that PR uses (i.e., press releases). Finally, considering the BP, Tylenol,

Starbucks, and NFL concussion cases cited in this chapter, what are some key things an

organization can do to respond effectively once a crisis hits? *

○ Public relations, advertising, and professional journalism are similar but quite

different in their own ways. As stated in page 457, public relations “refers to the

total communication strategy conducted by a person, a government, or an

organization attempting to reach and persuade an audience to adopt a point of

view,” while advertising “uses simple and fixed messages that are transmitted

directly to the public through the purchase of advertisements”. Professional

journalism on the other hand, deals with journalists getting stories to write about

in the papers they work for. In reality, all three co-depend each other to function

in society. Public relations helps with advertising, and professional journalists are

able to use public relations for “story ideas and access” (pg 476).

○ Research plays a significant role in public relations. It is actually “one of the most

essential practices in the PR profession” (pg 465). Research is used by PR to help

target the right audiences for the company. The type of research that is usually

done for PR are demographic and psychographic research. Demographic research

deals with doing research on certain populations of society, while psychographic

research focuses on what certain populations like/feel about certain subjects. In

 the earlier days of the industry, propaganda would be used as a way to tap into a

consumer’s mind. For example, the iconic “We Can Do It” poster of a woman that

was popular in World War II was propaganda but also tapped into the minds of the

women population of the United States, encouraging them to join the workforce.

○ Two strategies that help convey the message public relations uses are press

releases and pseudo-events. Press releases “are announcements written in the style

of news reports that give new information about an individual, company or an

organization and pitch a story idea to the news media” (pg 466). Press releases are

basically a treat for professional journalists by public relations. This also provides

some publicity/advertising for whoever the PR works for. Pseudo-events are the

same way, but instead of a formal press release, events are thrown with the

purpose of “gaining coverage in the media” (pg 469).

○ The key things an organization can do to respond effectively once a crisis hits is

definitely take in and acknowledge the thoughts of the people. I feel like research

on what everyone is saying about the crisis is very important, and that it is not

about responding quickly, but is about giving the most genuine response to the

public. In the words of the textbook, “Disaster management may reveal the best

and worst attributes of the company and its firm” (pg 474) , basically meaning

that the way a firm responds to a crisis can help the firm do well, or do the

complete opposite. The opinion of the public matters, and if an organization fails

to acknowledge it, the public will definitely go against that organization.