Category: Reading Notes


Chapter 9 NOTES

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Ch. 9- Public Opinion and Persuasion

Chapter nine focuses on the publics reaction to PR campaigns. The chapter is important because it outlines the goals that must be met in order to persuade the audience. Persuasive communication involves audience analysis, appeal, message clarity, timing, participation of both the audience and PR firm itself. Propaganda is introduced in this chapter as well. Although the term has a long history, usually with a negative connotation, now the term refers to political or other various forms of professional communication. The ethics of communication are important in this chapter as well, it is important to persuade ethically so the public is properly informed. Not using false, fabricated information is important. 

Casey Sherwin

Chapter 8 NOTES

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Chapter 8- Evaluation

This chapter details the need for evaluation of a PR campaign. In this stage professionals can assess the effectiveness of a PR campaign. There are multiple measures of success; production, exposure, awareness, attitudes, and action. A large percent of public relations budget is put in place for evaluations and measurement of these criteria can help to enhance the effectiveness of future PR campaigns.

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Ch. 7- Communication

My favorite subject in PR because I believe it is my true strength. In the text this step in the process is known as EXECUTION. After researching, and planning one must follow through with their plan. There are objectives that must be put within reach at this juncture. They are as follows: message exposure, accurate dissemination of message, acceptance of message, attitude change, and change in behavior. The receiver must receive, pay attention, understand, believe, remember, and as a result the receiver must act upon the message. 

Casey Sherwin

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Chapter six outlines program planning. First comes research. Next as you can imagine is planning. You must be well informed of your subject matter in order to create a professional, effective plan. Staying on your feet and understanding your surroundings will help you create positive awareness and eventually have a positive effect on the company you represent.

Casey Sherwin

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Chapter 5 Research

Chapter five is titled research. The chapter teaches students the importance of PR research and how it is the basic fundamental key to all PR programs. Without PR research a professional will not succeed. Gathering information about the task at hand is fundamental. 

Secondary Research-reviewing historical data about a firm, sales data, customer information

Qualitative Research-helps to learn about the behavior of firms individuals, their thoughts, decision making processes. Interviews are useful, focus groups, copy testing, and analysis of these content helps to have greater knowledge.

Quantitative Research-a more scientific research that requires accuracy and precision. Sample size helps determine the margin of error.

Respondents can be reached through mail, telephone, personal interviews, and surveys.

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Ch. 4 Public Relations Departments and Firms

Chapter four details the departments that PR professionals are found. PR professionals are not always labeled as such. PR departments may be called by other names such as: CORPORATE COMMUNICATIONS. PR firms vary widely, there are many different size firms, they are found throughout the world. Large corporations find PR firms necessary in order to maintain a positive image in their community.

Casey Sherwin

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Ch. 3 Ethics and Professionalism

Chapter three in our book outlines the strict guidelines a PR professional should adhere to ethically. A persons own beliefs are molded by their value system. Professional organizations should follow strict ethical guidelines. Ethics are not necessarily laws therefore they are not mandatory. However, strong ethical means are the basis for healthy, respectable companies. Organizations such as PRCA, IABC, and IPRA are important because they set the standard for proper ethical behavior in the profession.

Casey Sherwin

Chapter 2 NOTES

Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron- http://www.buy.com/prod/public-relations-strategies-and-tactics/q/loc/106/205868209.html

Ch.2 

The Evolution Of PR

Chapter two gives an overview of the history of PR. Starting with the roots of Public Relations, a 20th century term. The practice is ancient. The Boston Tea party is mentioned along with the FEDERALIST PAPERS. P.T. Barnum and the printing press also held a large piece of the puzzle. 

 

Casey Sherwin