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Chapters 5 and 20. PR Professionals and Management.

2 Dec

Chapter 5

The Public Relations is accepted as a step of the management process if a company is smart (Seitel, Page 99). PR managers need to think on their feet and be able to achieve results. The best way to do this is to have one foot inside the company and one foot outside (Seitel, Page 81).

The public relations management process should include 4 steps

1. Defining Problem or Opportunity

2. Programming

3. Action

4. Evaluation

(Seitel, Page 83).

In creating a PR plan (spells out the campaign), there are 10 items that should be incuded,

1. An Executive Summary

2. Communication Process

3. Background

4. Situation Analysis

5. Message Statement

6. Audiences

7. Key Audience Messages

8. Implementation

9. Budget

10. Monitoring and Evaluation

All of these skills are so important, and Pr professionals are one of the fastest growing career choices because the needs of companies have changed (Seitel, Page 99).

Chapter 20

“The public must be informed” – Ive Lee (100 years ago) (Seitel, Page 400). Even he knew 100 years ago that PR professionals (or whatever they would be called) are important. PR jobs use to be the first to be cut when the Country was in an economic downturn; however, companies realize how important these people are to their image and how much they portray the organizations face (Seitel, Page 400).

When going into this field, and searching for a job, you should,

-Consider what interests you and start early

-Get a name

-Dispatch a personal letter


-Prepare an elevator speech (Seitel, Page 403).

Once you have your foot in the door, there are 7 keys to being successful.

1. Diversity of Experience

2. Performance

3. Communications Skills

4. Relationship Building

5. Pro-activity and Passion

6. Teamliness

7. Intangibles (Seitel, Page 405).


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.


Chapter 19. Crisis Management.

24 Nov

Crisis management has become one of the most “revered skills in PR work” (Seitel, Page 290). Businesses always want to prevent crisis first, but unfortunately, when crisis happens, it will always be a surprise. You will probably find out when the media is contacting you to find out more information (Seitel, Page 387).

To prevent crisis, a company must have great “issues management”. Issues management is “the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny” (Seitel, Page 383).

The most important aspect of planning a crisis is BEING PREPARED. While doing this, there needs to be understanding between all parties. All definitions and risks need to be spelled out for all audiences. Rumors will then be less likely to start (Seitel, page 387).

When a crisis occurs, you need to communicate well. By well, I mean fast and accurate (Seitel, Page 391). This is one of the biggest mistakes PR professionals and companies make. They wait and let rumors start, and wait even longer while communication errors get worse. If you come out with accurate info very quickly, there will be minimal confusion (Seitel, Page 391).

As social media and the internet broaden the landscape of info and area of crisis to grow, there will be more people who need to have crisis management skills.


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.

Chapter 18. The Internet Transforms Communication

15 Nov

The Internet …where would we be without it? I don’t even want to think about it. I grew up in a world where because of all of the media, and social medias, and IMing, and blogging, I know nothing else now.

The “world wide web has transformed the way we work, the way we buy things, the way we entertain ourselves, the way business is conducted, and, most important to public relations professionals, the way we communicate with each other” (Seitel, Page 361). This is completely true, and die to the change in communications, the PR field has had to transform as well to fit into this new frontier. There are specialists who only work on how to do this the right way for all organizations.

E-mail has become less interesting to teenagers, because most of them use social networking sites to get their information and communicate with people – texting being the most prevalent.

There are also a list of web-based communication vehicles including; intranets, extranets, wikis, podcasting, RSS, and second life (Seitel Page 374).

Online communication also leaves room for the bad side because of how open and large it really is. Discussion groups can go sour and rogue websites seek to confront organizations by using negative information, along with urban legends. These are all things that have to be monitored.


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.

Chapter 9 and 17. PR and Traditional Roads to Media

8 Nov

Chapter 9 generates the idea that if all PR people and journalists got along, the world would be perfect. However, that would be an illusion. Journalist’s jobs are becoming harder and less entertaining because of the internet and cable. People would rather watch their news and read it online than pick up a newspaper. Although we saw that many people still do read the paper, they still visit other places first (Seitel, Page 174). We, as PR professionals, will need to deal with the media in many different situations, and know where to search for accuracy and information. Better relationships between media information experts will account for better practices within the field, and better media for publics in the long run.

Chapter 17 is best summed up on page 341, as it says, “while traditional advertising and marketing can build brand awareness, public relations establishes credibility and tells the brand story more comprehensively” (Seitel). Although PR is becoming very popular, traditional advertising is still very important. Like I wrote in my ISC Topic 3, I still believe our class should be called Integrated Strategic Communications, because it incorporates all of these ideas. In advertising, you “pay to place your message in more traditional media formats”. Marketing is “the selling of a service or product through pricing, distribution, and promotion”, and public relations is “the marketing of an organization and the use of unbiased, objective, third-party endorsement to relay information about that organizations products and practices” (Seitel, Page 342). No matter how you want to relay a message or sell a product or service, you should make sure you utilize all avenues to do so.


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.

Chapters 12 and 14. PR Grows

1 Nov

In chapter 12, the main point is that due to the growth in government, there needs to be a growth in PR as well. As a country, and world, we have seen that there has been a growth in PR. One example is that lobbyist numbers are growing at an extreme rate. In 1976 there were about 3,000 lobbyists, and today there are just under 35,000 (Seitel, Page, 257). Also, President Obama was called the first “digital presidential candidate” (Seitel, Page 260) He realized there were so many people he needed to target, people he needed to sway, and fundraising that needed to be accomplished.:  He used digital means to achieve this goal.

Chapter 14 is about International Relations. As public relations is growing quickly, and the internet is residing as a dominant force, the speed we gather information, and where we know information from is changing. We can receive information from Egypt here in America in a matter of minutes. “Information now travels at 15,000 miles an instant” (Seitel, Page 285). Another consequence of this is that people and organizations need to “be sensitive to how their actions might affect people of different cultures in different geographies” (Seitel, Page 286).

Communication is growing in most countries, and most countries have positive factors that are increasing the PR. Due to this, people have to realize that there s a “danger of communication in an increasingly interconnected – not to mention, sensitive – world” (Seitel, Page 297).


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.

Chapter 11. Fortune 400 Company in a Small Town

24 Oct

In chapter 11, we all learned that serving one’s community makes good business sense (Seitel pg. 221). While reading the chapter, I could not help but compare it to the fortune 400 company – CORNING Inc. I was doing this because I live in the city of Corning, where the company is.

When I am home, I see Corning Inc. everywhere. They donate money, and volunteer. They coexist in Corning very well. They have the 3 skills that allow them to do this, which are; determining what the community thinks about them, informing the community about their point of view, and negotiating and mediating between different channels of people in case of discrepancies ( Seitel, pg. 224).

As a citizen of Corning NY, I expected them to me visible, or to have appearance. Like I said before, they do this well. Their buildings are the most new and updated in the city and always have the best landscaping (my grandfather was a landscaper there for years). They participate in civic functions, and make themselves visible. Corning Inc. is stable and has been around for a very long time. The city somewhat rest on its shoulders, and lastly, they put Corning on the map. Many people, from all over the country, and the world come to Corning to look at their glass. That is what we are known for and we take pride in that (Seitel, pg. 224).


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.

Reading Notes Chapters 10 and 13

16 Oct

These 2 chapters were about keeping employees and customers happy. If either of these public and their subgroups of publics are unhappy, a company will suffer internally, externally, and in the end, financially.

In chapter 10, Seitel mentions that companies that communicate more with their employees correctly financially outperform those that do not by 57 percent (Seitel, Page 201)

With the economy the way it has been since 2008, many employees need reassurance with three main focuses – being candid, clear, and credible. Employees are very unhappy and need more communication recently because of increased layoffs, the gap between pay in organizations (b/t CEO’s and the average 9-5 worker), and the move towards globalization. Companies started to realize that the employees are the biggest assets to their companies (Seitel, Page 202).

Companies need to make sure they reach all subgroups in the employee public and the comm. is also effective, and they will know by asking 3 questions…

  1. Is management has to be able to comm. effectively with employees?
  2. Is comm. trusted and does it relay appropriate info to employees?
  3. Has management comm. its commitment to its employees and to fostering a rewarding work environment.

At uncertain times, companies need to make sure they use principles of respect, honest feedback, recognition, voice and encouragement in order to communicate effectively with employees.

The 6 criteria of America’s best companies, written by Milton Moskowitz are,

  1. Willingness to express dissent (feedback)
  2. Visibility & proximity of upper management (MWBA – “management by walking around”)
  3. Attention to clarity
  4. Friendly tone
  5. Sense of humor

In order to clean out the untrustworthiness in a company is different than just communicating with employees without the “scar tissue”. Follow SHOC

-STRATEGIC (1. Where is org going, 2. What is my role?)

– HONEST (don’t sugarcoat)

-OPEN (2 way comm.)

-CONSISTENT (predictable)

Once again, before you do any type of communication, you need to research the attitude of the company employees. TACTICS is order to do research you want to do are,

  1. Comm. audits
  2. Online comm.
  3. Intranet
  4. Print publications
  5. Bulletin boards
  6. Sugg. Box and town hall meetings
  7. Internal videos
  8. Face-to-face comm.

Chapter 13 is more about consumer relations. A CONSUMER CLASS is a group of people characterized by diets of increased processed food, the desire of bigger houses, and more bigger cars and higher level of debt.

The Consumer relations objectives to increase sales are to

  1. Keeping old customers
  2. Attract new customers
  3. Market new items or services
  4. Expediting complaint handling
  5. Reducing cost

*only 4% of people who are dissatisfied will complain and there is an office for customers to call called an OMBUDSPERSON.

Beginning in early years, consumers have had people backing them up to protect them. In 1960, John f Kennedy decided there should be a consumer’s bill of rights…

  1. Right to safety
  2. Right to be informed
  3. Right to choose
  4. Right to be heard


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.