Adv 410 Exam 1

Front 1

Communication Technicians

Back 1

Entry-level specialists in PR/marketing who perform specialized tasks directed by others

EX: copywriters, PR coordinators who write press releases

Front 2

Communication Managers

Back 2

Direct research, make decisions, plan projects & campaigns.

Front 3

Tactical Managers

Back 3

Make daily decisions on practical, specific issues

Day-to-day stuff

Front 4

Strategic Managers

Back 4

Concerned with management, trends, issues, policies, and corporate structure

Trends, policies, issues, big-picture

Front 5

How is PR changing?

Back 5

more strategic & scientific. Less about performing tasks/services, more about managing a planning process

Front 6

Definition of PR

Back 6

Strategic communication process that builds mutually beneficial relationships between organizations, & their publics

Front 7

7 Types of PR issues

Back 7

1. Low visibility
2. Lack of public understanding
3. Opposition (from critics)
4. Insufficient support/funding
5. Promoting new/existing products
6. Morale problems or employee indifference
7. Misunderstandings by regulators

Front 8

What are the 4 characteristics of Strategic Communications?

Back 8

-- Intentional - planned & purposeful
-- Build understanding/support for ideas
-- Based on research & planning
-- Use evaluation to measure success

Front 9

What is Marketing Communications?

Back 9

----A management function
----focused immediately on products & services.
----responds to wants/needs of customer
----Seeks to sell stuff (economic exchange)
----More expensive than PR because it relies heavily on advertising

Front 10

4 stages of strategic PR?

Back 10

1. Formative Research
2. Strategy (overall plan)
3. Tactics (visual elements)
4. Evaluative Research

Front 11

What is formative/strategic research?

Back 11

--Impacts the org's overall mission

--Data gathered & analyzed
--Used to build a communication program
--the systematic gathering of information about issues and publics that affect organizations, especially those using two-way communications

Front 12

What is tactical research?

Back 12

Info obtained to guide the production & dissemination of the message
--helps practitioners do their jobs effectively

Front 13

What to consider when choosing tactics?

Back 13

■ Your goals and objectives
■ The tactics’ relationship to one another
■ The style and taste of your organization and publics
■ Time and budget constraints
■ Appropriateness to the situation

Front 14

What is issues management?

Back 14

Figuring out what our issues are before they become a crisis

Front 15

What is the 6-step process to issues management?

Back 15

■ Identify future issue likely to affect the organization
■ Research and analyze each issue
■ Consider options for responding to each issue
■ Develop an action plan
■ Implement the plan
■ Evaluate effectiveness of the response

Front 16

What is risk management?

Back 16

• Identifying, controlling and minimizing effect of uncertain events
• Not necessarily PR function, but lack of it can lead to PR crisis

Front 17

Deontological vs Teleological ethics?

Back 17

Deontological: there is a right & wrong, abide by what is morally "right"

Teleological: just make the client happy, seek the greater good for the greatest number

Front 18

What is ethical relativism?

Back 18

Actions are ethical if they reflect social norms

Front 19

6 strategic principles for crisis management?

Back 19

1. Existing relations (keep publics informed)
2. Meda-as-Ally
3. Reputational priorities
4. Quick response
5. Full disclosure
6. One voice

Front 20

4 components to analyzing an organization's internal environment?

Back 20

PERFORMANCE
○ Goods, services, viability or causes and ideas

NICHE

STRUCTURE
○ Purpose and mission of organizations + PRs role
○ Is PR part of management; does PR have resources?

INTERNAL IMPEDIMENTS

Front 21

4 components to analyzing an org's external environment?

Back 21

Supporters
Competitors
Opponents
External Impediments

Front 22

Difference between public, market, and audience?

Back 22

Public - have a common concern with an organization
Market - people the org does business with
Audience - people who pay attention to org's messages

Front 23

5 characteristics of a public?

Back 23

1. Distinguishable - more than just "teenage girls"
2. Homogenous - common traits/features
3. Important - can impact your bottom line
4. Large enough to matter
5. Reachable

Front 24

4 types of publics

Back 24

1. Customers
2. Producers (provide input.. employees, etc)
3. Enablers (regulate the org's norms -- government etc)
4. Limiters (can reduce your success)

Front 25

What are the 7 types of activists?

Back 25

1. Dissident (oppose because of your actions)
2. Anti (oppose everything)
3. Advocate (support something that is opposite of you)
4. Missionary (self-righteous, morals are most important)
5. Activist (like advocates but seek change.)
6. Fanatic (zealots without social stabilizers, suicide bombers)
7. Zealot (single-issue activists with a missionary fervor)

Front 26

3 types of opinion leaders?

Back 26

1. Formal - structured roles & appointed (mayor)
2. Informal - influence because they are informed (Oprah)
3. Vocal activists - opinion leaders linked to a particular issue (sad dog commercials)

Front 27

5 stages of key publics?

Back 27

Nonpublic -- does not share issues with org

Latent public - shares issue with org, but doesn't recognize the situation/potential

Apathetic public - faces an issue, knows it, but doesnt care

Aware public - recognizes issue, sees relevance, but doesn't want to discuss

Active public - discussing & acting on shared issue

Front 28

5 characteristics to assess a Key Public?

Back 28

1. PR situation (public's wants, needs, interests)
2. Organization (Public's relationship to org)
3. Communication behavior (media/channels)
4. Demographics
5. Personality Preferences (public's psychology and temperament)