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41 Cards in this Set
- Front
- Back
- 3rd side (hint)
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What is Public Relations?
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• A management function (ideally)
o Focused on long-term interaction between an organization and its publics o Seeks to enhance relations with publics o Seeks to generate mutual understanding, goodwill, and support with publics o PR is a type of strategic communications, but your text uses the terms interchangeably |
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What is Marketing Communications
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o Focused immediately on products and services
o Responds to wants and needs of the consumer o Seeks to foster economic exchange between organization and consumers (sell stuff) o More expensive than PR because it relies heavily on advertising o Another type of strategic communications; not the focus of this text |
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What is effective creativity?
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-must be relevant and serve a purpose
o Creative messages should change attitudes, sell products, or achieve some other desired results of the client. o Use a step-by-step system of planning to learn how to develop an effective communication program. o Conduct careful and insightful planning rather than waiting for a bolt of inspiration. |
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What is Formative Research?
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data that is gathered and analyzed; used to build a communication program
• Also called “strategic research” – it’s the systematic gathering of information about issues and publics that affect organization’s, especially those using two-way communications o Impacts the organization’s overall mission |
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Situation
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– a set of circumstances facing a situation; usually stated as a noun
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Issue
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situations that present matters of concern to the organization; result of a trend, event, development, dispute or other results of a changing environment
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Issue Management
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the process by which an organization tries to anticipate and respond to issues before they get out of hand
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Risk management
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• Identifying, controlling, and minimizing the impact of uncertain events on an organization
o Not necessarily a PR function but lack of it can lead to a PR crisis |
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Crisis Management
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the process by which an organization deals with an out-of-control issue
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Benchmarking
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“best practices”; you research how other organizations have handled similar situations
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What are the Tips for Issues Management?
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• Develop active dialogue with various stakeholders.
o Quick response • Make sure an issue is worth management. • Nurture expert contacts who can provide third-party research and endorsement when necessary. • Form a coalition with organizations similar to yours. • Create a risk management plan and review it regularly, updating and modifying it as necessary. • Include senior management on this team. |
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What is a Niche?
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• What makes it different from similar organizations
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What is Internal impediment?
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• Obstacles that might limit PR’s effectiveness (politics)
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What is a Public?
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a group of people sharing a concern with an organization, recognizes its significance (family)
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What is a market?
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– publics the organization does business with or generates support and participation from
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What is an Audience?
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those who pay attention to a particular medium and receive an organization’s messages
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What are key publics?
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• Also called “strategic publics”
• Those publics most important to PR activity • The people you want to communicate with o If fundraising for a church, a key public might your most affluent congregation members o In an election campaign, a key public might be senior citizens who vote • key publics should be selected before identifying objectives |
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What is a Public Relations Project?
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o Single, short-lived activity to meet an objective
• Example: news release, personal invites, print ad for an open house |
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What is a Public Relations Program?
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o Ongoing PR activities dealing with several objectives of a goal
o Focused on its relationship with a particular public • Example: community relations or employee relations programs • Longer term than a project |
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What is a Public Relations Campaign?
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o Sets of PR activities, each with a specific purpose, over time, dealing with objective associated with a particular issue
• Example: a campaign to reduce drunk driving accidents • Meth campaign |
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What is Ethical Relativism?
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actions are ethical if they reflect social norms; reflects a respect for cultural diversity, but doesn’t take into consideration “rightness” or “wrongness”
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What is Deontological ethics?
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rooted in a standard or moral code; good vs. bad
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What is Teleological ethics?
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focused on the impact actions have on people; good results come from good actions
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What are the Characteristics of a Public?
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• Distinguishable
• Homogenous o Common traits/features; baby boomers, seniors, Gen Xers • Important o Can impact bottom line; help you achieve your mission • Large Enough to Matter o Deserve your attention; possibly by using media • Reachable o You have the means/method to interact with them |
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What is the role of PR in integrated communications?
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creates awareness
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What is the role of advertising in integrated communication?
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reinforce the publicity and promotion
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what does a strategic manager do?
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are concerned with management, trends, issues, policies, corporate structure.
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What does a tactical manager do?
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make day-to-day decisions on practical and specific issues.
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In a public relations situation an opportunity is referred to as...
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offering a potential advantage to the organization or its publics (positive)
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In a public relations situation an obstacle is referred to as...
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limiting the organization in realizing its mission
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What are the Strategic Principles for Crisis Management?
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: Principle of Existing Relations, Principle of Quick Response, Principle of Full Disclosure, Principle of One Voice.
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What is involved in conducting a communications audit?
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• analyze the strengths and weakness of your organization/client
o Similar to SWOT Analysis- strengths, weakneses, opportunities, threats • Focuses on three aspects: o Internal Environment o Public perception o External environment • Requires honesty and tact |
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What is involved in analyzing an organization’s internal environment?
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o Performance
o Niche o Structure o Internal Impediments |
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What are the different types of opponents?
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Dissident- they oppose you because of your position or actions
Anti- global dissidents who seem to oppose everything Advocate- they support something else and you stand in the way of their goal; mainly vocal Missionary- self-righteous advocates in support of a cause, operating under a moral imperative Activist- like advocates but seek change; they oppose you as a by-product of their goal Fanatic- zealots without social stabilizers; suicide bombers and terrorist snipers who’ll go to any lengths to oppose you Zealot- single-issue activists with a missionary fervor |
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What are the categories of publics?
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Customers- receive your products
Producers- provide input Enablers- regulate Limiters- undermine your success |
Caroline
Probably Eats Limes |
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What are the subgroups of customer publics?
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o Secondary customers – customers of your customers
o Shadow constituents – not directly linked to organization, but can affect the perception of your organization |
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Lazarsfeld’s Two-Step Flow of Communication Theory
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says that the media influence opinion leaders, who in turn influence other people.
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Diffusion of innovations theory
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people who are quick to try new ideas or products influence latecomers to the innovation.
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What is an Intercessory public?
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• Influential groups who serve as a bridge between an organization and its publics; they “intercede” on the organization’s behalf
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What is an opinion leader?
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• Influential (intercessory) individuals; men and women who have a particular influence over an organization’s publics
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What are the phases of public relations?
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formative research
strategy tactics evaluative research |
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