Apr Flashcards For Accreditation 2012-Definitions

Front 1

What the the competencies of public relations?

Back 1

Competencies
1. Trusted counsel--advice and anticipate

2. Internal communication--engage employees and build trust

3. Media relations-develop public trust and support

4. Community relations--establish public trust and support

5. External communication to customers/stakeholders/investors, etc--build public trust and support

Front 2

What is the public relations four step process?

Back 2

Research and strategize
Plan
Implement, execute and communicate,
Evaluate

Front 3

What are some other functions of public relations?

Back 3

Publicity and special events
Issues management
Crisis communication

Front 4

What is Advertising?

Back 4

Information placed in the media by an identified sponsor that pays for time or space. It is a controlled method of placing messages in the media.

Front 5

What is a Brand?

Back 5

A product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service or concept.

Front 6

What is Branding?

Back 6

The process of creating and/or disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names.

Front 7

What is community relations?

Back 7

An area of public relations with responsibilities for building relationships with constitutent publics, such as schools, charities, clubs and activist interests of the neighborhoods or metropolitan areas where an organization operates. Dealing and communicating with citizens and groups within an organization's operating area.

Front 8

Controlled communication channels

Back 8

Self-sponsored communication channels, media and tools that are under direct control of the sender. Example include paid advertising, newsletters, brochures, some types of e-mails, organizational websites and blogs, leaflets, organizational broadcasts and podcasts, intranets, teleconferences and videoconferences, meetings, speeches, position papers, and all other channels and communication products under organizational control.

Front 9

Counseling

Back 9

Advising management concerning policies, relations and communications.

Front 10

Crisis communication

Back 10

Protects and defends an individual, company or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing.

Front 11

Employee Relations

Back 11

An aspect of public relations responsible for building relationships between an organization and its employees, a critical element in fostering positive attitudes and behavior of employees as ambassadors of the organization.

Front 12

Financial relations

Back 12

An aspect of public relations responsible for building relationships with investor publics, including shareholders/stockholders, potential investors, financial analysts, the financial markets (such as the stock exchanges and commodities exchanges), and the Securities and Exchange Commission. Dealing and communicating with the shareholders of an organization and the investment community. also known as investor relations or shareholder relations.

Front 13

Government relations

Back 13

An aspect of relationship-building between an organization and government at local, state, and/or national levels, especially involving flow of information to and from legislative and regulatory bodies in an effort to influence public policy decisions compatible with the organization's interests. Dealing and communicating with legislatures and government agencies on behalf of an organization.

Front 14

Grassroots organizing

Back 14

An activist practice for creating social change among average people. Grassroots organizing is based on the power of the people to take collective action on their own behalf. This public relations technique is often used to sway public opinion and move legislators to action. Grasstops uses the same strategy, but with community influencers.

Front 15

Issues management

Back 15

The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future.

Front 16

Lobbying

Back 16

The specialized area of public relations that builds and maintains relations with a government or its officials for the primary purpose of influencing legislation and regulation.

Front 17

Marketing

Back 17

The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider. Targets customers.

Front 18

Marketing communications

Back 18

A combination of activities designed to sell a product, service or ideas, including advertising, collateral materials, interactive communications, publicity, promotion, direct mail, trade shows and special events.

Front 19

Media relations

Back 19

Mutually beneficial associations between publicists or public relations professionals and members of media organizations as a condition for reaching audiences with messages of news or features of interest. Maintaining up-to-date lists of media people and a knowledge of media audience interests are critical to the function. Dealing with communication media in seeking publicity or responding to their interest in the organization.

Front 20

Multicultural relations/workplace diversity

Back 20

Relating with people in various cultural groups. Understanding multicultural and workplace diversity continues to increase in importance. Diversity in the workplace continues to provide challenges and opportunities to public relations practitioners and other managers impacting messaging, perceptions of ideas, and services. These considerations may include issues of household composition, ages, gender, ethinic and religious backgrounds, language, technology fluency, health status or disabilities.

Front 21

Press agentry

Back 21

Creating newsworthy stories and events to attract media attention and gain public notice.

Front 22

Proactive public relations

Back 22

Taking the initiative to develop and apply public relations plans to achieve measurable results toward set goals and objectives.

Front 23

Promotion

Back 23

Activities designed to win publicity or attention, especially the staging of special events to generate media coverage. Special activities designed to create and stimulate interest in a person, product, organization or cause.

Front 24

Propaganda

Back 24

Persuasion based on appeals rather than on the merits of a case. Often gives only one side of an argument, making it deceitful and not in the public interest.

Front 25

Propaganda devices

Back 25

- Glittering generalities
- Name calling (emotions)
- Transfer (guilt by association)
- Bandwagon (everybody's doing it)
- Plain folks (anti-elitism)
- Testimonials (if irrelevant)
- Card stacking (one-sided)

Front 26

Public affairs

Back 26

A specialized area of public relations that builds and maintains mutually beneficial governmental and local community relations. Also applies to the military and governmental agencies due to the 1913 Gillett Amendment.

Front 27

Public information

Back 27

Representation of a point of view in collected forms such as facts, news, messages, pictures or data; the process of disseminating such information to publics usually through the mass media; a designation describing persons charged with the task of such dissemination usually on behalf of government agencies, nonprofit organizations, colleges or universities.

Front 28

Publicity

Back 28

Information from an outside source that is used by the media because it has news value. It is an uncontrolled method of placing messages because the source does not pay the media for placement.

Front 29

Reactive public relations

Back 29

Response to crises and putting out fires defensively rather than initiating programs. There are varying degrees of reactive public relations with some situations requiring implementation of an organization's crisis plan.

Front 30

Reputation Management

Back 30

Reputation management has long been a function of public relations, which is often cited in the context of crisis management. The increased use of the Internet and related social media has given added urgency to the practice, as the immediate and anonymous nature of the Web increases the risk of communications that can damage an organization's reputation. Online reputation management is a growing specialized segment of public relations.

Front 31

Special events

Back 31

Stimulating an interest in a person, product or organization by means of a focused "happening." Activities designed to interact with publics and listen to them.

Front 32

Uncontrolled communications channels

Back 32

Uncontrolled communications channels refer to the media that are not under direct control of the company, organization or sender of messages. These include newspapers and magazines, radio and television, external websites, externally produced blogs and social media commentary, and externally produced news stories.