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53 Cards in this Set
- Front
- Back
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What does PR stand for, what are the 3 elements of it, and what is it's main organization?
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PUBLIC RELATIONS
SEKKS TO INFORM, PERSUADE AND INTEGRATE PRSA- PUBLIC RELATION SOCIETY OF AMERICA |
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What is the history of PR?
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AROUND SINCE COLONIAL TIMES, PAUL REVERE, BEN FRANKLIN, ALEX HAMILTON
PT BARNUM FIRST USED PR TO PROMOTE HIS CIRCUS 1900- THE PUBLICITY BEAUREA |
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Who was Bernays?
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TAUGHT THE FIRST PR CLASS AT NYU, WROTE THE FIRST TEXT
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When did PRSA begin?
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IN 1948, OVER 28,000 MEMBERS TODAY
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What is a press release?
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ISSUED TO NEWSPAPRES, BROADSCAST STATIONS AND OTHER MEDIA TO STIR REPORTER INTEREST IN COVERING AN EVENT, HOPE TO GET A POV INCLUDED IN THEIR STORY
AS MANY AS 90% OF NEWS STORIES RELY TO SOME EXTENT ON INFO IN PRESS RELEASES |
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What is a VNR?
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VIDEO NEWS RELEASE, VIDEO FORM OF PRESS RELEASE
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What is a PSA?
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PUBLIC SERVICE ANNOUNCMENET
DONE BY ORGS SUCH AS THE AD COUNCIL |
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What are some functions of PR professionals?
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PUBLICITIY
MEDIA RELATIONS PROMOTION SELLING COMMUNITY RELATIONS GOV'T RELATIONS PUBLIC INFO SPECIAL EVENTS EMPLOYEE RELATIONS ISSUES, CRISIS, REPUATION MANAGEMENT LOBBYING |
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What does Media Relations involve?
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STRATEGIZE, PLAN MEDIA RELATIONS AND PUBLICITY
PREPARE, GIVE OUT NEWS RELEASE/PRESS KITS AND PRESS ALRETS CALL/WRITE EDITORS AND REPORTES WORK WITH PR SERVICES THAT ASSIST, WIRE INFO TO PRESS EVALUATE MEDIA RELATIONS AND PUBLICITY RESULTS |
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What is the Psychodynamic advertising strategy?
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ASSUMES THAT OUR PERSONAL ORIENTATIONS AND BEHAVIORS ARE BASED ON IND. PSYCH. FACTORS
EMOTIONAL REACTION USES REASON, DESIRE, NEEDS AS APPEALS AROUSES SOME SORT OF EMOTION/FEELING STATE |
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What is the Socio-Cultural advertising strategy?
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ASSUMES OUR BELIEFS AND BEHAVIORS ARE SHAPED BY THE CONTEXT OF SOCIAL RULES AND THE SHARED CULTURAL EXPECTATIONS OF THOSE AROUND US
CULTURE DICTATES ACTION, PRESSURE TO CONFORM NORMS, RANKING, SOCIAL CONTROL |
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ADVERTISING STRATEGY
Creates an illusion of comparison, "Lasts twice as long" "You can be sure" "Makes it easier" |
UNFINISHED STATEMENT
ASK YOURSELF WHAT AS LONG AS WHAT, EASIER THAN WHAT |
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ADVERTISING STRATEGY
Words that help limit a claim "Helps relieve stress" "Makes it virtually effort free" "Fights mold build up" |
QUALIFIER
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ADVERTISING STRATEGY
Says s/t about the product that is true for all brands in that category Usually a statement of fact, but no true advantage "Great lash increases the diameter of every lash" |
WATER IS WET
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ADVERTISING STRATEGY
There's nothing else quite like the product being advertised, unique so it's superior "There's no other mascara like it" "Only Doral has this unique filter system" |
UNIQUE AND DIFFERENT
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ADVERTISING STRATEGY
Demands a response from the audience, question is asked and audience is supposed to answer to affirm the product's goodness "Shouldn't your family be drinking Hawaiian punch? |
RHETORICAL QUESTION
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ADVERTISING STRATEGY
Use of words that are often colorful, but meaningless, As well as the use of the subjective and emotional opinions that defy verification "It's deep rich lather makes hair feel good" "Lips have never looked as luscious" |
VAGUE
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ADVERTISING STRATEGY
Butters up the consumer, uses flattery "You pride youself on your good home cooking" |
COMPLIMENT THE CONSUMER
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ADVERTISING STRATEGY
Celebrity promotes the product |
ENDORSEMENT
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ADVERTISING STRATEGY
Respond to the connation of the word, not the literal meaning "The best in its class" "Doctors reccomend most" |
CONNATIVELY LOADED WORDS
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What is a junket?
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An expense-paid trip intended to influence the media coverage
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What is the Potters Box?
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4 DIFFERENT CATEFORIES TO BE CONSIDERED WHEN MAKING A DECISION IN THE MEDIA
S-SITUATIONAL V-VALUES P-PRINCIPLE L-LOYALTY |
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What is Press Release Journalism?
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ARTICLE OR NEWS THAT IS JUST ABOUT A PRESS RELEASE
THE POTENTIAL AUDIENCE MAY BE GETTING FALSE INFO BUT THEY DON'T DO THE RESEARCH TO FIND OUT IF IT IS TRUE OR NOT, THEY JUST ASSUME POTENTIALLY A PROBLEM B/C THE NEWS MIGHT BE BIASED |
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MEDIA ETHICS
Protecting the confidientialy of the source |
CONFIDIENTIALITY
WANT TO REVEAL THE SOURCE, BUT YOU CANT |
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MEDIA ETHICS
Citing source to reflect their credibility without revealing their identity |
SOURCE ATTRIBUTION
MIGHT GIVE AWAY SOURCE'S CREDIBILITY |
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MEDIA ETHICS
Twisting the story, only publish certain parts |
SELECTIVE EDITING
PUBLIC IS BEING MISINFORMED |
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MEDIA ETHICS
Choosing decision on experience, not ethics |
PRUDENCE
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MEDIA ETHICS
What journalists choose to cover |
FAIRNESS
COULD BE PROMOTING A CERTAIN PROUDCT OVER OTHERS |
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MEDIA ETHICS
Dramatization, just getting the juicy front page story |
SENSATIONALISM
MAY AFFECT THE LEGAL SYSTM |
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MEDIA ETHICS
Bribe media to get them to say what they want about a prodcut |
BRIBERY
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MEDIA ETHICS
Stoery should be factual, can not manipulate story of phots |
ACCURACY
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MEDIA ETHICS
If it bleeds, it leads Get people to tune in by going overboard |
COMMERCIALISM
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What are the 2 fundamental ideas guided by the Hutchinson Commission?
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1. WHOMEVER ENOYS A SPECIAL MEASURE OF FREEDOM, LIKE THAT OF A JOURNALIST, HAS AN OBLIGATION TO SOCIETY TO USE THEIR FREDOME AND POWERS RESPONSIBLY
2. SOCIETY'S WELFARE IS PARAMOUNT, MORE IMPORTANT THAN INDIVIDUALS CARRERS AND RIGHTS |
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What are the 5 guidleins provided by the Hutchinson Commision?
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1. PRESENT MEANINGFUL NEWS, ACCURATE AND NON-BIAS
2. SERVE AS A FORUM FOR EXCHANGE OF COMMENT AND CRITISICM, AND TO EXPAND DIVERS POV'S 3. PROJECT A REPRESENTATIVE PICTURE OF THE CONSTITUENT GROUPS IN SOCIETY BY AVODING STEREOTYPES AND INCLUDING MINORITY GROUPS 4. CLARIFY THE GOALS AND VALUES OF THE SOCIETY 5. GIVE BROAD COVERAGE OF WHAT IS KNOWN ABOUT THE SOCIETY |
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What is the notion that guies the Corporate Responsibility Model?
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GIVE BACK TO THE COMMUNITY
MAKE CHARITABLE CONTRIBUTIONS, SERVE WITH COMMUNITY ORGS, MAKE THE COMMUNITY A BETTER PLACE TO LIVE |
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What is an ombudsman?
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REPRESENTS THE READER, ALERTS THE NEWSPAPER TO PUBLIC COMPLAINTS, INVESTIGATES THEM AND RECCOMENDS ACTIONS WHEN WARRANTED
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What is libel?
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HARMFUL AND UNTRUTHFUL CRITICISM BY MEDIA THAT INTENDE TO DAMANGE SOMEONE
BALANCED BY THE MEDIA WATCHDOG RULE ONLY APPLIES TO PRIVATE CITIZENS LIBEL WRITTEN, SLANDER SPOKEN |
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What is prurient interest?
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SEXUALLY AROUSING INFORMATION
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What are the 2 court cases related to obscenity?
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ROTH V. US 1957
TO THE AVERAGE PERSON APPLYING CONTEMPORARY COMMUNITY STANDARDS, THE DOMINANT THEME OF THE MATERIAL TAKEN AS A WHOLE APPEALS TO PRUIENT INTEREST MILLER VS. CALI 1973 BANS THE PRINTING/SALE OF WORKS WHICH PORTRAY SEXUAL CONDUCT IN A PATENTLY OFFENSIVE WAY AND WHICH DO NOT HAVE SERIOUS LLITERARY, ARTISTIC, POLICIAL OR SCIENTIFIC VALUE |
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What is plugola?
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WHEN COMPANIES GIVE GIFTS OR PRODUCTS TO GET A CERTAIN PRODUCT PROMOTED WITHIN A BROADCAST
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What is payola
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WHEN RECORD COMPANIE GIVE GIFTS/BRIVBES TO TO GET KEY DJS TO GET THEIR MUSIC AIRED
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What is the Agenda Setting Theory?
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THE MEDIA MAY NOT ONLY TELL US WHAT TO THINK ABOUT, THEY ALSO TELL US HOW AND WHAT TO THINK ABOUT, AND EVEN WHAT TO DO ABOUT IT
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What is framing?
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POSITION ON AN ISSUE- THE SPIN
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What is a gatekeeper?
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KEY DECISION MAKERS IN THE NEWS INDUSTRY
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What is priming?
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WE MAKE OUR DECISIONS ABOUT POLITICIANS BASED ON HOW HEY PERFORM ON THE ISSUES AT THE TOP OF THE AGENDA
3-4 ISSUES ON THE AGENDA AT ONE TIME |
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What is the Social Learning theory>?
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WE OBSERVE BEHAVIOR AND LEARN FROM IT
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What is imitation?
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ACTUALLY IMITATING CHARCTER ON SCREEN
GET HAIRCUT LIKE JENNIFER ANISTION |
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What is obswervational learninf?
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SEE SOMETHING, LEARN FROM IT AND DO IT
BO BO DOLL |
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What is vicarious reinforcement?
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SEE CHARACTER AND TV, LIVE THROUGH THEM
DJ ON FULL HOUSE IS PUNISHED, SO AM I |
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What is identifiication?
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TAKING ON CHARACTER'S TRAITS, PERSONALITY, SPEECH
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What is the Diffusion of Innoveation Theory?
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DIFFUSION- THE PROCESS BY WHICH NEW IDEAS ARE COMMUNICATED THROUGH CERTAIN CHANNELS OVER TIME THROUGH A SOCIETY
INNOVATION- AN IDEA OR PRACTICE THAT IS PERCEIVED AS NEW BY AN INDIVIDUAL |
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What is critical mass?
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THE SMALLEST NUMBER OF ADOPTERS NEEDED TO SUSTAIN THE SUBSEQUENT QIDE DIFFUSION OF AN INNOVATION
15-20% |
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What are the 4 assumption of the Uses and Gratifications theorty?
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1. PEOPLE ARE ACTIVE AND CHOOSE WHAT THEY WANT TO WATCH AND WHY
2. THE MEDIA COMPETE WITH OTHER SOURCES FOR NEED GRATIFICATIONS 3. PEOPLE ARE COGNIZANT OF THEIR MEDIA USES, INTEREST AND MOTIVES 4. VALUE JUDGMENTS OF THEIR MEDIA CAN ONLY BE ASSERTED BY THE AUDIENCE |
