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19 Cards in this Set
- Front
- Back
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Public Relations Keywords |
- Deliberate - Planned - Performance - Public interest - Two-way communication - Management function |
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Deliberate |
To provide information, gain authority, and gather feedback. |
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Communication |
Be effective with a practitioner's public and planned so that they go hand in hand with policies and performance. |
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Management Function |
A practitioner is best suited to build a positive message if he is an integral part of the organization.
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Policies and Performance |
The art of public relations is a two-way stream of information and engagement.
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Public Interest |
A common concern among citizens in the management and affairs of local, state, and national government.
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Public Opinion |
Views among the general public. |
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How does Public Relations differ from Journalism, Advertising, and Marketing? |
- Journalism is more media-based. - Advertising is directed to a target group. - Marketing is selling goods and services. |
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Public Relations Components |
- Research - Counseling - Media relations - Publicity - Employee/member relations - Community relations - Public affairs - Government affairs - Issues management |
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Types of Research |
- Formal/informal - Quantitative/qualitative - Primary/secondary |
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Program Planning Elements |
- Situation - Objectives - Audience - Strategy - Tactics - Budget - Evaluation |
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Program Plan |
A presentation of research and program recommendations for strategy, tactics, and evaluation. |
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PRSA Code of Ethics |
- Advocacy - Honesty - Expertise - Independence - Loyalty - Fairness |
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The Adoption Process |
Awareness, Interest, Evaluation, Trial, Adoption |
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What We Evaluate |
- Production - Exposure/Impressions - Ad Equivalency - Audits - Systematic Tracking - Attendance - Audience Awareness/Attitudes/Action |
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Types of Media |
- TV - Radio - Film |
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Factors of Persuasion |
- Audience Analysis - Source Credibility - Appeal to Self-Interest - Clarity of Message - Timing and Context - Audience Participation - Suggestions for Action - Content and Structure of Messages |
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News Releases |
- Format - Content - Distribution - Appearance |
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Other Written Tactics |
- Press kit - Pitch letter - Annual report - Newsletter - Magazine |
