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76 Cards in this Set

  • Front
  • Back
global scope of PR
PR is spreading and is a profession in many different countries all over the world
variety of definitions
Deliberate
planned
performace
public interest
deliberate
deliberate intension to influence people
planned
stay organized and logistical to get research and analyse
performace
good policies and oerforming the policies getting ppl to belive your campaign
public interest
pr should mutually benefit the company and the public
two way communication
not only we provide info but they should too so we can learn from them!
management function
integral part of decision made my top management.
RACE -- 4 ELEMENTS OF PR
RESEARCH, ACTION ( PROGRAM PLAN) COMMUNICATION ( REACH PUBLIC), EVAL -- SUCCESSFUL! ?!?
PR VS JOURNALISM
pr -- we do more.. journalist just write

journalists are sopposed tobe 100% objectible
PR VS. ADVERTISING
publicity is similar but the biggest difference is that we dont pay for our publicity!

advertising is all mass media.. PR has other outlets ie brocures etc.
PR VS. MARKETING
pr -- more for relationships bw. organization and pub.

mark - only customers and selling products
different PR mediums
corporations
nonprofit
entertainment, sports, travel
givt and politics
education
international
5 essential abilities
writing skills
research ability
plnning expertise
problem solving
business econ competence
gender gap for salaries in PR
girls are getting lower and there are many more of us
ch2
ch2
1900 - 1950s
we began to boom..
henry ford
positioning -- publicity has a cyclist race hius car!!! covered and created hype
Teddy Roosevelt
had reporters follow him adn create interest in parks etc.
Ivy Lee-
first PR counsel

did Penn. Railroad work
Rockeffeller

4 contributions
idea of business and industry combign
top exec and managemtn working together
open ocm with news medium
humaniing business
George Creel and Creel Commitee
influence world in WW1 - pursuaded americans to help war. got us involved in war.
Bernays
father of modern PR
included social sci into pR.

classic campaigns
ivory soap
ballet
golden jublee

father of spin
arthur Page
vp of Att
pr in higher managment
served on corps

page society-- top exec. PR ppl
sonnenberg
sponcership
harlow
prsa
4 models of PR
ideal is 2 way!
press agentry/ publicity
oneway comm. usually hypeish.. get one outlet affected
public info
one way comm just tell the public info

primary method for govt and politics
two way asymmetric
all involved .. but feedback loop which helps other one
symmetic
equality coming out of both!!
pr ppl want accrediation
prsa accredites ppl after they pass test etc.
gifts to pursuade publicity?
is this ethical? many shades of gray!
3 basic values
absolutists - everyhitng right or wrong
existentialists - practical choice?
situationalist - cause the least harm/most good. better situation.
role differentian
society understand the advocate is operating in a specific role!
Ch4
ch4
PR department of Corporation
have other names. structure each company is different so the detils within each is different. some pr ppl do very little just help with pr stuff while tohr retain top managment offices.
PR firms!
a lot of merging recently with advertising or even subsidiaries. these firms can be versitile adn have good resources btu may not ahve hte commitment a lot of direction or can be expensive.
Ch5
ch5
research is importint becuase...
know the audience
deal with problems
test prod/messages
monitor competition
sway pub opinion
creat publicity etc
qualitive vs quantitve research
qual - soft data - open minded not reliable and not general in ppl

quan - hard data - more reliable bc its random ppl asked
research in ...
databases, internet, content analysis, questionares, surveys, interviews,
anthro helps bc..
study behavior in ppl
CH6
CH6 PROGRAM PLANNING
PROGRAM PLANNING
PLANNING IS IMPORTIANT TO THE PROCESS BECUASE ITS GOOD TO GIVE CONSIDERABLE THOUGHT TO WHAT YOUR DOING!
MANAGEMENT BY OBJECTIVE
AKA MBO FOCUSES AND DIECTIO FOR FORMULARNG STRATEDY TO ACHIEVE SPECIFIC ORGANIZATIONAL OBJECTIVES.
9 STEPS OF MBO
CLIENT EMPOLOYYEE OBJECTIVES
AUDIENCE PUBLICS
AUDIENCE OBJECTIVES
MEDIA CHANNELS
MEDIA CHANNEL OBJECIVTES
SOURCES AND QUESTIONS
COMMUNICA. STRATEGIES!
ESSENCE OF THE MESSAGE
NONVERBAL SUPPORT
FOR THE PLANNING NEED:
FACTS, GOALSM AUDIENCE AND KEY MESSAGE
ELEMTS OF A PROG PLAN
SITUATION
OBJECTIVES
AUDIENCE
STRATEGY
TACTICS
CALENDAR. TIMETABLE
BUDGET
EVALUATION
CH7 COMMUNICATION
CH7
COMMUNICATION
IMPLEMENTING THE PLAN!
KNOW:
WHAT CONSTITUES COMMIN AND HOW PPL RECIENCE MESSAGES
HOW PPL PROCESS INFO
WHO KINDS OF MEDIA ARE MORE SPPROPRIATE FOR THE MESSAGE
OBJECTIVES FOR COMMUNICATOR
MESSAGE EXPOSURE- GET MESS OUT THERE
ACCURATE DISSEMEINATION - MAKE SURE THE MESSAGE IS WHAT U WANT
ACCEPTANCE- MAKE SUR EHTE PUBLIC ACCEPTS THE MESS
ATTUTUDE- MAKE SURE THAT NOT ONLY DO THEY BELIEVE IT, BUT THEY ACCEPT HTE MESS
CHANGE THEIR BEHAV.
BEHAVIORAL COMMIN. MODEL
AWARENESS, LATENED REDINESS, TRIGGERED EVENT, BEHAVIOR
5 COMMUNICATION MODELS -
SENDER/SOURCE
A MESSAGE
A CHANNEL
RECIEVER
RECIVER TO SENDER
TWO WAY COMMUNICATION
IMPORTIANT BECUASE BALENSE AND CAN LEARN FROM EACHOTHER

INTERACTION OF COMMUNICATION!!
MEDIA USES AND GRATIFICATION!
MEDIA USES AND GRATIFICATION!
IS THIS OK?
USE OF LANG.
WHAT IS THE MOST IMPORTIANT SYMBOL?
WORDS!! BC PPL UNDERSTAND THEM! MANY FACTORS CAN SPOLIT UNDERSTANDING!
PG 180
PG 180
FOR LANG. USE
SYMBOLS, ACRONYMS, NO JARGON, NO CLICHE AND HYPE WORDS! NO EUPHAMISM NO DISCRIMINATORY
SOURCE CREDIBILITY
NEED A GOOD SOURCE SO PPL BELIEVE IT!
SLEEPER EFFECT
PEOPLE WANNA BELIEVE GOOD PPL.
REPETITION IS IMPORTIANT BC
GET MMORE PPL TO SEE IMAGE.
REMINDER OF IMAGE, BETTER LEARNIGN AND REINFORCEMENT
5 STAGE ADAPTION PROCESS
AWARENESS, INTEREST, EVALUTATIONTRIAL, ADAPTION,
5 THAT EFFECT ADAPTATION PROCESS
RELATIVE ADVANTAGE - IS THE PROD GOOD??
COMPATIBILITY0- WIT HPUB. AND OTEHR PRODUCTS
COMPLEITY
TRIALABILITY
OBSERVATION
ch8 evaluation
ch8 evaluation
evaluation
measurement of resultus against established objectives set during hte process planning
evaluatiing starts at the planning phase
need to do research b4 and after to compare for the results.
measurement of evaluation
basic - targ. audiences, impressions, media placment
intermediate- retention, comprehesion, awareness, reception,
measuring- behavir chagne, attit change, opinion change.
count amount of references?
not good to believe in quanitity instead of quality and unrealistic
media impressions
number of media placements can be bbad and good!
hits on the internet
get ppl to see ure product
meaurement of audience awareness
has ure audience accpeted this ? are they aware?
measurement of audence action
have they changed bahavior?
supplelental activities
communications audits, pilot tests and aplit messages, meetinggs and events, and newletter
comm audits
analysis of activities, internal interviews, with ppl
pilot tests and aplit messages,
other ways to get ppl to tell about the product
events b4 hand
get input you can work with