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192 Cards in this Set
- Front
- Back
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BOTAN'S DEFINITION OF PUBLIC RELATIONS
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-negotiate relationships with groups and publics
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DEFINITION TO UNDERSTAND PUBLIC RELATIONS INFLUENCES HOW WE PRACTICE IT. THE WORDS WE USE CREATE OUR WHAT?
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-social reality
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RACE ALLOWS US TO WHAT?
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plan and evaluate the public relation plan
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PR DIFFERS FROM MARKETING BECAUSE WHY?
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PR is relationship oriented
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IMC MODEL PR IS USED TO SUPPORT WHAT?
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marketing objectives
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IN PR THERE ARE MORE FEMALE PRACTITIONERS BUT MORE MALES IN
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management positions
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PUBLICITY STUNT TOUTING THE PHARAOH'S ACCOMPLISHMENTS, THE KEY TO MODERN UNDERSTANDING OF EGYPTIAN HIEROGLYPHICS
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the rosetta stone
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WHEN WAS THE MODERN ERA OF PR?
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1950s
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He created a positive image of Rockefeller as a philanthropist
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Ivy Lee
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HE CREATED TORCHES OF FREEDOM [father of modern PR and freuds nephew]
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Edward Bernays
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GROUPS OF PEOPLE WHO GATHER AROUND A SPECIFIC ISSUE
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publics
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GROUPS IDENTIFIED AS SPECIFIC TARGETS
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target audience
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ETHICS BASED ON VALUES. DONT CARE OF SITUATION, WILL NOT CHANGE STANDARDS
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absolutist
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USE OF CONTENT OF A SITUATION TO DECIDE HOW TO ACT
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relativist
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BY SENDING THIS, THE PR PRACTITIONER IS HOPING TO GET THE PACKAGE FEATURED AS NEWS
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VNR
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ORGANIZATIONS THAT DISGUISE THEIR TRUE IDENTITIES
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front groups
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PR PROFESSIONAL WORKING TO SUPPORT A A MARKETING MANAGER
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staff function
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PR EFFORTS CAN HAVE THE GREATEST IMPACT FOR COUNSELING THE ORGANIZATION WHEN PR PROFESSIONALS HAVE ACCESS TO THIS
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the dominant coalition
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GRUNIG AND HUNT'S 4 MODELS OF PR
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2 way assymetric, public information, press agentry, publicity
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PLANNING/ STAGING EVENTS TO ATTRACT ATTENTION, SPECIFICALLY FROM THE MEDIA
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press agentry
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CHARGING A SPECIFIC PRICE ALWAYS
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fixed price fee
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DATA THAT DESCRIBES
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qualitative
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DATA THAT MEASURES
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quantitative
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RESEARCH THAT HELPS INFORM NEW PR PLANS
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formative research
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RESEARCH USED TO DETERMINE IF GOALS AND OBJECTIVES WERE MET
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summative research
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RESEARCH CANNOT SAVE WHAT?
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time and money
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IN A RANDOM SAMPLE, ALL MEMBERS OF A POPULATION HAVE AN EQUAL CHANCE OF BEING SELECTED... TRUE OR FALSE?
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true
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THIS KIND OF RESEARCH PROVIDES A WEALTH OF INFORMATION ABOUT THE PUBLIC.
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personal interviews
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PHONE SURVEYS HAVE A HIGHER RESPONSE RATE THAN MAIL SURVEYS.... TRUE OR FALSE?
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true
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THIS TYPE OF RESEARCH PROVIDES QUALITATIVE DATE
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focus group
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STAKEHOLDERS = PUBLICS OR TARGET AUDIENCES?
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publics
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WHEN PR PRACTITIONERS GO OUT INTO THE PUBLIC TO LISTEN TO WHAT THEY ARE SAYING AND BRING THAT RESEARCH TO THE ORGANIZATIONS LEADERS IS WHAT?
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boundary spanner function
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TWO MAJOR ROLES FOR PR PRACTITIONERS
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manager and technician
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WHEN SOMEONE DOES NOT HAVE ENOUGH MONEY TO CONDUCT THEIR OWN SURVEY SO THEY ADD THEIR QUESTIONS TO AN EXISTING SURVEY IS WHAT?
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omnibus
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PR USES RESEARCH FOR WHAT?
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-program development and implementation
-issue identification -and evaluation of programs |
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PR HELPING JOURNALISTS WRITE STORIES BY PROVIDING THEM WITH INFORMATION IS WHAT?
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information subsidy
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A PR PROFESSIONAL MUST SHOW WHAT?
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-sense of INDEPENDENCE
-responsibility to society -and concern for the INTEGRITY of the profession |
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GRUNIG AND HUNT MODEL THAT SENDS OUT TRUTHFUL INFORMATION THROUGH MASS MEDIA IS WHAT?
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public information
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WHEN PR ATTEMPTS TO ACHIEVE MUTUALLY BENEFICIAL UNDERSTANDING AND RELATIONSHIP BUILDING WITH PUBLICS IS WHAT?
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2 way symmetric
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THIS IS ASSOCIATED WITH THE ROMAN CATHOLIC CHURCH
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propaganda
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PEOPLE WHO OWN STOCK IN A COMPANY ARE:
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shareholders
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PEOPLE WHO HAVE A GENERAL INTEREST IN THE ORGANIZATION
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stakeholders
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[3] PRSA CODE OF ETHICS
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-advocacy
-expertise -honesty |
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THE MORE DEPENDENT AN ORGANIZATION IS ON A GROUP OF STAKEHOLDERS, THE MORE IT WILL COMMUNICATE TO AND BE WILLING TO ADAPT TO THEIR NEEDS IS WHAT?
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systems theory
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WHAT IS MBO?
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management by objective
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IN WHAT STEP DO OF MBO DO YOU IDENTIFY PROBLEMS AND OPPORTUNITIES?
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situation step
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OBJECTIVES NEED TO INCLUDE WHAT?
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-what you want to happen
-who is involved -and how much time is involved |
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TO INCREASE THE AWARENESS OF OU STUDENTS ABOUT RECYCLING IS AN EXAMPLE OF WHAT KIND OF OBJECTIVE?
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informational objective
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TO INCREASE RECYCLING BY 25% OVER THE YEAR IS AN EXAMPLE OF WHAT KIND OF OBJECTIVE?
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behavioral objective
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PR CAMPAIGNS ARE TARGETED TO WHAT?
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specific target publics
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WHAT IS ROI?
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return on investment: amount spent on ad divided by the # of viewers
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WHAT ARE 2 TYPES OF MOTIVATIONAL OBJECTIVES?
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behavioral and attitudinal
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2 ESSENTIAL CONCEPTS IN UNDERSTANDING THE FORMATION OF PUBLIC OPINION IS WHAT?
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-self interest
-important events |
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PRESIDENT BOREN IS AN EXAMPLE OF WHAT KIND OF LEADER?
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formal opinion leader
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WHAT HELPS TO ACHIEVE THE OBJECTIVE?
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strategy
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NEWS RELEASES, PRESS CONFERENCES, AND MEDIA EVENTS ARE ALL WHAT?
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tactics
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WHAT IS A TOOL FOR DEVELOPING A TIMELINE?
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Gantt chart
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THE NUMBER OF SENT NEWS RELEASES, BROCHURES AND ANNUAL REPORTS, PHONE CALLS, ETC. ARE ALL EXAMPLES OF WHAT?
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measure of OUTPUT
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WHAT DO WE USE TO MEASURE IF WE ACCOMPLISHED OUR OBJECTIVE?
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-ROI
-SoV -Media impressions |
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IF I BUY A BILLBOARD BECAUSE I THINK 500,000 PEOPLE WILL SEE IT ON THEIR WAY TO THE AIRPORT THIS IS THE MEASURE BASED ON WHAT?
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-measure based on EXPOSURE
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A PUBLIC THAT IS INTERESTED IN THE MESSAGE AND IS READY TO ACT ON IT IS WHAT KIND OF PUBLIC?
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active public
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PUBLIC OPINION GETS FORMED WITH THE HELP OF PEOPLE WHO HAVE TAKEN TIME TO SIFT THE INFORMATION AND FORM AN OPINION THAT THEY SHARE WITH THEIR CIRCLE OF ACQUAINTANCES IS WHAT?
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2 step flow theory of communication
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2 STEP FLOW THEORY PEOPLE ARE CALLED WHAT?
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opinion leaders
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JOURNALIST GAIN FACTS FOR NEWS STORIES AND PR GAINS ACCESS TO MEDIA CHANNELS THROUGH THIS
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information subsidy
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WHAT HELPS THE TARGET PUBLIC REMEMBER THE MESSAGE?
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repetition
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THE DIFFUSIONS OF INNOVATION THEORY IS MORE LIKELY TO BE ADOPTED WHEN?
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cost is outweighed by benefits and a person can try it with MINIMAL RISK
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S CURVE DIFFUSION IS BASED ON WHAT?
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time and rate of acceptance
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IN WOM, PEOPLE ARE INFLUENCED BY WHAT?
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[word of mouth]
what they hear from friends and family |
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MEDIA TELLS US NOT WHAT TO THINK, BUT WHAT TO THINK ABOUT IS WHAT?
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agenda setting
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A PERSON HEAVILY DEPENDING ON INFORMATION FROM THE MEDIA IS WHAT?
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media dependency theory
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PERSUASION IS NOT UNETHICAL.... TRUE OR FALSE
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true
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A SMALL NUMBER OF PEOPLE AT ANY GIVEN TIME CAN TAKE PART IN THE OPINION FORMATION OF A SPECIFIC ISSUE
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true
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ADVANCED POST CAMPAIGN EVALUATION GOALS:
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-measuring changes in awareness attitudes and behavior
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STEP IN RACE THAT DEALS WITH CAMPAIGN PLANNING
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action
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KETCHUMS STRATEGIC PLANING MODEL INVOLVES:
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-facts
-goals -audience |
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ETHOS=
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credibility
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SOMEONE HIGHLY INTERESTED IN THE SUBJECT MATTER
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opinion leader
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FORMAL OPINION LEADER COULD BE AN:
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elected official
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SELECTION OF FACTS, ATTRIBUTES, AND THEMES TO SHAPE A STORY IS:
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framing
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A DELIBERATE AND SYSTEMATIC ATTEMPT TO SHAPE PERCEPTIVENESS IS:
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persusasion
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SMART OBJECTIVES:
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specific
measurable attainable realistic timely |
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OBJECTIVES SHOULD BE MEASURABLE AND FOLLOW WHAT EQUATION?
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to among by to via in
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COMMUNICATION BETWEEN SENDER AND RECEIVER
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2 way communication
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FREERICE IS MEMORABLE TO CONSUMERS BECAUSE OF WHAT ASPECT?
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engagement
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IDEAS FLOW FROM MASS MEDIA TO OPINION LEADERS TO THEIR ACQUAINTANCES AND FROM THEM TO A WIDER POPULATION; MEDIA PRIMARILY IMPACTS OPINION LEADERS, MASS MEDIA EFFECTS ARE LIMITED BY PERSONAL INFLUENCES:
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multi-step flow theory
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PR PROVIDES THE MEDIA WITH INFORMATION
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information subsidy
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THE EFFECTIVENESS OF PERSUASIVE TECHNOLOGY IS GREATLY EXAGGERATED...TRUE FALSE
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true
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ACCORDING TO THE DIFFUSION OF INNOVATION THEORY, WHEN PEOPLE VIEW INNOVATIONS AS MEETING THE COST BENEFIT CRITERION IT IS CALLED:
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relative advantage
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EVALUATION STARTS BEFORE THE PROGRAM BEGINS BY SETTING:
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SMART objectives
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BEHAVIOR, ATTITUDINAL, AND INFORMATIONAL OBJECTIVES ARE ALL WHAT?
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impact objectives
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ISSUES MANAGEMENT SHOULD:
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-predict problems
-anticipate threat -prevent crisis |
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A COMPANY STATING ALL OF THE GOOD THINGS THEY HAVE DONE BEFORE IS AN EXAMPLE OF:
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bolstering
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REPUTATION=FOUNDATION.....t/f
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true
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MANY FACTORS DEALING WITH THREAT
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contingency theory
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DEFINITION OF A CRISIS
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-threat to an organization
-element of surprise -time |
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IT IS ONLY A CRISIS IF STAKEHOLDERS PERCEIVE IT AS ONE.... t/f
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true
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9 OUT OF 10 CRISES ARE PREVENTABLE
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true
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IN THE PROACTIVE CONFLICT MANAGEMENT THE FIRST PHASE IS:
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environmental scanning
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SCIENTIFIC RISKS PLUS PUBLIC OPINION OF RISKS:
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risk function
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SIGNIFICANT CHOICE IS INTERGRAL TO WHAT?
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effective risk communication
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THE MOST SIGNIFICANT ASPECT OF A US MASS AUDIENCE IS WHAT?
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diversity
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WHAT HAS THE MOST INFLUENCE ON THE AUDIENCE?
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tv
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WHAT MEDIUM IS BEST FOR A "CAPTIVE" AUDIENCE?
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radio
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MOST HEAVILY USED TYPE OF MEDIA IN PR?
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local tv news
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BARCELONA DECLARATION OF PRINCIPLES SAYS THAT THE MEASUREMENT OF SOCIAL MEDIA SHOULD BE BASED ON WHAT BESIDES JUST COVERAGE?
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conversation and communities
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AVE SHOULD NOT MEASURE ROI....TRUE OR FALSE
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true
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THE FIELD OF PR WAS NAMED BY WHO?
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edward bernays [father of pr]
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CREATION OF INTERNET
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created in 1960s by scientists who wanted to link computers in separate cities, INITIALLY AN ACADEMIC/GOVERNMENT TOOL.
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OVERUSED PHRASES
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cliches
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PR SKILL THAT IS NOT GREATLY ENHANCED BY COMPUTERS
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interpersonal relationships
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TYPES OF 2 WAY COMMUNICATION...search engine
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SEARCH ENGINE IS NOT TWO WAY
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DIGITAL DIVIDE
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digital gap between those who have an abundance of information technologies and the many more who do not.
social media is not sub for traditional media |
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THE USE OF TECHNOLOGY IS A LEADING TREND IN PR
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true
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zakazukha is....
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Russian
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FOUR TYPES OF DIGITAL CUSTOMERS
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Ana, Andi, DJ, Syndi
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ANALOG ANA
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-Served for decades
-most familiar of digital consumers to understand to satisfy -no involvement necessary -happy with simple websites |
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ANALOG DIGITAL ANDI
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-playful and interactive
-play, comment, recommend -likes to engage with content created by others |
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DJ [DIGITAL JOE, JANE DJ]
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-tough to satisfy until recently
-resorts to hobbies, journaling or photography -creativity would likely go unseen |
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SYNDI
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-all about synergy
-wants to belong -focused on others -likes to connect and co-create -about bringing people together to create something none of them could do alone |
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WEB 2.0
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-we are in it
-IT IS INTERACTIVE -people are consuming as well as contributing info through sites [YOUTUBE] |
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PEOPLE WHO INFLUENCE VOTING ON LEGISLATION OR GOVERNMENT ISSUES
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lobbyists
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GRASSROOTS LOBBYING
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-800 million dollar industry
-virtually no rules or regulations |
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REFUSAL TO BUY PRODUCTS AND SERVICES
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boycott
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GOVERNMENT RELATIONS SPECIALISTS
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-known as public affairs specialists
-gather info -disseminating management views -cooperating with government on projects of mutual benefit -motivating employees to participate in the political process |
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GILLETTE AMENDMENT
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-limited activities of PR experts
-prohibits use of any appropriations for services, messages or publication designed to influence a member of congress |
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UNCERTAINTY AVOIDANCE
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-measures how well a society tolerates ambiguity
GERMANY CANNOT UK AND US CAN |
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GOVERNMENT TO COMMUNICATE WITH PEOPLE OF OTHER NATIONS
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-public diplomacy
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INTERNATIONAL PR HAS BEEN INFLUENCED BY:
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-social change
-democratization -technology |
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EUROPEAN AND AMERICAN CULTURES ARE:
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low context
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EVERY GLOBAL PR AGENCY HAS AN OFFICE IN
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Beijing
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HOW SOMEONE IS ABLE TO TAKE POWER AND AUTHORITY
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power distance
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OPENING OF A NEWSLETTER SHOULD FOLLOW
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5 Ws and a tight summary lead
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LOCALIZED RELEASES GET MORE PUBLICITY....t/f
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true
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BOILERPLATE
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small paragraph at the end of the news release in 50-60 words, main info about your company.
for more information contact..... |
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ASTROTURFING
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campaign that formally planned by an org, but is disguised as spontaneous popular "grassroots" behavior.
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CYBERHECKLING
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use of embarrassing information from facebook or creation of bogus facebook entries or wiki entries.
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"PUBLISHABLE FORM"=
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news release
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MEDIA KIT DOES NOT INCLUDE BUDGET....TRUE OR FALSE
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true
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NEWSLETTERS ARE INFORMAL OR FORMAL?
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formal
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ANR LENGTH IS:
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15-30 seconds
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PR PRACTITIONERS SHOULD NEVER LIE....TRUE OR FALSE
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true
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SOCIAL MEDIA IS CALLED NEW MEDIA BECAUSE IT IS
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social media through accessible publishing tools
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CORPORATE COMMUNICATION ROLES, PR PRACTITIONER COULD BE:
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-media relations
-internal relations -community relations |
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VLOGS
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video blogs
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CONTROLLED MEDIUMS
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-brochure
-newsletter -annual report |
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PRODUCT PLACEMENT
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-also called PLUGS
-came of age with movie ET -blurs the line between PR and marketing/advertising |
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SOCIAL MEDIA VS TRADITIONAL MEDIA
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-Reach
-Accessibility -Recency -Usability -Permanence |
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SOCIAL NETWORK
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maintaining preexisting social networks, NOT MEETING STRANGERS
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OASIS
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-Objectives
-Audience -Strategy -Implementation -Sustainment |
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SUING FOR DEFAMATION
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any false statement about a person or organization that creates public hatred, contempt, ridicule, or inflicts injury on reputation
for PUBLIC figure: false statement, any real damage, negligence by media AND actual malice. for PRIVATE figure: all but actual malice |
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LIBEL
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written [bible]
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SLANDER
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spoken
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REGULATES FINANCIAL INFORMATION
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SEC
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PROTECTS THE RIGHT OF HOW A CREATIVE IDEA IS PRESENTED
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copyright
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WATCHES FOR FALSE CLAIMS (ads)
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FTC
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FAIR COMMENT
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our legal system is set up so that people can comment on the actions of others. this includes corporations and organizations
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DUE DILIGENCE
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"double check"
we need to check to make sure the facts provided by our organization and clients are accurate. |
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A COMPANY GIVING BACK IS CALLED OR IS AN EXAMPLE OF WHAT?
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CSR- corporate social responsibility
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WHO PROVIDES INFORMATION TO THE MEDIA?
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media relations
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ACTIVISTS TACTICS HAVE CAUSED COMPANIES TO CHANGE THINGS
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true
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CAUSE RELATED MARKETING
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a profit making company collaborates with a nonprofit organization to advance its cause and at the same time increase sales.. [Dannon and national wildlife federation]
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SOCIAL BOOKMARKING
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-sites allow you to organize your favorite sites, tag them for keywords, and keep them all in one place
-what makes them social is the ability for you to share them with others ` |
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CROWDSOURCING
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THE PUBLIC MAY BE INVITED TO DEVELOP A NEW TECHNOLOGY, CARRY OUT A DESIGN TASK, OR DEVELOP A NEW IDEA.
~Pizza hut--create your own pizza ~BP--an open call on how to deal with the spill |
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4 MYTHS ABOUT SOCIAL MEDIA:
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-blogging is just for geeks
-it is just a fad -it is all facebook and myspace -it is just a western craze |
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MOST WIDELY USED DOCUMENT IN PR
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news release
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TRADITIONAL NEWS VALUES:
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-newsworthiness
-timeliness -reader interest |
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FORMS OF ONLINE 2 WAY COMMUNICATION
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TELECONFERENCING
[VIDEOCONFERENCING] WEBCONFERENCING SATELLITE MEDIA TOURS |
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CUSTOMER SERVICE
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-complaints provide input about what is happening
-complaints or questions provide an early warning signal -customer relations is the front line of PR |
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WORST TIME FOR NEWS CONFERENCE
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friday afternoon
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REQUIRES A LICENSE TO PRACTICE PR HERE:
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brazil
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NON PROFITS AND PR
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non profits are not taxed--so they need PR to help them with the task of raising money to pay for their expenses and finance their projects.
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BASIC NEEDS OF NONPROFITS
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-communication CAMPAIGNS (brochures, radio/tv appearances, special events, websites).
-develop a STRONG STAFF. recruiting volunteers -establish a FUND RAISING goal and a plan to attain it |
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MEMBERSHIP ORGANIZATIONS
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consists of people with a common interest, either in business or social life
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TYPES OF MEMBERSHIP ORGANIZATIONS
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-trade association
-labor unions -professional associations -chambers of comerce |
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TRADE ASSOCIATION
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1/3 based on DC area to lobby against legislation on their industry, etc.
even though member's industrys may be direct rivals, they work together. ELECTRONIC INDUSTRIES ASSOC. NATIONAL SOFT DRINK ASSOC. NATIONAL ASSOC. OF HOME BUILDERS |
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LABOR UNIONS
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1983- 21 % of american workforce
2006- 12% largest is NEA (natl. education assoc) 2.8 mil 2nd is service employess intl. union with 1.8 mil UPS AND NBA |
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PROFESSIONAL ASSOCIATIONS
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somewhat like labor unions, want best for industry-- but do not directly engage with employers.
PRSA Intl. assoc. of business comm. IABC AMA american medical assoc. |
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CHAMBER OF COMMERCE
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association of business persons who work together to improve their cities personal climates and to publicize their attractions.
brochures, news letters...etc PR arm of a city's government |
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ADVOCACY GROUPS
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environmental and human rights groups..
Env: greenpeace, natl. wildlife federation, rain forest action network Social issues organizations:California Coalition Against Sexual Assault, MADD, PETA Girl and Boy scout, American heart assoc., American cancer society, YMCA, American Red Cross, NAACP |
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PR ON COLLEGE CAMPUSES
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president or chancellor is the chief PR officer.
students are biggest arm for PR at a university. alumni support is crucial |
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PUBLICS IN EDUCATIONAL INSTITUTIONS
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*students
faculty and staff alumni community prospective students government |
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DUKE PR SCANDAL
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hired BURSON-MARSTELLER to coach admins.
Also attained Edelman Worldwide |
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MYSTIQUE OF PERSONALITY
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natural instinct of humans to know about each others lives
TV to blame |
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FAME
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some individuals draw public attention due to their accomplishments and positions. (pope, president)
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NOTORIETY
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fame for people who do not deserve it
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SELF GLORIFICATION
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donald trump
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ELEMENTS OF A PERSONALITY CAMPAIGN
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-Client interview
-Prepare a biography -Plan a marketing strategy -Conduct the Campaign [news releases, photos, public appearances, awards, nicknames and labels,]. -LASTLY record the results! |
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SPONSORSHIP IN SPORTS PUBLICITY
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olympics is biggest one
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PHASES OF TRAVEL PROMOTION
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1. stimulating the public's desire to visit a place
2. arranging for travelers to get there 3. making certain that the visitors are comfortable, well treated and entertained when they get there. |
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FAIR USE
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part of a copyrighted article may be quoted directly, but the quoted material must be brief in relation to the length of the original work.
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FCC federal communications commission
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primarily involved in the licensing of RADIO AND TV stations
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HIERARCHY OF EVALUATION GOALS
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basic: targeted audiences, impressions, media placements
intermediate: retention, comprehension, awareness, reception advanced: behavior change, attitude change, opinion change |
