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57 Cards in this Set
- Front
- Back
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What are the three basic value orientations of ethics?
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absolute, existential and situational
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What do PR peeps have to consider with ethics?
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Public interest, employer's self interests, standards of a PR pro, and their own personal values
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What are the 6 words best representative of the PRSA's code of ethics?
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Advocacy, honesty, expertise, independence, loyalty, and fairness
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What phrases are included in the PRSA's code of ethics?
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Free flow of information, competition, disclosure of information, safeguarding confidences, conflicts of interest, and enhancing the profession
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What percent of IABC's 14,700 members have earned ABC designation?
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5%
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How many of PRSA's members have been accredited and have earned an APR
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4000 or 20%
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The 2.5 hour exam to be accredited includes what core topics and what percentages?
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Research and planning (30%), ethics and law (15%), communication models and theories (15%), business literacy (10%), management skills (10%), crisis communication management (10%), media relations (5%), information technology (2%), history and current issues (2%), and advanced comm. Skills (1 %)
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What are different ways audiences can be differentiated?
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age, income, social strata, education, where people live
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Triggering event
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events that cause people to act on their latent willingness to behave in a certain way
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What should the triggering event do?
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be a catalyst for people to actually go out and help people if it be a natural disaster or buy something if it is a consumer item
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How much of learning is done by sight and hearing? What percent of what individuals retain consists of what they hear?
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83%, 11%, 50%
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When is the best time to state the major point of a message
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beginning
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Channeling
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refers to the technique to garner audience attention is to begin a message with a statement that reflects audience values and predispositions
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What is included in the five-stage adoption process?
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awareness, interest, evaluation, trial, adoption
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What are the five levels of the time factor?
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Innovators, early adopters, early majority, late majority, laggards
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How are decisions influenced in the awareness stage?
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mass media vehicles
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How are decisions influenced in the interest stage?
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still emphasis on media vehicles but more attention to longer, in-depth articles
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How are decisions influenced in the evaluation, trial and adoption stages?
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personal experience, group norms, and opinions of cared ones becomes more influential than mass media
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Who is a early pioneer of the Word-Of-Mouth campaigns?
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Procter % Gamble
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What is the first step on the type of audience being reach?
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audience analysis
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What do psychographics do?
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attempts to classify people by lifestyle, attitudes, and beliefs
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What is the VALS used for
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to help communicators structure persuasive messages to different elements of the population
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What are the four problems with celebrities?
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1) increasing number of celebrity endorsements to the point that the public sometimes can't remember who endorses what. 2) overexposure of a celelbrity to different products. 3) when an endorser's actions undercut the product or service. 4) when a celebrity seeks out on controversial public issues
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Propoganda
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the deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist.
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Plain folks
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an approach often used by individuals to show humble beginnings and empathy with the average citizen
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Testimonial
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When someone gives testimony about the value of a product or wisdom of a decision
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Bandwagon
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The implication or direct statement that everyone wants the product or the idea has overwhelming support
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Card Stacking
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The selection of facts and data to build an overwhelming case on one side of the issue, while concealing the other
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Transfer
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The technique of associating the person, product, or organization with something that has high status
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Glittering Generalities
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The technique of associating a cause, product, or idea with favorable abstractions such as freedom, justice, democracy, and the American way
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Trends for publics
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aging population, growth of diversity, technological savvy, and growing power of women
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How many people wil a dissatisfied customer tell about a complaint and how many will stay loyal if complaint is settled quickly?
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8-10, 70%
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How much can business be increased by retaining 5% of customers? How much does attracting new customers cost in relation to keeping current ones
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25%; costs 6 times more
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Corporate social responsibility
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showing that the corporation serves the general welfare of society as wells as the interests of their shareholders
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Reasons for CSR
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universal ethical norm, pragmatic PR necessity, and response to demands by groups external to the organization
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What are Maslow's hierarchy of needs?
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physiological, safety, belonging, esttem, self-actualization
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What are the three rules for crisis management
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be quick, be consistent, and be open
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What are the levels of response during a crisis?
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Attack the accuser; Denial; Disassociation/minimization; Excuse/victimization; corrective action; full apology; full apology plus compensation
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Tips on handling a crisis
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Designated spokesperson. Set up a central information center, have a crisis plan. Immediately acknowledge there is a problem and articulate the steps in order to solve the problem
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How not to handle a crisis
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Say nothing; work on crisis after it has gone public; address all issues from a defensive posture; treat the media like an enemy
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What are the three things associated with source credibility?
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expertise, trustworthiness, attractiveness
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3rd party endorsement
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when someone outside speaks for your organization and can really increase credibility
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When is celebrity endorsement best?
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when attractiveness is the major goal of the three and most effective when audience has low involvement with a simple theme
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Positioning
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process of creating a perception regarding the nature of a company or its products relative to competitors
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Hierarchy of campaign plan
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Goal Strategy Objective Tactics
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Where do tactics fit into the communication aspect of the RPCE model of campaign planning
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Communication
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What are two other names for CSR?
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cause related marketing or corporate philanthropy
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___ % of americans feel large us corporations are trustworthy...___% feel top executives receive outrageous salaries?
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27%...82%
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Give some examples of business with relatively good CSR? How about bad?
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starbucks, Gap, levi strauss, whole foods, GE...Exxon Mobil
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This is related to the steel company question asking whether to identify the client-sponsor? What percentage of employees and students said what to which answers?
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Professionals: 50% would ID prominently, 25% would ID relatively obscure...Students: 69% would prominent ID and only though 41% of pros would agree
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This is related to the question of whether you would give complimentary tickets to newspapers? What percentage of employees and students said what to which answers?
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Professionals: 80% said OK...Students: 69% said its OK
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This is related to the question about a fellow peer trying to get the same job you are and he has a questionable gambling habit and if you should let your potential future employer know. What percentage of employees and students said what to which answers?
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Professionals: 60% said steer clear, 33% said hinting is ok, none said level charges is ok...Students: 25% said steer clear, while 70% preferred to hint; 10% of students thought pros would level charges
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What are the basics of good messages?
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knowing your audience, repetition beneficial, clear and concise, and must be believable
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How many key messages should there be?
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limited to three
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What are some ways to position?
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price-quality, product user, product class and association with a cultural symbol
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What are some good message strategies?
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benefits to consumers, alliteration/rhyming, tie into issues/trends
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What are tactics and what are good about them?
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what you actually do to achieve objectives; most visible part of plan; allow tremendous creativity
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