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25 Cards in this Set
- Front
- Back
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The challenge of public relations is _____.
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Multifaceted.
A public relations professional must have skills in written and interpersonal communication, research, negotiation, creativity, logistics, facilitation, and problem solving. |
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Global Scope
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3 million people practice as their main profession
1/12 belong to some professional organization In US, 200 colleges with PR major EUR - 100 Asain 500,000 students studying aspects of PR Organizations within the US spend 4 billion annually spent on PR |
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Where is the largest public relations field in place?
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US
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Where is growth the highest in public relations?
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China
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Key words describing public relations?
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Deliberate, planned, performance, public interest, two way communication, strategic management of competition and conflict
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Public relations consist of what four key elements?
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Research, Action, Communication (execution), Evaluation
RACE |
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Public relations is a ____.
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Process (a series of actions, changes, or functions that bring about a result).
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RACE
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Research, action, communication, evaluation
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Another approach to describe the process of public relations is
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never-ending cycle in which six components are linked in a chain: research & analysis, policy information, programming, communication, feedback, ---> program assessment and adjustment.
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Counseling, research, media relations, publicity, employee/member relations, and public affairs are all
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components of public relations
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Media Relations
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working with mass media in seeking publicity or responding to their interest in the organization.
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Publicity
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Disseminating planned messages through selected media channels to further an organization's interests.
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Issues Management
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Identifying and addressing issues of public concern that affect an organization.
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Public Affairs
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Developing effective involvement in public policy and helping an organization adapt to public expectations.
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What makes public relations different from journalism?
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Scope, objectives, audiences, channels
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Public relations vs. journalism
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In PR, there are additional elements such as counseling, issues management and special events.
You are an advocate for your organization or client foremost. The PR professional segments their audience into various demographic and psychological channels; and use a wider variety of channels such as direct mail, newsletters, trade journals, posters, in combination with mass media outlets. |
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Public relations vs. advertising
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PB relies on greater number of communication toolss; public relations presents its message to specialized external audiences such as stockholders, vendors, community leaders; advertising is usually for a product or service; PR is broader is scope as it deals with policies and performance of the entire organization;
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What are the five essential abilities of a PR professional?
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Writing
Research ability Planning expertise Problem solving ability Business/Economics Competence |
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The most common job among PR professionals is?
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working at a PR firm (42)
followed by an organization (22.6) |
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Why work toward an integrated perspective?
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An organization's goals and objectives are best achieved by integrating advertising, marketing, and public relations to create a consistent message.
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What factors lead to the gap between the salaries of men vs women?
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the number of years in the field
technician duties nature of the industry the size of the organization balance of work/home life |
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Chapter 2: New way of thinking definition keywords
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Strategic, management, competition, conflict
SMCC |
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Contingency Theory of Conflict Management
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Argues for a dynamic and multifaceted approach to dealing with conflict in the field.
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Ways PR firms charge?
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Basic hourly fee, plus out of pocket expenses
Retainer Fee Fixed project fee sometimes pay for placement |
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Five steps to issues management
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Issue Identification
Issue Analysis Strategy Options Action Plan Evaluation |
