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32 Cards in this Set
- Front
- Back
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Importance of measuring and demonstrating value of PR |
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Traditional way to do it- |
-use an article and determine the equivalency value of the article if we had purchased an advertisement of that size -add up column inches -color photo (+ 10%) -page position (+ 20%) -issue position (+ 25%) |
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Expected Output |
-influencing awareness, perception, etc… -begin with research in order to set objectives and benchmarks for PR efforts -write a pitch letter (PR technique used to influence a media outlet to cover a story) IDFK |
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Barcelona Principles (7) |
1. Importance of goal setting and measurement 2. measuring the effect on outcomes is preferred to measuring outputs 3. the effect on business results can and should be measured where possible 4. media measurements requires quantity and quality 5. AVEs are not the value of public relations 6. social media can and should be measured 7. transparency and replicability are paramount to sound measurement |
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difference between outputs and outcomes |
-outputs: indicators/starting point… tell us that this particular ad/article could have been seen by some number of people -outcomes: must be measured |
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methodology |
needs to be transparent and replicable over and over again |
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Importance of goal setting |
-goals should be as quantitative as possible and address who, what, when, and how much the PR program is intended to affect -measurement should take a holistic approach; including representative traditional and social media, changes in awareness among key stakeholders, comprehension, attitude, and behavior as applicable and effect on business results |
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Guest speakers in history |
-frederick douglas: "at a time like this, scorching irony, not convincing argument is needed" -john f. kennedy: "ask not what your country can do for you. ask what you can do for your country" -sojourner truth: "aint i a woman?" -julius caesar: "veni vidi vici" -franklin d. roosevelt: "we have nothing to fear but fear itself" |
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Why are people afraid of public speaking? |
-speech terror: loss of power and control |
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5 commandments of speech giving |
-know thy audience -create a single message of lasting value -facts, facts, facts -clarity, clarity, clarity -practice, practice, practice |
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3 types of speeches |
-uphill: audience has power/control -downhill: speaker has power/control -sideways: could go either way |
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elements of a speech |
-a single message of lasting value -one main and secondary theme -facts, facts, facts -style and content based on knowledge of audience -clarity |
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structure of a speech version 932 |
-introduction -statement of main message -development of theme(s) -elaboration of main message -pause, plateau -restatement of theme -summary; conclusion: main message -visuals -delivery |
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ways to overcome fear |
-practice, practice, practice -eye contact -move around, gracefully, with a purpose -address alternating sections of the audience -smile -pause -projection -humor; know the danger, be confident, make it appropriate (don't use it unless you have before and your positive it won't offend anyone) -prepare for tough questions -brush up on media skills - |
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issues management: a proactive and systematic approach to…. 5 phrases (fill in the blank) |
-predicting problems -anticipating threats -minimizing surprises -resolving issues -preventing crises |
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white paper |
-a carefully researched, detailed, and documented statement describing an organization's position, beliefs, and policies on an issue of broad and significant importance to key publics |
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uses of a white paper |
-distributed to activist groups, consumer groups, unions, and any public affected by the issue -made available to the media and the public -as a basis for speeches and press releases -as a reference for managers and employees -as a subject for focus groups -as an enclosure in press kits |
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Who is considered the author or signer of the white paper? |
-PR person writes it, the CEO or top person of the organization signs it |
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elements that are essential to a white paper TRUE OR FALSE |
-simple straightforward copy on white paper -charts, graphs, photographs are acceptable as attachments -should avoid elaborate or "expensive" looking production elements (ex: color pics, glossy paper, special binding) -contains contact info for follow-up -asks for comments and input -can also be available on disks, audio tapes, and on-line. videos are acceptable if the subject matter is appropriate for video, they are modestly produced and used primarily for large group presentations -should be translated as appropriate -should be sensitive to special needs (ex: for hearing and sight impaired persons) |
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outline of a white paper (given statements from white paper, need to identify as statement of issue, statement of organizations position, rationale behind the position, etc.) |
-organizational identification (name, address, phone, fax, email, date) -statement of issue -organization's position -rationale -organization's policy -sources/references -author -contact information -other formats available |
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the first amendment to the US constitution guarantees each of the following rights except: |
-right to bear arms |
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match the following with a corresponding first amendment right |
8. B- freedom to assemble 9. C- freedom of the press 10. A- freedom of speech 11. E- freedom of religion 12. D- right to petition government for redress of grievances A- no government control of news content B- a meeting of a tax papers rights group C- an ad critical of the governor D- a proposal demanding gun control E- being an outspoken atheist |
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what do libel and slander have in common? |
-they both involve injury and defamation to a person |
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indicate which of the following definitions pertains to political speech or commercial speech |
14. expression intended to generate marketplace transactions (COMMERCIAL) 15. expression associated with the normal conduct of a democracy (POLITICAL) |
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a copyright allows the owner to prohibit others from using his or her intellectual property without permission or payment |
TRUE |
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indicate if its commercial or political speech |
17. "the management of johnson and johnson is proud to endorse the election of chris christie" POLITICAL 18. "toyota believes that its cars are the safest and most efficient on the market" COMMERCIAL 19. "as a consumer, i believe walmart is an evil company that exploits its workers and i don't think anyone should shop there again" BOTH 20. "what happens in vegas, stays in vegas" COMMERCIAL 21. "buy american products and stop sending jobs overseas" BOTH 22. "at dow chemical, we believe that most important element is the human element" COMMERCIAL 23. "better ingredients, better pizza, papa johns!" COMMERCIAL 24. "taxation without representation is tyranny" POLITICAL |
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as emphasized in class, two fundamental ways to avoid PR jail are |
-legal council and written permission to use a persons name or photo |
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original creations of the mind are referred to as |
- intellectual property |
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match the following birders of proof in proving libel with its definition |
27. B- publication 28. E- fault 29. A- damage 30. C- identification 31. D- defamation a. that the defamatory statements cause injury or damage to the plaintiff b. communication of untruthful statements to a third party c. that the defamatory statements clearly applied to the plaintiff d. untruthful statements that unfairly injure a persons reputation and or ability to maintain social contacts e. that the defamatory statements are untrue |
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TRUE OR FALSE |
-if a trademark becomes generic, the company can lose rights to it (FALSE) -once a patent is obtained, it is permanent (FALSE) -the legal standing of a trademark is based on first registration (FALSE) -service marks are regulated by different rules than trademarks (TRUE) -a copyright allows a songwriter to prohibit others from performing or copying his/her work (FALSE) |
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match the following entities with the correct descriptive statement |
-new york stock exchange: enables buying and selling of stocks -corporate bylaws: acts as a corporate constitution -securities and exchange commission: regulates buying and selling of stock -federal communication commission: regulates public airways -federal trade commission: regulates corporate commerce |
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match these speakers with a descriptive statement |
-malcolm X: i was a militant civil rights activist -golda meir: i was an ordained baptist minister -abraham lincoln: i was a governor and a senator from louisiana -martin luther king: i was from the state of illinois -huey long: i was born in russia and grew up in milwaukee |
