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25 Cards in this Set
- Front
- Back
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Public Relations (know word for word)
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is a planned, ETHICAL, clear communication process coordinated by TOP management to EDUCATE, REINFORCE, and INFORM, targeted publics.
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RACE
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4 step process: Research, Action Planning, Communicate, Evaluate.
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PR Functions
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Task - Writing a news release, making copies, calling media and stuffing envelopes.
Management - Its where the strategic work of PR is done. |
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Publics
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Targeted segments of people who have a stake in an issue that PR professionals want to learn from or influence.
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Goals
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Desired outcomes of the PR plan which help accomplish goals of the organization
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Objectives
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Specific milestones that demonstrate progress toward a goal. 3 key elements: measurable, directional, and within timeframe.
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Strategies
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How the plan will be implemented to best use resources toward the targeted public.
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Tactics
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Activities to implement strategies in order to achieve objectives and goals.
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PR Excellence
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IF the CEO supports/ understands PR
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PR Skill
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number one skill for PR is writing
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Internal PR
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Internal PR greatest advantage over the outside is understanding of the company and internal connectivity.
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External PR
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If you have weak internal PR and if you need to distance the company from a crisis it can be cheaper.
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Public Opinion
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When individuals or groups share ideas that are used to decide on a course of action.
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Bishop's Public Opinion
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A shared perception of reality leading to an expected action.
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Values
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Deeply held beliefs
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Attitudes
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Position held on an issue.
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Opinions
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Expressed attitudes
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Action
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Behavioral expression of opinion.
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Persuasion (4 tactics)
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Changing a person's attitudes in order to create action.
4 tactics of persuasion Fact Emotions Personalization Appeal |
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Ethics
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6 Core values
advocacy honesty expertise independence loyalty fairness |
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Defamation
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Communication that damages a person's reputation.
Two kinds libel and slander |
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Libel
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Printed falsehood
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Slander
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Oral / Spoken falsehood
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Publicity
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Converage of a topic by news media and possibly the most effective to create awareness and influence public.
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Employees
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The greatest asset an organization has is its employees. they want to get info from their direct supervisor but most get it from the least desired place; the grapevine.
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