APR Sample Flashcards
Professional Certification Flashcards - Accreditation in Public Relations - Sample - See #APRPREP for more.
Tactics/tools
Serve as specific elements of a strategy or specific tools more specifically “how to”. Examples include meetings, publications, tie-in, community events, news releases, etc.
Crisis management plan
A plan that prepares an organization for the worst outcome- an issue that resists risk communication efforts and becomes a conflict of crisis proportions.
Outcome objectives
Change behavior, awareness, opinion, support. Outcome objectives require high level strategic thinking. Differentiate between measuring public relations outputs generally short-term and surface and measuring public relations outcomes usually more far-reaching and carrying greater impact changing awareness attitudes and even behavior.
10k annual report
This report provides a comprehensive overview of a company. Must be filled within 60 days after the close of the company’s fiscal year and contains crucial info including history, organizational structure, equity, holidays
Types of publics
Publics may be categorized as “All issue” “apathetic” “single issue” “hot issue”
Agenda Setting Theory
The media not only tell people what to think about in broad terms, but additionally how to think about in specific items and then what to think. Media shape top-of-mind presence.
Content analysis
The objective, systematic and quantitative description and evaluation of the content of documents, including print media and broadcast media coverage. In content analysis we attempt to objectively code and describe the content of communication. Content analysis involves selecting a unit of analysis, defining categories, sampling and coding.
Implementation
Actual messages sent through what channels, how many messages reached target audiences, monitoring tools for execution.
Fair comment
This privilege insulates a reporter or publication against defamation (libel or slander). Fair comment is not a license to circulate derogatory information. The information must be related to community interest about the subject. Fair comment is a recognized defense against a libel action and is based on the argument that the statement was either true or privileged (taken from a public document). Be aware that although truth is the traditional defense against libel, truth is hard to prove. Fair comment, which involves privacy, should not be confused with fair use, which involves copyright.
Ethical Decision-making process
Define the specific ethical issue or conflict, identify internal and external factors that may influence the decision, identify the key values, identify the audience who will be affected by the decision and define the public relations professionals obligation to each, seek ethical principles to guide the decision making process, make your decision and justify it.
Ivy Lee Leadbetter
Created a document termed by journalists as the “Declaration Principles.” Among the principles to supply news and ensure the company’s work is done in the open, provide accurate information and not advertising, and work with media to respond promptly to requests for additional information. Considered the first public relations counselor. Used the dissemination of truthful and accurate public information to gain public support and reach mutual understanding between corporation and their publics.
Press Agentry
Create newsworthy stories and events to attract media attention and gain public notice.
Tertiary source
Tertiary sources summarize primary and secondary information providing background, such as encyclopedias or biographical dictionaries. These should be approached with caution because they are often biased by author’s opinions.
Communication audit
Indepth secondary research method that combines attitude surveys, in-depth interviews, focus groups, and any other types of data that can be mined to understand the results of qualitative and quantitative research.
Objective
4 parts: WHO does WHAT by WHEN by HOW MUCH
Objectives
Define what behavior, attitude or opinion you want to achieve some specific audience is, how much to achieve, and went to a cheese. Objective should be specific, miserable, I pay noble, are you in specific, relevant, results oriented, time specific.
Uncontrolled communications channels
Uncontrolled communications channels refer to the media that are not direct control of the company, organization or center of messages. These include newspapers and magazines, radio and television, external websites, externally produce blogs and social media commentary, and externally produced news stories.
Defamation
Untruth that damages a reputation. Written or pictorial defamation is known as libel; spoken defamation is known as slander and need not be spoken in a public setting. To qualify as defamation, a statement must be untrue.
How long does Copyright last?
The life of the author plus 70 years. In the case of work for hire, rights are owned by a corporation. The right exists for 95 years from the first publication or 120 years from creation.
Relationship management
The idea that public relations practitioners are in the business of building and fostering relationships.
Evaluation
Measure effectiveness of the program against objectives. Identify ways to improve and recommendations for the future. Adjust the plan, materials, etc. Before going forward. Can serve as research for the next phase or program.
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Controlled communication channels
Self-sponsored communication channels, media and tools that are under direct control of the sender. Examples include paid advertising, newsletters, brochures, some intranets, teleconferences and videoconferencing, meetings and speeches, position papers and all other channels and communication products under organizational control.
Please refer to longer term, Broad, more global, future statement of being. Goals may include how an organization is uniquely distinguished in the minds of its target publics.
Doctrine of Fair Use
Permits the use of copyright material without its author’s permission. To determine Fair Use courts must look at 1. The purpose of the use, 2. The nature of copyrighted work that is being used 3. The amount and subsequent portion used 4. The effect of the use.
Edward Bernays
Wrote “crystalizing public opinion” the first book on public relations and coined the term public relations counsel with his wife Doris Fleishman. Conceptualized a new model of public relations that emphasized the application of social science research ND behavioral psychology to formulate campaigns and messages that can change people’s behaviors. Considered the father of modern public relations.
Strategies
These serve as a road map or approach to reach objectives. Strategies describe how to reach objectives.
Crisis communication
Protects and defends and individual company or organization facing a public challenge to its reputation. These challenges involve legal, ethical, or financial standing.
Statutory Copyright
Is a legal word or act by which the author makes the work available to the world while retraining control of the creative expression. The author must submit to the Library of Congress and display the copyright symbol on the material. Creative expression of ideas is subject to copyright.
George Creel
Chairman of the commitee of public information during World War I and understood the power of publucity to mobilize the public. Started the “four minutemen” and created spokespersons. Helped President Woodrow Wilson organize a public relations effort to unit the nation and influence opinion during the,way.
Outputs
Measure activities, e.g. number of contacts or news releases. Output can help monitor your work but have no direct value in measuring the effectiveness of a campaign.
Right of privacy
This law important for public relations professionals to know ensures an individual’s right to be left alone and can be violated if names, likeness, and/or information is used for commercial purposes.
New York Times vs Sullivan
This ruling that actual malice must be proven by a public figure.
Defenses against libel
Libel has 4 defenses: truth, privilege, fair comment, and retraction.
Two-way symmetrical communication
There’s a balance between an organization and it’s publics. The organization and it’s publics influence each other.
APRPREP - Online Study Course
APR Online Study Course
10 Modules to support your effort to pass the APR Examination - Accreditation in Public Relations. Sample Flashcards. See more #APRPREP
APRPREP - Online Study Course
Enroll - One Year subscription
Join us for the next Open House
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