Ch 1 Flashcards
Define PR
MANAGEMENT FUNCTION that identifies, establishes, and maintains BENEFICIAL RELATIONSHIPS, between the VARIOUS PUBLICS on whom its success depends
- Allen Center, Scott C.
What is the essence of PR
Relationship management
visible techniques+ practices
Lists 5 different types of PR work
Community relations
Counseling
Issues management
Crisis Communication
IT/Fashion/Travel PR
What services does a PR firm/agency provide for its clients?
Event planning
What are key words to know in the definition of PR?
Deliberate
Planned
Performance
Public interest
2-way communication
Management function
What does deliberate refer to
objectives + intentional
what does planned refer to
research + organized
what does performance refer to
words + actions based on actual policies + performance
what does public interest refer to
align org. self interest w. public’s concerns and interests
what does 2-way communication refer to
listening and dialogue
What does management function refer to?
strategic + integral part of decision making
(counseling, problem solving, management of competition + conflict)
What does RACE stand for
Research : What is the problem
Action: what to do
Communication: how to tell
Evaluation: was the audience reached + what is the effect
What does ROPES stand for
Research (client, problem, audiences)
Objectives (impact, output)
Programming (planning and implementation)
Evaluation (preparation, monitoring, analysis)
Stewardship (reciprocity, responsibility, reporting, relationship nurturing)
What are the 6 components
Research and analysis
Policy formation
Programming
Communication
Feedback
Assessment
What is done during (1) research and analysis
find inputs that determine the nature + extent of the problem/ opportunity
What is done during (2) policy formation
recommend policies + actions
What is done during (3) programming
plan communications program to reach organizations objectives
What is done during (4) communication
execute program through various tactics
What is done during (5) Feedback
Ask + answer questions with initial ppl on if objectives where met
What is done during (6) assessment
Success/failure is analyzed, come up w. additional steps, issues, opportunities
What are some essential abilities for PR professionals
writing
research ability
planning
problem solving
How do you distinguish PR from journalism
PR has:
more components than just writing
requires managerial skills
objectivity + advocacy
communicates w. segmented audiences through various channels
informs AND changes attitudes
How do you distinguish PR from advertising
PR
Does NOT guarantee placement
focusses on communication + understandings
external + internal audiences
various channels
How do you distinguish PR from mtk
PR
Saves $
Builds relationships
Internal + external audiences
creates dialogue + mutual understandings
