Ch 1-3 Flashcards
What is the term used to describe delegating PR tasks to someone outside the PR firm?
Storytelling
In terms of public relations, what is meant by “gatekeepers?” Who are they?
They are individuals that control access. Journalists and their editors are media gatekeepers who decide whether, when and how to use stories generated by public relations
What does IMC stand for?
Integrated Marketing Communications
Understand the various advantages of using PR firms to handle an organization’s PR needs.
Otherwise known as “in-house”.
They have access to a broad range of skills and expertise, including specialty areas that few in-house departments can provide.
The larger PR firms have global operations, which makes it easier for organizations to communicate effectively everywhere they have operations.
PR firms can approach the problems or challenges of an organization’s with objectivity.
What is meant when PR firms handle work “In-house?”
In-house refers to when a PR firm uses ones own staff to do something. The organizations own public relations staff does PR in-house
When PR practitioners work deliberately and strategically, are they proactive or reactive?
Proactive
When an organization is on the defensive for example, a product recall is it being proactive or reactive?
Reactive
Understand the use of the word “flack”
Not a good word for PR professionals, often used by journalists.
Usually refers to a PR person who deflects criticism.
Understand the difference between a publicist and a spin doctor.
Spin Doctor: a reference to PR people who attempt to use spin to create a positive impression.
Publicist: focus on one PR task; they seek media coverage of stories about their clients.
What is meant by spin?
This is the filter through which professionals send information, often negative, to create a positive impression.
What do Eldman, Burson-Marsteller, Fleishman-Hillard all have in common?
Global PR firms
What profession involves buying space and time in mass media
Advertising
How important is writing in the PR industry
Extremely important
Understand the difference between one-way and two-way communication.
One-way: public media and controlled media to us
Two-way: one-on-one
Understand differences between marketing and PR.
PR builds relationships.
Marketing is concerned with customers and sales.
Which public relations pioneer is associated with the “torches of freedom” cigarette campaign?
Edward Bernays
Who introduced the phrase “engineering of consent?”
Edward Bernays
What is the Voice of America?
The official external broadcast institution of the U.S. Federal government. The VOA provides programming for broadcast on radio, TV, and the Internet outside of the U.S. In english and other foreign languages
Who was known as the “patron saint of promoters?”
P.T Barnum
Which PR pioneer articulated the first “Declaration of Principles” that outlined the first code of behavior for PR?
Ivy Ledbetter Lee
Edward Bernays believed reaching what group of influential people in making sure messages reached the masses?
Opinion leaders.
What famous event in American revolutionary times could be characterized as a staged PR event or PR stunt?
Boston Tea Party/ Boston Massacre
Thomas Edison squared off against whom in his battle over a standard for electric systems in the U.S
Nikola Tesla
Know Arthur Page’s contribution to the PR industry.
Created a philosophy of public relations that included:
- Tell the truth
- Prove it with action. Listen to the customer.
- Manage for tomorrow–anticipate the future
- Conduct PR as if the whole company depends on it. Consider PR impact of all actions in advance.
- Convince employees that PR is everybody’s job in the corporation.
- Remain calm, patient, good-humored
In terms of PR history, who was Amos Kendall?
Hired by Andrew Jackson, he was a Kentucky newspaper editor, as the first presidential press secretary in the 1820’s. Kendall later became Postmaster General of the U.S. First full-time public relations person in the White House
Which PR pioneer earned the title Poison Ivy? How did he get this reputation?
Ivy Lee got this title. Got that title from Rockefeller and Ludlow Massacre. BAD reputation. Earned it by unknowingly distributing to the media into that later proved false and misleading
How is Pope Gregory XV related to the word “propaganda?”
Created the “Congregatio de Propaganda Fide” or “Congregation for Propagating the Protestantism”. Referred to the missionary work of the Catholic Church but came to be associated with the spread of all sorts of opinions, info and political causes. Negative connotations then and now.
Who is famous for saying, “The public be damned?” What does this mean?
William Henery Vanderbilt
Retort of railroad magnate
Understand various communication theories:
The surveillance function of media; and the hypodermic needle theory.
The hypodermic needle theory: Suggests that media have an immediate and powerful effect on audiences.
The surveillance function of media: one of the functions of media according to uses and gratifications theory. This function focuses on monitoring the environment and includes news and weather
What is meant by the term branding? How does a product get branded?
Brand: a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.
Who promoted Joice Heth as part of a circus atmosphere
Phineas T. Barnum
What PR pioneer was related to the Sigmund Freud? How did this relationship contribute to the development of public relations strategic thinking?
Edward Bernays. They spoke often, and both believed in psychoanalysis. Used modern social science methods to the practice of PR. Believed that using psychology, one could better understand public opinion and design communication programs that achieved the desired public responses.
What is the term “muckraker”, and what US president coined the term?
Teddy Roosevelt coined this “pejorative” phrase. Described reporters who do investigative journalism for all magazines, often search for and expose real or alleged corruption, scandal, etc especially in politics.
Who is in charge of propaganda for the U.S. During WW1?
George Creel headed the Committe on Public Info, known as the Creel Committee
What is puffery?
Legal exaggeration in advertising, and public relations. No factual claims are made. For example, saying a product is “the best”. Audiences understand that there is no specific factual claim being made. It is hyperbole, not to be taken literally.
What is a euphemism?
A mild or indirect word or expression substituted for one considered to be too harsh or blunt while referring to something unpleasant or embarrassing. (“Chilling”)
Think about common examples of Acronyms
Useful shortcuts when communicating with audiences who all understand their meaning.
MADD, UN, BCC, NAACP
Understand Ethos, Logos and Pathos as parts of the process of persuasion.
Ethos: an appeal on the credibility of an info source.(does the speaker have expertise? Is there evidence of sincerity, wisdom, virtue and good will? Is the source trustworthy?)
Logos: an appeal to logic or reason. (Why, rationally, should someone believe a message? What facts or evidence exists to support a claim?)
Pathos: an appeal to emotion. (Fear, pity, love, hate, anger, Patriotism, and loneliness are emotions that resonate strongly with people. Plays on those emotions to arouse the audience)
Understand the difference between “perception” and “reality”
Perception: how one interprets the world.
Reality: how it really is
Learn definitions of public relations
Strategic communication process that builds mutually beneficial relationships between the organization and the public.
Management of info as it affects the general audience.
Know the parts of the SMRC communication model
Source🔜Message🔜Channel🔜Reciever (loops back around, there is noise in-between all of these)
Identify different types of channels: Public media, Interactive media, controlled media, events/groups, one-on-one.
Public media: Media for sale on newsstands or broadcast to everyone over the air or on cable or satellite.
Interactive media: Social platforms (Facebook ect)
Controlled media: Controlled information (apple, JP Morgan, chase bank)
Event/groups: Conventions, Public speech
One on one: Sales people
Understand what is meant by “Semantic noise”
A form of noise in the communication process that involves a poorly worded or conceived message that is not understandable to receivers. Noise within the message itself.
What barriers do we experience in communicating with people?
Age, culture, status, education, etc (common sense)
The Three P’s (influences)
Psychological influence: stereotypes, biases, assumptions
Physiological influence: Effects of hunger, lack of sleep, ect
Physical influence: background noise, competing conversations, blaring radio
Understand the Agenda Setting Theory, and Uses and gratifications theory.
Media dont tell audiences what to think.
They tell audiences what to think about focusing our attention on topics. (Global warming, hurricane warning, ect)
Uses/gratification theory- tries to explain why people use media
2 types of publics:
Passive: challenge to get attention & communicate a message oftentimes in an entertaining way.
Active: a person seeking info for a purchase decision is more active. Receptive to info.
Understand “Public”
Different sections of the population
The PR process is
The scientific method of thinking strategically
Who is Nellie Bly?
Newspaper journalist 1880’s wrote about child labor & unfair conditions
Who is Upton Sinclair?
Wrote of immigrant workers in the Chicago meat packing plants
Know the selectivity filters:
Selective exposure
Selective attention
Selective perception
Selective retention
Selective exposure: tendency of people to expose themselves to messages with which they agree or are relevant to needs at particular moment.
Selective attention: we only notice a small % of message.
Selective perception: people apply own beliefs to content. (Differ from person to person)
Selective retention and recall: what we remember, what we want to remember.
What is “Framing?”
Framing- refers to the way media & media gatekeepers organize and present the events and issues they cover. (Key on issues that have most impact on people)
Who is George Westinghouse?
May have created the first corporate PR department
4 P’s of the Marketing Mix
Product
Price
Placement
Promotion
Dan Edelman
Worlds largest independent PR firm
