Ch. 11 Flashcards
Public Relations
the total communication strategy conducted by a person, a government, or an organization attempting to reach and persuade its audiences to adopt a point of view.
Press Agents
the earliest type of public relations practitioner, who seeks to advance a client’s image through media exposure.
Publicity
in public relations, the positive and negative messages that spread controlled and uncontrolled information about a person, a corporation, an issue, or a policy in various media.
Propaganda
in advertising and public relations, a communication strategy that tries to manipulate public opinion to gain support for a special issue, program, or policy, such as a nation’s war effort.
Press Releases
in public relations, announcements- written in the style of news reports- that give new information about an individual, a company, or an organization and pitch a story idea to the news media.
Video News Releases (VNRs)
in public relations, the visual counterparts to press releases; they pitch story ideas to the TV news media by mimicking the style of a broadcast news report.
Public Service Announcements (PSAs)
reports or announcements, carried free by radio and TV stations, that promote government programs, educational projects, voluntary agencies, or social reform.
Pseudo-Event
in public relations, circumstances or events created solely for the purpose of obtaining coverage in the media.
Lobbying
in governmental public relations, the process of attempting to influence the voting of lawmakers to support a client’s or an organization’s best interests.
Astroturf Lobbying
phony grassroots public affairs campaigns engineered by public relations firms; coined by U.S. Senator Lloyd Bentsen of Texas (it was named after AstroTurf, the artificial grass athletic field surface).
Flack
a derogatory term that, in journalism, is sometimes applied to a public relations agent.
