'Chap 11' Managing The Public Relations Function Flashcards
Public Relations
Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public
Publics
Publics are groups that the organisation interacts with and that have a vested interest in, or impact on, the organisation’s ability to achieve its objectives
Publicity
Publicity refers to any free news stories about a business’s products or services
Advertising
Advertising uses paid non-personal messages communicated through mass media to the public
Image
Image refers to how a business is perceived by the world at large, especially consumers
Image Audit
An image audit is an independent check of the accuracy of an image’s perception
Public Relations Campaign
A public relations campaign is a series of public relations activities undertaken to achieve a specific objective
Media
Media are the assorted public relations communications strategies available to convey the image to the selected publics
Risk Management
Risk management is the process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them
Crisis Communication Plan
A crisis communication plan outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs
Public Relations Evaluation
Public relations evaluation is a thorough and systematic review of the public relations objectives, strategies and tactics
Performance Indicators
Performance indicators measure the degree of achievement of a specific objective
Focus Group
A focus group is an informal small group discussion to discover opinions and attitides
Video Release
A video release is a news release containing video footage and a commentary
Public Relations Ethics
Public relations ethics is the moral evaluations of public relation activities as right or wrong
Public Relations Social Responsibility
Public relations social responsibility is the conscious effort by a public relation business to maximise its positive impact and minimise its negative impact on society
Flack
A flack is a person who engages in unethical and socially irresponsible practices
Spin Doctor
Spin doctor is the name given to someone communicating their perspective of an issue to the public and trying to persuade the public that their perspective is correct
Defamation
Defamation is a false or derogatory statement which damages a person’s repuation
Misrepresentation
Misrepresentation is a false statement of fact made by one party to another before or at the time of contracting
Intellectual Property
Intellectual property refers to property that is created by an individual’s intellect
Patent
A patent ives the inventor exclusive rights to make, use or sell, as well as to license others to make or sell, a newly invented process or product
Trademark
A trademark is a brand name or design that is offically registered
Copyright
Copyright is the exclusive right of an author, artist, musician or publisher to publish, perform, copy or sell an original work
Contract
A contract is a leagally enforceable agreement
