Chap2 Flashcards
What headline does the U. S. Department of Labor use to categorize public relations specialists?
professional and related occupations
Who (in PR) is excluded from the OES survey?
the self-employed
Why might the Current Population Survey show less people working in PR?
Because several people doing PR work may not identify themselves as PR practitioners
PR employment is declining, steady, or growing?
growing
Where can most PR work be found?
in major population centers
The most common employers of practitioners are… (3)
…business and commercial corporations, followed by nonprofits and associations, then by public relations firms and agencies.
Largest single employer for public relations is…
the federal government
Numbers of _____ in public relations have increased steadily in the last several decades, changing the ____ distribution in the field from a ____ majority in the late 1960s to a ____ majority by the late 1980s.
women increasing
But, the main point remains that _____ are severely underrepresented in public relations practice, compared to their numbers in the U. S. population.
minorities
In the past where did PR practioners come from (employment background)
public relations practitioners historically entered the field from other academic and work backgrounds, particularly journalism.
journalism experience in PR is still a must
T/F
False
Factors to the wide range of salary levels can be… (3 examples)
years of experience, type of employer, and geographic location, among other things.
Heighest paid practitioners work for ….
corporations
What do headhunters do?
iidentify, screen, and recruit finalists for top public relations positions.
Practitioners work with one company or move around during their career?
Move around
What kind of Writing and Editing do practitioners do? (3 examples)
Composing print and broadcast news releases,
feature stories,
news-letters to employees and external stakeholders,
correspondence,
website and other online media messages,
shareholder and annual reports,
speeches,
brochures,
video and slide-show scripts,
trade publication articles,
institutional advertisements,
and product and technical collateral materials.
Media Relations and Social Media entails… (3)
Contacting news media,
magazines,
Sunday supple-ments,
freelance writers,
and trade publications with the intent of getting them to publish
research entails…
Gathering information about public opinion, trends, emerging issues, political climate and legislation, media coverage, special interest groups, and other concerns
Management of Clients and Staff includes…
Management of Clients and Staff: Establishing client relationships, managing client expectations, assessing resource allocation needs, and planning logistics. Administering personnel, budget, and program schedules.
Strategic Planning includes…
determining needs, establishing priorities, defining publics, setting goals and objectives, and developing messages, strategies, and tactics.
Counseling includes…
Advising top management on the social, political, and regulatory environ-ments; consulting with the management team on how to avoid or respond to crises; and working with key decision makers to devise strategies for managing or responding to critical and sensitive issues.
Special Events includes…
Arranging and managing news conferences, 10K runs, conventions, open houses, ribbon cuttings and grand openings, anniversary celebrations, fund- raising events, visiting dignitaries, contests, award programs, and other special observances.
Speaking includes…
Appearing before groups, coaching others for speaking assignments, and managing a speakers’ bureau to provide platforms for the organization before important audiences.
Production includes…
Creating communication collateral products using multimedia knowledge and skills, including art, typography, photography, layout, and computer desktop publish-ing; audio and video recording and editing; and preparing audiovisual presentations.
Training includes…
preparing exec’s and other designated spokespersons to deal with media and make other public appearences
Personal Contacts includes…
Serving as liaison with media, community, and other internal and external groups. Communicating, negotiating, and managing conflict with stakeholders. Meeting and hosting visitors. Building strategic alliances and interpersonal relationships.
Most practitioners enter the field as ____ ______.
communication technicians
What is a communications tech’s job?
These entry- level practitioners are hired to write and edit employee newsletters, to write news releases and feature stories
Why does the expert prescriber role seduces practitioners?
because it is personally gratifying to be viewed as the authority on what needs to be
Why does the prescriber role seduce employers/clients?
public relations is being handled by an expert.
Communication facilitators serve as…
liaisons, interpreters, and mediators between an organiza-tion and its publics.
Line managers play an essential part in analyzing problem situations; why?
they are the ones most knowledgeable of and most intimately involved with the organization’s policies, products, pro-cedures, and actions. They are also the ones with the power to make needed changes.
two major predominant roles occur in practice are?
public relations technician and public relations manager.
Typical roles of public relations tech’s
writing, producing, and diseminating communications
Which role constitutes the traditional core of public relations work: PR tech or PR manager?
PR tech
The public relations manager role casts practitioners as part of ______ _______.
organizational managment
Requirements of PR Manager are … (3)
research skills, an aptitude for strategic thinking, and a tendency to think in terms of the outcomes or impact
Important distinctions are strengthened or lost by combining the 3 managerial roles?
Lost
Historically, women in public relations have found themselves relegated to the _____ role, with difficulty advancing to _______ positions.
technician, managerial
Women are now paid equall with men in PR
T/F?
False >:(
Minority practitioners with public relations training and skills will continue to be in demand because…
all organizations need to communicate with the increasingly pluralistic society
Pigeon- holing
The restricting of minority practitioners to working with minority clients or dealing with minority publics, even when they might wish to work on “ mainstream” public relations programs or accounts.
book regards this as one of the biggest challenges facing PR practioners today
personal choice: To choose to behave ethically or to choose to behave unethically.
What are the 5 qualities of those on the career “ fast track”
(LONG)
- results
- conceptualizing (focus on employer/client needs)
- human relations (be a team player)
- style (“can-do” attitude)
- intangibles (charisma, moxie, etc.)
