Chap3 Flashcards
public relations is inescapably tied, by nature and by necessity, to top management, with public relations staff by …
providing counsel and communication support.
Johnson & Johnson’s Tylenol crisis remains a classic case study in crisis management; why?
( review Exhibit 1.3 on page 20). Johnson & Johnson’s top management put customer safety first, immediately pulling the product off retail shelves and recalling Tylenol capsules in the United States and abroad.
long- term success in public relations calls for what 6 things from top management?
- Commitment to and participation in PR
- Retention of competent PR counsel
- Incorporation of PR perspectives in policy making
- Two- way communication with both internal and external publics
- Coordination of what is done with what is said
- Clearly defined goals and objectives
the public relations person is given the unique opportunity to become the CEO’s “ ____ _______,” the one who, behind closed doors, can say, “ If you do this, you are making a huge mistake.”
loyal opposition
line functions in industry include the ______- and _____- _____ functions
Staff functions include those that ______ and _____ line executives
product and profit producing
advise and asist
some argue that when executives gain public relations experience, they move on to other assignments with…
a greater understanding of the function.
“ dominant coalition”
— generally five to eight senior executives— describes those who hold power in organizations.
Power comes to the public relations function in an organiza-tion when the members of the dominant coalition value it as a ____ _______ _______, rather than as simply a ______ _____ implementing the communication strategy decided by others.
vital managment function,
technical role
If public relations has a “ seat at the table” of the dominant coalition, then…
public relations plays a greater role in determining and achieving organizational outcomes.
Organizational changes can grow PR, or diminish PR?
Both; depends.
Characteristics of the practitioners themselves have little to do with their inclusion or exclusion from the dominant coalition.
T/F?
False
survey results consistently show that when the function does ______, there is a greater likelihood that public relations staff will participate in decision making and other management planning activities.
research
“ seven deadly sins in this business” threaten progress in integrating the function…
- Overpromising
- Overmarketing
- Underservicing
- Putting profits ahead of client’s performance/results.
- Using public relations quick fixes
- Treating public relations as simply a support function
- Violating ethical standards
The_____ _______ is the most common organizational structure for public relations.
internal department
An internal department has at least four factors working in its favor…
- Team membership 2. Knowledge of the organization 3. Economy to the organization for ongoing programs 4. Availability to associates
What is an internal department’s single greatest advantage over outside counsel.
team membership
Surveys typically show that at least ___ percent of public relations executives meet with their CEOs at least once each week.
60%
3 department disadvantages
- loss of objectivity
- dominantion and subserviance (yes men)
- confused missions/roles
Public relations staff typically work most closely with the marketing and finance units.
T/F?
True
Conflict can arise between PR and marketing staff over …
which function should be responsible for institutional advertising and product publicity.
Advertising designed to establish, change, or maintain relationships with key publics other than customers ( usually by influencing public opinion) should, by its objectives and strategic nature, be implemented as part of …
PR strategy
Are marketing and PR increasingly working together or drifting apart?
Working together.
A difference between lawyer and PR communications on behalf of the client
PR’s must never lie on the clients behalf
“ litigation public relations” involves …
managing the communications process during the course of any legal dispute or adjudicatory proceeding w/ respect to client reputation.
Potential overlap between public relations and human resources occurs, and questions arise about their respective roles….
( 1) developing employee relations plans during downsizing, crises, reorganization, mergers, and acquisitions
( 2) planning and implementing community relations efforts involve employee participation
( 3) when programs directed to employees require public relations thinking and skills more than those from the human resources perspective and skill set.
Compromise between HR and PR comes when…
practitioners and human resource specialists realize that internal relationships inevitably reverberate externally.
How does IT get mixed up with PR?
digital communications in the company
Title that makes IT confusable with PR
“ chief information officer.”
Why IT is not suitable for PR services
IT deals with tech functions and work on a slower pace, PR deals with communicating what comes out of those tech works
Cheif Performance Officer (CPO)
The primary duty of the CPO is to monitor, analyze, and make recommendations to improve organizational performance.
1980s, many “public relations agencies” changed their titles to “_____ ______ ______.” Why?
public relations firms
to not be confused with ad agencies
In contrast, worldwide there are uncounted thousands working as independent self- employed counselors or consultants. Many work as “_____ and Associates,” meaning….
“ If I can’t handle the project myself, I know other practitioners I can bring in to assist.”
Standards of practice for public relations firms are more closely monitored and enforced in _____ than in the _____ & ______ (country/continents)
Europe than United States and Asia.
What does the International Communications Consultancy Organisation ( ICCO) do?
represents public relations consultancies around the globe.
ICCO mission (statement) is…
“ To advance the business of public relations firms by building the market and firms’ value as strategic business partners.”
Although there are many specialties, the most dramatic growth has occurred in ________(geographical location)_____, firms that specialize in government relations— lobbying, public affairs, and
Washington, D. C.
individuals who represent foreign interests must register with the __ ______ ______, as required under the ______ _____ ____ ____ of 1938
individuals who represent foreign interests must register with the U. S. Department of Justice, as required under the Foreign Agents Registration Act of 1938
Name 3 of 6 reasons why organizations retain firms.
- lack of formal PR program.
- Distant HQ location
- The firm has a wide range of up- to- date contacts.
- creative specialists
- need highly specialized services that it cannot afford or does not need on a full- time, continuous basis.
- independent judgment of an outsider.
Client– firm relationships often begin with an _____,
emergency
Name four ways fees for services are typically established.
- A monthly retainer covering a fixed or flexible number of hours and services
- A minimum monthly retainer plus billing for actual staff time at hourly rates or on a per diem basis above what is covered by the retainer
- Straight hourly charges for staff time, using fees based on the range of staff experience and expertise
- Fixed project fee, typically resulting from competitive bidding in response to a request for proposal ( RFP)
What is the fifth approach to billing clients
Why is this method not favorable?
payment by results
“ Results” turn out to be media coverage, website hits, contacts with bloggers, or similar indicators of effort.
Figures differ from city to city, but five elements are reflected in counseling fees and charges:
- Actual cost of staff time devoted to the project
- Executive time/supervision
- Administrative and other nonproject time, such as clerical and accounting
- Overhead costs, such as space, benefits, and utilities
- Reasonable profit for doing the work, based on what the market will bear
Some firms, formally or informally, expect each practitioner to “ bill out” a minimum of ___ hours each week,
30