Chapter 11 Flashcards
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
refers to any free news stories about a business’s products or services.
Advertising
uses paid non-personal messages communicated through mass media to the public.
Image adult
An image audit is an independent check of the accuracy of an image’s perception.
Image
Image refers to how a business is perceived by the world at large, especially consumers
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 communication 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 attitudes.
Video release
A video release is a news release containing video footage and a commentary.
Public relations ethics
Public relations ethics is the moral evaluation of public relations activities as right or wrong.
Public relations social responsibility
Public relations social responsibility
is the conscious effort by a public relations 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 reputation.
Misrepresentation
A 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.
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Patent
A patent gives 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 officially 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 legally enforceable agreement
Public relations
is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.
