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Comm - PR > Chapter 2,3 > Flashcards

Chapter 2,3 Flashcards

1
Q

A communication technician’s roles can include:
(list 4)
Their task is much more______ and involves more___________ of materials than a manager

A

A communication technician’s roles can include:
1. taking photos
2. writing brochures and pr material
3. preparing news releases
4. organizing events
Their task is much more TACTICAL and involves more PRODUCTION of materials than a manager.

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2
Q

A communication manager’s roles includes:
list 3
Their tasks are less tactical and more about ________________.

A

A communication manager’s roles includes:
1. making communication & policy decisions
2. overseeing multiple strategies
3. supervising technicians responsible for tactics
Their tasks are less tactical and more about SUPERVISION, POLICY FORMATION & MANAGEMENT of people and departments.

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3
Q

List the hierarchy of roles from entry level to most senior PR executives:
ESMDE

A 
Entry level technician 
Supervisor
Manager
Director
Executive
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4
Q

PR areas expected to grow:

Name 5

A
  • health care
  • consumer goods
  • financial services
  • technology
  • crisis management

Healthy consumers use technology during financial crisis.

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5
Q

Range of PR work includes:

List 7

A

Pr pros can find work in:

Governments, trade (associations), self-employed (freelance) non-profit (charities) corporations for education and public relations firms.

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6
Q

An internal public is anyone who….

Communication can be aimed at increasing knowledge about…or ensuring employees have…

A

An internal public is anyone who WORKS FOR THE ORGANIZATION
Communication can be aimed at increasing knowledge about KNOWLEDGE OF POLICIES AND PRACTICES or ensuring employees have A POSITIVE PERCEPTION OF THE ORGANIZATION

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7
Q

An external public is anyone outside of the organization and communication can be aimed at…
(list

A
  • changing behaviour (increasing consumption of products)
  • increasing knowledge about organ
  • building relationships in the community
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8
Q

Early examples of PR (list 3)

A

Olympics- romans promoted specific athletes with special appearances its
Cesar used printed material to support battles
The church enticed people to join the crusades

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9
Q

Public relations in colonial US (three examples)
• Promoting settlement (also done in Canada) • Struggle for independence
• Boston Tea Party – an event staged to gain support for revolution; tea from an import ship was dumped into the Boston Harbor as a protest against British tea tax for colonists who felt they should not be taxed if they were not represented in government

A
  • Promoting settlement (also done in Canada)
  • Struggle for independence
  • Boston Tea Party
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10
Q

What was the Boston Tea Party about

A

Boston Tea Party – an event staged to gain support for revolution; tea from an import ship was dumped into the Boston Harbor as a protest against British tea tax for colonists who felt they should not be taxed if they were not represented in government

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11
Q

The age of the press agent in the 1800s –

A

a publicist who works for recognition of an organization or individual

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12
Q

Describe the The age of hype –

A

media (newspapers and other printed materials) and staged events used exaggeration and drama, not considering the ethical implications of their actions

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13
Q

American showman/entertainer and founder of Ringling Brothers, Barnum and Bailey’s Circus; adept at using staged events to promote his businesses (famous quote: “there’s a sucker born every minute”)

A

P. T. Barnum

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14
Q

“there’s a sucker born every minute”

A

P. T. Barnum

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15
Q

P. T. Barnum came up with

A

Ringling Brothers, Barnum and Bailey’s Circus

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16
Q

Around ________ immigrants came to Canada in the late 1800s to the _________

A

Around 2 million immigrants came to Canada in the late 1800s/early1900s

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17
Q

Immigration to Canada had slowed during the mid _______, so a campaign was implemented to…

A

increase “quality” immigration

18
Q

Immigration PR to Canada during the mid _______, aimed at convincing ___,______and _________other settlers to settle the Canadian West.

A

American, British, European

19
Q

The_____ ______is considered a public release of the Pharaohs talents and gifts

A

Rosetta Stone

20
Q

The boston tea party is an example of

A

conflict positioning

21
Q

Who established the first in house PR dept

A

Westinghouse corporation

22
Q

Year the term Public Relations was first used by the railroad company

A

1897

23
Q

One of the first people to use article reprints for who

A

Kendall for President Jackson

24
Q

The first public relations counsellor was_________________ he started as a_____________, became a ______________ and then became a PR counsellor.

A

Ivy Ledbetter Lee

Journalist, publicist

25
Q

Ivy Ledbetter Lee introduced a new practice model based on_______ ______that emphasized dissemination of _______ information rather than hype. “we aim to ______ ______ IN _______ OF __________”

A

Ivy Ledbetter Lee introduced a new practice model based on PUBLIC INFORMATION that emphasized dissemination of TRUTHFUL/ACCURATE information rather than hype. “we aim to SUPPLY NEWS….INBEHALF OF BUSINESS”

26
Q

The Ludlow massacre is considered a ___________ __________ in American Labour Relations. It involved the striking United Mine Workers of America and _______ ________&_______ company and the Colorado ________ ________.

A

watershed moment in American Labour Relations as it is the climax of a violent struggle between big business and the labourers.

It involved the striking United Mine Workers of America and Colorado Fuel &iron Company and the Colorado national Guard

27
Q

Lee’s four contributions:

  1. Advancing the concept that….
  2. Dealing with….and never…
  3. Maintaining…
  4. Emphasizingthe necessity of…and bringing its PR down to the ….
A
  1. Advancing the concept that BUSINESS AND INDUSTRY SHOULD ALIGN WITH PUBLIC INTEREST
  2. Dealing with TOP EXECUTIVES and never CARRYING OUT A PROGRAM UNLESS IT HAS THE ACTIVE SUPPORT OF MANAGEMENT
  3. Maintaining OPEN COMMUNICATION WITH THE NEWS MEDIA
  4. Emphasizing the necessity of humanizing business and bringing its public relations down to the community level of employees, customers and neighbours
28
Q

The father of Modern Public Relations_______ served on the _____ committee for Woodrow Wilson.

A

Edward Bernays served on the Creel Committee for Woodrow Wilson

29
Q

How did Bernay’s approach contrast against Lee’s?

Lee’s approach was very_______ and Bernay’s was not

A
  • Focused on social science research and behavioural psych to form campaigns.
  • Lee’s approach was direct, upfront and honest based on his belief in the ability of people to be while Bernay’s was somewhat passive, focused on persuasion and educating for the benefit of business.
30
Q

Rather than focus on accurate reporting Bernays approach emphasized… When he listened to his audience it was for the sole purpose of…

A

advocacy and scientific persuasion.

He listened to his audience to develop a more persuasive message.

31
Q 
Bernays wrote a book called...
It laid out the:
-s
-f
-t
-m
-s
for the New PR.
A 
Crystallizing Public Opinion 
-scope
-function
-techniques
-methods
-social responsibilities
for the New PR.
32
Q

What is the most ‘ideal’ mode of PR practice

A

2 way symmetric model

33
Q 
List the 4 models of PR and people who practiced them:
1.
2.
3.
4.
A

Press Agentry: Barnum
Public information: Lee
2-way asymmetric : Bernays
2 way symmetric: current (when McDonalds answers consumer questions on line they are doing this)

34
Q

Describe Public Information and who still uses it

A
  • One way distribution of info
  • not necessarily persuasive
  • based journalistic ideal of accuracy and completeness
  • mass media is the primary channel
  • not a lot of audience research

Govt, non profits and other public ins still use

35
Q

Describe Press Agentry and who still use it

A
  • one way communication
  • exagerrated info
  • mostly advocacy via mass media
  • no research done

The entertainment industry including sports are typical users today

36
Q

Describe 2 way asymmetric and who uses it today

A
  • communication is two way but imbalanced
  • uses science to persuade
  • feedback from audience is used to inform more persuasive communication
  • Research to identify, plan and assess objectives and success of activities

Marketing, Advertisers and PR Firms

37
Q

Describe 2 way Symmetric and who uses it

A
  • 2 way balanced comm
  • purpose is to gain mutual understanding and develop policies and actions that are of mutual benefit to public and organization
  • Research used to determine public perceptions, possible consequences of actions

Educators and places that focus on Crisis communication and lang range strategic planning are users today.

38
Q

Analysis of war campaigns after ww1 led to increased PR work

A

Campaigns that focused on supporting troops and being loyal to democracy were major pr efforts after WW1

39
Q

Beyond Journalism and Press Agentry what was added to the PR skills after the wars in the wake of human rights issues:

A

issues management

40
Q

issues management in the 60’s gave way to what in the 70’s

A

investor relations (communicating with stockholders)

41
Q

Following birth of issues management in the 60’s and investor relations in the 70’s what followed in the 80’s:

A

PR as a management function and a strategic approach - management by objective

42
Q

60: issues management - human rights issues
70: investor relations - stock market reform
80: Management by Ojective - contribute to bottom line
90’s:
2000:

A

90’s:Perception/Reputation/Conflict management

2000: Relationship management

Comm - PR (13 decks)

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