Chapter 4 Flashcards
1
Q
PR Trends: list four
A
- Organizational Transparency
- feminization of the field
- decline of mass media
- importance of lifelong learning and cultural literacy
2
Q
CEOs want communication that is
A
strategic, research-based, and
two-way.
3
Q
Reasons to outsource PR staff
A
- extend what in-house PR staff can do
- during times of crisis management
- perhaps cannot afford to have PR staff fulltime
4
Q
Trends in PR
A
- outsourcing
- emphasis on counselling
- firms owned by communications conglomerates so offer a lot of integrated services
5
Q
example of a Canadian Firm
A
National PR
6
Q
Reasons to use PR Firm instead of internal department
CRROPS
A
Advantages • Objectivity • Skills and expertise • Resources • Reach • Problem-solving skills • Credibility
7
Q
Disadvantages of using a PR Firm
SPINE
A
- superficial knowledge of organization
- part-time commitment
- internal resentment
- expensive
- need LONG briefing to get all information and determine direction
8
Q
Reasons to use PR Firm instead of internal department
A
- Credibility
- Resources
- Reach
- Objectivity
- Problem-solving skills
- Skills and expertise
9
Q
Disadvantages of using a PR Firm
A
- superficial knowledge of organization
- part-time commitment
- internal resentment
- expensive
- need LONG briefing to get all information and determine direction
10
Q
Trends in PR
A
- outsourcing
- emphasis on counselling
- firms owned by communications conglomerates so offer a lot of integrated services
