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Public Relations Final > Chapter 9 > Flashcards

Chapter 9 Flashcards

1
Q

PR Process (RPCE)

A

Research, Planning, Communication, Evaluation

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2
Q

PR Plan Steps (GOST)

A

Goals, Objectives, Strategies, Tactics

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3
Q

PR Actions

A

designed to affect org’s relationship w particular public

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4
Q

Tactics as Messages/Channels

A

generally, tactic is message with a channel –source to message to channel to receiver to feedback, surrounded by noise

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5
Q

Communication channels (SUC)

A

special events, uncontrolled media, controlled media

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6
Q

Special Events**:

A

actions instead of words,
psuedoevents (highly visible actions designed for participants and observers to attract media attention – not newsworthy but can stir up controversy and get news that way)

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7
Q

Controlled media

A

words/images, timing, frequency - PR practitioners have direct control over form/channel/timing - eg newsletters, speeches, podcasts, ads, brochures, websites, paid media

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8
Q

Uncontrolled media

A

gatekeeper regulation, 3rd party endorsements - news media, “earned” media, social media

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9
Q

control benefit/downside

A

control words and images, but issues of credibility and cost

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10
Q

successful tactics (ATTRACOE)

A

APPROVED in written plan
TIED - to org goals
TARGET - one public at a time
RESEARCH - based
ACHIEVES - values and interests
CLEAR message - target public
OBJECTIVE - specified
EVALUATED

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11
Q

social media (POCCC)

A

participation, openness, conversation, community, connectedness

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12
Q

SM tactics

A

Blogs (“web logs”) - author opinions, reader participation
Networks – link small personal websites within larger eg Facebook, LinkedIn
Content communities – seek particular input from ind or org (YouTube, Digg [seeks news and encourages feedback])
Wikis - websites, online multimedia documents, allow different ind to add content, perpetual works in progress
Podcasts (downloadable audio programs, can be video)
SM news release: little use for trad. news release – use snippets, quotes, facts, videos, links

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13
Q

Employee Relations Tactics (FIVE NIMBES)

A

Face to Face meetings
Intranets
Videos
Email

Newsletters
IM
Magazines
Bulletin boards
Events (Special)
Speeches

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14
Q

Media Relations Tactics
(MMNNPVA)

A

Media Kits (fact sheets [not story], backgrounders, photo op, etc)
Media Advisories (not story)
News releases
News conferences
pitches (letters, email, telephone)
Video news release
actualities (sound bites for radio/web)

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15
Q

news release (4 details)

A
  1. one page double spaced
  2. reverse pyramid style * most important at the top?
  3. add backgrounder/other info as attachments
  4. ALWAYS include contact info
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16
Q

Media Kit

A

provided at media conference/event
could contain: media advisory, release, backgrounder, speeches, reports, phots/maps/artist rendering

17
Q

Media Advisory

A

awareness creation of upcoming event
Allow assignment editor to assess newsworthiness/assign reporter
announcement/event - send a few days before w minimal information

18
Q

Pitch

A

personalized/direct invite to reporter/editor
purpose as news release
letters, email, telephone

Human-interest stories
sent to one medium at a time

19
Q

Video news release

A

“packaged story” in broadcast format
intended for TV
60-120 seconds long
expensive
best used for feature articles

20
Q

news Conference

A
  1. strategically scheduled meeting b/w org representative and media
  2. highly newsworthy story, when group meeting will be helpful
  3. invite media advisories, followup with phone call
  4. rehearse w tough questions
  5. limit to ideally one presenter
  6. easily accessible location
  7. room should accommodate electrical needs
21
Q

News conference steps

A

prepared statement
open proceedings to questions
DO NOT: say no comment, go over an hour
DO: distribute media kits that supplement/reinforce story, keep a video/audio recording

22
Q

Additional Media Relations Tactics (GLIPS)

A

Guest editorials/commentaries
Letters to the editor
Interviews (inc satelite media tours)
PSAs
Stories for trade/association magazines

23
Q

PSAs

A

draw attention to event/issue
one key message
usually 15 s
Radio and TV

24
Q

Guest Editorials/Commentaries

A

targeted to specific media outlets
related tactic; editorial board to inform of important issue/influence future editorials

25
Q

Letters to Editor

A

response to recent story
may correct, inform, criticize
commonly used to point out inaccurate info

26
Q

interviews

A

garner publicity via high-ranking official of org interview
in person or satellite
satellite media tour (talks w different reporters in different locations

27
Q

Trade/Association Magazines

A

target specialized media catering to special interest

28
Q

Investor Relations Tactics
(AWLNA)

A

Annual Meetings
web sites (webcasts)
Letters
Newsletters/magazines
Annual Reports
for important intervening publics – news releases, media advisories, teleconferences, f2f meetings

29
Q

Investors

A

own company
comms w/ group are highly regulated
scheduled meetings w corp execs and use of news release wire services

30
Q

community relations tactics

A

volunteering
donations/sponsorships
cause marketing
speeches
open houses/tours
f2f meetings

31
Q

Gov’t relations tactics

A

lobbies/lobbysists (special interest groups seeking to influence government actions - closely monitored/regulated)
grassroots lobbying (citizens inside/outside org, exerting influence over gov’t actions - voters influencing elected officials)
political action committees
soft money
disclosure documents

32
Q

Political action committees (PACs)

A

legal mechanism - allows orgs to contribute money to political candidates
Two Kinds: Separate segregated funds (sponsored by formal organizations)
Non connected committees - not sponsored by any group/org

33
Q

Soft money

A

money donated to political parties to be spent not on individual candidate bu on non-candidate projects/issues - US congress passed legislation stopping flow of soft money to national political parties in 2002

34
Q

disclosure document

A

info about financial health to federal government by publicly held companies

35
Q

Customer Relations Tactics

A

product-oriented news releases/media kits
Special events
Open houses/tours
responses to customer contacts
text messaging

36
Q

Constituent relations tactics

A

letters
newsletters
news releases/advisories
conferences
speeches
F2F meetings
interactive web sites

37
Q

B2B Tactics

A

marketing - selling, discounts
magazines
stories in trade mags
extranets

38
Q

Accomplishing Tactics
(ACDDQE)

A

Adherence to values
Communication - w team, clients/supervisors
Delegation
Deadlines
Quality control
Evaluation – throughout!

Public Relations Final (6 decks)

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