COM2520 chap. 2 & 13 Flashcards
Resource dependency
The premise that organizations form relationships with publics to acquire resources they need to fulfill their values
Public relations managers
They solve problems, advise organizational leaders, make policy decisions, and take responsibility for the success or failure of public relations programs
Public relations technicians
They make strategic decisions, rarely advise with the org., they prepare communications that help execute the public relations policies created by others and are found in the environment is stable and predictable.
Corporations / employee relations
Communication tasks in employee relations can include production of newsletters and magazines, blogs, video programs, websites, tweets, and special events.
Media relations
Communication tasks can include production of news releases and email pitches and assistance with news conferences and online newsrooms. Tasks include speechwriting, preparing for scripts for video news releases.
Government relations
Known as public affairs, communication tasks can include producing brochures, reports, websites, and videos for lobbies and political actions. Tasks include testifying before government fact-finding commissions, monitoring the activities of gov. units at all levels, and preparing reports.
Community relations
Communication tasks can include maintaining contact with local special-interests groups such as environmental org. New practitioners also often help coordinate social networking sites.
Business-to-business relations
Known as B2B, tasks focus on building strong relationships with related businesses such as suppliers and distributors. Entry level tasks include; writing for newsletters, websites, and helping plan special events.
Consumer relations (marketing communications)
Marketing communications, tasks usually focus on product publicity. Include preparing new releases and email pitches, implementing direct-mail campaigns, organizing special promotional events, and training celebrity and spokespeople.
Boundary spanning
the function of representing a public’s values to an organization, and conversely, representing the values of the organization to that public
Intersection management
The practice of overseeing relationships among several publics within a particular issue. For example nonprofits, governments, PR agencies, and independent consultancies.
Investor relations
Communication activities that target investors and investment analysts can include; newsletters, blogs, tweets, and reports to stockholders.
Nonprofit organizations
Universities, hospitals, churches, foundations, and other groups that provide a service without the expectation of earning a profit. PR duties include employee relations, media relations, gov relations, community relations.
PRSA Member statement of professional values
Advocacy, honesty, expertise, independence, loyalty, and fairness.
PR agencies
A company that provides PR services for other organizations on a per-job bias, by contract, or on retainer.
Account supervisor
The individual at a public relation agency with the responsibility for managing a client’s account and the people working on that account.
Account executives
A supervisory individual at a PR agency who assists the account supervisor in the management of a client’s account.
Independent PR consultant
Practitioner who is in essence, a one-person PR agency providing services for others on a per-job bias, contract, or retainer.
Public relations and marketing
A mutually beneficial relationship with many publics not just for consumer and sales
Encroachment
The appropriation of public relations functions by marketing
IMC practitioners focus on individual consumers
Products are developed to fill consumers specific needs and sales messages are created to target specifics consumers self interests.
IMC practitioners use databases to target individual consumers
Rather than mass audiences. These databases contain a wealth of information on individual consumers’ wants, needs, and preferences.
IMC practitioners send a well- focused message to each consumer
Through a variety of approaches: advertising, public relations, direct marketing, and all other forms of marketing communications, including packaging and pricing
IMC practitioners use consumer-preferred media
to send their marketing messages
The three pillars of IMC
Marketing, advertising, and public relations
Marketing
Is the process of researching, creating, refining, and promoting a product or service and distributing that product or service to targeted consumers. Marketing promotion disciplines include sales promotion, personal selling, direct marketing- and often aspects of advertising and public relations
Advertising
Is the use of controlled media ( media in which one pays for the privilege of dictating message content, placement, and frequency) in an attempt to influence the actions of targeted publics. PR Doesn’t communicate it’s messages solely through purchasing placement (advertising)
Public relations
Is the values-driven management of relationships between an organization and the public that can affect its success.
Database marketing: Consumer-focused marketing philosophies began with database marketing
Relationship marketing
John Dalla Costa, founder of the Centre for Ethical Orientation, says that the true value of modern organizations “involves a return on relationships
Customer relationship management
The conference Board, a U.S-based business-research association, defines CRM as “the business processes an organization performs to identify, select, acquire, develop, retain, and better serve customers
Integrated brand communication
According to marketing professors Don Schultz and Beth Barnes, IBC goes beyond IMC which focuses on sales
Direct marketing
The delivery of individualized advertising to consumers one at a time as opposed to mass advertising
Mobile marketing
The delivery of marketing messages tailored for portable wireless devices, usually telephones
Product or services-oriented news releases and media kits
video new releases, news conferences, blogs, tweets, websites, texts, and social media
Satellite media tours
Which a spokesperson for a newsworthy product of services gives individual interviews to local tv stations
Rhetoric
The use of communications for the purpose of persuasion, often seen as the beginning of the PR as a social science based on research, planning, and two-way communication
The growth of institutions
the industrial revolution spawned the growth of big companies, J.P Morgan, Andrew Carnegie, and John D Rockefeller
Seedbed years
A time in which the new profession began to take root, it was during a period of growth in U.S society that organizations first felt the need for formalizing their communications
Four models of public relations
Press agent / publicity, public information model, two- way asymmetrical, and two -way symmetrical
Press agent / publicity
categorized as one-way communication. Uses persuasion, half-truth, and manipulation to influence audience to behave as the organization desires.
Public information model
Does not use formal research to guide communication tactics
Two-way asymmetrical model
categorized as two-way communication, referred to as “scientific persuasion”. Use persuasion to influence audiences to behave as the organization desires. Conduct formal research and incorporates audience feedback in communication tactics
Two-way symmetrical mode
Categorized as two-way communication. Uses communication to negotiate with the public. Seeks to resolve conflict and promote mutual benefits, understanding and respect between the organization and key publics/ stakeholders. Conducts formal research and incorporates audience feedback in communication tactics. Open and honest communication is important
