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exam review Flashcards

1
Q

What is PR?

A

Specific programs and activities designed to send specific messages to specific audiences to get specific results.

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2
Q

What are the similarities between PR and journalism?

A
  1. Contributes to public info and debate, same ethical standards and journalism
  2. Aligns with the key roles of journalism (inform, entertain, persuade)
  3. Uses mass media to communicate with publics
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3
Q

What are the 4 key elements of PR?

A
  1. Deliberate
  2. Planned
  3. Aligned with the public interest
  4. Engaged in two-way conversation
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4
Q

What did PT Barnum do?

A

Hype and press agentry

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5
Q

What did Ivy Lee do?

A

Father of MPR. Practiced truthful and accurate info

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6
Q

When was the first press release and what was it on.

A

(1906) after the Atlantic city train wreck of the Pennsylvanian railroad

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7
Q

Who was Edward L. Bernays?

A

Science and communications theory 1923. Applied psychology to PR.

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8
Q

Who was James L. Grunig

A

four classic models of PR 1984

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9
Q

What does RACE stand for?

A

Research
Action
Communication
Evaluation

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10
Q

What are the 3 typical situations that call for a PR plan?

A

Remedial
news specific
ongoing engagement

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11
Q

Explain remedial

A

Damage control

counteract misconceptions

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12
Q

Explain news specific

A

New products or programs

Provide the public with new and important info

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13
Q

Explain Ongoing engagement

A

Keep publics aware and supportive

Maintain goodwill

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14
Q

What does SMART stand for?

A 
Specific
Measurable
Attainable
Results Focused 
Time-Focused
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15
Q

What is the most important part of setting objectives?

A

What you want your publics to think, feel and do.

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16
Q

What do you have to do in the Action step?

A

Identify publics

Create core messages to achieve objectives

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17
Q

What must your core messages contain?

A

Created to “sell” your publics

Aimed to persuade

18
Q

What is communications theory?

A

A carefully researched explanation for how human beings send, receive, believe, retain and act upon messages.

19
Q

What is the agenda-setting theory?

A

Through the gate-keeping process, media tell the public which issues are important and worth knowing about. Tell people what to think about not what to think.

20
Q

How can a PR person use the agenda-setting theory?

A

Use media to convey your message by framing them within a current issue or convince media that the issue should be on the agenda.

21
Q

What is the hypodermic or bullet theory?

A

the mass media is so powerful and persuasive it can put ideas into peoples minds.

22
Q

How can a PR person use the bullet or hypodermic theory?

A

Convince journalists to tell the story and through them I will speak to my publics.

23
Q

What is the Two-Step flow theory?

A

Mass media affects opinion leaders who influence people in their social circles.

24
Q

How can a PR person use the Two-Step flow theory?

A

If I can convince or influence key figures within my publics, they will spread my message for me.

25
Q

What is the use and gratifications theory?

A

People actively use media contents instead of being acted upon by the media. Go on websites for things that interest them.

26
Q

How can a PR person use the use and gratifications theory?

A

If you can figure out what your publics wants and needs, you can create effective, valuable communications that will meet those needs.

27
Q

What is the Tried and True public relations approach?

A
  1. News/Press Release
  2. Media/Influencer list
  3. Distribution
  4. Pitch - Call Downs
  5. Coverage
28
Q

When should you hold a news conference?

A

When no other format is appropriate (Visuals needed). When its politically or ethically mandatory. Something must urgently be communicated to all media channels.

29
Q

When should you hold a news conference and when should you send the advisory to media?

A

Tuesday-Thursday 10am to 2pm

send 2-3 days in advance

30
Q

What is the difference between a news conference and a press reception?

A

Is at an entertaining hour. Usually has food and entertainment. Spokesperson speaks very briefly and then mingles.

31
Q

What is a familiarization trip?

A

Key media are chosen based upon connectedness with the target and if they are dependable. They go on a highly structured tour of a destination or key global media announcement.

32
Q

What is a publicity or media stunt?

A

An event staged to attract public and media attention. To be shocking not asking for public participation.

33
Q

What is in a media kit?

A 
Press release
Backgrounder
Fact sheet
Photo
Infograph
Speech by spokesperson
Short Biographies
34
Q

When is a media kit used?

A

Given out at news conferences. Sent to non-attending media following a news conference.
Send as a follow up to a one on one story pitch.
Posted on website. Sent in response to a request.

35
Q

What is a newsletter?

A

Allows you to tailor your message to a wide variety of publics. Can be distributed online or by regular mail.

36
Q

What does AVE stand for? What does it mean?

A

Advertising Value Equivalents. Assigned value to media coverage by comparing the space devoted to a story to the equivalent space of a paid ad.

37
Q

What does MRP stand for? What does it mean?

A

Media Relations Rating Points. More complex, takes more factors under consideration.

38
Q

What are hard measurable?

A

A raise in what you wanted. Such as donations or sales.

Hard to make sure that it was not caused by outside factors.

39
Q

How do you measure opinions and attitudes?

A

Checking the attitudes and perceptions toward the organization. Did they change since the PR initiative? Is expensive.

40
Q

What are the CPRS standards for public relations practice?

A
  1. Ensure integrity and reputation of the individual and his/her firm.
  2. Ensure integrity of the profession
  3. Affirm that practising public relations entails a public trust
  4. Promote high standards so that the profession is held in esteem.

PR (1 decks)

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