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CMN3144 Public Relations > Final > Flashcards

Final Flashcards

1
Q

Controlled media

A

Channels of communication that allow PR practitioners to write, edit, produce, and distribute messages as they see fit

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2
Q

Uncontrolled media

A

Channels of communication that are outside the control of public relations practitioners (builds third-party credibility)

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3
Q

PESO Model

A

mix of paid, earned, shared, and owned content

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4
Q

Paid media examples

A

sponsored post, social media ads, search engine advertising, corporate advertising (org as a whole rather than service or product), native advertising (integrated), advertorial (editorial)

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5
Q

Earned media examples

A

Publicity aka media relations, blogger relations, investor relations, influencer relations

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6
Q

Shared media examples

A

Social media apps

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7
Q

Owned media examples

A

Content created from company experts, employee stories, customer stories, reviews

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8
Q

Overlap of paid and owned media

A

Incentive aka affiliate, brand ambassadors, sponsored content

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9
Q

Overlap of all PESO content

A

Authority - optimized, sharable, engaging content

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10
Q

Overlap of earned and shared media

A

Influencer engagement (detractors > loyalists > advocates) and partnerships with the community

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11
Q

Media gatekeepers

A

people or processes that filter information by deciding which content is shared or forwarded (ex. influencers or algorithms)

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12
Q

You give up control of information when you…

A

share it on social media

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13
Q

Importance of diverse decision-makers in an organization

A

the organization will be more effective in relating and extending their loyalty to various publics,

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14
Q

Excellence in PR is based on

A

meaningful action

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15
Q

Loyalty

A

a sense of obligation or support

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16
Q

Message testing

A

focus groups, readability tests

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17
Q

media monitoring services

A

vendors that assist PR practitioners in collecting, analyzing, and reporting on media data for evaluation

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18
Q

clipping services

A

businesses that monitor media for mentions of clients in local or international outlers

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19
Q

bounce rate

A

percentage of online visitors who visit then leave instead of continuing towards other goals as defined by the strategist

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20
Q

conversion rate

A

number of goals reached divided by the number of unique visitors to a site

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21
Q

AMEC

A

International Association for Measurement and Evaluation of Communication

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22
Q

Barcelona Principles Story

A

set of guidelines for measuring the effectiveness of PR and comms efforts, established in 2010. to standardize PR measurement, emphasizing transparency, ethics, and outcomes, rather than outputs

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23
Q

Barcelona Principle 1

A

Goal Setting and Measurement are Fundamental

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24
Q

Barcelona Principle 2

A

Measuring Communication Outcomes is Recommended

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25
Q

Attitudinal

A

affect, emotion, favour, or disfavour towards an entity

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26
Q

Cognitive

A

mental processes

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27
Q

Behavioural

A

observable human action

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28
Q

Likert-type items

A

questionnaires with defined response options ranging from strongly disagree to strongly agree

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29
Q

Barcelona Principle 3

A

The Effect on Organizational Performance should be measured

30
Q

Barcelona Principle 4

A

Measurement and evaluation require both qualitative and quantitative methods

31
Q

Barcelona Principle 5

A

Advertising value equivalencies are not the value of communications

32
Q

Multipliers

A

assumptions applied to media reach numbers to estimate lager audience exposure and assign added value compared to paid advertising

33
Q

Barcelona Principle 6

A

Social media should be measured consistently with other media channels

34
Q

Barcelona Principle 7

A

Measurement and evaluation should be transparent, consistent, and valid

35
Q

“Measure what matters” refers to

A

what your marketplace is saying, thinking, and doing

36
Q

Measure what your marketplace is saying

A

media content analysis including visibility, tone, messages, and conversation type

37
Q

Measure what your marketplace is thinking

A

social media likes and shares, email forwards

38
Q

Measure what your marketplace is doing

A

(whether the behaviour of your publics has changed as a result of your efforts) analysis of changes in awareness, web traffic, sales, and analytics

39
Q

Independence in PR ethics

A

value of autonomy and accountability in providing objective counsel

40
Q

Listicle

A

article in the form of a list

41
Q

5 Reasons to write well

A

relationships
influence/persuasion
goals/objectives
reputation management
impression management

42
Q

reputation management

A

acting and communication in writing to influence (long term) an org’s reputation through planning, analyzing feedback, and evaluation

43
Q

impression management

A

people influence perceptions of themselves/orgs by immediately controlling information in social interactions

44
Q

delayed lead

A

beginning a story without summarizing the main points to entice the reader to keep reading

45
Q

inverted pyramid

A

begin a news story with the most important points (big end of triangle, 5 W’s) then points get less important as triangle goes smaller

46
Q

direct lead

A

begin a new story with the main points (5 Ws)

47
Q

media kits

A

include news releases, fact sheets, and backgrounders

48
Q

contingency theory

A

claims that the best course of action in any situation depends on the specifics

49
Q

pure advocacy vs pure accommodation

A

PR firmly pleads an org’s case without compromise vs. fully concedes to the public’s demands

50
Q

issues life cycle

A

early/potential, emerging, current/crisis, dormant (accept long term consequences)

51
Q

7 steps for proactive issues management using RACE framework from PR

A

R = monitoring & identification
A = prioritization & analysis & strategic planning
C = implementation
E = evaluation

52
Q

organizational crisis

A

a major threat to an organization’s operations or reputation

53
Q

crisis types

A

victim, accident, preventable

54
Q

crisis response strategies

A

deny (scapegoating blame)

diminish

rebuild (apology, compensation)

reinforce (bolstering good things, ingratiation)

55
Q

social media crisis communication model (SMCC) identifies which 3 types of social media users for PR people to pay attention to during a crisis

A
  1. influential creators
  2. followers
  3. inactives
56
Q

culture

A

the ideas, customs, and social behaviour of a particular people or society

57
Q

low-context communication

A

meaning of messages is stated explicity and requires little understanding of context

58
Q

high-context communication

A

meaning conveyed lies in the context of the communication or is internal to the communicators

59
Q

5 cultural dimensions according to Hofstede to understand how people of different cultures communicate

A

power distance

individualism-collectivism

uncertainty avoidance

masculinity-femininity

long-term orientation

60
Q

power distance cultural dimension

A

value hierarchy and authority vs. equal distribution of power

61
Q

individualism-collectivism cultural dimension

A

value loyality to self and immediate family vs. to lager groups and society more

62
Q

uncertainty avoidance cultural dimension

A

high = less comfortable with ambiguity (in this case, focus on specific outcomes of communication rather than dialogue itself)

less = more at ease with ambiguity

63
Q

masculinity-femininity cultural dimension

A

masculine = value competition, achievement, material success

feminine = value care, collaboration, and modesty more

64
Q

long-term orientation cultural dimension

A

high = value long-heldtraditions more

low = value entrepreneurship and innovation more

65
Q

cultural intelligence

A

abilty to communicate effectively across cultures using cognitive, emotional, and behavioural/physical skills

66
Q

3 sources of cultural intelligence

A

head: learning and thinking about what you hope to achieve

body: appropriate eye contact or gestures

heart: confidence

67
Q

public diplomacy

A

subset of international public relations focusing on promoting national interests

68
Q

mediated public diplomacy

A

a nation’s strategic use of media to promote its agenda abroad to foreign publics

69
Q

relational public diplomacy

A

cultural two-way exchange between a nation and its foreign publics with the goal of achieving mutual benefits

70
Q

dialogic communication

A

communicating your view while remaining open to seeing the world as others

71
Q

monologic communication

A

one party trying to impose its view on others

CMN3144 Public Relations (3 decks)

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