Final! Flashcards
1
Q
Campaigns
A
Coordinated, purposeful, extended efforts designed to achieve a specific goal or se of interrelated goals that will move an organization toward a longer range objective expressed as its mission statement
2
Q
Don’t calculate ____ based on 1 campaign
A
Success
3
Q
Positioning
A
Competitive strategy; isolate a part of the market by creating a unique image for a product that fundamentally the same as its competitors
4
Q
5 Successful campaign characteristics
A
- Assessment of needs, goals, & capabilities of priority publics
- Systematic planning & production
- Continuous monitoring & evaluation (what works/not)
- Consideration of complementary roles of dif. media & interpersonal comm.
- Selection of appropriate media for each priority public, w/ due consideration for each medium’s ability to deliver the message
5
Q
Always have a ___
A
Plan
6
Q
3 things success/failure depends on
A
- Deciding on a theme
- Choosing the media
- Using the media
7
Q
To choose the media, it depends on:
A
- The publics you want to reach
2. The message you want to deliver
8
Q
3 things on media stunt
A
- Push the viral
- A one time thing
- Can’t do too many b/c of a) budget & b) eats at image
9
Q
A media campaign is a ____
A
Continuous series
10
Q
Evaluating a campaign
A
- Monitoring (analyze)
2. Postmortems (meet our objective? formal research)
11
Q
3 elements of a successful campaign
A
- Education
- Engineering
- Enforcement
12
Q
Controlled media v. uncontrolled
A
Control = it is what it is; can't be changed (billboards) Uncontrolled = don't know when it's gonna run: could change (tv commercial)
13
Q
First 3 questions to ask about selecting a medium
A
- Look at audience you want to reach and their receptiveness
- When do you need to reach them (date) so they can respond
- How much you need/ AFFORD to spend
14
Q
Then look at…. (For choosing a medium)
A
- which medium reaches the broadest segment at lowest cost?
- Which medium has highest cred with audience (& $)
- Which medium can deliver the message w/in necessary time constraints for it to be effective?
- Should a single medium be used?
15
Q
Product placement
A
Placing a product in tv, video games, movies, etc. to advertise; be careful b/c there is a fine line between advertising & publicity/editorial
16
Q
Advertising v. Publicity
A
Advertising = paid for time and space Publicity = news about a client/product/service that appears in the time and space in "editorial copy" or "programming"
17
Q
House Ad
A
For use in its own medium or in another medium controlled by same owner; no exchange of $
18
Q
Public Service Announcement (PSA)
A
Promotional pieces in the form I announcements; no $ exchanged; usually for non-profit organizations
19
Q
Institutional Ad (issue ad)
A
To convey a particular message; use as a forum for its views on a topic/problem; aka advertorials or “infomercials”
20
Q
2 Types of issue ads
A
- Advocacy ads
2. Image ads
21
Q
Advocacy ads
A
Lobbying to influence public opinion; urge for support
22
Q
Image ads
A
Often used to modify/reinforce a company’s public image; to win favorable public opinion; more of a reminder, not persuasive
23
Q
Co-op Ads
A
When one advertiser shares a message with another; work together
24
Q
To get on the “good side” of journalists:
A
- Be accurate
- Be truthful
- Be reliable
25
Desktop publisher
Can have newsletters of all kinds more attractive and enables them to resemble publications more than "letters"; still need formal training
26
Handbook
A reference work and an effective orientation tool; provides a definitive statement of what's expected from employees and what the organization offers
27
Talk shows
Can't be overlooked; to determine, ask if:
1. Fits PR objective
2. The organization/sponsor gets credit
3. The spokesperson is well-coached/skilled in tv appearances
28
____ before doing an interview
Prep
| ~know your objectives
29
Worst management behavior in crises:
Not telling the truth
Remaining silent
~codes of silence are ethical
impediments to the truth
30
To evaluate vulnerability:
To worst-case scenario of that crisis;
| Use simulations to test vulnerability or potential success
31
Crisis management is aided when
1. Top executives accept an integrated 2-way symmetrical model if PR
2. Warnings come from employees, not whistleblowers
32
Who are a company's most important stakeholder?
The employees
33
Ask ___ and ___ questions of management at all levels; the devil's in the details
"How to wreck" and "how to recover"
34
Crisis doesn't occur in a vacuum, it's in an ____
Operational environment
35
Look at a situation from ____
Other people's perspective
36
12 things in order to be prepared in a crisis
1. Address of office, branches, & contact info for ALL individuals
2. Descriptions & schematics of all facilities, IN DETAIL
3. Bio info on all employees
4. Digital pics of all facilities & principals
5. Stats on facilities & institution
6. History of the institution
7. Emergency info
8. Ways to check personnel, see who's involves
9. mission statement & related docs
10. Position papers
11. Key publics w/ contact info
12. Digitized video
37
Crisis plan should be a ___, not a detailed process
Guideline
38
Dark site
Password protected
39
5 comm elements that are constant in any crisis
1. Personal networks
2. Seriousness via personal risk
3. Govt sources
4. Amt of mass media coverage
5. Availability of info in open-comm enviro. reduces rumor
40
Hostage situations
There's a fine line between valuable symbol and uncaring attitude
41
4 Types of Crisis
1. Operating
2. Non-operating
3. Combo of both
4. Virtual
42
2 results of crisis
1. Victims (real and perceived)
| 2. Moral dilemma
43
Foundation of crisis management
- prevention
- preparation
- response
- revision
44
How long do you have to respond to a crisis?
1 hour
45
5 step executive decision making process
1. Situation
2. Analysis (what if we respond?)
3. Options (at least 3, one is do nothing)
4. Recommendation (explain why)
5. Unintended consequences (chose one with fewest)
46
Axioms
Define high level at which you consider a crisis; recognize a pattern which gives insight and ability to think strategically
47
Always test ___ against ____
Assumptions ; reality
48
Keep no ____
Secrets
49
Slander
Spoken defamation
50
Libel
Written defamation; more serious than slander
51
3 areas of liabilities of practicing PR
1. Normal legal exposure (civil, criminal, conspiracy)
2. Work oriented legal exposure (promotion, publicity, crisis)
3. Extraneous legal exposure (testifying, lobbying, reporting)
52
Civil v. Criminal
Civil doesn't always mean there will be criminal charges;
Civil = in relation to comm or physical activities (copyright)
Criminal = bribery, price fixing, fraud, manipulation, perjury
53
Conspiracy occurs when the practitioner...
1. Participates in the illegal action
2. Counsels, guides, & directs the policy behind it
3. Takes a large personal part in it
4. Sets up propaganda agency to fight enemies of it
5. Cooperates to further it
54
Litigation journalism
Being tried in the court of public opinion at the same time it's being tried in the courts; causes conflict between the 1st and 6th amendments
55
Duty
Civil legal obligation to act in a way consistent with what might be expected of a "reasonable person"; if you act reasonably
56
Securities and exchange disclosure (SEC)
All corps must be aware of and sensitive to personnel and financial info that might be released
57
Simultaneous Disclosure
Aug. 10th 2000 ruling, says that material info must be disclosed publicly at the same time as it's given to large institutional investors
58
Every company wants ____
A profit
59
If you have an accidental slip, you need a press release within
24 hours
60
"Forward-looking statements"
A speculative claim in annual reports and their news releases allowed by the SEC
61
Need to exercise ____ in establishing the truth about information
Caution
62
3 Options on how to deal with rumors and leaks
1. Admit and disclose
2. Make no comment or deny
3. Dodge and mislead
63
Insider
A person who has knowledge that others don have access to; gives advantage in stock
64
Conscientious PR
Less concerned with govt agency actions than with consumers' wrath and loss of confidence; still be aware of the legal side
65
5 lessons for consumers and advertisers
1. Don't be fooled by headlines and pictures
2. Beware of every word
3. Numbers don't mean much
4. Know ingredients of product
5. Repeating slogan doesn't make it true
66
Be careful legally with.... (4)
Special events
Discrimination/bias
Investor relations
Environmental cases
67
What is banned on tv?
Tobacco ads
68
"Ambulance chasing"
Using events to find clients; (following ambulances to ERs to find clients)
69
Restrictions
Can't validly be placed in speech unless the speech is misleading
70
Contempt of court
When you comment on a pending case before a court in a way that can be construed as an attempt to influence a jury/prospective jurors
71
Freedom of Info Act
Brings govt held info within the reach of media and public; govt can't operate behind a veil
72
Info exempted from FOIA
- Trade secrets
| - Confidential, commercial, or financial data obtained from outside govt
73
Copyright laws
Protect a creative work (in form and style) from publication or use; need to ask for permission from creator or owner
74
4 Violation forms of the right o privacy
1. Intrusion into solitude
2. Portraying someone in false light
3. Public disclosure of private info
4. Appropriation (using person's name/likeness without consent)
75
Why has PR value grown with technology?
Inc. value of comm skills
&
Ability to predict and handle crises
76
PR is values for its ___
Strategic contributions
77
The biggest contributor for consumers is ___, more so than the product
Management
78
Mission statements
State an organization's being and place on society; sets tone, character, and defines parameters of its activities
79
6 Components for a relationship
1. Control mutuality
2. Trust
3. Satisfaction
4. Commitment
5. Exchange relationship
6. Communal relationship (both provide benefits b/c of concern and welfare of the other)
80
Trust
Beliefs of an organization: integrity, dependability, and competence
81
"Farm it out" payments (hire outside ppl)
1. Fixed fee
2. Service fee + out-of-pocket expenses
3. Retainer arrangement
82
Need ___ for a plan
Evaluation
83
People tend to pay more for ____
Emergency or need it now
84
In global offices, conflicts occur in:
1. Time
2. Status of women
3. Animals & ecology
85
Chargeable expenses
1. Meetings with clients o prepare material
2. Interviews, surveys, & placement of materials
3. Supervision of distribution of releases/other materials
4. Travel time
86
Non chargeable expenses
1. Keeping up with media reps
2. Meetings with office/staff/other group conferences
3. New business solicitation & prep of materials for potential clients
4. Professional activities
5. Leisure time spent away from home in hotels
