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PR > Final! > Flashcards

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

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2
Q

Don’t calculate ____ based on 1 campaign

A

Success

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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

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4
Q

5 Successful campaign characteristics

A
  1. Assessment of needs, goals, & capabilities of priority publics
  2. Systematic planning & production
  3. Continuous monitoring & evaluation (what works/not)
  4. Consideration of complementary roles of dif. media & interpersonal comm.
  5. Selection of appropriate media for each priority public, w/ due consideration for each medium’s ability to deliver the message
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5
Q

Always have a ___

A

Plan

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6
Q

3 things success/failure depends on

A
  1. Deciding on a theme
  2. Choosing the media
  3. Using the media
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7
Q

To choose the media, it depends on:

A
  1. The publics you want to reach

2. The message you want to deliver

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8
Q

3 things on media stunt

A
  1. Push the viral
  2. A one time thing
  3. Can’t do too many b/c of a) budget & b) eats at image
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9
Q

A media campaign is a ____

A

Continuous series

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10
Q

Evaluating a campaign

A
  1. Monitoring (analyze)

2. Postmortems (meet our objective? formal research)

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11
Q

3 elements of a successful campaign

A
  1. Education
  2. Engineering
  3. Enforcement
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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)
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13
Q

First 3 questions to ask about selecting a medium

A
  1. Look at audience you want to reach and their receptiveness
  2. When do you need to reach them (date) so they can respond
  3. How much you need/ AFFORD to spend
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14
Q

Then look at…. (For choosing a medium)

A
  1. which medium reaches the broadest segment at lowest cost?
  2. Which medium has highest cred with audience (& $)
  3. Which medium can deliver the message w/in necessary time constraints for it to be effective?
  4. Should a single medium be used?
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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

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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"
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17
Q

House Ad

A

For use in its own medium or in another medium controlled by same owner; no exchange of $

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18
Q

Public Service Announcement (PSA)

A

Promotional pieces in the form I announcements; no $ exchanged; usually for non-profit organizations

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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”

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20
Q

2 Types of issue ads

A
  1. Advocacy ads

2. Image ads

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21
Q

Advocacy ads

A

Lobbying to influence public opinion; urge for support

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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

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23
Q

Co-op Ads

A

When one advertiser shares a message with another; work together

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24
Q

To get on the “good side” of journalists:

A
  1. Be accurate
  2. Be truthful
  3. Be reliable
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25
Q

Desktop publisher

A

Can have newsletters of all kinds more attractive and enables them to resemble publications more than “letters”; still need formal training

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26
Q

Handbook

A

A reference work and an effective orientation tool; provides a definitive statement of what’s expected from employees and what the organization offers

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27
Q

Talk shows

A

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
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28
Q

____ before doing an interview

A

Prep

~know your objectives

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29
Q

Worst management behavior in crises:

A

Not telling the truth
Remaining silent
~codes of silence are ethical
impediments to the truth

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30
Q

To evaluate vulnerability:

A

To worst-case scenario of that crisis;

Use simulations to test vulnerability or potential success

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31
Q

Crisis management is aided when

A
  1. Top executives accept an integrated 2-way symmetrical model if PR
  2. Warnings come from employees, not whistleblowers
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32
Q

Who are a company’s most important stakeholder?

A

The employees

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33
Q

Ask ___ and ___ questions of management at all levels; the devil’s in the details

A

“How to wreck” and “how to recover”

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34
Q

Crisis doesn’t occur in a vacuum, it’s in an ____

A

Operational environment

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35
Q

Look at a situation from ____

A

Other people’s perspective

36
Q

12 things in order to be prepared in a crisis

A
  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
Q

Crisis plan should be a ___, not a detailed process

A

Guideline

38
Q

Dark site

A

Password protected

39
Q

5 comm elements that are constant in any crisis

A
  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
Q

Hostage situations

A

There’s a fine line between valuable symbol and uncaring attitude

41
Q

4 Types of Crisis

A
  1. Operating
  2. Non-operating
  3. Combo of both
  4. Virtual
42
Q

2 results of crisis

A
  1. Victims (real and perceived)

2. Moral dilemma

43
Q

Foundation of crisis management

A
  • prevention
  • preparation
  • response
  • revision
44
Q

How long do you have to respond to a crisis?

A

1 hour

45
Q

5 step executive decision making process

A
  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
Q

Axioms

A

Define high level at which you consider a crisis; recognize a pattern which gives insight and ability to think strategically

47
Q

Always test ___ against ____

A

Assumptions ; reality

48
Q

Keep no ____

A

Secrets

49
Q

Slander

A

Spoken defamation

50
Q

Libel

A

Written defamation; more serious than slander

51
Q

3 areas of liabilities of practicing PR

A
  1. Normal legal exposure (civil, criminal, conspiracy)
  2. Work oriented legal exposure (promotion, publicity, crisis)
  3. Extraneous legal exposure (testifying, lobbying, reporting)
52
Q

Civil v. Criminal

A

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
Q

Conspiracy occurs when the practitioner…

A
  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
Q

Litigation journalism

A

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
Q

Duty

A

Civil legal obligation to act in a way consistent with what might be expected of a “reasonable person”; if you act reasonably

56
Q

Securities and exchange disclosure (SEC)

A

All corps must be aware of and sensitive to personnel and financial info that might be released

57
Q

Simultaneous Disclosure

A

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
Q

Every company wants ____

A

A profit

59
Q

If you have an accidental slip, you need a press release within

A

24 hours

60
Q

“Forward-looking statements”

A

A speculative claim in annual reports and their news releases allowed by the SEC

61
Q

Need to exercise ____ in establishing the truth about information

A

Caution

62
Q

3 Options on how to deal with rumors and leaks

A
  1. Admit and disclose
  2. Make no comment or deny
  3. Dodge and mislead
63
Q

Insider

A

A person who has knowledge that others don have access to; gives advantage in stock

64
Q

Conscientious PR

A

Less concerned with govt agency actions than with consumers’ wrath and loss of confidence; still be aware of the legal side

65
Q

5 lessons for consumers and advertisers

A
  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
Q

Be careful legally with…. (4)

A

Special events
Discrimination/bias
Investor relations
Environmental cases

67
Q

What is banned on tv?

A

Tobacco ads

68
Q

“Ambulance chasing”

A

Using events to find clients; (following ambulances to ERs to find clients)

69
Q

Restrictions

A

Can’t validly be placed in speech unless the speech is misleading

70
Q

Contempt of court

A

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
Q

Freedom of Info Act

A

Brings govt held info within the reach of media and public; govt can’t operate behind a veil

72
Q

Info exempted from FOIA

A
  • Trade secrets

- Confidential, commercial, or financial data obtained from outside govt

73
Q

Copyright laws

A

Protect a creative work (in form and style) from publication or use; need to ask for permission from creator or owner

74
Q

4 Violation forms of the right o privacy

A
  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
Q

Why has PR value grown with technology?

A

Inc. value of comm skills
&
Ability to predict and handle crises

76
Q

PR is values for its ___

A

Strategic contributions

77
Q

The biggest contributor for consumers is ___, more so than the product

A

Management

78
Q

Mission statements

A

State an organization’s being and place on society; sets tone, character, and defines parameters of its activities

79
Q

6 Components for a relationship

A
  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
Q

Trust

A

Beliefs of an organization: integrity, dependability, and competence

81
Q

“Farm it out” payments (hire outside ppl)

A
  1. Fixed fee
  2. Service fee + out-of-pocket expenses
  3. Retainer arrangement
82
Q

Need ___ for a plan

A

Evaluation

83
Q

People tend to pay more for ____

A

Emergency or need it now

84
Q

In global offices, conflicts occur in:

A
  1. Time
  2. Status of women
  3. Animals & ecology
85
Q

Chargeable expenses

A
  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
Q

Non chargeable expenses

A
  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

PR (2 decks)

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