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COM 178 test > Final > Flashcards

Final Flashcards

1
Q

3 practice types

A
  1. Agency
  2. Corporation
  3. Institutional
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2
Q

Agency

A

About the work and the money, variety of clients

Working for or with a group of PR practitioners

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3
Q

Corporate

A

Working exclusively for the organization to support its bottom line and mission

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4
Q

Institutional

A

Non profit, goal is not to make money
More invested and have emotional ties
EX: ISU

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5
Q

What is the number one skill in PR?

A

Writing

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6
Q

What are the top four pitches

A

You
Ideas
Stories and Opportunities
Programs and Campaigns

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7
Q

5 P’s of Pitching

A 
Preparation
Passion
Persuasion
Persistence
Professionalism
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8
Q

Communication Pyramid

A 
Evaluation
Execution
Tactics
Strategy 
Objectives
Goals
Mission/Vision
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9
Q

What do you do before objectives?

A

EGAD and SWOT analysis

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10
Q

EGAD

A

Effects, Goals, Audience, Deadline

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11
Q

SWOT

A

Strengths, Weaknesses, Opportunities, Threats

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12
Q

Low Context

A

you look to words for meaning

ex: go clean your room. U.S. and Europe

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13
Q

High Context

A

meaning is internal to communication, not spelled out

ex: you clean your room because you want to make your parents happy. China

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14
Q

What are the three elements of perception?

A

Identity
Image
Reputation

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15
Q

Identity

A
  1. Branding
  2. Casual
  3. Critical
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16
Q

Branding

A

A structured presentation, “formal picture”

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17
Q

Casual

A

Normal presentation, what you wear to class

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18
Q

Critical

A

What you show during stressful times, how you respond

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19
Q

Image

A

How you are viewed at a particular point in time

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20
Q

Reputation

A

What people think when they think of you

  1. Economic Performance
  2. Social Responsiveness
  3. The ability to deliver valuable outcomes to stakeholders
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21
Q

Economic Performance

A

Is the organization profitable?

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22
Q

Social Responsiveness

A

Results from careful issues tracking and effective positioning

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23
Q

Strategies that help brands to achieve

A 
Differentiation
Relevance
Coherence
Loyalty
Momentum
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24
Q

Primary factors affecting perception

A

Physiological
Presentational
Experiential
Situational

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25
Q

Only difference between a reporters story and press release

A

Perspective

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26
Q

Trust in transparency

A

Impact of the public support/trust

be open to everything/new ideas even if they are tough

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27
Q

Unleash the CEO

A

people trust people, not organizations

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28
Q

List of publics

A

supporters, opponents, internal, external, mass media- get the word out fast

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29
Q

MBO: the revolution

A

management by objectives

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30
Q

Elements of MBO

A
  1. Conceptualizing
  2. Monitoring
  3. Planning
  4. Organizing
  5. Administering
  6. Evaluating
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31
Q

Peter Drucker

A

Practice of management

Came up with a way to manage people

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32
Q

Why management by objectives?

A 
Sharing Goals
Identifying objects
For managements
For employees
For investors
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33
Q

Message Formation

A

How messages are created

Theme, thesis, slogan

34
Q

Message Framing

A

How messages are presented

35
Q

Copy Points

A

Things that support the theme or slogan

Provides more detail, ideas you want people to remember if they forget

36
Q

Qualitative Research

A

“soft data”

37
Q

Quantitative Research

A

“hard data”

38
Q

Primary Research

A

You go out and conduct research

39
Q

Secondary Research

A

You use research that others have found

40
Q

Internal Public

A

Employees that belong to the organization

41
Q

External Public

A

Competition

42
Q

Behavioral Approach

A

Authenticity

43
Q

Elements of PR

A

Clients
Goals
Audience

44
Q

Look in a different mirror

A

Use critics, customers, new hires and employees
Bring different people to the table
Aren’t going to tell you what you want to hear but what you need to know

45
Q

Program

A

An ongoing, planned, monitored persistent effort to inform and persuade on a regular basis.
Meant to prevent problems
Usually conducted by Corporates or Institutions
Examples: Website, media relations, public affairs, community relations, recurring events/anniversaries

46
Q

Campaign

A

Time-structured efforts supporting specific short and medium term objectives to inform and persuade targeted audiences
Meant to solve problems
Usually conducted by Agency
Examples: Electing a candidate, supporting a marketing strategy, honoring a special anniversary, introducing a product, special events, collaborative events

47
Q

Hofsted Dimension

A

Individualistic vs Collectivist
Uncertainty Avoidance
Power Distance
Achievement vs Nurturing

48
Q

Success

A 
Simplicity
Unexpectedness
Concreteness
Credibility
Emotions
Stories
49
Q

Who is imaged controlled and challenged by?

A

Controlled by: identity and the public

Challenged by: media, competitors

50
Q

Lamonica’s first law in the media

A

Make Money

51
Q

Tactics

A

puts strategies into operation

how are you going to go about the message

52
Q

news release

A

primary purpose: dissemination of information to the media

first paragraph summarizes most important part of the story

53
Q

Pitching Product/ Idea (internal)

A

usually assigned to you by a boss

done at all levels

54
Q

Pitching a new Product/Service (external)

A

Usually done to media outlets

55
Q

Media Relations Perspectives

A
  1. Client
  2. Media
  3. PR
56
Q

Client Perspective

A 
policies and procedures
free speeches, offical presentation 
relationship building
continuing education
pt barnum
57
Q

Media

A

Availability and access

58
Q

PR perspective

A

Client to media to client

service, prospecting, gatekeeping, monitoring

59
Q

Engage in the four pillars

A

Social Listening
Promotion
Thought leadership
Customers support

60
Q

The public in PR

A

a group of individuals or other organizations that are interested in your organization for any reason
publics choose who they’ll be interested in

61
Q

Target marker

A

group of potential customers who have had a product or service specifically developed for them
target market is chosen by the brand or agency

62
Q

In a large organization the most important audience is

A

the employee

63
Q

Rebecca Haynes

A

Advertising

64
Q

Peter Smudde

A

think before you speak- essential to PR

attention gaining strategies: proximity or immediacy, concreteness

65
Q

Fred Cook, Golin Harris

A

experience is valuable
authenticity booklet
look into a different mirror
wants to work with people that do things well not right

66
Q

RC Mcbride and Ryan Denham

A

ISU
creativity and attention to detail
don’t push
branding reggie redbird

67
Q

Megan and Nicole

A

Caterpillar
Take risks
Don’t burn bridges
External and Internal communication

68
Q

Joe Benarroch

A

Facebook
putting out info that the world can relate too
1/3 of the world has web access

69
Q

pt barnum

A

media relations

circus’s

70
Q

edward bernay

A

smoke

father of PR

71
Q

st paul (apostle)

A

religion
christianity
look good and stand out to people

72
Q

Ivy Lee

A 
executive counseling
nazi propaganda (hitler)
73
Q

Pope Urban

A

persuaded thousands

74
Q

Doris Fleishman

A

wife of edward

strategic planning

75
Q

Eleanor Lambert

A

look good feel good

fashion and beauty

76
Q

Al Golin

A

conveince and comfort

Mcdonalds

77
Q

Moss Kendrix

A

helped advertise african americans

coke-a cola

78
Q

Al Fleishman

A

beer

79
Q

Advertising is

A 
persuasive 
structured, planned
non personal communication
usually paid for
about a specific product
by identified sponsors through various media
80
Q

Paige P

A

introduction to social media campaign strategy

81
Q

what questions must you always answer first?

A
  1. what is the purpose of this communication

2. who is receiving this communication

COM 178 test (2 decks)

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