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public relations > final exam > Flashcards

final exam Flashcards

1
Q

what are the Barcelona principles?

A
  1. goal setting & measurements are fundamental
  2. measure communication outcomes
  3. measure effects on organisational outcomes
  4. measurement & evaluation require qual and quant methods
  5. AVES are not the value of comms
  6. social media should be measured
  7. measurement/eval should be transparent, consistent & valid
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2
Q

what are the 3 levels of objectives?

A

cognitive (think)
conative (action)
affective (feel)

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3
Q

what are the steps in the chase jones model?

A
  1. issue identification
  2. issue analysis
  3. issue change strategy options
  4. issue action
  5. evaluation
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4
Q

what are the three change strategy options?

A
  1. reactive
  2. adaptive
  3. dynamic
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5
Q

what factors influence which change strategy option is chosen?

A
  1. risk created by issue
  2. confidence in information
  3. perceive accuracy of projections
  4. likelihood issue will go away on its own
  5. general direction of elements related to issue
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6
Q

what are the four media framing models?

A
  1. problem definition
  2. moral judgement
  3. remedy promotion
  4. causal analysis
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7
Q

name 8 types of stakeholders

A
  1. providers of capital (investors)
  2. suppliers
  3. general public
  4. community
  5. pressure groups
  6. competitors
  7. employees
  8. customers
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8
Q

name 5 benefits of sponsorships

A
  1. passion marketing
  2. image transfer
  3. multiple stakeholder comms
  4. direct sales
  5. strategic partnerships
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9
Q

what are the four drivers of successful sponsorship

A

sponsor, sponsee, combinational and target audience related factors

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10
Q

what are the three D’s of developing a sponsorship strategy

A

Discover (data, scenarios, objectives)
Design (time frames, broad idea of activities)
Deliver (how program’ll be put into practice)

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11
Q

benefits of a digital sponsorship

A

interactivity capabilities
viral effects potential
extended period of sponsor visibility
market research and feedback

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12
Q

3 sponsorship measures

A
  1. media exposure
  2. brand and reputation outcomes
  3. financial impact
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13
Q

3 sponsorship perspectives

A

charitable donations
corporate philanthropy
cause related marketing

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14
Q

what is CRM AND CRS

A

CRM (cause related marketing) allows an association b/w a brand/company with a charitable cause (promotes sales & cause)
CSR (corporate social responsibility) fulfilment of economic & legal duties, ethical expectation and even philanthropic programmes

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15
Q

define corporate communication and its focus

A

communication engaging with non-consumers
‘one company, one voice’ focus to create a consistent narrative
plays crucial role in development of intangible assets (reputation, image & identity) creates capital in terms of credibility reliability & trustworthiness

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16
Q

what is lobbying & its two key principles

A

any action designed to influence action of the government
2 key principles; timing and targeting

17
Q

what is the focus of B2B campaigns

A

build reputation as thought leader, bc reputation is most important element in buying process
integrated comms are essential to withstand scrutiny of stakeholders

18
Q

what are the characteristics of B2B

A

small number of ‘buying publics’
specific application/end for products/services
negotiated purchasing decisions
defining product/service terms

19
Q

what matter to employees (internal comms)

A

autonomy
mastery
purpose

20
Q

what are the 6 functions of internal comms

A
  1. ensure legal obligation to communicate with employees
  2. ensure employees know what’s expected of them
  3. support major change
  4. promote collaboration & sense of community
  5. promote external advocacy
  6. encourage good employees to stay
21
Q

what is community involvement useful & why is it useful

A

aim is to building strong relationship & manfully involved community member
to let them know they’re heard/understood and to gain trust, positive reputation and achieve goals

22
Q

strategy vs tactics

A

strategies
(what is to be achieved)
determines overall approach & acts as guiding principles/big idea

tactic
(what is going to be done)
methods used to deliver strategy
must be appropriate & deliverable

23
Q

message/content benefits

A
  1. assist awareness & attitude forming process
    (message that can be repeated has been received)
  2. demonstrate communication channels have be appropriate
  3. essential in evaluation process
  4. helps focus management minds
24
Q
A

public relations (1 decks)

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