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Intro to PR > Final Exam > Flashcards

Final Exam Flashcards

1
Q

Functions of PR

A 
Employee Relations
Consumer Relations
Media Relations
Member Relations
Community Relations
Investor Relations
Gov't Relations
International Relations
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2
Q

Purposes of Research

A

Purposes of Research Validity : When research measures what it purports to measure.
Reliability : When similar results are obtained when the study is repeated.

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3
Q

Organizational Stance

A

Where an organization falls on the Contingency Continuum.

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4
Q

Elements of a PR Plan (SOAS TC BE

A

1) Situation
2) Objectives
3) Audience
4) Strategy
5) Tactics
6) Calendar/timetable.
7) Budget
8) Evaluation

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5
Q

Common Research Techniques

A

Focus groups, polls, surveys, interviews, web analytics.

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6
Q

Acting on the Message

A 
Goal: To change perceptions, attitudes, behaviors, or opinions in some way. 
5 Stages:
1) Awareness
2) Interest
3) Evaluation
4) Trial 
5) Adoption
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7
Q

Believing the Message

A

Source credibility, involvement, and the context of your message are important.
Cognitive dissonance: People will not believe a message contrary to their predispositions unless the communicator can do something to make them question their own beliefs.

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8
Q

Remembering the Message

A

Repetition, repetition, repetition!

Convey information in a variety of ways, using multiple communication channels.

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9
Q

Paying Attention to the Message

A

Media Uses and Gratification Theory: Audience is made up of individuals who are going to take messages differently.
Passive Audience: Pay attention to a message only if it is entertaining and offers a diversion Use communication channels such as billboards and radio spots.
Active Audience: Actively seek information. Already interested and engaged, are looking for more sophisticated, supplemental information.

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10
Q

Receiving the Message

A

Source > Encoder > (Signal) > Decoder > Destination

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11
Q

Criteria for the Ethics of Persuasion

A

Do Not…

  • use false, fabricated, misrepresented, distorted, or irrelevant evidence to support arguments or claims.
  • intentionally use specious, unsupported, or illogical reasoning.
  • represent yourself as informed or as an expert on a subject when you are not.
  • use irrelevant appeals to divert attention or scrutiny from the issue at hand.
  • Ask your audience to link your idea or proposal to emotion-laden values, motives, or goals to which it actually is not related.
  • deceive your audience by concealing your real purpose, self-interest, the group you represent, or your position as an advocate of a viewpoint.
  • distort, hide, or misrepresent the number, scope, intensity, or undesirable features/consequences.
  • Use emotional appeals that lack a supporting basis of evidence or reasoning or that would not be accepted if the audience has the time and opportunity to examine the subject itself.
  • Oversimplify complex situation into simplistic, two-valued, either/or, polar views or choices.
  • pretend certainty when tentativeness and degrees of probability are more.
  • advocate something in which you do not believe yourself.
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12
Q

Advertising Value Equivalency

A

Calculate the value of a news story or broadcast mention by comparing it to what the space or time would cost in advertising. Now widely condemned by most national and international professional groups

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13
Q

Criteria for the Ethics of Persuasion

A

Do Not…

  • use false, fabricated, misrepresented, distorted, or irrelevant evidence to support arguments or claims.
  • intentionally use specious, unsupported, or illogical reasoning.
  • represent yourself as informed or as an expert on a subject when you are not.
  • use irrelevant appeals to divert attention or scrutiny from the issue at hand.
  • Ask your audience to link your idea or proposal to emotion-laden values, motives, or goals to which it actually is not related.
  • deceive your audience by concealing your real purpose, self-interest, the group you represent, or your position as an advocate of a viewpoint.
  • distort, hide, or misrepresent the number, scope, intensity, or undesirable features/consequences.
  • Use emotional appeals that lack a supporting basis of evidence or reasoning or that would not be accepted if the audience has the time and opportunity to examine the subject itself.
  • Oversimplify complex situation into simplistic, two-valued, either/or, polar views or choices.
  • pretend certainty when tentativeness and degrees of probability are more.
  • advocate something in which you do not believe yourself.
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14
Q

Advertising Value Equivalency

A

Advertising Value Equivalency Calculate the value of a news story or broadcast mention by comparing it to what the space or time would cost in advertising. Now widely condemned by most national and international professional groups

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15
Q

Reach

A

bb

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16
Q

Impressions

A

The POTENTIAL audience reached by a periodical, broadcast, program, or website.

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17
Q

Conflict

A

Sharp disagreements or opposition resulting in a direct, overt threat of attack from another entity.

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18
Q

Competition

A

Striving for the same object, position, or prize as others.

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19
Q

Issues Management (PAMPR)

A

A systematic and proactive approach to

1) predict problems
2) anticipate threats
3) minimize surprises
4) resolve issues
5) prevent crises.

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20
Q

Skills Needed to be a PR Professional (WRPP BE)

A 
Writing Skill
Research Ability 
Planning Expertise 
Problem Solving Ability 
Business/Economics Competence 
Expertise in Social Media
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21
Q

Primary Research

A

New information. Two types:

  • Qualitative
  • Quantitative
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22
Q

Secondary Research

A

Using existing data from databases.

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23
Q

Qualitative Research

A

Guided by questions, text-based, subjective, not generalizable, deep understanding.

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24
Q

Quantitative

A

Guided by hypothesis, number-based, objective, can be generalized to broader population, wide understanding

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25
Q

Corporate Philanthropy

A

The donation of funds, products, and services to various causes.

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26
Q

Corporate Social Responsibility

A

Active compliance with the spirit of the law, ethical standards and national or international norms. Aims to embrace responsibility for corporate actions and to encourage a positive impact on the environment and stakeholders

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27
Q

Product Placement

A

“Plugs”. Products that are seen in TV shows, movies, etc. Negotiated by product publicists and talent agencies.

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28
Q

FTC

A

Federal Trade Commission. Has the jurisdiction to determine that advertisements are not deceptive or misleading. Jurisdiction over product news releases, other forms of product publicity, and even social media.

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29
Q

FDA

A

Food and Drug Administration. Oversees the advertising and promotion of prescription dugs, over-the-counter medication, and cosmetics.

30
Q

FCC

A

Federal Communications Commission. Historically licensed radio and TV stations, ensuring public radio waves are used in the public interest. Now also oversees internet policy. Impacts video news releases.

31
Q

SEC

A

Securities and Exchange Commission. Closely monitors the financial affairs of publicly traded companies and protects the interests of stockholders.

32
Q

EEOC

A

Equal Employment Opportunity Commission. Charged with ensuring that workers are not discriminated against on the basis of their religion, ethnic background, gender, or even their English skills.

33
Q

Current Trends in PR ? (10)

A

1) Dealing with speed and volume of information flow.
2) Managing the digital revolution and the rise of social media.
3) Improving measurement of communication effectiveness.
4) Effectively dealing with crises that may arise.
5) Dealing with the growing demands of transparency.
6) Improving employment engagement and commitment.
7) Top talent.
8) Meeting demands for corporate responsibility.
9) Meeting communication needs in diverse cultures.
10) Improving the image of the profession.

34
Q

Consumer Activism

A

They demand changes in corporate policies.

35
Q

Consumer Boycotts

A

A refusal to buy products or services of an offending company.

36
Q

Themes in the Evolution of Public Relations (PRL AA)

A

Profit, Recruitment, Legitimacy, Agitation, Advocacy.

37
Q

Corporate Speech

A

Media efforts by corporations that seek to effect political outcomes or social climate - in contrast with commercial speech which promotes products and services.

38
Q

Management by Objectives

A

MBO. Provides focus and direction for for formulating strategy to achieve specific organizational objectives. Ensures the production of relevant messages and establishes criteria against which campaign results can be measured.

39
Q

Return on Investment

A

ROI. A profitability ratio. For PR measuring:

1) What sales or revenues are generated?
2) How much they have saved the company in terms of avoiding crisis or litigation.

40
Q

Ethics

A

How one should behave based on moral duties and virtues of right and wrong.

41
Q

Existentialism

A

Calls for a balance between two extremes. (Not all bad or all good).

42
Q

Utilitarianism

A

The ends could justify the means if it does the most good for the most amount of people.

43
Q

Criteria for Professionalism

A

Education, Training, Literature, Research, Code of Ethics.

44
Q

Slander

A

An oral statement that is false.

45
Q

Libel

A

Printed falsehood.

46
Q

Defamation

A

Any false statement about a person or organization that created public hatred, contempt, or ridicule, or inflicts injury on reputation.

47
Q

Invasion of Privacy

A

Must be sensitive in four areas:

1) Employee communication.
2) Photo releases.
3) Product publicity and advertising.
4) Media inquires about employees.

48
Q

Copyright Law

A

Means protection of a creative work from unauthorized use. Does not protect ideas, only the way those ideas are expressed (recordings, brochures, drawings, etc.)

49
Q

Fair Use

A

Means that part of a copyrighted article may be quoted directly, but quoted material must be brief in relation to the length of the original work.

50
Q

Trademark Law

A

A word, symbol, or slogan, used singly or in combination, that identifies a products origin.

51
Q

Goals of Communication (IPMM)

A

To inform, persuade, motivate, or achieve mutual understanding.

52
Q

One-Way Communication

A

From sender to receiver. Only disseminates information.

53
Q

Two-Way Communication

A

Established dialogue between sender and receiver. Two types:

1) Symmetrical - both move to align with each other.
2) Asymmetrical - want publics to align with them.

54
Q

Owned Media

A

Controlled. Organizations produce and distribute content for media platforms owned or controlled by the organization. Example: Newsletters, brochures, websites, Facebook, blogs, etc.

55
Q

Paid Media

A

Controlled. Advertising. Buy space or time.

56
Q

Earned Media

A

Not controlled. Someone writes an article or story about you. You can’t control what they say or what is published.

57
Q

Shared Media ????

A

Not controlled. ????

58
Q

Agenda Setting Theory

A

Media content sets the agenda for public discussion. People tend to talk about what they read or saw on the news or on a blog.

59
Q

Conflict Theory

A

Offers insight into differences among individuals and groups and explains conflicting goals, interests, values, or desires.

60
Q

Framing Theory

A

Related to journalists and how they selected certain facts, words, themes, treatments to frame a story.

61
Q

Media Dependency Theory

A

Mass media can have a moderate or even powerful effect on the formation of opinions and attitudes.

62
Q

6 Principles of Persuasion

A

1) Liking - People like those who like them.
2) Reciprocity - People repay in kind.
3) Social Proof - People follow the lead of others.
4) Consistency - People fulfill written, public, and voluntary commitments.
5) Authority - People defer to experts who provide shortcuts requiring specialized information.
6) Scarcity - People value whats scarce.

63
Q

Goals

A

Specific to the Mission Statement. What does the organization need to do to fulfill its mission?

64
Q

Objectives

A 
SMART. 
Specific
Measurable. 
Attainable.
Relevant.
Time based.
65
Q

Strategies

A

How will the organization accomplish its goal?

66
Q

Tactics

A

What is created and through what channels? The “how to”. Very specific.

67
Q

Pull Concept

A

The Web represents this because the user actively searches for sites that can answer their question. Then they can actively get information from the links provided on the website.

68
Q

Contingency Continuum

A

Ranges from pure advocacy to pure accommodation. Forms the foundation for identifying the stance of an organization toward a given public at a given time.

69
Q

Reputation Management

A

3 Foundations for Reputation

1) Economic performance.
2) Social responsiveness
3) Ability to deliver valuable outcomes to stakeholders

70
Q

Environmental Scanning

A

The constant reading, listening, and watching of current affairs with an eye to the organization’s interest.

Intro to PR (2 decks)

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