Final Exam Flashcards
1
Q
Characteristics of PR today
A
Diversity Transparency Expanded role of PR Evaluation Digital media
2
Q
RPIE
A
Research
Planning
Implementation
Evaluation
3
Q
Functions of PR
A
Employee (Relations) Consumer Media Member Community Investor Government International Other Special Interests
4
Q
List of Grunig’s Models of PR
A
Press Agentry
Public Information
Two-Way Asymmetrical
Two-Way Symmetrical
5
Q
Press Agentry
A
Modeled by P.T. Barnum
Manipulative
One way communcation
Common in entertainment
6
Q
Public Information
A
Information Modeled by Ivy Lee
Controls information
One way communication
Common in government/politics
7
Q
Two-Way Asymmetrical
A
Two-Way Asymmetrical Modeled by Edward Bernays Seeks to persuade Two way communication Mutual understanding Common in corporations
8
Q
Two-Way Symmetrical
A
Two-Way Symmetrical Modeled by Arthur Page Mutual benefit Two way communication Mutual adjustment attitude Preferred way of thinking
9
Q
What makes a professional?
A
Specialized education preparation Codified body of knowledge Trustworthy relationship A service that is essential to society Continuing education Formal code of ethics
10
Q
Legal Considerations
A
Defamation Privacy Financial information False or deceptive advertising Copyright Trademark Service Mark
11
Q
Primary research
A
Getting own data (can be qualitative or quantitative)
12
Q
Secondary research
A
Existing data
13
Q
Qualitative research
A
(Interviews and focus groups) Little is known Questions Subjective Deep insights
14
Q
Quantitative
A
(Polls and surveys) You need to know more Hypothesis Statistics Objective Wide insights
15
Q
Purpose of research
A
Reduce uncertainty
Gain control of things and gain understanding of uncontrollable things
16
Q
Output objectives
A
Process
17
Q
Outcome objectives
A
Impact
18
Q
9 Components of a Basic PR Plan
A
Situation Analysis Communication Goals Objectives Key Publics Strategies Tactics Calendar/Timetable Budget Evaluation
19
Q
Themes in the evolution of PR
A
1) The effort to have a more diverse workforce
2) Practice on a global scale
3) Shift from traditional mass media to digital media
20
Q
Corporate philanthropy
A
Donation of funds, products, or services to a cause
21
Q
What can philanthropy do for a company?
A
1) Strengthen reputation and brand recognition
2) Increase media
3) Improved community and government relations
4) Facilitation of employee recruitment and retention
5) Enhanced marketing
6) Access to research and development
7) Increase profitability
22
Q
Consumer Activism Dos:
A
1) Work with groups that are interested in transparency
2) Offer transparency
3) Take action
23
Q
Consumer Activism Don’ts:
A
1) Don’t get emotional
2) Don’t give in to threats
3) Don’t expect immediate results
24
Q
What government agencies regulate PR?
A
Federal Trade Commission (FTC)
Securities and Exchange Commission (SEC)
Federal Communications Commission (FCC)
25
Federal Trade Commission (FTC)
Determines if ads are deceptive or misleading
26
Securities and Exchanges Commission (SEC)
Monitors the financial affairs of publicly traded companies and protects the interest of stockholders
27
Food and Drug Administration (FDA)
If someone causes the misbranding or products through the spreading of false and misleading information
28
Equal Employment Opportunity Commission (EEOC)
Ensures that workers are not discriminated against
29
Federal Communications Commission (FCC)
Impacts PR personnel who put out VNRs (video news releases). Ensure that the public knows who the info is coming from
30
Corporate Speech
Legal. Media efforts by corporations that seek to affect political outcomes or social climate- in contrast with 'commercial speech' which promotes a product or service
31
Criteria for Ethics of Persuasion
1) Do not use false evidence
2) Do not represent yourself as an expert
3) Do not advocate something you don't believe in
4) Do not conceal your real purpose
32
Current PR trends
1) Recruitment of minorities
2) Demand for transparency
3) Expanded role for PR
4) Corporate social responsibility (CSR)
33
Management by Objective (MBO)
Provides focus and direction for formulation strategy to achieve specific organizational objectives
34
Basis for strategic planning (MBO)
1) Client Objectives
2) Publics
3) Audience Objectives
4) Media Channels
5) Media Channel Objectives
6) Sources and Questions
7) Communication Strategies
8) Essence of the Message
9) Nonverbal Support (pictures, etc)
35
Return on Investment (ROI)
1) What sales or revenue are generated
| 2) How much they save in terms of avoiding a crisis or litigation
36
Defamation
Any false statement about a person or organization that creates public hatred, contempt, ridicule, or hurts reputation
37
Slander
Oral statement that is false
38
Libel
Printed falsehood
39
A person filing a defamation suit must prove that
1) The false statement was communicated using print, broadcast, or electronic means
2) The person is identifiable
3) There is actual injury
4) The person making the statement was malicious or negligent
40
What are the four areas involving privacy that employers should think about?
1) Employee communication
2) Photo releases
3) Product publicity and advertising
4) Media inquiries about employees
41
Copyright
Protection of a creative work from unauthorized use
42
Fair Use
Part of a copyrighted article may be quoted directly, but the quoted material must be brief in relation to the length of the original work
43
Trademark
A word, symbol, or slogan used singly or in combination, that identifies a product's origin
44
Six elements Grunig enumerates about messages
1) Receiving
2) Paying attention
3) Understanding
4) Believing
5) Remembering
6) Acting on
45
Agenda Setting theory
Organizations (through PR) can use media to build public agendas
46
Framing theory
The way a story is told (timing, order, visuals, etc) influences how it is received
47
Media Dependency theory
The more one relies upon media, the more important and effective media will become
48
Two Step Flow theory
Mass media influence opinion leaders, who influence others
49
Multiple Step Flow theory
Mass media influence opinion leaders, who influence others
50
N Step theory
Opinion leaders are specific to contexts
51
Diffusion of Innovation theory
Mass media informs, but persuasion occurs through interpersonal communication with peers
52
Agenda Building theory
Organizations (through PR) can use media to build public agendas
53
Key factors of persuasion
1) Audience analysis
2) Source credibility
3) Appeal to self-interest
4) Clarity of message
5) Timing and context
6) Audience participation
7) Suggestions for action
8) Content and structure of messages
54
Persuasion techniques
1) Yes-yes
2) Offer structured choice
3) Seek partial commitment
4) Ask for more, settle for less
55
Missions
What is the organization’s purpose? Why does it exist?
56
Goals
What does the organization need to do to fulfill its mission? What does the organization need to do? Where does it need to go?
57
Objectives
When will the organization know it has done it? Gotten there?
58
Strategies
How will the organization do it? Get there?
59
Tactics
What will the organization need to do it? To get there?
60
Different types of objectives
1) Informational (Awareness)
2) Attitudinal (Acceptance)
3) Motivational (Action)
61
Measures for evaluation
1) Media Impressions
2) Basic Web Analytics
3) Advertising Value Equivalency (AVE)
4) Systematic Tracking
5) Requests
62
Media Impressions
If a story appears in a newspaper that has a circulation of 100,000, the media impressions are 100,000
63
Basic Web Analytics
Number of people reached via a web page
64
Advertising Value Equivalency (AVE)
Comparing it to what the space or time would cost in advertising
65
Systematic Tracking
Sophistically tracking media placements
66
Requests
Tracking requests for more information
67
Environmental scanning
The constant reading, listening, and watching of current affairs
68
Strategies for reputation management
1) Make progress visible
2) Analyze what went wrong
3) Improve governance structure
4) make the CEO accessible
5) Fire involved employees
6) Commit to high corporate citizenship standards
7) Carefully review ethics policies
8) Hire outside auditors for internal audits
9) Issue an apology
69
Contingency Continuum of Organizational Response
Range of responses ranging from pure advocacy (disagreeing with claims) to pure accomodation (agree with claims and make changes)
70
"Pull" concept
The user "pulls" information from a source like a website (they actively go through the website)
71
"Push" concept
Information is delivered without active participation
72
Digital tools for PR
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Websites
Email
Podcasts
Blogs
Wikis
Facebook
Twitter
YouTube
Instagram
Pinterest
Snapchat
Periscope/Meerkat
Blab
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73
Goals of Communication
Inform
Persuade
Motivate
Achieve mutual understanding
