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Public Relations > Key Concepts > Flashcards

Key Concepts Flashcards

1
Q

Public Relations

A

A planned, ethical, and clear communication process coordinated by top management to educate, reinforce, and influence targeted public.

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2
Q

RACE

A

Research, Action Planning, Communicate, Evaluate. 4 Steps in PR planning.

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3
Q

PR Functions

A

2 General Functions:

  • Task PR: makes copies, writes news release, stuffs envelopes
  • Management PR Professionals: Consults the top executives and acts as the “conscience” of the company.
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4
Q

Publics

A

Defined as demo and psychographics
Demographics: Statistical, personal, social and economic characteristics. Ex: gender, race, family, education, income.
Psychographics: Lifestyle, attitudes, interests, opinions, values. Ex: sports, vacations, entertainment, politics.

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5
Q

Goals

A

Desired outcomes of the PR plan that helps accomplish goals

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6
Q

Objectives

A

Milestones that demonstrate progress.

3 Key Elements: Measurable, Directional, Within a Lifetime

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7
Q

Strategies

A

Strategies that will get the plan done the best.

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8
Q

Tactics

A

The activities being done in order to achieve objectives.

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9
Q

PR Excellence

A

The number one predictor of an organization.

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10
Q

PR Skill

A

The number one skill for a PR professional is writing.

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11
Q

Internal PR

A

Greatest advantage is their internal connection and understanding of the company.

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12
Q

External PR

A

Reasons for using an external PR:

  • If the internal is weak
  • Lack of PR experience
  • Needs objective judgement
  • Distance company from a crisis
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13
Q

Public Opinion

A

Ideas being expressed, adjusted and compromised by an individual or group.

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14
Q

Bishop Public Opinion

A

Shared perception of reality leading to an expected action.

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15
Q

Value

A

Deeply held beliefs.

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16
Q

Attitudes

A

Position held on an issue

17
Q

Opinions

A

Expressed attitudes

18
Q

Action

A

Behavioral expression of opinion

19
Q

Persuasion

A 
Trying to change a persons attitude to create action.  4 TACTICS:
Facts
Emotions
Personalization
Appeal to you
20
Q

Ethics

A

Six Core Values: Advocacy, honesty, expertise, independence, loyalty, fairness
Six Code Provisions: free flow of info, competition, disclosure of info, safeguarding confidence, conflicts of interest, enhancing the profession.

21
Q

Defamation

A

Communication that damages a persons reputation, comes in 2 forms:
Libel
Slander

22
Q

Libel

A

Printed falsehood. Number one legal issue faced by PR

23
Q

Slander

A

Oral/spoken falsehood

24
Q

Publicity

A

Coverage of a topic by the news/ media

25
Q

Employees

A

Organizations greatest asset.

Public Relations (1 decks)

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