Lecture 2 / Chapter 2

Question 1

PR job

Answer 1

build/maintain relationships w essential publics

Question 2

resource dependency theory

Answer 2

1. orgs need resources (raw materials, fair media coverage, employee dedication) to fulfill values-driven goals 2. key resources are not always controlled by org 3. orgs must build productive relationships with publics who control resources

Question 3

PR managers (Dozier)

Answer 3

solve problems, advise leaders, make policy decisions, take responsibility for success/failures - in orgs that operate in rapid environments and encourage employee input

Question 4

PR technicians (dozier)

Answer 4

no key strategic decisions - prepare comms to execute others’ policies - in orgs w stable/predictable environments

Question 5

PR skills areas

Answer 5

writing, internships, real world exercises in class, exposure to guest lecturers, understanding of business cultures, social media experience

Question 6

two job challenges (PR)

Answer 6

dealing with speed/volume of info flow and managing digital revolution/rise of SM

Question 7

top 10 competencies (pR)

Answer 7

info/comm tech knowledge, cultural understandings, oral/written skills, ethics, Strat planning, understanding of bus principles, analytic abilities, leadership, crisis management, relationship building/management

Question 8

PR employment sites

Answer 8

corps, non-profits/trade associations, governments, Agencies, independent

Question 9

corp job roles

Answer 9

employee relations, media, government, community, B2B, consumer/marketing, investor relations

Question 10

boundary spanning

Answer 10

understanding all sides of relationship b/w org and particular public

Question 11

intersection management

Answer 11

more nuanced than boundary spanning - recognizing several publics can come together simultaneously, relations w one can affect others

Question 12

employee relations

Answer 12

newsletters, magazines, blogs, video programs, websites, wikis, tweets, events

Question 13

media relations

Answer 13

news releases, email pitches, conferences/online newsrooms, speechwriting, scripts for video news releases, prepping executives for interviews

Question 14

government relations/public affairs

Answer 14

brochures, reports, websites, videos for lobbies/political action committees. testifying before commissions, monitoring gov’ activities, preparing reports

Question 15

community relations

Answer 15

contactt w special interest groups, SM, events, charitable contributions, volunteer organization

Question 16

B2B relations

Answer 16

building relations with suppliers/distributors. newletters/websites, events, orientation meetings

Question 17

consumer relations

Answer 17

aka marketing comms. product publicity, news releases, email pitches, direct-mail campaigns, promo events, enlisting/training celebrity spokespeople, blogs, comms efforts w advertising campaigns

Question 18

investor relations

Answer 18

target investors/analysts in newsletters, blogs, tweets, stockholders, financial reports, websites

Question 19

non-profs

Answer 19

orgs that don’t function to earn profit - universities, hospitals, churches, charities - local, national, international - includes donor/member relations

Question 20

publics (gov PR)

Answer 20

voters, media, employees, special interest groups

Question 21

gov PR titles

Answer 21

press secretary, public info officer, public affairs officer, comms specialist, etc

Question 22

Entry duties (gov pr)

Answer 22

news releases, responding to constituents, position papers for politicians, digital newsrooms

Question 23

Upper comms duties (gov)

Answer 23

speaking with reporters, speech writing, briefing officials on public opinion

Question 23

PR agencies

Answer 23

assist with PR relations activities of other orgs - hired out, sometimes merged w advertising agencies

Question 24

account

Answer 24

all PR actives planned/executed for particular client. Has team including account supervisor, executives, comms specialists, designers, production supervisors, researchers, online specialists

Question 25

Independent PR consultant

Answer 25

one person pr agency - smaller range of services than agency - some specialists or generalists

Question 26

postmodernism

Answer 26

challenging conventional wisdom/social tradition - seeking voices/opinions mainstream tends to ignore

Question 27

Strategic Comms

Answer 27

when you communicate, everything you say is in line with organization - don’t contradict mission/values