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PR > Midterm > Flashcards

Midterm Flashcards

1
Q

Code of ethics

A

Developing a communications policy that can establish and maintain a relationship of mutual confidence with an organization’s multiple publics

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2
Q

What does PR involve?

A
  1. An intermediary between an organization and all their stakeholders/publics
  2. Research on the stakeholders
  3. Work for the best interest of a company
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3
Q

10 Basic Principles

A
  1. Deals with facts not fiction
  2. A public, not personal, service
  3. Must have the guts to say “no”
  4. Never lie to news media
  5. Be effective communicators
  6. BIG: can’t afford to be a guessing game
  7. Intuition isn’t enough
  8. Requires multidisciplinary applications
  9. Alert and advise
  10. One standard- ethical performance
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4
Q

3 Basic Roles

A
  1. Staff member
  2. Agency employee
  3. Independent practitioner/counselor
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5
Q

3 Functions

A
  1. To control publics
  2. To respond to publics
  3. To achieve mutually beneficial relationships among all the public an institution has
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6
Q

Edward L. Bernays

A

The godfather if PR;

Credited for the widespread recognition of the term “public relations”;

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7
Q

Why did PR grew faster in the US?

A

Attributed to the nation’s social, political, cultural, and economic climate;
The power of US media

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8
Q

1st Code of Ethics

A

Honesty; became an issue in 1950’s

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9
Q

Primary research

A

Research one does oneself; formal and informal

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10
Q

Secondary research

A

Already provided, done; pulling it from a source

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11
Q

Credibility/reliability

A

Always cross-check; professional opinion, peer-review, not biased

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12
Q

Communication audits

A

Attempt to evaluate various publics’ responses to an organization’s communication efforts; can use CISION;

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13
Q

KPI

A

Key performance indicators

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14
Q

SME

A

Subject matter export

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15
Q

Quantitative

A

WHAT; statistical; higher degree of predictability; HOW MANY

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16
Q

Qualitative

A

WHY; descriptive; focus groups, historiography, interviews

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17
Q

Open communication

A

Open to the public about what is going on in a company

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18
Q

Closed communication

A

Companies don’t disclose info to public: perceived as a “threat”

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19
Q

Stakeholder

A

Has more direct involvement with an organization; may have an investment, financial or intangible;

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20
Q

Public

A

Any group that has some involvement with an organization;

2 Types: external (outside a co.) & internal (inside)

21
Q

Cyclical Process of Handling Issues

A
  1. Sensing the problem (research)
  2. Defining the problem (thru judgement & priority)
  3. Deriving solutions (thru policy & strategy)
  4. Implementing them
  5. Evaluating them
22
Q

John F. Mahon

A

Boston university; 3 Strategies:

  1. Containment (emerging issue)
  2. Shaping (on the public agenda)
  3. Coping (face legislative, regulatory, or interest group action)
23
Q

Origins in Sociology & Psychology

A
  1. Structural functionalism
  2. Evolutionary perspective
  3. Social conflict
  4. Symbolic interactionism
24
Q

Structural functionalism

A

Structure or organization of society provides its stability

25
Q

Evolutionary perspective

A

Social change follows a set of natural laws and that mass communication systems have grown and developed with technology & decision makers’ need for communication

26
Q

Social conflict

A

Social struggles occur between groups with competing needs and goals

27
Q

Symbolic interactionism

A

Media today constructs of a reality that offers info from limited sources, resulting in individual & collective creations of reality

28
Q

Where does true change come from?

A

The top, senior management

29
Q

_____ are trusted most

A

Experts and personal experiences

30
Q

Maslow’s Hierarchy of needs

A
  1. Physical needs
  2. Safety
  3. Love
  4. Self-esteem
  5. Self-actualization
31
Q

Corporate Social Reasponsibility

A

Not doing harm, yet still making a profit; “be sure our deeds match our words”

32
Q

Business around the world

A

Trying codes of conduct, outside directors, etc. to assure corporate morality; multinations have a CSR to all their publics; many rely on US and UK PR firms

33
Q

Difference between AD and PR

A

Advertising has an awareness element and you have to pay for advertising;
PR has 3rd party credibility, it’s not paid for, and media can make changes to it

34
Q

Annual Reports

A

Contains:

  1. Letter from chairperson
  2. Auditor’s report
  3. Financial statements
  4. Section narrating facts about past year’s operations
  5. Photos and charts
35
Q

Practices when working with media

A

Should be a good reporter; keep a basic file of statistical info, gov’t info, and reference book; do your research

36
Q

3 Things for a pitch/story

A
  1. Human element
  2. Controversy
  3. Cost ($)
37
Q

Demographic

A

Facts about age, housing, race, family, etc.

38
Q

Psychographic

A

Facts about likes, hobbies, way of thinking

39
Q

10 Steps of Formal Research

A
  1. State problem
  2. Select manageable portion of problem
  3. Establish definitions
  4. Conduct search in literature
  5. Devolve a hypothesis
  6. Design experiments
  7. Obtain data
  8. Analyze data
  9. Interpret data
  10. Communicate results
40
Q

Why is empathy important?

A

You need to understand how people are thinking/feeling

41
Q

3 types of people

A
  1. Process thinkers
  2. Intuitive thinkers
  3. Strategic thinkers (look from another’s perspective)
42
Q

Perception is _____

A

Reality

43
Q

Who determines the ethics o a company?

A

Senior management

44
Q

Why do you not give journalists gifts or payment?

A

It could come off as a “being bought”

45
Q

Don’t market to a _____

A

Stereotype

46
Q

Do what first before anything else?

A

Gather info; research

47
Q

Prepare for the ___, hope for the ___

A

Worst, best

48
Q

Plan Outline

A
  1. Business Objective (overall goal)
  2. Comm. Objective (destination)
  3. Situation Analysis (everything known)
  4. Comm. Challenges (3-5, specific, SWOT)
  5. Research Needs (what’s needed)
  6. Comm. Target (specific, not everyone)
  7. Key Messages (2-3)
  8. Comm. Strategies (1-3 statements)
  9. Comm. Tactics (specific steps)
  10. Measurements (to see if plan worked, know what client considers success)
  11. Activity Timeline (when)
  12. Budget (how much, what it will be spent on)
49
Q

SWOT

A

S - strength
W - weakness
O - opportunities
T - threats

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