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CMN3144 Public Relations > Midterm > Flashcards

Midterm Flashcards

1
Q

Publics

A

Groups of people with shared interests, either have an effect on the organization, are effected by the organizaion, or both

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2
Q

General public

A

A non-specific term that can refer to everyone in the world

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3
Q

Organization

A

A group of people organized in pursuit of a mission

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4
Q

NGO

A

Non-governmental organization, a group of people serving humanitarian functions and encouraging political participation

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5
Q

Public Relations

A

Management of communication between an organization and its publics, or the strategic communication process that builds mutually beneficial relationships between organizations and their publics

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6
Q

Issue

A

an important topic of problem that is open for debate, discussion, or advocacy

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7
Q

Activists

A

a group of two or more individuals who organize in order to influence another public through action

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8
Q

Issues management

A

Systematic process whereby organizations work to identify and resolve issues before they become crises

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9
Q

Crisis communication

A

Deals with undetected problems and sudden crises

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10
Q

Community relations

A

Efforts made by an organization to build strong relationships with members of the immediate community

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11
Q

Community consultation

A

when an organization seeks input from community members who may be impacted by any decisions or actions taken by that organization

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12
Q

Government relations

A

specialized branch of public relations that helps organizations form better relationships with governments at all levels

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13
Q

Public affairs

A

broader practice of PR that also deals with the public and special interest groups

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14
Q

Crowdsourced public relations definition

A

Strategic communication management of relationships between an organization and its diverse publics to:
- achieve mutual understanding
- realize organizational goals
- serve the public interest

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15
Q

Spin

A

disingenuous strategic communication involving skewed presentation of information

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16
Q

Integrated communication

A

Communicating with publics consistently across organizational functions (PR, advertising, marketing, and customer service)

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17
Q

Distributed public relations

A

Intentional practice of sharing public relations responsibilities among a broad cross-section of an organization’s members or employeees, particularly in an online context

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18
Q

Deontological ethics

A

System of decision-making that focuses on the moral principles of duty and rules

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19
Q

Examples of public relations in history

A

Religion (change behaviour)
Education/nonprofit/reform
Politics/government

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20
Q

Common motivations for strategic communication in history

A

Pursuit of recruitment, legitimacy, agitation, advocacy, profit

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21
Q

Grunig and Hunt’s Four Models of Public Relations

A

Publicity/press agentry: one-way from organization to publics with little concern for accuracy
Public information: one-way with truthful information
Two-way asymmetrical: two-way but unbalanced to pursuade publics to change
Two-way symmetrical: two-way balanced, organization just as likely to change

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22
Q

Technological/digital convergence

A

Information of various forms (sound, text, images, data) are digitized, affording communication across common media

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23
Q

Black box fallacy

A

False notion that most human communication needs will eventually be satisfied with a single device

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24
Q

Cultural convergence

A

Various forms of culture are exchanged, combined, converted, and adapted, a phenomenon which has been accelerated with the growth of digital media

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25
Q

Cultural hegemony

A

imposition of social, political, economic ideals on subordinate groups in society

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26
Q

Participatory culture

A

private citizens and publics are as likely to produce and share as they are to consume

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27
Q

Economic convergence

A

various media organizations and functions are merged under a single ownership structure

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28
Q

Professional convergence

A

various functions of professional communication such as publicity, advertising, online services, and marketing are combined to improve strategy

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29
Q

Market skimming

A

Marketing strategy, starts with higher prices for early adopters then lowers prices later to a broader consumer base when competitors enter the market

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30
Q

Marketing mix

A

Combination of product, place, price, and promotion strategies in support of profitable exchange

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31
Q

Integrated marketing communication

A

Strategic coordination of communication functions such as marketing, advertising, and publicity to achieve a consistent concept in consumers’ minds

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32
Q

___ should replace “product” in the marketing mix

A

Consumer wants and needs

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33
Q

___ should replace “place” in the marketing mix

A

Convenience to buy

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34
Q

___ should replace “promotion” in the marketing mix

A

Communication

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35
Q

___ should replace “price” in the marketing mix

A

Cost to satisfy wants and needs

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36
Q

Content marketing

A

Development and sharing of media content to appeal to consumers as an indirect marketing strategy (consumers are drawn primarily to media content instead of directly to the product)

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37
Q

Inbound marketing

A

marketing strategy that focuses on tactics for attracting customers with useful, entertaining, or valuable information that consumers find online

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38
Q

Advertising + calculating advertising value

A

media space purchased by sponsors to persuade audiences, reach measured by CPM (cost per thousand), CTR (click through rate), and AVE (advertising value equivalency compared to editorial coverage)

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39
Q

Analytics

A

researching online data to identify meaningful patterns (Strat Comm: how web traffic leads to behavioural results such as sharing info or making purchases)

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40
Q

Distinguish public relations from advertising and marketing

A

PR focuses on the overall relationship between the whole organization and many of its publics, meanwhile advertising targets audiences to buy an offering as a means to an end (sales)

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41
Q

Third-party credibility

A

Assumption that information delivered from an independent source is seen as more objective and believable than information from a source with interest in persuasion

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42
Q

PR’s role in the free flow of information in scoeity

A

PR advocates for organizations in the marketplace of ideas

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43
Q

Participatory media

A

Media in which publics actively participate in producing and sharing content

44
Q

Relational maintenance strategies

A

Ways of building and sustaining mutually beneficial relatinoships between organizations and publics (ex. positivity, openness, assurances, social networking, sharing tasks)

45
Q

Exchange relationships

A

Each party gives benefits to the other with the expectation of receiving comparable benefits in return

46
Q

Communal relationships

A

Each party gives benefits to the other and a primary motivation for each is the other’s benefit

47
Q

News-Driven Relationships: Steps to gain access to coverage

A

Pitching, consider newsworthiness, emphathize with reporters, make yourself useful

48
Q

Newsworthiness

A

Timeliness, proximity, conflict/controversy, human interest, relevance

49
Q

Media catching

A

when journalists post queries online inviting PR people or others with relevant information or expertise to respond

50
Q

Story placement

A

the outcome of a successful pitch, a story involving the PR person’s organization or client is covered in the news media

51
Q

Networking relationships

A

Attending networking events

52
Q

Commerce-driven relationships

A

B2C, B2B, employee relations, investor (financial) relations

53
Q

Issues-driven relationships

A

non-profit organizations, government agencies

54
Q

Lobbying

A

working to influence the decisions of government officials on matters of legislation (a form of advocacy)

55
Q

Government relations

A

management of relationships between an organization and government officials who formulate and execute public policy

56
Q

Corporate social responsibility

A

Companies’ commitment of resources to benefit the welfare of their workforce, local communities, society at large, and the environment (strategy for balancing interests of diverse publics through stakeholder analysis)

57
Q

RACE Cycle

A

Research, Action planning, Commmunication, Evaluation

58
Q

Formative research + types

A

Conducted at the beginning of the planning process or during the implementation of a plan
Types: Benchmarking (setting a point for comparison with eventual results), and Evaluation

59
Q

Summative Research

A

Conducted at the end of a compaign or program to determine the extent that objectives and goals were met

60
Q

Situation analysis

A

A report analyzing the internal and external environment of an organization and its publics at the start of a campaign or problem

61
Q

SWOT Analysis

A

Description of discussion of an organization’s internal strengths and weaknesses, and external opportunities and threats

62
Q

Constraint vs. Problem recognition

A

Problem: Recognize they are affected by a problem in their environment
Constraint: When people detect a problem in their environment but perceive obstacles that limit their behavior to do anything about it

63
Q

Latent vs Aware vs Active publics

A

Latent: affected by a problem but don’t realize it
Aware: recognize that they are effected by a problem in their environment
Active: behave and communicate actively in response to a problem

64
Q

Quantitative research methods

A

Surveys, experiments (treatment and control group), content analysis, A/B testing

65
Q

Qualitative research methods

A

Interviews, focus groups, direct observation (non-participant and participant), secondary (previously reported findings), primary (collecting new findings), formal, informal

66
Q

Utilitarianism

A

principle that the most ethical course of action is the one that maximizes good and minimizes harm for people

67
Q

Reliability vs Validity of a research technique

A

Reliability: consistency and precision of a research technique (does the reseach product the same or comparable results in repeated trials)
Validity: accuracy of the technique (are you measuring what you think you’re measuring?)

68
Q

Planning

A

forethought about goals and objectives and the strategies and tactics needed to achieve them

69
Q

Tactical vs Strategic decision-making

A

Tactical: Daily management and communication tactics implemented without consideration of strategy
Strategic: decisions made with the mindfulness of the objectives, goals and massion of the organization

70
Q

Tactics

A

specific actions taken and items produced in PR

71
Q

Objectives

A

Statements that indicate specific outcomes desired

72
Q

Media planning

A

choosing media channels to achieve strategic communication goals and objectives, drives advertising purchases

73
Q

Programmatic media buying

A

preprogrammed to purchase advertising when certain criteria set by buyers (marketers) and sellers (media) are met through real-time bidding

74
Q

Guide for Ethical Decision-Making

A
  1. Define the specific issue/conflict
  2. Identify internal/external factors
  3. Identify key values
  4. Identify the parties involved
  5. Select ethical principles
  6. Make a decision and justify it
75
Q

Consequentialism

A

results-based system of ethics that holds that the best ethical decision is the one leading to the best outcomes

76
Q

SMART objectives

A

Specific, measurable, attainable, relevant, time-bound

77
Q

Outputs vs outcomes vs impacts

A

Outputs: tangible effects of what PR people DO
Outcomes: results of that work, what is ACCOMPLISHED
Impacts: broadest, furthest-reaching results of PR

78
Q

3 key categories of PR budget items

A

Personnel, administrative costs/supplies, media

79
Q

PR Goals in the Public vs Private sector

A

Public: focus on targeting high-risk publics, growing use of strategic social media, use and evaluate performance indicators
Pricate: make PR into a strategic corporate function, combine PR (earned public) and Marketing (paid consumer)

80
Q

Pressures facing PR professionals

A

low public trust, facts no longer matter, public expects to be consulter, mass capmaigns are less effective in the age of media bubbles, ethically balancing loyalties

81
Q

Profile of today’s PR professional

A

Strategic, systemic, horizontal, creative thinker

82
Q

Examples of communications objectives

A

Raise awareness (cognitive, perception)
Reinforce/change attitudes and behaviours (sentimental)
Build relationships (behavioral)

83
Q

Principled PR management

A

Authenticity
Transparency
Listening
Proactive
Management

84
Q

Practicing Principled PR

A

Tell the truth, prove it with action
Conduct PR as if the whole company depends on it
Remain calm, patient, and good-humored

85
Q

Media as an agenda-setter

A

May not be successful in telling people what to think, but stunningly successful in telling its readers what is important to think about

86
Q

Types of Risk Communication (Hazard + Outrage)

A

Public Relations = High Hazard + Low Outrage
Stakeholder Relations = Moderate Hazard + Modterate Outrage
Outrage Management = Low Hazard + High Outrage
Crisis Communication = High Hizard + High Outrage

87
Q

Professional Communications Associations

A

CPRS: Canadian Public Relations Society
IABC: Internationanl Association of Business Communicators

88
Q

Advocacy

A

Public promotion of cause, idea, policy. Associated with a campaign.

89
Q

Flash mob

A

A group of people plans and executes a surprise public event or performance usually organized online and unanticipated by those not participating

90
Q

News release

A

A statement of news produced and distributed on behalf of an organization to make information public

91
Q

Objectivity

A

being free from the influence of personal feelings or opinions in considering and representing facts

92
Q

Organic search results

A

generated because of their relevance to search terms and not from paid placement

93
Q

Organic flows of information

A

those that occur independently of any attempt by a PR agency to shape the quantity or type of information

94
Q

Propaganda

A

spread of information used to promote a particular point of view (intent to manipulate - by commission or omission)

95
Q

White vs black propaganda

A

White: truthful and factual information supporting an agenda
Black: creating or spreading information that falsely claims to come from a source that is not the actual source

96
Q

Psuedo-event

A

organized primarily for generating media coverage rather than engaging the public

97
Q

Status conferral

A

media paying attention to individuals and groups, therefore enhanding their authority with them
Ex. selection of spokespeople for campaigns as a critical and strategic decision

98
Q

Lee’s journalistic approach

A

Accuracy, Authenticity, and Interest

99
Q

Most important word in PR

A

Trust (how to build it and not lost it)

100
Q

4 Key outcomes of Good Organization

A

Control mutuality
Trust
Satisfaction
Commitment

101
Q

Internal vs External Public

A

groups of people with shared interests within/outside an organization (external either has an effect or is affected by the organization)

102
Q

Kathleen Kelly’s Four R’s of Donor Stewardship

A

Reciprocity
Responsibility
Reporting
Relationship nurturing

103
Q

Overview of McGuire’s heirarchy of outcomes

A

Key Levels of Audience Engagement
Tuning In –> Acting –> Proselytizing (promoting/advocating)

104
Q

Mission statement vs. Problem/opportunity statement

A

Mission: formal statement of an organization’s steady enduring purpose
Problem/opportunity: a concise written summary of situation explaining the main reason for a PR program or campaign

105
Q

Using McGuire’s Heirarchy of Effects for Planning

A
  1. Helps you avoid mistakes
  2. Helps you identify objectives
  3. Serves as a reminder to be realistic about expected outcomes
106
Q

Order of Timelines in a PR Campaign

A

Formative research
Client/management meetings
Action/communication tasks
Production of media/communication materials
Events
Evaluation

107
Q

Purpose of timelines

A

determines when to spend resources (time and money) and on what

CMN3144 Public Relations (3 decks)

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