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Intro to PR > Midterm > Flashcards

Midterm Flashcards

1
Q

What are the three categories of social science and how does PR fit into them?

A

Humanities (where PR got its start)
Arts (PR is creative)
Science (Evaluation)

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2
Q

Definition of Public Relations:

A

The strategic communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organizations’ successes or failures depend.

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3
Q

Journalism vs PR

A

Objective observers vs. Advocates
Focus on a mass audience vs. Focus on defined publics
One channel vs. Variety of channels

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4
Q

Advertising vs. PR

A

Sell goods and services vs. Seek to create a favorable environment
Work through mass media outlets vs. Rely on a variety of tools
Address external audiences vs. Target specific internal and external audiences
Narrow scope vs. Broad scope

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5
Q

Marketing vs. PR

A

Concerned with customers and selling products and services vs. Concerned with building relationships with all key publics
Engage with target markets and customers vs. Engage with publics, audiences, and stakeholders

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6
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
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7
Q

List of Grunig’s Models of PR

A

Press Agentry
Public Information
Two-Way Asymmetrical
Two-Way Symmetrical

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8
Q

Press Agentry

A

Modeled by P.T. Barnum
Manipulative
One way communcation
Common in entertainment

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9
Q

P.T. Barnum

A 
The great American showman
Pseudoevent (planned event for publicity)
Exhibitor of Joice Heth
Fejee Mermaid
Tom Thumb
Swedish Nightingale
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10
Q

What word did P.T. Barnum coin?

A

Pseudoevents (events to get attention)

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11
Q

Public Information

A

Modeled by Ivy Lee
Controls information
One way communication
Common in government/politics

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12
Q

Ivy Lee

A

PR counselor
Grandfather of modern PR
Hired as a journalist for a railroad company and told the truth

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13
Q

Two-Way Asymmetrical

A 
Modeled by Edward Bernays
Seeks to persuade
Two way communication
Mutual understanding
Common in corporations
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14
Q

Edward Bernays

A

Father of Modern PR
Scientific Persuasion
Advocated for applying science to PR
Purpose of feedback was to provide a more persuasive response

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15
Q

Two-Way Symmetrical

A 
Modeled by Arthur Page
Mutual benefit
Two way communication
Mutual adjustment attitude
Preferred way of thinking
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16
Q

Arthur Page

A

Vice President of AT&T
PR should have an active role in upper management
Action speaks louder than words

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17
Q

PR job levels

A 
Technician
Supervisor
Manager
Director
Executive
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18
Q

External PR general services:

A
  1. Marketing communications
  2. Media relations
  3. Community relations
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19
Q

External PR specialty services:

A
  1. Crisis management
  2. Event management
  3. Government relations/Lobbying
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20
Q

Advantages of PR Firms:

A 
Objectivity
Skills and Expertise
Extensive Resources
Offices throughout the country
Problem-solving skills
Credibility
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21
Q

Disadvantages of PR Firms:

A 
Superficial knowledge
Part-time commitment
Need for long briefing
Internal resentment
Need for direction and information
Costs
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22
Q

Legal Considerations

A 
Defamation
Privacy
Financial information
Falso or deceptive advertising
Copyright
Trademark
Service Mark
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23
Q

Ethics

A

The field of ethics (or moral philosophy) involves systematizing, defending, and recommending concepts of right and wrong behavior

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24
Q

PRSA Code of Ethics values

A 
Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness
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25
Advocacy
Advocate for those we represent
26
Honesty
Be accurate and truthful
27
Expertise
Acquire and use specialized knowledge
28
Independence
Provide objective counsel
29
Loyalty
Be faithful to those we represent and to honor public interest
30
Fairness
Respect and deal fairly with others
31
PRSA Provisions
1. Free Flow of Information 2. Competition 3. Disclosure of Information 4. Safeguarding Confidences 5. Conflict of Interest 6. Enhancing the Profession
32
Steps to Ethical Decision Making
1. Define the specific ethical issues and/or conflicts 2. Identify the internal/external factors (legal, political, social, economic) that may influence your decision 3. Identify the key values that apply 4. Identify the parties that are affected and evaluate the PR professional's obligation to each party 5. Select ethical principles to guide your decision making 6. Make a decision and offer a brief rationale
33
RPIE
Research Planning Implementation Evaluation
34
What 3 things are generally researched?
Situation Organization Publics
35
Kinds of research:
Academic and Professional
36
Academic
Produces theory
37
Professional
Produces strategy Strategic Tactical
38
What is the ultimate goal of research?
Reduction of uncertainty
39
Why do PR professionals research?
To formulate strategy To prevent crises To measure success To monitor the competition
40
What are the kinds of formal research?
Secondary- existing data | Primary- getting own data (qualitative or quantitative)
41
Qualitative research
``` (Interviews and focus groups) Little is known Questions Subjective Deep insights ```
42
Quantitative
``` (Polls and surveys) You need to know more Hypothesis Statistics Objective Wide insights ```
43
Behaviors
Observable or expressed actions
44
Opinions
Expressed attitudes
45
Attitudes
Settled ways of thinking or feeling
46
Beliefs
Firmly held statements of truth
47
Values
Guiding principles or standard
48
Public Opinion
Elusive, difficult to measure. Collective expression of opinion of many individuals.
49
Opinion leaders
``` Highly interested in a subject Informed Avid consumers Early adapters of new ideas Good organizers ```
50
Types of leaders
Formal (Power Opinion Leaders) Informal Influentials
51
Influentials
``` Active in community College graduates High income Readers Participate in recreational activities Show environmental concern by recycling ```
52
Two Step Flow theory
Mass media influence opinion leaders, who influence others
53
Multiple Step Flow theory
Mass media influence opinion leaders, who influence others
54
N Step theory
Opinion leaders are specific to contexts
55
Diffusion of Innovation theory
Mass media informs, but persuasion occurs through interpersonal communication with peers
56
Agenda Building theory
Organizations (through PR) can use media to build public agendas
57
Agenda Setting theory
Mass media influence the public's agenda
58
Framing theory
The way a story is told (timing, order, visuals, etc) influences how it is received
59
Media Dependency theory
The more one relies upon media, the more important and effective media will become
60
Persuasion
The action or fact of persuading someone or of being persuaded to do or believe something
61
Life Cycle of Conflict Management
Proactive Phase Strategic Phase Reactive Phase Recovery Phase
62
Proactive Phase
Risk assessment Environmental scanning Issues management
63
Strategic Phase
Risk communication | Conflict positioning
64
Reactive Phase
Preemptive Offensive Defensive Strategic Inaction
65
Recovery Phase
Image repair | Reputation management
66
Mission
What is the purpose of the organization? (To bring affordable transportation to the common person)
67
Goal
What does the organization need to do to fulfill its mission? (To increase public use of public transportation)
68
Objective
When will the organization know it has done it? (Increase ridership by 8% within 6 months)
69
SMART
``` Specific Measurable Attainable Relevant Time Based ```
70
Strategies
How will the organization do it? (Demonstrate public transportation as an alternative to driving)
71
Tactics
What will the organization need to do it? (Radio, television, and print PSAs)
72
9 Components of a Basic PR Plan
``` Situation Analysis Communication Goals Objectives Key Publics Strategies Tactics Calendar/Timetable Budget Evaluation ```
73
Characteristics of PR today
``` Diversity Transparency Expanded role of PR Evaluation Digital media ```
74
PR in Ancient Rome
Julius Caesar wrote a book to become emperor
75
PR in Boston Massacre
Emphasized the deaths and used hyperbole to turn the audience against the British troops
76
PR in Martin Luther's 95 theses
Nailed his complaints on the door of a church | There were numerous reprints of the theses
77
Purpose of research
Reduce uncertainty | Gain control of things and gain understanding of uncontrollable things
78
Hierarchy of PR actions
Programs Campaigns Projects Activities
79
Output objectives
Process
80
Outcome objectives
Impact
81
Functions of a theory
Describe, explain, predict
82
Settings for PR
``` Corporate Entertainment Education Politics and Government Nonprofit ```
83
Functions of PR
``` Employee (Relations) Consumer Media Member Community Investor Government International Other Special Interests ```
84
Typology of publics
Consumers, Producers, Enablers, Limiters
85
Federal Regulation of Strategic Communication
Participants in illegal things like bribing a government official or covering up important info that is vital to public health and safety. Helps establish a "front group" whereby the connection to the PR firm or its clients is kept hidden.

Intro to PR (2 decks)

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