Midterm Flashcards
Public Relations
A planned process to influence public opinion through two-way communication that builds an understanding between an organization and the public. It is a distinct management function which helps establish and maintain communication.
Principles of PR
Honesty and transparency, open, fair and consistent. Continuous two-way communication to build relationships
goals of PR
communicate effectively, open line of honest two-way communication, be deemed reliable
Qualities of PR practitioner
ability to use language correctly, common sense, interest in news, knowledge regarding news and current events, people skills, ability to network
Strategy
overall umbrella or big picture, planning large scale the “why”.
Tactic
what you DO to implement the strategy, the “how”
PR Tactics
press release, flyers, poster creation
Spin
A form of propaganda that can be described as any effort by an individual or organization to interpret an event or issues according to a particular viewpoint.
Propaganda
The deliberate and systematic attempt to shape perceptions, manipulate cognition, and direct behavior to achieve a response that further desires intent of the propagandist.
Founding father of propaganda
Edward Bernays
Ivy Lee
founder of PR, known as “poison ivy” because she spread lies regarding union organizers INVENTED THE PRESS RELEASE
Doris Fleischman
wrote “careers for women: a practical guide to opportunity for women in American Business” joined Bernays’ agency and married him
6 principles of persuasion
reciprocity, scarcity, authority, consistency, liking, consensus
Public opinion
sum of individual opinions on an issue affecting those individuals, collection of views held by persons interested in the subject
Opinion leaders
can be formal or informal, serve as catalysts for the formation of public opinion, highly interested in subject and better informed
Formal Opinion leaders
power leaders, because of their position, media asks for comments on issues
informal opinion leaders
cloud with peers because of special characteristic or knowledge
persuasion
activity or process in which a communicator attempts to induce a change in the belief, attitude or behavior of another person, or group of persons through transmission of a message
audience analysis
who are we targeting, why should they care, who are the stakeholders? One size does not fit all!
Public
group of people who have consequences on an organization or are affected by consequences
Audience
specific group from within a defined public, targeted for influence
Communication plan
strategic document that acts as a step by step guide to implementation
RACE formula
research, action, communication, evaluation
What makes news, NEWS
Impact, proximity, human interest, timeliness, prominence, novelty, conflict
press release
1 tactic in PR, inverted pyramid (lead, body, end) no attachments but pics, start with FOR IMMEDIATE RELEASE (bold and underline) then date of sending release, engaging headline, AP style date and location
components in a comms plan
background, research, objectives, audience, key messages, campaign strategy, actions, evaluation
