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Intro to PR > Midterm Exam > Flashcards

Midterm Exam Flashcards

1
Q

Definition of PR

A

PR is the strategic communication management function through which organizations build and maintain mutually beneficial relationships with the publics on whom the organization’s success or failure depends.

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2
Q

RPIE

A

Research, Planning, Implementation, Evaluation

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3
Q

PR Process

A

Research and analysis –> Policy formation –> Programming –> Communication –> Feedback –> Program assessment and adjustment.

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4
Q

PR vs. Journalism

A

PR : Serve client organization. Advocates. More defined, specific, intentional publics. Many different channels/outlets
Journalism: Serve mass audience. Has only one channel/outlet.

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5
Q

PR vs. Advertising

A

PR: Earned media. Channel = owned media. More trusted and effective.

Advertising: Paid media. More about buyers and product. About selling. $$$$

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6
Q

PR vs. Marketing

A

PR: Build relationships to increase reputation, trust, etc. About opposition. Brand created through expression of values, actions, and effective PR.
Marketing: Sell through different tactics. Audience = consumers. About competition (lowering prices may not make people overlook big issues). Brand created through glitzy ads or a marketing campaign.

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7
Q

Essential Skills in PR (6)

A
  1. Writing skill - clear and concise
  2. Research ability- fact supported and current.
  3. Planning expertise- Good at planning and budgeting. Organized and detail oriented.
  4. Problem solving - New ideas and a fresh approach.
  5. Business/Economics competence- How it operates.
  6. Expertise in social media - social networking, blogging, tweeting, etc.
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8
Q

Integration

A

Using a variety of strategies and tactics to convey a CONSISTENT message in a variety of forms.

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9
Q

4 Model Typology of PR Practice

A
  1. Press Agentry / Publicity
  2. Public Information
  3. Two-Way Asymmetric
  4. Two-Way Symmetric
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10
Q

Press Agentry / Publicity

A

One way communication.
P.T. Barnum.
Information may be exaggerated, distorted, or incomplete.
“Hype”. Little to no research.
Sports, theatre, music, film, classic Hollywood publicist.
“Public be damned”.

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11
Q

Public Information

A

One way communication/distribution of information through media.
Ivy Lee. Grandfather of modern PR
Based on journalistic idea of accuracy and completeness.
Primary channel is mass media.
Fact-finding. No audience research.
“Public be informed”.

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12
Q

Two-Way Asymmetric

A

Scientific persuasion. Two-way communication.
Edward Bernays (nephew of Sigmund Froyd)
Has a feedback loop to know more about their wants.
Psychological research on people’s desires.
Systematic listening. The organization isn’t going to change. They want to align the people with them.
Marketing/Advertising departments and PR firms.

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13
Q

Two-Way Symmetric

A

Gaining mutual understanding. Two-way communication.
Arthur W. Page
Research used mainly to learn how the public perceives the organization.
Relationship building. Engagement. Mutually beneficial.
Both sides move in alignment. Mutual adjustment.
Issue identification, crisis/risk management, etc.

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14
Q

Examples of PR in History

A

Roots go back to Egypt, Greece, Rome, and India.
The Catholic Church and Martin Luther.
The settlement of the West (land promotions and American railroads)
Social movements - women’s rights, racial equality, prohibition, preservation of the wilderness.

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15
Q

“Spin”

A

Initially it’s meaning was restricted to what often was considered unethical and misleading activities and tactics of political campaign consultants.
Now the scope of the word has been expanded.

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16
Q

Key Words in Defining PR (6)

A
  1. Deliberate - intentional PR
  2. Planned - organized, systematic.
  3. Performance - effective PR = based on actual policies and performance.
  4. Public interest - should be mutually beneficial.
  5. Two-way communication - art of listening and engaging
  6. Management function - effective PR = when it is a part of top management.
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17
Q

Golden Age of Press Agentry

A

1800s

P.T. Barnum

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18
Q

Where was Presko (one of the leading PR firms) started?

A

Thailand

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19
Q

In what country did modern PR commence during WWI

A

India

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20
Q

Father of Modern PR

A

Edward L. Bernays

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21
Q

PRSA Professional Values (6)

A

HALF IE
Advocacy - Serve public interest by acting as responsible advocates for those we represent.
Honesty - Highest standards of accuracy and truth.
Expertise - Continued professional development, research, and education.
Independence - Provide objective counsel and accountable for our actions.
Loyalty - Faithful to those we represent while honoring out obligation to serve the public.
Fairness - With clients, employers, competitors, peers, vendors, the media, and the general public.

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22
Q

PRSA Code Provisions (6)

A 
Free Flow of Information
Competition
Disclosure of Information
Safeguarding Confidences 
Conflicts of Interest
Enhancing the Profession
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23
Q

Free Flow of Information

A

Obligation to be transparent with their information in order to serve the public interest and in order to make informed decision making. Information should be accurate and respond quickly to correct false information. Avoid biased/prejudiced information by not accepting or giving gifts/bribes.

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24
Q

Competition

A

Create and foster an environment where healthy and fair competition between professionals/organizations can take place. This means respecting intellectual property and avoiding deliberate sabotage of a competitor.

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25
Disclosure of Information
Being transparent with the public about what is going on; disclosing things like sponsors and financial interest in order to develop a trusted relationship.
26
Safeguarding Confidences
Not being too transparent. This means protecting the privacy of confidential information. This extends to former and current employers, employees, and potential future clients.
27
Conflicts of Interest
Avoiding any situation that is (or may be perceived as) a situation where you are gaining a personal benefit in order to be trustworthy to your employer, the public, and the clients.
28
Enhancing the Profession
Should be continuing their education, furthering their professional development, and keeping up with current research. This reflects on PR as a profession.
29
PRSA
Public Relations Society of America. Largest public relations professional organization in the world. 22,000 members in 110 chapters nationwide.
30
PRSSA
Public Relations Student Society of America. Partner organization of PRSA.
31
Primary Objective of Professional Organizations
The development of professionals through continuing education in terms of publications, conferences, short courses, seminars, and speakers. They set the professional standards by which the entire industry is judged.
32
5 Prerequisites for a Profession Like PR
1. Education - A body of knowledge for learning skills. 2. Training - Instruction, continuing education to improve and update skills. 3. Literature - Textbooks, case studies, reference books, and academic journals. 4. Research - Evaluation and measurement of programs and campaigns. 5. Code of Ethics - Standards that generate trust and credibility.
33
Professional Accreditation
A step toward professionalism. Practitioners voluntarily go through a process in which they are recognized by a national organization, to be competent, qualified professionals.
34
Ethics
How one SHOULD BEHAVE based upon moral duties and virtues rising from principals of right and wrong.
35
Values
Central beliefs which determine how we WILL BEHAVE in certain situations.
36
Kant's Absolutist Philosophy
Something is either completely right or completely wrong.
37
Aristotle's Existential Approach
Calls for a balance between two extremes
38
Utilitarian Approach (John Stewart Mill)
The end could justify the means as long as the result caused the least harm and the most good/happiness for the greatest number of people.
39
4 Factors Taken Into Consideration for Ethical Decision Making
1. Public Interest 2. Employers self-interest 3. Standards of the PR profession 4. Your own personal values.
40
Job Levels in PR
``` Entry Level Technician Supervisor Manager Director Executive ```
41
Advisory Function
Lowest level. Line management. Management has no obligation to take/request recommendations. This type is ineffective.
42
Compulsory Function
Requires that line managers (top management) at least listen to the appropriate staff experts before deciding on a strategy.
43
Concurring Authority Function
Reviews and approves all materials and communications with external audiences.
44
Line Vs. Staff Functions
Line: Line manager can delegate authority, set production goals, hire employees, and make policy. Staff: Staff people have little or no direct authority. Indirectly influence the work of others.
45
4 Areas That Require Cooperation
1. Legal 2. Human Resources 3. Advertising 4. Marketing
46
RFP
Request for Proposal. Client sends out a request, firms make proposals and one gets chosen by the client.
47
Marketing Communications
Promoting products and services through tools (news releases, feature stories, special events, brochures media tours.)
48
Executive Speech Training
Top executives are coached on public affairs activities, including personal appearances.
49
Research and Evaluation | Job Description
Scientific surveys are conducted to measure public attitudes/perceptions.
50
Crisis Communication
Management is counseled on what to say/do in an emergency.
51
Media Analysis
Appropriate media are examined for their ability to target specific messages to kay audiences.
52
Community Relations
Management counseled on ways to achieve official and public support.
53
Events Management
News conferences, anniversary celebrations, rallies, symposiums, national conference are planned and conducted.
54
Public Affairs
Materials and testimony are prepared for gov't hearings and regulatory bodies, and background briefings are prepared.
55
Branding and Corporate Reputation
Advice is given on programs to establish a company brand and it's reputation for quality.
56
Financial Relations
Management is counseled on ways to avoid takeover by another firm and effectively communicate with stockholders, security analysts, and institutional investors.
57
Advantages of PR Firms (6)
1. Objectivity 2. A variety of skills and expertise 3. Extensive resources 4. Offices throughout the country 5. Special problem solving skills 6. Credibility
58
Disadvantages of PR Firms (7)
1. Superficial grasp of a client's unique problem 2. Lack of full-time commitment 3. Need for prolonged briefing period 4. Resentment by internal staff 5. Need for strong direction by top managers 6. Need full information and confidence 7. Costs
59
PR Firm Charges (3)
1. Basic hourly fee, plus out of pocket expenses. 2. Retainer fee - basic monthly charge billed to client 3. Fixed project fee
60
Careerist Values
Place more importance on job security, prestige in the organization, salary level, and recognition from superiors.
61
Technician Mentality
Narrowly defined professionalism as the ability to do a competent job executing the mechanics of communicating, even if the information provided by management or a client is misleading , lacks documentation, or is just plain wrong.
62
Video News Releases (3)
1. Intentionally false and misleading information must be avoided. 2. The sponsor must be clearly identified at the beginning of the broadcast and on all advisory materials / scripts. 3. Any person interviewed must be properly identified by name, title, and affiliation.
63
Financial Information (3)
1. Exercising independent professional judgement. 2. Keeping track of financial laws and regulations. 3. Ensuring fluid fair disclosure.
64
Cooperate Practice (6)
1. Truth and accuracy in communications. 2. How to handle confidential information. 3. What gifts and entertainment are acceptable/not acceptable. 4. Fair dealing with suppliers and vendors. 5. Safeguarding of client proprietary information. 6. Abuse of "inside" information.
65
What are the two standards considered for listening/research process
1. Validity - achieved when research measures the right thing. 2. Reliability - consistency.
66
Qualitative Information
``` Soft data. Open ended questions. Unstructured. Exploratory in nature. Valid, not reliable. Rarely projectable to larger audiences. Uses non-random samples. EXAMPLES: focus groups, one on one interview, etc. ```
67
Quantitative Information
Hard data. Uses closed-ended questions. Forced choices/structure Valid and reliable. Projectable to a larger audience. Random sampling. EXAMPLES: Phone polls, mail surveys, digital analytics.
68
Kinds of Research
Academic (scholarly. produces theory) VS. Professional (applied. produces strategy)
69
Theory Does 3 Things
1. Describe 2. Explain 3. Predict.
70
Definition of Research
Systematic investigation into and study of __________ to establish facts and reach new conclusions.
71
Strategy Does 2 Things
1. Gain maximum control of the things that can be controlled. 2. Gain maximum understanding of the things that cannot be controlled.
72
Ultimate Goal of Research
Uncertainty reduction
73
Strategic Research
To determine the most effective strategies to reach a desired audience.
74
Tactical Research
To determine the most effective messages that will resonate with desired audiences.
75
Informal Research Is....
Casual
76
Two Types of Formal Research
Secondary and Primary
77
Secondary research is..
Using existing data
78
Two Types of Primary Research
Qualitative and Quantitative
79
Starting Point for All Research
Questions and observations
80
Agenda-Setting Theory
Media content sets the agenda for public discussion.
81
Media-Dependency Theory
Mass media can have a moderate or even a powerful effect on the formation of opinion/attitudes.
82
Framing Theory
Related to journalists and how they selected certain facts, themes, treatments, and even words to frame a story.
83
Conflict Theory
Offers insight into the differences among individuals or groups and explains conflicting interests, goals, values, or desires.
84
Yes-Yes (Persuasion Technique)
Develop a pattern of "yes" answers. Agree with basic premise(s) then agree with logically developed conclusion.
85
Offer Structured Choice (Persuasion Technique)
Forces audience to choose between A and B.
86
Seek Partial Commitment (Persuasion Technique)
Get a commitment for some action on the part of the receiver. This leaves the door open for commitment to there parts of the proposal at a later date.
87
Ask more, Settle for Less (Persuasion Technique)
Submit a complete PR program to management, but be prepared to compromise by dropping certain parts of the program.
88
Six Principals of Persuasion
1. Liking 2. Reciprocity 3. Social Proof 4. Consistency 5. Authority 6. Scarcity
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Liking
People like those who like them. Example: At Tupperware parties, guests fondness for their host influences purchase decisions twice as much as regard for the product does.
90
Reciprocity
People repay in kind. Example: When the Disabled American Veterans enclosed free personalized address labels in donation-request envelopes, response rates doubled.
91
Social Proof
People follow the lead of others. | Example: More NYC residents tries returning a lost wallet after learning that other New Yorkers had tried to do so.
92
Consistency
People fulfill written, public, and voluntary commitments. Example: 92% of residents of an apartment complex who signed a petition supporting a new recreation center later donated to the cause.
93
Authority
People defer to experts who provide shortcuts requiring specialized information. Example: A New York Times expert-opinion news story aired on TV generates a 4% shift in US public opinions.
94
Scarcity
People value what's scarce. | Example: Wholesale beef buyer's orders jumped 600% when they received information on a possible beef shortage.
95
Life Cycle of Public Opinion
1. Definition of the issue - Activist/special interest groups raise an issue. 2. Involvement of opinion leaders - Issue put on public agenda through media coverage. 3. Public awareness - Issue becomes a matter of public discussion and debate. 4. Government/regulatory involvement - large groups identify with some side of the issue. 5. Resolution - People with authority draft legislation or interpret existing rules to make a statement
96
Formal Opinion Leaders/ Power Leaders
Have positions as elected officials, presidents of companies, or heads of membership groups.
97
Informal Opinion Leaders
Those who have clout with peers because of some special characteristic.
98
Factors in Persuasive Communication (8)
1. Audience Analysis 2. Source Credibility 3. Appeal to Self Interest 4. Clarity of Message 5. Timing and Context 6. Audience Participation 7. Suggestions for Action 8. Content and Structure of Messages.
99
Audience Analysis
Knowledge of audience characteristics such as beliefs, attitudes, concerns, and lifestyles is an essential part of persuasion. Helps tailor messages.
100
Source Credibility
Makes it more believable
101
Appeal to Self-Interest
Publics become involved in issues or pay attention to messages that appeal to their psychological or economic needs.
102
Clarity of Message
The most persuasive messages are direct, simply expressed, and contain only one primary idea.
103
Timing and Context
A message is more persuasive if environmental factors support the message or if the message is received within the context of other messages that are familiar.
104
Audience Participation
Change in attitude or reinforcement of beliefs if enhanced by audience involvement and participation.
105
Suggestions for Action
People endorse ideas only if the sponsor proposes and action.
106
Content and Structure of Messages
Drama, statistics, surveys and polls, examples, testimonials, endorsements, emotional appeals.
107
Limits of Persuasion (4)
1. Lack of message penetration 2. Competing messages 3. Self-selection 4. Self-perception

Intro to PR (2 decks)

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