PR 1 Final Test Flashcards
what are the factors of newsworthiness
proximity
prominence
conflict
currency
human interest
impact
novelty
timeliness
PPCC HINT
what is included in a news release?
company logo. news release
headline
subhead
LOCATION– 5Ws
date releasing news release
2 quotes for colour
boiler plate
-30-
my contact info
10 Ws
who ? who cares
what ? what’s next
where ? who wins
when ? who loses
why ? what will it co$t
how ?
Principals of persuasion (6)
authority
social proof
scarcity
liking
commitment/consistency
reciprocity
what is PR?
manage relationship between organization and publics
R.A.C.E. formula for strategic comm planning
Research
Analysis
Communication
Evaluation
qualitative vs quantitative
qual: open ended questions.
quant: number and stat based data.
ethics in PR studies
informed consent
4 models of PR
press agentry
public information
two-way asymmetric
two-way symmetric
what is press agentry
propaganda
what is public information
the government of MB’s style of giving out out info. straight to the point.
what is two-way asymmetric
tailored messages from for-profit companies
what is two-way symmetric
creating meaningful change
nudge vs sludge
N: trying to persuade someone to move closer to an outcome
S: make it VERY difficult to make an alternative choice.
reciprocity
offer something and expect they will reciprocate
scarcity
people place higher value on opportunities that are low in availability
authority used as a pursuasion technique
people obey authority figures
commitment & consistency used to pursuade
once a person commits to something publicly they are likely to stick to it.
“liking” used to pursuade
people say yes to those they like. (influencers)
consensus & social proof used to pursuade
looking at other’s actions to determine your own
father of PR
ivy lee
Edward bernays
showed smoking as a cool thing for women to do.
Exxon oil spill
took responsibility but never apologized.
cyanide Tylenol murders
now all meds have a tamper proof seal