PR 123 Final Study Guide Flashcards
job dissatisfaction surveys who is and is not satisfied
satisfied- men
unsatisfied- women, under 25, US college graduates (newest entrants)
largest employer of PR pros
the government
The 1995 Lobbying Disclosure Act updated what legislation?
-lobbyists are regulated by the 1946 Lobbying Act
The Gillette Amendment
congressional effort to limit the presidents power
Principles and Application of the Bagley-Keene act
deliberators made by state decision makers
must be made in a public setting
Information source employees trust most
immediate supervisor
How you build trust between staff and management
- communicate frequently
- share good and bad
- involve employees in process
- treat employees with dignity
5 specific principles: respect, honest feedback, recognition, voice, encouragement
What employees want to know
- where are we going
- what is my role in it
Result of use and reliance of online communication tools
- more likely to read/ acted on
- employees without computer have lost their voice
intranet site design and use
- most developed online internal communication tool
- design: consider the culture and set clear objectives
the grapevine as a communications tool
is used if no other tools are available
effective employee relations tools and campaigns
campaigns- printed newsletter (dying breed), bulletin boards, town hall meetings, internal video, face to face communication
organizational giving trends
- giving more focused- larger gifts to fewer customers/ organization
- matching gifts are a priority
- initial giving rising- led by increase in global businesses
consumer bill of rights history
- President Kennedy
- the right to safety against hazardous products
- the right to be informed against misleading information
- the right to choose- a variety of products
- the right to be heard- sympathetic consideration
changes in the handling of consumer complaints
gone are the pre written letters of the old days
- the speed of the internet complaint has resulted in the consumer who should not be ignored
- overseas consumer call center backlash
PR is increasing included or given the lead in directing how an organization responds to complaints or product issues
what organizations and communities want for each other to coexist
*community expects 3 skills: 1. determining what the community knows and thinks about the organization. 2. informing the community of organizations point of view. 3. negotiating.
Appearance, participation, stability, pride.
*what the organization expects: adequate muni services, fair taxation, good living conditions for employee, a good labor supply, reasonable support
history of the internet
began in cold war in 1969 by dept. of defense to create communication network that would survive a nuclear attack
- www. began in 1989 by Tim Berners Lee to enlarge the internet for multiple uses
- by 2014, internet users totaled 2.9 billion world wide. 75% of users live in the 20 largest countries. access narrowing the digital divide. larger growth among culture groups
digital divide issues
- differences between the “haves and have not’s”
- divide closing in the USA in access of the internet between whites and minorities
effective consumer relations principles
- keeping old customers. most sales are made to established customers so keep them happy.
- attracting new customers
- marketing new items or services
- expediting complaint handling
- reducing costs
website design considerations
- website is “first face” of organization
- easily navigable
- media friendly
use of email by internet users
- 90% regularly use email
- provides more honest feedback
- online newsletters are more immediate and interactive
automated messaging systems
- text messaging- shortened to 160 characters or less
- now used by marketers through automated systems
- most widely used by mobile data service
- used to send emergency alerts- new Amber Alert system
the importance of consumers as ambassadors
have the power to influence others, building a community of followers
history, trends and use of blogs by media and corporations
- as of 2013, 171 million blogs. there are 11,00 spam blogs. 17 posted per second
- blogs gain respect through the support of sneezers who are early adopters within a social group
definition of wiki
“quick” collaborative sites that combine the work of many authors
second life
- 3-D world created by members, a place to congregate, chat, explore or fly around
- declined in popularity from 2003-2010
cyber attacks on corporations
from blogs, rogue websites and urban legends
definition and elements of effective issue management
definition: capacity to understand, mobilize, coordinate and direct all public relations skills toward the identification of management of trends/ issues
elements: anticipate emerging issues, identify issues selectively, deal with opportunities and vulnerabilities, plan from the outside in, bottom line orientation, action timetable, dealing from the top
information retention during high stress situations
in high stress situations, how people absorb and process information changes. people can miss up to 80% of message content. of the 20% they hear, most messages are negative.
principles of message mapping
3 standard requirements:
- 3 key messages
- 7-12 words per message
- 3 supporting facts for each key message
goals of crisis management
- terminate crisis quickly
- limit the damage
- restore credibility
steps in effective crisis management
be prepared, be available, be credible, act appropriately.
crisis warning signs
surprises, insufficient information, escalating events, loss of control, increased outside scrutiny, siege mentality, panic
media functions during crises
interviews alleged organization. fact finding.
engaging with the media during a crisis
set up media HQ, establish media rules, media live for the box score, don’t speculate, feed the beast, speed triumphs.
10 principles regarding speaking to the media::
- speak first and often
- dont’ speculate
- go off the record at your own peril
- stay with the facts
- be open and concerned, not defensive
- make your point and repeat it
- don’t wage war with media
- establish yourself as the most authoritative source
- stay calm and be truthful and cooperative
- never lie
instant messaging for consumer stakeholder communication
IM- online, nonlinear for of communication that allows 2 or more users to exchange info quickly via text
- good for emergency situations
consumer protection legislation
first consumer protection legislation- 1872 with establishment of the Criminal Fraud Statute
- muckraking journalists encourages legislation to protect the consumer
- Ralph Nader took on GM in his book Unsafe at Any Speed, going after the company’s Corviar calling it a death trap
- President Kennedy proposed a consumer bill of rights
from chapter 5, name 5 of the 10 steps that should be included in every PR plan AND explain what they are and why it is critical to the planning process
- Executive Summary- essentially an overview and summary of everything in the report or plan
- Communication Process- how it works for understanding and training purposes
- Executive Summary- essentially an overview and summary of everything in the report or plan
- background- mission statement, vision, values, events that led up to the need for the plan
- situation analysis- major issues and related facts the plan will address
- message statement- the plans major ideas and emerging themes, all of which look to the expected outcome
- audiences- strategic constituents related to the issues, listed in order of importance
- key audience messages- one or two sentence messages that you want to be understood by each key audience
- implementation- issues, audiences, messages, media, timing, cost, expected outcomes, and method of evaluation
- situation analysis- major issues and related facts the plan will address
- budget- presented in the organizations format. how much its going to cost the organization how much it will cost to fix problem. also, if they don’t fix, how much it will cost
- monitoring and evaluation- monitoring how its working and evaluating if its working as well as you wanted it to
The 1995 Lobbying Disclosure Act required what?
Imposed strict reporting requirements
6 criteria that stand the test of time:
- willingness to express dissent
- visibility and proximity of upper management
- priority of internal and external communication
- attention to clarity
- friendly tone
- sense of humor
