Pr Flashcards
What is PR
The strategic management of relationships between a fb organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest.
What is the difference between PR and Advertising?
PR focuses on relationship, low cost/free, high risk/ low control, more credible/ trustworthy
Advertising focuses on selling, paid/expensive, low risk/ full control, low credibility
PR vs Marketing
PR deals with a broad array of audiences, competition means analyzing company reputation, build relationships.
Marketing’s primary audience is customers and consumers, competition often means lower price or better packaging, purpose is to sell goods, services through packaging and competitive pricing.
4 models of PR
- Press agentry
- Public information model
- Two-way asymmetrical
- Two-way symmetrical
What is press agentry?
Almost pure propaganda.
One way communication that is often more hype than fact
The truth is not always a priority and company tries to distract public from harmful information.
What is public information model?
Favours truthful disclosure of information to the media although can hide damaging information.
The communicator acts as journaling spreading facts
One way but truth and accuracy are important.
Ex. Governments and nonprofit
What is two way asymmetrical?
Persuade the public/ audience that your organization is right on an issue
Try to get publics to behave as your organization wants them to
Manipulate publics scientifically.
We let them talk back and use that information to craft our message to be more attractive and persuasive
What is two way symmetrical?
Based on interactive feedback
We talked to them, and use their feedback to improve our product or service and more importantly to change the way we do our business in order to benefit them.
Who was the first person to develop a news release?
Ivy lee
Who developed the page principals?
Arthur page
What is the page principals?
- Tell the truth
- Prove it with action
- Listen to the customer
- Manage for tomorrow
- Conduct public relations as if the whole company depends on it.
- Realize a company’s true character is expressed by its people.
- Remain calm, patient and good humoured.
What does RACE stand for?
Research
Analysis
Communication
Evaluation
What are the steps of research?
- Issue or opportunity
- Situational analysis
- Current vs desired state
What are the steps of analysis?
- PR objective
- Stakeholder analysis
- Stakeholder key messages
What are the steps of communication?
- Tactics (various types of PR)
- Implementation plan (timeline)
What are the steps of evaluation?
- Identify metrics to measure effectiveness of plan
Define the issue or opportunity statement should include?
A brief description of the problem and the metic used to describe the problem
Where the problem is occurring
Time frame over which the problem has been occurring
Size or magnitude of the problem
Does not include the solution
How do you lean more about the problem?
Once the issue or opportunity is defined next we need to research to find out more.
Using primary data and secondary data
What is primary and secondary data
Primary is new data
Secondary is data that already exists
Secondary data examples
Organizational documents
Survey data
Competitor analysis
Media coverage
Research reports
Stats can
Primary data examples
Research
Focus groups
Surveys
Interviews
Current balance desired state
Current is based on existing data
Desired is based on new data
What are PR objectives?
The specific goal your organization wants to achieve with this campaign
What acronym do we follow when building PR objectives?
SMART
What does SMART stand for and give some information about all
Specific- target specific area for improvement
Measureable- quantify or suggest indicator of progress
Assignable- who will do it
Realistic- what results can realistically be achieved given available resources
Time related- specific when the results will be achieved.
What is another name (2) for key stakeholders?
Key audiences
Publics
What makes something newsworthy?
Is it new?
Is it timely?
Is it interesting/ compelling?
Is it significant? Does it pass the “so what” test?
Is there conflict?
Is it unusual?
Journalist vs PR
Journalist- uncover the truth, uphold the publics rights to know, protect source, demand access to information and public disclosure, keep public officials honest
PR rep- generate positive news coverage for an organization, cause, individual etc. manage and protect organizations
Keep negative stories out of the news
How to work with reporters?
- Respect their role
- Give them legitimate news
Position news in their language
Purpose of a press release
Your opportunity to tell and sell a story to reports in their language
Your goal is for reporters to be interested brought to follow up and write a story
Ideally a reporter follows up to request an interview and get more info.
