PR Flashcards
Definition of Pro Bono
Pro bono is when professional services are provided voluntarily and without payment (although expenses might be charged, e.g. materials).
PR agencies often offer pro bono services to charities or interest groups they support.
Carrying out pro bono work can benefit PR agencies in a number of ways, including:
(i) giving staff additional experience (e.g. a PR exec used to delivering B2B PR work might benefit from gaining experience of being involved in a charity fundraising campaign)
(ii) making business contacts (e.g. delivering a PR campaign for a well-supported charity might introduce the agency to new business contacts).
Definition of astroturfing
When a company, industry, or interest group creates “front groups” and organisations to make it appear to relevant publics or decision-makers as if they are truly spontaneous, grassroots groups supporting the company’s, industry’s or interest group’s positions.
This is regarded as unethical.
For example, a home builder creating a residents’ campaign in favour of building new homes in the community.
Definition of press agentry
Press agentry or publicity is a one-way style of communicating where an organisation pumps out information, often through a press agent.
Another word for this might be “propaganda” because messages are often based on emotional appeals that can be presented as only part of the information or that has been distorted in some way. Little emphasis on facts.
This was the first type of PR used (in the US) where PR practitioners were seen as press agents and publicists.
The goal of these practitioners was simply to get as much publicity as possible for their clients. They used selective information to persuade people to act in certain ways.
PT Barnum, with his circus and showbiz events, was the most famous example of this type of practitioner.
Definition of PR marketing/marketing mix
The marketing mix is a variety of factors used by businesses to encourage target audiences to buy their goods or services. Traditionally, these factors are made up of the 4 Ps - Product, Price, Placement and Promotion - but more nuanced versions of the mix also include People, Process and Physical evidence.
PR Marketing is when PR is seen as a promotional tool of marketing. Its content is targeted from business to consumer (B2C) or is part of the sales process between businesses (B2B).
Marketing mix is the term used to define the four key elements of an organisation’s marketing programme:
product
price
place
promotion
Definition of stakeholders
Stakeholders are key publics or audiences that are important to the client organisation
Examples of stakeholders for a private retail company could include: suppliers, staff, customers, shareholders, residents/communities, local government.
For voluntary sector organisations, they could also include voting members, sponsors, trustees, clients.
For public sector organisations, they could also include government ministers, quango boards, communities served.
One of PR’s main roles is to analyse/manage the organisation’s relationships with stakeholders
Definition of internal communications
This is a management function and it goes beyond simply communicating with staff
The purpose of internal communications is to influence the knowledge, attitudes and behaviour of staff.
It can also include other stakeholder groups, such as shareholders or, in the case of charities and other non-commercial organisations, members/supporters.
Examples of internal communications can include staff newsletters, management blogs, posters, meetings.
More advanced forms of internal communications can include two-way communication, allowing staff (or members/supporters) to influence management.
Definition of B2B
Means Business to Business
It is PR aimed at building reputation of client/business with other businesses (usually to potential purchasers, but also, sometimes, to suppliers).
Media activity is usually targeted at trade press.
Other B2B PR activities can include exhibitions, SEO, social media.
Definition of CSR
Means Corporate Social Responsibility
It’s a belief that an organisation’s responsibilities go beyond making a profit or delivering services and to act in an ethical way.
CSR extends the organisation’s responsibilities to a wide range of stakeholders, including the community, the workforce, the environment and to society as a whole.
CSR activities may involve employee volunteering and charitable contributions, but it is not only about corporate philanthropy.
The role of public relations in CSR strategies is to communicate effectively to build corporate accountability and transparency. It may involve internal communications (e.g. informing/motivating staff about a CSR project; helping to draft CSR section in annual report) and external communications (e.g. informing the community of CSR initiatives).
Definition of copyright
Copyright is a legal right that protects creative work in any medium – e.g. photography, music, writing, video, plays – being used without the permission of the person who owns the copyright
Copyright is owned by the creator, unless it is covered by their contract of employment (e.g. copyright of a newspaper article usually belongs to the newspaper not a staff journalist; copyright of PR work may be assigned to a client or to the agency).
Copyright is automatic, one does not have to apply for it and there is no fee for it.
Copyright is infringed when a “substantial part” of a work is used without permission (with some exceptions for reviews, critiques and news reporting).
Copyright can last up to 70 years from the death of a writer, musician or artist
Definition of embargo
A request applied to information released to the media not to publish it before an agreed time and date (or before certain conditions are met).
Examples of embargoes being applied are briefing on a new product prior to its launch or a copy of a politician’s speech only to be published after it has been delivered.
The understanding is that if the embargo is broken by reporting before the embargo time/date the PRO or organisation will retaliate by restricting access to further information to the journalist or publication. An example might be a political reporter no longer being invited to private briefings or a theatre/film reviewer not being invited to previews.
Embargoes are not as commonly used as in the past and their effectiveness is debatable in an age of 24hr news and social media.
Definition of transparency
The ethical duty to disclose to clients (or employers for in-house depts) any financial interests or potential conflicts of interest relating to actions recommended by the PR agency (or dept), including the representation of a client.
It also refers to the duty to declare any interests when acting as a spokesperson or lobbying for a client, e.g. they should not lobby for a reduction in tobacco tax without declaring they are working for a cigarette company; they should not act as a front for a company or campaign group without being open about it
The importance of being transparent is key part of the CIPR Code of Conduct
Definition of evaluation
Measuring the effectiveness of a public relations campaign, a process usually linked with planning and research. The term can also be applied to the effectiveness of individual media outputs and PR actions.
The success – or not – of a PR campaign is measured against its objectives as stated prior to the start of the campaign, i.e. not against simple counting of column inches achieved.
Two types of evidence are used in PR evaluation:
Hard (quantitative research, sales, numbers, a vote passed)
Soft (qualitative research, observation, anecdotal).
Media output should be evaluated using qualitative as well as quantitative metrics.
Definition of reputation
The perceived ability of an organisation to deliver its key objectives; its standing with significant stakeholders.
Must distinguish from individual opinion.
Reputation is what other people say about an organisation
Reputation is not fact and may be misinformed
Reputation is linked to organisational culture
Reputation is fluid - can change, can be specific - good at this, bad at that
Definition of SMART objectives
PR Campaigns should have SMART Objectives, i.e. they should meet the following criteria:
Specific – identifies an area for improvement.
Measurable – provides target outcomes to allow progress to be monitored.
Achievable (or Agreed or Assignable) – objectives can be delivered with the necessary resources provided (or having been discussed with all appropriate staff).
Realistic (or Relevant) – it is reasonable to expect successful delivery of objectives; relevant to corporate goals and staff roles.
Timely (or Time-based/Time-bound/Time-scaled) – sets deadlines for when outcomes have to be achieved.
Definition of PR strategy
PR Strategy is the general plan (or rationale, theme, big idea, etc) by which a PR agency/dept is going to deliver the objectives it has been set. It is not the same as PR tactics. PR strategy generates the tactics.
Distinguish between objectives, strategy and tactics.
Provides an example of how a strategy is used and how tactics are generated from this.
Eg:
PR Strategy is the general theme by which a PR agency/dept is going to deliver the objectives it has been set as part of a campaign. It is not the same as PR tactics as PR strategy generates the tactics.
The strategy is defined by the objectives of the campaign. What the client wants to achieve in their objectives will decide what the best strategy is. The strategy will then define the tactics - which are the ways in which you will implement that strategy (eg. press release, radio interviews etc.
An example would be that if your campaign objective is to target 20 year olds then your strategy would be to use a lot of social media especially Instagram and TikTok. Your tactics then would be how you would use those apps.
