PR - Exam 1 Flashcards
Main Goal of PR?
Help organisations succeed through strategic communication and relationships management
RACE PROCESS
- Research (what is the problem or the situation)
- Action (what are we doing about it)
- Communication (how will the public be told)
- Evaluation (was the audience reached?
PR vs Advertising
PR content can be place among news stories (native advertising)
PR vs Marketing
Both aim to build a customer base, but PR focuses on relationships.
Native Advertising
Type of paid media where the content looks like regular news or editorial content but it’s actually advertising
Integrated communication
Often done to cut costs and improve efficiency
Modern PR
Emphasises two-way communication between organisations and their publics
Largest PR Employer
Corporations
Entry level position of PR
Account Coordinator
Common PR specialisation
1- Marketing Communications - promoting products/ services
2- Community Relations - Managing organisations- Public relationships)
3- Crisis Communication - Handling emergencies and reputation
PR Industry Demographics Issues
1 - Underrepresentation of people of colour
2- Gender pay gap - woman earned 69-82 cents per $1 men earn
Edward Bernayd
Father of PR, introduced scientific persuasion
Ivy Lee
Created media relations
Printing press
Allowed direct public communication
Two-way Asymmetric Model;
Persuasion focused, not completely mutual communication
PR departments
Provide 184% ROI
Department heads
Needs equal titles to avoid being ignored
Advisory Role
PR can make recommendations, but top managers are not required to follow them.
Common conflict
PR vs HR ( employee communications)
PRSA Fairness principle:
Respect all opinions, support free speech
Defamation types
Libel: Written false statements
Slander: Spoken false statements
Copyrights
Protect expression not ideas
Right of publicity
People can control the commercial use of their identity
FTC
Federal Trade Commission: Prevents fraudulent advertising
