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
Crisis Management
Quick responses with expert message development.
Cultural Literacy is necessary (know history, social context)
Corporate social Responsibility (CSR) is growing in importance
Professional development
No licensing required
Diversity, Equity, and inclusion (DEI) are emphasised
PR pros must adapt to new media and technology
Best Practices:
Crisis Management and Professional Development
Daily Task of a PR practitioner
Speechwriting, brochures layout, polling data analysis
General PR functions
Counselling
Research
Publicity
Marketing communication
Development Fundraising
Issue management
Special events
PR vs Journalists
They depend on one another. Journalists need or to provide details about a subject and PR rely on journalists to distribute information to the consumer
Publicity
Information about an event, group or product presented as news or stories in media
Advertising
Paid space or broadcast time purchased by an organisation
Purpose or Marketing
Make money for the organisation increasing leads
Purpose of public relationships
Save money for the organisations by building relationships with the public
Brand management
Marketing a PR how a brand is seen by its target market
A product of 4 factors
Economic realities
Cost effective alternative of Advertising
Impact of social and Public policy
Transparency and trust
Traditional Marketing function
Like Function
Staff function
3 roles to improve effectiveness of PR
Advisory role
Concurring authority
Command authority
Boundary Spanning
How PR connects with different departments.
Outsourcing in PR
Having people out of the organisation who can do your job
Fake news
Inaccurate information
Deepfakes
Rise of misinformation, image or video of likeness
Process of PR
Research, Policy, Programming, Communication, Feedback, Assessment and adjustment.
Growth area for 2025
Technology sector
