PR Exam 1 cont. Flashcards
What is a 360 marketing campaign?
A campaign method used to reach target publics from various directions.
What is an Integrated Communication Strategy?
The process by which multiple different activities, such as advertising, marketing, and public relations, can be used to create a consistent and cohesive message.
What is Earned media?
Non-sponsored media such as passive reviews.
What are the five major historical themes for the PR function?
Profit, Recruitment, Legitimacy, Agitation, and Advocacy
Name the four evolutionary models for PR
Press-agentry/publicity, Public Information, Two-way asymmetric, and Two-way symmetric
What is the Press agentry/Publicity evolutionary model?
advocacy to “hype” a cause, product or service
What is the Public Information evolutionary model?
informing or educating the public, not necessarily with persuasive intent
What is the Two-way asymmetric evolutionary model?
Scientific persuasion via communication that is two-way but imbalanced
What is the Two-way symmetric evolutionary model?
Gaining mutual understanding via true two-way communication.
What kind of function is PR?
Staff function
What are the four basic levels of authority within an organization?
Advisory, Compulsory-advisory, Concurring authority, and Command authority.
What is the advisory role responsible for?
Top management has no obligation to take or request recommendations
What is the Compulsory advisory role?
top managers are required to listen to the staff experts
What is the Concurring authority?
Staff experts should be included in big decisions
What is Command authority role?
decisions are made unilaterally and don’t need to take advice from staff experts
