PR Exam 3 Flashcards
Script
prepared speech written on paper
Communication Climate
degree of trust & openness that exists in the communication processes of an organization
Running Columns
regularly appearing articles of a specific theme or topic in publication
Propaganda of the deed
provocative actions designed solely to gain attention for ideas or grievances
B-Roll
extra video footage often sent along with a video news release (VNR) for use by TV stations to prepare their own video stories about the topic on the video
Uncontrolled media
Those media whose actions are not under the public relations practitioner’s control
Desk side briefings
a visit made by a public relations practitioner to a member of the media
oxymoron
self-contradiction
Public Opinion
sum of individual opinions on an issue affecting individuals
Lobbyist
one whose responsibility among other things is to influence legislation
Monitor
one whose responsibility is to gather information but not engage in lobbying
Grass Roots Lobbying
- also known as indirect lobbying
- mobilize individuals to write, telephone, fax, send post cars, texting, submit petitions or email regarding a specific issue
When is the best time to write
when the bill in in committee
Wish fulfillment
intimacy of television makes personalities seem close to viewers today
Hero worship
people live ordinary lives, professional and big times sports provide and opportunity for individuals to look up to or look down
Vicarious sense of belonging
creates support for athletic teams
Desire for entertainment
people enjoy reading, watching, or lining up for an autograph from their “favorite” celebrity
Planters
individual delivers to media offers publicity stories about individual clients & the projects in which they are engaged
Bookers
individual attempts to place clients on talk shows and on other public venues
Double planting
a cardinal sin of “exclusive” publicity is to give a story to two media outlets simultaneously
Direct mail
the “paratrooper” of communication. it can be directed to a specific audience to accomplish a specific job
three things that make a good direct mail:
- good mailing list
- good idea
- good approach in presenting the idea
A good mailing
should be based on audi9ence interest and should be accurate, complete, and up-to-date. must keep current
A good idea
on that your readers need, want, or can use at the time you are writing to them. It’s possible that a need can be created by playing up a want or some unfulfilled wish
A good approach
means that your message is written in the reader’s language. written in terms they understand and that stress benefits to them, easy on the eye layout, simple illustrations
The opening carries what percent of the weight of the letter
90%
two obstacles to your direct mail letters and cards
- Human inertia
2. Mental befuddlement
Human inertia
pure laziness, you must be able to stimulate your reader to JUMP out of their boredom
Mental befuddlement
caused by surrounding competition
ERPM
stands for Email and Reputation and Presence Management
Why do we read surveys?
- interested in trends or concerned about conformity
2. vicarious pleasure to learn that you are in majority or minority
what does a survey measure?
a moment in time
semantic differential
gives the individual a chose of two opposite concepts usually five to seven choices in between
SEMANTICS
relationship between signs and symbols and the concepts/feelings associated with them in the minds of their interpreters
Pilot or test survey
small sample of those who would most likely to take the survey
types of surveys
accidental
purposive sample
quota survey
Accidental
also known as “water fountain survey”
individuals are polled at various sites
Purposive
dealing with groups possessing known characteristics such as
survey just male or females
college graduates or just high school graduates
Quota survey
attempts to include in a group surveyed the same sort of demographic percentages that occur in the total population
about who you want to gather data
Trademark
the right to trade mark is established through usage in trade, such rights are protected under common law
Service mark
applies to an organization that is selling a service rather than a product
1st FIB
POWER
Power structure
within a community it is generally multi level, many power actors having input into the community
Power Pool
attorneys, business leaders, connected to various causes
eat at same restaurants, same clubs
Power broker/power actor
an individual who have power and influences, especially one who may operate unofficially or behind the scene as an intermediary
Multi power
structure would include
school board, fire, police, SRU, churches
Single power
would include a large corporation (Armco)
Opinion Leaders
serve as a catalyst for the formation of public opinion
Two types of opinion leader
- Formal- so called because of their positions, elected officials, presidents of a company
- informal- individuals who have doubt with peers. special qualities role models or admired
OOH
out of home
what percent of people are on some form of social media platform
81%
