PR Midterm Flashcards
What is the definition of public relations
Strategic communications process that builds mutually beneficial relationships between organizations and their public
What are the four steps of public relations?
- Research
- Action ( develop the 8 step PR plan)
- Communication
- Evaluation
PR Example from Ancient Times
Greeks wrote near he watering holes to spread messages
What was the major invention of the Middle Ages that changed PR Profession
Printing Press invented by Johannes Gutenberg in 1540.
Who is considered the father of PR and why ( two reasons)?
Edward Bernays because
1. He has a psychology background and used them in PR
2. He called himself that
What impact did Ivy Lee have on the evolution of PR
Ivy Lee was a journalist who brought truth, honesty, and fair communication to PR
5 overarching themes of PR throughout the ages?
- Profit/Fundraising
- Recruitment
- Agitation
- Legitimacy
- Advocacy
Difference between PR departments and PR agencies and firms
Departments are INTERNAL
Agencies and Firms are external that get hired outside of an organization.
What departments do PR work with within organizations?
Advertising, Legal, Marketing, Investor relations.
What is the primary way PR firms bill clients and get paid?
Monthly retainer fee
What is the primary ethnical imperative of PR
Can a paid advocate be honest, truthful, and objective?
How to fix—– Disclosure and transparency
What are the four pillars of ethnics of PR practioners
- Uphold public interest
- Uphold organization self interests
- Uphold profession standards
- Uphold personal values
What is the PRSA and what is one of its roles in the PR profession?
Public relations society of America
One of its roles to give our PR code of ethics!
Quantitative and Qualitative Research
Quantitative is valid and reliable, can be apploed to a larger population, hard data with forced choices, ex: random samplying
Qualitative is soft data with open ended questions that are valid but not always reliable can be applied elsewhere. It can look like non random samples, in-depth interviews
Primary vs Secondary Research?
Primary research is research your company does yourself or you hire someone to do on your behalf.
Secondary Research collects data from someone else ( can look like website data analytics, previous research computer databases, digital analytics of social media)
Two examples of research strategies we talked about in class:
- Interviews ( qualitative)
- Phone Surveys (quantitative)
What are the 8 steps of a PR Plan?
- Situation
- Objectives
- Audience- media relations to get message out or message to board of directors
- Strategies- before tactics broader strategies like media relations, a earned media partnership, specific events
- Tactic- way to implement strategy, when we send the press release out, when we see who is invited, earned media
- Timeline
- Budget
- Evaluate
SOME OWLS ALWAYS STAY TRUE TO BEING EXCELLENT
some otters always stay true to being excellent
- situation
- objectives
- Audience
- strategies
- Tactics
- timeline
- budget
- evaluate
Why is two way communication important in PR?
Establishes a dialogue
What are some examples of audiences in PR
Journalists and Bloggers
PR is about earned media so needs strong relationships with editors, reporters, and media
Active vrs Passive audiences
Active audiences are seeking out information and passive are coming across message
Active audiences have more details and are about motivating to ACT in a certain way
Passive you typically want to inform and grab their attention
What is the AD Value Equivalency and how is it calculated?
Formula from PRSA that calculates a dollar amount of the earned media
Then I go see and how much a quarter page age costs then you have to multiply by 2.5
10,000 you would have paid is 25,000 in Ad value equivalency
What are some examples of evaluation criteria or success metrics in a PR campaign?
How many impressions your article got
How may eyes saw your billboard
Web traffic and cookie tracking technique.
How was PR Process RACE used in EAU Palm Beach?
- Research
- Action
- 8 step marketing plan
Situation - Ritz Carlton is launching new brand EAU and wants to change branding.
Objectives - high visability media, show new brand partnership
Audience - high end northerners that would go to florida during cold weather
Strategies - Jonathan Adler partnership shows new eye for design
Bring in journalists to show, rather than tell, the story of the hotel and introduce the concept of new-fashioned luxury.
Tactics
- press trip, media tour, on propertt media visit, Johnathan Adler showroom in NYC
Timeline
- 4 months
- winter high season
Budget
Evaluate
- Communication
- Evaluate
- Generated 31 million media impressions
