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Exams > Principles of PR Exam 2 > Flashcards

Principles of PR Exam 2 Flashcards

1
Q

How have media outlets changed over the years

A

Old days- few newspapers and TV networks controlled news, PR people tried to secure publicity in these
Now- News outlets EVERYWHERE=moving target for PR professionals

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2
Q

Before the internet and social media, what was the primary aim for PR and why

A

Convincing a 3rd party- usually a journalist- to report favorably on your client

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3
Q

What is paid media and what are its advantages and disadvantages

A

Media you pay for
+
-Control content, size, and placement
-reach and frequency

-
- Less credible

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4
Q

What is “owned media” and what are its advantages and disadvantages

A

“New Media” channels we own and operate
+
-control content
-cost less than paid media
-reach niche audiences

-
-less credible

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5
Q

What is earned media and what are its advantages and disadvantages

A

Objective reporters are persuaded to write favorably about your organization

+
-Most credible

-
-could be negative

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6
Q

What is the essential difference between the media and organizations

A
  1. The reporter wants the “story” whether bad or good
  2. Organizations want things presented in the best light
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7
Q

Why does print media still stand as an important medium among public relations professioanls

A

Print media is a lot more original stories and thats where TV news gets their stories from

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8
Q

What is the first thing an organization must do to orchestrate a relationship with the media

A

Establish a formal media relations policy

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9
Q

How does publicity differ from advertising

A

Earned and more credible, no money cost, not controlled, can be negative

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10
Q

What are the two overriding benefits of attracting publicity that is beyond advertising

A

Costs only time and effort by PR people to get publicity
Appears in news and not ad columns- more trusted

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11
Q

What are the 6 areas in which publicity makes the most sense for an organization to pursue

A
  1. Announcing a new product or service
  2. Reenergizing an old product
  3. Explaining a complicated product
  4. little or no budget
  5. Enhancing the organizations reputation
  6. Crisis response
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12
Q

What is the act of trying to place positive publicity in the media called

A

Pitching

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13
Q

What do “paid wires” do

A

Pay to guarantee your material gets used

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14
Q

Why can it be important to build relationships with online influencers, like popular bloggers

A

Make them brand advocates and reach specific demographic groups

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15
Q

What is “sponsored content”

A

Branded content

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16
Q

What is the first question that should be asked before any member of the organization does an interview with the media

A

What purpose will this serve the organization

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17
Q

What is the “cardinal rule” to remember when doing media interviews

A

They aren’t “intellectual conversations” only a good story

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18
Q

What are some potential pitfalls of social media for both individuals and companies/brands

A

It gives AND takes. If you make one mistake, the media remembers it and can cause serious consequences

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19
Q

As the internet and social media have transformed the way people communicate, how has the profession of public relations responded

A

Specialists responsible for communicating via social media and the internet

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20
Q

List and explain the 4 reasons the use of the internet will grow by PR professionals

A
  1. Demand to be educated rather than sold- people more educated so communicate using that and not self-promotion
  2. The quest for conversation- internet is all conversation now, allowing organizations to persuade consumers
  3. The need for real-time performance- Helps respond quickly to emerging issues
  4. The need for customization- consumers expect focused messages, internet offers narrowcasting to its audience
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21
Q

Why do PR professionals need to be cognizant of the methods in which audiences prefer to receive information on websites

A

Make them user and media friendly so they can easily collect info and deliver content

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22
Q

Define the term “sticky” in relation to a website

A

How long someone stays on your site
More interesting= stay longer

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23
Q

What are most website developers concerned with and why

A

SEO, it propels the site up the search list

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24
Q

What is a blog

A

Online diary, a personal chronological log of thoughts published on a web page

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25
Q

What % of fortune 500 companies sponsor a blog

A

36%

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26
Q

What is an influencer

A

A blogger or social media personality, who has gained a large following usually as a result of multiple digital platforms by creating original content

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27
Q

What are the nine ways Facebook serves community-building purposes for PR professionals

A
  1. Attract attention
  2. Two-way communication
  3. Conversation monitor
  4. Interactive Activities
  5. Internal Communications
  6. Halo effect
  7. Network w/ the media
  8. Crisis management
  9. Link. Link. Link
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28
Q

What are the seven ways twitter is a powerful tool for PR professionals

A
  1. Finding your Tweeple
  2. Finding the tweetfluentials
  3. As a news source
  4. Providing valuable content
  5. Recycling valuable content
  6. Building a community
  7. Crisis management
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29
Q

How can Instagram be used for PR purposes

A

Complementing announcements of all types- new products, events, awards, etc.
Pictures, conversation, sharing info, building brand, and call to action

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30
Q

How can LinkedIn be used for PR purposes

A

Find other professionals, discover new businesses or employment opportunities, and develop contacts, resume tips

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31
Q

How can Pinterest be used for PR purposes

A

Visual stories, industry stories/ organizational retrospectives, videos, employee participation, sharing product launches/consumer stories/events and so on

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32
Q

What are “intranets” used for

A

integrates communication w/ workflow, process management, infrastructure, and all other aspects of completing a job
Exchange info quickly and effectively

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33
Q

What are “extranets”

A

Allow company to communicate info confidently to external groups

34
Q

What are podcasts and how might they be used by companies

A

audio programs available for download
explains fun info about company/product

35
Q

Why is it important for PR professionals to monitor the internet

A

People can say bad things that put the company in a bad light

36
Q

What society factors caused internal communication to become more important today than in the past

A

Tech. advances, globalization, work force diversity, employee expectations, economic uncertainty, shift in employee-employer relationship, and increased competition

37
Q

how do company stocks with “highly engaged employees” do compared to those company with lower engaged employees

A

Outperformed and earned more shareholder returns

38
Q

What are the 4 reasons given for the loss of trust between employees and management

A
  1. Income inequality
  2. Downsizings and layoffs
  3. Globalization of commerce has hastened the integration of business markets around the world
  4. Workplace changes and hidden motives/agendas
39
Q

What are the six criteria for communicating trust

A
  1. Willingness to express dissent
  2. Visibility and proximity of upper management
  3. Priority of internal to external communication
  4. Attention to clarity
  5. Friendly tone
  6. Sense of humor
40
Q

What is the one thing internal communications, just like external communications, comes down to

A

Credibility

41
Q

What is the most effective of employee communication

A

Face-to-face communication

42
Q

What are three things that management can do to increase trust

A
  1. communicate early and frequently
  2. demonstrated trust in employees by sharing bad news as well as good
  3. Involved employees in the process by asking for their ideas and opinions
43
Q

What is each part of the four-part SHOC management communication process

A
  1. All communication must be strategic- employees want to know where business is going and how to help get there
  2. All communications must be honest
  3. All communications must be open- must be feedback
  4. All communications must be consistent- always keep on updating
44
Q

What is the ultimate aim of a communications audit

A

to elevate how effectively by your channels are performing against your strategic communication objectives

45
Q

What are the 4 most popular online internal communications vehicles

A
  1. Blogs
  2. podcasts
  3. Video
  4. Mobile
46
Q

What is an intranet and what are 6 important considerations in using one

A

Intranet- a local or restricted communication network especially a private network created using WWW software
1. consider the culture
2. Set clear objectives and let it evolve
3. Treat it as a journalist enterprise
4. Market
5. Senior management must commit
6. must be managed, maintained, and updated by a communication professional who keeps intranet current and vital as a trusted source of communication

47
Q

What are the 3 older but still important internal communication avenues

A
  1. Employee feedback channels
  2. Organizational announcements
  3. Leadership communications
48
Q

About how many US companies block their employees from accessing social media sites at work

A

about 1/2

49
Q

Why did congress ban the practice of PR from the federal government in 1913

A

They were worried people who practice it would use it for their own agendas or president

50
Q

What was the act called

A

Gillette Amendment

51
Q

Instead of PR, what are the different job titles in the federal government that essentially mimic that of PR professionals

A

Public affairs experts, information officers, press secretaries, and communications specialists

52
Q

After the terrorist attacks on America in 2001, what two PR initiatives did President George W. Bush put in place

A

Permanent office of global communications to coordinate administrations foreign policy message and supervise America’s image abroad
Undersecretary for public diplomacy and public affairs was created in the state department to convince the Muslims of the true values and ethics of america

53
Q

What statistics suggest that there are plenty of jobs in government PR

A

Over 50 years, 20+ new federal regulatory agencies have sprung up.
120+ gov’t agencies and programs now regulate business
27,000 jobs for recruiting

54
Q

What agency did the state department absorb in 1999

A

United states information agency

55
Q

What 4 PR missions do the state department perform now

A
  1. Build the intellectual and institutional foundations of democracy in societies around the globe
  2. Support the war on drugs in producer and consumer countries
  3. Develop worldwide information programs to address environmental challenges
  4. Bring the truth to any society that fails to exercise free and open communication
56
Q

What is the Voice of America and what are its four initiatives

A

the nations official international radio and TV broadcasting
1. Radio
2. film and Television
3. Internet
4. Education

57
Q

What is the department of Defense’s public affairs organization called and what is it responsible for

A

American forces information service
Maintaining the armed forces radio and TV service, stars and stripes, newspaper, communications training at the defense information school, etc.

58
Q

What is the press secretary and their responsibilities

A

Chief PR spokesperson for the administration
Communicate the policies and practices of the management (the president) to the public

59
Q

What organization spends the most on lobbying activities

A

US chamber of Commerce

60
Q

How does the 1995 lobbing Disclosure Act define a lobbyist

A

An individual who is paid by a third party to make more than one “lobbying contact” defined as an oral or written communication to a vast range a specific individuals in the executive legislative branches of the federal government

61
Q

What are the six activities performed by lobbyists

A
  1. Fact finding
  2. Interpretation of government actions
  3. Interpretation of company actions
  4. Advocacy of a position
  5. Publicity Springboard
  6. Support of company sales
62
Q

How would you describe the atmosphere of community relations today versus at the turn of the century

A

Due to social media businesses’ have to learn how to steer through controversy and diversity

63
Q

What is meant by the term ‘multicultural diversity” and what did you learn

A

It is having a melting pot of many different cultures, races, and ethnicities
Diversity is becoming more prominent these days requiring PR people to be more sensitive to this

64
Q

Define CSR

A

Giving back to your community and the larger society through volunteerism and financial support

65
Q

What is a giving pledge

A

A promise by the world’s wealthiest individuals and families to dedicate the majority of their wealth to charitable causes

66
Q

What are 4 corporate giving trends in the second decade of the 21st century

A
  1. Matching gifts are a high priority
  2. Corporate givers are a lot younger
  3. Volunteerism will rise
  4. Corporate activism will increase
67
Q

What are 3 skills required for an organization to coexist peacefully in the community

A
  1. Determining what the community knows and thinks about the organization
  2. Informing the community of the organizations POV
  3. negotiating or mediating between the organization and the community and its constituents should there be a significant discrepancy
68
Q

What are 4 intangible contributions a community expects from a business

A
  1. Appearance
  2. Participation
  3. Stability
  4. Pride
69
Q

What are some things organizations expect in return from the community

A
  1. Provided w/ adequate municipal services
  2. Fair taxation
  3. Good living conditions for employees
  4. A good labor supply
  5. A reasonable degree of support for the business and its products
70
Q

Challenges and opportunities PR professionals have in communicating effectively

A

+
-a lot more routes and opportunities for people in PR with more diverse workers and more diverse markets to target

-
-learning to tap into new cultures will be tricky

71
Q

define media advocacy

A

PR w/out resources

72
Q

re the functions PR professionals in nonprofit organizations must master

A

Positioning the organization, develop a marketing or promotional plan, orchestrating media relations, and supporting fundraising

73
Q

Define consumer class

A

A group of people characterized by diets of highly processed food, the desire for bigger houses and more and bigger cars, higher levels of debt, and lifestyle devoted to the accumulation of nonessential goods

74
Q

What drives the charge to consumerism

A

Tourist spending

75
Q

What helps distinguish a company and its products from competition

A

PR techniques and societal sensitivities

76
Q

What are 5 typical consumer relations goals

A
  1. Keeping old customers
  2. Attracting new customers
  3. marketing new items or services
  4. Expediting complaint handling
  5. Reducing costs
77
Q

Define CGM

A

Online consumer word-of-mouth
consumer-generated comments, opinions, and personal experiences posted in publicly available online sources on a wide range of issues, topics, products, brands

78
Q

What and when was the first legislation in the US to protect customers

A

1872- Criminal Fraud Statute

79
Q

What is the mnatra the world’s best-known brands must observe

A

Thinking global, acting local

80
Q

What is the best-known testing group and what magazine does it publish

A

Consumers union
Consumer reports

Exams (14 decks)

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