public relations Flashcards
internal publics
employees, suppliers, distributors, customers, shareholders
external publics
media, govt, potential investors, organizations
what are some trends in public relations?
hyper-competition, advancing tech, heavy news coverage of “bad” companies, these trends and others are driving marketers to look for alternative ways to build brands
corporate communications
designed to convey a favourable image of a company among its various publics
how they solve customer problems
promoting goodwill
demonstrating social responsibility
reputation management
senior executives must be ready to act instantly and demonstrate control of the situation
all messages must be credible and factual
conspicuous apologetics
way of theorizing about the importance of visibility to an organization that has been accused of (and admitted) serious wrongdoing
cognitive expectations
based on scientific reasoning (basing decisions on actual state of knowledge. Adapted or abandoned)
normative thinking
judging others, settling accounts, placing blame (always attempt to gloss over, and even ignore disappointment. “someone has to pay and it’s not me.”)
crisis management
realigning your identity and reputation with the normative expectations of consumers and other stakeholders
publicity generation
news about an org, product, service, or person that appears in the media
deemed to be ‘newsworthy’
new product launch is good timing
given advertising clutter, it is no longer undervalued
product integration
form of product placement where product is woven into the story line
product seeding
giving product away to generate WOM and influence others, aka influencing (ex. sending items to influencers to promo)
branded content
integrating the name of the brand right into the storyline of a show, movie, or video
what three related threats could a crisis cause?
public safety, financial loss, and reputation loss
Scapegoat
crisis manager blames some person or group outside of the organization for the crisis
