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CreComm > Public Relations 2 > Flashcards

Public Relations 2 Flashcards

1
Q

The secret to PR, life and this semester

A

Planning!

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2
Q

Belt/suspenders rule

A

If you have a plan A and B, you’re always ready (be over-prepared)

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3
Q

Obstacles of PR

A
  • being excluded from the planning
  • no goal
  • red tape
  • procrastination
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4
Q

The planning falacy

A

When we plan something in a group, we’re too confident, and we focus on the details instead of the bigger picture

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5
Q

The two parts of a PR plan

A
  1. Action

2. Communication

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6
Q

ROI

A

Return on investment: you have to justify the money you spent

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7
Q

Parts of a mission statement

A
  1. Why we exist
  2. CSR
  3. Direction/purpose for staff
  4. Personality
  5. How you’re different from the competition
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8
Q

Process of a proposal

A
  1. Strategy
  2. Pitch
  3. Approval
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9
Q

RFP

A

Request for proposal

• the client who want the work submits RFPs

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10
Q

Tolerance for ambiguity

A

Have a tolerance for not understanding everything all at once

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11
Q

Event planning basics

A
  1. Piggyback on another event – it saves money
  2. Get a sponsor
  3. Choose an event that fits your image
  4. Use local talent
  5. Invite the media
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12
Q

Examples of event committees

A

Budget, housing, facilities, exhibit, PR, transportation, etc

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13
Q

How do you determine ROI?

A
  • event is worthy of attention
  • event is interesting, convincing, on-brand
  • event is relevant to what your business does
  • evaluate the event after
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14
Q

The communications cycle

A
  1. Idea
  2. Transmitted
  3. Received
  4. Interpreted
  5. Responded
    Rinse and repeat.
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15
Q

What is the single biggest communication problem?

A

The illusion that it’s taken place.

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16
Q

6 C’s of good communication

A
  1. Clarity
  2. Concrete
  3. Cohesive
  4. Compelling
  5. Credible
  6. Courteous
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17
Q

Common writing issues for PR

A
  • plain language
  • parallellism
  • agreement (tenses)
  • punctuation
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18
Q

“The way we do things around here”

A

Corporate culture

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19
Q

PR for an internal audience

A

Internal/employee communications

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20
Q

How do you solve the problem of corporate culture?

A

Formalize the corporate culture so everyone knows what to expect

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21
Q

Value vs Growth

A

Value: investing in undervalued things in hopes of fixing it
Growth: investing in things that are already valuable in hopes of it becoming more valuable

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22
Q

HR vs PR

A

HR: manages people and creates policies
PR: communicates policies

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23
Q

Employee communications key terms

A
  1. Identity
  2. Maintain/re-establish
  3. Mutually beneficial for organization and publics
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24
Q

What phases of employment does internal communications deal with?

A
  1. Pre-employment: hiring, job ads
  2. New employee: job packages
  3. Longstanding: thank-you’s, recognition, features
  4. Termination: honouring work
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25
Q

IRP

A

Interest, response, participation

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26
Q

The world’s most valuable resource

A

Time

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27
Q

Job interview tricks

A
  1. Show personality
  2. Ask why they hired you after
  3. Carry a book with you about the company
  4. Ask questions at the end
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28
Q

What does it mean to be a “volunteer at work”?

A

Look for things that need to be done and do it

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29
Q

What does a PR person in media relations do?

A

Working with the media.
• interviews, news releases, pitches, lunches, photo ops, releasing audio and video clips, writing/delivering speeches
• “framing” the story

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30
Q

Agenda-setting theory

A

The media you consume sets the agenda

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31
Q

Media dependency theory

A

People are dependant on media for communication; media sets the precedent

32
Q

Framing theory

A

PRs spin, Js frame…basically, don’t trust anything you hear

33
Q

Cultivation theory

A

Repetition: the more the media repeats something, the more we believe it

34
Q

Community of one theory

A

Modern-day: There’s no shared narrative, everyone can isolate themselves in their own position

35
Q

NIMBY

A

Not in my backyard!

• people who are hostile toward your business – stave them off

36
Q

CR: needs of the community

A
  1. Jobs/wages
  2. Attractive appearance
  3. Community support
  4. Economic stability
  5. Hometown pride
37
Q

CR: needs of the business

A
  1. Municipal services
  2. Tax breaks
  3. Living conditions and labour supply
  4. Support from community
38
Q

How do you do community relations?

A
  1. Tours/open houses
  2. Special events
  3. Newsletters
  4. Advertising/sponsorships
  5. Scholarships
  6. Renting out facilities
39
Q

RAPP

A

Recognition, analysis, policies, participation

40
Q

Goals of community relations

A
  1. Inform community
  2. Correct misconceptions
  3. Reply to criticism
  4. Gain support from community
  5. Determine the community’s needs and wants
41
Q

What makes a good spokesperson?

A

No divided loyalties

42
Q

Steps to get ready for the interview

A
  1. Research the reporter
  2. Define your objectives
  3. Anticipate the questions
  4. Rehearse the questions
  5. Talk in quotable headlines/clips
43
Q

Sneaky J questions and how to answer them

A
  1. The front-loaded question: reject the assumption, find the positive
  2. The doomed alternative: say what you’re improving, not the problem
  3. The pregnant pause: sit and smile, don’t fill the space
  4. The echo: Agree with your original answer, don’t back down
  5. The multi-Q: choose which one to answer, or disagree with all
  6. The interrupter: answer the question you want
  7. The re-stater: stick to your answer
  8. The labeller: show how their assumptions are false
44
Q

The golden rules of media relations

A
  • look for news
  • know the skeleton in the closet
  • fix problems
  • know what you can/can’t talk about
  • tell the truth – not “no comment”
  • facilitate access to CEO
45
Q

What do PRs say about Js?

A
  1. Miss context
  2. Misquote
  3. Don’t appreciate corporate structure
  4. Don’t show balance
  5. Don’t provide relevant details
46
Q

What do Js say about PRs?

A
  1. Only there for good news
  2. Prevent access to other people
  3. Don’t appreciate reporter’s deadlines
  4. Jargon
  5. Spin on facts
47
Q

What kind of relationship do Js and PRs have?

A

Symbiotic

48
Q

Holding a news conference

A
  1. Is this news?
  2. When not to seek attention
  3. Briefing: short conference that brings people up to date
  4. Basics: location/food/setup/timing/rehearsal
  5. Think visually, even if only print shows up
  6. Background: give Js a takeaway with key info on it
49
Q

What’s the first question you ask yourself in issues management?

A

What’s the worst that can happen?

50
Q

Issues management

A

Calculating the odds of something happening

51
Q

Crisis communication

A

Reaction to a crisis

52
Q

Stages of a crisis

A
  1. Surprise/threat
  2. Info vacuum
  3. Escalation
  4. Anxiety/scrutiny
  5. Loss of control
  6. Siege mentality
  7. Short-term focus
  8. Urgency
53
Q

Types of crises

A
  1. Emerging: could/likely to happen
  2. Immediate: crisis has hit
  3. Sustained: Public moves on, then comes back
54
Q

Best place to see issues/crisis action

A

The newspaper

55
Q

Parts of a crisis plan

A
  1. Scenario
  2. Key objectives
  3. Strategies
56
Q

What takes the lead function in any crisis?

A

PR

57
Q

What communication tool would you use to express an organizational opinion?

A

Position paper

58
Q

Sponsorships, donations and strategic alliances fall under what branch of PR?

A

Community relations

59
Q

How do you reduce outrage?

A
  1. Acknowledge you did something wrong
  2. Fix the problem
  3. Apologize/take accountability
  4. Addressed unvoiced concerns
60
Q

The sections of a proposal

A
  1. Letter of transmittal
  2. Title page
  3. Executive summary
  4. Table of contents
  5. Purpose statement
  6. Situation analysis
  7. Target publics analysis and desired outcomes
  8. Strategy and rationale
  9. Preliminary budget
  10. Evaluation
61
Q

Characteristics of a good mission statement

A
  • express your organization’s purpose in a way that inspires support
  • motivate those who are connected to the organization
  • be convincing and easy to grasp
  • use proactive verbs to describe what you do
  • be free of jargon
  • be short enough so that anyone connected to the organization can readily repeat it (40 words)
62
Q

How often should you review your mission statement?

A

Five years

63
Q

The three parts of a mission statement, according to Janel M. Radtke

A
  1. Purpose
  2. Business
  3. Values
64
Q

What makes communications “strategic”?

A

MBO: Management by objective:

  1. Identify what you want to achieve
  2. Discover through research and analyze the best way to get it
  3. Measure how well you did
65
Q

The RACE formula

A

Research
Analysis
Communication
Evaluation

66
Q

What’s the most important page in the proposal?

A

The executive summary

67
Q

The four main publics

A
  1. Primary: most desirable receiver
  2. Secondary: Second-most desirable receiver. Sometimes intervening (connect with public) or moderating (have influence over public
  3. Tertiary: Third most desirable
  4. “Everyone else”: includes media
68
Q

Descriptors marketers use to describe their publics

A
  1. Behavioural
  2. Interest
  3. Consumer-predisposition
  4. Consumption
  5. Awareness
  6. Opinion-leader (political, economic)
  7. Social-media
69
Q

What are five ways to measure a PR campaign?

A
  1. Audience exposure
  2. Audience awareness
  3. Audience attitudes, perceptions
  4. Audience action
  5. Internal measurements
70
Q

What’s an organization’s most valuable resource?

A

Employees

71
Q

Five key principles for employee communication

A
  1. Honesty
  2. Respect
  3. Thanks and recognition
  4. Two-way dialogue
  5. Consistency
72
Q

Factors that make up corporate culture

A
  1. Environmental factors
  2. Values (policies)
  3. Behavior
  4. Structure
  5. Leadership (heroes, role models, mentors)
  6. Employee perception
73
Q

Roles of employee communicators

A
  1. Attract, select, indoctrinate employees
  2. Provide instruction, rules, news
  3. Publicize achievements
  4. Exchange information
  5. Increase employees’ effectiveness
  6. Solicit and encourage input
  7. Satisfy employees’ desire to be informed and involved
74
Q

The IRP rule

A

In employee communications, demonstrate interest, respond to concerns, provide opportunities to participate in decision-making

75
Q

The 3 levels of evaluation

A
  1. Preparation: Before the event
  2. Implementation: During the event
  3. Impact: after the event

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