Public Relations (PR) Flashcards
PR ___________ the ability of an organization and it’s public to ___________ to and ____________ each other.
enhances / adapt / accept
What is PR?
The establishment of relationships between an organization and it’s stakeholders
Broadly, what is public information (PI)?
Public information is all that goes into reporting information on an incident in a timely, accurate manner to stakeholders.
What is a good PR employee capable of identifying that will attract media outlets?
Unique aspects of an airport’s situation or activities.
Why do some airports attempt to keep a low profile?
For fear that PR will not have a favorable outcome.
What are the two primary reasons for PR?
- Promotion of products, services, or special events
2. Crisis response, whether political or operational
Crisis PR must be ___________ across all jurisdictions and agencies.
integrated
What are two reasons airports may aggressively pursue PR?
- Marketing Tool
2. Method to reduce or mitigate potential problems
What can an airport do to enhance their reputation and branding?
Feature the airport in various forms of media.
What is the primary reason for failure of a PR program?
Charging people who are not experienced with media outlets or journalism with managing a PR program.
To attract media or PR agencies, news must have ___________ value while stories have relevance to ___________ ___________ through unique aspects that appeal to human nature.
real / public interest
An argument can be made that the 24 hr cable news cycle has led to ____________ and ____________ news reporting to increase ____________.
sensationalized / biased / ratings
As a practice of PR, what is meant by attention management?
Attention Mgmt includes processes and practices used to effectively encourage media outlets to respond to your news or other PR related issues.
Why do reporters often seek good relationships with PR agents?
PR Agents can be a good source of news appropriate for their coverage area (beat).
With so many stories demanding media attention, a PR representative may have to __________ ___________ the development and coverage of a story. Examples include having to do various informational gathering tasks for the journalist, provide extensive background information, and __________ __________ a media service following news release issuance.
actively manage / directly contacting
New PR Reps should ___________ determine if specific reporters cover their airport and ___________ themselves to media outlet’s news director/editor. The objective is to establish ___________ and ________ to pitch a story, unless asked.
immediately / introduce / rapport / not
News oriented bloggers ___________ investigative journalists by digging deep into stories and issues. They have gained __________, to the point where they are now being quoted by noted journalists.
supplement / respectability
What is necessary of public entities, such as airports, now that virtually anyone can take on the role of journalist.
Airports must continually monitor what is being said about them.
Blogs can be used to ___________ or ____________ an airport. Historically, people with airport issues had to first get journalists interested to get their concerns aired. Now, with a ___________, all that is needed its to log on and start writing.
support / demonize / blog
While all have 1st Amendment rights, in monitoring the web, airports should watch for misinformation, ____________, and ____________.
slander / libel
__________ __________ is information that an airport’s media agent pitched to a reporter, thus obtaining free coverage. This is in contrast to __________ __________.
Earned media / paid advertising
Intentionally ___________ media is a risky endeavor. What should the intent be?
manipulating
To provide accurate info on agreed-upon positions of the airport sponsor.
What is crucial to a PR message being picked up by the media and why?
Knowing the target audience, as many media outlets cater to a specific audience.
Besides knowing your audience, what are the other two rules that are critical to remember when working with the media?
- Hold to the truth.
2. Realize that nothing is really “off the record”.
What should be in the back of an AE’s mind regarding the written word?
All written communication, documents, etc. can potentially be posted on the Internet. Also, as public entities, airports are open to state open records laws and FOIA requests.
While not foolproof, what are some methods available to protect disseminated content?
- password protection
- labeling as “confidential”
- avoiding use of “reply-to-all”
- employee signing of confidentiality statements
What are three good ways of developing a positive working relationship with local media outlets and reporters and developing overall successful media relations?
- Establishing a proactive relationship
- Learning and respecting their deadlines by at least 1/2 hour.
- Not putting off media requests
What is accomplished through development of a media relations plan?
Provides focus on an airport’s:
- purpose
- objectives
- goals
- branding
T or F According to journalists, news releases are a very favorable way of promoting stories to news media.
False, though they are still important.
What is important in writing press releases?
- Concise, meaning just highlights and no longer than one page.
- Newsworthy, with no fluff or sales promotion.
Note: news can be mundane or major. Political conflict or aircraft incidents releases will get consideration by media above other news.
What are lesser considered media that will take on human interest or in-depth discussion of airport related issues?
- Community newspapers
- News / Talk Radio
- Local weekend TV shows
AEs looking for issues support can turn to __________ or on-airport __________ organizations. Examples include:
trade / user
AOPA Airport support Network, CAP, aviation museum operators, teachers, State / local pilot org’s.
