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principles of PR > quiz 1 > Flashcards

quiz 1 Flashcards

1
Q

define strategy

A
  1. determining the org.’s purpose in terms of long-term objectives
  2. selecting the business the org. is in
  3. identify managerial tasks at all levels of the company
  4. define the nature of economic and non-economic contributions
  5. express the strategic intent of the org.
  6. make coherent, unifying, and integrative patterns of decisions
  7. aim at developing and nurturing the core abilities of the company
  8. invest selectively in tangible and intangible recources
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2
Q

define strategic planning

A
  1. defined focus on the future of the org. (how it should and could operate)
  2. forecast of future trends affecting the org. internally and externally
  3. look at the org. in an environmental context with an eye to achieve goals
  4. framework for achieving an advantage
  5. an idea supported process
  6. measurable means of showing how PR activities add to the bottom line
  7. flexible environment that encourages out-of-the-box thinking
  8. involvement of CEO and upper management, as well as employees
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3
Q

what are emergent strategies?

A

they develop when an org. takes a series of actions that with time turn into a consistent pattern of behavior, regardless of the intentions

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4
Q

what do emergent strategies do?

A

tell an organization what part of the campaign/PR activities work in practice

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5
Q

define gap analysis

A

knowing the current position and where we’ll be in the future (and how you’ll get there)

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6
Q

define environment scan

A

economic, social, political, legal, and technological factors

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7
Q

define benchmarking

A

determining what you have available RIGHT NOW to close the gap

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8
Q

what are strategic issues?

A

fundamental issues to be addressed to achieve its mission that are determined by the mission and vision statements

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9
Q

what is a mission statement?

A

articulates the organization’s major goals and performance objectives

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10
Q

what is a vision statement?

A

expresses the organization’s reason for existence and the “ideal” state the organization aims to achieve

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11
Q

what is the purpose of strategic programming?

A

to set strategic goals, objectives, tactics, and implementation plans to identify strategic issues and create effective PR strategies to achieve a mission (creating SMART goals)

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12
Q

S.M.A.R.T

A

specific
measurable
agreed upon
realistic
time-bound

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13
Q

what is strategic thinking?

A

being open to thinking and learning from out-of-the box

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14
Q

what is the purpose of strategic thinking?

A

to have a range of alternatives and decisions that identify the best fit between the institution, its resources, and the environment

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15
Q

what is the purpose of strategic planning?

A

allows an organization to plan for obstacles, future trends, and economic, social, and cultural issues that may play a role in the success of the org.

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16
Q

name the six code provisions of conduct

A
  1. free flow of information
  2. safeguarding confidences
  3. conflicts of interest
  4. enhancing the profession
  5. competition
  6. disclosure of information
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17
Q

what is the intent of free flow of information?

A

to maintain integrity of relationships with the media, government, and public

to aid informed decision making

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18
Q

what is the intent of safeguarding confidence?

A

to protect privacy rights of clients by safeguarding confidential information

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19
Q

what is the intent of conflicts of interest?

A

to earn trust and mutual respect with clients or employers

to build trust with the public by avoiding/ending situations that put one’s personal/professional interests in conflict with society’s interest

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20
Q

what is the intent of enhancing the profession?

A

to improve, adapt, and expand professional practices

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21
Q

what is the intent of competition?

A

to promote respectful and fair competition among PR professionals

to serve public interest by providing the widest choice of practitioner options

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22
Q

what is the intent of disclosure of information?

A

to build trust with the public by revealing all information needed for responsible decision-making

23
Q

name the six PRSA ethical values

A
  1. advocacy
  2. honesty
  3. expertise
  4. independence
  5. loyalty
  6. fairness
24
Q

describe advocasy

A

provide a voice in the marketplace of ideas, facts, and viewpoints

25
Q

describe honesty

A

adhere to the highest standards of accuracy and truth

26
Q

describe expertise

A

keep up with the latest trends and developments in the PR field

27
Q

describe independence

A

provide objective counsel, cannot be biases, be accountable

28
Q

describe loyalty

A

be faithful to those you represent, honor the obligation to serve public interest

29
Q

describe fairness

A

respect all opinions and support the right to free expression

30
Q

define public relations

A

a management function that identifies, establishes, and maintains MUTUALLY BENEFICIAL RELATIONSHIPS between an organization and the various publics on whom its success and failure depend

31
Q

define marketing

A

a management function that focuses on identifying human needs and wants and then provides a service/product to meet those needs and wants

32
Q

define publicity

A

information from an outside source used by the news media, based on its news value

33
Q

define advertising

A

a message about a product, service, or activity is advertised to the public through media

34
Q

define lobbying

A

an aspect of PR that uses direct contact with government officials in an attempt to influence legislative and regulative decisions used by the government

35
Q

Seedbed Era

A

1900-1917
PR agencies developed due to the growth of industries, railroads, and utilities.

36
Q

American Medical Association

A

in 1884, the American Medical Association was forced to hire publicists to counter propaganda promoted by antivivisectionists.

37
Q

Mutual Life Insurance

A

organized the “literary bureau” in 1888 with the goal to develop and disseminate publicity about the insurance company

38
Q

muckrackers

A

protested industrialists and promoted social justice, “The Public Be Informed”

39
Q

industrialists

A

believed the less people knew about business, the more efficient and profitable the business

40
Q

George Vail

A

formed the first PR agency in 1900 called the Publicity Bureau in Boston, existed for 12 years

41
Q

Edward Bernays

A

“Father of PR”
opened an agency with his wife, Doris Fleichman, and was the first to begin using and promoting the term public relations counsel.]

42
Q

JP Morgan

A

created the U.S. Steel Company and displayed awareness of the power of public opinion by selecting PR executive, Judge Elbert Gray, to head the company

43
Q

Theodore Vail

A

PR practitioner, hired by JP Morgan to create a positive image for the American Telegraph and Telephone Company (AT&T)

44
Q

Ivy Lee

A

opened the third PR agency, “the public be informed and not fooled”

45
Q

WWI era

A

1917-1919
publicists busy selling war bonds, increasing the number of enlisting men, and raising money for warfare

46
Q

Committee on Public Information

A

formed by President Woodrow Wilson, the goal was to organize and unite public opinion behind the war at home and to propagandize America’s peace aims abroad

47
Q

Booming Twenties Era

A

1919-1933
principles and practices learned from WWI were used to promote products, win acceptance for changes brought by advanced tech, fighting and winning political battles, and raising money for charitable causes

48
Q

AT&T

A

american telegraph and telephone company

49
Q

Roosevelt Era

A

1933-1945
expanded profession of PR

50
Q

Hill & Knowlton

A

John Hill and Don Knowlton formed a partnership created the Hill & Knowlton Public Relations Agency

51
Q

Postwar Era

A

1945-1965
U.S. altered from a war-oriented economy to a post-industrial service-oriented economy, brought a greater acceptance to the PR field, and realized a growth in PR programs offered in businesses, trade associated, government bureaus, and colleges

52
Q

PRSA

A

the Public Relations Society of America, formed in 1948

53
Q

Global Information Society Era

A

1965-present
Changes brought by accelerating technology, multiple channels of communication, and the transition from a national to a world economy.
Placed a heavier burden on PR and its role in conflict medications and government regulations, must be extremely flexible today in order to deal with rapid growth

54
Q

PRSSA

A

Public Relations Student Society of America, established 1967

principles of PR (2 decks)

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