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Human Storyteller - COM 101 > Quiz 3 > Flashcards

Quiz 3 Flashcards

PR

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1
Q

Employee Relations

A

building relationships between management and personnel at an organization

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2
Q

why are employee relations important?

A
  1. improve employee performance
  2. authenticity of management
  3. clear communication
  4. happy employee = productive employee
  5. productive employees –> org. goal achieved
  6. recruiting/maintaining reputation
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3
Q

public segmentation - uni example

A

management, non management staff, faculty, student workers

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4
Q

research questions

A
  • do NOT use leading questions
  • ask questions about the credibility of management, relationships with colleagues, or attraction of new opportunities (work life balance)
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5
Q

Agenda Setting Theory

A

media influences what issues we think about and how we think about these issues (framing)

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6
Q

media relations

A

maintaining good relationships with journalists and obtaining appropriate news coverage for your organization/client

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7
Q

how to maintain good media relations

A
  1. be on time
  2. manners matter
  3. don’t be too desperate
  4. be authentic
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8
Q

newsworthiness criteria

A

how to get media coverage and when it is appropriate

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9
Q

newsworthiness (real) criteria

A

timeliness
relevance
helpful/useful
conflict/controversy
prominence/celebrity
proximity/local
unusual
human interest
trend

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10
Q

media relations tools

A

interviews, news/press conference, op ed, online news room, news release

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11
Q

interviews

A

print, tv, radio
- research the journalist beforehand
- know the general topic (preinterview)
- prepare talking points (soundbites)
- be specific
- avoid answering hypothetical questions
- anticipate difficult questions
- control your surroundings

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12
Q

press conference

A

interview given by an organization to a group of journalists to share a newsworthy event

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13
Q

press release

A

statement issued by an organization and sent to news organizations about a newsworthy event

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14
Q

ANR

A

Audio formatted press release

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15
Q

VNR

A

Video formatted press release

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16
Q

online newsroom

A

include basics about your organization (history, ceo/leadership, location, etc)

17
Q

op-ed piece

A

“opposite the editorial page” –> written piece offering an opinion or taking a position on a subject (approx 750 words)

18
Q

Age of Mass Media

A

1871-1970s
- PT Barnum + master press agentry
- Vanderbilt’s “the public be damned” (82)
- Ivy Lee fixing Rockafeller’s image (1906)
- Creel Commission changed public rights to truth WW1 promotion effort (1917)
- Doris Fleischman = feminist + married to Bernay and helped his firm
- Bernie = two-war street concept
- in house corporate PR
- NAM and the Great Depression (leaflets, radio, movie shorts)
- 1933 New York world fair introduced electronic tv
- WW2 Germans used propaganda to support Nazis while US used media to censor war media + create change

19
Q

4 minute men

A

tactic used by the Creel commission to get WW1 soliders. People (volunteers) spoke at meetings and theaters

20
Q

age of Digital Media

A
  • 1969 = birth of the internet
  • crisis communication after Tylenol cyanide killed 7 people in Illinois J & J
  • integrated media
  • presidential election Obama uses social media ‘08
  • 2015 = virtual reality
21
Q

careers in PR

A

in house vs agency

22
Q

levels of influence of PR

A

advisory –> no one is obliged to listen
compulsory advisory –> management must listen but doesn’t have to act
concurring authority –> pr approves all communication

23
Q

Must have skills in pr

A
  1. detailed knowledge of the business
  2. crystal ball (future)
  3. extensive internal relationships
  4. educator (what can you do form and how you will fulfill the org’s goal)
24
Q

crisis

A

an event that impacts an organization’s financial and repetitional well-being

25
Q

crisis typologies

A
  1. product harm
  2. natural disaster
  3. technology
  4. management/employee
  5. industrial
26
Q

tempos of progression of crises

A

smoldering or sudden

27
Q

responding to a crisis: crises communication plan

A
  1. consider hiring a PR firm in addition to in-house
  2. apologize (if you truly are sorry)
  3. constant flow of information on multiple platforms
  4. be accessible
  5. communicate with all key publics
  6. speak with one voice
  7. monitor news coverage and social media mentions
28
Q

a good apology

A
  1. acknowledge events
  2. accepting responsibility
  3. express regret + seek forgiveness
  4. future action/plan to improve
29
Q

one time vs retainer basis

A

one time a PR specialist helps vs that they help a few occurrences with the organization

30
Q

LEGO builders goal/aim

A
  • resonate with parents and allow them to understand the importance of imagination in child development
31
Q

who partnered with LEGO on PR

A

360 PR

32
Q

What did LEGO make

A
  • website
  • podcast for dads
  • blog for moms
  • access to scholarships
33
Q

LEGO B of T Results

A

5000 unique monthly visitors + 17,000 pages viewed

Human Storyteller - COM 101 (11 decks)

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