Study PR Flashcards
PRSA and its purpose?
Public relations society of America
Professional development , educational resources, networking opportunities , advocacy and code of ethics
Advertising
Strategic function that develops and places PAID promotional messages
Attracts target audience to fulfill specific objectives
IMC
Integrated Marketing Communication-intersection of marketing, PR and advertising disciplines. Makes communications more cohesive, launch a product, advance a message, close a sale
Two way communication
Public relations is a planned process to influence public opinion through sound character and proper performance, based on mutually satisfactory two way communication. The audience is influenced as much as the company.
Benign SPIN
Positive slant on a negative story to sway public opinion
Malignant SPIN
Confusing, distorting, lying about a story to exercise bought control over the public
Propaganda
Persuade people to join a cause, publicize a cause
Publicity
Johannas Gutenberg -printing press facilitated gathering and dissemination of info to the public.notice or attention given to something by the media
Reputation management
Coined by top PR firm- the practice of influencing stake holder perceptions and public conversations about an organization
Press agent
A person employed to organize advertising and publicity in the press on behalf or an organization or well-known person
Internal audience
Those within your organization that you must influence through targeted marketing initiative in order to achieve your goals.
External audience
Those prospective customers, market competitors, or governmental entities that’s you influence
Ethics
Branch of philosophy dating back to ancient times, refers to the process of determining right vs. wrong. How one should behave based on moral duties and virtues.
Importance of ethics
PR practitioners need to have high ethical standards and take into account the public’s interest, an employers self interest, standards set forth by the PR profession, and practitioners own personal values.
Values
Values guide a person, organization or society. Measured by our own conscious, based on our cultural, religious, educational background and norms of society. How we WILL behave not SHOULD
Conflicts of interests
A firm cannot ethically represent two clients that are direct competitors
Who was Amos Kendall? (1789-1869)
Kentucky newspaper editor selected by president Jackson to serve as first press secretary. Submitted news releases and made sure that the pro Jackson received info first. He also took rough ideas and turned them into speeches. Reprinted newspapers with his news releases to underscore presidents popularity
Who was PT Barnum?
Staged bizmare events to gain exposure and popularity, wanted media coverage, used exaggeration, exploitation controversy to publicize attractions.
Who was Ivy Ledbetter Lee?
Wall st reporter turned PR firm owner, believed big businesses needed honesty and accuracy. Best known for advising J.D Rockefeller. Created labor board to help with working conditions, wages, hrs. Positive publicity must follow with performances.
Who was Edward L. Bernays?
Father of modern public relations-strategic counselor in PR history. PR counselors have ethical responsibility. Advised ford, Wilson, Hoover,recruited Doris E Fleishman(mother of Pr). Expanded practice beyond traditional journalism.
Privacy
Recording and using personally identifiable info, personal healthcare info, or financial info of the individual
Privacy laws
Private facts- refers to personal info that’s intimate and not of legitimate concern
Intrusion-gathering info secretly w/o permission (watergate)
Misappropriation- using a persons name or image for commercial purposes without permission (must pay royalty fee to use a person)
Defamation
Communication or false info that reasonable and average people in the community believe impugns the honesty, virtue or reputation of a person who is thereby exposed to public hatred, contempt and ridicule
Slander
Oral defamation
Libel
Written defamation
Intellectual property Law
Consists of copyright , trademark and piracy
Copyright
Legal designation of ownership of original work and protection from unauthorized use.
DOES NOT PROTECT IDEAS- JUST HOW THEY ARE EXPRESSED
Piracy
Unauthorized use or reproduction of another’s work
Work has copyright protection from the moment it is in fixed form, when it can be reproduced, perceived, or otherwise communicated
Service mark
Similar to trademark, except that it protects symbols and words associated with services/programs rather than product names.
FTC
Federal trade commission concerned with commercial speech that’s misleads the public. Ensures that ads,publicity and news releases aren’t deceptive , misleading or unsubstantiated. States that anyone who endorses a product must make explicit the compensation for endorsement. Influencers
FCC
Federal communication commission-licensed and deregulated tv, radio stations and internet policy. Often criticar for violating first amendment rights.
SEC
Securities and Exchange commission- monitors financial affairs of publicly traded companies and protects interests of stockholders. CEOs are responsible for their employees, no insider trading, ignorance is no excuse before the law.
FDA
Food and drug admin-oversees advertising and promotion of prescription drugs. Must state all potential side effects when advertising any medication
EEOC
Equal employment opportunity commission- ensures workers aren’t discriminated against
Advantages of hiring a firm
-Objectivity from outside viewpoint
-variety of skills/expertise
- extensive resources
- geographically dispersed
- credibility
Disadvantages of hiring a firm
-superficial grasp of clients problem/needs impacts deadlines
- lack of full time commitment
- resentment of internal staff
- costs (hourly fee, retainer or by product fee)
Current trends
- multicultural world sensitivity of diverse audiences
- recruitment of racial/ethnic minorities still lacking in mass communication professions
- public demand for accountability, transparency, authenticity
- corporate social responsibility is top of mind for all organizations
- emphasis on measurement of effectiveness of PR tactics and how they impact the return on investment
- managing 24/7 news cycle and the public’s demand for instant response
- decline in traditional media—digital media consumption
- the need for lifelong professional development as tech and communications converges
PRSA Code of Ethics values
Advocacy, honesty, expertise, independence, loyalty and fairness.
Trademark
Offers protection to a distinctive word, logo, or slogan that identifies a products origin. Think sports teams
