Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

PR > Test 1 > Flashcards

Test 1 Flashcards

1
Q

public relations

A

strategic communications process that builds mutually beneficial relations between organizations and its publics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Elements of PR

A
  • Management function: strategic, performance based
  • Involves two-way communication
  • is a planned activity
  • is socially responsible
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Publicity

A

news org/story/article you don’t pay for
free, fast, credible
great for non-profits
UNCONTROLLED

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Disadvantage of Ads

A

cost: money gives control over appearance, message, placed, number of repetitions
- paying for control

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

public

A

a group of people who share a common interest that is significant to the org.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

resources

A

things that have or have the potential to have value

tangible, symbolic

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

PR practitioners

A

manage the resources required to maintain positive relationships with key publics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

key publics

A

customers, employees, wholesalers, manufacturers, distributors, gov’t, stockholders, media outlets

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Basic assumptions of PR

A
  • Org. needs environmental resources to exist/prosper (land owners, customers, employees, etc.)
  • resources are controlled by significant publics
  • Org. must have/maintain relationships with these publics
  • PR is focused on managing resources necessary to maintain these relationships
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Image

A

the way a public perceives an object, idea, or org.

built from past experiences

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Forms of Image

A
  • Self image: what you think you are
  • Identity: who you want to be
  • Image: how public views you
  • Meta-image: how you think the public thinks you are
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Principles of Image

A
  • evolve through direct and indirect experiences
  • images affect behavior
  • org. may have to modify image to affect behavior
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Positive/Consistent Image can

A
  • distinguish an org. in the marketplace, leading to greater financial success and stability
  • can unify an organization internally
  • provide stability through change/crisis
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

One-way Communication Model

A

from organization to its publics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Two-way Communication Model

A

Both organization to its publics and publics to organizations
feedback built in

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Asymmetrical Communication Model

A

Organization’s PR changes the public

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Symmetrical Communication Model

A

Both organization and public change

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Press Agency/Publicity Model

A
  • primarily one way communication
  • most widely practiced
  • sports/entertainment
  • event promotion
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Public Information Model

A
  • one way com, with some two way com
  • objective and accurate information
  • gov’t/law enforcement/military
  • educational institutions
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Two-way Asymmetrical Model

A
  • two way com
  • research conducted for purpose of persuasion to learn about buying habits
  • informercials (one time purchases)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Example of two-way asymmetrical model

A

monopolys; cable or electric companys, apple

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Two-way Symmetrical Model

A
  • two way com
  • conflict resolution/mutual understanding
  • ideal model: focused on relationship building and maintaining
  • more organizations are moving to this model
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Pre-modern Era

A
  • ancient beginnings: rosetta stone, olympic games
  • public opinion/persuasion
  • government/religion
  • Sam Adams
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Sam Adams

A
  • pre-modern era
  • founder of sons of liberty
  • conducted rallies and protests
  • Boston Tea Party
  • labeled event as Boston Massacre
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

Press Agency (19th Century)

A
  • Hype and psuedo events
  • P.T. Barnum
  • spectacle and manipulation
  • promoting the movement west
  • social movements (abolition, suffrage, prohibition)
  • early corporate initiatives
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

Age of Pioneers (1900-1950)

A
  • modern practice of PR emerges
  • focus on information
  • publicity bureau; limited success, low credibility
  • Henry Ford; positioning and accessbility
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

Positioning

A

something new, novel, unique

something being done for the first time

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

Ivy Ledbetter Lee

A
  • 1st to use news release for story ideas
  • worked with general mills, Pennsylvania railroad, Rockefeller, Jr.
  • contributions include: advancing the concept that business and industry should align and that management must support PR
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

Declaration of Principles (1906)

A

Ivy Ledbetter Lee

described public information model of PR

30
Q

Interborough Rapid Transit Company

A

Ivy Ledbetter Lee

posters and pamphlets to education passengers

31
Q

Edward Bernays (1892-1995)

A
  • father of PR
  • worked on committee on public information
  • crystalizing public opinion
  • first to articulate need for feedback in public relations
  • focused on scientific persuasion and advocacy
  • taught first PR course at NYU
32
Q

Factors leading to the development of PR today

A
  • rapid growth of PR education
  • advancements in technology, telecommunications, and mass media
  • expansion of gov’t, business, industry, and population
  • social reform/upheaval
33
Q

Current Trends

A
  • feminization of the field
  • importance of diversity
  • transparency
  • increased emphasis on measurement
  • managing 24/7 news cycle
  • continued growth of digital/social media
  • lifelong professional development
34
Q

Salaries

A
  • faster than average growth; will grow 24% between now and 2018
  • wide-range of compensation
  • factors include qualifications: experience, qualifications, responsibility, and organizations’ budget
  • varies with industry and geography
35
Q

Entry level salary

A

$32,000

36
Q

Median salary for 21-25 years old

A

$38,000

37
Q

Where jobs are

A
  • corporations
  • sports, entertainment, travel
  • non-profit organizations
  • education
  • government
  • PR firms
  • independent PR consulting
38
Q

Essential Abilities

A
  • writing
  • research
  • planning expertise
  • problem-solving
  • business/economics competence
  • expertise in social media
  • teams
39
Q

Employers

A
  • contacts
  • writing
  • fresh perspective
  • ability to work with others
  • specialized experience
  • media savvy
  • recognize a good story
40
Q

PR Firm; In-House

A

a dept. within the organization that helps orginzations. build and maintain a positive relationship with strategic publics

41
Q

Helps organizations avoid regulation, litigation, boycotts, and bad publicity

A

PR Firm: In-House

ex: UNCW, Susan G. Komen (the cure)

42
Q

Effectiveness of PR dept.

A
  • level of access to top management
  • attitude/knowledge of PR by other departments
  • responsibilities include: media relations, crisis management, executive communications, social media, employee relations, promotions, advertising, etc.
43
Q

Firms

A
  • A PR company hired by another organization to help with campaigns or run an entire PR function
  • more than 9,000 PR counseling firms/agencies in the U.S.
44
Q

Fees/Expenses of Firms

A
  • hourly fee, plus out-of-pocket expenses
  • retainer fee
  • fixed project fee
  • pay-for-placement
45
Q

Advantages of PR Firm (outsourcing)

A
  • objective/fresh perspective
  • varieties of skills and expertise
  • extensive resources
  • offices throughout the country
  • credibility
46
Q

Disadvantages of PR Firm

A
  • superficial grasp of a client’s unique problems
  • lack of full-time commitment
  • need for prolonged briefing period
  • cost
47
Q

Advantages of In-House Firms

A
  • depth of knowledge about the organization
  • 100% commitment to the organization
  • salary better
  • stability
48
Q

Disadvantages of In-House Firms

A
  • loss of objectivity

- can be costly for organizations with few PR needs

49
Q

Media Relations

A

media coverage affects public perception

publicity is fast, free, and credible

50
Q

Media Relations Duties

A
  • writing press releases/speeches
  • managing interviews
  • shooting publicity photos
  • press conferences
  • creating/maintaining media contact list
  • pitching story ideas
51
Q

Government Relations

A
  • business operations affect: environment, employees, customers
  • gov’t has direct impact on business flexibility and money
  • restrictions can include regulations, taxes, labor laws, trade policies, and health care
52
Q

Community Relations

A

-positive community relations: supports sales, attracts employees, and improves quality of public support for business initiatives

53
Q

Investor Relations

A
  • builds knowledge and confidence in fund sources
  • respond to investor questions/needs
  • presentations, preparing annual reports/materials for potential investors, and analyzing stockholder demographics
54
Q

Customer Relations

A
  • build positive relationships with customers
  • respond effectively to consumer complaints and problems
  • monitor customer feedback
  • respond to work with advocacy groups (PETA)
  • support sales and marketing efforts
55
Q

Employee Relations

A
  • helps attract and retain good employees
  • stimulate worker productivity
  • boost morale
  • improve product quality and service
  • address employee concerns, information about policies, training employees/conducting workshops, announcing and executing layoffs
  • methods of communicating with employees
56
Q

Corporate Social Responsibility

A
  • public distrusts corporations
  • 65% said trust is important for reputation
  • improved corporate reputation can: ward off increased gov’t regulation, improve employee morale, and increase customers
57
Q

Legitimacy

A
  • corporations depend on their environment for survival

- must prove to publics in the environment that their existence is rightful and proper

58
Q

Integrated Marketing Com

A

intersection of public relations, publicity, advertising, and sales/marketing to promote orgs. products and services

59
Q

Advertising

A

use of controlled media in an attempt to influence the actions of targeted publics

60
Q

Marketing

A

researching, creating, refining, and promoting a product or service and distributing that product/service to targeted consumers

61
Q

Advertising

A
  • paid(controlled)
  • supports marketing, builds brand awareness
  • builds/maintains a market for an orgs. products/services
62
Q

Marketing

A
  • concentrated on selling
  • primary public=customers
  • make money for organization
63
Q

PR

A
  • image/credibility
  • all publics
  • relationship building
64
Q

IMC

A
  • research (databases/surveys)
  • gather info about consumers
  • identify ways to reach publics
  • requires coordination with marketing and ad goals
  • more focused on individuals
  • can play an important role in branding
  • interactive; seeks info for detailed databases
65
Q

Problems with IMC

A
  • note a cure-all
  • can be difficult to measure impact of imc
  • requires a wealth of resources
  • overlook other publics
66
Q

Reasons why visitors return to a website

A
  • high quality content
  • ease of use
  • quick downloads
  • frequent updates
67
Q

Challenges to maintaining a relevant website

A
  • responding to public inquiries
  • keeping info current and up to date
  • team approach
68
Q

Blogs

A
  • be transparent
  • respond in timely manner
  • be original
  • include a disclaimer (reps your views only)
69
Q

Youtube

A

second most popular search engine

70
Q

Twitter

A

140 characters, shares photos/links, retweeting helps spread message,

PR (4 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions