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Test 2 Flashcards

1
Q

Which of the following is at the heart of the ethical practice of public relations?

A

doing the right thing

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2
Q

Mill’s approach to ethics recommended:

A

doing that which brings the greatest happiness for the greatest number.

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3
Q

Which of the following is NOT a basic value that the PRSA code of ethics addresses?

A

authenticity

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4
Q

Ethical scandals continue to occur in fields:

A

fields from government to business to education to public relations.

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5
Q

By posing the critical question “Are we doing the right thing?” to management

A

public relations practitioners become the “heart” of an organization.

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6
Q

Which principle established in the U.S. Constitution often leads to conflicts between lawyers and public relations practitioners?

A

freedom of speech

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7
Q

Which of the following is NOT true about the First Amendment?

A

Public relations practitioners should push for changes that are in the best interest of their client.

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8
Q

The overriding concern the SEC has is that

A

all investors have an opportunity to learn about material information as promptly as possible.

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9
Q

Normally, lawyers suggest that

A

the less said by an organization prior to its day in court, the better.

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10
Q

Cybersquatting and “click fraud” are

A

two examples of legal issues surrounding the World Wide Web.

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11
Q

Similar to other top-level managers, public relations managers need to

A

Budget, set objectives, plan

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12
Q

Which of the following is NOT a “coveted ability” in the practice of public relations?

A

To be glib

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13
Q

Professors James Grunig and Todd Hunt said public relations practitioners perform what organizational theorists call a(n) ________ role.

A

boundary

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14
Q

Quick response to crises is important, but

A

the ability to think strategically and to plan are just as important in the practice of public relations.

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15
Q

From plotting a political campaign to promoting a product to confronting a crisis, the first step in solving any public relations challenge is _____________________.

A

to conduct research

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16
Q

The word research commonly conjures up methods, including all EXCEPT

A

intuitive information.

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17
Q

Which of the following is NOT characteristic of secondary research?

A

It is very expensive.

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18
Q

Research is the

A

systematic collection and interpretation of information that increases understanding.

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19
Q

Communication is the essence

A

of the practice of public
relations

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20
Q

Clear and precise language can

A

Clear and precise language can

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21
Q

The ability to write easily, coherently, and quickly

A

distinguishes the public relations professional from others
in an organization

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22
Q

Writing for a reader is different from writing for a listener because

A

Reader can scan material, study printed words, dart
ahead, and review passages
– A reader can check up on a writer
– Online readers are fickle and impatient

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23
Q

Fundamentals of Writing

A
  1. Idea must precede the expression
  2. Don’t be afraid of the draft
  3. Simplify, clarify
  4. Writing must be aimed at a particular audience
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24
Q

Flesch Readability Formula

A
  1. Use contractions such as it’s and doesn’t
  2. Leave out the word that whenever possible
  3. Use pronouns such as I, we, they and you
  4. Refer back to a noun with a repeat of the noun
    or a pronoun; don’t create eloquent substitutions
  5. Use brief, clear sentences
  6. Cover one item per paragraph
  7. Use language the reader understands
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25
Inverted Pyramid Simplicity
* Climax of news story comes at the beginning * Lead, first 1-2 paragraphs of a story, includes the most important facts * Paragraphs are written in descending order of importance * Lead answers who, what, why, when, where and occasionally how
26
What is a key (strategic) message:
What you want your audience to hear and remember. Provide straightforward, clearly worded information that enhances relationships (Identification) and gets people interested (Suggestion of Action) in what your organization has to offer
27
Key strategic message serve as
Serves as the foundation of an organization’s branding and marketing efforts and should be reflected in all written and spoken communications
28
Key messages can help you:
* Stay organized when speaking with the public, the media, or with stakeholders (Consistency) * Ensure consistent, accurate information is being presented about your organization (Clarity) * Improve the public’s understanding of your organization (Familiarity and Trust)
29
How to create your key message (should have 3)
– Concise – Easy to understand – Simple to say aloud – Conversational – Easy to remember – Brings positivity – Persuasive
30
Anatomy of a Key Message
Claim + Fact + Impact
31
New releases
Document of record to state organization’s official position. Influence publication to write favorably about material discussed.
32
Five Newsworthy Topics for News Releases
Oddity, conflict known principle, proximity, human interest
33
News release content
Proper newspaper style Clear and concise * Who? * What? * Where? * When? * Why? * And sometimes how?
34
To Be Newsworthy
Gist of story must be communicated in the lede. News release should be objective; fair and accurate.
35
News Release Essentials
* Rationale * Focus * No puffery * Nourishing quotes * Company description * Spelling, grammar, punctuation * Clarity, conciseness, commitment
36
Internet Releases
* Most reporters prefer to receive news releases via email * One reporter per “To” line * Limit subject line headers * Hammer home the headline * Limit length * Observe 5W format * No attachments * Remember readability
37
pitch letter
The most fundamental way to reach a journalist, beyond the news release
38
Fundamentals for a Successful Pitch
* First, do your homework * Second, personalize * Third, be polite and honest * Fourth, localize * Fifth, use celebrities * Sixth, be creative
39
Cardinal rule of public relations
Never lie
40
PRSA Member Code of Ethics
* Advocacy * Honesty * Expertise * Independence * Loyalty * Fairness
41
Corporate Social Responsibility
* How companies manage business processes for a positive societal impact * Any social institution is responsible for the behavior of its members and may be held accountable for misdeeds * Today’s social responsibility programs are sophisticated
42
Public relations practitioners must
be the standard bearers of corporate ethical initiatives
43
Public relations consultants must
counsel their clients in an ethical direction
44
Attorney/adversary model
– Lawyers and public relations are advocates in an adversarial climate – Both assume counterbalancing messages will be provided by adversaries
45
Two-way communication model
– Collaborate, work jointly with people, listen and give- and-take – Balance role as advocate with one as social conscience
46
Enlightened self-interest model
- Do well by doing good – Companies gain a competitive edge and are more respected in the industry
47
Responsible advocacy model
– Professional responsibility: first loyalty to clients – Responsibility to voice opinions of organizational stakeholders
48
Six Core Values
* Advocacy – act as responsible advocates; never reveal confidential or private client information * Honesty – don’t embellish or lie * Expertise – guide client decision-making * Independence – strike an independent tone * Loyalty – loyalties must remain constant * Fairness – treat even obnoxious reporters with fairness
49
Defamation
any false communication presented as that causes injury or damage to the character of the person discussed
50
To prove defamation
1. Must harm person’s reputation 2. Must have been published or communicated to a third party (slander vs. libel) 3. Person defamed must have been identified in communication 4. Person defamed must be able to prove communication caused damage to reputation 5. Negligence must be shown for anyone; Malice must be shown for public figures
51
Lawyers have increasingly
pursued publicity in recent years
52
Public relations must understand
Legal implications
53
Firm’s legal position must
be first consideration
54
Public relations professionals must analyze
legal ramifications and ethical considerations
55
Defending the First Amendment is a
frontline responsibility of public relations professionals
56
Libel
a printed falsehood
57
Slander
an oral falsehood
58
Defamation Law
Must show the publisher acted with actual malice
59
Requirements for Defamation
* Falsehood communicated through print, broadcast, or other electronic means * Subject of falsehood was identified or easily identifiable * Identified person suffered injury (monetary loss, reputation loss, mental suffering)
60
Public Figures and Defamation
* Show media acted with actual malice – Statements published with the knowledge they were false – Reckless disregard for whether the statements were false * Proving actual malice is difficult
61
Definition of Defamation Becoming More Complex
* Proliferation of blogs, tweets, Facebook posts, cable and radio talk shows * People may say what they want without regard for factual accuracy or impact on a person’s life * The definition of defamation is also becoming more global
62
Disclosure Law
* Information that companies disseminate must be accurate * Disclose vs. withholding material information * SEC increased focus on private meetings between companies and analysts * Fair disclosure = companies are required to widely disseminate any material announcement * If information shared with analyst, company obligated to issue a news release within 24 hours * Sarbanes-Oxley – publicly traded companies increase financial disclosure and annual report on accounting practice effectiveness
63
Copyright Law
Original work of authorship has copyright protection when work is in “fixed” form
64
Fixed work
means the work is permanent enough to be perceived, reproduced, or otherwise communicated
65
Litigation Public Relations
* Plaintiffs and defendants try to influence the verdict outside the courtroom * Affects Sixth Amendment guarantee of an impartial jury * Communication is central to modern litigation
66
Key elements of research
Organization, Audience, Environment
67
Research is the foundation for sensible programmatic initiative
And complemented by analysis and judgment
68
Outcomes
Did audience behavior or relationships change, and did sales increase?
69
Outtakes
Did our target audience see and/or believe our messages?
70
Outputs
Did we get the coverage we wanted?
71
When researching establish clear program objectives and
desired outcomes tied to business goals
72
Measure media content as
first step
73
Most trustworthy measurement of public relations effectiveness stems from
organization with clear key messages, target audiences and desired channels
74
Primary research is
applied or theoretical
75
Applied research
solves practical problems
76
Theoretical research
aids understanding of a public relations process
77
Secondary research relies
on existing material (e.g. books, articles, databases, etc.)
78
Strategic Research
Used in program development to: – Determine program objectives – Develop message strategies – Shape goals
79
Evaluative Research
Summative research – Conducted primarily to determine whether public relations program accomplished goals and objectives – Can also be used for monitoring
80
Theoretical Research
* More abstract and conceptual * Builds theories/frameworks for persuasion * High credibility sources important (trustworthy, experts, powerful)
81
Three primary forms of data collection
* Surveys reveal attitudes and opinions * Communications audits capture real communications; can refute assumptions * Unobtrusive measures do not intrude on the subject or object
82
CEOs and PR Directors both
* Both serve as chief spokesperson, corporate booster, reputation defender * Both need to know management functions like planning, budgeting, objective setting * Both set strategy and frame policy
83
Public relations professionals must
understand how top management thinks and operates
84
Public Relations Manager = Boundary Role
– Edge of organization – Liaison between organization and external/internal publics – Support colleagues by helping communication across organizational lines in and out of the company
85
Line professional
public relations agency; earn revenue
86
Reputation Management
Reputation based on two elements * Rational products and performance * Emotional behavioral factors – Customer service – CEO performance – Personal experience
87
Because today's consumers are more media-savvy, better-educated, and generally smarter, they expect the Internet to provide
More education-based information.
88
Based on the theory that Leon Festinger developed in a campaign
individuals likely would seek information that supports their own points of view.
89

PR Test 1 (3 decks)

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