Test 2 Flashcards
Which of the following is at the heart of the ethical practice of public relations?
doing the right thing
Mill’s approach to ethics recommended:
doing that which brings the greatest happiness for the greatest number.
Which of the following is NOT a basic value that the PRSA code of ethics addresses?
authenticity
Ethical scandals continue to occur in fields:
fields from government to business to education to public relations.
By posing the critical question “Are we doing the right thing?” to management
public relations practitioners become the “heart” of an organization.
Which principle established in the U.S. Constitution often leads to conflicts between lawyers and public relations practitioners?
freedom of speech
Which of the following is NOT true about the First Amendment?
Public relations practitioners should push for changes that are in the best interest of their client.
The overriding concern the SEC has is that
all investors have an opportunity to learn about material information as promptly as possible.
Normally, lawyers suggest that
the less said by an organization prior to its day in court, the better.
Cybersquatting and “click fraud” are
two examples of legal issues surrounding the World Wide Web.
Similar to other top-level managers, public relations managers need to
Budget, set objectives, plan
Which of the following is NOT a “coveted ability” in the practice of public relations?
To be glib
Professors James Grunig and Todd Hunt said public relations practitioners perform what organizational theorists call a(n) ________ role.
boundary
Quick response to crises is important, but
the ability to think strategically and to plan are just as important in the practice of public relations.
From plotting a political campaign to promoting a product to confronting a crisis, the first step in solving any public relations challenge is _____________________.
to conduct research
The word research commonly conjures up methods, including all EXCEPT
intuitive information.
Which of the following is NOT characteristic of secondary research?
It is very expensive.
Research is the
systematic collection and interpretation of information that increases understanding.
Communication is the essence
of the practice of public
relations
Clear and precise language can
Clear and precise language can
The ability to write easily, coherently, and quickly
distinguishes the public relations professional from others
in an organization
Writing for a reader is different from writing for a listener because
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
Fundamentals of Writing
- Idea must precede the expression
- Don’t be afraid of the draft
- Simplify, clarify
- Writing must be aimed at a particular audience
Flesch Readability Formula
- Use contractions such as it’s and doesn’t
- Leave out the word that whenever possible
- Use pronouns such as I, we, they and you
- Refer back to a noun with a repeat of the noun
or a pronoun; don’t create eloquent substitutions - Use brief, clear sentences
- Cover one item per paragraph
- Use language the reader understands
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
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
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
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)
How to create your key message (should have 3)
– Concise
– Easy to understand
– Simple to say aloud
– Conversational
– Easy to remember
– Brings positivity
– Persuasive
Anatomy of a Key Message
Claim + Fact + Impact
New releases
Document of record to state organization’s official position. Influence publication to write favorably about material discussed.
Five Newsworthy Topics for News Releases
Oddity, conflict known principle, proximity, human interest
News release content
Proper newspaper style
Clear and concise
* Who?
* What?
* Where?
* When?
* Why?
* And sometimes how?
To Be Newsworthy
Gist of story must be communicated in the lede. News release should be objective; fair and accurate.
News Release Essentials
- Rationale
- Focus
- No puffery
- Nourishing quotes
- Company description
- Spelling, grammar, punctuation
- Clarity, conciseness, commitment
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
pitch letter
The most fundamental way to reach a journalist, beyond
the news release
Fundamentals for a Successful Pitch
- First, do your homework
- Second, personalize
- Third, be polite and honest
- Fourth, localize
- Fifth, use celebrities
- Sixth, be creative
Cardinal rule of public relations
Never lie
PRSA Member Code of Ethics
- Advocacy
- Honesty
- Expertise
- Independence
- Loyalty
- Fairness
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
Public relations
practitioners must
be the
standard bearers of
corporate ethical
initiatives
Public relations
consultants must
counsel
their clients in an ethical
direction
Attorney/adversary model
– Lawyers and public relations are advocates in an
adversarial climate
– Both assume counterbalancing messages will be
provided by adversaries
Two-way communication model
– Collaborate, work jointly with people, listen and give-
and-take
– Balance role as advocate with one as social
conscience
Enlightened self-interest model
- Do well by doing good
– Companies gain a competitive edge and are more
respected in the industry
Responsible advocacy model
– Professional responsibility: first loyalty to clients
– Responsibility to voice opinions of organizational
stakeholders
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
Defamation
any false communication presented as that causes injury or damage to the character of the person discussed
To prove defamation
- Must harm person’s reputation
- Must have been published or communicated to a third
party (slander vs. libel) - Person defamed must have been identified in
communication - Person defamed must be able to prove
communication caused damage to reputation - Negligence must be shown for anyone; Malice must
be shown for public figures
Lawyers have increasingly
pursued publicity in recent years
Public relations must understand
Legal implications
Firm’s legal position must
be first consideration
Public relations professionals must analyze
legal ramifications and ethical considerations
Defending the First Amendment is a
frontline responsibility of
public relations professionals
Libel
a printed falsehood
Slander
an oral falsehood
Defamation Law
Must show the publisher acted with actual malice
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)
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
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
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
Copyright Law
Original work of authorship has copyright protection when
work is in “fixed” form
Fixed work
means the work is permanent enough to be perceived, reproduced, or otherwise communicated
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
Key elements of research
Organization, Audience, Environment
Research is the foundation for sensible programmatic
initiative
And complemented by analysis and judgment
Outcomes
Did audience behavior or relationships
change, and did sales increase?
Outtakes
Did our target audience see and/or believe our messages?
Outputs
Did we get the coverage we wanted?
When researching establish clear program objectives and
desired outcomes
tied to business goals
Measure media content as
first step
Most trustworthy measurement of public relations
effectiveness stems from
organization with clear key
messages, target audiences and desired channels
Primary research is
applied or theoretical
Applied research
solves practical problems
Theoretical research
aids understanding of a public
relations process
Secondary research relies
on existing material (e.g. books,
articles, databases, etc.)
Strategic Research
Used in program development to:
– Determine program objectives
– Develop message strategies
– Shape goals
Evaluative Research
Summative research
– Conducted primarily to determine whether public relations
program accomplished goals and objectives
– Can also be used for monitoring
Theoretical Research
- More abstract and conceptual
- Builds theories/frameworks for persuasion
- High credibility sources important (trustworthy, experts,
powerful)
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
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
Public relations professionals must
understand how top
management thinks and operates
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
Line professional
public relations agency; earn revenue
Reputation Management
Reputation based on two elements
* Rational products and performance
* Emotional behavioral factors
– Customer service
– CEO performance
– Personal experience
Because today’s consumers are more media-savvy, better-educated, and generally smarter, they expect the Internet to provide
More education-based information.
Based on the theory that Leon Festinger developed in a campaign
individuals likely would seek information that supports their own points of view.
