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PR > Test 2 > Flashcards

Test 2 Flashcards

1
Q

problem

A

commonplace (occurence)

fairly predictable

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2
Q

addressed without arousing public attention, draining resources

A

problem

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3
Q

crisis

A

less predictable
brings unwanted public attention
can challenge org. to its core values

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4
Q

requires investment of time/resources to resolve

A

crisis

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5
Q

official crisis definition

A

event/occurrence that threatens to create a firestorm of harshly negative media coverage that could damage the reputation or future viability of an org.

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6
Q

characteristics of a crisis

A

sudden
severe
urgent

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7
Q

types of crisis

A

natural disasters
technological incidents
organizational misconduct
marketplace and political crisis

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8
Q

Worst crisis for image

A

organizational misconduct (scandal)

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9
Q

crisis communication

A

communication between the org. and its publics during the negative occurrence
designed to minimize damage

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10
Q

designated spokesperson

A

more people talking, more likely to seem less credible with contradictions (what is said)

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11
Q

crisis management

A

use of PR to minimize harm to the org. in emergency situations that could cause the organization irreparable damage
key:preparation

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12
Q

goal of crisis management

A

to avert crisis or more effectively manage those that do occur by ending it quickly, limiting the damage, and restoring credibility

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13
Q

stages of crisis management

A 
research
prevention
prepare/plan
practice
response
recovery
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14
Q

research

A

identify potential threats

review policies of personnel, conduct, financial, safety measures, services/procedures

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15
Q

prevention

A

eliminate/lessen threats
make changes in policies as needed
understand that crisis will happen

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16
Q

prepare/plan

A

Crisis Management Plan

  • identify possible crisis situations
  • CMT (crisis mgmt team)-talks to press
  • EOC (emergency operation center)
  • MIC (media information center)
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17
Q

what things should you bring to prepare/plan

A

chairs, podium, food, backdrop, security

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18
Q

response

A

analyze situation
execute plan
communication with publics using predetermined channels

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19
Q

recovery

A

lessons learned

evaluate/continue corrective measures

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20
Q

Tylenol crisis

A

cyanide laced extra strength capsules result in deaths
johnson and johnson issued a product recall
company seen as victim and responsible in response

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21
Q

Tylenol crisis mgmt

A

Johnson and Johnson issued recall

  • response viewed as ideal
  • posted 100,00 award for killer
  • full pg advertisements
  • offered exchange for capsules to tablets
  • toll-free hotline
  • chairperson visible on tv
  • sent 450,000 electronic messages to medical community
  • introduced triple-sealed tamper resistant package and caplets
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22
Q

Pepsi Crisis

A 
1993-first report of syringe found in diet pepsi can (Seattle)
reports from 23 states in 1 week
press/ceo highly visible, accessible
video news releases
surveillance video
mystery solved in 8 days
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23
Q

Apologia

A

defense that seeks to present a compelling, counter description of organizational actions
does not always contain an apology

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24
Q

goal of apologia

A

to place wrongdoing in more favorable context

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25
Q

types of apologia

A
  • redefinition (Chrysler/test program)
  • statement of regret (still don’t take responsibility)
  • dissociation (distance yourself from wrongdoing)
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26
Q

Individual/group dissociation

A

scapegoat/badseed

toshiba

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27
Q

Chrysler

A

Brasshats-unhooking odometers
responded by calling it a test program
committed a mistake in bad judgment

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28
Q

Toshiba

A

sold top-secret computer and mailing equipment to USSR
breech of national security
senator voted on ban on toshiba products in the U.S.
admitted engaging in wrongdoing, but didn’t name/explain it

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29
Q

Volvo

A

deceptive ads (monster trucks)
presented as exhibition when it was a dramatization
an error in failing to label it based upon actual events

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30
Q

Texas Flood

A

Michael Watter

dressed to look like he was working (no suit, sleeves rolled up)

31
Q

Virginia Tech

A
  • president=spokesperson, no talk of corrective action
  • call to 911 was inaccurate, stalker not boyfriend
  • facts constantly changing
  • 2 hours before campus was notified
  • recovery=completely flexible to assist students
  • gave lost lives excerpts in magazine
32
Q

Nonprofit PR

A

tax-exempt noncommercial entities whose purpose is to serve the public interest

33
Q

key issues of nonprofit pr

A
  • maintaining positive public image
  • fundraising and cost containment
  • transparency
  • recruiting
  • creating COM programs/campaigns to stimulate public interest in org’s. goals and invite public participation
34
Q

membership organization’s main purpose

A

represent the interest of members to other publics

emphasis on recruitment/retention

35
Q

PR duties for membership orgs.

A
  • influence legislation, regulation through lobbying
  • plan meetings
  • create publications
  • acting as spokesperson
36
Q

PR in social orgs.

A
  • few employees, rely on volunteers

- emphasis on innovative approaches

37
Q

Social Orgs. goals

A
  • develop public awareness of orgs. purpose and activities
  • induce individuals to use the services the org. provides
  • create educational materials
  • recruit/train volunteer workers
  • obtain funds to operate the org.
38
Q

Recruiting Volunteers

A
  • inform people about mission/purpose
  • match volunteers with duties that are relevant to their skill and ability
  • testimony from previous volunteers
  • incentives
  • show appreciation through thank you letter
39
Q

Risks of fundraising

A
  • burnout
  • ethical standards
  • credibility
40
Q

types of fundraising

A
  • donations
  • direct mail
  • sponsorship of events
  • telephone solicitations
  • phone banks
  • endorsements, licensing
  • social media
  • races/marathons
41
Q

Issue

A

created when one or more persons attaches significance to the situation
created through interaction
vary over time
vary in status/signficance

42
Q

Issue status

A

degree of significance attached to a situation

leads to action

43
Q

issue status varies with

A

how many people attach significance
how much significance they attach
the significance of the people attaching

44
Q

issue management

A

meaningful participation in creation of public policy that affects personal and institutional destiny

45
Q

Corporate Gov’t Relations Duties

A
  • monitor issues up for debate in legislative bodies and regulatory agencies through trade associations
  • disseminate info about company’s position to key publics
  • visit with gov’t officials
  • provide testimony at hearings
  • write/deliver speeches
  • write letters
  • prepare position papers/newsletters
46
Q

Lobbyist

A

someone hired to influence lawmakers, gov’t officials, or their aides
efforts are aimed at the defeat, passage, or amendment of legislation and regulatory agency bodies
work at all levels of gov’t

47
Q

example of lobbying

A

healthcare, firearms

48
Q

Grassroots lobbying

A

no rules/regulations
tools include: toll-free phone lines, websites, direct mail
involved coalition building to get individuals and groups with no financial interest to speak about an issue on the sponsor’s behalf

49
Q

Gov’t Bodies mission

A

public service by disseminating info
to inform citizens about services and how to use them
gain support for new laws
gain voluntary obedience with laws

50
Q

Gov’t dept. of PR

A
  • mission/legitmacy are scrutinized more extensively
  • FEMA
  • CIA
  • Dept. of Homeland Security
  • NC DMV
  • City of Wilmington
  • New Hanover County
51
Q

Duties of Gov’t PR

A
  • manage press/public inquiries
  • news releases/press conferences
  • manage social media
  • prepare speeches for top officials
  • writing/producing informational materials
52
Q

police video

A

positioning

53
Q

political campaigns

A
  • act as spokesperson
  • formulate strategy and positions on issues
  • develop mass mailings
  • coordinate ads
  • scout sites for speeches and events
  • stage events
  • write speeches
  • create campaign films
  • build networks through social media/internet
54
Q

Entertainment PR

A
  • fascination with celebrity gossip
  • image is everything
  • magnitude of money at stake
55
Q

event promotion

A

generate publicity and buzz to stimulate ticket sales

56
Q

film release

A
  • target audience: what shows do they watch
  • talk show appearances and exclusives
  • giveaways/contests
57
Q

Publicity/Promotion

A

pub: uncontrolled, appearances, media training
prom: controlled, news release, head shots, photos

58
Q

Image restoration strategies (Benoit)

A
  • denial
  • evade responsibility
  • reduce offensiveness
  • corrective action
  • mortification
59
Q

Lessons learned (hugh grant)

A
  • think before you act
  • your reputation is who you are as far as the publics concerned
  • people want to forgive you if you give them reason to
  • be candid and forthcoming
  • bad press is still press
60
Q

Film as Instigator

A
  • company must respond to “accurate” negative portrayal in film
  • Erin Brockovich
61
Q

Crisis mgmt in film distribution

A
  • historical inaccuracies (least problematic)
  • representations/portrayals on minorities (stereotype)
  • copycat syndrome
  • excessive violence/sex
  • controversial topics
62
Q

Fight Club

A

-too much violence
-film targeted teenage boys
-copycat fight clubs
immoral
-bomb-making
-evokes memory of okl. city and 9/11
-shows fighting as a solution to problem

63
Q

RACE

A

research, plan, communication, evaluation

64
Q

Research; situation analysis

A

initial client interview

  • review website, social media, media coverage
  • develop questions
65
Q

Archival research

A

anything org. has produced itself (photos, language, style)

when org. completely controls content

66
Q

Secondary research

A

anything outsiders say about the company
uncontrolled
helps view what publics think about client
ex: retweets, published materials, transcripts, Nexis/Lexus

67
Q

Qualitative research

A
  • soft data
  • open-ended qs
  • exploratory
  • offers rich insight/understanding
68
Q

Quantiative research

A
  • hard data (numbers)
  • closed-ended questions
  • can generalize to large populations
69
Q

focus group (quant)

A

informal research method in which interviewers meet with groups of selected individuals to determine their opinions

70
Q

advantages of focus group

A

inexpensive
immediate feedback
visual stimuli
follow up qs

71
Q

disadvantages of focus group

A

session domination
results cant be quantified
courtesy bias: tell researcher what you think they want to hear

72
Q

why focus group?

A
  • test potential of proposed new products
  • generate ideas for improving existing products
  • to get feedback about idea in short amount of time
  • choose qs to be used in quantitative studies
73
Q

Four lessons from Disney’s downfall

A
  • be proactive-preparation is everything
  • cover all your bases
  • public relations 101
  • use it or lose it

PR (4 decks)

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