Test 3 Flashcards
Community Relations
an institution’s planned, active, and continuing
participation within a community to maintain and enhance its environment
to the benefit of both the institution and the community.
Proactive:
being a leader in positive acts that appeal
to key publics
Maintenance:
finding ways to retain relationships
with publics
Support:
help guarding against negative acts, or acts
of omission
Turning workers into goodwill ambassadors
is an effective
way to be known, spread goodwill and develop relationships
How is the community structured?
Demographics
Values
Perceptions
What are the communities strengths and weaknesses?
Problems
Economy
Resources
How does the community feel about the organization?
Do they understand the products, services, practices, policies
Community Relations
Expectations
- Determine what the community knows
and thinks about the organization - Inform the community of the
organization’s point of view - Negotiate or mediate between the
organization and the community and its
constituents if there is a discrepancy between
Appearance
contribute to quality of life with
attractive facilities
Participation
in civic functions, activities, and
education
Stability
so the company can help grown with
the area
Pride
that they are residents
What the Organization
Expects (from community)
Municipal services
Fair taxation
Good living conditions for employees
Good labor supply
Reasonable degree of support for the
business and its products
Corporate Social
Responsibility
Give back to society
through participation in
(voluntarism) and
contributions to (financial
support) not-for-profit
organizations
Objectivity, a goal journalists presumably strive for and public relations practitioners should help media professionals achieve, is ideally
An attempt to be fair, to remain neutral
The ever chnaging nature/definition of “mass” and “media” has made the media landscape more
Diverse
Credibility of what does appear in print media is
not one of the guaranteed benefits of paid advertising
Which of the following is a benefit publicity has over guarantees associated with advertising
third-party endorsement
The activity of trying to place positive publicity in media, of convincing an editor an editor to consider that publicity as newsworthy, is called
Pitching
The first question before engaging in a media interview is
What purpose will this serve the organization?
The cardinal rule for dealing professionally and ethically with media is
to never lie
Becuase the acceptable rate of accuracy is 70% among Internet journalists
Dealing with the media has grown increasingly challenging
Paid media is both
Controlled and not seen as credible
The goal of effective media relations is to
Provide the facts on any given issue and allow the media to be fair and unbiased
During the past 20 years, surveys about workforce contentment indicate
Employees are increasingly disenchanted with their jobs and employers
According to an Edelman study, organizations with high engaged employees saw what percent higher in shareholder returns than organizations with less engaged employees
19%
There is no “general public,” but there is an “employee public” that
Has numerous subgroups
Employees today have less
Loyalty than their predecessors
If communication is to reinforce a consistent management, it
must be credible
Without strong lines of communication employees
Tend to think there are better opportunities elsewhere
Rapid changes in technology and globalization require that even more
attention be paid to communicating honestly and openly with employees in order to gain their respect and loyalty
because the new business environment is so complex, staff members want
To have buy-in when it comes to developing options and solutions
Employees, especially in times of high unemployment indicate their biggest concern is
Knowing where they stand
Employees might be shocked if
More management took SHOC approach as a first step to rebuild employee trust
in Ch. 13’s opening scenario on H&M the main lesson is that
One bad PR move can alienate an entire community
One major aspect of “giving back” is support for
voluntarism
Peaceful coexistence between organizations and communities where they operate requires which of the following skills
Negotiating or mediating if there’s a significant problem between organizations, communities, and their members
Tangible benefits are benefits that are
Measurable and have an impact on the community.
The buying power of minority populations had
Never been greater
Because they are arbiters of communications, public relations people need to be
Sensitive to the new realities of multiculturalism
Enforcing policies in the interest of all employees and enhancing the quality of life for everyone are
Examples of corporate social responsibility
Senior citizens are among the diverse communities
PR professionals must be sensitive towards
When a org doesn’t receive a reasonable level of support for its business and its products that is
a clear indication there are possible community relations problems
While understanding the community leadership is important it
Doesn’t give a broad enough understanding of the community and its needs
The reason the practice of PR has been virtually barred from the fed gov is because
the 1913 Gillette Amendment
Indications there has been growth in PR type jobs in gov include the
Increased opportunities in department of defense, number of gov agencies or programs that regulate business, number of new fed regulatory agencies that have sprung up since the 1970s
Titles used at the federal gov level to describe PR related activities include
press secretary, public affairs officer, communications specialist
Public affairs functions for the state department include
Maintaining content for the department homepage, responsibility for press briefings, operating foreign press centers around the nation
Observers say the second most difficult position in any president’s administration is
Press Secretary
Chief among the responsibilities of the president’s press secretary is
Communicating accurately the policies and practices of the president
Informing and persuading are
At the heart of what lobbyists do
President Obama is considered the first president to leverage
digital media to further his candidacy
Among the most controversial political developments in recent years is the rise of
PACs and their role in elections
Advertising
Owned Media
The “new media” the organization owns, this can be websites, twitter, blogs, etc. you are able to control the content but lose credibility.
PESO
Paid, earned, shared, and owned
Third party endorsement, legitimacy
Winning unbiased affirmation from a journalist– the ultimate goal of PR, more credible
Media and reporters
Reporter wants the “story” good or bad
Working w/ the media
Must be dealt with fairly
Newspapers
Less circulation today, many are online today which has continued the relevance of the legacy print press
Media interviews
Prepare, know your main points, relax, speak in personal terms, welcome the naive question, answer questions briefly and directly, don’t bluff
Publicity
Publicity is regarded as more credible than advertising. To attract positive publicity requires establishing a good working relationship w/ the media.
Internal Audience characteristics
Internal communication
Intranets, internal vehicle that integrates communication with workflow, process management, infrastructure, and all aspects of completing a job.
Sponsored content
Native advertising, content authored and paid for by PR professionals placed on news sites and news content
USIA
United States Information Agency, since 1953 its been the most far-reaching of the federal government’s public relations arms, devoted to “public diplomacy” whose job was to explain and support American foreign policy and promote U.S. national interests through a wide range of overseas info programs and educational and cultural activities.
