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Introduction to PR > Unit 1: > Flashcards

Unit 1: Flashcards

1
Q

What is PR?

A

the management of relationships between an organization and its diverse publics, through the use of communication, to achieve metal understanding, realize organizational goals, and serve the public interest

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2
Q

What are the main components of PR?

A
  • two-way communication
  • management function
  • Public interest
  • Deliberate
  • planned
  • performance based
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3
Q

What is the RACE cycle?

A
  • research
  • analysis/ action planning
  • communication
  • evaluation
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4
Q

Who do you make ethical decisions to satisfy?

A
  • public interest
  • employer
  • professional societies code of ethics
  • personal values
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5
Q

What was P.T Barnum’s advance?

A
  • Press agentry/publicity
  • hype and press agency in 1850’s
  • one way communication through flowery words and advertising
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6
Q

What was Edward Bernay’s advance?

A
  • Two-way asymmetrical

- two-way/imbalanced in the 1920’s

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7
Q

What was Ivy Lee’s advance?

A
  • maintain open comm between media, companies and public
  • one-way/ public information model
  • first PR firm in 1900’s
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8
Q

What is two-way symmetrical?

A
  • use comm, dialogue and research
  • emphasis on managing conflict/resolving disputes
  • strengthen a relationship
  • both public and organization may change their views
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9
Q

What is two-way asymmetrical?

A

-can also be called “scientific persuasion;”
-employs social science methods to develop more persuasive communication
-incorporates lots of feedback from target audiences and publics
is used by an organization primarily interested in having its publics come around to its way of thinking rather changing the organization

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10
Q

What does a value mean?

A
  • a person’s driving force
  • determines how we will behave
  • bring your values and beliefs to the organization
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11
Q

What is the code of conduct?

A

-Standards of conduct: indicate how one should behave based on moral duties

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12
Q

What does the code of ethics mean to me?

A

-Ethical PR professional should have values of honesty, openness, loyalty, respect, fair-mindedness, integrity, forthright communication

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13
Q

What is a PR dilemma?

A

Making decisions to satisfy: public interest, employer, professional societies code of ethics, personal values

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14
Q

What is libel and defamation? (also know as slander)

A

Any false statement against an organization that creates public hatred or ridicule

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15
Q

What is an invasion of privacy?

A

companies can’t assume that a person waives his right to privacy just b/c he is an employee
-companies need written permission

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16
Q

What is copyright law?

A

the protection of creative work from unauthorized use

-the “fair-use” doctrine allows limited quotation

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17
Q

What is trademark law?

A

a symbol, word, or slogan identifying a products origin

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18
Q

What is commercial and corporate speech?

A
  • commercial: kind of like free speech

- corporate: organizations have the right to express their opinions and views about a number of public issues

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19
Q

What is employee speech in the digital age?

A

employees are limited in expressing their opinions

-problems arise b/c things can be downloaded so easily off the internet

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20
Q

What does liability mean?

A
  • being responsible for something

- if you plan plant tour, liability issues concerning safety and security

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21
Q

What does an attorney/ PR practitioner relationship?

A

Legal problems can arise that are out of a PR practitioners realms of knowledge this is when you would work with an attorney.

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22
Q

What is the formula for a PR plan?

A
  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/ Timetable
  7. Budget
  8. Evolution
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23
Q

What is research?

A

it is the controlled, objective and systematic gathering of information for the purpose of describing and understanding

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24
Q

Why do we research?

A
  • efficient: time and money can be saved by deciding if a problem really exists
  • effective: facts are needed for an effective PR program
  • expected: use research in forming campaigns and in evaluating outcomes
  • management knowledge: research educates managemnt which i increasingly isolated from contact w/ the public
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25
Q

What is quantitative research?

A
  • more expensive and complicated but it gives the researcher greater ability to generalize to large populations
  • random sampling of product, information ect.
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26
Q

What is qualitative research?

A
  • affords the researcher rich insights and understanding of a situation or a target public, but never uses numerical data
  • uses content analysis: systematic and objective counting or categorizing of information (ie: media coverage and the nature of the coverage)
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27
Q

What is valid research?

A

-the research measures what is set out to do

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28
Q

What is reliable research?

A

-similar results are achieved when research is repeated

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29
Q

What is primary research?

A

-data collected by the professional

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30
Q

What is secondary research?

A

-data collected previously by others

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31
Q

What are tactics?

A
  • step by step activities that put strategies into operation

- actions to achieve your measurable objectives

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32
Q

What is the purpose of communication?

A

to inform

  • persuade
  • motivate
  • mutual understanding
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33
Q

What does passive audience mean?

A

-they might listen to the message but not act on it

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34
Q

What does active audience mean?

A

-they will actively do something to find more information and what they can do

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35
Q

An audience needs to:

A
  • receive the message
  • pay attention to the message
  • understand the message
  • believe the message
  • remember the message
  • act on the message
36
Q

5 objectives of communications

A
  1. message exposure
  2. proper spread of the message
  3. acceptance of the message
  4. attitude change
  5. change in behaviour
37
Q

What is the purpose of evaluation?

A
  • to asses progress towards objectives
  • to raise accountability
  • to improve subsequent/ ongoing programs
  • to asses return on investment
38
Q

What can we evaluate?

A
  • production of messages (media outputs)
  • money output
  • message accuracy
  • audience awareness
  • audience action
39
Q

What are some outcome measurements?

A

(Costly but effective)

  • survey tools
  • focus groups
40
Q

What are the 8 factors in persuasive communication?

A
  1. Audience analysis
  2. Source credibility (Expertise, Sincerity, Charisma)
  3. Appeal to self interest
  4. Clarity of message
  5. Timing and context
  6. Audience participation
  7. Suggestions for action
  8. Content and Structure of messages
41
Q

What is public opinion?

A
  • the sum of individual opinions on an issue affecting those individuals
  • primarily determined by self-interest
  • EVENTS TRIGGER FORMATION OF OPINION
42
Q

What is persuasion?

A
  • a matter or perspective and a way to shape public interest and public opinion
43
Q

What is media relations?

A

-working with the media (traditional and online) to seek publicity or response to their interests in org

44
Q

Why is mass media important?

A
  • major distribution platform for PR materials

- newspaper, radio and more trusted than twitter/facebook

45
Q

Difference between Marketing and PR

A

Marketing: purpose to sell goods and services, their audience is customers or consumers, rely on competitive solutions. They also advertise directly at consumers and payment takes place

46
Q

Difference between Journalism and PR

A

Journalism: primary objective is to provide news and info, write for a mass audience, and read audiences through media that publishes their work

47
Q

How do we communicate with the media?

A

pitching, news release, media advisory, email, twitter/Facebook, scrum and news conference

48
Q

What is the purpose of the News Release? What is important when writing them? How are they sent?

A
  • sent to journalists and editors for possible use in news columns
  • they need to be accurate, informative and writing in journalistic style
  • sent by email or posted on org online newsroom
49
Q

What is included in a media kit?

A

news release, photos, facts sheets, CD’s, b-roll and features about a new event

50
Q

How do you make a good pitch?

A

email, text or tweet it and make sure its based on research and a creative idea that will appeal to journalists editors

51
Q

What makes a good television pitch?

A
  • strong focus on visuals
  • good emotional content
  • use PSA’s on behalf of gov or agencies
52
Q

What makes a good radio pitch? Whats good about a radio pitch.

A
  • 60 sec at the most
  • when doing an audio news release (ANR) include an announcer and a quote from the spokesperson
  • PSA’s should be written in various lengths for flex. broadcasts use
  • cost effective
  • most flexible for deadlines
  • not good for complex info
  • effective to reach a lot of people
53
Q

How do you handle news conferences?

A
  • only held rarely and only when major news or intense media interest
  • PR people are in charge of logistics and arrangements for news conferences
  • online conferences are good because journalists in diff locations can easily attend
54
Q

Who created the news release and when?

A

Ivy Lee in 1906

55
Q

Why do we give news releases?

A

to give reporters and editors info so they don’t have to gather it

56
Q

What do you give out for Television as a PR person?

A
  • format that can easily be edit or cut
  • b-rolls that compiles video clips and sound bites
  • TV PSA’s need to have audio and visual
57
Q

What should you do in regards to guest appearances and product placement?

A
  • guest go on tv talk shows but should be knowledgeable and give short answers
  • companies make deals with producers to get their features on tv
58
Q

What is a crisis? How do you react?

A
  • something out of your control, not planned for

- show empathy and worry about safety

59
Q

What is an issues? How do you react?

A
  • you have time to plan and take action as the issue evolves

- you can protect your reputation by spending time understanding the situation

60
Q

Why is there conflict?

A
  • Competition: other org striving for the same object, position, prize
  • Disagreement: opposition resulting in a direct, overt threat from another issue
61
Q

What is conflict management?

A

-strategic management: for the purpose of achieving particular objectives through planned and deliberate action

62
Q

Asses the situation and threat.

A
  1. What is the severity of the threat
  2. what are the facts, what effort is required,
  3. Is it long term or short term (long term= most severe consequences)
  4. What resources do you have to deal with the threat? (money, time, knowledge, management)
63
Q

What is the first approach to manage conflict?

A
  • CONTINGENCY
    1. Advocacy to accommodation
    2. Determine the stance of the org
    3. Crisis communication stance
64
Q

What is the second approach tp manage conflict?

A
  • LIFE CYCLE
    1. Proactive to reactive
    2. The problem is tracked and management of the conflict can be divided into 4 general phases
65
Q

The reaction approach is continent on…

A
  • stance of the org
  • stance with each public or stakeholder involved
  • stance changes in repose to changing circumstances
66
Q

What is the Contingency continuum?

A

Left: pure advocacy for your org (competing and litigation)
Right: pure accommodation is apologizing and admitting they are wrong

67
Q

What factors can the stance influence?

A
  • external threats
  • industry-specific environment
  • social and political environment
  • internal factors
  • corporate/ org and management characteristics
  • relationship characteristics
68
Q

What are the stages of the Lifecycle?

A

Practice: issue management
Strategic: risk communications
Reactive: crisis comm
Recovery: reputation management

69
Q

How do you identify and issue?

A
  • will there be sig. public attention
  • will there be sig. public impact
  • will corporate operations or services be impacted?
  • will the issue affect the corporate image/reputation
70
Q

What is the issue management system?

A
  1. Identify/ scan the issue
  2. Analysis the type of issue and relevance
  3. Action plan (risk communication)
  4. Evaluation or results
  5. Recovery
71
Q

What are the rules for crisis communication?

A
  • take responsibility
  • say you’re sorry early and often for things you are responsible for
  • do not apologize for things you are not responsible for
  • listen to people’s concerns, anger, grief
  • have a plan in place and rehearse it
72
Q

What do you do for communication during a crisis?

A
  • Designate a spokesperson
  • Put the public first
  • Be accessible
  • Take responsibility
  • Communicate with key publics
  • Set up a central information centre
  • Never say “no comment”
  • Be honest
  • Provide information often
  • Monitor news coverage and the phone
  • Be familiar with the needs of the media
73
Q

How do you restore a org image?

A
  • disclosure is the best strategy
  • make CEO and exect leaders available
  • demonstrate progress
  • analyze what went wrong
  • review policies
  • commit to high corporate standards
  • hire outside auditors
  • issue an apology
74
Q

What is investor relations?

A

The strategic management function that integrates finance, comm, marketing and security laws to achieve an effective 2-way flow of information between the company and the investment community to enable fair and efficient capital market.

75
Q

What do PR people do for investor relations?

A
  • must be knowledgeable about finance and communication

- publicly traded companies maintain good relations with their investors in order to maintain their capital investment

76
Q

What is traditional media?

A

-mass media like newspapers, radio, tv ect

77
Q

What are the disadvantages of mass media?

A
  • costly to public
  • mostly 1-way comm
  • limited feedback channels
  • media shapes the discussion and agenda
78
Q

What is new media?

A
  • internet: democratization of info around the world

- social media

79
Q

What advantages does social media have?

A
  • is now mainstream media
  • instant, vibrant, fun
  • core audience will engage
  • opportunities to build loyalty and shape relationships
  • opportunities for 1-on-1 dialogue
80
Q

What are some disadvantages to social media?

A
  • it is not organized or controlled

- can’t take back what you said

81
Q

What are the final outcomes for orgs using social media?

A
  • save money on traditional media

- net new supporters, investors and clients/customers

82
Q

What can research do to define the situation?

A
  • define the problem
  • is it an issue or an opportunity?
  • what do you need to know?
  • who do I talk to?
  • who should do the research?
  • what will it cost
  • how long will it take
83
Q

What types of diverse audiences are there?

A
  • cultural awareness
  • Langauge and religion
  • Generational awareness
  • Disability
  • Gender and lifestyle
84
Q

How do you determine strategy?

A
  • based on research

- decide where you want to be in the future and how to get there

85
Q

What are the communication tactics?

A
  • step by step activities that put strategies into operation

- actions to achieve your measurable objectives

86
Q

What do you do for the comm plan calendar?

A
  • how will the PR plan be implemented
  • when should we do this
  • what goes first
  • how does it all work together
87
Q

What do you do for evaluation?

A
  • evaluate against objectives

- criteria for evaluation: realistic, credible, specific, aligned with expectations

Introduction to PR (1 decks)

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