Unit 3 exam Flashcards
What does advertising guarantee?
Content, size, location, reach and frequency
owned media
new media channels that we, ourselves, own and operate
what are the benefits of owned media?
- you control the content
- less costly than paid media
- versatile for reaching niche audiences
- potential to not be trusted
Who pays for owned media?
the organization
PR goals during a crisis
- terminate the crisis quickly
- limit the damage
- restore credibility
What are the roles of issues management
- anticipate emerging issues
- identify issues selectively
- deal with opportunities and vulnerabilities
- plan from the outside in
- bottom-line orientation
- all about pre-crisis management
What is the real purpose of issues management?
to defend the organization in light of external factors and to enhance the firm’s business by seizing imminent opportunities
Issues management
the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny
Crisis Do’s
- Be flexible
- Answer early
- speak with one voice
- be prepared to move without all the facts
- squawk if you are wrong
- seek your allies
Crisis Dont’s
- don’t keep all channels of communication open
- don’t always make the CEO the spokesman
- don’t always take the lawyers advice
- dont lean toward withholding information
- don’t answer every question
- don’t ever ever lie
Crisis communication
every crisis is different, no answer can solve every crisis
Crisis communication facts
- manage court of public opinions
- no comment often perceived as guilty
- engaging is not optional; be transparent
Company’s expectation s
- appearance
- participation
- stability
- pride
appearance
contribute to the quality of life with attractive facilities
participation
in civic functions, activities, and education
stability
so the company can help grow within the area
pride
that they are residents
Communities expectations
1) determine what the community knows and thinks about the organization
2) inform the community of the organizations POV
3) negotiate or mediate between the organization and the community and its constituents if there is a discrepancy
Community Relations Objectives
- tell the community about the operations of the firm
- correct misunderstandings, reply to criticism, remove disaffection that may exist among community neighbors
- gain favorable opinion of the community especially when there is labor un-
- inform employees and their families about company activities and developments
To build a solid community relations program, you need to answer these questions
- How is the community structured?
- What are the communities strengths and weaknesses
- How does the community feel about the organization?
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 product, services, practices and policies
Who is responsible to engage?
- CEO
- other corporate leaders
- PR
- In the end it’s everyone in the organization’s responsibility to be a part of the community relations efforts
- Turning workers into goodwill ambassadors is an effective way to be known, spread goodwill and develop relationships
“strategic” community relations
it is far different than “doing nice things for the community”
What are the parts of strategic community relations
- defensive
- proactive
- maintenance
Defensive
guarding against negative acts, or acts of omission
Proactive
being a leader in positive acts that appeal to key publics
Maintenance
finding ways to retain relationships with publics
Community Realtions
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
Other names or community relations
civic outreach or civic engagement
what is community relations all about?
long term relationships
Corporate Social Responsibility (CSR)
give back to society thru participation in (volunteerism) and contributions to (financial support) not-for-profit organizations
Examples of CSR
- giving back to one’s community is largely an American phenomenon
- Corporate giving is becoming more focused
- matching gifts are a high priority
- international giving is on the rise
- corporate leaders taking active stance in confronting societal challenges i.e. protecting the environment
- Corporate contributions depend on profits; volunteering= another element of giving back
- Millennials are aware of and concerned about contributions to society (the firms and their own)
American Forces Information System (AFIS)
DOES NOT EXIST ANYMORE
What was AFIS replaced by?
Defense Media Activity (DMA)
AFIS promotes cooperation among branches
- Armed Forces Radio and Television Service
- Stars and Stripes newspaper
- Communications training at Defense Information School
The USIA’s mission has been modified to include new challenges:
- Build the intellectual and institutional foundations of democracy in societies around the globe
- Support the war on drugs in producer and consumer countries
- Develop worldwide information programs to address environmental challenges
- Bring the truth to any society that fails to exercise free and open communication
USIA
United States Information Agency
- Foreign Affairs Reform and Restructuring Act of 1998
- State Department inherited USIA
- USIA —> public diplomacy
- USIA’s budget has exceeded $1 billion since the late 1980s
Wrinkles in online publicity
Sponsored content, sponsored journalism, branded content, or native advertising
There is a blurring of the lines between:
earned publicity and paid advertising
Sponsored content is a descendent of
advertorials
advertorials
ads in the form of news stories
Who are the internal audience?
Employees
What % of CEOs reported spending more of their time communicating with employees?
60%
Subgroups
senior managers, first-line supervisor, staff and line employees, union employees, contract workers
What is publicity more powerful than?
advertising
Publicity is most often gained by dealing directly with what?
media
What else does publicity deal with?
- Announcing new/old product or service
- Enhancing the organization’s reputation
- Crisis response
media interviews
Coordinate interviews for their executives with the media
What is the cardinal rule about media interviews?
that interviews are not intellectual conversation
What is the cardinal rule about media interviews?
that interviews are not intellectual conversation
What does the interviewer want in an interview?
a good story
What does the interviewee want in an interview?
to convey his/her message
When did newspapers cut back?
during the recession
Is print still important among PR pros?
Yes
Newspapers and magazines use ____ and other publicity vehicles more than TV
news releases
The press plays what role?
“devils advocate”
Why is third party endorsement risky?
Less control over message
Objectivity
fairness with the intention of remaining neutral
The result of the Susan G. Komen Race for the Cure’s policy barring grants to organizations that were under investigation by local, state or federal authorities was
All of the above
As arbiters of communications in organizations, it’s been the charge of public relations people to
deal in an enlightened manner with the realities of a multicultural society
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 commodities that communities expect from resident organizations include all of the following EXCEPT
participation.
The buying power of the minority population has decreased despite its growth in numbers
False
Because they are arbiters of communications, public relations people need to be sensitive to the new realities of multiculturalism
True
Enforcing policies in the interests of all employees and enhancing the quality of life for everyone are examples of social responsibility.
True
When an organization 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
True
Senior citizens - the over-50 crowd - are among the important diverse communities to whom public relations professionals must be sensitive
True
The reason the practice of “public relations” has been virtually barred from the federal government?
the 1913 Gillette Amendment
Indications that there has been growth in public relations-type jobs in government include all the following EXCEPT?
repeal of the Gillette Amendment
Titles used at the federal government level to describe public relations-related activities include all EXCEPT
public relations practitioner.
Public affairs functions for the State Department do NOT include
advertising and recruiting volunteers for the armed services
In the 21st century, challenges for the USIA include all EXCEPT
maintaining its position in the executive branch
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
True
The campaign Al Gore ran against George W. Bush established him as the first “digital presidential candidate.”
False it was obama
Among the most controversial political developments in recent years is the rise of PACs and their role in elections
True
