Vannice Midterm Flashcards
PRSA’s 6 Core Values
- Advocacy
- Honesty
- Expertise
- Independence
- Loyalty
- Fairness
(aheilf)
Advocacy
One of the PRSA’s 6 Core Values
Serving the public interest by acting as responsible advocates for clients/ employers
Honesty
One of the PRSA’s 6 Core Values
Adhering to the highest standards of accuracy and truth through advancing the interests of clients/ employers
Expertise
One of the PRSA’s 6 Core Values
Advancing the profession through continued professional development, research, and education
Independence
Providing objective counsel + being accountable for actions
Loyalty
One of the PRSA’s 6 Core Values
Being faithful to clients/ employers, but also honoring an obligation to serve the public interest
Fairness
One of the PRSA’s 6 Core Values
Respecting all opinions + supporting the right of free expression
Definition of Public Relations
&
Explanation of the Parts
Public Relations is a form of communication that manages the flow of information between organizations and their publics in a mutually beneficial manner.
- Flow of information = basic concept
- Manages = PR controls all
- Flow of information = PR is constant
- Between = Pr builds and maintains relationships
- Their Publics = organizations, as well as individuals
- Mutually Beneficial = If PR doesn’t win, neither does the group on the other side of the relationship
- Research = Plan of Action (P.O.A.) and communication to achieve a successfully informed public
- Planning = In order to implement some sort of social reform/ public policy for organizations
PRSA’s 6 Major Provisions
- Free Flow of Information
- Competition
- Disclosure of Information
- Safeguarding Confidences
- Conflicts of Interest
- Enhancing the Profession
(fcdsce)
Free Flow of Information
One of the PRSA’s 6 Major Provisions
Accurate and truthful information is essential to serving the publics. Do not bribe reporters.
Competition
One of the PRSA’s 6 Major Provisions
Healthy and fair competition. Do not spread rumors about the competition.
Disclosure
One of the PRSA’s 6 Major Provisions
Open communication is essential to making an informed decision in a democratic society. Do not “pay” spokespeople or volunteers!
Safeguarding Information
One of the PRSA’s 6 Major Provisions
Client trust. Do not leak information.
Conflicts of Interest
One of the PRSA’s 6 Major Provisions
Do not represent two different companies that are in competition with one another.
Enhancing the Profession
Stregthen the public’s trust in PR. Do not lie on campaigns.
RACE
R - research + analysis (problem/ situation)
A - action ( program/ planning)
C - communication (execution)
E - evaluation (feedback from publics, including colleagues)
Issues Management
Expect the unexpected.
Crisis Communication’s 12 Hints
- Put the public first
- React quickly - 24 hours
- Don’t duck the issue - face up to the crisis
- Take responsibility to publicly solve the problem
- Be honest in all communication - don’t lie or mislead
- Cover all your bases-hit all channels that you do for your campaigns and provide a constant flow of info to all key publics
- Measure results - monitor news coverage and phone inquiries and keep track of output of messages until YOUR messages are outnumbering the negative press regarding the situation
- Designate a single spokesperson
- Set up a controlled info center so outgoing info can be monitored
- Be familiar with media needs and deadlines - info on a timely basis
- Be accessible - let key contacts know how to reach you
- Provide consistent flow of info to the press
4 Phases of the PR Conflict Style
- Proactive Phase
- environmental scanning
- issues tracking
(issues management + crisis plan)
- Strategic Phase
- risk communication
- conflict- positioning
(ongoing unless crisis occurs + crisis management)
- Reactive Phase
- crisis communications
- conflict resolution
- litigation PR - Recovery Phase
- reputation management
- image restoration
(the cycle begins again for new situation)
Issues Management
When the organization makes behavioral changes or creates strategic plans in ways that address the emerging issue. Issues Management occurs in the Proactive Phase and leads to a Crisis Plan in the Strategic Phase.
- predicting problems
- anticipating threats
- preventing crises
- minimizing surprises
- resolving issues
The 5 Conflict Management Styles
- Competing/ Dominating Power-Based
- Compromising/ Conciliator
- Collaborating/ Integrating
- Avoiding/ Withdraw
- Accommodating/ Obliging
Competing/ Dominating Power-Based
One of the 5 Conflict Management Styles
Use when:
- issue is trivial
- speedy decision is needed
- unpopular course of action is implemented
- necessary to overcome assertive subordinates
- unfavorable decision by the other party may be costly to you
- subordinates lack expertise to make technical decisions
- issue is important to you
Compromising/ Conciliator
One of the 5 Conflict Management Styles
Use when:
- goals of parties are mutually exclusive
- parties are equally powerful
- consensus cannot be equally reached
- integrating or dominating style is not successful
- temporary solution to a complex problem is neededq
Collaborating/ Integrating
- issues are complex
- synthesis of ideas is needed to come up with better solutions
- commitment is needed from other parties for successful implementation
- time is available for problem solving
- one party alone cannot solve the problem
- resources possessed by different parties are needed to solve their common problems
Avoiding/ Withdraw
- issue is trivial
- potential dysfunctional effect of confronting the other party outweighs benefits of resolution
- cooling off period is needed
Accommodating/ Obliging
- you believe that you may be wrong
- issue is more important to the other party
- you are willing to give up something in exchange for something from the other party in the future
- you are dealing from a position of weakness
- preserving relationship is important
The 8 Elements of a Public Relations Plan
- Situation - what led to the conclusion that the PR program was needed?
- Objectives - What do you want the audience to do? (informational/ motivational)
- Audience - Who is the audience?
- Strategy - How are you going to get the audience to do what you want them to do?
- Tactics - What are the specifics of your strategy?
- Calendar - When are you putting your plan in action?
- Budget - How much can you spend on this plan?
- Evaluation - Did the audience do what you want them to do?
Situation
One of the 8 elements of a Public Relations Program Plan.
In all situations, relevant research is included. This is used to support why a PR program is needed.
Three traditional situations:
- The organization must conduct a remedial program to overcome a problem or negative situation
- The organization needs to conduct a specific one-time project to launch a new product/ service
- The organizations want to reinforce an ongoing effort to preserve its reputation and public support
Methods for Evaluating
- Measurement of Production
- Measurement of Message Exposure
- Measurement of Audience Awareness
- Measurement of Audience Attitudes
- Measurement of Audience Action
Measurement of Production
One of the 5 Methods for Evaluating.
How many PR tools were produced and/ or distributed?
Measurement of Message Exposure
One of the 5 Methods for Evaluating.
This includes press clippings and radio and television clips. May use clipping services for print and electronic clipping services for major radio and television stations.
A. Media Impressions = # of ppl that MAY have been exposed to message
B. “Hits” on the Internet = # of times a website/page is viewed
C. Advertising Equivalency = converts stories in news/ on radio into equvalent advertising costs
D. Systematic Tracking = uses computer data bases to see if your campaign is being predisposed positively or negatively to certain reporters
E. Number of requests for more information of the number of people that call an “800” number
F. Cost-per-Person = break down cost to how many ppl will be reached (usually cost-per-thousand)
G. Audience Attendance = counting attendance at meetings & events
Measurement of Audience Awareness
One of the 5 Methods for Evaluating.
Members of the targeted audience must be asked if they heard or read the message and what they remember about it. This can be done in person, through questionnaires or surveys. Another form of this method is the “day-after recall” which has a select group watch a program read an article and then ask them questions on the next day.
Measurement of Audience Attitudes
One of the 5 Methods for Evaluating.
The basic method for this method is the “Baseline Study” where certain target audience member’s attitudes and opinions are measured before, during and after a public relations campaign.
Measurement of Audience Action
One of the 5 Methods for Evaluating.
Are people attending your event? Are people buying your product? Are people requesting more information on your program?
FTC Jurisdiction
The Rederal Trade Commision has jurisdiction to determine that ads are not deceptive or misleading. PR personnel should also know that the commision has jurisdiciton over product news releases and other forms of product publicity, such as videos and brochures.
Trademark
Word, symbol, or slogan that identifies a product’s origin. Can be registered with US Patent & Trademark Office. Always capitalized & used as an adjective rather than noun or verb. (Example: Trademark Infringement = “misappropriation of personality” – the use of a celeb’s name/image without their permission.)
Copyright
Protection of creative work from unauthorized use. It is assumed published works are copyrighted, and permission must be obtained to reprint.
4 Main Areas of Invasion of Privacy
- Employee Newsletters
- Photo Releases
- Product Publicity & Advertising
- Media Inquiries About Employees
Employee Newsletters
One of the 4 Main Areas of Invasion of Privacy:
- keep all focus on organization activities
- have employees submit “personals” in writing
- double-check EVERYTHING, confirm facts
- no race/ ethnicity designations
- ask yourself “will this embarrass anyone?”
Photo Releases
One of the 4 Main Areas of Invasion of Privacy:
- file all photographs
- date them
- give the context of the situation
- precludes: old embarrassing photos & anyone who died
- no newsletter photos in advertisements
- if photo is later used, must obtain a signed release
Product Publicity & Advertising
One of the 4 Main Areas of Invasion of Privacy:
GET PERMISSION
Media Inquiries About Employees
One of the 4 Main Areas of Invasion of Privacy:
Only provide basic information:
- confirmation that the person is an employee
- title + job description
- beginning date of employment (if applicable, date of termination)
6 Elements of Message Processing
- Audience must receive the message
- Audience must pay attention to the message
- Audience must understand the message
- Audience must believe the message
- Audience must remember the message
- Audience must act upon the message (Adoption Process)
Audience Must Receive The Message
1/6 Message Process
- PR is based on 2-way communication and not just disseminating information (1-way info)
- RACE acronym correlates with the loop process of the comm. Model—PR bases messages on TA research and data of that they want/need
- In a one-on-one situation or a small group, you may have immediate feedback
Audience Must Pay Attention to The Message
2/6 of Message Processing
• The audience is not a passive recipient of messages
o they want something from the comm. To which they are exposed so they can select which ones might be meaningful to them
o see handout for “is it meaningful?”
• When trying to get attention, remember the 5 senses – seeing, hearing, touching, tasting, smelling
• 83% of learning is by sight
• 11% is through hearing
• 50% of what we retain consists of what we SEE AND HEAR
Audience Must Understand The Message
3/6 of Message Processing
- Make sure the message uses common and appro language and symbols for the TA – e.g. cross-cultural audiences
- Be aware of education level – literacy level, social class, regional differences, nationality and cultural background (what publications do they read?)
- Branding by using symbols, acronyms, and slogans, can help clarity if audience understands the reference
- Avoid clichés, hype words, euphemisms (trying to make something sound better by using different terminology) and discriminatory language
- If there are Qs about clarity, copy test the info (sample of people from TA)
Audience Must Believe The Message
4/6 of Message Processing
• Do audience members perceive the source as honest and knowledgeable – competence and character
• Credibility in news articles is usually higher than ads because info passes through a more objective media gatekeeper
• Transfer technique – many companies use experts or credible celebrities to promote or endorse their company or product/ service
• ppl are more skeptical of large companies now bc of scandals and bc they have become large conglomerates that are more difficult to manage
• *credibility is essential for large organizations
• Context is imp. For believability in messages – does the action of an organization correlate with what they are communicating?
• Cognitive dissonance – 2 conflicting issues, inconsistencies – states that ppl will not believe a message contrary to their predisposition unless the communicator can introduce information that causes them to question their beliefs
THIS CAN BE DONE IN THREE WAYS
1. Make audience aware that circumstances/situation has changes, so it makes it okay for their position to change
2. Give info about new developments or discoveries
3. Use an unexpected spokesperson (i.e. someone from an environmentalist group to support your positive “green” actions
o See handout – “is it believeable?”
Audience Must Remember The Message
5/6 of Message Processing
• Repetition is used because:
- Members of TA don’t read all certain issues or watch all TV programs on a particular day
- Reminds audience of the message so they’ll retain it
- Can lead to chance of penetrating audience indifference or resistance
- Studies have shown commercial messages are forgotten quickly if not repeated constantly
- Offsets “noise” that may surround the message whe the recipitent receives the message
- May retain info if they receive it through multiple channels & multiple senses if applicable
Audience Must Act Upon The Message
6/6 of Messaging Processing
- Adoption Process –
- Even though many ppl wil be made aware of a product or idea, only some will ultimately adopt it bc of factors that affect the adoption process
- Relative Advantage – degree to which the new idea or product is perceives as being better than the one it replaces
- Compatibility – degree to which an innovation is perceives to be consistent with existing values, experiences, and needs of the potential adopter
- Complexity – degree to which an innovation is perceives as being confusing or difficult to use
- Trialability – the degree to which the innovation can be used on a limited basis
- Observability – the degree to which the results of an innovation are visible to others
Adoption Process
(part of making the audience act upon the message)
- Awareness – person becomes aware
o Mass media vehicles such as advertising, short news articles, and feature stories are very influential - Interest – seeks more info about idea, through brochures, articles
o Rely on detiailed brochures and longer, more in-depth articles, websites - Evalutaion – evals and sees how it meets their needs
o Group norms and opinions from friends and peers have more impact with adoption in this, trial, and adoption stages - Trial – tries idea or witnesses demonstration
- Adoption – begins using product on a regular basis or integrates the idea based on their belief system
Media Uses & Gratification Theory
Part of “Audience Paying Attention to The Message”
• Comm. Process is interactive
• Communicator wants to inform and persuade receiver, who wants to be entertained, informed, or alerted to opportunities that fulfill individual needs
• Ppl make intelligent choices about which messages require their attention and fulfill their needs – so that is how a PR professional must tailor their messages
– to fulfill WANTS AND NEEDS
Transfer Technique
(to get audience to believe the message)
many companies use experts or credible celebrities to promote or endorse their company or product/ service
Cognitive Dissonance
(to get the audience to believe the message)
states that ppl will not believe a message contrary to their predisposition unless the communicator can introduce information that causes them to question their beliefs
THIS CAN BE DONE IN THREE WAYS
1. Make audience aware that circumstances/situation has changes, so it makes it okay for their position to change
2. Give info about new developments or discoveries
3. Use an unexpected spokesperson (i.e. someone from an environmentalist group to support your positive “green” actions
How much information do we learn from just seeing?
83%
How much information do we learn by hearing?
11%
How much information do we learn by seeing AND hearing?
50%
Objectives
One of the 8 elements of a Public Relations Program Plan.
Desired outcomes can be either informational (know/ understand) or motivational (do something).
To evaluate objectives, make sure they:
- specify the desired outcome (ENDS)
- target audience is clearly defined
- are measurable
- refer to ENDS, not means
- include time frame if other than full time-frame of campaign
Audience
One of the 8 elements of a Public Relations Program Plan.
- Primary - direct impact on objectives (ends)
- Secondary - impact does not directly effect objectives
Strategy
One of the 8 elements of a Public Relations Program Plan.
This is a somewhat broader statement describing how an objective (end) is to be achieved. The strategy is the MEANS.
- may be single or several
- provides guidelines, key themes, and concepts
- offers rationale for actions & program components
Tactics
One of the 8 elements of a Public Relations Program Plan.
- the most visible part of any plan
- describes specific activities that put each strategy into operation & help achieve stated objectives
- examples: news releases, events, testimonials, contests, give-away items
Calendar
One of the 8 elements of a Public Relations Program Plan.
-context timing, launch scheduling & advance planning
Budget
One of the 8 elements of a Public Relations Program Plan.
- salaries, cost from vendors
- 5-10% = unexpected costs
Evaluation
One of the 8 elements of a Public Relations Program Plan.
-relates DIRECTLY back to measurable stated OBJECTED
What percent of information that the media carries is supplied by public relations materials?
50%
The 9 Factors of Persuasion
- Audience analysis
- Appeal to self-interest
- Timing & context
- Suggestions for action
- Source credibility
- Clarity of message
- Audience participation
- Content & message structure
- Persuasive speaking
Public Opinion
A small number of people who, at any given time, take part in public opinion formation on a specific issue because of two reasons:
- The public tends to be passive at large. Only a small percentage is active on issues.
- The public is split on numerous issues and how each person is affected.
The public opinion can be formed by Self Interest & Events.
Self Interest
Forms public opinion, along with Events.
People who can be affected by the outcome of an issue help to form a public opinion on that issue.
o Once formed, not easily changed
o Does not remain aroused for any long period of time unless people feel their self-interest is acutely involved or unless op is sustained by events
Events
Forms public opinion, along with Self Interest.
Public opinion is highly sensitive to events that have impact on the public or a particular segment of the public.
o Usually meets public opinion does not anticipate events- it only reacts to them
o Events trigger awareness ,and when the public is aware, they begin forming awareness
o Events of unusual magnitudes or impact are like to swing public opinion temporarily.
Defamation
- collectively, libel and slander
- involves a false & malicious communication with an identifiable subject who is injured wither by loss of reputation or mental suffering
- suits can be avoided through careful use of language
Libel
A published false statement that is damaging to a person’s reputation; a written defamation.
Slander
The action or crime of making a false spoken statement damaging to a person’s reputation.
Fair Comment Defense
- defense used against “defamation” suits
- example: negative review by movie critic
Fair Use Defense
- Allows limited quotation, as in a book review.
- Unless a company has a specific contract with a freelance writer/ photographer/ artist to produce work that will be exclusively owned by that company, (“work for hire”) the freelancer owns.
The 4 Mass Media Theories
- Agenda Setting Theory
- Media Dependency Theory
- Framing Theory
- Cultivation Theory
Agenda Setting Theory
o The media sets an agenda for what ppl talk about.
o Media gives the public topics to talk about, but does the media tell the audience what to think about the topics? Yes, most times the media is swayed one way.
Example: What is on the 6:00 news or the front page of the SF Chron
Media Dependency Theory
o It’s easier for someone to be swayed by the media coverage of a subject or issue If that a person has no knowledge or very little knowledge of the subject or issue
Example: What’s going on in Africa with the AIDS epidemic
Framing Theory
o The selection of certain facts, themes, treatments and words to frame or put an angle on a story or issue – this can affect the public’s understanding of an issue
Example: how the media relates the info about the healthcare debate
Cultivation Theory
o Media repeats messages of themes to “cultivate” the audience to believe certain info or act in certain ways
Example: Having a large amount of violence on TV news over a period of time would “cultivate” ppl into thinking that crime in their city has increased
Strategic Conflict Management
To influence the course of conflicts to the benefit of the organization & the organization’s many constituents.
Litigation PR
(Reactive Phase)
-deals with communication strategies to support legal actions and trials.
5 Steps of Issues Management
- Issues Identification
- Issues Analysis
- Strategy Options
- Action Plan
- Evaluation
Risk Communication
(Strategic Phase)
-risk to health, safety, environment
Conflict Positioning
(Strategic Phase)
-to position organization for litigation, boycott, and other adverse issues that will be in light of public opinion
Crisis Plan
(Strategic Phase)
-develop for a particular issue - contingency theory
Contingency Theory
- contingent upon THE FACTORS
- example: problem for employers vs. problem for consumers
Pure Advocacy———–>Pure Accomodation
Crisis Communcation
(Reactive Phase)
“An extraordinary event/ series of events that adversely effects the integrity of the product; the reputation of financial stability of the organization; the health/ well-being of employees/ community/ public at large.”
Conflict Resolution 7 Possible REsponse Strategies to Crises
- Attack accuser
- Denial
- Excuse - the economy
- Justification
- Integration
- Corrective Action
- Full Apology
Reputation Management 3 Foundations
(Recovery Phase)
- Economic performance
- Social responsiveness
- Ability to deliver valuable outcomes to stakeholders
Five Pointers for Pitch Letters
- Research - read publication, listen, + watch programs that you want to pitch
- Targeting - find the right media outlet, section, reporter, + pick the best outline for that client
- Relationships - create new contacts, nurture existing contacts, + revisit old contacts
- Timing - be seasonal, be aware of how media works + how they prefer to be contacted, and let the media outlet know if they are they first to be pitched the story angles
- Execution - get the media what they need (photos, info), follow up, don’t over-pitch, spend time on e-mail subject line, reference appropriate work, use bullet-points, always have MORE THAN ONE ANGLE ready, pitch a story and not client. make sure contact info is easy to locate.
