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Public Relations > What Is Public Relations > Flashcards

What Is Public Relations Flashcards

0
Q

Primary, secondary and marginal publics

A

Based on influence

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1
Q

Internal and external publics

A

Based on organizational boundaries

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2
Q

Traditional and future publics

A

Based on time

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3
Q

Proponents, opponents, and uncommitted publics

A

Based on relationship

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4
Q

Other terms common to definitions of PR

A 
Deliberate 
Planned
Performance
Public interest
Two-way communication
DPPPT (d-triple p-t)
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5
Q

A public relations professionals must have skills in

A

Written and interpersonal communication, research, negotiation, creativity, logistics/management skills, facilitation, problem solving

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6
Q

RACE process

R is for

A

Research-define the problem
Some form of qualitative or quantitative research is often conducted to define the problem (survey of co morale)
Often, we’ll conduct a situation analysis to summarize the problem and broader situation

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7
Q

Research: the situation analysis

A 
Client background
Product/service/brand info 
Market/comp
Consumer profile
Brand & marketing analysis
SWOT (strengths, weaknesses, opportunities, and threats) analysis 
Strategic implications and recs
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8
Q

RACE process

A is for…

A

Action-state the program’s objectives
Differentiate between goals (long-term) and objectives (specific outcomes)
Objectives may be informational, attitudinal/motivational, and/or behavioral

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9
Q

RACE process

C is for…

A

Communication-develop campaign to meet objectives
Base the campaign on pre-existing research
Base the camp on theory
Base the camp on research conducted earlier in the process

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10
Q

RACE process

E is for…

A

Evaluation-evaluate!!!
Should be done continuously
Did the camp work?

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11
Q

Alternative depictions of the process

A 
Formative (b4) research and analysis
Use research to est. objectives/strategies
Develop campaign
Execute plan/campaign 
Evaluative (after) research
Use research to adjust future campaigns
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12
Q

Diffs btw pr and journalism

Scope

A

J is about producing content (news articles, mags features, tv segments
Pr is broader (might be organizing a special event one day and writing press releases the next

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13
Q

Diffs btw j and pr

Objectives

A

J strives for objectivity in reporting (point/counter-point news writing, giving equal time to both sides of a debate-global warming, intelligent design vs. evolution)

Pr has a goal of advocacy

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15
Q

Diffs btw pr and j

Audiences and channels

A

J produce content for the med for which they work, but also write for mass audiences (eg Paul Krugman produces articles for the NY Times while Matt Drudge does so for “The Drudge Report” website)
Pr specialists will tailor their materials much more to segments of the public and will often do so through a variety of channels

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16
Q

Diffs btw pr and adv

Tools

A

Adv use paid placements as their primary tool for work
PR pros might submit news info to journalists for consideration, but also rely heavily on the events themselves to build relationships with publics and other organizations

17
Q

Diffs btw pr and adv

audiences

A

Adv are concerned only with an external audience aka consumers
PR concerned with internal (within co) and external (shareholders,vendors,opinion leaders) audiences

18
Q

Diffs btw pr and adv

scope/function

A

Adv scope is much smaller and is viewed as a specialized communication function (wal-mart and brand image)
PR is broader, dealing with the performances of the organization as a whole (they deal with not only how consumers view their organization, but also how employees within the organization feel, how customer service is operating, etc.)

19
Q

Diffs btw pr and adv

cost

A 
Adv can be quite \$\$$
Effective PR (specifically, product publicity) is often viewed as a cost-effective alternative (product publicity is news coverage of a product or service)
20
Q

There are four P’s in marketing

A

product, place, price, & promotion), with public relations often called the fifth

21
Q

Diffs between PR and marketing

focus

A

Marketing is consumer-focused, with a goal of selling products or services
PR is focused on many diff publics, and while sales are supported by PR, they are not its sole focus (concerned with relationships and trust with publics, concerned with an organization’s values)

22
Q

Diffs btw PR and marketing

Language

A

Marketing utilizes sales-oriented lang (they speak for target markets, customers, and consumers)
PR’s lang is less “hard-shell” and more conversational in tone (interested in 2-way communication btw publics and stakeholders that aren’t merely consumers of product or service)

23
Q

Diffs btw PR and marketing

Method

A

M is to satisfy economy objectives (influence purchases)
PR might be doing its job if it raises awareness, edu, or informs the public and builds trust in the organization (not economic, rather awareness or trust)

24
Q

How does PR support marketing?
Develops new prospect as…
Provides third party….
Generates sales leads and opportunities for…
Stretches adv and promotional dollars via…
Provides inexpensive…
Establishes credibility by…

A

Develops new prospects as people follow up on news releases
Provides third party endorsements via news
organizations
Generates sales leads and opportunities for
sales calls, typically through articles in the
trade press about new products or services
Stretches adv and promotional dollars via timely press releases, etc.
Provides inexpensive sales lit in the form of news articles and subsequent consumer reviews, etc.
Establishes credibility by making the organization the expert on the product, service, or cause
Helps sell minor products that may lack adv budgets

25
Q

PR is more effective than marketing or advertising at…

A 
Premarket conditioning
(Long-term) Strategy development
Generating word of mouth
Building a brand’s reputation
Building corporate reputation
Overcoming a crisis
26
Q

Marketing is generally more effective than PR or adv when it comes to….

A 
Launching a new product or service
Promoting a new product or service
Acquiring customers
Retaining customers
Targeting niche audiences
27
Q

Adv is better than PR or marketing at…

A

building awareness

28
Q

Why the shift to integrated/strategic communications?

A

Downsizing leads to consolidation: oftentimes fewer employees expected to do some amount of work
Tighter budgets: adv can be costly
Increasing attention to how social policy can influence the marketing of products and services
Adv clutter

29
Q

Using PR to create positive public opinion

A

Host events
Conduct studies to better understand publics and their needs
Funding activities
Provide info to journalists, consumers, etc.
Do good things

30
Q

Using PR to prevent negative public opinion

A

Have a crisis plan
Train your people how to speak to media
Have an open info policy
Don’t have indefensible policies

31
Q

How PR contributes to the Bottom Line

Building awareness

A

Inc sales and stock prices thru publicity, promotion, and targeted communications to segmented audiences

32
Q

How PR contributes to the Bottom Line

Organizational motivation

A

increase co’s morale thru internal relations and communication

33
Q

How PR contributes to the Bottom Line

Issue scanning

A

understanding public opinion early enough in the process thru systematic and comprehensive research methodologies

34
Q

How PR contributes to the Bottom Line

opportunity identification

A

discover new markets and opportunities by maintaining dialogues with a variety of audiences

35
Q

How PR contributes to the Bottom Line

Crisis management

A

protect your position and reputation by having a concrete plan for handling crisis

36
Q

How PR contributes to the Bottom Line

counseling execs

A

help make informed decisions by counseling those in charge

37
Q

How PR contributes to the Bottom Line

serving as an agent of change

A

outline benefits and plans for change through dialogue with a variety of audiences

38
Q

How PR contributes to the Bottom Line

ensuring social responsibility

A

create a positive reputation and earn community trust by aligning organizations with public interest projects, etc.

39
Q

How PR contributes to the bottom line

influencing public policy

A

eliminate political barriers through lobbying and building coalitions with decision-makers

Public Relations (6 decks)

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