APR Sample Flashcards
Professional Certification Flashcards - Accreditation in Public Relations - Sample - See #APRPREP for more.
Tactics/tools
Serve as specific elements of a strategy or specific tools more specifically “how to”. Examples include meetings, publications, tie-in, community events, news releases, etc.
Crisis management plan
A plan that prepares an organization for the worst outcome- an issue that resists risk communication efforts and becomes a conflict of crisis proportions.
Outcome objectives
Change behavior, awareness, opinion, support. Outcome objectives require high level strategic thinking. Differentiate between measuring public relations outputs generally short-term and surface and measuring public relations outcomes usually more far-reaching and carrying greater impact changing awareness attitudes and even behavior.
10k annual report
This report provides a comprehensive overview of a company. Must be filled within 60 days after the close of the company’s fiscal year and contains crucial info including history, organizational structure, equity, holidays
Types of publics
Publics may be categorized as “All issue” “apathetic” “single issue” “hot issue”
Agenda Setting Theory
The media not only tell people what to think about in broad terms, but additionally how to think about in specific items and then what to think. Media shape top-of-mind presence.
Content analysis
The objective, systematic and quantitative description and evaluation of the content of documents, including print media and broadcast media coverage. In content analysis we attempt to objectively code and describe the content of communication. Content analysis involves selecting a unit of analysis, defining categories, sampling and coding.
Implementation
Actual messages sent through what channels, how many messages reached target audiences, monitoring tools for execution.
Fair comment
This privilege insulates a reporter or publication against defamation (libel or slander). Fair comment is not a license to circulate derogatory information. The information must be related to community interest about the subject. Fair comment is a recognized defense against a libel action and is based on the argument that the statement was either true or privileged (taken from a public document). Be aware that although truth is the traditional defense against libel, truth is hard to prove. Fair comment, which involves privacy, should not be confused with fair use, which involves copyright.
Ethical Decision-making process
Define the specific ethical issue or conflict, identify internal and external factors that may influence the decision, identify the key values, identify the audience who will be affected by the decision and define the public relations professionals obligation to each, seek ethical principles to guide the decision making process, make your decision and justify it.
Ivy Lee Leadbetter
Created a document termed by journalists as the “Declaration Principles.” Among the principles to supply news and ensure the company’s work is done in the open, provide accurate information and not advertising, and work with media to respond promptly to requests for additional information. Considered the first public relations counselor. Used the dissemination of truthful and accurate public information to gain public support and reach mutual understanding between corporation and their publics.
Press Agentry
Create newsworthy stories and events to attract media attention and gain public notice.
Tertiary source
Tertiary sources summarize primary and secondary information providing background, such as encyclopedias or biographical dictionaries. These should be approached with caution because they are often biased by author’s opinions.
Communication audit
Indepth secondary research method that combines attitude surveys, in-depth interviews, focus groups, and any other types of data that can be mined to understand the results of qualitative and quantitative research.
These cards are part of the
APR Online Study Course.
