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Flashcards in Ch 1-3 Deck (56)
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1

What is the term used to describe delegating PR tasks to someone outside the PR firm?

Storytelling

2

In terms of public relations, what is meant by "gatekeepers?" Who are they?

They are individuals that control access. Journalists and their editors are media gatekeepers who decide whether, when and how to use stories generated by public relations

3

What does IMC stand for?

Integrated Marketing Communications

4

Understand the various advantages of using PR firms to handle an organization's PR needs.

Otherwise known as "in-house".

They have access to a broad range of skills and expertise, including specialty areas that few in-house departments can provide.

The larger PR firms have global operations, which makes it easier for organizations to communicate effectively everywhere they have operations.

PR firms can approach the problems or challenges of an organization's with objectivity.

5

What is meant when PR firms handle work "In-house?"

In-house refers to when a PR firm uses ones own staff to do something. The organizations own public relations staff does PR in-house

6

When PR practitioners work deliberately and strategically, are they proactive or reactive?

Proactive

7

When an organization is on the defensive for example, a product recall is it being proactive or reactive?

Reactive

8

Understand the use of the word "flack"

Not a good word for PR professionals, often used by journalists.

Usually refers to a PR person who deflects criticism.

9

Understand the difference between a publicist and a spin doctor.

Spin Doctor: a reference to PR people who attempt to use spin to create a positive impression.

Publicist: focus on one PR task; they seek media coverage of stories about their clients.

10

What is meant by spin?

This is the filter through which professionals send information, often negative, to create a positive impression.

11

What do Eldman, Burson-Marsteller, Fleishman-Hillard all have in common?

Global PR firms

12

What profession involves buying space and time in mass media

Advertising

13

How important is writing in the PR industry

Extremely important

14

Understand the difference between one-way and two-way communication.

One-way: public media and controlled media to us

Two-way: one-on-one

15

Understand differences between marketing and PR.

PR builds relationships.

Marketing is concerned with customers and sales.

16

Which public relations pioneer is associated with the "torches of freedom" cigarette campaign?

Edward Bernays

17

Who introduced the phrase "engineering of consent?"

Edward Bernays

18

What is the Voice of America?

The official external broadcast institution of the U.S. Federal government. The VOA provides programming for broadcast on radio, TV, and the Internet outside of the U.S. In english and other foreign languages

19

Who was known as the "patron saint of promoters?"

P.T Barnum

20

Which PR pioneer articulated the first "Declaration of Principles" that outlined the first code of behavior for PR?

Ivy Ledbetter Lee

21

Edward Bernays believed reaching what group of influential people in making sure messages reached the masses?

Opinion leaders.

22

What famous event in American revolutionary times could be characterized as a staged PR event or PR stunt?

Boston Tea Party/ Boston Massacre

23

Thomas Edison squared off against whom in his battle over a standard for electric systems in the U.S

Nikola Tesla

24

Know Arthur Page's contribution to the PR industry.

Created a philosophy of public relations that included:

-Tell the truth
-Prove it with action. Listen to the customer.
-Manage for tomorrow--anticipate the future
-Conduct PR as if the whole company depends on it. Consider PR impact of all actions in advance.
-Convince employees that PR is everybody's job in the corporation.
-Remain calm, patient, good-humored

25

In terms of PR history, who was Amos Kendall?

Hired by Andrew Jackson, he was a Kentucky newspaper editor, as the first presidential press secretary in the 1820's. Kendall later became Postmaster General of the U.S. First full-time public relations person in the White House

26

Which PR pioneer earned the title Poison Ivy? How did he get this reputation?

Ivy Lee got this title. Got that title from Rockefeller and Ludlow Massacre. BAD reputation. Earned it by unknowingly distributing to the media into that later proved false and misleading

27

How is Pope Gregory XV related to the word "propaganda?"

Created the "Congregatio de Propaganda Fide" or "Congregation for Propagating the Protestantism". Referred to the missionary work of the Catholic Church but came to be associated with the spread of all sorts of opinions, info and political causes. Negative connotations then and now.

28

Who is famous for saying, "The public be damned?" What does this mean?

William Henery Vanderbilt

Retort of railroad magnate

29

Understand various communication theories:

The surveillance function of media; and the hypodermic needle theory.

The hypodermic needle theory: Suggests that media have an immediate and powerful effect on audiences.

The surveillance function of media: one of the functions of media according to uses and gratifications theory. This function focuses on monitoring the environment and includes news and weather

30

What is meant by the term branding? How does a product get branded?

Brand: a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.