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PR > Ch 7-11 > Flashcards

Ch 7-11 Flashcards

1
Q

Advanced Value Equivalence (AVE)

A

A calculation of the value of publicity based on the advertising rates and the amount of media coverage received

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2
Q

Return on Investment (ROI)

A

A business concept for getting gore out of something than the original cost

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3
Q

Communication Audit

A

Research procedures used to determine whether an organization’s public statements and publications are consistent with its values-driven mission and goals

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4
Q

Survey Research

A

Formal research conducted through the use of carefully selected population samples and specifically worded questionaries

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5
Q

Focus Groups

A

An informal research method in which interviewers meet with groups of selected individuals to determine their opinions, predispositions, concerns, and attitudes

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6
Q

Close-ended Question

A

Questions for which the response set is specifically defined; answers must be selected from a predetermined menu of options

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7
Q

Open-ended Question

A

Questionnaire items for which the number of possible answers is undefined and unrestricted

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8
Q

Rating Scale Question

A

Questionnaire items designed to measure the range, degree, or intensity or respondents’ attitudes on the topic being studied

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9
Q

Primary Research

A

Original research not derived from the results of any earlier researcher’s efforts

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10
Q

Secondary Research

A

Research using information generated by someone else, sometimes for purpose entirely different from your own; also known as library research

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11
Q

Probability Sampling

A

The process of selecting a research sample that is representative of the population of public fro, which it’s selected

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12
Q

Non-probability Sampling

A

The process of selecting a research sample without regard to whether everyone in the public has an equal chance of being selected

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13
Q

Goals

A

The outcome a public relations plan is designed to achieve

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14
Q

Objectives

A

Specific milestones that measure progress toward achievement of a goal. Written objectives begin with an infinitive, are measurable, and state a specific deadline

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15
Q

Contingency Plan

A

A plan created for use when a certain set of circumstances arises. Crisis communications plans are examples of contingency plans

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16
Q

Standing Plan

A

A plan that remains in effect over an extended period of time. Its tactics are routinely reenacted to sustain fulfillment of the plan’s goal and objective.

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17
Q

Ad hoc Plan

A

A plan created for a single, short-term purpose; from the Latin phrase meaning “for this purpose only”

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18
Q

Situation Analysis

A

In a written PR proposal, a statement that accurately and objectively describes an opportunity or threat for which PR actions are recommended

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19
Q

SWOT Analysis

A

An assessment of the strengths, weaknesses, opportunities, and threats that an organization has or could confront

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20
Q

Uncontrolled Media

A

Communication channels, such as newspaper stories, in which PR practitioners cannot control the message, timing, or frequency

21
Q

Controlled Media

A

Communication channels, such as newspaper stories, in which the sender of the message controls the message as well as its timing and frequency

22
Q

Video News Release

A

Videotaped news stories that an organization produces and distributes to the news media

23
Q

B-Roll

A

Unedited video footage that follows a video news release. Rather than use the VNR as provided, some television stations prefer using b-roll footage to create their own news stories

24
Q

Media Advisory

A

A fact sheet that is faxed or e-mailed to news media to alert them of a breaking news story or an event they may wish to cover

25
Q

Media Kit

A

A package of documents and other items offering extensive coverage of a news story to the news media. A media kit contains at least one news release as well as other materials such as backgrounds, fact sheets, photo opportunity sheets, and product samples

26
Q

News Conference

A

A structured meeting between an organization’s representative and the news media for the purpose of providing info for news stories

27
Q

Trade Magazines

A

Magazines for members for particular trades of professions, such as carpenters or lawyers

28
Q

Grassroots Lobbying

A

Organized efforts by ordinary citizens to influence and regulatory governmental processes

29
Q

Third-Party Endorsements

A

Verification of a story’s newsworthiness that the news media provide when they publish or broadcast the story. Appearance in an uncontrolled news medium lends credibility to a story, because the media are neither the sender nor the receiver but an independent third party

30
Q

Fact Sheet

A

A who-what-when-where-why-how break down of a news release. Not meant for publication, just gives the facts. Often included in media kits

31
Q

Tactics

A

Specific recommended actions designed to help an organization achieve the objectives stated in a public relations plan

32
Q

Pseudoevents

A

A special event, often of questionable news value, created for the purpose of attracting the attention of the news media

33
Q

Inverted Pyramid

A

A symbol that represents the traditional organization of a news story. In a traditional news story, the most important information occurs within the first few sentences; as the story progresses, the information becomes less important

34
Q

Critical Thinking

A

The systematic, goal-oriented, comprehensive, objective analysis of a subject

35
Q

Creative Thinking

A

The systematic generation of unique and compelling ideas

36
Q

Attribution

A

The part of a sentence that identifies the speaker of a direct quotation

37
Q

Blogs

A

Regularly updated Internet journals or news forums that foci on a particular area of interest

38
Q

Convergence

A

Blending of media types into a coherent form

39
Q

Cyber-relations

A

The use of PR strategies and tactics to deal with publics via, and issues related to, the Internet

40
Q

Hypermedia

A

Integrated multimedia incorporating audio, visual, and text info in a single delivery system

41
Q

E-Commerce

A

Financial activity conducted on the Internet

42
Q

Global Village

A

Marshall McLuhan suggested that because of advances in telecommunications technology, we live in a world in which everyone can share simultaneous experiences

43
Q

Push Technologies

A

Computer software that permits users to customize info received automatically from the Internet

44
Q

Digital

A

Transmitted in a computer-readable format.

45
Q

Spam

A

Mass distributing of an ad oriented email

46
Q

Spim

A

The unwelcome commercial use of instant messaging

47
Q

Social Media

A

Online technologies and practices that allow people to share info and opinions. They take many forms

48
Q

Virtual Public Relations

A

Communications and PR through social media and technology

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