Chapter 11 Flashcards
pink slime journalism
Operating worldwide, these firms traffic in fake social media accounts, false narratives, fake fact-checking pages, and counterfeit local news websites
What are the three T’s?
transparency, truthfulness, and timeliness
Viral marketing
PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word
What is integrated marketing communications?
the combination of public relations, marketing, advertising, and promotion into a seamless communication campaign.
What is integrated marketing communications goal?
The goal is to provide the client and agency with greater control over communication in an increasingly fragmented media environment.
How have new communication technologies influenced the public relations industry?
There is now direct engagement and responses to what PR’s put out. Web-publishing is also a huge step for Public relations, as they have a wide and easily accessible audience. They can not only have a global audience but a targeted audience.
What positions typically exist in a public relations operation?
- Executives
- account executives
- Creative specialists
- media specialists
- researcher
- government relations specialist
- Financial services specialist
What are the 14 services that public relations firms typically offer?
- Community relations
- Counseling
- Development/Fundraising
- Employee/Member relations
- Financial Relations
- Government affairs
- Industry relations
- Issues Management
- Media relations
- Marketing communication
- Minority relations/multicultural affairs
- Public affairs
- Special events and public participation
- Research
Who are public relations’s publics? What are their characteristics?
- Employees - An organization’s employees are its lifeblood.
- Stockholders - Stockholders own the organization and their goodwill is necessary for the business to operate.
- Communities - The neighbors of where an organization operates.
- Media - Very little communication with an organization’s various publics can occur without the trust and goodwill of professionals in the mass media.
- Government - Government is “the voice of the people”.
- Investment Community - The ones who invest in organizations and help these businesses to grow.
- Customers - The ones who pay the bills for companies.
What is the difference between public relations and advertising?
The difference between them is that advertising is a controlled form of communication. Advertisers pay for exactly what they want. With Public relations you don’t know the exact outcome.
Ivy Lee
was the American public relations spokesman for Germany as well as a New York World reporter.
George Creel
the head of the newly formed Committee on Public Information who assembled opinion leaders from around the country to advise the government on its public relations efforts and to help shape public opinion.
Edward Bernays
His work was the beginning of two-way communication in public relations.
What are the four stages in the development of the public relations industry?
- Early public relations
- the propaganda–publicity stage
- early two-way communication
- advanced two-way communication.
What elements are essential to a good definition of public relations?
Understanding that public relations are a means of exchanging ideas and creating connections. That said, it is more commonly used as a strategic tool. Public Relations and advertising are not the same thing. Although sometimes public relations incorporate advertising into their messages.
