Chapter Eleven Flashcards
(25 cards)
Publics
Groups that the organisation interacts with and that have a vested interest in, or impact on, the organisations ability to achieve its objectives
Publicity
Refers to any free news stories about a business products or services
Advertising
Uses paid non personal messages communicated through mass media to the public
Image
Refers to how a business is perceived by the world at large, especially consumers
Image Audit
An independent check of the accuracy of an images perception
Public Relations Campaign
A series of public relations activities undertaken to achieve a specific objective
Media
The assorted public relations communication strategies available to convey the image to the selected publics
Risk Management
The process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them
Crisis Communication Plan
Outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs
Public Relations Evaluation
Thorough and systematic review of the public relations objectives, strategies and tactics
Performance Indicators
Measure the degree of achievement of a specific objective
Focus Group
An informal small group discussion to discover opinions and attitudes
Video Release
A news release containing video footage and commentary
Public Relations Ethics
The moral evaluation of public relations activities as right or wrong
Public Relations Social Responsibility
The conscious effort by a public relations business to maximise its positive impact and minimise its negative impact on society
Flack
A person who engages in unethical and socially irresponsible practices
Spin Doctors
The name given to someone communicating their perspective of an issue to the public and trying to persuade the public that their perspective is correct
Defamation
A false or derogatory statement which damages a person’s reputation
Misrepresentation
A false statement of fact made by one party to another before or at the time of contracting
Intellectual Property
Refers to property that is created by an individual’s intellect
Patent
A patent gives the inventor exclusive rights to make, use or sell as well as to license others to make or sell a newly invented process or product
Trademark
A brand name or design that is officially registered
Copyright
The exclusive right of an author, artist, musician or publisher to publish, perform, copy or sell an original work
Contract
A legally enforceable agreement
