Chapter Eleven-Managing the Public Relations Function Flashcards
(25 cards)
Public relations
Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public
Publics
Publics are groups that the organisation interacts with and that have a vested interest in, or impact on, the organisation’s ability to achieve its objectives.
Publicity
Publicity refers to any free news
stories about a business’s products or
services
Advertising
Advertising uses paid
non-personal messages
communicated through
mass media to the public
Image
Image refers to how a business
is perceived by the world at large,
especially consumers
Image audit
An image audit is an independent
check of the accuracy of an image’s
perception
Public relations campaign
A public relations campaign is a
series of public relations activities
undertaken to achieve a specific
objective
Media
Media are the assorted public relations
communication strategies available
to convey the image to the selected
publics
Risk management
Risk management is 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 management plan
A crisis communication plan outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs
Public relations evaluation
Public relations evaluation is a
thorough and systematic review of the
public relations objectives, strategies
and tactics
Performance indicators
Performance indicators measure the
degree of achievement of a specific
objective.
Focus group
A focus group is an informal small
group discussion to discover opinions
and attitudes
Video release
A video release is a news release
containing video footage and a
commentary
Public relations ethics
Public relations ethics is the moral
evaluation of public relations activities
as right or wrong
Public relations social responsibility
Public relations social responsibility is the conscious effort by a public relations business to maximise its positive impact and minimise its negative impact on society
Flack
A flack is a person who engages in
unethical and socially irresponsible
practices.
Spin doctor
Spin doctor is 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
Defamation is a false or derogatory
statement which damages a person’s
reputation
Misrepresentation
A misrepresentation is a false
statement of fact made by one party
to another before or at the time of
contracting
Intellectual property
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 trademark is a brand name or
design that is officially registered
Copyright
Copyright is the exclusive right of an
author, artist, musician or publisher
to publish, perform, copy or sell an
original work
