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Exam 1 Flashcards

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1
Q

What do PR managers spend most of their time doing?

A

going to meetings

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2
Q

Fill in the blank _______ is a fundamental tool of writing in PR.

A

news release

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3
Q

. What would I crisis management team do?

A

They are tasked with communicating to their public in a high stress situation or emergency

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4
Q

Which of the 10 general activities of PR is the key to an effective public relations program?

A

placement

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5
Q

Disadvantages to a public relations consultancy.

A

May not always be available, more expensive to use

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6
Q

production

A
  • tactics we employ in PR

- prodcution values (budget, content, etc)

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7
Q

editing

A

credibility, perception is reality, budget

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8
Q

coperate

A

internal (has own staff)

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9
Q

What is the difference between in-house and PR consultancy?

A

In-house is working in a company and working within their communications and consultancy is being employed by the agency and performing for a variety of clients.

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10
Q

When data is incorrect and unintentionally is released

A

misinformation

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11
Q

What PR role has the authority on communication problems and their solutions and is considered the expert?

A

expert prescriber

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12
Q

What does media relations regard as their core activity?

A

startegic thinking

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13
Q

How is advertising different from PR?

A

Advertising is a controlled message while PR is not, and advertising is a paid form while PR usually is not.

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14
Q

tertiary public

A

influencers/ ones you are not originally targetting

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15
Q

ESO model

A

Earned
Shared
Owned

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16
Q

Advantages of In-House public relations

A

Usually less expensive, can perform many tasks, has contacts within the company, dedicated public relations professional

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17
Q

What activity is overseeing print/media processes, often using new technology?

A

public management

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18
Q

2 approaches to PR

A

old school and new school

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19
Q

How we define ourselves formally

A

identity

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20
Q

. List the disadvantages of in-house PR

A

must be paid full-time, can carry bias view in favor of company, may not be respected by management.

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21
Q

agency

A

external (outsourcing/ bringing in someone)

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22
Q

How people perceive things

A

image

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23
Q

What PR role goes between organizations and its stakeholders, and conveys organizational views externally and public’s’ views internally?

A

communication facilitator

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24
Q

managment and training

A

-subordinate and supervisor role ( hiring, payroll, prof development)

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25
What function does promotion serve?
create awareness
26
What do public relations positivists focus on?
what is achieved and accomplished in PR
27
What is a community of a group of people who have something in common?
publics
28
Good public relations is when ____________ matches _____________.
identity, image
29
How can you get an idea of what skills employers are looking for?
By looking at adverts for PR jobs and websites of PR consultancies.
30
programming
- Measurement - evaluation - formative (during process) - summative (at the end)
31
Person employed by a company writing real journalism for the company then push it out on their own; not writing for a neutral outlet
brand journalism
32
why is the PESO model important?
This model is the key to an effective PR program and highlights important tactics PR professionals must take in mind (user-generated content, advertising, budget control)
33
One of the most important jobs involving news releases, newsletters, web pages, and annual reports intended to reach different audiences to high standards of literacy
copywriting
34
What does a communication technician do in the PR practitioner field?
A communication technician is responsible for preparing and producing communication materials. They carry out communication programs.
35
What does IPR stand for?
institute for public relations
36
two parts to formal research
- qualatative | - quantative ( poll, survey, focus group)
37
What is public relations main objectives?
inform and persuade
38
Professional development
read prof publications, join prof organization, attend prof conferences
39
non-profit
FCA, Am cancer society, etc | can get a job you really like, but pay isnt always great
40
10 general activities
Writing, Editing, Placement, Promotion, Speaking, Production, Programming, Advertising, Research, Management and training
41
PR should be corporate allies with what other group?
marketing
42
What activity is monitoring political, social, economic and technological environment?
issues management
43
placement
- where is your message and content going - PESO model - ESO model
44
Why is credibility important?
Perception is reality. People will believe what they see.
45
advertising
- personal presentation of ideas, goods, or servces by an identified sponsor - typically communicated through mass media - control (ad is a control group but PR is not)
46
PR definition
a strategic communication process that builds mutually beneficial relationships between organizations and their publics
47
What activity is communicates with financial organizations and individuals?
investor relations
48
. What are PR practitioners accused of being?
They are accused of being ‘invisible persuaders.
49
This job regularly updates client reports with coverage and any other activity such as features and press releases and is responsible for creating account highlight reports to showcase months of progress.
marketing and pr executives
50
In a CEBR Study in 2005, what percentage of practitioners spend over 48 hours working
25%
51
Communicated through another medium
nonpersonal
52
sectors of PR
``` govt coperate agency educational non-profit solo practicioner ```
53
speaking
- news conference (high impact events only) | - Speakers Bureau (pool of speakers)
54
solo practicioner
own business
55
PESO model
Paid Earned Shared Owned
56
What is the difference between misinformation and disinformation?
Misinformation is information that is unintentionally false, disinformation is fake news, something made up.
57
old school
traditional media, status quo (not changing) reactive
58
Why are public relations practitioners so criticized?
They are known to put a "spin" on stories or only presenting selective material
59
writing
-news releases, social media, websites, speeches
60
Primary Public
the group you're primarily targeting
61
What is ‘PR exercise?
An attempt to explain an organization’s position.
62
research
- best parctices (make decision based on info given to you) - informal (professional development) - Formal (academic research) - becoming more emphasized part of PR
63
What do PR normatives focus on?
what PR should be accomplishing and achieving
64
. What is the difference between communication and dissemination?
a. communication = 2 way reciprocal | b. Dissemination = scattered information
65
new school
``` blended media (traditional blended with emerging forms/convergence) innovative ( can you change things and come up with solutions) proactive ```
66
govt
federal level state level local level
67
promotion
- creating awareness - tangibly (flyers) or intangible (event planning) - ROI (return on investment)
68
What does ‘PR disaster’ imply?
It implies that practitioners are responsible when issues have not been addressed effectively.
69
Ivy Ledbetter Lee
pr pioneer who drafted his "declaration of principles" in 1906, widely considered the first code of ethics for the field
70
Pejarative term used to decribe the questionable practice of presenting selective info, or lying to a target audience
spin
71
What position produces presentations, briefings, private meetings, and public speeches?
public affairs
72
what is owned media
type of media illustrated by organizational websites
73
publics
term used to describe the target audience for pr efforts
74
employee relations
a specialized part of the field that builds and maintains mutually beneficial relationships between managers and the employees on whom an organizations success depends
75
tactics
tools used to execute strategy | news release, newsletter, brochures, etc
76
formal research in class
subscribing to ipr
77
pr people spend ___ of time on planning
10%
78
communications technician
role that carries out communication programs | prepares and produces communication materials while not participating as part of the management team
79
core activity of media relations according to textbook
strategic thinking/planning

COM 137 (3 decks)

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