Exam 2 Flashcards
(78 cards)
1
Q
What is 1900 -1916 referred to as?
A
The Seedbed Era
2
Q
What happened in the seedbed era?
A
- muckraking journalism countered by defensive publicity techniques (old school, reactive)
- far-reaching political reforms promoted through PR
3
Q
Important names in Seedbed Era
A
Ivy Lee Ledbetter who created the Declaration of principles
Rex Harlow created PRJ and 1st full time instructor of PR at Standford
4
Q
What is 1917-1918 referred to as?
A
WW1 era
5
Q
What happened in the WW1 era?
A
power of organized promotion (create patriotism)
6
Q
power of organized promotion
A
war bonds
enlist soldiers
to raise money for welfare
7
Q
Important pioneers in the WW1 era
A
Geroge Creel
Carl Byoir
8
Q
Carl Byoir
A
Created and organized one of the world’s largest public relations firms in 1930
9
Q
George Creel
A
4 Minutemen: a network of 75,000 civic leaders used to mobilize public support for the war effort
10
Q
What was 1919-1929 referred to as?
A
Booming 20’s Era
11
Q
What happened in the Booming 20’s era?
A
Principles and practices of publicity (learned in war) are put to use
12
Q
Principles and practices of publicity
A
promote products
winning political battles
money for charity
13
Q
important people in the Booming 20’s era
A
Edward Bernays
John W. Hill
Doris Fleischman
Arthur W. Page
14
Q
Edward Bernays
A
Writes 1st book pn PR crystalizing Public opinion (1923)
15
Q
Doris Fleischman
A
PR counsel
16
Q
John W. Hill
A
cigarettes
17
Q
Arthur W. Page
A
Arthur Page Society
18
Q
what was 1930-1945 referred to as?
A
FDR and the WW2 Era
19
Q
what happened in the FDR and the WW2 Era
A
- need to build public support
- govt PR has greates expansion
- social welfare needs and agencies establishe out ogf great depression
- newly established PR departments to proactively implement programs
- more scientific measurement.assessment of public opinion
20
Q
Walter Lippmann
A
Coined term stereotype
wrote book called Public Opinion
21
Q
worst case scenerio
A
standard operating procedure
22
Q
what was 1946-1964 referred to as?
A
Post war era
23
Q
what happened in the post war era?
A
- conversion from war-time economy to peace-time
- service oriented
- increased public crticism of big business (no strike era)
- heavy demands o PR industry
- exploding demand for higher education, schools turn to PR counsel
24
Q
important people in the post war era?
A
Betsy Plank
Daniel J Edelman and Harold Burson
25
Betsy Plank
1st female PRSA President
| cofounded PRSSA in 1967
26
Daniel J Edelman and Harold Burson
started huge PR firms
27
what was 1965-1985 referred to as?
Protest and empowerment era
28
what happened in the Protest and empowerment era?
- public agenda: consummerism, enviormentalism, racism, sexism
- New advocacy groups emerge
- organizations become more responsive to public concern/values
29
New advocacy groups
push for social change
increased government oversight
media regulation:deregulation about to occur
30
CSR
Coperate Social Responsibility
| consider concerns within the community
31
important people in the Protest and empowerment era
Ralph Carson
| Ralph Nader
32
Ralph Carson
began enviormental movement
33
Ralph Nader
began consumer movement
34
What is 1986-present referred to as?
Globalization and the digital era
35
what has happened in the Globalization and the digital era?
- Computer revolution
- Rise of internet (1968)
- less control of public info system by traditional media
- social media: shifts power fro media and organizations to individuals
36
Computer revolution
stoarge (capacity, speed, access
37
what is 2003-??? referred to as?
Social Media Era
38
What has happened in the Social Media Era?
```
Myspace (03)
FB (04)
YouTube (05)
Twitter (06)
Insta (10)
Snapchat (11)
```
39
News conference
begin with a prepared statement
open it up to Q&A's
JFK created them
High impact events only
40
What is the difference between ethics and professionalism?
Ethics – own individual framework that has been molded by family and education
Professionalism – a code of ethics for each profession
41
Criteria of a profession
Professional associations (PRSSA or PRSA)
Specialized educational preparation (college)
Body of theory-based knowledge
Code of Ethics
Accountability
Recognition; providing a unique service
42
Professional associations
significant growth in professional organization
| take advantage
43
Body of theory-based knowledge
```
informal research (Trade publications; Forum)
Formal research (IPR or PRJ)
```
44
Code of Ethics and standards of trust
professional ethics
Imperative trust
Prof. Privilege
Social Responsibility
45
professional ethics
consistent w/ moral norms in a society
applied ethics
protect those who entrust their well being to the professional
protect the professional itself
46
Imperative trust
pick your battles
degree of confidence in the prof. to perform duties with your best interests in mind
fiduciary relationships; your well being is subject to the judgment and actions of the prof (doctors)
client trusts prof. with confidential/sensitive info
47
Prof. Privilege
prof hold privileged positions in society bc of the fiduciary responsibility they hold
uphold prof by honoring its obligations and values
standards of practice (when not upheld, threatens the clients welfare as the industry's welfare)
48
Social Responsibility
prof. have a moral obligation at the level of society
PR prof will be judged by its impact on society
CSR efforts
Full transparency ( free, ethical competition, reveals sources and goals of participants in debate, enforces high standards of conduct)
49
Autonomy in practice + acceptance of personal responsibility by practitioners
accountability
accreditation (certification)
Licensing (occupational or lobbying)
50
According to Steve Radick, ____________ percent of people in a poll said that public relations will become more intergraded in the next five years
100
51
T or F: According to Steve Radick, Pittsburgh does not have the sexist reputation that the public relations industry does.
true
52
What advice did Steve Radick give when crafting a resume?
Tell a story rather than merely listing accomplishments
53
What two pieces of advice did Kerry May (Wednesday’s panel) give for us to implement while studying in college?
Be involved in all opportunities and build friendships
54
What types of “self-awareness” questions and statements did Steve Radick suggest us to ask when working at our future jobs?
“How am I doing, how did I do?” “Here’s what I learned, and how I’ll do it better next time.”
55
Public Relations will work with what other career in the near future?
marketing
56
What should you put on your resume to stand out?
Tell what is special about you, and what makes you interesting.
57
If media loses credibility, what happens to PR
PR loses credibility
58
How did Steve Radick say agencies will evolve?
Big agencies swill get bigger and there will be more inhouse agencies
59
What did Diana Roth say to make sure media uses?
The official full name of what is being marketing is used at least on
60
18. According to Steve Radick, what does a PR agency do?
Figure out what others haven’t done and do that.
61
According to Steve Radick, what might PR pros be called within the next 5 years?
creators
62
What is the percentage of people who actually trust what the media has to say?
40%
63
Steve Radick says that what percentage of pros claim that “Public Relations” does not describe the work they actually do?
87%
64
29. What is the basic difference between PR campaigns and working as a Government Consultant based on Steve Radick’s experience?
Campaigns must be constantly innovating and more creative than government.
65
Why is it hard to be a “PR Pro” in this day in age (according to Steve Radick)?
There is a lot less trust in PR nowadays, there is much more competition for jobs in the market, and PR & marketing is currently changing the world as a whole.
66
What did Steve Radick say was “more to PR” than press releases, phone calls, etc.?
Integration, marketing, and convergence are terms used to describe the advanced field of PR.
67
After hearing from the Young Professionals Panel, what are some keywords that can be used when hunting for jobs in the PR market (based on their current careers)?
“Program Director” “Development Coordinator” “Marketing Coordinator”
68
35. According to Steve Radick, what is most important at the end of the day?
having an attitude of service
69
What is the difference between ethics and professionalism?
a. Ethics – own individual framework that has been molded by family and education
b. Professionalism – a code of ethics for each profession
70
What are the 3 categories within specialized educational preparation?
Degree Programs, Continuing Education, and Educational Resources.
71
16. What is the model credited to Ivy Ledbetter Lee for providing accurate information?
Public information model
72
17. What model developed by Edward Bernays to research what the public thought so that PR practitioners could better communicate with their publics?
Two-way asymmetrical communication
73
What skills did a PR Week survey find to be most important
Creative thinking, charismatic personality, flexible, effective communicator, industry knowledge
74
Betsy Plank is the what of PR?
Godmother
75
What is the standard of performance?
code of ethics
76
What does the term “Far Reaching” mean?
when govt and PR work together
77
What s a CPD scheme?
continuous professional development—is a scheme that encourages over 600 activities for people looking to become professional. It demonstrates commitment to the industry and raises the standards of professionalism.
78
The CIPR lists various sectoral groups for the industry. Name 5 of them.
1. Construction and property 2. Corporate and financial 3. Education and skills 4. Non profit 5. Public affairs 6. Health and medical 7. STEM 8. International 9. Local public services 10. Marketing communications
