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CMN3144 Public Relations > Final > Flashcards

Final Flashcards

1
Q

Controlled media

A

Channels of communication that allow PR practitioners to write, edit, produce, and distribute messages as they see fit

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2
Q

Uncontrolled media

A

Channels of communication that are outside the control of public relations practitioners (builds third-party credibility)

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3
Q

PESO Model

A

mix of paid, earned, shared, and owned content

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4
Q

Paid media examples

A

sponsored post, social media ads, search engine advertising, corporate advertising (org as a whole rather than service or product), native advertising (integrated), advertorial (editorial)

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5
Q

Earned media examples

A

Publicity aka media relations, blogger relations, investor relations, influencer relations

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6
Q

Shared media examples

A

Social media apps

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7
Q

Owned media examples

A

Content created from company experts, employee stories, customer stories, reviews

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8
Q

Overlap of paid and owned media

A

Incentive aka affiliate, brand ambassadors, sponsored content

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9
Q

Overlap of all PESO content

A

Authority - optimized, sharable, engaging content

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10
Q

Overlap of earned and shared media

A

Influencer engagement (detractors > loyalists > advocates) and partnerships with the community

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11
Q

Media gatekeepers

A

people or processes that filter information by deciding which content is shared or forwarded (ex. influencers or algorithms)

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12
Q

You give up control of information when you…

A

share it on social media

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13
Q

Importance of diverse decision-makers in an organization

A

the organization will be more effective in relating and extending their loyalty to various publics,

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14
Q

Excellence in PR is based on

A

meaningful action

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15
Q

Loyalty

A

a sense of obligation or support

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16
Q

Message testing

A

focus groups, readability tests

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17
Q

media monitoring services

A

vendors that assist PR practitioners in collecting, analyzing, and reporting on media data for evaluation

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18
Q

clipping services

A

businesses that monitor media for mentions of clients in local or international outlers

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19
Q

bounce rate

A

percentage of online visitors who visit then leave instead of continuing towards other goals as defined by the strategist

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20
Q

conversion rate

A

number of goals reached divided by the number of unique visitors to a site

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21
Q

AMEC

A

International Association for Measurement and Evaluation of Communication

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22
Q

Barcelona Principles Story

A

set of guidelines for measuring the effectiveness of PR and comms efforts, established in 2010. to standardize PR measurement, emphasizing transparency, ethics, and outcomes, rather than outputs

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23
Q

Barcelona Principle 1

A

Goal Setting and Measurement are Fundamental

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24
Q

Barcelona Principle 2

A

Measuring Communication Outcomes is Recommended

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25
Attitudinal
affect, emotion, favour, or disfavour towards an entity
26
Cognitive
mental processes
27
Behavioural
observable human action
28
Likert-type items
questionnaires with defined response options ranging from strongly disagree to strongly agree
29
Barcelona Principle 3
The Effect on Organizational Performance should be measured
30
Barcelona Principle 4
Measurement and evaluation require both qualitative and quantitative methods
31
Barcelona Principle 5
Advertising value equivalencies are not the value of communications
32
Multipliers
assumptions applied to media reach numbers to estimate lager audience exposure and assign added value compared to paid advertising
33
Barcelona Principle 6
Social media should be measured consistently with other media channels
34
Barcelona Principle 7
Measurement and evaluation should be transparent, consistent, and valid
35
"Measure what matters" refers to
what your marketplace is saying, thinking, and doing
36
Measure what your marketplace is saying
media content analysis including visibility, tone, messages, and conversation type
37
Measure what your marketplace is thinking
social media likes and shares, email forwards
38
Measure what your marketplace is doing
(whether the behaviour of your publics has changed as a result of your efforts) analysis of changes in awareness, web traffic, sales, and analytics
39
Independence in PR ethics
value of autonomy and accountability in providing objective counsel
40
Listicle
article in the form of a list
41
5 Reasons to write well
relationships influence/persuasion goals/objectives reputation management impression management
42
reputation management
acting and communication in writing to influence (long term) an org's reputation through planning, analyzing feedback, and evaluation
43
impression management
people influence perceptions of themselves/orgs by immediately controlling information in social interactions
44
delayed lead
beginning a story without summarizing the main points to entice the reader to keep reading
45
inverted pyramid
begin a news story with the most important points (big end of triangle, 5 W's) then points get less important as triangle goes smaller
46
direct lead
begin a new story with the main points (5 Ws)
47
media kits
include news releases, fact sheets, and backgrounders
48
contingency theory
claims that the best course of action in any situation depends on the specifics
49
pure advocacy vs pure accommodation
PR firmly pleads an org's case without compromise vs. fully concedes to the public's demands
50
issues life cycle
early/potential, emerging, current/crisis, dormant (accept long term consequences)
51
7 steps for proactive issues management using RACE framework from PR
R = monitoring & identification A = prioritization & analysis & strategic planning C = implementation E = evaluation
52
organizational crisis
a major threat to an organization's operations or reputation
53
crisis types
victim, accident, preventable
54
crisis response strategies
deny (scapegoating blame) diminish rebuild (apology, compensation) reinforce (bolstering good things, ingratiation)
55
social media crisis communication model (SMCC) identifies which 3 types of social media users for PR people to pay attention to during a crisis
1. influential creators 2. followers 3. inactives
56
culture
the ideas, customs, and social behaviour of a particular people or society
57
low-context communication
meaning of messages is stated explicity and requires little understanding of context
58
high-context communication
meaning conveyed lies in the context of the communication or is internal to the communicators
59
5 cultural dimensions according to Hofstede to understand how people of different cultures communicate
power distance individualism-collectivism uncertainty avoidance masculinity-femininity long-term orientation
60
power distance cultural dimension
value hierarchy and authority vs. equal distribution of power
61
individualism-collectivism cultural dimension
value loyality to self and immediate family vs. to lager groups and society more
62
uncertainty avoidance cultural dimension
high = less comfortable with ambiguity (in this case, focus on specific outcomes of communication rather than dialogue itself) less = more at ease with ambiguity
63
masculinity-femininity cultural dimension
masculine = value competition, achievement, material success feminine = value care, collaboration, and modesty more
64
long-term orientation cultural dimension
high = value long-heldtraditions more low = value entrepreneurship and innovation more
65
cultural intelligence
abilty to communicate effectively across cultures using cognitive, emotional, and behavioural/physical skills
66
3 sources of cultural intelligence
head: learning and thinking about what you hope to achieve body: appropriate eye contact or gestures heart: confidence
67
public diplomacy
subset of international public relations focusing on promoting national interests
68
mediated public diplomacy
a nation's strategic use of media to promote its agenda abroad to foreign publics
69
relational public diplomacy
cultural two-way exchange between a nation and its foreign publics with the goal of achieving mutual benefits
70
dialogic communication
communicating your view while remaining open to seeing the world as others
71
monologic communication
one party trying to impose its view on others

CMN3144 Public Relations (3 decks)

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