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COM 178 test > Final > Flashcards

Final Flashcards

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1
Q

3 practice types

A
  1. Agency
  2. Corporation
  3. Institutional
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2
Q

Agency

A

About the work and the money, variety of clients

Working for or with a group of PR practitioners

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3
Q

Corporate

A

Working exclusively for the organization to support its bottom line and mission

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4
Q

Institutional

A

Non profit, goal is not to make money
More invested and have emotional ties
EX: ISU

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5
Q

What is the number one skill in PR?

A

Writing

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6
Q

What are the top four pitches

A

You
Ideas
Stories and Opportunities
Programs and Campaigns

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7
Q

5 P’s of Pitching

A 
Preparation
Passion
Persuasion
Persistence
Professionalism
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8
Q

Communication Pyramid

A 
Evaluation
Execution
Tactics
Strategy 
Objectives
Goals
Mission/Vision
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9
Q

What do you do before objectives?

A

EGAD and SWOT analysis

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10
Q

EGAD

A

Effects, Goals, Audience, Deadline

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11
Q

SWOT

A

Strengths, Weaknesses, Opportunities, Threats

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12
Q

Low Context

A

you look to words for meaning

ex: go clean your room. U.S. and Europe

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13
Q

High Context

A

meaning is internal to communication, not spelled out

ex: you clean your room because you want to make your parents happy. China

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14
Q

What are the three elements of perception?

A

Identity
Image
Reputation

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15
Q

Identity

A
  1. Branding
  2. Casual
  3. Critical
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16
Q

Branding

A

A structured presentation, “formal picture”

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17
Q

Casual

A

Normal presentation, what you wear to class

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18
Q

Critical

A

What you show during stressful times, how you respond

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19
Q

Image

A

How you are viewed at a particular point in time

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20
Q

Reputation

A

What people think when they think of you

  1. Economic Performance
  2. Social Responsiveness
  3. The ability to deliver valuable outcomes to stakeholders
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21
Q

Economic Performance

A

Is the organization profitable?

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22
Q

Social Responsiveness

A

Results from careful issues tracking and effective positioning

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23
Q

Strategies that help brands to achieve

A 
Differentiation
Relevance
Coherence
Loyalty
Momentum
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24
Q

Primary factors affecting perception

A

Physiological
Presentational
Experiential
Situational

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25
Only difference between a reporters story and press release
Perspective
26
Trust in transparency
Impact of the public support/trust | be open to everything/new ideas even if they are tough
27
Unleash the CEO
people trust people, not organizations
28
List of publics
supporters, opponents, internal, external, mass media- get the word out fast
29
MBO: the revolution
management by objectives
30
Elements of MBO
1. Conceptualizing 2. Monitoring 3. Planning 4. Organizing 5. Administering 6. Evaluating
31
Peter Drucker
Practice of management | Came up with a way to manage people
32
Why management by objectives?
``` Sharing Goals Identifying objects For managements For employees For investors ```
33
Message Formation
How messages are created | Theme, thesis, slogan
34
Message Framing
How messages are presented
35
Copy Points
Things that support the theme or slogan | Provides more detail, ideas you want people to remember if they forget
36
Qualitative Research
"soft data"
37
Quantitative Research
"hard data"
38
Primary Research
You go out and conduct research
39
Secondary Research
You use research that others have found
40
Internal Public
Employees that belong to the organization
41
External Public
Competition
42
Behavioral Approach
Authenticity
43
Elements of PR
Clients Goals Audience
44
Look in a different mirror
Use critics, customers, new hires and employees Bring different people to the table Aren't going to tell you what you want to hear but what you need to know
45
Program
An ongoing, planned, monitored persistent effort to inform and persuade on a regular basis. Meant to prevent problems Usually conducted by Corporates or Institutions Examples: Website, media relations, public affairs, community relations, recurring events/anniversaries
46
Campaign
Time-structured efforts supporting specific short and medium term objectives to inform and persuade targeted audiences Meant to solve problems Usually conducted by Agency Examples: Electing a candidate, supporting a marketing strategy, honoring a special anniversary, introducing a product, special events, collaborative events
47
Hofsted Dimension
Individualistic vs Collectivist Uncertainty Avoidance Power Distance Achievement vs Nurturing
48
Success
``` Simplicity Unexpectedness Concreteness Credibility Emotions Stories ```
49
Who is imaged controlled and challenged by?
Controlled by: identity and the public | Challenged by: media, competitors
50
Lamonica's first law in the media
Make Money
51
Tactics
puts strategies into operation | how are you going to go about the message
52
news release
primary purpose: dissemination of information to the media | first paragraph summarizes most important part of the story
53
Pitching Product/ Idea (internal)
usually assigned to you by a boss | done at all levels
54
Pitching a new Product/Service (external)
Usually done to media outlets
55
Media Relations Perspectives
1. Client 2. Media 3. PR
56
Client Perspective
``` policies and procedures free speeches, offical presentation relationship building continuing education pt barnum ```
57
Media
Availability and access
58
PR perspective
Client to media to client | service, prospecting, gatekeeping, monitoring
59
Engage in the four pillars
Social Listening Promotion Thought leadership Customers support
60
The public in PR
a group of individuals or other organizations that are interested in your organization for any reason publics choose who they'll be interested in
61
Target marker
group of potential customers who have had a product or service specifically developed for them target market is chosen by the brand or agency
62
In a large organization the most important audience is
the employee
63
Rebecca Haynes
Advertising
64
Peter Smudde
think before you speak- essential to PR | attention gaining strategies: proximity or immediacy, concreteness
65
Fred Cook, Golin Harris
experience is valuable authenticity booklet look into a different mirror wants to work with people that do things well not right
66
RC Mcbride and Ryan Denham
ISU creativity and attention to detail don't push branding reggie redbird
67
Megan and Nicole
Caterpillar Take risks Don't burn bridges External and Internal communication
68
Joe Benarroch
Facebook putting out info that the world can relate too 1/3 of the world has web access
69
pt barnum
media relations | circus's
70
edward bernay
smoke | father of PR
71
st paul (apostle)
religion christianity look good and stand out to people
72
Ivy Lee
``` executive counseling nazi propaganda (hitler) ```
73
Pope Urban
persuaded thousands
74
Doris Fleishman
wife of edward | strategic planning
75
Eleanor Lambert
look good feel good | fashion and beauty
76
Al Golin
conveince and comfort | Mcdonalds
77
Moss Kendrix
helped advertise african americans | coke-a cola
78
Al Fleishman
beer
79
Advertising is
``` persuasive structured, planned non personal communication usually paid for about a specific product by identified sponsors through various media ```
80
Paige P
introduction to social media campaign strategy
81
what questions must you always answer first?
1. what is the purpose of this communication | 2. who is receiving this communication

COM 178 test (2 decks)

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