Final Exam Flashcards
1
Q
PR
A
strategic communications process that builds mutually beneficial relations between organizations and its publics
2
Q
Pre-modern era
A
- ancient beginnings (rosetta stone, olympic games)
- public opinion/persuasion
- government, religion
- Sam Adams
3
Q
Sam Adams
A
- pre-modern era
- founder of sons of liberty
- rallies/protests
- Boston Tea Party
- labeled battle “Boston Massacre”
4
Q
Press Agentry (19th century)
A
- hype and psuedo events
- P.T. Barnum
- spectacle and manipulation
- promoting the movement west
- social movements (abolition, suffrage, prohibition)
- early corporate initiatives
5
Q
Age of Pioneers (1900-1950)
A
- modern practice of PR emerges
- focus on information
- publicity bureau (limited success, low credibility)
- Henry Ford
6
Q
Henry Ford
A
- Age of pioneers
- positioning and accessibility
- positioning: something new, novel, and unique
7
Q
positioning
A
something new, novel, unique
8
Q
Ivy Ledbetter Lee (1877-1934)
A
- 1st to use news release for story ideas
- declaration of principles: described public info model of PR
- worked with General Mills, Pennsylvania Railroad, Rockefeller, Jr.
- Interborough Rapid Transit Company: posters and pamphlets to educate passengers
9
Q
Ivy Ledbetter Lee contributions
A
- advancing concept that business and industry should align
- management must support PR
10
Q
Edward Bernays (1892-1995)
A
- father of PR
- worked on Committee on Public Information (Creel Committee)
- crystalizing public opinion
- first to articulate need for feedback in PR
- focused on scientific persuasion and advocacy
- taught first PR course at NYU
11
Q
Factors leading to development of PR today
A
- rapid growth or PR education
- advancements in technology/telecom/mass media
- expansion of gov’t, business, industry, population
- social reform/upheaval
12
Q
Grunig’s theoretical models
A
one way:org to public
two way: from both org to public and public to org (feedback built in)
asymm: org PR changes public
symm: both org and public change
13
Q
Press Agency
A
-publicity model primarily 1 way COM -most widely practiced -sports/entertainment -event promotion
14
Q
Public Info Model
A
- 1 way COM, some 2 way
- objective and accurate information
- gov’t/law enforcement/military
- educational insitutions
15
Q
Two-way asymmetrical model
A
- two-way COM
- research conducted for purpose of persuasion to learn about buying habits
- infomercial; one-time purchases
- ex: monopoly: cable/electric company
16
Q
Two-way symmetrical model
A
- ideal model
- two-way COM
- conflict resolution/mutual understanding
- ideal model: focused on relationship building/maintaining
- more organizations moving to this model
17
Q
Image
A
the way a public perceives an object, idea, or organization
18
Q
Built from past experiences
A
image
19
Q
Self image
A
who you think you are
20
Q
Identity
A
who you want to be
21
Q
Image
A
how public views you
22
Q
Meta-image
A
how you think the public thinks you are
23
Q
Principles of image
A
- evolve through direct/indirect experiences
- images affect behavior
- orgs. may have to modify image to affect behavior
24
Q
Positive/consistent image can
A
- distinguish an org. in the marketplace leading to greater financial success/stability
- can unify an organization internally
- provides stability through change and crisis
25
Apologia
- defense that seeks to present a compelling, counter description of organizational actions
- does not necessarily contain an apology
- goal: to place wrongdoing in more favorable context
26
Types of apologia
- redefinition (Chrysler/test program)
- statement of regret (still don't take responsibility)
- dissociation (distance yourself from wrongdoing)
- act/essence (intent was good/action bad)
27
Toshiba
- dissociation (distance yourself from wrongdoing)
- opinion/knowledge
- individual/group (scape goat/bad seed)
28
Chrysler
- Brasshats unhooking odometers
- responded by calling it a "test program"
- committed a mistake in bad judgment
- example of apologia: redefinition
29
Toshibia
- sold top-secret computer and mailing equipment to USSR
- breech of national security
- senate voted on ban on Toshiba products sold in U.S.
- admitted engaging in wrongdoing, but didn't name or explain it
- apologia: dissociation
30
Volvo
- deceptive advertising: monster trucks
- presented as exhibition when it was a dramatization
- an "error" in failing to label it "based upon actual events"
31
Tylenol crisis
- cyanide laced extra strength capsules result in deaths
- stock value dropped $657 million within 2 weeks
- Johnson and Johnson issued product recall
32
Tylenol crisis response
- viewed as ideal
- posted $100,00 reward for killer
- ran full page advertisements discussing event
- offered exchange of capsules for tablets
- set up toll-free hotline
- chairperson visible on TV
- sent $450,000 electronic messages to medical and pharmaceutical communities
- introduced triple-sealed tamper resistant package and caplets
- company seen as victim and responsible in response
33
Pepsi crisis
- June 9, 1993: first report of syringe found in Diet Pepsi can (Seattle)
- June 14-first report outside of Seattle area
- reports from 23 states within 1 week
34
Pepsi crisis response
- recall or not?
- press/CEO highly visible, accessible
- video news releases
- surveillance video
- mystery solved in 8 days
35
Survey
- open-ended
| - closed-ended
36
Closed-ended survey questions
- dichotomous (Y/N)
- mult. choice (3 or more choices)
- barometer scale (up or down from natural 0)
- rank order (1=best, 7=worst)
- likert scale (level of agreement)
37
Primary Research
- qualitative
| - quantitative
38
Focus group
- qualitative: open-ended
| - informal research method in which interviewers meet with groups of selected individuals to determine their opinions
39
Adv on focus group
- inexpensive
- geared toward elderly/children
- immediate feedback (fast)
- visual stimuli
- follow up qs
40
Disad. of focus groups
- experienced moderator
- session domination
- results can't be quantified
- courtesy bias: tell research what you think they want to hear
41
Why focus group?
- test potential of proposed new products
- generate ideas for improving existing products
- get feedback about idea in short amount of time
- choose questions to be used in quantitative studies
42
Conduct a focus group
- select moderator
- 8-12 participants
- record session (ask permission)
- observe session
- 60-90 minutes max.
- open-ended questions
- discuss problems, opinions, needs
- transcribe
- write up report
43
Field observation/Ethnography
-researcher is an active/passive participant in activity being studied
44
Adv. of field observation/ethnography
- inexpensive
| - little preparation required
45
Disadvantages of obs/ethnography
- superficial results
- results can't be quantified
- hawthorne effect: when people know their being watched they act different
46
PR Process: RACE
research, plan, communication, evaulation
47
Target publics
group of people who share a common interest about an organization
48
Qualitative
- soft data
- open-ended qs
- exploratory
- offers rich insight/understanding
49
Quantitative
- hard data (numbers)
- closed-ended questions
- can generalize to large populations
50
Content-analysis
- systematic coding of questionnaire responses or other written messages into categories that can be totaled
- ex: news stories, articles, blogs, letters
- allows researcher to quantify verbal content of a written message
- analyze favorable, negative, and neutral mentions
- tone
- % of stories that mention key messages
51
Have you attended Rock for a Cure before?
- Yes/No
| - Dichotomous
52
Current class standing
- f__ so__ j__ sn__
| - multiple choice
53
How often do you read the newspaper?
- 0-never, 1-1/yr, 2-1/month, 3-1/week 4-everyday
| - barometer scale
54
Please rank the following brands, 1 being the worst, 5 being the best.
- Honda_Toyota_Ford_Mazda_Hyundai_
| - rank order
55
I check my email everyday
- 1. strongly disagree 2. disagree 3. neutral 4. agree 5. strongly agree
- likert scale
56
What information do surveys seek?
- demographics
- incentives
- existing opinions
- price ranges
- obstacles
57
How to administer a survey
- mail
- phone
- internet/email
- in-person
58
Mail
- advantages: hits wide geographic area
| - disadvantages: very low response rate, expensive, pay for return postage
59
Telephone
- adv: higher response rate than mail, wide geographic area, more personal, can clarify questions
- dis: old people/stay at home parents are main audience
60
Internet/Email
- adv: wide geographic area, fast, cost-effective, convenient for respondent
- dis: low response rate
61
In-person
-adv: highest response rate, harder to say no, experience with travel, can observe non-verbals
62
Survey questions can be
1. mutually exclusive: options don't overlap
- ex: 0-1 2-3 3-4
2. exhaustive
63
0-1 1-2 2-3 3-4
not mutually exclusive
64
Population
all members of a group that you are studying
65
Sample
a segment of the population you are surveying that represents the population you are studying
66
Simple Random sampling
- when everybody in population has an equal chance of being selected
- ex: drawing names out of hat
- larger population least likely to use this
67
Convenient sampling
ease of availability
68
Systematic sampling
1. figure out who you are studying
2. begin with a list/starting point
3. choose every nth name from list
69
Stratified Random sampling
- sample you attain accurately shows some characteristic of population you are studying
1. take population, put everyone in mutually exclusive groups
2. pick certain number of each
- only way to have sample truly represent characteristic of population
70
Primary research (PR Plan)
pick one qualitative or quantitative method for each public
| 1. media (content analysis)
71
Goal
- broader general outcomes you want to see as a result of your persuasive efforts
- general, not quantifiable
72
Objectives
- specific and measurable indicators of whether or not you have met your goals
- key idea: what does the target have control over that you want to change?
- characteristics: realistic, clearly defined, measurable
73
Examples of objectives
-students: to increase number of volunteers by 20% by June 2016
74
Constructing objectives
- infinitive phrase-begins with "to"
- desired result
- quantification: what % you want to increase./decrease and a time frame
- time frame
75
Themes
- overarching idea that applies to all target publics
| - must be consistent through all forms of COM used
76
Messages
- basic idea you want audiences to remember as a a result of receiving your communication
- what you tell each target public in order to get them to accomplish the objective
77
Audience
- group designated as the target of a COM campaign
- should be as narrow as possible to be most effective
- ex: college students: year, major, age, gender, race, transfers, on/off campus
78
Strategies
- explanations of how categories of media and non-media tactics will be combined, prioritized, or applied to achieve objectives
- provides concept/rationale for planned actions and program components
- may involve splitting target publics into specialized audiences
- don't list individual tactics-only categories
79
Traditional media
- TV, radio, newspaper, magazine ad
- media release/kit
- press conference
- PSA
80
Non-traditional media
- email
- social media
- website
- internet ad
81
Non-media
- brochure
- flyers/posters
- face-to-face
- kiosk
- display board
- giveaways
- events
- newsletter
82
Don't use ads
to get media coverage
83
Corporate PR: Media Relations
- media coverage affects public perception
- duties: writing press releases/speeches, managing requests for interviews/information, shooting publicity photos and B-roll, preparing officials for interviews/press conferences, creating/maintaining media contact lists, pitching story ideas
84
Corporate Media Relations
- friendly working relationships is a must
- know who covers what and deadlines
- don't speak off the record
- media can be friend/enemy
85
Types of corporate PR
- media relations
- gov't relations
- community relations
- investor relations
- customer relations
- employee relations
86
Employee Relations
- help attract and retain good employees
- stimulate worker productivity
- boost morale
- improve product quality and service
- methods of communicating with employees
87
Employee Relations duties
- address employee concerns
- inform employees about policies
- training employees and conducting workshops
- announcing and executing layoffs
88
Corporate Social Responsibility
- public if often distrustful of corporations due to financial scandals, misconduct, profit margins, and executive bonuses
- 65% said trust is important in corporate reputation (Edelman survey)
89
Improved corporate reputation can
- ward off increased gov't regulation
- improve employee morale
- increase customers
90
Corporate citizenship has become
- increasingly important to executives
| - 79% consider it when they make a purchase (Hill and Knowlton survey)
91
Customer relations
- build positive relationships with customers through word of mouth (9-15 ppl), loyalty, rewards cards
- respond effectively to consumer complaints; choose who responds, what they say, channel used
- ex: Netflix, Quickster, Verizon online payment
- monitor customer feedback
- respond to work with advocacy groups
- support sales and marketing efforts
92
Investor Relations
- build knowledge and confidence in fund sources
- respond to investor questions, needs
- duties: making presentations, preparing annual reports/materials for potential investors, and analyzing stockholder demographics
93
Community Relations
- support sales
- attracts employees
- improve quality of public support for business initiatives
94
Gov't Relations
- business operations affect: environment, employees (OSHA), customers
- gov't has direct impact on business flexibility and money
- restrictions can include regulation, taxes, labor laws, trade policies, and health care
95
Legitimacy
- corps. depend on their environment for survival
- must prove to publics in the environment that their existence is rightful and proper
- 94% said when price and quality are equal, they are more likely to purchase company associated with a good cause
96
Examples of cause-related marketing
- legitimacy
- concern for environment
- hiring from within the community
- sponsorship of events/teams/programs
- donations
- relay for life, pies for soldiers
97
Integrated Marketing COM
intersection of PR, publicity, advertising, sales, and marketing to promote an orgs. products/services
98
Advertising
use of controlled media in an attempt to influence the actions of targeted publics
99
Marketing
researching, creating, refining, and promoting a product or service and distributing that produce/service to targeted consumers
100
In-house
- a department within an org. that helps build and maintain positive relationships with strategic publics
- helps organizations avoid regulation, litigation, boycotts, and bad publicity
- ex: UNCW, Susan G. Komen (The Cure)
101
Effectiveness of in-house PR dept.
- level of access to top management
- attitude/knowledge of PR by other depts; mislabeled as journalistic function or only media relations
- duties: media relations, crisis management, executive communications, social media, employee relations, promotions, advertising, etc.
102
Firms
- a PR company hired by another org. to help with campaigns or run an entire PR function
- services vary
- more than 9,000 PR counseling firms/agencies in the U.S.
103
Pro/Cons of firm
pros: objective, fresh perspective, variety of skills and expertise, extensive resources, offices throughout the country, and credibility, broader experience
cons: superficial grasp of a client's unique problems, lack of full-time commitment, need for prolonged briefing period, cost, less benefits
104
Pros/Cons of in-house
pro: depth of knowledge about org., 100% commitment to the org., salary better, stability
cons: loss of objectivity, costly for orgs. with few PR needs
105
Issue
- created when one or more persons attaches significance to the situation/perceived problem
- created through interaction
- vary over time
- vary in status/significance attached to the situation
106
Issue status
- degree of significance attached to a situation
- varies with: how many people attach sign,, how much significance they attach, the significance of the people attaching the significance
- leads to action
107
Issue management
meaningful participation in creation of public policy that affects personal and institutional destiny
108
Audiences receive most of their info from
TV
109
We retain more of what we read in
newspaper/magazines
110
Print media is better for
logical appeals
111
Broadcast media is better for
emotional appeals
112
News
fast, credible, free
113
Ads
controlled message, placement, number of reps.
114
Newspapers
appeals to retirees/huge cities
115
Magazines
pros: portable/permanent, can pass info around
cons: must have info months in advance
116
TV
expensive
117
Radio
captive audience, good way to promote company, forced to listen in car
118
Problem
- commonplace (occurence)
- fairly predictable
- addressed without arousing public attention, draining resources
119
Characteristics of a crisis
-sudden, severe, urgent
120
Types of crisis
- natural disasters
- technological incidents
- organizational misconduct
- marketplace and political crises
121
Official crisis def.
event/occurence that threatens to create a firestorm of harshly negative media coverage that could damage the reputation or future viability of an organization
122
Crisis
- less predictable
- brings unwanted public attention
- requires investment of time/resources to resolve
- can challenge org. to its core values
123
Scandal/worst for image
organizational misconduct
124
Crisis Communication
- COM between the organization and its publics during the negative occurence
- designed to minimize damage
125
Designated spokesperson
important because the more people talking, more likely company is to seem less credible (contradictions)
126
Crisis Management
-use of PR to minimize harm to the organization in emergency situations that could cause the org. irreparable damage
127
Key to crisis management
preparation
128
Goal of crisis management
-avert crisis or more effectively manage those that do occur by ending it quickly, limiting the damage, and restoring credibility
129
Stages of crisis management
- research: identify potential threats, review policies
- prevention: eliminate/lessen threats, make changes in policies s needed, understand crises will happen
- prep/plan: crisis management plan
- practice
- response: analyze situation, execute plan
- recovery: lessons learned, evaluate and continue corrective measures
130
Crisis management plan
- occurs in prep/plan stage
- identify possible crisis situations
- CMT (crisis management team): press
- EOC (emergency operation center)
- MIC (media information center)
131
Why entertainment PR?
- fascination with celebrity: gossip rules
- image is everything
- magnitude of money at stake
132
Publicity
-uncontrolled media, appearances, need media training
133
Promotion
-controlled messages, news release, head shots, photographs
134
Event promotion: film release
- target audience: what shows do they watch? are they credible?
- talk show appearances and exclusives
- media training
- giveaways contests (four weddings and a funeral)
135
Event promotion
generate publicity and buzz to stimulate ticket sales
136
Image restoration (Benoit)
- denial
- evade responsibility
- reduce offensiveness
- corrective action
- mortification
137
Crisis management in film distribution
- criticisms of film can affect box office
- historical inaccuracies (least problematic)
- representations/portrayals of minorities (stereotypes)
- copycat syndrome
- excessive violence/sex
- controversial topics
138
Fight Club
- too much violence: targeted teen boys, congressional hearings, copycat fight clubs
- immoral: bomb-making, evokes memory of Oklahoma City and 9/11
- fighting as problem-solution
139
Nonprofit PR
tax-exempt noncommercial entities whose purpose is to serve the public interest
140
Key issues
- maintaining positive public image
- fundraising and cost containment (transparency)
- recruiting volunteers and keeping them enthusiastic
- creating COM programs/campaigns to stimulate public interest in organizational goals and invite public participation
141
Membership orgs.
- main purpose: represent the interest of members to other publics
- emphasis on recruitment and retention
- PR duties: influence legislation, regulation through lobbying, plan meetings, create publications, act as spokesperson
142
PR in social orgs.
- few employees, rely on volunteers
- emphasis on innovative approaches
- PR goal: develop public awareness or purpose and activities, persuade individuals to use the services the org. provides, create educational materials, recruit and train volunteer workers, obtain funds to operate the org.
143
Recruiting volunteers
- inform people about mission/purpose of org.
- match volunteers with duties relevant to skill and ability
- testimony from previous volunteers
- incentives
- show appreciation through thank you letter, certificates, luncheon (personalize)
144
Fundraising
-risks: burnout, ethical standards, crediblity
-motivations for gving
types
-corp./found. donations
-direct mail
-sponsorship of events
-telephone solicitations
-phone banks
-endorsements, licensing
-social media
-races/marathons
145
Corp. Gov't relations duties
- monitor issues up for debate in legislative bodies and regulatory agencies through trade associations
- disseminate info about company's position to key publics
- visit with gov't officials
- provide testimony at hearings
- write/deliver speeches
- write letters
- prepare position papers/newsletters
146
Lobbyist
- someone hired to influence lawmakers, gov't officials, or their aides
- lobbyist efforts are aimed at the defeat, passage, or amendment of legislation and regulatory agency bodies
- work at all levels of gov't
- ex: healthcare, firearms
147
Grassroots lobbying
- no rules/regulations
- $800 million industry
- tools include: toll-free phone lines, websites, computerized direct mail
- involves coalition building to get individuals and groups with no financial interest to speak about an issue on the sponsor's behalf
148
Gov't Bodies mission
- public service by disseminating info
- to inform citizens about services and how to use them
- gain support for new laws or initiatives, processes, and programs
- gain voluntary obedience with laws, regulations, and rules
149
Gov't Agencies
- mission/legitimacy are scrutinized more extensively
- FEMA
- CIA
- dept. of homeland security
- DMV
- City of wilmington
- new hanover county
150
Duties of gov't PR
- manage press/public inquiries
- write news releases
- hold press conferences
- manage social media presence
- prepare speeches for top officials
- writing/producing informational materials
151
Police video
positioning
152
Political campaigns
- act as spokesperson
- formulate campaign strategy and positions on issues
- develop mass mailings
- coordinate ads
- scout sites for speeches and events
- stage events
- write speeches
- create campaign films/videos
- build networks through social media/internet
153
Culture
collection of distinct publics bound together by shared characteristics such as language, nationality, attitudes, tastes, and religious beliefs
154
Global/International PR
The planned and organized effort of a company, institution, or gov't to establish mutually beneficial relations with the publics of other nations
155
Why is global PR important?
- we import/export many products (oil)
- we produce many goods in plants overseas
- our companies have expanded to other countries
- ex: olympic outfits by Ralph Lauren made in China, Disney, Walmart, McDonalds)
156
World is becoming connected which leads to
- potentially more customers who represent a variety of different backgrounds/interests, beliefs
- effective COM w more diverse groups becomes more essential/challenging
157
Minorities constitute
1/3 of U.S. population
158
Concepts to consider with multicultural PR
- ensure team understands customs/values of demographic groups
- ensure your message is culturally relevant
- consumers of diverse backgrounds are extremely loyal
- use primary language of audience
- spokesperson who represents the audience is a good communicator
159
Multicultural concerns
- language, dialect
- stereotyping
- cultural concerns (gestures, clothing, holidays)
- technology/PR level
160
Benefits of multicultural thinking
- employees appreciate it
- increases employees retention
- increases customers
- increases morale
- helps prevent public criticism (boycotts, bad press)
161
Opportunities in Intl work
- transnational corps (Walmart)
- govt
- firms that work for foreign interests(hill and knowlton)
- nongovt orgs (green peace)
162
Ethics
Beliefs values moral principles by which we discriminate between what is right and wrong in both thought and action
163
Transparency
Being open about endorsements, free samples
164
Societal codes
Friends, family, religion
165
Professional codes
Workplace
166
Org codes
- PR society of America
- intl association of business
- intl PR association
- language is vague, must be member, voluntary compliance
- if violation no legal action
167
Advocates for licensing
- don't have to be licensed to practice PR or call self PRP
- define practice of PR
- establish uniform standards
- bring credibility back to profession
168
Opponents for licensing
- violates 1st amendment
- wouldn't guarantee ethical behavior
- costly
169
Alternate to licensing
Accreditation: process through which PRPs are certified by natl org
170
PRSA
Preview course
Readiness questionnaire
Portfolio work
21/2 hour written exam
171
Rewards for ethical behavior
Doing right thing
Karma
Improved rep
Compensation/promotion
172
Challenges of ethical behavior
Fatigue
Legal/ethical confusion
Diff cultures have diff ways
Short-term thinking
173
Achieving ethical behavior
Must start w top management
Think about consequences before you act
Remember your image
174
3 cases
1st natl bank v belloti
Buckley v valed
Zucker v sable
175
General principles of legalities
Obligation to law over client/employer
| Com between a practitioner and his or her client is confidential but not privileged in a legal sense
176
1st amendment
Com ads
Regulated by ftc
Most attempts to regulate fail as unconstitutional
177
Contributions
What is given to candidate
| Can be limited under state/fed law
178
Expenditures
What candidate or party spends
| Not limited by law
179
Fed agencies that regulate speech
```
Fed trade commission
Securities and exchange commission
Feds com commission
Food/drug admin
Equal employment opportunity commission
```
180
Libel
False communication that wrongfully injures rep of others
| Printed falsehood
181
Burden of proof in libel
```
Defamation: making a false statement about a person/org that creates public hatred, ridicule, or inflicts injury on rep
Publication
Identification
damage
Fault
```
182
Actual malice
NY Times v Sullivan
Higher burden of proof in libel cases involving public officials
Knowing falsehood or reckless disregard for the truth
Difficult to prove and win
183
Investor relations
Public disclosure
Insider training
Privacy
184
Public disclosure
Timely, correct context, not misleading
185
Insider trading
When person buys/sells securities on basis of inside info not available to other investors
Giving info that leads to insider trading is a violation of law
186
Privacy
Right to be left alone to be free from unwarranted publicity
187
Privacy tort
Wrongful act constitutes as an invasion of privacy
188
Copyright
Protection of creative work from unauthorized use
189
Copyright perspective
1. Which organizational materials should be copyrighted
| 2. How the copyrighted materials of others may be used correctly
190
Fair use
Part of copyrighted article may be quoted directly but the quoted material must be brief in relation to length of work
191
Trademark
Word symbol slogan used singly or in combination that identified a products origin
Always capitalized never used as nound
192
Trademark infringement
Orgs claim that their registered trademarks were being improperly exploited for commercial purposes
