Final Exam Flashcards by Megan Berge

Justified when the story can get national coverage. Very expensive, often includes 4 things: identified video source, b-roll, spokesperson and media, and 90-second clip with narration

Video news release (VNR) video news report

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planned tour of companies facilities

Media tour

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a trip during which editors and reporters inspect a company’s facility etc.

Junket

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offered to travel writers by tourism industry. pay all expenses in hopes that the writers will write favorably about their experiences.

Familiarization trip (Fam trip

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luncheon/dinner/cocktail party. host rises at end and makes pitch

Press parties

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series of 1 on 1 interviews from prebooked location via satellite with talk show hosts or news reporters/journalists.

Satellite media tour

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The use of sophisticated phone systems to conduct meetings with multiple persons at remote locations.

Teleconferencing

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using computer equipment to conduct a virtual face to face meeting

Videoconferencing

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is a form of real-time communications in which multiple computer users, all connected to the Internet, see the same screen at all times in their Web browsers

Web Conferencing

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online training seminars/tools, can interact with the instructor by typing messages, lots of people can interact with the instructor

Webinars

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journalists and bloggers around the world can participate, therefore, greater attendance; Single spaced,

Online news release

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most common PR tactic sent to journalists and editors for possible use in news columns. NEVER send as an attachment. use links. primary purpose is dissemination of information to mass media. Addresses the key public relations questions (key message, key publics, objectives, etc.) then includes the traditional five W’s and H like a news story.

News release

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They expand the audience beyond just the traditional media outlet, always have a visual and will be short. They include social media tags so that the content can be circulated; has no gatekeeper, you can post whatever.

Social media release (SMR)

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summary sheet about characteristics of new product that serves as quick reference for a journalist writing a story.

Product fact sheet

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one of the 2 kinds of fact sheets, a one-page summary in bulleted list format that gives the basic facts about an organization or a company. It may use headings that provide (1) the org’s full name, (2) products or services offered, (3) the org’s annual revenues (4) # of employees, (5) names and one paragraph biographies of top execs, (6) the markets served, (7) its position in the industry, (8) anything other pertinent details.

Corporate profile

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They make it possible to embed a news release with high resolution photos/graphics, videos, and audio components. Find something that makes your story interesting through multimedia, graph, video, etc. Electronic news release with links to more details and information.

Multimedia news release (MNR)

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journalist and spokesperson set up appointment to answer questions in concise manner or gives speech. Spokesperson should say something that informs of entertains audience. There are also print interviews in newspapers and magazines.

Media interviews

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wide dissemination of a person’s comments and opinions to a number of reporters at the same time.

News Conference

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A Web site developed collaboratively by a community of users, allowing any user to add and edit content. (like a google doc? but website form) Good for organizing ideas. Similar to pinterest…? Used to collect ideas, thoughts, experiences from consumers/ to keep PR employees and clients up-to-date on schedules and plans for executing campaigns.

Wikis

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digital media file distributed over Internet using syndication feeds for playback on portable media players/personal computers; advantages include: 1) cost effectiveness 2) access material 24/7 3) portability organizations use for: 1) company news 2) in depth interviews 3) consumer tips 4) training materials for employees

Podcasts

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1 activity on the web. PR changed in 3 ways: 1) Two way dialog 2) Transparency expected 3) SM in a major PR tactic

Social media

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Serve multiple audiences. Allows reader to dig deeper. cheap. unlimited space. 24 hr. instant updates. should be interactive and use the “PULL” method.

Websites

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-live streaming, -for specific, invited audiences

Webcasts

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stories that are not written in inverted pyramid format (Who, What, Where, Why and then details later) Feature stories start with conflict/achievement and goes back and shows how they did it (ex: Star Wars Movie starts with something big and then shows the backstory).Not written chronologically, GOOD PR content is written in feature format because you want to tell people WHY they want to do something (creates drama and catches attention)

Feature story

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things are more abbreviated

Associated Press style AP style

Alerts from PR staff. let's journalists know about upcoming events such as news conference or photo or interview opportunity

Media advisories

often called press kit and gives editors and reporters a variety of info to make it easier to write about topic.

Media kit

Electronic Form of Media Kit; Cheaper; saves printing costs

E Kits

journalist go to organiztion's website first to get info

Online newsrooms

electronic wire service used to distribute news releases, photos and advisories. particularly for financial info that needs to be released to multiple outlets. open to editors/reporters/public

Electronic news services

Required by SEC: Annual report states earnings for year; reason why IR is so stressful.

Annual report

radio news release. written for the ear, short sentences, concise, conversational style. (no longer 60 seconds)

Audio news release (ANR)

unpaid announcement promoting programs of gov, voluntary agency or one that served public interest.

PSA Public Service Announcement

short clip of speech or music extracted from longer piece of audio to summarize or exemplify the point of longer audio segment

Soundbite

organized by product publicist or talent agencies) When someone is driving a Ford in a movie, using a Macbook computer, or anytime they show a logo/brand in a show/movie to advertise

Product placement

additional footage, photographs, and other visuals so that your program is more than talking heads. Extra info you give journalists (contacts, stock footage, video footage with some background ambient sound which the reporter talks over). Allows journalists to easily piece together a news story with plenty of video footage. (Example: Missionaries walking down the street)

B-roll

the idea is to educate the public about a social issue/health problem in an entertaining way (7th heaven did an episode about a pregnant teen because the National Campaign to Prevent Teen Pregnancy pushed for the issue to be talked about)

Issues placement

The ultimate marketing event - attracts millions. Booths cost from 450 thousand to $1 Million

Trade show

A company that provides speakers to it's clients for different types of events (keynote speakers, motivational speakers, award hosts, etc.)

Speaker’s bureau

info discussed in an interview, that by the request of the interviewee cannot be used in any form of publication

Off the record

Profit making company collaborates with nonprofit to help nonprofit and improve sales for profit company. - companies join a cause (susan g komen) , partnership between the company and the foundation/good cause (foundation lends name and logos in order to agree to use their name) Both benefit. American Heart Assoc. on a frozen tv dinner; adds to value of the company

Cause-related marketing

1) Ethical principles 2) Transparency 3) Trust- Make it a priority/ 4 Key factors to be determined: 1) Political: How to impact gov and law? 2) Technological: Do we have the tech to accomplish the goal? 3) Social: What is our responsibility? 4) Economic: Will we make a profit? Differs from CRM. Still teaming up, but not to sell a product. A hotel company might do something in a country to help employ people, not necessarily in the hotel directly. An initiative not directly related to filling up more hotel rooms.

Corporate social responsibility (CSR)

the donation of funds, products, and services. Does not offset bad press for discrimination or financial scandal; used to demonstrate goodwill and polish reputation; One manifestation of Corporate Social Responsibility

Philanthropy

Whether or not the consumer is pleased it can affect sales. They can give good reviews or bad; book discusses how consumer activism negatively affects companies (examples include PETA upset with Tyson for mistreating animals making people not want to buy their product and sales go down)

Consumer activism

when other firms are hired to do PR work for the company involved

Outsourcing

employing lower paid professionals from India and other Asian countries to handle everything from customer service to software engineering and accounting.

Offshoring

Communications efforts that are focused on “branding”; marketing tactics.

Marketing communications

Senior-level professional who deal with upper management and counsel them on communications strategies and how the agency should respond to crisis situations.

Public Affairs Specialist

Work for various state and federal agencies to keep the public informed about things that concern them.

Public Information Officer

Aiming to defeat, pass or amend legislation and regulatory agency policies in order to provide a more suitable environment for your organization

Lobbying

Lobbying done by groups with no financial interest. There is less government regulation over these types of movements, so a big corporation will often "AstroTurf" a campaign.

Grassroots Lobbying

In international communications, many non-western cultures are referred to as this because the meaning of the spoken word is often implicit and based on the environmental context and personal relationships.

High-context Communication

in Europe and America great emphasis is placed on the exact words or phrasing of a statement. There is not much to be derived from context.

Low-context Communications

AKA- Non-profit Organization. Often seem more credible to the public when it comes to issues like health, labor and environment because their emphasis in on "morals" rather than profit.

NGO (Non-Governmental Organizations)

A type of membership organization. The association represents the industry and fights for the benefit of its members.

Trade Association

Often NGOs that have strong political or moral agendas and seek to regulate corporations who don't comply with their standards.

Activist Groups

The promotion of public relations development in other coutrnies (ex: Fleishman Hillard as an affiliation with Pegasus in China) NONPROFIT FUNDRAISING

Development

A PR professional who works in the entertainment industry and runs campaigns for celebrities based on their personality.

Publicist

1953-1999. US agency devoted to public diplomacy.

USIA - United States Information Agency

English news, the official external broadcast institution of the United States federal government. provides complete coverage of US, Asia, Africa, and Middle East.

VOA - Voice of America

24/7 Arabic Radio (in arabic lang, for arabic world)

Radio Sawa

Iranian Branch of the US Congress funded Radio Free Europe/Radio Liberty broadcast services.

Radio Farda

US based Arabic lang satellite TV Channel that broadcasts news and current affairs programming to the Middle East.

Al Hurra

Companies don’t like unions and employees sometimes really like unions (trend that is declining) They’ve been a strong advocate for employees (strong communication voice) (trying to organize and protect rights of workers) National Education Association is a big one; also get involved in educating employees (give them training so they have advantages)

Labor Unions

used by organizations, employees, and others to provide info and opinion in an INFORMAL way. 3 Kinds a. corporate: can seem fake b. employee: can be too technical c. 3rd party: like journalist - establish a relationship

Blog

largest social network. over 1 billion users. average spends 7 hour per month. invasive, less instantaneous, serious tone.

Facebook

connects individuals in professional occupations

use in crisis/ don't overuse. combines social media with phones. fastest growing web brand another form of texting; indexed by google--readily available to everyone

Twitter

high quality photos, infographics, mostly women, 20-words descriptions are most effective.

don’t post every day - less commercial (shorter videos (can only be 14-16) sec - different than Youtube)

Instagram

teens - late twenties? Creative, mostly artists, etc.

Tumblr

second most popular search engine site after google. 4 billion views per day.

YouTube

used to build awareness of an org/brand.is an image hosting and video hosting website, web services suite, and online community

Flickr

67 - Which is not a criteria for corporations in selecting what they sponsor

E - All of the above

68 - Lobbying in the US is done by -

F - All of the above

100 - Best way to develop good relationships with reporters/editors is to make their jobs as easy as possible.

True

95 - people are fascinated with celebrities because they wish they could be like them

True

57 - PR in government is

E - both B and C (extensive comms and significant risk)

48 - Which of the following are combinations of services that organization is not outsourced?

-spokesperson

72 Which of the following is considered the biggest trend in digital comms

C - Mobile enabled content

Final Exam Flashcards

(80 cards)