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Intro to PR test 1 Flashcards

(90 cards)

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0
Q

Who are the 4 publics

A

Internal and external: based on organized boundaries
Primary, secondary, marginal: based on influence
Traditional and future: based on time
Proponents, opponents, and uncommitted: based on relationship

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1
Q

What is PR

A

The management of communication between an organization and its publics

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2
Q

Deliberate/planned

A

Strategies to help get the public to respond

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3
Q

Performance

A

Increase in revenue, asserts, etc.

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4
Q

Public interest

A

Mutually beneficial

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5
Q

Two way communication

A

Social media, creating a dialog

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6
Q

What are some skills a PR professional must have

A 
Written and interpersonal communication 
Research 
Negotiation
Creativity 
Logistics/management skills 
Facilitation 
Problem solving
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7
Q

What are the 4 steps in the PR decision making process

A

Research
Action
Communication
Evaluation

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8
Q

Research

A

Find the problem for PR quantitative or qualitative research is conducted

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9
Q

Action

A

State the program’s objectives

Differentiate between goals and objectives

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10
Q

Communication

A

Develop campaign to meet objectives

Base campaign on pre existing research, theory, and earlier research

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11
Q

Differences between the scope of pr and the scope of journalism

A

Journalism is about producing content

PR has a much broader scope might be organizing special event one day and writing press release another

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12
Q

Difference between objectives of PR and journalism

A

Journalism strives for objectivity in reporting

Public relations has a goal of advocacy

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13
Q

Differences between audiences and channels of PR and journalism

A

Journalists produce content for the medium for which they work but must also write for mass audiences
PR specialists will tailor their materials much more to different segments of the public and will often do so through a variety of channels

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14
Q

Difference in tools between advertising and PR

A

Advertisers use paid placements as their primary tool for work
PR works in the area of earned or owned media rely on events to build relationships with the public

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15
Q

What’s the difference between the audiences for advertising and PR

A

Advertisers are concerned only with external audiences

PR professionals are concerned with both internal and external audiences

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16
Q

What are the differences between the scope and function in advertising and PR

A

Advertising: much smaller and is viewed as a specialized communication function
PR: broader in scope, dealing with the performance of the organization as a whole

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17
Q

What’s the difference in costs between PR and advertising

A

Advertising can be quite expensive

PR is a cost effective alternative

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18
Q

What is marketing

A

The act or process of selling or purchasing in a market

An aggregate of functions involved in moving goods from producer to consumer

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19
Q

What are the 4 P’s of marketing

A

Product
Place
Price
Promotion

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20
Q

What is the difference between the audience focus in PR and marketing

A

Marketing is consumer focused with a goal of selling products or services
PR is focused on many different publics, sales are not sole focus

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21
Q

What is the difference in the language between PR and marketing

A

Marketing utilizes sales oriented language
The language of PR is less concerned with the hard sell and is therefore more conversational in tone (2 way communication)

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22
Q

Differences between method and objective in PR and marketing

A

The method of marketing is to satisfy economic objectives

PR raises awareness, educated or informs public, and/or builds trust in the organization

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23
Q

How does PR support marketing

A

It developed prospects and generates sales leads for new markets as people follow up on news released by PR
Provides third party endorsement via news organizations
Stretches advertising and promotional dollars via timely press releases
Provides inexpensive sales literature in the form of news articles and subsequent consumer reviews

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24
How is PR more effective than marketing
``` Pre market conditioning Long term strategy development Generating word of mouth Building a brand's reputation Building corporate reputation Overcoming a crisis ```
25
How is marketing more effective than PR
Launching a new product or service Promoting a new product or service Retaining customers Targeting niche audiences
26
What is advertising the best at
Building awareness
27
What is the concept of integration and who came up with it
To use a variety of strategies and tactics to convey a consistent message in a variety of forms
28
Why the switch from integrated to strategic communication
Downsizing leads to consolidation Tighter budgets With advertising comes clutter and credibility Increasing attention to how social policy can influence the marketing of products and services invites PR participation
29
How can we use PR to create positive public opinion
``` Host events Conduct studies to better understand publics Fund activities Provide information Do good things Have a crisis plan Train your people how to speak media Have an open information policy Don't have indefensible policies ```
30
How does PR contribute to the bottom line
Building awareness: promotion Organizational motivation: morale Issue scanning: research methods, understanding public opinion Opportunity identification: discovering new markets Crisis management: concrete plan Counseling executives: make informed decisions Serving as an agent for change: 2 way communication Ensuring social responsibility: positive rep Influence public policy: lobbying
32
when and what was the first press release
rosetta stone 196 Bc | Press release of Pharaoh (Ptolemy V's) accomplishments
33
Sam Adams
recognized the power of the pen Used writing to convey importance of independence Behind Boston tea party Used slogans "no taxation without representation) Wrote account of Boston Tea party before it happened
34
What were Sam Adam's objectives
``` Justify the cause Promote advantages Arouse the masses Neutralize opponents Phrase issues clearly ```
35
Who was involved in the age of hype
Davy crocket, Buffalo Bill, Annie Oakley, P.T. Barnum
36
How did PR help settle the west
Railroad promotion techniques
37
Who was Thomas Jefferson's PR man and what did he do
John Beckley eyes and ears for public opinion | Publicly countered the federalists in the press
38
Who was Andrew Jackson's PR man and what did he do
Amos Kendall President's thinking machine
39
What did teddy Roosevelt do in terms of PR
changed government used informal chats with reporters to get ideas to the press understood the need for a positive relationship with the press
40
Who was Woodrow Wilson's Pr man and what did he do
George Creel Wilson established committee of Public information Soon became known as Creel committee Committee was in charge of changing war attitudes right before WW1 creel regulated press to control war coverage also sold war bonds
41
What did FDR do in terms of PR and who was his PR man
Fireside chats radio speeches to convey warmth, personality, and nonpartisanship Howe
42
Carl Byoir
Campaigned for FDR for infantile paralysis designed fundraising events Used FDR's birthday as a Birthday Ball to raise money "Dance so that a child may walk"
43
Who wrote Truman's announcement of the atomic bomb and who was initially suppose to write it
Arthur Page | NY Times Willian Laurence
44
What were Arthur Page's principles of Pr
Tell the Truth Prove it with action Listen to the customer Manage for tomorrow Conduct PR as if the whole company depends on it Realize a company's true character is expressed by its people Remain calm, patient, and good humored
45
Who was Eisenhower's PR man and what did he do
Jim Hagerty Q and A sessions with the president first televised political adds
46
Who and what kicked off the era of muckraking journalism
Ida Tarbell The History of the Standard Oil Company 1902 used press to expose wrongdoings Called out Rockefeller
47
What was the significance of Upton Sinclair's The Jungle?
conveyed plight of immigrant workers in Chicago's packing houses and documented unsanitary conditions within lead to passage of the Pure Food and Drugs Act of 1906
48
What 2 things to Henry Ford contribute
Positioning: publicity always goes to those who do something first Accessibility: organizations must always be accessible to the press no subject was off limits for ford
49
Ivy Lee
first counselor, Founded Parker and Lee in 1904, birth of modern Pr, responsible for popularity of press release Promoted the idea that business and industry should align with public interests ensuring the support of top management maintaining open communication with journalists humanizing business and making it relevant to workers, community, consumers
50
Edward L Bernays
``` father of PR broadway press agent before WW1 joined Creel commission during the war nephew of Sigmund Freud used psychology for PR Crystallizing Public Opinion ```
51
First Public relations firm
1900 George Michaelis first client: Harvard began work for nation's railroads to oppose gov. regulation went out of business after railroad campaigned failed
52
first In House PR
Westinghouse worked to promote alternative current over direct current Edison responded with a booklet outlining dangers of AC Westinghouse eventually won
53
What are the four models of PR
Press agentry/publicity Public information Two way asymmetric Two way symmetric
54
Press agentry/ Publicity
``` one way communication mass media exaggerated/unresearched ex: PT Barnum sports now ```
55
Public information
``` one way communication mass media journalistic ideal of accuracy and completeness of info. some fact finding research Ex: Ivy lee government now ```
56
Two way asymmetric
2 way communication through scientific persuasion techniques reseracg used to plan strategies and evaluate those strategies Ex: Edward L Bernays marketing/advertising firms today
57
Two way symmetric
2 way communication through mutual understandings formative research used to understand public perceptions of the organization evaluative research to understand how PR tactics impacted audiences understanding Ex: Edward L Bernays educators and professional leaders today
58
What are some trends in the field of Pr today?
Feminization of the field: 70% women The importance of diversity: little minorities in field Transparency: scandals An expanded role for Pr: want seat at decision making table Increased emphasis on evaluation: more accurate understandings of impacts on the bottom line Investments in Corporate Social responsibility New directions in mass media: 24/7 news cycle Outsourcing to PR firms The importance of lifelong learning: need for specializaion
59
How much is spent on PR each year in US
$8 billion
60
What are 6 essential qualities for success in PR
Writing skills: convey info. and ideas Research skills: arguments backed up with facts Planning expertise: big picture Problem solving ability Business/economics competence: managerial side Expertise in social media: constantly evolving
61
What are 10 qualities employers want in their PR practitioner
``` good writing intelligence cultural literacy ability to recognize a good story when you see it media savvy contacts good business sense broad communications experience specialized experience fresh perspective ```
62
What are the 5 stages in PR positions
``` entry level technician supervisor manager director executive ```
63
Communication technician roles
taking photos writing brochures preparing news releases organizing events
64
Supervisor roles
``` Oversee technicians oversee specific projects prepare and work with budgets scheduling manage day to day activities ```
65
Communication manager roles
making communication policy decisions overseeing strategies supervising employees responsible for tactics
66
Director roles
looks at long range planning based on trends in research | serves ad a liaison between executives and other workers
67
executive roles
shape organization mission, strategy, and policy
68
ethics
standards of conduct which indicates how one should behave based upon moral duties and virtues rising fro principles of right and wrong
69
value
central beliefs which determine how we will behave in certain situations determine whats right and wrong
70
absolutism
things are ether completely right or completely wrong
71
existentialism
there is a continuum of rightness and wrongness
72
utilitarianism
the ends justify the means
73
PRSA
public relations society of America the largest national PR organization in the world act with honesty and integrity at all times
74
internet transparency
concerned with disclosure of sources for internet content no paid posts respect copyright laws respectful voice
75
video news release
attempts to capitalize on third party credibility to sell a product or service
76
Financial information
response to recent corporate scandals must exercise independent professional judgment keep track of financial laws and regulations ensure full and fair disclosures
77
corporate practice codes
cover things like truth and accuracy in communications confidentiality rules and practices and safeguarding of client proprietary information rules about gift giving abuse of insider information
78
Professionalism
a sense of independence a sense of responsibility to society and public interests concern for the competence and honor of the profession a higher loyalty to the profession than ti an employer
79
defamation
false statements about a person or organization that have negative impacts on public perceptions
80
copyright infringement
unauthorized use of works protected by copyright
81
Federal trade commission
ensures advertisements are not deceptive | also monitors new releases, brochures, and social media posts
82
Securities and exchange commission
monitors financial affairs of publicly traded companies focuses on things like insider trading, releasing misleading financial information, failing to disclose information in a timely manner
83
Federal communications commission
ensure public airways are used for public interest concerns about source attribution for VNRs are purview of FCC internet neutrality
84
FDA
food and drug administration guidelines for communication on health topics provide benefit and risk information for drug treatments
85
whats the difference between how small and large firms view PR?
large: more likely to include PR in decision making small: more likely to view PR as fulfilling only a technician role
86
line manager
delegates, sets goals, hires, influences others' work
87
staff function
little direct authority, must influence through suggestions, recommendations and advice Pr is a staff function
88
Levels of influence
advisory role: management has no obligation to request or act on recommendations from PR Compulsory-advisory role: management is required to listen to public relations' perspective before acting concurring authority role: PR and others must agree on an action
89
What are some advantages to using a PR firm
``` objectivity: different perspective on things Skills and expertise extensive resources Offices throughout country/ worldwide problem solving skills Credibility ```
90
What are some disadvantages of using a PR firm
``` Superficial knowledge Part time commitment need for long briefing internal resentment need for confidence high costs ```

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