part one Flashcards
1
Q
what are the four stages of the pr process?
A
research, planning, communication, and evaluation
2
Q
what is ‘the key?’
A
getting the right message out at the right time to the right audience via the right channels
3
Q
according to perloff, what is a critical aspect of persuasion?
A
when belief, attitudes, or behaviors or induced or changed of someone’s own free will
4
Q
what are the 4 non-goals as PR writers? what is the 1 goal?
A
- to accurately inform
- to persuade
- to motivate
- to report
to cut through the clutter
5
Q
what is the purpose of the media uses and gratification theory?
A
to make message meaningful and tailored to user
6
Q
what does the media uses and gratification theory say about its communication receivers?
A
receivers aren’t passive, and are selective. choose your message based on consumer needs.
7
Q
Butterball Turkey is looking to place an article in a magazine targeting the survivors and sustainers demographic. where would it go? what would be the tagline?
A
Article in The Bank’s Already Broke magazine headlined
“A Terrific Budget-stretching Meal” and emphasized bargain cuts of turkey
8
Q
Butterball Turkey is looking to place an article in a magazine targeting the belongers demographic. where would it go? what would be the tagline?
A
Better Homes and Garden articles emphasized tradition such as bbq turkey as a “summer classic” for July 4
9
Q
Butterball Turkey is looking to place an article in a magazine targeting the achievers demographic. where would it go? what would be the tagline?
A
Food and Wine and Gourmet magazine included recipes for turkey salad and turkey tetrazzini.
10
Q
what are the basics of communication?
A
sender, message, channel, receiver
11
Q
what is a message based on and affected by? what must it be?
A
set objectives; audience and research; applicable, believable, realistic and convincing
12
Q
what populations make up the receiver?
A
publics, stakeholders
13
Q
according to the media uses and gratifications theory, what is communication?
A
interactive
14
Q
how can you change preconceived ideas?
A
by:
- Making individuals aware that circumstances have changed
- Presenting the facts and figures around new circumstances
- Using credible endorsements
15
Q
what should you do to reduce cognitive dissonance?
A
use proven techniques if tackling the challenge of changing preconceived ideas
16
Q
according to the theory of cognitive dissonance, what do people reject? what is the caveat to this?
A
people reject messages that conflict with predispositions UNLESS presented with information that forces them to question their beliefs.
17
Q
what is the result of framing?
A
because many people lack the specific knowledge and experience about a subject or issue, they accept the media’s version of reality
18
Q
how can you use framing to persuade an audience?
A
Select the specific facts, themes, etc. that best tell your story
19
Q
mags is curious about the ‘all-natural’ claim of shea moisture’s products and decides to do some googling. which part of the diffusion and adoption theory does this represent?
A
interest
20
Q
mags hits up walgreen’s and squeezes a little bit of product into a plastic baggie so she can sample it at home. which part of the diffusion and adoption theory does this represent?
A
trial
21
Q
mags is pretty impressed with the manuka honey and mafura oil shampoo when compared to the carol’s daughter shampoo she’s been spending too much money on. she also really likes the fact that it is, in fact, made out of all natural products. which part of the diffusion and adoption theory does this represent?
A
evaluation
22
Q
mags is browsing the all-natural hair care blogs and stumbles across a post bragging about the wonders of shea moisture. which part of the diffusion and adoption theory does this represent?
A
awareness
23
Q
mags is obsessed with shea moisture and eventually goes broke because those $10 bottles add up hella fast. who needs tuition when you have shea moisture? which part of the diffusion and adoption theory does this represent?
A
adoption
24
Q
define awareness:
A
when the person discovers the idea or product
25
define trial:
when the person tries the idea on others or samples the product
26
define adoption:
when the person incorporates the idea into their opinion or begins to use the product
27
define interest:
when the person tries to get more information
28
define evaluation:
when the person decides whether the idea works for his or her own self interest
29
what 4 strategies can be employed to achieve awareness and interest under the diffusion and adoption theory?
relative advantage
-is the idea better than preceding ones
compatibility
-is it consistent with existing values and needs
complexity
-is the innovation difficult to use
trialability
-can innovation be used on trial basis
observability
-are the results of innovation visible to others
30
tamara has earned a promotion to junior executive at her firm. her former coworkers applaud her for her most recent achievement and accomplishment. which one of maslow's needs has tamara met?
need for esteem (or ego)
31
tamara is well-liked by her coworkers. on wednesdays, they go to the local pub after work to share drinks and gossip, and throughout the day they share memes and life stories, they even have a bowling team. which one of maslow's needs has tamara met?
need for affiliation
32
tamara feels balanced and like she has accomplished what she has set out to. she's thirty years old, planning for her wedding to the love of her life, was recently promoted to senior executive, and is part of a volunteer organization that does a lot of good for women in the community. which one of maslow's needs has tamara met?
need for self-actualization
33
tamara has a nice desk on the 5th floor office in her building with a pretty decent view of the city. her environment is clean, she can clearly see the red exit signs from where she sits, and the office itself is in great shape. which one of maslow's needs has tamara met?
need for safety
34
tamara arrives on the job, ready to tackle a new day, well-fed, full, comfortable, and fully-hydrated. which one of maslow's needs has tamara met?
physiological needs
35
how should messages be constructed according to the hierarchy of needs?
give audiences messages that satisfy these needs
36
in persuasive writing, what comprises the audience analysis?
channeling--tapping a group's attitudes and values to craft a meaningful message
37
in persuasive writing, what factors determine source credibility (4)?
expertise, sincerity, charisma, celebrity
38
in persuasive writing, how does one appeal to self-interest?
by providing information on what the audience wants to know
39
what are the 9 factors of persuasive writing?
1. audience analysis
2. source credibility
3. appeal to self-interest
4. clarity
5. timing and context
6. symbols, slogans, acronyms
7. semantics
8. suggestion for action
9. content and structure
40
name some components of content and structure for persuasive writing:
drama, statistic, surveys and polls, examples, testimonials, endorsements, emotional appeals
41
which type of appeals are generally more effective, positive or negative?
positive appeals generally more effective than negative appeals, both in retention of the message and actual compliance.
42
which message is more persuasive, print or radio/tv?
radio and TV messages tend to be more persuasive than print. BUT, if the message is complex, print media achieves better comprehension.
43
what is best for conveying detailed, lengthy info: print or broadcast?
print media more appropriate for conveying detailed, lengthy information; broadcast channels best for presenting brief, simple ideas.
44
logical appeals - using facts and figures - work better than strong emotional appeals with what type of audiences?
highly educated, sophisticated audiences
45
what are the 4 elements for good objectives?
1. focus on effects
2. clarity and specificity
3. measurement
4. timeframe
46
what are the goals we want our messages to achieve?
to reach our publics (awareness) who will agree with it (acceptance) and act accordingly (action)
47
what are the goals of employee communications? (3)
1. More satisfied and productive employees
2. Achievement of organizational goals
3. Better customer, community and investor relations
48
what are the 3 contributions of the pr/marketing pro to internal communications?
( 1) establishing communication policies based on a goal-oriented approach
( 2) designing and implementing organizational change programs
( 3) providing expertise as employee communicators
49
what is the key to effective employee relations?
core job: organizing effective, believable and persuasive internal communication
50
what are the key principles for effective employee relations? (5)
1. respect
2. honest feedback
3. recognition
4. a voice
5. encouragement
51
what are the benefits of an employee newsletter?
- Boost employee morale; promote teamwork
- Educate employees about the industry they are in to help them excel
- Recognize, profile model employees
- Convey leader personalities via feature stories
- Provide a “public” forum for announcements, feedback, recognition
- Showcase how the company is a good corporate citizen
52
what should be considered before creating an employee newsletter?
1. purpose
2. nature of the information to present
3. target audience
4. timing
53
what are the top 5 employee topics of interest?
- Organization’s future plans
- Personnel policies and procedures
- Productivity improvement
- Job-related information (on the job help)
- Job-advancement information (opportunities to excel)
54
what are some tips for employee newsletter design?
use pull quotes in long stories, break up longer stories with boldface, subheads, and bullets; use white space, vary paragraph length, keep articles brief
55
how should you write for employee newsletter?
informal, businesslike language; no exclamation points, strong verbs, short sentences/paragraphs
56
what are your roles as pr pro in making news?
provide media info and persuade them to publish it and to advocate for the organization
57
what 3 things must effective publicists know?
1. news values (accuracy, timeliness, importance)
2. news angles (what's going to be most interest to a journalist)
3. how to break through clutter
58
what are the challenges to breaking through?
- media gatekeepers (e.g. reporters, editors)
- shrinking news holes (limited room)
- fragmentation of mass media
- information overload
59
how can you effectively create news? (7)
- incorporate news values into stories
- target right media
- think about interest of audience
- keep objectives of organization/client top of mind
- exercise creative presentation
- meet gatekeeper requirements
- be resourceful
60
how should you incorporate timeliness when making news?
-announce things when they happen, tap ongoing issues, relate message to national events, relate messages to breaking news
61
how should you incorporate prominence when making news?
tie your message/brand to star power
62
how should you incorporate proximity when making news?
tailor message for unique demographic markets and unique outlets
63
how should you incorporate unusualness when making news?
find out-of-the-ordinary and unique events to tie to your story
64
how should you incorporate human interest when making news?
humanize the story by using other people in your story
65
what's the benefit of including conflict when making news?
different views are fun--controversy fuels discussion and stimulates the mind
66
how should you incorporate newness when making news?
find new uses for old products and always look for a new angle that hasn't been covered before
67
how can you storymine? (4)
- Read important company documents, background materials
- Check out current and past issues of key papers, newsletters and magazines
- Look at industry blogs
- Conduct interviews with relevant people
68
what is your role in relation to the media?
to connect with them and shape their story
69
what is the purpose of the basic media advisory?
to give the basic details of who, what, where, when, why an event is taking place to encourage media attendance and/or coverage.
70
when is a basic media advisory effective?
when you have a specific event to promote, a product to launch or your news is a big deal.
71
what is the purpose of the trend-based media advisory?
to draw a correlation between a current event/issue and an organization in effort to get media to interview your spokesperson, and write about their perspective.
72
when is a trend-based media advisory effective?
when you don’t necessarily have hard news, but you do have an opinion you’d like to share on behalf of your company.
73
what is the goal a pr pro pitching their media advisory?
- A PR person calls or emails a reporter to “sell” a story idea
- Idea is to convince a journalist that your news warrants a story
74
what tense should your media advisory use?
present/future
75
what should the subhead of your media advisory provide?
additional context
76
what should the situation section of your media advisory detail?
the problem
77
what should the solution section of your media advisory discuss?
how the problem can be resoled with your organization's product/persepctive
78
who should the expert source be for your media advisory?
someone at the company who is a 'thought leader'
79
what should the contact section discuss?
next steps the reporter should take to set an interview
80
what are the 5 types of news releases?
1. announcements (promotions, new hires, changes, new products, services, etc.)
2. spot announcements (when outside influence happens to an org)
3. reaction releases (when an event or situation impacts the org)
4. bad news (immediately drafted following event offering facts and the org's point of view)
5. local news
81
how do you localize news?
1. Use the names of local people
2. Use information that is of local significance
3. Unearth and showcase local data
82
who is the contact person for a news release? what should be included?
usually the writer, but could be org's PR director; contact person's name, title, phone number, fax number and email
83
what is the purpose of a headline in a news release? the subhead?
factual and to-the-point, the headline gives the editor or journalist the 'bottom line' or most newsworthy aspect of the story; to clarify or provide further context
84
what sort of verbs should be used in the headline? tenses? what should be avoided?
action-oriented ones; present and future; articles (a, an)
85
where does the dateline appear? what is its format?
at the start of the lead paragraph; in all capital letters
e.g. COLUMBUS, Ohio--Nov. 11, 2015
86
what is the most important part of any release? what should you give the reader? what should be included first?
the lead paragraph; give the reader the basic details of the story or entice the reader to read the second paragraph; who/what
87
what are the 3 types of leads?
1. straight summary lead (making an announcement)
2. informal lead (factual info informally; community events, survey results)
3. feature lead (a hook to raise reader interest; specialized topics)
88
what structure is used for news releases?
inverted pyramid structure
89
what do quotes add to a news release? what should they be?
a human element; relevant, meaningful, newsworthy
90
what format should you use for quotes?
Start Quote – Name who said it/title – End Quote
91
what are social media conversations not characterized by?
they are not:
- controlled
- organized
- on message
92
what are social media conversations characterized by?
they are:
- fun, vibrant, compelling
- full of insights
93
in regards to social media, what must pr focus on?
listening and facilitating conversations
94
when did social media explode?
2007
95
what has social media provided an opportunity for, according to the institute for public relations?
~put the public back in to public relations~ (by providing a mechanism for organization to engage in real-time, one-n-one conversations with stakeholders)
96
whose presence should you monitor on social media?
yours:
-what stakeholders find when they seek information
-accounts created by org's employees, departments and ensure their messages fits the org's
competitors:
-what's being said about them to help you better position your brand
97
what are the 4 keys for social media success?
1. watch and listen
2. get buy-in
3. have a strategy
4. have a policy
98
what what is the best method of social media leadership?
setting a positive example
99
what should you encourage senior management of in regards to social media?
to be aware of and participate in social media to foster appropriate participation employees on behalf of the company
100
what should a social media strategy be based on? what should it include and what should it consider? what should it fit with?
business objectives; resources, budget reflecting a commitment to engaging in social media continuously; consider appropriate vehicles, voices; brand and brand personality
101
why would a pr pro use facebook as a social media platform for their org?
remarkable growth, part of media mix in promotions, vital for gaining consumer insights, building brand awareness, creating loyalty
102
why would a pr pro use flickr or instagram as a social media platform for their org?
allows photosharing primarily for personal use, orgs strongly discouraged from using it to sell products or services but can be used to build awareness of an org, brand
103
what is a major social media tool for pr?
twitter
104
why would a pr pro use a wiki as a social media platform for their org?
good for collaboration, allows users to edit, promotes topic associations, involves visitors
105
why would a pr pro use a podcast as a social media platform for their org?
- Cost-effective
- Provide 24/7 access
- Portable
106
what are 4 tips for a successful org podcast?
1. keep it short
2. use several segments
3. be conversational
4. maintain a reglar schedule
107
what must social media content be to add value? how can you do this?
exciting!; tell a story, tell it where people are already talking and to people who care, and don't expect them to always talk back
108
what does web 2.0 require? what are some consequences of not fulfilling this requirement?
-immediacy; delayed responses can appear dishonest and stale content gives a bad impression
109
what is critical for employees to understand about social media?
parameters around and the implications of their participation
110
what should a good social media policy allow? why?
flexibility within a framework; it gives employees the guidance they need to successfully leverage social media on behalf of their organization
111
which pr phase is determined by uncovering information about needs of publics?
formative research
112
which pr phase is determined by planning goals and objectives and creative appealing and persuasive messages?
strategy
113
which pr phase is determined by the specifics of execution?
tactics
114
which pr phase measures effectiveness of strategic plan?
evaluative research
115
what is the proper messaging structure for a messaging document?
1. overarching message
a. company is XX
2. supporting message
a. 1-2 sentences justifying why and how company is XX
3. core messages
a. consider proof points that explain why/how
b. listed by public or topic
116
when a crisis is happening, how do savvy pr pros get ahead of the issue?
by drafting a media-ready statement that's to the point, contains only the necessary information, that's truthful, and that's delivered asap on appropriate channels
