Quizlet definitions Flashcards
(151 cards)
PRSA Values
Honesty
Expertise
Advocacy
Loyalty
Fairness
Independence
PRSA Code of Ethics
values driven, advocacy, honesty, expertise, loyalty, fairness, independence
PRSA Ethical Principles
- Act in the public interest
- Use honesty and integrity as your guide
- Avoid conflict of interest
Steps of the Ethics Process
- Identify ethical issue or concern
- Identify internal / external factors
- Identify values
- Identify who will be affected and PR’s relationship with each
- Identify ethical principles
- Make a decision and justify it!
7 Barcelona Principles (Valid Metrics)
- Goal setting and measurement are fundamental to communication and public relations
- Measuring communication outcomes is recommended vs only measuring outputs. Outcomes include changes in awareness, comprehension, opinions and behavior.
- The effect on organizational performance can and should be measured where possible.
- Measurement and evaluation require both qualitative and quantitative methods.
- AVEs are not the value of communication. AVEs only reflect costs.
- Social media can and should be measured consistently with other media channels.
- Measurement and evaluation should be transparent, consistent and valid.
Public Relations
The management function that establishes and maintains mutually beneficial relationships between an organization and its publics on whom its success or failure depends.
12 Functions of PR
Competencies:
Trusted counsel — Advise and anticipate.
Internal communication — Engage employees and build trust.
Media relations — Develop public trust and support by working through journalists and bloggers.
Community relations — Establish public trust and support by working with community groups.
External communication to customers/stakeholders/investors — Build public trust and support.
Public Relations Four-Step Process:
Research
Plan
Implement, execute and communicate
Evaluate
Other:
Publicity and special events
Issues management
Crisis communication
Propaganda Devices
- Glittering generalities (broad statements)
- Name calling (Vilify opponents.)
- Transfer (guilt or credit by association)
- Bandwagon (Everybody’s doing it.)
- Plain folks (anti-elitism, speaker presents as an “average person.”)
- Testimonials (Cite a celebrity, an authority figure or “plain folks” to endorse a cause.)
- Card stacking (one-sided arguments)
Goal
Goal: “To be” statement, just ONE goal. general outcome expected upon completion, long-term
Public
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. (For example: retired residents 60 to 75 who live within five miles of our store and want to maintain an active lifestyle.)
Audience
A group of listeners (or spectators) who may receive a message but otherwise have no common connection with one another.
Public Affairs
A specialized area of public relations that builds and maintains mutually beneficial governmental and local community relations. Also applies to public relations practices by the military and governmental agencies because of the 1913 Gillett Amendment.
Public Information
Information open to or belonging to the public. In government agencies, nonprofit organizations, or colleges and universities, the task of disseminating information from the organization to the public. The process is usually done through mass or social media.
RPIE
Research, Planning, Implementation, Evaluation
Research Considerations
WHO do we want to reach?
WHAT do we want people in each public to DO?
WHAT messages do we want to communicate to each public that will:
Increase knowledge? Change opinions? Encourage desired behavior?
Primary vs. Secondary Research
Primary: Research done by you. Takes more time and costly.
Secondary: Research done by someone else. Faster but might not meet the needs of the researcher.
Issues Management
anticipating, identifying, evaluating, and responding to issues and trends that potentially affect an organization’s relationships with its publics. Essence: identify issues early, move strategically to minimize impact.
5 Stages of Crisis Management
detection, prevention/preparation, containment, recovery, learning
Communication Technician
executing, doing all of the writing/media outreach, not involved in strategic planning (work in stable, low-threat environments such as non-profits)
Expert Prescriber
manages, counsels on strategic approach, addresses immediate issues/problems (corp affairs, agency management, consumer products). doesn’t involve managers, causing disconnect.
Communication Facilitator
practitioners are sensitive listeners and information brokers, serving as liaisons, interpreters and mediators between an organization and its publics. more public affairs/politics
Problem-Solving Process Facilitator
company analysis. collaborate with other managers to define and solve problems, part of the strategic planning team. Same management step-by-step process used for solving other organizational problems applied to PR problems.
environmental scanning
used primarily to detect and describe current/potential problems
objective
WHO needs to do WHAT by WHEN and HOW MUCH. Must be specific, measurable, actionable, realistic, time bound.