Study PR Flashcards
PRSA and its purpose?
Public relations society of America
Professional development , educational resources, networking opportunities , advocacy and code of ethics
Advertising
Strategic function that develops and places PAID promotional messages
Attracts target audience to fulfill specific objectives
IMC
Integrated Marketing Communication-intersection of marketing, PR and advertising disciplines. Makes communications more cohesive, launch a product, advance a message, close a sale
Two way communication
Public relations is a planned process to influence public opinion through sound character and proper performance, based on mutually satisfactory two way communication. The audience is influenced as much as the company.
Benign SPIN
Positive slant on a negative story to sway public opinion
Malignant SPIN
Confusing, distorting, lying about a story to exercise bought control over the public
Propaganda
Persuade people to join a cause, publicize a cause
Publicity
Johannas Gutenberg -printing press facilitated gathering and dissemination of info to the public.notice or attention given to something by the media
Reputation management
Coined by top PR firm- the practice of influencing stake holder perceptions and public conversations about an organization
Press agent
A person employed to organize advertising and publicity in the press on behalf or an organization or well-known person
Internal audience
Those within your organization that you must influence through targeted marketing initiative in order to achieve your goals.
External audience
Those prospective customers, market competitors, or governmental entities that’s you influence
Ethics
Branch of philosophy dating back to ancient times, refers to the process of determining right vs. wrong. How one should behave based on moral duties and virtues.
Importance of ethics
PR practitioners need to have high ethical standards and take into account the public’s interest, an employers self interest, standards set forth by the PR profession, and practitioners own personal values.
Values
Values guide a person, organization or society. Measured by our own conscious, based on our cultural, religious, educational background and norms of society. How we WILL behave not SHOULD
Conflicts of interests
A firm cannot ethically represent two clients that are direct competitors
Who was Amos Kendall? (1789-1869)
Kentucky newspaper editor selected by president Jackson to serve as first press secretary. Submitted news releases and made sure that the pro Jackson received info first. He also took rough ideas and turned them into speeches. Reprinted newspapers with his news releases to underscore presidents popularity
Who was PT Barnum?
Staged bizmare events to gain exposure and popularity, wanted media coverage, used exaggeration, exploitation controversy to publicize attractions.
Who was Ivy Ledbetter Lee?
Wall st reporter turned PR firm owner, believed big businesses needed honesty and accuracy. Best known for advising J.D Rockefeller. Created labor board to help with working conditions, wages, hrs. Positive publicity must follow with performances.
Who was Edward L. Bernays?
Father of modern public relations-strategic counselor in PR history. PR counselors have ethical responsibility. Advised ford, Wilson, Hoover,recruited Doris E Fleishman(mother of Pr). Expanded practice beyond traditional journalism.
Privacy
Recording and using personally identifiable info, personal healthcare info, or financial info of the individual
Privacy laws
Private facts- refers to personal info that’s intimate and not of legitimate concern
Intrusion-gathering info secretly w/o permission (watergate)
Misappropriation- using a persons name or image for commercial purposes without permission (must pay royalty fee to use a person)
Defamation
Communication or false info that reasonable and average people in the community believe impugns the honesty, virtue or reputation of a person who is thereby exposed to public hatred, contempt and ridicule
Slander
Oral defamation
