Test 1 Flashcards
1
Q
public relations
A
strategic communications process that builds mutually beneficial relations between organizations and its publics
2
Q
Elements of PR
A
- Management function: strategic, performance based
- Involves two-way communication
- is a planned activity
- is socially responsible
3
Q
Publicity
A
news org/story/article you don’t pay for
free, fast, credible
great for non-profits
UNCONTROLLED
4
Q
Disadvantage of Ads
A
cost: money gives control over appearance, message, placed, number of repetitions
- paying for control
5
Q
public
A
a group of people who share a common interest that is significant to the org.
6
Q
resources
A
things that have or have the potential to have value
tangible, symbolic
7
Q
PR practitioners
A
manage the resources required to maintain positive relationships with key publics
8
Q
key publics
A
customers, employees, wholesalers, manufacturers, distributors, gov’t, stockholders, media outlets
9
Q
Basic assumptions of PR
A
- Org. needs environmental resources to exist/prosper (land owners, customers, employees, etc.)
- resources are controlled by significant publics
- Org. must have/maintain relationships with these publics
- PR is focused on managing resources necessary to maintain these relationships
10
Q
Image
A
the way a public perceives an object, idea, or org.
built from past experiences
11
Q
Forms of Image
A
- Self image: what you think you are
- Identity: who you want to be
- Image: how public views you
- Meta-image: how you think the public thinks you are
12
Q
Principles of Image
A
- evolve through direct and indirect experiences
- images affect behavior
- org. may have to modify image to affect behavior
13
Q
Positive/Consistent Image can
A
- distinguish an org. in the marketplace, leading to greater financial success and stability
- can unify an organization internally
- provide stability through change/crisis
14
Q
One-way Communication Model
A
from organization to its publics
15
Q
Two-way Communication Model
A
Both organization to its publics and publics to organizations
feedback built in
16
Q
Asymmetrical Communication Model
A
Organization’s PR changes the public
17
Q
Symmetrical Communication Model
A
Both organization and public change
18
Q
Press Agency/Publicity Model
A
- primarily one way communication
- most widely practiced
- sports/entertainment
- event promotion
19
Q
Public Information Model
A
- one way com, with some two way com
- objective and accurate information
- gov’t/law enforcement/military
- educational institutions
20
Q
Two-way Asymmetrical Model
A
- two way com
- research conducted for purpose of persuasion to learn about buying habits
- informercials (one time purchases)
21
Q
Example of two-way asymmetrical model
A
monopolys; cable or electric companys, apple
22
Q
Two-way Symmetrical Model
A
- two way com
- conflict resolution/mutual understanding
- ideal model: focused on relationship building and maintaining
- more organizations are moving to this model
23
Q
Pre-modern Era
A
- ancient beginnings: rosetta stone, olympic games
- public opinion/persuasion
- government/religion
- Sam Adams
24
Q
Sam Adams
A
- pre-modern era
- founder of sons of liberty
- conducted rallies and protests
- Boston Tea Party
- labeled event as Boston Massacre
25
Press Agency (19th Century)
- Hype and psuedo events
- P.T. Barnum
- spectacle and manipulation
- promoting the movement west
- social movements (abolition, suffrage, prohibition)
- early corporate initiatives
26
Age of Pioneers (1900-1950)
- modern practice of PR emerges
- focus on information
- publicity bureau; limited success, low credibility
- Henry Ford; positioning and accessbility
27
Positioning
something new, novel, unique
| something being done for the first time
28
Ivy Ledbetter Lee
- 1st to use news release for story ideas
- worked with general mills, Pennsylvania railroad, Rockefeller, Jr.
- contributions include: advancing the concept that business and industry should align and that management must support PR
29
Declaration of Principles (1906)
Ivy Ledbetter Lee
| described public information model of PR
30
Interborough Rapid Transit Company
Ivy Ledbetter Lee
| posters and pamphlets to education passengers
31
Edward Bernays (1892-1995)
- father of PR
- worked on committee on public information
- crystalizing public opinion
- first to articulate need for feedback in public relations
- focused on scientific persuasion and advocacy
- taught first PR course at NYU
32
Factors leading to the development of PR today
- rapid growth of PR education
- advancements in technology, telecommunications, and mass media
- expansion of gov't, business, industry, and population
- social reform/upheaval
33
Current Trends
- feminization of the field
- importance of diversity
- transparency
- increased emphasis on measurement
- managing 24/7 news cycle
- continued growth of digital/social media
- lifelong professional development
34
Salaries
- faster than average growth; will grow 24% between now and 2018
- wide-range of compensation
- factors include qualifications: experience, qualifications, responsibility, and organizations' budget
- varies with industry and geography
35
Entry level salary
$32,000
36
Median salary for 21-25 years old
$38,000
37
Where jobs are
- corporations
- sports, entertainment, travel
- non-profit organizations
- education
- government
- PR firms
- independent PR consulting
38
Essential Abilities
- writing
- research
- planning expertise
- problem-solving
- business/economics competence
- expertise in social media
- teams
39
Employers
- contacts
- writing
- fresh perspective
- ability to work with others
- specialized experience
- media savvy
- recognize a good story
40
PR Firm; In-House
a dept. within the organization that helps orginzations. build and maintain a positive relationship with strategic publics
41
Helps organizations avoid regulation, litigation, boycotts, and bad publicity
PR Firm: In-House
| ex: UNCW, Susan G. Komen (the cure)
42
Effectiveness of PR dept.
- level of access to top management
- attitude/knowledge of PR by other departments
- responsibilities include: media relations, crisis management, executive communications, social media, employee relations, promotions, advertising, etc.
43
Firms
- A PR company hired by another organization to help with campaigns or run an entire PR function
- more than 9,000 PR counseling firms/agencies in the U.S.
44
Fees/Expenses of Firms
- hourly fee, plus out-of-pocket expenses
- retainer fee
- fixed project fee
- pay-for-placement
45
Advantages of PR Firm (outsourcing)
- objective/fresh perspective
- varieties of skills and expertise
- extensive resources
- offices throughout the country
- credibility
46
Disadvantages of PR Firm
- superficial grasp of a client's unique problems
- lack of full-time commitment
- need for prolonged briefing period
- cost
47
Advantages of In-House Firms
- depth of knowledge about the organization
- 100% commitment to the organization
- salary better
- stability
48
Disadvantages of In-House Firms
- loss of objectivity
| - can be costly for organizations with few PR needs
49
Media Relations
media coverage affects public perception
| publicity is fast, free, and credible
50
Media Relations Duties
- writing press releases/speeches
- managing interviews
- shooting publicity photos
- press conferences
- creating/maintaining media contact list
- pitching story ideas
51
Government Relations
- business operations affect: environment, employees, customers
- gov't has direct impact on business flexibility and money
- restrictions can include regulations, taxes, labor laws, trade policies, and health care
52
Community Relations
-positive community relations: supports sales, attracts employees, and improves quality of public support for business initiatives
53
Investor Relations
- builds knowledge and confidence in fund sources
- respond to investor questions/needs
- presentations, preparing annual reports/materials for potential investors, and analyzing stockholder demographics
54
Customer Relations
- build positive relationships with customers
- respond effectively to consumer complaints and problems
- monitor customer feedback
- respond to work with advocacy groups (PETA)
- support sales and marketing efforts
55
Employee Relations
- helps attract and retain good employees
- stimulate worker productivity
- boost morale
- improve product quality and service
- address employee concerns, information about policies, training employees/conducting workshops, announcing and executing layoffs
- methods of communicating with employees
56
Corporate Social Responsibility
- public distrusts corporations
- 65% said trust is important for reputation
- improved corporate reputation can: ward off increased gov't regulation, improve employee morale, and increase customers
57
Legitimacy
- corporations depend on their environment for survival
| - must prove to publics in the environment that their existence is rightful and proper
58
Integrated Marketing Com
intersection of public relations, publicity, advertising, and sales/marketing to promote orgs. products and services
59
Advertising
use of controlled media in an attempt to influence the actions of targeted publics
60
Marketing
researching, creating, refining, and promoting a product or service and distributing that product/service to targeted consumers
61
Advertising
- paid(controlled)
- supports marketing, builds brand awareness
- builds/maintains a market for an orgs. products/services
62
Marketing
- concentrated on selling
- primary public=customers
- make money for organization
63
PR
- image/credibility
- all publics
- relationship building
64
IMC
- research (databases/surveys)
- gather info about consumers
- identify ways to reach publics
- requires coordination with marketing and ad goals
- more focused on individuals
- can play an important role in branding
- interactive; seeks info for detailed databases
65
Problems with IMC
- note a cure-all
- can be difficult to measure impact of imc
- requires a wealth of resources
- overlook other publics
66
Reasons why visitors return to a website
- high quality content
- ease of use
- quick downloads
- frequent updates
67
Challenges to maintaining a relevant website
- responding to public inquiries
- keeping info current and up to date
- team approach
68
Blogs
- be transparent
- respond in timely manner
- be original
- include a disclaimer (reps your views only)
69
Youtube
second most popular search engine
70
Twitter
140 characters, shares photos/links, retweeting helps spread message,
