Vannice Midterm Flashcards

Question

Avoiding/ Withdraw

Answer 1

- issue is trivial - potential dysfunctional effect of confronting the other party outweighs benefits of resolution - cooling off period is needed

Answer 2

- you believe that you may be wrong - issue is more important to the other party - you are willing to give up something in exchange for something from the other party in the future - you are dealing from a position of weakness - preserving relationship is important

Answer 3

1. Situation - what led to the conclusion that the PR program was needed? 2. Objectives - What do you want the audience to do? (informational/ motivational) 3. Audience - Who is the audience? 4. Strategy - How are you going to get the audience to do what you want them to do? 5. Tactics - What are the specifics of your strategy? 6. Calendar - When are you putting your plan in action? 7. Budget - How much can you spend on this plan? 8. Evaluation - Did the audience do what you want them to do?

Answer 4

One of the 8 elements of a Public Relations Program Plan. In all situations, relevant research is included. This is used to support why a PR program is needed. Three traditional situations: 1. The organization must conduct a remedial program to overcome a problem or negative situation 2. The organization needs to conduct a specific one-time project to launch a new product/ service 3. The organizations want to reinforce an ongoing effort to preserve its reputation and public support

Answer 5

1. Measurement of Production 2. Measurement of Message Exposure 3. Measurement of Audience Awareness 4. Measurement of Audience Attitudes 5. Measurement of Audience Action

Answer 6

One of the 5 Methods for Evaluating. How many PR tools were produced and/ or distributed?

Answer 7

One of the 5 Methods for Evaluating. This includes press clippings and radio and television clips. May use clipping services for print and electronic clipping services for major radio and television stations. A. Media Impressions = # of ppl that MAY have been exposed to message B. "Hits" on the Internet = # of times a website/page is viewed C. Advertising Equivalency = converts stories in news/ on radio into equvalent advertising costs D. Systematic Tracking = uses computer data bases to see if your campaign is being predisposed positively or negatively to certain reporters E. Number of requests for more information of the number of people that call an "800" number F. Cost-per-Person = break down cost to how many ppl will be reached (usually cost-per-thousand) G. Audience Attendance = counting attendance at meetings & events

Answer 8

One of the 5 Methods for Evaluating. Members of the targeted audience must be asked if they heard or read the message and what they remember about it. This can be done in person, through questionnaires or surveys. Another form of this method is the "day-after recall" which has a select group watch a program read an article and then ask them questions on the next day.

Answer 9

One of the 5 Methods for Evaluating. The basic method for this method is the "Baseline Study" where certain target audience member's attitudes and opinions are measured before, during and after a public relations campaign.

Answer 10

One of the 5 Methods for Evaluating. Are people attending your event? Are people buying your product? Are people requesting more information on your program?

Answer 11

The Rederal Trade Commision has jurisdiction to determine that ads are not deceptive or misleading. PR personnel should also know that the commision has jurisdiciton over product news releases and other forms of product publicity, such as videos and brochures.

Answer 12

Word, symbol, or slogan that identifies a product’s origin. Can be registered with US Patent & Trademark Office. Always capitalized & used as an adjective rather than noun or verb. (Example: Trademark Infringement = “misappropriation of personality” – the use of a celeb’s name/image without their permission.)

Answer 13

Protection of creative work from unauthorized use. It is assumed published works are copyrighted, and permission must be obtained to reprint.

Answer 14

1. Employee Newsletters 2. Photo Releases 3. Product Publicity & Advertising 4. Media Inquiries About Employees

Answer 15

One of the 4 Main Areas of Invasion of Privacy: - keep all focus on organization activities - have employees submit “personals” in writing - double-check EVERYTHING, confirm facts - no race/ ethnicity designations - ask yourself “will this embarrass anyone?”

Answer 16

One of the 4 Main Areas of Invasion of Privacy: - file all photographs - date them - give the context of the situation - precludes: old embarrassing photos & anyone who died - no newsletter photos in advertisements - if photo is later used, must obtain a signed release

Answer 17

One of the 4 Main Areas of Invasion of Privacy: GET PERMISSION

Answer 18

One of the 4 Main Areas of Invasion of Privacy: Only provide basic information: - confirmation that the person is an employee - title + job description - beginning date of employment (if applicable, date of termination)

Answer 19

1. Audience must receive the message 2. Audience must pay attention to the message 3. Audience must understand the message 4. Audience must believe the message 5. Audience must remember the message 6. Audience must act upon the message (Adoption Process)

Answer 20

1/6 Message Process * PR is based on 2-way communication and not just disseminating information (1-way info) * RACE acronym correlates with the loop process of the comm. Model—PR bases messages on TA research and data of that they want/need * In a one-on-one situation or a small group, you may have immediate feedback

Answer 21

2/6 of Message Processing • The audience is not a passive recipient of messages o they want something from the comm. To which they are exposed so they can select which ones might be meaningful to them o see handout for “is it meaningful?” • When trying to get attention, remember the 5 senses – seeing, hearing, touching, tasting, smelling • 83% of learning is by sight • 11% is through hearing • 50% of what we retain consists of what we SEE AND HEAR

Answer 22

3/6 of Message Processing * Make sure the message uses common and appro language and symbols for the TA – e.g. cross-cultural audiences * Be aware of education level – literacy level, social class, regional differences, nationality and cultural background (what publications do they read?) * Branding by using symbols, acronyms, and slogans, can help clarity if audience understands the reference * Avoid clichés, hype words, euphemisms (trying to make something sound better by using different terminology) and discriminatory language * If there are Qs about clarity, copy test the info (sample of people from TA)

Answer 23

4/6 of Message Processing • Do audience members perceive the source as honest and knowledgeable – competence and character • Credibility in news articles is usually higher than ads because info passes through a more objective media gatekeeper • Transfer technique – many companies use experts or credible celebrities to promote or endorse their company or product/ service • ppl are more skeptical of large companies now bc of scandals and bc they have become large conglomerates that are more difficult to manage • ****credibility is essential for large organizations*** • Context is imp. For believability in messages – does the action of an organization correlate with what they are communicating? • Cognitive dissonance – 2 conflicting issues, inconsistencies – states that ppl will not believe a message contrary to their predisposition unless the communicator can introduce information that causes them to question their beliefs THIS CAN BE DONE IN THREE WAYS 1. Make audience aware that circumstances/situation has changes, so it makes it okay for their position to change 2. Give info about new developments or discoveries 3. Use an unexpected spokesperson (i.e. someone from an environmentalist group to support your positive “green” actions o See handout – “is it believeable?”

Answer 24

5/6 of Message Processing • Repetition is used because: 1. Members of TA don’t read all certain issues or watch all TV programs on a particular day 2. Reminds audience of the message so they’ll retain it 3. Can lead to chance of penetrating audience indifference or resistance 4. Studies have shown commercial messages are forgotten quickly if not repeated constantly 5. Offsets “noise” that may surround the message whe the recipitent receives the message 6. May retain info if they receive it through multiple channels & multiple senses if applicable

Answer 25

6/6 of Messaging Processing * Adoption Process – * Even though many ppl wil be made aware of a product or idea, only some will ultimately adopt it bc of factors that affect the adoption process 1. Relative Advantage – degree to which the new idea or product is perceives as being better than the one it replaces 2. Compatibility – degree to which an innovation is perceives to be consistent with existing values, experiences, and needs of the potential adopter 3. Complexity – degree to which an innovation is perceives as being confusing or difficult to use 4. Trialability – the degree to which the innovation can be used on a limited basis 5. Observability – the degree to which the results of an innovation are visible to others

Answer 26

(part of making the audience act upon the message) 1. Awareness – person becomes aware o Mass media vehicles such as advertising, short news articles, and feature stories are very influential 2. Interest – seeks more info about idea, through brochures, articles o Rely on detiailed brochures and longer, more in-depth articles, websites 3. Evalutaion – evals and sees how it meets their needs o Group norms and opinions from friends and peers have more impact with adoption in this, trial, and adoption stages 4. Trial – tries idea or witnesses demonstration 5. Adoption – begins using product on a regular basis or integrates the idea based on their belief system

Answer 27

Part of "Audience Paying Attention to The Message" • Comm. Process is interactive • Communicator wants to inform and persuade receiver, who wants to be entertained, informed, or alerted to opportunities that fulfill individual needs • Ppl make intelligent choices about which messages require their attention and fulfill their needs – so that is how a PR professional must tailor their messages – to fulfill WANTS AND NEEDS

Answer 28

(to get audience to believe the message) many companies use experts or credible celebrities to promote or endorse their company or product/ service

Answer 29

(to get the audience to believe the message) states that ppl will not believe a message contrary to their predisposition unless the communicator can introduce information that causes them to question their beliefs THIS CAN BE DONE IN THREE WAYS 1. Make audience aware that circumstances/situation has changes, so it makes it okay for their position to change 2. Give info about new developments or discoveries 3. Use an unexpected spokesperson (i.e. someone from an environmentalist group to support your positive “green” actions

Answer 30

One of the 8 elements of a Public Relations Program Plan. Desired outcomes can be either informational (know/ understand) or motivational (do something). To evaluate objectives, make sure they: - specify the desired outcome (ENDS) - target audience is clearly defined - are measurable - refer to ENDS, not means - include time frame if other than full time-frame of campaign

Answer 31

One of the 8 elements of a Public Relations Program Plan. 1. Primary - direct impact on objectives (ends) 2. Secondary - impact does not directly effect objectives

Answer 32

One of the 8 elements of a Public Relations Program Plan. This is a somewhat broader statement describing how an objective (end) is to be achieved. The strategy is the MEANS. - may be single or several - provides guidelines, key themes, and concepts - offers rationale for actions & program components

Answer 33

One of the 8 elements of a Public Relations Program Plan. - the most visible part of any plan - describes specific activities that put each strategy into operation & help achieve stated objectives - examples: news releases, events, testimonials, contests, give-away items

Answer 34

One of the 8 elements of a Public Relations Program Plan. -context timing, launch scheduling & advance planning

Answer 35

One of the 8 elements of a Public Relations Program Plan. - salaries, cost from vendors - 5-10% = unexpected costs

Answer 36

One of the 8 elements of a Public Relations Program Plan. -relates DIRECTLY back to measurable stated OBJECTED

Answer 37

1. Audience analysis 2. Appeal to self-interest 3. Timing & context 4. Suggestions for action 5. Source credibility 6. Clarity of message 7. Audience participation 8. Content & message structure 9. Persuasive speaking

Answer 38

A small number of people who, at any given time, take part in public opinion formation on a specific issue because of two reasons: 1. The public tends to be passive at large. Only a small percentage is active on issues. 2. The public is split on numerous issues and how each person is affected. The public opinion can be formed by Self Interest & Events.

Answer 39

Forms public opinion, along with Events. People who can be affected by the outcome of an issue help to form a public opinion on that issue. o Once formed, not easily changed o Does not remain aroused for any long period of time unless people feel their self-interest is acutely involved or unless op is sustained by events

Answer 40

Forms public opinion, along with Self Interest. Public opinion is highly sensitive to events that have impact on the public or a particular segment of the public. o Usually meets public opinion does not anticipate events- it only reacts to them o Events trigger awareness ,and when the public is aware, they begin forming awareness o Events of unusual magnitudes or impact are like to swing public opinion temporarily.

Answer 41

- collectively, libel and slander - involves a false & malicious communication with an identifiable subject who is injured wither by loss of reputation or mental suffering - suits can be avoided through careful use of language

Answer 42

A published false statement that is damaging to a person's reputation; a written defamation.

Answer 43

The action or crime of making a false spoken statement damaging to a person's reputation.

Answer 44

- defense used against "defamation" suits | - example: negative review by movie critic

Answer 45

- Allows limited quotation, as in a book review. - Unless a company has a specific contract with a freelance writer/ photographer/ artist to produce work that will be exclusively owned by that company, ("work for hire") the freelancer owns.

Answer 46

1. Agenda Setting Theory 2. Media Dependency Theory 3. Framing Theory 4. Cultivation Theory

Answer 47

o The media sets an agenda for what ppl talk about. o Media gives the public topics to talk about, but does the media tell the audience what to think about the topics? Yes, most times the media is swayed one way. Example: What is on the 6:00 news or the front page of the SF Chron

Answer 48

o It’s easier for someone to be swayed by the media coverage of a subject or issue If that a person has no knowledge or very little knowledge of the subject or issue Example: What’s going on in Africa with the AIDS epidemic

Answer 49

o The selection of certain facts, themes, treatments and words to frame or put an angle on a story or issue – this can affect the public’s understanding of an issue Example: how the media relates the info about the healthcare debate

Answer 50

o Media repeats messages of themes to “cultivate” the audience to believe certain info or act in certain ways Example: Having a large amount of violence on TV news over a period of time would “cultivate” ppl into thinking that crime in their city has increased

Answer 51

To influence the course of conflicts to the benefit of the organization & the organization's many constituents.

Answer 52

(Reactive Phase) -deals with communication strategies to support legal actions and trials.

Answer 53

1. Issues Identification 2. Issues Analysis 3. Strategy Options 4. Action Plan 5. Evaluation

Answer 54

(Strategic Phase) -risk to health, safety, environment

Answer 55

(Strategic Phase) -to position organization for litigation, boycott, and other adverse issues that will be in light of public opinion

Answer 56

(Strategic Phase) -develop for a particular issue - contingency theory

Answer 57

- contingent upon THE FACTORS - example: problem for employers vs. problem for consumers Pure Advocacy----------->Pure Accomodation

Answer 58

(Reactive Phase) "An extraordinary event/ series of events that adversely effects the integrity of the product; the reputation of financial stability of the organization; the health/ well-being of employees/ community/ public at large."

Answer 59

1. Attack accuser 2. Denial 3. Excuse - the economy 4. Justification 5. Integration 6. Corrective Action 7. Full Apology

Answer 60

(Recovery Phase) 1. Economic performance 2. Social responsiveness 3. Ability to deliver valuable outcomes to stakeholders

Answer 61

1. Research - read publication, listen, + watch programs that you want to pitch 2. Targeting - find the right media outlet, section, reporter, + pick the best outline for that client 3. Relationships - create new contacts, nurture existing contacts, + revisit old contacts 4. Timing - be seasonal, be aware of how media works + how they prefer to be contacted, and let the media outlet know if they are they first to be pitched the story angles 5. Execution - get the media what they need (photos, info), follow up, don't over-pitch, spend time on e-mail subject line, reference appropriate work, use bullet-points, always have MORE THAN ONE ANGLE ready, pitch a story and not client. make sure contact info is easy to locate.