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Definition
| A management function that identifies, establishes and maintains mutually beneficial relationships between the organization and the various public with whom its sucess or failure depends. |
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Term
| Components of Public Relations |
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Definition
Counseling
Communication Research
Media Relations (external relations)
Publicity/Promotions/Special Events
Employee Relations (internal relations)
Community Relations
Public Affairs (Public Policy)
Marketing Communications
Investor/Financial Relations |
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Term
| Negative Terms in Public Relations |
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Definition
Flack - originated from WWI: flacks shot at planes prevent them from getting from Point A to Point B.
Spin Doctors - Presidents press doctor would put a positive slant on something negative. |
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Negative Term
originated from WWI: flacks shot at planes prevent them from getting from Point A to Point B. |
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Negative Term
Presidents press doctor would put a positive slant on something negative. |
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| Public Relations as as art, business and science |
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Definition
Art - because it uses creativity
Business - because it does problem solving, ethics and deals with people.
Science - because it uses research. |
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| Public Relations as an ART. |
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Definition
| Because it uses creativity |
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| Public Relations as a BUSINESS. |
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Definition
| Because it does problem solving, ethics and deals with people. |
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| Public Relations as a SCIENCE. |
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Definition
| Because it uses research. |
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Term
| Public Relations v. Marketing v. Advertising |
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Definition
Public Relations - Gather and select info for primary purpose of giving it to the public - to change behavior and attitude of masses.
Marketing - Management process where goal is to attract and satisfy customers on a fixed term basis in order to achieve the org's economic objective.
Advertising - Just renting space; in Public Relations you take things and produce a press release. |
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Term
| FOUR types of Persuasive Speaking Techniques |
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Definition
Yes, Yes Technique - talk or ask questions that est. a pattern to get people to agree with you (infomercials)
Structured Choice Technique - You give choices to audience and make them choose 'A' or 'B'
Partial Commitment Technique - You give the person a trial period (try it for now, say yes later)
The Ask for More, Settle for Less - You aim higher and settle for lower (but higher than your original goal) |
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Term
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Definition
| Talk or ask questions that est. a pattern to get people to agree with you |
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Term
| Structured Choice Technique |
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Definition
| You give choices to audience and make them choose 'A' or 'B' |
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Definition
| you give the person a trial period (try it for now, say yes later) |
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| The Ask for More, Settle for Less |
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Definition
| You aim higher and settle for lower (but higher than original goal) |
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Definition
Plain folks - Use plain folks to make them look like the common person
Testimonial - infomercial
Band Wagon - implying that EVERYONE wants or uses a particular product
Card stacking - use facts and date to help build your argument
Generalities - Associating one thing with something else thats abstract ("the American way") |
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Propaganda
Use plain folks to make them look like the common person |
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Definition
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Propaganda
Implying that EVERYONE wants or uses a particular product |
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Propaganda
Use facts and data to help build your argument |
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Definition
Propaganda
Associating one thing with something else thats abstract ("the American way") |
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Term
| Schools of Thought / Simply Communication Theories |
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Definition
Agenda Setting Theory - belief people tend to talk about what they see or hear on the news / media tells people what to think
Media Dependency Theory - when people have no prior inform about a subject / media plays a role on telling people what to think
Framing Theory - Media selects certain facts or themes to tell the story / they frame the story so people can see or hear only certain facts
Cultivation Theory - Media creates a mediated reality, repackaging a story so mind of audiences are cultivated into believing a certain idea |
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Definition
School of Thought / Simple Comm. Theories
Believe people tend to talk about what they see or hear on the news - so the media tells people what to think |
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Definition
School of Thought
When people have no prior info about a subject - media plays a role in telling people waht to think |
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Definition
School of Thought
Media selects certain facts or themes to tell the story - they frame the story so people can see or hear only certain facts |
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Definition
School of Thought
Media creates a mediated reality, repackaging a story so mind of audiences are cultivated into believing a certain idea |
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Definition
Opinion leaders rely heavily on news media for information and ideas; and other people rely on opinion leaders for ideas
Two types of opinion leaders--
Informal Leaders: celebrities
Formal Leaders: Have a background in an area of advice |
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Definition
| Oral statement of falsehoods |
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Definition
| Printed statements of falsehoods |
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Term
| Types of Legal Cases that can create publicity |
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Definition
Tabloid Case - Divorce, etc.
Shocking Case - Unexpected factor (smalltown doctor shooting spree)
Heinous Case - rape, etc.
(Jean Benet Ramsey)
Celebrity Victim Case - Kobe Bryant, Rihanna, Lindsay Lohan |
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Term
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Definition
Media Appeal - how do you look / sound
User Friendliness - how can media use you/can they work with you
Sales Appeal - can you sell / push products
Thematic Appeal - relate the athelete with the community
Special Events Potential - do you have the ability to sell out the crowd |
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Term
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Definition
Stimulate publics desire to visit location
Arrange it so travelers can get there
Make sure visitors feel comfortable, welcome and make sure they have entertainment
Make them feel safe |
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Definition
Extended media contacts
Offices throughout the country
Agencies have specialties (people with an arts background) |
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Definition
Costly $$$
Lack of fulltime commitment
You have to share your company's info w/ agency (sometimes info is proprietary/awkward; don't want to share information with outsiders) |
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Term
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Definition
Announcement - personnel appointment
Spot Announcement - when things due to outside actions impact your organization
(DWP - storm hits a wire)
Reaction Release - when something is down or said that may hurt your organization
(Sugar has cocaine in it)
Bad News Release - when you are trying to confront a bad situation
(This is what happened, don't ask anymore)
Local News Release - Localize a news release to appeal to a general region of residents |
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Definition
| When an outside action may affect or impact your organization |
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| When something is done or may hurt your organization |
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Definition
| when you are trying to confront a bad situation |
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| Localize a news release to appeal to a general region of residents |
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Definition
- Helps navigate the evolving landscape of the media
- Distinguishes traditional media from new media
- Before mainstream media, there were 3 networks: ABC, CBS, NBC
- Networks came along and the trend began to shift to catering to what your audience wanted to watch/see
- As media gets begger, people have more choices to get the news they want
- As media evolves, we get more and more segmented |
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Term
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Definition
Elitist - believes mass media has responsibility to contribute to the betterance of society and to refine our culture
Populist - believes mass media gives you what you want |
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- Newsfiller: space after articles/ads have been bought and placed
- Spacefiller after everything's been purchases
- Good because more stuff gets talked about |
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Term
| Shield Law (and associated terms) |
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Definition
Shield Law: Reporters did not have to reveal their informants, protected by law
On the record, off the record, on background, deep background |
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Definition
Generate Publicity for Celebrity
(1) Interview your client
(2) Prepare a biography (turn into a news release)
(3) Develop a marketing campaign (determine what you want to sell)
(4) Conduct the campaign (live radio interviews, go to magazines)
(5) Get photographs taken
(6) Stage appearances
(7) Receive or Accept Awards
(8) Create a nickname |
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Term
| What does a publicist do? |
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Definition
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