Term
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Definition
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Term
| Public Relation professionals must have skills in: |
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Definition
in:
Written and interpersonal communication
Research
Negotiation
Creativity
Logistics
Facilitation
Problem solving |
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Term
| What did Cultlip, Center, and Broom definition of Public Relations? |
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Definition
Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.
-Their approach represents the current belief that public relation is more than persuasion. |
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Term
| What was Glen Cameron definition of Public Relations? |
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Definition
| Public Relations is the “strategic management of competition and conflict for the benefit of one’s own organization—and when possible—also for the mutual benefit of the organization and its various stakeholders or publics.” |
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Term
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Definition
| The public relations industry is growing in many nations. |
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Term
| What is the Global Scope in United States, Europe and China? |
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Definition
| Almost $4.3 billion spent each year in the U.S. Approximately $3 billion spent each year in Europe. Approximately $1.8 billion spent by 2010 in China |
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Term
| What is Public Relation key terms? |
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Definition
Deliberate
Planned
Performance
Public interest
Two-way communication
Strategic management of competition and conflict |
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Term
| What is the abbreviation for RACE? |
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Definition
| Research, Action, Evaluation, and Communication |
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Term
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Definition
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Term
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Definition
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Term
| What does Communication mean? |
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Definition
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Term
| What does Evaluating mean? |
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Definition
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Term
| What are the components of PR? |
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Definition
Counseling
Research
Media relations
Publicity
Employee/member relations
Community relations
Public affairs
Government affairs
Issue management
Financial relations
Industry relations
Development
Multicultural relations/workplace diversity
Special events
Marketing communications |
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Term
| PR work in two distinct ways: |
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Definition
advisor to their clients, and organization to management
technicians who produce and disseminate message in multiple media channels. |
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Term
| What was Doritos objective? |
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Definition
| Doritos encourage there consumers to develop ads and achieved a goal he/she would win $1 million by Frito lay. |
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Term
| What was Frito Lays PR wanted to develop? |
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Definition
| to develop awareness of the campaign, drive consumers to enter the competition. |
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Term
| What did the PR of Doritos research? |
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Definition
| Research consumer attitudes monitored trends in consumer-generated content, "listened" to doritos-related comments on the companies website. |
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Term
| PR objetives in the Doritos contest? |
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Definition
1.drive consumers to submit and veiw entries on the companies contest web-site
2. maintain news coverage of the contest for 6 months |
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Term
| Where did Frito Lay target? |
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Definition
| college newspapers, top film schools, and large universities because as a sources of potential entries. |
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Term
| Public Relations should foster open..... |
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Definition
| two way communication and mutual understanding, while complying with the principle that an organization changes it attitudes and behaviors in the process. Change and accommodation occur for the organization-not just the target audience. |
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Term
| What doe public relations people call their career? |
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Definition
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Term
|
Definition
| Boundary spanners because they act to transfer information between two systems |
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Term
| What is the similarities in Journalism and Pr? |
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Definition
| they interview people, gather and synth sizes large amounts of information, write in an journalistic style and are trained to produce good copy on deadline. |
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Term
| What is the difference between Journalism and PR? |
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Definition
Use only two components
(writing and media relations)
Are objective observers
Focus on a mass audience
Use only one channel
vs.
Use many components
Are advocates
Focus on defined publics
Use a variety of channels |
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Term
| What is the similarities advertising and PR? |
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Definition
| Both utilize mass media for dissemination of messages, the format and context are different. |
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Term
| What is different between Advertising and PR? |
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Definition
Works through mass media outlets
Addresses external audiences
Is a communications function
Is a communication tool in PR
Sells goods and services
vs.
Relies on a variety of communication tools
Targets specialized audiences
Is broader in scope
Fills a support role
Creates a favorable environment for an organization’s survival |
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Term
| What is the similarities marketing and PR? |
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Definition
| Both deal with an organization relationships and employ similar communication tools to reach the public |
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Term
| How does PR and marketing support each other? |
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Definition
Develops new prospects, Provides third party endorsements, Generates sales leads, Paves the way for sales calls, Stretches dollars,Provides inexpensive literature
Establishes credibility
Helps sell minor products |
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Term
| What is the difference between Marketing and Pr? |
|
Definition
Is concerned with customers
and selling products or services
Deals with target market, consumers, and customers
vs.
Is concerned with building relationships and generating goodwill
Deals with publics, audiences, and stakeholders |
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Term
| what is the concept of integration? |
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Definition
| To use a variety of strategies and tactics to convey a consistent message in a variety of forms |
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Term
| What are the five abilities? |
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Definition
| Writing skills, Research ability, Planning expertise, Problem-solving ability, Business/economics competence |
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Term
| Employers want ten qualifications: |
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Definition
Good writing
Intelligence
Cultural literacy
The ability to recognize a good story when you see one
Media savvy
Contacts
Good business sense
Broad communications experience
Specialized experience
Avoid career clichés |
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Term
| What is the value of internship? |
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Definition
| Win-win situation for both the student and the organization. Many major PR firms have formal internship programs. |
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Term
| What is the salary of pr? |
|
Definition
2 year=$36,000
7-10=$85,000
20-+=$138,000 |
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Term
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Definition
| strategic management of conflict and competition in the best interest of an organization and when possible also in the interests of key publics. |
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Term
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Definition
| usually involves confrontations and attacks between organizations and various stakeholders or publics-eyes are on the oppositions |
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Term
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Definition
| everyones eyes are on the prize-is inevitable and omnipresent. It occurs when two or more groups or organizations vie for the same resources. |
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Term
| What is the role of public relations in managing conflict? |
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Definition
| Strategic conflict management. Conflict is inherent in public relations process.. PR professionals should develop strategies to manage the conflict. Public Relations professionals must develop communication strategies and processes to influence the course of conflicts to the benefit of their organizations and when possible, to the benefit of organizations many constituents. |
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Term
| What is threat appraisal model? |
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Definition
PR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stance.
EX: Situational demands
Resources
-saving themselves and their clients time, energy, and trouble |
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Term
| What is contingency theory? |
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Definition
| A matrix of factors drive the stance. The stance is dynamic; It changes as events unfold. It aalso determine the stance or position of an organization when it comes to dealing with conflict and perceived threats The second principle is that the public relations stance for dealing with a particular audiences or public must be dynamic. |
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Term
| What is contingency factors? |
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Definition
| public relations approach hat is used is "contingent" on many factors that professionals must take into account. |
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Term
| What is the contingency continuum? |
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Definition
| depending on the circumstances, factors such as the attitudes of top management, and the judgement of public relations professionals, may move the organization either toward or away from accommodation. |
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Term
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Definition
| hard-nosde stance of completely disagreeing with or refuting the arguments, claims or threats of competitor or a group concerned about an issue. |
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Term
| What is the Conflict Management Life Cycle? |
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Definition
Proactive-enviromental scanning, issues tracking, issues management, crisis planning
Strategic-risk communications, conflict positioning, crisis management
Reactive-crisis communication, litigation PR, conflict resolution
Recovery |
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Term
| What is in the proactive phase? |
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Definition
To prevent a conflict from arising.
Environmental Scanning
Issues Tracking
Issues Management
Crisis Plan |
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Term
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Definition
Emerging Conflict is Identified as needing action.
Risk communication
Conflict-positioning
Crisis management plan |
|
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Term
| what is the reactive phase? |
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Definition
Must react when conflict reaches a critical level of impact
Crisis communication
Conflict resolution techniques
Litigation PR |
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Term
| What is the recovery phase? |
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Definition
Strategies employed aftermath to bolster or repair reputation
Reputation management
Image restoration |
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Term
| what is strategic positioning? |
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Definition
| Communication efforts to position the organization favorably regarding competition and conflict |
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Term
| What is risk communication |
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Definition
| An attempt to communicate risks to the public that impact health, safety, and the environment |
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Term
| what are the three foundations of reputation? |
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Definition
| Economic performance, Social responsiveness, The ability to deliver valuable outcomes to stakeholders |
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Term
| What is image restoration? |
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Definition
Denial
Evade Responsibility
Reduce Offensiveness
Corrective Action
Mortification (apology) |
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Term
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Definition
| the civilization of Babylon, Greece, and Rome |
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Term
| What did the Olympic games do? |
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Definition
| organizers used promotional techniques to enhance the perception of athletes as heros. |
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Term
| After Caesar became an consul of Rome in 59 BCE... |
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Definition
| he had clerks make a record of senatorial and other public proceeding and post them on walls throughout the city |
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Term
| what did public relations do in colonial america? |
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Definition
| build support for the conflict that led to American independence-engaging in what modern public relations practitioners term conflict positioning. |
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Term
| What is significant about the Boston Tea Party? |
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Definition
| best known publicity stunt of all time was the inspiration of Samuel Adams a man who understood that symbolism can sway public opinion and that American colonists would have to advocate for only one acceptable solution. |
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Term
| significance of thomas paine? |
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Definition
| persuasive writing was also instrumental in bringing lukewarm citizens into the re voluntary war. This pamphlet titled "common sense" sold more than 120,000 copies in three months. |
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Term
| What is significant of the age of the press agent? |
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Definition
| period of growth and expansion the US an era that featured growing competition for consumers attention and loyalty. In which the companies employed media and various tactics to promote. |
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Term
| What public relation grows as america grows, significance? |
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Definition
| American railroads in particular used extensive public relations and press agentry to attract settlers and expand their operations. Also settling the american west and railroad promotion |
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Term
|
Definition
First public relations counselor / Accurate news
Crisis strategies for Rockefeller
Four key contributions
Business and industry should align with public interest
Getting support of top management before engaging in a program
Open communication with media
Necessity of humanizing a business and bringing it to community |
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Term
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Definition
Positioning and accessibility
Credit and publicity go to whomever is there first |
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Term
|
Definition
WWI
Packaged the truth for Woodrow Wilson
Focus on the positives rather than German hatred |
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Term
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Definition
Father of modern PR
Utilizing perception and the big idea |
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Term
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Definition
| Rapid growth in all areas of public relations along with the development of mass media |
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Term
| What are four models of pubic relations? |
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Definition
Press agentry/publicity
Sports, entertainment
Public information
Public information, government, public health
Two-way asymmetric
Use research to fuel persuasion
Two-way symmetric
Use research and public opinion to shape communications strategies / strategic planning |
|
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Term
| what public relations deparments? |
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Definition
Organizational factors determine the role of public relations
Large vs. small firms
Management perceptions
C-suite attitudes/reporting issues
Capabilities of the public relations executive |
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Term
| What are public relations deparments are called? |
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Definition
PR vs. corporate communications or communications
Other names
Corporate relations, investor relations, public affairs, marketing communications, global communications, public and community relations, and external affairs |
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Term
| What are the advantages of PR firms? |
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Definition
Objectivity
Skills and expertise
Resources
Reach
Problem-solving skills
Credibility |
|
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Term
| what are the disadvantages of pr firms? |
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Definition
Superficial knowledge
Part-time commitment
Need for long briefing
Internal resentment
Need for direction
Need for information and
confidence
Potentially expensive |
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Term
| what are the four esstial steps effective public relations? |
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Definition
| research, planning, communication, evaluation |
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Term
|
Definition
A form of listening. Controlled, objective, systematic information gathering
] |
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Term
| What are the ways use research? |
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Definition
Achieve credibility
Identify/segment publics
Develop strategy
Test messages
Prevent crises
Monitor competition
Generate publicity
Measure success |
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Term
| wat is secondary research? |
|
Definition
|
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Term
| what is primary research? |
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Definition
| new and original information |
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Term
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Definition
| Exploratory, rich data, often not generalizable. Focus groups, in-depth interviews, observation |
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Term
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Definition
| Descriptive/explanatory, often generalizable. Mail surveys, telephone polls |
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Term
| what are research techniques? |
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Definition
Organizational materials
Library and online databases
Internet
Content analysis
Interviews
Focus groups
Copy testing
Scientific sampling methods |
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Term
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Definition
| Everyone in the target audience has an equal chance of being selected. Non-probability sample is not random.Most precise random sample is selected from list naming everyone in the target audience. |
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Term
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Definition
| Usually a sample of 250 to 500 people will provide data with a 5 to 6 percent margin of error. A sample of 100 people will provide about a 10 percent margin. |
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Term
|
Definition
Mail questionnaires
Telephone surveys
Personal interviews
Piggyback surveys
Web and e-mail surveys |
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Term
|
Definition
|
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Term
|
Definition
| Must be strategic and systematic. Involves the coordination of multiple methods |
|
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Term
| what are the eight elements of program planning? |
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Definition
Situation
Objectives
Audience
Strategy
Tactics
Calendar/timetable
Budget
Measurement |
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Term
|
Definition
|
|
Term
|
Definition
|
|
Term
| What is communication referred to? |
|
Definition
|
|
Term
| what are the goals of communications? |
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Definition
| the goals of communication are to inform, persuade, motivate, or achieve, mutual understanding |
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Term
| Why is communication referred to as executive? |
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Definition
Is the process and the means by which objectives are achieved
Tactics are developed to implement the plan. |
|
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Term
| what are the goals of communication? |
|
Definition
Message exposure
Accurate dissemination
Acceptance by audience
Attitude change
Behavior change |
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Term
|
Definition
| public relations personnel provide materials to the mass media and disseminate other messages through controlled media. |
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Term
| What accurate dissemination of the message? |
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Definition
| the basic info often filtered by media gatekeepers remains intact |
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Term
| What acceptance of the message? |
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Definition
| the audience not only retains the message but also accepts it as valid. |
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Term
|
Definition
| the audience not only believes the message but also makes a verbal or mental commitment to change behavior as a result of the message. |
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Term
| What is change in overt behavior? |
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Definition
| members of the audience actually change their current behavior or purchase the product and use it. |
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Term
| how do you make sure the audience receives the message? |
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Definition
Schramm’s model
Source, Encoder, Signal, Decoder, Destination
Grunig’s model
Two-way symmetrical communication
Mixed motives |
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Term
| what is the fifth element? |
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Definition
| feedback from the receiver to the sender is incorporated into modern models of communication. |
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Term
| what is the most effective type of communication? |
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Definition
| is interpersonal or face-to-face communication between two people. |
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Term
| what is the important of language? |
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Definition
| Understand cultural differences. Check writing for simplicity and clarity. Use symbols, acronyms, easy-to-remember slogans. Avoid jargon, cliché, hype, euphemisms, discriminatory language |
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Term
| what making the message credible? |
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Definition
| Source credibility,Context of the message, Involvement |
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Term
| what is making the message memorable? |
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Definition
Repetition
Delivering information in a variety of ways via multiple communication channels
Note: Memorable doesn’t always = sales or campaign movement. |
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Term
|
Definition
| is the evaluation of results against agreed-upon objectives established during planning. Evaluation improves the public relations process. |
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Term
| what a prerequisite for measurement? |
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Definition
Develop a clearly established set of measurable objectives.
Informational and motivational objectives |
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Term
| what is the measurement of message exposure? |
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Definition
Compile clippings/mentions
Most widely used metric
Media impressions
Placement x circulation/viewership/listenership
Internet hits
Advertising equivalency
Space/time x advertising rate
Systematic tracking
Analyze volume and content of media placements |
|
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Term
| what is measurement of message exposure? |
|
Definition
Information requests
Cost per person
Audience attendance |
|
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Term
| how to do measurement of audience awareness? |
|
Definition
| survey, day to after call |
|
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Term
| what is measurement of audience attitudes? |
|
Definition
Related to awareness
Baseline/benchmark studies |
|
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Term
| what is measurement of audience action? |
|
Definition
| The ultimate goal of any public relations activity. Measure desired behaviors |
|
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Term
| what is level 1 for levels of measurement? |
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Definition
| targeted audiences,impressions, media placements |
|
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Term
| what level 2in measuring? |
|
Definition
| retention, comprehension, awareness, reception |
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Term
| what is level 3 in measuring? |
|
Definition
| behavior change, attitude change, opinion change |
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Term
|
Definition
The public tends to be passive.
Few issues are important to everyone.
People have conflicting opinions regarding the same issue based on their self-interest. |
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Term
| Public is embedded in public opinion? |
|
Definition
Activate public through public opinion
Identify key publics through analysis of public opinion |
|
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Term
| what is a opinion leader? |
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Definition
| you find them among a group or organization. They are interested in particular issues, and knowledge of given topic |
|
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Term
| what is multiple step flow? opinion makers? |
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Definition
| derive large amounts of information from the mass media and other sources and share that information with people. |
|
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Term
|
Definition
| is interested in the issue but rely on opinion leaders to synthesize and interpret information. |
|
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Term
|
Definition
| are unaware of or uninterested in the issue and remain outside the opinion-formation process |
|
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Term
|
Definition
| that individuals are seldom influenced by only one opinion leader but actually interact with different leaders |
|
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Term
| what is diffusion theory? |
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Definition
| individuals adopt new ideas or products in certain steps. Each person is a decision maker who adopts a new idea or product when they reach the final step. |
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Term
| what are the five steps in diffusion theory? |
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Definition
| awareness, interest, trial, evaluation, and adoption. |
|
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Term
|
Definition
| implies means that info from a source can be efficiently and rapidly disseminated to masses of people, sometimes literally millions. |
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Term
|
Definition
| the media by selecting stories and headlines tell the public what to think about albeit not necessarily what to think. |
|
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Term
|
Definition
| media content is influence by a broad array of forced ranging from professionalism of individual journalist to corporate ownership of media outlets to cultural and ideological factors. |
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Term
| persuasion is used to.... |
|
Definition
change or neutralize hostile opinions (BP)
crystallize latent opinions and positive attitudes (political front-runner)
maintain favorable opinions (your favorite car brand) |
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Term
| what are the factors in persuasive communication |
|
Definition
Audience analysis
Appeals to self-interest
Audience participation
Suggestions for action
Source credibility
Clarity of message
Content and structure of messages
Channels
Timing and contexts
Reinforcement |
|
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Term
| what is appeals to self-interest? |
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Definition
| Appeal to psychological, economic, or situational needs |
|
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Term
| what does conflict theory explain? |
|
Definition
| offers insight into differences among individuals or groups and explains conflicting interest, goals, values, or desires. |
|
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Term
| how can an reporter frame an conflict? |
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Definition
| frames an issue because the reporters story on conflict can b the sole information available to an audience. |
|
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Term
| what is the elements of content and structure of messages? |
|
Definition
Drama and stories
Surveys and polls
Statistics
Examples
Endorsements
Emotional appeals |
|
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Term
|
Definition
Different media can be used for diverse public relations purposes.
Television
Newspaper
Radio
Social networking sites
Face-to-face communication |
|
|
Term
| what is timing and context? |
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Definition
| Timing and context should be considered for achieving publicity in the mass media as well as for being persuasive. |
|
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Term
|
Definition
| A public relations campaign should be in sync with an audience’s core value or belief system. |
|
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Term
| what are the limits of persuasion? |
|
Definition
Lack of message penetration
Competing or conflict messages
Self-selection
Self perception |
|
|
Term
| what is persuasion used for? |
|
Definition
| change or neutralize hostile opinions, crystalize latent opinion and positive attitudes and maintain favorable opinions. |
|
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Term
| what is the hardest task in persuasion? |
|
Definition
| to turn a hostile opinions into favorable ones |
|
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Term
|
Definition
| Value system by which a person determines what is right or wrong |
|
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Term
| what is ethics in individual practice? |
|
Definition
| Ethics in public relations begins with the individual, and is directly related to his or her own value system as well as to the good of society. |
|
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Term
| what is ethical advocate? |
|
Definition
is operating within an assigned role.
Ethical decisions are made based on
The public interest
Employer or client
Professional organization code of ethics
Personal values |
|
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Term
| what are the PRSA code of ethics? Value? |
|
Definition
Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness |
|
|
Term
| what are the PRSA code of ethics? Provision? |
|
Definition
Free flow of information
Competition (ind / org)
Disclosure of information
Safeguarding confidence
Conflicts of interest
Enhancing the profession |
|
|
Term
| who do you deal with eh news media? |
|
Definition
Trust
Gift giving undermines the relationship between public relations professionals and the media
Transparency |
|
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Term
|
Definition
|
|
Term
|
Definition
|
|
Term
|
Definition
| for an oral statement that was false |
|
|
Term
| who do you avoid a libel suits? |
|
Definition
False statement
Person is identifiable or identified
Actual injury or mental suffering
Malicious / Negligence |
|
|
Term
| what is employee communications? |
|
Definition
| Product publicity and advertising=Written permission required |
|
|
Term
| what is employee freedom of speech consist of? |
|
Definition
Freedom of expression
Privacy
Whistle-blowing=if an organizations guilty of illegal activity
Employees are limited in expressing opinions within the corporate environment. |
|
|
Term
| what is the copyright law? |
|
Definition
| Copyright is the protection of creative work from unauthorized use. |
|
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Term
|
Definition
| that part of copyrighted article may be quoted directly but quoted material must be brief in relation to the length of the original work |
|
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Term
|
Definition
| public relations people are in the business of gathering info from a variety of sources so it is important to know where fair uses ends |
|
|
Term
| what is photography and a deal with copyright? |
|
Definition
| Freelance and commercial photographers retain ownership of their work. |
|
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Term
| how does copyright deal with freelance rights of freelance writers? |
|
Definition
| Unless a company has a specific contract with a freelance writer to produce work that will be exclusively owned by that company, the freelancer owns his or her work. |
|
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Term
|
Definition
| Trademarks are registered words, names, symbols, or devices used to identify a product. |
|
|
Term
| what is trade mark infringement? |
|
Definition
| The downside for a corporation whose trademark becomes too commonly used |
|
|
Term
| what is misappropriation of personality? |
|
Definition
| Unauthorized use of well-known entertainers, professional athletes, and other public figures in an organization’s publicity and advertising materials |
|
|
Term
| what is federal trade commission? |
|
Definition
| has jurisdiction to determine if advertisements are deceptive or misleading |
|
|
Term
| what securities and exchange commission? |
|
Definition
| closely monitors the financial affairs of publicly traded companies and protects the interest of stockholders |
|
|
Term
| what is he food and drug administration? |
|
Definition
| oversees the advertising and promotion of prescription drugs, over the counter medicines, cosmetics, and food. |
|
|
Term
| what happens when working with lawyers? |
|
Definition
| A cooperative relationship must exist between public relations personnel and legal counsel.Public relations personal should know basic legal concepts. |
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