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Definition
-Father of modern PR
-New PR model based on social science research
-Change perceptions and encourage behaviors
-Book: Crystallizing Public Opinion |
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Definition
-Celebration of 50th anniversary of Edison creating lightbulb
-Worlds utilities would shut off power for 1 min all at once
-Seen as very powerful
-"People want to go where they want to be led" |
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Term
| Commendable Practices in Ethics |
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Definition
-Be honest always
-COnvey sense of business ethics
-Respect integrity and positions of audience and opponents
-Dev. Trust by emphasizing substance over triviality
-Present all sides of an issue
-balance loyalty to org. and loyalty to public
-Don't sacrifice long term objectives for short term gains |
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Term
| Chief Measure of a PR Person |
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Definition
| Adherence to professional standards of conduct - being truly independent |
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Term
| Most practical consideration facing PR people in terms of ethics |
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Definition
| Dealings with the news media |
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Term
| Standard rubric for dealing with news media |
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Definition
-Be totally honest to keep credibility and gain trust
-Does not mean you need to answer EVERY question
-Still "honest" to not comment on info about an organization that you cannot release |
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Definition
DO NOT provide gifts or favors to media representatives
-Contaminates flow of accurate and truthful info to the public
Ex: Edelman and Microsoft Laptops with Vista |
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Definition
-Raise Ethical Concerns
-Wage grassroots campaigns to achieve PR goals |
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Term
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Definition
-Literature Searches/database info retrieved
-Uses Existing info.
-Archival Research |
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Definition
-New and Original info generated
-Interviews, focus groups, polls, etc... |
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Term
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Definition
Inventory of Organizations materials to shed light on...
1.) Success of product in the past
2.) What geographic areas provide the most sales
3.) Profile of the typical customer
ex: Rosetta Stone - Men, avg age 38, around x-mas time, highly edu. |
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Term
| 4 Main Sources of Literature Review |
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Definition
1.) Academic Search Premiere
2.) Expanded Academic Index
3.) Lexis Nexis
4.) Factiva (DOw Jones) |
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| Most often used informal research method |
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Definition
| Literature Searches/Reviews |
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Definition
Good for probing attitudes and perceptions, assessing penetration of msg, and testing msg.
-Content Analysis
-Interviews |
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Term
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Definition
-Systematic and objective counting or categorizing info
-Often used to measure amount of media coverage and the content of that coverage
-Can be used to determine whether a need exists for additional PR efforts
-CAn be applied to blogs, letters, phone calls, etc... |
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Term
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Definition
-Also called Convienience polls
-Short interviews with people in a shopping mall
-Highly unscientific and unreliable
-2 to 5 mins. |
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Term
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Definition
| - More in depth interviews with interviewees carefully selected based on expertise, influence, leadership in community, etc... |
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Term
| Media Uses and Gratification Theory of Communication |
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Definition
- COM process = Interactive
-Communicator wants to inform, and even persuade; recipient wants to be entertained and alerted of opportunities that can fulfill individual needs
-Assumes that people can make highly intelligent choices about which messages require their attn. and fulfill their needs |
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Term
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Definition
- Pay attn. to msg. only because it is entertaining and offers a diversion
-CAn be made aware through brief encounters such as billboards on way to work
-Need msg with style and creativity
-Objectives of COM = Exposure and accurate dissemination of the msg
-Most PR campaigns designed for passive audiences |
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Term
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Definition
-Already at the interest stage and seek more sophisticated supplemental info.
ex: Person already determined that a certain car is attractive and is predisposed to buying one |
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Definition
-Patrick Johnson: PR should spend more time thinking about the behavior they want to motivate rather than info. being communicated
-Build into planning
-Natural Disasters, for example, gives group such as Red Cross opportunity to capitalize
-Can also be launch of new product such as the I-Phone |
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Term
| Other Attention Getting Concepts |
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Definition
-83% of learning = Through Sight
-Communicator can raise "need" lvl. to "hook" audience
-Aso use statements that reflect their values/predispositions |
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Term
| Elementary for of evaluation |
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Definition
-Counting news that is produced in a given time
-May not be effective because measures quantity over quality
-Also depends on what should be accomplished by obtaining media coverage
-Difficult to eval. b/c gatekeepers control |
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Term
| Most widely practiced form of evaluating PR programs |
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Definition
-Compilation of print and broadcast mentions
-Use services to scan/monitor publications, tv, etc
-Allows for accurate count of of how many media stories are generated by the campaign
-Just 1st lvl of assessing exposure to potential Audiences |
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Term
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Definition
= How many people have actually been exposed to the message/potential audience reached
ex: Story about org. appears in local daily w/ circulation of 130,000 then media impression = 130,000
-Some firms inflate by using those that dont subscribe but still may see
-DO NOT document how many people actually read, absorb, and act |
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Term
PR and The Law: Mosaic Doctrine and Financial Info.
Cytryn v. Cook |
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Definition
| COurts may examine all info released by a company, including news releases, to determine whether, taken as a whole, they create an "overall misleading Impression" |
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Term
| Investor Relations should avoid... |
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Definition
-Unrealistic sales and earnings reports
-GLowing descriptions of products in the developmental stages
-Announcements of mergers, etc, still in speculation
-Free trips to business reporters, stock to analysts
-Omission of unfavorable news
-Leaks of info.
-False rumors about competitors financial health |
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Term
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Definition
1.) Short Sentences
2.) We and Our, You and Your
3.) Say it with active verb |
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| Fair Disclosure Regulation |
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Definition
- Publicly traded companies now must broadly disseminate "material" info. via a news release, webcast, or SEC filing
- All investors will receive financial info. at same time |
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Term
| Sarbanes - Oxley Act (2002) |
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Definition
- Result of Enron and Worldcom financial scandals
- Increase investors confidence in orgs. acct. Procedures
-CEO's and CFO's must now personally certify the accuracy of their financial reports and are subject to criminal proceedings if they are not accurate |
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Term
| FCC (Federal Communications Commission) |
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Definition
| -Primarily involved in licensing of radio and TV stations, allocating frequencies, and ensuring that public airwaves are being used in best interest of public |
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Term
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Definition
- Origins of VNR's must be disclosed
-Still Pol. Debate over this
-Bush admin airing VNR's considered propaganda
ex: Armstrong Williams promoting No Child for $240,000 |
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| Food and Drug Administration |
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Definition
| -Oversees advertising and promotion of prescription drugs, over the counter meds, and cosmetics |
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| Federal Food, Drug, and Cosmetic Act |
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Definition
-Anyone who "causes the misbranding" of products through dissemination of false info. and misleading info. may be liable
-Drug companies ad. diseases
-Talk show guests mentioning drugs in recoveries |
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| Equal Employment Opportunity Commission |
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Definition
- In charge of ensuring workers are not discriminated against
-Emplyers must accomodate religious needs of employees
ex: Muslims praying 5 times a day
-Also calls for employees not to express religion at work
-Also covers language: Allows to require english, but not on breaks, etc... |
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Term
| Employee Speech in the Digital Age |
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Definition
| -Modern orgs. encourage employee comments and even criticisms. However, Orgs. are increasingly monitoring what employees say online |
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Term
| Employers Monitor Employee Emails for 2 main reasons |
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Definition
1.) Concerned about liability for what employees may say
2.) Concerned about release of classified info |
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Term
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Definition
-Often encouraged by employers
-Top execs have
-Must inform readers that they work for org. |
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Term
| Plant Tours and Open Houses |
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Definition
Should not be taken lightly, and careful planning should be involved with regards to
1.) Logistics
2.) Possible work disruptions
3.) Safety
4.) Amount of Staffing |
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Term
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Definition
-Planned primarily to promote product sales, increase org. visibility, or raise $ for charitable causes
-Tons of Planning
-Liability Insurance = necessity
-Permits |
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Term
| Attorney/PR Realtionships |
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Definition
-90% of corps. dealing with lawsuits at any given time
-BOunds of liability are stretching
-Lawyers and PR need to work together to win in court of law and court of public opinion
-85% say relationship = good or excellent |
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Term
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Definition
-BOth PR and legal staff serve on joint committees that review possible litigious situations
-WHen lawsuit is filed, the integrated team formulates a strategy to ensure that key company msg. about the suit are dist. to the public and media |
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Term
| 5 conditions can allow COM b/t PR and Legal to be considered attorney-client privilege |
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Definition
| 1.) confidential COM...2.) Between lawyers and PR consultants...3.) Hired by the lawyers to assist them in dealing with the media in cases of this...4.) That are made for the giving or receiving of advice...5.) Directed at handling the clients legal probs. are protected by attorney-client privilege |
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Term
| PRSA's 6 keys to winning in court of law and public opinion: |
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Definition
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Term
| Steps to a cordial relationship between legal and PR: |
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Definition
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Term
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Definition
-Combine the disciplines of COM and Finance to accurately portray a companies prospects from an investment standpoint
-Key Audiences = Analysts, investors, shareholders, financial media
-Employees as well because of stock options |
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Term
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Definition
| -Company going public for the first time must not talk about the offering to analysts or financial press to avoid hyping the stock |
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Term
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Definition
| Using the tools and tactics of PR to support the marketing and sales objectives of business |
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Term
| Integrated Marketing Communication |
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Definition
Companies manage all sources of info about a product or service in order to ensure max msg penetration
-PR activities geared towards early awareness and credibility for a product
ex: "healthy potato" campaign after Adkins diet |
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Term
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Definition
-Objectives of Marketing COM
-Accomplished in several ways:
-PRoduct Publicity
-Cause related Marketing
-Corp. Sponsorhips
-Environmental Relations |
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Term
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Definition
-Publicity for even the most mundane household products
-Have to know how to present properly
ex: Clorox cockroach killer sponsored contest to find America's worst roach infested homes |
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Term
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Definition
-Profit making company collaborates with a non-profit org. to advance its cause, and at the same time, raise sales
ex: Dannon yogurt 1.5% of sales goes to National Wildlife FOundation
-COmpanies can also start their own cause
ex: CYcling races, running, etc... |
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Term
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Definition
-FOrm of cause related marketing where corps. sponsor various activities and events
- Olympics = Biggest
-Spend about 10 Billion annually
-can be more effective than advertising
-Naming rights to stadiums, etc
-Demographics of potential customers determine what companies will sponsor
ex: Lexus Polo championships |
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Term
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Definition
-Increased Corp. COncern for the environment
-Greenwashing: Simply making claims to being environmentally conscince is not effective |
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Term
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Definition
-Donation of funds, products, and services to various causes including everything from uniforms for a little league team to billions to a university
-Better to give more to leass causes than to spread it out
-Be strategic about where to place funds |
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Term
| Largest amount of money donated comes from... |
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Definition
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Term
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Definition
| -The long term, socially responsible contribution of dollars, volunteers, products, and expertiseto a cause aligned with the strategic business goals of a company |
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Term
| Limitations on Corporate PHilanthropy |
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Definition
-Grant cannot offset major scandal
-Phillip Moriss: Philanthropy cannot erase pub concern for things such as tobacco
-Special Interest groups object to the cause being funded
ex:Prolife vs companies that give money to planned parenthood |
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Term
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Definition
-McCain Feingold Act causes migration of soft moeny to "independent" partisan orgs known as 527s
-Retain nonprofit status while running "issue" ads as long as they are not directly coordinated with the national pol. parties or candidates they support |
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Term
| Swift Boat Veterans for Truth |
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Definition
-First Major 527 used by Republicans against John Kerry
-Ads questioning his service in Vietnam
-Questions about how "independent" they actually were |
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Term
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Definition
-Rosetta Stone = first publicity release
-Public Info. = crucial for citizens to make intelligent decisions about the policies and activities of their elected officials |
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Term
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Definition
-DOn't use term PR in GOvernment activities
-Use Euphemisms to reconcile 2 contradictory factors
1) Govt needs to inform its citizens
2.) GIllett AMendment |
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Term
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Definition
| It is against the law to use appropriated $ for employment of "Publicity Experts" |
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Term
| LArgest Public Affairs operation in the govt... |
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Definition
Dept. of Defense
-Longest running PR effort to prepare and deliver "hometown" releases by the military
-Also escort journalists int war zones
-Embedding JRN with US trops during invasion of Iraq |
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Term
| Professional Associations |
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Definition
-Members of a professional or skilled craft organize for mutual benefit
-Goals resemble those of Labor Unions but do not engage in Collective Bargaining between employees
-Place major emphasis on setting standards for professional performance, est. code of ethics, determining admission requirements, etc...
ex: PRSA |
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| Most Politically Active Professional Assoc. |
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Definition
AMA (American MEdical Association)
-Lobbying power in DC especially evident
-Med. Liability (Tort) reform |
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Definition
Chamber = Association of businesspersons, often joined by professionals, who work to improve their city's commercial climate and publicize its attractions
-PR arm of city Govt.
-Play role of Community booster |
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Definition
-Environmental Groups Such as Greenpeace
-Social Issue Orgs. such as MADD, PETA, etc... |
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Term
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Definition
Arranging for a client to appear frequently in public places is a way to intensify awareness of individual clients
ex: Commercial Orgs. invite celebs or pay them to dress up dinner meetings, conventions, store openings, etc... |
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Term
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Definition
-Much used device = having a client win an award
-Practitioner should be aware of awards and nominate client for appropriate ones |
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Term
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Definition
-Creating catchy nicknames helps get clients name into print
-People like to call heroes by nicknames as though they have a personal relationship
ex: "Oilman Riley Ryan" |
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Term
| Publicity to Stimulate Ticket Sales |
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Definition
-Sale of tickets = primary goal for any entertainment even campaign
-Advance publicity buildup stimulates peoples desire to attend
-Search for fresh new angle to produce as many stories as possible
ex: Harry Potter |
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Term
| The "Drip-Drip-Drip" Technique |
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Definition
-Steady output of info about the product, event, etc
-Heaviest barrage of Publicity released shortly before the event opens
ex: Star reveals his or her star on cement of HOllywoods walk of Fame just before new film appears
Downside = Overhyping |
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