Term
| PR practitioners are expected to |
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Definition
1. Answer questions of journalists
2. Give major speeches
3. Write for and prepare their bosses to give major speeches |
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Term
| Must prepare people within your company thoroughly: |
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Definition
- To try to say something to entertain or inform the audience
- To have specific information that will allow media to create theme
- To know the interviewer’s purpose ahead of time and assemble facts
- To know the interviewer’s style |
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Term
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Definition
| - Information in print vehicle is filtered through the mind of reader as interpreted by reporter |
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Term
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Definition
- These are ideal (in print or broadcast) when you want to advocate a particular policy or cause
- Usually long (up to an hour)
- Interviewee has no control over content
- Should answer questions, but not get off topic |
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Term
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Definition
1. Preparations –guests should know what key message is to be emphasized
2. Concise speech- guests should respond precisely and briefly
3. Relaxed- guests should concentrate on interview and interviewer. (Forget mike fright) |
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Term
| Characteristics: News Conferences- |
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Definition
- Two-way communication
- Make possible quick, wide-spread dissemination through media
- Usually positive in intent (to project host’s point of view)
- May lead to unanticipated, controversial.
-Still PR practitioners must always create cooperative atmosphere |
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Term
| Types of News Conferences: |
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Definition
1. Briefing- regularly scheduled by public official, often nothing to report
2. Spontaneous- arising out of a news event-such as winner of an award explains why or how he/she won 12 million dollars |
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Term
| Public relations practitioners chore: writing speeches |
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Definition
Must do a lot of preliminary research
- PR person needs interpersonal communications skills
- PR person needs speaking ability
- PR person needs to be able to write speeches
- Speech writers often receive $100,000 a year or more |
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Term
| PR person must do research: |
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Definition
1. audience
2. his/her own executive (must meet with speaker)
3. Place
4. topic |
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Term
| Characteristics: Speeches |
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Definition
- Appeal to the ear (words have one brief exposure)
- Are different from other kinds of writing
- Must relate to audience’s needs, problems
- Demographics |
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Term
| Critical: Non-verbal communication |
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Definition
- Approach speech knowing non-verbal importance (SPEAK):
1. Smile
2. Posture- stand straight
3. Eye contact
4. Animation- energy, have energy
5. Kinetics (motion)- use gestures |
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Term
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Definition
- Distribute a release about a speech and multiply your audience
- Summaries in one or two sentences
- Answer questions
- Don’t say speaker spoke about topic, say what speaker said about topic |
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Term
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Definition
- Remember, mostly one-way communication
1. Opening
2. Body-evidence that leads to conclusion
3. Develop theme (statistics, stories)
4. Conclusion
in blocks* |
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Term
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Definition
- Clarity
- Appeal to ear
- Keep the audience in mind (language, demographics, visuals, humor, focus on the benefit)
- A speech should never be more than 20 minutes- peoples attention span can’t be kept longer (usually) |
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Term
| Most news interviews revolve around Compelling C’s: |
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Definition
- Catastrophe- we’re facing a disaster
- Crisis- problem approaching fast
- Conflict- we’ll fight
- Crime/ Corruption- someone’s dead, we have to respond
- Color- human interest
- Energy- You must have more energy than in person (in interviews) |
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Term
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Definition
- Large (300-plus billion in sales), but large brings remoteness
- 27% of general population distrust large corporation
- Stories in media “fan” or support the suspicions |
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Term
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Definition
1. Negative publicity requires that they gain trust and credibility
2. They realize the importance of corporate social responsibility |
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Term
| Today, corporations are unique- |
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Definition
- They deal with a number of governments
- Their operations affect the environment
- Their large sizes bring remoteness |
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Term
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Definition
- Adopting ethical principals
- Pursuing transparency and disclosure
- Making trust a foundation precept of corporate governance |
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Term
| PR’s importance in corporations: |
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Definition
- Practitioners are the eyes and ears of the corporation, trailed on all stakeholders
- They serve as a link between the CEO and the realties of the marketplace and the organization (can’t be a yes- person) |
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Term
| To implementing CSR, PR must: |
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Definition
- counsel the CEO
- Help create and maintaining company morale
- Urge becoming a good public citizen |
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Term
| Influences when making decisions: |
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Definition
- Governmental regulation and other political influences
- Engineering knowledge
- Responsibility to society
- Whether making a profit is possible |
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Term
| Media Pressure: The Dilemma |
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Definition
- On one hand—the media make CEOs defensive about business coverage (e.g. media are enemy)
- Yet—Media is the most effective way to help get corporation’s message across
problem -- toomany unqualified reporters |
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Term
| Media also view Big Business Negatively: |
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Definition
- Uncooperative executives who erect barriers against them
- Don’t have access to key personnel
- CEOs who don’t understand objectivity and think anything unfavorable is intentionally bad |
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Term
| Corporations are “let the buyer beware”: |
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Definition
- “Caveat Emptor”—let the buyer beware
- Long gone are days when sellers are expected to deliver goods of safe, acceptable quality on honest terms. Buyers do have rights
- Customers service relations is part of PR responsibility yet those relations are separate from PR function |
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Term
| Customer Relations Principles: |
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Definition
- A single incident can damage a company reputation
- The key to customer satisfaction is word-of-mouth
- Internet and blogs can affect thousands |
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Term
| Customer Relations Priorities: |
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Definition
- Keep old customers
- Attract new customers
- Market new products or services
- Expedite complaint handling
- Reduce costs |
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Term
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Definition
- Federal Trade Commission- protects consumer in foods, drugs, and cosmetics (e.g. truth in packaging)
- Consumer Product Safety Commission—oversses product safety and standards, (e.g.—products for small children).
- Office of Consumer Affairs—publishes literature to inform public of developments on consumer affairs |
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Term
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Definition
- (PETA) is an example of a group that targets companies
- Boycotts—a refusal to buy products or services
- Small percentage drop in sales will cause companies to rethink policies, especially for a single product |
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Term
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Definition
- Communicate with shareholders and prospective investors. This work is called investors relations
- Its goal: to combine communications and finance to accurately portray prospects from an investment standpoint |
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Term
| Integrated Marketing Communications: |
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Definition
- Public relations combined with advertising, marketing, direct mail and promotion
- News stories combine with advertising, marketing, direct mail |
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Term
Cause-Related marketing:
Why Corporate sponsorship? |
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Definition
- when a for-profit company combines with non-profit company (often a charity)to advance a cause and increase sales
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1. Enhance reputation
2. Give brands high visibility
3. Promote focal points for marketing and sales
4. Generate publicity |
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Term
| Governmental relations specialists: |
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Definition
- Give professional advice on assuring one’s message is heard
- People that work with this are called Public Affairs Specialists |
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Term
| Public Affais Specialists: |
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Definition
Gather information
- Disseminate management’s view
- Cooperate with government on projects of mutual benefits
- Motivate employees to participate in the political process |
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Term
| Public Affairs writing tools: |
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Definition
- Letters
- Op-ed pieces
- Position papers
- Newsletters
- Planning/Developing
- Advocacy advertising |
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Term
| Key role for a public affairs specialists: |
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Definition
| - Monitoring activities of legislative bodies and regulatory agiends to keep track of issues up for debate/ vote |
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Term
| Most active public affairs presence: trade associations: |
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Definition
| - 45%had governmental offices in Washington |
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Term
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Definition
- Washington’s many interests
- Need for professional; advice on getting their messages heard
- Help journalists, politicians and clients |
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Term
| Most influential lobbying groups: |
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Definition
1. American Association of Retired Persons
2. American Israel Public Affairs Committee
3. National Federation of Independent Business
4. National Rifle Association
5. AFL—CIO (blue collar labor organization) |
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Term
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Definition
| - Former legislators and government officials who capitalize on their connections and charge large fees to influence legislation |
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Term
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Definition
- 1995 reform act—defined lobbyist (20% or more of there time spent on lobbying= lobbyist)
- Must register with Congress and disclose paid clients and issues lobbied |
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Term
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Definition
- Using locals to influence legislation in Washington Tools: advertising, toll-free phone, bulk faxing, Web sites, computerized direct mail to generate calls/ letter
- Stealth lobbying—doing grassroots lobbying under a false front |
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Term
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Definition
- Independent partisan organizations
- Retain nonprofit status while running issue campaigns
- Not directly connected to national parties |
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Term
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Definition
| Gillett Amendment: prevented paying “publicity” experts |
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Term
| Duties of PR people in Government: |
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Definition
- Communicate works of government agency
- Explain helping citizens understand and benefit
- Provide feedback
- Advise how to communicate an issue
- Serve as ombudsman
- Educate about how media works |
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Term
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Definition
1. Director of Communcations- highest ranking PR official under the president. (ex. Pres. Bush had Karen Hughes)
2. Press Secretary- primary spokesperson for the administration; one-step below President’s Cabinet (Presently Robert Gibbs; best know Tony Snow)
Director of Communications- also known as assistant to the president for communications |
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Term
| Press Secretary’s duties: |
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Definition
- Obtain information on happenings inside the US and around the world. Reveals President’s daily schedule
- Fields questions from White House Press Corps in
1. Briefings, 2. press conference
2. Press gaggles- on the record briefing without video recording through transcripts
- 1st female press secretary: Dee Dee Myers- first female (Clinton)
- Current press secretary: Robert Gibbs- incumbent since Jan.2009 |
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Term
| PR still criticized: Major complaints |
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Definition
- 90% of government news releases used by media. Problem, too few reporters.
- Too many staff members and facilities exist to help media to their jobs.
- Information distributed is self promoting |
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Term
| International PR defined: |
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Definition
- A planned and organized effort of a company, institution or government to establish mutually beneficial relations with the publics of other nations
- In some languages there is no term to define Public Relations |
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Term
| Global village—the concept that the world is a village created because of 1990’s growth through: |
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Definition
1. New communications technology
2. Development of 24-hour financial markets worldwide
3. Lowering of trade barriers
4. Growth of foreign competition in American markets
5. Shrinking cultural differences |
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Term
| Center of most technology beyond U.S.: Western Europe (EU): |
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Definition
| - EU’s challenge—400 million people speak many different languages |
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Term
| High context communications |
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Definition
- Largely non-Western countries
- Meanings of words based upon environmental context and the relationship and not explicit statements |
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Term
| Low Context Communications: |
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Definition
- Great emphasis on exact words and meaning comes from verbalized statements, not non-verbal; behavior cues
- (e.g. Europe and America) |
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Term
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Definition
- Color white—in U.S. means pure; in Asia means death
- German and Swiss thinking using 1st names makes person uncouth
- The Chinese do not number tables because it appears to “rank” guests or give some unlucky numbers |
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Term
| Why foreign countries hire U.S. PR firms: |
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Definition
- To hold off protectionist moves threatening them
- Defeat legislation
- Support U.S. expansion of products
- Provide ongoing information of politics, sociology or commerce to assist in marketing |
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Term
| Pr pros best suited to explain benefits of Globalization to 3 groups |
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Definition
- First group—U.S. companies
Make them understand that international capitalism has a bad name in some places (be aware)
- Second group: Non Government Organizations- often hostile, but become (for businesses an important seal of approval)
- Third Group: International institutions—like the World Trade Organization, the World Bank or the International Money Fund or United Nations; called un-transparent and un-democratic. Must build trust by doing the “right thing.” |
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Term
| PR around the globe (Most like US) |
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Definition
Mexico- Product publicity; now strategic communications; similar to U.S.
Japan- 400+ press clubs process information
Australia, Singapore, Hong Kong- mature PR programs: financial, media and special events
Russia- some PR, but stagnant economy slows development
Middle East- PR is immature |
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Term
| Basic Needs of Nonprofits: |
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Definition
1. Good communication skills/ communication campaigns
2. must have trained staffs to handle work, and they often recruit volunteers
3. must plan and establish realistic fund-raising goals ways to attain them |
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Term
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Definition
- Membership organizations- trade associtations, labor unions, professional associations, chamber
- Advocacy groups- environmental, activists, social issue
- Social Organizations- social service, health, hospital, religious, welfare |
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Term
| Trade Associtations (Membership associations): |
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Definition
- Place Washington, where they can
1. monitor Congress,
2. lobby Congress
3. Communicate late-breaking developments ot members
4. see governmental officials on a regular basis
- Biggest part is labor groups |
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Term
| Trade Associations: Labor Unions- |
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Definition
- Serious membership losses since the 1970s
- Governed by NLRB
- Spend millions to issue ads and support candidates |
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Term
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Definition
| - Professional association of businesspersons working to improve commercial climates |
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Term
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Definition
- Environment is often key area
- Try to influence collective conscience |
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Term
| Methods of Advocacy Groups: |
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Definition
- Lobbying—national, state, and local
- Litigation—file suits and seek court ruling
- Mass demonstrations—demonstrate public support
- Boycotts—“hit them in the pocketbook”
- Reconciliation—cooperate with corporations |
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Term
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Definition
- Fund raising
- Publicity |
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Term
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Definition
- Includes social service, health, cultural, philanthropic, and religious groups
- Require active creative PR
- Good guys of society |
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Term
| Categories of Social Agencies: |
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Definition
- Social service agencies—meet social needs of individuals/families
- Health agencies—use education
- Hospitals—large and expanding field of PR
- Conduct preventative health programs
- May be tax-supported, non-profits or profit-making
- Religious organizations—distribute charities(ex. counseling), conduct personal guidance, provide moral and ethical leadership
- Welfare, Cultural, Foundations:
1. Welfare- PR provides public understanding
2. Cultural- develop interest and participation
3. Foundations- Publicize and distribute |
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Term
| PR Goals for every volunteer agency: |
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Definition
- Develop public awareness
- Induce use of services
- Create educational materials
- Recruit and train volunteers
- Obtain funds to operate |
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Term
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Definition
- Corporate and foundations’ donations
- Capital campaigns
- Direct Mail
- Special events
- Telephone solicitations
- 800&900 numbers for contributors
- Commercial enterprises
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Term
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Definition
- 61, 500 colleges are represented by CASE—Counsel for the Advancement and Support of Education
- CASE is a professional association serving educational institutions and the advancement professional
- Build stronger relationships raise funds
- Establish marketing programs
- Produce recruitment material
- Foster public support |
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Term
| Higher education is Big Business: |
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Definition
| - Almost 17.5 million students at 4,000 colleges and universities throughout the nation |
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Term
| High Education’s PR organization: |
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Definition
- President—chief “PR” officer of college or university
- Vice-president for Development or University Relations—direct University Advancement program
- Includes fund-raising, information services, media relations, alumni and special events |
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Term
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Definition
| - get the news out; work with the media on any questions they might have on the university |
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Term
| Media Relations under Director: |
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Definition
- News bureau—most visible aspect of a PR program
- Most visible aspect of a University: News, Assists media, Responds to Public’s phone calls, heads crisis effort |
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Term
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Definition
- Needs immediate access and reporting line to President or CEO; must be part of management team
- Serves internal publics: students, faculty, staff, alumni, donors, etc.
- External Publics: media
- Governmental relations- external |
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Term
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Definition
- Median salary of chief development officer: $190,000
- Tools: phonations are used on students |
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Term
| Communicating with External Publics: |
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Definition
1. Community
2. Prospective students
- Other key publics:
1. faculty/staff
2. students
3. alumni and donors |
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Term
Plays role in sports publicity:
Publics: |
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Definition
- Sports fans
- Sports critics
- Professional teams
- High Schools
- Prospective athletes |
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Term
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Definition
1. Equal opportunities for women
2. Affects sports publicity role in relation to women
3. Creates unique “watchdog” public |
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Term
| Resources for Advancement: |
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Definition
- Title of PR programs—advancement, includes alumni, development, media relations
- CASE |
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Term
| Another part of Advancement: Governmental relations officer: |
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Definition
- Competes with other institutions for money
- Defends increases in budget and protect against cuts
- Establishes image in minds of law-makers
- Responds to lawmakers questions, requests |
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Term
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Definition
- Parental support of learning initiatives
- Votes for bond issues
- Promote successes, explain failures |
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Term
| Elementary and Secondary practitioners: |
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Definition
- Report to Superintendent
- Work with bond
- Key concepts for media and board |
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Term
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Definition
- Voters
- Media Audiences
- Community
- Parents |
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Term
| Crisis Communication for K-12: |
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Definition
- Weather
- Health
- Safety
- Transportation
- Athletics |
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Term
| Public Education Politics: |
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Definition
A unique role dealing with publics on:
- Legislature
- City/County Commissions
- Bond issues
- Tax issues |
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Term
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Definition
- Needs to be part of on-going PR campaign
- Greatest factor in encouraging enrollment in higher ed. |
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