Term
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Definition
| a management tool to establish beneficial relationships |
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Definition
- developed the notion of enlightened self-interest
- helped GM create a better image for itself during the Great Depression |
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Term
| *Enlightened Self-Interest |
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Definition
- mutually beneficial public relations
- it is in a company's best interest to give back to the community and do good
- Dove Campaign |
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Term
| Four Steps of Successful PR |
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Definition
- identify existing relationships
- evaluate the relationships
- design policies to improve the relationship
- implement the policies |
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Term
| What is the PR Society of America and what did it do? |
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Definition
- professional assoc for PR practitioners
- communicate the interests of an institution to the public, broadening and enriching the public dialogue
- seek mutual adjustments through dialogue between institutions in the society, which benefits the public |
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- application to society of Darwin's survival-of-the-fittest theory
- leaders of industry were comfortable with it, leaving consumers in the dust |
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- blamed for Ludlow Massacre
- Ivy Lee client
- faced public hatred and used PR to create a better image for himself |
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| influencing public policy, usually regulation or legislation |
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Definition
| advising candidates and groups on public policy issues, usually in elections |
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Definition
- developing programs in advance of an unscheduled but anticipated event
- airlines need plans for handling crashes |
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Term
| Integrated Marking Comm (IMC) |
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Definition
| comprehensive program that links PR and Advertising |
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Term
| Institutional Advertising |
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Definition
| paid space and time to promote an institution's image and position |
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Term
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Definition
| a packet provided to reporters to tell the story in an advantageous way |
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Term
| Proactive Media Relations |
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Definition
| taking the initiative to release information |
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Definition
| component of PR that deals with the press and other media |
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Term
| Crisis Management at Time Magazine |
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Definition
| A reporter was criticized for handing over the notes from a case involving an anonymous source, revealing the source. Dawn Bridges, the PR VP, had to deal with the consequences. At the same time, a reporter from the NY Times went to jail for NOT handing over her notes in the name of good journalism. Bridges argued that it was unfair to compare these two cases because NYT was never asked for the notes and because it was a political issue. |
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| a PR message, taking an editorial position, that appears in paid space or time |
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Definition
| a policy to ignore news coverage and reporter inqueries |
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Definition
- covering up abuses, but not correcting them
- early response to muckracking by tycoons |
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Term
| *Who are the "publics" of PR? |
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Definition
- Stockholders
- Employees
- Government
- Customers
- Media |
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Term
| *PR is not the same as advertising in that... |
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Definition
- PR: more management function
- PR: results less tangible
- Ad: more control of message
- Ad: clearer measures of success |
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Term
| *What are the tools of PR? |
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Definition
- News Releases
- Press Conferences
- Media Kits
- Focus Groups
- Events
- Social Media
- Email (Constant Contact)
- Video News Releases |
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Term
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Definition
| companies attempt to position their products as environmentally friendly |
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Definition
- tries to convey a certain message about the company
- BP logo, green initiative
- Tiger Woods w/ mistresses |
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Term
| *Denny's vs Texaco Damage Control |
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Definition
| Texaco responded quickly and aggressively to a leaked recording of company executives making disparaging remarks about African-American employees. The controversy quickly blew over. Denny’s, on the other hand, repeatedly denied any wrongdoing despite hundreds of complaints by minority patrons about discriminatory treatment. Denny’s suffered terribly for this and ultimately settled a class-action lawsuit for $50 million. |
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Definition
- Gov. Michael Dukakis' failed picture riding in a tank, made him look like a goof, used against him
- GW Bush came in on fighter jet in flight suit after first invasion of Iraq, looked good but premature "Mission Accomplished" banner was used against him |
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Definition
| White House Departments were paying off journalists for positive news coverage |
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Term
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Definition
- an advertising agency earns an agreed-upon percentage of what the advertising client spends for time and space
- 15% |
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Term
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Definition
| an advertising agency earns expenses and an agreed-upon mark-up for the advertising client, plus bonuses for exceeding minimal expectations |
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Definition
| an advertising agency is compensated with shares of stock in an advertising client |
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Definition
| lay out where ads are placed to reach the target audience |
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Term
| Audit Bureau of Circulations |
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Definition
| verifies circulation claims |
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Term
| Newspaper Advantages and Disadvantages |
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Definition
- A: tangible, easy to look back on ads, coupons, ads can be reserved as late as 48 hours ahead of time
- D: less valuable for reaching young adults, drop in readership, young adults not picking the habit up as they get older, ads don't look as good as they do in slick magazines |
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Term
| Magazines Advantages and Disadvantages |
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Definition
- A: longer shelf life than the alternative print media, high pass-along circulation, more prestigious context for ads, narrower audiences
- D: require reservations for ad space up to 3 months in advance, last-minute changes often impossible |
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Term
| Radio Advantages and Disadvantages |
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Definition
- A: easily identified target audiences, changes occur quickly and easily, inexpensive, jingles
- D: no visual display, people tune in and out, inattentive listeners, no shelf life |
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Term
| TV Advantages and Disadvantages |
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Definition
- A: special impact for ad messages, fastest grown medium
- D: Production costs, ad clutter diminishes punch of ads, short supply of ad slots |
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Term
| Internet Advantages and Disadvantages |
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Definition
- A: sites reach niche audiences and increase advertisers likelihood of reaching a target audience, inexpensive space
- D: people can post whatever negative comments they want about a product online, maybe on the same page that it is advertised on |
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Term
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Definition
- on-screen hot spot to move to an online advertisement
- used by Google |
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Term
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Definition
| a charge to advertisers when an online link to their ad is activated; also, a fee paid to websites that host the link |
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Definition
| a sponsored online game, usually for an established brand at its own site |
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Term
| Lowest Common Denominator |
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Definition
| messages for the broadest possible audience |
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Definition
| championed brand imaging, or putting a spin on a brand name |
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Definition
- targeting ads to specific groups
- Kellogg’s successfully re-positioned Frosted Flakes by finding a clever way to market it to adults and not just to kids. |
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Term
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Definition
| intense repetition of ads |
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Term
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Definition
- barrages: flight or wave
- bunching: ads for school supplies in August and September
- trailing: running condensed versions of ads after the original
- multimedia trailing: using less expensive media to reinforce expensive ads (radio ads for the Super Bowl) |
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Term
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Definition
- buzz: word-of-mouth
- viral: message is passed like a contagious disease, usually on the Internet |
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Term
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Definition
- stealth ads: in nontraditional, unexpected places, subtle
- product placement
- 'zine: magazine whose entire content, articles and ads, pitches a single product or product line |
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Term
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Definition
- Fuel of the economy
- Entertaining
- Helps satisfy our needs
- Channels our wants
- Educational
- Reflects culture
- Supports other media |
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Term
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Definition
- Distorts the economy
- Inherently false
- Creates anxiety
- Creates false needs
- Drives, cheapens culture
- Corrupts other media |
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Term
| *Unique Selling Proposition Examples |
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Definition
| The company’s ads for years touted their use of a Krausening process. Nobody knew what that meant, but it sounded good. When the public became concerned about cholesterol, peanut butter companies (whose products have never contained cholesterol) used that to create a unique selling proposition by emphasizing that their product was cholesterol free. |
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Definition
| Celebrities have used their names and images to create successful and familiar corporate brands. |
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Definition
| The Joe Camel character was part of Camel’s campaign for a decade and was enormously successful. It was criticized, however, as being an attempt to market tobacco to younger people – particularly those under the legal smoking age. |
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| *Creativity vs Effectiveness Examples |
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Definition
- Mac 1984 commercial: huge success
- Just for Feet: Racist commercial led to demise of company |
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Definition
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Term
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Definition
- intense partisanship characterized newspapers of the period, which spanned roughly 50 years to the 1830s
- Federalist Papers released, expressing diverse views on the form the new nation should take |
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Definition
- Ben Franklin
- papers sold for a penny
- first newsrooms and reporters
- inverted pyramid, most important info first |
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Definition
- late 1800s
- marked by sensationalism: stunt journalism
- Nellie Bly: investigative and stunt journalism |
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Term
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Definition
| a concept in journalism that news should be gathered and told value-free |
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Term
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Definition
| space for news in a newspaper after ads have been put in; time in a newscast for news after ads |
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Definition
| significance of events worth covering varies from day to day |
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Term
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Definition
| news sites that regurgitate news compiled from elsewhere or that offer pass-through links to other sources |
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Term
| How are newsrooms in transition? |
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Definition
- less comprehensive coverage
- less enterprise
- less outlying news
- fewer beats: fewer resources for day-to-day coverage of breaking news
- less independent reporting |
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Term
| Bob Woodward and Carl Bernstein |
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Definition
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Term
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Definition
- truth-seeking
- watchdog |
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Term
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Definition
- New
- Change
- Abnormality
- Dog Bites Man
- Man Bites Dog |
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Term
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Definition
- 24 Hours
- Regimented
- Investigate rumors
- Scoop competitors |
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Term
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Definition
- Continuous
- Chaotic
- Report rumors
- Steal from competitors |
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Term
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Definition
- Objectivity
- Balance
- Inverted Pyramid
- Third Person
- Beats |
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Term
| *Profit pressure on international news has led to... |
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Definition
- International news reduced 70-80 percent in past 20-25 years
- Time reduced correspondents from 33 in 1989 to 24 today; ABC’s foreign bureaus reduced from 17 in 1986 to 6 today
- Network int’l coverage down from 45 percent in 1970s to 13 percent in 1995 |
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Term
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Definition
| the press as a player in medieval power structures, in addition to clerical, noble, and common estates |
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Term
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Definition
| gov requirement for stations to offer competing candidates the same period and the same rate for advertising |
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Term
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Definition
| US Supreme Court upheld first amend protection for the print media even if they are imbalanced and unfair |
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Term
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Definition
| an election campaign treated by reporters like a game - who's ahead, who's falling back, who's coming up the rail |
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Term
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Definition
| a deliberate leak of a potential policy, usually from a diversionary source, to test public response |
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Term
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Definition
| to refuse to answer questions, sometimes to refuse to meet with reporters |
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Term
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Definition
| when a person or institution decides to issue no statements despite public interest and also declines news media questions |
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Term
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Definition
- Ideological bias
- Geographic bias
- Power bias
- Age bias
- Class bias |
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Term
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Definition
- Prejudice
- Laziness
- Habit
- Employer’s order
- Hiring policies
- Promos, teasers, headlines
- Selective perception, attention, retention |
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Term
| Problems with Media Unbiased |
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Definition
- forced balance
- false equivalency |
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Definition
| Chinese limits on news reporting of disasters, ostensibly to ensure social stability |
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Term
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Definition
| a block on unauthorized access to a computer system while permitting outward communication |
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Definition
| top-down government, such as a monarchy or dictatorship |
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Term
| Pre-Publication Censorship |
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Definition
- authorities prview material before dissemination
- practiced in authoritarian societies |
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Definition
| proper decisions follow the monarch's will, which is linked to an Almighty, making the monarch better able to express truth than anyone else |
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Definition
| has faith in the ability of individual people to come to know great truths by applying reason |
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Definition
- pioneer libertarian
- argued for a marketplace of ideas: an unbridled forum for free inquiry and free expression |
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Definition
- begun by John Milton
- a movement emphasizing reason and individualism |
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Term
| What is the fourth branch of government? |
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Definition
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Term
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Definition
| US Supreme Court case that barred government interference with free expression in advance |
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Definition
- wrote "Saturday Press" in which he wrote whatever he wanted, including many discriminatory remarks
- began famous court case against prior restraint |
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Term
| *Common Rationales of Media Law |
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Definition
- Search for Truth
- Democratic Self-Governance
- Self-Fulfillment |
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Term
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Definition
- FULL PROTECTION
- Political speech
- INTERMEDIATE PROTECTION
- Advertising
- NO PROTECTION
- Obscenity
- Fighting Words |
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Term
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Definition
- Publication
- Identification
- Defamation
- Falsity
- Fault
- Damages |
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Term
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Definition
- Public Disclosure of Private Facts
- False Light
- Intrusion
- Appropriation/Right of Publicity |
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Term
| *What are the Ground Rules of Communication? |
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Definition
- VNRs
- Guerilla Marketing
- Journalistic identity/mission |
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Definition
- reported rape cases for the "Journal" in Shelton, Washington
- used rape victim names
- many criticized him for it, but he argued that he was just practicing fair reporting
- a law was created to ban reporters from usig rape victims' names, but was later deemed unconstitutional b/c it went against freedom of the press |
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Definition
- created the "Jimmy" story about child heroine addict
- falsified her credentials AND the news story |
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Definition
| 1919 book written by Upton Sinclair exposing newsroom corruption |
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Definition
| mixing fiction techniques with nonfiction |
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