Term
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Definition
Confusion
Skepticism
Fun
intrigued |
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Term
| What is Public Relations (Ch. 1) |
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Definition
| Helps an organization and its publics adapt mutually to eachother. (Gives identity) |
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Term
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Definition
| Corporate communications, communications, public information, marketing communications |
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Term
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Definition
| Internal and External Harmony! |
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Term
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Definition
Spin
Hype
Propaganda
Flak-trouble/over saturating area w/ propaganda |
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Term
| How Journalism and PR are similar.. |
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Definition
-both write
-both interview
-both research
-both trained with deadlines |
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Term
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Definition
-JRN is observers
-JRN write for mass
-JRN is one channel |
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Term
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Definition
| Advertising is a TOOL of PR, specialized communications, directed at external audience, SELLS GOODS, |
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Term
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Definition
| Has very broad scope, wants to inform and change views/opinions, uses many mediums, work for success of company, deal with relationships |
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Term
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Definition
| tries to sell goods to consumers only |
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Term
| New "Integrated Marketing Communications" Trend |
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Definition
-Downsizing
-Tighter budgets
-too much advertising |
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Term
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Definition
-Writing skill
-Research ability
-Planning expertise
-Problem-solving ability
-Business/economic competence
-Expertise in Social media |
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Term
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Definition
-they are organizations interpreters
-interpret from management to public
-know management and what public wants |
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Term
| SOME functions of PR practitioners |
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Definition
-writing
-media relations
-planning
-counseling
-publicity
-MKT Comm
-Community relations |
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Term
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Definition
1. Corporate/Business
2. Freelance
3. Non-profit
4. PR firm
5. Government |
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Term
| 10 PR practitioners qualities |
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Definition
1. good writing
2. intelligence
3. cultural literacy
4. know a good story
5. media savvy
6. contacts
7. good business sense
8. broad communication experience
9. Specialized experience
10. Avoid Cliches |
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Term
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Definition
| Process of uncovering where an organization wishes to go, and principles that will be observed to get there |
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Term
| Whose values should you follow? |
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Definition
-your own
-values of clients
-values of targeted public
-values of society |
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Term
| ***Value of Public relations: |
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Definition
-communicators to interpret information relevancy for people
-explain goals and objectives of clients/employees to the public and provide them with guidance |
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Term
| Public Relations IS: (how to get to intrigue) |
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Definition
| STRATEGIC COMMUNICATION MANAGEMENT |
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Term
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Definition
-Trying something new
-lacked credibility
-Had stiff resistance from newspaper publishers |
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Term
| Why is PR history important |
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Definition
-Open to interpretation of the observer
-history/PR both value-driven
-past can help fix challenges of present |
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Term
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Definition
1. Conception
2. Press agentry/Publicity
3. Counseling
4. Crisis Communication
5. Crisis Management
6. Issue management
7. Strategic Management
8. Relationship Building
9. Strategic Cooperation (NOW) |
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Term
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Definition
-Rosetta stone first publicity release
-Olympic games, Julius Casesar, Catholic Church, St. Paul all used PR to promote things
-Colonial America |
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Term
| 2. Press agentry/Publicity |
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Definition
-Barnum used entertainment to make ppl famous
-1st press secretary was for andrew jackson
-Womens rights used PR to gain votes |
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Term
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Definition
-Established Problem solving profession
-Labor Disputes
-Key spokesperson for businesses in crisis |
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Term
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Definition
-no longer just communicators but MANAGERS
-Plan to stop crisis before occurs
-Step by step procedure for potential crisis
-1960's |
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Term
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Definition
PR managers work to IDENTIFY and mediate issues before turn into crisis
-Became research-based social science/profession |
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Term
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Definition
PR became necessary in business practices
-PR now senior adviser's in many companies
-1990s |
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Term
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Definition
-Declaration of Principles
-PR function in problem solving |
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Term
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Definition
Relationships with public/society
-adapt to social problems that affect business operations
-emphasize relationship building |
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Term
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Definition
-businesses must cooperate with communities and public
-mutual understanding/cooperation
-Strategic problem solving within a cooperative community philosophy |
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Term
| Factors for changing PR in 1990's |
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Definition
-Economy
-Increase in populations
-Growth of Business/labor/government
-Advances in Science/technology
-Financial Consideration
-Communications Revolution |
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Term
| Some issues that shaped PR |
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Definition
-information based society
-immigration/women in work |
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Term
| Why influx of women into field? |
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Definition
70% female
-flexible environment to raise family
-higher salaries than other fields
-Sensitivity/communication skills |
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Term
| Today's practice/trend examples |
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Definition
-multicultural world
-corporate social responsibility
-public DEMANDS transparency
-growth of news/digital media |
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Term
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Definition
-Theodore Roosevelt: transformed relations between gov/business/voters; presidential news conference
-Ivy Lee: Declaration of principles
-Edward Bernay: Coined “public relations counsel" |
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Term
| Declaration of Principles |
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Definition
| laid an ethical foundation for the practice of public relations |
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Term
| Why is Bernay Father of PR not Lee? |
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Definition
Both men deserve recognition.
Neither man was a saint.
-Lee worked for Nazis, Bernays didn't
-Lee died before he could answer his critics. Bernays outlived his. |
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Term
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Definition
| standards of conduct; how we should behave based on right and wrong |
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Term
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Definition
| central beliefs that determine how we will behave in a given situation |
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Term
| Who should PR people consider when making ethical decisions? (4) |
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Definition
-Public Interest
-Employer's self-interest
-Standards of Public Relations Profession
-Personal Values |
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Term
| Three philosophical orientations of ethical PR |
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Definition
-Kant's absolutist
-Aristotle's existential approach
-Mill's Utilitarian Approach |
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Term
| PRSA code provisions of Conduct |
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Definition
| Public Relations Society Of America's code of ethics |
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Term
| 6 parts of code of ethics |
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Definition
1. Free flow of Info
2. Competition
3. Disclosure of Information
4. Safeguard Confidence |
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Term
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Definition
flow of accurate/truthful info essential to serving public interest and allow informed decision making in democracy
-Maintain integrity w/ gov, media, public
-Aid informed decision making |
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Term
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Definition
Promote healthy/fair competition to keep ethical business climate
-Promote respect/fair competition
-Serve public with wide choice of practitioner options |
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Term
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Definition
Open COM fosters informed decision making in democratic society
-Build trust with public by revealing all information |
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Term
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Definition
protection of confidential/private info
-protect right of privacy |
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Term
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Definition
Avoid real, potential, perceived conflict to build trust of clients/public
-ending situations that benefit personal interest instead of societys interest |
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Term
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Definition
Work constantly to strengthen publics trust in profession
-build respect/credibility
-improve/adapt/expand prof. practices |
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Term
| Five PR Departments to work for: |
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Definition
1. Non-profit
2. Freelance
3. Government
4. Corporation
5. PR firm |
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Term
| Point of PR in Corporations, Non-profit, Gov. |
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Definition
Before: Promotion/publicity
NOW: complex process of negotiation and compromise with a # of key PUBLICS |
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Term
| How corp. structure shapes PR role? |
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Definition
-type of organization
-Perceptions of management
-Capabilities of PR executive |
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Term
| Influence in CORP. based on 4 factors: |
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Definition
-Perception of value by management
-PR people taking on manager role
-Reporting to CEP
-Years of professional experience |
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Term
| Line Managers functions (Corp) |
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Definition
Can delegate authority
Set production goals
Hire employees
Directly influence work of others |
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Term
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Definition
Have no direct authority
Indirectly influence work through suggestions, advice, reccommendations |
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Term
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Definition
#1: Concurring Authority
#2: Compulsory-Advisory
#3: Advisory |
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Term
| PR firms outsourcing facts.. |
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Definition
-Brings expertise/resources not found inside
-Most frequently outsources things
Writing/Communication
Media Relations
Publicity
Strategy/Planning
Event Planning |
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Term
| PR firms, why growing/services provided |
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Definition
-More countries adopt free-market economy
-Market communication
-Community relations
-Crisis Comm
-Financial relations |
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Term
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Definition
| Major PR firms generate substantial revenue from international clients, form partnerships |
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Term
| Communication Conglomerates |
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Definition
60% of global business in PR is conducted by holding companies
Omnicom
WPP group
Interpublic Group |
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Term
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Definition
1. Basic Hour fee + out of pocket expense
2. Retainer Fee (Given before)
3. Fixed Project Fee |
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Term
| 3 focus areas of research |
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Definition
1. Who are we (Clients/Organization)
2. Who are the stakeholders (Publics)
3. What are we dealing with (Problem/Opportunity) |
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Term
| 2 initial research questions |
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Definition
1. What do we need to know?
2. How are we going to get that information |
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Term
| Why is research PR important? |
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Definition
research based social science
Adds credibility
Lays groundwork for PR plan
Identifies audience/publics
Message Feedback
Issues management
Publicity-Persuasion-Participation |
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Term
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Definition
| Personally conduct research study or focus group. New/original data used |
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Term
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Definition
| Existing information in books, articles, database, ect |
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Term
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Definition
| rich insight/understanding of situation or target group, not general (SOFT DATA) |
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Term
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Definition
| (HARD DATA) statistical data, surveys, more expensive/complicated. able to generalize |
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Term
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Definition
| open/unstructured, exploritory research, usually valid not reliable, nonrandom sample, focus groups, participation, observation |
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Term
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Definition
| close-ended, choice questions, valid and reliable, larger audience, random sampling, telephone polls, mail/e-mail survey |
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Term
| Five qualitative research techniques |
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Definition
content analysis
Interviews
focus groups
copy testing
ethnographic |
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Term
| Two factors of quantitative |
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Definition
1. random
2. sample
polls, surveys, scientific sampling methods |
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Term
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Definition
| segment of public/population researchers use to draw a conclusion about the group as a whole |
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Term
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Definition
| actual list from which a sample is drawn. IE: Phone book, membership book,ect |
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Term
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Definition
| Who/what you are studying, comparing right people (not comparing apples to oranges but apples to apples) |
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Term
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Definition
| Large enough sampling where all members of a population have an equal chance of being represented |
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Term
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Definition
process of selecting a sizable sample without regard to whether everyone in public has equal chance of being selected (Cheaper and faster)
Ex: convenience sampling (person on street asking question) |
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Term
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Definition
| most basic form, not practical, put everyones name in a hat and draw to select |
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Term
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Definition
More realistic than simple random
Ex: choose every 3rd car to test for drinking and driving |
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Term
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Definition
| Breaks sample group into clusters, then sample is taken |
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Term
| 3 types of probability sampling: |
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Definition
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Term
| 5 types of questions and what they are |
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Definition
1. contingency-if yes, answer next question, if no move on
2. Dichotomous (questions have two possible answers male/female)
3. Rating Scale (Likert) many different levels of agreement
4. Open-ended
5. Closed- ended |
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Term
| 5 ways to reach respondants |
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Definition
1. Mailed questionaires
2. Telephone surveys
3. Personal Interviews
4. Piggyback Surveys
5. Web/e-mail survey |
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Term
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Definition
| characteristics of person/object (age, gender, religion) that help understand results |
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Term
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Definition
| grouping of qualities examined in a survey (Help with result understanding) |
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Term
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Definition
Only have one variable
ex: Do you use twitter? |
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Term
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Definition
| How many sampled have an instragram and a female? |
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Term
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Definition
| contains 3 or more variables (have twitter, are female between 19-26) |
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Term
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Definition
| Does communication of an organization match its VALUES and GOALS |
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Term
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Definition
1. organization goals vs. stakeholder goals
2. What COMM activities are used to fulfill goals? |
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