Term
| Positives of Public Relations |
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Definition
- improves professional practice by codifying standards of performance
- stresses need for public approval
- articulates variety of views in the public forum
- uses communication to replace misinformation and builds rapport
- promotes human welfare by helping social systems adapt to changes |
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Term
| Negatives of Public Relations |
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Definition
- gains advantages and promotes special interests, sometimes at the cost of the public well-being
- chokes channels of communication with pseudo events and confusing information
- corrodes the channels of communication with increased cynicism and credibility gaps |
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Term
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Definition
| monitoring ideas and behaviors inside and outside the organization |
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Term
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Definition
| the management function that establishes and maintains mutually beneficial relationships between an organization and the public(s) on whom its success or failure depends |
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Term
| Conflict with Legal Counsel/HR/Marketing |
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Definition
Legal Counsel - issues of openness; issues in negotiations; issues during crisis communication
HR - responsibility for employee communication; crisis communication
Marketing - responsibility for advertising and product publicity; consumer relations |
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Term
| Advantages of Internal Department |
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Definition
- loyalty and familiarity
- knowledge of the organization
- economical support of ongoing programs
- availability of staff |
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Term
| Disadvantages of Internal Departments |
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Definition
- higher overhead coasts
- less expertise
- less objectivity
- familiarity may cause things to be taken for granted
- less support for special programs |
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Term
| Responsibilities of PR Departments |
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Definition
- brand communication
- reputation management
- community relations
- special events
- online communication
- employee communication
- crisis management
- media relations |
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Term
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Definition
- variety of talents and skills
- objectivity
- range of prior experience
- geographical scope
- ability to reinforce and upgrade staffing
- special problem-solving
- flexibility
- credibility and reputation |
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Term
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Definition
- resentment of internal staff
- superficial grasp of problems
- cost
- resistance to outside advice or lack of understanding of PR
- unforeseen conflicts
- need for strong direction from top management
- need for full information and confidence |
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Term
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Definition
| uses press releases and other one-way communication techniques to distribute organizational information. Public relations practitioner is often referred to as the "journalist in residence |
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Term
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Definition
| identifying and addressing issues of public concern that affect the organization |
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Term
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Definition
| uses persuasion and manipulation to influence audience to behave as the organization desires. Does not use research to find out how it public(s) feel about the organization |
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Term
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Definition
- press agentry/publicity
- public information
- two-way symmetric
- two-way assymetric |
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Term
| Licensing and Accreditation |
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Definition
Licensing - first ammendment; enforcement
Accreditation - PRSA; IABC; Others |
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Term
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Definition
- edelman
- apco
- waggener edstrom
- text 100 PR
- wcg
- mww
- qorvis
- icr
- schwartz |
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Term
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Definition
- basic hourly fee plus out of pocket expenses; billable hours
- retainer fee; specified number of hours plus out of pocket expenses or monthly hourly fees
- fixed project fee |
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Term
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Definition
- president
- executive vice presiden
- senior VP/Associate director of operation
- vice president/ account supervision
- account supervisor
- account executive
- assistant account executive |
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Term
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Definition
- marketing communications
- executive speech training
- research and evaluation
- crisis communication
- media analysis
- community relations
- events management
- public affairs
- branding and corporate reputation
- financial relations
- international expertise |
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Term
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Definition
Scope - journalistic writing and media communications are only a small part of public relations
Objectives - journalists gather and disseminate information to the public; PR changes attitudes and behaviors in order to support the goals of organizations
Audiences - mass audience; PR carefully segments its audience
Channels - one medium, whichever one publishes or broadcasts their work |
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Term
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Definition
Content - education, experience, honors/activities, skills/special knowledge, references
Organization - functional, chronological, hybrid, accurate, one plage plus reference page |
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Term
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Definition
| uses persuasion and manipulation to influence audience to behave as the organization desires |
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Term
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Definition
| uses communication to negotiate with publics,resolve conflict, and promote mutual understanding and respect between the organization and its public(s) |
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Term
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Definition
-almost exclusively through mass media outlets
- external audiences only
- specialized communication function only
- primary function is to sale goods and services |
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Term
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Definition
| - target markets not publics |
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