Term
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Definition
| the intersection of PR and... publicity, advertising, sales promotion, and marketing to promote organizations, products and services |
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Term
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Definition
| a subset of marketing that involves paying to place your message in more traditional media formats, from newspapers and magazines to radio and TV to the internet and outdoors |
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Term
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Definition
| the marketing of an organization and the use of unbiased, objective, third-party endorsement to relay information about that organization's products and practices |
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Term
Marketing/Advertising
vs.
PR |
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Definition
| marketing and advertising create a market for products and services while PR creates a hospitable environment in which the organization may operate |
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Term
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Definition
| product, price, place, promotion, and public relations |
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Term
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Definition
-introducing a revolutionary product
-eliminating distribution problems with retail outlets
-small budgets and strong competition
-explaining a complicated product
-trying the product to a unique representative |
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Term
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Definition
the tacit support given a product by an "objective" 3rd party observer.
ex: blog, newspaper, magazine or broadcaster who mentions the product as news |
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Term
| *PUBLICITY DOESN'T GIVE THE PAID ADVERTISING STIGMA, APPEARS TO BE NEWS AND IS THEREFORE TRUSTWORTHY* |
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Definition
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Term
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Definition
1. be early
2. be memorable
3. be aggressive
4. use heritage
5. create personality |
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Term
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Definition
advocated positions from the sponsor's viewpoint
-marketing an image rather than a product |
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Term
| Traditional PR advertising can be used for... |
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Definition
1. mergers and diversifications
2. Personnel Changes
3. organizational resources
4. manufacturing and service capabilities
5. growth history
6. financial strength and stability
7. company customers
8. organizational name change
9. trademark protection
10. corporate emergencies |
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Term
| Traditional PR activities to market products |
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Definition
1. article reprints
2. trade show participation
3. spokespersons
4. cause related marketing
5. in-kind promotions (service/ product exchanged for publicity) |
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Term
| Crisis (american heritage) |
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Definition
a crucial or decisive point in a situation
a sudden change in the course of an acute disease toward improvement or deterioration |
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Term
| "Nine crisis of business" |
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Definition
| crisis strikes apparently without warning and there is no knowing the outcome" |
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Term
| 3 most recent PR nightmares |
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Definition
1. toyota
2. goldman sachs
3. BP |
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Term
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Definition
-surprise
-insufficient info
-escalating events
-loss of control
-increased outside scrutiny
-siege mentality
-panic |
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Term
| crisis ongoing procedures |
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Definition
1. keep a complete history of the situation
2. log all phone calls
3. compile all releases
4. videotape all news briefings
5. audio record one on one interviews
6. tape all radio and tv coverage
7. clip all newspaper articles
8. take still photos of emergency scenes/operations |
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Term
| Identify and use third party allies |
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Definition
1. outside experts
2. scientists
3. gov't officials
4. community leaders
5. public interest groups
6. employees |
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Term
| *MEASURE PUBLIC ATTITUDES, PERCEPTIONS AND MONITOR BEHAVIOR |
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Definition
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Term
| Follow up crisis procedures |
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Definition
1. evaluate organization's performance
2. internal audit by emergency team/managers/supervisors
3. external audit by news media/community leaders/experts
4.modify crisis plan accordingly** |
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Term
| Goals of crisis management |
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Definition
1. terminate the crisis quickly
2. limit the damage
3. restore credibility |
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Term
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Definition
1. informing constituents about gov't activities
2. ensuring active cooperation
3. fostering citizen support
4. serving as the public's advocate
5. managing info internally
6. facilitate media relations
7. helping build community and nation |
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Term
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Definition
1. attorney/adversary model
2. two way communication model
3. enlightened self interest model
4. responsible advocacy model |
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Term
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Definition
1. advocacy
2. honesty
3. expertise
4. independence
5. loyalty
6. fairness |
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Term
| 9 basic principles of speech writing |
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Definition
1. preparation
2. effective writing
3. know your purpose, audience, expectations
4. belief
5. focus
6. structure of presentation
7. practice
8. details
9. delivery |
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Term
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Definition
| the selling of a service or product through pricing, distribution and promotion |
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