Term
| What is the working definition of ethics? |
|
Definition
| Doing the right as your background, conscience, experience and society defining it. |
|
|
Term
|
Definition
| finding the middle ground |
|
|
Term
|
Definition
|
|
Term
|
Definition
| seeking the greatest happiness for the greatest number |
|
|
Term
|
Definition
| love your neighbor as yourself |
|
|
Term
| What are professional ethics codes? 4 things |
|
Definition
1) self policing to protect the profession.
2) govern all working in the industry
3) Penalties for not abiding
4) PR doesnt have one |
|
|
Term
| Why are professional ethics codes important? |
|
Definition
| We are judged by our impact on society |
|
|
Term
| What are the traits when PR's impact is positive? |
|
Definition
| Promotes the free exchange of ideas, is honest about sources and motives, enforces high standards |
|
|
Term
| What is values driven PR? |
|
Definition
|
|
Term
|
Definition
| standards we set for ourself |
|
|
Term
| Organizational ethics codes |
|
Definition
| standards we set for our company |
|
|
Term
|
Definition
| standards that govern a societal grouping |
|
|
Term
|
Definition
| permission must be granted by the state/government to work in the profession |
|
|
Term
| What does licensing do for a field? |
|
Definition
| ensures practitioners are qualified and mandates ethical behavior? |
|
|
Term
|
Definition
Pro- important in fields that have to do with health and well being
con- can't do it if not in those fields |
|
|
Term
|
Definition
| the act of granting credit |
|
|
Term
| How do you become accredited? |
|
Definition
| Present a portfolio, interview and two 4 hour tests. |
|
|
Term
| What are the 5 criteria of a profession? |
|
Definition
1) Requires a specialized education program
2) Theory-based knowledge based on research
3) Codes of ethics established and enforced by an association of colleagues
4) Acceptance of personal responsibility
5) Recognition by the community of a unique and essential service |
|
|
Term
| How does PR fall short of a profession status? |
|
Definition
1) it is possible to enter the field without that degree
2) no process for holding practitioners accountable |
|
|
Term
| How has the definition of news changed throughout the years? |
|
Definition
| Back in the day it was moreso focused on the news and on a need to know basis, today it is influenced by what the people want. |
|
|
Term
| How does the idea of the news being a profit seeking entity influence journalists? |
|
Definition
| they actively pursue what consumers want. They have to sell ads and sell flashier, more exciting stories. |
|
|
Term
| How has the public's perception of news changed? |
|
Definition
| they care less about the 'important' news stories. |
|
|
Term
|
Definition
|
|
Term
| How has the public's consumption of news changed? |
|
Definition
| They tend to receive their news from the internet or late night talk shows |
|
|
Term
| Journalists are primarily what race, religion, and age? |
|
Definition
|
|
Term
| What is the average income of a journalist? |
|
Definition
|
|
Term
| What percent of journalists are minorities versus what percent of the population? |
|
Definition
|
|
Term
| Journalists vs The Public: liberal |
|
Definition
|
|
Term
| Journalists vs The Public: middle of the road |
|
Definition
|
|
Term
| Journalists vs The Public: conservative |
|
Definition
|
|
Term
| Journalists vs The Public: declined to answer |
|
Definition
|
|
Term
| What are the media's attitudes? |
|
Definition
| judgemental, anti-business, anti-establishment, pro-environment, and pro-activist |
|
|
Term
| What is the problem with media attitudes? |
|
Definition
| it is not the news' business to have any attitudes on the news pages, only the editorials |
|
|
Term
|
Definition
|
|
Term
| How do biases influence media coverage? 5 |
|
Definition
| selective reporting, placement, editorializing, lack of perspective, manipulated perspective |
|
|
Term
| How have journalistic standards changed? |
|
Definition
| The news can be more malleable. They change the standards to make it easier for them to succeed. |
|
|
Term
| What has the force to convince the media to cover/explain/defend their stories? |
|
Definition
|
|
Term
| Media ______ have occasionally replaced media _______ |
|
Definition
|
|
Term
| What is the Gutenberg Effect |
|
Definition
| dissolving the monopoly on information shared by only a few |
|
|
Term
| What is controlled media? |
|
Definition
|
|
Term
| What is uncontrolled media? |
|
Definition
| things that are written about a company, etc. It is the better way to gain a good reputation because the public knows that the company didn't write them. |
|
|
Term
| Print or broadcast: who has more time to work a story? |
|
Definition
|
|
Term
| Print or broadcast: who loves facts, figures and anecdtoes? |
|
Definition
|
|
Term
| Print or broadcast: who will ask better questions? |
|
Definition
|
|
Term
| Print or broadcast: who will have done more hw |
|
Definition
|
|
Term
| Print or broadcast: who are there for a sound bite? |
|
Definition
|
|
Term
| Print or broadcast: who are always pressed on time? |
|
Definition
|
|
Term
| Print or broadcast: who doesn't like complicated, detailed answers? |
|
Definition
|
|
Term
| What is the process for when a reporter calls? |
|
Definition
| be polite, ask how you can help, get the deadline, call back, hang up, verify news outlet |
|
|
Term
| After you get a reporter off the phone, what should you do? |
|
Definition
| check files for related information, call others to see if they have been contacted, look for the hook, think of other info they might need, make a list of possible questions, list a message or point you want to get across, call reporter back |
|
|
Term
| What should you do during a interview? |
|
Definition
| Listen to the questions/answers/hot or loaded words/hypotheticals |
|
|
Term
| What are two tips that were offered to help with the interview process? |
|
Definition
| if you don't know an answer, say so and if you dont know but you should know it, offer to find it for them |
|
|
Term
| What should you never do in an interview? |
|
Definition
| lie, get angry, respond for someone else, respond to unfamiliar facts or statements provided by reporter, use industry jargon, say no comment, interrupt the reporter |
|
|
Term
|
Definition
| a 9-15 second statement that answers a question completely |
|
|
Term
| How is a sound bite used? |
|
Definition
| it is used by the media to present information quickly and with brief, to the point ideas |
|
|
Term
|
Definition
| Using a quote with someones direct name attached to it |
|
|
Term
|
Definition
| referring to a group as the ones that quoted the information. Farmers instead of Joe |
|
|
Term
|
Definition
| a serious gamble, you never know if they'll actually do it |
|
|
Term
| What is the relationship between a PR person and a journalist? |
|
Definition
| a PR person wants their story out and a journalist wants to write a story |
|
|
Term
| What is the problem with the relationship btwn PR and Journalists? |
|
Definition
| they dont have the same goals, and they interact under their own self-interest |
|
|
Term
| What is the relationship = _____ (in the PR/journalist relationship) |
|
Definition
|
|
Term
| What are the 5 rules of media relations? |
|
Definition
1) Shoot squarely - be honest
2) Give Service - give them what they want/how they want
3) Do not beg/whine - dont call them/pressure them
4) Do not ask for "kills" - doesnt work
5) Do not flood the media - respect newsworthiness and individual roles of journalists |
|
|
Term
|
Definition
| Gov't controls and restricts what they cover |
|
|
Term
|
Definition
| gov't controls and requires it to promote gov't ideals |
|
|
Term
|
Definition
| Attempts to spread info suppressed by the state |
|
|
Term
|
Definition
| free to report on whatever as long as it is balanced with their social responsibility |
|
|
Term
|
Definition
| found in 3rd world countries. relatively free as long as it supports national goals for development |
|
|
Term
|
Definition
| when PR people teach people within their organization (contact employees) how to speak to and interact with the media |
|
|
Term
| Who are contact employees? |
|
Definition
| employees that have a possibility of i |
|
|
Term
| Degree Programs: Theory, Origin, Principles and Prof practices of PR |
|
Definition
| nature and role of PR, history and development, theories and principles, societal effects on PR |
|
|
Term
| Degree Programs: PR Ethics and Law |
|
Definition
| codes of ethics and standards, legal and regulatory compliance issues |
|
|
Term
| Degree Programs: PR Research, measurement and performance evaluation |
|
Definition
quantitative and qualitative research designs, processes, tools and techniques such a polls, surveys, experiments.
employs audits |
|
|
Term
| Degree Programs: Planning and management |
|
Definition
techniques and models related to setting long and short term goals and objectives.
Designing strategies and tactics, segmenting publics, analyzing problems |
|
|
Term
| Degree Programs: PR writing and production |
|
Definition
| communication theory; concept and models for mass, interpersonal, employee, and internal communication, persuasion, propaganda, controlled vs uncontrolled |
|
|
Term
| What three challenges does the internet present? |
|
Definition
| staying abreast of technological developments in new media, conducting media relations with untraditional journalists, and representing orgs in the new media environment |
|
|
Term
| How many hrs per week to PR people spend online? |
|
Definition
|
|
Term
| What is one of the biggest benefits of the internet as a PR medium? |
|
Definition
| you can provide direct and immediate access to specific target audiences, thus bypassing journalists and traitional news media. Roadblock? bloggers |
|
|
Term
| What is the World Live Web? |
|
Definition
| The idea that the web is constantly changing |
|
|
Term
| Where do viral campaigns put the communication? |
|
Definition
| in the hands of internet users |
|
|
Term
| Where did Diegoland create a community? |
|
Definition
|
|
Term
| What does search engine optimization do? |
|
Definition
| figuring out how to get an organization's name to come up at the top of the list generated by an online search |
|
|
Term
| What is interactive communication? |
|
Definition
| the essence of building and maintaining relationship |
|
|
Term
|
Definition
|
|
Term
| Stage one of crisis development |
|
Definition
| warning stage - even with the most unexpected crisis, there are usually signs of trouble |
|
|
Term
| Stage two of crisis development |
|
Definition
| point of no return, this is when the crisis is unavoidable and some damage will be done |
|
|
Term
| Stage Three of crisis development |
|
Definition
| Cleanup - you try to resolve the situation |
|
|
Term
| Stage four of crisis development |
|
Definition
|
|
Term
| What is issues management? |
|
Definition
| Identifying and dealing with issues before they become a crisis |
|
|
Term
| How is issues management different from crisis management? |
|
Definition
| issues management is cheaper and more effective than crisis management |
|
|
Term
| What are the steps involved in crisis communication? |
|
Definition
1) Risk assessment
2) Developing the plan
3) Response
4) Recovery |
|
|
Term
| Crisis communication: Risk assessment is all about... |
|
Definition
| ...knowing the issues: study the media, listen to your coworkers, listen to the community. |
|
|
Term
| When do you "look down the road" and "know your audience"? |
|
Definition
In Risk Assessment: you look for emergying issues, determine company risk level, tell management, and work against the risk.
Knowing your audience: identify opinion leaders and see how media has treated similar issues |
|
|
Term
| Crisis communication: Developing the plan |
|
Definition
| Developing strategies to deal with identified risks...doing as much as you can before a crisis hits |
|
|
Term
| Who makes up the crisis planning team? 6 |
|
Definition
| macro thinkers, technical expertise, top management, public relations people, legal counsel, and sometimes investor relations |
|
|
Term
| How do you develop the plan? |
|
Definition
| Developing a message (including materials and spokespeople) and build a coalition of people who will support position. Should involve community and industry leaders. Build a matrix |
|
|
Term
| Define building a matrix in reference to developing a plan |
|
Definition
| list audiences, messages, match messages and spokespeople to audiences, determine timeline for delivery of message |
|
|
Term
| Crisis communication: Response |
|
Definition
| the execution of your plan! the critical decisions have, actions already taken to minimize damage, everyone knows their role |
|
|
Term
| TF Crises don't stand still - they evolve |
|
Definition
|
|
Term
| Crisis communication: Recovery |
|
Definition
| This is when you evaluate your effectiveness. It is an opportunity to learn lessons for the future. May make a different in averting or minimizing the next crisis |
|
|
Term
| Crisis management essentials slide: 4 points |
|
Definition
You need to get physically involved
Victims need personal comforting and reassuring
People want to return to normalcy ASAP
It ain’t over—not even when it’s over |
|
|
Term
| What does setting the agenda mean? |
|
Definition
| give the public information for them to think about as soon after the thing as you can. |
|
|
Term
| What is the role of blame in crisis management? |
|
Definition
| blame is irrelevant, it is viewed as scapegoating because if you're part of the issue, you must be part of the solution |
|
|
