Flashcards
Foundations of PR Test 2
Cards in this deck (73)
- 1evaluationthe fourth step of the PR process; most widely used methods for evaluating efforts are: production, message exposure, audience awareness, audience attitudes, audience action
- 2media impressionshow many people have been exposed to the message; the potential audience reached by a periodical, broadcast, or website. They don't, however, document how many people actually read or head the stories.
- 3advertising equivalency(AVE) advertising value equivalency--calculating the monetary value of the message exposure, typically done by converting stories in regular news columns or on the air into equivalent advertising costs
- 4baseline (benchmarking) studymeasures audience attitudes
- 5split-messagingUsed to evaluate before a PR effort is launched. common in direct mail and direct e-mail campaigns. response rate is monitored to learn what messages and graphics seemed to be the most effective.
- 6Pilot TestBefore going national, companies often test the message and key copy points in selected cities to learn how the media accept the message and how the public reacts.
- 7Communication audita form of pre-testing; when the entire communication activity of an organization is evaluated to make sure that every primary and secondary public is receiving appropriate messages
- 84 types of pre-testing:1. communication audits
2. pilot tests and split messages
3. meeting and event attendance
4. newsletter readership - 9Uses of persuasion: (3)1. change or neutralize hostile opinions
2. crystallize latent opinions and positive attitudes
3. conserve favorable opinions - 10preventive public relationscontinual efforts to maintain the reservoir of goodwill
- 11agenda setting theoryMedia sets the agenda for public discussion. People tend to talk about what they see on the news. Media tells the public what to think about, not necessarily what to think.
- 12limited-effects model"Mass media ordinarily does not serve as a necessary and sufficient cause for audience effects, but rather functions among and through a nexus of mediating factors and influence."
- 13framing theoryhow journalists select certain facts, themes, treatments, and words to "frame" a story. Framing impacts public understanding and policy formation
- 14psychographicsaudience-analysis tool that attempts to classify people by lifestyle, attitude, and beliefs
- 15source credibilityHow credible we think a source is.
Based on 3 factors:
a) expertise
b) sincerity
c) charisma - 16Strategic Conflict ManagementInfluence the course of conflicts to the benefit of the organization and, when possible, to the benefit of the organization's many constituents.
- 17strategicfor the purpose of achieving particular objectives
- 18managementplanned, deliberate action
- 19competitionstriving for the same object, position, or prize as others
- 20conflict-sharp disagreements or opposition resulting in a direct, overt threat of attack from another entity
- 21contingency theoryformed by two basic principles: a) many factors determine the stance or position of an organization when it comes to dealing with conflict and perceived threats against the organization b) the pR stance for dealing with a particular audience or public is dynamic and it changes as events unfold.
A continuum of stances from pure advocacy to pure accommodation - 22issues managmenta proactive and systematic approach to 1) predict problems 2) anticipate threats 3) minimize surprises 4) resolve issues 5) prevent crises
- 23Another def of issues management"Issues management is the organized activity or identifying emerging trends, concerns, or issues likely to affect an organization in the next few years and developing a wider and more positive range or organizational responses towards the future"
- 24Proactive planningthe basic idea behind issues management
- 255 basic steps of the issues management process1) issue identification
2) issue analysis
3) strategy options
4) an action plan
5) the evaluation of results - 26Ingratiationactions are taken to appease the publics involved. The 3rd step in the crisis management process.
- 27The 7 steps to responding to crises1) attack the accuser
2) denial
3) excuse
4) justification
5) ingratiation
6) corrective action
7) full apology - 28mortification strategyoffers a profuse apology in the time of crisis
- 29differentiation(crises management) distinguish the act from other similar, but more offensive acts
- 30bolsteringrefer to the organization's clean record and good reputation
- 31strategies for responding to crisis1) Denial
2) Evade responsibility
3) Reduce offensiveness
4) Corrective Action
5) Mortification - 32reputation repair/recoveryimproving or recovering the image of a company or entity; image restoration include 1) making progress/recovery visible 2) analyzing what went wrong 3) improving governance structure
4) making the CEO and leadership accessible to the media 5) firing employees involved in the problem 6) committing to high corporate citizenship standards 7) carefully reviewing ethics policies 8) hiring outside auditors 9) issuing an apology from the CEO - 33external contingency factorsexternal threats, industry-specific environment, general political/social environment, external public's characteristics, issue under consideration
- 34internal contingency factorsgeneral corporate/organizational characteristics, characteristics of the pr dept, top management characteristics, internal threats, personality characteristics of internal and involved persons, relationship characteristics
- 35Millennial Generationindividuals born after 1980. Also been called Gen Y.
Characteristics:
--spend equal time interacting with friends online and in person
--more reserved in social skills
--savvy and skeptical about online identities
--value relationships and trust
--tv is most trusted medium for them - 36Baby Boomersborn between 1946 and 1964; title wave of Americans born after World War II, 24% of America's population; grew up in age of prosperity
- 37Seniorsmen and women 65 years and older; characteristics:
--less easily convinced
--vote in greater numbers
--volunteer a lot
--extremely health-conscious - 38Gender/Lifestyle Audience (women)"Today's women hold an over-whelming share of consumer purchasing influence, making more than 80 percent of household purchases, and spending over $3.3 trillion annually."
- 39Gender/Lifestyle Audience (gay/lesbian community)now a mainstream demographic, 8% of population
- 40(Religious groups)1) Christian evangelical--strong opinions about preserving traditional family values, supporting prayer in public schools, voting for conservative parties, opposed to civil rights for gays/lesbians
2) Jewish-fights against discrimination
3) Muslim- 2.5 million individuals - 41(Disability Community)PR practitioners should be sensitive to their needs and how to effectively communicate with them.
- 42Ethnic audiencesHispanics (largest and fastest growing), African American, Asian American (smartest and most educated)
- 43conspiracyproviding advice or tacitly support for an illegal activity of a client or employer
- 44A PR person can be named a coconspirator with other organizational officials if he or she:*participates in illegal action
*counsels and guides policy behind it
*takes a major personal part in illegal action
*helps establish a "front group"
*cooperates in any other way to further an illegal action - 45libelPrinted falsehood, where slander is oral falsehood. Truth is the biggest defense against libel.
- 46DefamationPerson filing a defamation must prove:
*the false statement was communicated to others through print, broadcast, or electronic means
*the person was identified or is identifiable
* there is actual injury in the form of money losses, loss of reputation, or mental suffering
*the person making the statement was malicious or negligent - 47plagiarismusing someone else's work as your own
- 48fair use-means that part of a copyrighted article may be quoted directly, but the quoted material must be brief in relation to the length of the original work.
- 49Public DomainGovernment docs are in the public domain and cannot be copyrighted.
The Public domain is the items that are not copyrighted. - 50Federal Trade Commission (FTC)has jurisdiction to determine that advertisements are not deceptive or misleading. Has jurisdiction over product news releases and other forms of product publicity. Also established guidelines for "green" marketing.
- 51Copyright Lawcopyright means protection of a creative work from unauthorized use.
- 52authorship--defined in seven categories 1) literary works 2) musical works 3) dramatic works 4) pantomimes 5) pictorial, graphic, or sculptural 6) motion pictures 7) sound recordings
- 53copyright guidelines:*ideas can't be copyrighted, but the expression of those can be
*major pr materials should be copyrighted
*despite concept of fair use, any copyrighted material intended directly to advance sales and profits should not be used unless permission is granted
*quantity reprints of an article should be ordered - 54trademarka word, symbol, or slogan, used singly or in combination, that identifies a product's origin.
- 55misappropriation of personalityif permission and licensing fees have not been negotiated; example: a photo of a rock or movie star may make a company's advertising more interesting, but the courts call it a "misappropriation of personality"
- 56FDA (Food and Drug Administration)oversees the advertising and promotion of prescription drugs, over-the-counter medicines, and cosmetics
- 57EEOC (Equal Employment Opportunity Commission)Charged with ensuring that workers are not discriminated against on the basis of religion, ethnic background, gender, or even English skills
- 58brochurewarewebsites or web pages produced by converting a company's printed marketing or advertising material into an Internet format.
- 59Blogsdate back to 1998; beginning they were called weblogs; Attractive because: almost anyone can create a blog with open-source, no start-up costs, readers can post comments, material can be updated instantly
- 603 kinds of blogs:1) Organizational blogs-corporate blog is written by an executive and represents the official voice
2) Employee blogs--written by employees
3) Third-Party Blogs--organizations must monitor and respond to the postings on other (3rd party) blogs - 61Wikis--interaction between individuals working on a particular project is facilitated by what are known as Wikis.
Basically, wikis are a collection of webpages that enables anyone who accesses them to provide input and even modify their content - 62Podcasts:"radio on steroids"; "a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds (RSS) for playback on portable media players and personal computers"
- 63Major advantages of podcasts:1) cost-effectiveness 2) the ability of users to access material on a 24/7 basis 3) portability
- 64Basic formats of an online news release:use single space, keep the news release to 200 words or less, use the inverted pyramid style, top line should given the name of organization and perhaps is logo, second line should give date, etc etc
- 65SEO (Search Engine Optimization)promotes maximum exposure on search engines
- 66SMR (smart media release)multimedia news release
- 67media kit/press kitusually prepared for major events and new product launches, and their purpose is to give editors and reporters a variety of info that makes it easier for the reporter to write about the topic
- 68media alert/media advisoryused to let the media know about an interview opportunity with a visiting dignitary or celebrity
- 692 kinds of fact sheets:1) summary sheet about the characteristics of a new product that serves as a quick reference for a journalist
2) corporate profile-- is a one-page summary in bulleted list format that gives the basic facts about an organization or a company - 70news conference/press conferenceinterview that makes a person's comments and opinions widespread to number of reporters
- 71tips for pr press conferences:*select convenient location
*set date and time
*distribute media advisory about upcoming conference
*try to anticipate questions
*prepare visual materials - 72e-mail releasewhen news is released from practitioners to journalists via email
- 73electronic news servicesthe new method of distributing information to journalists
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- Flashcards on Foundations of PR Test 2, created by masykes_10 on 26/10/2013.
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