Fichas
Public Relations Cases
Fichas del conjunto (35)
- 1What is the 1st amendment of U.S. Constitution?Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble and to petition the Government for a redress of grievances.
- 2The U.S. Constitution Protects the right to freedom of ______ and freedom of _______ from government __________.religion
expression
interference - 3__________interprets the extent of the protection afforded to these rightsThe Supreme Court (aka Judicial Branch of Government)
- 4What is the most basic component of freedom of expression?the right of freedom of speech
- 5There are 4 components of freedom of speech:1. allows expression without interference or constraint
by the government.
2. Substantial justification needed for the interference with
the right of free speech where content is regulated
3. government may prohibit some speech that may cause
a breach of the peace or cause violence.
4. includes other mediums of expression that communicate. The level of
protection speech receives depends on the forum where it takes place. - 6Despite popular misunderstanding the right to freedom of the press guaranteed by the first amendment is not very different from the right to freedom of speech.1.It allows an individual to express themselves through publication and dissemination.
2. It is part of the constitutional protection of freedom of expression.
3. It does not afford members of the media any special rights or privileges not afforded to citizens in general - 7What are the 4 stages of the PR process?R.O.P.E.
--research
--objectives
--programming
--evaluation - 8What are three things you need to research?1) Client/organization: background data about your client or organization - personnel information, financial
status, current/past reputation, past/present PR practices, SWOT, etc.
2. Opportunity/Problem: pro- or reactive campaign; short term vs. long term
3. audiences/publics: key groups for targeted communicators - 9When researching your audience, what are some important things to find out?level of information about your
client/organization; image and other relevant attitudes toward products/services; audience
behaviors that may be relevant; demographics; media habits; and media-use levels. - 10Give examples of nonquantitative and quantitative research.nonquantitative (interviews, mots/snippets, research groups) and quantitative
(surveys, polls, etc.) - 11What are three types of IMPACT objectives?1) informational objectives--message exposure, comprehension, retention
2) attitudinal objectives--making new attitudes, reinforcing old, changing
3) behavioral objectives-- create new behavior, reinforce, change - 12What are the two types of objectives in the "O" phase?1. Impact objectives
2. Output objectives - 13What are output objectives?distribution or execution of uncontrolled and controlled media
- 14Programming includes the planning and execution of:-theme (if applicable) and message
-action or event
-media (uncontrolled and controlled) - 15Give examples of controlled and uncontrolled media.Uncontrolled media – news releases, feature stories, photos; Controlled media – print, audiovisual,
interpersonal communications, PR, advertising, etc. - 16What are some principles of effective communication?source credibility, effective nonverbal comm, two-way comm, audience participation
- 17What is evaluation?Ongoing monitoring and final assessment of impact and output objectives.
- 18How are the objectives evaluated?informational? publicity placement, surveys
attitudinal? surveys
behavioral? surveys and observation behavior - 19What is media relations?obtaining appropriate publicity or news coverage for a client and establishing a working relationship between PR ppl and journalists
- 20Key targets:"gatekeepers" or consumers of mass/specialized media
- 21What are 3 types of media, and where do we find each?1. mass media: newspapers, magazines, tv, radio
2. specialized media: trade/industry publications, membership or ethnic publications
3. Social media - 22Research for Media relations includes:Opportunity vs. Problem research—is this proactive or reactive
-Client and audience research
· *again, researching and maintaining media contacts are key - 23What are examples of controlled and uncontrolled programming elements in media relations?uncontrolled examples: news/press releases, interviews, press conferences, photo opps
ii. controlled examples: media kits - 24Internal Communications aka employee relations is.....All communications between the management of an organization and its personnel.
- 25Research for employee relations focuses on:focuses on client research, studying the reason for communication and identifying the
employee audience to be targeted for communication - 26What are the impact and output objectives for employee relations?Impact: informing employees or modifying their attitudes or behaviors (see examples)
ii. Output: employee recognition and regular employee communication (see examples) - 27What are effective communication elements for employee relations?– two-way communication and audience participation are key
- 28What is member relations?Communication between the officers (management) of an organization that requires membership, and it's
members. - 29The focus for members relations is:Focus for member relations research is on demographics, information levels, attitudes and behaviors.
- 30What are the objectives for member relations?Objectives
i. Impact: desired outcomes of favorable member attitudes and behaviors toward the organization (see
examples)
ii. Output: distribution or execution of controlled forms of communication (PR practices including
effective planning and distribution or communications) - 31What is community relations?Assessing the organization's reputation and it's existing and potential problems within the community.
· Target audiences include analysis of community media, leaders and organizations. - 32What are the programming methods for community relations?Focused on organizational involvement through events, employee participation in community activities,
contributions to community causes, etc. - 33community relations---controlled and uncontrolled media_______Uncontrolled media is aimed at servicing local journalists with appropriate news releases, photographs
and interviews
· Controlled media includes an active/informative website, in-house publications, speakers bureaus and
appropriate digital outreach (through email and social media) - 34What is effective communication tactics in community relations?Targeting the correct audience
ii. Group influence needs to be considered within all efforts and outreach. Group cohesiveness and
activity play a substantial role in the overall effectiveness of communication.
iii. Audience participation is key to success - 35Impact objectives are measured by _____ or other quantitative methods while output is evaluated by _________surveys
observation