Flashcards
Specialized PR 5 - 8
Cards in this deck (27)
- 1What is research design?It’s the plan or structure to collect and analyse data.
- 2What 3 questions help to choose the right research design?1- What’s the research objective?
2- How will we get the info?
3- What’s our time and budget? - 3What is an experiment in PR research?Testing if a hypothesis is true using scientific methods.
- 4Difference between absolute and comparative experimentsAbsolute: study one factor. Comparative: compare two or more options.
- 5What is program planning?Is about to decide the goal and the strategy
- 6What is MBO (Management By Objective)?A method to align campaign goals with company goals and measure performance.
- 7What is sentiment analysis?It analyses the tone and opinion of audiences using AI and machine learning.
- 8What are the three types of sentiment?Negative, Neutral, Positive.
- 9What is strategy in PR?Explains how and why actions will help achieve objectives.
- 10What are tactics in PR?Concrete actions/tools used to execute the strategy (e.g. press releases, social media posts).
- 11Tactics by media category1. Paid media. Ads (Google ads)
2. Earned media. Mass media (Journalists)
3. Shared media. Social media (content)
4. Owned media. Content on your control (Own website) - 12What are key messages?Main ideas to communicate: short, clear, persuasive, audience-adapted.
- 13What is 270toWin?A website offering real-time and interactive U.S. election information.
- 14What kind of data does 270toWin collect?Polls, prediction markets, and official results.
- 15How accurate is 270toWin?Not exact, but is used and trusted by media and universities.
- 16Difference between competition and conflictCompetition: normal clash of interests. Conflict: direct attack between groups.
- 17What is a stance in conflict?The position the organisation takes in a conflict situation.
- 18What does the "it depends system" mean?Stance depends on changing factors like situation, threats, and opportunities.
- 19What is the threat appraisal model?Stance-driven model to use when we find a threat, it helps to find what is demanded to the company and what resources has company to answer
- 20What is the contingency continuum?It shows how a stance can change from pure advocacy to pure accommodation.
- 21What is pure advocacy vs pure accommodation?Advocacy: defend and deny blame.
Accommodation: apologize, accept blame and make changes. - 22What are the five main phases of the continuum?1- Compete. Nothing happened
2- Competition. Takes action, blame others
3- Avoiding. Silence
4- Compromise. Accept part of the blame
5- Apology. Fully accepts blame and tries to fix it - 23What are the five steps of proactive crisis prevention?1- Issue identification
2- Issue analysis
3- Strategy option
4- Action plan
5- Evaluation - 24What are the 2 first phases of conflict management?1. Proactive phase. scan the environment to detect signals of the problem, in order to prevent it.
2. Strategic phase. Understand the problem, evaluate all the communication possibilities and its risks, and set the planning of answer. - 25What are the 2 last phases of conflict management?3. Reactive phase. crisis happened, act and launch the planning, in order to solve the crisis.
4. Recovery phase. Crisis ended, image may be damaged, try to rebuild the reputation, company takes responsibility and it's improving. - 26What are key points of effective crisis communication?- One spokesperson,
- be accessible,
- regular updates,
- honesty,
- never say “no comment”. - 27What are key ethical considerations in crisis management?- Set ethical rules,
- include ethics advisor,
- evaluate actions post-crisis,
- learn for the future.
Information
- Description
- Director de Marketing Specialized PR Flashcards on Specialized PR 5 - 8 , created by Marc estudiant on 12/05/2025.
- Created by
- Marc estudiant
- Views
- 3
- Rating