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Flashcards

Public relations exam

Marielle Graham English 30 cards

Cards in this deck (30)

  1. 1List as many PR tactics as you can.-marketing promotion
    -social media efforts
    -newspapers
    -TV announcements
    -Radio Ad
    -PSA
    -Events
    -Crisis communications
    -Philanthropy/community relations
  2. 2Name the 4 models of PR1. Press Agentry/Publicity Model (1-way)
    2. Public Information Model (1-way)
    3. Two-Way Asymmetrical Model
    4. Two-Way Symmetrical Model
  3. 3Name 3 aspects of Press Agentry/Publicity Model (1-way)-Used by PT Barnum
    -Truth is not a priority
    -Almost propaganda
    -1800s
    distracts the public
  4. 4Name 3 aspects of Public Information Model (1-way)-1900s
    -favors truthfulness
    -leaves out bad information
    -The communicator acts as a journalist
    -It is one way but it is truthful
  5. 5Name 3 aspects of Two-Way Asymmetrical Model-persuade audience that you are right
    -tries to get public to behave how intended
    -scientifically manipulates
    -Edward Bernays (Father of PR)
    "A Hearty Breakfast"
    -Used by many businesses
  6. 6Name 3 aspects of Two-Way Symmetrical Model-Based on interactive feedback
    -Used by many businesses
    -Arthur Page developed PR principles
  7. 7Name the steps for R in R.A.C.E.Research:
    1. issue/opportunity
    2. situation analysis
    3. current vs. desired state
  8. 8Name the steps for A in R.A.C.E.Analysis:
    1. PR objectives
    2. Stakeholder analysis
    3. stakeholder key analysis
  9. 9Name the steps for C in R.A.C.E.Communication:
    1. Tactics
    2. Timeline
  10. 10Name the steps for E in R.A.C.E.Evaluation
    1. Identify metrics to measure effectiveness
  11. 11What are the differences between PR and Advertising?PR: focuses on relationships, it is low cost or free, is high risk & low control
    Advertising: focuses on selling, it is high cost, it is low risk & full control
  12. 12What are the differences between PR and Propaganda?Propaganda is an exaggerated truth (to the point that it becomes a lie), it uses "alternative facts" or "fake news", it often evokes patriotism.
  13. 13As the organizer of an event, what are 3 things you can do to ensure the success of an event?1. Arrive early: rehearse and meet
    with suppliers
    2. Be prepared for changes
    3. Be prepared for crises (like road closures, cancellations, etc.)
  14. 14What are 3 types of arguments used to change public opinion?1. Reason: facts, stats, logic
    2. Ethics: Gain trust, right vs, wrong
    3. Emotions: compelling stories,
    create imagery
  15. 15Name 5 commonly used metrics used to measure the success of a PR plan1. Satisfaction Surveys
    2. Awareness Studies
    3. Ad Value
    4. PR Value
    5. Impressions
  16. 16What are the 8 factors of a News release template?1. Place and Date
    2. Lead (5 Ws)
    3. Paragraph 2 (expands lead)
    4. Paragraph 3 (usually a quote)
    5. Paragraph 4 (less important info)
    6. News content ends
    7. Boilerplate (company info)
    8. Contact info (name, cell, email)
  17. 17What is a SMART objective?Specific, Measurable, Attainable, Results-focused, Timely
  18. 18What is Issues Management?Managing negative events and media coverage to ensure they don't become
    a crisis.
  19. 19Give 3 tips to using social media as a PR tool1. Interaction (2-way)
    2. Know Your Audience
    3. Technology (know what they use)
  20. 20How do you prepare for a crisis?Prevention, Preparation, Response
  21. 21What is public opinion?- a popularly held opinion
    -can be hard to change public opinion
    -varies by country and culture
  22. 22What are 3 factors that change public opinion?1. Personal Opinions (beliefs, values, etc)
    2. Opinion Leaders (celebrities,
    experts, etc)
    3. Mass Media (print, broadcast, etc)
  23. 23What is CSR?Corporate Social Responsibility: when a company operates in an economic, social and environmentally sustainable manner
  24. 24What does CSR include?-charitable donations
    -environmental sustainablity
    -economic investments in
    communities (jobs)
    -diversity and inclusion (gender, ethnicity, sexual orientation, etc.)
    -commitment to employees and
    labour practices
  25. 25Give 3 examples of companies using CSR?1. Bell: mental health
    2. McDonald's: Ronald McDonald House
    3. RBC: water
    4. Scotiabank: education, arts/culture
  26. 26Explain "cause marketing"When companies partner with non-profit organizations for mutual benefit
  27. 27What are the pros and cons of CSR?PROS: identify causes that align with brand objectives, builds corporate reputation, people are more likely to pay for sustainable brands, millennials love brands that use CSR
    CONS: Can become overhyped, looks bad if a company uses CSR only after a crisis, can become insincere
  28. 28What are the pros and cons of using events as a PR tactic?PROS: attention-grabbing and can generate media coverage
    CONS: it is time-consuming and expensive
  29. 29A well-developed event plan includes...1. Target audience
    2. Objectives
    3. Event outline
    4. Event logistics
    5. Budget
    6. Measurement
    7. Issues management
  30. 30What does CCO stand for and when is it used?Compassion (express empathy, genuinely care), Conviction (demonstrate commitment to resolving the issue & steps to solve), Optimism (confidence about how company will move forward). This is used to respond to a crisis.

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Flashcards on Public relations exam, created by Marielle Graham on 06/12/2018.
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Marielle Graham
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