Flashcards
PR Mid-term Review
Cards in this deck (19)
- 1What are the advantages/disadvantages of having a public relations department vs. a public relations agency?PR department = knows the company well. cheaper. really has company best interest at heart.
PR agency = can spot weaknesses and strengths from a distance. more expensive. likely to be more objective. - 2What is spin?Spin is taking a distinctive approach or angle on an issue. If you balance and address the negative as well as the positive, it is fine, it is human.
- 3What is the difference between marketing and public relations?Marketing professionals promote a product or service whereas pr practitioners promote the entire organization. (helicopter view)
- 4What is Public Relations?The act of strategicaly creating dialogue between relevant publics in order to faciliatate reaching the goals set out by the PR plan.
- 5What factors determine if public relations practitioners are communicating their message?If their PR plan goals were met
Communicators must get feedback from recievers. Recievers must hear the message, understand the message and react to the message. - 6What are Grunig-Hunt's four Public Relations Models?Press agentry/Publicity
Public Information
Two-way asymetrical
Two-way symetrical - 7What are some examples of planned communication goals?Inform
Persuade
Motivate
Build mutual understanding - 8Why is reputation management a responsibility of public relations?PR practitioners are in the business of communicating on behalf of their clients.
Reputation management alligns communications with an organization's character and action. - 9What is Maslow's hierarchy of needs and how does it apply to the practice of public relations?The hierarchy suggests that people have certain needs that must be met before others. In terms of PR, practitioners must know their audience and target their messages for maximum effectiveness.
- 10What are 3 factors that determine public opinion?Attitudes, opinions, actions
- 11Discuss the relationship between lawyers and public relations practitioners.Tense. PR practitioners must be concerned with public opinion and open communication. Lawyers are often focussed on saying as little as possible to increase chance of winning in the court of law -
- 12What are components of a public relations plan?Executive summary, Overview (SWOT), Goals & Objectives, Key Messages, Key Audience, Communications Plan, Measurement, Review
- 13What is the management model for public relations?CEO
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PR - Sales -HR - Accounting - 14What role should public relations offer management in any organization?Consultation - the voice of moral reason - reporting right to the CEO
- 15What organizational activities can be impacted by corporate social responsibility?Absolutely all of them. If an organization incorporates a double or triple bottom line approach, then the organization has been designed, at all levels to have a positive social impact. (product lines, marketing practices, corporate philanthropy, environmental activities, external relations, employment diversity, employee health & safety)
- 16What organizational activities can be impacted by corporate social responsibility?Absolutely all of them. If an organization incorporates a double or triple bottom line approach, then the organization has been designed, at all levels to have a positive social impact. (product lines, marketing practices, corporate philanthropy, environmental activities, external relations, employment diversity, employee health & safety)
- 17What is the purose of the corporate code of conduct?To let internal and external publics know the values that are important to the company. They are meant to increase the public confidence, improve internal operations, respond to transgressions and (stem the tide of regulation)
- 18What is Insider trading and why is it relevant to PR?Insider trading is taking 'material' knowledge that you are privy to prior to release to the public and using that information to your benefit. Every public company has the obligation to communicate 'material' information frankly, comprehensively and immediately. PR professionals must know this disclosure law, be sensitive to the requirements and tend towards disclosing.
- 19Discuss the areas of legal concern for public relations practitioners in North America.Specifics depend on your industry. In general however, PR practitioners should be concerned with: copyrite laws, defemation laws (liable & slander), disclosure laws, ethics law, internet law, insider trading law
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- Flashcards on PR Mid-term Review, created by Jennifer Lee Foy on 15/05/2013.
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- Jennifer Lee Foy
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