PR flashcards- 5-8.txt

• 1. defining the problem
• 2. programming
• 3. action
• 4. evaluation

• Research
• Action
• Communication
• Evaluation

• 1. advice
• 2. communication service
• 3. research/analysis
• 4. PR action programs

• PR departments
• PR agencies

• $5.4 billion
• $4 billion in the US alone

the ability to link reputation business goals to increase support and to increase the organization's success

• 1. rational of product and performance
• 2. emotional behavior factor

• 1. program
• 2. evaluation
• 3. review
• 4. techniques

-first developed in the 1950s by the Navy to help manage complex projects

• -developed by Charles Gant in 1917
• -focuses on the sequence of tasks necessary for completion of a project at hand

• -always doing the right thing
• -acting ethically
• -all about earning credibility

standards of conduct that indicate how one should behave based on moral duties and virtues

another name for professional ethics

• 1. Honesty
• 2. Fairness

a formal statement of the values and business practices of corporations

• -idea emerged in the early 1960s
• -Society of Professional Journalists; Sigma Delta Chi

• -freedom of speech
• -cornerstone of journalistic society

laws that address libel and slander

printed falsehood

spoken falsehood

• -protected by law unless dealing with a public figure
• -actual malice must be proved in slander charges

• Securities and Exchange Commission
• -stems from the Securities Act of 1933 and the Securities Exchange Act of 1934

statements have been published with the knowledge that they are false

• one that might cause an investor to buy, hold, or sell stock
• -Martha Stewart Case

Federal Regulation of Lobbying Act

• provides basic automatic protection for writers
• -an original work of authorship has copyright protection

refers to a word, or a slogan, used along or in combination that identifies a product of its sponsor

• grabbing domain names in bad faith in hopes of tormenting the rightful registrant
• -ex: www.Kmartsucks.com

• -news reporting
• -teaching
• -open to interpretation by the courts

the systematic collection and interpretation of intofmation to increase understanding

• 1. Primary
• 2. Secondary

• -solves practical problems
• -strategic or evaluative

-used for building theories in PR work

-research taken from another source

• -observation
• -surveys
• -communication audits
• -unobtrusive measures

-used to measure attitudes, opinions, behaviors

• -descriptive
• -explanatory

• -describe a condition or situation
• -answers "what"

• -explain a condition or situation
• -answers "why"

• 1. Sample
• 2. Questionnaire
• 3. Interview
• 4. Analysis of results

refers to a selected target group representative of the total public

4 types

3 types

• 1. Quality
• 2. Dependence

• -objective of the research
• -scope
• -publics
• -method of research
• -design

• -keep it short
• -keep it simple
• -enclose a reward

• one-on-one
• panels
• focus groups

participants selected by predetermined characteristics

consistency, effectiveness, validity, relationships, and methods

• intimate research
• precise
• timely
• reduces cost