-
Ratio of women to men
in PR
3:1 over men
-
Name of the largest
organization of PR professionals
- Public Relations Society of America
- PRSA
-
Three
top skills for entry-level position
- Strong written, Verbal communication
- Enthusiasm
- Personality
-
How many PR
professionals lied on job, according to 2000 survey?
25%, 39% exaggerated the truth
-
Know the six planks
of the PRSA ethics code
- Honesty
- Fairness
- Loyalty
- Advocacy
- Expertise
- Independence
-
Ivy Lee
- •the father of the
- modern PR industry
- –Former newspaperman, was
- hired in 1906 to rebuild the tarnished images of U.S. coal mine owners
- –Lee believed that the goal of public relations was not to fool or ignore the public
-
Edward Bernays
- •Freud’s nephew
- –Applied behavioral sciences to PR
-
"Tourches of Freedom"
- –Made smoking fashionable for women
- –Celebration of suffrage
- –And suffering
-
Lucky Strikes
- –Women wouldn’t buy
- because of green package
- –Solution: Make green
- fashionable
-
Crisis Management
is the action used to repair a client’s public image following an emergency, such as a major error, accident, or sabotage
-
Lobbying
is any attempt to influence the voting of legislators
-
News Releases
are short documents, written in standard news form, for insertion into news reports:
-
Video News Realeases VNRs
are ready-to-broadcast tapes
-
Public Service Anouncements PSAs
- –Community-service announcement
- –On radio or TV
-
Astroturf lobbying
political organizations or campaigns that appear to be made up of grassroots activists but actually are organized, run by corporate interests
-
Internal PR
- •those within the
- client’s organization
- •includes employees,
- stockholders, and members
-
External PR
- •those outside the
- client’s organization
- •includes the community, the
- news media, customers, voters, and legislators
-
Demographics
characteristics of population by age, gender, income, etc.
-
Psychographics
measure of attitudes, values
-
What did the Water Environment Federation represent?
Sewage Sludge Plants
-
What word did they get in the dictionary to replace what their product had been called?
Biosolids
-
What war was the first to be sold to the American public by propaganda?
WWI
-
What later war involving the U.S. was described as “a PR triumph of the first order”?
Gulf War
-
The final speaker called for “a more democratic creation of a _______ environment.”
Media
-
How has product placement been done traditionally?
Tv & Radio
-
Deep brand integration
Not only connected to plot, it is the plot
-
Hypercommercialism
Integrating movies into marketing
-
Placement agencies
Companies between advertisers and movie producers
-
What movie and what product demonstrated the power of product placement?
Dirty Harry & the .44 magnum
-
What do researchers say about subliminal messaging
Its no more effective than regular ads
-
Subliminal messaging in political campaign
Bush, RATS
-
Political speech
Protected by first amendment
-
stereotyping
•Representing members of a group by using oversimplified characteristics
-
Invisible stereotyping
•Excluding people of a certain class, race or other group
-
What was the increase in money spent on advertising from 1979 to 1999?
160 billion
-
How many ads are you exposed to every day, according to the video we watched?
3000
-
How are women of color often portrayed in ads?
Animals
-
What two drugs do the most damage in America?
Alcohol & nicotine
-
How many people does nicotine kill compared to other drugs?
440,000 vs 202,000
-
How did Marlboro market cigarettes to women?
red tips
-
Why was Marlboro
repositioned as a man’s cigarette?
men wont use women product, but women will use men products
-
How much do tobacco
companies spend on advertising each year?
9 billion
-
Why do they say they
spend so much on advertising?
to get ppl to switch brands
-
How many smokers
switch brands every year?
10%
-
What is our main form
of alcohol education?
Advertising
-
College students
spend more money on alcohol than _______.
Books
-
Five rights in first amendment
- 1. religion
- 2. speech
- 3. assembly
- 4. petition
-
How does the first amendment begin
Congress shall make no law respecting...
-
4 forms of protected speech
1.Political
2.Artistic
3.Commercial
4.Indecent
-
Obcenity
offensive content with no social value
-
Indecent
Offensive content with some social value
-
Defamation
communication that injures one’s reputation
-
Slander
spoken language that defames person’s character
-
Libel
defamation of character in written or broadcast form
-
Defenses against libel
- 1. Truth
- 2. The Times Rule
- 3. Privilage
- 4. Fair Comment
-
Actual Malice
Reckless disregard for truth
-
What makes up 95 percent of libel cases involving news stories?
"run of mill" local stories
-
How many of every 10 libel verdicts is overturned?
7 of 10 libel verdicts overturned on appeal
-
Copyright
Entitles authors and producers to their published or unpublished work
-
Public Domain
giving public free access to it
-
First Sale Doctrine
Purchasers of copyrighted work can resell or rent it out
-
Fair Use
Can copy a work for noncommercial use
-
Trademark
Words, symbols that identify seller’s goods
-
Brand name
trademarked name
-
Sunshine Laws
- •Ensure public meetings are
- conducted in open
- •Created in 1970s
- •Doesn’t
- require meetings open to public but must be to media and representatives of
- public.
-
Freedom of Information Act
Info from all federal agencies available to public
-
Privacy Act 1974
All citizens have right to get personal files from any agency that has one
-
Shield Laws
Protect reporters from having to reveal sources
-
Community Relations
Public Relations activities designed to aid and to maintain a beneficial image with groups on the local, national, or global level
-
Corporate Aid
Community relations activity i which a company helps society on a large scale.
-
News Hook
The angle or approach that makes info newsworthy
-
Publicity Stunt
Any action designed to create a human interest story; many are outlandish or outrageous
-
Trial Ballons
Leaks in which the source reveals that some action is being considered, in order to test public feeling about the action before going ahead with it
-
Handbills
Announcements on single sheets of paper
-
Trade Advertising
Business-to-business promotions
-
Consumer Advertising
Ads directed to the retail customer
-
Display ads
Print ads that include artwork and fancy typefaces to capture the reader's attention
-
Ad broker
a liason between advertisers and newspapers
-
Puffery
Exaggeration in advertising claims
-
Target marketing
The process of breaking up the advertising audience into diverse segments to reach those individuals most likely to purchase a particular product.
-
Englaands licensing laws
Did not include freedom of religion, but had the right to protest.
-
Seditious libel laws
laws established in colonial america that made it illegal to criticize government or its representatives.
-
Contempt
Willful disobediance of the rules of a court or legislative body.
|
|
