PR test1

  1. ch1. Key terms used to describe public relations
    • •Deliberate
    • •Planned
    • •Performance
    • •Public Interest
    • •Two way communication

    •Management function
  2. ch1. 4 steps in the public relations process
    • Research
    • Action
    • Communition
    • Evaluation
  3. ch1. How public relations is different from marketing
    • Focus
    • Public relations is building relationships and generating goodwill for the organization
    • Marketing is concerned with customers and selling products and services

    • Language
    • PR speaks of "publics, audiences, stakeholders:
    • Mktg speaks of "consumers, target market, customers"

    • Method
    • Public relations relies on . . .
    • Marketing. . .

  4. ch1. How public relations is different from advertising
    • Tools
    • Advertising uses mass media outlets
    • Public relations relies numbers of communication tools, brochures, speeches, events. etc.

    • Audience
    • Advertising addresses external audiences (consumers)
    • Public relations targets specialized external audience (stockholders, leaders. groups) and internal publics (employees)

    • Scope
    • Advertising is readily identified as a specialized comunication function
    • Public relations is broader in scope

    • Function
    • Advertising is to sell goods and services
    • Public Relations is to create an environment in which the organization can thrive
  5. ch1. How public relations is different from journalism
    • Scope: jounalism is only 1 of the many components of PR
    • objectives: journalism provides info and news to the public; PR informs & changes attitudes
    • audience: journalists write for the mass, non define general public; PR reaches a segment audience
    • channels: journalist use one channel that publishes or broadcasts their work; PR uses a variety of channels
  6. ch2. article - Women in PR
  7. ch2. how public relations evolved from its ancient beginnings to modern day
  8. ch2. Ivy Lee
    • model #2- Public Info
    • 1st PR counselor
    • began as a publisist
    • convinces Rockefeller to visit miners
  9. ch2. George Creel
    • accelerated PR through govt
    • asked by woodrow wilson to organize massive PR effort to unite the nation and to influence world opinion durign ww1
    • 6principles of PR
  10. ch2. Edward Bernay
    • father of modern day PR
    • Two way asymmetric and two way symmetric models
    • campaings, self promotion
  11. ch2. Arthur Page
    1st VP of Corporate PR @ at&t
  12. ch2. 4 classic models of public relations
    • agency-hype exxageration
    • 1800-1900
    • purpose of advocacy
    • one way communication

  13. ch2. 4 classic models of public relations
    • 2. Public Information- PR is an extention os the journalistic function
    • 1900-1920
    • focused on dissemination of info and getting the info to the public
    • one way comunication concerned w/quality of information
  14. ch2. 4 classic models of public relations
    • 3. Two way Asymmetric- understanding the psycho and sociological effects of persuassive cmmunication
    • 1920-1960- help the communicator to understand the audience & persuade it
    • imbalanced presence of feedback
  15. ch2. 4 classic models of public relations
    • 4. Two-way symmetric model- contributiion & expansion
    • focuses on mutual understanding
    • wants feedback
    • the public and organization influnce eachother.
  16. ch3. define ethics
    • concerned w/how we should live our lives
    • it focuses on questions regardign right & wrong, un/fair, un/caring, ir/responsible.
  17. ch3. How the 3 ethical orientations differ: absolutist
    everydecision is right or wrong regardless of the consequence
  18. ch3. How the 3 ethical orientations differ: existentialist
    • .choices are made based on the immediate practical choice
    • "the individual should seek a balance between two extremes"
  19. ch3. How the 3 ethical orientations differ: situationalist
    make your decision on what will cause the meast harm or most good rather than the individual interest
  20. ch3.PRSA code of ethics
    • NY, 1947
    • 32,000 members across the nation, professional and students (PRSSA)

    • Six Values
    • 1. Advocacy
    • 2. Honesty
    • 3. Expertise
    • 4. Independence
    • 5. Loyalty
    • 6. Fairness
  21. ch3.IABC code of ethics
    • San Francisco, 1970
    • formed from 2 org: Association of Industrial Editors & International Council of Industrial Editors
    • 3.500 original members

    Principles: Professional communication is legal, ethical, and in good taste
  22. ch3.significance of the Code of Good Practice for Video News Releases (the VNR) and the code for public relations on the web
    • VNR standards:
    • accurate and reliable
    • sponsor identification
    • identified names and affiliation of persons used
    • vnr must be identified opening slate and accompanying materials

    • Codes for PR on the Web
    • 1. present facat base content
    • 2. be objective advocate
    • 3. earn publics trust
    • 4. educate the PR professionals on best practices online
  23. ch3.internal code of conduct
    • implemented by a company
    • reasons to implement a corporate practice code:
    • -increase public confidence
    • -stem the ties of regulations
    • -improve internal operation
    • -respond to transgression
  24. ch4. staff functions
    • advice and assist
    • PR is a staff function
    • a staff manager has little or no direct authority. they indirectly influence the work of others through suggestiong, reccomendation and advice
  25. ch4.line functions
    • product and profit producing function
    • a line amanger can delegate authority, set production goals, hire employees and directly influence the work of others.
  26. ch4.The significance of proximity and access in influencing the role of public relations in management
  27. ch4.influence and authority: advisory level
    • lowest level
    • mgmt has no obligation
    • PR is often not effective
  28. ch4.influence and authority: compulsory-advisory level
    company bases much of its reaction on advise of PR
  29. ch4.influence and authority: concurring authority level
    publication is ran through PR first
  30. ch4.influence and authority: command authority level
    legal department can change news releases w/o PR consent
  31. ch4.advantages and disadvantages: internal public relations department
  32. ch4.advantages and disadvantages: public relations firm
  33. ch5. problem statement
    • 1-2 sentence, concise, curremt situation
    • answers, what, who, when how, why is this a concern for the org
    • concrete measures #s
    • no sloution inplies
    • describe the current situation
  34. ch5.situation analysis
    unabridge collection of info containing all that is known abou thte situation, its history, the forces surrounding it, pos n neg

    do the SWOT analysis when conducting the SA
  35. ch5.Types of secondary research
  36. ch5.quantitative research
  37. ch5.qualitative research
    • soft data, exploratory
    • interview, contenent analysis, focus group
  38. ch5.What content analysis generally contains
    systematic procedure for objectivity determining what is beign reported in the media
  39. ch5.The Harris Teeter Focus Group studies
  40. ch5.random samples
  41. ch5.nonrandom samples
  42. ch5.semantic differential technique
    .SCALE OF CHOICES best to worse
  43. ch5.likert type scale of question
    • scale or 1 to 5
    • strongly agree, disagree
Card Set
PR test1