PR 9
About this set
Created by:
kawaggoner91 on April 4, 2011
Log in to favorite or report as inappropriate.
Order by
34 terms
Terms | Definitions |
|---|---|
 Tactics | PR actions devised and used to influence relationships with publics; channel with a message |
| Tactics | 3rd Phase of PR |
| Tactic Types | messages and channels |
| Channel | tactics designed to deliver a message and influence a relationship |
| Goals of Tactics | clearly address receiver's values and interests |
| Types of Channels | special events, controlled media, uncontrolled media |
| Special Events | actions speak louder than words, designed for participants and observers, reach many publics |
| Pseudoevent | special events designed just to attract attention of news media |
| Controlled Media | employee newsletters, speeches, podcasts, brochures, web sites; have control of words and images as well as how message is sent and repeated; often used by special events |
| Uncontrolled Media | news media, individuals act as gatekeepers, choose what to release, valuable for sending message to target public; can initiate stories against your will |
| Controlled | can select exact words and images but can lack credibility; can be expensive |
| Uncontrolled | credibility and costs not as problematic; can provide 3rd party endorsement; costs less; but you can't control |
| Tactics Qualities | part of written, approved PR plan tied to value based mission; target 1 public at the time; research target public's values, interests, and channels; send clear message that targets public and achieve organizations objectives; are specific; evaluated |
| Employees | important public; can communicate via face-to-face meetings, newsletters, magazines, videos, boards, speeches, intranets, email, instant messaging, and special events |
| News Media | intervening public; can communicate via news releases, media kits, media advisories, pitches, video news releases, actualities, news conferences, PSAs, guest editorials, letters to the editor, interviews, trade magazines |
| News Release | objective, straight-forward, unbiased news story; 90% get thrown away; need to have local interest, can't be too promotional; lack objectivity |
| Media Kits | packages a news release with other supporting documents such as fact sheets or backgrounders; have photo opp sheets; often a CD or DVD |
| Backgrounders | written as stories for media kits |
| Media Advisory | use when stories take shape too quickly for news release; list important facts |
| Pitches | persuasive message to a journalist to describe a human-interest story; target 1 medium; sometimes exclusive |
| VNRs | video news release; distributed to TV stations; ready to broadcast; sometimes have unedited footage |
| Actualities | sound bites for radio stations |
| News Conferences | scheduled meeting between organization representative and news media; only for highly newsworthy story, need to meet with reporters as a group, journalists will be glad to have come; ultimate uncontrolled media |
| PSA | created by nonprofit organizations |
| Interviews | SMTs are satellite media tours; done off-location |
| Investors | technically organization's owners; includes stockholders and financial news media; use websites, newsletters, annual meetings, and annual reports |
| Community Groups | includes churches, schools, chambers of commerce; use volunteering, donations/scholarships, cause marketing, speeches, tours, and face-to-face meetings |
| Cause Marketing | addresses multiple publics, forms of social responsibility, creates good will |
| Governments | hugely important; use lobbyists, grassroots lobbying, political action committees, soft money, and disclosure documents |
| PACs | political action committees; donate money to candidates and parties; segregated funds or non-connected committees |
| Customers | where PR overlaps with marketing; use product-oriented news releases, special events, open houses, responses to customer contacts, and phone messaging |
| Constituents | may be the most important public |
| Businesses | use extranet, magazines, and trade magazines |
| Accomplishing Tactics | delegation, deadlines, quality control, communication within the team, communication with clients and supervisors, constant evaluation |
First Time Here?
Welcome to Quizlet, a fun, free place to study. Try these flashcards, find others to study, or make your own.