84 terms

PR Exam 1


Terms in this set (...)

tactical manager
makes day-to-day decisions on practical issues
strategic manager
makes decision about management, trends, issues, policies, org. structure, etc
communication technician
specialist in a technical craft (writing, photography, Web design, etc)
public relations
relationship management function, research-based strategic communication process
strategic communication
planned communication, intentional and proactive
planned communication
identifying and solving current problems, having a goal to accomplish, conducting research to plan evaluate, evaluate to determine whether objectives have been met
PR in integrated communication
management function focusing on short and long term patterns of interactions between an organization and its publics
integrated marketing communication
integrated marketing communication
integrates a variety of communication disciplines: advertising, direct mail, sales promotion, publicity, etc
9 steps of of strategic PR
Establishing goals/objectives
Formulating action strategies
Developing message strategy
Selecting communication tactics
Implementing the strategic plan
Evaluative research
Step 1
Step 2
Step 3
Step 4
Establishing goals and objectives
Step 5
Formulating action and response strategies
Step 6
Developing the message strategy
Step 7
Selecting communication tactics
Step 8
Implementing the strategic plan
Step 9
Evaluative research
Steps 1, 2 & 3
Formative research
Steps 4, 5 & 6
Steps 7 & 8
strategic research
systematically gather info about issues and publics that affect the organization, strategic research directly influences the org's overall mission
gathering info to guide message production and distribution
formative research
done at the beginning of the design project to guide the entire process, used for problem identification and solving
summative research
done at the end of a project and is used to determine its success/outcomes, it can also provide benchmarks for future projects
PR situation
problem or opportunity which affects an organization, its publics or their relationship
analyzing a PR situation
what's going on in the internal and external environment of the organization, environmental scanning is key
issues management
process of monitoring, evaluating, and resolving issues, the organization anticipates emerging issues and responds to them before its loss of control
best practices for issues management
environmental scanning & benchmarking
risk management
process of identifying, controlling, and minimizing the impact of uncertain events, limited damage may have already occurred
crisis management
process by which organizations deal with out-of-control issues, damage has already occured
reputation management
managing an evaluation that stakeholders make about an organization
deontological ethics
the ends do not justify the means
teleological ethics
the ends justify the means
situational ethics
morality of an act is based on the context of the situation
secondary research
using research from other credible sources
primary research
using own research
elements of a PR audit
public perception, internal environment, external environment
internal environment
performance, niche, structure, internal impediments
brand differentiation, what makes the org unique?
role of public relations function int the org's decision-making process, org's mission or purpose as it relates to the situation
internal impediments
what internal factors limit the effectiveness of PR function?
external environment
supporters, competitors, opponents, external impediments
oppositional advocate, dissident, anti, activist, missionary, zealot, fanatic
public perception
visibility, reputation
group of people that share a common interest vis-a-vis an organization, aware of their relationship with the org, perceive the issue as relevant
people with certain characteristics that can help org achieve, org conducts business and makes marketing efforts among them
users of a particular communication medium, the concept often used in Media Relations/Advertising
have potential impact on the org's mission and objectives, associated more with publicly traded companies
4 types of publics
customers, producers, limiters, enablers
receive organization's products/services
publics who provide inputs to the organization
publics that reduce the organization's success
publics that increase the organization's success
key publics
target publics, priority/primary publics
intercessory publics
group that serves as an influential bridge between an organization and its publics
no problem is recognized or exists
latent public
problem is there, but people are not aware
apathetic public
group recognizes the problem but is not concerned
aware public
group recognizes the problem and is concerned
active public
group organizes to respond to the problem
PR response for latent/apathetic publics
focus on public education, use influentials, creative messages
PR response for active/aware publics
focus on interaction, dialogue, engagement, two-way, use action-oriented message & mobilization information
the articulation of how an organization wants to be seen or known especially against its competition
based on situation analysis of org and its competitors, changing needs/wants of publics, update and revise periodically
conceptual, directional, general statement of what you plan to achieve
specific, measurable statement of how you plan to achieve your goals, what we want a particular target public to do as a result of exposure to a communication program
reputation management goal
deal with the identity and perception of the organization
relationship management goal
focus on how the organization connects with its publics
task management goal
concerned with getting certain things done
standards for objectives
goal rooted
public focused
impact oriented
linked to formative research
time definite
goal rooted
facilitate and support the goal
public focused
linked firmly to a particular public and are based on the problems, wants, or needs of that public
impact oriented
oriented toward the impact they can achieve; reactions you want to achieve among the public
linked to formative research
provide baseline rates for awareness, acceptance, and behavior of the publics in the given problem
clearly defined
state the degree of change being sought in numbers
time definite
include a clear indication of a time frame
focus on one desired response from one target public
need to be doable according to the organization's needs and resources
awareness objective
information and knowledge, attention, comprehension:

"To have an effect on the awareness of students living in UM residence halls, specifically to
increase the understanding of these students about the
benefits of recycling by 45 percent during the Spring
semester, 2019."
acceptance objective
focus on how people react to information, how people feel, interest, attitude:

"To have an effect on the acceptance of
senior citizens in Miami-Dade County, specifically to
increase their positive attitude toward membership in the
YMCA by 30%within the next six months."
action objective
address a hoped for behavior to information and acceptance, opinion, action:

"To have an effect on the action of current UM undergraduates, specifically to increase their
monthly visits to Starbucks by 10% by April 30, 2019."