Study sets matching "public relations 2"

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Study sets matching "public relations 2"

116 terms
Public Relations Test 2
Four essential steps of effective publ…
Research vs. research methods
Research defined
Predefined procedures and methods
1. Research... 2. Planning... 3. Communication... 4. Measurement
"Research" - activity of collecting data... "Research methods" -…
The systematic investigation of a problem involving gathering…
Survey questionnaire... Guidelines for focus groups... Codebook for…
Four essential steps of effective publ…
1. Research... 2. Planning... 3. Communication... 4. Measurement
Research vs. research methods
"Research" - activity of collecting data... "Research methods" -…
Public Relations Chapter 2
propaganda of the deed
Ivy Ledbetter Lee
rhetricians
Foundation of PR
provocative act committed to draw attention toward an idea or…
father of public relations-most credited with nurturing the f…
early times speech makers, persuasion, communication services
speech... 1st ammendment
propaganda of the deed
provocative act committed to draw attention toward an idea or…
Ivy Ledbetter Lee
father of public relations-most credited with nurturing the f…
Public Relations TECEP 2
Communications Act of 1934
Federal Communications Commission
Freedom of Information Act of 1966
Federal Regulation of Lobbying Act of…
combined and organized federal regulation of telephone, teleg…
FCC
FOIA. Deals with the government promoting full disclosure of…
stated that Lobbying must be a documented, controlled occupat…
Communications Act of 1934
combined and organized federal regulation of telephone, teleg…
Federal Communications Commission
FCC
29 terms
Public Relations TECEP 2
Communications Act of 1934
Federal Communications Commission
Freedom of Information Act of 1966
Federal Regulation of Lobbying Act of…
combined and organized federal regulation of telephone, teleg…
FCC
FOIA. Deals with the government promoting full disclosure of…
stated that Lobbying must be a documented, controlled occupat…
Communications Act of 1934
combined and organized federal regulation of telephone, teleg…
Federal Communications Commission
FCC
125 terms
Public Relations Test 2
research, planning, communication, eva…
research
planning
planning
four steps of effective public relations
this step provides the information required to understand the…
this step is the process of setting goals and objectives and…
this step is the central function of management
research, planning, communication, eva…
four steps of effective public relations
research
this step provides the information required to understand the…
Public Relations Test 2
Press kits can be
Press kits include
Backgrounder
Fact sheet
Paper or electronic forms and can be distributed in person, b…
Documents illustrating the background of the firm and interes…
Fact-oriented MPR document that takes the form of a narrative…
A list of facts designed to entice connectors to cover a firm…
Press kits can be
Paper or electronic forms and can be distributed in person, b…
Press kits include
Documents illustrating the background of the firm and interes…
31 terms
Public Relations Exam 2
Media Kit
What goes in a media kit?
3rd Party Endorsement
alliteration
a kit that goes to the media before a press release
1. biography - of the person or company... 2. Backgrounder - giv…
An endorsement from an outside source other than the company…
when using the same letter for each word in a phrase; it's ca…
Media Kit
a kit that goes to the media before a press release
What goes in a media kit?
1. biography - of the person or company... 2. Backgrounder - giv…
17 terms
Public Relations Chapter 2
Profits
Advocacy
1800s
Thailand
In the 1800s, American railroads made use of media relations…
"Public relations strategies were applied in the abolition mo…
Which age is regarded as the golden age of the press agent in…
Where was Presko, one of the leading public relations firms,…
Profits
In the 1800s, American railroads made use of media relations…
Advocacy
"Public relations strategies were applied in the abolition mo…
Public Relations Exam 2
Challenges to ethical behavior
Dilemmas
Overwork
Legal/Ethical confusion
-Dilemmas... -Overwork... -Legal/Ethical confusion... -Cross-cultural…
difficult quandaries in which important values clash and ever…
you should shoulder only the work you can handle effectively…
what is legal isn't always ethical. What is ethical might not…
Challenges to ethical behavior
-Dilemmas... -Overwork... -Legal/Ethical confusion... -Cross-cultural…
Dilemmas
difficult quandaries in which important values clash and ever…
Public Relations Test 2
8-Step Strategic Communications Planni…
Gantt charts
Primary message
Secondary message
RACE and the components in each stage
illustrates a project schedule , start and finish date of eac…
short summary, similar to sound bites, tie to self-interests
bulleted statements, facts, data, tesimonials, ethos, logos,…
8-Step Strategic Communications Planni…
RACE and the components in each stage
Gantt charts
illustrates a project schedule , start and finish date of eac…
Public Relations Exam 2
no research =
why do pr professionals do research
types of research techniques
according to a survey of practitioners…
shooting in the dark
to throughly define problems, to identify audiences and segme…
formal vs. informal, primary vs. secondary, and quantitative…
casual and informal
no research =
shooting in the dark
why do pr professionals do research
to throughly define problems, to identify audiences and segme…
13 terms
Public Relations Exam 2
advertising value equivalency (AVE)
formal research
informal research
primary research
how much would the same coverage cost via advertising?
uses scientific methodologies like random sampling to arrive…
research is nonscientific in nature, providing an indication…
is what you generate from scratch
advertising value equivalency (AVE)
how much would the same coverage cost via advertising?
formal research
uses scientific methodologies like random sampling to arrive…
Public Relations Test 2
Four essential steps of Public Relations
Research
Planning
Communication
1. Research... 2. Planning... 3. Communication... 4. Measurement
Gets the process started. Provides information required to un…
Central function of management- Process of setting goals and…
Message strategy- making a message more appealing and persuas…
Four essential steps of Public Relations
1. Research... 2. Planning... 3. Communication... 4. Measurement
Research
Gets the process started. Provides information required to un…
69 terms
Public Relations Exam #2
Appropriation
Code of Ethics
Commercial Speech
Copyright
The use of one's name or likeness for personal or commercial…
A systematic set of rules and procedures used to guide the be…
Advertisements and commercials for products and services; the…
An exclusive right granted by the federal government allowing…
Appropriation
The use of one's name or likeness for personal or commercial…
Code of Ethics
A systematic set of rules and procedures used to guide the be…
93 terms
Public Relations: Chapter 2
Who were the forerunners to modern-day…
Who issued the first press release?
What was history's finest public relat…
What could be words in writing, or spo…
Rhetoricians, Press Agents
New England's First Fruits
Ratification of the US Constitution
Speech
Who were the forerunners to modern-day…
Rhetoricians, Press Agents
Who issued the first press release?
New England's First Fruits
38 terms
Public Relations exam 2
Public relations activities should sta…
To conduct a professional-caliber camp…
Example of quantitative research?
Most public relations analysis takes t…
research to answer key questions related to what a program sh…
in all phases of the campaign
a Likert-type scaled survey
secondary research
Public relations activities should sta…
research to answer key questions related to what a program sh…
To conduct a professional-caliber camp…
in all phases of the campaign
public relations session 2
how to grab the attention of the media
understand competitors
the pitch
concise content
-news release... -communication tools... -media kits... -events... -socia…
-impact of message... -number of people affected... -element of hum…
-inverted pyramid... -keep it brief and effective
-make it easier for the journalist to read... -think of question…
how to grab the attention of the media
-news release... -communication tools... -media kits... -events... -socia…
understand competitors
-impact of message... -number of people affected... -element of hum…
2) PUBLIC RELATIONS
Public Relations
Forms of Public Relations
Sales Promotion
Consumer Sales Promotion
Actions to maintain positive relationships with community and…
Publicity (press releases)... Community Tour ... Speakers... Sponsorsh…
Special incentives, short term. Happy meal with toy.
Coupons ... Contest... Sweepstakes... Samples... Premiums
Public Relations
Actions to maintain positive relationships with community and…
Forms of Public Relations
Publicity (press releases)... Community Tour ... Speakers... Sponsorsh…
Public Relations Ch. 2
"Common Sense"
The history of public relations
Press agentry/publicity model
Origins of PR in history
Written by Tom Paine to raise support for American Independence
Julius Caesar wrote the first campaign biography,... Caesar's Ga…
With roots in the 19th century, press agents worked to influe…
Ancient Greek Philosophers, Pope Gregory XV founded the term…
"Common Sense"
Written by Tom Paine to raise support for American Independence
The history of public relations
Julius Caesar wrote the first campaign biography,... Caesar's Ga…
PUBLIC RELATIONS - WEEK 2
PUBLICITY MODEL (Grunig)
PUBLIC INFORMATION MODEL (Grunig)
TWO-WAY ASYMMETRIC MODEL (Grunig)
ONE-WAY ASYMMETRIC MODEL (Grunig)
propaganda, not necessarily concerned about the whole truth,…
information, the whole truth is essential, one way communicat…
scientific persuasion, the whole truth is necessary, practice…
mutual understanding, the whole truth is essential as it must…
PUBLICITY MODEL (Grunig)
propaganda, not necessarily concerned about the whole truth,…
PUBLIC INFORMATION MODEL (Grunig)
information, the whole truth is essential, one way communicat…
Public Relations 2
A communicator should always ask if th…
The five-stage message adoption process
Rogers factors of acting on the message
Awareness stage of how decisions are i…
appropriate, meaningful, memorable, understandable, and belie…
1. Awareness 2. Interest 3. evaluation 4. trial 5. adoption
relative advantage (perceived as better), compatibility (cons…
mass media
A communicator should always ask if th…
appropriate, meaningful, memorable, understandable, and belie…
The five-stage message adoption process
1. Awareness 2. Interest 3. evaluation 4. trial 5. adoption
43 terms
Public Relations #2
Key Message
Why we need key messages
Primary messages
Secondary messages
The core messages you want your audience to read, hear and re…
- Form the foundation for a campaign's written and spoken com…
Sound bite statements that encompass what you need the public…
Include facts, testimonials, examples and all other informati…
Key Message
The core messages you want your audience to read, hear and re…
Why we need key messages
- Form the foundation for a campaign's written and spoken com…
90 terms
Public Relations 2
Article in newspaper
Advertising in newspaper
Other in a newspaper
Publicity
- origination, local or from news suppliers
- display, classifieds, inserts
- syndicated columns, cartoons, editorials, letters to the ed…
- the generation of news about a person/product/service... - un-…
Article in newspaper
- origination, local or from news suppliers
Advertising in newspaper
- display, classifieds, inserts
Public Relations 2 test
Mandatories
Boiler Plate
Slugline
Meagan's Motto
What are the things that we have to have on everything that g…
Something from the organization like the mission statement th…
Tells the reader that they need to go on to another page, at…
"Sell the sizzle, not the steak... - Why is this story helpful f…
Mandatories
What are the things that we have to have on everything that g…
Boiler Plate
Something from the organization like the mission statement th…
82 terms
Public Relations Exam #2
Ethnic/Racial Groups in the U.S.
Hispanics
Hispanic Cultural Values
African Americans
hispanics, african americans, asian americans
-largest ethnic group in the U.S.... -have the fastest and large…
-family and family bonds... -health and education... -language make…
-largest racial minority in the U.S.... -can distinguish by thei…
Ethnic/Racial Groups in the U.S.
hispanics, african americans, asian americans
Hispanics
-largest ethnic group in the U.S.... -have the fastest and large…
Public Relations Exam #2
#1 Independently Owned PR Firm accordi…
#2 Independently Owned PR Firm accordi…
#3 Independently Owned PR Firm accordi…
#4 Independently Owned PR Firm accordi…
Edelman
APCO Worldwide
Waggener Edstrom Communications
W2O Group
#1 Independently Owned PR Firm accordi…
Edelman
#2 Independently Owned PR Firm accordi…
APCO Worldwide
Public Relations Exam #2
When communicating we are trying to
To communicate effectively, you need t…
When crafting messages, you need to de…
Adoption Process
inform, persuade, motivate and /or achieve mutual understanding
• What communication channels your audience uses... • How to use…
• Make them aware of the message ... • Gain acceptance of the me…
• Awareness... • Interest... • Evaluation... • Trial... • Adoption
When communicating we are trying to
inform, persuade, motivate and /or achieve mutual understanding
To communicate effectively, you need t…
• What communication channels your audience uses... • How to use…
19 terms
Public Relations: Chapter 2
Parts of Public Relations (10)
Employee Communication
Publicity
Press Agency
1. Employee Communication ... 2. Publicity ... 3. Advertising... 4. Pr…
Make them feel valued
Press release form, free, no control
Anything to get your name in the news
Parts of Public Relations (10)
1. Employee Communication ... 2. Publicity ... 3. Advertising... 4. Pr…
Employee Communication
Make them feel valued
9 terms
Public relations part 2
Clients
Audience
Research
PR agencies
Politicians, celebs companies
Shareholders, customers and groups
Surveys, focus groups
Have agents that are a part of a certain brand
Clients
Politicians, celebs companies
Audience
Shareholders, customers and groups
64 terms
Public Relations- Exam #2
"There is no substitute for hard work"
Abraham Maslow
Agenda-setting Theory
Arthur Page
Thomas Edison
Psychologist who developed Hierarchy of needs: physical, safe…
The news media creates "pictures in our heads" providing a vi…
AT&T vice president who set standard for corporate PR. Said a…
"There is no substitute for hard work"
Thomas Edison
Abraham Maslow
Psychologist who developed Hierarchy of needs: physical, safe…
29 terms
Public Relations Exam #2
What are Attitudes?
7 points that make up Attitudes
3 goals of PR in terms of Public Opinion
Whats the importance of a "swing vote"
-To think a certain way about a certain topic... -Can only be ex…
1) Personal- size, age, social status... 2) Cultural- where you…
1) Persuade people to change their opinions (hard)... 2) Reinfor…
...
What are Attitudes?
-To think a certain way about a certain topic... -Can only be ex…
7 points that make up Attitudes
1) Personal- size, age, social status... 2) Cultural- where you…
47 terms
PUBLIC RELATIONS EXAM #2
Goals: ... Who needs them? Why are they i…
(3) Main concepts Goals
Define Goals
Specific
To motivate them. People like accomplishment, a path to follo…
• Set by organization's leadership... • Where do we want to be…
• What drives organizations to achieve and advance... • Support…
• Decide what you want in the end.... • Write it down—but be pre…
Goals: ... Who needs them? Why are they i…
To motivate them. People like accomplishment, a path to follo…
(3) Main concepts Goals
• Set by organization's leadership... • Where do we want to be…
Public Relations Test #2
Who sets the tone for an organization?
Define social responsibility
Why do media ethics matter?
What are the three areas that we have…
Top Management
Another term for good citizenship, means "good business". Pro…
You have to know the line between just enough info for your a…
PRODUCTS (a PR rep should warn the clients if a product is de…
Who sets the tone for an organization?
Top Management
Define social responsibility
Another term for good citizenship, means "good business". Pro…
Public Relations Test #2
Group to which action is ultimately di…
Have direct contact with primary audie…
Groups that share a common goal or gui…
Awareness, Interest, Evaluation, Trial…
What is a primary public? Know example
What is an intervening public?
What is a moderating public?
5 Levels of Diffusion
Group to which action is ultimately di…
What is a primary public? Know example
Have direct contact with primary audie…
What is an intervening public?
10 terms
Chapter 2 Public Relations
Press Agentry/Publicity
Advocacy
Public Information
Two-Way Asymmetric
one-way communication through mass media to distribute inform…
little to no research is required
one-way distribution of information, not necessarily with per…
scientific persuasion is the purpose and two-way communicatio…
Press Agentry/Publicity
one-way communication through mass media to distribute inform…
Advocacy
little to no research is required
Public relations exam 2
four essential steps of effective publ…
Research
Systematic Investigation
intersubjectivity
Research, planning, communication, measurement/ evaluation
systematic investigation of a problem, involving gathering ev…
predefined procedures and methods (survey questionnaire, guid…
must be possible for researchers to replicate our study and c…
four essential steps of effective publ…
Research, planning, communication, measurement/ evaluation
Research
systematic investigation of a problem, involving gathering ev…
13 terms
public relations chapter 2
Gorgias of leontinium
Harvard initiated the first systematic…
Kings college issued first press relea…
Paul Brousse coined the term " propaga…
Ca. 483-375 BC
1641
1758
1878
Gorgias of leontinium
Ca. 483-375 BC
Harvard initiated the first systematic…
1641
43 terms
Public Relations Chapter 2
Julius Caesar
Roman Catholic Church
Printing Press
Sam Adams
Probably first politician to publish a book, Commentaries, wh…
Among the first to use the word propaganda, with the establis…
Gutenberg invented in 1450, which profoundly influenced the g…
Major promoter of independence. One historian once called him…
Julius Caesar
Probably first politician to publish a book, Commentaries, wh…
Roman Catholic Church
Among the first to use the word propaganda, with the establis…
15 terms
Public Relations Test 2
FDR/New Deal Propaganda-1930's
NAM
WW2 Propaganda
Consumer Movement
fire side chats every Sunday, very good with press, commissio…
National Association of Manufacturing
Cartoons stereotyped against japanese/German,,,used to drum u…
Ralph Nader criticizes the auto industry and the auto industr…
FDR/New Deal Propaganda-1930's
fire side chats every Sunday, very good with press, commissio…
NAM
National Association of Manufacturing
43 terms
Public Relations Chapter 2
Julius Caesar
Roman Catholic Church
Printing Press
Sam Adams
Probably first politician to publish a book, Commentaries, wh…
Among the first to use the word propaganda, with the establis…
Gutenberg invented in 1450, which profoundly influenced the g…
Major promoter of independence. One historian once called him…
Julius Caesar
Probably first politician to publish a book, Commentaries, wh…
Roman Catholic Church
Among the first to use the word propaganda, with the establis…
100 terms
Public Relations Exam 2
Public Opinion
Public Opinion Leaders
Two-step flow theory of communication
Multi-step flow theory
the collective opinion of many individuals bound into a group…
people who, because of their interest in and knowledge of a s…
information disseminated to media to opinion leaders who inte…
opinion leaders derive info from mass media and other sources…
Public Opinion
the collective opinion of many individuals bound into a group…
Public Opinion Leaders
people who, because of their interest in and knowledge of a s…
13 terms
Public Relations Quiz #2
1897
1906
1923
1947
Term "Public Relations" first used by the American Associatio…
Ivy Ledbetter Lee writes Declaration of Principles
Edward Bernays writes first PR book, Crystallizing Public Opi…
PRSA formed: merger of American Council on Public Relations (…
1897
Term "Public Relations" first used by the American Associatio…
1906
Ivy Ledbetter Lee writes Declaration of Principles
public relations test #2
They can be tailored to specific publi…
media guide, brochures, newsletters, e…
generally produced annually, provide d…
Planning, designed elements, editorial…
What are the advantages of organizational media?
What tactics does organizational media use?
What are the characteristics of media guides?
What items should be included in media guides?
They can be tailored to specific publi…
What are the advantages of organizational media?
media guide, brochures, newsletters, e…
What tactics does organizational media use?
7 terms
Unit 2- Public Relations
Public Relations
Public
Tools
Origins of PR: The American Revolution
The management function that establishes and maintains mutual…
Any group of people who share a common set of interests and g…
Designing communication plans, Writing press and news release…
Common Sense, By Thomas Paine: He spoke specifically for an a…
Public Relations
The management function that establishes and maintains mutual…
Public
Any group of people who share a common set of interests and g…
Public Relations Quiz #2
PRSA code of ethics: Six Core Values
Advocacy
Honesty
Expertise
Advocacy... Honesty... Expertise... Independence... Loyalty... Fairness
We serve the public interest by acting as responsible advocat…
We adhere to the highest standards of accuracy and truth in a…
We acquire and responsibly use specialized knowledge and expe…
PRSA code of ethics: Six Core Values
Advocacy... Honesty... Expertise... Independence... Loyalty... Fairness
Advocacy
We serve the public interest by acting as responsible advocat…
29 terms
Public Relations Quiz #2
Goal
Objective
Objectives (Requirements)
3 Types of Goals
- Rooted in organization's mission and vision.... - Acknowledges…
- What you want to accomplish, not how.... - Gives PR planners b…
- Goal rooted... - Public focused... - Impact oriented... - Research b…
- Reputation management... - Relationship management... - Task mana…
Goal
- Rooted in organization's mission and vision.... - Acknowledges…
Objective
- What you want to accomplish, not how.... - Gives PR planners b…
Public Relations Test #2
Chapter 5: Research
Research
Validity
Reliability
...
is used to understand the needs of publics and to understand…
achieved when research measures what it hopes to measure
is achieved when very similar results are obtained if a study…
Chapter 5: Research
...
Research
is used to understand the needs of publics and to understand…
Public Relations Test #2
Demographics
Psychographics
Inverted Pyramid
What are the 4 main elements of a Pres…
Attributes about ourselves that we cannot change. ... Ex: Age, G…
Data on attitudinal characteristics of a person or group. Cat…
First paragraph that has the most information. Because of the…
Date, headline (clear statement, only a few words, grabs atte…
Demographics
Attributes about ourselves that we cannot change. ... Ex: Age, G…
Psychographics
Data on attitudinal characteristics of a person or group. Cat…
Public Relations Test #2
Media Kit
Biography
Backgrounder
Feature
given at press conferences. Consists of: biography- Video new…
...
...
...
Media Kit
given at press conferences. Consists of: biography- Video new…
Biography
...
66 terms
Public Relations Test #2
Problem vs. Crisis
Crisis is not:
What is a crisis?
Book Definition of Crisis (Stoldt)
Problems-Fairly predictable, addressed in limited time frame,…
Everyday problems, all incident driven, or confined to moneta…
Anything that threatens a sport entities image, reputation, &…
Situation or occurrence possessing the potential to significa…
Problem vs. Crisis
Problems-Fairly predictable, addressed in limited time frame,…
Crisis is not:
Everyday problems, all incident driven, or confined to moneta…
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