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PR final
PR final study guide
| Term | Definition |
|---|---|
| Evaluation | Evaluation is critical to learn if your public relations program was successful and how to improve your approach in the future. |
| Online research | Web-based research can measure unique visitors, returning visitors, costs per click through, downloads, costs per contact, sales, etc. |
| In the days before social media, public relations was aimed, essentially, at one thing: convincing a third party—usually a journalist—to report favorably on your client. | true. |
| Third party endorsement | the ultimate goal of public relations, worth far more in terms of credibility and value than creating your own, biased advertising. Stated simply, the view of your client or employer expressed by an objective, outside reporter was worth far more. |
| PESO model | Paid, earned, shared, and owned media |
| Paid media | media you pay for. The primary format is advertising. PR advertising has emerged as a combination of advertising and editorial. Ads on such topics as organizational strengths, issues, social responsibility, and philanthropy are more prevalent today |
| Benefits of paid media | you can control the content, the size, the placement, as well as what advertisers call “reach” and “frequency”—how many eyeballs you might “reach” through advertising and the number of times, in other words the frequency, you’d like the ad to run |
| Downsides of paid media | it is far less credible to pat yourself on the back than it is to have some objective source do it for you; it’s a lot harder to ensure that anyone will even see your ad, much less pay attention to and act on it. |
| Paid media may include... | facebook sponsored posts, sponsored tweets, twitter cards, fan acquisition, lead generation, outbrain |
| Owned media | the “new media” channels we, ourselves, own and operate. They can be websites, mobile sites, blogs, Twitter accounts, YouTube channels, Facebook pages, and anything else that social media comes up with. |
| Benefits of owned media | you can control content. But unlike with advertising, the cost of running a Twitter account or a Facebook page is far less than paying for frequent ads designed to reach many people; owned media is cost - efficient |
| Downsides of owned media | just like advertising, there is the potential—since you, in fact, own it—of not being trusted. Since it’s your own Twitter feed or Facebook page or Instagram account, we don’t expect you to be objective; or, at the very least, we’re suspicious |
| Owned media may include... | create from experts, employee stories, customer stories, user-generated content, reviews, brand journalism, webinars, videos, and podcasts |
| Earned media | objective reporters are persuaded to write favorably about your organization; translates into positive publicity and is the result of traditional news releases/ story pitches/ press conferences and other devices based on building amicable relationships |
| Earned media is the most credible format for public relations writers | true. |
| Risks of earned media | A negative story about your organization can trigger crisis: fading support, declining stock price, mounting public opposition, and the like. In addition, it is elusive. |
| Earned media represents the legacy public relations value of “third party endorsement.” | true. |
| Earned media can include.. | media relations, blogger relations, investor relations, influencer relations |
| Shared media | a type of marketing where companies create and share content with their customers and followers on social media. |
| Shared media may include... | social media, like facebook, twitter, linked-in, youtube, pinterest, instagram, etc. |
| Freedom of the press is a hallmark of American democracy. It is a right guaranteed by the First Amendment to the U.S. Constitution. Written in 1789, the 45 words contained in the First Amendment protect the freedom of speech. | true. |
| Objectivity in the media | Dealing with the media has never been more challenging; Reporters are more competitive, more aggressive, less concerned about accuracy, and less objective. |
| Objectivity is... | fairness with the intention of remaining neutral |
| Whether the mass media have lost relative influence to the internet and its various vehicles, securing positive publicity through the media still lies at the heart of public relations practice. | true. |
| Publicity is regarded as more credible than advertising | true. |
| total objectivity is impossible. All of us have biases and preconceived notions about many things. Likewise, in reporting, pure objectivity is unattainable; it would require complete neutrality and near-total detachment in reporting a story | true. |
| “The Journalist’s Creed” was written after World War I by Dr. Walter Williams, dean of the School of Journalism at the University of Missouri. | true. |
| Publicity | Advertising is paid coverage, which you write. Publicity is free coverage, written by an “objective” journalist. |
| The value of publicity is that rather than “patting yourself on the back,” positive publicity is the result of an endorsement by a neutral, indifferent, objective third-party journalist. | true. |
| By virtue of their role... | the media view officials, particularly business and government spokespersons, with a degree of skepticism. Reporters shouldn’t be expected to accept the party line on faith. |
| he relationship between the media and the establishment—that is, public relations people—should be one of friendly adversaries rather than of bitter enemies. | true. |
| Difference between media and organization... | The reporter wants the “story,” whether bad or good. Organizations, on the other hand, want things to be presented in the best light. |
| Value of publicity | Publicity is most often gained by dealing directly with media - more powerful than advertising because it is earned. |
| Examples of publicity... | -Announcing a new product or service • Reenergizing an old product • Explaining a complicated product • Little or no budget • Enhancing the organization’s reputation • Crisis response |
| Online publicity | Online publicity is still a relationship business; Journalists moving toward social media; Paid wires guarantee use of material; Paid wires reach newsrooms and have enhanced web-use options |
| Online publicity continued... | Staging online events can draw reporters and publics; Bar for web events has been raised |
| Electronic media leads | Television remains the main place Americans turn to for news about current events (22%), leading the internet at 16%, newspapers at 5%, and radio at 2%. |
| The leading cable network.. | The leading cable network was conservative Fox News with just under 1.5 million total viewers each day. |
| if you’re getting most of your news from television, you’re missing most of the news. | true. |
| While most cable TV news channels continue to see revenues increase, the other side of the picture is that there is looming competition from entertainment upstarts such as | Netflix, Hulu, Amazon, and other on-demand viewing services. Despite these new challenges, cable TV has had a dramatic impact on the nation’s news consumption habits. |
| Despite the evolving strength of the internet as a communications medium, the electronic media undoubtedly will remain a force for the foreseeable future. | Given the extent to which the electronic media dominate society, public relations people must become more resourceful in understanding how to deal with television and radio. |
| The impact of 24/7 cable news meant that Americans were barraged with a continuous loop of Kardashians, Kanyes, Housewives of Wherever, and assorted other perpetual pop culture esoterica | true. |
| Specialized cable networks, offering everything from sports and food and fashion to weather and history, beam nonstop across the land | true. |
| 271 million Americans listen to traditional “terrestrial radio” and 25 million listen to satellite radio every year. Talk radio has become an enormous political and social force, particularly conservative talk radio, which dominates the airwaves | true. |
| The downside of blogs or any form of news derived from social media or internet sources is that that there is little guarantee of journalistic standards or a way to prevent rumor mongering. | true. |
| To some, the internet has ushered in a new age of journalistic reporting: immediate, freewheeling, unbridled | true. |
| Not surprisingly, the most active bloggers are younger people who have grown up during the blogging “revolution.” Bloggers in the 21- to 35-year-old demographic group account for 53% of the total blogging population. | true. |
| Publicity is most often gained by dealing directly with the media, either by initiating the communication or by reacting to inquiries. Although most people—especially CEOs! | true; publicity differs dramatically from advertising. |
| Benefits of paid advertising include the following communications areas... | Content, size, reach, frequency, location |
| Publicity, on the other hand, offers no such guarantees or controls. Typically, publicity is subject to review by news editors who may decide to use all of a story, some of it, or none of it. | true. |
| publicity, which appears in news rather than in advertising columns, carries the implicit third party endorsement of the news source that reports it. | true. |
| One significant measure, the 2018 Edelman Trust Barometer, revealed that trust in the United States, in particular, suffered the largest-ever-recorded drop in the survey’s history. | true; the Edelman survey revealed a collapse of trust in government, which fell 14 points in one year to 33% among the general population. |
| Employee relations | Also known as internal PR, employee relations is the business of giving employees a positive view of the company they work for. The goal is to keep them satisfied, motivated and loyal: high turnover = low credibility. |
| The employee public is made up of numerous subgroups: senior managers, first-line supervisors, staff and line employees, union laborers, per diem employees, contract workers, and others. | true; Each group has different interests and concerns. A smart organization will try to differentiate messages and communications to reach these segments. |
| Employee relations work might include... | organizing employee events • creating internal newsletters and other communications • resolving disputes • liaising with unions • helping line managers develop good relationships with their team |
| Employee relations is... | perhaps the most sensitive form of PR, as it’s based less on image and more on action; Employee relations professionals have to be excellent negotiators, understanding, perceptive and tenacious. |
| Six criteria for communicating trust in PR | Willingness to express dissent, visibility and proximity of upper management, priority of internal to external communication, attention to clarity, friendly tone, sense of humor |
| What internal communications comes down to—just like external communications—is one word, credibility. | true; The task for management is to convince employees that it not only desires to communicate with them but also wishes to do so in a truthful, frank, and direct manner. |
| Random sampling gives every member of a population an equal chance of being selected. Stratified sampling is used to survey specific segments or strata of the population. | true. |
| the 3 elements of a survey are... | 1) the sample, 2) the questionnaire, 3) the interview, and 4) the analysis of results |
| The employee public is a savvy one. Employees can’t be conned because they live with the organization every day | true; They generally know what’s going on and whether management is being honest with them. That’s why management must be truthful. |
| survey after survey suggests that face-to-face communication—preferably between a supervisor and subordinate—is the hands-down most effective method of employee communications. | true; Employees want managers to level with them. They want facts, not wishful thinking. The days when management could say, “Trust us; this is for your own good” are over. Employees like hearing the truth |
| Research indicates that trust in organizations would increase if management: | (1) communicated earlier and more frequently, (2) demonstrated trust in employees by sharing bad news as well as good, and (3) involved employees in the process by asking for their ideas and opinions. |
| Today, smart companies realize that well-informed employees are the organization’s best goodwill ambassadors. Managements have become more candid in their communications with the staff. | true; being candid means treating people with dignity, addressing their concerns, and giving them the opportunity to understand and share in the realities of the marketplace. |
| S-H-O-C model | Strategic, honest, open, and consistent |
| Strategic | Where is this organization going? What is my role in helping us get there? |
| Honest | Management trust may be low, can’t build credibility by sugarcoating |
| Open | Feedback, Two-way communications, Solicit, listen to, act on employee views; action is key |
| Consistent | Regular, on-time, predictable communication program; Steadiness is key |
| The internal public is an important, and often overlooked, core critical constituency | true. |
| Various tactics—print, online, and broadcast—of communicating with the internal public | true; this is one reason employee relations is so important |
| The initial tool again is research. Before any communications program can be implemented, communicators must have a good sense of staff attitudes toward management, the organization, and the communications climate. | true. |
| The internal communications audit starts with... | old-fashioned, personal, in-depth interviews with both top management and communicators. It is important to find out from top management what it “wants” from the communications team |
| 4 critical audit questions are... | How do internal communications support the mission of the organization? Do internal communications have management’s support? Do internal communications justify the expense? How responsive to employee needs and concerns are internal communications? |
| The ultimate aim of a communications audit should be to evaluate how effectively your channels are performing against your strategic communication objectives. | true. |
| It is not called public relations because... | was barred from federal government; To prevent the use of privileges granted and the attention paid to them by the American people for the advancement of their own agendas |
| Congress enacted the Gillette Amendment, which almost barred the practice of public relations in government | true; Federal law prohibits the president’s political appointees to use publicity. |
| Even today, no government worker may be employed in the “practice of public relations.” | true; Public affairs, yes. But public relations, no. As a result, the government is flooded with “public affairs experts,” “information officers,” “press secretaries,” and “communications specialists.” |
| Public relations broadly represented throughout government | All of the functions are part of the multiple levels of public relations communication in and around government. |
| Candid, frank, informative communications with the American people and the world were important | true; “The government has an obligation to be forthright” |
| After 9/11, new initiatives to provide coordinated communications about foreign policy initiatives and about values | true; ex: Undersecretary for Public Diplomacy and Public Affairs position was created. |
| The growth of public relations work both with and in the government has exploded in recent years. | true; Although it is difficult to say exactly how many public relations professionals are employed at the federal level, it’s safe to assume that thousands of public relations–related jobs exist in the federal government |
| Over the past 50 years, more than 20 new federal regulatory agencies have sprung up | including...Office of Homeland Security, the Environmental Protection Agency, the Consumer Product Safety Commission, the Department of Energy, the Department of Education, and the Drug Enforcement Administration |
| One U.S. agency, the Department of Defense (DOD), was responsible for 60% of these expenditures. | true; The nation’s defense establishment offers some 27,000 jobs for recruiting, advertising, and public relations—although, again, none are labeled “public relations” in DOD military and civilian positions |
| The most recent GAO audit in 2016 found that federal obligations for advertising and public relations projects have been, on average, close to $1 billion over the past decade | true; The bottom line: There may well be no “public relations” allowed in government, but it sure costs plenty! |
| The two prominent departments are... | the state department and the defense department |
| The state department... | inherited and absorbed the United States Information Agency (USIA) in 1999. The USIA’s mission was to support the national interest by conveying an understanding abroad of what the United States stands for – official public relations of the government |
| The state department led to... | Foreign Affairs Reform and Restructuring Act of 1998; VOA is the nation’s official international radio and TV broadcasting platform. |
| The communication initiatives of the successor to USIA to spread the “gospel of America” are far-reaching. Among them are the following: | Radio, film and television, internet, and education. |
| Department of Defense | communications has been intensified in wartime. The DOD’s public affairs network is massive—3,727 communicators in the Army, 1,250 in the Navy, 1,200 in the Air Force, 450 in the Marines, and 200 at headquarters. |
| Major subsects of department of defense | American Forces Information Service (AFIS) promotes cooperation among branches • Armed Forces Radio and Television Service • Stars and Stripes newspaper -communications training defense information school |
| The president | Despite early congressional efforts to limit the persuasive power of the nation’s chief executive, the President today wields unprecedented public relations clout. The President travels with his own media entourage, controls the “bully pulpit." |
| The political blogs, cable and broadcast networks, daily newspapers, national magazines, and talk radio follow the President’s every move. His press secretary provides the White House press corps with a constant flow of announcements | true. |
| Reagan's 7 principles in "managing the news" | Plan ahead, Stay on the offensive, Control the flow of info, Limit reporters’ access to the President. Talk about the issues you want to talk about, speak in one voice, repeat the same message many times. |
| White house press secretary | the chief public relations spokesperson for the administration, 2ndto the President. Like practitioners in private industry, they must communicate the policies and practices of the management (the President) to the public. Often it is an impossible job. |
| The press secretary to the President of the United States is the most visible public relations position in the world. | true. |
| Over the years, the position of press secretary to the President has taken on increased responsibility and attained a higher public profile; recent Presidents have tended to favor career political public relations people rather than former journalists | true. |
| The business community, foundations, and philanthropic organizations face a common challenge in dealing with government, particularly the mammoth federal bureaucracy. | true. |
| Because government has become so pervasive in organizational and personal life, the number of corporations and trade associations with government relations units has grown steadily in recent years | true. |
| At the top of those responsible for spending the most on lobbying activities was... | the U.S. Chamber of Commerce, which spent an astounding $82 million in 2017 to represent the business community in Washington. |
| Consequently, organizations with an interest in government relations usually employ a professional representative, who may or may not be a registered lobbyist with responsibility to influence legislation. | true; Lobbyists are required to comply with the federal Lobbying Act of 1946 |
| Under the new law, a lobbyist is... | an individual who is paid by a third party to make more than one “lobbying contact,” defined as an oral or written communication to a vast range of specific individuals in the executive and legislative branches of the federal government. |
| Lobbyists, at times, have been labeled everything from influence peddlers to fixers to downright crooks. | true. |
| oday’s lobbyist is likely to be a person who is well informed in his or her field and who furnishes Congress with facts and information necessary to make an intelligent decision on a particular issue. | true; This task—the lobbyist’s primary function—is rooted in nothing less than the First Amendment |
| The essence of a lobbyist’s job is to inform and persuade. The specific activities performed by individual lobbyists vary with the nature of the industry or group represented | true; most take part in...fact finding, interpretation of government actions, interpretation of company actions, advocacy of a position, publicity springboard, support of company sales. |
| In the old days—pre-1990s—corporations prided themselves on their “social responsibility.” Their premise was that with the great opportunities they were afforded, companies needed to “give back” to society | true; this is the basis of CSR. |
| Related to community engagement, there is PR that improves the company’s reputation for ethics, environmental responsibility, sustainability efforts, and community and charity works. | This is the function of corporate social responsibility. |
| This area of PR can hugely affect an organization's business practices as part of the decision-making management - personal ethics and values, including Christian and moral ethics | Corporate and social responsibility |
| The concept of “corporate social responsibility”—of “giving back” to your community and the larger society through voluntarism and financial support—is very much a North American phenomenon, slow to catch on around the world | true. |
| To be a good CSR officer you need the ear of the company leaders – which takes networking skills, people skills, persuasion and the ability to endear yourself to your colleagues. | true. |
| Corporate and social responsibility job description | to oversee the creation and implementation of an organization's social responsibility objectives. • Job title can include: Corporate Social Responsibility Leader/Manager. Average Salary range: $77 - $120K, |
| In light of the increasing diversity of U.S. society, both profit and nonprofit organizations are also becoming more diverse, and learning to deal and communicate with those who differ in work background, education, age, gender, race, ethnic origin, etc. | true. |
| Corporate giving in the second decade of the 21st century also has shown four decided trends: | matching gifts are a high priority, corporate givers are a lot younger, volunteerism will rise, corporate activism will increase. |
| Research into community relations indicates that winning community support for an organization is no easy matter. Studies indicate difficulty in achieving rapport with community neighbors | true. |
| Community relations objectives might include... | tell community about operations, correct misunderstandings, gain favorable opinion, inform employees/families, inform people in local government |
| Organizations profit by a written community relations policy that clearly defines the philosophy of management as it views its obligation to the community. | true. |
| Community relations objectives continued | find out what residents think about an organization, establish a personal relationship between management and community leaders, operate a profitable business relationship between management and community, cooperate with businesses |
| For an organization to coexist peacefully in its community, three skills in particular are required | (1) determining what the community knows and thinks about the organization, (2) informing the community of the organization’s point of view, and (3) negotiating or mediating between the organization and the community |
| Today’s society is increasingly multicultural. America has always been a melting pot, attracting freedom-seeking immigrants from countries throughout the world. Never has this been more true than today | true. |
| In 2015, America reported a demographic milestone, with Census figures showing that in 2013, for the first time, more than half of U.S. babies under the age of one were racial or ethnic minorities | true |
| Such is the multicultural diversity enjoyed today by America and the world. The implications for organizations are profound. | true; For example, half of the 320 million people in the United States are women, but 71% of women high school graduates enroll in college, compared to 61% of males, with women more likely to graduate than men |
| As the arbiters of communications in their organizations, public relations people must be sensitive to society’s new multicultural diversity realities. | true. |
| Building sales is the primary consumer relations objective | true. |
| Typical consumer relations objectives | keeping old customers, attracting new customers, marketing new items or services, expediting complaint handling, reducing costs |
| The actions of individuals and organizations in one part of the world are felt instantly and irrevocably by people around the globe. | true; As a consequence, multinational corporations, in particular, must be sensitive to how their actions might affect people of different cultures in different geographies. |
| Companies, in fact, have become the most prominent standard bearers of their countries. American technology companies dominate the world in global branding, with nine of the top 20 brands. | true; American firms, generally, with 14 brands in the top 20, are the most prominent of the prominent |
| All foreign companies operating internationally must constantly reinforce the notion that they are responsible and concerned residents of local communities. | true; Most resort to the public relations philosophy of leading with proper action and then communicating it |
| Smart multinationals also support local causes and incorporate international audiences and celebrities in their philanthropic efforts. | true; the most well-known companies and best brands in the world observe the mantra of “thinking global, acting local” to win lasting friendship and support in other countries. |
| Customer relations efforts should be made to keep established customers happy, since most sales are made to them. • Customer relations techniques can influence the sale of new products. An educated customer is usually the best customer. | true. |
| Opportunities of international consumer relations | Growth and development of organizations and commercial interests Learning about local culture, customs and language, politics and laws Representing foreign organizations in the U.S. and U.S. organizations abroad, Opening new lines of communication |
| Global companies must be sensitive to local surroundings. • Deliver dependable products in a manner that is service-oriented and ethical. • Making international consumer relations one of the prime components for PR practice | true. |
| Therefore, the need for integration—for communications cross-training to learn the different skills of marketing, advertising, sales promotion, and public relations—becomes a requirement for all communicators. | true. |
| Integrated marketing is... | the intersection of public relations and publicity, advertising, sales promotion, and marketing to promote organizations, products, and services. |
| While traditional advertising and marketing can build brand awareness, public relations establishes credibility and tells the brand story more comprehensively. Database marketing touches consumers one-on-one. Sales promotion motivates them to action. | true. |
| Creating marketing-oriented tweets and Facebook messages, Instagram photos, YouTube videos, internet publicity, using celebrities as spokespersons, etc.. | are all examples of integrated marketing communications |
| So neither global advertising nor marketing is anywhere near “dead.” But it is true that public relations and publicity integrated with these other disciplines are very much the rule in many organizations today. | true. |
| Marketing... | sells a service or a product |
| Advertising... | promotes the sale of a service or product. Public relations, too, can sell a product or service but also is designed to “sell” an entire organization |
| Product publicity is most effective in: | 1) promoting a new product, 2) rejuvenating an old product, 3) explaining a complicated product, 4) promoting a product which has little money for advertising, 5) promoting the reputation of a product or organization |
| Lastly it is most effective in... | supporting an organization in crisis |
| Integrated marketing can help build a brand by: | 1) being first, 2) being memorable, 3) being aggressive, 4) using heritage, and 5) creating a personality. |
| Issues management refers to... | the process by which an organization evaluates an issue and then mobilizes to influence it. |
| Among the ways an organization can influence the development of an issue are: | 1) anticipate emerging issues, 2) deal with opportunities and vulnerabilities, 3) plan from the outside-in, 4) create an action company timetable, and 5) act with the imprimatur of top management. |
| The usual stages that an organization experiences in a crisis are: | 1) surprise, 2) insufficient information, 3) escalating events, 4) loss of control, 5) increased outside scrutiny, 6) siege mentality, and 7) panic |
| The cardinal rule for communicating in a crisis is to tell it all and tell it fast. | true. |
| The key to successful crisis communication is to evaluate each media request separately on the basis of questions such as: | 1) What do we gain by participating? 2) What are the risks? 3) Can we get our message across? 4) Is this audience worth it? 5) Is there a better way? |
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