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Flashcards in Midterm Deck (24)
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1
Q

PR is always

A

Persuasive, believable, actionable

2
Q

PR Process

A

Research
Planning
Implementation
Evaluation

3
Q

Public Definition

A

Groups of people on which the business relies. Each has it’s own needs/ requirements

4
Q

Types of Publics

A

Internal/ External

Primary, Secondary, Marginal, Traditional and Future

5
Q

Communication is

A

an exchange that includes understanding

6
Q

PR Communication

A

Must have a goal and audience

7
Q

Traditional Theory

A

Someone sends a message through a medium to reach a receiver who responds in the manner we intended.

8
Q

Two Step Flow

A

Talk to media first. They share your message. It’s about targeting opinion leaders.

9
Q

Ivy Lee

A

Father of modern PR. Worked for the Rockefellers to humanize powerful people.

10
Q

Edward Bernays

A

Father of PR. Said we can influence how people think without paying for it. Got women to smoke.

11
Q

Rex Harlow

A

Made PR a profession that should be trained and educated.

12
Q

Marshall McCluan

A

Said the meaning is in the message. How it’s said and who says it is as important as what is said.

13
Q

Medium is the message

A

How the message is being presented affects the message

14
Q

Primary Research

A

First hand experience: surveys, focus groups. Understand what people are thinking.

15
Q

Secondary Research

A

Research done by other people.

16
Q

PRSA 9 Core Ethical Values

A

Advocacy, honesty, expertise, independence, loyalty, fairness.

17
Q

Why research?

A

contribute to the bottom line and increase effectiveness

18
Q

Parts of a PR Plan

A

Goal
Objective
Strategies
Tactics

19
Q

Goals

A

General statements of desired outcome

20
Q

Objectives

A

The measurable elements of the plan.

21
Q

Objectives must contain

A

1 public
Behavior (what we want them to do)
Level of change (number values)
Time (deadline)

22
Q

Strategies

A

How you best accomplish your objectives. General statement

23
Q

Tactics

A

The fun part. Doing of the things

24
Q

Media and PR

A

War of the information office? Third party endorsement creates credibility.