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Flashcards in Midterm Deck (26)
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1

Public Relations

A planned process to influence public opinion through two-way communication that builds an understanding between an organization and the public. It is a distinct management function which helps establish and maintain communication.

2

Principles of PR

Honesty and transparency, open, fair and consistent. Continuous two-way communication to build relationships

3

goals of PR

communicate effectively, open line of honest two-way communication, be deemed reliable

4

Qualities of PR practitioner

ability to use language correctly, common sense, interest in news, knowledge regarding news and current events, people skills, ability to network

5

Strategy

overall umbrella or big picture, planning large scale the "why".

6

Tactic

what you DO to implement the strategy, the "how"

7

PR Tactics

press release, flyers, poster creation

8

Spin

A form of propaganda that can be described as any effort by an individual or organization to interpret an event or issues according to a particular viewpoint.

9

Propaganda

The deliberate and systematic attempt to shape perceptions, manipulate cognition, and direct behavior to achieve a response that further desires intent of the propagandist.

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Founding father of propaganda

Edward Bernays

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Ivy Lee

founder of PR, known as "poison ivy" because she spread lies regarding union organizers INVENTED THE PRESS RELEASE

12

Doris Fleischman

wrote "careers for women: a practical guide to opportunity for women in American Business" joined Bernays' agency and married him

13

6 principles of persuasion

reciprocity, scarcity, authority, consistency, liking, consensus

14

Public opinion

sum of individual opinions on an issue affecting those individuals, collection of views held by persons interested in the subject

15

Opinion leaders

can be formal or informal, serve as catalysts for the formation of public opinion, highly interested in subject and better informed

16

Formal Opinion leaders

power leaders, because of their position, media asks for comments on issues

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informal opinion leaders

cloud with peers because of special characteristic or knowledge

18

persuasion

activity or process in which a communicator attempts to induce a change in the belief, attitude or behavior of another person, or group of persons through transmission of a message

19

audience analysis

who are we targeting, why should they care, who are the stakeholders? One size does not fit all!

20

Public

group of people who have consequences on an organization or are affected by consequences

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Audience

specific group from within a defined public, targeted for influence

22

Communication plan

strategic document that acts as a step by step guide to implementation

23

RACE formula

research, action, communication, evaluation

24

What makes news, NEWS

Impact, proximity, human interest, timeliness, prominence, novelty, conflict

25

press release

#1 tactic in PR, inverted pyramid (lead, body, end) no attachments but pics, start with FOR IMMEDIATE RELEASE (bold and underline) then date of sending release, engaging headline, AP style date and location

26

components in a comms plan

background, research, objectives, audience, key messages, campaign strategy, actions, evaluation