Term
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Definition
-The PR process is a circular process described as a series of actions, changes, or functions that bring about a result
-the deliberate, planned sustained effort to establish & maintain |
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Term
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Definition
-Research...whats problem?
-Action(program/planning)...what you going to do about it?
-Communication (execution)...will public be told?
-Evaluation...was goal reached? was it effective? |
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Term
| What is the 4 step process of PR? |
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Definition
-Research & Analysis
-Policy Formulation
-Programming
-Communication
-Feedback
-Assessment |
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Term
| What are the PR components? (15) |
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Definition
-Counseling
-Research
-Media relations
-Publicity
-Employee/member relations
-community relations
-Public Affairs
-Government Affairs
-Issues Management
-Financial relations
-Industry relations
-Development/fund-raising
-Multicultural relations/workplace diversity
-Special Events
-Marketing Communications |
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Term
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Definition
| -action is the description of what is going to be done after the situation already is established |
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Term
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Definition
-once action is agreed on PR staff begin to plan a communication program that will further the org.'s objectives
-they will set objectives, define audiences, & decide what strategy will be used by specific timeline
-budget & staffing are major considerations |
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Term
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Definition
| -An assessment of operations that determines the reasons for the what was or is expected to happen or what will happen |
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Term
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Definition
| are the broadest statements or goals of what the organization chooses to accomplish |
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Term
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Definition
| -the part of the general public interested in a source of information |
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Term
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Definition
| -an elaborate and systematic plan of action |
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Term
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Definition
-plans used for attaining a particular goal
-"nuts & bolts" of plan
-specific activities that put the strategy into operation & help achieve the stated objectives |
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Term
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Definition
| -a schedule listing events and the times at which they will take place |
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Term
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Definition
| -a sum of money allocated for a particular purpose |
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Term
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Definition
| -The process of determining whether an item or activity meets specified criteria. |
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Term
Issue Identification
(1st phase of strategic conflict management) |
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Definition
-org.'s track alt. press, mainstream media, online chat groups, blogs, & newsletters of act. groups to learn what issues & concerns are being discussed
-important to establish a trend line of coverage |
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Term
Issue Analysis
(2nd phase of strategic conflict management) |
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Definition
-once issue is identified next step is to assess its potential threat to the org.
-determine whether org. is vulnerable |
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Term
Strategy Options
(3rd phase of strategic conflict management) |
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Definition
| -if org. feels issue may be damaging the next step is to consider what to do about it |
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Term
Action Plan
(4th phase of strategic conflict management) |
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Definition
-once specific policy has been decided on the next step is to communicate it to all interested publics which may include consumers, labor unions, org employee, US Dept. of Labor, etc.
-the action may be an opportunity to use new policy as marketing tool among consumers who make buying decisions based on org.'s level of social responsibility |
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Term
Evaluation
(5th phase of strategic conflict management) |
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Definition
-w/ new policy placed & communicated the final step is to evaluate the results
-positive? good results? change?
-if org. acted soon enough the greatest measurement of success is avoiding the media coverage that occurs if the problem becomes a crisis |
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Term
Management by Objective
(Define and list 9 steps) |
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Definition
-MBO provides focus & direction for formulating strategy to achieve specific organizational objectives
-client/employee objectives
-audience/publics
-audience objective
-media channels
-media channel objectives
-sources & questions
-communication strategies
-essence of the message
-nonverbal support |
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Term
| What are the benefits benefits of issues management? (6) |
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Definition
-take proactive & systematic approach
-predict problems
-anticipate threats
-minimize surprises
-resolve issues
-prevent crises |
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Term
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Definition
-basic idea behind issues management
-tries to identify issues & influence decisions regarding them before they have a detrimental effect on an org. |
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Term
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Definition
| -a course of action that is methodical, business-like, well organized, planned and precise. |
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Term
What are the methods and techniques of evaluating public relations
programs? |
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Definition
-relates directly back to stated objectives of program
-obj's must be measurable in order to work
-compilations of news clips & analysis of how often key messages were mentioned
-determine how many brochures were handed out & estimated # of viewers who saw the video news release
-increase in sales & market shares
-of ppl who called 800 #'s for more info
-benchmark surveys |
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Term
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Definition
-the # of media placements, PR dept.'s, & firms report how many ppl may have been exposed to the message
-the potential audience reached by a periodical, broadcast program, or internet web site |
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Term
| Advertising equivalency (AVE) |
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Definition
-to calculate the value of message exposure
-done by converting stories in the regular news columns or on the air into equivalent advertising costs but there is no evidence to support the mutliple factor
-reinforces the opinion of many media gatekeepers that all news releases are just attempts to get free advertising |
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Term
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Definition
-cyberspace version of media impressions is the # of ppl reached via an org's www site or homepage
-each instance of a person accessing a site is called a hit or visit |
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Term
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Definition
| -computer software & databases used to analyze the content of media placements by such variables as market penetration, type of publication, tone of coverage, sources quoted, & mention of key copy points |
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Term
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Definition
-measure of media exposure which compiles the #'s of requests for more info
-a story or appearance often provide info as to where more info can be gathered about the subject at hand
-in many cases toll free #'s are provided
-request of materials can also show the effectiveness of public relations program |
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Term
| Cost per person or Return on Investment (ROI) |
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Definition
-determining the cost of reaching each member of the audience
-most commonly used in advertising to put costs in a perspective
-others techniques used w/ same principle are cost-effectiveness & costper-thousand (CPM) |
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Term
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Definition
| -making sure to count attendance at events for an effective look at pre-event publicity |
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Term
Remedial
(1st situation that often requires a public relations campaign) |
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Definition
| -curative; providing a remedy; intended to correct or improve deficient skills in some subject |
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Term
One-time project
(2nd situation that often requires a public relations campaign) |
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Definition
| -when a situation comes up abruptly and your services are only necessary for this problem |
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Term
Reinforcement
(3rd situation that often requires a public relations campaign) |
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Definition
-an increase in the strength of a response following the change in environment immediately following that response
-saving from public portrayals |
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Term
| What are the types of objectives utilized in PR planning? |
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Definition
-informational objectives
-motivational objectives |
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Term
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Definition
-measurement of techniques that show how successful info was comm. to target audiences which are rubrics of message dissemination & audience exposure
-Increased awareness of issue
-Message exposure
-Accurate dissemination of message
-Deals w/ info |
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Term
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Definition
-if to increase sales than its important to show PR caused it as opposed to marketing or advertising
-if its to change opinion than research should be done before & after PR activity to measure % of change
-Specifically bottom line oriented
-Based on clear results |
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Term
| What are the basic processes of effective communications? |
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Definition
-Effective use of language
-Writing for clarity
-Use Effective Symbols, Acronyms & -Slogans
-Branding
-Clarity of Symbols
-Acronyms
-Issues & Credibility
-Clichés & hype words
-State-of-the-art
-Euphemisms
-Positive connotations color perceptions
-Discriminatory language |
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Term
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Definition
-a strategic planning model for PR
-makes sense to professionals & clients alike, moving both parties toward a clear situation analysis needed to make planning relevant to the client's overall objectives |
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Term
Message Exposure
1
(Grunig Process) |
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Definition
-PR personnel provide materials to mass media & disseminate other messages through controlled media such as newsletters & brochures
-intended audiences are exposed to messages in various ways |
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Term
Accurate Dissemination of the message
2
(Grunig Process) |
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Definition
| -basic info often filtered by media gatekeeps remains intact as it is transmitted through various media |
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Term
Acceptance of the message
3
(Grunig Process) |
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Definition
-based on its view of reality
-audience not only retains message but accepts it as valid |
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Term
Attitude change
4
(Grunig Process) |
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Definition
| -audience not only believes the message, but makes a verbal or mental commitment to change behavior as a result of message |
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Term
Change in Overt Behavior
5
(Grunig Process) |
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Definition
| -members of the audience actually change their current behavior or purchase the product & use it |
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