Study Principles of PR Final Flash Cards
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Principles of PR Final
Principles of PR Final
| organizational commitment levels (3) |
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1. effective 2. normative 3. continuous |
| proactive media relations |
| public relations professional or agency making an effort to organize and distribute information to the media regarding their client (BEST CHOICE!) |
| reactive media relations |
| public relations professional or agency responding to questions asked by media |
| three categories of crises (can be violent or non-violent) |
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1. acts of nature 2. intentional 3. unintentional |
| non-violent crises |
| sudden upheaval, but damages are delayed or minimal (ex: insider trading, workers' strike) |
| violent crises |
| immediate loss of life or property (ex: Katrina, terrorism, product tampering) |
| crisis |
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significant threat to operations w/ negative consequences that is usually directed at org, stakeholders, and/or industry -public safety -financial loss -damaged reputation |
| 5 rules for message strategy in a crisis |
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1. demonstrate empathy and concern 2. take responsibility if it's your fault 3. use only one spokesperson (usually CEO) 4. make sure to communicate confirmed facts 5. internal/external communication |
| steps to crisis planning (3) |
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1. monitor trends and public opinion to prevent crisis 2. analyze business to determine risk 3. prepare for most likely and most devastating circumstances |
| key elements of corporate pr (4) |
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1. integrating 2. coordinating 3. preserving 4. problem-solving |
| corporate pr |
| overarching umbrella for consumer pr, internal communications, community relations, and crisis mgmt |
| what are the four trends in PR? |
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1. pr has evolved from MANIPULATION to UNDERSTANDING, NEGOTIATION, AND COMPROMISE 2. pr practitioners have progressed from FIREFIGHTERS to CRISIS MANAGERS 3. pr has changed from being MARKETING/SALES SUPPORT to INTEGRATED COMMUNICATION 4. pr has changed from focusing on SHORT-TERM ITEMS to LONG-TERM RELATIONSHIP development |
| criteria for community relations programs (8) |
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1. create a solution 2. eliminate a problem 3. develop tools 4. broaden use of something 5. share equipment, facilitates, and professional expertise 6. reconstitute, repair, dress up 7. tutor, counsel, train 8. activate others |
| goal of community relations |
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-going beyond being a good neighbor -determine what the strengths/weaknesses are in the community -determine if these strengths/weaknesses can be matched with org. objectives |
| community relations |
| an institution's planned, active, and continuing participation w/ and w/in a community to maintain and enhance its environment to the benefit of both the institution and the community |
| trends in employee communications (6) |
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1. greater expectations of mgmt 2. move towards digital communication 3. shift in culture and who works there (mobility and diversity) 4. storytelling model 5. bottom-up rather than top-down 6. shift towards listening model |
| organizational commitments (OCs) |
| the most important factors in building positive relationships between an employee and his/her organization |
| employee organization relationships (EORs) |
| the relationship between an org. and its publics is the focus; a psychological link forms between the employee and his/her org. that makes it less likely for him/her to leave |
| continuous org. commitment |
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rewards of staying vs. costs of leaving -ex: health care benefits, pay rate, number and amount of bonuses, vacation time |
| normative org. commitment |
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obligation to company -ex: spouse, good friend, or family member is employer or fellow employee |
| effective org. commitment |
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emotional link with company -ex: values and attitudes fit well with company |
| what variables influence employee communication possibilities? (3) |
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1. size of organization 2. location(s) of organization 3. number of languages spoken/cultural differences |
| broad topics usually chosen by successful internal media... (4) |
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1. employees' understanding of their role in organization 2. clarification of management policies 3. employee well-being and safety 4. recognition of employee achievements |
| best practices of employee relations |
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1. consistent external and internal communication efforts 2. train all managers and supervisors to be effective communicators 3. facilitate face-to-face and one-on-one communication 4. use multiple channels 5. understand employee motivations, desires, emotions 6. build trust |
| building blocks for effective internal communications (2) |
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1. investment in extra time, energy, innovation 2. culture communication especially important for international business |
| characteristics of employee relations (2) |
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1. goal is for effective and ongoing two-way communication 2. strive for participatory organizational culture |
| employee relations |
| activities that are intended to build a sound relationship between the organization and its employees (especially between management and rest of workforce) |
| guidelines for media advisory (6) |
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1. details should entice reporter to attend event 2. don't include too many details (just basics) 3. use headline to catch reporter's attention and explain newsworthiness 4. focus on opportunities for photos or film 5. be careful where and to whom you send advisory 6. follow up once (don't be a pest) |
| guidelines for a lead in press release (7) |
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1. first 10-12 words are most important 2. be careful with both details and word choice 3. describe news before saying who announced it 4. wait until you have enough info 5. should answer "so what?" question 6. should be visually inviting 7. don't try to say too much |
| guidelines for preparing press conferences (3) |
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1. plan carefully 2. prepare executives and others to be involved 3. coordinate the meeting w/ PR practitioners serving as directors and stage managers |
| when should you hold a press conference? |
| only when you have news that is newsworthy enough for the attention |
| news/press conferences |
| structured opportunities to release news simultaneously to multiple media outlets w/ an opportunity for the media personnel to ask the subjects questions |
| why do PR professionals use editorial calendars? |
| they use them in an attempt to increase their chances of coverage |
| editorial calendars |
| shows the major editorial features planned for future issues of a newspaper or magazine |
| media kits |
| a collection of publicity releases packaged to gain media attention |
| media outlet news cycle (3 forms) |
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1. magazine: longest lead time, start 3-6 months before issue dat 2. broadcast: shortest lead time, follow up same day 3. newspapers: same day or next day |
| when do you use a media advisory? |
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used for... -press conferences -special events -speakers -demonstrations -celebrity activities |
| press release vs. media advisory |
| media advisories are typically shorter (less than one page) and focus on visual elements |
| media advisory |
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announcement of an event that you want media (specifically TV cameras) to attend -also includes who, what, why, when, where, and how |
| financial press release |
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shareholder info sent to financial media and financial sections of business pages -ex: General Mills |
| product press release |
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new products or lines, often sent to trade magazines, that stress both product and consumer use of product -ex: Mazda |
| publicity release |
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general info about organization's activities -ex: Spyder |
| personnel press release |
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-new hire, new accounts -sent to B2B and business section of newspapers -ex: PSB Hire |
| what are the 4 types of press releases? |
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1. personnel press release 2. publicity 3. product press release 4. financial press release |
| 4 guidelines for press release (besides inverted pyramid) |
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1. be concise and accurate 2. avoid technical terms or acronyms 3. use quotes (except for in lead) 4. stress local angle |
| what shape should your press release be modeled after? name the parts... (4) |
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inverted triangle -headline -lead -important facts -any other facts |
| why use press releases? |
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press releases are used to... -announce a new product -personnel changes -survey results -respond to legislative decisions -share financial earnings -talk about community events |
| elements to include in press release (5) |
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1. full contact info 2. headline 3. date and city 4. lead 5. hook |
| press release |
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a news story prepared for the media by an organization -explains who, what, where, when, why, and how (usually within first few sentences/lead) |
| 4 most common types of information tactics |
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1. press release 2. media advisory 3. media kit 4. VNRs |
| steps to contacting media (3) |
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1. build media list 2. send out info, packaged in appropriate form 3. follow up w/ personal contact |
| types of media publics (6) |
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1. newspapers 2. newswires 3. magazines 4. radio 5. TV 6. online news services |
| 3 things that happen in each frame... |
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1. issue defined 2. responsibility determined & explained 3. potential solutions suggested |
| 5 ways frames set the story... |
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1. symbols 2. visuals 3. context 4. themes 5. storytelling techniques |
| What are the four ways PR professionals use media framing? |
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1. signify what is important 2. increase message relevance (public and journalist) 3. ensure message is interpreted as intended 4. decide what to include, exclude, and emphasize w/in message |
| Media framing promotes... (4) |
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1. particular problem definition 2. causal interpretation 3. moral evaluation 4. treatment recognition |
| construction of social reality |
| any group of people must agree on symbolic meanings of objects and concepts |
| importance of media framing |
| organizations and their publics must share common frames of reference about topics or issues of mutual concern, and framing puts message into context |
| three main parts of media framing |
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1. value-driven process 2. how messages are created and given meaning 3. involves selection and salience |
| media framing |
| value-driven process that strives to select an aspect of perceived reality and communicate it in a more salient manner |
| deadlines for news stories (magazine & TV) |
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magazine = 6 months in advance TV = asap |
| reporter's goals in media relations (4) |
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1. meet deadline 2. get to key sources 3. get the story right 4. make story of interest to readers/viewers |
| what six elements make news (media relations)? |
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1. consequence 2. timeliness 3. proximity 4. prominence 5. uniqueness 6. human interest |
| important media relations considerations (3) |
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1. responsibility comes w/ 3rd party credibility added to messages 2. relationship = mutual dependency 3. make sure client understands role of journalist (proactive vs. reactive) |
| media relations activities (3) |
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1. share breaking news 2. getting certain points of a story told 3. correct any misinformation or inaccuracies |
| media relations (definition) |
| contact w/ journalists and editors to share news about an organization |
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