Definitions
Public Affairs 270 with Hilyard at University of Tennessee - Knoxville
About this deck
By: Lauren Kedrow
Textbook:
Public Relations: Strategies and Tactics, Study Edition (9th Edition)
Created: 2009-04-21
Size: 82 flashcards
Views: 176
Textbook:
Public Relations: Strategies and Tactics, Study Edition (9th Edition)Created: 2009-04-21
Size: 82 flashcards
Views: 176
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The Use of communication channels that reach directly to the audience
Controlled Media
Generation Y
people born after 1980
Generation X
born between 1965 and 1980
Born between 1946 and 1964 represents the tidal wave of Americans born after WW11
Baby Boomers
Men and women 65 years or older
Senior
Lists publications in 48 other languages besides English
The Gale Diectory
Overloading the press with humor and hearsay about rival politicians or corporations
Black Public Relations
Which ethnic group will constitute 25 percent of the population by 2050
Hispanics
Other Emerging audiences
Catholic and evangelical groups, Gay and Lesbians, the disabled, and women
A PR term for regaining public credibility and trust
Corporate social responsibility
What is the front line of public relation
customer service
A refusal to buy the products and services of an ofending company
Boycott
The organization's ambassadors
the employees
Case where Supreme Court ruled that a company may be held liable in a sexual harassment suit even if management is unaware of the problem and has a general policy
Monitor Savings Bank vs. Vinson
Outsourcing white collar jobs to such nations as India
offshoring
To combine the disciplines of communication and finance to portray a company's prospects from an investment standpoint
Investor Relations
Many companies use the tools and tactics of PR to support the marketing and sales objectives of their business
Marketing Communications or Marketing Public Relations
companies manage all sources of information about a product or service in order to ensure maximum message penetration
Integrated Marketing Communications
The objectives of marketing communications
Marcom
A profit making company collaborates with a non profit org. to advance its cause and at the same time increase sales
Cause related marketing
Simply making claims about being environmentally friendly isn't effective
Greenwashing
dONATIONS OF FUNDS PRODUCTS AND SERVICES TO VARIOUS CAUSES
corporate philanthropy
Long term giving
Strategic philanthropy
Government relations specialists
Public affairs specialists
Term originally used to describe who sought favors from Abraham Lincoln
Conducted affairs of State in the lobby of Willard Hotel
Lobbyist
Officials captilize on their connections and charge large feea
influence peddling
Under the law lobbyist paid lunches are forbidden. When finger food is allowed they call this...
toothpick rule
Grassroots lobbying done under the cover of front groups
stealth lobbying
The planned and organized to build relationships with the publics of other nations
Global or International PR
Measures how tolerant a society is about unequally distributed decision making power
Power distance
Pits loyalty to one's self against loyalty to a larger group
Individualisim
Measures how well a society's willingness to consider the traditions of the past and carry them to the future
Long/Short term orientation
The American government is the major distributor of info around the world
It is an open communications process intended to present American society as complex
Public Diplomacy
Consists of people with a common interest in either business or social Life. Purpose is mutual help and self improvement
Membership org.
Work to improve their city's commercial climate and publicize their attractions
Chamber
Basic tools of advocacy groups
direct mail fundraising and campaigns
Terms for donators
patron or founder
The chief public relations officer for a college
The President or chancellor
The most visible aspect of a university public relations program
News Bureau
PR alumni, and development leaders that enjoy the many services of the Council for Advancement and Support of Education
Advancement officers
Dominant factor in mass media today
celebrities
Campaign to generate public awareness of an individual
Personality campaign
Steps In a personality campaign
- Interview the client
- Prepare a Bio
- Plan A Marketing Strategy
- Conduct
Important publicity tool but the practicioner should avoid too much pufferey
News releases
Steady output of information about a production
The "Drip Drip" technique
American Attitudes toward corporations
ditrustful in general
Fewer than 3 in 10 feel they are trustworthy
Dissatisfied customer who demand changes in corporate policies
Activist Consumer Groups
How other cultures see Americans
OPINIONATED
GETTING TO THE POINT QUICKLY
CLOCK WATCHERS
HIGH context cultures
Group Harmony
Social relationships before business
Handshake replaces legal document
Being on time is less important
ASIAN culture aspect: do not want to offend>never say "no" outright
"Loss of Face"
3 steps of Rebuilding Public TRUST
1. Adopt ETHICAL principles
2. Pursue TRANSPARENCY and DISCLOSURE
3. Make TRUST a fundamental precept of corporate governance
Why do corporations seek a better REPUTATION
1. responsible business practices ward off
INCREASED GOVERNMENT REGULATION
2. Less EMPLOYEE TURNOVER RATE
4 Factors to consider when Making A Decision
1. POLITICAL
2. TECHNOLOGICAL
3. SOCIAL
4. ECONOMIC
Why is Proctor and Gamble NOT as affected by consumer boycotts as other companies
It Makes SO MANY PRODUCTS under SEPARATE brand names
Consumer activists may demand changes in WHAT
corporation policies
KFC and Tyson were targeted by what group for inhumane treatment of animals
PETA
Method of PROMOTION TRAVEL in which travel writes or salespeople are invited to a destination for INSPECTION VISITS
"Fam" trips
Serve social needs of the public
EX: GOODWILL
Social Service Agents
American Heart Association
Health Agencies
Constitute 9% of total charitable giving
foundations
Most EFFECTIVE PITCHES for Non profits
1. Corporate and Foundation Donations
2. Structured Capital Campaigns
3. Direct Mail
4. Sponsorship of Events
5. Telephone Solicitations: 800 or 900 #s
6. Commercial Enterprises
PR: NON PROFITS
1. develop PUBLIC AWARENESS
2. News Media: stimulate PUBLIC INTEREST
3. Stories about activities best told in terms to INDIVIDUALS
4. create EVENTS that make news and attract crowds
5. NOVELTY STUNTS and DRAMATIC MESSAGES
PR Non Profits (2)
Induce Individuals to use SERVICES organization provides
PR NON PROFITS 3
Create EDUCATIONAL materials
1. BROCHURE :QUICKEST way to inform
2. News Bulletin
3. AD Council publishes media FREE OF CHARGE
PR Nonprofits 4
Recruit and Train Volunteer Workers
1. TESTIMONIALS
2. SENSE OF PERSONAL CONTRIBUTION
3. praise volunteer work by CERTIFICATES
PR NON Profits 5
Obtain FUNDS
1. solicitation programs
2. serve as CONSULTANTS to specialized development dept.
Supervises office of development which included division for alumni relation and office of PR
VP of Development
PR efforts in education should be directed towards...
Building community support
Beating the odds at the Polls
Crisis communication
Marketing of public schools at other schools
Proclaim WHAT when facts support innocence
DISMAY and LACK OF KNOWLEDGE
PR FOR CELEBS
1. Reverse the role from OFFENDER to CRUSADER for the new cause
2. Arrange an EVENT OR CONFERENCE to make new commitment real
3. Proclaim the new role through MEDIA RELATIONS EFFORTS
Safer for practitioner to issue a WHAT to explain the client's conduct instead of client calling a news conference
PREPARED STATEMENT
Danger of DRIP DRIP technique
audience EXPECTATIONS may get too HIGH
What departments use MARKET RESEARCH, DEMOGRAPHICS, AND PSYCHOGRAPHICS to define target audiences
Movie DVD PR
What age group is most MOTION PICTURE publicity aimed at
18 to 24
Typical LA PR firm specializing in personalities and entertainment staff
>Deliver to publicity stories about clients and projects to media offices
Planters
LA PR FIRM
PLACE clients on talk shows and other public apperances
Bookers
What has focused PR travel specialists on a NEW ELEMENT of protecting travelers' sense of safety and security
TERROISIM
Done through travel articles in magazines and newspapers and brochures distributed by agents or direct mail travel films and WEB presentations
STIMULATION
Critical Phase of travel promotion
GOOD TREATMENT OF TRAVELERS
Allows organizations to retain nonprofit status while running "issue" ads as long as they are not directly coordinated with the national political parties or candidates they support
527s
Motivated based on morals rather than profit
Depend on international support for their programs and causes
Credible in issues concerning labor, health, and enviroment
Nongovernmental Organizations
About this deck
By: Lauren Kedrow
Textbook: Public Relations: Strategies and Tactics, Study Edition (9th Edition)
Created: 2009-04-21
Size: 82 flashcards
Views: 176
Textbook:
Public Relations: Strategies and Tactics, Study Edition (9th Edition)Created: 2009-04-21
Size: 82 flashcards
Views: 176
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
Naj
Naj