Public Relations
104 flashcards by MentisLibrary
The practice of PR for practitioners and students: publics and reputation, media relations and press materials, crisis and issues management, corporate and internal communication, public affairs, measurement beyond clip counts, and the ethical and legal limits.
- What is public relations?
- A strategic communication process that builds mutually beneficial relationships between an organization and its publics. This is the definition adopted by the Public Relations Society of America.
- What is a public in public relations?
- Any group whose relationship with the organization affects, or is affected by, what the organization does.
- How does the situational theory of publics classify people?
- By whether they recognize a problem, feel constrained from acting, and are involved with it: nonpublics, latent, aware and active publics.
- What distinguishes public relations from advertising?
- Advertising is paid space with full message control; public relations mainly earns coverage, giving up control in exchange for third-party credibility.
- How does public relations relate to marketing?
- Marketing works to create and satisfy demand among customers; public relations manages relationships with all publics, only one of which is customers.
- What is reputation in a corporate context?
- The accumulated judgment publics hold about an organization, built from its behavior over time and from what others say about it.
- What is a social license to operate?
- The informal acceptance an organization needs from communities and stakeholders to conduct its activities without sustained opposition.
- What are Grunig and Hunt's four models of public relations?
- Press agentry, public information, two-way asymmetric, and two-way symmetric.
- What is two-way symmetric communication?
- A model in which the organization uses research and dialogue to adjust its own position as well as the public's.
- What does the RACE framework stand for?
- Research, Action planning, Communication, Evaluation.
- What does RPIE stand for?
- Research, Planning, Implementation and Evaluation, the four-step process used in accredited public relations practice.
- What is the difference between a business objective and a communication objective?
- A business objective is an organizational outcome; a communication objective is a measurable change in awareness, understanding, attitude or behavior that contributes to it.
- What is a message house?
- A structured document holding one overarching message, a small number of supporting pillars, and the proof points beneath each.
- What is stakeholder mapping?
- Plotting stakeholders by their level of interest in an issue and their power to affect the outcome, then assigning an engagement approach to each quadrant.
- What is a communications audit?
- A systematic review of an organization's messages, channels, coverage and stakeholder perceptions, used as a baseline before planning.
- What are the four media types in the PESO model?
- Paid, earned, shared and owned media.
- What is earned media?
- Coverage an organization obtains through the independent editorial decision of a journalist, publisher or creator, rather than by paying for placement.
- What is owned media?
- Channels the organization controls entirely, such as its website, newsroom, blog, email list and its own social accounts.
- What is a press release?
- A written announcement issued to media containing news, structured so a journalist can assess and use it quickly.
- What is the inverted pyramid structure?
- Putting the most important information first and descending to background detail, so the story stands up even if cut from the bottom.
- What is the boilerplate in a press release?
- The standing paragraph at the end describing the organization, its business and where to find more information.
- What is a media advisory?
- A short notice inviting journalists to an event, giving who, what, when, where and why, without the narrative of a release.
- What is a media pitch?
- A short, personalized approach to a specific journalist proposing a story that fits their beat and their publication.
- What is a media list?
- A maintained list of relevant journalists, outlets, beats, deadlines and preferred contact methods.
- What is an embargo in media relations?
- An agreement that a journalist may receive information in advance on condition of not publishing it before a stated time.
- What is an exclusive in media relations?
- Offering a story to one outlet only, in exchange for fuller or more prominent treatment.
- What do on the record, on background and off the record mean?
- On the record means everything is quotable with attribution; on background means usable but attributed in an agreed general way; off the record means not for publication at all.
- What makes something newsworthy?
- Timeliness, proximity, impact, prominence, conflict, novelty and human interest.
- What is a news hook?
- The current, external reason a story matters now.
- What is newsjacking?
- Inserting an organization's perspective into a developing news story to gain coverage.