PR Terms

Content Analysis

-Analyzes the content of communication -Objectively and systematically identifying specified characteristics of messages

Technician Mentality

-Don't think that the ethics that they do is to their concern they are just doing what the boss tells them to do -Only care about technical execution

PRSA code of ethics:Provisions and penalties

-Free flow of information -Competition - Disclosure of info -Safeguarding confidence -Conflicts of interest -Enhancing the profession

In house PR v. Outsourcing

-Inhouse: using ones own staff to do something. the organizations own public relations staff does PR in-house. -Outsourcing:hiring people outside an organization to do work. organizations often outsource public relations activities to PR firms who may handle all or just some of their PR needs.

RPIE plan

-Research -Planning -Implementation -Evaluation

Professional Mentality

-Wont participate if its unethical -Care about the technical execution but also about what is being told

Validity

A characteristic of research. Validity requires that research results reflect the real status of what the research is measuring. it is often a function of asking good, unbiased questions

Gantt Chart

A graphic chart that illustrates the timeline for tactics in a public relations plan

What is a Sample

A group of people selected by researchers to represent the opinions of a larger population

Focus Groups

A research method usually involving eight to 12 subjects who are asked open ended questions. a trained facilitator guides the discussions, which are usually videotaped.

Situation Analysis

A section of public relations plan that describes the current situation, with relevant facts about the organizations history, growth, products, sales, market share, strengths, weaknesses, opportunities and threats

Piggyback (Omnibus) Survey

A survey that asks questions for several organizations. Organizations save money by sharing the cost of the survey. each organization pays based on the number of questions asked for it.

AD v. PR

AD is all about the selling of products and their focus is on the consumer. PR wants to build a relationship and improve awareness of everything from institutions to ideas.

Open Ended Question

An essay type of question that asks respondents to answer a question in their own words.

Advertising

Any paid form of communication through mass media directed at identified consumers to provide information and influence their actions. It is the most known and used type of mass promotion.

Gatekeepers in PR

Become more influential in free media placement.

IMC (Integrated Marketing Communication)

Companies coordinate all types of marketing communication to achieve maximum impact. this includes integrating advertising, public relations, sales promotion and other messages.

Summative Evaluations

Conducted at the end of a PR campaign a summative evaluation answers the question: Did the plan achieve its objectives?

Data v. Info

Data: series of observations, measurements, stats, and facts. Info: Data that is analyzed, described and understood *once we make meaning of data we have information

Flack or Flak

Derogatory term for public relations professionals, often used by journalists. it originally was an acronym for a type of German anti aircraft gun used during World War 11. That type of flack attempted to intercept or divert aircraft. In a PR context, it usually refers to a PR person who deflects criticism.

Advantages of PR firms

Do all PR "in-house" which refers to a dept. within an orgnization. -Are a part of corp. conglomerates which facilitates mkt comm. -Approach the problems with ojectivity which becomes an asset to an organization that wants to energize its public with new strategies and tactics.

Licensing of PR professionals

Edward Bernays campaign for the licensing of PR professionals he believed it would guarantee a min level of education and force them to behave in an ethical matter. Tody no state requires a license only in Puerto Rico it is required to have a degree and two years of experience.

Front Groups

Groups that seek to influence public policy by obscuring the true identity of their members or by implying representation of a much more broadly based group that exists

Gatekeepers

Individuals who control access. journalists and their editors are media gatekeepers who decide whether, when, and how to use stories generated by public relations

Secondary Research

Information previously collected for another purpose but that is useful and relevant as background for a PR plan. Examples include an organizations own records, library reference documents, internet research and trade journals.

PR

It's a strategic communication process that builds mutually beneficial relationships b/w organization and their publics

Gatekeepers in advertising

Not an issue, the gatekeepers are the editors and reporters who choose which news stories to cover, what angles to take.

Reliability

One can reproduce reliable research with the same results. Results are consistent

Primary Research

Original research created to answer the specific questions of an organization. Surveys, Focus groups, experimental studies, and content analysis generally accomplish this.

SWOT

Part of a situation analysis in a public relations plan. it outlines an organizations Strengths, Weaknesses, Opportunism and Threats

Courtesy Bias

Providing answers they think the reasercher wants

Proactive PR

Public relations plans that try to anticipate future circumstances. rather than reacting to events, proactive PR tries to develop strategies and tactics that best manage an organizations image and reputation.

Reactive PR

Public relations that mostly reacts to events as the occur. News releases go out when needed. crisis are managed. rather than using PR to manage image and reputation through a strategy and tactics, PR practitioners deal with what comes up on a day to day basis.

How reputations are formed?

Reputation is the general opinion of an institution or individual. They are influenced by direct and indirect experience. PR helps organization build and maintain a good rep.

Formative Evaluations

Research conducted during the execution of PR plan to determine how much progress is occurring and whether a change in strategy or tactics is necessary to achieve objectives.

Qualitative Research

Research methods that yield unquantifiable information about peoples attitudes, beliefs and lifestyle. PR practitioners use focus groups to produce qualitative research. they call the results soft data and unreliable from a statistical point of view.

Quantitative Research

Research that produces hard statistics that are reliable, using probability samples. Public opinion polls use quantitative methods.

demographic segmentation

Segmenting a population according to demographic categories such as age, sex, race, ethnicity, language spoken, geographic location, religion, sexual orientation

Psychographic segmentation

Segmenting a population based on their values, attitudes, and personality

Executive summary

The first page of a PR plan. it provides a persuasive overview of the strategy and tactics of the plan

Primary Target public

The most important target audience for a public relations plan. what groups of people the plan must absolutely reach.

Journalism v. PR

The primary skill for journalist is writing and story telling. The focus on the presentation of fair and balanced info. PR perfomr a wide variety of tasks and writing is a part of it along with planning budgeting, etc.

Secondary Target public

These people are less important to the success of a public relations plan.

Close ended question

a question that restricts the answers a respondent can give, such as true or false, multiple choice responses or numeric responses on a scale

indirect experience

comes from news coverage, advertising and word of mouth.

Informational Objective

focus is to create awareness, expand understanding and generally to inform and educate audiences. (risk of not wearing a helmet while riding a bike)

Crisis Communication

p.132

Motivational Objective

seek to persuade people to do something to engage in some behavior and take some action. (Donating, voting, buying)

Tactics

the action steps to take to implement a strategy and accomplish the objectives of a PR plan. they can include news releases, fact sheets, special events and other activities.

Spin

the filter through which professionals send information, often negative, to create a positive impression

Strategy

the overall arrangement for a PR plan. A broad nonspecific statement about the approach to take. strategy usually makes clear the theme or underlying message of the plan.

Direct Experience

when someone works for an organization, buys its products or services, or invests in the company