MC 2000 Test 2

What are the two major parts of public relations?

1. reputation (organizations seek to create attitudes favorable to themselves and their work through PR) 2. mutually beneficial relationships (PR is a strategic communication process that builds mutually beneficial relationships between organizations and their publics)

What does PR have to do with a company's website?

PR is the one behind website content like the about us page, anything that helps build their image

What does long term data-driven analysis mean?

PR must do research and gather data to understand status, using research and assessment is a big part of PR research groups to assess effect/status and create campaign

What does it mean to have audience-focused writing and communication

PR must tend to specific needs of public being written to when creating content what does the audience care about? what can you say in the first half of the first sentence to let your audience know this is important to them?

What abilities come with media literacy?

ability to access, analyze, evaluate, create and act using communication

What is the most significant challenge advertisers face today?

advertising clutter

What are the trends with advertising as an industry?

advertising is a large, healthy industry, has grown every year for last decade big challenge that the industry faces: ad clutter

How does the media construct our individual realities?

along with our personal experiences and observations, media helps us create our own individual realities if you don't have any personal experience, media alone with construct reality personal experience usually trumps media as media only gives portion of reality but media can help you understand reality even if you have experience

What is the general responsibility of public relations?

any communication by an organization to their stakeholders/the public

What are the similarities between PR and advertising?

both are about favorable image PR has publics and builds relationships Advertising has an audience/people to whom a media product is being directed that they need to connect with

What are public relations specializations?

can be very general to very focused

What is internal communication?

communication to employees involves finding what type of information employees need to feel happy with their employer

How are advertorials/sponsored content articles different from other advertising strategies?

different because they are usually only used in news outlets

What is the weakness of product placement?

easy to ignore, not as engaging as product integration

magazines (local) strengths

educated audiences targeted audiences based on interest that makes it unique high information

What are things to look for to determine fake news?

emotional reaction, how you encountered info, headline/main message, source of info, sources of content info, hyperlinks, images, fact checking sites

Examples of publics

employees, stockholders, communities, media, government, investments, customers, etc.

How does the media tell us about who we are as a society?

even with an active audience, mass media holds a crucial importance for society's vision of itself

How is media influenced by format?

every media medium has its own characteristics, codes and inventions mass media is similar in some approaches to presenting the world - organized into storytelling forms that we recognize as entertainment, news, information, education or advertising

What does it mean that PR should be goal-driven?

every responsibility/communication of PR must be towards a goal: maintaining image, raise awareness or another positive outcome having a strategy to achieving these goals is important

local tv weaknesses

expensive (both to produce and place) cannot geographically target

What is the difference between product integration and product placement?

for product placement there is not too much interaction with the product, most of the time will only show it without mentioning the name

What are the three key elements to PR work?

goal-driven audience-focused writing and communication long term data-driven analysis

What is the strength of product placement?

good for brand name recognition, brand will be remembered sometimes the reputation of the brand can be improved based on perception of the content it is placed in

What is a public?

groups of people with a stake in an organization, issue or idea

radio stations weaknesses

have to advertise to entire geographic range of station (could be paying for audience that won't support business because of location) commercial avoidance

local tv strengths

high level engagement large audiences higher ability to be remembered

cable tv strengths

high level engagement large audiences higher ability to be remembered can have ads targeted on national networks

What is engagement?

how connected/emotionally impacted a consumer is

What is media format?

how media is presented

What is online targeting?

hyper-targeting audience with data and information from browsing history to show ads they are likely to be interested in

What does PR have to do with social media?

if a business has a social media, PR is usually the ones running the accounts they decide all the writing, productions and pictures for posts

How would the sources of content information be a red flag for fake news?

if it doesn't have many credible sources or the information can't be found other places

How would a headline/main message be a red flag for fake news?

if it is in all caps/has exclamations says this is something the media doesn't want you to know

How would the source of information be a red flag for fake news?

if it is on a satirical website/fake news websites/sponsored content

How would certain ways of encountering info be a red flag for fake news?

if it was on social media or promoted in some way

How could fact checking sites lead to be a red flag for fake news?

if the information comes up as not true

How could hyperlinks be a red flag for fake news?

if they are not one credible source leading to another

How would emotional reaction be a red flag for fake news?

if you have a strong emotional reaction/ get angered or upset

Why is internal communication important?

important for employees to feel passionate about where they work and being a part of something company needs certain message to deliver to employees

local newspapers weaknesses

improbable to reach younger audiences low engagement

Why is connecting with the audience important to advertising?

information alone doesn't make a good sales pitch connecting product to people by making people think is a better way to reach audiences

what is an example of media literacy?

knowing technology affects the accessibility of content

Why is traditional advertising still effective among new strategies?

large portion of advertisement because there is still a large portion of people who prefer push media (Super Bowl ads, newspaper, etc)

news websites strengths

low costs geographic and interest targeting

news websites weaknesses

low engagement ignored ads

magazines (local) weaknesses

low to medium engagement

What is an example of product placement?

main character in movie drinking Coke

What are the trends in advertising types/strategies?

major increasing trend: creating content that is advertising in order to overcome ad clutter (product placement, integration, advertorials, online targeting) traditional advertising is still effective and mainstream

How is the media influenced by industrial/financial pressures?

majority of media messages produced by organizations in a commercial setting have to think about who paid for media, what economic decisions went into a product

What is an example of product integration?

makeup product used in YouTube tutorial

Why is a shifting audience an issue for advertising?

millennials have about $3 trillion in buying power but they don't watch TV/push media so ad consumption is low trust social media and peer-to-peer advice more than advertising

cable tv weaknesses

most expensive

what is an example of audience-focused writing and communication

must focus on news values for press releases for journalists

Is product placement a new advertising strategy?

no, while it is effective now this strategy has actually been around for a long time

What is a press release? How does it relate to PR?

official statement from the PR of a company written for journalists to possibly use in a story PR not only writes them but consistently reaches out to reporters so they will talk about the company

How is online targeting effective?

overcomes clutter because all ads are things the consumer is drawn to/least likely to ignore

What is the big difference between PR and advertising?

paying advertising is explicitly paying for media space or time to gain attention PR is more about mutual benefits

How many ads are people exposed to a day and how many of those do they actually notice?

people are exposed to hundreds of ads a day likely only note half of those

What is politics in terms of media?

politics refers to the way a society is government within context of media, politics can refer to how the government regulates media, court decisions, etc.

What is a weakness of online targeting?

privacy issues

What does it mean that audiences are active recipients of the media?

process of making meaning out of media is an ongoing interaction between reader/viewer and the material active audience have a role in how media affects them filter media content through our unique personal experiences/"personal lenses"/what we already know to determine how it influences us

What is product placement?

product advertised being placed into pre-existing entertainment content

What are strategies to beat ad clutter and a shifting audience?

product integration product placement advertorials/sponsored content online targeting

Besides ad clutter, what is another challenge for advertisers today?

shifting audience

What are the specific responsibilities that public relations usually deals with?

social media website content press releases/media relations internal communication crisis communication

radio stations strengths

somewhat defined audience can target more than newspaper due to statistics (demographics on what kind/how many people are listening because of ratings)

What is an advertorial/sponsored content?

sponsored content that looks like normal news content but is created by an advertiser

What makes for a good media plan?

statistical approach figuring out how and why a company is influenced to know what message is most likely to resonate/succeed

local newspapers strengths

statistically educated, older, wealthier audience high level information newspaper consumers engage with ads more medium level cost

What is a media plan?

strategy of advising what advertising a company should produce

What is product integration?

taking a product/ advertiser and interlacing it into entertainment content

What is advertising?

the activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services

What is advertising clutter?

the idea that people are exposed to so many ads that they are ignoring and avoiding them

What are the six principles of media literacy?

the media constructs our individual realities the media are influenced by industrial/financial pressures the media are influenced by political pressures the media are influenced by format audiences are active recipients of the media the media tells us about who we are as a society

How could images be a red flag for fake news?

they could be out of context need to consider source

What is media literacy?

understanding of how media works and how it influences society

Why is product integration effective?

viewers want to consume the ad because its part of what they already want to watch instead of being separate overcomes avoidance

What is crisis communication?

when something goes wrong, PR decides how to tell the publics