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