Public Relations (Chapters 14-18) Review

Comprehensive practice vocabulary flashcards covering Global, Corporate, Entertainment, Sports, Government, and Nonprofit Public Relations topics.

Global PR

Public Relations campaigns conducted across different countries, requiring messages to be adapted for different cultures, languages, values, and political systems.

The 4 Gs of Global PR Growth

Global economy, Growth of multinational corporations, Greater communication technology, and Greater need for strategic communication.

High-context Cultures

Cultures where meaning is implied, nonverbal cues matter, and relationships are prioritized, such as many Asian and Middle Eastern cultures.

Low-context Cultures

Cultures where meaning is explicit, direct communication is valued, and written details matter, such as the United States and Germany.

Power Distance

One of Hofstede’s Cultural Dimensions that measures the acceptance of inequality within a culture.

Public Diplomacy

A government’s effort to influence foreign publics to improve its international image and explain national policies.

Corporate PR

Public relations focused on protecting and growing a company’s reputation through media, customer, employee, and investor relations.

The Trust Formula

Corporations build trust through transparency, ethical conduct, good corporate governance, and social responsibility.

CSR (Corporate Social Responsibility)

The specific programs and initiatives a company takes to "do good."

ESG (Environmental, Social, and Governance)

The metrics and evaluation used to measure and prove a company's performance regarding its social and environmental actions.

Integrated Marketing Communications (IMC)

A coordinated campaign where PR, advertising, and marketing work together as one unit.

Cause-related marketing

A partnership between a company and a nonprofit to support a cause, such as the Tito’s and animal welfare campaign.

Viral Marketing

Content created with the goal of being voluntarily shared by users, which often involves a loss of message control for the organization.

Drip-drip-drip technique

A technique used in entertainment PR where information is released gradually to maintain public interest over time.

Public Information

Neutral and factual communication used by government agencies to educate citizens.

Political PR

Advocacy-oriented communication used by campaigns and parties to persuade voters.

Government Relations (Public Affairs)

The ongoing management of relationships between an organization and government entities.

Lobbying

A specific form of government relations that involves directly attempting to influence, pass, defeat, or amend legislation.

Grassroots Lobbying

Influencing policy by mobilizing ordinary citizens through tactics like email campaigns, town halls, and social media.

Capital Campaign

A long-term fundraising campaign intended to fund a major project, such as a new building.

Trade Associations

Membership organizations that represent a specific industry, like home builders or beverage manufacturers.

Letter of Inquiry (LOI)

The first step in the grant writing process for nonprofits seeking funding.

Advocacy Groups

Organizations that promote specific causes through publicity, lobbying, litigation, and demonstrations, such as Greenpeace.

The Seven Categories of Nonprofit Social Organizations

Social service agencies, Health agencies, Hospitals, Religious organizations, Welfare agencies, Cultural organizations, and Foundations (S-H-H-R-W-C-F).

Hospital PR Roles

The two primary roles are protecting the hospital’s reputation and marketing the hospital’s services.