Chapter 1: PR Roles and Responsibilities

Flashcards covering the vocabulary, definitions, historical acts, and theoretical models of Public Relations as presented in the lecture notes.

Global Alliance for Public Relations and Communication Management

A collaboration of seventy countries formed to examine how public relations is practiced worldwide and to facilitate information sharing among practitioners.

The Stockholm Accords

A global call to action endorsed in 2010 that identifies the role of public relations in organizational sustainability, governance, management, and internal/external communication coordination.

Public Relations (Mexico City 1978 definition)

The art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action which will serve both the organization and the public interest.

Reputation Management

The result of what you do, what you say, and what others say about you; the discipline which looks after reputation to earn understanding and support.

Sustainability

The organization's ability to balance today's demands with future needs, involving stakeholder engagement in economic, social, and environmental commitments.

Governance

A stakeholder model where leaders are responsible for relationship policies, aided by PR managers who define organizational values and interpret societal expectations.

Staff Public Relations Practitioner

An employee of a commercial, nonprofit, or government organization who performs specialized PR tasks and shares the corporate or institutional identity.

Public Relations Counselor

An independent practitioner called in at an advisory level to research situations, make recommendations, and who usually possesses specialized expertise gained in agency or corporate work.

Public Affairs

The term used by the U.S. government for public relations, and by organizations to describe staff who handle relationships with various levels of government.

The Gillett Amendment

A 1913 act of Congress stating that appropriated funds may not be used to pay a publicity expert unless specifically appropriated for that purpose.

Smith-Mundt Act

A 1948 act that included a ban on domestic exposure to public diplomacy related to geographic boundaries.

Civil Society Organizations (CSOs)

A wide array of nongovernmental and not-for-profit organizations that express the interests and values of their members based on ethical, cultural, or philanthropic considerations.

GONGOs

Nongovernmental organizations that receive some government funding.

Institutional Advancement

An umbrella term, frequently used in educational institutions, that combines the functions of public relations and fundraising.

Donor Relations

Another name for fundraising, involving identifying potential support sources, informing them of organizational value, and cultivating long-term relationships.

Issues Management

A research specialization concerned with watching the horizons for change and determining in advance what developments are likely to become important to an organization's publics.

Investor Relations (IR)

A financial PR function that involves complying with corporate disclosure regulations, preparing material for securities analysts, and developing annual reports.

Integrated Marketing Communications (IMC)

A designation for PR found in business settings that coordinates marketing, advertising, and public relations activities.

Lobbying

A public relations function involving working with legislative and regulatory units of government to persuade lawmakers to adopt a particular point of view.

Press Agentry

The practice of planning activities or staging events specifically to attract attention and publicity.

Manipulative Model

A model of public relations described by Stephen A. Greyser where the consumer is viewed as a victim.

Service Model

A model of public relations where the consumer is 'king' and the focus is on reacting and responding to public developments.

Transactional Model

A model of public relations where the consumer is seen as a partner and business achieves mutually beneficial relationships through planning.

Expert Prescriber

An authoritarian and prescriptive practitioner role where the PR professional acts as the primary authority on PR problems and solutions.

Communication Technician

A supportive, skills-oriented role where the practitioner performs technical tasks but does not typically participate in policy making.

Two-way Symmetrical Model

The ideal PR model proposed by James E. Grunig that involves negotiation with publics to arrive at mutually acceptable and beneficial policies.

Guanxi

A Chinese term for a personal relationship with someone in power that can facilitate goals through status and access, requiring reciprocity where the return is greater than the deed.

Spin Doctor

A term introduced in the late 1980s suggesting media manipulation through deceptive accounts or 'doctored' interpretations of events.