Jour 270 Midterm

Focus: Ch 1, 2, 4, 5, 6, 7

What are publics?

groups of people with shared interests related to organizations

What is public relations?

mgmt of comms between an org and its publics or the strategic comms process that build mutually beneficial relationships between orgs and their publics

What is spin?

Disingenuous strategic comms involved skewed interpretation or presentation of information

What are Arthur Page’s 7 principles of public relations

1. Tell the Truth

2. Prove it with Action

3. Listen to the customer

4. manage for tomorrow

5. conduct PR as if the whole company depends on it

6. remain calm, patient and good-humored

7. realize the company’s true character is expressed by its people

What does “managing for tomorrow” mean?

building goodwill, avoiding business practices that will lead to unfavorable business conditions, and anticipating how publics will respond to business decision that will have negative consequences

What is effective integrated communication?

publics form their beliefs & attitudes about organizations based on all their points of contact with an org

What is ethics?

moral principles that govern behavior and are deeply personal

If you work in public relations, who do you have a duty to?

yourself, your client, your employer, the profession, the media and society

What is Fitzpatrick’s guide for ethical PR decision-making?

1. define the ethical issue

2. identify internal/external factors that may influence decision

3. identify key values

4. identify parties that will be affected by decision and define the PR professional’s obligation to each

5. select ethical principles to guide decision-making process

6. make a decision and justify it

deontological ethics are systems of deicision-making that focus on:

Rules

What are the criticisms of the PR codes of ethics?

1. lacks enforceability

2. they are not effective

3. it is vague and lacks internal consistency

What are the six core values of the PRSA code?

1. Advocacy

2. honesty

3. expertise

4. independence

5. loyalty

6. fairness

What are the major code provisions of the PRSA code?

1. free flow of information

2. competition

3. disclosure of information

4. safeguarding confidences

5. conflicts of interest

6. enhancing the profession

What are the four models of PR in history?

1. press agentry/publicity

2. public information

3. two-way asymmetrical

4. two-way symmetrical

What is the press agentry/publicity PR model?

mostly one-way communication from organization, little to no concern for accuracy or completeness

What is the public information PR model?

mostly one-way communication, initiated by organization to inform publics with truthful, accurate information, seen in today’s gov’ts, public agencies, and non-profits (PSAs)

What is the two-way asymmetric PR model?

Two-way but unbalanced, organization uses research/feedback to persuade publics to change attitudes or behaviors, used for analytics-driven persuasion campaigns

What is the two-way symmetric PR model?

Communication is mostly balanced (org↔audience), research based, willing to change based on audience opinion, issues management, relationship building

What is objectivity?

The state of being free from the influence of personal feelings or personal opinions in considering representing facts

Excellence in public relations is based on:

Meaningful action

How can organizations enhance the utility of owned media?

By giving up some control and allowing for feedback and sharing

What forms the foundation for effective public relations?

Two-way communication and strong relationships

What is controlled media

PR practitioners can maintain full control over messaging, shaping content exactly as intended.(ex: internal newsletters or television ads)

What is uncontrolled media

Channels of communication that are outside of the control of PR practitioners. (Ex: newspapers, TV and radio news, external websites, and social media not produced internally)

Examples of owned media

Newsletters, corporate video, brochures, direct mail, web pages, podcasts, webinars, text & voicemail messaging systems, blogs, apps and online video

Examples of paid media

banner ads, google ads, targeted email distribution and pay-per-click services p

What is native advertising

ads that match the format of the primary content of the medium or channel to blend in with surrounding content,

What is shared media

sharing of content, or sharing of a forum or channel

examples of earned media

having a pic of your product pinned on a top pinterest board, trending on reddit, getting retweeted by a celebrity or showing up at the top of organic search results

search engine optimization (SEO)

process of improving the position of a specific website in the organic search results of search engines

How can influencer partnerships improve their sponsorship effectiveness?

By providing transparent sponsorship disclosures

What is branded content

Content created and published to promote an organization or its products and services in exchange for something of value, such as payment or a gift. (form of native advertising)

How should influencers disclose?

The disclosure needs to be clear and “hard to miss,” it cannot be buried at end of post, on a profile page, in hidden colors or fonts, anywhere that required someone to click “more” or in a group of hashtags or links

What is earned media

Gained by securing media coverage that shared their stories with the public without paid placement

McGuire’s hierarchy of effects key steps

Tuning in (largest), attending, liking, comprehending, learning, agreeing, remembering, acting, proselytizing (smallest).

Benefits of McGuire’s Hierarchy of effects

Helps you avoid the mistake of setting goals at one level, helps you identify specific objectives and tactics and remind you of next key steps, list reminds you to be realistic about expected outcomes.

What are impressions

the measure of how many people were exposed to a message

What is proselytizing

When members of publics advocate or promote to others the goals and objectives of a communication strategy. Key part of strategic campaigns going viral.

What is a funnel

A model for tracking how people move from exposure and awareness to action

In the hierarchy of effects model, “learning” most closely relates to:

Acquiring new and relevant skills

According to the hierarchy of effects model, before people can pay attention to a message, they must:

Tune in to the message

What is tactical decision-making

Daily management and communication without consideration of the strategic objectives, goals, and mission of an organization

What is strategic decision-making

Public relations tactics are planned and implemented to help an organization pursue its mission and goals

What are goals

Desired outcomes that directly help an organization pursue its mission or vision

What are objectives

Specific measurable steps you must achieve to accomplish larger goals

What is strategy

The underlying logic that holds a plan together and offers a compelling rationale for why we expect a plan to work
Campaigns can have one overarching strategy as well as several smaller strategies working in conjunction

What are tactics

The specific actions you take and items you product in public relations (ex: video clips, news releases, websites, fliers, special events, press conferences)

What is the strategic public relations process

A mission & vision drives goals, goals drive objectives, and objectives drive tactics

What are the two types of formative research

Benchmarking and formative evaluation

What is benchmarking research

Process of setting a point for comparison with eventual program results to observe change over time

What is formative research/evaluation

Research conducted at the beginning of the planning process or during the implementation of a plan

What is a brief

A document providing guidance and expectations for campaign or program planning. Usually includes info on goals, publics, timeline, deliverables and budget.

What are the three key resources to consider in any public relations budget

Personnel, administrative costs and supplies and media

What is evaluation?

the process of determining the value of our work, used to understand ROI, and demonstrate to employers and clients the value they receive from investing with us.

How soon is evaluation useful in a campaign or program?

At the very beginning

What are the three major areas for evaluation research?

1. Media monitoring

2. Digital Metrics, analytics and big data

3. Experimentation

What metrics do media monitoring services help PR practitioners evaluate?

• Impressions or reach

• sentiment

• message pull-through

• share of voice

What is sentiment?

the tone or emotion behind traditional and social media mentions (position, neutral, negative)

What is message pull-through(or penetration)?

helps PR practitioners understand if messages are included in earned and shared media

What is share of voice?

measures the percentage of mentions or conversations about an organization versus its competitors (high SOV can also mean high negative conversation)

What cannot be measured with media monitoring?

What people think, feel, and do offline

What are analytics used for?

to describe, predict, and improve how organizations communicate with publics online

What two common analytics applications are particularly useful in public relations?

tracking visitor behavior and segmenting referring sources

What are the Barcelona Declaration of Research Principles?

the first global standard of public relations measurement

What are the seven barcelona principles?

1. setting goals is a must

2. measurement and evaluation should identify outputs, outcomes, and potential impact

3. outcomes and impact should be identified for stakeholders, society, and the organization

4. Communication measurement and evaluation should include qualitative and quantitative analysis

5. Advertising value equivalencies are not the value of communications

6. Holistic communication measurement and evaluation includes all relevant online and offline channels

7. communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights

What are the outcomes of PR programs?

change in knowledge, attitudes, and behavior

What is advertising value equivalency?

a calculation fo the value of news or editorial coverage based on the cost of an equivalent amount of advertising space or time

Why is evaluation important?

PR as a business function needs to demonstrate results, therefore it needs to prove its value

What are the methods of evaluation?

Measurement of:
- Production
- message exposure
- awareness & attitudes
- audience action

How do we measure (evaluate) production

Look at productivity & output, # of media releases/photos/newsletters. Production shows no true outcomes (not meaningful), shows you did what you said you would

How do we measure (evaluate) message exposure?

Look at: # of articles and news segments, media impressions, advertising equivalency, hits on internet, systematic tracking, audience attendance, requests and 800 #’s

How do we measure (evaluate) awareness & attitudes?

Utilize: surveys, baseline study (before, during, after)

How do we measure (evaluate) audience action?

Look at: sales of a product/service, ticket sales, donations, support gained, votes

Who is a historical figure associated with publicity/press agentry?

P.T. Barnum - exploitation for controversy and attention

Who is a historical figure associated with public information?

Ivy Lee - humaning business, aligning with public interest

Who is a historical figure associated with two-way asymmetrical?

Edward Bernays - advocacy and persuasion, applied social science rather than comms, listening to audience

Who is a historical figure associated with two-way symmetrical?

Joseph baker - research audiences for understanding,

What are the major motivations for PR?

Recruitment, legitimacy, agitation, advocacy and profit

How does PR differ from mktg and ads?

PR promotes whole organization, communicates with all publics, and its main purpose it mutually beneficial relationships

What can AI Not bring to PR?

judgement, strategy, relationship and storytelling

where is AI useful in PR?

research, idea organization & creative development, modeling and scenario planning, brainstorming, summarizing info

What should AI not replace?

strategic thinking, relationship mgmt, ethical decision making, final messaging

What is research?

Summarizing industry reports, explaining unfamiliar topics and identifying trends

What are the ethical considerations firms should keep in mind?

transparency, accuracy, bias, IP and authenticity

What is summative research

research conducted at the end of a campaign or program to determine that objective and goals were met

When is formative research conducted?

before and during a campaign

What is a situational analysis?

A report analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program

What are the eight elements of a PR brand?

1. situation

2. objectives

3. audience

4. strategy,

5. tatics,

6. calendar/timetable,

7. budget