Public Relations Management and Publics

This set of flashcards covers key vocabulary from the lecture regarding the relationship between management and their various publics, as well as ethical issues like spin and green washing.

Management

The inner circle and decision makers of an organization, including CEOs, business owners, and the board of directors.

Publics

A group of people with a stake in an issue, organization, or idea who are affected by what management does.

Internal Publics

Groups inside the organization, such as employees, managers, stockholders, and the board of directors, who are considered part of the organization.

External Publics

Those not directly connected to the organization but who still have a stake in its actions, such as the press, government, customers, and suppliers.

Primary Publics

Groups that can most help or hinder an organization’s efforts to achieve its goals.

Secondary Publics

Groups that are less impactful than primary publics but are still invested and can help or hinder if appropriately motivated.

Marginal Publics

Groups that are tacitly interested and may only care about the organization when an issue affects them or during a crisis.

Traditional Publics

Groups that are currently attached to the organization, such as current employees and loyal customers.

Future Publics

Publics who will one day be attached to the organization, such as potential employees or customers.

Proponents

Advocates for the organization who offer support, such as telling friends about a business and leaving five-star reviews.

Opponents

Adversaries of the organization who disagree with its goals for moral, ethical, or practical reasons.

Uncommitted

The undecided or apathetic individuals who are important because they can be swayed to become proponents or deterred by opponents.

Spin

The practice of presenting information that disguises the truth in order to depict an organization or client in the best possible light.

Euphemistic Rebranding

Giving something a more positive meaning or light than it should have, such as using the term "Biosolids" for toxic sludge.

Ralph Nader

An investigative journalist and author who exposed fishy companies and critiqued the safety of the Chevy Corvair.

Unsafe at Any Speed

The book written by Ralph Nader that critiqued the safety of the Chevy Corvair, which featured a front trunk and rear engine.

Green Washing

Taking steps to make an organization appear more environmentally friendly than it actually is.

Honesty

A requirement in PR where one cannot be deceptive or intentionally dishonest, as trust is hard to build and easy to lose.

Openness

A principle where hearing from publics and listening to their concerns is viewed as being just as important as sending a message.

Fairness

The practice of keeping both the publics’ interests and the organization's interests in mind when making decisions.