MEJO 137 PR FINAL

Who are the four PR pioneers?

P.T. Barnum, Belle Moskowitz, Ivy Lee, Edward Bernays

What is the crucial first step in the public relations process?

research

Quote about PR planning

a PR practitioner must think about a situation, analyze what can be done about it, creatively conceptualize the appropriate strategies and tactics, and determine how the results will be measured. The best planning is systematic-gathering information, analyzing it, and creatively applying it for the purpose of attaining an objective

What is important about storytelling in PR?

crafting compelling narratives to engage and connect with audiences

What is qualitative research?

language, expression, body language; used to understand phenomena and WHY

What is quantitative research?

scores, measurements, charts; things that can be counted and measured

What is formative research?

gathering insights and data to understand the context, audience, and issues at hand before developing a strategy

What is summative research?

assessing whether the campaign met its objectives, the impact it had on the target audience, and the outcomes achieved in relation to the set goals

What are demographics?

age, gender, profession, location, marital status, statistical data. tells WHO the customers are

What are psychographics?

personality, values, activities, interests, opinions, psychological and behavioral data. tells WHY they buy

how do journalists target their audiences?

they write primarily for mass audiences

how do PR professionals target their audiences?

they segment audiences by demographics and psychographics to target key publics

What does the RACE acronym stand for?

Research, Action, Communication, Evaluation

What is framing?

How information, problems, or situations are presented to help shape public perception of the issue

What are ethics?

right vs wrong. shapes professional and community codes of conduct

What are morals?

good vs bad. focuses on intentional, individual behavior

What are values?

guides decision-making. the foundation of an individual person's ability to judge between right and wrong

What is persuasion?

Communication to influence and/or change thoughts and behaviors. it can be used to change or neutralize hostile opinons and conserve favorable opinions.

What are the 6 principles of persuasion? CLACRS

consistency, liking, authority, consensus, reciprocity, scarcity

What is the standard writing style for PR?

AP (associated press)

What is the class definition of PR?

the art and science of managing stakeholder relationships and communicating specific and strategic messages to target audiences to achieve desired, measurable results using multimedia channels.

What does SMART goals stand for?

specific, measurable, achievable, realistic, timely

What is a dateline?

Designation in a news release of the name of the city or town where the release originates; the actual date is not included

What is a lead paragraph?

First paragraph that captures the audience's attention and summarizes the most important information

What is a boilerplate?

Summary paragraph about the organization

What is an inverted pyramid?

top to bottom: most newsworthy info, important details, other general info

What is social media?

a platform for broadcasting information. a communications channel

What is social networking?

a platform for communicating and connecting with one another. a two-way nature for building relationships

What is geolocation?

location-based push notifications. messages sent specifically to where the person is currently located

What is geofencing?

targeting people located within the boundaries/"fences" of a certain region. works on GPS data from users' devices, triggering push notifications once the people are in the targeted territory. used in the moment for people who are most likely to act on it

What is geotargeting?

a general term to describe location-based push notifications. uses the exisitng segments of your customer data (home address, zip code) to deliver messages to geographically relevant users. used to promote brick-and-mortars in a local territory

What is copyright?

a type of intellectual property that gives the creator of an original work, or another owner of the right, the exclusive, legally secured right to copy, distribute, adapt, display, and perform a creative work, usually for a limited time.

What is trademark?

a word, symbol, or slogan that identifies a product's origin

What is fair use?

Refers to a part of copyrighted material that may be quoted directly. must be brief in relation to the length of the original work

What is libel?

a printed falsehood

What is slander?

an oral statement that was false

What is defamation?

More common to group slander and libel together under this term these days

What is public opinion?

General, evolving public assessments on topics, issues, and events

What is conflict?

Controversy and disagreement related to divergent interests and opinions

What is negotiation?

A settlement process to resolve disagreements and disputes

What is self-interest?

Motivating factors that appeal to personal needs, wants, and desires.

Who are opinion leaders?

Experts and individuals who are knowledgable on specific topics and issues and who are called upon to influence others through public discourse.

What is a social media platform?

a "virtual location" where consumers can engage with a brand's digital presence and build upon it. (instagram)

What is a social media channel?

digital communication mediums that are associated with a given platform. (instagram dms)

What is a rule when using AI?

students must always fact-check the results.

What does the PESO model stand for?

Paid, Earned, Shared, Owned, as in a company/brand's media

What is the most important part of communication?

repetition

What are the five stages in the message adoption process?

awareness, interest, evaluation, trial, adopion

What are the three O's of metrics measurement?

outputs, outtakes, outcomes

What is reputation?

an external assessment. the collective perception, beliefs, and evaluations held by external stakeholders about an individual organization or entity

What is branding?

the strategic process of creating and cultivating a distinct identity, image, and reputation for a product, service, or organization. craft a cohesive narrative, visual elements, messaging, and experiences.

What is the brand identity?

logo (nike swoop), colors (mcdonalds red and yellow), typography (avatar papyrus font), messaging

What is crisis communication?

the strategic and coordinated process of articulating specific messages to key stakeholder audiences to inform, educate and reassure during all phases of crisis management and recovery

What were the top 3 corporate crisis settlements?

volkswagon: cheating on emissions tests. bank of america: financial fraud. BP: environmental crimes

What is sora?

text-to-video AI technology