Social Media, Advertising, and Public Relations

A collection of flashcards covering key terms and concepts related to social media, advertising, and public relations, useful for exam preparation.

User generated content, social networking, comments, tagging, customization

are the characteristics of social media?

Any non-personal communication that is paid for by an organization, product, service, or idea.

Advertising

What’s the most popular social media network?

Youtube- bought by Google

What do advertisers need to know about audiences?

Demographics, psychographics, and geographics

What’s the most popular social media?

Facebook

Why do many US political office holders think TikTok is a problem?

Owned by Chinese company that ties to government, surveys people, censorship

Crisis communication requires

Honesty, speed, accuracy, preparation, and apology

What is central to all social networks?

Advertising

Who credits social media with getting him elected, and why did he use it?

Donald Trump, used it so he could go around News Media and reach people directly

What’s the Turing Test?

imagined intelligent machines that could fool humans

The first computer game?

Tennis for Two, 1958

The first company to popularize video games?

Atari

Where were early video games first popular?

Arcades in the mall

Who revived gaming in 1989?

Nintendo

What makes video games “mass media”?

Connects people through games/headsets, they have mascots/stars,

How long has advertising been around (in the US)?

Early 1700s

What does advertising have to do with mass media?

It pays for almost every form of mass media

What was one of the first newspapers to seek ads? Why were the ads so limited?

Boston News Letter.. All of the stores have similar things

What caused advertising to proliferate?

Industrial Revolution, the penny press

What did “modernization” have to do with advertising?

People were able to pick who they wanted to be, where they wanted to live and what they liked

What were some of the biggest early ads about?

Patent medicines, first product made in abundance

Two things happened in the late 1800s that also changed advertising:  what?

Department stores and brand names, to differentiate themselves from competitors

Who dominates global advertising and how?

Google, they sell keywords

Celebrities have always been in ads. Who supplements this model?

Influencers and ai

How does advertising affect the size & diversity of the world’s economy?

Helps publicize and sell products, which enables companies to produce more, creating jobs and stimulating economic growth in the process.

What are differences between local and national ads

Local ads want immediate direct action buy it right away, and national ads want indirect action so you remember their name

Advocacy ads: promote a particular point of view/idea, public service ads: promote research, such as animal service ads, rosie the riveter, etc.

types of ads

Who was George Rowell? NW Ayer & Son?

they Bought large amount of newspaper space and then sold it, put together the whole ad campaign

What’s meant by the Big Idea?

The concept that grabs peoples attention, makes them take notice, etc.’

This is a common metric in advertising that represents the cost an advertiser pays for one thousand (Mille) views or impressions of an advertisement. It helps advertisers evaluate the efficiency and cost-effectiveness of different media channels in reaching their target audience at the lowest possible cost.

what is CPM

Combinations of lifestyle, personality, traits in relation to a product

are psychographics

Ads help to sell bad products, ads are a waste of money, they make things cost more, they make you buy things you don’t want

the 4 common misconceptions of advertising

Differences between Advertising and PR?

PR is free, credible, and lasts longer

Who is public relations trying to reach?

Publix - a group of individuals that share a common set of interests

Common Sense, Thomas Payne, pamphlets

The origin of public relations

Industrial revolution, and penny press era; companies realized they had to start managing their images

growth of PR

One way form of PR where the press agents send material to the media

What is press agentry

In the early 20^th century, companies began to realize they needed to do more: what?

Crisis management, and deal openly with the press

What did Ivy Lee pioneer when it came to PR?

Be truthful, and apply scientific methods

What did Edward Bernays do that also changed PR?

Suggested have a companies messages be delivered by credible sources

Persuasive PR- created a government committee that was tasked with getting people to go along with the war, by having soldiers/woodrow wilson give speeches

This was how PR was used in the run-up to the US involvement in WWI

What is public relations for?

Tell your organization's story publicly before any bad narratives get out there

informing , persuading, and integrating

3 main functions of PR

What is the process of “ROPES?”

Research, objective, programming, evaluation, and stewardship

External public, and is one of the most important, facilitates a positive image with the press

this is the press

Two plane crashes, which had a problem with the autopilot, he took a long time to communicate, and there were emails released of employees laughing at how long it took the government to regulate things and their regulations

this was the 2018 crisis at Boeing

Exxon, spill of oil in Alaska; PR problems were they never had a crisis plan because they didn’t have any clean up equipment, took too long to respond, and made it hard for reporters to get their side of the story

this was the Exxon Valdez spill

Deepwater, oil spill in gulf of mexico, didn’t take responsibility, shifted blame, and didn’t have a crisis plan

this was the BP oil spill

someone was poisoning people in chicago; did all of the right things, were honest, took action immediately, communicated with the public, and took responsibility, created a tampering resistant packaging

this was the Tylenol cyanide crisis

Stuff can be leaked about your company, easy for people to criticize you, good things are research abilities, for PR/to see what people say about you

these are opportunities and challenges of PR

PR and the government: how have they been connected?

The government uses PR for everything, PR has government lobbyists, government agencies also have their own PR

good PR example and bad PR example

Bad PR: Bill Clinton, Good PR: MLK

Do we have absolute freedom of speech? Of the press?

No because the supreme court has upheld certain restrictions such as obscenity, libel and slander, incitement to violence

He wrote in a newspaper that a government official was corrupt, went to trial for it but the jury said it was true, established truth could be a defense against sedition

John Peter Zenger in 1733

Alien and sedition act, prohibition on sedition, smith act, and USA patriot act

four free speech restrictions in the U.S.

How was the USA Patriot Act misused?

Tapped journalist phones to find out their confidential sources

Can sue for libel, invasion of privacy

What right do people have to protect themselves from being harmed by the media?

Journalists are given freedom to accurately report the contents of given documents, even if those things/ documents libeled someone

this is called “privilege” from libel?

Some countries have imprisoned comedians who “defame” government leaders by name. Why doesn’t this happen here?

Opinion is protected from libel

this landmark case established that public figures must prove actual malice in libel cases, meaning they must demonstrate that false information was published knowingly or with reckless disregard for the truth.

New York Times vs. Sullivan?

How does libel law differ when it comes to the press and when it comes to social media?

Press can choose and monitor what gets published on their sites

Intrusion, embarrassment, false light, and misappropriation

the four types of invasions of privacy?

Prior restraint, court gets an order to restrain the publishing of something in advance this is the in regards to press

least accepted form of control of the press in the U.S.

Can the gov’t suppress a publication because the content is offensive?

No , near vs minnesota ruled that the government cannot impose prior restraint based solely on offensive content.

The new york times started to publish information about leaked information during the vietnam war, and government tried to stop them but couldn’t this is

the Pentagon Papers case

PR personality asked for amenity and the reporter leaked the name of the person

Cohen vs. Cowles .

What right does press freedom often conflict with?

A fair trial 

What are some of the methods of protecting fair trials from pre-trial (and during trial) publicity?

Gag order on attorneys and witnesses,relocating a trial, sequestering a jury

Are cameras in the courtroom permitted?

In most states they are allowed accept the supreme court, created a “circus” atmosphere

Why was the broadcast industry regulated?

Because we have a limited number of airwaves

Meant to try to protect children from obscene content on the internet, said its illegal because it restricted free speech rights of adults 

the Communications Decency Act

What’s the difference between morality and ethics?

Morality refers to personal beliefs about right and wrong, while ethics involves the systematic study of those moral principles, often in a professional or societal context.

Are there two ways to judge the ethics of journalism?

Yes, through deontological and teleological approaches.

The press accurately reported his allegations, but this was wrong was not check his accusations and did not indicating he had provided any evidence for these accusations

The Joseph McCarthy a challenge for the press in the 1950s

How do good news outlets handle ownership conflicts?

By always revealing in the story that they own certain corporations

Why did some journalists inaccurately publish that the trapped West Virginia coal miners had been found alive?

They were trying to be first with the story, and they believed the report because it came from the WV governor, but should have investigated more

Professional organizations such as the Society of Professional Journalists (SPJ), the American Advertising Federation (AAF), and the Public Relations Society of America (PRSA) establish ethical guidelines to guide practitioners in these fields.

sets codes of ethics for journalism, advertising, and PR?

Know the unethical Hill & Knowlton PR action before the US invasion of Iraq

which involved creating misleading information to sway public opinion and promote the invasion.

What was the Hutchins Commission concerned about?

Concentrated ownership of the press, afraid of corporate censorship 

Why might concentrated news media ownership be of less concern today?

The rise of digital platforms and social media has diversified information sources, reducing the influence of traditional media monopolies.

What are lingering ethical issues in mass media (in general)?

Online attacks on women, representation in media

Aristotle, Kant, Mill, Rawls, Bok

Philosophers known for their ethical theories related to media and communication.