apr 241 michael little exam 3

publics

Groups of people with shared interests. An organization's publics either have an effect on the organi-zation, are affected by the organization, or both.

organizations

Groups of people with shared interests. An organization's publics either have an effect on the organi-zation, are affected by the organization, or both.

NGOs

Non-governmental organizations; Groups of people with shared interests. An organization's publics either have an effect on the organi-zation, are affected by the organization, or both.

public relations

Groups of people with shared interests. An organization's publics either have an effect on the organi-zation, are affected by the organization, or both.

spin

Groups of people with shared interests. An organization's publics either have an effect on the organi-zation, are affected by the organization, or both.

social media influencers

Groups of people with shared interests. An organization's publics either have an effect on the organi-zation, are affected by the organization, or both.

authenticity

Groups of people with shared interests. An organization's publics either have an effect on the organi-zation, are affected by the organization, or both.

the page principles

1.Tell the truth.

2.Prove it with action.

3.Listen to the customer.

4.Manage for tomorrow.

5.Conduct public relations 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.

transparency

Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics; in research, openness in describing and explaining methods.

flaming

Hostile communication among internet users.

integrated communication

Communicating with publics consistently across organizational functions including public relations, advertising, marketing and customer service.

distributed public relations

intentional practice of sharing public relations responsibilities among a broad cross section of an organization's members or employees, particularly in an online context.

ethics

Moral principles that govern a person's or group's behavior.

a guide for ethical decision making

1. define the specific ethical issue/conflict.

2. Identify internal/external factors (e.g., legal, political, social, economic) that may influence the decision.

3. Identify key values (loyalty, transparency, expertise, independence, etc.).

4. Identify the parties who will be affected by the decision and define the public relations professional's obligation to each. (duties)

5. Select ethical principles to guide the decision-making process.

6. make a decision and justify it

advantages of ethical codes

Communicate the professional standards of an association's membership to both internal and external parties, Articulate organizational values, Guide members' behavior and communicationOffer carefully expressed and professionally agreedupon guidelines for decision making and action,

criticisms of ethical codes

-unenforceable

-ineffective and unnecessary

-vague and internally inconsistent

competing duties

self, employer, client, profession, media, society at large

news release

A statement of news produced and distributed on behalf of an organization to make information public. Traditionally news releases (aka press releases) have been issued to news media with the intent of publicizing the information to the news organization's readers, listeners or viewers

public info model

Model of public relations in which communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information.

public info officer

A public relations person, commonly working in a government position, whose job focuses on the dissemination of information to appropriate publics in an accurate and timely manner.

torches of freedom

a phrase used to encourage women's smoking by exploiting women's aspirations for a better life during the women's liberation movement in the United States.

two way asymmetrical communication

Model of public relations in which communication is two-way but unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviors.

two way symmetrical communication

Model of public relations in which two-way communication is mostly balanced, with the organization as likely to change attitudes or behavior as its publics.

Jospeh V. Baker

First African American public relations professional to gain national prominence for winning blue chip accounts with national clients like DuPont, U.S. Steel, Chrysler, Gillette, and Procter & Gamble.

betsy plank

"First Lady of PR" Tuscaloosa born UA grad EVP of Edelman Helped create PRSA plank center

3 deep veins of history

Religion • Education, nonprofit, and reform • Politics and government

pseudo event

An event organized primarily for the purpose of generating media coverage. ex: boston tea party

major motivations for pr

recruitment, legitimacy, agitation, advocacy, profit

propaganda

The spread of information used to promote or support a particular point of view. In modern use, the term usually refers to false, misleading or exaggerated information.

technical convergence

Technological convergence brings together formerly separate technical capabilities. As multiple forms of media content get digitized, opportunities for mixing and mashing them increase

augmented reality

Technology that overlays digital information onto media representations of the real world.

cultural convergence

When various forms of culture are exchanged, combined, converted and adapted. On a global scale, this phenomenon has accelerated with the growth of digital media.

participatory culture

A culture in which private citizens and publics are as likely to produce and share as they are to consume; commonly applied in mediated contexts in which consumers produce and publish information online

economic convergence

When various media organizations and functions are merged under a single ownership structure. This form of media convergence is different from the term economists use to describe trends in world economies.

professional convergence

When various functions of professional communication such as publicity, advertising, online services and marketing are combined to improve strategy.

advertising

Media space purchased by sponsors to persuade audiences; or the practice of planning and producing this service.

cost per thousand

A measure of advertising reach that represents the cost of an advertisement relative to the estimated size of the audience.

advertising value equivalency

A calculation of the value of news or editorial coverage based on the cost of the equivalent amount of advertising space or time.

banner ads

Advertisements on web pages designed to encourage users to click to reach an advertiser's site.

pre roll advertising

A commercial ad is displayed as online video before the desired video is shown.

click through rate

Percentage of users who view an ad on the web and click on it to reach an advertiser's site.

search advertising

Paid placement of advertising on search-engine results pages. Ads are placed to appear in response to certain keyword queries.

analytics

Researching online data to identify meaningful patterns. In strategic communication, analytics describe, predict and improve how organizations communicate with publics, including tracking website traffic and resulting behavior.

marketing

Business of creating, promoting, delivering and selling products and services.

4 p's

Product, Price, Place, Promotion

integrated marketing communication

Strategic coordination of communication functions such as marketing, advertising and publicity to achieve a consistent concept in consumers' minds.

market skimming

Marketing strategy that starts with higher prices for early adopters of unique products and services and then lowers prices later to sell to a broader base of consumers when competitors enter the market.

marketing mix

Combination of product, price, place and promotion strategies in support of profitable exchange.

publicity

Unpaid media coverage, or the practice of deliberately planning and producing information and activities to attract this coverage.

third party credibility

Tendency of people to attribute greater trustworthiness or expertise to a source other than the original sender of a persuasive message.

word of mouth

Passing of information and recommendations from person to person.

lauterborns of the 4 C's

consumer, cost, convenience, communication

content marketing

Development and sharing of media content to appeal to consumers as part of an indirect marketing strategy in which consumers are drawn primarily to media content instead of directly to the product being marketed.

inbound marketing

Marketing strategy that focuses on tactics for attracting customers with useful, entertaining or valuable information that customers find on blogs, search results and other forms of online and social media.

brand journalism

Application of journalistic skills to produce news content for an organization to communicate directly with its publics without going through a third-party news organization.

target audience

Group of people strategically identified for their propensity to consume an organization's products, services or ideas.

participatory media

Media in which publics actively participate in producing and sharing content.

relational maintenance

Ways of building and sustaining mutually beneficial relationships between organizations and publics.

exchange relationships

Relationships in which each party gives benefits to the other with the expectation of receiving comparable benefits in return.

communal relationships

Relationships in which each party gives benefits to the other and a primary motivation for each is the other's benefit.

4 key outcomes of good organization-public relationships

1. Relationships in which each party gives benefits to the other and a primary motivation for each is the other's benefit.

2. Trust Integrity - the belief that an organization is fair and just Dependability - the belief that an organization will do what it says it will do Competence - the belief that an organization has the ability to do what it says it will do

3. Satisfaction In satisfying relationships both parties have positive expectations and feel like those expectations are being met.

4. Commitment Is the relationship worth continuing?

media relations

Management of relationships between an organization and members of the media who write, edit, produce and deliver news.

pitching

When a public relations person approaches a journalist or editor to suggest a story idea.

news worthiness

Standard used to determine what is worth covering in news media.

media catching

When journalists post queries online inviting public relations people or others with relevant information or expertise to respond. Public relations people "catch" these opportunities rather than "pitching" story ideas to journalists.

business to consumer

The relationship between a business and the end users or consumers of its product or services. B2C is used to describe companies that sell products or services directly to consumers online.

business to business

The relationship between a business and other businesses.. applies to businesses buying from and selling to each other over the internet

employee relations

Greater profitability

•Higher return on shareholder investment

•Decreased turnover of top performers

•Increased employee engagement

•Heightened customer service

•Expanded staff well-being

•More collaboration and teamwork

•Higher productivity

•Enhanced creativity and innovation11

investor relations

Management of relationships between an organization and publics in the financial community—for example, investors, analysts, regulators.

non profits

volunteers and donors are most important to non profits.

4 R's

reciprocity, responsibility, reporting, relationship nurturing

issue

An important topic or problem that is open for debate, discussion or advocacy.

lobbying

Working to influence the decisions of government officials on matters of legislation.

legislative/government relations

Management of relationships between an organization and lawmakers, staffers and others who influence legislation. Management of relationships between an organization and government officials who formulate and execute public policy.

public affairs

Management of policy-focused relationships between an organization, public officials and their constituents.

corporate social responsibility

Companies' commitment of resources to benefit the welfare of their workforce, local communities, society at large and the environment.