PUR3000 EXAM 1 UF

Accredited Business Communicator (ABC)

Credential awarded by IAbc to recognize communicators who have reached a globally accepted standard of knowledge and proficiency in their chosen field.

Accredited in Public Relations (APR)

Credential awarded by PRsA and other UAb affiliates to those who have demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively.

Authenticity

The degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization that he or she represents.

Conversational Voice

An authentic, engaging and natural style of communication that publics perceive to be personable.

Crowdsource

To obtain information or input into a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the internet.

Deontological Ethics

System of decision-making that focuses on the moral principles of duty and rules.

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.

Dominant Coalition

Group of people with the greatest influence in determining how an organization operates and pursues its mission.

Ethics

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

Flaming

Hostile communication among internet users.

Feedback

Information returned from the environment in response to an organization's action or communication that can be used for continuous adjustment and improvement of the organization.

General Public

A nonspecific term referring to everyone in the world, making the concept rather meaningless in strategic communication and relationship building.

Integrated Communications

All channels of communication about a company or brand working together to create a cohesive message

Listening

Deliberately paying attention to and processing what others are communicating. In public relations and organizational communication, this means processing feedback.

Management Function

Part of an organization involved in its overall leadership and decision-making, guiding how the organization operates in its environment, rather than merely following the instructions of others.

Nongovernmental Organizations (NGO)

A group of people organized at the local, national or international level, often serving humanitarian functions and encouraging political participation. Many NGOs work closely with the United Nations.

Organizations

A group of people organized in pursuit of a mission, including businesses, nonprofits, NGOs, clubs, churches, unions, schools, teams, and government agencies.

Proactive

A management style that is anticipatory, change-oriented and self- initiated to improve the organization's environment and its future.

Public Relations (PRSA def)

Public relations is a strategic communication process that builds mutually beneficial relationships be- tween organizations and their publics."

Publics

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

Reactive

A management style that mainly responds to problems as they arise rather than anticipating them and averting them.

Social Media Influencers

Social media user who has earned credibility with specific publics and who can be instrumental in strategic communication programs because of his or her reach and engagement.

Spin

Disingenuous strategic communication involving skewed interpretation or presentation of information.

Transparency

Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics.

Two-Way Communication

When both parties send and receive information in an exchange, as op- posed to the one-way dissemination of information from an organization to its publics.

What are 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.

Codes of ethics

Formalized rules and standards that describe and delineate what the organization expects of its employees

Advocacy

Public promotion of a cause, idea or policy.

Asymmetrical model

Model of public relations in which

communication is two-way but unbalanced, with the or- ganization using research/feedback in an effort to per- suade publics to change attitudes or behaviors.

Flash mob

When a group of people plans and executes a surprise public event or performance that is usually organized via electronic media and often unanticipated by those who are not participants.

Material Information

Any information that could affect investment decisions related to a particular security such as stock in a publicly traded company.

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.

Objectivity

State of being free from the influence of personal feelings or opinions in considering and representing facts.

Organic search results

Search engine results that are generated because of their relevance to the search terms entered by users and not resulting directly from paid placement as advertising.

Press agentry/publicity model

Model of public relations in which communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness in order to gain the attention of publics.

Propaganda

The spread of information used to promote or support a particular point of view. in modern use, the term usually refers to false, mislead- ing or exaggerated information.

Psuedo-event

An event organized primarily for the purpose of generating media coverage

Public information 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 information officer (PIO)

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.

Search engine optimization (SEO)

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

Status conferral

When media pay attention to individuals and groups and therefore enhance their authority or bestow prestige on them.

Symmetrical model

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

Sam Adams' 6 PR Techniques

1. Organizing to implement action

2. The use of symbols to evoke emotion

3. The use of memorable slogans

4. Staged events to catch public attention

5. Telling your side of a story first

6. Sustained saturation campaigns

PT Barnum

Used public relations to promote his circus. Barnum will forever be associated with the press agentry/publicity model.

Ivy Ledbetter Lee

Credited by many as the "father of public relations." Among the first to realize that performance determines the publicity a client gets.

Edward Bernays

Introduced the term "public relations counsel" in Crystallizing Public Opinion, the first book on public relations. Conceptualized public relations as "engineering pubic consent."

Doris Fleischman Bernays

-Married Bernays in 1922 and ran their firm with him

-With her husband, counseled corporations, government, and presidents

-An early feminist who struggled for professional equality

Arthur W. Page

-Pioneered corporate public relations with AT&T

-Among the first to utilize public opinion polling

-Founded the Arthur W. Page Society

Leone Baxter

A pioneer in the field of political public relations. Formed the first agency specializing in political campaigns with husband Clem Whitaker.The duo managed 80 major campaigns, won all but six.

Joseph V. Baker

Baker was the 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. He also was the first president of the Philadelphia chapter of PRSA and the first African American to earn accreditation from PRSA.

Daniel J Edelman

Established one of the first major U.S. public relations firms in 1952. Edelman Public Relations Worldwide is now the word's largest independent firm.

Harold Burson

Joined Bill Marsteller to found Burson-Marsteller in 1953. By 1983, it was the world's largest public relations firm. Operating on six continents, the firm is now a global conglomerate and became BCW.

Ofield Dukes

A staunch advocate for diversity and inclusion in public relations and other industries.

Inez Kaiser

A civil rights activist and journalist who wrote a fashion book and a cookbook. First African-American woman to run a PR firm with national clients - 7-up was her first client.

Betsy Ann Plank

A long-time public relations practitioner. First woman to serve as president of the Public Relations Society of America (PRSA) and cofounder of the Public Relations Student Society of America (PRSSA). "The First Lady of Public Relations"

Advertising

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

Advertising value equivalency (AVE)

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

Analytics

Researching online data to identify meaningful patterns. In strategic communication, analytics often focus on how web traffic leads to behavioral results such as sharing information or making online purchases.

Augmented reality (AR)

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

Banner ads

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

Black box fallacy

False notion that predicts that most human communication needs will eventually be satisfied with a single device.

Brand journalism

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

CCO

Chief Communication Officer

Click-through rate

Percentage of users who view an ad on the web and click on it to reach an advertiser's site. Analytics help track behavior as users move from initial exposure to some target behavior, such as making an online purchase.

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.

Cost per thousand (CPM)

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

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.

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.

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.

In-house PR

Working within and exclusive for a singular corporation

Integrated 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

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

Marketing mix

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

Nonprofits

Organizations that work to improve the common good of society in some way, typically through charitable, educational, scientific, or religious means.

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 con- texts in which consumers produce and publish information online.

Pre-roll advertising

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

Professional convergence

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

Publicity

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

Search advertising

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

Seat at the table

Referring to being amongst the executive decision-makers at a company.

Target audience

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

Technological convergence (aka digital convergence)

When information of various forms such as sound, text, images and data are digitized, affording communication across common media.

Third-party credibility

Assumption that information delivered from an independent source is seen as more objective and believable than information from a source with a vested interest in persuasion.

Word-of-mouth promotion

Passing of information and recommendations from person to person.

Difference between nonprofits and companies

Nonprofits don't distribute a profit to private individuals (such as owners or investors); instead, they use all

available revenue to serve the public interest in some way.

What departments is it common for PR to work with

•Marketing

•Legal Council

•Human Resources

•IT

Who is the top person in PR and who should that person report to?

CCO should report to CEO

Business to business (B2B)

The relationship between a business and other businesses.

Business to consumer (B2C)

The relationship between a business and the end users or consumers of its product or services.

Communal relationships

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

Controlled media

Channels of communication that allow public relations practitioners to write, edit, produce and distribute messages as they see fit

Corporate social responsibility (CSR)

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

Exchange relationships

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

External publics

Groups of people with shared interests outside of an organization. these groups either have an effect on or are affected by the organization.

Golden mean

Ethical doctrine holding that the best course of action are found between extremes

Government relations

Management of relationships between an organization and government officials who formulate and execute public policy.

Internal publics

Groups of people with shared interests within an organization.

Investor Relations

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

Internal relations/communications

To establish and maintain mutually beneficial relationships between an organization and the employees on whom its success or failure depends