ADPR 1-9

Public relations

A strategic communication process that builds mutually beneficial relationships between organizations and its publics.

Common characteristic of PR

Relationship building.

Agenda setting theory

A theory that focuses on the media setting the agenda for what the public should be focused on consuming.

Framing theory

Developed by Erving Goffman, stating that the way content is presented affects how it is accepted and understood.

Magic bullet theory

Also called the Hypodermic Needle Theory, developed by Howard Laswell.

Cognitive dissonance theory

Developed by Leon Festinger, supports altering beliefs or behavior when there is a contradiction.

Situational theory of public

Developed by James Grunig, explains why some publics are active and seek information while others are passive.

Excellence theory

Calls for a balance between meeting the needs of an organization and the needs of the public.

Public Relations Society of America

A group that raises standards in PR and communications, providing industry data and networking opportunities.

Inez Kaiser

The first African-American woman to open a PR firm.

George Creel

Credited for establishing the first Committee on Public Information (CPI) and the 4-minute Men.

Edward Bernays

Nephew of Sigmund Freud, offered the first public relations course in the nation.

Origins of news writing

Can be traced back to China and the Roman Empire.

Lucy Stone League

Encouraged women to keep their names after marriage.

Press conference

An example of the two-way asymmetrical model.

Public information model

Applies one-way communication tactics from an organization to the public.

Two-Way Symmetrical Model

Considered the ideal model for public relations.

Two-Way Asymmetrical Model

A public relations model that gains unbalanced feedback.

Edelman

The largest independently-run public relations firm.

Betsy Plank

Considered the first lady of public relations.

Ivy Lee

A PR pioneer who helped turn around the J.D. Rockefeller name.

Rex Harlow

PR pioneer who taught at Stanford and founded the Public Relations Journal.

Doris Fleischman

Business partner and wife of Edward Bernays; first woman to use her maiden name on her passport.

Ethical dilemmas in PR

Most ethical dilemmas do not have a clearly defined right or wrong solution.

PR professionals' power

Use information to benefit themselves and their organizations.

Governing body for PR

Public relations does not have a governing body that sets guidelines.

Obligation to the truth

PR practitioners have an obligation to the truth.

Public mistrust

Growing due to a body of fake news and alternative facts.

Founding fathers of PR

Edward Bernays is one of the founding fathers of PR.

Corporate conscience

Public relations practitioners are often considered the corporate conscience of their organizations.

Ethical persuasion

Considered ethical if it allows free and informed decision making.

Professional value example

Competition is NOT an example of a professional value.

Roseanne Barr's firing reason

Fired for a post on X (formerly known as Twitter).

Founders Brewing Company lawsuit

Sued for racial discrimination.

Integrated marketing communications (IMC)

Not a one-way communication process.

BrightLocal study findings

91 percent of 18-34-year-olds trust personal recommendations more than online reviews.

Advertising

A paid form of persuasive communication using various media.

Journalist reliance

Public relations professionals rely on journalists to disseminate information.

Intersection of fields

Marketing, advertising, journalism intersect with public relations.

Nike

For Once Don't Do It

PESO model

Stands for Paid, Earned, Shared, and Owned media.

Blog post type

A form of owned media according to the PESO model.

Reposts and likes type

Examples of shared media in the PESO model.

Facebook ad type

Considered paid media according to the PESO model.

YouTube video type

Also classified as owned media in the PESO model.

4 C's

Changed from the traditional 4 Ps as marketing shifted to digital.

Advertising functions

Identify, inform, and persuade.

PESO model introduction year

2014

Word-of-mouth marketing type

Considered earned media in the PESO model.

Primary public

Your most important public.

Formative research timing

Occurs at the beginning, not the end, of the planning process.

Qualitative research practices

Can assess social media data such as sentiment.

Research phase completion

PR practitioners move on to the planning phase.

Interviews

Can involve direct conversations with various publics.

Campaigns

Should have specific start and end dates.

Focus groups

Do NOT need to be conducted face-to-face or by phone.

SWOT acronym

Stands for Strengths, Weaknesses, Opportunities, Threats.

Definition of publics

Groups of people with common interests that are important to an organization.

Secondary publics

Groups who may express interest in a product or service.

Casual research

Less structured and less formal, used as preliminary research.

RPIE model letter P

Stands for planning.

Strategic planning importance

Key component to creating value for an organization.

PACE mindset letter A

Does not stand for automation.

Timeliness core concept

Ensuring objectives are attainable.

Tactics importance

Without tactics, the strategy becomes useless.

Measurement vs evaluation

Measurement and evaluation are not the same in the context of PR.

Deborah Mills-Scofield viewpoint

Argues that business should focus more on outcomes than outputs.

GOST acronym

Represents goals, objectives, strategies, tactics.

SMART goal definition

Specific, Measurable, Attainable, Realistic, Timely.

Five Ws

Who, What, When, Where, Why.

Tactics fluidity

Can be changed based on the fluidity of the plan.

Buyer persona definition

A semi-fictional representation of an ideal target audience member.

Goal clarity

A good goal aids the strategy.

Starting point of PR plans

Identifying the organization's mission.

Key message definition

The takeaway, or essence, of what is being communicated.

Nurturing relationships importance

Helps build and maintain reputation.

PR professionals' communication

Commonly communicate messages on behalf of the organization.

PESO model champion

Championed by Gini Dietrich.

Boosting media suggestions

Best practices do NOT suggest boosting every post.

PR alignment with PESO model

Most closely aligns with earned media.

Controlled channel examples

A direct mail flyer is a controlled channel.

News release example

Is NOT considered a controlled channel.

Facebook post type

Is an example of an uncontrolled channel.

Core attribute of key message

Non-banal.

Target audience communication preferences

Distinguishing how your target audience prefers to receive their information.

Trustworthiness of media types

Earned media is sometimes found most trustworthy.

Tool for staying focused

Content calendar is a tool used by PR practitioners.

Billboards type

Considered paid media.

Video news release type

Considered owned media.

AVE (Advertising Value Equivalent)

Not an effective measurement of PR program effectiveness.

Barcelona Principles purpose

Were created to promote results-based evaluations.

Social media metrics understanding

Identifying likes and shares demonstrates an understanding of metrics.

Business accounts requirement

Needed for accessing analytics on Instagram, Pinterest, and Snapchat.

Goal setting prerequisite

An absolute prerequisite to communications planning, measurement, and evaluation.

Qualitative metrics definition

Measure non-numerical data.

Message testing purpose

To identify confusing words or unintended interpretations.

Message testing techniques

Interviews, exploring opinions, and surveys are all techniques.

Barcelona Principles creation year

Written in 2010.

Campaign social media metrics

Engagement, awareness, share of voice are metrics to evaluate effectiveness.

Message testing example

ROI is NOT an example of message testing.