PR flashcards- 5-8.txt

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chasemcgowin
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106289
Filename:
PR flashcards- 5-8.txt
Updated:
2011-10-04 02:11:12
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Public Relations study guide
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Chapters 5-8 review of introduction to public relations
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  1. PR management process
    • 1. defining the problem
    • 2. programming
    • 3. action
    • 4. evaluation
  2. R.A.C.E.
    • Research
    • Action
    • Communication
    • Evaluation
  3. categories of PR tasks
    • 1. advice
    • 2. communication service
    • 3. research/analysis
    • 4. PR action programs
  4. Types of organizational environments
    • PR departments
    • PR agencies
  5. Revenue of worldwide PR industries
    • $5.4 billion
    • $4 billion in the US alone
  6. Reputational management
    the ability to link reputation business goals to increase support and to increase the organization's success
  7. What composes an organization's reputation?
    • 1. rational of product and performance
    • 2. emotional behavior factor
  8. P.E.R.T.
    • 1. program
    • 2. evaluation
    • 3. review
    • 4. techniques

    -first developed in the 1950s by the Navy to help manage complex projects
  9. Gant Chart
    • -developed by Charles Gant in 1917
    • -focuses on the sequence of tasks necessary for completion of a project at hand
  10. What is the practice of PR based on?
    • -always doing the right thing
    • -acting ethically
    • -all about earning credibility
  11. Ethics
    standards of conduct that indicate how one should behave based on moral duties and virtues
  12. Applied ethics
    another name for professional ethics
  13. Two critical components of PR
    • 1. Honesty
    • 2. Fairness
  14. Code of conduct
    a formal statement of the values and business practices of corporations
  15. Corporate social responsibility
    • -idea emerged in the early 1960s
    • -Society of Professional Journalists; Sigma Delta Chi
  16. First Amendment
    • -freedom of speech
    • -cornerstone of journalistic society
  17. Defamation laws
    laws that address libel and slander
  18. Libel
    printed falsehood
  19. Slander
    spoken falsehood
  20. Privacy
    • -protected by law unless dealing with a public figure
    • -actual malice must be proved in slander charges
  21. SEC
    • Securities and Exchange Commission
    • -stems from the Securities Act of 1933 and the Securities Exchange Act of 1934
  22. Malice
    statements have been published with the knowledge that they are false
  23. Material announcement
    • one that might cause an investor to buy, hold, or sell stock
    • -Martha Stewart Case
  24. governs the ethics of lobbyist
    Federal Regulation of Lobbying Act
  25. Copyright law
    • provides basic automatic protection for writers
    • -an original work of authorship has copyright protection
  26. Trademark law
    refers to a word, or a slogan, used along or in combination that identifies a product of its sponsor
  27. Cyber squatting
    • grabbing domain names in bad faith in hopes of tormenting the rightful registrant
    • -ex: www.Kmartsucks.com
  28. Fair Use
    • -news reporting
    • -teaching
    • -open to interpretation by the courts
  29. Research
    the systematic collection and interpretation of intofmation to increase understanding
  30. Two major types of research
    • 1. Primary
    • 2. Secondary
  31. Applied Research
    • -solves practical problems
    • -strategic or evaluative
  32. Theoretical Research
    -used for building theories in PR work
  33. Secondary Research
    -research taken from another source
  34. Methods of PR Research
    • -observation
    • -surveys
    • -communication audits
    • -unobtrusive measures
  35. Surveys
    -used to measure attitudes, opinions, behaviors
  36. 2 types of surveys
    • -descriptive
    • -explanatory
  37. Descriptive Surveys
    • -describe a condition or situation
    • -answers "what"
  38. Explanatory Surveys
    • -explain a condition or situation
    • -answers "why"
  39. Four elements of a survey
    • 1. Sample
    • 2. Questionnaire
    • 3. Interview
    • 4. Analysis of results
  40. Sample
    refers to a selected target group representative of the total public
  41. Random sampling
    4 types
  42. Nonrandom sampling
    3 types
  43. 2 properties essential when random sampling
    • 1. Quality
    • 2. Dependence
  44. Questionnaire considerations
    • -objective of the research
    • -scope
    • -publics
    • -method of research
    • -design
  45. Questionnaire design elements
    • -keep it short
    • -keep it simple
    • -enclose a reward
  46. Interviews
    • one-on-one
    • panels
    • focus groups
  47. Focus groups
    participants selected by predetermined characteristics
  48. Communication Audits
    consistency, effectiveness, validity, relationships, and methods
  49. Web research
    • intimate research
    • precise
    • timely
    • reduces cost

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