MEDIA FINAL ST GUIDE
Card Set Information
MEDIA FINAL ST GUIDE
Ratio of women to men
3:1 over men
Name of the largest
organization of PR professionals
Public Relations Society of America
top skills for entry-level position
Strong written, Verbal communication
How many PR
professionals lied on job, according to 2000 survey?
, 39% exaggerated the truth
Know the six planks
of the PRSA ethics code
•the father of the
modern PR industry
–Former newspaperman, was
hired in 1906 to rebuild the tarnished images of U.S. coal mine owners
–Lee believed that the goal of public relations was not to fool or ignore the public
Applied behavioral sciences to PR
"Tourches of Freedom"
Made smoking fashionable for women
Celebration of suffrage
–Women wouldn’t buy
because of green package
: Make green
is the action used to repair a client’s public image following an emergency, such as a major error, accident, or sabotage
is any attempt to influence the voting of legislators
are short documents, written in standard news form, for insertion into news reports:
Video News Realeases VNRs
are ready-to-broadcast tapes
Public Service Anouncements PSAs
–On radio or TV
political organizations or campaigns that appear to be made up of grassroots activists but actually are organized, run by corporate interests
•those within the
stockholders, and members
•those outside the
•includes the community, the
news media, customers, voters, and legislators
characteristics of population by age, gender, income, etc.
measure of attitudes, values
What did the Water Environment Federation represent?
Sewage Sludge Plants
What word did they get in the dictionary to replace what their product had been called?
What war was the first to be sold to the American public by propaganda?
What later war involving the U.S. was described as “a PR triumph of the first order”?
The final speaker called for “a more democratic creation of a _______ environment.”
How has product placement been done traditionally?
Tv & Radio
Deep brand integration
Not only connected to plot, it is the plot
Integrating movies into marketing
Companies between advertisers and movie producers
What movie and what product demonstrated the power of product placement?
Dirty Harry & the .44 magnum
What do researchers say about subliminal messaging
Its no more effective than regular ads
Subliminal messaging in political campaign
Protected by first amendment
•Representing members of a group by using oversimplified characteristics
•Excluding people of a certain class, race or other group
What was the increase in money spent on advertising from 1979 to 1999?
How many ads are you exposed to every day, according to the video we watched?
How are women of color often portrayed in ads?
What two drugs do the most damage in America?
Alcohol & nicotine
How many people does nicotine kill compared to other drugs?
440,000 vs 202,000
How did Marlboro market cigarettes to women?
Why was Marlboro
repositioned as a man’s cigarette?
men wont use women product, but women will use men products
How much do tobacco
companies spend on advertising each year?
Why do they say they
spend so much on advertising?
to get ppl to switch brands
How many smokers
switch brands every year?
What is our main form
of alcohol education?
spend more money on alcohol than _______.
Five rights in first amendment
How does the first amendment begin
Congress shall make no law respecting...
4 forms of protected speech
offensive content with no social value
Offensive content with some social value
communication that injures one’s reputation
spoken language that defames person’s character
defamation of character in written or broadcast form
Defenses against libel
2. The Times Rule
4. Fair Comment
Reckless disregard for truth
What makes up 95 percent of libel cases involving news stories?
"run of mill" local stories
How many of every 10 libel verdicts is overturned?
7 of 10 libel verdicts overturned on appeal
Entitles authors and producers to their published or unpublished work
giving public free access to it
First Sale Doctrine
Purchasers of copyrighted work can resell or rent it out
Can copy a work for noncommercial use
Words, symbols that identify seller’s goods
•Ensure public meetings are
conducted in open
•Created in 1970s
require meetings open to public but must be to media and representatives of
Freedom of Information Act
Info from all federal agencies available to public
Privacy Act 1974
All citizens have right to get personal files from any agency that has one
Protect reporters from having to reveal sources
Public Relations activities designed to aid and to maintain a beneficial image with groups on the local, national, or global level
Community relations activity i which a company helps society on a large scale.
The angle or approach that makes info newsworthy
Any action designed to create a human interest story; many are outlandish or outrageous
Leaks in which the source reveals that some action is being considered, in order to test public feeling about the action before going ahead with it
Announcements on single sheets of paper
Ads directed to the retail customer
Print ads that include artwork and fancy typefaces to capture the reader's attention
a liason between advertisers and newspapers
Exaggeration in advertising claims
The process of breaking up the advertising audience into diverse segments to reach those individuals most likely to purchase a particular product.
Englaands licensing laws
Did not include freedom of religion, but had the right to protest.
Seditious libel laws
laws established in colonial america that made it illegal to criticize government or its representatives.
Willful disobediance of the rules of a court or legislative body.