Flashcards
Exam cpa2
Cards in this deck (36)
- 1Definition PRAccording to Grunig and Hunt: “_____ of communication between an ______ and its ______ ”
- 2What is the nature of PR in Britain?Often resulted of _____ movements and _____ (persuasive governmental attempts)
- 3Definition Issue_______ that might become a _____ if not managed properly
- 4Issue Management1. _____ _______ approach to dealing with issues in an ______ way
2.______ activity, uses variety of tools
and techniques, intended outcome - 5Developing an issue strategy (The do-it Plan)1. Definition: Define the issue, preferably one-sentenced, to align participants
2. Objective: agree on ONE clear objective; confusion can lead to failure
3. Intended Outcomes: (What we plan to MAKE happen) small pieces that will deliver the objective.
4. Tactics: tactics to get to the intended outcome (+names of actors+ deadline) - 6Definition Public AffairsAccording to Tench "A PR specialism that seeks to _______ public policy making via _____ and/or through ___ _____"
- 7Definition LobbyingAny ______ designed to _____ the actions of the institutions of government
e.g.: influence ______ , regulatory and policy decisions, ______ on public sector contracts or grants - 8Purpose of lobbying______ and _____ governmental thinking and strategies & representing and championing a particular company/ industry/ organization’s view to government (-bodies) securing a favorable _____ _____
- 9Definition ImageSymbolic ______ (not tangible), ___-_____, companies try to symbolically construct a positive ____ among _____
- 10Why is a good image important1. _____: Stakeholders recognize an organizations, helps raise motivation and moral with employees
2. ____: Being favored may have impact on performance
3. _____: Avoid conflicting images and messages, especially important as individuals have more than one stakeholder role - 11Definition Reputation____-_____, overall estimation of an ____, (like a general, long-term image), strong reputation makes ____-_____ easier
- 12Corporate IdentityWhat an ______ stands for, DNA, (Gap between actual and desired identity)
- 13Corporate Identity consists of1. _____ (Corporate Design): Design, Logo, Typeface, etc.
2. ______: All planned forms of communication (tone and content), e.g.: What channels? How often? How?
3. ____: The company’s behavior that leaves an impression on the stakeholders: Which product? Sustainability? Take care of community?
4. _____ _____ - 14Corporate Branding•used to make ____ attractive to _____ to strengthen ____ and _____
•How to create a ___ ___ that is relevant to all of its stakeholders? nearly impossible, all stakeholders have different interests
1. ___ ____: Who are we? How are we perceived by our _____? - 15Definition stakeholderSomeone who has an ____ (stake) in the ____, which may be ___ or ___ interest as well as ____ or ___, known or unknown, recognized or unrecognized. (e.g. political groups, cultures, countries, employees, trade associations, suppliers, governments, investor groups, etc.)
- 16Corporate Social ResponsibilityHow organizations (for profits [commercial], governments, non-profits [NGO’s]) ____ and ___ their relationship with the ____ and ___ with which they interact
- 17Three levels of impact according to Peach (1987)1. ___
Company adheres to society’s rules and regulations (e.g. pay taxes, follow the law)
2. ___
Company is perceived to manage activities to adhere level and go beyond (e.g. do better than law, give people permanent contracts instead of annual)
3. ___
Company makes significant contributions towards improving society in which it operates (e.g. help remove society’s problems, responsibility for a healthy society) - 18CSR also includes____ that are inherent on both sides of these relationships
___ needs to be part of ___ as well, or there can be no ___ - 194 drivers of csr•4 drivers of CSR:
1. ____: CSR is responsible for more than 40% for an organization’s reputation
2. ___: People want to know whether a business is responsible or not
3. ___: Caring about the planet is important; controversial, because often used as PR tool (“Greenwashing”)
4. ______: information is easily accessible by everyone - 20Media Relations_____ between the ____ and members of the ____ often used to generate free publicity (used as an alternative to advertising)
- 21Press releaseformal document, ____ by ____ to ____ news
- 22Press conferenceshould be arranged to suit demands of the ____, only if important topic!, not to ___ boss/client, usually only in crisis situations; alternative: meet with one reporter can improve media relations
- 23Embargomedia relations ____ of giving journalists the story in ____ so they can prepare report under agreement of publication date
- 24Off-the-record informationshould be avoided; only communicate information that you are prepared to see publically; can be beneficial for journalists (secret tips)
- 25Agenda SettingMedia ____ what we talk about by making a ____
- 26FramingUsing ___, ____ and ____ to make certain ____ more visible (“___”) than others -> ___ the way the ____ thinks about a topic
- 274 possible functions of framing1. helps to ___ the problem
2. ___ causes
3. gives a ___ ___
4. ___ particular solutions. - 28Metaphor___ of ___ that combines two or more ___ ___ to form a new one “A metaphor ____ an ___ or an ___ by ___ it in terms of something else with similar ____” (Visual Language)
- 29SelectionSome facts are ____ while others are not ____
- 30SalienceWhat is ____ is made very ___ (e.g. big letters)
- 31Spinput topic in a _____ _____
- 32StoryAll the events in a ____, both explicitly ___ and ___. Chronological order of the facts
- 33Plot____ parts of the story. The ___ of events is arranged in a different way in order to create ___, involve the reader, provoke effects (e.g. flashback)
- 34Media TextIn ____ and ___ studies: a book, a movie, a commercial, newspaper article, lyrics from a song: anything which is to be ___
- 35IntertextualityThe idea that a media text has been ___ by and shaped by media texts that have come before it. The variety of ways in which media and other texts interact with each other, rather than being unique or distinct
- 36Infographic____ visual representations of ____, ___ or ____.
Good infographic should be informative, clarifying but not simplifying contains: