5502943
| Question | Answer |
| Public Relations | all the activities that maintain a favourable relationship between an organisation and its various publics |
| Public Relations Activities | 1. Research 2. Counselling 3. Communication |
| Internal Publics | employees stockholders |
| External Publics | community news media customers legislators |
| Public Relations Strategies | 1. News Management 2. Crisis Management 3. Community Relations 4. Lobbying |
| News Management | a) publicity stunts b) news hooks c) media relations d) leaks and trial balloons e) exclusives |
| News Hooks | the angle that makes the information newsworthy eg. celebrity endorsements |
| Leaks | unauthorised disclosure to the press |
| Trial Balloons | leaks in which a policy/action is being considered - to test public reaction |
| Exclusives | a story granted to just ONE news outlet to increase the impact of publicity |
| Community Relations | corporate aid - company helps society on a large scale |
| Crisis Management | repair client's public image following an emergency (major error, accident, sabotage etc.) |
| Lobbying | any attempt to influence the voting of legislators through personal contacts influence how laws are written + get legislators to support laws favourable to these companies |
| Public Relations Tools | press release video news release (VNR) press kit special events corporate sponsorship |
| Press Release | brief documents that contains the information needed to write a news report eg. canned news, audio news release, sound bites |
| Canned News | press releases designed to be inserted into a newspaper feature or editorial sections with no change |
| Audio News Release | recorded material ready for insertion into radio broadcasts |
| Sound Bites | short, carefully crafted phrases/statements designed to be picked up in news reports eg. "We want to part of the solution, not the problem" |
| VNR | video news release a ready-to-broadcast videotape designed for use in TV news |
| Press Kit | a collection of publicity items given out to gatekeepers (photos, samples etc.) |
| Advertising | any paid form of non-personal communication about an organisation/product/service/idea by an identified sponsor |
| In-House Agencies | the agency is built into the client's corporate structure |
| Boutique Agencies | specialise in creative services but do not cover technical aspects such as media buys |
| Full Service Agencies | supply all of the advertising, marketing and PR services that the client needs |
| Operation of Full Service Agencies | 1. Account Management 2. Research 3. Creative 4. Media |
| Account Management | represent the client within the agency + coordinate agency services for the client |
| Research | audience research + copy research (test effectiveness of ad) |
| Media Outlets for Advertising | newspapers television radio magazines yellow pages direct mail specialty ads outdoor ads |
| Direct Mail Advertising | catalogues, flyers, coupon packages and computer-generated letters that are sent to individuals |
| Specialty Ads | matchbook covers, t-shirts, pens, balloons, even the inside doors of public toilets |
| Traditional Advertising Objectives | 1. Name Recognition & Branding 2. Spreading News 3. Image Advertising 4. Value-added Products |
| Image Advertising | the promotion of an idea that becomes associated with a product eg. Marlboro Man |
| Value-Added Products | associate product with a certain lifestyle |
| Nontraditional Advertising Objectives | 1. Advocacy Ads 2. Corrective Ads 3. Counter Ads 4. Public Service Announcements (PSAs) |
| Corrective Ads | ads designed to rectify an inaccurate impression [sometimes required by legal settlement] |
| Counter-advertising | ads designed to fight an image that is not in the public interest |
| PR Tactics | 1. Spinning 2. The Big Lie 3. Greenwashing 4. Freebies |
| Spinning | the practice of twisting the truth so that it is beneficial to the spinner |
| The Big Lie | a prominent person states something he/she knows to be untrue and sticks to it in spite of all evidence, hoping that the press and public become confused by the issue and forget about it |
| Greenwashing | practice of covering up environmental problems by associating a client with beneficial environmental actions |
| Whitewashing | practice of using public relations messages to cover up problems without correcting them |
| Controversies in Advertising Industry | 1. Ads targeting Children 2. Advertiser Influence on Media Content aka Product Placement 3. Economic Clout |
| Ads Targeting Children | AGAINST: children see ads as just more entertainment and do not understand commercials' intent to persuade eg. junk food ads, alcohol & cigarette ads |
| Economic Clout | advertisers influence the content of the news/information that the media carry eg. cancelling ads if advertisers do not agree with the editorial content |
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