Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
12 Cards in this Set
- Front
- Back
What is public relations? |
A strategic communication process that builds mutually beneficial relationships between an organization and their publics. |
|
What are the key words most used in definitions that frame today's modern public relations? |
Deliberate Planned Performance Public Interest Two-Way Communication Management Function |
|
What does the RACE acronym stand for? |
Research Action (program planning) Communication (execution) Evaluation |
|
What are the six components of the process of public relations? |
Research and Analysis Policy Formation Programming Communication Feedback Assessment |
|
What's the biggest challenge of PR? |
PR is multifaceted |
|
What are the professional skills needed to work in PR? |
Written and Interpersonal Communication Research Negotiation Creativity Logistics Facilitation Problem-solving |
|
Public Relations is a _______ term. |
Umbrella |
|
What term do Fortune 500 companies use when referring to public relations? |
Corporate Communications |
|
What are the differences between public relations and journalism? |
PR is multifaceted; journalism is writing and media relations PR professionals are advocates, journalists are objective PR professionals focus on a targeted audience; journalists focus on mass audience PR practitioners use a variety of channels; journalists often use 1 or 2 channels |
|
What are the differences between public relations and advertising? |
PR is earned media; Advertising is paid media PR targets external and internal audiences; Advertising addressed only external audiences PR is a broader scope; Advertising is a special communications function PR creates positive environments around organizations; Advertising sells organizations' goods/services |
|
What are the differences between public relations and marketing? |
PR builds relationships/like attitudes; Marketing sells goods/services PR targets a broad audience; Marketing targets mainly customers Competition vs. Opposition Role in management |
|
How does PR support marketing? |
Develops new prospects Provides third party endorsements Generates sales leads Creates environment for new product/service Stretches dollars Provides inexpensive sales literature Establishes credibility Helps sell minor products |