ADV 310 Intro to Public Relations Quiz One Study Guide
ADV 310 Intro to Public Relations Quiz One Study Guide Adv 310
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This 5 page Study Guide was uploaded by natalie stephan on Thursday September 22, 2016. The Study Guide belongs to Adv 310 at University of Illinois at Urbana-Champaign taught by Mike Yao in Fall 2016. Since its upload, it has received 16 views.
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Date Created: 09/22/16
ADV 310 Quiz 1 Study Guide Exam Date: 9/26/16 Info about the exam: 15 Multiple Choice Questions(2 pts each) 10 True/ False Questions (1 pt each) 2 Short Answer (5 pts each) Total of 50 points, 10 % of the final grade Week one Topics covered: Overall Q and A about Public Relations in general 1) How does a company stay connected with the public? a. Media placement, press conferences, news release (for minor events, journalists don’t get to ask questions) 2) How does an organization create/maintain/repair its public image? a. TV Commercials, strategy, press releases, events 3) How can a business promote itself without paying for advertising? a. Getting people’s attention by using celebrities on their products, being bold and doing the right thing 4) How does an entire industry promote/protect itself? a. Using a worldwide event like the Olympics to change its image. Creating an ad campaign that covers the whole industry in general like milk. 5) How can we mobilize the community for a cause? a. Social Media 6) Why study PR? a. A possible career path in a rapidly growing industry, to think more strategically Week two: Topics covered: Definition of PR Historical Perspective PR as strategic Communication Publics Differentiating PR, Advertising, and Marketing Communications Earned, Paid and owned media Textbook Definition: “ Public relations is a leadership and management function that helps achieve organizational objective, define philosophy, and facilitate organizational change...” Historically, PR has been responsible for responding to media requests, getting the media to tell our client stories, dealing with crisis, and event planning Defining PR as “strategic communication”: “Public relations is a strategic communication process that builds mutually beneficial relationships between organization and their publics”-PRSA PR being strategic communication implies 1) persuasion social influence a. we use communication to get people to i. Buy, support, boycott 2) PR Mass communication but also interpersonal, small group a. EX: special events 3) Build mutually beneficial relationships implies a. PR is more than just “spinning” the message b. Relationship also suggests some level of mutual investment c. Varies types of relationships i. Client, public, opinion leaders, media, donors, etc d. But also understanding nature of relationship i. Are individuals or groups actively involved or engaged? Passively involved? Potentially involved ii. Are they happy, angry, indifferent? e. A lot like playing chess 4) Who are the publics? a. Dewey Definition: group of people who share a common problem or goal and recognize their common goal b. How do I communicate with different publics in order to keep a positive relationship? c. More targeted definition of the publics: groups of people who have the same type of relationship with an organization d. Publics example of UIUC campus Differentiating PR, Advertising, and Marketing Communications In terms of job function PR o Media Relations, Crisis Communication, Public Affairs, Gov. relations, Advocacy Advertising o Creatives & Design, Media planning &Buying, Consumer research The overlap o Consumer Campaigns, Brand development management, Audience research & analysis In terms of Communication process PR o Does NOT have complete control over message, Internal and external audience, Focus on relationship building, Personal, Has very little control over who and when will read your message, Usually not paid Advertising o Strive for complete control over message, External audience, Focus on persuasion, Impersonal The overlap o Highly strategic Earned, Paid and owned Media Earned media: positive media coverage (or publicity) for a client or organization that is not paid Owned Media: media that an organization owns and controls (company website, newsletter, social media, etc.) Paid Media: paid placement of persuasive message (ads, sponsorships) Social Media? Week three: Media Relations What do media professionals do? Job duties Blogger relations Sponsored content Media relations, or publicists, seek to get positive third party endorsements for a product, service, issue or organizations. Owned media is less credible than earned. Job duties include contacting journalists to seek coverage, responding to requests from the media, and dealing with crisis situations. Blogger relations is one of the many growing areas in PR. Keeping a positive relationship with the blogging community is how you can get a job in PR. Bloggers are not bound to the same ethical standards as journalists. Sponsored content is when organizations pay for placements of their content. Examples are sponsored blogs, tweets, posts, etc. Online news rooms give companies unlimited space online to control, to shape the conversations, and to influence search results Week Four: Continued from last week and Community Relations Media Catching: Refers to the process of PR practioners responding to stated needs of journalist Help a reporter out (HARO) ProfNet- both match expert with journalist Community Relations: activities designed to improve/enhance relationships in the community Self-interest of organization Increase emphasis on being a good neighbors Classic Community relations Social Media Engagement with the community Corporate Social Responsibility Refers to a business practice that involves participating in initiatives that benefit society Can encompass a wide variety of tactics from giving nonprofit organizations a portion of a company’s proceeds to giving products away The problem of CSR Genuine effort form of advertising? Is it credible? Done the right way, Good Done wrong, can hurt your company Consumer Relations Management: Practices, strategies, and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customer, assisting in customer retention and driving sales growth Financial PR and investor relations: actions designed to build and maintain positive relationships with the financial community and relevant government agencies but also to create and maintain investor confidence. Mission of SEC: Protect investors, maintain fair, orderly, and efficient markets and facilitate capital formations Financial PR as a career Annual reports Quarterly report Working with accounting Meetings with shareholders Prepare CEO or presenters for questions Organize PR events Important for the textbook: The Sarbanes-Oxley act of 2002 and its impact on PR Week five: Public Affairs and Political PR Political PR: “ management process by which an organization or individual actor for political purposes, through purposeful communication and action, seeks to influence and to establish, build, and maintain beneficial relationship and reputations with its key publics to help support its mission and achieve its goals” PACS, Super PACS and Lobbying are how campaigns get paid for. Lobbying and PR = Public Affairs Political PR: gov uses PR to influence us. They raise awareness, demonstrate transparency and use tactics.
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