PR, Advertising, and Marketing Terms and Definitions, Quizzes of Communication

Download PR, Advertising, and Marketing Terms and Definitions and more Quizzes Communication in PDF only on Docsity! TERM 1 Public relations DEFINITION 1 The communication and action on the part of an organization that supports the development and maintenance of mutually beneficial relationships between the organization and the groups with which it is interdependent (McKee & Lamb). The management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success and failure depends (Cutlip, Center, & Broom). TERM 2 Advertising DEFINITION 2 Time or space purchased for the purpose of persuading people to buy a product, attend an event, or support a cause TERM 3 Marketing DEFINITION 3 Increasing sales/customers for a companys product/service TERM 4 How PR contributes DEFINITION 4 Build awareness (by sharing information) Anticipate issues Identify opportunities Foster change Help manage crises Prevent executives from becoming isolated Champion social responsibility Influence public policy TERM 5 RACE PR process model DEFINITION 5 Research Action Planning Communication Evaluation TERM 6 ROPE PR process model DEFINITION 6 Research Objectives Programming Evaluation TERM 7 Stakeholder DEFINITION 7 individual who has an interest or stake in something the company does TERM 8 Public DEFINITION 8 group of stakeholders TERM 9 Open systems model DEFINITION 9 Focuses on importance of ongoing evaluation: Public relations requires monitoring publics and environment in and outside organization Organization should change based on feedback TERM 10 Agenda setting theory DEFINITION 10 News media dont tell us what to think, but do tell us what to think about TERM 21 Employee satisfaction DEFINITION 21 Depends on Trust and respect of management Open and honest communication Clarity of goals and direction of the organization Management competence TERM 22 Tools and tactics used in employee communication programs DEFINITION 22 Intranet Blogs Customized social media E-mails Newsletter/magazine Video/closed-circuit broadcast Bulletin boards/posters Town hall meetings Small-group meetings Policy documents Training programs/materials TERM 23 More tools/tactics DEFINITION 23 National conferences Special events (including virtual events) Breakfast or lunch with executive leaders Employee appreciation days/discounts Charitable giving drives/programs Recognition/award programs Team-building exercises/events TERM 24 Community DEFINITION 24 Individuals or groups associated through some unifying trait or issue (such as occupation, geographic location, gender, ethnicity, political affiliation, etc.) TERM 25 Reasons for practicing community relations DEFINITION 25 Help improve quality of life (and attract/retain labor) Ensure a pool of skilled and available labor Build support for regulatory interventions Foster goodwill (largely pro-actively, and especially among news media, legislators, etc.) TERM 26 Four pillars or societal expectations that CSR programs try to fulfill DEFINITION 26 Ethical: Be ethical Legal: Obey the law Economic: Maximize profit Philanthropic: Good corporate citizen TERM 27 Tools and tactics used in community relations programs DEFINITION 27 Volunteering Event sponsorship Pro bono work Face-to-face meetings Philanthropy Social responsibility TERM 28 Consumers as stakeholders DEFINITION 28 Most voluntary Most loyal Most jaded TERM 29 Strategies of consumer PR DEFINITION 29 Incorporate multiple PR disciplines: Employee communications Media relations (third-party) Community relations (events) Financial relations (products)​ Reinforce organizational vision and values as much as possible Ensure clarity Provide avenues for feedback Consider diversityFocus on relationship-building Be creative! TERM 30 Tactics involving PR support DEFINITION 30 Events and sponsorships Product launches/store openings Taste tests Games, contests Celebrity endorsements Product placement Online campaigns Viral marketing TERM 31 Media relations DEFINITION 31 The relationship that a company or organization develops with journalists Open communication with journalists (and bloggers?) to help inform the public of an organizations mission, policies, practices, or products in a positive, consistent, and trustworthy manner. TERM 32 Tips for pitching the media DEFINITION 32 Incorporate newsworthy elements Do your research Think and write like a journalist TERM 33 Tips for crisis communication DEFINITION 33 Plan ahead. Identify the issue(s) and problem(s). Establish and foster two-way communication. Be open, honest, transparent. Speak with one voice: consistency. TERM 34 Social media DEFINITION 34 Digital platforms that enable the creation of public or semi- public profiles through which people share connections with customized lists of users, and view and traverse customized lists made by others. TERM 35 Tips for leveraging social media DEFINITION 35 People: Assess consumers social activities. Objectives: Decide what to accomplish. Strategy: Plan how to influence relationships. Tactic(s): Decide which technologies to use.