Lectknancy

Stakeholder - ANSWER-Anyone who is impacted by an organization and has a say in what the organization does Customers, investors, employees, resellers, partners/supplies, C-suite (management), government, activists Non-disclosure agreement (NDA) - ANSWER-A contract by which two or more parties agree not to disclose confidential information that they have shared with each other as a necessary part of doing business together Embargo date - ANSWER-Date the news is released/published Sym...

Media Relations - ANSWER-is the planned, purposeful, and strategic relationship between a practitioner working on behalf of an organization and a journalist working on behalf of a media outlet 3 steps to garner journalists' attention - ANSWER-1. find the story 2. find an audience 3. tell the story to the audience (this part of media relations is generally considered the actual media relations part Two-Step Flow Theory - ANSWER-ideas flow from mass media to opinion leaders and then onto ...

Two emerging concepts - ANSWER-People in their own "echo-chambers" (like-minded) People pay attention to messages that enforce their beliefs What is media relations? - ANSWER-When you earn media exposure without spending any money on advertising Free publicity / free information Third party reinforcing it, makes it more credible Three tactics to help you earn more media - ANSWER-Have a media relations plan (a goal → build your email list, build a local business, etc.) Pract...

3 steps in Media Relations - ANSWER-Find the story Find an audience Tell the story to the audience Media relations - ANSWER-the planned, purposeful, and strategic relationship between a practitioner working on behalf of an organization and a journalist working on behalf of a media outlet. - Two-way communication Media relations is NOT: - ANSWER-- Publicity - Public relations - Media training - Easily done by all - Obsolete because of - Social media Effective media relations - ANS...

What is the purpose of PR? - ANSWER-To establish positive relations between an organization and its various publics if you find a way to keep things simple, good things start to happen - ANSWER-The Flannery Axiom There is not enough mayonnaise in the world to transform shit into chicken salad • Aka if a situation is bad enough... - ANSWER-The Chicken Salad Axiom The PRSA Silver Anvil award write-ups are embellished to varying degrees - ANSWER-The Silver Axiom When victorious in a...

The Mobile Mind Shift - ANSWER-Optimizing PR for mobile means thinking beyond how your content will look on a smaller screen. It is a mind shift, Beker asserts, and PR must determine how client brands fit into consumers' constant communication and reliability of mobile devices. Hyper-Personalized Content - ANSWER-Customers desire information that is personalized, sent through the right channel at the right time. PR must advise clients to shift from traditional channels to hyper-personalized ...

News values - ANSWER--prominence (important people) -kids -impact -controversial -local -scandal -the unusual -timeliness -education -confrontation -currency -predictability -mistakes -secrets -part of a larger story -weakness -destruction -weight -extremes -emotion -heart -wallet -head -consequence -call to action -widest possible interest -failure -user-generated -illness -bleeds -safety -convenient -elite people -fire -completeness -existing coverage -repo...

Two kinds of media relations programs - ANSWER--Passive or reactive -Active or proactive Developing a communications policy - ANSWER--Determines the content of media -Determines the responsibilities of the PR professional -Provides guidelines on the way leadership must deal with communications to ensure engaged internal/external stakeholders Basis of communication policy - ANSWER--code of conduct -mission statements -rules of ethical behavior -business principles -needs to include...

Be familiar with the various departments within an organization or company that might include Media Relations. - ANSWER-• Marketing • Product divisions • Regional offices • Operating companies • Investor relations What are the four academic models of Media Relations? - ANSWER-• Press Agent/Publicity Model ("spinning")- guided by the principle of getting favorable publicity, not to try to ensure accuracy and truthful reporting. • Public Information Model - the focus is com...

celebrities - ANSWER-celebrities, athletes, bloggers, vloggers, experts, activists all influential with people Celebrity impact on consumer buying behavior - ANSWER--Josiah Wedgewood created tea set for queen Charlotte-duplicated it and called it queens ware -JB and Kim K $20K for single tweet -Nike spend $500 mill a year for athlete endorsement -Social media has allowed other types of influencers to emerge -Don't lose sight of product, does endorser fit product/service and can it giv...