Discuss the folllowing:
Think Public Relations:
PR Management
Understand the importance of research in the PR management process and why so little research occurs in PR
Be familiar with how you go about determining the PR problem
Be able to explain some of the differences of quantitative & qualitative research (why is each useful to the PR practitioner- pros & cons)
Know the difference between objectives, strategies, and tactics and be able to give example of each
Know the three primary outcomes of objectives and what you need to consider when writing objectives
Terms: primary research; secondary research
Communication & Action
Know the importance of coordinating action with communication (e.g. why is communication not enough)
Be familiar with how PR practitioners construct clear messages (what to avoid)
Why is there a push for measureable results in PR? Why is it hard to assess/measure the "worth" of PR sometimes (e.g. news coverage)?
Be familiar with the obstacles to evaluation
Be familiar with the three different levels where evaluation occurs and ways to evaluate each level
Terms: media uses & gratification theory; euphemism; jargon; symbols; two-way communication; media impressions
Conflict Management
Know the four phases of the conflict management life cycle and be able to compare
Be familiar with some of the internal and external factors related to contingency theory and be able to give some examples
Know some of the factors related to how people perceive risk & risk communication
Terms: environmental scanning; contingency theory; advocacy; accommodation; threat appraisal model; crisis; conflict positioning
Diverse Audiences
Be familiar with why it is important for PR practitioners to be able to reach diverse audiences
Be able to compare and contrast the youth, senior, and baby boomer audiences
Mass Communication
Be familiar with when to use press releases
Be familiar with the inverted pyramid
Know some of the guidelines for good media relations
Terms: product placement; audio news release; public service announcements; radio media tours; video news releases
The Internet and Social Media
Be familiar with why the internet is attractive to PR professionals
Know the difference between "pull" versus "push"
Why has social media become an important PR tool?
Be able to discuss some of the pros and cons of blogs as a PR tool
Terms: employee blogs; third-party blogs; corporate blogs