PRSA APR Managing Relationships Latest (2024 / 2025) (Verified by Expert)
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PRSA APR Managing Relationships
1.Relationship
: A connection or association between entities and the central organizing principle of public relations scholarship.
Often described in terms of interactions, transactions, influence
exchanges (persua- sion) or shared communication between individuals or groups.
2.Consensus Building
: As a public relations practitioner, you may find yourself called to
help disputing parties come to a mutually acceptable solution. You
can typically take the following actions:
•Identify and recruit appropriate representatives to participate in
•Guide participants to establish the agenda and process.
•Identify and analyze the problem with participants.
•Evaluate possible solutions.
•Direct the group through the decision-making process.
•Obtain finalization and unanimous approval of the solution.
3.Reputation management
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: Systematic actions and messages designed to influ- ence what people
in key
publics think about an organization.
4.Reputation
: The sum of what others say or think about you or your organization. It
is based on how you or your organization interacts with others (what
you do or say) and how they evaluate those actions.
5.A business’ reputation is often built on what three pillars?
: (1) economic performance
(2)social responsiveness
(3)the ability to deliver outcomes to stakeholders.
(4)
6.Corporate reputation
: Aggregate perceptions and interpretations of a compa- ny’s past
actions and future prospects.
7.What are the two concepts sometimes used as synonyms that
reputation differs from?
: Image and brand.
8.Image refers to what?
: Characteristics you or your organization present
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9.What is the legal term for brand?
: Trademark
10.The Excellence Theory of Public Relations
: • Participatory rather than author- itative cultures
•Symmetrical system of internal communication
•Organic rather than mechanical structures
•Intentional efforts to equalize opportunities for men and women,
•High job satisfaction among employees.
PS-O-IH
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Relationship
A connection or association between entities and the central organizing principle of public relations scholarship.
Often described in terms of interactions, transactions, influence exchanges (persuasion) or shared communication between individuals or groups.
Consensus Building
As a public relations practitioner, you may find yourself called to help disputing parties come to a mutually acceptable solution. You can typically take the following actions:
- Identify and recruit appropriate representatives to participate in
- Guide participants to establish the agenda and process.
- Identify and analyze the problem with participants.
- Evaluate possible solutions.
- Direct the group through the decision-making process.
- Obtain finalization and unanimous approval of the solution.
Reputation management
Systematic actions and messages designed to influence what people in key
publics think about an organization.
Reputation
The sum of what others say or think about you or your organization. It is based on how you or your organization interacts with others (what you do or say) and how they evaluate those actions.
A business’ reputation is often built on what three pillars?
(1) economic performance
(2) social responsiveness
(3) the ability to deliver outcomes to stakeholders.
Corporate reputation
Aggregate perceptions and interpretations of a company’s past actions and future prospects.
What are the two concepts sometimes used as synonyms that reputation differs from?
Image and brand.
Image refers to what?
Characteristics you or your organization present
What is the legal term for brand?
Trademark
The Excellence Theory of Public Relations
- Participatory rather than authoritative cultures
- Symmetrical system of internal communication
- Organic rather than mechanical structures
- Intentional efforts to equalize opportunities for men and women,
- High job satisfaction among employees.
PS-O-IH
Don’t call a news conference unless:
(1) you have real news that you need to deliver simultaneously to many news organizations,
(2) you need to have an expert present to answer questions
(3) you need to demonstrate the subject of the news story.
Audiocast
Content broadcast over the Internet.
The term serves as a broad descriptor for any audio content, including streaming audio, podcasts or other distribution methods.
Breadcrumb trail
On a website, a navigation tool that allows a user to see where the current page is in
relation to the website’s hierarchy.
Cascading Style Sheets (CSS)
Determines how a given element is presented on a Web page.
Content Management System (CMS)
A system used to manage website content in lieu of commercially available code-based Web-design software, and most include Web-based
publishing, format management, revision control, indexing, search and retrieval.
Counter
On a website, a program that counts and typically displays how many people have visited an HTML page (usually the home page). Many sites include a counter, either as a matter of interest or to show that the site is popular.
Cybersquatting
According to the U.S. Anti-Cybersquatting Consumer Protection Act, cybersquatting is
registering, trafficking in or using a domain name with bad-faith intent to profit from the goodwill of a trademark or celebrity belonging to someone else.
File Transfer Protocol (FTP)
A standard Internet protocol and the simplest way to exchange files between computers on the Internet.
Item
A single entry in a news feed or podcast channel.
Permission marketing
A marketing strategy using email and other mobile technology to send consumers information that they have agreed in advance to receive.
Ping
A basic Internet program that lets you verify that a particular IP address exists and can accept requests.
Proxy server
An enterprise that uses the Internet to act as an intermediary between a workstation user and the Internet so that the enterprise can ensure security, administrative control and caching service.
RSS (Really Simple Syndication)
a method of describing news or other Web content that is available for “feeding” (distribution or syndication) from an online publisher to Web users.
Spool
To copy an RSS link into a podcast organizer or loader application to download later.
Syndication
The supply of material for reuse and integration with other material, often through a paid
service subscription. Newspapers provide a common example.
Timeshifting
The process of recording and storing data for later viewing, listening or reading.
USM
Universal Subscription Mechanism,
Allows certain podcasters to add a subscription automatically from an RSS file.
How do you build a consensus
Identify and recruit appropriate representatives to participate in consensus-building sessions.
Guide participants to establish the agenda and process.
Identify and analyze the problem with participants.
Evaluate possible solutions.
Direct the group through the decision-making process.
Obtain finalization and unanimous approval of the solution.
What consulting skills are needed to build a relationship
Creativity to offer new solutions, new messages and new options
Good communication skills: written, verbal, electronic, online
In-depth knowledge of the issues to be addressed
Respect for the individual/group requesting consultation
An understanding of the importance of confidentiality
Cultural competence and proficiency Vision to look beyond the obvious to suggest new possibilities
A team or partnership approach to work with the individual or group
Leadership in setting an example for others to follow
Flexibility in facilitating change or adapting to changing needs
What are three elements in negotiation
- Information: You may perceive that the other side knows more about you and your needs than you know about them and their needs.
- Time: You may perceive that the other side is not under the same kind of time pressure or deadlines as you are.
- Power: You may perceive that the other side has more power and authority than you think you have.
What is reputation management?
Systematic actions and messages designed to influence what people in key publics think about an organization. Reputation management has long been a function of public relations and is often a priority in crisis management. The increased use of the internet and related social networks has given added urgency to the practice. The immediate and anonymous nature of the web increases the risk of communications that can damage an organization’s reputation.
What are some questions to guide your concept of sound media relations
Do you understand the relationships between public relations practitioners and journalists?
Can you relate current events and trends to what your organization/clients are doing? In other words, have you developed news sensibilities and solid news judgment?
Do you recognize the strengths and weaknesses of different media channels and select the ones that will be most effective for different communications goals?
Do you understand how to use the internet, World Wide Web, social media and other new media technologies as part of an overall media strategy?
Do you understand how the many information distribution systems work?
Have you learned to recognize unique media relations laws, requirements and responsibilities associated with financial public relations for publicly owned companies?
What are some ways to prepare for a media interview
o Know the facts.
o Prepare for questions. Develop Q&A.
o Plan for articulation of key messages.
o Provide media training so that executives and other organizational representatives can anticipate and prepare to answer questions that reporters are most likely to ask.
o Select and train the right spokespersons.
o Stick to the facts; never guess; never speculate; never lie.
o Avoid “no comment,” even if you can’t comment.
o Be confident, credible, personable.
o Be on time
What is the goal of media relations
help foster accurate, balanced and timely coverage of your organization’s information
What should a VNR clearly indicate
the sponsoring company, organization or individual.
Three pillars a business reputation is built on
(1) economic performance
(2) social responsiveness
(3) the ability to deliver outcomes to stakeholders.
Corporate reputations are based on what 7 dimensions
Products
Innovation
Performance
Citizenship
Workplace
Leadership
Governance
Open systems management
Allows for interaction between units within an organization as well as input to the organization from external forces
Closed system management
isolates internal units from the external environment.
How do company’s communicate to internal stakeholders
paid, earned, owned and shared media
Who is the most credible source of info for a business
An internal stakeholder’s immediate supervisor
Video podcasting
Similar to podcasting, except that video files instead of MP3 are published into RSS feeds.
Vlog
video blog; a blog that contains video content
Web 2.0
A term for advanced Internet technology and applications. These include interactive and collaborative web platforms. (Also blogs, wikis, RSS and bookmark sharing.)
Webinar
A type of Web conference or Web seminar that can be presented as an interactive dialogue between presenter and audience completely via the Internet or a telephone-based presentation with complementing computer-based content.
Wiki
A server program that allows collaboration in forming the content of a website or other document via a website. With wiki, any user can edit the site content, including other users’ contributions, by using a regular Web browser. The term comes from the word “wikiwiki,” which means “fast” in Hawaiian.
WWW (World Wide Web)
All resources and users on the Internet that are employing Hypertext Transfer Protocol (HTTP). The World Wide Web is the universe of network-accessible information.
Address
The unique location of 1) an Internet server, 2) specific file (for example, a Web page), or 3) an email user. Address is also used to specify the location of data within computer storage.
Blog
Short for weblog, a personal online journal that is frequently updated and intended for general public consumption. Blogs are defined by their format: a series of entries posted to a single page in reverse chronological order. Blogs generally represent the personality of the author or reflect the purpose of the website that hosts the blog.
Bookmark
A hyperlink to a saved website address.
Cookie
information that a website puts on your computer’s hard drive so that it can remember something about you at a later time; more technically, it is information for future use that is stored by the server on the client side of a client/server communication
Cloud
Cloud computing is a general term for anything that involves delivering hosted services over the Internet. These services are broadly divided into three categories: Infrastructure-as-a-Service (IaaS), Platform-as-a-Service (PaaS) and Software-as-a-Service (SaaS). Inspired by the cloud symbol that’s often used to represent the Internet in flowcharts and diagrams.
Chat room
A web-based venue for communities of users with common interest to communicate in real time. Forum and discussion groups, in comparison, allow users to post messages but don’t have the capacity for interactive messaging. Users can enter chat rooms and read messages without sending any — a practice known as lurking.
Channel
A group of items, each of which represents one posts (e.g. a blog post or MP3 audio file). You subscribe to the channel when subscribing to podcasts. Channel is used interchangeably with feed on many webites.
Digitazation
The process of converting information into a digital format. In this format, information is organized into discrete units of data (called bits) that can be separately addressed (usually in multiple-bit groups called bytes). Computers and many devices with computing capacity (such as digital cameras and digital hearing aids) can process these data.
Internet
A worldwide system of computer networks conceived by the Advanced Research Projects Agency (ARPA) of the U.S. government in 1969 and was first known as the ARPANT. The original aim was to allow users at a research company at one university to talk to research computers at other universities.
A side benefit of ARPANET’s design was enabling messages to be routed or rerouted in more than one direction so that the network could continue to function even in parts of it were destroyed in military attack or other disaster.
Narrowcast
Audio or video programs targeting a specific audience demographic; the opposite of broadcast. Many podcasts ay be described as narrowcasts, although as the technology expands, “mainstreams” programming for wider audiences is being podcast as well.
News Feed
A primary feature of the Facebook app that allows users to set preferences so the app shows stories that matter most to the user or a Web feed that specifically supplies new headlines or posts to an RSS aggregator.
Phishing
An email fraud method. A perpetrator sends a legitimate-looking email message in an attempt to gather personal and/or financial information from recipients. Typically, the messages appear to come from well-known and trustworthy (but spoofed) websites
Podcasting
The preparation and distribution of audio (and possibly other media) files for download to digital music or multimedia players and smartphones.
Redirect
On a website, a technique for moving visitors to a different page or site when its address has been changed and visitors are familiar with the old address.
RSS aggregator
A program used to collect and read RSS feeds. May be known as a newsreader or news aggregator. Some readers exist as stand-alone programs and others operate as extensions of Web browsers or email programs. Still others are available online so feeds can be read independently of the computer used to collect them.
RSS feed
An XML file that provides content or summaries of content, including links to the full version of the content and other metadata, that a user can subscribe to using an RSS aggregator. Some sites may call this a channel.
Search Engine Optimization (SEO)
an area of website development that seeks to improve the way content is ranked by search engines in organic search results. Various approaches are taken to achieve that goal, including making sure the website architecture makes it easy for visitors to find content and that pages are mobile-friendly and load quickly
Spam
Unsolicited email. From the sender’s point-of-view, spam is a form of bulk mail, often sent to a list of obtained from a spambot or to a list obtained by companies that specialize in creating email distribution lists. To the receiver, it usually seems like junk mail.
Spyware
Any technology that aids in gathering information about people or organizations without their knowledge. On the Internet (where it is sometimes called a spybot or tracking software), spyware is programming that is put into someone’s computer to gather information about the user secretly and relay it to advertisers or other interested parties. Spyware can get into a computer as a software virus or as the result of installing a program.
Streaming
Sound (audio) and pictures (video) transmitted on the Internet in a streaming or continuous fashion by using data packets. The most effective reception of streaming media requires some for of high-speed broadband technology.
Uploading
the transmission of a file from one computer system to another, usually a larger computer system
URL (Uniform Resource Locator)
The unique address for a file that is accessible on the Internet.
co-orientation model of communication
Helps public relations managers identify:
- when an organization and public define issues differently,
- when the organization’s perception of a public’s view on an issue doesn’t match the public’s actual view and
- when stakeholder have inaccurate perceptions of the organization’s position.
EPR 11th, pp. 179-184