APR flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Actual malice

In U.S. defamation law, the standard requiring a public official or public figure to prove the defendant knew the statement was false or acted with reckless disregard for the truth.

FTC material connection

A relationship between an endorser and a brand-such as payment, free product, or employment-that must be disclosed clearly and conspicuously in the same medium as the endorsement.

GDPR breach notification

Under the EU General Data Protection Regulation, a controller must notify the supervisory authority of a personal data breach within 72 hours of becoming aware when it poses a risk to rights and freedoms.

NLRA Section 7

U.S. labor law provision protecting employees' rights to engage in concerted activity, including discussing wages and working conditions; employer social media policies cannot unlawfully chill those rights.

Margin of error formula

At a stated confidence level, MOE equals the critical z-value times the square root of p times (1 minus p) divided by sample size n; for 95% use z = 1.96.

Probability sampling

A sampling method in which every population member has a known, nonzero chance of selection-such as simple random, systematic, stratified, or cluster-supporting statistical generalization to the population.

Reliability versus validity

Reliability is consistency of a measure across repeated observations; validity is the degree to which it measures the intended construct. A measure can be reliable but invalid.

Intercoder reliability

A content-analysis check that independent coders apply the same codebook consistently; report a coefficient such as Krippendorff's alpha or Cohen's kappa before treating coded results as trustworthy.

Power–interest grid

A stakeholder analysis tool that maps stakeholders by influence and concern; high power and high interest require close management, while low power and low interest require only monitoring.

Share of voice

The percentage of total category mentions captured by one brand in a defined period and source set: brand mentions divided by all category mentions, multiplied by 100.

Correlation versus causation

Correlation shows variables move together; causation requires evidence of mechanism, temporal order, and control of confounders. A correlation alone cannot justify a causal claim.

Root cause analysis

A structured method-such as the 5 Whys or fishbone diagram-for tracing a problem beyond symptoms to underlying process, people, or system causes before choosing corrective action.

SMART objective

A planning objective that is specific, measurable, achievable, relevant, and time-bound; it states the desired outcome and audience rather than the tactic used to achieve it.

Outputs versus outcomes

Outputs are what the program produces, such as releases or posts; outcomes are changes in audience awareness, attitudes, or behavior. Evaluation should prioritize outcomes over output volume.

Barcelona Principles

A global measurement framework holding that advertising value equivalency is not valid, outcomes matter more than outputs, and measurement should be transparent, consistent, and valid.

ROI formula

Return on investment equals net benefit divided by cost, often multiplied by 100 for a percentage; the benefit must be monetary and reasonably attributable to the communication program.

Inverted pyramid

A news-writing structure placing the most important facts first-who, what, when, where, why-followed by supporting detail in descending importance so editors can cut from the bottom.

On background

An attribution agreement in which information may be used but the source is not named; the exact label-such as 'a company official'-must be negotiated before the conversation.

Embargo

An agreement with journalists not to publish before a specified time in exchange for advance access; it is not a legal contract and should be confirmed explicitly with each recipient.

Bridging technique

An interview technique that briefly acknowledges a question, then transitions to a key message using phrases such as 'What matters most is...' without ignoring the question entirely.

Porter's Five Forces

An industry analysis framework covering rivalry among existing competitors, threat of new entrants, threat of substitutes, supplier bargaining power, and buyer bargaining power.

ESG materiality

The principle that environmental, social, and governance factors matter to business performance only when they are material to a given industry and its stakeholders; materiality varies by sector.

Regulation FD

A U.S. SEC rule requiring that material nonpublic information disclosed selectively to securities professionals or holders be publicly disclosed simultaneously if intentional, or promptly if inadvertent.

Scenario planning

A strategy method that identifies critical uncertainties, constructs two to four plausible future scenarios, and stress-tests current plans for robustness across those futures.

SCCT

Situational Crisis Communication Theory: crisis response strategies-deny, diminish, rebuild, bolster-should match the organization's perceived crisis responsibility, which is shaped by crisis type and prior reputation.

Holding statement

A short initial crisis response that acknowledges the situation, expresses concern for those affected, states that facts are being gathered, and promises updates without speculating.

Dark site

A prebuilt, unpublished crisis webpage containing approved statements, contacts, and background; it can be activated quickly during an incident to centralize verified information.

Tabletop exercise

A facilitated crisis simulation in which a team responds to timed scenario injects, tests roles and plans, and produces an after-action report identifying gaps to fix.

Tuckman team stages

A model of group development: forming, storming, norming, performing, and adjourning. Leaders adjust direction and support as the team moves through each stage.

Kotter's eight steps

A change framework: create urgency, build a coalition, form a vision, communicate it, empower action, generate short-term wins, consolidate gains, and anchor changes in culture.

BATNA

Best Alternative to a Negotiated Agreement: the course of action a party will take if talks fail. Knowing your BATNA and estimating the other side's sets a rational reservation point.

Thomas–Kilmann modes

Five conflict-handling modes-competing, collaborating, compromising, avoiding, and accommodating-chosen according to stakes, relationship importance, time, and power.