question

Meaningful processes to influence public opinion are said to begin with use of _____

answer

research

question

In John Marston's R-A-C-E process, the key step is _______

answer

appropriate action

question

To effectively communicate with a public, it is important to recognize that _______

answer

all publics have their own special needs and require different types of communication

question

If you target "experiencers," you're likely using ________ to segment a public.

answer

sociometrics

question

Twisting messages to create the impression of performance is _______

answer

a manifestation of spin

question

Professor Marshall McLauhan has become known for _________

answer

predicting the earth would become a "global village."

question

The growth of public relations as an accepted business-like practice in the United States of America stems from ________

answer

The American industrial revolution

question

In the 21st century, recognition of the value of knowing what public relations is about comes from __________

answer

more than 200 journalism or communications programs offering a public relations concentration

question

Techniques to attract press coverage used by Phineas T. Barnum are representative of the "public be informed" era that contributed to a positive image of the practice of public relations. T or F

answer

False

question

The adversarial relationship between so-called "robber barons" and "muckrakers" led to the need for hired professionals to explain what industrialists had been unable to convey. T or F

answer

False

question

As a general rule, those who examine public opinion recognize that ______

answer

it is difficult to move people toward a strong opinion

question

Most public relations programs are said to be designed _________

answer

to reinforce people's existing opinions

question

__________ aligns communications with an organization's character and action.

answer

Relationship management

question

In the 21st century, _________ is a front-line responsibility of public relations.

answer

reputation management

question

Recent research indicates that an attitude is more likely __________

answer

an evaluation made about a specific problem or issue.

question

If public relations practitioners expect to receive support from management for a proposed program, they should expect to share _______

answer

their data that helps pinpoint which messages are most effective with targeted audiences.

question

In professional work, research should be applied ________

answer

at all phases of a program.

question

From theoretical research in communications, we have learned that __________

answer

the most persuasive communication comes from multiple sources of high credibility.

question

A communications audit is designed to help an organization _______

answer

determine communications needs, policies, practices, and capabilities.

question

Suggestions for an effective questionnaire incude ________

answer

keep it short.

question

Typical goals for communication include to:

answer

persuade, inform, and motivate.

question

In the S-E-M-D-R and S-M-R models, the S and M, stand for?

answer

Source; message.

question

In semantics, a word that connotes is a word that _______

answer

transmits its meaning with an emotional overtone

question

A message is?

answer

The source's idea translated into an understandable for ready for transmission.

question

Feedback is critical to communication because from it ________

answer

the source can learn whether a receiver understands a message

question

What is the R-A-C-E model fo influencing public opinion?

answer

Research, Action, Communication, Evaluation

question

What is the R-P-I-E model fo influencing public opinion?

answer

Research, Planning, Implementation, Evaluation

question

Public Relations

answer

The management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.

question

Melvin Sharpe's five principles to the public relations process:

answer

Honest communication for credibility, Openness and consistency of actions for confidence, Fairness of actions for reciprocity and goodwill, Continuous two-way communication to prevent alienation and to build relationships, Environmental research and evaluation to determine the actions or adjustments needed for social harmony.

question

Actualizers

answer

Those with the most wealth and power

question

Fulfilleds

answer

Have high resources and are principle-oriented professionals or retirees

question

Believers

answer

Fulfilleds without the resources

question

Achievers

answer

Have high resources and are status oriented

question

Strivers

answer

Lack the resources of Achievers but are equally status oriented

question

Experiencers

answer

Have high resources, are action oriented, and are disposed toward taking risk

question

Makers

answer

Are action oriented but low resources

question

Strugglers

answer

Have the lowest resources

question

Functions of Public Relations

answer

Writing, Media relations, Planning, Counseling, Researching, Publicity, Marketing communications, Community relations, Consumer relations, Employee relations, Government affairs, Investor relations, Special publics relations, Public affairs and issues, Social media interface

question

Fundamental Public Relations Skill

answer

Writing and media relations

question

If public relations is to be the "interpreter" for management philosophy, policy, and programs, then the director for the function should report to the ___________

answer

CEO

question

For public relations to be the "conscience of the corporation," practitioners must _________

answer

have enough autonomy to deal openly and honestly with management.

question

For the public relations function to be equal in stature to other management functions it is essential to ________

answer

have a commitment to set realizable objectives

question

Among the most essential steps in the public relations management process are __________

answer

the ability to define a public relations problem or an opportunity

question

The section of a public relations plan that provides an overview is referred to as _______

answer

the executive summary

question

Planning for a public relations program is important, but principally a program is assessed in terms of its ____________

answer

actions and performance

question

Professional ethics:

answer

is often called "applied ethics"

question

As the "conscience" of an organization, public relations practitioners should _______

answer

remember to ask, "are we doing the right thing?"

question

A 2007 survey of teenagers conducted by Junior Achievement and Deloitte found __________

answer

about 40 percent said acting unethically is the way to "get ahead."

question

Why do public relations need to have a corporate code of ethics?

answer

to increase public confidence

question

An organization's social responsibility image is often determined by _________

answer

its attention to be ethical and improve the quality of life for people.

question

If journalists were to follow the Code of Ethics published by the Society of Professional Journalists, they would __________

answer

Guard against invading a person's right to privacy

question

The "public be fooled" is who's motto?

answer

Phineas T. Barnum

question

Who was Andrew Jacksons public relations person?

answer

Amos Kendall

question

Who is the Real Father of Modern Public Relations?

answer

Ivy Lee

question

Who was a former Wall Street reporter?

answer

Ivy Lee

question

Who was named the most influential PR person of the 20th century?

answer

Harold Burson

question

Arthur W. Page's five principles of successful corporate public relations:

answer

To make sure management thoughtfully analyzes its overall relation to the public; to create a system for informing all employees about the firm's general policies and practices; to create a system giving contact employees (those having direct dealings with the public) the knowledge needed to be reasonable and polite to the public; to create a system drawing employee and public questions and criticism back up through the organization to management; to ensure frankness in telling the public about the company's actions.

question

Sir Arthur Clark

answer

Theorized about the satellite

question

Four Typical Communication Goals

answer

To inform, to persuade, to motivate, to build mutual understanding

question

Pat Jackson's Five Step Process to Stimulate Behavioral Change:

answer

building awareness, developing a latent readiness, triggering event, intermediate behaviour, behavioural change

question

S-E-M-D-R Communications Process

answer

S= Source E= Encoding stage M= Message D= Decoding stage R= Receiver

question

Constructivism

answer

Knowledge is constructed, not transmitted

question

Coordinated Management of Meaning

answer

We construct our own social realities of what is going on and what kind of action is appropriate

question

Grunig-Hunt's Four Public Relations Models

answer

Press agentry/publicity, public information, two-way asymmetric, two-way symmetric

question

Three Different Theories on What Constitutes a Message

answer

the content is the message, the medium is the message, the person is the message

question

Boundary Role:

answer

they function at the edge on an organization as a liaison between the organization and its external and internal publics.

question

Creating a Public Relations Plan

answer

Executive summary, Communication process, Background, Situation analysis, Message statement, Audiences, Key audience messages, implementation, Budget, Monitoring and evaluation

question

Five-Part Public Relations Plan

answer

Situation, Business Objectives, Public Relations Objectives, Strategies, Public Relations Program Elements

question

Four-Part Skeleton of a Typical Public Relations Campaign Plan

answer

Backgrounding the Problem, Preparing the Proposal, Implementing the Plan, Evaluating the Campaign

question

Situational analysis

answer

description of the challenge as it currently exists, including background on how the situation reached its present state.

question

Scope of assignment

answer

description of the nature of the assignment: what the public relations program will attempt to do.

question

Target audiences

answer

specific targets identified and divided into manageable groups.

question

Research methods

answer

specific selected appeals: what do we want to tell our audiences? How do we want them to feel about us? What do we want them to do?

question

Communications vehicles

answer

tactical communications devices to be used.

question

Project team

answer

key players who will participate in the program.

question

Timing and fees

answer

a timetable with proposed costs identified.

Public Relations COMM 213 Midterm 1 – Flashcards

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