Public Relations COMM 213 Midterm 1 – Flashcards
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Twisting messages to create the impression of performance is _______
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a manifestation of spin
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Professor Marshall McLauhan has become known for _________
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predicting the earth would become a "global village."
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The growth of public relations as an accepted business-like practice in the United States of America stems from ________
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The American industrial revolution
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In the 21st century, recognition of the value of knowing what public relations is about comes from __________
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more than 200 journalism or communications programs offering a public relations concentration
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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
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False
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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
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False
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As a general rule, those who examine public opinion recognize that ______
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it is difficult to move people toward a strong opinion
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Most public relations programs are said to be designed _________
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to reinforce people's existing opinions
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__________ aligns communications with an organization's character and action.
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Relationship management
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In the 21st century, _________ is a front-line responsibility of public relations.
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reputation management
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Recent research indicates that an attitude is more likely __________
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an evaluation made about a specific problem or issue.
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If public relations practitioners expect to receive support from management for a proposed program, they should expect to share _______
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their data that helps pinpoint which messages are most effective with targeted audiences.
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In professional work, research should be applied ________
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at all phases of a program.
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From theoretical research in communications, we have learned that __________
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the most persuasive communication comes from multiple sources of high credibility.
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A communications audit is designed to help an organization _______
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determine communications needs, policies, practices, and capabilities.
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Suggestions for an effective questionnaire incude ________
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keep it short.
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Typical goals for communication include to:
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persuade, inform, and motivate.
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In the S-E-M-D-R and S-M-R models, the S and M, stand for?
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Source; message.
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In semantics, a word that connotes is a word that _______
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transmits its meaning with an emotional overtone
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A message is?
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The source's idea translated into an understandable for ready for transmission.
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Feedback is critical to communication because from it ________
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the source can learn whether a receiver understands a message
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What is the R-A-C-E model fo influencing public opinion?
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Research, Action, Communication, Evaluation
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What is the R-P-I-E model fo influencing public opinion?
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Research, Planning, Implementation, Evaluation
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Public Relations
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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.
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Melvin Sharpe's five principles to the public relations process:
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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.
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Actualizers
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Those with the most wealth and power
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Fulfilleds
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Have high resources and are principle-oriented professionals or retirees
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Believers
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Fulfilleds without the resources
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Achievers
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Have high resources and are status oriented
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Strivers
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Lack the resources of Achievers but are equally status oriented
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Experiencers
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Have high resources, are action oriented, and are disposed toward taking risk
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Makers
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Are action oriented but low resources
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Strugglers
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Have the lowest resources
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Functions of Public Relations
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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
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Fundamental Public Relations Skill
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Writing and media relations
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If public relations is to be the "interpreter" for management philosophy, policy, and programs, then the director for the function should report to the ___________
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CEO
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For public relations to be the "conscience of the corporation," practitioners must _________
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have enough autonomy to deal openly and honestly with management.
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For the public relations function to be equal in stature to other management functions it is essential to ________
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have a commitment to set realizable objectives
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Among the most essential steps in the public relations management process are __________
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the ability to define a public relations problem or an opportunity
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The section of a public relations plan that provides an overview is referred to as _______
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the executive summary
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Planning for a public relations program is important, but principally a program is assessed in terms of its ____________
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actions and performance
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Professional ethics:
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is often called "applied ethics"
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As the "conscience" of an organization, public relations practitioners should _______
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remember to ask, "are we doing the right thing?"
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A 2007 survey of teenagers conducted by Junior Achievement and Deloitte found __________
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about 40 percent said acting unethically is the way to "get ahead."
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Why do public relations need to have a corporate code of ethics?
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to increase public confidence
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An organization's social responsibility image is often determined by _________
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its attention to be ethical and improve the quality of life for people.
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If journalists were to follow the Code of Ethics published by the Society of Professional Journalists, they would __________
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Guard against invading a person's right to privacy
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The "public be fooled" is who's motto?
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Phineas T. Barnum
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Who was Andrew Jacksons public relations person?
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Amos Kendall
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Who is the Real Father of Modern Public Relations?
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Ivy Lee
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Who was a former Wall Street reporter?
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Ivy Lee
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Who was named the most influential PR person of the 20th century?
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Harold Burson
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Arthur W. Page's five principles of successful corporate public relations:
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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.
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Sir Arthur Clark
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Theorized about the satellite
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Four Typical Communication Goals
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To inform, to persuade, to motivate, to build mutual understanding
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Pat Jackson's Five Step Process to Stimulate Behavioral Change:
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building awareness, developing a latent readiness, triggering event, intermediate behaviour, behavioural change
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S-E-M-D-R Communications Process
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S= Source E= Encoding stage M= Message D= Decoding stage R= Receiver
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Constructivism
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Knowledge is constructed, not transmitted
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Coordinated Management of Meaning
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We construct our own social realities of what is going on and what kind of action is appropriate
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Grunig-Hunt's Four Public Relations Models
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Press agentry/publicity, public information, two-way asymmetric, two-way symmetric
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Three Different Theories on What Constitutes a Message
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the content is the message, the medium is the message, the person is the message
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Boundary Role:
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they function at the edge on an organization as a liaison between the organization and its external and internal publics.
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Creating a Public Relations Plan
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Executive summary, Communication process, Background, Situation analysis, Message statement, Audiences, Key audience messages, implementation, Budget, Monitoring and evaluation
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Five-Part Public Relations Plan
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Situation, Business Objectives, Public Relations Objectives, Strategies, Public Relations Program Elements
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Four-Part Skeleton of a Typical Public Relations Campaign Plan
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Backgrounding the Problem, Preparing the Proposal, Implementing the Plan, Evaluating the Campaign
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Situational analysis
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description of the challenge as it currently exists, including background on how the situation reached its present state.
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Scope of assignment
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description of the nature of the assignment: what the public relations program will attempt to do.
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Target audiences
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specific targets identified and divided into manageable groups.
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Research methods
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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?
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Communications vehicles
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tactical communications devices to be used.
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Project team
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key players who will participate in the program.
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Timing and fees
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a timetable with proposed costs identified.
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