question

What is the nature of challenge of public relations?

answer

multifaceted

question

What is NOT a representative term of the definitions of public relations?

answer

manipulative

question

What is NOT a component of public relations?

answer

hospitality

question

Which is NOT a component of basic PR practice?

answer

networking

question

What is the major difference between journalism and PR?

answer

journalists gather and select info for the primary purpose of providing the public with news and info

question

What is the major difference between public relations and advertising?

answer

advertising involves paid space and broadcast time

question

What is NOT an accurate statement regarding the relationship between PR and advertising?

answer

PR is narrower in scope

question

What is the major difference between PR and marketing?

answer

Marketing mainly aims to sell products and services for profits and satisfying customers

question

What strategic communication does PR NOT require to successfully integrate marketing, advertising, and PR?

answer

issue- focus

question

What is a factor for fueling the trend toward integrating communication approach in PR?

answer

advertising isn't the silver bullet it used to be anymore because of high costs

question

One reason that does NOT contribute to the reason behind the PR field growing in Asia is...

answer

the PR field is dying everywhere else

question

"planned" PR does not mean

answer

solutions are intentionally not creative

question

What is NOT one implication of "public interest"

answer

organizations can't make a profit

question

What is NOT an element of RACE?

answer

competition

question

PR does NOT help society in what way?

answer

makes things look better than they really are

question

What does PR NOT do to support marketing?

answer

hypes new products

question

PR does not help contribute to the bottom line in what way?

answer

helps companies talk their way out of situations

question

PR should lead marketing strategy because...

answer

PR practitioners deal with multiple stakeholders

question

In crisis management, PR professionals do NOT...

answer

distract the media

question

Which of the following is NOT a component of public relations?

answer

financial audits

question

True/ False? Public relations is a process, which is a series of actions, changes, or functions.

answer

True

question

True/ False? Research is the first step in any successful public relations campaign.

answer

true

question

True/False? Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses.

answer

False

question

True/ False? Public relations is primarily addressed to external audiences.

answer

false

question

True/ False? Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns.

answer

False

question

True/ False? There has been an increasing realization that an organizationWs goals and objectives can be best accomplished through an integrated approach, not just through marketing but through all communication functions.

answer

True

question

True/ False? The public relations field has yet to be developed in other countries around the world

answer

False

question

True/ False? Public relations is more than one-way dissemination of information materials

answer

True

question

True/False? "Explanation" is the last step in the RACE formula.

answer

False

question

True/False Public relations professionals are not objective observers, but are advocates for their clients

answer

True

question

What does the RACE acronym stand for and how is it used by public relations practitioners to develop more effective campaigns?

answer

- R: Research- what is the problem/situation? - A: Action- what is going to be done about it? - C: Communication- how will the public be told - E: Evaluation- was the audience reached/ what was the effect?

question

Your book says that public relations contributes to the bottom line in at least nine ways. Name and define four of them.

answer

1. Awareness and Information: is the process in which the principle activities are publicity, promotion, and audience targeting. The outcomes include: pave the way for sales, fund- raising, and stock offerings 2.Organizational Motivation: where you deal with internal relations and communication. By doing this you build moral, teamwork, productivity, and corporate culture. 3. Crisis Management: where you respond or prevent issues and are involved in coalition building. This results in the protection of position, the retaining of allies an constituents, keeping normal operations going 4. Issue anticipation is where you do research and liaison with audience. By doing so you provide early warning on issues and social/ political anticipation.

question

What does NOT explain a changing focus in public relations?

answer

the number of PR jobs is stagnating

question

Which is considered an essential ability for a public relations practitioner?

answer

writing

question

According to the 2006 Survey of practitioners by PRWeek, experts predict all of the following specialty areas within public relations will be ^job-rich_ over the next five years EXCEPT:

answer

entertainment

question

What is the national median salary average for ^experienced_ (more than 20 years) public relations practitioners?

answer

$138,500

question

What percentage of public relations professionals in the United States are female?

answer

70

question

Which work setting offers the highest median salaries for public relations practitioners?

answer

corporation

question

What is NOT a factor to explain the salary gap with regard to gender?

answer

lack of licensing measures

question

Competition and conflict management are more essential than ever because

answer

public acceptance and support are key to an organization's success

question

The commission on public relations education recommends what courses?

answer

- introduction to public relations - public relations case studies - public relations law and ethics - public relations writing

question

Good public relations increases the effectiveness of all of the following

answer

- ads, direct mai, sponsorships,and permission marketing

question

What is not an essential abilities for public relations practitioners

answer

graphic design

question

Public relations jobs exist in which of the following places

answer

public relations agencies, sports, entertainment, and corporations

question

Public relations practitioners must possess a variety of skills/abilities because

answer

the field is so diverse

question

Former journalists are no longer considered ideal public relations practitioners because

answer

PR field has expanded beyond media relations

question

In the "technician" role, public relations practitioners are

answer

primarily responsible for producing communication products

question

In the "executive" role, practitioners do not

answer

update media lists

question

Public relations internships are valuable because

answer

A) the student and the organization both ^win._ B) the student gets real-life experience. C) employers often hire recent graduates who worked as interns. D) the student often receives academic credit.

question

According to 2008 salary data, the median salary for recent public relations graduates is

answer

$31,000

question

Communications managers do NOT

answer

create fact sheets

question

Today's public relations practitioner must understand

answer

A) more than how information is disseminated. B) how to manage competition and conflict. C) how to achieve clear and consistent communication. D) the importance of being socially responsible.

question

True/ False? The median annual salary for recent graduates working in public relations is higher than the median national average for all communication fields.

answer

True

question

True/ False? The salary advantage for men over women is unique in public relations.

answer

False

question

True/ False? Problem-solving ability is considered an essential ability for those pursuing a public relations career.

answer

True

question

True/ False? Today, much of the writing in public relations is done for "controlled media"

answer

True

question

True/ False? Public relations practitioners should still begin their careers as journalists

answer

False

question

True/False? Experts predict that the fashion and entertainment fields will offer the most public relations jobs in the next five years.

answer

False

question

True/ False? Writing is no longer as important as it used to be in public relations

answer

False

question

True/ False? "Business competence" is considered an essential ability for public relations practitioners.

answer

true

question

True/ False? Some public relations practitioners deal frequently with the public; others work primarily at their desks.

answer

True

question

True/ False? "Liking people" is a good reason for entering the public relations field.

answer

false

question

People who plan to have careers in public relations should develop knowledge and ability in five basic areas. List the five essential qualifications and attitudes of public relations professionals and address why each area is important in the public relations practice.

answer

1. Writing Skills: the ability to convey info and ideas in written documents and online communications quickly, clearly, and concisely is essential 2. Research Ability: arguments must be supported by facts rather than generalities 3. Planning Expertise: Communication tools and activities are most effective when they are carefully developed and coordinated 4. Problem- Solving Ability: innovative ideas and fresh approaches solve complex problems and make a PR program unique an memorable 5. Business/ Economics Competence: the increasing emphasis on public relations as a management function calls for PR students to learn the basics of business and economics. People say they had more of a say on the decisions made in company with this background.

question

Which of the following factors is NOT associated with strategic conflict management?

answer

spin

question

What is the first phase of the conflict management lifecycle?

answer

proactive

question

What is the strategy taken in the recovery phase of strategic management of conflict?

answer

repairing relations and public image

question

According to the contingency theory of conflict management, what is the stance of public relations?

answer

it depends

question

Which is not a contingency factor that public relations professionals must take into account in managing a conflict with its public?

answer

the emotional stance of PR professionals

question

Which is not one of the 11 groupings of contingency variables?

answer

nature of the job market

question

What is the basic principle of the contingency theory of conflict management in public relations?

answer

a number of factors influence PR practice

question

The contingency continuum from pure advocacy to pure accommodation forms the foundation for identifying the stance of an organization toward a given public at a given time. What was the stance positioning and response of KFC to PETAWs boycott?

answer

compromising

question

Which of the following is a phase in the conflict management life cycle?

answer

A) proactive B) reactive C) strategic D) recovery

question

The first step in the proactive phase of strategic conflict management is

answer

environmental scanning

question

In issues management, if the company decides the emerging issue is potentially damaging, what is the next step?

answer

create strategic planning

question

Which is the correct pair/observation with regard to perception and risk?

answer

high complexity, high risk

question

According to Suzanne Zoda, all of the following are recommended in risk communication EXCEPT

answer

actively hide your concerns

question

_____ are defined as a "major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good names."

answer

crisis

question

What percentage of business crises are unexpected?

answer

14

question

Which of the following actions is NOT recommended as a way to communicate during a crisis?

answer

put the organization first

question

What is the most "accommodative" response in an image restoration strategy?

answer

profuse apology

question

Coombs says all of the following are crisis communication strategies EXCEPT:

answer

avoid the media

question

What does Déjà vu tell public relations professionals about the life cycle of strategic conflict management?

answer

it's ongoing

question

True/false? Risk communication is the first step in the proactive phase of conflict management.

answer

False

question

True/ False? The contingency theory of strategic conflict management considers public relations as a continuum process between an organization and its public.

answer

True

question

True/ False? In the reactive phase of conflict management, an organization should employ strategies either to bolster or repair its reputation in the eyes of key publics.

answer

False

question

True/ False The first step of issues management is the analysis of impact of issues on the organization.

answer

False

question

True/ False? The more complex a situation, the higher perception of risk.

answer

true

question

True/ False? Ingratiation is a crisis communication strategy whereby the organization acts to appease the public involved.

answer

True

question

True/ False Pepsi used an accommodative strategy to avoid a massive recall in light of a perceived hoax involving a syringe in a can.

answer

False

question

True/ False? The three foundations of reputation include economic performance, social responsiveness, and the ability to deliver valuable outcomes to stakeholders.

answer

true

question

true/ false? The most accommodative response in image restoration strategies is a profuse apology.

answer

true

question

True/ False Risk communication attempts to convey information regarding risks to public health and safety and the environment.

answer

True

question

The life cycle of conflict depicts the four phases in conflict management experienced by public relations professionals. The cycle also includes a few of the numerous public relations strategies that professionals employ to deal with conflict. Explain the four phases of the conflict management cycle. Cite examples for each phase.

answer

1. Press Agentry/ Publicity: entailed one- way communication, primarily through the mass media to distribute info that may be exaggerated to hype a cause or product. 2. Public Info: one way distribution of info, not necessarily with a persuasive intent, is the purpose of the public info model, which is based on the journalistic ideal of accuracy and completeness 3. Two- way Asymmetric: scientific persuasion, feedback 4. Two Way Symmetric: gaining mutual understanding

question

Essentially a publicity release touting the PharaohWs accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics.

answer

the rosetta stone

question

The first use of the word "propaganda" has been linked to:

answer

Pope Gregory XV

question

A great American showman who was responsible for developing the ^pseudo-event_ (and hyped celebrities such as Jenny Lind):

answer

Barnum

question

Which is NOT one of the tactics used by railroads to get settlers to move to the American West?

answer

using celebrities as endorsers

question

Which is NOT considered a reason why there is an influx of women working in public relations?

answer

women are harder to convince than men

question

Many consider him the first presidential press secretary.

answer

amos kendall

question

Environmental activist John Muir used public relations tactics to:

answer

develop Yosemite valley into a national park

question

Ivy Lee's four important contributions to public relations?

answer

B) seeking active support and contributions of top management C) maintaining open communication with the news media D) emphasizing the necessity of humanizing business E) businesses should align themselves with the public interest

question

Grunig's four models of public relations?

answer

1. two way asymmetric 2. public info 3. press agentry 4. two way symmetric

question

The major effort worldwide to improve standards and professionalism in public relations is:

answer

accreditation

question

To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), a person must:

answer

have at least 5 yeas of professional experience or teaching and pass comprehensive exams

question

Which of the following is NOT a hallmark of public relations professional?

answer

natural sales ability

question

"careerist" values

answer

job security, salary level, recognition from superiors, prestige in organization

question

Opponents to licensing of public relations professionals say licensing wonWt work because:

answer

it would be expensive for tax payers

question

topics that have been covered in the PRSA accreditation exam

answer

media relations, crisis communications management, business literacy, PR history

question

Which of the following movements employed publicity techniques to further its cause?

answer

A) abolition B) suffrage C) prohibition D) environmentalism

question

Which of the following public relations techniques did Ivy Lee use in his New York Subway campaign?

answer

A) pamphlets B) posters C) brochures D) communicating directly to target audience

question

reasons why the public relations field expanded after World War II

answer

B) increases in suburban populations. C) advent of ^big_ business, government and labor. D) scientific and technological advances. E) proliferation of mass media.

question

following are ^classic public relations campaigns_ mentioned in the text EXCEPT

answer

the Halliburton campaign

question

Corporate Social Responsibility (CSR) employs research to do all of the following

answer

environmental monitoring, PR audits, communications audits, social audits

question

True/ False? Ivy Lee was the first public relations counselor.

answer

true

question

true/ false? Theodore Roosevelt was the first president to make extensive use of news conferences and interviews in drumming up support for his projects.

answer

true

question

true/ false? Edward L. Bernays was hired by John D. Rockefeller in aftermath of the Ludlow Massacre

answer

false

question

true/ false? Edward Bernays became known as the "father of modern public relations."

answer

true

question

True/ False? "Transparency" is a major trend in public relations.

answer

true

question

True/ false? Women constitute about 55 percent of all practitioners.

answer

false

question

True/ False? According to PRSA, practitioners should have a sense of responsibility to society and the public interest.

answer

True

question

True/ False? The licensing of public relations professionals is likely to begin in the near future

answer

false

question

True/ False? The first publicity agency, the Publicity Bureau, was established in 1900

answer

true

question

true/ false? P.T. Barnum was the first major industrialist to use public relations concepts

answer

false

question

Public relations professionals use research for which of the following reasons?

answer

A) achieving credibility with management B) defining audiences and segmenting publics C) formulating strategy D) testing messages

question

The use of existing information in books, articles, and electronic databases is known as:

answer

secondary research

question

Which of the following is NOT an example of qualitative research?

answer

mail surveys

question

Purposive interview involves interviewees that are:

answer

carefully selected based on expertise or influence

question

When everyone in the target audience has an equal chance of being selected for the survey, this is known as a:

answer

random sample

question

The most precise random sampling is usually done from:

answer

list that give the name of everyone in the targeted audience

question

The first element in a public relations plan is a:

answer

situational analysis

question

Which of the following is an example of an informational objective?

answer

respondent awareness level

question

Which is NOT an element of Ketchum's Strategic Planning Model?

answer

A) facts B) goals C) audience D) key message

question

A budget is usually divided into two categories, which are:

answer

staff time and out of pocket expenses

question

All of the following are aspects of the "calendar" step

answer

B) environmental context. C) seasonal events. D) sequencing of various tactics. E) advance planning.

question

Which of the following is the measurement technique used in public relations?

answer

A) compilation of news clips B) analysis of key messages C) determining the number of brochures distributed D) sales or market share increases

question

Public relations programs should be directed to what kinds of audiences or publics?

answer

specific and defined

question

The nine basic Management By Objectives (MBO) steps include all of the following EXCEPT:

answer

entertainment expenses

question

Public relations firms use online databases for all of the following purposes EXCEPT

answer

confirm proper news release format

question

The systematic and objective categorizing of content is known as what kind of research

answer

content analysis

question

The most popular search engine worldwide in 2009 was

answer

google

question

True/ False? Planning is the first step in the four-step public relations process.

answer

false

question

true/ false? Public relations practitioners use research to achieve credibility with management.

answer

true

question

true/ false? Qualitative research usually produces "hard" data.

answer

false

question

True/ false? "Fog" and "Flesch" are two examples of readability formula.

answer

true

question

True/ False? Mail questionnaires typically have low response rates.

answer

true

question

True/ False? "Piggyback surveys" are also known as "omnibus surveys."

answer

true

question

True/ False? All public relations objectives are "motivational."

answer

false

question

True/ False? Public relations campaigns are mostly targeted to the general public.

answer

false

question

True/ False? Tactics are the nuts-and-bolts part of a public relations plan.

answer

true

question

True/ False? The evaluation element of a plan relates directly back to the objectives of the plan.

answer

True

question

Which of the following are communication tactics?

answer

A) news releases B) news conferences C) brochures D) bumper stickers

question

All of the following are characteristics of "personalized communication" EXCEPT

answer

public media

question

All of the following are characteristics of "mass communication"

answer

perceptually based, low social presence, and asynchronous.

question

All of the following are examples of "controlled media" EXCEPT:

answer

newspaper placements

question

Which of the following is a key objective for communicating a message?

answer

A) message exposure B) accurate dissemination of the message C) acceptance of the message D) attitude change

question

All of the following are elements of SchrammWs communication model EXCEPT:

answer

interceptor

question

The theory that says people use the mass media for a variety of purposes in known as:

answer

uses and gratifications

question

The kind of audience that may initially pay attention to a message only because itWs entertaining is known as a

answer

passive audience

question

Effective tools for delivering information to an active audience include all of the following EXCEPT

answer

billboards

question

All of the following are ways to increase audience understanding and comprehension of a message

answer

A) use symbols and slogans. B) avoid jargon. C) avoid euphemisms. D) avoid discriminatory language.

question

Which of the following is NOT a benefit of repeating a message?

answer

guaranteed sales

question

All of the following are stages in the Five-Stage Adoption Process

answer

awareness, adoption, interest, evaluation

question

At what stage in the adoption process do people seek more information about the idea or product?

answer

interest

question

According to Rogers, people who are eager to try new ideas are called

answer

innovators

question

All of the following are considered to be an ^intermediate_ level of measurement EXCEPT:

answer

behavior

question

All of the following are techniques used to measure message exposure

answer

media impressions, internet hits, advertising equivalency, and info requests

question

The potential audience reached by a periodical or broadcast program is known as

answer

media impressions

question

Tracking media coverage and comparing it over time is known as

answer

bench marking

question

When practitioners count the number of public relations materials/products created, they are measuring

answer

production

question

The measurement technique that measures publicity-generated news stories with advertising is known as

answer

advertising equivalency

question

True/ False? The ultimate objective of any public relations effort is to achieve organizational objectives

answer

True

question

True/ False? Advertising equivalency as a means to measure the value of publicity is controversial

answer

true

question

True/ False? Media impressions (as a measurement tool) are the collective opinions of reporters and editors

answer

false

question

True/ False? Measuring media placements falls under the Advanced category in the public relations Effectiveness Yardstick

answer

false

question

True/ False? Before a public relations program can be properly evaluated, it is important to have clear objectives

answer

true

question

True/ False? "Relative advantage" is the degree to which an innovation is perceived as difficult to understand and use.

answer

false

question

True/ False? "Laggards" are traditionalists who are the last to adopt anything.

answer

true

question

True/ False? Brochures are considered to be an "interactive" medium.

answer

false

question

True/ False? To be an effective communicator, you must understand how people process information and change their perceptions.

answer

true

question

True/ False? Effective communication takes place within a sphere of "shared experience."

answer

true

question

What are Internal Relations

answer

deal with relationship between manager and employees

question

Public Affairs

answer

builds/ maintains mutually beneficial governmental and local community affairs

question

Lobbying

answer

buildings and maintains relations with government for the purpose of influencing legislation and regulation

question

Issues Management

answer

anticipating, evaluating and responding to public policy issues that affect organizations; relationships wit their publics

question

Ancient beginnings of PR in India

answer

spies on public and tells king what people are saying

question

Amos Kendall

answer

worked with Andrew Jackson considered the first press secretary

question

Nicholas Biddle

answer

- bank of US - first business of PR - bank would pay for ads favorable to the bank's position

question

Charles Lowell- Burlington

answer

- build west/ find population - brochure to settle in the west

question

Eras of Public Relation

answer

1. Public Be Damned (1850-1900) 2.Public Be Informed (1901-1922) 3. Mutual Understanding (1923-1974) 4. Mutual Understanding (1975-)

question

Seedbed Era

answer

of muckraking journalism countered by defensive publicity.

question

World War I Period

answer

- Woodrow Wilson: committee of public info - Creel Head of CPI - big companies highering PR firms -of dramatic demonstrations of the power of organized promotion.

question

Booming Twenties Era

answer

- Bernays -made crystalizing public opinion -of applying lessons learned in the war about the power of publicity.

question

Doris Fleischmann

answer

- struggled for equality - work with NAACP in Atlanta - Support from North to have south follow - beginning of civil rights movement

question

John Hill

answer

Opened a firm in Cleveland - tobacco research council: meal conflict and tarnish reputation

question

Arthur Page

answer

- Vp of AT - wouldn't accept post of publicity without having a say in policy

question

Roosevelt Era and World War II

answer

- (1930-1945) of the Great Depression, new media, public opinion polling, and World War II.

question

Post War Era

answer

of adjustment from a war-oriented economy to leadership of the "Free World" and the emergence of television.

question

Period of Protest and Empowerment

answer

of student and activist protests, the Vietnam War, and increasing recognition of social responsibility and more responsive organizations.

question

Digital Age and Globalization

answer

of accelerating technology, global competition, interdependence, instantaneous communication, and terrorism.

question

Tim Traverse-Healy

answer

• Royal Marine Commando, • Co-founded IPRA and • only foreigner in Arthur Page Society Hall of Fame

question

Inez Y. Kaiser

answer

•Formed first African-American owned firm in 1961 with national accounts of 7-Up, Sears •First black woman to join PRSA

question

Daniel J. Edelman

answer

•Founded world's largest independent firm in Chicago after working as a CBS reporter and as public relations director for Gillette •Now has 1800 employees and 40 offices worldwide •His son, Richard, is now CEO

question

Harold M. Burson

answer

Operated his own firm for six years before joining with Bill Marsteller in 1952 to form Burson Marsteller • Grew by opening offices not by acquisition • Largest firm in the world by 1983 and then was acquired by Young and Rubicam and then WPP

question

A System

answer

- a set of interacting parts with boundaries and achieves goals by changing and adapting

question

A Systems Perspective

answer

- not dependent on physical closeness but rather on the specification of organization public interactions define systems

question

March of Dimes

answer

- an example of adjustment and adaption - fight children with polio adapted to premature births

question

Tuna - Canning

answer

- example of adjustment and adaptation - acting tuna with nets adapts to net free catching

question

Open System

answer

- exchange inputs and outputs through permeable boundaries

question

Open System Approach

answer

1. Identify the problem situation "What's happening now?" 2. Identify the components of the system "Who is involved / affected? "Who are the stakeholders? 3. Specify relationships with stakeholders "How are we mutually involved and/or affected?" 4. Determine how the system behaves "How do we interact?" 5. Monitor the environment "What's happening out there that affects out relationship with stakeholders? 6. Determine the system's evolution "How did things get this way? 7. Determine the system's evolution "How did things get this way?" "How will things be in the future?"

question

Closed System

answer

impermeable boundaries and cannot exchange matter, energy, or info

question

Closed System Approach

answer

Assumes to have power to "correct" the environment Attempts to change undesirable states in the environment Takes the form of non-information or low-information value output Emphasizes persuasive communication Attributes great powers to messages placed in the media (like a cuttlefish)

question

The public relations process

answer

1. research 2. planning 3. communication 4. measurement

question

5 objectives of Communication

answer

1. message exposure 2. accurate dissemination of the message 3. acceptance of the message 4. attitude change 5. change in overt behavior

question

Everett rogers factors that affect persuasion

answer

1. Relative advantage (degree in which an idea is perceived as better than the idea it replaces) 2. Compatibility ( degree to which the idea is consistent with the existing values of organization) 3. Complexity (degree in which the idea is perceived as difficult to understand) 4. Trailability (degree in which the idea may be experienced on a limited basis) 5. Observability ( degree in which the results of the idea are visible to others)

question

Five Stage Adoption Process

answer

1. awareness 2. interest 3. evaluation 4. trial 5. adoption

question

Advanced level of measurement

answer

- behavior change - attitude change - opinion change

question

Intermediate Level of measurement

answer

- retention - comprehension - awareness - reception

question

Basic level of measurement

answer

- targeted audiences - impressions - media placements

question

Society Passive

answer

- psychologist have found that the public by and large tends to be passive

question

Society is Segmented

answer

- engage the attention of a part of the population with a particular interest, but another issue may interest another segment

question

Society is Divided

answer

- people have some opinions that may conflict/ compete with others

question

Escalation

answer

- mass media play a role in the unfolding of a conflict and serve to promote public debate by engaging widespread public involvement

question

Public Be Informed

answer

-1901-1922

question

Public Be Damned

answer

- 1850- 1900

question

Mutual Understanding

answer

- 1923 - 1974

question

Mutual Adjustment Era

answer

- 1975- present

question

Eras of PR development

answer

- public be damned - public be informed - mutual understanding - mutual adjustment

question

Positioning

answer

- idea that credit and publicity always go to those who do something first

question

Branding/ Corporate Reputation

answer

- service that provides advice on programs that establish companies' brand and reputation for qulality

question

Crisis Communication

answer

- service that counsels what to say or do during an emergency

question

Concurring Authority

answer

- PR department must approve of materials meant to be sent out

question

Compulsory Advisory Set Up

answer

- require top management to at least listen to staff experts before deciding on a strategy

question

Media Analyst

answer

examines appropriate media for targeting specific messages to key audiences

question

Research/ evaluation

answer

conducts scientific surveys to measure public attitudes

question

Financial Relations

answer

counsels management on ways to avoid take over - effectively communicate with stockholders

question

Advertising Equivalency (AVE)

answer

- calculation of value of message exposure to cost or message

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baseline study

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-helps determine changes in an audiences opinion before and after

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benchmarking

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- tracking coverage and comparing it over a period of time

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internet hits

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- counting number of people reached via website and social media - cyber media impressions

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Media Impressions

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- potential audience reached by a periodical broadcast program

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5 Stage Adoption Process

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1. Awareness 2. Interest 3. Evaluation 4. trail 5. adoption

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attentive public

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- group interested in issue but rely on opinion leaders to interpret info

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Agenda setting

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- idea that media content sets agenda for public discussion

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Diffusion Theory

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- belief that power of mass media rests in their ability to provide into and influence society

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Framing

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- communicating idea in a way that audience is influenced the way its imparted

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inattentive public

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- unaware and uninterested on issue

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Multiple step flow

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- flow of opinion 1/ opinion makers 2. attentive public 3. inattentive public

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N step theory

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- theory of mass communication suggesting mass media influence opinion leaders , they influence public

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Community Relations

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- activities done by organization within community to maintain good relationship

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Government affairs

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- relates directly with legislature and regulatory agencies - lobbying

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Industry relations

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- relates with other firms and with trade associations

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Issue Management

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- identifies and addresses issues of public concern that affect an organization

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Media Relations

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- works with mass media by seeking publicity and responding to interests in an organization

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Marketing COmmunications

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- employs a combo of activities designed to sell a product

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