STC259 EXAM1 – Flashcards

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question
What is the nature of challenge of public relations?
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multifaceted
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What is NOT a representative term of the definitions of public relations?
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manipulative
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What is NOT a component of public relations?
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hospitality
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Which is NOT a component of basic PR practice?
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networking
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What is the major difference between journalism and PR?
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journalists gather and select info for the primary purpose of providing the public with news and info
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What is the major difference between public relations and advertising?
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advertising involves paid space and broadcast time
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What is NOT an accurate statement regarding the relationship between PR and advertising?
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PR is narrower in scope
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What is the major difference between PR and marketing?
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Marketing mainly aims to sell products and services for profits and satisfying customers
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What strategic communication does PR NOT require to successfully integrate marketing, advertising, and PR?
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issue- focus
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What is a factor for fueling the trend toward integrating communication approach in PR?
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advertising isn't the silver bullet it used to be anymore because of high costs
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One reason that does NOT contribute to the reason behind the PR field growing in Asia is...
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the PR field is dying everywhere else
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"planned" PR does not mean
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solutions are intentionally not creative
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What is NOT one implication of "public interest"
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organizations can't make a profit
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What is NOT an element of RACE?
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competition
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PR does NOT help society in what way?
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makes things look better than they really are
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What does PR NOT do to support marketing?
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hypes new products
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PR does not help contribute to the bottom line in what way?
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helps companies talk their way out of situations
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PR should lead marketing strategy because...
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PR practitioners deal with multiple stakeholders
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In crisis management, PR professionals do NOT...
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distract the media
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Which of the following is NOT a component of public relations?
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financial audits
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True/ False? Public relations is a process, which is a series of actions, changes, or functions.
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True
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True/ False? Research is the first step in any successful public relations campaign.
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true
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True/False? Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal to the masses.
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False
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True/ False? Public relations is primarily addressed to external audiences.
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false
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True/ False? Marketing is primarily designed as a relationship-building strategy, and less focused on economic concerns.
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False
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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.
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True
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True/ False? The public relations field has yet to be developed in other countries around the world
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False
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True/ False? Public relations is more than one-way dissemination of information materials
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True
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True/False? "Explanation" is the last step in the RACE formula.
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False
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True/False Public relations professionals are not objective observers, but are advocates for their clients
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True
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What does the RACE acronym stand for and how is it used by public relations practitioners to develop more effective campaigns?
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- 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?
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Your book says that public relations contributes to the bottom line in at least nine ways. Name and define four of them.
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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.
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What does NOT explain a changing focus in public relations?
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the number of PR jobs is stagnating
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Which is considered an essential ability for a public relations practitioner?
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writing
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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:
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entertainment
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What is the national median salary average for ^experienced_ (more than 20 years) public relations practitioners?
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$138,500
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What percentage of public relations professionals in the United States are female?
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70
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Which work setting offers the highest median salaries for public relations practitioners?
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corporation
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What is NOT a factor to explain the salary gap with regard to gender?
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lack of licensing measures
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Competition and conflict management are more essential than ever because
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public acceptance and support are key to an organization's success
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The commission on public relations education recommends what courses?
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- introduction to public relations - public relations case studies - public relations law and ethics - public relations writing
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Good public relations increases the effectiveness of all of the following
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- ads, direct mai, sponsorships,and permission marketing
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What is not an essential abilities for public relations practitioners
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graphic design
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Public relations jobs exist in which of the following places
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public relations agencies, sports, entertainment, and corporations
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Public relations practitioners must possess a variety of skills/abilities because
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the field is so diverse
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Former journalists are no longer considered ideal public relations practitioners because
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PR field has expanded beyond media relations
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In the "technician" role, public relations practitioners are
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primarily responsible for producing communication products
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In the "executive" role, practitioners do not
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update media lists
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Public relations internships are valuable because
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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.
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According to 2008 salary data, the median salary for recent public relations graduates is
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$31,000
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Communications managers do NOT
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create fact sheets
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Today's public relations practitioner must understand
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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.
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True/ False? The median annual salary for recent graduates working in public relations is higher than the median national average for all communication fields.
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True
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True/ False? The salary advantage for men over women is unique in public relations.
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False
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True/ False? Problem-solving ability is considered an essential ability for those pursuing a public relations career.
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True
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True/ False? Today, much of the writing in public relations is done for "controlled media"
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True
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True/ False? Public relations practitioners should still begin their careers as journalists
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False
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True/False? Experts predict that the fashion and entertainment fields will offer the most public relations jobs in the next five years.
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False
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True/ False? Writing is no longer as important as it used to be in public relations
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False
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True/ False? "Business competence" is considered an essential ability for public relations practitioners.
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true
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True/ False? Some public relations practitioners deal frequently with the public; others work primarily at their desks.
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True
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True/ False? "Liking people" is a good reason for entering the public relations field.
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false
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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.
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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.
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Which of the following factors is NOT associated with strategic conflict management?
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spin
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What is the first phase of the conflict management lifecycle?
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proactive
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What is the strategy taken in the recovery phase of strategic management of conflict?
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repairing relations and public image
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According to the contingency theory of conflict management, what is the stance of public relations?
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it depends
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Which is not a contingency factor that public relations professionals must take into account in managing a conflict with its public?
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the emotional stance of PR professionals
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Which is not one of the 11 groupings of contingency variables?
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nature of the job market
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What is the basic principle of the contingency theory of conflict management in public relations?
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a number of factors influence PR practice
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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?
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compromising
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Which of the following is a phase in the conflict management life cycle?
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A) proactive B) reactive C) strategic D) recovery
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The first step in the proactive phase of strategic conflict management is
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environmental scanning
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In issues management, if the company decides the emerging issue is potentially damaging, what is the next step?
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create strategic planning
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Which is the correct pair/observation with regard to perception and risk?
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high complexity, high risk
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According to Suzanne Zoda, all of the following are recommended in risk communication EXCEPT
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actively hide your concerns
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_____ 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."
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crisis
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What percentage of business crises are unexpected?
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14
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Which of the following actions is NOT recommended as a way to communicate during a crisis?
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put the organization first
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What is the most "accommodative" response in an image restoration strategy?
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profuse apology
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Coombs says all of the following are crisis communication strategies EXCEPT:
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avoid the media
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What does Déjà vu tell public relations professionals about the life cycle of strategic conflict management?
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it's ongoing
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True/false? Risk communication is the first step in the proactive phase of conflict management.
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False
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True/ False? The contingency theory of strategic conflict management considers public relations as a continuum process between an organization and its public.
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True
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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.
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False
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True/ False The first step of issues management is the analysis of impact of issues on the organization.
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False
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True/ False? The more complex a situation, the higher perception of risk.
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true
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True/ False? Ingratiation is a crisis communication strategy whereby the organization acts to appease the public involved.
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True
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True/ False Pepsi used an accommodative strategy to avoid a massive recall in light of a perceived hoax involving a syringe in a can.
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False
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True/ False? The three foundations of reputation include economic performance, social responsiveness, and the ability to deliver valuable outcomes to stakeholders.
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true
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true/ false? The most accommodative response in image restoration strategies is a profuse apology.
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true
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True/ False Risk communication attempts to convey information regarding risks to public health and safety and the environment.
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True
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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.
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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
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Essentially a publicity release touting the PharaohWs accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics.
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the rosetta stone
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The first use of the word "propaganda" has been linked to:
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Pope Gregory XV
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A great American showman who was responsible for developing the ^pseudo-event_ (and hyped celebrities such as Jenny Lind):
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Barnum
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Which is NOT one of the tactics used by railroads to get settlers to move to the American West?
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using celebrities as endorsers
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Which is NOT considered a reason why there is an influx of women working in public relations?
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women are harder to convince than men
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Many consider him the first presidential press secretary.
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amos kendall
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Environmental activist John Muir used public relations tactics to:
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develop Yosemite valley into a national park
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Ivy Lee's four important contributions to public relations?
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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
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Grunig's four models of public relations?
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1. two way asymmetric 2. public info 3. press agentry 4. two way symmetric
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The major effort worldwide to improve standards and professionalism in public relations is:
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accreditation
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To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), a person must:
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have at least 5 yeas of professional experience or teaching and pass comprehensive exams
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Which of the following is NOT a hallmark of public relations professional?
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natural sales ability
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"careerist" values
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job security, salary level, recognition from superiors, prestige in organization
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Opponents to licensing of public relations professionals say licensing wonWt work because:
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it would be expensive for tax payers
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topics that have been covered in the PRSA accreditation exam
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media relations, crisis communications management, business literacy, PR history
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Which of the following movements employed publicity techniques to further its cause?
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A) abolition B) suffrage C) prohibition D) environmentalism
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Which of the following public relations techniques did Ivy Lee use in his New York Subway campaign?
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A) pamphlets B) posters C) brochures D) communicating directly to target audience
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reasons why the public relations field expanded after World War II
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B) increases in suburban populations. C) advent of ^big_ business, government and labor. D) scientific and technological advances. E) proliferation of mass media.
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following are ^classic public relations campaigns_ mentioned in the text EXCEPT
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the Halliburton campaign
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Corporate Social Responsibility (CSR) employs research to do all of the following
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environmental monitoring, PR audits, communications audits, social audits
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True/ False? Ivy Lee was the first public relations counselor.
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true
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true/ false? Theodore Roosevelt was the first president to make extensive use of news conferences and interviews in drumming up support for his projects.
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true
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true/ false? Edward L. Bernays was hired by John D. Rockefeller in aftermath of the Ludlow Massacre
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false
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true/ false? Edward Bernays became known as the "father of modern public relations."
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true
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True/ False? "Transparency" is a major trend in public relations.
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true
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True/ false? Women constitute about 55 percent of all practitioners.
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false
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True/ False? According to PRSA, practitioners should have a sense of responsibility to society and the public interest.
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True
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True/ False? The licensing of public relations professionals is likely to begin in the near future
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false
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True/ False? The first publicity agency, the Publicity Bureau, was established in 1900
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true
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true/ false? P.T. Barnum was the first major industrialist to use public relations concepts
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false
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Public relations professionals use research for which of the following reasons?
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A) achieving credibility with management B) defining audiences and segmenting publics C) formulating strategy D) testing messages
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The use of existing information in books, articles, and electronic databases is known as:
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secondary research
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Which of the following is NOT an example of qualitative research?
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mail surveys
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Purposive interview involves interviewees that are:
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carefully selected based on expertise or influence
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When everyone in the target audience has an equal chance of being selected for the survey, this is known as a:
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random sample
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The most precise random sampling is usually done from:
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list that give the name of everyone in the targeted audience
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The first element in a public relations plan is a:
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situational analysis
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Which of the following is an example of an informational objective?
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respondent awareness level
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Which is NOT an element of Ketchum's Strategic Planning Model?
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A) facts B) goals C) audience D) key message
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A budget is usually divided into two categories, which are:
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staff time and out of pocket expenses
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All of the following are aspects of the "calendar" step
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B) environmental context. C) seasonal events. D) sequencing of various tactics. E) advance planning.
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Which of the following is the measurement technique used in public relations?
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A) compilation of news clips B) analysis of key messages C) determining the number of brochures distributed D) sales or market share increases
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Public relations programs should be directed to what kinds of audiences or publics?
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specific and defined
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The nine basic Management By Objectives (MBO) steps include all of the following EXCEPT:
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entertainment expenses
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Public relations firms use online databases for all of the following purposes EXCEPT
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confirm proper news release format
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The systematic and objective categorizing of content is known as what kind of research
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content analysis
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The most popular search engine worldwide in 2009 was
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google
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True/ False? Planning is the first step in the four-step public relations process.
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false
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true/ false? Public relations practitioners use research to achieve credibility with management.
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true
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true/ false? Qualitative research usually produces "hard" data.
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false
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True/ false? "Fog" and "Flesch" are two examples of readability formula.
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true
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True/ False? Mail questionnaires typically have low response rates.
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true
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True/ False? "Piggyback surveys" are also known as "omnibus surveys."
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true
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True/ False? All public relations objectives are "motivational."
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false
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True/ False? Public relations campaigns are mostly targeted to the general public.
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false
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True/ False? Tactics are the nuts-and-bolts part of a public relations plan.
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true
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True/ False? The evaluation element of a plan relates directly back to the objectives of the plan.
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True
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Which of the following are communication tactics?
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A) news releases B) news conferences C) brochures D) bumper stickers
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All of the following are characteristics of "personalized communication" EXCEPT
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public media
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All of the following are characteristics of "mass communication"
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perceptually based, low social presence, and asynchronous.
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All of the following are examples of "controlled media" EXCEPT:
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newspaper placements
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Which of the following is a key objective for communicating a message?
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A) message exposure B) accurate dissemination of the message C) acceptance of the message D) attitude change
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All of the following are elements of SchrammWs communication model EXCEPT:
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interceptor
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The theory that says people use the mass media for a variety of purposes in known as:
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uses and gratifications
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The kind of audience that may initially pay attention to a message only because itWs entertaining is known as a
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passive audience
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Effective tools for delivering information to an active audience include all of the following EXCEPT
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billboards
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All of the following are ways to increase audience understanding and comprehension of a message
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A) use symbols and slogans. B) avoid jargon. C) avoid euphemisms. D) avoid discriminatory language.
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Which of the following is NOT a benefit of repeating a message?
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guaranteed sales
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All of the following are stages in the Five-Stage Adoption Process
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awareness, adoption, interest, evaluation
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At what stage in the adoption process do people seek more information about the idea or product?
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interest
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According to Rogers, people who are eager to try new ideas are called
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innovators
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All of the following are considered to be an ^intermediate_ level of measurement EXCEPT:
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behavior
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All of the following are techniques used to measure message exposure
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media impressions, internet hits, advertising equivalency, and info requests
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The potential audience reached by a periodical or broadcast program is known as
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media impressions
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Tracking media coverage and comparing it over time is known as
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bench marking
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When practitioners count the number of public relations materials/products created, they are measuring
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production
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The measurement technique that measures publicity-generated news stories with advertising is known as
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advertising equivalency
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True/ False? The ultimate objective of any public relations effort is to achieve organizational objectives
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True
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True/ False? Advertising equivalency as a means to measure the value of publicity is controversial
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true
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True/ False? Media impressions (as a measurement tool) are the collective opinions of reporters and editors
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false
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True/ False? Measuring media placements falls under the Advanced category in the public relations Effectiveness Yardstick
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false
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True/ False? Before a public relations program can be properly evaluated, it is important to have clear objectives
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true
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True/ False? "Relative advantage" is the degree to which an innovation is perceived as difficult to understand and use.
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false
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True/ False? "Laggards" are traditionalists who are the last to adopt anything.
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true
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True/ False? Brochures are considered to be an "interactive" medium.
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false
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True/ False? To be an effective communicator, you must understand how people process information and change their perceptions.
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true
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True/ False? Effective communication takes place within a sphere of "shared experience."
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true
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What are Internal Relations
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deal with relationship between manager and employees
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Public Affairs
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builds/ maintains mutually beneficial governmental and local community affairs
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Lobbying
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buildings and maintains relations with government for the purpose of influencing legislation and regulation
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Issues Management
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anticipating, evaluating and responding to public policy issues that affect organizations; relationships wit their publics
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Ancient beginnings of PR in India
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spies on public and tells king what people are saying
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Amos Kendall
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worked with Andrew Jackson considered the first press secretary
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Nicholas Biddle
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- bank of US - first business of PR - bank would pay for ads favorable to the bank's position
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Charles Lowell- Burlington
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- build west/ find population - brochure to settle in the west
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Eras of Public Relation
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1. Public Be Damned (1850-1900) 2.Public Be Informed (1901-1922) 3. Mutual Understanding (1923-1974) 4. Mutual Understanding (1975-)
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Seedbed Era
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of muckraking journalism countered by defensive publicity.
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World War I Period
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- Woodrow Wilson: committee of public info - Creel Head of CPI - big companies highering PR firms -of dramatic demonstrations of the power of organized promotion.
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Booming Twenties Era
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- Bernays -made crystalizing public opinion -of applying lessons learned in the war about the power of publicity.
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Doris Fleischmann
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- struggled for equality - work with NAACP in Atlanta - Support from North to have south follow - beginning of civil rights movement
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John Hill
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Opened a firm in Cleveland - tobacco research council: meal conflict and tarnish reputation
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Arthur Page
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- Vp of AT - wouldn't accept post of publicity without having a say in policy
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Roosevelt Era and World War II
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- (1930-1945) of the Great Depression, new media, public opinion polling, and World War II.
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Post War Era
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of adjustment from a war-oriented economy to leadership of the "Free World" and the emergence of television.
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Period of Protest and Empowerment
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of student and activist protests, the Vietnam War, and increasing recognition of social responsibility and more responsive organizations.
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Digital Age and Globalization
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of accelerating technology, global competition, interdependence, instantaneous communication, and terrorism.
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Tim Traverse-Healy
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• Royal Marine Commando, • Co-founded IPRA and • only foreigner in Arthur Page Society Hall of Fame
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Inez Y. Kaiser
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•Formed first African-American owned firm in 1961 with national accounts of 7-Up, Sears •First black woman to join PRSA
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Daniel J. Edelman
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•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
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Harold M. Burson
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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
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A System
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- a set of interacting parts with boundaries and achieves goals by changing and adapting
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A Systems Perspective
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- not dependent on physical closeness but rather on the specification of organization public interactions define systems
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March of Dimes
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- an example of adjustment and adaption - fight children with polio adapted to premature births
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Tuna - Canning
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- example of adjustment and adaptation - acting tuna with nets adapts to net free catching
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Open System
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- exchange inputs and outputs through permeable boundaries
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Open System Approach
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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?"
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Closed System
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impermeable boundaries and cannot exchange matter, energy, or info
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Closed System Approach
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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)
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The public relations process
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1. research 2. planning 3. communication 4. measurement
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5 objectives of Communication
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1. message exposure 2. accurate dissemination of the message 3. acceptance of the message 4. attitude change 5. change in overt behavior
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Everett rogers factors that affect persuasion
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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)
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Five Stage Adoption Process
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1. awareness 2. interest 3. evaluation 4. trial 5. adoption
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Advanced level of measurement
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- behavior change - attitude change - opinion change
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Intermediate Level of measurement
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- retention - comprehension - awareness - reception
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Basic level of measurement
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- targeted audiences - impressions - media placements
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Society Passive
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- psychologist have found that the public by and large tends to be passive
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Society is Segmented
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- engage the attention of a part of the population with a particular interest, but another issue may interest another segment
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Society is Divided
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- people have some opinions that may conflict/ compete with others
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Escalation
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- mass media play a role in the unfolding of a conflict and serve to promote public debate by engaging widespread public involvement
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Public Be Informed
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-1901-1922
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Public Be Damned
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- 1850- 1900
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Mutual Understanding
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- 1923 - 1974
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Mutual Adjustment Era
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- 1975- present
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Eras of PR development
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- public be damned - public be informed - mutual understanding - mutual adjustment
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Positioning
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- idea that credit and publicity always go to those who do something first
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Branding/ Corporate Reputation
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- service that provides advice on programs that establish companies' brand and reputation for qulality
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Crisis Communication
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- service that counsels what to say or do during an emergency
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Concurring Authority
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- PR department must approve of materials meant to be sent out
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Compulsory Advisory Set Up
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- require top management to at least listen to staff experts before deciding on a strategy
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Media Analyst
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examines appropriate media for targeting specific messages to key audiences
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Research/ evaluation
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conducts scientific surveys to measure public attitudes
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Financial Relations
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counsels management on ways to avoid take over - effectively communicate with stockholders
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Advertising Equivalency (AVE)
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- 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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