Term
1. What is NOT a representative term of the definitions of public relations?
Is the strategic management of comparison and conflict for the benefits of ones own organization and hen possible also for the mutual benefit of the organization and its various stake holders or publics. |
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Definition
-relies on a variety of things
-targets specialized audiences
-fills a support role
-creates a favorable environment for an organization survival. |
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Term
| Which is a major difference between public relations and advertising? |
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Definition
Public relations: relies on a number of communication tools: social media, brochures, special events, speeches, news releases, feature stories. Deals with policies and performance of the entire organization from the morale of the employees to the way telephone operators respond to calls.
advertising: very expensive Exclusive through mass media outlets. Addressed to external audience (consumers of goods and services). Specialized communication function. Used as a tool in public relations. |
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Term
| The public relations field is growing in Asia for all of the following reasons EXCEPT |
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Definition
| China Economy is growing. Asian Universities are integrating PR in graduate and under grad. Free Market economy. |
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Term
| “Planned” public relations means all of the following EXCEPT |
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Definition
| -public relations activity is organized. solutions to problems are discovered and logistics are thought out. The activity is systematic, requires research and analysis, and takes place over a period of time. |
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Term
| Which is NOT one of implications of “public interest”? |
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Definition
| Good for PR firm and for the public. Should never be bad for firm but good for public. |
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Term
| Which of the following is NOT an element in the RACE formula? |
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Definition
Research:what is the problem or situation
Action: (program planning): what is going to be done about it?
Communication (execution): how will the public be told?
Evaluation: was the audience reached and what was the effect? |
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Term
| Public relations helps society in all of the following ways EXCEPT |
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Definition
| -informative, relevant, earned influence through managing competition and conflict |
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Term
| Public relations contributes to the bottom line in all of the following ways EXCEPT |
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Definition
1. awareness and information: publicity, promotion, audience targeting=pave the way for sales, fund-rasing, stock offering
2. organizational motivation: internal relations and communication= build morale, teamwork, productivity, corporate culture.
3. issue anticipation: research, liaison and audiences= provide early warning on issues, constituency unrest, social/political anticipation.
4. opportunity identification: interact with internal and external audiences.= discover new market, products, audiences, methods, allies, issues
5. crisis management: respond to (or prevent) issues, coalition building.= protect positions, retain allies and constituents, keep normal operations going despite battles.
6. overcoming executive isolation: counsel senior managers=encourage realistic, competitive enlightened decisions.
7. change agent: interact with internal and external audiences, research= ease resistence to change, promote smooth transition.
8. social responsibility: research, mount public interest projects and tie-ins, promote volunteerism/philanthropy= create reputation, ear trust
9. influencing pubic policy: foster constituency relations, build coalitions, lobby, promote grassroots campaigns= ensure public consent to activities, products, policies, remove political barriers. |
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Term
| . In crisis management, public relations professionals do all of the following EXCEPT |
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Definition
| crisis management: respond to (or prevent) issues, coalition building.= protect positions, retain allies and constituents, keep normal operations going despite battles. |
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Term
| Competition and conflict management are more essential than ever because |
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Definition
| organizations in a complex would where public acceptance and support are key to success of a company or a nonprofit group. |
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Term
| Public relations practitioners must possess a variety of skills/abilities because they must |
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Definition
| interview people, gather and synthesize large amounts of information, write in a journalistic style, and produce good copy on deadlines. |
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Term
| In the “technician” role, public relations practitioners are |
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Definition
| taking photos, writing brochures, preparing news releases, and organizing events. Use of technical “craft’ skills to disseminate information, persuade, gather data, or solicit feedback. |
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Term
| Public relations internships are valuable because |
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Definition
| they are a win-win situation for both the students and the organization. Many major PR firms have formal leadership programs. (Edelman worldwide, weber shandwick, hill & knowlton, Ketchum) |
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Term
| Today’s public relations practitioner must understand |
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Definition
a sense of independence
-a sense of responsibility to society and public interests
-a concern for the competence and honor of the profession
-a higher loyalty of the profession than to an employer.
-careerist versus professional
-technician mentality. |
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Term
| What is the first phase of proactive conflict management? |
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Definition
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Term
| What is the recovery phase of strategic of strategic management of conflict? |
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Definition
| problem solving at high levels. repair image if you lost it. Fix reputation. |
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Term
| According to the contingency theory of conflict management, what is the stance of public relations? |
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Definition
| its stance must change as events unfold, there is a continuum of stances ranging from pure advocacy pure accommodation. These two principles from the basis of contingency theory. |
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Term
What is not a contingency factor that public relations professionals must take into account in
managing a conflict with its public? |
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Definition
| The professionals play a major role in formulating the proper strategy for dealing with a conflict or issue. They have a great influence on how an organization respond to conflict and threats. |
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Term
| Which is a life cycle phase of conflict management? (top down then loop back) |
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Definition
1 proactive- better then re-active. The better off. Enviromental scanning: watch the competition, ear to the ground, listen, is there things going on that our clients wil want to know. If we can idenfiy and deal here, we can illuminate crisis. Issues Tracking: (The valley) it is something if gets out of control can become an issue. Issues management: maybe if it is a person who dislikes you and then the following gets bigger and then gains a voice to become an influencer, now we need to do something we need to talk to him, so why do you hate us? Crisis planning: last step did not work.
2 strategic (risk communication: talk to our vendor, our clients and we tell them where we are at risk and what we need to do. Conflict positioning: what will our position be? Crisis Management:
3 reactive Crisis Communication: The BP thing Litigation PR: because they are being sued. Conflict resolution: we have to resolve the conflict. Hurt our reputation and can not do business.
4 recovery: what kind of hit did we tae? What is our reputation. Identify what it is. Image Restoration: we now need to go through the process of restoring our image. |
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Term
| is 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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Definition
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Term
| of business crises are unexpected |
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Definition
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Term
| Which is NOT one of the tactics used by railroads to get settlers to move to the American West? |
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Definition
-used pamphlets and publicity that described almost every community “the garden spot of the west”
-used catchy slogans
-down to earth….but still stretched the truth.
-provide business opportunity in the railroads |
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Term
| Many consider him the first presidential press secretary. |
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Definition
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Term
| To receive the “APR” designation as being accredited by PRSA, a person must: |
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Definition
| “Accreditation” you must take a preview course (available online), complete a “readiness” questionnaire, and show a portfolio of work to a panel of professional peers before taking the written exam, which is available at a test centers throughout the United States Also must have 5 years of professional experience. |
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Term
| All of the following are “careerist” values EXCEPT |
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Definition
-Place higher importance on job security.
-prestige in the organization
-salary level
-recognition from superiors than on |
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Term
| Ivy Lee used which of the following public relations techniques in his NY Subway campaign: |
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Definition
| communicating directly with the passengers through pamphlets, brochures, and posters. :Establish the a closer understanding of the work an policies. |
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Term
| All of the following are reasons why the public relations field expanded after World War II |
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Definition
| -the growth of the economy was one reason for the expansion of PR. 1. Dramatic increasing urban and suburban populations. 2. The advent of big business. Big labor and big government 3. Scientific and technological advances, including automation an computerization. |
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Term
| Corporate Social Responsibility (CSR) employs research to do all of the following EXCEPT |
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Definition
1. environmental monitoring
2. public relations audits
3. communication audits
4. social audits |
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Term
| Grunig’s IABC Foundation research study on “Excellence” notes all of the following about public relations EXCEPT |
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Definition
IABC (International association of Business Communicators)
-second largest organization of communication and public relations professionals, with more than 15,000 members in 80 nations.
-holds year-round seminars and workshops and an annual meeting.
-has awards known as the Gold Quill that honors excellence in business communication. |
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Term
| Public relations professionals use research for which of the following reasons? |
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Definition
-it is a form of listening
-essential to any PR activity or campaign. |
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Term
| The use of existing information in books, articles, and electronic databases is known as: |
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Definition
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Term
| Which of the following is NOT an example of qualitative research? |
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Definition
-explanatory, rich, data, often not generalized.
-SOFT DATA
-usually uses open-ended questions, unstructured
-exploratory in nature; probing, “fishing expedition’ type of research
-usually valid, but no reliable
-rarely projectable to larger audiences
-typically uses nonrandom samples
-ex: focus groups, one-on-one |
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Term
| The systematic and objective categorizing of content is known as what kind of research: |
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Definition
| -In PR, content often is selected from media coverage of a topic or organization. This research method can be relatively informal or quite scientific in terms of random sampling and establishing specific subject categories. |
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Term
| All of the following are considered to be an “intermediate” level of measurement EXCEPT: |
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Definition
| LEVEL #2- Measuring: retention, comprehension, awareness, reception. |
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Term
| The potential audience reached by a periodical or broadcast program is known as |
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Definition
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Term
| . The measurement technique that measures publicity-generated news stories with advertising is known as |
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Definition
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Term
| People who take the time to sift information, evaluate it, and form an opinion that is expressed to others are known as |
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Definition
| the two step flow theory of communication |
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Term
| It is estimated that as much as ___%____ percent of what the media carry comes from public relations sources. |
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Definition
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Term
| WHich is a factor in fueling the trend toward integrated communication approach in PR? |
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Definition
| People want to build relationships and not be sold things. "Silver Bullet" Stay away from advertising, its expensive. |
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Term
| Experts predict all of the following specialty areas within public relations will be job rich over the next years |
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Definition
| Health, tech and not going to be are fashion, sports, entertainment. |
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Term
| what is the contingency factor that public relations professionals must take into account in managing a conflict with its public. |
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Definition
| Competition, expertise (interest) can you handle it? external/internal. |
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Term
| which of the following is NOT one of Ivy lee four important contributions to public relations. |
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Definition
| Advancing business & industry. Dealing with top executives & not proceeding programs unless it had active support. |
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Term
| which of the following is nOT one of grunigs four models of PR? |
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Definition
| age press, public information(factional), 2 way asymmetrical, 2 way symmetrical. |
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Term
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Definition
| independence, responsibility to society (public interest), competence & honor , higher loyalty |
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Term
| Following movements employed publicity techniques to further its cause |
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Definition
| suffrage, women rights, abolitionist, prohibitionist, environmentalist. |
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Term
| WHat is not considered to be a major friction for PR function within an org? |
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Definition
| Internal: involves the relationship between public relations and legal, human resources, advertising, marketing departments. |
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Term
| which of the following is an example of an informational objective? |
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Definition
| informational and motivational. Raise awareness. |
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Term
| Measurements techniques used in Public Relations. |
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Definition
1. Basic- targeted audience, media placements.
2. Intermediate- awareness, comprehension
3. advanced- change change change |
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Term
| public relations programs should be directed to what kind of audiences or publics |
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Definition
| not a general public. Specific, targeted, defined. |
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Term
| all of the following are key questions concerning public relations research |
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Definition
| problem, cost for research, how soon, in house or out, how research will be used. |
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Term
| which of the following are communication tactics? |
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Definition
| social media, brochure, press conference. specific activities that put strategies into operations & achieve the stated objectives. |
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Term
| which of the following is a key objective for communicating a message? |
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Definition
| message exposure. attitude change. |
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Term
| the theory that say people use the mass media for a variety of purposes in known as |
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Definition
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Term
| the kind of audience that may initially pay attention to a message only because its entertaining is known as |
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Definition
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Term
| which of the following is not a benefit of repeating a message |
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Definition
| necessary, reminds, remember improved learning, off sets, credibility |
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Term
| all of the following are stages in the five-stage adoption process |
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Definition
| awareness, interest, evaluation trial, adoption |
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Term
| the theory that describes how journalists use facts, themes, treatments, etc, to shape a story is known as |
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Definition
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Term
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Definition
| change, hostive, crystalize |
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Term
| all of the following factors limit the effectiveness of persuasion efforts except |
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Definition
1. lack of message
2. self selection
3. competing or conflicting messages. |
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Term
| which medium is most effective for conveying in depth information |
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Definition
| in-depth: newspaper/magazine |
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Term
| _____theory says says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders |
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Definition
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Term
| ______is a theory that explains why most americans accept the medias version of reality |
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Definition
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Term
| the most difficult persuasive task is to |
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Definition
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Term
| ______is the process by which two or more parties attempt to settle disputes, reach agreement about courses of action, and bargain for individual or collective advantage |
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Definition
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Term
| Research is the first step in any successful public relations campaign |
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Definition
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Term
Journalists write primarily for segmented, targeted audiences, and are less inclined to appeal
to the masses. |
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Definition
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Term
| The public relations field has yet to be developed in other countries around the world. |
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Definition
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Term
| “Explanation” is the last step in the RACE formula |
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Definition
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Term
| Public relations professionals are not objective observers, but advocates for their clients |
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Definition
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Term
76. Problem-solving ability is considered an essential ability for those pursuing a public relations
career. |
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Definition
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Term
| Public relations practitioners should still begin their careers as journalists. |
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Definition
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Term
| Experts predict that the fashion and entertainment fields will offer the most PR jobs in the next five years. |
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Definition
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Term
| Business competence” is considered an essential ability for public relations practitioners. |
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Definition
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Term
| Risk communication is the first phase of proactive conflict management |
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Definition
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Term
| The contingency theory of strategic conflict management considers public relations as a continuum process between an organization and its public. |
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Definition
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Term
| Theodore Roosevelt was the first president to make extensive use of news conferences and interviewsin drumming up support for his projects. |
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Definition
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Term
| Edward L. Bernays was hired by John D. Rockefeller in aftermath of the Ludlow Massacre. |
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Definition
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| “Transparency” is a major trend in public relations |
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Definition
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| Women constitute about 55 percent of all practitioners |
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Definition
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| The licensing of public relations professionals is likely to begin in the near future |
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Definition
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Term
| . An advantage of hiring a public relations firm is that the firm can analyze a client’s needs or problems from a fresh perspective and offer new insights |
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Definition
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Term
| Planning is the first step in the four-step public relations process |
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Definition
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| Public relations practitioners use research to achieve credibility with management. |
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Definition
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Term
| Qualitative research usually produces “hard” data |
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Definition
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Term
| All public relations objectives are “motivational.” |
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Definition
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Term
| Public relations campaigns are mostly targeted to the general public |
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Definition
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Term
| The evaluation element of a plan relates directly backed to the objectives of the plan. |
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Definition
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Term
| The ultimate objective of any public relations effort is to achieve organizational objectives |
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Definition
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Term
| The ultimate objective of any public relations effort is to achieve organizational objectives |
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Definition
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Term
| Advertising equivalency as a means to measure the value of publicity is controversial. |
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Definition
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Term
| . Media impressions (as a measurement tool) are the collective opinions of reporters and editors. |
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Definition
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Term
| Effective communication takes place within a sphere of “shared experience.” |
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Definition
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Term
| Don’t advocate something in which you do not believe in yourself |
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Definition
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| Many messages fail because the audience finds them unnecessarily complex in content and language. |
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Definition
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| People sometimes hold contradictory opinions or attitudes |
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