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| Marketing communication campaigns utilize ___________ to introduce products. |
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| Public relations has been seen as the planned effort to influence public opinion, generally through __________. |
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| __________ are defined as groups of people who become important to an organization for one reason or another. |
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| The key difference between public relations and advertising centers around _______________. |
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| payment for message placement in media. |
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| ______________ involves analyzing problems and opportunities, defining goals and the publics, and recommending and planning activities. |
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| One of the most important roles of pubic relations practitioners is interpreting _____________ to management. |
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| Public relations leaders spend time gauging the implications that social, political, and economic issues at home and abroad have on maintaining the organization's ___________. |
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| Which PR practitioner issued a "declaration of principles" that set the standard for public relations to keep the public informed and to provis accurate information to the news media? |
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| _____________ is reported to have created the first corporate communications department in 1889. |
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| In 1954, _______________ developed the first code of ethics for PR practitioners. |
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| _______________ began a distinct phase of public relations that was launched about 1990. |
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| _______________ has lead to the need for PR practitioners to provide more specialized information tailored to various audiences. |
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| The proliferation of media channels |
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| A _____________ is a prediction of how events and actions are related. |
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| _____________ looks at organizations as made up in interraled parts that adapt and adjust to changes in the environment in which they operate. |
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| In PR, groups that create problems and opportunities for each other are called ______________. |
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| ______________ helps explain why some groups are active on a single issue, others are active on many issues, and others are generally uninterested. |
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| This variable refers to how much an individual cares about an issue. |
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| Which of the following is NOT one of the nine conflict resolution strategies listed in the book. |
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| discipline (is not). contention, accommodation, principled, and avoidance ARE |
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| PR people use the following terms to talk about persuations: awareness, attitude, ___________, and behavior. |
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| _____________ is another way to look at how people process and accept information. |
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| ___________ uses the economic metaphor of costs and benefits to predict behavior. |
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| The logic behind the social exchange theory can be graphed using a _________. |
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| What is the second step in the process that potentially leads to the adoption of an idea? |
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| ____________ attempts to explain why employees may model inappropriate behavior if they feel that behavior is being rewarded in more experienced employees. |
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| _____________ proposes that two different routes lead to influence. |
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| Elaborated likelihood model |
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| The _____________ influences people through such things as repition, spokesperson credibility, and tanglible rewards. |
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| The idea that people use the media as a substitute for personal relationships is posited by which theory? |
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| ______________ is speech defined as the publication of material that would hold one up to hatred, ridicule, contempt, or spite. |
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| Written or printed words that hold a person up to hatred, ridicule, contempt or spite. |
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| Libel law has 2 categories: criminal and ___________. |
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| Unlike ordinary citizens, public figures must prove _____________ to win a libel case. |
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| If ______________ is established, practitioners can use another person's creative work without permission. |
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| A practitioners who copies information from a newspaper website and forwards it to stockholders must consider the implications of the action in terms of ____________. |
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| What issue continues to prevent public relations from being fully professional occupation? |
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| Material placed on the Internet ___________________. |
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| can be copyright protected |
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| Which of the following is true in regards to ethics and public relations? |
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| If a practitioner uses a picture of a person without his/her permission to advertise a product, allegations concerning _____________ would be raised. |
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| The _______________ generally requires that all government records be available to the public. |
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| Freedom of Information Act |
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| _____________ public relations involves anticipating needs and planning to meet goals. |
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| Which of the following is an example of using secondary research? |
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| reviewing someone else's research data |
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| Why is it important to demonstrate the value of public relations to management? |
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| Evaluation is a key step in PR campaigning |
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| _____________ are generally assembled prior to survey research to help the researcher have enough info to ask approp questions on the survey. |
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| Scientific research is also known as ____________ research. |
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| What is the most common type of research process performed by public relations practitioners? |
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| Experimental research is generally divided into what two categories? |
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| Using inferential statistics, a PR practitioner can infer the characteristics of a very large public from a _____________. |
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| Which of the following is one of the disadvantages to interviews? |
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| the personality of the interviewer can influence responses |
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| _____________ allows each member of a public an equal chance of being selected. |
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| Mass opinion represents ___________ taken from a group with many different opinions. |
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| A public is a groups of people who share a commone problem or goal and recognize ______________. |
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| Which public type faces an indeterminate situation but does not recognize it as a problem? |
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| The ____________________ is a broad-scale-study that examines the internal and external public relations of an organization. |
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| A network analysis is generally conducted during a _____________. |
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| ________________ help determine the clarity of a written message and its appropriateness to the educational level of an audience. |
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| ______________ allows a researcher to describe characteristics of people not included in a large survey. |
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| A technique that allows each member of a public an equal chance of being selected is _______________. |
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| ________________ is the monitoring, evaluating, and disseminating of information to key decision makers within an organization. |
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| Planning permits the development of integrated public relations efforts that support an organizations goals in a positive rather than a _____________ manner. |
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| __________________ are long-range plans, usually made at the upper levels of managements, and involve decisions concerning major goals. |
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| _____________ forecast reaction to actions contemplated by managers. |
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| What is the name for the group discussion technique used to generate large numbers of creative ideas? |
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| In scenario construction, a logical description of _____________ is constructed to explore the dynamics of various alternatives. |
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| Which of the following is not one of the elements of campaign planning? |
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| testing materials for communicative ability |
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| Goals should be evaluated to determine the long-term and short-term effects of acceptance and rejection and should be based on ________________. |
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| the organization's mission statement |
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| A _____________ should define the scope of the public relations effort to be conucted and recognize any special requirements of the organization, target audiences, and media. |
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| Which of the following is a characteristic of a quality theme? |
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| ______________ are used to define means for achieving objectives more precisely. |
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| _______________ requires that a benchmark be set before the plan so that achievements can be measured against it. |
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| When working on a timetable, _____________ is the process of from what is wanted as a finished product how much time each step in the process will take. |
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| ____________ provide routine responses to recurring situations. |
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| Detailed guidelines for implementing policy decisions are called _____________. |
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| ___________________ are statements that specify the actions to be taken in a particular situation. |
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| ________________ is a process of assessing what you have and where you want to go. |
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| ________________ plans develop specific decisions about what will be done at every level of the organization to accomplish strategic plans. |
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| Campaign plans are sometimes referred to as _________________ plans. |
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| ________________ dictate the selection of goals. |
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| The first step in selecting audiences in planning requires that you ___________. |
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| identify and categorize stakeholder groups |
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| ________________ can refer to the type or emphasis of a message. |
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| A research process to determine what the image or an organization is both internally and externally |
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| those media that the public relations practitioner has actual control over, such as a company newsletter |
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| people who are aware of a problem and will organize to do something about it |
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| people who know about a problem but don't act on it |
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| reserach to determine the flow of communication within an organization |
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| organizations that seek new information and feedback from their environments |
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| organizations that do not seek new information from their environments |
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| part of privacy law that indicates privacy has been invaded if truthful information has been used either in an exaggerate form or out of context |
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| a federal law requiring meetings of govt boards, commissions, and agencies to be open to the public |
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| Freedom of Information Act |
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| A law passed in 1966, and amended in 1974, requiring disclosure of certain categories of government information |
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| a group of people representative of an organization's various publics who are called together, usually only once, to give advance reaction to a plan |
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| people who are instrumental in influencing other people's attitudes or actions |
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| scientific research or information gathering |
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| non-scientific research or information gathering |
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| people who are not aware of an existing problem |
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| a technique of group discussion used to generate large numbers of creative alternatives or new ideas |
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| an oral or written statement that defines the overall direction for an organization |
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| plans for dealing with certain types of situations, particularly common situations and emergencies |
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| long-range plans concerning a group's major goals and ways of carrying them out. These plans are usually made by top management. |
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