APR flashcards

Question 1

What are three additions Wilbur Schramm made to the Shannon-Weaver communication model?

Answer 1

1. Social environment
2. Context of relationship
3. Two-way symmetrical communication
4. Frame of reference for each communicator

Question 2

Name five barriers of communication identified by Walther Lipman.

Answer 2

1. Artificial censorship
2. Gatekeepers in the media
3. Shrinking news holes
4. Limitation of social contact
5. Meager time available
6. Distortion via soundbites
7. Difficulty condensing message
8. Fear of facts

Question 3

Name Lipman’s 7 Cs of Communication which can overcome communication barriers.

Answer 3

1. Content
2. Context
3. Continuity
4. Channels
5. Clarity
6. Credibility
7. Capability

Question 4

What are the four types of publics based on their behavior toward an issue?

Answer 4

1. All issue public
2. Single issue public
3. Hot issue public
4. Apathetic public

Question 5

What are the four types of publics based on the effect of the issue on the public?

Answer 5

1. Non public
2. Latent public
3. Aware public
4. Active public

Question 6

What are the four elements of public opinion in order of hierarchy?

Answer 6

1. Opinion
2. Belief
3. Attitude
4. Value

Question 7

Define opinion.

Answer 7

An opinion is a view, judgment or appraisal formed in the mind about a particular matter.

Question 8

Define belief.

Answer 8

A state or habit of mind in which trust or confidence is placed in some person or thing.

Question 9

Define attitude.

Answer 9

A mental position or feeling with regard to a fact or state.

Question 10

Define value

Answer 10

Something intrinsically valuable or desirable ; something esteemed.

Question 11

What are the eight steps in the public opinion process?

Answer 11

1. Existing mass opinion.
2. Issue arises
3. Issue creates a public
4. Public debate ensues
5. New public opinion develops
6. Social action results
7. Mass sentiment changes
8. All impacted over time.

Question 12

What are the two concepts of agenda setting theory?

Answer 12

1. Agenda setting process is a very fluid and dynamic attempt to get the attention of the media, public and/or policy makers.
2. Agendas are a set of issues which must be communicated to be effective and part of the process. Agendas result from dynamic interplay.

Question 13

Define Diffusion Theory.

Answer 13

A process by which new ideas, concepts or products are adopted or rejected. Diffusion of innovation relies heavily on WOM and interpersonal communication and takes place over a long period of time.

Question 14

What are the five stages of Diffusion of Innovation?

Answer 14

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

Question 15

What are the five categories of people involved in Diffusion of Innovation?

Answer 15

1. Innovators
2. Early adopters
3. Early majority
4. Majority
5. Laggards/non-adopters

Question 16

Define public relations.

Answer 16

Public relations is a management function that establishes mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

Question 17

What are the 12 functions of public relations?

Answer 17

1. Trusted counsel
2. Internal communications
3. External communications
4. Media relations
5. Community relations
6. Research
7. Planning
8. Implementation
9. Evaluation
10. Crisis communication
11. Issues management
12. Publicity and special events

Question 18

What is the difference between informal and formal research?

Answer 18

Formal research employs the scientific method, can be replicated and projected onto a “universe.”

Question 19

What is the difference between qualitative and quantitative research?

Answer 19

Quantitative can be measured and numerically stated (quantified). It is highly objective and projectable. Typically employs close-ended or forced choice questions. Example is surveys.

Qualitative is exploratory to determine the how and why through open ended questions. Cannot be projected onto larger population. Examples are focus groups and in depth interviews.

Question 20

What is the difference between primary and secondary research?

Answer 20

Primary research is research you conduct yourself - gathering information or data firsthand. Secondary research uses the research findings of others.

Question 21

What is the random sample size needed for a population of 100,000 or greater with a confidence level of 95% and a margin of error +/- 5%?

Answer 21

384

Question 22

What is a census sample?

Answer 22

A 100 percent sample. Provides everyone in population with the opportunity to respond.

Question 23

What is a probability sample?

Answer 23

Everyone in the population has an equal or known chance of being selected. A random sample is a probability sample.

Question 24

What is a non-probability sample? Give examples.

Answer 24

Informal selection based on stated criteria.

Examples:

• Convenience
• Quota
• Dimensional
• Snowball
• Purpose

Question 25

What are the 4 parts of the PR process?

Answer 25

1. Research - Is there a problem or opportunity? Define and get more info. 2. Planning - What will take us in the right direction? How do we change audience awareness, attitude, action. 3. Implementation - the "doing" of the plan. 4. Evaluation - Did the plan work? What should we stop, start, continue?

Question 26

What are the seven parts to a research statement?

Answer 26

1. What is happening now? 2. What is the source of concern? 3. When is it of concern? 4. Where is it of concern? 5. Who does it involve? 6. How does it impact them? 7. Why does this matter to our organization and its publics?

Question 27

What are the 7/8 steps of the scientific method of research?

Answer 27

1. Select a problem. 2. Review existing research and theory. 3. Form a hypothesis or research question. 4. Determine research methodology. 5. Collect relevant data. 6. Analyze and interpret results. 7. Report findings. 8. Replicate if necessary.

Question 28

What are the 10 parts of a PR plan?

Answer 28

1. Goals 2. Audience 3. Objectives 4. Strategy 5. Tactics 6. Activities 7. Evaluation 8. Materials 9. Budget 10. Timeline and task list

Question 29

Define defamation.

Answer 29

An untruth that damages a person's reputation. Cannot be opinion - must be misstatement of fact. Slander is spoken, libel is written or pictorial.

Question 30

What are the five elements of libel?

Answer 30

1. Defamatory statement 2. Identification 3. Publication 4. Malice or negligence 5. Damages

Question 31

What are the four defenses to libel?

Answer 31

1. Truth 2. Fair comment 3. Privilege 4. Retraction

Question 32

What is the significance of NY Times v. Sullivan?

Answer 32

A public figure must prove malice to be successful in a libel action. Provides significant protection for the press in reporting on public figures.

Question 33

What are the four types of violations to the right of privacy?

Answer 33

1. Appropriation of name or likeness 2. Intrusion 3. Public disclosure of private facts 4. False light - misrepresentation of an individual

Question 34

What are the six PRSA values?

Answer 34

1. Honesty 2. Advocacy 3. Loyalty 4. Fairness 5. Independence 6. Expertise

Question 35

What are the six PRSA Provisions of Conduct?

Answer 35

1. Safeguard confidences 2. Conflict of interest 3. Free flow of information 4. Competition 5. Enhance the profession 6. Disclosure of information

Question 36

What are the four general PR ethics principles?

Answer 36

1. Act in the publics best interest 2. Honesty and integrity 3. Accuracy and truth 4. Deal fairly with the public and have respect for all

Question 37

What are the six steps for ethical decision making?

Answer 37

1. Define the problem. 2. Identify the source of conflict. 3. Identify relevant values. 4. Identify publics affected. 5. P - determine applicable principles. 6. D - make the decision and justify it.

Question 38

Describe Seedbed Era.

Answer 38

1900 - 1916 PR model - public information ``` Defined by: Public be informed Unions Muckraking Social reform defensive publicity ``` Noteworthy practitioners: - Ivy Lee - Declaration of Principles - tell the truth and full disclosure - Theodore Roosevelt - bully pulpit - first president to exploit news media

Question 39

Describe World War I Era.

Answer 39

1917-1918 PR Model - Two-way Asymmetric ``` Defined by: Public be informed Interest groups Organized promotion Patriotism ``` Noteworthy practitioner: - George Creel - Chairman of the Committee on Public Information during WWI. Created The Four Minutemen.

Question 40

Describe the Booming 20s Era.

Answer 40

1919-1929 PR Model - Two-way Asymmetric Defined by: Mutual understanding WWI techniques were applied to social science Beginning of product promotion Noteworthy practitioners: - Edward Bernays - Father of PR - wrote first book on PR and taught first PR course. First to call himself PR pro. - Arthur Page - exec at ATT - performance = reputation

Question 41

Describe the Roosevelt/WWII Era.

Answer 41

1930 - 1945 PR Model - Two-way Asymmetric Defined by: mutual understanding mass media use social responsibility Noteworthy practitioners: - Louis McHenry - advised FDR - responsible performance + persuasive publicity builds mutually beneficial relationships - Elmer Davis - Dir. of Office of War Information during WWII - widespread use of media to publicize war efforts - FDR - fireside chats

Question 42

Describe Postwar Boom Era.

Answer 42

1946 - 1964 PR Model - Two-way symmetric ``` Defined by: Mutual adjustment credibility colleges and universities establish curricula TV ``` Noteworthy practitioners: - Rex Harlow - founded org that would become PRSA

Question 43

Describe Period of Protest and Empowerment.

Answer 43

1965 - 1985 PR Model - Two-way symmetric Defined by: Accommodation Systems theory Intro of Technology Noteworthy practitioners: - Marshall McLuhan - predicted the internet; "the medium is the message".

Question 44

Describe the digital age and globalism.

Answer 44

1986 - present PR Model - Two-way symmetric Defined by: - Technology - International relations - Transparency