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APR flashcards

1
Q

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

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

Name five barriers of communication identified by Walther Lipman.

A
  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
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3
Q

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

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

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

A
  1. All issue public
  2. Single issue public
  3. Hot issue public
  4. Apathetic public
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5
Q

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

A
  1. Non public
  2. Latent public
  3. Aware public
  4. Active public
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6
Q

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

A
  1. Opinion
  2. Belief
  3. Attitude
  4. Value
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7
Q

Define opinion.

A

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

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8
Q

Define belief.

A

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

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9
Q

Define attitude.

A

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

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10
Q

Define value

A

Something intrinsically valuable or desirable ; something esteemed.

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11
Q

What are the eight steps in the public opinion process?

A
  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.
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12
Q

What are the two concepts of agenda setting theory?

A
  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.
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13
Q

Define Diffusion Theory.

A

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.

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14
Q

What are the five stages of Diffusion of Innovation?

A
  1. Awareness
  2. Interest
  3. Evaluation
  4. Trial
  5. Adoption
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15
Q

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

A
  1. Innovators
  2. Early adopters
  3. Early majority
  4. Majority
  5. Laggards/non-adopters
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16
Q

Define public relations.

A

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

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17
Q

What are the 12 functions of public relations?

A
  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
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18
Q

What is the difference between informal and formal research?

A

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

19
Q

What is the difference between qualitative and quantitative research?

A

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.

20
Q

What is the difference between primary and secondary research?

A

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

21
Q

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%?

22
Q

What is a census sample?

A

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

23
Q

What is a probability sample?

A

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

24
Q

What is a non-probability sample? Give examples.

A

Informal selection based on stated criteria.

Examples:

  • Convenience
  • Quota
  • Dimensional
  • Snowball
  • Purpose
25
Q

What are the 4 parts of the PR process?

A
  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?
26
Q

What are the seven parts to a research statement?

A
  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?
27
Q

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

A
  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.
28
Q

What are the 10 parts of a PR plan?

A
  1. Goals
  2. Audience
  3. Objectives
  4. Strategy
  5. Tactics
  6. Activities
  7. Evaluation
  8. Materials
  9. Budget
  10. Timeline and task list
29
Q

Define defamation.

A

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

30
Q

What are the five elements of libel?

A
  1. Defamatory statement
  2. Identification
  3. Publication
  4. Malice or negligence
  5. Damages
31
Q

What are the four defenses to libel?

A
  1. Truth
  2. Fair comment
  3. Privilege
  4. Retraction
32
Q

What is the significance of NY Times v. Sullivan?

A

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

33
Q

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

A
  1. Appropriation of name or likeness
  2. Intrusion
  3. Public disclosure of private facts
  4. False light - misrepresentation of an individual
34
Q

What are the six PRSA values?

A
  1. Honesty
  2. Advocacy
  3. Loyalty
  4. Fairness
  5. Independence
  6. Expertise
35
Q

What are the six PRSA Provisions of Conduct?

A
  1. Safeguard confidences
  2. Conflict of interest
  3. Free flow of information
  4. Competition
  5. Enhance the profession
  6. Disclosure of information
36
Q

What are the four general PR ethics principles?

A
  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
37
Q

What are the six steps for ethical decision making?

A
  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.
38
Q

Describe Seedbed Era.

A

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
39
Q

Describe World War I Era.

A

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.

40
Q

Describe the Booming 20s Era.

A

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
41
Q

Describe the Roosevelt/WWII Era.

A

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
42
Q

Describe Postwar Boom Era.

A

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

43
Q

Describe Period of Protest and Empowerment.

A

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”.

44
Q

Describe the digital age and globalism.

A

1986 - present

PR Model - Two-way symmetric

Defined by:

  • Technology
  • International relations
  • Transparency

APR Exam (2 decks)

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