Ch 1-6

Question 1

Advertising

Answer 1

The process or creating and sending a persuasive message through controlled media, which allows the sender, for a price, to dictate message, placement, and frequency

Question 2

Branding

Answer 2

The process of building corporate and product identities and differentiating them from those of the competition

Question 3

Contingency Theory

Answer 3

A theory of public relations that suggests its practice lies within a continuum from pure accommodation to pure advocacy, dependent on one or a combination of 87 variables

Question 4

IABC

Answer 4

The World’s second-largest public relations professional association, with approximately 15,000 members. It was founded in 1970 and is headquartered in San Fancsico

Question 5

Integrated Marketing Communications

Answer 5

The coordinated use of public relations, advertising, and marketing strategies and tactics to send well-defined, interactive messages to individual consumers

Question 6

Marketing

Answer 6

The process of researching, creating, refining, and promoting a product or service and distributing that product or service to a targeted customer

Question 7

Mission Statement

Answer 7

A concise written account of why an organization exists; an explanation of the purpose of an organization’s many actions

Question 8

Planning

Answer 8

The second step in the four-step public relations process. Because the process is dynamic, however, planning can actually occur at any time

Question 9

Public(s)

Answer 9

Any group of people who share a common interest, value, or values in a particular situation

Question 10

Public Relations

Answer 10

The management of relationships between an organization and the publics that can affect its success. The term to describe the emerging profession was first used in 1923 by Edward L. Bernays in Crystallizing Public Opinion.

Question 11

PRSA

Answer 11

The world’s largest public relations professional association, with approximately 21,000 members. Founded in 1947, it is headquartered in New York, and has 10,000 members.

Question 12

Reflective Paradigm

Answer 12

The belief that the most important role of public relations practitioners is to obtain and sustain the societal legitimization of organizations

Question 13

Relationship Management

Answer 13

The use of PR strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success

Question 14

Research

Answer 14

The first step of the PR process. However, because the PR process is dynamic, research can occur at any time.

Question 15

SMARTS Model

Answer 15

PR plan including scan, map, action, rollout, track, and stewardship

Question 16

Stakeholder(s)

Answer 16

A public that has an interest in an organization of issue potentially involving an organization

Question 17

Two-Way Symmetrical

Answer 17

A from of PR that focuses on 2 way communication as a means of conflict resolution and for the promotion of mutual understanding between an organization and its important publics

Question 18

Two-Way Asymmetrical

Answer 18

A form of PR in which research is used in an effort to persuade important publics to adopt a particular point of view

Question 19

Values

Answer 19

The fundamental beliefs and standards that drive behavior and decision making. They are also the filters through which we see the world and the world sees us

Question 20

Account Executive

Answer 20

A supervisory individual at a public relations agency who assists the account supervisor in the management of a client’s account

Question 21

Boundary Spanning

Answer 21

The function of representing a public’s values to an organization and, conversely, representing the values of the organization to that public

Question 22

Community Relations

Answer 22

The maintenance of mutually beneficial contacts between an organization and key publics within communities important to its success

Question 23

Consumer Relations

Answer 23

he maintenance of mutually beneficial communication between an organization and the people who use or are potential users of its products and/or services

Question 24

Employee Relations

Answer 24

The maintenance of mutually beneficial relations between an organization and its employees

Question 25

Investor Relations

Answer 25

The maintenance of mutually beneficial relations between publicly owned companies and shareholders, potential shareholders, and those who influence investment decisions

Question 26

Media Relations

Answer 26

The maintenance of mutually beneficial relations between an organization and the journalists and other media people who report on its activities

Question 27

Press Secretary

Answer 27

The individual given the responsibility to speak for and handle the media inquiries on behalf of a political government official

Question 28

PR Manager

Answer 28

Practitioners whose job responsibilities are more strategic than tactical in nature. These practitioners solve problems, advise others, make policy decisions, and take responsibility for the outcome of a public relations program

Question 29

PR Technician

Answer 29

Practitioners whose job responsibilities are more tactical than strategic in nature. Their primary role is to prepare communications that help execute the PR policies of others

Question 30

Resource Dependency

Answer 30

The premise that organizations form relationships with publics to acquire the resources they need to fulfill their values

Question 31

Committee for Public Info

Answer 31

Committee created by president Woodrow Wilson to rally public opinion in support of U.S. efforts during WWI. Often referred to as the Creel Committee, it was headed by former journalist George Creel and served as a training ground for many early PR practitioners

Question 32

Declaration of Principles

Answer 32

Ivy Lee's 1906 articulation of an ethical foundation for the yet to be named profession of PR. In his declaration Lee committed his PR agency to a standard of openness, truth, and accuracy-one that was not, unfortunately, always met

Question 33

Industrial Revolution

Answer 33

The period in the 19th century and early 20th centuries during which the U.S. and other Western nations moved from agricultural to a manufacturing economy

Question 34

Four-Minute Men

Answer 34

A speakers' bureau used by the Committee for Public Information during WWI. Its members would make short presentations in support of the U.S. was effort during the four-minute intermission between reels at movie theaters

Question 35

Progressive Era

Answer 35

Running from early 1890s-start of WWL, a period in which a series of political and social reforms, primarily in the U.S. occurred in reaction to the growth of business and industry during the Industrial Revolution

Question 36

Propaganda

Answer 36

A systematic effort to disseminate information, some of which may be inaccurate or incomplete, in an attempt to influence public opinion. A propagandist advocates a particular idea or perspective to the exclusion of all others.

Question 37

Railroad-Truckers Brawl

Answer 37

Gives PR legal standing

Question 38

Seedbed Years

Answer 38

A term coined by PR historian Scott Cutlip that refers to the period during the late 19th and early 20th century in which the modern practice of PR emerged

Question 39

Vox Populi

Answer 39

Latin for "voice of the people." The phrase refers to the importance of public opinion

Question 40

Coorientation

Answer 40

A process in which practitioners seek similarities and differences between their organization's options regarding a public and that public's opinion of the practitioners' organizations

Question 41

Demographics

Answer 41

The study of people

Question 42

Internal Publics

Answer 42

Groups that are united by a common interest, value, of values in a particular situations and exist primarily beyond the boundaries of an organization;s home country

Question 43

External Publics

Answer 43

Groups that are united by a common interest, value, of values in a particular situation and that are not part of a PR practitioner's organization

Question 44

Opinion Leaders

Answer 44

Individuals to whom members of a public turn for advice

Question 45

Primary Publics

Answer 45

Any group leader that is united by a common interest, value, or values in a particular situation and that can directly affect an organization's pursuit of its goals

Question 46

Secondary Publics

Answer 46

Any group leader that is united by a common interest, value, or values in a particular situation and that have a relationship with a PR practitioner's organization, but which have little power to affect that organization's pursuit of its goals

Question 47

Psychographics

Answer 47

Data on attitudinal characteristics of a person or group, such as political philosophy and religious beliefs

Question 48

Traditional Publics

Answer 48

Groups that are united by a common interest, value, of values in a particular situation and with which an organization has an ongoing, long-term relationship

Question 49

Agenda-Setting

Answer 49

The idea that the mass media does not tell us what to think, but what to think about. This hypothesis is the most widely accepted view of how mass media interact with society

Question 50

Diffusion Theory

Answer 50

A belief that the power of mass media rests in their ability to provide information; individuals who act upon that information then influence the actions of others in their peer group of society

Question 51

Framing

Answer 51

Communicating an idea in such a manner that an audience, either internationally unintentionally, is influenced by the way it is imparted

Question 52

Gatekeepers

Answer 52

Members of the news media, such as editors, who determine which stories a given medium will include

Question 53

Magic Bullet Theory

Answer 53

The belief that the mass media wield such great power that by delivering just the right message, the so-called magic bullet, the media can persuade people to do anything

Question 54

Maslow Hierarchy of Need

Answer 54

Developed by psychologist Abraham Maslow, a multitiered list of ranked factors that determine a person's self-interests and motivations. Under Maslow's theory, people must meet their most basic needs before acting on less pressing needs

Question 55

Noise

Answer 55

in the context of the communication model, distractions that envelop communication and often inhibit it. Noise can be both physical and intangible. It is sometimes referred to as static

Question 56

Persuasion

Answer 56

In a PR context, an attempt to influence a person's actions through an appeal to his or her self-interest

Question 57

Public Opinion

Answer 57

The average expressed behavioral inclination

Question 58

Spin

Answer 58

A popular term used to describe the framing of message in what the source considers the most desirable context

Question 59

Transparency

Answer 59

A quality achieved when organizations and individuals conduct business openly and honestly without hidden agendas

Question 60

Two-Step Flow Theory

Answer 60

A theory of mass communication suggesting that the mass media influence society's opinion leaders, who, in turn, influence society

Question 61

Uses and Gratification Theory

Answer 61

The belief that people have the power to pick and choose the mass media channels that, influence their actions

Question 62

Categorical Imperative

Answer 62

A incept created by Immanuel Kant; the idea that individuals ought to make ethical decisions by imagining what would happen if a given course of action were to become a universal maxim, a clear principle designed to apply to everyone

Question 63

Cause Marketing (cause Branding)

Answer 63

A concerted effort on the part of an organized to address a social need through special events and, perhaps, other marketing tactics

Question 64

Corporate Social Responsibility

Answer 64

An organization philosophy that emphasizes an organization's obligation to be a good corporate citizen through programs that improve society

Question 65

Ethics

Answer 65

Beliefs about right and wrong that guide the way we think and act

Question 66

Ethics Audit

Answer 66

A process through which an organization evaluates its own ethical conduct and makes recommendations to improve it

Question 67

Fully Functioning Society

Answer 67

In PR, the premise that organizations should help address important social needs, using 2 way communication to build consensus, discover shared goals, and help societies reach their humane potentials

Question 68

Golden Mean

Answer 68

A concept created by Aristotle and Confucius. In Aristotelian ethics, the golden mean is the point of ideal ethical balance between deficiency and excess of a quality-for example, between deficient honesty and excessive honesty

Question 69

Potter Box

Answer 69

A tool designed by Harvard Professor Ralph Potter for ethical decision making. Using the Potter Box involves defining an ethical issue and then identifying competing values, principles, and loyalties

Question 70

Social Justice Theory

Answer 70

Theory created by John Rawls in 1971 that states that making decisions based on a "veil of ignorance" which encourages consideration of all perspectives

Question 71

Utilitarianism

Answer 71

A philosophy developed by Jeremy Bentham and John Stewart Mill that holds that all actions should be directed at producing the greatest good for the greatest number of people