Chapter 2 Flashcards
1
Q
What are the four models of PR?
A
- Press agentry and publicity
- Public information
- Two-way asymmetrical communication
- Two-way symmetrical communication
2
Q
The Press Agentry and Publicity Model
A
- Goal of getting audience’s attention.
- Represents the lowest ethical standards.
- Negative views and propaganda.
- Echoes the skepticism of the public.
3
Q
Public information
A
- Goal of providing truthful information.
- Serves as an internal journalist.
- Focuses on image and reputation.
- Creation of a press release.
4
Q
Two-way asymmetrical communication
A
- Lack of equal participation.
- Concerned as manipulative approach.
- Public relations counsel.
- Classic campaigns.
5
Q
Two-way symmetrical communication
A
- Cooperative, win-win outcome.
- Formal research into audience attitudes.
- Need of a new model.
6
Q
Arthur W. Page
A
the Page Principles
7
Q
Rex Harlow
A
Public Relations Society of America (PRSA)
8
Q
Betsy Plank
A
Public Relations Student Society of America (PRSSA)
9
Q
Contemporary leaders in PR
A
Harold Burson.
Richard Edelman.
Barri Rafferty.
10
Q
What Can Recent Campaigns Teach Us?
A
- Current definition of public relations.
- Creative, collaborative, and innovative.
- Traditional public relations still relevant.
11
Q
TODAY: The Press Agentry and Publicity Model:
A
- Integrated into current campaigns.
- More negative publicity.
- The Fyre festival.
- The Red Bull space jump.
12
Q
TODAY: The Public Information Model
A
- Transparent and upfront with audiences.
- Pepsi and Kendall Jenner.
- The Southwest Airlines crisis.
13
Q
TODAY: The Two-Way Asymmetrical Model
A
- LeBron James and the NBA.
- The Gary Vee and K-Swiss campaign.
- The World Egg Instagram campaign.
14
Q
TODAY: The Two-Way Symmetrical Model
A
The 2008 and 2016 presidential elections.
15
Q
Our Practices
A
- Misconceptions with PR functions.
- Strong stake in emerging technologies.
- Embracing new perspectives and ideas.-
16
Q
Our Research
A
- Understanding impact of new areas.
- Explore emerging challenges.
- Fear of change.
- New method and measurement approaches.
17
Q
Our Theories
A
- Predicts phenomena of interest.
- Evidence-based, scientific theories.
- Origin of theories.
18
Q
What are the four models of themes?
A
- roles
- Lines of communication
- Message strategy
- Behavioral intention
19
Q
3 page principles
A
- manage for tomorrow
- listen to the customer
- conduct PR as if the whole company depends on it
20
Q
edward bernays
A
torches of freedom
21
Q
ivy lee
A
rockefeller
