Chapter 3

Question 1

How messages are developed, creates, expressed.

Considering: what, who, and situation at hand

Answer 1

“Messaging”

Question 2

Characteristics of this impact receptivity to message:
Source credibility
Situation dependent

Answer 2

“Sender”

Question 3

People receive messages. Asked in character: age attitude knowledge

Answer 3

“Receiver”

Question 4

Highlight aspects that relate to specific audience to seek compliance

Answer 4

“Framing”

Question 5

Previously learned Info impacts interpretation of new info

“Bah da Ba ba an I’m loving it”

Answer 5

“Priming”

Question 6

Executing management decisions

Create and communicate what management wants, write, edit. Does not make strategic choices.

Answer 6

“Communication Technician”

Question 7

In charge of planning and problem solving. Management is not involved. Held accountable for program. Brought in when there is a crisis and quick action must be taken.

Answer 7

“Expert Prescriber”

Question 8

Two way communication. Between management and public. What to remove boundaries. Gather info for public. Work publicists for the media

Answer 8

“Communication Facilitator”

Question 9

Participate in management. Make strategic decisions. Knows organizations policies.

Answer 9

“Problem Solving Process Facilitator”

Question 10

An organization reputation stems from the actions and words of its senior officials. PR goal is to earn and maintain this support.

Relation to organization:

Answer 10

“Management”

Question 11

Campaign relies on research and:

Answer 11

4 steps:
• define problem 
• planning and programming 
• taking action/ communicating
• evaluation

Question 12

Research is used:

Answer 12

• Before -understand problem who is involved attitudes
• During -take action
• After -evaluation campaign

Question 13

Purpose of research:

Answer 13

To reduce uncertainty in decision making. Gathering info to describe and understand situations. Test assumptions about publics and consequences of actions.

Question 14

After Research, this is the MOST IMPORTANT CRITICAL first step in creating a working solution…

Answer 14

Identifying the Problem

Question 15

Step 1) Defining a Problem

Step 2) …

Answer 15

Situation analysis:
All collected info known about it
Containing internal and external factors.

Question 16

Present tense
What, when, where, who, how, why

Do not imply or place blame

Answer 16

“Problem Statements”

Question 17

4 elements of objectives

Answer 17

1) Target Audience
2) Outcome
3) measurable
4) Target date

Question 18

Perceive little agreement when agreement exists

Answer 18

“Pluralistic ignorance”

Question 19

Actual disagreement. But people THINK they agree

Answer 19

“False consensus”

Question 20

Objectives should be SMART

Answer 20

Specific 
Measurable 
Achievable 
Relevant
Time bound

Question 21

3 different outcome types

Answer 21

Informational
Attitudinal
Behavioral

Question 22

Social process of forming, expressing, and adjusting ideas that affect collective behavior

Answer 22

“Public Opinion”

Question 23

The sense that there is a consensus about our opinion. Can brodice BANDWAGON EFFECT

Answer 23

Social Support

Question 24

How one feels about an issue based on prior experience

Agenda setting

Answer 24

Salience

Question 25

Frame used to view a situation, how will the react due to prior experience

Answer 25

Pertinence

Question 26

Steps in Strategic Planning

Answer 26

1) define problem
2) planning and programming
3) taking action/ communicating
4) evaluation

Question 27

7 Cs of PR Communication

Answer 27

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

Question 28

A single idea around which all communication revolves.

Answer 28

“Key Message”

Question 29

Opinions change because

Answer 29

They are outward expression influenced by situation and how that situation is presented