COM2520 chapter 1

Question 1

What is some of the best PR activity

Answer 1

Occurs when it appears as if nothing at all has happened, this correlates with high employee morale, increased productivity, or good corporate citizenship to public relations.

Question 2

When did PR first become serious

Answer 2

In the early 1900s and educators and practitioners have struggled ever since with its definition. In 1976 in hopes to eliminate confusion public relations pioneer and scholars.

Question 3

Rex Harlow

Answer 3

Complied 472 definitions of public relations, his own 87-word definition stressed public relations as a management function that “helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between an org and the public.

Question 4

Public

Answer 4

Any group of people who share common values they might be willing to act on.

Question 5

Stakeholder

Answer 5

That it has a stake in your organization or an issue potentially involving your organization

Question 6

PR is a management function

Answer 6

The relationship between an org and the publics important to its success must be a top concern for the orgs leadership

Question 7

PR involves two-way communication

Answer 7

Communication is not just telling people about an organization’s needs, it also involves listening to those same people speak of their concerns

Question 8

PR is a planned activity

Answer 8

Actions taken on behalf of an organization must be carefully planned and consistent with the organization’s values and goals

Question 9

PR is a research-based social science

Answer 9

Formal and informal research is conducted to allow an organization to communicate effectively, possessing a full understanding of the environment in which it operates and the issues it confronts

Question 10

PR is socially responsible

Answer 10

A practitioner’s responsibility extended beyond organizational goals.

Question 11

Relationship management

Answer 11

Having a good relationship with the public whenever they need the public to be on their side, reducing the risk of losing revenue

Question 12

Heuristic

Answer 12

Contended that the lessons learned by trial and error are far more tangible and therefore more useful than abstract theory, these practitioners use educated guesses based upon trial and error to reach a solution that will make everyone happy

Question 13

Theoretical

Answer 13

Which decisions rest on tried and tested models verified through social science research, this theory makes sense of order and structure to social interactions just as it does to describing the physical actions of nature.

Question 14

Axioms

Answer 14

Self evident or universally recognized truths

Question 15

Public Relations models and theories

Answer 15

These artifacts are meant to describe the complex roles practitioners play within organizations, as public relations continued to evolve and challenges facing practitioners became more complex so did the definition of public relations.

Question 16

Cutlip, Center, and Broom Models

Answer 16

The early 1980s public relations scholar Scott M Cutlip, Allen H Center, and Glen M Broom categorized the actions of practitioners into one of four models

Question 17

Cutlip, Center, and Broom Models 4 models

Answer 17

Expert prescriber, communication technician, communication facilitator, problem- solving process facilitator

Question 18

Expert prescriber

Answer 18

seen as authority on both public relations problems and solutions

Question 19

communication technician

Answer 19

hired primarily for writing and editing skills),

Question 20

communication facilitator

Answer 20

who serves as a liaison, interpreter, and mediator between the organization and its publics

Question 21

problem- solving process facilitator

Answer 21

who collaborates with other managers by helping them define and problem solve

Question 22

Hunt and Grunig Models

Answer 22

Press agentry/ publicity, public information, two way asymmetrical , two way symmetrical

Question 23

Press agentry/ publicity

Answer 23

the focus is on gaining media coverage

Question 24

public information

Answer 24

practitioners serves as a “journalist in residence,” focused on dissemination of information

Question 25

two way asymmetrical

Answer 25

research is used to influence publics to accept a particular point of view

Question 26

two way symmetrical

Answer 26

the focus is on two-way communication as a mean of conflict resolution

Question 27

The difference between the Cutlip, Center, and Broom Models and Hunt and Grunig Models

Answer 27

Is the CCB models focused on the individual’s role in the organization and the HG models focused on the ways the public relations functions interacts with the organization and its publics.

Question 28

Contingency Theory of Accommodation

Answer 28

The notion of two-way symmetry as the normative public relations model was challenged in 1997, as being simplistic and unrealistic by four researchers. Led by Glen Cameron the researchers stated that the four model approach “failed to capture the complexity and multiplicity of the PR environment. A contingency theory of accommodation in public relations, comes from pure accommodations (where one builds trusts and maintains important relationships) to pure advocacy ( where one argues on behalf of a particular care of position)

Question 29

Reflective Paradigm ( Reflection )

Answer 29

Reflective paradigm developed from European social research theory in the first decade of the new millennium gained acceptance in the US Public relations. The reflection takes a broader view, “The most important problem in public relations is the societal legitimization of organizations”,
Reflection focuses on simultaneous interactions with a broad range of stakeholder and recognizes that organizations can achieve only as much as society permits ( European scholars Betteke Van Ruler, and Dejan Verčič)

Question 30

PR and Marketing

Answer 30

Public relations should be considered a separate discipline at all, some learned people argue public relations is a component of a different field encompassing many persuasive communications: integrated marketing communications (ICM).

Question 31

Advertising

Answer 31

Use of controlled media, media in which one pays for the privilege of dictating message content, placement and frequency in an attempt to influence the actions of targeted publics.

Question 32

Marketing

Answer 32

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

Question 33

Values-driven public relations

Answer 33

values-driven public relations incorporates a dynamic version of the four-phase process of research, planning, communication, and evaluation into the framework defined by an organization’s core values.

Question 34

Good PR requires

Answer 34

knowledge of values, standards, and the various publics important to our success

Question 35

What are the key PR elements

Answer 35

A management function, two-way communication, planned activity, research-based social science, socially responsible, value-driven

Question 36

Relationship and trust building

Answer 36

Between an organization and its publics (internal and external)

Question 37

RPCE

Answer 37

The four-step process to practice PR, not alway linear.

Question 38

What are the 5 elements of PR

Answer 38

PR is a management function, two-way communication, planned activity, research-based social science, and is socially responsible.

Question 39

Where in the world is PR growing

Answer 39

Asia, Africa, and Latin America

Question 40

Journalism

Answer 40

Informs general public, intended to be fact based

Question 41

Why do we have steps / models

Answer 41

To give us something to follow

Question 42

Research - RPCE

Answer 42

Is the discovery phase of a problem-solving process: practitioners’ use of formal and informal methods of information gathering to learn about an organization, the challenges and opportunities it faces and the publics important to its success.

Question 43

Planning - RPCE

Answer 43

Is the strategy phase of the problem-solving process, in which practitioners use the information gathered during research (goals and objectives). From that information, they develop effective and efficient strategies to meet the needs of their clients or organizations.

Question 44

Communication - RPCE

Answer 44

Is the execution phase of the public relations process, this is where practitioners direct messages to specific publics in support of specified goals, good plans must also be flexible.

Question 45

Evaluation - RPCE

Answer 45

Is the final phase in which practitioners measure whether the plan effectively and efficiently met the organization’s goals.