Exam 1

Question 1

Public Relations

Answer 1

The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest and plan and executes a program of action to earn public understanding and patience

Question 2

5 qualities of Pr

Answer 2

Planned-Is organized, thought out, requires research
Deliberate-intentional
Perforamnce-effectiveness is based on
Public Interest-should be benefical to business and the public
2 way communication-listening and giving info

Question 3

RACE

Answer 3

R-research (What is the problem)
A-Action; planning (what are we going to do about the problem)
C-Communication (How will public be told)
E-Evaluation (Was the audience reached; what was the effect)

Question 4

Challenges of Pr (3)

Answer 4

Multifaced
Many skills needed
continually growing globally

Question 5

PR

Answer 5

Strategic in Nature; Mutual benefical relationships; communication process
Focuesd on achieving goals-want to cause change

Question 6

Propaganda

Answer 6

attempt to persuade public in ways that are unethical; not concerned with truth

Question 7

Spin

Answer 7

interpretation of an event, issue or action with the attempt to sway people a certain way

Question 8

ROSIE

Answer 8

R-Research (what do you need to know)
O-Objectives (What you want to accomplish)
S-Strategy (How to accomplish objectives)
I-Implimentation (Actions that need to be done; work)
E-0Evaluation (How did it go; did meet objectives)

Question 9

After ROSIE

Answer 9

DO WE ADAPT, ALTER OR MAINTAIN?

Question 10

Role of PR In organization Depends on

Answer 10

type of organization; top management

and Capabilities of management

Question 11

Reasons to work with a PR firm

Answer 11

Staffing (Need more man power)
Help with special products
Specific Expertise

Question 12

Pros of using a Pr Frim

Answer 12

objectivity (give honest idea of your company)
Credibility
Problem-Solving Skills
Extensive Resources

Question 13

Cons of using a PR firm

Answer 13

Costs
Don’t Fully grasp group problems
Need full-time commitment
Need full info and confidence

Question 14

History of PR (Significant Moments; 1st amendment

Answer 14

1st amendment-cause PR to be “made in America”-freely able to speak
Boston Tea Party
Boston Massacure

Question 15

Amos Kendall

Answer 15

1st presidential press secretary under Andrew Jackson; was in charge of PR
COnducted public opinon polls
Wrote speeches
Produced administration newsletter

Question 16

P.T. Barnum

Answer 16

Master Press Agent
Circus owner-knew how to manipulate his show through the media, making it more appealing to public
Staged Bizzare media events
Gave Pr a bad rep: Is all publicity a good thing

Question 17

Ivy Lee

Answer 17

Recognized as the father of modern PR
Based work on honesty and candor
Emphasized news over ads and stunts
Believed in striving for public’s confidence
Helped Rockafeller after Ludlow Massacure-Changed the way big businesses were run

Question 18

George Creel

Answer 18

PR goes to work in government ; Creel Committee was created, which was a way during WWII to mobilize public opinion

Question 19

Arthur Page

Answer 19

At&ts first public relations vice president; Established concept that public relations should have an active voice in higher management

Question 20

Edward Bernays

Answer 20

public relations first scholar; taught first PR cource at NYU; paved way for women in pr with his wife

Question 21

Grunig Symmetrical Model

Answer 21

Feedback is balanced between organization and public; Focus on policy (adapt, alter or maintain)

Question 22

Grunig 1&2

Answer 22

WANT ATTENSION; publicity-no research

II-public information, journalistic ideal, not persuasive

Question 23

Qualitative Research

What types of questions; examples of research methods

Answer 23

NON-NUMERICAL-research to seek insights; open ended questions; Content Analysis; Interviews; focus groups; copy testing;

Question 24

Quantitative Research

Answer 24

Numerically based; larger samples; Closed ended questions; polls& surveys
Based on random sampling and sample size

Question 25

Two Step Flow Model

Answer 25

Assumes High Media Influence

Organization influences mass Media with messages, Mass Media influences public

Question 26

Grunig III;

Answer 26

ASYMMETRICAL; feedback loop is one-sided; focused on effectiveness of media and messages only

Question 27

Hierarchy of Communication Objectives

Answer 27

Behavior Change: Hardest to get; require action and planning-want to shirt beliefs or values
Attitude Change: want to shirt beliefs or values; hardest to see
Understanding and Retention- processing of facts: positive and negative facts
Awareness: Base level of knowledge; achieved by exposure and message impressions

Question 28

Theory of Cognitive Dissonance

Answer 28

Leon Festinger - People tend to avoid info that is contrary to their beliefs
People tend to seek out info that is consistent with their point of view

Question 29

Social Judgement Theory

Answer 29

people have a range of opinions on a subject with a certain attitude
Anchor position is tough to change but communicators can work with their range “latitude of acceptance”

Question 30

PR vs Law

Answer 30

Both are trying to persuade a group of people
Law has more dfined scope
Law is focused soley on the law whereas Pr is focused more on the relationship

Question 31

PR vs Advertising

Answer 31

Ads get ot have own message; ; control
PR editor of organization has control of message of company
Ads focus only on the consumer

Question 32

Pr vs Journalism

Answer 32

Audience-depends on nature but usually very speicifc; Pr is very broad
Writing-both need a high level of writing skills
Objective-Journalism is required to present balanced view whereas pr is required to be factual and persuasive and supporting

Question 33

Opinion Leaders

Answer 33

must be highly interested in a subject or issue; must be informed on the issue; must get things done with ppl

Question 34

Measurments of Production

Answer 34

flawed; shows quanity and not quality

Question 35

Measurements of Exposure

Answer 35

Focuses on media impressions-how many

can be powerful;; IS MOST OFTEN USED

Question 36

Measurement of Audience Awarenes

Answer 36

Do they know and Understand

Question 37

Measurement of Audience Attitudes

Answer 37

measured pre and post

Question 38

Measurement of Audience Action

Answer 38

are you achieving objection