Exam 1 CH. 2-7 Flashcards
Publicist
Person who deals exclusively with placement of stores in the media
Press Agent
concentrates on finding unusual news angles/planning events to attract media attention
R -ACE
Research and Analysis: what is the problem/situation
R-A-CE
Action (program planning) What is going to be done about it? – defines objectives, audiences, strategies that will be used on a timeline
RA-C-E
Communication (Execution) How will the public be told? – executing strategies to obtain objectives. news releases, events, speeches, etc.
RAC-E
Evaluation - was the audience reached and what was the effect – Did sales go up? Attitudes change?
What is the fastest growing industry for PR?
Medical/Biotech
(T/F) Stakeholders are considered customers.
False
Who is the father of press agency?
Sam Adams
Who is considered the father of modern PR?
Edward L. Bernays
What was the first book about PR?
Crystallizing Public Opinion
Who was an early VP at AT&T and pushed for PR management?
Arthur Page
Sending gifts to media companies is almost always considered…
Bribery to get favorable media coverage
Within the PR staff function, who directly influences and recommends?
Staff
Who is the largest international public firm?
Edelman
Research: define validity
achieved when research measures what it’s supposed to measure
Research: define reliability
achieved when very similar results are obtained when a study is repeated
Qualitative research
understanding and rich insight; NOT numerical; softer data, nonrandom samples, low generalizability
Quantitative Research
gives researcher greater ability to generalize to large populations; expensive/complicated, harder data, YES/NO questions, random samples
define: non-public
means that these people are so disjointed that they’re not a public
define: latent public
you have all the characteristics of a public - but don’t know it
define: apathetic public
public knows about your issue but doesn’t care
define: aware public
knows about your issue; knows it’s important - but doesn’t do anything about it
define: active publics
publics who are actively trying to do something for change
