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Public Relations > Exam 1 Review > Flashcards

Exam 1 Review Flashcards

1
Q

What is Public Relations?

A

A process that helps an organization achieve its goals and be viewed positively in the public eye.

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2
Q

What is two-way asymmetrical communication?

A

Public feedback is used to create more persuasive messages.

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3
Q

What is two-way symmetrical communication?

A

Public feedback is used to create messages and adjust policies based on that input.

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4
Q

Which strategies were used in historical PR?

A

Propaganda, manipulation, and one-way communication.

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5
Q

What strategies are used in modern PR?

A

Ethical practices such as transparency and two-way communication.

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6
Q

What is the Press Agentry Model and who initiated it?

A

P.T. Barnum; Communication is one-way and organizations that use this model have little concern for accuracy.

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7
Q

What is the Public Information Model and who initiated it?

A

Ivy Lee; Communication is one-way and organizations that use this model want to inform publics with truthful/accurate information.

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8
Q

What is the Two-Way Asymmetrical Model and who initiated it?

A

Edward Bernays; Communication is two-way but unbalanced and organizations that use this model use feedback to persuade publics on certain opinions.

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9
Q

What is the Two-Way Symmetrical Model and who initiated it?

A

Arthur Page; Communication is two-way and mostly balanced and organizations that use this model are as likely to change its attitudes/behaviors as its publics.

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10
Q

What are the 6 Communication Phases of PR?

A
  1. Receiving the Message
  2. Paying Attention to the Message
  3. Understanding the Message
  4. Believing the Message
  5. Remembering the Message
  6. Acting on the Message
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11
Q

Which communication phase are Targeting the Audience, Two-Step Flow, and Entertainment Education used for?

A

Receiving the Message?

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12
Q

Which communication phase are Active & Passive Audience and the Elaboration Likelihood Model used for?

A

Paying Attention to the Message

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13
Q

Which communication phase is the Encode/Decode Model used for?

A

Understanding the Message

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14
Q

Which communication phase are Source Credibility and Cognitive Dissonance Theory used for?

A

Believing the Message

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15
Q

Which communication phase are the 3 Types of Selectivity (Selective Exposure, Selective Attention, Selective Retention) used for?

A

Remembering the Message

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16
Q

Which communication phase is the Diffusion of Innovations used for?

A

Acting on the Message

17
Q

What is the order of the Diffusion of Innovations?

A
  1. The Innovators
  2. Early Adaptors
  3. Early Majority
  4. Late Adopters
  5. The Laggards
18
Q

What is the normal definition of Publics?

A

The general population.

19
Q

What is the idea that includes whether you’ll speak up or not based on if you’re in the majority or not?

A

The Spiral of Silence.

20
Q

In Media Dependency, Mass Media tells people what to think when_______.

A

They have no prior opinion or cannot verify their opinion.

21
Q

What is Agenda-Setting?

A

Telling people what to think about, not what to think.

22
Q

What is the definition of Publics in PR?

A

A specific group.

23
Q

What is the term used for publics arising and disappearing depending on the situation?

A

Situational Theory of Publics.

24
Q

What are the 3 variables in Situation Theory of Publics?

A
  1. Problem Recognition
  2. Constraint Recognition
  3. Involvement in an Issue
25
Q

What are the 4 types of Publics?

A

Non-Publics, Latent Publics, Aware Publics, Active Publics.

26
Q

Which sources do you have Moral Obligations to?

A

Yourself, Clients, Organizations, Profession/Industry.

27
Q

What term is used for emphasizing certain aspects of an issue with keywords, images, etc.?

A

Framing

28
Q

Framing tells people _______.

A

What to think, not what to think about.

29
Q

Corporate has an obligation to the society it operates in and should consider the interests of different groups of people. What is this?

A

Corporate Social Responsibility (CSR)

30
Q

What is the strategic process that manages the presentation and influence of a brand?

A

Branding

31
Q

What are the 4 Cores in Branding?

A

Attributes, Benefits, Values, Personality.

32
Q

What are the 6 tactics of CSR?

A

Cause Promotion, Cause-Relating Marketing, Corporate Social Marketing, Corporate Philanthropy, Community Volunteering, and Business Practice.W

33
Q

Cause Promotion

A

Donating money and increasing awareness.

34
Q

Cause-Relating Marketing

A

Contributing to a cause based on a percentage of revenue.

35
Q

Corporate Social Marketing

A

Supporting a behavior-changing campaign.

36
Q

Corporate Philanthropy

A

Direct donation to a cause/charity.

37
Q

Community Volunteering

A

Encouragement of employees volunteering on time off.

38
Q

Business Practice

A

Socially responsible practices to support causes/charities.

Public Relations (1 decks)

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