Exam 1 Review Flashcards
What is Public Relations?
A process that helps an organization achieve its goals and be viewed positively in the public eye.
What is two-way asymmetrical communication?
Public feedback is used to create more persuasive messages.
What is two-way symmetrical communication?
Public feedback is used to create messages and adjust policies based on that input.
Which strategies were used in historical PR?
Propaganda, manipulation, and one-way communication.
What strategies are used in modern PR?
Ethical practices such as transparency and two-way communication.
What is the Press Agentry Model and who initiated it?
P.T. Barnum; Communication is one-way and organizations that use this model have little concern for accuracy.
What is the Public Information Model and who initiated it?
Ivy Lee; Communication is one-way and organizations that use this model want to inform publics with truthful/accurate information.
What is the Two-Way Asymmetrical Model and who initiated it?
Edward Bernays; Communication is two-way but unbalanced and organizations that use this model use feedback to persuade publics on certain opinions.
What is the Two-Way Symmetrical Model and who initiated it?
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.
What are the 6 Communication Phases of PR?
- Receiving the Message
- Paying Attention to the Message
- Understanding the Message
- Believing the Message
- Remembering the Message
- Acting on the Message
Which communication phase are Targeting the Audience, Two-Step Flow, and Entertainment Education used for?
Receiving the Message?
Which communication phase are Active & Passive Audience and the Elaboration Likelihood Model used for?
Paying Attention to the Message
Which communication phase is the Encode/Decode Model used for?
Understanding the Message
Which communication phase are Source Credibility and Cognitive Dissonance Theory used for?
Believing the Message
Which communication phase are the 3 Types of Selectivity (Selective Exposure, Selective Attention, Selective Retention) used for?
Remembering the Message
Which communication phase is the Diffusion of Innovations used for?
Acting on the Message
What is the order of the Diffusion of Innovations?
- The Innovators
- Early Adaptors
- Early Majority
- Late Adopters
- The Laggards
What is the normal definition of Publics?
The general population.
What is the idea that includes whether you’ll speak up or not based on if you’re in the majority or not?
The Spiral of Silence.
In Media Dependency, Mass Media tells people what to think when_______.
They have no prior opinion or cannot verify their opinion.
What is Agenda-Setting?
Telling people what to think about, not what to think.
What is the definition of Publics in PR?
A specific group.
What is the term used for publics arising and disappearing depending on the situation?
Situational Theory of Publics.
What are the 3 variables in Situation Theory of Publics?
- Problem Recognition
- Constraint Recognition
- Involvement in an Issue
What are the 4 types of Publics?
Non-Publics, Latent Publics, Aware Publics, Active Publics.
Which sources do you have Moral Obligations to?
Yourself, Clients, Organizations, Profession/Industry.
What term is used for emphasizing certain aspects of an issue with keywords, images, etc.?
Framing
Framing tells people _______.
What to think, not what to think about.
Corporate has an obligation to the society it operates in and should consider the interests of different groups of people. What is this?
Corporate Social Responsibility (CSR)
What is the strategic process that manages the presentation and influence of a brand?
Branding
What are the 4 Cores in Branding?
Attributes, Benefits, Values, Personality.
What are the 6 tactics of CSR?
Cause Promotion, Cause-Relating Marketing, Corporate Social Marketing, Corporate Philanthropy, Community Volunteering, and Business Practice.W
Cause Promotion
Donating money and increasing awareness.
Cause-Relating Marketing
Contributing to a cause based on a percentage of revenue.
Corporate Social Marketing
Supporting a behavior-changing campaign.
Corporate Philanthropy
Direct donation to a cause/charity.
Community Volunteering
Encouragement of employees volunteering on time off.
Business Practice
Socially responsible practices to support causes/charities.
