Key Concepts

Question 1

Public Relations

Answer 1

A planned, ethical, and clear communication process coordinated by top management to educate, reinforce, and influence targeted public.

Question 2

RACE

Answer 2

Research, Action Planning, Communicate, Evaluate. 4 Steps in PR planning.

Question 3

PR Functions

Answer 3

2 General Functions:

• Task PR: makes copies, writes news release, stuffs envelopes
• Management PR Professionals: Consults the top executives and acts as the “conscience” of the company.

Question 4

Publics

Answer 4

Defined as demo and psychographics
Demographics: Statistical, personal, social and economic characteristics. Ex: gender, race, family, education, income.
Psychographics: Lifestyle, attitudes, interests, opinions, values. Ex: sports, vacations, entertainment, politics.

Question 5

Goals

Answer 5

Desired outcomes of the PR plan that helps accomplish goals

Question 6

Objectives

Answer 6

Milestones that demonstrate progress.

3 Key Elements: Measurable, Directional, Within a Lifetime

Question 7

Strategies

Answer 7

Strategies that will get the plan done the best.

Question 8

Tactics

Answer 8

The activities being done in order to achieve objectives.

Question 9

PR Excellence

Answer 9

The number one predictor of an organization.

Question 10

PR Skill

Answer 10

The number one skill for a PR professional is writing.

Question 11

Internal PR

Answer 11

Greatest advantage is their internal connection and understanding of the company.

Question 12

External PR

Answer 12

Reasons for using an external PR:

• If the internal is weak
• Lack of PR experience
• Needs objective judgement
• Distance company from a crisis

Question 13

Public Opinion

Answer 13

Ideas being expressed, adjusted and compromised by an individual or group.

Question 14

Bishop Public Opinion

Answer 14

Shared perception of reality leading to an expected action.

Question 15

Value

Answer 15

Deeply held beliefs.

Question 16

Attitudes

Answer 16

Position held on an issue

Question 17

Opinions

Answer 17

Expressed attitudes

Question 18

Action

Answer 18

Behavioral expression of opinion

Question 19

Persuasion

Answer 19

Trying to change a persons attitude to create action.  4 TACTICS:
Facts
Emotions
Personalization
Appeal to you

Question 20

Ethics

Answer 20

Six Core Values: Advocacy, honesty, expertise, independence, loyalty, fairness
Six Code Provisions: free flow of info, competition, disclosure of info, safeguarding confidence, conflicts of interest, enhancing the profession.

Question 21

Defamation

Answer 21

Communication that damages a persons reputation, comes in 2 forms:
Libel
Slander

Question 22

Libel

Answer 22

Printed falsehood. Number one legal issue faced by PR

Question 23

Slander

Answer 23

Oral/spoken falsehood

Question 24

Publicity

Answer 24

Coverage of a topic by the news/ media

Question 25

Employees

Answer 25

Organizations greatest asset.