Lecture / Chapter 1

Question 1

Branding

Answer 1

Process of building corporate/product identities

Question 2

Public

Answer 2

any group of people who share common interests/values in situation - especially if they’re willing to act on those interests/values

Question 3

Stakeholder

Answer 3

a public that has relationship with organization or in an issue potentially involving organization

Question 4

Heuristic/Practical Approach

Answer 4

using educated guesses based on trial/error to reach solution - more focused on tangible than theoretical

Question 5

Heuristic drawbacks

Answer 5

costly, drains time/emotional/financial resources, weaker results, error, relies on conventional wisdom

Question 6

theoretical/scientific approach

Answer 6

rely on tried/tested models verified through social science research

Question 7

cutlip/center/broom models

Answer 7

categorizes PR into practitioner actions –expert prescriber, communication technician, communication facilitator, problem-solving process facilitator

Question 8

expert prescriber (CCB):

Answer 8

authority on both PR problems/solutions

Question 9

communication technician (CCB)

Answer 9

writing/editing skills

Question 10

communication facilitator (CCB)

Answer 10

liaison, interpreter, mediator b/w organization and public

Question 11

problem-solving process facilitator (CCB):

Answer 11

collaborates with other managers to define/solve problems

Question 12

hunt/grunig models

Answer 12

focused on pr functions - press agentry/publicity, public info, two-way asymmetrical, 2 way symmetrical

Question 13

press agentry/publicity (HG)

Answer 13

gaining media coverage

Question 14

public information (HG)

Answer 14

“journalist in residence” - disseminate info

Question 15

two-way asymmetrical (HG)

Answer 15

research used to influence publics to accept particular POV

Question 16

Two-way symmetrical (HG)

Answer 16

focus on two-way communication as means of conflict resolution

Question 17

normative (grunig/grunig)

Answer 17

two-way symmetry - ideal standard/model for excellence in PR

Question 18

contingency theory of accommodation (Cameron et al)

Answer 18

continuum from pure accommodation to advocacy - challenges two-way symmetry as normative - 87 variables on continuum inc threats, issues, organizational culture

Question 19

pure accommodation (contingency)

Answer 19

all about building trust/maintaining important relationships

Question 20

pure advocacy

Answer 20

on argues on behalf of cause/position

Question 21

reflective paradigm/reflection

Answer 21

focus on simultaneous interactions w broad range of stakeholders - four characteristics of com managers –counselling, coaching, conceptualizing, executing

Question 22

counselling (V/V Reflective)

Answer 22

analyzing changing values/norms/issues in society

Question 23

coaching (vv reflective)

Answer 23

educating members of org to behave w/I societal norms

Question 24

conceptualizing (vv reflective)

Answer 24

developing strategies for building/maintaining public trust

Question 25

executing (vv reflective)

Answer 25

creating/carrying out tactics that support trust-building strategies

Question 26

Integrated Marketing coms (IMC)

Answer 26

consumer-focused, 3 disciplines –ads, marketing, PR functions

Question 27

advertising (IMC)

Answer 27

using controlled media to influence actions of targeted publics

Question 28

marketing (IMC)

Answer 28

process of research/creating/refining/promoting product/service and distributing product/service to customers

Question 29

PR (IMC)

Answer 29

management of relationships b/w org and publics

Question 30

Traditional 4-step model

Answer 30

research, planning, comm, evaluation

Question 31

research (4 step)

Answer 31

discovery phase - formal and informal research methods - gather info about org challenges, opportunities, publics

Question 32

planning (4 step)

Answer 32

strategy phase - use research info, develop effective/effiecient strategies to meet org needs

Question 33

comms (4 step)

Answer 33

execution - messages to public in support of goals - needs flexibility for 2 way comms

Question 34

evaluation (4 step model)

Answer 34

measurement of how well PR met goals

Question 35

dynamic model

Answer 35

not sequential - move between steps as needed, esp evaluation which might be needed between every step

Question 36

values

Answer 36

fundamental beliefs/standards that drive behaviour/decision making

Question 37

values driven PR

Answer 37

incorporating dynamic version of 4-phase - focusing on mission/vision to drive all PR decisions

Question 38

values statement

Answer 38

answers - why we in business, what do we want to be known for, what should the public expect, priorities, where are we headed, what is our role, etc.

Question 39

mission statement

Answer 39

proposed action which encapsulates org values

Question 40

PR is not

Answer 40

synonym for propaganda/spin/hype/publicity, artificial/superficial, well understood (even by those in PR)

Question 41

PR is:

Answer 41

everywhere you look, fosters mutually beneficial relationships, helps give orgs identity, not about what is happening but why - happens BEFORE marketing

Question 42

Rex Harlow

Answer 42

found 472 definitions of PR in 1976

Question 43

PRSA definition of PR

Answer 43

a strategic communication process that builds mutually beneficial relations between org and their publics

Question 44

Canadian def of PR

Answer 44

strategic management of relationships bw org and diverse publics, through use of communication, to achieve mutual understanding, realize goals, and serve the public interest

Question 45

RACE model

Answer 45

James Marston (1963). Research, Action Communication, Evaluation

Question 46

CPRS/IABC use:

Answer 46

Research, Analysis, Communication, Evaluation