Midterm

Question 1

Code of ethics

Answer 1

Developing a communications policy that can establish and maintain a relationship of mutual confidence with an organization’s multiple publics

Question 2

What does PR involve?

Answer 2

1. An intermediary between an organization and all their stakeholders/publics
2. Research on the stakeholders
3. Work for the best interest of a company

Question 3

10 Basic Principles

Answer 3

1. Deals with facts not fiction
2. A public, not personal, service
3. Must have the guts to say “no”
4. Never lie to news media
5. Be effective communicators
6. BIG: can’t afford to be a guessing game
7. Intuition isn’t enough
8. Requires multidisciplinary applications
9. Alert and advise
10. One standard- ethical performance

Question 4

3 Basic Roles

Answer 4

1. Staff member
2. Agency employee
3. Independent practitioner/counselor

Question 5

3 Functions

Answer 5

1. To control publics
2. To respond to publics
3. To achieve mutually beneficial relationships among all the public an institution has

Question 6

Edward L. Bernays

Answer 6

The godfather if PR;

Credited for the widespread recognition of the term “public relations”;

Question 7

Why did PR grew faster in the US?

Answer 7

Attributed to the nation’s social, political, cultural, and economic climate;
The power of US media

Question 8

1st Code of Ethics

Answer 8

Honesty; became an issue in 1950’s

Question 9

Primary research

Answer 9

Research one does oneself; formal and informal

Question 10

Secondary research

Answer 10

Already provided, done; pulling it from a source

Question 11

Credibility/reliability

Answer 11

Always cross-check; professional opinion, peer-review, not biased

Question 12

Communication audits

Answer 12

Attempt to evaluate various publics’ responses to an organization’s communication efforts; can use CISION;

Question 13

KPI

Answer 13

Key performance indicators

Question 14

SME

Answer 14

Subject matter export

Question 15

Quantitative

Answer 15

WHAT; statistical; higher degree of predictability; HOW MANY

Question 16

Qualitative

Answer 16

WHY; descriptive; focus groups, historiography, interviews

Question 17

Open communication

Answer 17

Open to the public about what is going on in a company

Question 18

Closed communication

Answer 18

Companies don’t disclose info to public: perceived as a “threat”

Question 19

Stakeholder

Answer 19

Has more direct involvement with an organization; may have an investment, financial or intangible;

Question 20

Public

Answer 20

Any group that has some involvement with an organization;

2 Types: external (outside a co.) & internal (inside)

Question 21

Cyclical Process of Handling Issues

Answer 21

1. Sensing the problem (research)
2. Defining the problem (thru judgement & priority)
3. Deriving solutions (thru policy & strategy)
4. Implementing them
5. Evaluating them

Question 22

John F. Mahon

Answer 22

Boston university; 3 Strategies:

1. Containment (emerging issue)
2. Shaping (on the public agenda)
3. Coping (face legislative, regulatory, or interest group action)

Question 23

Origins in Sociology & Psychology

Answer 23

1. Structural functionalism
2. Evolutionary perspective
3. Social conflict
4. Symbolic interactionism

Question 24

Structural functionalism

Answer 24

Structure or organization of society provides its stability

Question 25

Evolutionary perspective

Answer 25

Social change follows a set of natural laws and that mass communication systems have grown and developed with technology & decision makers' need for communication

Question 26

Social conflict

Answer 26

Social struggles occur between groups with competing needs and goals

Question 27

Symbolic interactionism

Answer 27

Media today constructs of a reality that offers info from limited sources, resulting in individual & collective creations of reality

Question 28

Where does true change come from?

Answer 28

The top, senior management

Question 29

_____ are trusted most

Answer 29

Experts and personal experiences

Question 30

Maslow's Hierarchy of needs

Answer 30

1. Physical needs 2. Safety 3. Love 4. Self-esteem 5. Self-actualization

Question 31

Corporate Social Reasponsibility

Answer 31

Not doing harm, yet still making a profit; "be sure our deeds match our words"

Question 32

Business around the world

Answer 32

Trying codes of conduct, outside directors, etc. to assure corporate morality; multinations have a CSR to all their publics; many rely on US and UK PR firms

Question 33

Difference between AD and PR

Answer 33

Advertising has an awareness element and you have to pay for advertising; PR has 3rd party credibility, it's not paid for, and media can make changes to it

Question 34

Annual Reports

Answer 34

Contains: 1. Letter from chairperson 2. Auditor's report 3. Financial statements 4. Section narrating facts about past year's operations 5. Photos and charts

Question 35

Practices when working with media

Answer 35

Should be a good reporter; keep a basic file of statistical info, gov't info, and reference book; do your research

Question 36

3 Things for a pitch/story

Answer 36

1. Human element 2. Controversy 3. Cost ($)

Question 37

Demographic

Answer 37

Facts about age, housing, race, family, etc.

Question 38

Psychographic

Answer 38

Facts about likes, hobbies, way of thinking

Question 39

10 Steps of Formal Research

Answer 39

1. State problem 2. Select manageable portion of problem 3. Establish definitions 4. Conduct search in literature 5. Devolve a hypothesis 6. Design experiments 7. Obtain data 8. Analyze data 9. Interpret data 10. Communicate results

Question 40

Why is empathy important?

Answer 40

You need to understand how people are thinking/feeling

Question 41

3 types of people

Answer 41

1. Process thinkers 2. Intuitive thinkers 3. Strategic thinkers (look from another's perspective)

Question 42

Perception is _____

Answer 42

Reality

Question 43

Who determines the ethics o a company?

Answer 43

Senior management

Question 44

Why do you not give journalists gifts or payment?

Answer 44

It could come off as a "being bought"

Question 45

Don't market to a _____

Answer 45

Stereotype

Question 46

Do what first before anything else?

Answer 46

Gather info; research

Question 47

Prepare for the ___, hope for the ___

Answer 47

Worst, best

Question 48

Plan Outline

Answer 48

1. Business Objective (overall goal) 2. Comm. Objective (destination) 3. Situation Analysis (everything known) 4. Comm. Challenges (3-5, specific, SWOT) 5. Research Needs (what's needed) 6. Comm. Target (specific, not everyone) 7. Key Messages (2-3) 8. Comm. Strategies (1-3 statements) 9. Comm. Tactics (specific steps) 10. Measurements (to see if plan worked, know what client considers success) 11. Activity Timeline (when) 12. Budget (how much, what it will be spent on)

Question 49

SWOT

Answer 49

S - strength W - weakness O - opportunities T - threats