Midterm

Question 1

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Answer 1

Definition of Public Relations

Question 2

“Process” is preferable to “management function,” which can evoke ideas of control and top-down, one-way communications.

Answer 2

Definition of Public Relations

Question 3

“Relationships” relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders.

Answer 3

Definition of Public Relations

Question 4

Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies.

Answer 4

Definition of Public Relations

Question 5

What are the four steps of public relations?

Answer 5

1. Research
2. Planning
3. Communication
4. Evaluation

Question 6

The process of gathering information.

Answer 6

Research

Question 7

The first step in Public Relations?

Answer 7

Research

Question 8

The second step in the Public Relations Process.

Answer 8

Planning

Question 9

When research is translated into a blueprint for achieving desired results.

Answer 9

Planning

Question 10

The third step in public relations process?

Answer 10

Communication

Question 11

When tactics developed during planning are executed.

Answer 11

Communication

Question 12

The fourth step in the Public Relations process?

Answer 12

Evaluation

Question 13

In which the results of Public Relations program are measured against previously stated goals and organization values?

Answer 13

Evaluation

Question 14

Its common purpose is to build understanding and support for ideas and causes, services and products.

Answer 14

Strategic Communication

Question 15

Data on which you build your communication program.

Answer 15

Formative Research

Question 16

Theory that identifies the role of opinion leaders as models in the process of mass adoption of news products or ideas.

Answer 16

Diffusion of Innovations Theory

Question 17

Theory that identifies opinion leaders as a key link in the process of organizational communication with publics.

Answer 17

Two-Step Flow of Communication Theory

Question 18

Concept referring to the added credibility that covers with the endorsement or an outside and unbiased agent such as a reporter or editor.

Answer 18

Third Party Endorsement

Question 19

Visible element of a strategic plan; specific vehicles of communication.

Answer 19

Tactic

Question 20

Face-to-face opportunities for personal involved and interaction.

Answer 20

Interpersonal Communication

Question 21

Published and produced by organization…controls message content, timing, packaging, and distribution.
t

Answer 21

Organizational Media

Question 22

Consists of publications, fact sheets, FAQ’s. Direct Mail, postcards, memo, and Digital Media.

Answer 22

Organizational Media

Question 23

Opportunities for credible presentation of organizational messages to large audiences.

Answer 23

News Media

Question 24

Direct news material
Media Kits
In Direct News Material
Media Advisory
Query Letter
Opinion Material
Letter to editor
Position Paper
Interactive News
News Conference
News Interview
Studio Interview

Answer 24

News Media

Question 25

Aspect of an organization’s external environment focusing on the degree to which its public know about the organization (cause) and the accuracy of that information.

Answer 25

Visability

Question 26

The type of public relations writing in which an organization prepares written comment for various potential outcomes of a situation, releasing only that version appropriate to the outcome; also called a standby statement.

Answer 26

Contigency Statement

Question 27

Theory that identifies the role of opinion leaders as models in the process of mass adoption of news products or ideas.

Answer 27

Diffusion of innovations theory.

Question 28

Menu of vehicle that an organization can use to present messages; four categories include interpersonal communication, organizational media, news media, and advertising and promotional media.

Answer 28

Communication tactic

Question 29

Theory based on the presumption , in the face of criticism, both people and organizations seek to maintain or rebuild a positive reputation.

Answer 29

Image restoration

Question 30

Proactive strategy in which business fund or otherwise support community relations gesture with an eye toward employee and customers.

Answer 30

Strategic Philantrophy

Question 31

Situation that presents a matter of concern to an organization; trend, event, development, or matter in dispute that may affect an organization.

Answer 31

Issue

Question 32

Part of organizational strategy; statement emerging from an organization’s goal, presented in clear and measurable terms, pointing toward particular level of awareness, acceptance or actions (compare with goal)

Answer 32

Objective

Question 33

Type of activism that focuses on dramatization in public places; also called guerrilla theater.

Answer 33

Street Theater

Question 34

Collection of materials for reporters attending news conferences and other news-oriented events; includes news releases, biographies, photos, backgrounders, fact sheets and related material; less accurately called press kit.

Answer 34

Media Kit

Question 35

Process of managing how an organization distinguishes itself with a unique meaning in mind of its publics.

Answer 35

Positioning

Question 36

Concept referring to the added credibility that comes with the endorsement of an outside and unbiased agent, such as a reporter or editor.

Answer 36

Third-party endorsement

Question 37

Process of identifying, controlling and minimizing the impact of uncertain events on an organization.

Answer 37

Risk management

Question 38

Strategic planning tool analyzing an organization’s strengths, weaknesses, opportunities and threats.

Answer 38

SWOT Analysis

Question 39

Set of circumstances facing an organization, whether an opportunity or an obstacle.

Answer 39

Public Relations Situation

Question 40

Category of proactive public relations that involves organizational performance, audience participation, special events alliances and coalitions, sponsorships, and strategic philantrophy.

Answer 40

Action strategies

Question 41

Part of organizational strategy; statement rooted in organization’s mission or vision, acknowledging an issue and sketching out how the organization hopes to see it settled.

Answer 41

Goal

Question 42

Process of monitoring and evaluating information by which an organization tries to anticipate emerging issues and respond to them before they get out of hand.

Answer 42

Issues Management

Question 43

Rectifying behavior strategy in which an organization takes steps to contain a problem, repair the damaged and/or prevent its recurrence.

Answer 43

Corrective Action

Question 44

Agenda-setting theory

Answer 44

Theory that identifies the relationship between the media agenda and public agenda.

Question 45

Theory that identifies opinion leaders as a key link in the process of organizational communication with publics.

Answer 45

Two-step flow of communication

Question 46

What is the class message for Green & Gold campaign

Answer 46

The Campus we Deserve

Question 47

The theme this semester?

Answer 47

Figure it out

Question 48

somewhat expanded for the purposes of this study. Specifically, “customers” were taken to mean the general public, since, for the most part, specific customers were not cited in the texts and therefore any service to the community as a whole was considered a means of anticipating, recognizing, and meeting the needs of customers, potential or actual.

Answer 48

Service Orientation