Midterm

Question 1

Public Relations

Answer 1

A planned process to influence public opinion through two-way communication that builds an understanding between an organization and the public. It is a distinct management function which helps establish and maintain communication.

Question 2

Principles of PR

Answer 2

Honesty and transparency, open, fair and consistent. Continuous two-way communication to build relationships

Question 3

goals of PR

Answer 3

communicate effectively, open line of honest two-way communication, be deemed reliable

Question 4

Qualities of PR practitioner

Answer 4

ability to use language correctly, common sense, interest in news, knowledge regarding news and current events, people skills, ability to network

Question 5

Strategy

Answer 5

overall umbrella or big picture, planning large scale the “why”.

Question 6

Tactic

Answer 6

what you DO to implement the strategy, the “how”

Question 7

PR Tactics

Answer 7

press release, flyers, poster creation

Question 8

Spin

Answer 8

A form of propaganda that can be described as any effort by an individual or organization to interpret an event or issues according to a particular viewpoint.

Question 9

Propaganda

Answer 9

The deliberate and systematic attempt to shape perceptions, manipulate cognition, and direct behavior to achieve a response that further desires intent of the propagandist.

Question 10

Founding father of propaganda

Answer 10

Edward Bernays

Question 11

Ivy Lee

Answer 11

founder of PR, known as “poison ivy” because she spread lies regarding union organizers INVENTED THE PRESS RELEASE

Question 12

Doris Fleischman

Answer 12

wrote “careers for women: a practical guide to opportunity for women in American Business” joined Bernays’ agency and married him

Question 13

6 principles of persuasion

Answer 13

reciprocity, scarcity, authority, consistency, liking, consensus

Question 14

Public opinion

Answer 14

sum of individual opinions on an issue affecting those individuals, collection of views held by persons interested in the subject

Question 15

Opinion leaders

Answer 15

can be formal or informal, serve as catalysts for the formation of public opinion, highly interested in subject and better informed

Question 16

Formal Opinion leaders

Answer 16

power leaders, because of their position, media asks for comments on issues

Question 17

informal opinion leaders

Answer 17

cloud with peers because of special characteristic or knowledge

Question 18

persuasion

Answer 18

activity or process in which a communicator attempts to induce a change in the belief, attitude or behavior of another person, or group of persons through transmission of a message

Question 19

audience analysis

Answer 19

who are we targeting, why should they care, who are the stakeholders? One size does not fit all!

Question 20

Public

Answer 20

group of people who have consequences on an organization or are affected by consequences

Question 21

Audience

Answer 21

specific group from within a defined public, targeted for influence

Question 22

Communication plan

Answer 22

strategic document that acts as a step by step guide to implementation

Question 23

RACE formula

Answer 23

research, action, communication, evaluation

Question 24

What makes news, NEWS

Answer 24

Impact, proximity, human interest, timeliness, prominence, novelty, conflict

Question 25

press release

Answer 25

1 tactic in PR, inverted pyramid (lead, body, end) no attachments but pics, start with FOR IMMEDIATE RELEASE (bold and underline) then date of sending release, engaging headline, AP style date and location

Question 26

components in a comms plan

Answer 26

background, research, objectives, audience, key messages, campaign strategy, actions, evaluation