PR 123 Final Study Guide

Question 1

job dissatisfaction surveys who is and is not satisfied

Answer 1

satisfied- men

unsatisfied- women, under 25, US college graduates (newest entrants)

Question 2

largest employer of PR pros

Answer 2

the government

Question 3

The 1995 Lobbying Disclosure Act updated what legislation?

Answer 3

-lobbyists are regulated by the 1946 Lobbying Act

Question 4

The Gillette Amendment

Answer 4

congressional effort to limit the presidents power

Question 5

Principles and Application of the Bagley-Keene act

Answer 5

deliberators made by state decision makers

must be made in a public setting

Question 6

Information source employees trust most

Answer 6

immediate supervisor

Question 7

How you build trust between staff and management

Answer 7

• communicate frequently
• share good and bad
• involve employees in process
• treat employees with dignity
  5 specific principles: respect, honest feedback, recognition, voice, encouragement

Question 8

What employees want to know

Answer 8

• where are we going

- what is my role in it

Question 9

Result of use and reliance of online communication tools

Answer 9

• more likely to read/ acted on

- employees without computer have lost their voice

Question 10

intranet site design and use

Answer 10

• most developed online internal communication tool

- design: consider the culture and set clear objectives

Question 11

the grapevine as a communications tool

Answer 11

is used if no other tools are available

Question 12

effective employee relations tools and campaigns

Answer 12

campaigns- printed newsletter (dying breed), bulletin boards, town hall meetings, internal video, face to face communication

Question 13

organizational giving trends

Answer 13

• giving more focused- larger gifts to fewer customers/ organization
• matching gifts are a priority
• initial giving rising- led by increase in global businesses

Question 14

consumer bill of rights history

Answer 14

• President Kennedy
• the right to safety against hazardous products
• the right to be informed against misleading information
• the right to choose- a variety of products
• the right to be heard- sympathetic consideration

Question 15

changes in the handling of consumer complaints

Answer 15

gone are the pre written letters of the old days
- the speed of the internet complaint has resulted in the consumer who should not be ignored
- overseas consumer call center backlash
PR is increasing included or given the lead in directing how an organization responds to complaints or product issues

Question 16

what organizations and communities want for each other to coexist

Answer 16

*community expects 3 skills: 1. determining what the community knows and thinks about the organization. 2. informing the community of organizations point of view. 3. negotiating.
Appearance, participation, stability, pride.

*what the organization expects: adequate muni services, fair taxation, good living conditions for employee, a good labor supply, reasonable support

Question 17

history of the internet

Answer 17

began in cold war in 1969 by dept. of defense to create communication network that would survive a nuclear attack

• www. began in 1989 by Tim Berners Lee to enlarge the internet for multiple uses
• by 2014, internet users totaled 2.9 billion world wide. 75% of users live in the 20 largest countries. access narrowing the digital divide. larger growth among culture groups

Question 18

digital divide issues

Answer 18

• differences between the “haves and have not’s”

- divide closing in the USA in access of the internet between whites and minorities

Question 19

effective consumer relations principles

Answer 19

• keeping old customers. most sales are made to established customers so keep them happy.
• attracting new customers
• marketing new items or services
• expediting complaint handling
• reducing costs

Question 20

website design considerations

Answer 20

• website is “first face” of organization
• easily navigable
• media friendly

Question 21

use of email by internet users

Answer 21

• 90% regularly use email
• provides more honest feedback
• online newsletters are more immediate and interactive

Question 22

automated messaging systems

Answer 22

• text messaging- shortened to 160 characters or less
• now used by marketers through automated systems
• most widely used by mobile data service
• used to send emergency alerts- new Amber Alert system

Question 23

the importance of consumers as ambassadors

Answer 23

have the power to influence others, building a community of followers

Question 24

history, trends and use of blogs by media and corporations

Answer 24

• as of 2013, 171 million blogs. there are 11,00 spam blogs. 17 posted per second
• blogs gain respect through the support of sneezers who are early adopters within a social group

Question 25

definition of wiki

Answer 25

“quick” collaborative sites that combine the work of many authors

Question 26

second life

Answer 26

• 3-D world created by members, a place to congregate, chat, explore or fly around
• declined in popularity from 2003-2010

Question 27

cyber attacks on corporations

Answer 27

from blogs, rogue websites and urban legends

Question 28

definition and elements of effective issue management

Answer 28

definition: capacity to understand, mobilize, coordinate and direct all public relations skills toward the identification of management of trends/ issues
elements: anticipate emerging issues, identify issues selectively, deal with opportunities and vulnerabilities, plan from the outside in, bottom line orientation, action timetable, dealing from the top

Question 29

information retention during high stress situations

Answer 29

in high stress situations, how people absorb and process information changes. people can miss up to 80% of message content. of the 20% they hear, most messages are negative.

Question 30

principles of message mapping

Answer 30

3 standard requirements:

1. 3 key messages
2. 7-12 words per message
3. 3 supporting facts for each key message

Question 31

goals of crisis management

Answer 31

• terminate crisis quickly
• limit the damage
• restore credibility

Question 32

steps in effective crisis management

Answer 32

be prepared, be available, be credible, act appropriately.

Question 33

crisis warning signs

Answer 33

surprises, insufficient information, escalating events, loss of control, increased outside scrutiny, siege mentality, panic

Question 34

media functions during crises

Answer 34

interviews alleged organization. fact finding.

Question 35

engaging with the media during a crisis

Answer 35

set up media HQ, establish media rules, media live for the box score, don’t speculate, feed the beast, speed triumphs.

10 principles regarding speaking to the media::

1. speak first and often
2. dont’ speculate
3. go off the record at your own peril
4. stay with the facts
5. be open and concerned, not defensive
6. make your point and repeat it
7. don’t wage war with media
8. establish yourself as the most authoritative source
9. stay calm and be truthful and cooperative
10. never lie

Question 36

instant messaging for consumer stakeholder communication

Answer 36

IM- online, nonlinear for of communication that allows 2 or more users to exchange info quickly via text
- good for emergency situations

Question 37

consumer protection legislation

Answer 37

first consumer protection legislation- 1872 with establishment of the Criminal Fraud Statute

• muckraking journalists encourages legislation to protect the consumer
• Ralph Nader took on GM in his book Unsafe at Any Speed, going after the company’s Corviar calling it a death trap
• President Kennedy proposed a consumer bill of rights

Question 38

from chapter 5, name 5 of the 10 steps that should be included in every PR plan AND explain what they are and why it is critical to the planning process

Answer 38

• 1. Executive Summary- essentially an overview and summary of everything in the report or plan
     
     2. Communication Process- how it works for understanding and training purposes
• 3. background- mission statement, vision, values, events that led up to the need for the plan
• 4. situation analysis- major issues and related facts the plan will address
     
     5. message statement- the plans major ideas and emerging themes, all of which look to the expected outcome
     6. audiences- strategic constituents related to the issues, listed in order of importance
     7. key audience messages- one or two sentence messages that you want to be understood by each key audience
     8. implementation- issues, audiences, messages, media, timing, cost, expected outcomes, and method of evaluation
• 9. budget- presented in the organizations format. how much its going to cost the organization how much it will cost to fix problem. also, if they don’t fix, how much it will cost
• 10. monitoring and evaluation- monitoring how its working and evaluating if its working as well as you wanted it to

Question 39

The 1995 Lobbying Disclosure Act required what?

Answer 39

Imposed strict reporting requirements

Question 40

6 criteria that stand the test of time:

Answer 40

• willingness to express dissent
• visibility and proximity of upper management
• priority of internal and external communication
• attention to clarity
• friendly tone
• sense of humor