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Public Relations- Stromp > PR Exam 3 > Flashcards

PR Exam 3 Flashcards

1
Q

Script

A

prepared speech written on paper

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2
Q

Communication Climate

A

degree of trust & openness that exists in the communication processes of an organization

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3
Q

Running Columns

A

regularly appearing articles of a specific theme or topic in publication

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4
Q

Propaganda of the deed

A

provocative actions designed solely to gain attention for ideas or grievances

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5
Q

B-Roll

A

extra video footage often sent along with a video news release (VNR) for use by TV stations to prepare their own video stories about the topic on the video

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6
Q

Uncontrolled media

A

Those media whose actions are not under the public relations practitioner’s control

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7
Q

Desk side briefings

A

a visit made by a public relations practitioner to a member of the media

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8
Q

oxymoron

A

self-contradiction

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9
Q

Public Opinion

A

sum of individual opinions on an issue affecting individuals

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10
Q

Lobbyist

A

one whose responsibility among other things is to influence legislation

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11
Q

Monitor

A

one whose responsibility is to gather information but not engage in lobbying

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12
Q

Grass Roots Lobbying

A
  • also known as indirect lobbying
  • mobilize individuals to write, telephone, fax, send post cars, texting, submit petitions or email regarding a specific issue
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13
Q

When is the best time to write

A

when the bill in in committee

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14
Q

Wish fulfillment

A

intimacy of television makes personalities seem close to viewers today

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15
Q

Hero worship

A

people live ordinary lives, professional and big times sports provide and opportunity for individuals to look up to or look down

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16
Q

Vicarious sense of belonging

A

creates support for athletic teams

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17
Q

Desire for entertainment

A

people enjoy reading, watching, or lining up for an autograph from their “favorite” celebrity

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18
Q

Planters

A

individual delivers to media offers publicity stories about individual clients & the projects in which they are engaged

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19
Q

Bookers

A

individual attempts to place clients on talk shows and on other public venues

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20
Q

Double planting

A

a cardinal sin of “exclusive” publicity is to give a story to two media outlets simultaneously

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21
Q

Direct mail

A

the “paratrooper” of communication. it can be directed to a specific audience to accomplish a specific job

22
Q

three things that make a good direct mail:

A
  1. good mailing list
  2. good idea
  3. good approach in presenting the idea
23
Q

A good mailing

A

should be based on audi9ence interest and should be accurate, complete, and up-to-date. must keep current

24
Q

A good idea

A

on that your readers need, want, or can use at the time you are writing to them. It’s possible that a need can be created by playing up a want or some unfulfilled wish

25
Q

A good approach

A

means that your message is written in the reader’s language. written in terms they understand and that stress benefits to them, easy on the eye layout, simple illustrations

26
Q

The opening carries what percent of the weight of the letter

A

90%

27
Q

two obstacles to your direct mail letters and cards

A
  1. Human inertia

2. Mental befuddlement

28
Q

Human inertia

A

pure laziness, you must be able to stimulate your reader to JUMP out of their boredom

29
Q

Mental befuddlement

A

caused by surrounding competition

30
Q

ERPM

A

stands for Email and Reputation and Presence Management

31
Q

Why do we read surveys?

A
  1. interested in trends or concerned about conformity

2. vicarious pleasure to learn that you are in majority or minority

32
Q

what does a survey measure?

A

a moment in time

33
Q

semantic differential

A

gives the individual a chose of two opposite concepts usually five to seven choices in between

34
Q

SEMANTICS

A

relationship between signs and symbols and the concepts/feelings associated with them in the minds of their interpreters

35
Q

Pilot or test survey

A

small sample of those who would most likely to take the survey

36
Q

types of surveys

A

accidental
purposive sample
quota survey

37
Q

Accidental

A

also known as “water fountain survey”

individuals are polled at various sites

38
Q

Purposive

A

dealing with groups possessing known characteristics such as
survey just male or females
college graduates or just high school graduates

39
Q

Quota survey

A

attempts to include in a group surveyed the same sort of demographic percentages that occur in the total population
about who you want to gather data

40
Q

Trademark

A

the right to trade mark is established through usage in trade, such rights are protected under common law

41
Q

Service mark

A

applies to an organization that is selling a service rather than a product

42
Q

1st FIB

A

POWER

43
Q

Power structure

A

within a community it is generally multi level, many power actors having input into the community

44
Q

Power Pool

A

attorneys, business leaders, connected to various causes

eat at same restaurants, same clubs

45
Q

Power broker/power actor

A

an individual who have power and influences, especially one who may operate unofficially or behind the scene as an intermediary

46
Q

Multi power

A

structure would include

school board, fire, police, SRU, churches

47
Q

Single power

A

would include a large corporation (Armco)

48
Q

Opinion Leaders

A

serve as a catalyst for the formation of public opinion

49
Q

Two types of opinion leader

A
  1. Formal- so called because of their positions, elected officials, presidents of a company
  2. informal- individuals who have doubt with peers. special qualities role models or admired
50
Q

OOH

A

out of home

51
Q

what percent of people are on some form of social media platform

A

81%

Public Relations- Stromp (2 decks)

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