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PR MIDTERM > PR MIDTERM > Flashcards

PR MIDTERM Flashcards

1
Q

PR defined by Cutlip, Center & Broom

A

the management function that identifies, establishes, and
maintains mutually beneficial relationships between an organization and the various publics on who its success or failure depends

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2
Q

PR defined by Grunig & Hunt

A

a communication function of management through which

organizations adapt to, alter, or maintain their environment for the purpose of achieving organizational goals

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3
Q

PR defined by PRSA

A

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

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4
Q

key words in most definitions?

A 
Deliberate
Planned
Performance
Public interest
Two-way communication
Management function
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5
Q

what are the main goals of PR?

A

✓ To inform, educate and motivate to action
✓ To build relationships
✓ To create an ongoing dialogue and
involvement with an organization’s target
audiences and those who influence those
audiences

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6
Q

What were Ivy Lee’s contributions to PR?

A

-Advancing the concept that business and industry
should align themselves with the public interest
-Dealing with top executives and carrying out no
program without the active support of management
-Maintaining open communication with the media
-Emphasizing the necessity of humanizing business and
bringing its public relations fow to the community level
of employees, customers and neighbors

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7
Q

What were Edward Bernay’s contributions to PR?

A

-Emphasized scientific persuasion- emphasizing
behavioral sciences
-focused on “the big idea” instead of
tactics- How to motivate people

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8
Q

What is the name and focus of Edward Bernay’s book?

A

Crystallizing Public Opinion
(outlining the scope, function, methods, techniques and
social responsibilities of PR counsels)

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9
Q

What were Arthur W. Page’s contributions to PR?

A

-Credited with establishing the concept that PR
should have an active voice in higher management
-Focus on the company’s performance- not press
agentry- as the basis for public approval
-The Arthur Page society started in his honorcomprises
more than 500 senior-level PR
executives

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10
Q

What are the Page principles?

A
  1. Tell the truth
  2. Action speaks louder than words
  3. Always listen to the consumer
  4. Anticipate public reaction and eliminate practices that cause conflict
  5. PR is a management and policy-making function that
    impacts the entire company
  6. Keep a sense of humor, exercise judgement and keep a cool head in times of crisis
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11
Q

What were Dan Edelman’s contributions to PR?

A
  • pioneered the idea that public relations was a more effective way to market a company’s reputation and brands than advertising
  • pioneered in expanding the activities of PR to do everything from crisis management to political lobbying
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12
Q

What were the main reasons for the expansion of PR during the 1950-2000s?

A

◉ Mass media revolution
◉ Social movements/ protests
◉ More women in the field and in leadership
◉ Reputation; persuasion management 1990s
◉ Engagement; dialogue 2000s

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13
Q

What are the four classic models of public relations?

A

Press Agentry/Publicity
Public Information
Two-way asymmetrical
Two-way symmetric

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14
Q

Press Agentry/Publicity

A

One-way communication, primarily through mass

media

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15
Q

Public Information

A

One-way communication, based on the journalistic ideal

of accuracy- mass mediated

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16
Q

Two-way asymmetrical

A

Scientific persuasion is the purpose, with imbalanced

effect

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17
Q

Two-way symmetric

A

Gaining mutual understanding, using formative research

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18
Q

What are the main trends or developments that will shape PR in the next five years?

A

a multicultural world, recruitment of minorities, a public demand for transparency, expanded role for public relations, corporate social responsibility, increased emphasis on measurement, managing the 24/7 news cycle, continued growth of digital media, outsourcing to PR firms

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19
Q

PR ethical decisions must consider:

A

standards of the profession, the employer’s interest, the public interest, the practitioner’s personal values

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20
Q

What are core ethical values and main provisions of PRSA’s code of ethics

A

advocacy, honesty, expertise, independence, loyalty, fairness

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21
Q

advocacy

A

serving the public interest by acting as responsible

advocates for clients or employers

22
Q

honesty

A

adhering to the highest standards of accuracy and

truth in advancing the interests of clients and employers

23
Q

expertise

A

advancing the profession through continued

professional development, research, and education

24
Q

independence

A

providing objective counsel and being

accountable for individual actions

25
Q

loyalty

A

being faithful to clients and employers, but also

honoring an obligation to serve the public interest

26
Q

fairness

A

respecting all opinions and supporting the right of

free expression

27
Q

PRSA provisions?

A 
■ Free flow of information
■ Competition
■ Disclosure of information
■ Safeguarding confidences
■ Conflicts of interest
■ Enhancing the profession
28
Q

Is Public Relations a profession?

A

■ An increasing body of literature
■ Has theoretical foundations
■ Practitioners behave professionally
BUT, no standards of education, period of apprenticeship, or law regulations

29
Q

What are the pros and cons of licensing for PR?

A 
■ Define the practice
■ Establish education criteria
■ Set professional standards
■ Protect clients and employers
■ Protect qualified professionals
■ Raise PR’s credibility
30
Q

What is the accreditation process of PR?

A

■ Examination
■ Samples of work (portfolio)
■ Years of experience
■ Continuing education

31
Q

Why is research important in PR?

A

to achieve credibility with management, to define audiences and segment publics, to formulate strategy, to test messages, to help management keep in touch, to prevent crises, to monitor the competition, to sway public opinion, to generate publicity, to measure success

32
Q

quantitative research

A

numbers (polls, surveys, products testing)
◻ Measures attitudes, opinions, reported behavior.
◻ Emphasis on generalizability
◻ Breadth is more important than depth of
knowledge
◻ More focused on the who and what

33
Q

qualitative research

A

interviews, focus groups, copy testing

- focuses on the why and how

34
Q

What are the criteria for properly crafting questionnaires for surveys?

A

carefully consider wording, avoid loaded questions, consider timing and context, avoid the politically correct answer, give a range of possible answers, use scaled answer sets (not yes/no)

35
Q

What are web analytics?

A

web traffic (number of visitors and page views)

36
Q

share of voice

A

visibility

37
Q

buzz

A

comment analysis

38
Q

sentiment

A

positive/negative valence of conversation

39
Q

mindshare

A

trends in news

40
Q

How can you conduct participatory research in social media?

A

following influential tweeters, reading blogs, watching youtube videos, reading comments

41
Q

What is program planning?

A

formal, written presentation of your research findings and program recommendations for strategy, tactics,a nd evaluation

42
Q

objective

A

Specific descriptions of exactly what is to be done

measurable and short term

43
Q

goal

A

Statements of what your organization wants to accomplish. The ends toward which your efforts will be
directed.

44
Q

What is a SMART objective?

A 
Specific
Measurable
Achievable
Realistic
Time-bound
45
Q

line function

A

Line (management) function has direct authority.

Take the lead in planning and strategy.

46
Q

staff function

A

have little or no direct authority.

They indirectly influence the work of others through suggestions, recommendations, etc

47
Q

What are the levels of influence that a PR department can have in an organization?

A

advisory, compulsory-advisory, concurring authority

48
Q

What are the functions of the corporate PR/Communication department?

A 
Internal communication
Media relations
Communication Policy
Crisis Communication
Executive Communication
Reputation Management
Employee Communication
Social Media
Internal Publications
49
Q

advantages of a PR firm

A

objectivity, variety of expertise, extensive resources, offices throughout country, credibility

50
Q

disadvantages of a PR firm

A

superficial grasp of a client’s unique problems, lack of full-time commitment, prolonged briefing period, costs

PR MIDTERM (1 decks)

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