PR Quiz 3

Question 1

Research

Answer 1

What do we know about the problem, opportunity, or situation? Who are our key publics/target audience?

Question 2

Planning

Answer 2

What strategy will we use to address the problem, opportunity, or situation? What are our goals, objectives, metrics, and timeline.

PESO

Question 3

Communication

Answer 3

How will we communicate with our publics/target audience? Tools?

Question 4

Evaluation

Answer 4

Were our goals achieved? What metrics indicate success?

Question 5

What is a public

Answer 5

Any group whose members have a common interest or common values in a particular situation.

Question 6

Types of publics

Answer 6

Traditional, nontraditional, latent, aware, active, intervening, primary, secondary, internal and external

Question 7

Traditional publics

Answer 7

Are groups with which organizations have ongoing, long term relationships. Traditional publics include employees, news media, government, investors, customers, multicultural groups, and constituents.

Question 8

Nontraditional publics

Answer 8

Are groups that usually are unfamiliar to an organization

Question 9

Latent public

Answer 9

Is a group whose values members haven’t yet realized it; the members of the public are not yet aware of the relationship

Question 10

Aware public

Answer 10

Is a group whose members are aware of the intersection of their values and with those of your organization but haven’t organized any kind of response to the relationship

Question 11

Active public

Answer 11

However not only recognizes the relationship between itself and your organization but is working to manage that relationship on its own terms

Question 12

Intervening public

Answer 12

Any group that helps send a public relations message to another group, the news media are often considered to be an intervening group.

Question 13

Primary public

Answer 13

Any group that is united by a common interest, value, or values, in a particular situation and that can directly affect an organization’s pursuit of its goals.

Question 14

Secondary public

Answer 14

Groups that are united by a common interest, value, in a particular situation and that have a relationship with a public relations practitioners organization but which have little power to affect that organization’s pursuit of its goals

Question 15

Resource dependency theory

Answer 15

People have resources we need, and what can we do to maintain this relationship, mutually beneficial.

Question 16

Social exchange theory

Answer 16

Helps provide a preliminary answer, holding that an exchange of resources occurs in successful relationships. Each party in the relationship gets something that it wants or needs

Question 17

Media Uses gratification theory

Answer 17

The idea that people use media to pass time, or their own specific. needs.

Surveillance, personal identity, personal needs, and diversion

Question 18

Co-orientation

Answer 18

A research process to help PR pros find out where the organization and public agree or disagree

Question 19

What is public opinion

Answer 19

The sum of individual opinions on an issue that affects those who have self-interests in the issue and may benefit or lose something as a result of the issue

Question 20

Communication mode

Answer 20

Graphic representations helpful in understanding the dynamics of the communication process

Source-message-channel-reviever-feedback-source

Noise is all around

Question 21

Noise

Answer 21

Envelopes communication and often inhibits it, noise can take both physical and intangible forms, it can have a physical quality such as that experienced when a person is trying to talk with someone in a large crowd.

Question 22

Source

Answer 22

Is where a communication originates, the source is also the first part of the coordination model, how a source views its audience and is viewed by an audience

Question 23

Message

Answer 23

Is the content of the communication, to a larger degree, successful formation of the message relies on knowledge of both the purpose of the message and its intended receiver

Question 24

Channel

Answer 24

Is the medium used to transmit the message to the intended receiver, the selection of the most appropriate channel or channel is a ket strategic decision. The channel must be relevant and credible to the intended receiver.

Question 25

Receiver

Answer 25

Is the person or persons for whom the message is intended, the receiver is also the second part of the cor-orientation model, how the receiver views the source and is viewed by the source can help or hinder communication

Question 26

Feedback

Answer 26

Is the receiver’s reaction as interpreted by the source - to the message without the final step, true communication does not occur, feedback lets you know whether the message got through and how it was interpreted

Question 27

Magic bullet theory

Answer 27

This theory is grounded in a belief that the mass media wield great power over their audience.

Mass media– public

Question 28

Two step theory

Answer 28

Of mass communication, the foundation of which is the belief that the mass media influences societies key opinion leaders who in turn influence the opinions and actions of society itself

Mass media–opinion leaders–public

Question 29

Social diffusion theory

Answer 29

Is a relatively new concept based on an old theory of how idea and innovations and spread through society, under this theoretical view of mass communication, people have the power to influence members of their own peer groups

Question 30

Belief

Answer 30

One’s commitment to a particular idea or concept based on either personal experience or some credible external authority

Question 31

Attitude

Answer 31

Is a behavioral inclination

Question 32

Opinion

Answer 32

Is an expressed behavioral inclination

Question 33

Two types of leaders

Answer 33

Formal and informal

Question 34

Formal

Answer 34

Influenced and believed because of a position or title

Question 35

Informal

Answer 35

Admired or believed because of some special characteristics they have over their peer group

Question 36

Ethics

Answer 36

Ethics are values, standards of conduct that indicate how one should behave based on moral duties and public principles or right and wrong

Question 37

Values

Answer 37

Private beliefs

Question 38

The ethics code

Answer 38

Members of public relations society of america (PRSA) pledge to abide by that organization’s code of ethics

Question 39

Free flow of information

Answer 39

Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society

Question 40

Ethics codes for values- Driven public relations

Answer 40

International, societal, professional, organizational, personal codes

Question 41

Objectivity

Answer 41

Rooted in journalism, legal reasons

Question 42

Advocacy

Answer 42

May involve unpopular opinions, may involve delivering bad news

Question 43

Trust Corporate social responsibility

Answer 43

Recognize how organizations can build public trust by socially responsible

Question 44

The Potter Box

Answer 44

A tool designed by Ralph Potter to help people analyze individual ethical crisis

Question 45

Role of the practitioner

Answer 45

Practitioners also require an. intimate knowledge of the laws governing what they may or must say or do in a variety of situation

Question 46

Political speech

Answer 46

Expression associated with normal conduct of democracy, U.S supreme court reluctant to limit political speech

Question 47

Commercial speech

Answer 47

Expression intended to generate marketplace transactions, restricted, less protected by First Amendment, Restriction limited at the end of 20th century, limitations of corporate speech

Question 48

Federal Trade Commission

Answer 48

The FTC was put in placed to ensure the nation’s markets function competitiveness are rigorous and free of under restrictions.

Question 49

Securities and exchange commission

Answer 49

The agency today finds itself in a renewed effort to ensure transparency and fairness to the nation’s securities markets

Question 50

Federal communication commission

Answer 50

Responsibility for ensuring the orderly use of the nation’s airwaves in the public interest

Question 51

FDA

Answer 51

Protect and enhance the health of Americans

Question 52

The four torts of privacy

Answer 52

Intrusion, false light, publication of private facts, and appropriation

Question 53

Intrusion

Answer 53

As an improper an intentional invasion of privacy of a person’s physical seclusion or private affairs

Question 54

False light

Answer 54

Even if the communication in question isn’t defamatory, you can be sued if you present someone in a false light

Question 55

Publication of private facts

Answer 55

Involves the public disclosure of true personal information that is embarrassing and potentially offensive

Question 56

Appropriation

Answer 56

As the commercial use of someone’s name, voice, likeness, or other defining charactertistics without consent

Question 57

Copyright

Answer 57

protect original works from unauthorized use, central to any discussion of copyright protections is the concept of intellectual property,

Question 58

The Digital Millennium Copyright Act

Answer 58

Rules for downloading, sharing, and viewing copyrighted material on the Internet. It made it a crime to circumvent antipiracy measures built into most commercial software, videos, and DVDs.

Question 59

Fair use

Answer 59

Which the law has said is the use of copyrighted material “for purposes such as criticism, comments, news reporting, and teaching.”

Question 60

Litigation Public Relations

Answer 60

Is the use of mass communication techniques to influence events surrounding legal cases.