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PR Test 1 > Test 2 > Flashcards

Test 2 Flashcards

1
Q

Which of the following is at the heart of the ethical practice of public relations?

A

doing the right thing

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2
Q

Mill’s approach to ethics recommended:

A

doing that which brings the greatest happiness for the greatest number.

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3
Q

Which of the following is NOT a basic value that the PRSA code of ethics addresses?

A

authenticity

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4
Q

Ethical scandals continue to occur in fields:

A

fields from government to business to education to public relations.

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5
Q

By posing the critical question “Are we doing the right thing?” to management

A

public relations practitioners become the “heart” of an organization.

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6
Q

Which principle established in the U.S. Constitution often leads to conflicts between lawyers and public relations practitioners?

A

freedom of speech

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7
Q

Which of the following is NOT true about the First Amendment?

A

Public relations practitioners should push for changes that are in the best interest of their client.

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8
Q

The overriding concern the SEC has is that

A

all investors have an opportunity to learn about material information as promptly as possible.

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9
Q

Normally, lawyers suggest that

A

the less said by an organization prior to its day in court, the better.

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10
Q

Cybersquatting and “click fraud” are

A

two examples of legal issues surrounding the World Wide Web.

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11
Q

Similar to other top-level managers, public relations managers need to

A

Budget, set objectives, plan

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12
Q

Which of the following is NOT a “coveted ability” in the practice of public relations?

A

To be glib

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13
Q

Professors James Grunig and Todd Hunt said public relations practitioners perform what organizational theorists call a(n) ________ role.

A

boundary

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14
Q

Quick response to crises is important, but

A

the ability to think strategically and to plan are just as important in the practice of public relations.

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15
Q

From plotting a political campaign to promoting a product to confronting a crisis, the first step in solving any public relations challenge is _____________________.

A

to conduct research

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16
Q

The word research commonly conjures up methods, including all EXCEPT

A

intuitive information.

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17
Q

Which of the following is NOT characteristic of secondary research?

A

It is very expensive.

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18
Q

Research is the

A

systematic collection and interpretation of information that increases understanding.

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19
Q

Communication is the essence

A

of the practice of public
relations

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20
Q

Clear and precise language can

A

Clear and precise language can

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21
Q

The ability to write easily, coherently, and quickly

A

distinguishes the public relations professional from others
in an organization

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22
Q

Writing for a reader is different from writing for a listener because

A

Reader can scan material, study printed words, dart
ahead, and review passages
– A reader can check up on a writer
– Online readers are fickle and impatient

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23
Q

Fundamentals of Writing

A
  1. Idea must precede the expression
  2. Don’t be afraid of the draft
  3. Simplify, clarify
  4. Writing must be aimed at a particular audience
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24
Q

Flesch Readability Formula

A
  1. Use contractions such as it’s and doesn’t
  2. Leave out the word that whenever possible
  3. Use pronouns such as I, we, they and you
  4. Refer back to a noun with a repeat of the noun
    or a pronoun; don’t create eloquent substitutions
  5. Use brief, clear sentences
  6. Cover one item per paragraph
  7. Use language the reader understands
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25
Q

Inverted Pyramid Simplicity

A
  • Climax of news story comes
    at the beginning
  • Lead, first 1-2 paragraphs of
    a story, includes the most
    important facts
  • Paragraphs are written in
    descending order of
    importance
  • Lead answers who, what,
    why, when, where and
    occasionally how
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26
Q

What is a key (strategic) message:

A

What you want your audience to hear and remember.
Provide straightforward, clearly worded information
that enhances relationships (Identification) and gets
people interested (Suggestion of Action) in what your
organization has to offer

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27
Q

Key strategic message serve as

A

Serves as the foundation of an organization’s branding and
marketing efforts and should be reflected in all written and
spoken communications

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28
Q

Key messages can help you:

A
  • Stay organized when speaking with the public, the media,
    or with stakeholders (Consistency)
  • Ensure consistent, accurate information is being presented
    about your organization (Clarity)
  • Improve the public’s understanding of your organization
    (Familiarity and Trust)
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29
Q

How to create your key message (should have 3)

A

– Concise
– Easy to understand
– Simple to say aloud
– Conversational
– Easy to remember
– Brings positivity
– Persuasive

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30
Q

Anatomy of a Key Message

A

Claim + Fact + Impact

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31
Q

New releases

A

Document of record to state organization’s official position. Influence publication to write favorably about material discussed.

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32
Q

Five Newsworthy Topics for News Releases

A

Oddity, conflict known principle, proximity, human interest

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33
Q

News release content

A

Proper newspaper style
Clear and concise
* Who?
* What?
* Where?
* When?
* Why?
* And sometimes how?

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34
Q

To Be Newsworthy

A

Gist of story must be communicated in the lede. News release should be objective; fair and accurate.

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35
Q

News Release Essentials

A
  • Rationale
  • Focus
  • No puffery
  • Nourishing quotes
  • Company description
  • Spelling, grammar, punctuation
  • Clarity, conciseness, commitment
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36
Q

Internet Releases

A
  • Most reporters prefer to receive news releases via email
  • One reporter per “To” line
  • Limit subject line headers
  • Hammer home the headline
  • Limit length
  • Observe 5W format
  • No attachments
  • Remember readability
37
Q

pitch letter

A

The most fundamental way to reach a journalist, beyond
the news release

38
Q

Fundamentals for a Successful Pitch

A
  • First, do your homework
  • Second, personalize
  • Third, be polite and honest
  • Fourth, localize
  • Fifth, use celebrities
  • Sixth, be creative
39
Q

Cardinal rule of public relations

A

Never lie

40
Q

PRSA Member Code of Ethics

A
  • Advocacy
  • Honesty
  • Expertise
  • Independence
  • Loyalty
  • Fairness
41
Q

Corporate Social Responsibility

A
  • How companies manage business processes for a positive
    societal impact
  • Any social institution is responsible for the behavior of its
    members and may be held accountable for misdeeds
  • Today’s social responsibility programs are sophisticated
42
Q

Public relations
practitioners must

A

be the
standard bearers of
corporate ethical
initiatives

43
Q

Public relations
consultants must

A

counsel
their clients in an ethical
direction

44
Q

Attorney/adversary model

A

– Lawyers and public relations are advocates in an
adversarial climate
– Both assume counterbalancing messages will be
provided by adversaries

45
Q

Two-way communication model

A

– Collaborate, work jointly with people, listen and give-
and-take
– Balance role as advocate with one as social
conscience

46
Q

Enlightened self-interest model

A
  • Do well by doing good
    – Companies gain a competitive edge and are more
    respected in the industry
47
Q

Responsible advocacy model

A

– Professional responsibility: first loyalty to clients
– Responsibility to voice opinions of organizational
stakeholders

48
Q

Six Core Values

A
  • Advocacy – act as responsible advocates; never reveal
    confidential or private client information
  • Honesty – don’t embellish or lie
  • Expertise – guide client decision-making
  • Independence – strike an independent tone
  • Loyalty – loyalties must remain constant
  • Fairness – treat even obnoxious reporters with fairness
49
Q

Defamation

A

any false communication presented as that causes injury or damage to the character of the person discussed

50
Q

To prove defamation

A
  1. Must harm person’s reputation
  2. Must have been published or communicated to a third
    party (slander vs. libel)
  3. Person defamed must have been identified in
    communication
  4. Person defamed must be able to prove
    communication caused damage to reputation
  5. Negligence must be shown for anyone; Malice must
    be shown for public figures
51
Q

Lawyers have increasingly

A

pursued publicity in recent years

52
Q

Public relations must understand

A

Legal implications

53
Q

Firm’s legal position must

A

be first consideration

54
Q

Public relations professionals must analyze

A

legal ramifications and ethical considerations

55
Q

Defending the First Amendment is a

A

frontline responsibility of
public relations professionals

56
Q

Libel

A

a printed falsehood

57
Q

Slander

A

an oral falsehood

58
Q

Defamation Law

A

Must show the publisher acted with actual malice

59
Q

Requirements for Defamation

A
  • Falsehood communicated through print, broadcast, or
    other electronic means
  • Subject of falsehood was identified or easily identifiable
  • Identified person suffered injury (monetary loss, reputation
    loss, mental suffering)
60
Q

Public Figures and Defamation

A
  • Show media acted with actual malice
    – Statements published with the knowledge they were
    false
    – Reckless disregard for whether the statements were
    false
  • Proving actual malice is difficult
61
Q

Definition of Defamation Becoming
More Complex

A
  • Proliferation of blogs, tweets, Facebook posts, cable and
    radio talk shows
  • People may say what they want without regard for factual
    accuracy or impact on a person’s life
  • The definition of defamation is also becoming more global
62
Q

Disclosure Law

A
  • Information that companies disseminate must be accurate
  • Disclose vs. withholding material information
  • SEC increased focus on private meetings between
    companies and analysts
  • Fair disclosure = companies are required to widely
    disseminate any material announcement
  • If information shared with analyst, company obligated to
    issue a news release within 24 hours
  • Sarbanes-Oxley – publicly traded companies increase
    financial disclosure and annual report on accounting
    practice effectiveness
63
Q

Copyright Law

A

Original work of authorship has copyright protection when
work is in “fixed” form

64
Q

Fixed work

A

means the work is permanent enough to be perceived, reproduced, or otherwise communicated

65
Q

Litigation Public Relations

A
  • Plaintiffs and defendants try to influence the verdict outside
    the courtroom
  • Affects Sixth Amendment guarantee of an impartial jury
  • Communication is central to modern litigation
66
Q

Key elements of research

A

Organization, Audience, Environment

67
Q

Research is the foundation for sensible programmatic
initiative

A

And complemented by analysis and judgment

68
Q

Outcomes

A

Did audience behavior or relationships
change, and did sales increase?

69
Q

Outtakes

A

Did our target audience see and/or believe our messages?

70
Q

Outputs

A

Did we get the coverage we wanted?

71
Q

When researching establish clear program objectives and

A

desired outcomes
tied to business goals

72
Q

Measure media content as

A

first step

73
Q

Most trustworthy measurement of public relations
effectiveness stems from

A

organization with clear key
messages, target audiences and desired channels

74
Q

Primary research is

A

applied or theoretical

75
Q

Applied research

A

solves practical problems

76
Q

Theoretical research

A

aids understanding of a public
relations process

77
Q

Secondary research relies

A

on existing material (e.g. books,
articles, databases, etc.)

78
Q

Strategic Research

A

Used in program development to:
– Determine program objectives
– Develop message strategies
– Shape goals

79
Q

Evaluative Research

A

Summative research
– Conducted primarily to determine whether public relations
program accomplished goals and objectives
– Can also be used for monitoring

80
Q

Theoretical Research

A
  • More abstract and conceptual
  • Builds theories/frameworks for persuasion
  • High credibility sources important (trustworthy, experts,
    powerful)
81
Q

Three primary forms of data collection

A
  • Surveys reveal attitudes and opinions
  • Communications audits capture real communications;
    can refute assumptions
  • Unobtrusive measures do not intrude on the subject or
    object
82
Q

CEOs and PR Directors both

A
  • Both serve as chief spokesperson, corporate booster,
    reputation defender
  • Both need to know management functions like planning,
    budgeting, objective setting
  • Both set strategy and frame policy
83
Q

Public relations professionals must

A

understand how top
management thinks and operates

84
Q

Public Relations Manager = Boundary Role

A

– Edge of organization
– Liaison between organization and external/internal
publics
– Support colleagues by helping communication
across organizational lines in and out of the
company

85
Q

Line professional

A

public relations agency; earn revenue

86
Q

Reputation Management

A

Reputation based on two elements
* Rational products and performance
* Emotional behavioral factors
– Customer service
– CEO performance
– Personal experience

87
Q

Because today’s consumers are more media-savvy, better-educated, and generally smarter, they expect the Internet to provide

A

More education-based information.

88
Q

Based on the theory that Leon Festinger developed in a campaign

A

individuals likely would seek information that supports their own points of view.

89
Q
A

PR Test 1 (3 decks)

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