Test 3: Chapter 9

Question 1

earned media

Answer 1

Favorable publicity prompted by PR source rather than advertising, such as news conference, event, or press release

Question 2

Aim of Strategic Communications

Answer 2

to persuade an audience to think or behave as communicator wishes

Question 3

Challenge of Strategic Communications

Answer 3

to know which media channel will be most effective for delivering particular message to particular audience

Question 4

Persuasive Communications

Answer 4

techniques encourage agreement in apparently natural or commonsense way

Question 5

rhetoric

Answer 5

ancient art of discourse focused on persuasion

Question 6

ethos

Answer 6

appeal to credibility and ethics of the speaker

Question 7

pathos

Answer 7

appeal to the emotions of the audience

Question 8

logos

Answer 8

appeal to reason and facts

Question 9

three pillars of rhetoric

Answer 9

audience, speaker, text

Question 10

Elaboration Likelihood Model (ELM)

Answer 10

a theory of persuasion that claims we process persuasive messages one of two ways: central processing or peripheral processing

Question 11

central processing

Answer 11

thoroughly examine all aspects of the messaging and carefully consider all options

Question 12

peripheral processing

Answer 12

we do not devote a lot of mental energy to the message, but are guided by heuristic cues (like the color of a car vs. practicality)

Question 13

Cognitive dissonance

Answer 13

a theory that claims we act first and then rationalize or create reasons for our behavior afterward to make our actions consistent with self-perceived notions of who we are

Question 14

Direct Effects Model

Answer 14

claims media have direct and measurable effects, such as encouraging us to buy products or to become violent

Question 15

Public Relations Duties

Answer 15

Persuading important gatekeepers, such as editors, journalists, or influential bloggers, that client information is sufficiently newsworthy to be published or broadcast

Managing reputations: making sure public sees clients in most advantageous light

PR vital part of three-way relationship among media, organizations, and public

Question 16

Press agentry

Answer 16

getting attention for a client, often by creating outrageous stunts to attract journalists

Question 17

Two-way symmetrical model

Answer 17

emphasizes system of managing relationships among organizations, individuals, and their many publics

Assesses attitudes, knowledge, behaviors, and intentions of various publics or stakeholders

Places premium on ethical practice of PR

social media encourages two way communication

Question 18

pitch

Answer 18

request to review client’s new product or do story about client or product

Question 19

What percentage of news is influenced by psuedo-events?

Answer 19

75%

Question 20

Changing Trends in PR

Answer 20

Professional divisions between advertising and PR are blurring

Integrated communications

Online public demands more transparency from companies

Companies learning to talk with clients or publics through forums, blogs, and social media

Question 21

Integrated Communications

Answer 21

all channels of communication about a company or brand working together to create cohesive message