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Intro to PR > Unit 1 Exam > Flashcards

Unit 1 Exam Flashcards

1
Q

Definition of PR

A

A planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication

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2
Q

What does PR do?

A

Research, planning, communications dialogue, and evaluation

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3
Q

How does PR do it?

A

John Marston’s 4 step Model: Research, action, communication and evaluation

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4
Q

Crifasi’s ROSIE

A

Research, objectives, strategies, implementation, and evaluation

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5
Q

RPIE

A

Research, planning implementation and evaluation

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6
Q

Sharpe’s 5 Principles

A

Honest communication, openness and consistency or actions, fairness of actions, continuous two-way communication, and environmental research and evaluation

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7
Q

Management Interpreter

A

Interpret philosophies, policies, programs, practices of management to public
Convey attitudes of public to management

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8
Q

Definition of Publics

A

Internal and external, primary, secondary, and marginal, traditional and future, and proponents, opponents and uncommitted

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9
Q

Goals of Communication

A

To inform, to persuade, to motivate, and to build mutual understanding

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10
Q

Traditional Theories of Communication

A

Two-step flow there and concentric-circle theory

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11
Q

Pat Jackson’s five-step process

A
  1. Building awareness
  2. developing a latent readiness
  3. triggering event
  4. intermediate behavior
  5. behavioral change
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12
Q

SEMDR

A

Source, encoding, message, decoding and receiver

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13
Q

Contemporary Theories of Communication

A

Constructivism and coordinated management of meaning

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14
Q

How should businesses influence public opinion?

A

Honesty and candor

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15
Q

Public opinion

A

A group of people who share a common interest in a specific subject and their expressions of strong attitudes on a particular topic is a public

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16
Q

Attitudes

A

Once assumed to be predispositions to think in a certain way about a certain topic

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17
Q

Attitudes based on a number of characteristics

A

Persona, cultural, educational, familial, religious, social class, and race

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18
Q

How are attitudes influenced?

A

Attitudes are positive, negative or nonexistent

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19
Q

Theory of cognitive dissonance

A

Avoid dissonant/opposing information and seek consonant/supportive information

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20
Q

Systematic mode

A

Carefully considers argument

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21
Q

Heuristic mode

A

Skimming the surface

22
Q

Marketing

A

Selling a service or product through pricing, distribution and promotion

23
Q

Advertising

A

Subset of marketing; pay to place message formats

24
Q

Branding

A

Creating a differentiable identity for a company or product

25
Q

Third-Party Endorsement

A

Tacit support of objective third-party observer, advertising perceived as self-serving

26
Q

Native Advertising

A

Branded content or sponsored journalism

27
Q

Traits of a PR professional

A

Interpret philosophies, policies, programs, practices of management to public and convey attitudes of public management

28
Q

Buzz Marketing

A

Word-of-mouth - another alternative to traditional advertising that enlists “influencers” or “trend setters”

29
Q

Who is the real father of modern public relations?

A

Ivy Lee

30
Q

PR evolution influenced by

A

Growth of big institutions, heightened public awareness and media sophistication, increasing incidence of societal chance

31
Q

Dark side of online communications

A

Internet sabotage, easy for customers to complain on blogs, start rogue websites and spread urban legends

32
Q

What does integrated marketing communications include?

A

Marketing oriented tweets, Facebook messages, instagram photos, youtube videos, internet publicity

33
Q

What does PR establish?

A

Credibility and tells brand story more comprehensively than advertising

34
Q

Building a brand

A

Be early, be memorable, be aggressive, use heritage, and create a personality

35
Q

Brand vs. Reputation

A

Brand: what you sat and how you behave

Reputation: what others say abut you based on perceptions

36
Q

When can product publicity be effective?

A

Introducing a revolutionary new product, eliminating distribution problems with retail outlets, small budgets and strong competition

37
Q

Public relations professional approach

A

Realize native advertising isn’t really “news”, place the content in context, emphasize consumerism, discuss philanthropy, and avoid the hard sale

38
Q

Trade show participation

A

Analyze the show carefully, select a common theme, emphasize what’s new, consider local promotional efforts, and evaluate the worth

39
Q

Cause -related marketing

A

PR sponsorship tied to philanthropy

40
Q

In-Kind promotions

A

A service, product, or other consideration is offered in exchange for publicity

41
Q

What percentage of Fortune 500 companies have a corporate blog?

A

23%

42
Q

What percent of Fortune 500 companies have an active twitter account?

A

62%

43
Q

What percent of Fortune 500 companies have a corporate FB page?

A

58%

44
Q

Brand integration

A

Integrate products into the fabric of what is being presented on the screen or in a song

45
Q

___ -> ___-> ____

A

Attitudes -> Opinions -> Actions

46
Q

The Silent Majority

A

the majority of people, regarded as holding moderate opinions but rarely expressing them.

47
Q

Marshall McLuhan

A

Canadian professor of literature and culture, developed a theory of media and human development claiming that “the medium is the message.”

48
Q

Kinds of evidence that persuades

A

Facts, emotions, personalizing, and appealing to “you”

49
Q

Semantics

A

The study of what words really mean

50
Q

Medium

A

Relevant in todays hyper-media society, where the reputation and integrity of a particular media media source may vary widely

51
Q

Spiral of Silence

A

Suggests that communications that work well depend on the silence and non participation of a huge majority

Intro to PR (3 decks)

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