2. Basics Research, Attribution, Interviewing Goals & Strategies Media Kit & Contents Persuasion 10 20 30 40 50

3. Basics - 10 This is defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

4. Basics Answer – 10 What is public relations?

5. Basics - 20 Three of the primary functions of PR.

6. Basics Answer – 20 What are: – Builds credibility – Builds and protects reputations – Enhances knowledge and understanding – Supports a larger business strategy – Helps create or reinforce a market niche – Tracks and manages special issues – Extends reach, frequency and messaging of advertising/marketing strategy – Informs/persuades the public

7. Basics - 30 The PR model that says PR is intended for the public and organization to adjust to each other. Also the ideal model of PR.

8. Basics Answer – 30 What is the Two-way Symmetric Model?

9. Basics - 40 The PR model that focuses on publicity and one-way communication. This is the model often used for celebrities.

10. Basics Answer – 40 What is the Press Agentry Model?

11. Basics - 50 The PR model where the intent is to persuade. This model is often used for social causes and competitive business.

12. Basics Answer – 50 What is the Two-way Asymmetric Model?

13. Research, Attribution, Interviewing - 10 The type of research where new information is gathered by means such as surveys and interviews.

14. Research, Attribution, Interviewing Answer – 10 What is primary research?

15. Research, Attribution, Interviewing - 20 The type of source that reports research done by someone other than the author.

16. Research, Attribution, Interviewing Answer – 20 What is a secondary source?

17. Research, Attribution, Interviewing - 30 The journalists’ six questions.

18. Research, Attribution, Interviewing Answer – 30 Who What When Where Why How?

19. Research, Attribution, Interviewing - 40 When you use the exact words of someone else within quotation marks and attribute the words to the original speaker/author.

20. Research, Attribution, Interviewing Answer – 40 What is a direct quote?

21. Research, Attribution, Interviewing - 50 When you summarize what a source told you or you read without using the exact words or adding quotation marks..

22. Research, Attribution, Interviewing Answer – 50 What is paraphrase?

23. Goals & Strategies - 10 Observable/external characteristics such as age, gender, education.

24. Goals & Strategies Answer – 10 What are demographics?

25. Goals & Strategies - 20 Internal characteristics of a target audience such as their interests, opinions, and values.

26. Goals & Strategies Answer – 20 What are psychographics?

27. Goals & Strategies - 30 What VALs stands for.

28. Goals & Strategies Answer – 30 What are values, attitudes, and lifestyles?

29. Goals & Strategies - 40 In VALs typologies this includes ideals, achievement, and self-expression

30. Goals & Strategies Answer – 40 What is primary motivation?

31. Goals & Strategies - 50 The part of VALs typologies that includes money, energy, interest, among other qualities.

32. Goals & Strategies Answer – 50 What are resources?

33. Media Kit & Contents - 10 The primary function of a media kit.

34. Media Kit & Contents Answer – 10 What is generate earned media?

35. Media Kit & Contents - 20 Likely the most important part of the media kit, it coveys a particular message and is aimed at arousing the curiosity of journalists

36. Media Kit & Contents Answer – 20 What is a news release?

37. Media Kit & Contents - 30 Identifies the content of the media kit and why the issue deserves coverage.

38. Media Kit & Contents Answer – 30 What is the cover letter?

39. Media Kit & Contents - 40 Provides key background information on the key players within the organization.

40. Media Kit & Contents Answer – 40 What is biographical information?

41. Media Kit & Contents - 50 Three qualities that might make something newsworthy. (we discussed 7)

42. Media Kit & Contents Answer – 50 Timeliness Magnitude Impact Human interest Celebrity Proximity Novelty

43. Persuasion - 10 The theory that states that the media doesn’t tell us what to think, but they tell us what to think about.

44. Persuasion Answer – 10 What is agenda setting?

45. Persuasion - 20 The theory that states people weigh the costs and benefits of an idea before deciding to adopt it.

46. Persuasion Answer – 20 What is social exchange theory?

47. Persuasion - 30 The theory that states people are persuaded by observing others behavior and seeing if that behavior is rewarding

48. Persuasion Answer – 30 What is social learning theory?

49. Persuasion - 40 The theory that states each person chooses how they use mass media based on their needs.

50. Persuasion Answer – 40 What is uses and gratification theory?

51. Persuasion - 50 What are: 1.Awareness- person is exposed to the idea 2.Interest- ideas has to interest the person 3.Evaluation- the person must consider the idea useful 4.Trial- the person tries the idea out on others 5.Adoption- final acceptance of the idea?

52. Persuasion Answer – 50 What is framing theory?

53. Final Jeopardy Research the Client

54. Final Jeopardy The four parts of a communication audit.

55. Final Jeopardy What are organizational profile, audience profile, media presence, and recommendations?