1. THINK Public Relations
Wilcox/Cameron/Reber/Shin
Mid Term Review

2. . Use these as a first review of some of the main points covered this semester, but also each chapter’s main terms, people and concepts. Chaps. 1 & 2 follow…

3. What wuld be typical representative terms in the definitions of public relations?
See p. 6

4. What are the elements in the RACE formula ?
Research , Action,
Communication,
Evaluation E)

5. Why should Public Relations lead marketing strategy/
See p. 18

6. What are typical components of public relations?
See p. 10

7. These days, smart planners realize that an organization’s goals and objectives can be best accomplished through an ____ approach, not just through marketing but through all communication functions.
integrated

8. Public relations professionals are not objective observers, but are advocates for ________ .
their clients

9. Chapter 2 follows…

10. Writing (plus see others on p. 28)
What is considered an essential ability for a public relations practitioner?
Writing (plus see others on p. 28)

11. You are a recent college graduate and a new public relations professional looking for work. If a high salary is most important to you, which work setting are you most likely to choose?
See p. 37

12. Is possible to define a single public relations type of personality for career success?
See p. 28

13. What do practioners do in the “technician” role, andwhat do they do in the “executive” role?
See p. 33

14. Remember – use all these as one form of review, but the test covers al of what we have covered so far…

15. Chaps. 3 & 4 follow

16. Many consider him the first presidential press secretary.
Amos Kendall

17. Essentially an early publicity release touting the Pharaoh’s accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics.
The Rosetta Stone

18. What are Grunig’s four models of public relations?
Two-way asymmetric
Public information
Press agentry/publicity
Two-way symmetric

19. The major effort worldwide to improve standards and professionalism in public relations is:
accreditation

20. Why is it important for the public relations field to attract a diverse workforce?
Globalization has created a strong need for it, and
necessary in order to reach out to diverse audiences.

21. He communicated subway benefits directly to passengers.
Which key creative public relations insight did Ivy Lee utilize in his New York Subway campaign?
He communicated subway benefits directly to passengers.

22. ________ was the first true public relations counselor.
Ivy Lee

23. What U.S. President in the early days of ‘PR’made extensive use of news conferences and interviews in drumming up support for his projects.
Theodore Roosevelt

24. ________ became known as the father of modern public relations for his “big ideas” on how to motivate people.
Edward Bernays

25. What are some of the major sources of friction for the public relations function within an organization?
Human resources, Legal
Marketing … (see book)

26. The trend toward purchasing expert communication services from outside the organization is referred to as:
outsourcing

27. Today’s public relations firms offer all of the following EXCEPT: A) executive speech training. B) research and evaluation. C) legal counsel. D) events management. E) crisis communication.
Legal counsel

28. Clients often criticize public relations firms for having what?
superficial grasp of the client’s problems.

29. Other names used for public relations departments include _____
corporate relations. public affairs. marketing communications. community relations …

30. Branding and corporate reputation
_____ is a service many public relations agency provide that is designed to establish company brands and promote reputation.
Branding and corporate reputation

31. The largest PR firm
Edelman,

32. The most reputable Fortune 500 corporations tend to think of public relations as a _____ tool.
strategic management

33. Chapter 5 …

34. Achieving credibility with management, defining audiences and segmenting publics, formulating strategy, testing messages are some reason why PR professionals use:
research

35. The use of existing information in books, articles, and electronic databases is known as _____ research
secondary

36. What would be some typical types of qualitative research?
focus groups, in-depth interviews, observation, role-playing studies…

37. As a research technique, ______ are widely used to help identify attitudes and motivations of important publics and To formulate or pretest message themes.
focus groups

38. When everyone in the target audience has an equal chance of being selected for the survey, this is
random sample

39. The most precise random sampling is usually done from:
lists that essentially includes everyone in the targeted audience.

40. The first element in a public relations plan is a:
situation analysis

41. What are the elements of Ketchum’s Strategic Planning Model?
See Page 104

42. Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process?
Measurement

43. Public relations programs should be directed to what kinds of audiences or publics?
specific and defined

44. The systematic and objective categorizing of content is known as:
content analysis

45. Quantitative / qualitative
______research usually produces “hard” data while ____ research is said to produce “soft” data
Quantitative / qualitative

46. Chapter 6 …

47. To inform, To persuade, To motivate and To build mutual understanding are some of the _____ goals of communication.
legitimate

48. Into which media category do publicity, advertising, and product placements fall?

49. Brochures, newsletters, annual reports and direct mail are all forms of ________ media.
controlled

50. communicating a message
Message exposure, accurate dissemination of the message, acceptance of the message and attitude change are a key objective for ________
communicating a message

51. uses and gratifications
The theory that says people use the mass media for a variety of purposes in known as
uses and gratifications

52. The kind of audience that may initially pay attention to a message only because it’s entertaining is k known as a ______ audience.
passive

53. Websites, brochures, slide presentations and speeches are effective tools for delivering information to a(n) _______ audience
active

54. It reminds the audience, it can lead to improved learning, it offsets the “noise” and it contributes to credibility are a benefit of ______a message.
repeating

55. Five-Stage Adoption Process
Every person does not go through all five stages, yhe process may end after any step, the process is like a large funnel and it can be applied to both ideas or products are true of the:
Five-Stage Adoption Process

56. At what stage in the adoption process do people seek more information about the idea or product?
interest

57. According to communication researcher Everett Rogers, people who are eager to try new ideas are called
innovators

58. According to a recent survey of public relations practitioners, which tool is the most effective measure of message exposure?
clippings

59. The potential audience reached by a periodical or broadcast program is known as
Media impressions

60. Tracking media coverage and comparing it over time is known as:
benchmarking

61. organizational objectives
The ultimate objective of any public relations effort is to achieve _____.
organizational objectives

62. Laggards (what are the other adopter types?)
In the Diffusion of Innovations model, ______ are traditionalists who are the last to adopt anything.
Laggards (what are the other adopter types?)

63. Chapter 7 …

64. Be sure you bring your book as hard copy or eBook to class Thursday

65. _____ is the propaganda technique of associating the person, product, or organization with something that has high status, visibility, or credibility.
transfer

66. According to Roper Reports, _____ percent of the population drive public opinion and consumer trends.
Ten to twelve

67. People who take the time to sift information, evaluate it, and form an opinion that is expressed to others are known as
Opinion leaders

68. Gandy estimates that as much as _____ percent of what the media carry comes from public relations sources.
fifty

69. The theory that describes how journalists use facts, themes and treatments to shape a story is known as ______ theory.
framing

70. Regarding the role of conflict and controversy, we find that it tends to ________ key publics.
destabilize

71. _______ can be used to change hostile opinions, neutralize hostile opinions, crystallize latent opinions, or maintain favorable opinions.
persuasion

72. simple / ‘everybody is doing it’
Research by behaviorists suggests that public relations messages should be ______ and relay the impression that _________
simple / ‘everybody is doing it’

73. What are the levels in Maslow’s Hierarchy of Needs?
See reading

74. self-selection, self-perception. lack of message penetration,
What are some factors that limit the effectiveness of persuasive efforts?
self-selection, self-perception.
lack of message penetration,
competing or conflicting
messages…

75. Which theory states that media content is influenced by a broad array of forces, all of which attempt to shape a media story?
framing

76. _____ theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders.
N-step

77. ____ theory states that internal factors such as beliefs, attitudes, and values limit the extent to which an individual accepts or rejects a persuasive message.
Social judgment

78. Which communicaion medium is considered most effective for conveying in-depth information?
newspaper

79. What is considered the most difficult persuasive task?
turning hostile opinions into favorable ones.

80. Which of these is a False statement
Which of these is a False statement? (a) Don’t advocate something in which you do not believe yourself. (b) Many messages fail because the audience finds them unnecessarily complex in content or language. c) According to a Nielsen survey, a friend’s recommendation is the most trusted form of source credibility (d) Many messages fail because the audience finds them unnecessarily complex in content or language. Or (e) Using modern communication techniques, the diffusion of messages is usually pervasive.
See the reading

81. As a persuader, which factors are most important to remember when it comes to negotiation?
See the reading

82. Chapter 8 … Note this is still being assembled and is subject to updating through Wednesday

83. strategic conflict management
Limited resources, different value, advocacy and competition are all associated with ________
strategic conflict management

84. _______ is the first phase of the conflict management lifecycle.
proactive

85. repairing relations and public image
What strategy is taken in the recovery phase of strategic management of conflict?
repairing relations and public image

86. Such things as ignore a pressure group let an issue “die on the vine.”
After carefully assessing a threat, the public relations professional may decide to do what?
Such things as ignore a pressure group Or
let an issue “die on the vine.”
(see book)

87. As a persuader, which factors are most important to remember when it comes to negotiation?
See the reading

88. prevent a conflict from arising.
Managed correctly, the proactive phase of the conflict management life cycle can do what, regarding conflict?
prevent a conflict from arising.

89. recognize them as a legitimate partner in the process.
In dealing with the public in a conflict, public relations professionals should do what?
recognize them as a legitimate partner in the process.

90. Create a strategic plan
In issues management, if the company decides the emerging issue is potentially damaging, what is the next step?
Create a strategic plan

91. _____ are defined as a “major occurrence with a potentially negative outcome affecting the organization, company, or industry, as well as its publics, products, services, or good names.”
Crises

92. What is the most accommodative response in an image restoration strategy?
profuse apology

93. crisis communication strategies
Coombs lists such things as attack the accuser, denial, excuse and justification as ________.
crisis communication strategies

94. “Déjà vu all over again” … to public relations professionals in the life cycle of strategic conflict management … means essentially that:
It is ongoing

95. #2 The contingency theory…
Which of the following is True? Risk communication is the first step in the proactive phase of conflict management. 2. The contingency theory of strategic conflict management considers public relations as a continuum process between an organization and its public In the reactive phase of conflict management, an organization should employ strategies either to bolster or repair its reputation in the eyes of key publics The first step of issues management is the analysis of issues after they have become crises.
#2 The contingency theory…