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Description
Flashcards by Ruby Raguindin, updated more than 1 year ago
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Created by Ruby Raguindin
about 9 years ago
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| Question | Answer |
| Four parts of the RACE Cycle | RESEARCH ANALYSIS COMMUNICATION EVALUATION |
| Which public relations models did Edward Bernays create and when? | Two-Way Symmetric (Balanced) 1980's - present Two-Way Asymmetric (Imbalanced) 1920's - present |
| What is the 'public information' model of public relations? Who created it? | IVY LEE!!!!!!! One-way/research Early 1900's - present |
| Which model uses communication, dialogue and research with an emphasis on managing conflict/resolving disputes? | Two-way symmetrical |
| Which model is being adopted by organizations today? Or not quite yet? | Two-way symmetrical |
| TRUE OF FALSE: The two-way symmetrical model works like a feedback loop. Bonus: WHY?! | TRUTH: This is because the objective of this model is to strengthen relationships/reputation. This is done through mutual understanding and accommodation. |
| ______ are defined as: "A person's driving force which determines how people WILL behave in a given situation." | Values |
| What are two public relations practitioner organizations? | CPRS & IABC |
| What does CPRS stand for? | Canadian public relations society |
| What does IABC stand for? | International Association of Business Communicators |
| Making decisions in PR require satisfying which four aspects? | 1. Public interest 2. Employers 3. Professional societies codes of ethics 4. Personal Values |
| Compare libel, slander and defamation. | Libel = Printed Slander = Oral Defamation = either/or (presently used) |
| When would an individual encounter Invasion of Privacy laws? | When dealing with employees, newsletter, photo releases, product publicity, advertising, media inquiries about employees, etc. |
| What is a trademark? | A word, symbol or slogan that identifies a product's origin. Customers associate trademarks with seller's goods or services. |
| What acronym represents a public relations plan? | SOASTCBE |
| What does each letter in SOASTCBE stand for? | Situation Objectives Audience Strategy Tactics Calendar/Timetable Budget Evaluation |
| What is research? | Research is the controlled, objective and systematic gathering of information for the purpose of describing and understanding. -Broom and Dozier |
| What must you understand before launching an effective PR program? | Organizations environment **Attitudes/issues of employees, shareholders and residents of audience.** |
| Identify some of the reasons why research is important? There's a lot. | Communication planning, issues management, cost savings, audience segmentation, organizational issues, identify issues, target audience, formulate strategy, test messages, inform management, prevent crises, influence opinions, measure success, provide credibility, generate publicity |
| What are the four types of research? | QQVR 1. Quantitative 2. Qualitative 3. Valid 4. Reliable |
| Why is reliability a research standard? | Consistency! Similar results are achieved when research is repeated. |
| What is valid research? | Measuring what something claims to measure. Checking how valid and accurate actual research is. What is being tested? How is it being tested? Is it testing what was intended? |
| What is analysis? | Making sense of data collected and include developing accurate conclusions. |
| What is action based on analysis? | Looking at all the information and using it to make a decision. |
| How does analysis help determine which actions should be made? | Analysis helps develop accurate conclusions and communication objectives (to improve in specific areas, manage an issue/crisis, move in new directions.) |
| What are the three A's in action? (One IS action just so you know.) | Awareness, acceptance, action. |
| What are tactics? | Step-by-step activities that put strategies into operation. |
| What is the difference between tactics and objectives? | Tactics are the actions to achieve your measurable objectives. |
| What are the two types of communication? How do they differ? | One-way - Disseminates information Sender to receiver Two-way - Dialogue between sender and receiver (Symmetrical communication) |
| Define strategy. | Broad statement. Outlines how to achieve objective. Answers WHY an objective is important. Campaigns may have one or many strategies, providing guidelines or key messages. |
| What are three important timeline aspects? | 1. When should we do this? 2. What goes first? 3. How does it all work together? |
| What are important aspects when planning a budget? | Staff vs. Consultant Estimated vs. Actual Specific & Accurate Get quotas Include GST Allocate 10% for contingencies. |
| What does an objective need to address? | The situation. |
| What does an objective need to be in order for success to happen? | Realistic and achievable. |
| What are the two types of objectives? What are examples of each? | Information - Increase public awareness/ acceptance, deliver key messages, can be difficult to measure. Motivational (Action Oriented) - Change attitudes, influence behaviour, bottom-line oriented, measure results. |
| What does SMART represent? | Objectives must be: Specific Measurable Attainable Realistic Timely |
| What is the difference between objectives and communication? | Communication are the means by which objectives are achieved. |
| What does successful communication achieve? | Inform, persuade, motivate, and obtain mutual understanding. |
| What are the five objectives of communication? | 1. Message exposure (Media, websites, etc.) 2. Accurate dissemination of the message 3. Acceptance of the message. 4. Attitude change 5. Change in behaviour (Actual change ex. purchase) |
| Outline passive audiences. | Target of most PR campaigns. Pay attention to message only because it's entertaining. Messages need style & creativity. Celebrity factor. Focus on exposure |
| What are active audiences? | Interested and engaged people who seek sophisticated and supplemental information. |
| TRUE OR FALSE: Full campaigns must only address specific audiences (passive or active.) | FALSE Must address both. |
| What six things must an audience do in order for communication to be successful? | R.P.U.R.A. Receive the message. Pay attention. Understand the message. Believe the message. Remember the message. Act on the message. |
| What are the five stages of adopting a message? | AIETA: Awareness. Interest Evaluation Trial Adoption |
| Define evaluation. | The systematic assessment of a PR program and its results. It is a mean for practitioners to offer ACCOUNTABILITY to clients ... and to themselves. |
| What is the criteria for evaluation? | Realistic, credible, specific and aligned with expectations. |
| Define output measuring. | Measuring production of messages. |
| What are examples of measuring output? | - Number of media releases/ media kits. - Knowing the circulation of the media channel (who reads/ watches.) - Comparing media coverage with cost of advertising space. |
| Why is outcome measurement important? | Outcomes matter the most. |
| TRUE OR FALSE: Outcome measurement is costly but effective. | CORRECT |
| How do focus groups measure outcome? | They measure audience response. |
| _______ is key in assisting us with persuasive communication, specifically as it relates to media relations. | Theory. |
| How is theory used in PR? | Helps us understand why PR is practiced the way it is (descriptive theory.) |
| What is PR theory always rooted in? | The needs of the "profession." |
| What are some supplementary evaluation activities? | Event attendance Content and Analysis Communication Analysis Newsletter and Websites Survey attendees as they leave Numbers of hits Satisfaction reports. |
| "_______ is dialogue between points of view in the marketplace of public opinion." - Toth & Heath | Persuasion |
| _______ = The sum of individual opinions on an issue affecting those individuals. | Public Opinion |
| TRUE OR FALSE: Public opinion is not primarily determined by self-interest. | FALSE: Public Opinion IS primarily determined by self-interest. Events, words or other stimuli affect opinion if related to self-interest. |
| TRUE OR FALSE: Persuasion is an important part of democratic society and PR. | TRUE |
| TRUE OR FALSE: The amount of exposure effects how persuasive communication is. | FALSE.. |
| Okay so I don't know how to put the 'eight factors in persuasive communication' in flashcard form. CLICK HERE | So study it on your own <3 |
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