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PR Quiz 1
Content covering chapter 1/2 of the textbook
| Term | Definition |
|---|---|
| Public Relations Working Definition (PRSA) | Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics |
| PR Practitioners Definition | "use communication strategies to communicate with all relevant interest groups and stakeholders (internal and external) to create consistency between organizational goals and public expectations |
| Other PR definition | Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.” |
| Edward Bernays (1923) definition of PR. | Information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution |
| PR must be planned, ethical, and maintain mutual lines of communication and cooperation between an organization and its publics. | True |
| John Martson's R-A-C-E approach | Research (attitudes about the issue), Action (action of client in the public interest), Communication (communicate action to gain understanding/support), and Evaluation (evaluate comm to see if opinion has been influenced.) |
| Crofasi's ROSIE model | includes objectives, strategies, and implementation between research and evaluation. Emphasis on setting clear objectives! |
| RPIE model | research, planning, implementation, and evaluation; emphasizes the element of planning as a necessary step preceding the activation of a communications initiative |
| 4 P's of PR | the publics, the process, the practice, the profession |
| The publics | Target of PR programs and source of feedback for evaluation; Any identifiable group with shared characteristics (Employees, community groups, media, consumers) public opinion |
| The practice | Influenced by the extent to which the public responds or reacts to the organizational program. Organizations, not-for-profit, public institutions |
| Ivy Ledbetter Lee | Invented the “press release” in 1906 to distribute the Pennsylvania Railroad’s “news” about an accident before reporters received other versions of the story. (corporate responsibility.) |
| Management is crucial to PR; PR professionals must interpret the philosophies, policies, programs, and practices of their management to the public. PR groups need firsthand knowledge of why management makes decisions | True. |
| The Profession | history, theory, organizational decision making, ethics and value systems; Explains the origins and reasons for the PR in modern times; role of practitioners in establishing values and ethical foundations |
| The Process | research, planning, action, evaluation; Research – ability for PR practitioners to predict trends and respond accordingly. Information gathering, planning, implementation, evaluation |
| Examples of cases/people who failed to consider the public opinion function in PR (public interpreter) | Barack Obama, General Motors, Ronald Reagan, President Clinton; GM’s Corvair, Ralph Nader in the 1960s, Mobil Oil in the 1970’s, September 11, 2001, Hurricane Katrina |
| For PR to work, advice must be... | Unfiltered, uncensored, unexpurgated |
| Prominence of PR | Practiced by 260,000 professionals in the US, PR specialist employment growth forecasted at 9% from 2016-2026; IRPA has members in 80 countries; All elements of society wrestle with economic condition shifts, security concerns, and shifting public opinion |
| The power of PR | Practice of public relations is a potent force in society; More powerful when combined with social media; Revolutionized the way organizations and individuals communicate with publics |
| Dr. Harold Laswell's Model of Communication (propaganda) | Who (speaker)-What (message) - Channel (or medium) - Whom (audience or listener) equals effect |
| public relations professionals are mediators between client (management) and public (all those key constituent groups on whom an organization depends | True. |
| Performance Recognition | Performance must precede publicity; Act first and communicate later; Positive action communicated straightforwardly will yield positive results |
| A public arises when a group.... | (1) faces a similar indeterminate situation, (2) recognizes what is indeterminate and problematic in that situation, and (3) organizes to do something about the problem |
| Publics can be classified into several overlapping categories: | Internal and external, Primary, secondary, and marginal, Traditional and future, Proponents, opponents, and uncommitted |
| Internal and external publics | Internal publics are inside the organization; External publics are those not directly connected with the organization |
| Traditional and future publics | Employees and current customers are traditional publics; students and potential customers are future ones |
| The functions of PR | Writing, Media relations, Social media interface, Planning, Counseling, Researching, Publicity, Marketing communications Community relations, Consumer relations. Employee relations Government affairs, Investor relations, Special publics relations, etc |
| What is spin? | spin signifies the distinctive interpretation of an issue or action to sway public opinion, as in putting a positive slant on a negative story. In its most virulent form, spin means confusing an issue or distorting or confusing it or even lying, |
| Spin is antithetical to proper practice of public relation; the Public relations cardinal rule: Never, ever lie. | True |
| 7 areas that characterize a successful PR career: | Diversity of experience, Performance, Communications skills, Relationship building, Proactivity and passion, Teamliness, Intangibles, such as personality, likeability, and chemistry |
| Desired Technical skills of a PR professional | Knowledge of the field, Communications knowledge, Technological knowledge, Current events knowledge, Business knowledge, Management knowledge |
| Desired Attitudinal Requisites | Pro communications, Advocacy, Counseling orientation, Ethics, Willingness to take risks, Positive outlook |
| Father of Public Relations | Ivy Ledbetter Lee |
| Edward Bernays | also staged “overt acts” (what would now be called “media events”) to awaken apparently subconscious feelings |
| PR practitioners use media coverage as a means of gauging effect – media clippings, compile ads. | true. |
| The best way to influence public opinion, as it turned out, was through honesty and frankness; this opinion was affirmed by Ivy Lee Ledbetter, the father of PR (pushed for moral and ethics.) | true. |
| Ivy Lee is recognized as the individual who began to distinguish “publicity” and “press agentry” from “public relations” based on honesty and candor | true. |
| CSR | corporate social responsibility (corporations came to realize that their reputations are a valuable asset to be protected, conserved, defended, nurtured, and enhanced at all times.) |
| Journalists, like many other Americans, regard the internet as their primary choice of most organizational communications. | true. |
| The PRSA (Public Relations Society of America) organized in 1947, boasts a growing membership of 30,000 nationwide. | true. |
| it follows with the directives from Sietel that sees Public relations as a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication. | true. |
| What is a public in public relations? | They are a group of people with a shared characteristics -An interest, an issue, a goal, a mission |
| Together, the combination of social media and public relations has revolutionized the way organizations and individuals communicate to their key constituent publics around the world. | true. |
| Public relations professionals are supposed to influence public opinion, not manipulate it | true. |
| For Lee, the key to business acceptance and understanding was that the public be informed. | true. |
| Lee firmly believed the only way business could answer its critics was to present its side honestly, accurately, and forcefully. Instead of merely appeasing the public, Lee thought a company should strive to earn public confidence and goodwill. | true; he thought businesses should earn public confidence and goodwill. |
| Lee was among the first to counsel his clients that “positive public relations starts with action, with performance” and that positive publicity must follow positive performance. | true; companies have a responsibility to inform their publics. |
| Bernays was a giant in the PR field. In addition to contributing as much to the field as any other professional in its history, Bernays was a true public relations scholar. He taught the first course in public relations in 1923 | true |
| One of Bernays major contributions to the practice of public relations was transforming the practice from a purely journalistic-based approach to one underpinned by psychology, sociology, and social-psychology | true |
| Communication Gaps | Communication is key in maintaining a satisfactory, long-term, trusting relationships with publics / stakeholders. PR helps the organization develop/ maintain relationships with key publics and stakeholders by effectively communicating with these groups. |
| PR is a unique management function that uses communication to help manage relationships with key publics. | true |
| The role of communication in decision making of organizations: | Allows organizations to develop common set of goals and objectives such that every function of the organization is set to meet those goals and objectives. |
| Dr. Harold Laswell | one of President Franklin Delano Roosevelt’s “top men” to research propaganda use and its effects. He quickly developed a “Model of Communication” that was just as quickly classified “Top Secret.” Who says what in which channel to whom with what effect? |
| Types of PR roles | Technician Role; Management Role falls in three categories: The expert prescriber, The communication facilitator, The problem-solving facilitator |
| The Communication Manager can fall within any of the three roles, based on needs of the organization. | true. |
| The same Expert Prescriber can also function as a Problem-Solving Facilitator. They could also fit into only one at a time, if the organizational needs affirm that. | true. |
| What was missing in the use of propaganda? | The missing effects was the feedback, which helps to complete the communication process (model of communication) |
| What is the role of communication in the decision making process of organizations? | Allows organizations to develop common set of goals and objectives such that every function of the organization is set to meet those goals and objectives. |
| Communication Managers usually are part of the management team and is... | involved in the strategic thinking process of an org, thinks strategically by focusing on the efforts of the org that contribute to the beneficial relationships helping an org achieve its goals; Is a requirement for corporate communication to function; |
| PR is an essential part of the managerial process, in decision making and execution. | true. |
| When the PR function is relegated to a communication technician role (writing), its not fulfilling its unique management function (helping to understand the public, creating a unique platform where both managers and the people they serve can communicate) | true. |
| It is the role of the public relations practitioner, once policy is established by management, to communicate these ideas accurately and candidly to the public. Anything less can lead to major problems. | true. |
| Employees and current customers are traditional publics; students and potential customers are future ones. | true |
| An institution must deal differently with those who support it and those who oppose it. For supporters, communications that reinforce beliefs may be in order. | proponents, opponents, and uncommitted |
| Advocacy | Public relations people must believe in their employers. They must be advocates for their employers. They must stand up for what their employers represent. |
| If practitioners don’t believe in the integrity and credibility of their employers, their most honorable course is to go to “Plan B”—find work elsewhere. | true. |
| Practitioners must be willing to support their beliefs—often in opposition to lawyers or human resources executives. They must even be willing to disagree with management at times | true (counseling orientation) |
| PR as management interpreters.. | Convey attitudes of public to management, Counsel Management, Advise Management, Recommend Action |
| What is communication? | the way that people choose to interpret information; share ideas socially, with an audience, to influence public opinion; is the key to maintaining long-term, lasting relationships with publics and stakeholders |
| Decision Making | in an effective organization, all the major functions are linked together by a common set of goals and objectives; every function in that organization is derived from that and has strategies to tie into a set of values to fulfill that common goal |
| PR Roles | Technician Role and Communication Manager Role; technicians primarily write and construct messages in response to a stimuli execute strategies with communication tactics of news releases, etc |
| Managers play 3 roles in 1 | the expert prescriber, the communication facilitator, and the problem-solving facilitator |
| Comm managers must be able to... | conduct research and measurement and share data that informs better |
Created by:
FaithMcBaith
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