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PR Quiz 2
Public relations quiz 2 over chapters 3 & 4 of the textbook
| Term | Definition |
|---|---|
| Communication | how you convey information, what you say, the messages you deliver |
| Communication Gap | where management lacks skills in relating key information to the public |
| With the internet and social media tying people around the world together as never before, communication has become very much a public relations phenomenon | true. |
| First and foremost, the public relations practitioner is a professional communicator | true. |
| Understanding | is critical to the communications process |
| Typical communication goals | to inform, to persuade, to motivate, to build mutual understanding |
| Two-step flow theory | stated that an organization would beam a message first to the mass media, which would then deliver that message to the great mass of readers, listeners, and viewers for their response. |
| Concentric-circle theory | developed by Elmo Roper, assumed that ideas evolve gradually to the public at large, moving in concentric circles from great thinkers to great disciples to great disseminators to lesser disseminators to the politically active to the politically inert |
| What does concentric-circle theory suggest? | suggests that people pick up and accept ideas from leaders, whose impact on public opinion may be greater than that of the mass media |
| One communications approach to stimulate behavioral change encompassed a five-step process (Pat Jackson's 5 step process): | Building awareness, developing a latent readiness, triggering event, intermediate behavior, behavioral change |
| Latent Readiness | his is the stage at which people begin to form an opinion based on such factors as knowledge, emotion, intuition, memory, and relationships. |
| Intermediate behavior | the “investigative” period, when an individual is determining how best to apply a desired behavior. In this stage, information about process and substance is sought. |
| S-E-M-D-R communications process | suggests that the communication process begins with the source (S), who issues a message (M) to a receiver (R), who then decides what action to take, if any, relative to the communication |
| S-E-M-D-R communications process continued | Two additional steps, an encoding stage (E), in which the source’s original message is translated and conveyed to the receiver, and a decoding stage (D), in which the receiver interprets the encoded message and takes action |
| Confirmation Bias | suggests that people seek out messages that agree with or “confirm” their own attitudes; they avoid messages that disagree or are “dissonant” to their own attitudes |
| Spiral of Silence | communications depend on the silence and nonparticipation of a huge majority. This so-called silent majority fears becoming isolated from and therefore ostracized by most of their colleagues. Thus, they invariably choose to “vote with the majority." |
| Constructivism | suggests that knowledge is constructed not transmitted; is concerned with the cognitive process that precedes the actual communication within a given situation rather than with the communication itself. |
| What does constructivism suggest? | This theory suggests that in communicating, it is important to have some knowledge of the receiver and his or her beliefs, predilections, and background. |
| The task of the communicator | to understand and identify how receivers think about the issues in question and then work to challenge these preconceived notions, and, hopefully, convert audience members into altering their views |
| Coordinated management of meaning | this theory posits that when we communicate—primarily through conversation—we construct our own social realities of what is going on and what kind of action is appropriate. |
| communication, rather than being the simple “transmission” of ideas, is a complex, interconnected series of events, with each participant affected by the other | True. |
| Grunig-Hunt public relations models | Press agentry/publicity, public information, two-way asymmetric, two-way symmetric |
| Press agentry/publicity | this early form of communication, say the authors, is essentially one-way communication that beams messages from a source to a receiver with the express intention of winning favorable media attention |
| Public Information | This is another early form of one-way communication designed not necessarily to persuade but rather to inform. Both this and the press agentry model have been linked to the common notion of “public relations as propaganda.” |
| Two-way asymmetric | allows an org to put out its info and to receive feedback from its publics about that information; an org wouldn’t necessarily change decisions as a result of feedback but would alter its responses to persuade publics to accept its position. |
| Two-way symmetric | preferred way of communicating advocates free/ equal info flow between an org and its publics, based on mutual understanding; more “balanced" with the public relations communicator serving as a mediator between the organization and the publics.7 |
| The study of what words really mean | semantics; semantics must be handled with extreme care. Good communicators always consider the consequences of the words they plan to use before using them. |
| Words have a significant influence on the message conveyed to the ultimate receiver. Thus, the responsibility of a public relations professional, entrusted with encoding a client’s message, is significant. | true. |
| For an intended message to get through, a public relations “interpreter” must accurately understand and effectively translate the true meaning—with all its semantic complications—to the receive | true. |
| The content is the message | the real importance of a communication—the message—lies in the meaning of an article or in the intent of a speech. Neither the medium through which the message is being communicated nor the individual doing the communicating is as important as the content |
| The medium is the message | some argue that the content of a communication may be less important than the medium in which the message is carried; relevant in today’s hyper-media society, where the reputation and integrity of a particular media source may vary |
| The man / the person—is the message | Still other theorists argue that it is neither the content nor the medium that is the message, but rather the speaker (who is delivering the message) can refer to a leader’s charisma |
| The key to feedback is understanding the precognitions and predilections that receivers bring to a particular message | true; how a receiver decodes a message depends greatly on that person’s perception. How an individual comprehends a message is a key to effective communications. |
| symbols can be used as effective persuasive elements. | true (swastika, the Red Cross, etc.) |
| Receiver's Bias | peer pressure prevails in terms of influencing personal bias. Public relations professionals, intent on framing persuasive communications messages, must understand the importance of peer group influences on attitudes and actions. |
| Agenda setting | the creation of public awareness by the media—the ability to tell us what issues are important; public relations professionals also have a direct role in setting the agenda for others. The point is that people base perceptions on what they read or hear |
| Feedback | A communicator must get feedback from a receiver to know what messages are or are not getting through and how to structure future communications. |
| A message may trigger several effects... | it may change attitudes, it may crystallize attitudes (make them definite), it may create a wedge of doubt (question their thinking), it may do nothing. |
| Knowledge of how and when and to whom to communicate is the primary skill of the public relations practitioner. Above all else, public relations professionals are professional communicators | true. |
| communication must follow action; organizations must back up what they say with what they do; having proper performance | true. |
| Why is communication crucial to PR? | without communication, there is no public relations. Communication involves ensuring that clear messages are delivered via channels that resonate with audiences and that those messages are not just received, but understood by recipients. |
| What skills does a PR professional need? | must be able to effectively use written and spoken word. PR professionals must be able to create clear written messages, and they must have strong verbal communication skills. In addition, good listening and nonverbal communication skills are key |
| It can take an organization or individual many years to build the credibility and nurture the trust that goes into winning favorable public opinion. But it can take only a matter of minutes to destroy all that has been developed. | true. |
| Edward Bernays definition of Public Opinion | a term describing an ill-defined, mercurial, and changeable group of individual judgments |
| Herman C. Boyle definition of PO | Public opinion is not the name of something, but the classification of a number of somethings. |
| Public | signifies a group of people who share a common interest in a specific subject—stockholders, for example, or employees or community residents. Each group is concerned with a common issue |
| Opinion | the expression of an attitude on a particular topic. When attitudes become strong enough, they surface in the form of opinions. When opinions become strong enough, they lead to verbal or behavioral actions. |
| Attitudes lead to opinions which lead to actions | correct |
| Public Opinion book definition | the collection of many opinions on a particular issue that affects a group of people. PR represents a consensus. That consensus, deriving as it does from many individual opinions, begins with people’s attitudes toward the issue in question |
| Attitudes | evaluations people make about specific problems or issues; an individual’s attitude may differ from issue to issue; attitudes are situational and influenced by specific issues in specific situations |
| Attitudes are based on a number of characteristics | personal, cultural, educational, familial, religious, social class, minority status |
| ,Attitudes are positive, negative, or nonexistent | true. |
| Theory of Cognitive Dissonance | theory that individuals tend to avoid information that is dissonant or opposed to their own points of view and tend to seek out information that is consonant with, or in support of, their own attitudes |
| Social Judgement Theory | Suggests that people have a range of opinions on a subject, anchored by a clear attitude; while it's rarely possible to change this position, communicators can work within this range, called a “latitude of acceptance,” to modify a person’s opinion. |
| Understanding the potential for influencing the silent majority is extremely important for the public relations practitioner, whose objective is to win support through clear, thoughtful, and persuasive communication | true. |
| Maslow’s hierarchy of needs theory; Maslow developed a 5-level hierarchy: (listed from lowest to highest) | physiological needs (biological demands like food), safety needs (security, protection, etc.) love needs (acceptance, belonging, love), esteem (recognition/prestige), self-actualization (self-fulfillment, achieving your goals.) |
| According to Maslow, the needs of all five levels compose the fundamental motivating factors for any individual or public | true; attitudes are changed based on this model |
| Elaboration likelihood model | states that there are 2 ways people are persuaded: When we are interested / focused enough on a message to take a direct “central route” to decision making, and when we are not particularly engaged on a message and need to take a more “peripheral” route. |
| Perhaps the most essential element in influencing public opinion is the principle of persuasion. Persuading is the goal of the vast majority of public relations programs. | true. |
| Persuasion | getting another person to do something through advice, reasoning, or just plain arm-twisting. |
| Classic persuasion theory | people may be of two minds in order to be persuaded to believe in a particular position or take a specific action. |
| Systematic mode (persuasion) | referring to a person who has carefully considered an argument—actively, creatively, and alertly. |
| Heuristic mode (persuasion) | referring to a person who is skimming the surface and not really focusing on the intricacies of a particular position to catch flaws, inconsistencies, or errors.8 |
| Evidence used to persuade | Facts (they are indisputable), Emotions (emotional appeals, love, family, patriotism), Personalizing (relating to personal experience), Appealing to "you" (appealing most to the audience) |
| Steps to changing public opinion/ how to be an effective communicator | the opinions to be changed or modified must be identified and understood. Second, target publics must be clear. Third, the public relations professional must have in sharp focus the “laws” that govern public opinion. |
| First two laws of public opinion | Opinion is highly sensitive to important events, Opinion is generally determined more by events than by words—unless those words are themselves interpreted as an event. |
| At critical times, people become more sensitive to the adequacy of their leadership. If they have confidence in it, they are willing to assign more than usual responsibility to it; if they lack confidence in it, they are less tolerant than usual | 3rd law of public opinion |
| Other laws of public opinion | Once self-interest is involved, opinions are slow to change, People have more opinions and are able to form opinions more easily on goals than on methods to reach those goals, |
| By and large, if people in a democracy are provided with educational opportunities and ready access to information, public opinion reveals a hardheaded common sense. | final law of public opinion |
| What is public opinion? | makes individuals and organizations vulnerable, difficult to move people toward a strong opinion on anything, It is harder to move people away from an opinion once they reach it; heart of PR work lies in attempting to affect the public opinion process |
| When others with similar attitudes reach similar opinions, a consensus, or public opinion, is born | true. |
| People are persuaded by different things, so persuasion is more of an art than a science | true. |
| most organizations and individuals in the spotlight today understand, first, that credibility is a fragile commodity, and second, to maintain and improve public support they must operate with the “implicit trust” of the public | true. |
| 6 measures of reputation | (1) emotional appeal, (2) financial performance, (3) products and services, (4) vision and leadership, (5) workplace environment, and (6) social responsibility |
| Reputation is gained by what one does, not by what one says. Reputation is present throughout our lives. | true. |
| Relationship management | aligns communications with an organization’s character and action. It creates recognition, credibility, and trust among key constituents. It stays sensitive to its conduct in public with customers and in private with employees. |
| Edelman Trust Barometer | measures trust in institutions around the world |
| Public opinion is a powerful force that can impact the earnings of corporations through such actions as product boycotts, union threats, strikes, and the misdeeds of key executives | true; To influence public opinion, public relations professionals must anticipate trends in our society |
| Directions that could influence American lives in the future | Inflation and interest rates will be held in check, there will be a shift from welfare to workfare, there will be a shift from public housing to home ownership, CEOs in a global economy will become more important and better known than political figures |
| Trying to influence an individual’s attitude—how he or she thinks on a given topic—is a primary focus of the practice of public relations | true. |
| Grunig and Hunt (1984) developed four models of public relations that describe the field's various management and organizational practices; how we share information | true. |
| The Grunig and Hunt model moves from least to most developed level of communication(s), the most effective means of communicating | true. |
| Pat jackson's model... | systematic investigation—setting clear strategic goals and identifying key stakeholders |
| Triggering event | something that makes you want to change your behavior; can be natural or planned |
| Use a fear or an emotional appeal to reach your audience (elaboration likelihood model) | true |
| Elaboration likelihood model in action.. | the best way to motivate interested people is w/ arguments that are strong/logical/relevant; the way to motivate the less interested: putting them in a better mood with a joke, demonstrating you are “like” them; this helps listeners accept your argument |
| SMCR model of communication | the sender-message-channel-receiver process of communication (the receiver is always at the end.) |
| Communication managers are part of the management team and... | involved in the strategic thinking process of an organization o Thinks strategically by focusing on the efforts of the organization that contributes to the mutually beneficial relationships helping an organization achieve its bottom-line goals |
| Using the effective communication model, PR functions as the base for feedback –link to publics. | true. |
| Communication managers are a requirement for corporate communication to function strategically. | true; PR is an essential part of the managerial process, in decision making and execution |
| Goals/purpose of communication in PR | inform, persuade, motivate, build mutual understanding. Without a goal or intent, communication lacks purpose and therefore lacks the ability to effectively communicate with a public. |
| Public opinion is... | the aggregate of many individual opinions on a particular issue that affects a group. i.e. public opinion represents a consensus. That consensus, derived from many individual opinions, begins with people’s attitudes toward the issue in question |
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FaithMcBaith
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