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34 Cards in this Set
- Front
- Back
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What is the difference between public relations and advertising?
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-PR is a management function
-advertising is a marketing function |
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what is publicity?
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the placing of stories in the mass media
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what are the 2 types of publics and examples, when it comes to PR?
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-internal publics (employers, managers, labor unions)
-external publics (consumers, govt,dealers, suppliers) |
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what 3 main things define PR?
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1.PR involves working w/ public opinion
2.PR is concerned w/ communication (raises positive awareness) 3.PR is a management function |
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who was Ivy Lee?
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was said to be the first PR pioneer and also critizied the rockefellas (like a muckraker)
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during WWI, this was said to help legitimize the feild of pr and was set up by president wilson...?
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creel committee
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Following WWI, Edward Bernays was credited for what?
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writing the first book of public relations, "crystallizing public opinion"
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what effects did the depression have on pr?
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-big businesses established their own pr departments to gain public favor
-pple felt better bout govt, when pres. used radio stations to answer questions |
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who were spin doctors?
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-more politically oriented and made sure that the politician looked good to the public
-always put a positive spin on things |
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what were the 4 reasons PR grew in the 2nd half of 20th century?
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1.corps. realized that they have a social responsibility to serve the public
2.consumerism had caused corporations & govt. agencies to be more responsive and communicate w/ customers or clients 3.growing complexity of modern corps. and govt agencies has made it difficult to get messages across w/o a specific department assigned for it 4.increasing population growthw/ more specialization and job mobility has made it easier to employ pple who focus on needs of audience foe the org. |
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what are the advantages of internal and external PR?
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*Internal- can be @work in short notice
-has in depth knowledge about company -operations are less costly *External-advantage of being an objective observers -offers more services |
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what are the disadvatages of internal and external PR?
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*Internal- hard for them to make an objective view of the company
-have a hard time of coming up w/ fresh ideas unless new personnells are added freq. *External- are expensive -takes time for them to learn inner workings of their clients operations -involvement may cause resentment among staff |
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what are the 10 major areas in which PR is practiced?
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1.Business
2.Govt. and politics 3.education 4.hospitals 5.non-profit organizations 6.professional associations 7.enterainment & sports 8. international pr (CNN) 9.politics (elections) 10.crisis management |
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what are the 3 main divisions that are designed to communicate w/ both internal and external publics and state whether they are specifically int./ext.?
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1.corporate communication(internal)
2.community relations (external) 3.Press Relations (deals w/ news media) |
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what are the 4 stages in in developing a PR campaign?
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1.Info. gathering
2.Planning 3.Communication 4.Evaluation |
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what are the 2 stages in the "Planning" step of a PR campaign?
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-strategic= general, long- range goals
-tactical= detailed, specific plans |
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what are the 2 methods for gathering info. about media effects?
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survey and experiment
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name the special kind of experiment and survey and tell what it is?
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*experiment-feild experiment
feild exper.:conducted in a real life setting *Survey-Panel Study Panel Study: collects data from the same pple @ 2 or more different points in time |
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when TV is an influential force, what 3 factors are operative?
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1.creation of stereotypes
2.effects of heavy viewing 3.abscense of alternative info. |
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what is the cultivation theory and who developed it?
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-the idea that someone who watches alot of tv, thinks the world is extremely evil (heavily effected by violence being shown on tv)
-george gibbner (creator) |
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what are agencies of socialization?
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pple & organizations who are really concerned with media on children and the socialization process
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what is socialization?
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the ways that you become to adopt beliefs and things u do
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what are the 3 problems w/ cultivation analysis?
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1.difficult to determine cause and effect
2.pple differ in ways other than their viewing habits 3.technical decisions about the way tv viewing and attitudes are measured can have a significant impact on findings (way quest. was worded) |
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what is the difference between mainstreaming and resonance?
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*mainstreaming: differences due to cultural and social factors tend to diminish among heavy tv viewers
*resonance:a situation where the the respondants real life experience are congruent w/ those of the tv world |
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it was decided that children deserve special consideration from tv advertisers b/c...?
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1.vulnerable audience
2.decieved the effects of special selling techniques 3.social effect |
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what is agenda setting?
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where media doesn't tell u what to think, but what to think about
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under agenda setting, what are the 2 directions of research intrest?
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framing and agenda building
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what is framing and building agenda?
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*framing:the general way a news topic is treated by the media (tell u how to thnk bout the story
*agenda build.:examines how the media build their agenda of newsworthy items |
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what are the 2 theories on the effects of watching tv?
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catharsis and stimulation
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what is the def. of the catharsis and stimulation theory?
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*catharsis theory:the idea that a person who sees violent tv programs might end up less likely to commit violence
*stimulation:argues that seeing violence will actually stimulate an individual to behave more violently |
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what was Banduras experiment?
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pre school children were shown films of adults being violent to a large doll and when the kids got put in that same situation they were far more aggresive than the kids who did not see the video
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what is feild experiments?
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pple are studied in their typical enviroment b/c they will react more naturally
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prosocial behavior?
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actions such as sharing, cooperation, developing self- control
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2 effectst that have direct bearing on voter choice are...?
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1.reinforcement- the stregnthening or support of existing attitudes and opinions
2.crystallization:the sharpening and elaboration of vaguely held attitudes. (effective for those who approach a campaign undecided) |
