Pr-Test 1

Front 1

What is Public Relations?

Back 1

Public Relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication

Front 2

What is Spin?

Back 2

Spin signifies the distinctive interpretation of an issue or action to sway public opinion.

Front 3

What is the purpose of PR?

Back 3

The purpose of PR is to do the right thing and communicate the substance of that performance.

Front 4

What did Ivy Lee believe?

Back 4

Good PR should include an honest and accurate account of business to the public as well as open and cheerful responses to the media on behalf of businesses.

Front 5

Public relations came of age as a result of the confluence of five general factors in our society

Back 5

1. the growth of large institutions 2. heightened public awareness and media sophistication 3. increasing incidence of societal change, conflict, and contribution, 4. growing power of global media, 5. dominance of the internet

Front 6

What is Public Relations?

Back 6

Public Relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication

Front 7

What is Spin?

Back 7

Spin signifies the distinctive interpretation of an issue or action to sway public opinion.

Front 8

What is the purpose of PR?

Back 8

The purpose of PR is to do the right thing and communicate the substance of that performance.

Front 9

What did Ivy Lee believe?

Back 9

Good PR should include an honest and accurate account of business to the public as well as open and cheerful responses to the media on behalf of businesses.

Front 10

Public relations came of age as a result of the confluence of five general factors in our society

Back 10

1. the growth of large institutions 2. heightened public awareness and media sophistication 3. increasing incidence of societal change, conflict, and contribution, 4. growing power of global media, 5. dominance of the internet

Front 11

What is communication?

Back 11

Communication is a process of exchanging information, imparting ideas, and making oneself understood by others.

Front 12

What are the four typical communication goals?

Back 12

To inform, persuade, motivate and build mutual understanding

Front 13

What is S-E-M-D-R?

Back 13

Source, Encoding, Message, Decoding, Reciever

Front 14

What is the communication theory of Pat Jackson?

Back 14

Building awareness, adopting a new behavior, and developing latent readiness.

Front 15

PR programs are designed to...

Back 15

Persuade people to change their opinions, crystallize unformed or undeveloped opinions and reinforce existing opinions through the use of persuasion, sociology and psychology.

Front 16

What is the Grunig-Hunt model?

Back 16

Defines public relations communications activities in four ways: press agentry/publicity, public information, two-way asymmetric, and two-way symmetric

Front 17

What is Leon Festinger's theory?

Back 17

It is easiest to influence people whose minds are not made up about an issue because once an individual holds a strong attitude or opinion they avoid or shut off the information.

Front 18

What is Abraham Maslow's theory?

Back 18

There is a hierarchy of needs, from lowest to highest they are: physiological, safety, love, esteem, and self actualization

Front 19

A thoughtful PR program can...

Back 19

crystalize attitudes, reinforce beliefs, and occasionally change public opinion

Front 20

Whats the formula for Reputation?

Back 20

Reputation=Sum of images(Performance and Behavior) + Communication

Front 21

What is the Fortune Survey?

Back 21

Measures components of a reputation: innovation, quality of management, employee talent, financial performance, social responsibility, product quality

Front 22

What is CSR?

Back 22

Corporate Social Responsibility is measured by the same criteria as other management functions: analyze issues, evaluate performance risk, set priorities, allocate resources to those priorities, and implement programs that deal with the constraints of the organizations resources.

Front 23

What determines the image of a firm?

Back 23

It's goods, services, and persona. Ethics are moral in action.

Front 24

What should PR professionals do in legal matters?

Back 24

Tell it all, tell it fast, tell them what you are doing about it, and tell them when it is over, the PR professional argues for what SHOULD be done

Front 25

What is research?

Back 25

Research is the systematic collection and interpretation of information to increase understanding.

Front 26

What is Integrated Marketing Communications?

Back 26

Generates measurable value for the firm. Identify consumer prospects, estimate the value of that, plan messages and incentives, estimate return on customer investment, and post program analysis for future planning

Front 27

What are some examples of internal publics?

Back 27

Supervisors, clerks, managers, stockholders

Front 28

What do PR practitioners act as?

Back 28

PR practitioners act as an organizations conscience and interpreter

Front 29

What is the PR cardinal rule?

Back 29

NEVER LIE

Front 30

Public Relations can be defined as a management function that:

Back 30

Evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest and plans and executes a program of action to earn public understanding and acceptance

Front 31

What did Arthur Page believe?

Back 31

The public should be honestly informed, set forth his principles in a "Declaration of Principles."

Front 32

How did early PR practitioners begin their careers?

Back 32

Journalists

Front 33

Effective persuasion elements:

Back 33

Statue of Liberty and the Star of David

Front 34

If a message has not been understood...

Back 34

communication has not taken place

Front 35

PR practitioners benefit by seeking feedback from a message receiver because:

Back 35

they are most often a credible source

Front 36

PR practitioners are first and foremost:

Back 36

professional communicators

Front 37

When attitudes become strong enough, they surface into the form of:

Back 37

opinions

Front 38

Strong opinions can motivate:

Back 38

equally strong verbal and behavior actions

Front 39

Social judgement theory suggests that:

Back 39

people may have a range of options on a certain subject all of which are anchored by a clear attitude.

Front 40

When in doubt, PR professionals are better off:

Back 40

withholding information rather than disclosing it

Front 41

PR now plays an important role in:

Back 41

pleading of legal cases.

Front 42

Using advertising one can control the messages they convey

Back 42

but with PR they cannot

Front 43

What is the 2X2 of research?

Back 43

Applied and theoretical; strategic and evaluative

Front 44

Surveys are designed to:

Back 44

Reveal attitudes and opinions

Front 45

Integrated Marketing Communications:

Back 45

Intertwine advertising, marketing, sales promotion, and public relations

Front 46

The proliferation of Internet advertising has:

Back 46

intensified the noise and clutter of the airwaves