Public Relations 1

Front 1

Opinion is not easily changed when?

Back 1

self interest is involved

Front 2

If you're highly interested in the subject matter, what kinda leader are you?

Back 2

opinion leader

Front 3

Formal opinion leader is an example of what?

Back 3

elected official

Front 4

can the mass media tell people what to think?

Back 4

no

Front 5

agenda setting?

Back 5

thry media can tell people what to think

Front 6

mass media increases when

Back 6

people cant verify infro thru personal experience or knowledge. NOT when they have prior info/attitude on subject

Front 7

most difficult persuasive task?

Back 7

changing/neutralizing hostile opinion

Front 8

what's some factor in source credibility?

Back 8

expertise, sincerity, similarity to audience, appearance

Front 9

Psychographics are what?

Back 9

attempt to classify ppl by lifestyle, attitude, beliefs

Front 10

Public opinion is the spression of views of the majority of the population? t/f?

Back 10

false

Front 11

propoganda?

Back 11

deliberate and systematic attempt to shape perceptions, manipulate cognitions, and direct behavior

Front 12

card stacking?

Back 12

selection of facts and data to build an overwhelming case on one side of an issure, while concealing other side

Front 13

glittering generalities?

Back 13

favorable abstractions such as freedom or justice. NOT associatin with celeb.

Front 14

T/F- "card stacking" with propoganda refers to the implication or direct statement that everyone wants the product or the idea has overwhelming suport?

Back 14

FALSE

Front 15

when are logical appeals more effective than emotional appeals?

Back 15

highly educated, sophisticated publics

Front 16

what are factors in persuasive communications?/persuasion

Back 16

source credibility, clarity of message, appeal to self interest, timing and context

Front 17

Adoption/difusion process

Back 17

public needs different info and turnin to different media at different times

Front 18

steps in diffusion/adoption process are?

Back 18

AWWwareness, interest, evaluation, trial, adoption, REEEeinforcement

Front 19

what's true of public opinion?

Back 19

only ppl w/ interest in subject have opinion, public tends to be passive on any given issure, opinion doesnt stay aroused unless a strong self-interst or events ssustain the heightened public opinion

Front 20

T/F- considered unethical to pursuade pther to believe/adopt something you wouldnt?

Back 20

true

Front 21

T/F- the public responds to positive persuasion better than negative persuasion?

Back 21

true

Front 22

T/F- fear is a highly effective persuasion technique?

Back 22

false

Front 23

marketing execs rank pr higher than marketing in?

Back 23

all above: launching, building, managing

Front 24

profitability is not associated with what?

Back 24

accepted definitions of PR

Front 25

what's 1st element of PR process?

Back 25

research

Front 26

what's not essential for PR practitioner?

Back 26

networking

Front 27

what's more costly? PR or Advertising?

Back 27

PR

Front 28

Some lies about PR vs. advertising

Back 28

adver is more focused on internal than PR
-adver is more credible than PR
-PR has more control than adver
----ALL lies

Front 29

what's the describe between pr and mktg?

Back 29

mktg speaks of customers and consumers, PR focuses on public, audiences, stakeholders

Front 30

what is NOT code of good practices regrding video releases?

Back 30

sponsor must specifically state why the VNR is a proper fir for the targeted media outlet

Front 31

which is NOT hallmark of PR?

Back 31

highest loyalty to employer of the moment

Front 32

example of situational perspective?

Back 32

chose plane bc would benefit majority of you and harm the fewest

Front 33

front groups most likely funded by

Back 33

special/corporate interests

Front 34

what isnt 1 of 6 core PRSA values code/ethics

Back 34

competition

Front 35

critics complain PR code/ethics what?

Back 35

has no teeth

Front 36

in "flog" example in the text and discussed in class, Edelman worldwide criticized for what?

Back 36

misleading the public

Front 37

most professional membership organizations believe the primary purpse of establishing codes of ethics is what?

Back 37

education and information

Front 38

T/F- society expects PR practitioners to take on role as an advoacte, while journalists re expected to be objective

Back 38

true

Front 39

T/F- independence is a core value stimulated by PRSA

Back 39

true

Front 40

T/F- liscensing of pr prof's is likely to be initiated in the near future

Back 40

false

Front 41

T?F- to become accredite dby PRSA w/ "APR" one must have at least 10 yrs of experience in the firle and have demonstrated some significant achievements

Back 41

false

Front 42

T/F- celebrities appearing on talk shows should disclose what company or organizatino is paying for them to appear?

Back 42

true

Front 43

T/F- PR prof cannot be an advocate for a cause and still be ethical?

Back 43

flase

Front 44

Cabbage Patch Kids illustrates?

Back 44

ability of PR to support mktg