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38 Cards in this Set
- Front
- Back
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is the study of guidelines that help people determine right from wrong.
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Ethics
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is the description according to the characteristics of the thing being described rather than the feelings of the one describing it.
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Objectivity
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______of ______ is a clash that occurs when an outside activity influences what a media professional does.
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Answer: <conflict><interest>
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. Ethical ______ are lists of guidelines issued by professional associations.
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codes
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The practice of keeping a particular type of person from working in media and other industries is called ______.
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blacklisting
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. ______ ethics is a position from which there is a clear-cut right or wrong response for every ethical decision.
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Absolutist>
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. Prescriptive codes are guidelines that stipulate specific behaviors to be followed; ______ codes stress the things that should not be done.
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proscriptive
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. The two-______ rule is a common newspaper rule stating that nothing should be published as a fact unless at least two sources confirm it.
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<source>
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. The categorical ______ is an ethical guideline to look for principles that will hold true in all situations
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imperative
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The principle that ethical choices can be made according to the situation, without a rigid adherence to set rules, is called situation ethics or ______ ethics
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relativistic
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. The ______ mean was Aristotle’s term for describing ethical behavior as a midpoint between extremes.
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golden
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The position of those who believe there is a clear-cut right or wrong response to every ethical dilemma
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Absolutist Ethics
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Principle that choices can be made according to the situation, without a rigid adherence to set rules
Moral quality of an action varies from one situation to another Looking at ethics as black and white is over-simplification Aristotle - “golden mean” Mill: (1800s): “utilitarian principle” Machiavelli (late 15th/early 16th century): “The end justifies the means,” or enlightened self-interest |
Relativistic or situation ethics
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(late 15th/early 16th century): “The end justifies the means,” or enlightened self-interest
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Machiavell
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Duty to personal conscience
Duty to one’s organization or firm Duty to one’s profession or art Duty to society |
Conflicting Loyalties
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. Integrated ______ is when public relations and advertising work together
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marketing
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Groups outside the client’s organization are called ______ publics.
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external
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Press ______ are people who work to generate publicity for a client.
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agents
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. Dramatic publicity techniques are called ______.
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hype
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Another name for a videoconference or satellite media tour is a ______; it’s an interview with a newsmaker conducted by numerous reporters in various parts of the country.
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teleconference
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Justin Timberlake ripping Janet Jackson’s costume during the 2004 Super Bowl halftime show was called a publicity ______, since it was just before she released a new album.
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stunt
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. A news ______ is the angle or approach that makes information newsworthy.
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hook
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Press relations, also known as ______ relations, is the practice of developing and maintaining contact with reporters.
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media
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A ______ balloon is a leak in which the source reveals that some action is being considered, in order to test public feeling about the action before going ahead with it.
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trial
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a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time
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Integrated Marketing Communication (IMC
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the father of the modern public relations industry and first PR advisor
Who? and What eles? |
Ivy Ledbetter Lee - the father of the modern public relations industry and first PR advisor
-Quit as a journalist to run election campaigns -1906 - Hired by US Coal Industry mine owners during a major strike - told owners to talk to the press -Later worked for John. D. Rockfeller, spread great news about the family and built it a great public image that survives to this day Quit as a journalist to run election campaigns 1906 - Hired by US Coal Industry mine owners during a major strike - told owners to talk to the press Later worked for John. D. Rockfeller, spread great news about the family and built it a great public image that survives to this day |
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Katie Couric is the first female solo ___ for a broadcast network newscast
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anchor
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Prior to 1960, short films containing a few items of current events called ___ were shown in movie theaters.
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newsreels
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___ bias is a subtle form of slanting that manifests itself in understated ways, such as the placement of stories or the choice of photos.
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Creeping
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According to the 1933 ___ Agreement, radio networks would air only two five-minute newscasts a day, so they wouldn’t interfere with newspaper sales
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Biltmore
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On-air discussions about the news are called ___.
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commentaries
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___ are independent journalists who are paid only for the material used.
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Stringers
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Pseudo ___ are happenings that would not have occurred if media were not there to record them.
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events
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A/An ___ is a long-form recorded examination of a social problem or historical subject.
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documentary
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The credibility ___ is the difference between what a government says and what the public believes to be true.
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gap
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In 1998, the ___ Report broke the Clinton/Lewinsky scandal.
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Drudge
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A personalized ___ service collects only information identified as being of interest to a client.
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news
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An angle or perspective making information interesting to the audience is called a/an ___,
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peg
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