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145 Cards in this Set
- Front
- Back
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1. Which of the 5 relational contexts is easiest to change?
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? Situational .. I thinik
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2. Why is interpersonal communication irreversible?
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You Cant Unsay Something
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3. What are the 4 principles of interpersonal communications?
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1. Interpersonal Communication is INESCAPABLE – We cant NOT Communicate / 2. Interpersonal Communication is IRREVERSIBLE – You Cant Unsay Something / Interpersonal Communication is COMPLICATED – how many people are in a conversation – we exchange symbols – Words can be used differently in different contexts / 4. Interpersonal Communication is CONTEXTUAL – Relational, Situational, Environmental, and cultural Context.
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4. Why was it once illegal for a single business to own a TV station and a newspaper in a single area?
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Because then they would have a monopoly over 2 different social out-lits.
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5. What was the first way to mass communicate?
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Radio?
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6. What are the jobs available for PR?
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Corporate / Nonprofit and trade associations / Governments / Public Relations and communications agencies / Independent counsulting
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7. What is media literacy?
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The Ability to effectively and efficiently comprehend and use any form of communication.
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8. What are 2 types of modern communication technology?
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Newspapers / Magazines / Motion Pictures / Tv
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9. What are the 2 types of farmers?
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Residential Farmers – 1. Lifestyle Farmers and Retirement Farmers
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10. What is it called when someone has to go in and tell the public what the speaker really meant because it was taken the wrong way?
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Story Tellers
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11. What (or who) are storytellers’? –
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People who go and tell what the public and what the speaker really meant because it was taken the wrong way
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12. True or False: The two types of residential farmers are lifestyle and retirement.
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true
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13. In an interpersonal communication between 2 people, how many people are said to be in the conversation?
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6 people
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14. What is Agricultural Public Relations?
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It fosters mutually beneficial relationships / good public relations goes unnoticed / management function / involves 2 way communication / research-based / NOT PROPAGANDA.SPIN.OR HYPE
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15. Athens had the first _______.
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TRUE DEMOCRACY – RHTORIC TO INFLUENCE PUBLIC OPINION
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16. What percent did the incomes drop by during the recession?
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11%
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17. True or False: Good writers can write anything.
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true
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18. Public Relations & Advertising are most effective when performed _________.
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together
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19. How many years of experience in PR is best for getting a job in an agency?
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less than 5
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20. What is the average salary for a job in PR?
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$78,000
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21. True or False: Good PR goes unnoticed.
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true
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22. What is the definition of communication? The
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The process of sending and receiving messages
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23. What does interpersonal communication focus on?
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The communication between 2 or more people / assumes that all party’s are dependent on each other / can take the form of multiple contexts, groups, channels and media/ FOCUSES ON RELATIONS AND COMMUNICATION.
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24. Why is interpersonal communication complicated?
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It is complicated because of how many people are in a conversation. we don’t actually exchange ideas, we exhange symbols / DIFFICULT because works can be used differently in different contexts and cultures
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25. Why is interpersonal communication contextual?
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It is contextual because there is a psychological context, relational context, situational context, and environmental context, and cultural context
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26. Why does interpersonal communication matter?
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It matters because different contexts of communication require different skills, different audiences require different skills.
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27. What is an example of audience fragmentation? –
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Varieties = Pick, where when etc. to find news / all little audiences / narrowcasting, niche marketing or targeting.
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28. Is public relations better than advertising?
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Neither is better than the other
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29. How many residential Farmers are there?
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1.3 Million
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30. What some characteristics of lifestyle farming?
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Have other primary occupation / Increase by 5% 1998-2008 / 45% of farm households / larger concentrations in the southeast
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31. Which came first, Agricultural PR or Advertising?
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Agricultural PR
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32. What is not Ag PR?
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NOT PROPAGANDA / SPIN / and HYPE
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• What is the marketing mix focused on?
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◦ Products/services
◦ Price ◦ Promotion (advertising) ◦ Place (distribution) |
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33. What does SWOT stand for?
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Strengths Weaknesses Opportunities and threats
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34. What is a residential farmer?-
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off-farm income
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36. What is a dyad?
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Interpersonal communication between somebody you know like ur friend
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37. True or False: One literacy skill is understanding and respecting the media’s power.
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true
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38. True or False: Propaganda is a form or public relations.
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false
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39. True or False: Advertising pays for space.
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true
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40. Give two reasons why Ag Public Relations began to flourish in the 80s
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Agricultural Producers were reachable / companies began to see the value of PR / (Product information , educational events , Company image as products became to be commodities , Branding )
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35. Who produces the biggest percentage of farm revenues?
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?
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• How did PR affect revolutionary America?
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o Lots of PR use
o Any publicity events? o Any campaigns to influence public opinion? o Examples o Boston Tea Party o Federalist Papers o Common Sense |
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• What are the Modern Communication technologies? •
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newspapers
• magazines • motion pictures • radio • TV ◦ acceptance was quicker • computer networks 41. even faster |
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• What are the media literacy skills? •
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• make effort to understand
• understanding and respect for medias power • distinguish emotional from reasoned responses • develop heightend expectations of media content • understand genre conventions and when they are being mixed • ability to think critically about media messages, no matter how credible their sources • knowledge of the internal language of various media and the ability to understand its effects- even if they are complex. |
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42. Define values-driven public relations.
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public relations is a values-driven management of relationships between an organization and the publics that can affect its success
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• What is one other title Ogden Publications has?
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• multiple titles
◦ Mother earth news (largest) earth friendly different mindset ◦ Grit (special issues on raising poultry, making bread) ◦ Cappers ◦ Farm collector ◦ Gas engine ◦ Farm drive talk ◦ Mother earth news radio |
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43. Where did extension agents first give crop advice?
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IRAQ
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44. What carries a message to large groups of people at one time?
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Mass Media
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45. What is the definition of media literacy? :
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Ability to effectively and efficiently comprehend and use any form of communication.
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46. How many residential farmers were there in 2008?
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? 1.3 Million
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47. Is the average farm large or small?
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small
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48. True or False: Most farms are family owned.
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true
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49. Which has extended shelf life, Advertising ort Public Relations?
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advertising
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50. True or False: Advertising is bought space.
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true
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51. What is a commodity?
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• A raw material or primary agricultural product that can be bought and sold, such as copper or coffee.
• A useful or valuable thing, such as water or time. |
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• What are the benefits of Advertising over PR?
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• Advertising
◦ money = creative control on what goes into an ad • Public relations ◦ no control over how the media presents your information or if it runs at all. • Advertising ◦ extended shelf life ◦ you pay for it to run for a certain amount of time ◦ Why? • Public relations ◦ one time shot ◦ why? |
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52. When & Where did history of Ag PR first begin?
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1800BC in Iraq
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53. When did Ag PR flourish?
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1980's
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54. True or False: Public relations is propaganda.
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false
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55. True or False: The highest paid jobs in PR are consultants.
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true
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56. Where was the first true democracy?
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athens
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57. What are the 5 contexts of interpersonal communication?
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Relational, situational, environmental, cultural, psychological
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58. True or False: The average residential farmer has 160 acres.
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true
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59. True or False: Advertising does not have an extended shelf life.
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false
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60. What are the two components of the definition of communication?
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Sending and Receiving Messages
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What factor defines a residential farmer?
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• off-farm income
• has primarily an off-farm income (have 40hr job) • 1.3 million of these in 2008 ◦ nearly 2/3 of farmers ◦ 10% increase from 1998 ◦ other farm operation held steady |
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61. What size farm does the typical American farmer have?
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61. What size farm does the typical American farmer have?
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62. Who was able to make writing available on a mass scale?
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Guttenberg
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63. True or False: In the past knowledge was passed down orally, through story, and through myth.
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true
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64. True or False: Ag PR is Hype
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false
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65. What big turning point in American History gave us time to read?
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industrial revolution
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66. What is an example of oral culture?
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◦ Knowledge is passed orally
◦ memory is crucial ◦ myth and history intertwine ◦ Story tellers |
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67. In pre-literate culture, language meaning was _____ and _____.
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Set and Local
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68. True or False: Media Literacy is the ability to effectively and efficiently comprehend and use any form of communication.
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true
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69. When did U.S. businesses begin using PR?
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in late 1800s
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70. True or False: corporations pay the most.
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true
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71. People who have other primary occupations are known as what kind of farmers?
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life style farmers
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72. True or False: Interpersonal communication is inescapable.
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true
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• What are the characteristics of residential farmers?
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• average 160 acres (compared to 1,600 acres)
• produce 6.5% of farm revenues • non-farm income is above $82,000 per year ◦ $7,000 in farm losses ◦ commercial farm income generally $182,000 • 30% of net worth is from off-farm sources (401k, investments, etc.) • 10% for commercial farms |
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73. Why do we want to learn about interpersonal communication?
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Because that mo fucker is everywhere
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74. True or False: Public Relations is not free publicity.
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false
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75. What is the most desirable form of PR jobs?
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Corporate Jobs and Consultants
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76. What is the main advantage of PR over advertising?
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? Its not directly from a company...you are getting it from a news media
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77. Which modern technology of communication was accepted fastest?
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Computer Networks
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• What are some media literacy elements? •
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an awareness of the impact of media
• understanding of the process of mass communications • strategies for analyzing and discussing media messages • an understanding of media content as a tect that provides insight into our culture and our lives • ability to enjoy, understand and appreciate media content ◦ multiple points of access ◦ star wars adventure high budget hollywood filmmaking cultural meaning of characters • understanding of the ethical and moral obligations of media practitioners • development of appropriate and effective production skills |
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78. What are the two types of Farms?
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Lifestyle and Retirement
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79. How many people have to be involved in interpersonal communication?
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just 2
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• What is rural lifestyle marketing?
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living the country life
◦ homes, machinery, tractors, etc ◦ big on community ◦ highly targeted multimedia vehicles magazine website 40,000 opt-in subscribers database television radio (33 affiliate radio stations, 39 states) ◦ partenered with Meredith Corp and Learfield Communications ◦ advertising sells well |
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• What is culture?
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• Culture:
◦ learned behavior ◦ social group • limits and liberates ◦ close minded?? • Defines you • Differentiates you • Divides us • Unites us |
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80. What is the difference in the response commercial and press releases get? -
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I think it is that a commercial response u can pick what is said and in the press release it can be manipulate and shit ya know?
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81. During what revolution did public opinion grow more important?
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Industrial
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• What are differences in the early activities and the later activities in public relations?
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• Early activities
◦ news releases ◦ media relations • later ◦ educational events ◦ promotions and contests |
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82. When did Ag society go to industrial?
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During the industrial Revolution
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83. What is lit. culture?
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Culture derived from Literature
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• What are lifestyle farms? 1.
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◦ have other primary occupation
◦ increase by 5% 1998-2008 ◦ 45% of farm households ◦ larger concentrations in the southeast |
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84. Good PR goes ______.
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UnNoticed
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85. True or False: PR and advertising are NOT most effective when performed together.
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false
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87. True or False: Men and women earn the same salary.
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false - men make more still
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88. True or False: all audiences require the same skill set from the presenter
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false
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89. What is an easy to manipulate context of interpersonal communication?
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By taking some or only certain words out of context.
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92. Residential Farmers -
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Hobby farms and the rural lifestyle
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91. What does the environmental context of interpersonal communication refer to?
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It refers to the “physical Where” / noise, temperature, chair, comfort
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Communication
• Basic model is rather one sided |
feedback is low
◦ Interpersonal communication goes both ways |
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Mass Media
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Medium that carries a message to large number's of people at one time
◦ Not a lot of feedback. Mostly deferred, mostly by interference. ◦ Medium is singular, media is plural |
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Communication and culture
• Culture: |
Culture:
◦ learned behavior ◦ social group • limits and liberates ◦ close minded?? • Defines you • Differentiates you • Divides us • Unites us |
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Scope of Mass Media
• Role of technology: ◦ is it the technology or how its used? |
It's generally how its used.
▪ It can help build up/ break down culture |
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Role of Money:
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haves and have not's
◦ Advertising sales ▪ cant sell adds, there wont be money made |
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Current Trends in general
• Concentration of ownership |
◦ Fewer and fewer owners but more outlets
◦ Used to be a law that a television network could not have TV network and a paper in the same town |
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Convergence
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TV station, magazines etc. all have websites
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Globalization
• Audience Fragmentation |
Varieties= pick, where when etc. to find news
◦ all little audiences ◦ narrowcasting, niche marketing or targeting. |
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Hyper-commercialism
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fewer owners, less concern about backlash
◦ smaller towns have to worry more |
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Current Trends in general ALLL
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Concentration of ownership
Convergence Globalization Audience Fragmentation Hyper-commercialism |
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Writing
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Meaning and language became more uniform
• long distance and long period (history) communication • written history and myth • Guttenberg made writing available on a mass scale ◦ humberto ecco: where monks copy books by hand • industrial revolution gave us time to read |
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Media literacy elements
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an awareness of the impact of media
• understanding of the process of mass communications • strategies for analyzing and discussing media messages • an understanding of media content as a tect that provides insight into our culture and our lives • ability to enjoy, understand and appreciate media content ◦ multiple points of access ◦ star wars ▪ adventure ▪ high budget hollywood filmmaking ▪ cultural meaning of characters • understanding of the ethical and moral obligations of media practitioners • development of appropriate and effective production skills |
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Media literacy skills
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make effort to understand
• understanding and respect for medias power • distinguish emotional from reasoned responses • develop heightend expectations of media content • understand genre conventions and when they are being mixed • ability to think critically about media messages, no matter how credible their sources • knowledge of the internal language of various media and the ability to understand its effects- even if they are complex. |
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Residential Farmers
Demographics |
40.8% sold products valued at less than $2,500
• 5.3% sold more than $500,000 • 85.5% owned by individual or family |
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Residential farmers
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off-farm income
• has primarily an off-farm income (have 40hr job) • 1.3 million of these in 2008 ◦ nearly 2/3 of farmers ◦ 10% increase from 1998 ◦ other farm operation held steady |
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Residential farmers
Characteristics |
average 160 acres (compared to 1,600 acres)
• produce 6.5% of farm revenues • non-farm income is above $82,000 per year ◦ $7,000 in farm losses ◦ commercial farm income generally $182,000 • 30% of net worth is from off-farm sources (401k, investments, etc.) ◦ 10% for commercial farms |
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Two Types
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1. Lifestyle farmers
◦ have other primary occupation ◦ increase by 5% 1998-2008 ◦ 45% of farm households ◦ larger concentrations in the southeast 2. Retirement ◦ report that they are retired ◦ 15-20% of farm households ◦ expected to increase (baby boomers) ◦ larger networth than lifestyle, but lifestyle have larger incomes |
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Both Residential and Retiree are more like
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urban consumers
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Both Residential and Retiree are more like urban consumers
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• more labor and capital
• purchase few inputs • smaller set of equipment • non-farm collateral and cash flow essential ◦ sensitive to economic conditions on main street • Recession did hurt ◦ incomes dropped by 11% ◦ outlook is improving |
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Rural lifestyle media
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living the country life
◦ homes, machinery, tractors, etc ◦ big on community ◦ highly targeted multimedia vehicles ▪ magazine ▪ website • 40,000 opt-in subscribers ▪ database ▪ television ▪ radio (33 affiliate radio stations, 39 states) ◦ partenered with Meredith Corp and Learfield Communications ◦ advertising sells well |
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Ogden publications
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multiple titles
◦ Mother earth news (largest) earth friendly different mindset ◦ Grit (special issues on raising poultry, making bread) ◦ Cappers ◦ Farm collector ◦ Gas engine ◦ Farm drive talk ◦ Mother earth news radio |
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Rural lifestyle dealer
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started in 2007
• rural customers accept dealers recommendations 80% • newsletter |
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Rural lifestyle marketing
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Broadcast group
• 82 stations, 1.9 million rural lifestyle residents • good way to reach people in areas |
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Agricultural Public Relations
Carrying |
steam in a basket
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hat is Ag Public Relations?
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fosters mutually beneficial relationships
• good public relations goes unnoticed • management function • involves 2-way communication • planned activity • research-based • socially responsible |
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Common thread
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relationship management
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Research
planning communication evaluavation |
research
◦ focus groups, surveys, SWOTs ▪ strengths weaknesses opportunities and threats (SWOT) • Planning ◦ strategy • Communication ◦ execute: actually doing what we need to do • Evaluation ◦ how well did it work? Did it meet goals? |
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PR skill set is
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very useful
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PR practitioners
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PR Agencies
◦ corporations ◦ government ◦ non-profit organizations or trade associations ◦ independent PR consultants |
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Growth of institutions
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big companies needed PR
◦ people feared centralized power ◦ university of michigan began promoting itself in 1897 ◦ need for communication in general increased |
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Ag PR began to flourish here-1980s
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◦ agricultural producers were reachable
◦ companies began to see value of PR ▪ product information ▪ educational events ▪ company image as products became to be commodities ▪ branding • Early activities ◦ news releases ◦ media relations • later ◦ educational events ◦ promotions and contests |
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Jobs in AG.PR
• Duties |
managers
▪ oversee programs, projects, staffs ▪ plan, strategy ◦ technicians ▪ execute ▪ implement • time entry for both • deadlines |
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Jobs in Ag Public Relations
• Salaries |
◦ overall average $50,000-$99,000 (2005 PRSA Survey) Mean is $78,000
◦ less than 5 years in the field- $49,950 ▪ $30,000 starting salary ◦ Highest paid are consultants ($160,000) ◦ Corporations pay the most ◦ Men still make more ◦ public relations is not very family friendly |
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Preparing for jobs in Ag PR
• Writing is a critical skill |
Writing is a critical skill
◦ good writers can write anything ◦ Opportunities to work successfully in teams of all types ◦ Experience is a plus ◦ agencies usually do not hire students straight out of college unless they have significant experience |
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Team effort
• PR and Advertising are most effective when performed together • Marketing mix focuses on: |
Products/services
◦ Price ◦ Promotion (advertising) ◦ Place (distribution) • PR is involved in all steps • Successful advertising usually follows effective PR |
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Paid Space or Free Coverage
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• Advertising
◦ pays for ad space (in broadcasting its time) ◦ Benefits? ▪ Can say its yours • Public Relations ◦ Free publicity ▪ News conferences ▪ Press releases ▪ Charity events ▪ etc. |
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Creative Control vs. No Control
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• Advertising
◦ money = creative control on what goes into an ad • Public relations ◦ no control over how the media presents your information or if it runs at all. ◦ Trading money for control. |
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Shelf Life
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Advertising
◦ extended shelf life ◦ you pay for it to run for a certain amount of time ◦ Why? • Public relations ◦ one time shot ◦ why? |
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Wise Consumers
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• Advertising:
◦ if somethings in an ad, you know they're trying to sell you something ◦ so what is the advantage of PR? ▪ Its not directly from a company...you are getting it from a news media • PR messages ◦ 3rd party article ◦ no money involved ◦ you are getting the benefit of the 3rd party ◦ because the 3rd party talks about it, the people are more likely to find it credible. It works. |
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Creativity or a nose for news
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• Advertising
◦ Exercise creativity ◦ Room to be edgy • PR ◦ Generate buzz within the news ◦ Ability to determine what is news and how to get coverage |
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In-House or Out on the Town
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Advertising
◦ in ad agencies primary contacts are ▪ Co-workers ▪ Agency clients • PR ◦ Co-workers ◦ Agency clients ◦ Media relations*** ▪ Must build relationships with media people in every outlet from print to broadcast. |
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Team effort
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PR and Advertising are most effective when performed together
• Marketing mix focuses on: ◦ Products/services ◦ Price ◦ Promotion (advertising) ◦ Place (distribution) • PR is involved in all steps • Successful advertising usually follows effective PR |
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Paid Space or Free Coverage
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Advertising
◦ pays for ad space (in broadcasting its time) ◦ Benefits? ▪ Can say its yours • Public Relations ◦ Free publicity ▪ News conferences ▪ Press releases ▪ Charity events ▪ etc. |
