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56 Cards in this Set
- Front
- Back
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Amos Kendall?
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A Kentucky newspaper Editor.
First Presidential Press Secretary (Andrew Jackson). |
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Aristotle's Views on Persuasion?
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1. Ethos - appeal based on information source (or of one's character). Central Route to Persuasion.
2. Logos - appeal based on logic/reason. Central Route to Persuasion. 3. Pathos - appeal to emotion. Peripheral Route to Persuasion. |
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Elmer Davis?
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Established the VOA (Voice of America).
Promoted America's position in World War 2. |
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George Creel?
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Encouraged support for World War 1 and for conservation and war bond purchases.
Edward Bernays worked FOR Creel. |
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Hypodermic Needle Theory/Magic Bullet Theory?
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Cause and Effect theory.
It says that mass media has a direct, immediate, and powerful effect on the audiences. |
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Integrated Marketing Communication (IMC)?
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An effort to coordinate messages from different parts of an organization to provide a consistent view of the organization that can achieve maximum impact.
-- OR -- a unified, multi-channelled, synchronised communication, which groups together three different aspects of communication – marketing, advertising and public relations oriented towards establishing bilateral relations with the target groups. |
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In-House Public Relations?
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Refers to a department within an organization using one's own staff to do something.
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In-House PR VS. Outsourcing?
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In-House does the work within the organization versus Outsourcing is hiring someone outside of an organization to do the job.
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Ivy Lee?
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Created a "Declaration of Principles" which called for honest communication with the public on behalf of a client.
Nicknamed: "Poison Ivy" Advised the Rockefellers and the Vanderbilts. Became famous when helping Rockefellers with the Ludlow Massacre and helping the Pennsylvania Railroad Company. |
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Ivy Lee's Principles?
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Should align itself with public interest and should not fight it.
Open and honest with media; give only facts. |
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Ludlow Massacre?
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Mineworkers were on strike and the tents were set on fire.
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What is Muckraking or Muckrakers?
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Journalists with only negatives and not positives.
Refers to investigative Journalists. |
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Who are some Muckrakers?
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John Bunyan, Nelly Bly, Upton Sinclair, and Lincoln Steffens.
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John Bunyan?
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Author of "Pilgrim's Progress."
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Nelly Bly?
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A Journalist who wrote about child labor, and unfair working conditions.
Usually worked for magazines. |
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Upton Sinclair?
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Wrote "The Jungle" which was about immigrant workers in the Chicago meat packing plants.
Teddy Roosevelt ordered an investigation of the industry and had laws passed that helped. |
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Lincoln Steffens?
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Wrote about "the shame of the cities."
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Outsourcing?
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Hiring people outside an organization to do work.
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P.T. Barnum?
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Famous for the saying "There's a sucker born every minute."
Named "the patron saint of promoters." Master of "hype" Master of the "staged" event" Master of press agent |
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What PR mess up is P.T. Barnum known for?
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Barnum and Bailey's Circus.
He promoted Joice Heth as a 161 year old former slave who was the nanny to George Washington. Reality was, she was only about 80 years old. He played the victim. |
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Puffery?
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Legal exaggeration.
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Propaganda?
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The word came from the Catholic Church during reformations.
It is information spread for the purpose of promoting some cause. |
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What is a major example of a "staged" Public Relations event?
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The Boston Tea Party.
When Patriots disguised themselves as Mohawk Indians, boarded 3 ships in the Boston harbor and dumped the cargo of tea into the sea to protest unfair taxes. |
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Reactive Public Relations?
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PR that reacts to events as they actually occur.
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Proactive Public Relations?
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PR that tries to anticipate future circumstances.
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Exposure?
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Individual chooses media and exposure.
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Perception?
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People apply their own beliefs to content.
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Attention?
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We only notice a small percent of messages.
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Retention and Recall?
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We remember what we want to remember.
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SMCR?
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Source --> Encoding --> Message --> Channel --> Decoding --> Reciever --> (then back to) Source
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What are the 5 types of Channels (aka Mass Media)?
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1. Public Media - tv, radio, internet, etc.
2. Interactive Media - products, services, etc. 3. Controlled Media - publication of smaller number of copies to a specific group. 4. Events/Groups 5. One-on-One |
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Spin Doctor?
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Used to refer to unethical or misleading tactics by politicians and campaigns.
Now refers generally to any effort by Public Relations people to find a positive side to a story. |
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Two Step Flow Theory?
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Information that flows first to the opinion leaders and then to the masses.
OPINION LEADERS --> PUBLIC OPINION |
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Who believed in the Two Step Flow Theory?
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Edward Bernays
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Uses and Gratifications Theory?
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A theory that says people use media for a variety of different reasons.
Examples are: Surveillance of Environment, Entertainment, Reinforcement of Opinions/Values, and Companionship. |
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Voice of America (VOA)?
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An organization of the United States Government that broadcasts radio and tv propaganda to other countries around the world.
Elmer Davis created it. |
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Westinghouse VS. Edison?
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Westinghouse needed to publicize the advantages of his company's AC electric system over Thomas Edison's DC system.
State chose AC of Westinghouse to power the first electric chair. Edison used this to his advantage as a scare tactic to bring the public to his DC system. Westinghouse AC won. |
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Who was the "Master of Promotion?"
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PT Barnum
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Who is the father of Modern Public Relations?
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Edward Bernays
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Who coined the term "public relations counselor" to replace the word Propaganda?
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Edward Bernays
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Who do we associate with the campaign to get women to smoke?
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Edward Bernays.
He used his uncle's (Sigmund Freud) psychology research and tactics. |
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William Vanderbilt, aka "Robber Barron" explains what his thoughts were with regards to public opinion. What is it?
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"The public be damned."
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"The engineering of consent" means?
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Public Opinion can be managed/engineered/manipulated.
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Who was/is the largest independent Public Relations Firm?
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Edelman
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Alfred P. Sloan?
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President of General Motors.
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Edward Bernays?
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Invented the term "Public Relations Counselor."
Viewed Public Relation Professionals like attorneys advising clients. Coined the term "Engineering of Consent" which means -- influencing public opinion. |
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Doris Fleischman?
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Edward Bernays' wife.
Sometimes called the "Mother" of Public Relations. Kept her name, did not have kids, and executed a lot of the work that they did for Public Relations. |
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Arthur W. Page?
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Vice President of Public Relations at ATT.
Only would accept the job if he would be involved in policy making. |
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Agenda Setting Theory?
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Media does not tell people what to think, only what to think about.
The idea that everyone feels that the same issues are more important than others, the difference is their actual opinions and perception of those very same issues. |
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Cultivation Theory?
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The more violence we see, the more violent we think the world is.
Cultivates beliefs. |
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2 Types of Publics?
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Passive and Active
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Passive Publics?
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Seeks entertainment, diversion. Tends to need very creative messages to get their attention. Nothing too complicated or serious.
Pathos/Peripheral Route. |
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Active Publics?
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A person seeking information.
Will be receptive to information rich, functional messages that contribute to their understanding. Logos and Ethos/Central Route. |
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Elaboration Likelihood Model includes:
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Central and Peripheral Route to Persuasion.
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Central Route to Persuasion?
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Logos and Ethos.
Direct messages to consumers who pay attention to detail. |
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Peripheral Route to Persuasion?
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Pathos.
Almost like Passive. Entertaining Messages/Creative. |
