Principles of PR Final Study Guide
what are the three types of crisis attributions does situational crisis communication theory identify?
- Accident - Victim - Preventable
NPR reported that BP had eliminated much of its public and government relations staff before the Deepwater Horizon mishap in April 2010. The goal was to cut operating costs. As a result, when the accident in the Gulf happened, the company wasn't prepared to communicate three key messages. What were they
- BP was accountable - BP was concerned about the situation BP had a plan to address the situation
a public relations practitioner assigned to build up an individual's public image should consider which psychological factors celebrity they might employ. name two psychological factors underlying the American obsession with celebrities ?
- Curiosity (fascination) - Hero worship - Vicarious sense of belonging (loyalty) - Desire for entertainment (look behind the curtain)
Public relations people involved in fundraising need to understand potential contributors' motives for giving. how do intrinsic and extrinsic motives differ?
- Intrinsic movies are based on altruism (internal rewards) - Extrinsic motives are based on external rewards
What three things did Sam Crothers say a company representative needed to know when he/she responded to reporters immediately after an accident?
- Know your company policy - Know what reporters need to know to do three jobs Know what to say (initial information to release), say it (deliver key initial messages), and then say goodbye (don't speculate or elaborate)
Scholars of public relations jobs are put into two categories: technician and manager. what's the primary functional difference between a communication technician and a public relations manager?
- Technicians prepare materials- as writers, editors, audio visual producers, media relations and social media specialist - for public relations efforts. Technicians are not usually involved in organizational decision making. they explain decisions made by others. - Mangers are involved in organizational decision making, are responsible for public relations effectiveness and often work with the "dominant coalition" `
Federal laws that limit the way federal agencies can practice public relations and describe the legal restrictions
- The Gillett Amendment of 1912 (now Title V, Section 3109 USC) - The Smith-Mundt Act - Public Law 92-351
What two factors in situational crisis communication theory intensify attribution of responsibility
- history of crises -prior negative reputation
Using grassroots efforts to mobilize public support for a cause is a common public relations tactic. In what way might the use of that tactic raise ethical questions? What provision of the Public Relations Society of America Member Code of Ethics addresses this situation?
- when public relations agencies set up front groups (Astroturf groups) and won't disclose the sponsors - that move violates Disclosure of Information Provision
How does "pull" differ from "push" communication
-"pull" describes active consumers looking for online information they want -"push" describes organizations distributing infuriation to inactive consumers. they may or may not want the material
Reputation is one of an organization's most important assets. what three elements does your textbook identify as "foundations of reputation "
-Economic performance -Social responsiveness -Ability to deliver valuable outcomes to stakeholders
Advocacy groups often fight for social causes. what are two common public relations tactics they use?
-Lobbying -Litigation -Mass demonstrations -Boycotts -Reconciliation
Government relations practitioners often employ the personal influence models of public relations. How does personal influence differ from influence peddling?
-Personal influence relies on regular interactions or friendships between officials and lobbyists. These interactions reflect some level of trust and mutual benefit - Influence peddling involves charing others for connections ("cashing in") and using questionable tactics (lavish gifts) to garner support
How does information delivered by Business Wire or PR Newswire differ from information delivered by the Associated Press?
Business Wire and PR Newswire deliver news releases to subscribers. those releases are written and edited by the originating organizations. Those organizations pay to have the news release service deliver them as written. The service don't originate or edit copy the Associated Press is a cooperative news-gathering organization. It pays journalists to gather information and write stories. it pays editors to act as gatekeepers. AP generates news stories for distribution to member news organization and controls what those stories say
Public relations practitioners deal with different levels of conflicts. What category of problem—issues, emergency or crisis—do the following headlines represent? NCAA issues death penalty to SMU in pay-for-play case
Crisis
Nonprofit organizations carry out many activities and provide many services. which service categories do these nonprofit organizations represent? Roanoke Symphony Orchestra
Cultural groups
When you interact with publics in other nations or with different cultural backgrounds from yours, several factors could complicate effective communication. Name three differences that public relations practitioners should remember
Differences in: - Communication context (high or low) -language and culture -nonverbal communication -laws, customs and manners -values and morals religion
what tactic do many entertainment publicist use to churn out constant information about a client?
Drip by Drip
Public relations practitioners deal with different levels of conflicts. What category of problem—issues, emergency or crisis—do the following headlines represent? Person dies after taking tainted Tylenol
Emergency
When Ivy Lee developed the "press handout" in 1906, it was designed to appeal to news gatekeepers (reporters and editors). In the internet / social media age, what's the target audience for current news releases?
Everyone (especially with online access)
According to situational crisis communication theory, what should be the base response to an incident?
Help prevent further harm Help people cope psychologically by providing corrective information and expressing sympathy
According to your textbook, nonprofit membership organizations represent many levels and types of groups. what type membership groups (trade associations, labor unions, professional associations, advocacy groups, chamber of commerce) do the following organizations represent? United Auto Workers
Labor union
Lobbying is a subspecialty of government affairs. What's the purpose of lobbying?
Legislative advocacy for an organization - working for the passage, defeat or amendment of proposed legislation or regulatory policies
Before a public relations practitioner can write a news release, he or she must have some idea of what constitutes news. Because news is whatever a news gatekeeper says is news, we use certain news elements and values to identify items that might make a gatekeeper's cut. Which news values do the following sentences emphasize most? More than 5,000 Virginia Tech students gathered on the Drillfield to celebrate the football team's victory.
Magnitude
Public relations for public elementary and secondary school is recognized public relations subspecialty. what professional association, which participates in APR credentialing, represents practitioners in this subspecialty?
National School Public Relations Association (NSPRA)
what category of public relations practitioner might insure a movie car's face to generate publicity?
Press agent or publicist
According to your textbook, nonprofit membership organizations represent many levels and types of groups. what type membership groups (trade associations, labor unions, professional associations, advocacy groups, chamber of commerce) do the following organizations represent? American Medical Association
Professional Association
Before a public relations practitioner can write a news release, he or she must have some idea of what constitutes news. Because news is whatever a news gatekeeper says is news, we use certain news elements and values to identify items that might make a gatekeeper's cut. Which news values do the following sentences emphasize most? President Donald Trump is heading to his New York home for Christmas
Prominence
Before a public relations practitioner can write a news release, he or she must have some idea of what constitutes news. Because news is whatever a news gatekeeper says is news, we use certain news elements and values to identify items that might make a gatekeeper's cut. Which news values do the following sentences emphasize most? National Weather Service officials in Blacksburg confirmed that a tornado destroyed one home and a barn one mile west of Virginia Tech campus last month
Proxminity
Before a public relations practitioner can write a news release, he or she must have some idea of what constitutes news. Because news is whatever a news gatekeeper says is news, we use certain news elements and values to identify items that might make a gatekeeper's cut. Which news values do the following sentences emphasize most? John Smith was the first man to enroll at the College of Saint Elizabeth, a formally all women's school in Convent Station, NJ
Sex
Nonprofit organizations carry out many activities and provide many services. which service categories do these nonprofit organizations represent? Robert Wood Johnson Foundation
Social service organization
Before a public relations practitioner can write a news release, he or she must have some idea of what constitutes news. Because news is whatever a news gatekeeper says is news, we use certain news elements and values to identify items that might make a gatekeeper's cut. Which news values do the following sentences emphasize most? Technical problems have delayed Endeavor's final liftoff until at least Sunday. NASA officials say poor weather this weekend may delay the launch further
Suspense
The United States has been involved in public diplomacy since World War II. From 1948 to 1999, the United States Information Agency directed that activity. The agency started overseas broadcast operations such as the Voice of America. VOA, Radio Sawa and other U.S.-funded radio and TV operations are still broadcasting U.S. messages to people in other countries. Few Americans have ever heard these broadcasts. What 1948 law prohibits the federal government from directing public diplomacy efforts toward U.S. citizens?
The United States Information and Education Exchange Act of 1948 (Smith-Mundt Act)
What's "release authority" and why is it important in corporate communication
The release authority in an organization is the public information gatekeeper. usually a corporate communication execitive has responsibility for determining what information an organization makes public and how. Release authority is a primary responsibility in the media relations role of corporate communication. All people in the organization must be clear about who has release authority.
according to Canadian communication consultant Jeff Ansell- interviewed in Truth Merchants: Public Relations and Media - why do corporate communication executives need to provide interview training for organizational executives and spokespeople?
To avoid misunderstanding of corporate messages. He said news judgement was subjective. Because journalists determined what people saw, hear and read, newsmakers needed to provide context in their responses to questions. thee goal was to be forthcoming, honest and tell the story in a way that left little room for misunderstanding
Which social network allows organizations to publicize products, report event sand link documents, websites, photos and videos to messages
Geert Hofstede, a psychologist for IBM, identified five basic cultural dimensions among international employees. The dimensions were power-distance measures, individualism vs. collectivism, masculinity/femininity, uncertainty avoidance and long-term/short-term orientation. On the individualism/collectivism scale, North Americans and Western Europeans generally gravitated toward individualism. Name one region/continent where Hofstede found more collectivist cultures?
asian or Latin America
Public relations practitioners deal with different levels of conflicts. What category of problem—issues, emergency or crisis—do the following headlines represent? Worker filed $119-million defamation lawsuit against company
emergency
Public relations practitioners deal with different levels of conflicts. What category of problem—issues, emergency or crisis—do the following headlines represent? Tornado cuts path of destructive through city, closes univeristy
emergency
Public relations practitioners deal with different levels of conflicts. What category of problem—issues, emergency or crisis—do the following headlines represent? Neighbors oppose zoning changes for church
issue
when an emergency happens, what's the primary public relations objective
take the initiative
responsibleCorporate public relations focuses on reputation / relationship management. That makes the director or Vice President of corporate communication responsible for organizational goodwill. what's goodwill?
the good relationships between a business enterprise and its customers reckoned as an intangible asset. the value of an organization beyond tangible assets on its book or the difference between a company's market value and the value of its tangible assets.
why do public affairs specialist for corporations and nonprofit organizations monitor activities in local, state and federal legislative bodies and regulatory agencies?
they are keeping track of issues and decisions that might affect their organizations so it can plan to respond to policy changes
According to your textbook, nonprofit membership organizations represent many levels and types of groups. what type membership groups (trade associations, labor unions, professional associations, advocacy groups, chamber of commerce) do the following organizations represent? National association of home builders
trade groups
According to your textbook, nonprofit membership organizations represent many levels and types of groups. what type membership groups (trade associations, labor unions, professional associations, advocacy groups, chamber of commerce) do the following organizations represent? National Rifle Association
Advocacy Group