COMM251.50 - Public Relations I: Intro PR (Spring 2021)
Deontological ethics
System of decision-making that focuses on the moral principles of duty and rules.
Advertising value equivalency (AVE)
A calculation of the value of news or editorial coverage based on the cost of the equivalent amount of advertising space or time.
Message testing experiments are known in digital media as ___.
A/B testing
Conversational voice
An authentic, engaging and natural style of communication that publics perceive to be personable.
Programmatic media buying
Automated media buying that is preprogrammed so that advertising purchases are completed when certain criteria set by buyers (marketers) and sellers (media) are met. Programmatic media buying commonly occurs via computer-run, real-time auctions.
Monologic communication
Communication in which one party attempts to impose its view on others.
Internal newsletter or television ads are thought of as ___ because communicators may write and edit, or create and produce messages exactly how they want them.
Controlled media
Andy enjoys writing newsletters, emails, and scripts for advertisements because he can develop and produce them exactly how he wants and guarantee where and to whom the messages are sent. Any prefers ___.
Controlled media over uncontrolled media.
Instead of having to buy goods at a bricks-and-mortar store, today, customers have more options. Thanks to online delivery, in-store pick up, and mobile apps, companies are making it more _____ than ever to do business.
Convenient
Accredited in public relations (APR)
Credential awarded by PRSA and other UAB affiliates to those who have demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively
Compensation
Crisis response strategy of offering products, services or money to help make amends with publics.
Stemming from Marxism, _____ occurs when ruling class imposes its social, political or economic ideals on subordinate groups in society at the expense of cultural diversity, such as the appearance of Starbucks in many countries outside the U.S.
Cultural convergence
The concept of _____ helps public relations people in communicating from the standpoint of their client's values while interpreting their publics' cultures back to the client.
Cultural convergence
Uncertainty avoidance
Cultural dimension describing the difference between cultures that are uncomfortable with ambiguity (high uncertainty avoidance) and those that are at ease with ambiguity
Masculinity-femininity
Cultural dimension describing the difference between cultures that value competition, achievement and material success and those that value care, collaboration and modesty
Long-term orientation
Cultural dimension describing the difference between cultures that value long-held traditions and cultures that value entrepreneurship and innovation.
Individualism-collectivism
Cultural dimension describing the difference between cultures that value loyalty to self and immediate family and those that value loyalty to larger groups and society.
Using McGuire's Hierarchy of Effects helps Bryce, a PR account executive, identify specific objectives and tactics, and ___.
Evaluate what worked and what didn't
External publics
Groups of people with shared interests outside of an organization. These groups either have an effect on or are affected by the organization.
Digital watermarking
Information embedded into digital audio and video signals that can be used to track when and where the content is delivered.
Feedback
Information returned from the environment in response to an organization's action or communication that can be used for continuous adjustment and improvement of the organization.
Vincent conducts public relations for leading medical device company. Though he works in PR, he often purchases _____ so he can raise awareness about his company as a whole rather than focusing on specific products.
Institutional advertising
Distributed public relations
Intentional practice of sharing public relations responsibilities among a broad cross section of an organization's members or employees, particularly in an online context.
What approach did the BarkBox subscription service for dog owners take to attract customers?
Investing in the right mix of owned, earned, paid and shared media.
According to the publics scholars Shannon Bowen and Don Stacks, a primary weakness of utilitarian ethics is that the person who applies them can use them for ___.
Justify decisions that favor good personal outcomes, not good outcomes for the public interest
As Meghan is working on the budget for her client's plan, she needs to balance personnel, administrative costs, and ___.
Media
When people scroll and download information from your Web page, comment on and share your social media posts, write about your news, or watch and recommend your videos, measuring those behaviors are examples of measuring ___.
Outcomes
While measuring the number of tweets posted, news releases sent, event sponsored or schools visited by experts provides a useful assessment of what has been done, they are merely ___ and do not measure what you hope to accomplish.
Outputs
In agencies or established businesses, regular and ongoing administrative costs such as electricity, paper, and internet services are often considered ___.
Overhead expenses
Non-compete clause
Part of an employment contract that restricts employees from working for competitors or sharing competitive information such as trade secrets even after they no longer work for the organization.
Bob Lauterborn called for marketers to recognize the changing nature of communication between organizations and their customers. He advises organizations using integrated communications to use an approach that starts with _____.
People rather than products
Social media inactives
People who receive crisis information indirectly from social media via traditional media and offline word of mouth.
Aware publics
People who recognize that they are affected by a problem or issue in their environment.
Freelancers
People who work on a project-byproject basis instead of working more permanently for a single employer (e.g., freelance writers, photographers, video producers).
Click-through rate
Percentage of users who view an ad on the web and click on it to reach an advertiser's site. Analytics help track behavior as users move from initial exposure to some target behavior, such as making an online purchase.
Reach
Percentage or number of people exposed to a message at least once via a specific communication channel during a defined period of time.
John must assess which impact of his recycling program will most likely accurately measure the results. Which of the following is most likely to do that?
Plastic bottles found in the recycling bins are counted
Online, advertisers can buy banner ads, which display ads on a portion of web pages, or _____, which is a commercial video ad displayed for a few seconds before the desired video is shown.
Pre-roll advertising
Though she found reviewing existing studies and research helpful in understanding general themes, Nala knew that to design her own effective communication plan, she needed to tailor some research more specifically. Therefore, Nala embarked on conducting ___ reseasrch.
Primary
Interviews, focus groups, and direct observation are examples of ____________ research.
Qualitative
Tyson developed a coding system to measure the quality of news coverage his client earns. For each article, Tyson awards points based on his coding system, for example, three points if his client is in the headline, or two points if the article includes a quote from his client. Tyson uses the same criteria for scoring every article for a full year to measure the quality of coverage overall. By using the same coding system, Tyson can ensure his content analysis is ___.
Reliable
Writing for search engine optimization has become an important part of ___.
Reputation management
Successful planning in public relations begins, ends, and begins again, with ___.
Research
Qualitative research
Research that results in in-depth description and understanding without relying on the use of numbers or statistics to analyze findings.
A local shoe store hires Julie, a freelance public relations practitioner, because it knows it needs help in PR, but isn't quite sure why. Julie's job is to convert this fuzzy thinking into a ___ that will lead to meaningful results for the store.
Strategy
Gillette's "We Believe" campaign struck a chord. While ad has been viewed millions of times, and received hundreds of thousands of shares on social media, the ad isn't necessarily a success. It generated hundreds of thousands of negative comments, as well. The only way for Gillette to evaluate the campaign is to ___.
Take into account both qualitative and quantitative measures
Outputs
Tasks or work attempted and completed, including communication tactics produced. Outputs can be completed without necessarily leading to meaningful results (i.e., outcomes).
Transmedia storytelling
Telling a story across multiple platforms like games, web pages, apps, social media and traditional media.
Third-party credibility
Tendency of people to attribute greater trustworthiness or expertise to a source other than the original sender of a persuasive message.
Functional magnetic resonance imaging (fMRI)
Tests that use magnetic fields to generate images of brain activity, including responses to communication and media stimuli.
Dateline
Text at beginning of a news story that describes when and where the story occurred (e.g., "BEIJING, June 16—")
Meta tags
Text used to describe a web page to search engines.
Impacts
The broadest and furthest-reaching results of public relations efforts, often stated in terms of societal benefit.
Content curation
The process of gathering and sharing content from reputable sources or users.
Economic convergence
When various media organizations and functions are merged under a single ownership structure. This form of media convergence is different from the term economists use to describe trends in world economies.
Marketing and advertising are primarily concerned with promoting an organization's products. Public relations also promotes the products, but more important, public relations promotes organizations as a _____.
Whole
A guiding principle of good public relations to _____ tell the truth.
Proactively
Mission
Overall reason an organization exists.
Organizations must bring something beyond ___ to the relationship with publics.
Talk
Looping video
Videos that play and repeat multiple times, in a loop.
Groups of people with shared interests WITHIN an organization are known as _____ publics.
internal
Management of relationships between an organization and publics in the financial community is known as _____ relations.
investor
Microblog
A shorter blog post limited by space or size constraints of the delivery platform.
Marketing mix
Combination of product, price, place and promotion strategies in support of profitable exchange.
The content analysis research technique essentially involves ___.
Counting and categorizing
Power distance
Cultural dimension describing the difference between cultures that value hierarchy and authority and those that value equal distribution of power.
When goals are marketing-based, the measurement metrics should include the steps involved in the ___ such as searching for key terms, clicking on links, browsing product offerings and making purchases.
Conversion funnel
Ingratiation
A type of reinforcing crisis response strategy in which stakeholders are praised or thanked to win their good favor.
Issue
An important topic or problem that is open for debate, discussion or advocacy
Organizational culture
Groups of people that identify as part of an organization such as employees and members.
Lucy oversees marketing for a wide range of lawn-care products. She knows she has to market her new products differently from one product that is more mature in its _____.
Lifecycle
Advertorial
Paid advertising that is presented in the form of editorial content.
Latent publics
People who are affected by a problem or issue but don't realize it
One problem with AVEs is that they falsely indicate ___ based on media placement and do not measure attitudes, knowledge, or behavior.
Reach
The keys to successful social media influence are:
Reach and authenticity
Social media followers
Social media users who receive crisis information from social media creators
Public figure
Someone "of general fame or notoriety in the community" who is subject to less protection in libel cases than a private individual.
Linear story arc
Storytelling that follows a logical sequence or chronology.
Technological convergence (aka digital convergence)
When information of various forms such as sound, text, images and data are digitized, affording communication across common media.
Problem or opportunity statement
A concise written summary of the situation that explains the main reason for a public relations program or campaign.
Hyperlink
A piece of text or an image online that can be clicked on to reach another resource online.
Cookie
A text file stored on a user's computer that is used to track and remember the user's activity online.
Snackable content
Easy-to-consume pieces of content that are available on the go.
In a laboratory setting, communication researchers might use ___ software to observe how people pay attention to and respond to messages.
Eye-tracking
Flaming
Hostile communication among internet users.
Conversion rate
In online strategy, the number of goals reached divided by the number of unique visitors to a site
Participatory media
Media in which publics actively participate in producing and sharing content.
The cliQ perform monitors millions of broadcast TV hours, online news stories, and social media mentions. It accumulates and organizes the information in real time for data analysis for its clients. This platform is an example of ___.
Media monitoring services
Richard Edelman, founder of a PR firm, tweeted about the new American Cancer Society's campaign. News Channel 5 picked up the tweet and reported the campaign in a positive way. The role Channel 5 played is called ____________.
Third-party credibility
Freedom of Information Act (FOIA)
U.S. federal law passed to ensure that the government makes its information accessible to citizens.
When journalist post queries online inviting public relations people or others with relevant information or expertise to respond is called _____.
media catching
Oliver hopes to convey the intricacies of geothermal heating technologies to city planners and architects so they might consider them when designing new buildings. Olivier's desired results can be best described as ___.
Cognitive
SWOT Analysis
Description and discussion of an organization's internal strengths and weaknesses and its external opportunities and threats.
Attitudinal
Having to do with affect, emotion, favor or disfavor toward an organization, brand, product, service, idea or any other attitude object.
The standard used to determine what is worth covering in news media is called _____.
newsworthiness
Spin
Disingenuous strategic communication involving skewed interpretation or presentation of information.
Having a picture of your product pinned on a top Pinterest board, trending on Reddit ("the front page of the Internet"), or showing up at the top of organic search results on Google are all forms of earned media. Which is an example of another form of earned media?
Getting retweeted by a celebrity
If you place a ____________ in a paid TV ad, TV viewers can jump platforms from their TVs to other screens.
Hashtag
Stock image
Image that is professionally produced for selling or sharing, commonly available in searchable databases.
Media in which publics actively participate in producing and sharing content is known as _____ media.
participatory
Harvard College began fundraising campaigns as early as 1641, when college representatives were sent to England to emphasize how the college was educating _____ as part of a pitch for donations.
Native American Indians
Management function
Part of an organization involved in its overall leadership and decision making, guiding how the organization operates in its environment, rather than merely following the instructions of others.
Word-of-mouth promotion
Passing of information and recommendations from person to person.
Students walk by bulletin boards all throughout their college campuses, sometimes several times a day. While the students are exposed to messages on the fliers by glancing at the board, most do not even ___.
Pay attention
Relationships in which each party gives benefits to the other with the expectation of receiving comparable benefits in return is known as _____ relationships.
exchange
The ethical doctrine holding that the best courses of action are found between extremes is called the _____.
golden mean
Then the bag goes on a conveyor belt to pass through X-ray machines and past bomb-sniffing dogs. The ultimate goal of this second measure is to ensure that the contents of checked baggage are safe. What is the accuracy of the desired measurement trying to determine?
Reliability
After a Crock-Pot was blamed for the death of a beloved fictional television show character on NBC's "This is US", the Crock-Pot company tried to respond rationally and technically. But advice from its PR agency, Edelman, was to:
Remain calm, patient, and good-humored
Nonparticipant observation
Research method in which the researcher avoids interaction with the environment or those being observed.
Participant observation
Research method in which the researcher deliberately interacts with the environment and those being observed.
The PR acronym of RPIE refers to the four-step process of ___, planning, implementing, and evaluating programs.
Researching
Management of relationships between an organization and members of the media who write, edit, produce and deliver news is known as _____.
media relations
Alexia develops an app that allows high school students to record, upload, and post a running total of the amount of material they recycle. However, she has not thought through the connection to her organization's objectives, goals or mission. She is applying what action to her broader strategy?
Tactics
There are times when secrecy might make sense to publics. For example, Apple denied requests from the FBI to hand over the required code to unlock their phone so the company could protect its proprietary information. In cases like Apple's, organizations can still:
Tell the truth about what they are keeping secret and why.
Relational maintenance strategies
Ways of building and sustaining mutually beneficial relationships between organizations and publics.
There are many good reasons to study PR history. Which of the following is NOT one of those reasons?
We should conduct PR as it has always been done.
When Robert implements his client's public relations programs, he considers his client's actions and effects on its publics, what his client is communicating, and ___.
What others are saying about his client
Advertising
Media space purchased by sponsors to persuade audiences; or the practice of planning and producing this service.
RJ is putting the finishing touches on a new web site he developed for his non-profit organization. Before he finishes, he works with his IT director to add ___. These are important because they describe the web page to search engines.
Meta tags
Though they may take audiences by surprise, all pop-ups require ___, such as when Timberland opened a 3,500-square-foot retail store in New York City featuring live full-sized trees and giant terrariums.
Planning with bigger organizational goals in mind
A ___ is a temporary storefront, event or experience designed to gain attention and generate engagement by appearing quickly in an unusual place.
Pop-up
Plagiarism
Presenting someone else's words or ideas as one's own.
Pure accommodation
Stance in issues management in which a public relations practitioner fully concedes to a public's demands.
Newsworthiness
Standard used to determine what is worth covering in news media.
Sunshine law
State law that stipulates which documents and records must be open to the public and which meetings and events must be open.
Objectivity
State of being free from the influence of personal feelings or opinions in considering and representing facts.
Publicity
Unpaid media coverage, or the practice of deliberately planning and producing information and activities to attract this coverage.
While media monitoring services can conduct content analysis of traditional and social media, they aren't able to measure many of the most important goals and objectives of public relations programs. In short, content analysis can't measure ___.
What people think, feel and do offline.
The relationship between a business and the end users of its products or services is called _____.
business to consumer
Media monitoring services
Vendors that assist public relations practitioners in the collection, analysis and reporting of media data for evaluation.
In 2018, Wells Fargo launched the Re-established campaign to win back trust after a challenging period in its history. How does this play out as real action within the organization?
Wells Fargo made foundational changes to identify and fix problems so they do not happen again.
The American Red Cross sent volunteers to areas severely affected by floods today. Emily and Elizabeth, two volunteers, wen to help victims. This illustrates how public relations is based more on:
What an organization does than on what it says.
Libel
Written or otherwise recorded false communication that injures someone's reputation.
One of the primary functions of government known as _____ is the dissemination of information to constituents.
public affairs
Golden rule
Ethic of reciprocity—treat others as you would like to be treated yourself.
Geolocation
Function of communication devices that identifies the specific geographic location of the device.
___ charts are types of bar charts that show project timelines including the start and duration times of tasks. This lets a planner to consider how long a task will take and which resources will be needed when tasks occur at the same time.
Gantt
Digital divide
Gap between those people with relatively little access to and use of information and communication technologies and those people with greater access and usage.
When a public relations person approaches a journalist or editor to suggest a story idea is known as _____.
pitching
Strategic planning is a ___.
Cyclical process
Jackson prepares a PR campaign for the Vanguard Group to encourage people to save for retirement. In this campaign, public relations basically becomes an act of ___.
Education
Initial public offering (IPO)
Financial event in which a private company offers sale of stocks to public investors for the first time.
One of the most common PR client requests is ___.
Help us raise awareness
Deep link
Hyperlink that bypasses an organization's home page and takes users directly to resources deeper in an organization's website structure.
Diversity
Inclusion of different types of people and different types of views.
Self-efficacy
One's belief that he or she can perform certain behaviors to achieve certain outcomes.
What are the two major professional public relations organizations that have developed a code of ethics?
PRSA and IPRA
Internal publics
The unique character of an organization comprised of beliefs, values, symbols and behaviors.
Participatory culture
A culture in which private citizens and publics are as likely to produce and share as they are to consume; commonly applied in mediated contexts in which consumers produce and publish information online.
Social media release
A news release that applies the conventions of social media and includes content designed for social media distribution and sharing.
Video news release
A news release that provides broadcast journalists with pre-produced news packages including audio and video material.
News release
A news story, written in news style, by a public relations practitioner writing on behalf of an organization or client.
General public
A nonspecific term referring to everyone in the world, making the concept rather meaningless in strategic communication and relationship building.
Brand advocate
A person who is loyal to your brand and speaks favorably about your brand to others.
Bolstering
Attempting to offset reputational damage to an organization during a crisis by emphasizing the good work that the organization has done in the past.
Media planning
Choosing media channels to achieve strategic communication goals and objectives. Media planning drives advertising purchases.
Clear and present danger
Circumstance that may limit rights to free speech in the interest of preventing "substantive evils."
Jai needs to determine the conversion rate to understand how many people click on his company's web site after seeing an online ad. If 500 people view the ad, but only 100 click the link to visit the web site, what is the conversion rate?
Conversion rate is 20%
Trade secret
Business information that is not generally known to the public and not readily available to others who could profit from its disclosure or use.
Cultural intelligence
Ability to adapt, communicate and interact effectively across cultures by learning and applying cognitive, emotional and behavioral skills.
Validity
Accuracy of a particular research technique in measuring or observing what the researcher intends to measure or observe.
Apology
Act of taking responsibility for an issue or crisis and seeking forgiveness or understanding.
Which of the following is an appropriate comparison between publicity and advertising when viewed through the lens of the sales-focused marketing mix?
Advertising is guaranteed paid media, space, where publicity entails unpaid media coverage.
_____ is value in the PRSA Code of Ethics, yet frowned upon by journalists, PR practitioners serve the public interest by supporting those we represent. But according to the Society of Professional Journalists, "analysis and commentary should be labelled and not misrepresent fact or context. Distinguish news form advertising and shun hybrids that blur the lines between the two."
Advocacy
_____ is the degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization he or she represents.
Authenticity
Corporate social responsibility (CSR)
Companies' commitment of resources to benefit the welfare of their workforce, local communities, society at large and the environment.
Spambots
Computer programs that automatically send unsolicited email or post comments in online forums.
Reliability
Consistency and precision of a particular research technique.
Outcomes
Observable results of public relations work.
Blog
Online post (or web log) with reflections, comments and often links provided by the writer.
Slander
Oral communication that is false and injures someone's reputation.
Propaganda, attention-getting and less-than-accurate information (if not downright lies) are hallmarks of the _____ model of public relations.
Press agentry/publicity model
The term _____ derives from the work of the Catholic Church to spread faith and was used to recruit people to join the church.
Propaganda
The APR Study Guide defines ___ as information from an outside source used by the media because it has news, values, and an uncontrolled method of placing messages because the source does not pay the media for placement.
Publicity
Likert-type items
Questionnaire items that ask people to respond to statements with a range of defined response options such as the range from "strongly disagree" to "strongly agree."
Consequentialism
Results-based system of ethics that holds that the best ethical decision is the one leading to the best outcomes or impacts.
Yahoo, Bing, and Google sell sponsored results that appear when users search for certain keywords. For example, a search for "yogurt" will reveal yogurt ads and links prominently displayed at the top of the results. This is an example of ____________.
Search advertising
The goal of _____ is to have an organization's web site rank as high as possible in results when someone does a keyword search.
Search engine optimization
Organic search results
Search engine results that are generated because of their relevance to the search terms entered by users and not resulting directly from paid placement as advertising.
The ___ is not only used at the beginning of a public relations plan, but also in case studies and write-ups for competitions and awards.
Situation analysis
___ are computer programs that automatically send unsolicited emails, post comments in online forums, or inflate numbers for comments and followers.
Spambots
Social monitoring
The process of tracking social media mentions and conversations
Social listening
The process of tracking, analyzing and responding to conversations about specific topics online
Listening, or paying attention to and processing what others are communicating, is at the heart of:
Two-way communication
Paul is considering measurement reports representing public relation results in five countries. Paul has to be careful to avoid the many traps he could fall into on the interpretation and reporting of data. Which of the following is not one of these potential traps?
Using AVEs and multipliers
Big Mama, an R&B star, has 67 million followers on Instagram. It is possible that she reached this number of real-people followers organically and over time. In contrast, there are companies that provide a service where Big Mama could have purchased a large number of ___.
Zombie followers
An important topic or problem that is open for debate, discussion or advocacy is called an _____.
issue
The president of a university is part of the _____, which is a group of people with the greatest influence in how an organization operates.
Dominant coalition
Chipotle Mexican Grill endured one of the toughest restaurant food-safety crises in U.S. history when they were investigated for ____________.
E. coli outbreaks
When we invest time, energy and budgets in both short- and long-term projects, we use ___ to understand out return on investment.
Evaluation
Lidochka prepares a news release about a Russian oil tanker grounding in the North Sea. Along with the story, she includes an attachment that provides accurate information about the accident and other information that editors can click on and check for themselves. What kind of attachment did she provide?
Fact sheet
Ethics are moral principles that govern person's or group's behavior. You organized your church's rummage sale based on good ethical principles. Doing the right thing helps you:
Feel better about yourself.
Milo works in public relations for a health food company. He has arranged for a _____ to surprise attendees at a healthy living festival by having 100 people spontaneously sing and dance to a popular song.
Flash mob
Multipliers
Formulas applied to circulation or other media reach numbers based on assumptions that more than one person will be exposed to each copy of a message or that being covered as part of a news story is more valuable than paid advertising in the same media space.
Usage divide (or second digital divide)
Gap between people who use information and communication technologies for education, self-betterment, civic engagement, etc. and those who use the technologies for less constructive reasons.
Montant governor Johnny B. Goode made a campaign appearance with several police officers in uniform lined up behind him. The problem was Montana law prohibits paid public employees from making such appearances while in uniform. At the follow-up press conference, Goode faced tough questions that he tried to answer. But the results were not favorable. What PR dilemma did he face?
He tried to control the message in an uncontrolled media environment
When writing a __________, the writer does not include the "why" of the story in the first few sentences. Instead, the job of the first sentence is to make sure the reader want to read more, and keep the reader hooked through the body of the story.
Delayed lead
Transparency
Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics.
Kelly works for a digital marketing firm. Her assignment is to harvest possible customers for the Green Bay Packers. She targets males who tweet about the Packers, live in a medium to large city, and tailgate for home games. Her approach is an example of __________.
Demographic profiting
Content marketing
Development and sharing of media content to appeal to consumers as part of an indirect marketing strategy in which consumers are drawn primarily to media content instead of directly to the product being marketed.
Pet suppliers and meal preparation services have found success by cutting out the intermediary sellers and retailers and working directly with customers. This ___ model allows the companies to maximize their margins, but requires them to weigh the costs and benefits across all available media channels to reach customers.
Direct-to-consumer
_____ is when public relations responsibilities are shares a broad cross section of an organization's members or employees.
Distributed public relations
The more ___ the decision makers are within an organization, the more effective the organization will be in relating to various publics.
Diverse
Calvin considers factors such as strategy and audience demographics to make sure that his client's advertising budgets are spent wisely and in line with SMART objectives. Calvin's job is likely a ___.
Media planner
Unconferences
Meetings or conferences organized by their participants for active peerto-peer exchange of ideas and information. Unconferences are less structured and more participatory (e.g., fewer one-to-many presentations) than traditional conferences.
Glass ceiling
Metaphor used to describe a present but unseen barrier to promotion for women and minorities.
Facebook, Instagram, Twitter, Snapchat, and Weibo are all considered ___ because these social media sites allow users to make short, frequent posts.
Microblogs
William posts a six-second video on the microblogging service Tumblr for his client General Electric that connected the viewer to GE's message of being a science and technology company. This is an example of ___.
Strategic decision making
Personal branding
Strategically creating, positioning and maintaining a positive impression of yourself to signal your professional promise.
The Wells Fargo Stories share everyday happenings at the bank with Wells Fargo customers. If a customer uses a Wells Fargo ATM, they will find some of those stories showing on the ATM screen. The ATM will even print the story out so the customer can take it with them and share it with someone else. Wells Fargo Stories are an example of ___.
Owned media
Jen works for the Board of Tourism in France, responsible for showcasing her country as an appealing destination for vacation. She mainly posts photos and videos to the "Visit France" Facebook page and interacts with commenters on the page. Who is Jean's primary public in this public relations scenario?
Potential tourists considering vacation destinations.
Strategic public relations is _____, meaning it takes the initiative in planning the nature of the relationships desired with publics and executes programs, campaigns, or activities designed to achieve the desired ends.
Proactive
The ___ captures the essence of the situation and determines the scope and value of the proposed plan. Therefore, it may be one of the most carefully constructed written work in public relations.
Problem or opportunity statement
Impression management
Process in which people influence perceptions of themselves or their organizations by regulating and controlling information in social interactions.
Selective attention
Process of filtering information by focusing on some stimuli in the environment while ignoring others.
Eye tracking
Process of measuring eye movements to determine where people are focusing; often used in website testing
Parson's Publishing evaluates a college freshman textbook for readability. A sample showed 5 sentences, 94 words, 100 syllables, and 484 characters, with an average of 1.7 syllables per word and 19 words per sentence. This added up to an average readability score for a grade level of 13. This type of message testing is ___.
Quantitative
Multimedia
The combination of any two or more forms of media such as text, graphics, moving images and sounds.
Diana's supervisor is pressuring her to figure out a value for publicity she earned. Why should she not use the advertising value equivalency (AVE) metric?
The cost per thousand metric is more universal for measuring public relations value and meeting every PR professional uses instead.
Authenticity
The degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization that he or she represents.
Influencer
Trusted individual who can influence the opinions of established social media audiences.
Feed proofing
Using text, typography and graphics in a video to communicate a message without the need for audio, making it easy to understand and watch without sound in a user's feed.
Framing
When clickable material in a link is actual content from the site to which it links.
Media catching
When journalists post queries online inviting public relations people or others with relevant information or expertise to respond. Public relations people "catch" these opportunities rather than "pitching" story ideas to journalists.
Problem recognition
When people detect a problem or situation in their environment and begin to think about it.
Constraint recognition
When people detect a problem or situation in their environment but perceive obstacles that limit their behavior to do anything about it.
Cultural convergence
When various forms of culture are exchanged, combined, converted and adapted. On a global scale, this phenomenon has accelerated with the growth of digital media.
Professional convergence
When various functions of professional communication such as publicity, advertising, online services and marketing are combined to improve strategy
Working to influence the decisions of government official on matters is legislation is called _____.
lobbying
Whereas content creating is generally focused on a one-to-many approach, where organizations reach multiple people with the same message, community management is generally focused on __________ communication.
one-to-one
The relationship maintenance strategy known as _____ focuses on self-disclosure and directly discussing the nature of the relationship including its problems, and willingness to listen.
openness
Big data
Large amounts of data from traditional and digital sources that can be used for ongoing discovery and analysis of media content and human behavior.
Analytics
A field of data analysis used to describe, predict and improve how organizations communicate with publics; commonly refers to tracking of website traffic and resulting behavior.
Public information officer (PIO)
A public relations person, commonly working in a government position, whose job focuses on the dissemination of information to appropriate publics in an accurate and timely manner.
Content analysis
A systematic method for analyzing recorded information such as audio, video or text.
Code-switching
Alternating between two or more languages or cultural styles.
Billable rate
Amount that an agency or firm charges clients per hour for an employee's time.
Researchers at East Tennessee State University wanted to test their prediction that offering incentives would encourage donations. The team designed an experiment where members of the "treatment group" were offered a lottery ticket if they donated. Members of the ___ were offered no special incentive.
Control
Organizers of a school violence prevention campaign conduct ___ to help improve the effectiveness of the campaign concepts to see which ones appeal most.
Focus groups
In the definition of public relations, the term "publics" refers to:
Groups of people with shared interests related to organizations.
Behavioral
Having to do with observable human action.
Natural links
Hyperlinks to a web page that are provided by other people who see value in the content of the page, as opposed to links that are posted for the primary purpose of manipulating search engines.
Edward Bernays actively endorsed and promoted causes and people, an approach that clearly distinguished public relations from _____.
Journalism
Donald is given the assignment by his PR firm to prepare a news release designed to be distributed through online search engines. Although all search engines operate differently, with different rules (i.e., algorithms) for how search results are produced, some common elements that factor into most searches are headlines, meta tags, links, and URLs. What other factor is very important for Donald to optimize the search engine results?
Keywords
Carrie has conducted a content analysis of comments on her client's social media page. She found some underlying messages and themes in the communication that weren't explicitly expressed. How would you describe this type of content in research terms?
Latent
End-user license agreements (EULA)
Legal agreement between a software provider and the person using the software.
In the eighteenth century when James Oglethorpe, in effort to promote the settlement to Savannah, leveraged the endorsement of the Archbishop of Canterbury, his PR motivation was to garner _____.
Legitimacy
Creative Commons
Nonprofit organization that encourages fair and legal sharing of content by helping content creators make their work available with clear terms and conditions.
Creative Commons
Nonprofit organization that encourages fair and legal sharing of content by helping content creators make their work available with specific terms and conditions for sharing.
___ is a narrative presentation analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program.
Situation analysis
Relationships in which each party gives benefits to the other and a primary motivation for each is the other's benefit is known as _____ relationships.
communal
Companies' commitment of resources to benefit the welfare of their workforce, local communities, society at large and the environment is called _____.
corporate social responsibility
Safeguarding conferences is a key provision in the PRSA Code of Ethics, which intends to keep client information confidential and to protect the privacy rights of clients, organizations, and individuals. This provision is usually contained in __________.
the end-user license agreements
Media planning
Choosing media channels to achieve strategic communication goals and objectives. Media planning drives advertising purchases
Patent
Claim to intellectual property rights of an invention.
Golden mean
Ethical doctrine holding that the best courses of action are found between extremes.
Elizabeth is a staff writer and media relations specialist for USA Today. She is assigned the task of reporting on disastrous flooding in Louisiana. Instead of employing the delayed-lead style of feature stories, she uses the direct-lead format, knowing that even if readers never read past the first paragraph, they will get the gist of the story. This news of style of writing is often called the ___.
Inverted pyramid.
Ford Motor Company uses research and listened to concerns from its key publics. It then changed its operations and vehicle design in the interest of its public based on their input. By listening and addressing feedback, Ford was able to benefit both stakeholders and the company. This is an example of _____.
Two-way symmetrical communication
East Tennessee State University and Mountain State Health Alliance seek state permission to open a nonprofit methadone clinic in Gray, Tennessee. A group, called Citizens to Maintain Gray, organize a meeting in response to questions and concerns about the plan. Joanna, a PR staffer at ETSU, is eager to cooperate with the group to gain valuable community-based input. This effort is an example of which model of public relations?
Two-way symmetrical model
Federal Trade Commission (FTC)
U.S. federal agency responsible for regulating all types of consumer products and services, including the promotion of these products and services.
Pro bono
Work conducted as a public service without fee or payment.
Stealing thunder
Crisis response strategy in which an organization exposes its own problems (and works to address those problems) before opponents have the opportunity to do so.
_____ obtains information for a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the Internet.
Crowdsourcing
Good public relations means recognizing both the _____ and _____ of advertising, marketing, and public relations.
Differences and commonalities
Defamation
False communication that injures someone's reputation.
Government relations
Management of relationships between an organization and government officials who formulate and execute public policy
Legislative relations
Management of relationships between an organization and lawmakers, staffers and others who influence legislation.
Media relations
Management of relationships between an organization and members of the media who write, edit, produce and deliver news.
Pedro knows that in order to attract visitors to his website, he needs to develop a communication strategy designed to drive people to it because ___.
Websites don't get delivered to people
Mission statement
A formal statement of an organization's steady, enduring purpose.
Banner ads
Advertisements on web pages designed to encourage users to click to reach an advertiser's site.
When the National Oceanic and Atmospheric Administration (NOAA) issues a news release, it often includes an accompanying ___. Delivered in a narrative form, NOAA can provide context and useful information to make it easy for reporters to understand a cover the news.
Backgrounder
Adrian, a PR professional with Ogilvy, developed a campaign to recruit college seniors. Right from the beginning, Adrian kept in mind that the she would have to demonstrate the value of public relations and its contributors to the client's overall organizational mission. She applied the concepts of ___, the first global standard of public relations measurement.
Barcelona Declaration of Research Principles
Responsible supply chain management
Careful monitoring of product production and distribution to ensure that generally high ethical standards of social and environmental responsibility are maintained.
The U.S. Department of Agriculture's old food pyramid promoted balanced eating. While people liked the simple model and colorful graphics, many people did not ___ it, so the USDA settled on a plate graphic to illustrate the importance of a balanced diet.
Comprehend
Strategic decision-making
Daily management and communication decisions made with mindfulness of the objectives, goals and mission of the organization.
Tactical decision-making
Daily management and communication tactics implemented without consideration of the strategic objectives, goals and mission of the organization.
Relational public diplomacy
Engagement between a nation and its foreign publics in cultural exchange and two-way communication with the goal of achieving mutual benefits.
Dominant coalition
Group of people with the greatest influence in determining how an organization operates and pursues its mission.
Secondary publics
Groups of people who are important to a public relations campaign or program because of their relationship with primary publics.
Tertiary publics
Groups of people who indirectly influence or are indirectly affected by a public relations campaign or program.
Internal publics
Groups of people with shared interests within an organization
Bounce rate
In online strategy, the percentage of visitors who visit a site but then leave the site instead of continuing toward other goals as defined by the strategist.
Independence
In public relations ethics, the value of autonomy and accountability in providing objective counsel.
Transparency
In research, openness in describing and explaining methods.
Who dropped out of Harvard and became the person may refer to as the founder of public relations?
Mark Zuckerberg
Engagement
Measure of how (likes, shares, comments, etc.) and how often others interact with your content.
Jeff believes for each copy of a magazine that goes into circulation, four people will have the opportunity to read it. He also thinks that editorial coverage in the magazine is worth twice as much as advertising. With these ___, Jeff is able to inflate his potential reach numbers, making them look far more impressive.
Multipliers
Anabella is trying to find the most effective email marketing template by using ___. She creates a few different options with various combinations of headlines, subheads, colors, embedded graphics, and word choice, and will monitor which combination produces the most sales.
Multivariate testing
___ is paid advertising presented in the form of the media content that surrounds it.
Native advertising
Tactics
Specific actions taken and items produced in public relations.
___ is when you've reached an end or stopping point in your campaign and you want to answer the question, "Did it work?"
Summative research
In June of 2018, IHOP went to great lengths to stand out on social media by _____.
Teasing a name change that didn't really happen.
Kori feels stuck at work. Though she received a promotion to account manager, she has been in this role for five years and can't seem to get promoted to director. Kori is experiencing ___.
The glass ceiling
One day, all of our media sources might be merged into one device. Jenkins calls this possibility _____.
The next Google invention
Story placement
The outcome of a successful pitch, when a story involving a public relations practitioner's organization or client is covered in the news media.
Danica is a PR specialist at a multi-service public relations agency. She decides to do pro bono work for her client, a nonprofit animal abuse prevention agency, which needs a brochure to get their message out. Since they have limited funds, she opts to use free online images for the brochure. These images are found in __________.
The public domain
Business to business (B2B)
The relationship between a business and other businesses.
In the case study, Chipotle's "Food with Integrity" program outlines the company's commitment to using only quality ingredients and respecting the welfare of farmers, animals, and the environment. When the issue with contaminated pork arose, what best characterizes their response?
They implemented public relations with both action and communication
When Aunt Marge is trying to decide what new air fryer to buy, she needs an article in a magazine comparing the different products available. Aunt Marge values the ___ of the news media instead of the informal opinions of friends and family.
Third-party credibility
Human interest
A personal or emotional storytelling angle that focuses on the human condition.
Gig economy
A trend in which people increasingly are hired for short periods of time to complete specific tasks or projects, including freelancers, independent contractors and parttime hires.
Andrea is trying to decide which media outlet is more cost effective for reaching the most number of potential customers for her pet store. She uses the cost per thousand (CPM) metric. Which of the following media outlets give Andrea the LOWEST (and therefore, most cost-effective) CPM?
$2,500 ad to reach $25,000 people
A key step in the process of ethical decision making is identifying the diverse parties who will be affected by a decision and defining the organization's loyalty to each party. Loyalty is an example of ___.
A core value of public relations
Multivariate testing
A method of message testing to compare how various combinations of message factors (e.g., message selection, message placement, image selection, headline styles, color) lead to various outcomes (e.g., click-through rates, time spent on page, sharing behavior).
Funnel
A model for tracking how people move from exposure and awareness to action, particularly in online marketing where the goal is to convert a large number of web page viewers to sales leads or purchases.
Ivanna enjoys unwinding after class by watching some of her favorite TV shows on Hulu. Lately, she has become angry in learning how her Internet Service Provider might slow down delivery of her shows. Ivanna writes multiple letters to her congressional representatives urging them to support an open Internet. How would you best describe Ivanna's situation as a "publics?"
Active
Annika is writing ___ for a beauty magazine. She has read several issues of the magazine so she can be sure what she writes fits in with the rest of the magazine. Even though she has paid for the space, what will appear will look like editorial content, and not an advertisement.
An advertorial
Accredited business communicator (ABC)
Credential awarded by IABC to recognize communicators who have reached a globally accepted standard of knowledge and proficiency in their chosen field.
Listening
Deliberately paying attention to and processing what others are communicating. In public relations and organizational communication, this means processing feedback.
Hudson loves working in public relations, in part, because it is so interactive. He appreciates out _____ culture in which citizens and publics are as likely to produce and share content as they are to consume. This makes his job easier as he can better listen to his audience and engage with them.
Participatory
LinkedIn sells ads that appear on profile pages, in users' inboxes, on search results pages, and in LinkedIn group pages. Instead of charging the sponsor a flat, space-based fee, they calculate the advertising fee depending on how often the ad is viewed. This is an example of ___ advertising.
Pay per-click
Edelman PR Agency has decided to embark on a program for the non-profit organization the American Red Cross. They are not going to charge for their services but will submit a plan noting the number of hours they intend to donate by their employees. This type of program is an example of ___.
Pro bono work
Though Troy has seen an uptick in his hashtag promoting a minimum wage raise, he needs to be able to explain how these posts impact his efforts to change the law requiring a higher minimum wage. In this way, Troy needs to explain the ___ of the hashtag usage.
Relevance
Arnon is frustrated because he keeps running an experiment to determine the best times of a day to run his online ads. But he keeps getting different results every time he runs the same test. Arnon's research lacks ___.
Replicability
Treatment group
A group of subjects or people in an experiment who receive or are exposed to a treatment.
Marketing and advertising research conduct ___ by using software and computer programs to automatically test digital messages.
Automated copying testing
High-context culture
A culture that communicates more implicitly and relies more on nonverbal cues than a low-context culture.
Low-context culture
A culture that relies on more explicit, direct communication than a high-context culture.
Douglas conducts a focus group to gather information about blood donations. A focus group is more effective if it is led by ______________.
A trained moderator
Pseudo-event
An event organized primarily for the purpose of generating media coverage.
Kelci has been working with a new video platform that allows her to overlay videos with texts and hyperlinks, making what was once a passive video into an interactive experience. _____ has allowed multiple forms of media content to mix and expand.
Augmented reality
Scapegoating
Blaming an outside person or organization for a crisis.
Direct-to-consumer
Business model in which organizations such as home-delivery and subscription services market products and services directly to consumers and bypass traditional retail channels.
Controlled media
Channels of communication that allow public relations practitioners to write, edit, produce and distribute messages as they see fit.
Uncontrolled media
Channels of communication that are outside of the control of public relations practitioners
Isabella, a public relations practitioner at a cable news station, arranges a news interview with a person she does not agree with personally. She weighs the importance of free speech and vigorous debate as much more important in society than her personal opinion about the station's host and format. This kind of ethical dilemma is an example of _____.
Competing duties
Xander represents an electric company. Sometimes, he has to consult with communities prior to installing new power lines. Other times, he has to communicate after an event, such as explaining an increase in service rates. Xander also has to plan communication tactics ___ with action, such as notifying commuters in real time about a downed tree cutting off power to a neighborhood.
Concurrent
Third-party data
Data on user behavior that is collected or aggregated by one organization and sold to another organization.
First-party data
Data on user or consumer behavior that is collected by an organization from the people who use the organization's websites or online services.
Lance tries to make it as easy as possible for his customers to buy the compact blenders he markets so he chooses a wide variety of _____.
Distribution channels
Omnicom is a global advertising, marketing, and communication services conglomerate that owns firms providing services in advertising, strategic media planning, digital marketing, direct marketing, and public relations. This is known as ____________.
Economic convergence
In content marketing, organizations develop media content to attract audiences and interact with publics. The goal is to make it interesting and engaging enough that people will seek it, consume it, and share it for its own information or entertainment value rather than see it as an interruption to some other media experience. Which is the best example of this kind of media content?
Embedded YouTube video
Photo-based platforms of social media have been built, adopted, and grown into central channels for many public relations efforts. Snapchat, Instagram, and Pinterest would not exist without __________.
Images
Landscape orientation
Images or video framed so that width is greater than height, like traditional movies. The aspect ratio is 16:9.
Ephemeral content
Images or videos that are available for a limited time and then disappear, like Instagram and Snapchat stories.
Matthew is a public relations practitioner for a large-non-profit organization. He uses traditional research methods like surveys, monitors what people are saying on social media and in the news, and talks to employees and donors about the organization. Not only is he looking for feedback to help improve the organization, this type of listening will help:
Improve his time management
Public relations practitioners use __________ services to host press conferences, open corporate events to outside audiences, launch new products, and engage in live public forums.
Live streaming
Madison is a media relations specialist at Eastman Chemical. Her job is to inform the public of the organization's mission, policies, and practices in a positive and credible manner. Unlike advertising, which pays for it, she must develop relationships with all sorts of publics. She has learned that in public relations ____________.
Maintaining relationships is an end in itself
The classic textbook definition of public relations, written by James Grunig and Todd Hunt in their classic public relations text Managing Public Relations, is _____.
Management of communication between an organization and its publics.
Public affairs
Management of policy-focused relationships between an organization, public officials and their constituents.
Intercultural public relations
Management of relationships between organizations and publics of different cultures.
Public information model
Model of public relations in which communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information.
To better understand shopper behavior, researchers will walk the aisles at a grocery store, pretending to shop. The researchers will really be watching how people move through the store and select their products. This is an example of what kind of research?
Nonparticipant observation
Benchmarking
Process of setting a point for comparison with eventual program results in order to observe change over time. (Benchmarking can also be used to make performance comparisons with other organizations or industry standards.)
Elton developed and branded a new Bluetooth-enabled door lock. He analyzed the product life cycle and found it to be easy to use and effective. This is an example of which one of the marketing mix basics?
Product
Professor E. Jerome McCarthy introduced "the marketing mix" to help explain the concept of marketing. McCarthy's marketing mix is comprised of:
Product, price, place, and promotion
Ellen is developing a timeline for her client's public relations plan. She has plotted when communication tactics will take place, but she neglected to factor in ___, such as the time needed for writing, designing, printing, and distribution.
Production
Associated Press (AP) style
Rules of writing (including grammar, capitalization and punctuation) published by the Associated Press news agency
___ is the process of affecting the online visibility of a website or web page in a web search's natural or organic results. This requires brands to offer useful information, design their site well, and build relationships with other sites that may link back to the brand's sight.
Search engine optimization
A social media director for a fast food restaurant Instagrammed a video of a celebrity eating and having fun at one of its locations. The video was so fun, it was liked by more than 50,000 people and commented on more than 1,000 times. This is an example of ___ media.
Shared
The Associated Press Stylebook's Twitter feed has its own style that leads itself to ___ by infusing humor into tweets as they convey important information for students and professional writers.
Sharing
Fact sheet
Short (often one-page) document that presents factual information in concise format.
Public diplomacy
Subset of international public relations that focuses on promoting national interests.
Marcus needs to better understand why college students decide to donate blood. Through his research, he found that 25 percent of students had considered donating, 45 percent were undecided, and 30 percent had never heard about it. What type of research did Marcus likely conduct to gain this data?
Survey
Robert, an executive at Ford Motors, is given the task of finding a solution to the growing concern over automobile safety. He contracted with a PR practitioner, Jason, who counseled him to launch a safety campaign including safety researchers, engineers, and law enforcement. In response, Ford changed its vehicle design following feedback from its publics. The relationship between Ford and its publics is _____.
Symmetrical
Primary research
Systematic design, collection, analysis and application of original data or observation.
Issues management
Systematic process whereby organizations work to identify and resolve issues before they become crises.
Augmented reality
Technology that overlays digital information onto media representations of the real world.
Replicability
The ability to perform a research procedure or experiment repeatedly to attain comparable results
British Petroleum rebranded its company with a new logo and a public image as being environmentally friendly. Why did critics question the campaign soon after?
The company's investments in oil extraction far exceeded those in renewable energy.
Steve was overjoyed when he helped his client, an international coffee brand, achieve 5,000 followers on Twitter. However, Steve's boss said 5,000 followers was a low number for such a large multi-national brand, and the combination of the number of followers and ___ would yield actual strategic value.
The initial goal
Propaganda
The spread of information used to promote or support a particular point of view. In modern use, the term usually refers to false, misleading or exaggerated information.
Situational crisis communication theory (SCCT)
Theory that proposes that effective crisis communication entails choosing and applying appropriate response strategies depending on how much responsibility for the crisis is attributed to the organization by key publics.
Securities and Exchange Commission (SEC)
U.S. federal agency responsible for regulating financial activities and investing.
Crowdsource
To obtain information or input into a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the internet.
In an effort to show _____, a politician releases his tax returns for public viewing.
Transparency
Actual malice
When a defamatory statement is made with knowledge of its falsity and reckless disregard for the truth.
Flash mob
When a group of people plans and executes a surprise public event or performance that is usually organized via electronic media and often unanticipated by those who are not participants.
Pitching
When a public relations person approaches a journalist or editor to suggest a story idea.
Net neutrality
When data transmitted on the internet is treated equally by governments and service providers in a way that does not slow down, speed up or manipulate traffic to create a favorable business environment for some organizations or users over others.
A news release always starts with a good headline and a ___ so the news media will know when and where a story occurred.
Dateline
Cognitive
Having to do with mental processes such as thinking, knowing, perceiving, learning and understanding.
Excellence in the field of public relations is based on ___.
Meaningful action
Objectives
Statements that indicate specific outputs or outcomes desired. In strategic public relations, objectives are specific steps taken to achieve broader goals.
Jill and Chelsea must calculate for their client the click-through rate for a banner ad they saw on a web page. If 1,000 people viewed the banner ad and 15 of them clicked on it, the click-through rate is ____________.
1.5 percent
The classic definition of public relations from Cutlip and Center's Effect Public Relations, defines public relations as:
A management function that establishes and creates mutually beneficial relationships between an organization and the publics on who its successes or failures depends.
Though a CVS customer knows he should get a flu shot each fall, where to go and how easy it is, and even though he receives email reminders about it, he simply does not get the vaccination. This is an example, according to McGuire's Hierarchy Effects, of not ___.
Acting
Aileen does marketing communications for a financial advisor. She has focused her efforts on teaching young adults how to open a retirement account. Now she must try to get more young adults to ___ that this is something important they must do.
Agree
Brielle works for a boutique luxury spa and was so excited when her company finally showed up first on a Google search. These top search results legitimizes its status as a leading luxury spa and enhances its authority, which illustrates the concept of _____.
Algorithms
Fair use
An exception to copyright laws that allows for the use of otherwise copyrighted material for purposes such as educational use, criticism or commentary
Alicia felt she was doing the right thing by telling her supervisor that Anna was not doing her job, but, Alicia did not know what Anna's job Responsibilities were. Good people make bad decisions all the time. Resolving ethical problems is a matter of the heart, but it is also:
An intellectual activity
Listicle
An online article presented in the format of a numbered or bulleted list.
Jayleen starts her research by looking at ___, specifically, website traffic and resulting behavior, so she can ultimately improve how her orgainzation is communicating with publics.
Analytics
Marco, a high-school teacher, has noticed some students vaping recently. Though he had read about underage vaping in the news, he never considered it a problem at his school. Now that he's seen it with his own eyes, Marco has become an ___ public.
Aware
Aurora, a media specialist with Radley, is packaging an online promotional sale of its newest women's high-end handbag. She tracks 1,000 visitors to her website. The data show that 700 visitors leave the site after seeing the first page. What is the bounce rate percentage in this scenario?
Bounce rate is 70%
Influencers don't need millions of followers to be influential. Some of the most influential people may be __________, everyday people who love an organization. They can be fiercely loyal customers, like those featured in Southwest Airlines "Behind Every Seat is a Story" campaign.
Brand advocates
Integrated communication
Communicating with publics consistently across organizational functions including public relations, advertising, marketing and customer service.
Bertha knows that buying followers who do not exist may offer a quick and inexpensive way to meet short-term social media objectives. She also knows that the consequences likely will not be positive or productive. She must make a decision and that decision-making process is an example of ___.
Consequentialism
Jassim, a PR manager for a chain of shoe stores, aims to make sure he uses a _____ when communicating with social media followers and people who leave customer service reviews. He found that by communicating with a sense of humor, admitting mistakes, and even providing links to competitors, he can make communication enjoyable and maintain good relationships with his online publics.
Conversational voice
Overhead expenses
Costs of running a business that are not directly related to the product or services delivered.
PR publics may not love the idea of donating blood or eating more vegetables, but if they are going to be convinced to participate, PR communication must keep them ___.
Engaged
The specific value of ___ depends on how it is defined, and therefore, how it is measured. For example, it can be attitudinal and based on emotions, or cognitive and based on what people think, learn, and know. It can be measured with questionnaires or even inferred from metrics like how much time people spend reading a web page.
Engagement
Before communication can have any effect at all, people must be ___ to the messages.
Exposed
Audience data from services like Nielsen TV ratings, responses to radio promotions, coupon codes from print ads, or traffic data from web pages can be useful in researching ___ publics.
External
GoPro is a company that makes high-definition waterproof cameras. Their primary communication strategy is letting users provide some of the content and dominate discussions. In this case, sharing media means GoPro is ___.
Giving up some control
Internet of things (IoT)
Global network of physical objects that are connected to one another in a way that enables them to communicate with one another and the internet at large.
The fast-food restaurant Wendy's invests a lot of resources in developing content it hopes will be shared. When broad sharing is a goal, the biggest successes are the posts that ___.
Go viral
Lydia has a job title of public information officer. What industry is most commonly associated with the public relations job?
Government
Publics
Groups of people with shared interests. An organization's publics either have an effect on the organization, are affected by the organization, or both.
__________ involves presenting yourself in ways that help you achieve your goals and aspirations in social interactions, while always being mindful of keeping a balance between being authentic and being professional.
Impression management
Jesse hopes to drive more behavioral outcomes as a result of his public relations campaign to support of a candidate for city council. What would be a realistic behavior outcome for Jesse to track?
Increased donations to candidate's campaign
Rosa was frustrated about declining traffic to her client's web site. She bought online advertisements to bring people to the site. However, she wasn't sure what headline to use. She decided to use headline A on one ad, and headline B on the second ad. After one week, Rosa will switch all ads to the headline that brought the most people to her web site. How would you describe Rosa's research approach?
Informal
Olivia spotted a nice outfit on the Loft's Pinterest pinboard. She saw the same message on Loft's Facebook page and decided to buy the outfit. What persuasive technique is being used by Loft?
Integrated marketing communication
Bianca developed a questionnaire survey for Comcast to measure the level of employee engagement that asked employees to respond to statements with a range of defined response options such as the strange from "strongly disagree" to strongly agree." This type of questionnaire is an example of ___.
Likert-type items
International public relations
Management of relationships between organizations and publics of different nations.
Public relations firms often operate within a dichotomy, especially when it comes to statistics. It is common suspicion that statistics can be manipulated to distort the truth. Yet PR practitioners depend on statistics to clarify complex scenarios for the clients they are advocating. When messaging statistics, practitioners must balance advocacy with ___.
Objective independence
Google, Yahoo, Bing, and other major news and search sites confer legitimacy by way of algorithms that take into account what users are searching for and linking to. These ____________ are not paid for as advertising or sponsored links.
Organic search results
Media kits
Packages of information assembled by public relations people for news media. Common contents include news releases, fact sheets, backgrounders, position papers, photos, graphics and so on.
Stuart, a PR practitioner, for his client Target, developed a campaign where Target bought all the ad space in the August issue of The New Yorker. The idea of utilizing this type of ___ media was to attract attention by decluttering the ad environment.
Paid
Native advertising
Paid advertising that is presented in the form of the media content that surrounds it. Advertorials are a type of native advertising, as are promoted tweets, sponsored posts and so on. Native advertising should be labeled as "advertising," "paid content," "sponsored," etc.
Corporate advertising
Paid media designed to promote an organization as a whole rather than sell a particular service, product or product category (also sometimes called institutional advertising).
Search advertising
Paid placement of advertising on search-engine results pages. Ads are placed to appear in response to certain keyword queries.
Media gatekeepers
People or processes that filter information by deciding which content is published, broadcasted, posted, shared or forwarded.
Born in Madagascar in 1674, Joice Heth arrived in America in her youth and was a slave to one Augustine Washington, the father of George Washington. Heth was the first one to put clothes on the future father of America, and she basically raised the boy. In 1836, Heth was "161 years old," retained astonishingly good health, and enjoyed telling stories of the boy Washington. This story, the content of an advertisement for an attraction, is an example of which public relations model?
Press agentry/publicity model
Utilitarianism
Principle that the most ethical course of action is the one that maximizes good and minimizes harm for people.
Ariella works as an account executive for a global public relations agency. Her client also has agency teams for advertising analytics, and content marketing. Ariella has found it difficult to understand how her job fits into her client's large mission, and how to work with these other agency teams to best service her client. Ariella's challenge is common when facing _____.
Professional convergence
Jonathan is a PR specialist at a multiservice public relations agency. His client, Budweiser, hires him to produce an ad that is part PR and part advertising featuring the iconic Clydesdale horses. He works with the advertising departments in both Budweiser and his own agency to develop a plan. This cooperation between disciplines is known as ____________.
Professional convergence
Clickbait
Promotional and sensational internet content designed primarily to entice users to visit another website.
Eva oversees public relations for a regional airline. She is working on a plan to specifically increase the number of mid-week travellers. To decide her communication channels, Eva must first analyze the ___ of various media to make wise and informed decisions.
Pros and cons
In campaigns like the ALS Ice Bucket Challenge, people not only learned, agreed, and acted, but also encouraged others to do likewise. This is referred to in PR as ___.
Proselytizing
Samuel Adams organized the Boston Tea Party, a staged event to attract public attention about protesting the Tea Act of 1773. This was called a _____ because its primary goal was to earn media coverage.
Pseudo event
Maya oversees public relations at a large pharmaceutical company. She devotes a significant amount of resources to strengthening relationships with all employee. She knows they will be managing their own relationships with various stakeholders, and therefore, are the most powerful points of contact others have with the company. What Paige Principle does this behavior support?
Remain calm, patient, and good-humored.
Sue Dodsworth, the vice president and chief diversity officer at Kimberly-Clark with brands like Huggies, Kotex, and Kleenex, discovered that although 85% of its customers were female, only 17% of its upper-level employees were women. What course of action did she take to create more balance?
She implemented a strategy that focused on career development for women
James Grunig's ___ says that publics range from latent to aware to active based on their levels of involvement, problem recognition, and constraint recognition.
Situational Theory of Publics
High schools in Cuyahoga County, Ohio, will tap into students' competitive nature to spur recycling behaviors. The district will hold a contest to see which school logs the most recycled material by the end of the school year for a chance to win a full day off for a picnic and eco-fair. This is an example of a campaign ___.
Strategy
When it comes to content marketing, one of the best examples is Red Bull. The company's web site is full of video entertainment, engaging photography, well-written feature stories, and inspiring blogs. But, to find information on the site about _____, customers have to seek it out.
The product it sells.
Privacy
The right to be let alone; or, the right to control access to your personal information.
Visual listening
The use of image recognition to track and analyze logos or products in online images.
Geofencing
The use of localization technology, like GPS, to create a virtual geographic boundary for a real-world area. Triggers can be set up to alert when a mobile device enters or leaves that area.
___ in research means that researchers are open and not secretive about their methods. For example, if Harris says a campaign generated 100 million media impressions, he should be open about how he calculated that figure.
Transparency
Social media and publicity are considered ___ media because social media users, news editors,and producers determine how stories are told and evolve in their respective media.
Uncontrolled
___ include newspapers, TV and ratio news, and external websites, as well as blogs and social media that are not produced internally.
Uncontrolled media
In some cases, the distinction between marketing and public relations is blurred as brands use multiple channels and content types to engage with audiences. Regardless of the number of channels and ways of engaging, it is most important for a brand to _____.
Use creative and attention-grabbing techniques
Copyright infringement
Use of protected works without proper permission from the copyright holder.
When Lockheed Martin engaged in #WorldPhotoDay by tweeting, "Do you have an amazing photo of one of our products? Tag us in your pic and we may feature it...," What was the response on Twitter?
Users posted negative images of bomb fragments and violence
When developing her public relations plan, Rhonda knows it is important to research and understand the internal factors that will help her client reach its goals. It is also equally important to learn about the internal ___ that will make it harder for her organization to do what it wants to do.
Weakness
When McDonald's flipped its iconic golden arches on many of its menus, food containers, uniforms, and outdoor signs, it wasn't just a simple publicity stunt. In fact, it was part of a strategy to honor ___.
Women employees and customers
Trademark
Word, name, phrase, symbol or design used to distinguish a product or service from others in the competitive marketplace.
Emmett works in marketing for a chewing gum company. He came up with the idea of printing the brand's social media handles on the wrappers for each individual piece of gum to encourage social sharing about the product. In this way, Emmett is hope to spur _____.
Word-of-mouth promotion
Lobbying
Working to influence the decisions of government officials on matters of legislation.
To practice public relations as a professional:
You do not need a PR license
Ethical dilemmas have arisen with growth of social media. For example, it is easy to be deceptive online. If you work for a local restaurant, and your boss asks you to post a review of your meal on food-reviewing websites, what do you do?
You post an honest review.
Management of relationships between an organization and government officials who formulate and execute public policy is called _____ relations.
government
Newsjacking
"The art and science of injecting your ideas into a breaking news story so you and your ideas get noticed," as defined by David Meerman Scott.
Anna is a freelance online writer who submits articles to various blogs and news websites. She knows that her writing skills must follow the traditional rules of writing to make it past the first cut. She consults which writing style handbook for these rules?
Associated Press style (AP)
Pop-up
Planned events or experiences that are set up quickly in a temporary location for a short time.
Communal relationships
Relationships in which each party gives benefits to the other and a primary motivation for each is the other's benefit.
Exchange relationships
Relationships in which each party gives benefits to the other with the expectation of receiving comparable benefits in return.
Alessia is planning a community park clean up. She decides that young volunteers are really important, so she plans a campaign focused on high-school students. Alessia hopes parents and teachers might encourage participation, so she considers these groups as ___ .
Secondary publics
A PR firm in Chicago explores census data, reads market research reports, searches for blogs or news stories on the Web, or reviews research from past case studies to research trends in teen clothing. This type of research is an example of ___.
Secondary research
The _____ is the regulatory agency governing activities and communication of publicity held corporations.
Securities and Exchange Commission
The relationship between business people from different companies or organizations is called _____.
business to business
Groups of people with shared interests outside of an organization are known as _____ publics.
external
Pre-roll advertising
A commercial ad is displayed as online video before the desired video is shown.
Artificial intelligence (AI)
A machine's ability to mimic human behavior and intelligence, like learning or solving problems.
Organizational crisis
A major threat to an organization's operations or reputation.
Proactive
A management style that is anticipatory, change-oriented and self initiated to improve the organization's environment and its future.
Reactive
A management style that mainly responds to problems as they arise rather than anticipating them and averting them.
Cost per thousand (CPM)
A measure of advertising reach that represents the cost of an advertisement relative to the estimated size of the audience.
Impressions
A measure of how many people were exposed to a message.
Sentiment
A measure of the tone or emotion behind social media mentions or comments, typically categorized as positive, neutral or negative.
Mediated public diplomacy
A nation's strategic use of media to promote its agenda abroad to foreign publics.
News release
A statement of news produced and distributed on behalf of an organization to make information public. Traditionally news releases (aka press releases) have been issued to news media with the intent of publicizing the information to the news organization's readers, listeners or viewers.
Feature story
A story that explores some angle of an event, a person's life, an organization or a place.
Total market approach
A strategic approach that combines insights and considerations from diverse segments to deliver integrated, culturally nuanced campaigns.
When writing a public relations plan, it is essential to have ___, the underlying logic that holds the plan together and offers a compelling rationale for why we expect the plan to work.
A strategy
Direct lead
A style of beginning a news story that summarizes the story's main points (e.g., who, what, where, when, why, how) in the first sentence or two.
In traditional mass media, _____ is the paid media space that sponsors use to persuade audiences.
Advertising
In traditional media, ___ channels include newsletters, corporate video, brochures, direct mail, and even voicemail messaging systems.
Owned
Marketing
Business of creating, promoting, delivering and selling products and services.
Secondary research
Collection, summary, analysis or application of previously reported research.
When buying ads to run in newspapers or magazines, Carlton can either pay for space based on the portion of pages used (half, full, quarter), or he can pay based on the number of _____ across and inches in length.
Columns
Historians Margot Opdyke Lamme and Karen Miller Russell have found public relations to have a rich heritage in three "deep veins" of history. Which of these is NOT one of those examples?
Commerce
Javier works for the only electric service provider in the western part of Massachusetts. Javier knows his customers don't have a choice in who delivers electricity to their homes, so he works hard to show his customers he is serving their interests in good faith. He communicates frequently, listens to customer concerns, and works with them to achieve shared desired outcomes. Javier is practicing _____.
Community-based problem solving
Demographics
Data describing objective characteristics of a population including age, level of income or highest educational degree obtained.
Psychographics
Data describing psychological characteristics of a population including interests, attitudes and behaviors.
Cody works in human resources for a construction company. He uses social media to help attract and find potential candidates for open positions. However, he is also concerned about reviews employees leave about working at the company, because he understands that a majority of job seekers who read negative reviews on an employer _____.
Decide not to apply at the company
High-context communication
Exchanges in which most of the meaning conveyed between people lies in the context of the communication or is internal to the communicators.
Vera is surprised about the high volume of emails she's receiving from social media companies asking her to review and agree to terms and data policies. The sudden influx of these notices is a result of _____ that protects individuals' privacy by giving them more control of their personal data.
General Data Protection Regulation
Primary publics
Groups of people identified as most important to the success of a public relations campaign or program.
James conducts public relations for a publicity held corporation that offered shares for trading on the New York Stock Exchange. He is obligated to file certain reports and make public certain information that may affect investors' decisions. Which of the following is NOT an example of this type of "material information?"
Hiring a new chief executive officer
Social media creators
Influential social media users who are among the first to identify and post about crises online.
Public relations pioneer _____ broke through many professional barriers as the first African American PR professional to gain national prominence for winning blue chip accounts with national clients like DuPont, U.S. Steel, and Gillette, among others, and was the first African American to earn accreditation from PRSA.
Joseph V. Baker
Investor relations
Management of relationships between an organization and publics in the financial community—for example, investors, analysts, regulators.
Lars oversees marketing, including a pricing strategy, for new-noise-cancelling wireless headphones. He intends to use the strategy of _____ so he can price the products higher when eager customers are willing to pay a premium for the cool new product, and then lower the price to appeal to a broader range of customers later.
Market skimming
Inbound marketing
Marketing strategy that focuses on tactics for attracting customers with useful, entertaining or valuable information that customers find on blogs, search results and other forms of online and social media.
Market skimming
Marketing strategy that starts with higher prices for early adopters of unique products and services and then lowers prices later to sell to a broader base of consumers when competitors enter the market.
McDonald's released its quarterly report accurately and on time although it had a bad quarter and lost money. In the public information model, this is an example of ____________.
Material information
A ___ is a formal explanation of an organization's steady, enduring purpose.
Mission statement
Social media crisis communication model (SMCC)
Model describing the role of social media influencers, followers and inactives in spreading information in crisis situations.
Pay per click
Model of media sales in which advertisers, marketers or sponsors pay an online publisher or website owner for each time the sponsored message or advertisement is clicked.
Symmetrical model
Model of public relations in which two-way communication is mostly balanced, with the organization as likely to change attitudes or behavior as its publics.
Ethics
Moral principles that govern a person's or group's behavior.
Cydney, a reporter for a major-metro daily newspaper, depends on public relations practitioners to provide additional information she may need to write a story. Without their help, Cydney would have to search the internet or the ___ to find any archival information.
Morgue
Reid has reviewed his organization's web page, publications, and archives to help better understand the current business climate and problem. However, Reid knows he needs to also understand the ___ to comprehend the full situation, including people and their behaviors.
Organizational culture
John uses the same measurement tactics he employs for business performance evaluation on the nonprofit Habitat for Humanity. This is an example of an evaluation tactic that is searching for ___.
Organizational results
_____ are the clients of public relations and include large corporations, small business, nonprofits, schools, and government agencies.
Organizations
When trying to determine the impact of a public relations plan, it is important to measure ___. For Charlene, who represents a local hospital, these would be how many news organizations covered the stories in her news releases and how many people retweeted her hospital's tweets.
Outcomes
Writing is one of the most sought-after skills that employers screen for when hiring public relations talent, and one of the main reasons to write well is to build and maintain __________.
Relationships
Formative research
Research conducted at the beginning of the planning process, or during the implementation of a plan.
Formal research
Research designed with clear rules and procedures for collection and analysis of information.
Social media influencer
Social media user who has earned credibility with specific publics and who can be instrumental in strategic communication programs because of his or her reach and engagement.
Evaluation in public relations is the process by which we determine ____________.
The value of our work
Situational theory of publics
Theory that the activity of publics depends on their levels of involvement, problem recognition and constraint recognition.
Addilyn summarized her team's results in a campaign report she will send to her client. Addilyn conducted her campaign was a success based on the number of web pages they developed, the number of blog posts they wrote, the amount of social media posts they published, and the number of news releases they sent to reporters. Why is this not a definitive measure of success?
This summary measures outputs, not outcomes.
Anna Beth is conducting research for DuPont of the effects of genetically modified organisms (GMO) on corn production and consumption. She is putting each step in chronological order. This is an example of constructing a ___.
Timeline
Lisa is working on the pricing strategy for a new line of organic baby food. She knows if it is _____, the food may be perceived as cheap; if it is _____, no one will buy it.
Too low; too high
Public domain
Works of intellectual property for which the copyright has expired, the creator has forfeited rights, or copyright laws do not apply, making the works freely available for public use.
Backgrounder
Writing tactic used to give depth and context as background information for news stories.
Third-party credibility
Assumption that information delivered from an independent source is seen as more objective and believable than information from a source with a vested interest in persuasion.
One way to differentiate between a campaign and an ongoing program is that ___.
A campaign has defined beginning and end, a program does not
Vision statement
A declaration of an organization's desired end-state.
Nongovernmental organization (NGO)
A group of people organized at the local, national or international level, often serving humanitarian functions and encouraging political participation. Many NGOs work closely with the United Nations.
Organization
A group of people organized in pursuit of a mission, including businesses, nonprofits, NGOs, clubs, churches, unions, schools, teams and government agencies.
Control group
A group of subjects or people in an experiment who do not receive or are not exposed to a treatment for the purpose of comparison.
Jacob's client is the faculty of a local college. He is using the SWOT method to structure his analysis. The letter "S" in the SWOT stands for "strengths." What would be an example of a strength that would contribute to an effective analysis?
A record of faculty involvement in community organizations
Situation analysis
A report analyzing the internal and external environment of an organization and its publics as it relates to the start of a campaign or program.
Loyalty
A sense of obligation or support for someone or something, including both organizations and publics.
Culture
A shared system of beliefs, values, customs and so on that guides behavior of a particular group or public.
Delayed lead
A style of beginning a story in a way that entices readers to continue reading without summarizing the story's main points.
Inverted pyramid
A style of newswriting in which the most important information is presented at the broad top of a story and narrower supporting details are written below.
Contingency theory
A theory that proposes that the best course of action in any situation depends on the specifics of the situation.
Reputation management
Acting and communicating—often in writing—to influence an organization's reputation as part of a process that includes planning, analyzing feedback and evaluating
Rasmussen Reports, a polling agency, decides to set up a live-tweet event to gather favorable/unfavorable data on a senate race in California. This is an example of ___ .
An unconference
Proctor & Gamble's advertising department needed to know how many good reviews were posted about their new toothpaste. This is an example of _____.
Analytics
Reporter Cornelius Foote understands that publicly traded companies are required to have certain language and boilerplates in ___. However, he sees too many that are written in a cumbersome, wordy style that has become obsolete.
Annual reports
Material information
Any information that could affect investment decisions related to a particular security such as stock in a publicly traded company.
Material information
Any information that could influence the market value of a company or its products.
Intellectual property
Any product of the human mind that is protected by law from unauthorized use by others.
Brand journalism
Application of journalistic skills to produce news content for an organization to communicate directly with its publics without going through a third-party news organization.
Client is an account supervisor at a public relations agency earning a salary of $65,000 a year, which breaks down to about $31.25 per hour. The client of the agency is billed $93.75 per hour, which is three times the account supervisor's actual pay. This is an example of the agency ___.
Applying the billable rate
Uses and gratifications
Approach to studying communication that focuses on how people use media and the gratifications they seek from media.
Nielsen uses digital water-marketing technology to track what content is delivered to TV and mobile devices. Without surveys and paper diaries, though, Nielsen cannon tell whether viewers ___.
Are paying attention
Chatbots
Artificial intelligence programs designed to mimic human conversation. Chatbots receive and automatically respond to messages.
Richard is set to research his handwashing campaign in 100 area primary schools. Before he starts the research, he wanted to know how many children washed their hands before eating, which turned out to be 5 percent. This tactic of ___ is different from measuring the outcome of the campaign.
Benchmarking
Forbes contributing writer Lisa Arthur defines ___ as "a collection of data from traditional and digital sources inside and outside your company that represents a source of ongoing discovery and analysis.
Big data
Ophelia, a media analyst for Edelman, develops an algorithm for her client Samsung to collect information on message placement and click-through rates. This sizable gathering of Internet information is known as ____________.
Big data
Good internal communication affects external communication because employees serve as brand advocates. But content meant for internal audiences can also be leaked externally, having a negative impact, as in the case of the leaked Amazon training video. The connection between internal and external communication can best be described as ___.
Blurred lines
Abigail surveyed a sample of people who had read and commented on blogs posted by people who worked at Microsoft and found that more than 30% of the commenters also worked at Microsoft. This is an example of blogs that were clearly channels for ___.
Both internal and external communication
Jessica is contracted by Pizza Hut to evaluate the success of their latest video posted on their brand channel on YouTube about hiring veterans and military spouses. The video was viewed 5,576 times and had 64 thumbs up, 2 thumbs down, and 12 comments. Jessica examined both the number of hits and the comments. Her PR tactic used ___________.
Both qualitative and quantitative methods
Lucas is hired by General Motors to set up an internal newsroom and create a narrative about the company. His goal is to produce news content to communicate directly with Ford's publics without going through a third-party news organization. His job is classified as _________.
Brand journalist
Jackson creates his company website using information and images from various traditional media sources produced by his company. The website created from essentially traditional media is an example of ___.
Brochureware
Boomerang video
Bursts of photos combined into very short videos that play forward and backward.
Clipping services
Businesses that monitor print and electronic media for mentions of clients in local, national or international outlets.
Weibo and Twitter differ in how they present content, follow different business models, attract different demographics. In addition, because Chinese characters convey much more information than Roman characters, the ___ is less of a constraint on Weibo than Twitter.
Character limit
Copyright
Claim to intellectual property rights of an original work of authorship including rights to reproduce, distribute, perform, display, license and so on.
It take ___ to articulate your goals and objectives as part of a public relations strategy.
Clear writing
Anchor text
Clickable text that provides a hyperlink.
Instead of tracking her client's coverage manually by checking web sites where she is expecting news coverage, Robin uses a ___ to monitor coverage, capture related content, and conduct analysis of news and editorial mentions.
Clipping service
Dana conducts a study of the age, sex, and race of people whom advertisers use their ads. She looked at the ads shown in prime time on four major stations. This is an example of ___.
Content analysis
One-to-many content (1:many)
Content from one sender that is designed to reach mass audiences with the same message.
User-generated content (UGC)
Content voluntarily created by online users.
Abbie designs a paid media message for AT&T that will appear on the giant video display. No specific product or service will be mentioned, only a series or vignettes promoting the company as a whole. Her approach is known as ___.
Corporate advertising
According to Professor Craig Carroll, a __________ is "a widely circulated, oft-repeated message... revealing something about the organization's nature." While an organization's actions contribute, what people write about an organization is also important.
Corporate reputation
Tessa is working on a marketing plan for a new meal preparation delivery service that focuses on time - she knows her customers do not have time to research recipes, build a shopping list, buy ingredients, and then prepare and cook them into a cohesive meal. Tessa's emphasis on time is another way of looking at _____ to the customer.
Cost
Ivy Lee, when sending materials to the media, was known to include his _____, which stated, in part: "This is not a secret press bureau. All our work is done in the open. We aim to supply news... Our matter is accurate."
Declaration of principles
Researchers on ___ answers questions about like how old your public is or where they live. Research on ___ answers questions about variables such as their personality types or political affiliations.
Demographics, psycho graphics
Carly, a PR practitioner, is assigned the task of analyzing the debate over whether to raise the minimum wage. She will select an ethical course of action by determining which actions will have the best consequences. One side says raising the minimum wage will cost jobs, whereas the other side says not raising it keeps many workers under the poverty level. What dilemma does she face?
Determining the most ethical answer can be difficult
Media tracking firms have developed ___ technology that enables audio and video to be tracked with digital information woven into the signals that carry programming content
Digital watermarking
While not mentioned directly in the PRSA Code of Ethics, ___ is an important issue to professional organizations worldwide. PR agencies value this as a priority for both their internal staffing and improving their services.
Diversity
Economic convergence presents in contradiction, because while agencies are diversifying services, building networks, and opening more offices to serve more clients, the overall number of major corporate players is _____.
Dwindling
Heidi developed a campaign for Coca-Cola Company. She created the "Share a Coke" campaign where Coke released cans and bottles with people's names on them. It generated massive amounts of social media with people posting pictures of themselves with the sodas. This is an example of ___.
Earned media
Blake and Jeff are on the public relations staff of a large non-profit organization. They use social media platforms like Twitter, Facebook, and Snapchat, which made ethical communication:
Easier.
Strategic communicators who write SMART objectives realize they've done themselves a favor when it's time for ___.
Evaluation
Low-context communication
Exchanges in which most of the meaning of messages is stated explicitly in the messages and requires little understanding of context.
Dialogic communication
Exchanges involving people communicating their own views and backgrounds while remaining completely open to seeing the world as others do.
A/B testing
Experiment in which one group of participants is randomly assigned to see one version of a message and another group is randomly assigned to see a second version. Results are then compared to test the effectiveness of message variations.
Black box fallacy
False notion that predicts that most human communication needs will eventually be satisfied with a single device.
Geofilter
Feature of social media (particularly Snapchat) that encourages communication among users within a specified geographic area by allowing users to post images with locationspecific overlays.
The most people view videos on mobile devices in noisy or public places, the more they need subtitles to help them understand what they are watching, especially when the sound is off. Subtitles can't just transcribe video, though, __________ a video by using text, typography and graphics can communicate a message without the need for audio.
Feed proofing.
William collect information for his client through examination of cookies and customer registrations. Because he collected this information himself, it is an example of ___.
First-party data
Karyn works for a company that owns 30 different restaurants in New England. She is responsible for monitoring and responding to online reviews. Karyn has set up a business account for each restaurant group and regularly encourages positive reviews. She also responds politely and constructively to critics, just as if they were in her restaurant face-to-face. She works hard to create a welcoming environment online and does not engage in _____ people who leave negative feedback.
Flaming
Taryn's team at Ketchum has developed a campaign proposal that includes a clear articulation of strategy and how it will be implemented. It will present this proposed plan to a prospective client to ___.
Forecast a timeline
Planning
Forethought about goals and objectives and the strategies and tactics needed to achieve them.
The more carefully public relations strategists design research with clear rules and procedures for the collection and analysis of information, they are applying the principles of ___.
Formal research
Anya uses ___ to monitor her program's efforts on social media so she can make corrections based on feedback. She does this throughout the campaign on a weekly basis.
Formative evaluation
When research comes at the beginning of the planning process or during the implementation of a plan, it is known as __________.
Formative research
Teagan is conducting some tests to see how viewers respond to public service announcement she is producing for her client. She is using technology that can generate images of brain activity in response to the video to help her make it as emotionally powerful as possible. What kind of technology is Teagan likely using?
Functional magnetic resonance imaging
Digital marketers, who are focused on sales as a final outcome, sometimes refer to the process outlined in McGuire's hierarchy-of-effects model as a __________.
Funnel
___ are desired outcomes that directly help an organization pursue its mission or vision, for example, dollars donated, products sold, or percentage of the population registered to vote.
Goals
Tina McCorkindale, president and CEO of the Institute for Public Relations, says measurement should always operate from ___. She said you should think about the question you want to answer and then use technology to help answer it.
Goals and strategy
Gemma is conducting an analysis of the ___ to better understand how people found her client's web site. She wants to know if visitors simply typed in the URL or if they found the site from organic search results or paid search results.
Google Ad Words
Karl hopes to see if viewers of his video ad sparks interest in his product. He conducts an experiment where one group sees Karl's ad, and another group sees an unrelated video. He will then use Google to track search habits of those in both groups. If Karl sees more searches for his product among those exposed to the ad, then he knows he can attribute it to the campaign video. What program is Karl likely to use to conduct this video ad test?
Google Brand Lift
Target audience
Group of people strategically identified for their propensity to consume an organization's products, services or ideas.
External publics
Groups of people that exist mostly outside of an organization and have a relationship with the organization.
When asked to tweet from his client's Twitter account during a tradeshow, Todd Defren of SHIFT Communications faced an ethical dilemma. Using Kathy Fitzpatrick's Guide for Ethical Decision-Making to work through this ethical conflict, how did Todd ultimately resolve this dilemma?
He comprised, promoting in advance and throughout the event that these tweets may be composed by other team members.
Shrina is working of a marketing plan for a new line of cookbooks. In addition, she has broader vision of getting more adults to eat healthy home-cooked meals instead of junk food. In this way, Shrina is marketing not just her product, but also _____.
Ideas and behaviors
Backlinks
Incoming links that direct web users to a web page from another web page.
Walter pitched a few reporters on a news story idea, but they all declined to pursue it further. Based on their reaction, Walter decided to re-think his approach before he called any other reporters. What type of research did Walter conduct in this case?
Informal summative
Ruben knows launching a new diversity initiative for his company needs more than window dressing. He news to go beyond being politically correct and instead, focus on ___ to the people affected by his organization's decision.
Loyalty
Social change agency BritSpot represents the Wikimedia Foundation. They realize their client can best benefit by their see-say-feel-do model of social media metrics. This PR model focuses on ___.
Measuring the right outcomes
In addition to traditional editors and producers, today's ___ are social media influencers, everyday media consumers, and even computer algorithms.
Media gatekeepers
Tesla Motors is planning the unveiling of their driverless car. The Tesla PR team assembles news releases, fact sheets, and backgrounders, as well as photos, graphics, position papers, and anything else that might useful for a reporter researching and producing a story. What did the Tesla team create for their big media event?
Media kit
If you type a tweet and show it to a friend before posting, that is an example of _____________.
Message testing
Press agentry/publicity model
Model of public relations in which communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness in order to gain the attention of publics.
Asymmetrical model
Model of public relations in which communication is two-way but unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviors.
Whenever you see the words "sponsored content" or "you may also like" on a web page or in an app, you are very likely looking at ___. However, tricking people into thinking they are seeing third-party news, reviews or editorial content is a bad idea if a brand is trying to build and sustain trust with its publics.
Native advertising
___ is the idea that the internet service providers (ISPs) should allow all internet users equal access to content, without giving some content providers a fast lane or slowing or blocking other content providers.
Net neutrality
Gregory is working on a variety of __________ for his clients, including a personal profile of a CEO, a historical perspective of telephone technology, and a first-person account from a client's customer.
News releases
Facebook found that video ads using __________ gain more views and interaction rates than other story types. Though videos should challenge the viewer to piece together the story, they should still be easy to digest.
Non-liinear story arcs
___ include newer and emerging channels for communication, such as podcasts, webinars, and text messaging systems, but work better when organizations allow for feedback and sharing.
Owed media
Grunig and Hunt posited four models of public relations. Who is associated with the first model of press agentry/publicity?
P.T. Barnum
Nabisco's parent company redesigned its animal cracker box in response to a request from one of its key publics. Who was the key public that made the request?
PETA
Active publics
People who behave and communicate actively in response to a problem or issue.
Search engine optimization (SEO)
Process of improving the position of a specific website in the organic search results of search engines.
Customer relationship management (CRM)
Process of tracking and forecasting customers' interactions with an organization, often leveraging data for sales support.
Advocacy
Public promotion of a cause, idea or policy
Max works in a factory that produces coffee mugs. During the weekend, Max attends a barbecue in his neighborhood. Friends at the barbecue ask about work, and Max tells them about the new mug he's assembling, but also about how tired he is from long hours he is working. This illustrates the importance of:
Public relations as a management function.
Tesla Motors wanted to discover how people think and feel about their electric car that drive itself. They formed a 12-person focus group composed of owners and nonowners of Tesla cars. This is an example of ___ research.
Qualitative
Monica is gathering data for a client's blood drive. She collects demographic statistics on blood donors in the area, the number of e-mail accounts that have received an invitation, and the number of people who responded to a Facebook invitation. The data she is gathering are known as ___ research.
Quantitative
Jessie knows that even with the best intentions, people forget to do what they learned and agreed to do. Therefore, she builds ___ into her public relations campaigns.
Reminders
Santiago invests a lot of time in the __________ phrase of strategic planning because that is where he learns more about his publics' thoughts, feelings, and behaviors, making it easier for him to influence those publics.
Research
Summative research
Research conducted at the end of a campaign or program to determine the extent that objectives and goals were met.
Informal research
Research conducted without clear rules or procedures, which makes the findings difficult to replicate or compare to other research or situations.
Quantitative research
Research that results in numerical or statistical data and analysis.
Analytics
Researching online data to identify meaningful patterns. In strategic communication, analytics often focus on how web traffic leads to behavioral results such as sharing information or making online purchases.
The ___ provides a framework to Kora, a public relations account supervisor, so she can see the factors that contribute to and inhabit her client's ability to achieve its goals or mission.
SWOT analysis
Communicators working in admissions at colleges and universities are among the most enthusiastic adopters of _____ for public relations work.
Social media
When the Water Supply and Sanitation Collaborative Council (WSSCC) and UNICEF partnered to sponsor Global Handwashing Day, they wanted to "improve handwashing." However, this could mean getting people to wash hands more frequently, at specific times, using more soap, or a minimum number of times per day. To hone this objective, WSSCC and Unicef need to make it more ___.
Specific
Organizational action is the foundation of credible communication. In other words, organizations must "walk the talk." This speaks to the idea that the implementation of solid public relations programs requires the management of organizational action. Communication that is not based on the meaningful action is an example of ___.
Spin
Pure advocacy
Stance in issues management in which a public relations practitioner firmly pleads an organization's case without compromise.
Goals
Statements that indicate a desired result for public relations efforts. In strategic planning, goals are more specific than the organization's mission but more general than objectives.
Morgue
Storage space for archived files of old stories, notes and media materials kept by news organizations.
An Australian teeth-whitening product company called HiSmile budgeted approximately $10 million for an annual Snapchat advertising budget, including ___, which are sponsored videos that display along with posts from professional media in Snapchat's "Discover" section.
Story Ads
Non-linear story arc
Storytelling that portrays the story seemingly out of order.
Integrated marketing communication
Strategic coordination of communication functions such as marketing, advertising and publicity to achieve a consistent concept in consumers' minds.
___, which are one of the older methods of evaluations, are conducted to gather data that describe demographics and what people think, feel, and do.
Surveys
Frequency
The average number of times people in an audience are exposed to a particular message in a defined period of time.
Level of involvement
The degree to which people feel or think that a problem or issue affects them.
Benjamin runs a PR firm in a small Midwest city. The owner of a local BBQ restaurant, The Porkulicious Pig, contacts him to help promote his business. The restaurant is not part of a chain. Benjamin researches the target audience for this restaurant and decides the most effective advertising would be buying an ad in ____________.
The local newspaper
Business to consumer (B2C)
The relationship between a business and the end users or consumers of its product or services.
John is a PR executive at a Fortune 500 company and a member of the Public Relations Professional Association, which has in its code of ethics, a prohibition against dating or having relationships with his co-workers. John has an intimate relationship with a co-worker. He retains his job, but loses his membership in the association. What is one of the criticisms of having a code of ethics?
The rules lack enforceability.
Ethnocentrism
The tendency to judge other cultures based on one's own culture, which one considers superior to others.
At the most basic level of management, a good ___ determines when to spend resources (such as time and money) on what.
Timeline
Julian adds shared/social media to the storytelling mix for a PR campaign for Dollywood in Tennessee. The story features a one-minute video of a bear that wanders into the park and starts dancing to the music. Stories like this have more of a chance of going viral because readers and users have the opportunity to become part of the storytelling process. This is an example of __________.
Transmedia storytelling
Food and Drug Administration (FDA)
U.S. federal agency responsible for regulating food, drugs and healthrelated products and services including the promotion of these products and services.
When Electronic Arts Inc. (EA) hosted its EA Play press conference in the summer of 2018, the company hyped up its upcoming video game releases. However, the news media who attended focused their coverage more on the bumpy production of the press conference itself instead of the new games' features. This illustrates one of the challenges of working in ___ media.
Uncontrolled
Strategy
Underlying logic that holds a plan together and offers a rationale for why it will work.
Boomerang effect
Unintended consequence of an apology or other attempt to create positive response results instead in a negative response.
Automated copy testing
Using computer programs to automate the process of testing digital messages such as promotional copy.
Jackie takes into account all the good and bad consequences of competing actions and determines which one does the most good and the least bad. She is now prepared to act ethically. This is an example of ___.
Utilitarianism
Vertical video
Video framed in an orientation in which height is greater than width. The aspect ratio is 9:16.
Hunter is working on a ___ for his company's new's product. He is developing a pre-produced news package for broadcast journalists that includes visual and audio conten.
Video news release
The University of Oregon's ___ describes its aspirations and a desired end-state: "We aspire to be a preeminent and innovative public research university... We seek to enrich the human condition..."
Vision statement
31. Approximately 80 percent of images shared on social media that include brand logos do not directly mention the brand in text. In fact, a study by Talkwalker found that Starbucks would miss more than 30,000 logo mentions each week without __________.
Visual listening
Insider trading
When a company's employees or executives buy and sell stock in their own organization or share information with others who buy or sell before the information has been made public.
Two-way communication
When both parties send and receive information in an exchange, as opposed to the one-way dissemination of information from an organization to its publics.
Status conferral
When media pay attention to individuals and groups and therefore enhance their authority or bestow prestige on them.
Proselytizing
When members of publics advocate or promote to others the goals and objectives of a communication strategy. Proselytizing is a key part of strategic campaigns going viral.
In house
When public relations people are employed directly within an organization rather than working for an external agency or contracted as independent consultants.
The ways of building and sustaining mutually beneficial relationships between organizations and publics is known as _____ strategies.
relational maintenance
Public relations
Management of communication between an organization and its publics, or the strategic communication process that builds mutually beneficial relationships between organizations and their publics.
Nico is working on a PR plan to raise awareness for a new micro-loan program. However, he is struggling with how to tell if he is successful.He knows he needs to develop a ___ objective so he can better observe his results.
Measurable
If Raymond wanted to have 100 percent of his neighbors registered to vote, he needs to take specific steps. He would set specific ___ that would help meet this broader ___.
Objectives; goal
Community management
The process of listening to, engaging and moderating online communities and those who make up those communities.
In the early 1900s, when the Pennsylvania Railroad had a wreck near Gap, Pennsylvania, instead of suppressing news of the accident, Ivy Lee invited reporters to the scene so they could see it first-hand. His open-access policy illustrates the concept of_____.
Transparency
Mary Ellen, a PR executive at a Fortune 500 company, is tasked by her client to stop the practice of spraying oranges with a dangerous insecticide. She enlists the services of Google and Reddit to publish an online petition to gather signatures against this harmful practice. This is an example of _____.
Agitation
The #MeToo social movement, originated by Tarana Burke, founder of Just Be Inc., and elevated by actor Alyssa Milano, is an example of how social media and communication can create _____ to support opposition.
Agitation
Marnie, a public relations practitioner, monitors surveys, e-mail resources, Twitter comments, usability studies, and focus groups to gauge the success of her efforts. This research strategy is an example of _____.
Applying ways organizations get to know their publics.
Publicity held companies, which are organizations that offer shares for trading stock exchanges, _____ to file certain reports and to make public certain information that may affect investor's decisions
Are required by law
_____, is seen as an example of an upstanding practitioner with strong principles of ethical management and a symmetrical worldview. He saw winning public approval, confidence, and trust as essential to successful management, and famously said, "All business begins with the public permission and exists by public approval."
Arthur Page
_____ is defined by Pavlik and McIntosh's Converging Media textbook as "the process of creating in the consumer's mind a clear identity for a particular company's product, logo, or trademark."
Branding
When an organization's communication is more focused more on image and less on what the organization is doing, its public relations can earn a negative, yet accurate connotation like:
Deceive
Susie is facing an ethical dilemma. She uses a system of decision making that focuses on the moral principles of duty and rules known as _____ ethics.
Deontological
Proctor & Gamble (P&G) found a great success when it assembled a joint team from several creative agencies to produce its 2018 Super Bowl LII Tide ad. It even formed a new, standalone agency that includes employees from several different ad agencies. This is an example of what type of covergence?
Economic convergence
While Ivy Lee may have been called the "father" of the public relations due to his commitment to truth and honesty, _____ has also been given this title due to his use of research to understand publics, develop strategy, and evaluate results, as well as his emphasis on public relations as two-way communication that helps corporations understand public interests.
Edward Bernays
_____ play an essential role in good, proactive public relations, helping to give meaning to day-to-day work. Key values such as honesty, loyalty, transparency, and social responsibility help practitioners avoid reactive damage control and deceptive spin.
Ethics
Sophia creates a blog about food specialties and how to make them at home. In one session she shares a recipe from her grandmother in Italy about making genuine Neapolitan pizza. In the blog, she inserts various links to products she has for sale, like pizza peels, tomato sauce, etc. This is an example of effective ____________.
Inbound marketing
Galen has just started his first job in public relations at a small PR agency and already feels stressed out. He found out one of his clients is an e-cigarette vaping company, and his manager has told him to do whatever it takes to get reporters to call him back. Galen personally disagrees with the client he must represent, and the tactics his boss wants him to use. This creating _____ for Galen, and now he must decide if he is willing to continue at this job.
Internal dissonance
Which PR practitioner is most deeply associated with the Public Information Model of public relations?
Ivy Ledbetter Lee
Page's principle _____ means building goodwill, avoiding business practices that will lead to unfavorable business conditions, and anticipating how publics will respond to business decisions that will have negative consequences.
Manage for Tomorrow
Public relations is most effective when it is a _____ function, meaning it is part of an organization's overall leadership and decision-making process, helping to guide how the organization operates in its environment rather than merely following the instruction of others.
Management
Hadley cares so deeply about the college where she works and greatly appreciates how the school educates students. However, she also knows that many students and parents are concerned about the high cost of college. Hadley aims to be _____ in her professional communications and not let her personal feelings influence how she represents facts about her college.
Objective
Journalist Brian wrote an article for the Washington Post about a congressman in such a way that it gave the impression he was the congressman's campaign manager. The editor called Brian into his office and directed him to rewrite the article from a more ____________ viewpoint.
Objective
One of the goals of public relations is to communicate with people who are:
Part of specific groups with specific interests.
Jeff works for a local concert venue and promotes music performances. He constantly pushes out videos, photos, quotes, and links to media coverage through social media about artists who will be performing at his venue. He finds, though, that no matter how much content he puts out, few people are liking or commenting on his posts. Though Jeff is working hard, his approaches illustrates _____.
Propaganda
PR Practitioner Martha disclosed her stock ownership in her client's organization. She consulted the PRSA Code of Ethics, "designed to be a useful guide for PRSA members as they carry out their ethical responsibilities." What is one of the advantages of having a code of ethics?
Provides solid guidelines for decision making and action.
When public relations people are called in after a major screw-up to clean up the mess, their role is mostly:
Reactive
Why did the PR crisis with Papa Johns founder and chairman John Schattner also have a negative impact on the pizza company as a whole?
Schattner's personal brand and actions were tied in with Papa Johns company and its relationship with key publics.
Mallory, a public relations practitioner, has a client in the publishing industry. She scored a major hit by getting her client to be featured on the Today show and on the cover of Rolling Stone magazine. By arranging this coverage, Mallory is applying the function of mass media known as _____.
Status conferral
_____ brings together formerly separate technical capabilities and media content.
Technological convergence
Lame and Russel highlighted evidence of public relations as early as _____.
The first century
Arianna works at a PR agency representing a large non-profit organization. She conducts a lot of research through surveys, focus groups, and reading comments and feedback on social media so she can better understand why people decide to donate to her client's mission. Arianna then uses this information to develop more persuasive communications to encourage more donations. Which of the four models of public relations is Arianna practicing? Feedback: In this case, Arianna is doing research and listening to her donors, but her purpose in doing so is to understand how to be effective at communication and persuasion, not necessarily to understand their desires or expectations (which would be symmetrical.) Paige reference: Two-way Asymmetrical Communications
Two-way asymmetrical model
In early 2008, more than 200 members of the group Improv Everywhere froze in place for five minutes in the middle of Grand Central Station. The organizers worked social networks and even mainstream media to maximize coverage, and the perfectly choreographed performance drew the attention of onlookers, generating more than 30 million YouTube hits. This is an example of which public relations model?
Two-way asymmetrical model
When Grunig and Hunt posited four "models" of public relations, Van Ruler developed _____ to classify public relations practitioners, such as the "town crier" who is mostly seeking to be heard in the marketplace with little concern for listening to others outside of his organization.
Typologies
Listening to the customer is more than just hearing. It means considering what the feedback means for the organization and _____.
What can be done about it.
In addition to having a clear conscience, what other benefit will you enjoy if you follow good ethical principles?
You will be better at your job and more important to the organization.
