Certificate in Principles of PR practice questions
According to data from the Bureau of Labor Statistics, what is the median annual salary in public relations?
$51,280
What four countries is licensing of public relations practitioners required for their jobs?
Brazil, Nigeria, Panama, Peru
What is the largest public relations professional association in Europe?
Chartered Institute of Public Relations (CIPR)
What are some examples of media databases?
Cision, Vocus and Factiva
Who was the graduate student responsible for developing (not originating) the diffusion theory?
Dr. Everett Rogers
What public relations firm is the largest independently owned firm?
Edelman Public Relations Worldwide
Who is often referred to as the "father of public relations?"
Edward L. Bernays
Who taught the first public relations course at New York University?
Edward L. Bernays
Who was the first to call himself a public relations professional?
Edward L. Bernays
Who were the key PR figures during the Booming Twenties Era (1919-1929)?
Edward L. Bernays (Crystallizing Public Opinion [1923] and Propaganda [1928]); Arthur Page (performance = reputation)
What book, first published in 1952, remains one of the most widely used public relations textbooks worldwide?
Effective Public Relations
What was one of the world's first textbooks in public relations?
Effective Public Relations
Who was the director of the Office of War Information during WWII?
Elmer Davis
What historical court case was the Registration of Foreign Agents Act of 1938 developed from?
Fulbright hearings on Carl Byoir and Associates' representation of Nazis
Who created "spokespersons" from key interest groups such as lawyers, actors, journalists and teachers?
George Creel
Who started the "Four Minutemen?"
George Creel
Who was the chairman on the Committee on Public Information during WWI?
George Creel
Who was the key PR figure during the World War I Period (1917-1918)?
George Creel (The Four Minutemen)
Who created the first corporate public relations department in 1889?
George Westinghouse
Which crisis communication counselor is referred to as one of the experts "to call when all hell breaks loose?"
Jim Lukaszewski
Who was the key PR figure during the Period of Protest and Empowerment (1965-1985)?
Marshall McLuhan (Understanding Media, "global village," "the medium is the message")
Which two communication scholars published articles based on their research on how the media has an effect on cognitive levels without affecting predisposition?
McCombs and Shaw
Which American historical figure and his fellow revolutionaries used PR to mobilize public opinion against English rulers?
Samuel Adams
Who was Effective Public Relations written by (two authors) and when was it first published?
Scott M. Cutlip and Allen H. Center, 1952
Which era in history is associated with muckraking and defensive publicity?
Seedbed Era (1900-1916)
What is a URL?
Uniform Resource Locator, previously Universal Resource Locator; the unique address for a file that is accessible on the internet
What is a USM?
Universal Subscription Mechanism, which allows certain podcasters to add a subscription automatically from an RSS file
Which writer and later muckraker wrote "The Jungle" which exposed foul conditions in the meat packing industry?
Upton Sinclair
What is a news feed?
a web feed that specifically supplies new headlines or posts to an RSS aggregator; may be called a news channel
What is a chat room?
a web-based venue for communities of users with a common interest to communicate in real time
What is a dark website?
a website set up by an organization that can be activated in the event of a crisis
What is a weblog?
a website that consists of a series of entries arranged in reverse chronological order, often frequently updated with new information about particular topics
What is an internet?
a worldwide system of computer networks conceived by the Advanced Research Projects Agency (ARPA) of the U.S. government in 1969 and first known as the ARPANET
What were the PR trends during the Period of Protest and Empowerment (1965-1985)?
accommodation; systems theory; management by objectives (MBO); functional vs. functionary approach
What do outputs measure?
activities and the amount (for example, number of contacts or news releases)
What is grassroots organizing?
an activist practice for creating social change among average people
What is a podcast?
an audio file published on the internet with an RSS feed, allowing users to subscribe to automatic downloads of a series of such programs
What is phishing?
an email fraud method; a perpetrator sends a legitimate-looking email in an attempt to gather personal and/or financial information from recipients
What should each objective cite when writing a public relations plan?
audience, outcome, attainment level (%), time frame
What is an audiocast?
audio content broadcasted over the internet
What is a narrowcast (in relation to information technology)?
audio or video programs targeting a specific audience demographic, as opposed to a broadcast
What are key performance indicators (KPIs)?
benchmark and track progress on a variety of process and outcome indicators
What are some disadvantages to online/email surveys?
best with known populations; requires access to technologies; may be difficult to generalize to larger groups or populations; requires disciplined administration and ability to random sample from within universe to qualify as formal research
How many employees do each of the four largest PR firms employ?
between 2,500 and 3,000 employees
What is lobbying?
building and maintaining relationships with a government or its officials for the primary purpose of influencing legislation and regulation
What is public affairs?
builds and maintains mutually beneficial governmental and local community relations
Who are the most common employers of practitioners?
business and commercial corporations (followed by nonprofits and associations, then PR firms and agencies)
What are "exclusive" public relations professional groups?
by-invitation-only groups that hold their meetings in private and off the record; exclusivity is their hallmark
What three types of samples are there for conducting surveys?
census, probability, nonprobability
What did George Creel do for public relations?
chairman on the Committee on Public Information during WWI; understood the power of publicity to mobilize the public; started the "Four Minutemen" and created "spokespersons" from key interest groups such as lawyers, actors, journalists, teachers; used persuasive tactics to dehumanize the enemy
How is the scientific method self-correcting?
changes in thought or theory are appropriate when errors in previous research are discovered
What are some disadvantages to media analysis?
check for completeness/accuracy; assessment limited to output objectives, not impact objectives
What do the Securities Act of 1933 and the Security Exchange Act of 1934 contain?
checks and balances for securities-related actions
What is reputation management?
cited in the context of crisis management
When would you use personal interviewing to gather survey research?
complex situations that require extensive explanation or context
What are some advantages to fact finding?
directly answers questions; contributes to insights; provides foundations for primary research
What are some advantages to historical research?
directly answers questions; contributes to insights; provides foundations for primary research
What are some advantages to internet research?
directly answers questions; contributes to insights; provides foundations for primary research
What are some examples of emerging crises?
employee dissatisfaction, opposition by various groups, budget reductions, customer migration from a company
Who should you inform first in the event of a crisis?
employees and your internal audience
What did Theodore Roosevelt do for public relations?
first president to exploit news media as a new and powerful tool of presidential leadership
According to outside counselors, what is their greatest advantage over internal staffing?
flexibility of talents and skills
What are some advantages of external counsel (PR firms)?
flexibility of talents and skills; objectivity; range of prior experience; geographical scope of operations; the counselor's reputation
What are focus group interviews?
focused discussions led by a moderator involving 8-12 participants each; popular for marketing and public relations research
Are online/email surveys formal or informal research? Primary or secondary research? (more than one answer is correct for one form of research)
formal and informal; primary
Is content analysis formal or informal research? Primary or secondary research? (more than one answer is correct for one form of research)
formal and informal; primary
Is internet research formal or informal research? Primary or secondary research? (more than one answer is correct for one form of research)
formal and informal; secondary
Are mail surveys formal or informal research? Primary or secondary research?
formal; primary
Are telephone samples based on random sampling formal or informal research? Primary or secondary research?
formal; primary
Is Lexus/Nexis Literature review formal or informal research? Primary or secondary research?
formal; secondary
Is fact finding formal or informal research? Primary or secondary research?
formal; secondary
What are the values of PRSA?
fosters the exchange of ideas through its publications and meetings, promotes a sense of professionalism, provides opportunities for continuing education, encourages ethical behavior and high standards of practice
What did Rex Harlow do for public relations?
founded the American Counsel that ultimately became PRSA through mergers with other public relations organizations (1947)
What does Rule 10 b-5 of SEC 1934 concern?
fraud in disclosure
When is the "gag period" effective?
from the date a corporation officially registers its intent to offer its security, or to a date 90 days after the registration statement becomes effective
What are some communication barriers?
fuzzy language, misalignment with culture and values, history of distrust, distractions, negative influencers, sources or spokespeople with no credibility, unreliable media, media with which people are not comfortable, captive audiences, gatekeepers
What are the two commonly accepted formats to consider when writing a public relations plan?
grid format and paragraph format
What three conditions must be proven to be present in a defamation case?
hatred, contempt, ridicule
In crisis communication, what are seven common mistakes in handling crises?
hesitation, obfuscation, retaliation, prevarication/equivocation, pontification, confrontation, litigation
What are some disadvantages to focus groups?
high cost; low external validity; requires multiple sessions for validity (at least two); difficult to interpret and generalize; limited content domain; information obtained is subjective; results cannot be charted/graphed; management may not accept results; good results depend heavily on experience and objectivity of focus group conductor
According to author and professor Wilbur Schramm, what must a person understand in order to understand the human communication process?
how people relate to each other
What factors are included in Wilbur Schramm's communication process model?
how social environment influences messages and their frames of reference
What specific things should be understood in business literacy?
how various organizations make money; what differentiates one organization from its competition; the legal, political and regulatory environment in which the organization operates; trends in employee, customer, shareholder and community relations (ex: direction of interest rates)
How do you conduct a nonprobability sample by quota?
in a school, find 10 elementary teachers, 10 middle school teachers and 10 high school teachers (10 of each kind)
What is the best research concept method for highly paid professionals and busy people?
in-depth interviews
What are attitudes?
inclinations (often unconscious) to behave in a given way as a result of a spectrum of information, values, beliefs, experiences and persuasive messages
What is a population?
individuals whose opinions are sought in a survey
What do process objectives serve to do?
inform or educate
Are advisory panels formal or informal research? Primary or secondary research?
informal; primary
Are communications audits formal or informal research? Primary or secondary research?
informal; primary
Are community forums formal or informal research? Primary or secondary research?
informal; primary
Are complaint reviews formal or informal research? Primary or secondary research?
informal; primary
Are focus groups formal or informal research? Primary or secondary research?
informal; primary
Are in-depth interviews formal or informal research? Primary or secondary research?
informal; primary
Are intercept interviews formal or informal research? Primary or secondary research?
informal; primary
Are observations/visits/field reports formal or informal research? Primary or secondary research?
informal; primary
Are phone interviews formal or informal research? Primary or secondary research?
informal; primary
Are tracking calls/purchases/hits/actions/placements formal or informal research? Primary or secondary research?
informal; primary
Is media analysis formal or informal research? Primary or secondary research?
informal; primary
Is historical research formal or informal research? Primary or secondary research?
informal; secondary
What is a cookie (in relation to information technology)?
information a website puts on your hard disk so that it can remember something about you at a later time
What is publicity?
information from an outside source that is used by the media because it has news value (uncontrolled)
What is the "learn-feel-do" causal sequence that typifies the working theory behind most public relations programs?
information gain ---> opinion change ---> behavioral change
What is the definition of advertising?
information placed in the media by an identified sponsor that pays for the time or space; controlled
What is advertising?
information placed in the media by an identified sponsor that pays for time or space
What is the definition of publicity?
information provided by an outside source that is used by media because the information has news value; uncontrolled
What is a situational analysis?
information pulled together to define a situation; contains all information needed to write a problem statement
What are some considerations in workplace diversity?
issues of household composition, age, gender, ethnic and religious backgrounds, language, technology fluency, health status, disabilities
What can the diffusion theory do for public relations professionals?
it can help us know how to best communicate and diffuse an idea or product
What does feedback do in the communications process?
it follows the same communication model, but in reverse
What are some disadvantages of an internal public relations department?
loss of objectivity; domination and subservience; confused mission and roles
What are the ways that surveys can be distributed?
mailed, emailed, telephoned, asked in person, completed online
What is the violation for not adhering to the Federal Lobbying Act of 1913?
misdemeanor resulting in a fine up to $5,000 and imprisonment up to 12 months
What important document is a mainstay of media relations?
news release
What are some examples of units used in content analysis?
newspaper stories, magazine articles, radio newscasts, television programs, etc.
What examples of budget should be included in writing a public relations plan?
out-of-pocket costs, staff time, volunteer energy, transportation, images, materials, fabrication
How many employees does Edelman Public Relations Worldwide employ?
over 3,600 employees
What is propaganda?
persuasion based on appeals rather than on the merits of a case (usually one-sided)
What are some challenges that minority practitioners face?
pigeon-holing (minority practitioner restricted to working with minority clients); cultural interpretation (minority practitioner expected to know everything about their cultural group); outright discrimination
What six variables does content analysis typically look at?
place or position; prominence; share of voice; issues or topics; messages; visuals
What are PACs?
political action committees; formed by organizations and unions to get around acts making it illegal to contribute to political offices
What do the Federal Corrupt Practices Act of 1925, Hatch Act of 1939 and the Taft-Hartley Act regard?
political contributions
What does accountability in a profession mean?
practitioners must face up to the consequences of their actions
What three macrostages does scholar Tim Coombs divide crisis management into?
precrisis, crisis, postcrisis
What is strategic thinking?
predicting or establishing a desired future state; formulating a strategy for achieving the desired state
What were the four public relations models used throughout the history of public relations (in order)?
press agentry, public information, two-way asymmetric, two-way symmetric
What is crisis communication?
protects and defends an individual, company or organization facing a public challenge to its reputation
What can media databases do?
provide information on what the outlets cover
What are two important factors influencing public relations participation in management?
proximity and access
What are some advantages to telephone samples based on random sampling?
speed of administration; ability to clarify/probe; no geographic limitations; no sampling limitations; accepted as industry standard
What digital innovation was extremely important in the Post War Era (1946-1964)?
television
What top line executives are included in the "C-suite" of an organization?
the CEO, the president, the heads of manufacturing (finance, marketing, engineering, research and development) and legal
What is the definition of crisis management?
the PR specialty that helps organizations strategically respond to negative situations and to dialog with stakeholders affected by perceived and actual consequences of crises
What is the UK's equivalent to PRSA?
the Public Relations Consultants Association (PRCA)
What is video podcasting?
similar to podcasting, except that video files instead of MP3s are published into RSS feeds; also called "vlogging" or "vodcasting"
What should be included in a paragraph style plan that includes a summary of research findings, opportunities and concerns?
situation analysis
What are sustained crises?
situations that will not go away and can linger for years; can be stopped early if an effective crisis communication plan is in place
What are some disadvantages to mail surveys?
slow to completion; considerable time/labor commitment for data entry; limited control over who completes; little ability to clarify question wording, meanings; limited ability to use filter questions; sample limitations; cost can be high if response rates are low; often yields very low responses
In the first step of writing a public relations plan, should you include a small amount or a large amount of goals?
small amount
What does Section 14 of the Security Exchange Act of 1934 cover?
solicitation of proxies in the timeframe between sending the official statement and holding the annual meeting where the proxy voting occurs
What is streaming media?
sound (audio) and pictures (video) transmitted on the internet in a streaming or continuous fashion, using data packets
What is business literacy?
the ability to use financial and business information as the basis for decisions that help an organization achieve success
What is promotion (in relation to PR)?
special activities designed to create and stimulate interest in a person, product, organization or cause
What do tactics/tools serve as?
specific elements of a strategy or specific tools; the "how to"
What do SMART objectives stand for?
specific, measurable, achievable, realistic/relevant, time bound
What other forms of communication does the Shannon-Weaver model apply to?
speech, pantomime, printing, art, music drama, signs, symbols, graffiti
What is validity?
the degree to which a research study accurately assesses what the researcher set out to measure
What is podcasting?
the preparation and distribution of audio (and possibly other media) files for download to digital music or multimedia players such as an iPod
How can the Shannon-Weaver model apply to speech?
the receiver (audience) can interpret something the sender says differently than the sender intended
How can the Shannon-Weaver model apply to pantomime?
the receiver (audience) decodes your gestures or posture to interpret your movements
How can the Shannon-Weaver model apply to printing?
the receiver (audience) will decode the text based on what they perceive it to mean and if they can understand the language
What is pigeon-holing (in regards to diversity and cultural competence)?
the restricting of minority practitioners to working with minority clients or dealing with minority publics, even when they might wish to work on "mainstream" PR programs or accounts
What three basic constitutional issues does licensing raise in the United States?
the right of freedom of expression, the right of the states to regulate occupations and the right of individuals to pursue occupations without unjustified government interference
What is semantics?
the science of what words mean
What is the definition of development (in relation to specialized parts of public relations)?
the specialized part of PR in nonprofit organizations that builds and maintains relationships with donors, volunteers and members to secure financial and volunteer support
What is internal relations?
the specialized part of PR that builds and maintains a mutually beneficial relationship between managers and the employees on whom the organization's success depends
What is the definition of public affairs?
the specialized part of PR that builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy
What is the definition of lobbying?
the specialized part of PR that builds and maintains relations with government, primarily to influence legislation and regulation
What is the definition of investor relations?
the specialized part of corporate PR that builds and maintains mutually beneficial relationships between shareholders and others in the financial community to maximize market value
What is syndication (in relation to information technology)?
the supply of material for reuse and integration for other material, often through a paid service subscription
What is anonymous web surfing?
visiting websites without allowing anyone to gather information about which sites the user visited
What are some major mistakes made by public relations practitioners and other leaders in the event of crises?
waiting too long to respond, hiding from various audiences, attacking involved publics, entering into unfavorable litigation
What are some features of a content management system?
web-based publishing, format management, revision control, indexing, search, retrieval
What must public relations practitioners know in order to gain publicity?
what information will attract media attention, identify a newsworthy angle and lead, and write and package the information appropriately for each medium
What is statutory copyright?
when an author submits to the Library of Congress and displays the copyright symbol on the material
What is referred to as "the tipping point" in the diffusion theory?
when the majority group is trying the idea or product (once the process has been diffused tremendously)
Why is it so important to include feedback in the communications process?
without it, you don't know if the receiver received or understood your message
What one public relations task is the common denominator in all PR jobs?
writing
What eleven categories summarize what public relations specialists do at work?
writing and editing; media relations and social media; research; management of clients and staff; strategic planning; counseling; special events; speaking; production; training; personal contacts
What do violent crises involve?
a cataclysmic loss of life and/or property
What is a communications audit?
a complete analysis of an organization's communications processes, both internal and external
What are compliance-gaining strategies?
a form of symbolic behavior designed to shape or regulate the behaviors of others
What is retraction in relation to libel?
a full and prompt apology that helps mitigate damages
What is a channel (in relation to information technology)?
a group of items, each of which represents one post; may also be referred to as a feed (ex: news feed)
What are single-issue publics?
a group of people who are active on a limited number of issues
What are all-issue publics?
a group of people who are active on all issues
What are active publics?
a group of people who are doing something about an issue
What are apathetic publics?
a group of people who are inattentive and inactive on all issues
What are latent publics?
a group of people who are not aware of their connections to a situation
What are hot-issue publics?
a group of people who respond and become active after being exposed to an issue
What are aware publics?
a group of people who understand the importance of an issue to them, but they have not acted
What are nonpublics?
a group of people whom the issue at hand has virtually no effect
What is a prospectus (in relation to business laws and regulations)?
a legal document that is written/checked by lawyers and must be complete, including potential negatives
What is an omnibus survey or study?
a less expensive quantitative research method that involves piggybacking some questions on a research company's poll
What is FAQ (in relation to information technology)?
a list of "frequently asked questions" (and answers) that has become a common feature of internet sites
What are immediate crises?
a major emergency, such as a natural disaster or other emergency; gives little time for research and planning
What is a bookmark (in relation to information technology)?
a saved link to a webpage
What is a probability sample?
a scientific sample drawn in such a way that the probability of being chosen is equal or known
What is scientific method research?
a series of small steps, or one study or one source provides only an indication of what may or may not be true
What is a wiki?
a server program that allows collaboration in forming the content of a website or other document via a website; a wiki website operates on a principle of collaborative trust
What is an agenda?
a set of issues
What are some common examples of timeshifting?
email, voicemail, fax, podcasting
How are news releases most often distributed in the digital era?
email, wire services, websites or similar methods
What is the most frequent source of conflict when dealing with human resources?
employee communications
What verbs reflect changes in attitude?
favor, accept, oppose, believe
What essential step in the communications process was missing in the original model of the Shannon-Weaver communication model?
feedback
What does the Security Exchange Act of 1934, regarding disclosure, require of investors?
filing specific information with the SEC to make it available to the public
What is the penalty for not adhering to the Registration of Foreign Agents Act of 1938?
fined up to $5,000 and imprisonment for up to 10 years or both
What are some disadvantages to intercept interviews?
limited in length and scope
What does the Federal Lobbying Act of 1913 state?
lobbyists must register with the clerk of the house or the secretary of the senate between the first and tenth day of each quarter
Should goals (included in the planning stage of creating a public relations plan) be short-term or long-term?
long-term
What did Louis McHenry Howe do for public relations?
long-time public relations adviser to Franklin D. Roosevelt; recognized that mutually beneficial public relations could be built only by coupling responsible performance with persuasive publicity
What were the PR trends during the World War I Period (1917-1918)?
organized promotion; promote patriotism; use interest groups
What did Samuel Adams do for public relations?
organized the Sons of Liberty and the Committees of Correspondence; liberty tree symbol; "taxation without representation" slogan; staged the Boston Tea Party
What are some categories of analysis used in content analysis?
subject matter, direction (pro, con, neutral), values, theme
What is another name for an omnibus survey or study?
subscription study
Should objectives (included in the planning stage of creating a public relations plan) be short-term or long-term?
short-term
What do nonviolent crises involve?
usually a loss of something financial
What is the term for "something intrinsically valuable, desirable or esteemed?"
value
What are some disadvantages to in-depth interviews?
very expensive; potential safety risk for interviewer; difficult to monitor for quality; requires highly trained interviewers; slow to complete; geographic limitations; access limitations; interviewer effects may become significant
What is a vlog?
video blog; a blog that contains video content
What is a VNR?
video news release
What is public relations?
"Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the on whom its success or failure depends"
What should you avoid saying in an interview, even if you cannot comment on a particular subject?
"no comment"
When writing a public relations plan using the paragraph format, how many sentences should the problem statement be?
1-3 sentences
When was the Seedbed Era?
1900-1916
When was the World War I Period?
1917-1918
When was the Booming Twenties Era?
1919-1929
When was the Roosevelt Era and World War II?
1930-1945
When was the Post War Era?
1946-1964
When was the Period of Protest and Empowerment?
1965-1985
When was the Digital Age and Globalism?
1986-present
According to a 2005 salary survey, what percentage do accredited public relations professionals earn more than those who are not accredited?
20%
According to data from PRSSA, what percentage of members were non-White in 2011?
20%
How often does the "news cycle" run for most news outlets and other direct media (media without a gatekeeper)?
24 hours a day
How long should a telephone survey be?
5-10 minutes
What is a blackout (in relation to business laws and regulation)?
60 days where employees cannot modify their retirement or investment plans because the plan is being restructured/altered or undergoing some administrative change; a political party's restriction on advertising for a set amount of time before an election
How much did women earn compared to a dollar that men earned in 2010? (include amounts for both entry-level and years of professional experience)
78 cents for entry-level; 86 cents for years of professional experience
What is the optimum size for a focus group?
8-12 people
What percentage of agreement would be considered high agreement, which would validate procedures and categories of a content analysis?
80 percent or more
What was the first systematic effort to raise funds on this continent?
A fundraising brochure for Harvard college in 1641
What was the first internet called and when was it conceived?
ARPANET, 1969
Who hired Arthur Page as the first corporate vice president of PR?
AT&T
What did Arthur Page do for public relations?
AT&T vice president who helped set the standard for corporate public relations; said a company's performance would be determined by its public reputation
What is external counsel called that is retained by large corporations at corporate headquarters?
Agency of Record
Who was credited with "history's finest public relations job?"
Alexander Hamilton
Who was the key member of President Jackson's Kitchen Cabinet who excelled at creating events to mold opinion?
Amos Kendall
Who was the AT&T vice president who helped set the standard for corporate public relations?
Arthur Page
Which wire service, founded in 1848, is considered one of the most important news organizations in the world?
Associated Press (AP)
What are some examples of wire services?
Associated Press (AP), PR Newswire, Business Wire, Market Wire
Who was the public relations pioneer often called the "First Lady of Public Relations?"
Betsy Plank
What must all PRCA member organizations attain and maintain every two years?
Consultancy Management Standard (CMS) accreditation
What is XML?
Extensible Markup Language; a flexible way to create common information formats and share both the format and the data on the World Wide Web, intranets and elsewhere
What was the name of the foundation chartered by PRSA in 1956 to advance professionalism in the field by funding research, disseminating scholarly writings and promoting professional education?
Foundation for Public Relations Research and Education
Which key writer and later became named "muckraker," wrote the history of the Standard Oil Company and exposed big business corruption?
Ida Tarbell
Who created a document termed by journalists as the "Declaration of Principles?"
Ivy Lee
Who is the father of modern public relations? (He was a newsman during the "muckraking" era)
Ivy Lee, Jr.
Who were the key PR figures during the Seedbed Era (1900-1916)?
Ivy Lee, Jr. (full disclosure and tell the truth); President Theodore Roosevelt (bully pulpit)
Who was a long-time public relations adviser to Franklin D. Roosevelt?
Louis McHenry Howe
Who were the key PR figures during the Roosevelt Era and World War II (1930-1945)?
Louis McHenry Howe (responsible performance, persuasive public); Elmer Davis (Office of War Information); President Franklin D. Roosevelt ("Fireside Chats")
What company began the practice of using "advertorials" on op-ed pages and in magazines in 1970 "to speak out on a variety of issues designed to reach opinion makers?"
Mobil Oil (now ExxonMobil)
What two cities lead all cities in the world in number of public relations firms?
New York and London
What was "history's finest public relations job?"
Obtaining national acceptance of the Constitution was essentially a public relations exercise
How does PR earn public understanding and acceptance?
PR forms, builds and maintains relationships between your organization and publics by finding common interests. Failures usually stem from communication breakdowns.
What is the Foreign Agents Registration Act (1938)?
PR practitioners working for any "foreign principles" must register under this act, whether they are directly lobbying U.S. government officials or not
What does the Registration of Foreign Agents Act of 1938 require?
PR professionals who represent a foreign government must register with the U.S. government
What is the largest public relations professional organization in the world?
PRSA
What is PRSA's affiliated student organization?
PRSSA (Public Relations Student Society of America)
What were two scholarly journals that reported research on the social context of public relations, factors of effectiveness and theory development related to the practice?
Public Relations Review and Journal of Public Relations Research
What national professional public relations organization is the Canadian Public Relations Society (CPRS) closely related to in its philosophy and programming?
Public Relations Society of America (PRSA)
What is the definition of public relations on PRSA's current website written in 1985?
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.
What is RSSL?
RDF site summary, formerly called Rich Site Summary or Really Simple Syndication; a method of describing news or other web content that is available for "feeding" (distribution or syndication) from an online publisher to web users
Who founded the American Counsel that ultimately became PRSA through mergers with other public relations organizations in 1947?
Rex Harlow
What, where and when was the nation's first publicity agency?
The Publicity Bureau, Boston, mid-1900s
Who laid the public acceptance and public policy foundations for the nation's telephone system?
Theodore N. Vail
Who conducted federal control over "robber barons?"
Theodore Roosevelt
Who was the first president to exploit news media as a new and powerful tool of presidential leadership?
Theodore Roosevelt
Who organized the first public relations program for AT&T?
Theodore Vail (early 1900s)
What are four of the largest U.S.-based international public relations firms?
Weber Shandwick Worldwide, Fleishman-Hillard, Burson-Marsteller and Hill & Knowlton
What is the world's largest PR firm and where is it headquartered?
Weber Shandwick, New York
What specific questions does a problem statement typically answer?
What is the source of concern? Where is it a problem? When is it a problem? Who does it involve or affect? How are they involved or affected? Why is this a concern to the organization and its publics?
In the second step of writing a public relations plan, what should you consider when determining target audiences or publics?
Who needs to know or understand? Who needs to be involved? Whose advice or support do you need? Who will be affected? Who has something to gain or lose?
What are some examples of "exclusive" public relations professional groups?
Wise Men, Public Relations Seminar, Corporate Relations Roundtable, Arthur W. Page Society
What is a census?
a 100 percent sample
What is a Gantt chart?
a bar chart that shows the visual and linear direction of project tasks useful for tracking deadlines and monitoring a project's progress, as well as for planning and scheduling tasks
What is a ping (in relation to information technology)?
a basic internet program that lets you verify a particular IP address exists and can accept requests; used diagnostically to ensure that a host computer is actually operating
What is a problem statement?
a brief summary of the problem written in present tense, describing the situation
What is permission marketing?
a marketing strategy using email and other mobile technology to send consumers information that they have agreed in advance to receive (ex: opt-in email)
According to the PRSA Member Code of Ethics 2000, what are the guidelines for enhancing the profession?
a member shall acknowledge that there is an obligation to protect and enhance the profession; keep informed and educated about practices to ensure ethical conduct; actively pursue personal professional development; decline representation of clients that urge or require actions contrary to the Code; accurately define what PR activities can accomplish; counsel subordinates in proper ethical decision making; report practices not in compliance with the Code to the appropriate authority
According to the PRSA Member Code of Ethics 2000, what are the guidelines for conflicts of interest?
a member shall act in the bests interests of the client or employer; avoid actions and circumstances that may appear to compromise good business judgment or create a conflict between personal and professional interests; disclose promptly any existing or potential conflict of interest to affected clients; encourage clients to determine if a conflict exists after notifying all affected parties
According to the PRSA Member Code of Ethics 2000, what are the guidelines for disclosure of information?
a member shall be honest and accurate in all communications, act promptly to correct erroneous communications, investigate the truthfulness and accuracy of information released on behalf of those represented, reveal the sponsors for causes and interests represented, disclose financial interest, avoid deceptive practices
According to the PRSA Member Code of Ethics 2000, what are the guidelines for competition?
a member shall follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor and preserve intellectual property rights in the marketplace
According to the PRSA Member Code of Ethics 2000, what are the guidelines for free flow of information?
a member shall preserve the integrity of the process of communication, be honest and accurate in all communications, act promptly to correct erroneous communications and preserve the free flow of information when giving or receiving gifts
According to the PRSA Member Code of Ethics 2000, what are the guidelines for safeguarding confidences?
a member shall safeguard the confidences and privacy rights of present, former and prospective clients and employees; protect privileged, confidential or insider information gained from a client or organization; immediately advise an appropriate authority if a member discovers that confidential information is being divulged
What four ways are fees for services typically established for a counseling PR firm?
a monthly retainer covering a fixed or flexible number of hours and services; a minimum monthly retainer plus billing for actual staff time at hourly rates; straight hourly charges for staff time, using fees based on the staff experience and expertise; fixed project fee
What is a nonprobability sample?
a more informal selection of persons to be interviewed
What happens after a public debate in the form of publicity, staged events, polls, appeals, etc. over time?
a new public opinion develops, which leads to social action (can occur in the form of an election, a consent decree or taking a product off the market), which leads to a new social value that becomes part of mass sentiment
What are publics?
a particular group of people with a common interest, aim, etc.
What is a respondent (in relation to polling)?
a person who participates in a survey or poll by answering questions
What is a punchcast?
a podcast that is sent directly to a smartphone or other mobile device without being sent to a laptop or desktop PC
What did the International Association of Business Communicators (IABC) create?
a professional development guide for practitioners to help them identify the skills and knowledge necessary for attaining career goals and an ethics review committee to enforce a code of ethics
What is an RSS aggregator?
a program used to collect and read RSS feeds; may be known as a newsreader or news aggregator
What is survey research?
a quantitative method that uses a series of written, verbal or online questions to sample a desired population or group of people
What is fair comment?
a recognized defense against a libel action, based on the argument that the statement was either true or privileged (taken from a public document)
What is a sample (in relation to polling)?
a relatively small group of individuals selected to represent a population
What is the single most important key to success in order to successfully move up ranks in public relations?
a reputation for getting results, being goal-oriented
What is push technology?
a set of technologies whereby information is delivered from a central server to a client computer, often by means of an internet-based content delivery network
What is an item (in relation to information technology)?
a single entry in a news feed or podcast channel
What is a podcatcher (in relation to information technology)?
a software application that automatically checks for and downloads new podcast feeds
What is file transfer protocol (FTP)?
a standard internet protocol and the simplest way to exchange files between computers on the internet
What is a content management system (CMS)?
a system used to manage website content in lieu of commercially available code-based web design software
What is an example of convergence among the traditionally distinct media with the rise of the digital age?
a television station that has a website where they put up videos, but will also put up still images and text stories that would traditionally be in the newspaper focus area
What is Web 2.0?
a term for advanced internet technology and applications, including blogs, wikis, RSS and bookmark sharing
What is a chicklet (in relation to information technology)?
a term for the small, often orange buttons used as links to RSS files
What is a webinar?
a type of web conference or web seminar that can be presented as an interactive dialogue between presenter and audience completely via the internet, or a telephone-based presentation with complementing computer-based content
What is the agenda-setting process?
a very fluid, dynamic attempt to get the attention of the media, the public and/or policy-makers
What are some advantages to advisory panels?
ability to probe for insight; easily/quickly accessible; provides foundation for formal research
What are some advantages to observations/visits/field reports?
ability to probe for insight; easily/quickly accessible; provides foundation for formal research
What are some advantages to community forums?
ability to probe for insight; provides foundation for formal research
What are some advantages to intercept interviews?
ability to target a geographic location or demographic group; ability to clarify/probe; can use supporting materials
What are employee relations?
activities designed to build sound relationships between an organization and its employees; critical in fostering positive attitudes and behavior of employees as ambassadors of the organization
What are special events?
activities designed to interact with publics and listen to them
What are marketing communications?
activities designed to sell a product, service or idea
What five elements are reflected in counseling fees and charges?
actual cost of staff time devoted to the project; executive time and supervision; administrative and other nonproject time, such as clerical and accounting; overhead costs, such as space, benefits and utilities; reasonable profit for doing the work
What must be proven by a public figure in a defamation case?
actual malice
What was the ruling in New York Times v. Sullivan?
actual malice must be proven by a public figure
What are some examples of marketing communications?
advertising, collateral material, interactive communications, publicity, promotion, direct mail, trade shows, special events
What is counseling in relation to PR?
advising management concerning policies, relations and communications
According to the PRSA Member Code of Ethics 2000, what are the six core values that are fundamental beliefs that guide our behaviors and decision-making process?
advocacy, honesty, expertise, independence, loyalty, fairness
What is an RSS feed?
an XML file that provides content or summaries of content, including links to the full versions of the content and other metadata that a user can subscribe to using an RSS aggregator
What does the Regulation Fair Disclosure (also Regulation FD or Reg FD) of 2000 require?
all publicly traded companies disclose material information to all investors at the same time
What are some advantages to in-depth interviews?
all the advantages of telephone and mail methods; ability to collect unobtrusive information; extensive use of supporting materials; complex probes; validation of respondent identity
What are some advantages to phone interviews?
all the advantages of telephone and mail methods; ability to collect unobtrusive information; extensive use of supporting materials; complex probes; validation of respondent identity; no geographic limitations; can be completed more quickly than in-person interviews
What is the World Wide Web?
all the resources and users on the internet that are using the Hypertext Transfer Protocol (HTTP)
What are the four types of publics?
all-issue publics, apathetic publics, single-issue publics, hot-issue publics
What are emerging crises?
allow more time for analysis and specific planning; can be minimized at early stages
What remains among the top indicators valued by a client, even though it is only an output measure (in relation to media relations)?
amount of media coverage
What is a proxy server?
an enterprise that uses the internet to act as an intermediary between a workstation user and the internet so that the enterprise can ensure security, administrative control and caching service
What is an opinion?
an expression of an attitude
What is ownership of copyright for photography and artwork?
an organization owns an employees' work done on behalf of the organization
Why is it so important to activate the crisis plan immediately in the event of a crisis?
an organization's reputation often stands or falls based on how it handles a crisis during the critical first 24 hours following a crisis
What is the Digital Millennium Copyright Act (DMCA)?
an updated version of copyright laws that protects the rights of copyright owners and consumers for digital material
What does the Sherman/Clayton Act and Robinson Putnam Act regard?
anti-trust
What is material information (in relation to business laws and regulations)?
any information that would cause a reasonable and prudent investor to buy or sell stock
What is general publication?
any overt act that indicates the intention to surrender one's right to control one's creative expression and allow the public to copy the material
What is spyware?
any technology that aids in gathering information about a person or organization without their knowledge
In professions, what is referred to as the application of moral values in practice?
applied ethics
What are the four torts (kinds of wrongful acts or damages) to privacy?
appropriation, intrusion, public disclosure of embarrassing private facts, false light
According to Walter Lippmann, author of Public Opinion published in 1922, what are some communication barriers?
artificial censorship, gatekeepers in the media, shrinking news holes, limitation of social contact, meager time available for paying attention, distortion from compressing events into short messages (sound bites), difficulty expressing a big and complicated world in short messages, fear of facing facts perceived to threaten established routines
What are some advantages to communications audits?
assesses PR activities alignment with organization goals; can provide comprehensive evaluation of communication tools used to support many plans and programs; provides independent evaluation of PR plans
What is internal validity?
assessing the study's methodology and alternative explanations for study results
What should you do when putting together a crisis communication team?
assign specific roles to team members; rehearse the crisis management team regularly; train and retrain the spokespersons regularly
How often should you review your organization's crisis communication plan?
at least annually (quarterly is preferred)
How many coders should you use when conducting a content analysis?
at least three
Where should demographic questions (age, income, race/ethnicity, marital history, children) go on a survey because they can be seen as threatening?
at the end
What is the term for "a mental position or feeling/emotion toward a fact or state?"
attitude
What six categories make a story newsworthy?
audience impact; proximity; timeliness; prominence; novelty or oddity; conflict, drama or excitement
What are four barriers to implementation?
audience obstacles, speaker obstacles, subject and purpose obstacles, diffusion obstacles
What are some criteria to consider in evaluating tactics?
available time and resources; ability to reach and influence target audiences to achieve desired objectives; compliance with ethical and legal guidelines; return on investment; multiple methods, multiple touchpoints to reinforce consistent messages
What are the five stages within the diffusion process?
awareness, interest, evaluation, trial, adoption
When would you use a telephone survey to gather research?
basic, well-defined opinions
What is the Public Relations Society of America Member Code of Ethics 2000 designed to do?
be a useful guide for PRSA members as they carry out their ethical responsibilities
What should you remember when writing attitude and opinion survey questions?
be very specific; keep affective (feeling), cognitive (knowledge) and action aspects in different questions; gauge strength of responses by providing a scale; start with general questions, move to specific questions; group like questions together; start with least popular proposal; use neutral terms; ask close-ended attitude questions
How should you include a survey in a focus group interview?
before the interview to explore in-depth problems and/or opportunities that may be observed in the analysis of surveys; after the interview to expand on the feelings and ideas of people and how they express those feelings and ideas before taking the survey (they have already thought about most of the answers)
What is the term for "a state or habit of mind in which trust or confidence is placed in some person or thing?"
belief
What are some advantages to content analysis?
can apply same scientific sampling methods used in social surveys to establish reliability and validity; relatively low cost; easy to replicate, extend over time, sources, etc.; measure and manifest latent content characteristics; can be combined with other research methods
What are some disadvantages to communications audits?
can be costly; requires thorough definition and planning to do well; labor intensive; combines all disadvantages of focus groups, personal interviews and content analysis
What are some advantages to mail surveys?
can be internally administered; no cost differences based on geography; can use rankings/comparisons; can do message evaluations; can be included in existing communication tools; convenient for respondent
What is informal (nonscientific) research?
can look at values or qualities; subjective
What is CSS?
cascading style sheet; determines how a given element is presented on a webpage; gives more control over the appearance of a webpage to the creator
Who are "outsiders" that provide content to assist an organization hired by PR leaders and media?
citizen journalists; nearly anyone who records video or takes pictures to contribute to a news story
What are the 7 Cs of Communication that are used to overcome barriers and communicate effectively?
clarity, credibility, content, context, continuity, capability, channels
What should you remember when writing non-threatening survey questions?
closed-response questions give you more data faster; open-responded questions give you a range of data; keep questions specific; use words everyone can understand
What is a problem-solving process facilitator?
collaborate with other managers to define and solve problems; part of the strategic planning team
What is descriptive research?
collecting information that describes existing conditions, the status quo of individuals, group opinions, attitude or behavior
What is historical research?
collecting information that exists on the record, including historic documents, personal papers, journals, official records, etc.
What are six things top management should do to ensure long-term success in public relations?
commitment to and participation in PR; retention of competent PR counsel; incorporation of PR perspectives in policy making; two-way communications with both internal and external publics; coordination of what is done with what is said; clearly defined goals and objectives
What four major public relations roles describe much of the practice?
communication technician, expert prescriber, communication facilitator, problem-solving process facilitator
Which PR competency function involves establishing public trust and support?
community relations
What is benchmarking?
comparison of one's products and services to those of competitors or those recognized as the "best in the industry" to identify standards for improvement or superior performance
What are four things that should be checked off when selecting a PR firm?
competence and reputation; staff; clients; results and measurement
What did the 1963 SEC study of the securities market show?
concrete examples of how PR professionals were using news media to disseminate false and misleading information or deliberately withholding information from news media
What were the PR trends during the Digital Age and Globalism (1986-present)?
constant technological connections; international relationships; organizational transparency
How do you conduct a nonprobability sample by snowball?
contact people you know to get names of people they know; proceed in successive waves of questioning
What term describes "the objective, systematic and quantitative description and evaluation of the content of documents, including print media and broadcast media coverage?"
content analysis
When would you use a web or online-based survey to gather research?
convenience for the respondent, you get immediate tabulation of results and it costs less
What are the different ways to conduct a nonprobability sample?
convenience/accidental, quota, dimensional, snowball, purpose
What exists in "original works of authorship in any tangible medium of expression... from which they can be perceived, reproduced or otherwise communicated?"
copyright
What does the Sarbanes Oxley legislation cover?
corporate auditing accountability, responsibility and transparency
How do you conduct a nonprobability sample by dimensions?
create dimensions such as male/female, married/not married, has kids/doesn't have kids; ask people questions if they match the dimensions
What should you remember when writing threatening survey questions?
create environment for people to comfortably answer questions; open-ended questions work better; ask long questions; stay away from technical terms; ask about past behavior before present behavior; cluster like questions; put threatening questions toward end; respondents may lie in answers
What did Ivy Lee do for public relations?
created a document termed by journalists as the "Declaration of Principles;" among the first to recognize that publicity needs to be supported by good works; used testimonials and advised clients to make full disclosure, tell the truth and convince management to do the same
What did George Westinghouse do for public relations?
created the first corporate public relations department (1889)
What is press agentry?
creating newsworthy stories and events to attract media attention and gain public notice
What is the definition of press agentry?
creating newsworthy stories and events to attract media attention in order to gain public notice
What are the seven Cs of public relations communication?
credibility, context, content, clarity, continuity/consistency, channels, capability of the audience
What were the PR trends during the Post War Era (1946-1964)?
credibility; associations form, including PRSA; Code of Ethics written; colleges establish curricula
What is "cyber crises?"
crises that can be triggered by postings on the internet or through similar electronic methods that can threaten an organization's reputation, credibility and market position
What is baseline data?
data collected before or at the beginning of a project or program
What is community relations?
dealing and communicating with citizens and groups within an organization's operating area
What is government relations?
dealing and communicating with legislatures and government agencies on behalf of an organization
What are media relations?
dealing with communication media in seeking publicity or responding to their interest in the organization
What is a prime example of sustained crises?
dealing with rumors about the company
What five elements must be present to be actionable for libel?
defamation, identification, communications (publication/broadcast), fault (malice or negligence), damage
What were the PR trends during the Seedbed Era (1900-1916)?
defensive publicity; journalists hired as "interpreters" to get the news out
What are the six steps in the ethical decision-making process?
define the ethical issue or conflict, identify internal and external factors, identify key values, identify audiences that could be affected, select ethical principles to guide the process, make a decision and justify it
What are four paramount issues to consider in crisis planning, as cited by Seitel?
define the risk for each potentially impacted audience or public; describe the actions that will mitigate each risk defined; identify the cause of the risk; demonstrate responsible management action
What are some tools public relations professionals can use to work around barriers to communication in everyday situations?
define your audiences, including subsets/segments; identify your social relationship with them; understand the context and frames of reference of your relationship; encode your message effectively; choose the proper medium to convey your message
What is an example of limited publication?
delivery of a manuscript to a possible purchaser
What are some ways to use content analysis?
describe and evaluate the contents of a message; compare media such as television with newspapers; study trends or changes in content of a medium over time; analyze international differences in communication content
What are some ways to overcome barriers to have effective communication?
design and deliver the message so that it gets the attention of the intended audience; employ signs that relate to experiences common to the source and destination; arouse personality needs in the receiver; offer a way to meet those personality needs that is appropriate to the group situation the receiver is in at the time you want that receiver to respond
What five stages of crises does Kathleen Fearn-Banks describe?
detection, prevention/preparation, containment, recovery, learning
What is the first step to take when a crisis occurs?
determine what kind of crisis it is (violent or nonviolent)
What four primary methods do audience research firms use to measure radio and television audiences?
diary, meter, people meter, telephone interview
What are some disadvantages to community forums?
difficult to assemble representative sample; limited ability to project onto greater population; requires highly skilled facilitator
What opportunity do practitioners have with the rise of the digital age to gain more than just media contacts?
directly contact and reply to any number of important publics on their own without media intervention
What did Elmer Davis do for public relations?
director of the Office of War Information during WWII; pioneered widespread use of radio, Hollywood and media to publicize the war effort
What does the Security Exchange Act of 1934 mandate?
disclosure
What important value is at the core of many companies' cultures?
diversity
What is a random sample?
each person in a large group has an equal chance of being chosen?
Out of the five people categorized in the diffusion theory, which two are the most important?
early adopters and early majority
What two main points capture the essence of issues management?
early identification of issues with potential impact on an organization and a strategic response designed to mitigate or capitalize on their consequences
What are some examples of immediate crises?
earthquakes, fires, crimes, accidents
What are some examples of priority publics (in relation to crisis communication)?
employees, customers, shareholders, suppliers, neighbors, larger community, media, regulatory agencies, government
What is insider trading (in relation to business laws and regulations)?
encourages timely disclosure of material information in a further attempt to level the playing field between small and large investors
What do the anti-trust acts make it illegal to do?
engage in activity that ruins competition
According to Rule 10 b-5 of SEC 1934, what does an organization have the legal responsibility to do?
ensure the information it releases is both accurate and complete
What is the right of privacy?
ensures an individual's right to be left alone
What is lurking (in relation to chat rooms)?
entering a chat room and reading messages without sending any
What is a communication technician?
entry-level practitioners hired to write and edit employee newsletters, write news releases and feature stories, develop website content and deal with media contacts
What has the Chartered Institute of Public Relations (CIPR) long been a leader in?
establishing and enforcing codes of professional and ethical conduct, and encouraging academic preparation and professional development within the profession
What are public companies required to do, per the Sarbanes Oxley legislation?
evaluate and disclose the effectiveness of their internal financial reporting controls, accelerated insider training reporting and blackout periods
What should an organization do after a crisis unfolds and has been resolved?
evaluate how well the organization responded to the crisis and update the crisis management/communication plan in light of the most recent experience
According to the Registration of Foreign Agents Act of 1938, how often must PR professionals representing a foreign government report?
every six months
What does the implementation stage of creating a public relations plan entail?
execution of the plan or communicating
What 8 steps does the Lang and Lang public opinion process include?
existing mass opinion, issue, creates a public, public debate, time, public opinion, social action, mass sentiment
What are some disadvantages to phone interviews?
expensive; difficult to monitor for quality; requires highly trained interviewers; access limitations; interviewer effects may become significant
What does the diffusion process do (includes four things)?
explains how people adopt or reject change, ideas or products; reveals why major change is not accomplished in a brief time; reveals why it cannot be accomplished through news media alone; emphasizes why channels of interpersonal communication are the most effective
What is slavish copying?
extensive word-for-word copying
Which PR competency function involves building public trust and support?
external communication to customers/stakeholders/investors, etc.
What is the difference between fair comment and fair use?
fair comment involves privacy, while fair use involves copyright
How should you prepare for a focus group interview?
gain a thorough understanding of the research task; specify participants' demographics; define the reasons for research and the specific are to be covered; make a list of questions to be explored; use a discussion guide or moderator's script; make sure the setting will be comfortable
What is summative research?
gathering information as a way of monitoring a program to document the effectiveness of the whole program or its parts
What is formative research?
gathering information for use in making decisions prior to a program or making adjustments in a program/plan during implementation
What is involved in the "research" process of creating a public relations plan?
gathering information to describe and understand a situation; checking assumptions about publics and perceptions; checking the public relations consequences
What are four challenges that public relations practitioners face?
gendered pay gap, diversity and cultural competence, professionalism, ethical conduct
What two types of publication exist?
general publication and limited publication
What are nine approaches to defining target publics from among the various stakeholder groups?
geographics, demographics, psychographics, covert power, position, reputation, membership, role in the decision process, communication behavior
What are some propaganda devices?
glittering generalities (broad statements), name calling (emotions), transfer (guilt by association), bandwagon (everyone's doing it), plain folks (anti-elitism), testimonials (if irrelevant), card stacking (one-sided)
In the planning stage of creating a public relations plan, what term means the "longer-term, broad, more global, future statement of 'being?'"
goals
How do you conduct a nonprobability sample by convenience (accidental)?
going to a cafeteria (or other room) and asking questions of whomever you find there
What are some advantages to media analysis?
identifies appropriate budget and media strategies; identifies what media opportunities exist; comparison of how competitors are spending media resources
How do you conduct a nonprobability sample by purpose?
identify a sample that suits your purpose (for example, if you are conducting a survey about music lovers, go to a concert and question people there before or after the concert)
What should you do when planning a crisis communication plan?
identify and mitigate your organization's vulnerabilities; develop a series of scenarios that reflect the crises your organization may face; pay particular attention to the worst cases; evaluate realistically the probability that the worst case will happen; review plans and strategies that will be affected; review key messages you will want to impart in response to possible scenarios
What are some key steps to prepare for crises, as outlined by Crisis Management Expert Jim Lukaszewski?
identify what can go wrong and become highly visible; assign priorities on which vulnerabilities are most urgent; draft questions, answers and resolutions for possible scenarios; focus on what to do and say during the first critical hours of a crisis, develop a strategy to contain and counteract (not react and respond)
How can the right of privacy be violated?
if names, likeness and/or information is used for commercial purposes
What three different types of crises can be categorized?
immediate, emerging and sustained
What five types of people are categorized in the diffusion theory?
innovators, early adopters, early majority, majority, nonadopters (laggards)
What did the 1963 SEC study of the securities market further define?
insider trading, material information and violations
Which PR competency function involves engaging employees and building trust?
internal communication
What are some disadvantages of external counsel (PR firms)?
internal opposition; questions of cost and hours billed; conflicts of personality or conviction; difficulties caused by distance and availability; clients' lack of understanding of PR and unavailability of client management
What is intrusion?
invading a person's solitude, such as taping without permission
What is primary research?
investigation or data collected firsthand; research you do yourself
What did Amos Kendall do for public relations?
key member of President Jackson's Kitchen Cabinet; excelled at creating events to mold opinion; pollster, counselor, ghostwriter and publicist
What are three important budgeting guidelines?
know prices of items (products/services), communicate overall budget related to costs leading to results, use a spreadsheet and similar software to plan and manage the program
In public relations, what five stages does acceptance go through?
knowledge, persuasion, decision, implementation, confirmation
What do the Federal Corrupt Practices Act of 1925, Hatch Act of 1939 and the Taft-Hartley Act govern?
labor relations management
What did Theodore N. Vail do for public relations?
laid the public acceptance and public policy foundations for the nation's telephone system; pioneered corporate PR with AT&T; understood the necessity for improving relationships between corporations and public
What two types of defamation exist?
libel and slander
What are some disadvantages to advisory panels?
limited ability to project onto greater population
What are some disadvantages to observations/visits/field reports?
limited ability to project onto greater population; geographic limitations; low inter-rater reliability
What are some disadvantages to tracking calls/purchases/hits/actions/placements?
limited ability to project onto greater population; should be combined with other research methods
What are some disadvantages to complaint reviews?
limited ability to project onto greater population; validity reliant on accuracy/completeness of collection process
What do the Federal Corrupt Practices Act of 1925, Hatch Act of 1939 and the Taft-Hartley Act make it illegal for organizations to do?
make political contributions in connection with elections to any political office or for any candidate to receive such a contribution
What should you remember when writing knowledge survey questions?
make sure questions are not too easy or too difficult; sugarcoat questions; simplify questions and answers; leave questions with numerical answers open-ended; do not use mail to test for knowledge
What was the gender distribution in the public relations field in the 1960s and what was it from the 1980s to the present day?
male majority in 1960s to female majority in 1980s and on
What is marketing?
management function that identifies human needs and wants, offers products/services to satisfy those demands and causes transactions for products/services in exchange for something of value to the provider
According to Chester Burger, what are six reasons why organizations retain firms (outside counsel)?
management has not previously conducted a formal PR program and lacks experience in organizing one; headquarters may be located far from communications and financial centers; the firm has a wide range of up-to-date contacts; firm can provide services of experienced executives; an organization with its own PR department may need highly specialized services it cannot afford or maintain; crucial policy matters require the judgment of an outsider
What other communication field is public relations most often confused with?
marketing
What five communication fields can public relations be confused with because of the similar job duties?
marketing, legal counsel, human resources, information technology, business intelligence
What were the PR trends during the Roosevelt Era and World War II (1930-1945)?
mass media use; social responsibility
What are some advantages to tracking calls/purchases/hits/actions/placements?
may provide direct measure of impact objectives; provides early warning of emerging issues; collects information on performance of campaign; may measure effects on attitudes, behaviors, perceptions
What are some advantages to complaint reviews?
may provide direct measure of impact objectives; provides early warning of emerging issues; may provide baseline data of attitudes and perceptions; provides foundation for formal research
What is an outcome?
measurable result of change in action, attitude, awareness, behavior, opinion, support
What is involved in the "evaluation" process of creating a public relations plan?
measure effectiveness of the program against objectives; identify ways to improve and recommendations for the future; adjust the plan, materials, etc. before going forward; can serve as research for the next phase or program
What are outputs?
measure of tools, tactics or activities supporting a plan or project
Which PR competency function involves developing public trust and support?
media relations
What are some examples of strategies?
media relations, third-party endorsement, public engagement
What are uncontrolled communications channels?
media that are not under direct control of the company, organization or sender of messages
What are some examples of tactics/tools?
meetings, publications, tie-ins, community events, news releases, etc.
What is proportional sampling?
method used to ensure that a survey sample contains representatives of each subset in the population being studied, according to the proportion of their representation in the universe
How many focus group interviews should you conduct to gather research?
minimum of two
What is cultural interpretation?
minority practitioners are expected to know everything about the cultural group to which they belong and are expected to explain that culture to others
What are some advantages to Lexus/Nexis Literature review?
more efficient (time and money) than primary research methods; advantages of credibility, standardization and longitudinal stability
Is the agenda-setting theory linear, directional or multi-directional?
multi-directional
What are some attributes that objectives must have in order to create an effective public relations plan?
must be specific, measurable, attainable, audience specific, relevant, results (outcome) oriented, time-specific
What was the organizational attitude during the Digital Age and Globalism (1986-present)?
mutual adjustment
What was the organizational attitude during the Period of Protest and Empowerment (1965-1985)?
mutual adjustment
What were the organizational attitudes during the Post War Era (1946-1964)?
mutual adjustment, professionalism, post-war service economy, consumerism
What was the organizational attitude during the Booming Twenties Era (1919-1929)?
mutual understanding
What were the organizational attitudes during the Roosevelt Era and World War II (1930-1945)?
mutual understanding, depression, WWII
What are some disadvantages to fact finding?
needs to be evaluated for completeness, accuracy and quality
What are some disadvantages to internet research?
needs to be evaluated for completeness, accuracy and quality
What are some disadvantages to historical research?
needs to be evaluated for completeness, accuracy and quality; may be time consuming (especially for pre-2000 public records)
What are some examples of uncontrolled communications channels?
newspapers and magazines, radio and television, external websites, externally produced blogs, social media commentary, externally produced news stories
What is the most common example of syndication?
newspapers where content such as wire-service news, comics, columns, horoscopes and crossword puzzles usually are syndicated content
What time of day should you conduct a focus group?
night (around 6 p.m.)
Do outputs have a direct value in measuring the effectiveness of a campaign?
no
How many goals should you limit yourself to when writing a public relations plan?
no more than three to five (one goal may be enough)
When giving or receiving gifts in regards to the free flow of information, what should the practitioner ensure that gifts are?
nominal, legal, infrequent
What is the difference between normal objectives and outcome objectives?
normal objectives are short-term and define what you want to be done now; outcome objectives are usually more far-reaching and carry a greater impact
How hard is it to change an opinion compared to a belief, attitude or value?
not very hard; becomes progressively harder to change from belief to attitude to value
In the planning stage of creating a public relations plan, what term encompasses creating a basis for evaluation, including a time-frame, including a level of behavioral/opinion change (awareness, attitude, action) and including the publics affected?
objectives
What is a breadcrumb trail (in relation to information technology)?
on a website, a navigation tool that allows a user to see where the current page is in relation to the website's heirarchy
What is a counter (in relation to information technology)?
on a website, a program that counts and typically displays how many people have visited an HTML page (usually the home page)
What is redirection (in relation to information technology)?
on a website, a technique for moving visitors to a different page or site when its address has been changed and visitors are familiar with the old address
How long should a focus group interview be conducted for?
one to two hours
What different types of questions can be included in a survey?
open-ended, multiple-choice, yes and no, ranking answers, opinion measurement (agree/disagree), verbal/numbered scale questions (Likert scale)
What is the term for "a view, judgement or appraisal formed in the mind about a particular matter?"
opinion
What are the four elements that make up public opinion?
opinion, belief, attitude, value
What three reasons do program managers use pseudoresearch for?
organizational politics, service promotion, personal satisfaction
What are the 10 steps in writing a public relations plan?
overall goals for public relations, target audiences or publics, objectives for those audiences, strategies, tactics, activities, evaluation, materials, budget, timetable and task list
What four basic methods or control factors relate to public relations budgeting?
overall income or money available for the organization; competitive necessity of the public relations function and related areas; specific tasks or goals set for the organization/department; element of profit or excess funds after expenses
According to Robert Dilenschneider (former president and CEO of Hill & Knowlton), what are the "seven deadly sins in this business" that can threaten progress in integrating public relations?
overpromising; overmarketing; underservicing; putting the PR firm's profits ahead of the client's performance and results; using PR quick fixes; treating PR as simply a support function charged with implementing strategies formulated by lawyers, financial officers and top-line managers; violating ethical standards
What are examples of controlled communication channels?
paid advertising, newsletters, brochures, some types of emails, organizational websites and blogs, leaflets, organizational broadcasts and podcasts, intranets, teleconferences and videoconferences, meetings, speeches, position papers, etc.
What do staff functions in industry include?
people that advise and assist line executives: finance, legal, human resources and PR
What segment of the population does "on-demand media" apply to, due to the development and enhancement of online communication opportunities?
people that expect news to be individualized and tailored, and fed effortlessly, regularly and instantaneously
What are priority publics (in relation to crisis communication)?
people who are directly impacted by an organization's crisis
What is the best possible survey research method for results, but is rarely used because it is the most expensive?
personal interviewing
What must professional practitioners resist doing, since U.S. law allows media a right to refuse any story they do not wish to run?
pressuring the media for coverage and understand that submitting a news release does not guarantee its publication
What does the priming theory suggest?
previous learned information affects how receptive people are to new messages and how they interpret new information
What are some research terms used in creating a public relations plan?
primary, secondary, formal, informal, qualitative, quantitative, scientific method
What types of publication does fair use apply to?
printed works, music (redistribution), photographs, videos, and software
What is evaluation research?
process of evaluating concepts, design, plan, implementation and effectiveness of a program
What is a brand?
product, service or concept that can be easily communicated and usually marketed
What do line functions in industry include?
product- and profit-producing functions: engineering, production and marketing
What does the International Public Relations Association (IPRA) support?
professional development and recognition in parts of the world where public relations is just developing and helps establish new national associations
What does the International Public Relations Association (IPRA) promote?
professional recognition, high standards and ethics among practitioners working in international aspects of public relations
What were the PR trends during the Booming Twenties Era (1919-1929)?
promoting products; WWI publicity techniques used for social science
What is common law copyright?
protecting a tangible expression of ideas before it becomes public
What are the best practices for effective media relations?
protecting relationships, direct contact, email, news conferences, media tours, telephone, informal contact
What did "public relations agencies" change their name to in the 1980s and what did this change reflect?
public relations firms; reflects an increased emphasis on counseling and strategic planning services, viewed as more professional than the communication tactics produced by press agents and publicists
Who did many journalists refer to as "flacks," even though the AP Stylebook defines "flack" as "slang for press agent?"
public relations practitioners
Who helps the media, in a large part, set their agenda?
public relations professionals
What are two predominant roles that occur in public relations practice?
public relations technician and public relations manager
What were the four organizational attitudes throughout the history of public relations (in order)?
public-be-damned, public-be-informed, mutual understanding, mutual adjustment
What were the organizational attitudes during the Seedbed Era (1900-1916)?
public-be-informed, muckraking, social reform, unions
What were the organizational attitudes during the World War I Period (1917-1918)?
public-be-informed, the war to end all wars
What is the term for people or groups of "people who are somehow mutually involved or interdependent with particular organizations?"
publics
What verbs reflect changes in behavior?
purchase, participate, endorse, discard, write, visit
What is false light?
putting a person in a false position before the public, misleading the public to make a person appear other than he or she is (misrepresentation)
Is focus group qualitative or quantitative?
qualitative
What is the best example of a probability sample?
random sample
Why should you not use only one coder when conducting a content analysis?
ratings by one coder may not be objective because they may be affected by his or her values, experiences or needs
What verbs reflect changes in awareness?
recognize, acknowledge, know
What is a stakeholder?
refers to investors and other people who have invested time, job seniority, commitment to the organization or are otherwise dependent on an organization in a sense other than financial
What is cybersquatting?
registering, trafficking in or using a domain name with bad-faith intent to profit from the goodwill of a trademark or celebrity belonging to someone else
What does Rule 5c of the Security Act of 1933 deal with?
registration of securities
What is multicultural relations (workplace diversity)?
relating with people in various cultural groups
What are some important relationships for effective media relations?
relations with news people; relations with production people; relations with other PR people; relations with freelance writers
What should the setting be like for a focus group interview?
relaxed and as natural as possible
What is the International Communications Consultancy Organisation (ICCO)?
represents PR consultancies around the globe
What are some disadvantages to Lexus/Nexis Literature review?
requires access to database; can yield large quantities of data to review
What are some disadvantages to content analysis?
requires careful definition of units of measurement, units of observation and attributes coded; labor intensive or use of specialized software; value often limited to comparative descriptions or profiles
What are some disadvantages to telephone samples based on random sampling?
requires professional phone bank; cost; limited in length and scope; not good for ranking, paired comparisons, evaluation of messages
What is the public relations manager's primary concern?
research skills, an aptitude for strategic thinking and a tendency to think in terms of the outcomes or impact of public relations activities
What is quantitative research?
research that can be numerically stated or compared, may use statistical standards, highly objective and projectable, used closed-ended or forced-choice questions
What is qualitative research?
research that is somewhat subjective, using a problem or open-ended, free-response format to investigate the value of programs or probe other questions, usually informal
What does RPIE stand for?
research, planning, implementation, evaluation
What is the four-step process to creating a public relations plan?
research, planning/analysis, implementation/execution/communication, evaluation (RPIE)
What is reactive public relations?
response to crises and putting out fires defensively rather than initiating programs
What is financial relations?
responsible for building relationships with investor publics, including shareholders/stockholders, potential investors, financial analysts, financial markets and the SEC (Securities and Exchange Commission)
What are five qualities that public relations practitioners should have if they want to be on the career "fast track?"
results (most important key to success); conceptualizing (focus on employer's or client's needs); human relations (balance personal goals with those of the organization); style ("can-do" attitude and constructive competitiveness); intangibles (charisma, presence and moxie affect the way other managers evaluate people in PR)
What is intellectual property?
rights or entitlements that apply to the ownership of certain types of information, ideas or other concepts in an expressed form
What do strategies serve as?
road map or approach to reach objectives
What can sometimes cause more damage than the initial crisis?
rumors
What sample size should you have to be fairly sure of accuracy for the entire population?
sample population of 100,000 or more
What are four common compliance-gaining strategies?
sanction (rewards and punishments the receiver may experience if he engages in the requested behavior); altruism (how the requested behavior will help the sender or a third party); argument (explanations, can include direct requests or hinted requests); circumvention (deceit or exaggeration)
What term describes "a series of small steps, or one study or one source provides only an indication of what may or may not be true?"
scientific method
What can a PR professional do to protect an individual's right of privacy?
secure permission from the individual to use their name, likeness and/or information
What is a fiduciary relationship?
seeking the services of a professional and trusting them to perform with your best interests in mind (ex: doctors, mechanics)
What are the steps to conduct scientific method research?
select a problem; review existing research and theory; develop hypotheses or research questions; determine an appropriate methodology/research design; collect relevant data; analyze and interpret results; present results in appropriate form; replicate the study (when necessary)
What five steps are involved in the content analysis process?
select the unit for analysis (can be portions of a message); decide whether to study samples of the population or the entire population; define the categories of analysis; begin the analysis; conduct data reduction and analysis of results
What are controlled communication channels?
self-sponsored communication channels, media and tools that are under direct control of the sender
What five things does the Shannon-Weaver communication model consist of?
sender, message, channel where the message travels, noise/interference, receiver
What is a communication facilitator?
sensitive listeners and information brokers; serve as liaisons, interpreters and mediators between an organization and its publics
What is a blog?
short for weblog; a personal online journal that is frequently updated and intended for general public consumption
What are some advantages to online/email surveys?
speed of data collection; lower cost of administration; excellent tool for known populations with access to technology; can combine data collection methods; can disaggregate results easily for analysis
What are some advantages to focus groups?
speed; efficient for qualitative data gathering; ability to explore associations, relationships, reactions; can use supporting materials; allows respondents to react to one another; provides possibility of learning completely new information
What is slander?
spoken or verbal defamation
What is web accessibility?
standards ensuring that people with disabilities can use the web; people with disabilities can perceive, understand, navigate, interact and contribute to the web
What measures should you complete in your public relations plan?
state overall goal; identify objectives for each target audience; create strategies for meeting those objectives; identify the channels and technologies you will use to achieve objectives for each target audience
What is a goal?
statement that spells out the overall outcomes of a program, usually a more specific expression of a mission or purpose that is directly related to the problem or opportunity at hand
What does studying the diffusion of innovations involve?
studying the difficulty of getting anything new adopted
What do video news releases (VNR) do?
supply information, pictures and sound to TV journalists that can be used to illustrate your story
What term describes "a quantitative method that uses a series of written, verbal or online questions to sample a desired population or group of people?"
survey research
What is pseudoresearch?
symbolic evaluation conducted to provide managers with supportive date
What is research?
systematic gathering of information for the purpose of describing and understanding situations, and checking out assumptions about public and PR consequences
What step in the writing process do informal public relations plans often skip?
tactics
What is appropriation?
taking of some element of a person's name or likeness for advertising or trade purposes without consent
What is proactive public relations?
taking the initiative to develop and apply PR plans to achieve measurable results toward set goals and objectives
What four factors does an internal public relations department have working in its favor?
team membership; knowledge of the organization; economy to the organization for ongoing programs; availability to associates
What ways can you recruit participants for a focus group?
telephone directories, personal inquiries, mailing lists, passersby
What are tactics/tools?
the actual events, media and methods used to implement the strategy; achieve the objectives and support the goals that have been set to carry out the mission or purpose of the organization
What does the Federal Lobbying Act of 1913 require a lobbyist to state in the report they file?
the amount of money he or she received during the previous quarter for lobbying activities and names of publications in which he or she has had published an article or editorial on behalf of the person or organization for which he or she is lobbying
Who do communicators often blame when the sender, encoding process or channels chosen were not correctly applied to a message?
the audience
What is an expert prescriber?
the authority on public relations problems and solutions
In the third step of writing a public relations plan, what should you think in terms of when it comes to the objectives for your target audiences and publics?
the awareness, attitude or action you desire
What is audience segmentation?
the breakdown of an audience into demographic, psychographic or other dimensions in order to adapt strategies, tactics and messages to audience need or interest
What does a "triggering event" refer to in relation to crisis communication?
the cause of the crisis
What should be placed on the organization's website, involving a statement and supporting facts as they become known, in the event of a crisis?
the crisis message
What remains the major determinant of public relations' role in organizational decision making?
the degree to which line managers and practitioners themselves view the function as part of the management team
What is risk assessment (in relation to crisis public relations planning)?
the determination of the chance of various occurrences in order to take steps to handle such instances in the order of their probability
What did Rule 5c of the Security Act of 1933, dealing with registration of securities, lead to?
the embargo of publicity materials during a specific timeframe (called the "gag period") because these materials could be construed as an effort to sell a new security
What is external validity?
the extent to which results of the study can be transferred to other settings or groups
Who is the single largest employer for public relations?
the federal government
What is "bait-and-switch" in reference to a PR firm?
the firm's senior executives show up just enough to reassure the client, but junior staff does the work; can risk losing clients this way
What is an objective?
the key result that must be achieved with each public to reach the program goal
What is the definition of public relations?
the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends
What is the definition of marketing?
the management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services to users in exchange for something of value to the provider
What three elements result from a dynamic interplay in the agenda-setting process?
the media, the public and the policy-makers
According to the Registration of Foreign Agents Act of 1938, what must PR professionals representing a foreign government report every six months?
the names of foreign interests for whom they work, the activities they carry out, and where they get and how they spend their money
What is the Publicity Bureau?
the nation's first publicity firm, forerunner to today's PR firm; used tools of fact-finding, publicity and personal contact to saturate media with railroad propaganda
What need should be emphasized when training a spokesperson for a crisis communication team?
the need for them to work with others involved, even though they will be speaking as one voice for the organization
Why was there a need for legislation requiring checks and balances for securities-related actions?
the need grew out of abuses in the securities industry; investors' and brokers' devious practices were destroying small investors
What is content analysis?
the objective, systematic and quantitative description and evaluation of the content of documents, including print media and broadcast media coverage
What is a strategy?
the overall concept, approach or general plan for the program designed to achieve the objectives
What is a mission or mission statement?
the overarching reason why an organization came into existence; a visionary statement that can guide an organization's purpose and planning for years
What is issues management?
the proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future
What does research help to define?
the problem
What is the definition of issues management?
the process of anticipating, identifying, evaluating and responding to issues and trends that potentially affect an organization's relationships with its publics
What is digitization?
the process of converting information into a digital format; information is organized into discrete units of data (bits) that can be separately addressed (in multiple-bit groups called bytes)
What is branding?
the process of creating and/or disseminating the brand name
What is public information?
the process of disseminating collected forms (such as facts, news, messages, pictures or data) to publics usually through the mass media
What is decoding (in relation to a message)?
the process of getting meaning out of messages
What is positioning?
the process of managing how an organization distinguishes itself with a unique meaning in the mind of its publics (how it wants to be seen and known to its publics, especially against its competitors)
What is risk management?
the process of measuring or assessing risk and developing strategies to manage it
What is encoding (in relation to a message)?
the process of putting meaning into messages
What is timeshifting (in relation to information technology)?
the process of recording and storing data for later viewing, listening or reading
What is scraping (in relation to information technology)?
the process of someone creating an RSS feed from another website, as opposed to the individual's own content
What three major interpretations are possible when the expected impact is not detected during evaluation?
the theory behind the program strategy was faulty; program errors were made when preparing and/or implementing the program; evaluation methods did not detect the program impact
What is uploading (in relation to information technology)?
the transmission of a file from one computer system to another, usually a larger computer system
What is an address (in relation to information technology)?
the unique location of an internet server, a specific file (ex: webpage) or an email user
What do professionals threaten when they violate a fiduciary relationship?
their client's welfare and their entire profession
What courses should be included in undergraduate public relations as core content areas of study?
theory, origin, principles and professional practice of public relations; public relations ethics and law; public relations research, measurement and performance evaluation; public relations planning and management; public relations writing and production
What two common types of blackouts should public relations professionals be aware of?
those related to employee benefits and political campaigns
What does the term "dominant coalition" describe?
those who hold power in organizations; generally five to eight senior executives
What is the last step in writing a public relations plan?
timetable and task list
According to the PRSA Member Code of Ethics 2000, what is the intent of enhancing the profession?
to build respect and credibility with the public for the profession of public relations; to improve, adapt and expand professional practices
According to the PRSA Member Code of Ethics 2000, what is the intent of disclosure of information?
to build trust with the public by revealing all information needed for responsible decision making
What is spooling (in relation to information technology)?
to copy an RSS link into a podcast organizer or loader application to download later
Why is scientific method research done in public relations?
to define the problem or situation for the purpose of developing a PR program; to monitor program implementation for performance accountability and for strategic adjustment; to measure program impact or effectiveness with respect to goals and objectives
According to the PRSA Member Code of Ethics 2000, what is the intent of conflicts of interest?
to earn trust and mutual respect with clients or employees; to build trust with the public by avoiding or ending situations that put one's personal or professional interests in conflict with society's interests
What is the overall goal of good media relations?
to establish relations with representatives of the media that foster accurate, balanced and timely release of your organization's information
When would you use a mail survey to gather research?
to gather the most effective results for well-defined concepts and specific limited answers
According to the PRSA Member Code of Ethics 2000, what is the intent of free flow of information?
to maintain the integrity of relationships with the media, government officials and the public; to aid informed decision-making
What is the purpose of proxy rules?
to prevent false and misleading statements from affecting shareholders' judgment
According to the PRSA Member Code of Ethics 2000, what is the intent of competition?
to promote respect and fair competition among PR professionals; to serve the public interest by providing the widest choice of practitioner options
What are the two major goals of copyright law?
to protect the original creator of the work and to provide economic incentive for new knowledge
According to the PRSA Member Code of Ethics 2000, what is the intent of safeguarding confidences?
to protect the privacy rights of clients, organizations and individuals by safeguarding confidential information
What are the goals of the International Communications Consultancy Organisation (ICCO)?
to raise standards, address ethical issues, standardize practice and share knowledge
What do practitioners use electronic monitoring tools for?
to scan the internet for organizational references on blogs, websites and social networking locations that could affect an organization's reputation
What two main categories of crisis are there, based on consequences?
violent or nonviolent
What was one of the main principles in Ivy Lee's "Declaration of Principles?"
to supply news and ensure the company's work is done in the open, provide accurate information and not advertising, and work with media to respond promptly to requests for additional information
What is trend analysis?
tracking and analysis of trends in the media, marketplace and overall environment in order to prepare and respond as changes occur
Which PR competency function involves advice and anticipation?
trusted counsel
What are the 12 functions of public relations (typically)?
trusted counsel, internal communications, media relations, community relations, external communication to customers/stakeholders/investors etc, research/strategize, plan, implement, evaluate, publicity/special events, issues management, crisis communication
What is the traditional defense against libel, even though it is hard to prove?
truth
What are the four defenses against libel?
truth, privilege, fair comment, retraction
What is spam (in relation to information technology)?
unsolicited email
What is defamation?
untruth that damages a reputation
What is an added priority with cyber crises compared to a crisis communication plan?
urgency
What is formal research?
uses principles of scientific investigation such as the rules of empirical observation, random sampling in surveys, comparison of results against statistical standards, in order to replicate results
What is secondary research?
uses research findings of others; collects information secondhand
What is fair use?
using whole or parts of copyrighted materials without violating copyright laws and without paying a fee when used for criticism, comment, news reporting, teaching, scholarship or research
What is the public relations technician's primary concern?
writing, producing and disseminating communications, such as press releases, speeches, websites, feature stories and annual reports
What is libel?
written or pictorial defamation
What did Edward L. Bernays do for public relations?
wrote Crystallizing Public Opinion (1923), the first book on public relations; coined the term public relations counsel with his wife Doris Fleischman; taught the first course in PR at New York University; first to call himself a PR professional; among the first to advocate licensure; often called the "father of PR"
