PR Test 1 study guide
How would you describe Quantitative research?
"Hard" data, Usually uses closed-ended questions, requires forced choices, highly structured; descriptive or explanatory type of research; usually valid and reliable; usually projectable to larger audiences; typically uses random samples
How would you describe Qualitative Research?
"Soft" data, Usually uses open-ended questions, unstructured, Exploratory in nature; probing, "fishing expedition" type of research, usually valid but not reliable, rarely projectable to larger audiences, typically use nonrandom samples.
What are the 9 Basic Management by Objective steps?
1. Client/Employer Objectives- What is the purpose of the communication, and how does it promote or achieve the objectives of the organization? 2. Audience/Publics- Who exactly should be reached with the message, and how can that audience help achieve the organization's objectives? What are the characteristics of the audience, and how can demographic information be used to structure the message? 3. Audience Objectives- What is it that the audience wants to know, and how can the message be tailored to audience self-interest? 4. Media Channels- What is the appropriate channel for reaching the audience, and how can multiple channels reinforce the message? 5. Medi Channel Objectives- What is the media gatekeeper looking for in a news angle, and why would a particular publication be interested in the information? 6. Sources and Objectives- Which primary and secondary sources of information are required to provide a factual base for the message? Which experts should be interviewed? Which databases should be used to conduct research? 7. Communication Strategies- Which factors will affect the dissemination and acceptance of the message? Are there other events or pieces of information that negate or reinforce the message? A campaign to conserve water is more salient if there has been a recent drought 8. Essence of the Message- What is the planned communication impact on the audience? Is the message designed merely to inform, or is it designed to change attitudes and behavior? 9. Nonverbal Support- How can photographs, graphs, videos, and artwork clarify and visually enhance the written message?
What are the job levels in Public Relations?
1. Entry Level Technician- Use of technical "craft" skills to disseminate information, persuade, gather data, or solicit feedback 2. Supervisor- Project supervision, including planning, scheduling, budgeting, organizing, leading, controlling, and problem solving 3, Manager- Constituency and issue-trend analysis; departmental management, including organizing, budgeting, leading, controlling, evaluating, and problem solving 4. Director- Constituency and issue-trend analysis; communication and operational planning at departmental level, including planning, organizing, leading, controlling, evaluating, and problem solving 5. Executive- Organizational leadership and management, including developing the organizational vision, corporate mission, strategic objectives, annual goals, businesses, broad strategies, policies, and systems
What are Grunig and Hunt's models of PR?
1. Press agency/publicity, 2. Public Information model, 3. two-way asymmetrical model, 4. Two-way symmetrical model
What are the 4 essential steps to PR?
1. Research 2. Planning 3. Communication 4. Measurement
What are the Eight Basic Elements of a PR plan?
1. Situation- Public Relations professionals cannot set valid objectives without a clear understanding of the situation that led to the conclusion that there was a need for a public relations program. 2. Objectives- Once the problem or situation is understood, the next step is to establish objectives for the program. 3. Audience- Public Relations programs should be directed toward specific and defined audiences or publics 4. Strategy- A strategy statement describes how, in concept, a campaign will achieve objectives; it provides guidelines and themes for the overall program 5. Tactics- Tactics are the nuts-and0bolts part of the plan. They describe, in sequence, the specific activities that put strategies into operation and achieve the stated objectives 6. Calendar/Timeline- The three aspects of timing in a program plan are deciding when a campaign should be conducted, determining the proper sequence of activities, and compiling a list of steps that must be completed to produce a finished product. 7. Budget- No program plan is complete without a budget. You need to find how much money you will need 8. Measurement- The evaluation element of a plan relates directly back to the stated objectives of the program. Objectives must be measurable in some way to show clients and employers that the program accomplished its purpose
When was the age of the press agent?
1800s, a period of growth and expansion in the United States, an era that featured growing competition for consumer attention and loyalty
How is feminization a major trend in PR?
70% of practitioners are women
What were the Federalist Papers?
85 letters by Alexander Hamilton, James Madison and John Jay
Who was P.T. Barnum?
A Press Agent who used pseudo events to gain popularity.
What is the textbook's definition of Public Relations?
A process involving numerous subtle and far-reaching aspects beyond media coverage. It includes research and analysis, policy formation, programming, communication, and feedback from numerous publics.
Who was Ivy Ledbetter Lee?
A publicist who opened a publicity office in NYC in 1904 with the help of George F. Parker. He was the first public relations counselor. He based his work on honesty and candor. Lee believed, "the public be informed." He emphasized news value over ads or publicity stunts. He maintained that companies must strive to earn public confidence.
What is a press agent?
A publicist who works for recognition of an organization or individual.
What should professional practitioners have?
A sense of independence A sense of responsibility to society and public interests Concern for the competence and honor of the profession A higher loyalty to the profession than to an employer
What happens during a focus group?
A trained facilitator uses non directive interviewing techniques that encourage group members to talk freely about a topic or give candid reactions to suggested message themes
What RE LEE'S FOUR IMPORTANT CONTRIBUTions to PR?
Advancing the concept that business and industry should align themselves with the public interest, Dealing with top executives and carrying out no program unless it has the active support of management, Maintaining opening communication with the news media, and emphasizing the necessity of humanizing business and bringing its public relations down to the community level of employees, customers, and neighbors.
How does PR differ from Advertising?
Advertisers work through mass media outlets, address external audiences, is a communication function, Is a communication tool in PR, Sells goods and services. PR Relies on a variety of communication tools, targets specialized audiences, is broader in scope, fills a support role and creates a favorable environment for an organization's survival.
What is a focus group?
An informal research procedure that develops qualitative information rather than hard data
Why are personal interviews a hassle?
An interviewer could only interview 8 or 10 people a day, he has to be paid for every day he does it and considerable advanced work is required
What is the limitation of the piggyback method?
An organization can only get a small snapshot of public opinion with one or two questions, and the subject matter must be relevant to the general public
Why is the piggyback method attractive to pr people?
An organization pays much less to participate in a piggyback poll than conduct its own survey and firms who run the polls have the skill and organization to conduct surveys properly and efficiently
What are the beginnings of PR?
Ancient Egypt, Julius Caesar, and The Catholic Church
What can a quota sample drawing be based on?
Any number of demographic factors- age, sex, religion, race, income, etc
What are the two roles in PR and what do they do?
As ADVISORS to individual clients or to an organization's top management, and as TECHNICIANS who produce and disseminate messages in multiple media channels
How do researchers use several methods to attract respondents to a website?
Banner ads announcing the survey on other websites or online networks, sending e-mail invitations to members of the target audience, telephoning individuals with an invitation to participate or sending postcards
What does the Goals section of the SPMFPR involve?
Business Objectives, Role of Public Relations, Sources of New Business
What does the Facts section of the SPMFPR involve?
Category facts, Product/Service Issues, Competitive Facts and Customer Facts
Why was Thomas Paine's "Common Sense" so important?
Common Sense sought to sway public opinion and it did so by selling 120,000 copies in 3 months in 1776
What is the range of public relations work?
Corporations Public relations firms/agencies Nonprofits/charities Education Government Self-employed/freelance Other Professional services
What are the core components of PR?
Counseling, Research, Media Relations, Publicity, Employee/Member Relations, Community Relations, Public Affairs, Government Affairs, Issue Management, Financial Relations, Industry Relations, Development/Fund-Raising, Multi-cultural Relations/Workplace relations, special events and marketing communications
What is Cultural literacy and why is it important in public relations?
Cultural Literacy refers to a knowledge of history and practices within a culture as well as cultural norms and popular trends. Having a strong knowledge of the industry in which you practice pr is essential, but it's not enough
What are 8 ways PR supports Marketing?
Develops new prospects Provides third party endorsements Generates sales leads Paves the way for sales calls Stretches dollars Provides inexpensive literature Establishes credibility Helps sell minor products
What are the three questions can be used to evaluate a proposed objective?
Does it really address the situation? Is it realistic and Achievable? Can success be measured in meaningful terms?
What is the most common way to reach respondents?
Electronic Communications
What does the Strategic Planning Model for Public Relations do?
Encourages professionals to ask and determine answers to key questions about facts, goals, and audiences when planning public relations efforts
What is random sampling?
Everyone in the targeted audience has an equal or known chance of being selected for the survey. A group selected like this is also known as a probability sample
When it comes to research, what do executives want most?
Facts
What are the segments of the SPMFPR?
Facts, Goals, Audience, Key Message
What are the major trends in PR?
Feminization, Diversity, Transparency, An ever-broadening social media toolbox, increased emphasis on evaluation, managing the 24/7 news cycle, new directions of mass media, Outsourcing to public relations firms and the importance of lifelong learning and globalization
What is a good alternative to interviews?
Focus groups
What are some examples of Qualitative research?
Focus groups, one-on-one, in-depth interviews; observation, participation, role-playing studies, convenience polling
What is some information on Edward L. Bernays?
Focused on advocacy and scientific persuasion—and the "big idea" Wrote Crystallizing Public Opinion in 1923 Developed sponsorship of soap sculpture contests for school-aged children Ran for 35 years Overcame stigma of ballet as a "scandalous" form of entertainment during WW1 Celebrated 50th anniversary of the light bulb with a commemorative stamp of Edison in 1929 Arranged for the world's utilities to shut off their power at one time - for one minute - to honor Edison Persuaded U.S. Post Office to issue a commemorative stamp To promote Lucky Strikes to women smokers, Bernays arranged for socialites and models to march in NY's Easter Parade in 1929 Positioned cigarettes as "Torches of Freedom" to promote women's rights
What would press agents do during their age?
Glorify frontier heroes such as Davy Crocket, Buffalo Bill and Annie Oakley. They would also use tactics such as exaggerations and complete lies. They played on the gullibility of the public. Press Agents got away with a lot
What are the 10 qualities employers want?
Good writing Intelligence Cultural literacy The ability to recognize a good story when you see one Media savvy Contacts Good business sense Broad communications experience Specialized experience Fresh perspective
What is Intercept interviewing like?
Having short interviews in public places
What are some of Ivy Lee's highlights?
He is best known for his work for Rockefeller where he worked to provide strategic counsel in the wake of the vicious strike-breaking activities known as the Ludlow Massacre in 1914.
How did Julius Caesar use PR?
He organized elaborate parades whenever he returned from winning a battle to burnish his image as an outstanding commander and leader. Had "Daily Doings", seen as the world's first newspapers
Who was Edward L. Bernays?
He was a member of George Creel's Committee which worked to make WWI the "war to end all wars". He is known as "The Father of Modern Public Relations". He came up with campaigns and extensive self-promotion. He conceptualized a model of public relations that emphasized the application of social science research and behavioral psychology to formulate campaigns and messages to change people's perceptions and encourage certain behaviors.
When will interviews be used?
If information is needed on public opinion and attitudes, many pr firms will conduct short interviews with people in a shopping mall or other public place
How was immigration promoted for colonial immigration?
In 1584, Sir Walter Raleigh sent glowing reviews of swamp filled Roanoke Island to England. Spanish Explorers publicized the never discovered seven cities of gold and the fabled Fountain of Youth to lure prospective adventurers and colonists to the New World
How can mail questionnaires succeed?
Include a stamped, self addressed return envelope as well as a personal letter, provide an incentive, Mail them first class, mail a reminder post card and do a second mailing
What are the two kinds of interviews?
Intercept interview and purposive interviewing
What does the measurement stage do?
It is becoming increasingly important in pr. Executives justifiably demand accountability from public relations practitioners. Measurement techniques provide a means for demonstrating to management that pr is achieving objectives and contributing in a meaningful way to the organization
How can you describe Public Relations (also key terms)?
It is deliberate, planned, has effective performance, has public interest, is two-way communication, and and is strategic management of competition and conflict
What does the Communication stage do?
It is related to message strategy, making a message appealing and persuasive to the public
What does MBO do?
It provides focus and direction to strategy formulation and allows organizations to achieve specific objectives
What was the age of the press agent like?
It was a time of hype, organizations employed the media and various tactics to promote individuals, causes, products, and services
How does PR differ from Journalism?
Journalists only uses 2 components (writing and media relations) and are objective observers, focus on a mass audience and only use one channel. PR Uses many components, are advocates, focus on defined publics and use a variety of channels
What is the disadvantage of mail questionnaires?
Low response rate
What are the primary methods of reaching respondents?
Mail questionnaires, telephone surveys, personal interviews, piggyback or omnibus surveys, web and e-mail surveys
What does the Key Message section of the SPMFPR involve?
Main Point
What is Ketchum's "Strategic Planning Model for Public Relations" good for?
Makes sense to professionals and clients alike, moving both parties toward a clear situation analysis needed to make planning relevant to the client's overall objectives
What is a popular approach to planning?
Management by Objective (MBO)
How does PR differ from Marketing?
Marketers are concerned with customers and selling products or services and deal with target markets, consumers and customers. PR is concerned with building relationships and generating goodwill as well as deals with publics, audiences and stakeholders
What is a non probability sample?
Not randomly selected at all, an important consideration because improper sampling can lead to misleading results
How is content analysis done?
Objectively
What is Archival Research?
Organization's policy statements, speeches by key executives, past issues of employee newsletters and magazines
How did Colonial America have Conflict Positioning?
PR played an active role in building support for the conflict that lead to the America Revolution
What is the most expensive form of research?
Personal Interviews
What does the research stage do?
Provides the information required to understand the needs of publics and to develop powerful messages
What is the definition of Public Relations in EFFECTIVE PUBLIC RELATIONS by Scott M. Cutlip, Allen H. Center, and Glen M. Broom?
Public Relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends
How does the PRSA define PR? How did they used to?
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics (now), Public relations helps an organization and its publics adapt mutually to each other (1982)
What was the first publicity agency and when did it open?
Publicity Bureau, established in Boston in 1900 and the most prestigious client was Harvard.
What are some of the PR techniques used by Barnum?
Purposely gave his circus stars short names so their names could fit into the narrow headings of newspapers such as Tom Thumb and Made up anything to attract attention to his circus and museum. He said "The Public be fooled"
How did American PR expand postwar?
Rapid growth in all areas of public relations along with the development of mass media Booming economy after WWII Increase in urban and suburban populations Advent of big business Scientific and technological advances
What is the first step in the PR process?
Research
What is Formative research?
Research carried out prior to the campaign to lay a foundation or to inform the campaign
What is evaluative research?
Research done during and after the campaign to determine-evaluate-whether tactics are working to meet objectives
What is the RACE Process?
Research- What is the problem or situation? Action- What is going to be done about it? Communication How will the public be told? Evaluation- Was the audience reached and what was the effect?
What do communication technician roles include?
Responsible for producing communication products and implementing decisions made by others Taking photographs Writing brochures Preparing news releases Organizing events Function at the tactical level
What is an advantage to electronic polls?
Results are available right away
In studies, what is an important factor?
Sample Size
What is copy testing?
Seeing if people will understand content in a focus group or interview. Also includes one on one or small groups or online
What do Communication Manager roles include?
Seen as the experts Making communication policy decisions Overseeing multiple communication strategies Supervising employees responsible for tactics
What did P.T. Barnum do with his Pseudo events?
Staged the marriage of the thin man and the fat lady Hosted the Beautiful Baby Show for consumers to look at triplets and quadruplets, and to win money
What do the steps of PR look like in action?
Step A: Professionals use research and analysis to obtain insights into a problem from numerous sources, including comments from consumers and experts Step B: The PR team analyzes the inputs and finds their results to establish objectives, which leads to strategy development and recommendations to management. This is the adviser role of PR Step C: After management made its decisions, PR personnel fully develop their plan, including defining measurable objectives, strategies, and tactics; a timeline; a budget; and evaluation guidelines Step D: The program is executed in the step called the communication step, this includes inviting experts to workshops, targeting brand fans online, and showing the production process. The action step Step E: Getting feedback, both formally and informally about the communication process and its impact by closely monitoring consumer and expert attitudes. Step F: The PR campaign is evaluated in terms of attitude change and behavior among the target publics to assess the effectiveness of the communication program and make any necessary adjustments
How does Glen T. Cameron of the Mississippi School of Journalism define PR?
Strategic Management of competition and conflict for the benefit of one's own organization, and when possible, also for the mutual benefit of the organization and it's stakeholders or publics
What is the best way of planning?
Systematic Planning: gathering information, analyzing it, and creatively applying it for the specific purpose of attaining an objective
What does the Audience section of the SPMFPR involve?
Target Audiences, Current Mind-Set, Desired Mind-Set
What are some examples of Quantitative research?
Telephone polls, mail surveys, mall-intercept studies; face to face interviews; shared cost, or omnibus, studies; panel studies
What is considered the greatest publicity stunt of all time?
The Boston Tea Party, organized by Samuel Adams who understood that symbolism can sway public opinion
Who was the first to use the word Propaganda and how?
The Catholic Church when Pope Gregory XV established the College of Propaganda to supervise foreign missions and train priests to propagate faith
What is the PRSA?
The Public Relations Society of America. The largest national public relations organization in the world The Public Relations Student Society of America (PRSSA) and IC has a chapter too!
What was considered the first publicity stunt and why?
The Rosetta Stone, as it was a publicity release touting the pharaoh's accomplishments.
How does the Dictionary define PR?
The actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees and customers.
What does the planning stage do?
The central function of management, it is the process of setting goals and objectives and determining ways to meet them
What is the major disadvantage of telephone surveys?
The difficulty in getting access to telephone numbers. Another barrier is convincing respondents that a legitimate poll or survey is being taken. Many people attempt to sell goods by posing as researchers
What is the changing focus in PR?
The evolution of the role of PR beyond publicity and media relations Growth for PR professionals in health care, consumer goods, financial services, and technology Crisis management in the larger context of strategic management of conflict
When did public relations tactics find their way to the political and activist front?
The nineteenth century when Amos Kendall became part of Jackson's "Kitchen Cabinet". He sampled public opinion on issues, advised Jackson, and skillfully interpreted the president's rough-hewn ideas, molding them into powerful speeches and news releases.
What are the three kinds of situations that could prompt a public relations program?
The organization must conduct a remedial program to overcome a problem or negative situation, the organization needs to conduct a specific one-time project. or the organization wants to reinforce an ongoing effort to preserve its reputation and public support
What is some good that can come from Personal Interviews?
They can generate a wealth of information if the setting is controlled. They can be done at conventions where there is a concentration of people with similar interests
How did Lee work on the Ludlow Massacre?
Through a muscular approach to PR, by employing careful strategy and a broad array of tactics- Lee prevented the United Mine Workers from gaining a foothold in the CF&I mines. Through strategic counsel Lee provided both his client and the miners with some level of success and satisfaction and put their conflict to rest.
How are research techniques used in PR?
To gather data and information
Why are focus groups used?
To help identify the attitudes and motivations of important publics
What type of communication is the two-way asymmetrical model and what are it's characteristics?
Two way communication (imbalanced). Uses persuasion and manipulation to influence audiences to behave as the organization desires. Does not use research to find out how stakeholders feel about the organization.
What type of communication is the Two-way symmetrical model and what are it's characteristics?
Two way communication. Uses communication to negotiate with he public, resolve conflict and promote mutual understanding and respect between the organization and its stakeholders
How does PR fit in to a business?
Unlike advertising, which completely controls the message by paid endorsements, publicity has less control over the messages and timing, but has higher credibility
What are the six essential abilities in PR?
Writing skills- To convey information and ideas in written documents and online communications quickly, clearly and concisely is essential Research ability- Arguments must be supported by facts rather than generalities Planning expertise- Communication tools and activities are most effective when they are carefully developed and coordinated Problem-solving ability- Innovative ideas and fresh approaches solve complex problems and make a public relations program unique and memorable Business/economics competence- The increasing emphasis on Public Relations as a management function calls for public relations students to learn the "nuts and bolts" of business and economics Expertise in social media- Employers still value expertise in mainstream media relations, but it's now just as important to have social media savvy
PR professionals must have skills in what?
Written and interpersonal communication, research, negotiation, creativity, Logistics, Facilitation and Problem Solving
What is a Pseudo Event?
a planned happening that occurs primarily for the purposes of being reported
What is the piggyback (omnibus) survey?
an organization "buys" a question in a national survey conducted by a survey organization
What can Content Analysis help to do?
determine the quality of media coverage
What is Quota sampling?
drawing a random sample that matches the statistical characteristics of the audience
What are some examples of primary research?
in-depth interviews, focus groups, surveys and polls
What are the major disadvantages of web surveys?
it is difficult to control the exact characteristics of the respondents, because a website is accessible to literally anyone. You must also be careful of repeats
What is an example of secondary research?
literature searches/database information retrieval, because it uses existing information from books, magazines etc.
What is purposive interviewing like?
more in-depth interviews of community and business opinion leaders to ascertain support levels for the campaign
What type of communication is press agentry/publicity and what are it's characteristics?
one way communication. Uses persuasion and manipulation to influence audiences to behave as the organization desires.
What type of communication is the Public Information Model and what are it's characteristics?
one way communication. Uses press releases and other one-way communication techniques to distribute organizational information. The public relations practitioner is often referred to as the in-house journalist
What is content analysis?
the systematic and objective counting or categorizing of content. It is particularly appropriate for the analysis of documents, speeches, media releases, video content and scripts, interviews and focus groups
