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Flashcards

MIDTERM REVIEW

Ruby Raguindin COMM1841 Midterm Inglês 61 flashcards

Flashcards do conjunto (61)

  1. 1Four parts of the RACE CycleRESEARCH
    ANALYSIS
    COMMUNICATION
    EVALUATION
  2. 2Which public relations models did Edward Bernays create and when?Two-Way Symmetric (Balanced)
    1980's - present
    Two-Way Asymmetric (Imbalanced)
    1920's - present
  3. 3What is the 'public information' model of public relations? Who created it?IVY LEE!!!!!!!
    One-way/research
    Early 1900's - present
  4. 4Which model uses communication, dialogue and research with an emphasis on managing conflict/resolving disputes?Two-way symmetrical
  5. 5Which model is being adopted by organizations today? Or not quite yet?Two-way symmetrical
  6. 6TRUE OF FALSE: The two-way symmetrical model works like a feedback loop. Bonus: WHY?!TRUTH: This is because the objective of this model is to strengthen relationships/reputation. This is done through mutual understanding and accommodation.
  7. 7______ are defined as: "A person's driving force which determines how people WILL behave in a given situation."Values
  8. 8What are two public relations practitioner organizations?CPRS & IABC
  9. 9What does CPRS stand for?Canadian public relations society
  10. 10What does IABC stand for?International Association of Business Communicators
  11. 11Making decisions in PR require satisfying which four aspects?1. Public interest
    2. Employers
    3. Professional societies codes of ethics
    4. Personal Values
  12. 12Compare libel, slander and defamation.Libel = Printed
    Slander = Oral
    Defamation = either/or (presently used)
  13. 13When would an individual encounter Invasion of Privacy laws?When dealing with employees, newsletter, photo releases, product publicity, advertising, media inquiries about employees, etc.
  14. 14What is a trademark?A word, symbol or slogan that identifies a product's origin. Customers associate trademarks with seller's goods or services.
  15. 15What acronym represents a public relations plan?SOASTCBE
  16. 16What does each letter in SOASTCBE stand for?Situation
    Objectives
    Audience
    Strategy
    Tactics
    Calendar/Timetable
    Budget
    Evaluation
  17. 17What is research?Research is the controlled, objective and systematic gathering of information for the purpose of describing and understanding.
    -Broom and Dozier
  18. 18What must you understand before launching an effective PR program?Organizations environment
    **Attitudes/issues of employees, shareholders and residents of audience.**
  19. 19Identify some of the reasons why research is important? There's a lot.Communication planning, issues management, cost savings, audience segmentation, organizational issues, identify issues, target audience, formulate strategy, test messages, inform management, prevent crises, influence opinions, measure success, provide credibility, generate publicity
  20. 20What are the four types of research?QQVR
    1. Quantitative
    2. Qualitative
    3. Valid
    4. Reliable
  21. 21Why is reliability a research standard?Consistency!
    Similar results are achieved when research is repeated.
  22. 22What is valid research?Measuring what something claims to measure. Checking how valid and accurate actual research is.
    What is being tested?
    How is it being tested?
    Is it testing what was intended?
  23. 23What is analysis?Making sense of data collected and include developing accurate conclusions.
  24. 24What is action based on analysis?Looking at all the information and using it to make a decision.
  25. 25How does analysis help determine which actions should be made?Analysis helps develop accurate conclusions and communication objectives (to improve in specific areas, manage an issue/crisis, move in new directions.)
  26. 26What are the three A's in action? (One IS action just so you know.)Awareness, acceptance, action.
  27. 27What are tactics?Step-by-step activities that put strategies into operation.
  28. 28What is the difference between tactics and objectives?Tactics are the actions to achieve your measurable objectives.
  29. 29What are the two types of communication? How do they differ?One-way - Disseminates information
    Sender to receiver
    Two-way - Dialogue between sender and receiver (Symmetrical communication)
  30. 30Define strategy.Broad statement.
    Outlines how to achieve objective.
    Answers WHY an objective is important.
    Campaigns may have one or many strategies, providing guidelines or key messages.
  31. 31What are three important timeline aspects?1. When should we do this?
    2. What goes first?
    3. How does it all work together?
  32. 32What are important aspects when planning a budget?Staff vs. Consultant
    Estimated vs. Actual
    Specific & Accurate
    Get quotas
    Include GST
    Allocate 10% for contingencies.
  33. 33What does an objective need to address?The situation.
  34. 34What does an objective need to be in order for success to happen?Realistic and achievable.
  35. 35What are the two types of objectives? What are examples of each?Information - Increase public awareness/ acceptance, deliver key messages, can be difficult to measure.
    Motivational (Action Oriented) - Change attitudes, influence behaviour, bottom-line oriented, measure results.
  36. 36What does SMART represent?Objectives must be:
    Specific
    Measurable
    Attainable
    Realistic
    Timely
  37. 37What is the difference between objectives and communication?Communication are the means by which objectives are achieved.
  38. 38What does successful communication achieve?Inform, persuade, motivate, and obtain mutual understanding.
  39. 39What are the five objectives of communication?1. Message exposure (Media, websites, etc.)
    2. Accurate dissemination of the message
    3. Acceptance of the message.
    4. Attitude change
    5. Change in behaviour (Actual change ex. purchase)
  40. 40Outline passive audiences.Target of most PR campaigns.
    Pay attention to message only because it's entertaining.
    Messages need style & creativity.
    Celebrity factor.
    Focus on exposure
  41. 41What are active audiences?Interested and engaged people who seek sophisticated and supplemental information.
  42. 42TRUE OR FALSE: Full campaigns must only address specific audiences (passive or active.)FALSE
    Must address both.
  43. 43What six things must an audience do in order for communication to be successful?R.P.U.R.A.
    Receive the message.
    Pay attention.
    Understand the message.
    Believe the message.
    Remember the message.
    Act on the message.
  44. 44What are the five stages of adopting a message?AIETA:
    Awareness.
    Interest
    Evaluation
    Trial
    Adoption
  45. 45Define evaluation.The systematic assessment of a PR program and its results. It is a mean for practitioners to offer ACCOUNTABILITY to clients ... and to themselves.
  46. 46What is the criteria for evaluation?Realistic, credible, specific and aligned with expectations.
  47. 47Define output measuring.Measuring production of messages.
  48. 48What are examples of measuring output?- Number of media releases/ media kits.
    - Knowing the circulation of the media channel (who reads/ watches.)
    - Comparing media coverage with cost of advertising space.
  49. 49Why is outcome measurement important?Outcomes matter the most.
  50. 50TRUE OR FALSE: Outcome measurement is costly but effective.CORRECT
  51. 51How do focus groups measure outcome?They measure audience response.
  52. 52_______ is key in assisting us with persuasive communication, specifically as it relates to media relations.Theory.
  53. 53How is theory used in PR?Helps us understand why PR is practiced the way it is (descriptive theory.)
  54. 54What is PR theory always rooted in?The needs of the "profession."
  55. 55What are some supplementary evaluation activities?Event attendance
    Content and Analysis
    Communication Analysis
    Newsletter and Websites
    Survey attendees as they leave
    Numbers of hits
    Satisfaction reports.
  56. 56"_______ is dialogue between points of view in the marketplace of public opinion." - Toth & HeathPersuasion
  57. 57_______ = The sum of individual opinions on an issue affecting those individuals.Public Opinion
  58. 58TRUE OR FALSE: Public opinion is not primarily determined by self-interest.FALSE:
    Public Opinion IS primarily determined by self-interest. Events, words or other stimuli affect opinion if related to self-interest.
  59. 59TRUE OR FALSE: Persuasion is an important part of democratic society and PR.TRUE
  60. 60TRUE OR FALSE: The amount of exposure effects how persuasive communication is.FALSE..
  61. 61Okay so I don't know how to put the 'eight factors in persuasive communication' in flashcard form. CLICK HERESo study it on your own <3

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COMM1841 MIDTERM REVIEW
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Ruby Raguindin
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