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This review covers the main points, terms, people, and concepts discussed in the Think Public Relations textbook. It includes representative terms in public relations definitions, elements in the RACE formula, the role of public relations in marketing strategy, and more.
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THINK Public Relations Mid Term Review Wilcox/Cameron/Reber/Shin
.Use these as a first review of some of the main points covered this semester, but also each chapter’s main terms, people and concepts. Chaps. 1 & 2 follow…
What wuld be typical representative terms in the definitions of public relations? See p. 6
What are the elements in the RACE formula ? Research , Action, Communication, Evaluation E)
Why should Public Relations lead marketing strategy/ See p. 18
These days, smart planners realize that an organization’s goals and objectives can be best accomplished through an ____ approach, not just through marketing but through all communication functions. integrated
Public relations professionals are not objective observers, but are advocates for ________ . their clients
What is considered an essential ability for a public relations practitioner? Writing (plus see others on p. 28)
You are a recent college graduate and a new public relations professional looking for work. If a high salary is most important to you, which work setting are you most likely to choose? See p. 37
Is possible to define a single public relations type of personality for career success? See p. 28
What do practioners do in the “technician” role, andwhat do they do in the “executive” role? See p. 33
Remember – use all these as one form of review, but the test covers al of what we have covered so far…
Many consider him the first presidential press secretary. Amos Kendall
Essentially an early publicity release touting the Pharaoh’s accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics. The Rosetta Stone
What are Grunig’s four models of public relations? Two-way asymmetric Public information Press agentry/publicity Two-way symmetric
The major effort worldwide to improve standards and professionalism in public relations is: accreditation
Why is it important for the public relations field to attract a diverse workforce? Globalization has created a strong need for it, and necessary in order to reach out to diverse audiences.
Which key creative public relations insight did Ivy Lee utilize in his New York Subway campaign? He communicated subway benefits directly to passengers.
________ was the first true public relations counselor. Ivy Lee
What U.S. President in the early days of ‘PR’made extensive use of news conferences and interviews in drumming up support for his projects. Theodore Roosevelt
________ became known as the father of modern public relations for his “big ideas” on how to motivate people. Edward Bernays
What are some of the major sources of friction for the public relations function within an organization? Human resources, Legal Marketing … (see book)
The trend toward purchasing expert communication services from outside the organization is referred to as: outsourcing
Today’s public relations firms offer all of the following EXCEPT: A) executive speech training. B) research and evaluation. C) legal counsel. D) events management. E) crisis communication. Legal counsel
Clients often criticize public relations firms for having what? superficial grasp of the client’s problems.
Other names used for public relations departments include _____ corporate relations. public affairs. marketing communications. community relations …
_____ is a service many public relations agency provide that is designed to establish company brands and promote reputation. Branding and corporate reputation
The largest PR firm Edelman,
The most reputable Fortune 500 corporations tend to think of public relations as a _____ tool. strategic management
Achieving credibility with management, defining audiences and segmenting publics, formulating strategy, testing messages are some reason why PR professionals use: research
The use of existing information in books, articles, and electronic databases is known as _____ research secondary
What would be some typical types of qualitative research? focus groups, in-depth interviews, observation, role-playing studies…
As a research technique, ______are widely used to help identify attitudes and motivations of important publics and To formulate or pretest message themes. focus groups
When everyone in the target audience has an equal chance of being selected for the survey, this is random sample
The most precise random sampling is usually done from: lists that essentially includes everyone in the targeted audience.
The first element in a public relations plan is a: situation analysis
What are the elements of Ketchum’s Strategic Planning Model? See Page 104
Analysis of key messages, number of brochures distributed, or market share increase are all examples of what stage in the public relations planning process? Measurement
Public relations programs should be directed to what kinds of audiences or publics? specific and defined
The systematic and objective categorizing of content is known as: content analysis
______research usually produces “hard” data while ____ research is said to produce “soft” data Quantitative / qualitative
To inform, To persuade, To motivate and To build mutual understanding are some of the _____ goals of communication. legitimate
Into which media category do publicity, advertising, and product placements fall? public
Brochures, newsletters, annual reports and direct mail are all forms of ________ media. controlled
Message exposure, accurate dissemination of the message, acceptance of the message and attitude change are a key objective for ________ communicating a message
