WorksheetsPr first exam
Total questions: 44
Worksheet time: 22mins
PR is paid media while advertising is earned media
True
False
Drove public relations development in the late 1800s
railroads
Opened one of the first pr firms- Parker and Lee
John W Hill
Harold Burson
Edward Bernays
Ivy Lee
A strategic communication process that builds mutually beneficial relationships between organizations and their publics
based on building reputation and trust
public relations
He emphasized target audience, conducting research, and tailoring messages
Edward Bernays
Daniel J Edelman
Arthur W Page
John W Hill
Pioneer in corporate pr
leader in crisis communication and reputation management; one of the 21st century's most influential pr figures
father of marketing pr
Daniel Edelman
created the idea of media tour
Daniel Edelman
Established Hill & Knowlton in 1933
John W. Hill
Ivy Lee
Harold Burson
Arthur Page
Described as a company's interactions with the media; used interchangeably with pr
media relations
The study of what is right and wrong, fair and unfair, and how we should make decisions
three types of ethics in public relations
Media, normative, applied
what are the three categories of normative ethics in pr?
Teleological, deontological, virtue ethics
ethics based on values
teleological
ethics based on rules
Deontological
ethics based on character
"the greatest good for the greatest number"
uses rules to distinguish right from wrong
Absolutism
"people have a duty to respect other people's rights and treat them accordingly"
Absolutism (deontology)
Based on the virtues and practical wisdom of the person making a decision
the act of making a statement that can be proven to be false with the intention of causing harm to another's reputation or livelihood
online defamations appearing on various digital platforms
Cyber libel
The originator of press events in public relations. Staged press events/publicity stunts.
PT Barnum
What time period was the growth of the public relations agency?
1960s
what are the two types of research?
Primary and Secondary
what is the main objective of quantitative research in pr?
It can be projected to a larger population
Survey, content analysis, digital analytics all fall under what research method?
Quantitative research
what is the main action of qualitative methods in pr?
Explores audience attitudes, perception, values, and opinions
Agenda-setting theory
The media influences public perception by determining which issues are prioritized. It influences the audience how to think about topics.
Framing
The strategic presentation of information to influence public perception.
what is two-step flow in pr?
This theory explains that opinions in media can discourage individual dissenting opinions
The central route of elaboration likelihood model
The peripheral route of elaboration likelihood model
Processing information by being influenced by superficial things or by others
"weapon of influence"
Inoculation
Negotiation
Coercion
Manipulation
organization's good relations with its stakeholders
two-step flow
Uses and gratification theory
Inoculation
Excellence theory
what are the three types of strategic objectives in public relations?
Informational (creating awareness), motivational (influencing behavior), and reputational (rebuilding trust)
A well-written, succinct summary that defines the problem or opportunity
Situational analysis
This pr writing principle asks writers to identify the essential core of their ideas
Simple principle
This pr writing principle asks the writer to engage people's curiosity by opening gaps in their knowledge and filling them
Unexpected principle
This principle requires that ideas be clearly understood through the use of selective wording
Concrete
The writing principle that credibility in writing helps make people believe in our ideas
Credible
