Intro to PR Exam 1
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29 terms
Terms | Definitions |
|---|---|
 What are the 5 organizational settings? | Corporation Agency Independent Consulting Government Non-Profit/Trade |
| What is the definition of "value-based?" | Aims are toward public interests/needs |
| PR is...(5 things) | A management function 2-way Communication Planned Activity Research-Based Social Science Socially Responsable |
| What are the four (4) parts of the Hunt-Grunig Models? Describe each. | 1. Press agency/publicity - Charlie Sheen ANY news is good 2. Public Info Model - Provide accurate info gov't. 3. 2-way Assymetrical - selfish, looks to improve the story 4. 2-way Symmetrical - Looking for customer needs and self improvement. |
| What is the 4 step PR Process? Which is most important? | 1. Research 2. Planning 3. Communication** 4. Evaluation |
| What are the two communication models? Which is old and which is new? | 1. Agenda Setting Hypothesis - Old 2. Uses and Gratifications - New |
| Describe the Agenda Setting Hypothesis | Main concept: INTERUPT Ideas -> Mass Media (Filter) -> Public "Gatekeeper Theory" Interveining Publics are MOST important |
| Describe the Uses and Gratification | Main concept: ENGAGE Ideas -> Public More Expensive Target a specific audience "Preech to the chior" |
| Describe Maslow's Hierarchy of Needs from bottom to top. | Physiological Needs Safety Acceptance and Love Esteem/ Self-Esteem Sef Actualization |
| What is the Rhetoric Triangle? What one stands for credibility? | Pathos Logos Ethos** |
| What are the modern ideas outlining PR? Describe each one. | Growth of Democracy - adding to demographic, allowed women to vote Growth of Institutions - government, corporations, unions Improvement of Communication - movies, radio, television Growth of Advocacy - Social movements Search for Consensus - Helping connect and resolve conflicts |
| Who are the important guys of PR? Describe a little about each of them. | Ivy Lee - publicist, created the declaration. He lost credibility, difficult to call the father of PR. Edward Bernays - "Father of PR." Uncle was Sigmund Freud. First to call PR, PR. Wrote 1st book (Crystallizing Public Opinion) Started Torches of Fredom |
| PR is a research based...? | Social Science |
| What is yellow journalism? | Paper=Awesome |
| Define belief. | A commitment to an idea or concept based on personal experiece THINK. |
| Define attitude. | Starts affecting behavior (only affecting self) DO |
| Define opinion. | Imposing attitude to influence others' behaviors. INFLUENCE. |
| Define public opinon. | Is the average expresses opnion of a larger group. |
| What is the magic bullet? | Mass media -> Public |
| What is the 2-Step Theory? | Mass media (idea) -> Filtered public leaders -> Public |
| What is the End Step Theory? | Different set of opinion leaders for different things/topics. |
| What is a traditional Public? | Ones we commonly engage with. I.e. Stockholders, journalists |
| What is a non-traditional public? | Ones we don't usually engage with i.e. micro bloggers, viral videos |
| What is a latent public? | Has a relationship with an organization but don't really interact with them. i.e. college in relation to APS |
| What is an aware public? | Aware with organization, but don't really interact. i.e. paying APS bill. |
| What is an active public? | Participates in relationship. |
| What is an intervening public? | Helps transmit message to relate to larger publics and relies less on the public. i.e. journalists |
| What is a primary public? | try to effectively engage and give primary resources to what we work on They are: Consumers, employees, investors, community/community groups, other businesses, news media |
| What is a secondary public? | Everyone NOT on a primary public. |
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