COMM 323 Exam 3 TAMU

False- Its a primary public
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Terms in this set (44)
False- Its a primary public
A secondary public can directly affect an organization's pursuit of its values-driven goals.
True
During the recovery phase, organizations evaluate the quality of their crisis response to determine what lessons, if any, can be learned
False- IMC= consumer, cost, communication, convenience; Marketing= product, place, price, promotion
Marketing use the 4 C's whereas IMC uses the 4 P's
True
Public relations tactics can involve the use of both controlled and uncontrolled media
False- using more IMC
The use of mass marketing today is increasing
True
A media information center is important during a crisis, because it provides the reporters with the only source of official information
False- Its a problem
Crises are commonplace occurrences that are generally predictable and addressed in a sort of amount of time
False- Its advertising
The use of controlled media to influence the actions of targeted publics is promotion
True
IMC is different from mass marketing because IMC practitioners emphasize customer- preferred media
True
In order for an IMC campaign to be successful, they must be sending one clear message
TrueMacro editing challenges the meaning, organization, and format of a documentFalse- its encodingThe process of selecting words, images, and other forms of communication that will form a message is known as decodingTrueAn organization's crisis management team should include a lawyerFalse- the plan should be evaluated at every step in processEvaluation should only occur after a PR plan is completed, so that all the facts are availableFalse- its should be placed in the middleAccording to the IDEA process for multimedia message development, bad news should never be included in a writing pieceTrueThe more a culture resists outside influences, the more powerful its own traditions can becomeTrue- including demographics and othersPsychographics is one of many other factors prominent in defining the differences between culturesTruePR focuses on many publics, whereas marketing only focuses on consumersFalse- it changes constantlyPublic opinion stays consistent over timeTrueWriting for broadcast media can be tricky because the audience gets little time and only one chance to understand the messageMarketingThe process of researching, creating, refining, and promoting a product or service and distributing it to targeted consumers isNeutral messagesThe inverted pyramid is the most common organizational scheme forAn intervening publicCommunicating with one public in an attempt to have that message passed along to another public is an example ofAwarenessThe first step in the cross-cultural communications process isThe point of no returnWhen the Aggie bonfire first collapsed on November 18, 1999, it entered which stage of a crisisAgenda Setting theoryThe most significant and widely accepted view of how the mass media interact with society relates to which theoryMagic Bullet TheoryThe belief that the mass media wield such great power that by delivering just the right message, the so-called magic bullet, the media can persuade people to do anything.social exchange theoryThe premise that relationships are built on the exchange of desired resources. Successful relationships are those in which the benefits of the relationship outweigh the costs.Contingency theoryA theory of public relations that suggests its practice lies within a continuum from pure accommodation to pure advocacy, dependent on one or a combination of 87 variables.Kant's Categorical ImperativeThe principle of personal restraint for the good of society is part ofPublic RelationsThe values-driven management of relationship b/t an org and the publics that can affect its success isRecovery phaseEvaluating what went well and what did not after a crisis is part of which step?Channels/MediaRefers to all the different types of media that are available to target individual consumersad hoc planA plan created for a single, short-term purpose; from the Latin phrase meaning "for this purpose only."AdvertisingThe process of creating and sending a persuasive message through controlled media, which allows the sender, for a price, to dictate message, placement, and frequencyencodingSelecting words, images, and other forms of communication to create a messagedecodingThe process of deriving meaning from a message.integrated marketing communications (IMC)The coordinated use of public relations, advertising, and marketing strategies and tactics to send well- defined, interactive messages to individual consumers.MacroeditingA stage in the writing process in which the writer examines the "big picture" of a document, including format, organization, and completeness of information.MicroeditingA stage in the writing process in which the writer examines each sentence of a document for factual accuracy as well as correct grammar, spelling, punctuation, and style.controlled mediaCommunication channels, such as newsletters, in which the sender of the message controls the message as well as its timing and frequency. (websites, news, etc.)uncontrolled mediaCommunication channels, such as newspaper stories, in which a public relations practitioner cannot control the message, its timing, or its frequency. (social media )writting processAn organized system for producing effective public relations documents. The writing process begins with the credibility of the writer and moves through nine separate steps: research, organization, writing, revision, macroediting, microediting, approval, distribution, and evaluation.inverted pyramid(beginning of a story -> end of story) you present the most important information first; as the message continues, the information becomes progressively less important. Generally, the first paragraph covers the most important aspects of who, what, where, when, why, and how. In fact, the ideal first sentence of a news release specifies who, what, and when, with where being in the dateline. The dateline, followed by a dash, is the name of the city in which news occurred; it precedes the first sentence.