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What group developed the Certificate in Principles of Public Relations, and when was it launched? - ✔✔Universal Accreditation Board in 2014 Through what organization is it required that you take the computer-based Examination? - ✔✔Prometric Testing Center What does the term KSAs mean? - ✔✔knowledge, skills, abilities Approximately how many questions are there on the exam, and how long do you have to take it? - ✔✔100 questions and 2 hours What types of questions are on the computer-based Examination? - ✔✔multiple choice sometimes with more than one correct answer Which textbook is listed as a resource guide in all sections of the study guide? - ✔✔Effective Public Relations What abbreviation is used for the four-step process in the study guide? - ✔✔RPIE How is goodwill defined in the study guide? - ✔✔value of the intangible assets of a business What is grassroots organizing? - ✔✔creating social change among average people What is reputation management? - ✔✔systematic actions and messages designed to influence what people think about an organization
Which type of research should typically be conducted first if available, especially if there is a tight deadline? - ✔✔secondary What area do many people want to skip to without following all of the steps as described in RPIE? Often this is true with inexperienced practitioners who don't have a full grasp of public relations, but even experienced professionals sometimes fall into this trap. - ✔✔tactics What are the three general types of objectives as described in the study guide? - ✔✔output, process, outcome What step in the planning process addresses broad statements of being? - ✔✔goals What step in the planning process involves relatively short-term measures of what, how much, and when you want to achieve change? - ✔✔objectives What step in the planning process provides a road map and typically includes action verbs? - ✔✔strategies When writing good objectives, what three areas should you initially consider as potential outcomes? - ✔✔awareness, opinion, action According to the study guide contributors and the instructor, what is one area in public relations planning that must always be considered early in the process? However, it is often overlooked in the beginning stages. - ✔✔budget What are the two general formats for public relations plans? - ✔✔grid and paragraph Which type of survey/interview typically costs a great deal more compared to other methods and is relatively slow for gathering results, but it often provides the most detail? - ✔✔personally administered
What does diffusion of innovation try to measure? - ✔✔how quickly people adopt a new idea or product According to Grunig and Hunt's four models of public relations, which one includes win-win situations, mutual benefits, and ongoing research? - ✔✔two-way symmetrical What does the Shannon-Weaver model demonstrate? - ✔✔communication process According to the Study Guide, what else can you do to work with media to help build positive relationships? - ✔✔Offer ideas for newsworthy stories that don't directly relate to your organization What is true about VNRs? - ✔✔on the increase in public relations with guidelines to be followed According to the Study Guide, which type of organization still carries the most important news? - ✔✔wire services How should you choose which media to use in a public relations campaign? - ✔✔one(s) that best target publics Why is it important to train others in media relations? - ✔✔Many other people may become accidental spokespersons What does the study of ethics allow us to do overall? - ✔✔Understand how to work in a principled manner If you make a mistake in public relations, what should you usually do? - ✔✔Correct immediately with all publics What does it mean to act in the public interest? - ✔✔Consider impacts on publics other than your internal
What principle is expressed in the Texas Gulf Sulphur case and related incidents? - ✔✔Disclosure must be complete and consistent with various publics What are the four defenses for libel? - ✔✔truth, privilege, fair comment, retraction Pubic Relations can be defined as - ✔✔a management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends Advertising - ✔✔Bought space or time Brand - ✔✔publicly distinguishable from other similar products or services Branding - ✔✔process of creating and maintaining the brand name Community Relations - ✔✔building relationships with publics in an operating area (historically geographically), sometimes not directly related to sales Controlled communication channels - ✔✔those under control of the sender (you) Counseling - ✔✔providing objective guidance Crisis communication - ✔✔may be legal, ethical, financial, or others. Threatens your organization or individuals Employee relations - ✔✔building relationships with employees, involves action and communication Financial relations - ✔✔working with investors, stockholders, financial markets, etc. Goodwill - ✔✔accounting for the intangible assets of a business, closely related to reputation (including customer appreciation)
Propaganda - ✔✔although started as propagating the faith by the Catholic Church, now typically has negative meanings, such as lies and misinformation Propaganda Devices - ✔✔glittering generalities (very broad), name calling (making opponents evil), transfer (guilt by association), bandwagon (all doing it), plain folks (anti-elitism), testimonials (endorsement), card stacking (one-sided arguments) Public Affairs - ✔✔working with government and community relations; also relates to PR by military and government Public Information - ✔✔information open to everyone Publicity - ✔✔providing information that has news value, typically to media; source does not pay and can't guarantee usage or control Reactive Public Relations - ✔✔responding and not anticipating, being defensive instead of initiating programs Reputation Management - ✔✔actions and information influencing what key people think about an organization; now also includes online aspects Special Events - ✔✔creating an interest in product, organization, or person through a "happening" typically to attract attendees Uncontrolled Communications Channels - ✔✔messages not under control of the organization, typically through media (including social media); relates back to publicity Research concepts - ✔✔include areas of such as primary and secondary, formal and informal, quantitative and qualitative, population and sample Applied research - ✔✔uses of tools and understanding methods
Stakeholder analysis - ✔✔identification of who is impacted by various issues Diversity - ✔✔understands and applies appropriate principles with diverse groups Analytical skills - ✔✔interprets data and knows how to apply Audience identification and communication - ✔✔identifies appropriate audience aspects and how to connect with them Planning and implementation - ✔✔knows how to connect research, goals, planning, implementation, monitoring, and evaluation Evaluation - ✔✔understands how to determine if goals and objectives were met Two major formats of a research plan - ✔✔grid and paragraph Focus Groups - ✔✔typically considered informal. Major advantages of gathering qualitative data, speed of process, and open aspects on responses. Major disadvantages of usually high cost and may be difficult to interpret results Intercept Interviews - ✔✔typically considered informal. major advantage of targeting a specific group. major disadvantage of limited applicability Telephone surveys based on random sampling - ✔✔typically considered formal (because of random sampling). Major advantages of speed, clarity, and wide geographic possibilities. Major disadvantages now of reaching people through landlines and caller ID or ignoring on cell phones Mail survey - ✔✔typically considered formal if use random. Major advantages of low cost and convenience for respondent. Major advantages of slow returns, lack of ability to clarify questions
Research Databases - ✔✔listed as formal. Major advantages of speed of search and credibility of information. Major disadvantages of lack of access, possibility cost, and huge amount of data Fact finding, historical, and Internet - ✔✔listed as informal or formal depending on the process. Major advantage of providing a great deal of data. Major disadvantages of time it takes and how to evaluate large amounts of information Content Analysis is.. - ✔✔the objective, systematic, and quantitative analysis of media content; you're working to code information to describe the content; it may be broad or very specific Survey Research - ✔✔a quantitative method to gain information through a series of written, verbal, or online questions Probability sample is.. - ✔✔systematic, including random where everyone in a population has an equal chance of selection. Focus Group Research - ✔✔ 8 - 12 ppl where you can gain insights into issues and it provides information you had not anticipated Scientific Method - ✔✔the overall steps are to define, monitor, and measure. Specific steps include select a problem, review existing information, develop hypotheses or research questions, develop a method and design, collection data, analyze results, and replicate when needed Attitude - ✔✔predisposition related to likes and dislikes. These to be subjective and global, and they tend to last a long time, which makes it harder to change Audience Segmentation - ✔✔breakdown of an audience into demographic, psychographic, or other dimensions Baseline data - ✔✔data collected at the beginning of a program
Benchmarking - ✔✔comparing products and services to those recognized as the best in the category. Sometimes also used to show progress in a subject Communications audit definition - ✔✔An analysis of an organization's communications processes, both internal and external Content Analysis definition - ✔✔study of media to analyze and codify messages Descriptive Research - ✔✔collecting information that describes existing conditions related to opinion or behavior Evaluation Research - ✔✔evaluating concepts, design, plan, implementation, and effectiveness of a program Formal Research - ✔✔scientific investigation using statistical standards (such as random sampling) in order to generalize results Formative Research - ✔✔gathering information before a program starts and/or adjusting a program/plan during implementation Gantt Chart - ✔✔a bar chart that demonstrates what will be done by when and by whom Goal - ✔✔statement that spells out broad outcomes of a program. Also usually more specific than mission or purpose and relates to current problem or situation Historical Research - ✔✔gathering information that is on the record Informal Research - ✔✔gathering information through methods that aren't necessarily scientific or generalizable. This is sometimes called exploratory because it leads to other types of research, some of which may be formal
Random Sample - ✔✔each person in a population has an equal chance to be chosen, such as randomly assigning a number to everyone in a room and picking a percentage Reliability - ✔✔shows how much the survey or test gives the same results on repeated instances Research - ✔✔systematic gathering of information to help understand a situation Respondent - ✔✔a person who responds to a survey by answering questions Risk assessment - ✔✔how likely emergencies are to happen. Typically a crisis or similar plan would be developed Risk Management - ✔✔Assessing risk and developing appropriate strategies Sample - ✔✔A portion of the larger whole or population Secondary Research - ✔✔using research, typically of others, that already has been collected Situational Analysis - ✔✔information used to define a situation that leads to development of a problem statement Stakeholder - ✔✔A person or group with an interest or affected by an organization Strategy - ✔✔the overall plan designed to meet objectives; these are broad and don't list specific actions; that comes under tactics Strategic thinking - ✔✔developing plans to meet goals
Summative Research - ✔✔gathering information to demonstrate effectiveness of a program, often at the end Tactics/tools - ✔✔the specific activities and methods that bring strategies to life. These provide great details Trend Analysis - ✔✔following and analyzing trends in media, online activity, or other events that impact your organization Validity - ✔✔degree to which a study accurately shows what the research is trying to evaluate. Internal validity reviews the study's methods and additional explanations for results. External validity demonstrates how much the results can be transferred to other settings or groups What is the current news cycle? - ✔✔all the time What is a trend with news expectations of consumers in recent years? - ✔✔on-demand media that is individualized What is convergence? - ✔✔various types of media outlets doing many of the same types of work According to the Study Guide, what aspect of public relations has remained constant? - ✔✔fostering mutually beneficial two-way relationships What are typical advantages of social media from a public relations perspective? - ✔✔immediacy and two-way options Magic Bullet/Hypodermic Needle Theory - ✔✔Developed after WWI by Lasswell. Messages affect behavior by stimulus and respond. The thought often is that passive audiences simply respond to messages. "I saw that and had to buy it" Two-Step Flow - ✔✔Developed in 1944 by Lazarsfeld. Opinion leaders are affected, and then they impact others w their statements. "My uncle knows politics, and he told me all about the candidates"
Social Exchange - ✔✔Costs and rewards impact how a group will act Social Judgment - ✔✔Developed by Hovland. People believe or reject messages tied to their beliefs, attitudes, and self-concept Cognitive Consistency Theories - ✔✔Various developed of Heider, Newcomb, Osgood, and Festinger. If people are inconsistent between attitudes and actions, then they may be motivated to change what they think or believe Attribution Theory - ✔✔What caused something to happen? "That coach should have known that those players were out partying all the time" Identification - ✔✔We identify w groups or ideas. You are working to build common ground w various people Reasoned Action - ✔✔If we know someone's attitude toward something and their related intentions, then we can sometimes predict behaviors Inoculation - ✔✔Developed by McGuire. People are more likely to resist a persuasive message if they heard the opposite side earlier. Also, most people are less likely to change their beliefs if these have already been developed and tested by them Cognitive dual processing - ✔✔people tend to use as little energy as possible to decide what to think or do. We generally base decisions on how important something is and how much time or ability we have to think about it Framing - ✔✔This encourages audiences to recall something they already know about based on message content. Often this involves stereotypes and the social aspects to impact the message Rhetoric - ✔✔This uses information about the communicator and the message (including emotional appeal) to determine how much impact the message will have
Sleeper Effect - ✔✔Developed by Hovland. Often people may reject a message initially based on a source that is not credible. However, over time some may start to believe the message and forget the source Agenda Building - ✔✔Not only does new coverage affect reality, but it can be influenced and importance increased Competence - ✔✔How competent you are determines your role and success Excellence - ✔✔Developed by Grunig. This demonstrates how public relations positively impacts organizations. The monetary value can be determined in many cases Relationship Management - ✔✔Developed by Ferguson. The main focus of public relations research should be based on relationships with important publics. There is a focus on developing strategic communication that relates to management functions Shannon and Weaver - ✔✔Sender, encoder (message), channels, decoder (message interpreted), receiver with noise. Must have feedback, which was not included specifically in the model Speech - ✔✔These are thoughts that are moved into words and transmitted through various channels. Noise affects the message (internal and/or physical) Pantomime - ✔✔Receivers interpret actions based on your movements and messages Printing - ✔✔This is when words are put into a specific language and then put on aper or in another format (such as electronic) Barriers to Communication - ✔✔These include unclear language, mismatches with culture or beliefs, lack of trust historically, distractions (see noise), negative impacts, lack of source credibility, unreliabile media sources, new unfamiliar media, and gatekeepers Ways to overcome barriers - ✔✔get attention, relate commonality, show audience needs, tell how to respond
What is material information as explained in the Study Guide? - ✔✔any news that could influence a reasonable investor's decision What does Regulation Fair Disclosure do? - ✔✔This requires all publicly traded companies to disclose material information to all investors at the same time Edward Bernays - ✔✔Who is considered the father of public relations because he wrote the first PR textbook, taught the first class, and called himself a public relations counselor? Ivy Lee - ✔✔Who is considered the father of public relations because he wrote a declaration of principles and sent the first news release? Arthur Page - ✔✔Who is considered the father of public relations because he had three distinct careers and helped set standards for corporate PR? He also has a public relations leadership organization named for him Rex Harlow - ✔✔Who taught at Stanford and started the American Council on Public Relations, which eventually merged with other organizations and became PRSA? Harold Burson - ✔✔Who worked with a partner to start the first true combined advertising/PR firm that became global? He is originally from Memphis and graduated from the University of Mississippi. Your instructor also had the chance to get to know him and learn Mutual Adjustment - ✔✔According to the Study Guide, which organizational attitude era are we in now? Two-way Symmetric - ✔✔Which public relations model do we now typically promote? George Creel - ✔✔Who let the Committee on Public Information during WWI?
