PRCM 1000 Quiz 1

What is public relations?

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

Stage 1 of the PR Process (Race Model)

Research

Stage 2 of the PR Process (Race Model)

Action

Stage 3 of the PR Process (Race Model)

Communication

Stage 4 of the PR Process (Race Model)

Evaluation

Why is public relations strategic?

it is intentional and connected to a larger purpose

What is research in the PR Process?

helps PR professionals understand the situation before making decisions (reviewing data, listening to publics, monitoring media coverage, interviewing employees or studying how similar organizations have handled an issue)

What is action planning in the PR Process?

developing a plan, identifying the goal, the publics involved, the messages that matter and the strategics and tactics that may help achieve the objective

What is communication in the PR Process?

most visible part of the process (news releases, media pitches, social media posts, speeches, newsletters, websites, videos, events, or other tactics)

What is evaluation in the PR Process?

asks whether the work accomplished what it was supposed to accomplish

Where do PR professionals work?

corporations, nonprofit organizations, government agencies, universities, healthcare organizations, sports, entertainment, agencies, associations, small businesses and political campaigns

What are the job responsibilities of PR professionals?

media relations, social media, crisis communication, employee communication, community relations, research, event planning, writing, reputation management, and advising organizational leaders

What is the best PR advice?

“Here is what we should do.”

Audience

the group receiving a particular message

Stakeholder

a person or group that can affect an organization or be affected by its decisions

Public

a group of people connected by a shared issue, concern, or relationship with an organization

Demographics

measurable characteristics such as age, income, education occupation, or geographic location

Psychographics

interests, attitudes, values, beliefs, motivations, and lifestyles

What does understanding people (publics) require?

looking beyond who they are on paper to consider what they believe, what they have experienced, and what they may do

Internal Publics

people within an organization, such as employees, leaders, board members, volunteers, or students within a university

External Publics

people outside the organization, such as customers, journalists, donors, government officials, alumni, community members, or business partners

Primary Public

directly affected by an issue or essential to achieving the organization’s objective

Secondary Public

may be less directly involved but can still influence the outcome

Latent Public

affected by an issue but does not yet recognize the connection

Aware Public

recognizes the issue but has not taken action

Active Public

recognizes the issue and is doing something about it

Listening

the process of receiving, constructing meaning from and responding to spoken and nonverbal messages

After a PR professional identifies a public, what is the next step?

listen and learn more

Proto-PR

the term that historians use to describe early communication activities (promoting ideas, negotiating, persuading others and trying to shape public opinion)

When did the term public relations begin to appear?

around the end of the 19th century

Press Agentry

focuses primarily on gaining attention, creating excitement, attracting crowds, and persuading newspaper to cover their clients

Who is often associated with press agentry?

P.T. Barnum

Who developed the public-information approach?

Ivy Lee

Public-Information Approach

emphasizes accurate information, helps the public understand what matters, builds trust through openness

What was the 1906 Declaration of Principles?

it emphasized providing accurate information to journalists

Edward L. Bernays

helped bring research, psychology, and social science into public relations

What was Edward L. Bernays main argument?

communication should be based on an understanding of how people form opinions and make decisions

Doris Fleischman

Edward L. Bernays business partner and wife, journalist writer, and public relations practitioner who write speeches, press materials, and other content for their firm

Arthur Page

believed that organizations earn trust through their behavior, not only through their messages

Inez Kaiser

first Black woman known to own and operate a public relations firm in the United States

Moss Kendrix

his work challenged organizations to recognize Black consumers and communities rather than treating white audiences as the default

Betsy Plank

first woman president of the PRSA

Public Relations Responsibilities

1. Attention

2. Information

3. Research and Strategy

4. Counsel

5. Relationships