Learn: Public Relations: Key Concepts, Models, Ethics, and Law

What does the R-A-C-E approach stand for?

R-A-C-E stands for Research, Action, Communication, and Evaluation, a framework used in public relations.

What is the purpose of the R-O-S-I-E approach?

The R-O-S-I-E approach stands for Research, Objectives, Strategies, Implementation, and Evaluation, guiding PR practitioners in campaign planning.

What does the R-P-I-E approach focus on?

The R-P-I-E approach stands for Research, Planning, Implementation, and Evaluation, emphasizing a systematic process in public relations.

What are the 5 Factors of Managing Long-Term Relationships?

The 5 Factors include Trust, Commitment, Communication, Satisfaction, and Shared Values.

Define 'Public' in the context of public relations.

A public is a group of individuals who share a common interest or goal that is relevant to an organization.

What are Categorical Publics?

Categorical Publics are groups segmented based on specific characteristics such as demographics or interests.

Differentiate between Internal and External Publics.

Internal Publics are individuals within an organization, while External Publics are those outside the organization.

What is the significance of Primary, Secondary, and Marginal Publics?

Primary Publics are the main target audience, Secondary Publics have less influence, and Marginal Publics are those with minimal impact.

What is 'Spin' in public relations?

Spin refers to presenting information in a biased way to influence public perception.

What does Euphemistic Rebranding mean?

Euphemistic Rebranding is the practice of using softer language to present a product or service in a more favorable light.

What are the 5 Causes for Change & Growth in PR?

The 5 Causes include technological advancements, social changes, economic factors, political influences, and cultural shifts.

Who were the Greek Sophists?

Greek Sophists were early philosophers who taught rhetoric and persuasion, influencing public communication.

What is the significance of Upton Sinclair's 'The Jungle'?

The Jungle exposed unsanitary conditions in the meatpacking industry, leading to public outrage and regulatory reforms.

Define the Public Information Model.

The Public Information Model focuses on disseminating truthful information to the public without seeking feedback.

What was the role of the Creel Committee during World War I?

The Creel Committee was responsible for promoting the war effort through propaganda and public communication.

What are the 3 Approaches to Public Opinion?

The 3 Approaches are the normative approach, the empirical approach, and the interpretive approach.

Define 'Persuasion' in public relations.

Persuasion is the process of influencing attitudes or behaviors through communication.

What are the PRSA 6 Values of Ethics?

The PRSA 6 Values include Advocacy, Honesty, Expertise, Independence, Loyalty, and Fairness.

What is the significance of New York Times v. Sullivan?

This landmark case established the 'actual malice' standard for defamation cases involving public figures.

What is Insider Trading?

Insider Trading involves buying or selling stock based on non-public information, which is illegal.

What are the 7 Keys to Litigation Visibility?

The 7 Keys include Transparency, Consistency, Engagement, Responsiveness, Proactivity, Monitoring, and Evaluation.

What is public relations?

A planned process to influence public opinion through sound character and proper performance, based on mutually satisfactory two-way communication.

What are the key components of public relations?

Public relations involves management, publics, models of public relations, and spins.

How does public relations impact management?

Great public relations impacts management's goals, strategies, culture, and policies to serve the needs of the public.

What is a public?

A group of people with a common stake in an issue, organization, or idea.

What are the two types of publics in public relations?

Internal publics (inside the organization) and external publics (not directly connected to the organization).

What are the three classifications of publics?

Primary (most impactful), secondary (less impactful), and marginal (tacitly interested).

What is a nonpublic?

A group with no meaningful association with the organization.

What is an active public?

A group that is aware of an association and motivated to take relevant action.

Who are proponents in public relations?

Advocates for the organization.

What is Marston's R.A.C.E. approach?

A model consisting of Research, Action, Communication, and Evaluation.

What did Ivy Lee advocate for in public relations?

Honest and transparent relationships with the public.

What was the role of George Creel during World War I?

Led the Creel Committee to support the war and promote war bonds.

What is one of Edward Bernays' notable contributions?

He wrote 'Crystallizing Public Opinion' and taught the first class in public relations.

What modern factors have contributed to the growth of public relations?

Growth of big institutions, heightened awareness through mass media, the internet and social media, and globalization.

What is the significance of public opinion in public relations?

It's difficult to move people toward a strong opinion on anything and even harder to change their established opinions.

What is the role of limiters in public relations?

Groups that reduce or impede the success of the organization, such as competitors and activists.

What are enablers in the context of public relations?

Groups that establish norms and regulations for the organization, such as regulators and opinion leaders.

What does the term 'apathetic public' refer to?

A group that is aware of an association but does not yet care.

What is the importance of being responsive to the public in public relations?

To effectively meet the impressions, needs, wants, fears, and levels of satisfaction of the public.

What is the role of customers in public relations?

They receive the products or services of the organization, including current, potential, and secondary customers.

What is the definition of an aware public?

A group that is aware of an association but not motivated to act.

What is the significance of the phrase 'Tell the truth' in public relations according to Ivy Lee?

It emphasizes the importance of honesty, as the public will eventually find out the truth.

What are the three approaches to managing public opinion?

1. Persuade the public to change its opinion 2. 'Crystallize' undeveloped opinions 3. Reinforce existing opinions

Define 'Public' in the context of public opinion.

A group of people who share a common interest.

What are the three states of an attitude?

Positive, Negative, Neutral/non-existence.

What is the Elaboration Likelihood Model?

A model that suggests how persuasive messages can be processed through central and peripheral routes.

What is Central Route Persuasion?

Persuasion aimed at interested people through reasoned arguments.

What is Peripheral Route Persuasion?

Persuasion aimed at uninterested people by being likable.

What is the definition of persuasion?

Getting someone to do or believe something they otherwise wouldn't.

List the four methods of persuasion.

1. Use of facts (logos) 2. Use of emotion (pathos) 3. Personalization (ethos) 4. Appeal to public interest.

What are the steps in the law of public opinion according to Hadley Cantril?

1. Understand the opinions to be changed 2. Identify target publics 3. Mind the laws of public opinion to influence opinion.

What is one law of public opinion?

Opinion is highly sensitive to important events.

What is consequentialism in ethics?

The rightness or wrongness of an action's outcome.

Define Utilitarianism.

An action is right when it leads to happiness for the greatest number of people.

What is Deontology?

The rightness or wrongness of an action is based on the action itself, not its consequences.

What is the Attorney/Adversary model in public relations?

PR is analogous to the legal profession, with no obligation to consider public interest.

What does the Two-way communication model emphasize?

Communication should travel between the client and the public, protecting public interest.

What is the Enlightened self-interest model?

Behaving ethically provides a competitive benefit and preserves public interests.

What is the Responsible advocacy model?

Balancing advocacy for the client with social conscience.

What does the 1st Amendment of the Constitution protect?

Freedom of speech, press, religion, assembly, and petition.

What is defamation?

The act of communicating false statements that harm someone's reputation.

What is the difference between libel and slander?

Libel is printed falsehood; slander is spoken falsehood.

What is Litigation Public Relations?

Managing the media process during legal disputes to affect outcomes and reputation.