PRCM 1000 Quizzes on Weeks 13-16 Nixon

Ethical listening

Listening with empathy, respect, cultural awareness, and understanding power dynamics.

Why listening matters in PR

Builds trust, reduces miscommunication, strengthens stakeholder relationships.

Listening vs. hearing

Hearing is automatic; listening is intentional and analytical.

Selective attention

Focusing only on information that confirms your views.

Confirmation bias

Interpreting messages to fit your existing beliefs.

Emotional triggers

Strong feelings interrupt objective listening.

Information overload

Too much content prevents deep listening.

Active listening

Concentrate → understand → respond → remember.

Paraphrasing

Restating content to verify understanding.

Clarifying questions

Asking specifics to reduce confusion.

Nonverbal engagement

Body language showing attention.

Stakeholder listening

Listening intentionally to groups affected by PR decisions.

Digital listening

Monitoring online conversations and sentiment.

Power dynamics in listening

People with less power may self-censor.

Media pitch

Short persuasive message to a journalist.

Goal of a pitch

Show why your story is newsworthy.

Timeliness

Current events relevance.

Proximity

Local or audience-specific relevance.

Impact

Affects many people.

Conflict

Opposing forces or disagreement.

Human interest

Emotionally compelling stories.

What pitches require

Hook, relevance, facts, angle, and CTA.

Personalization

Tailoring to a journalist's beat.

Brevity

Short, direct, clear writing.

Strong subject lines

Grab attention.

Follow-up

Polite check-in without spamming.

Media list

A targeted list of journalists and outlets.

Purpose of a media list

Send the right story to the right journalist.

Media list components

Name, outlet, beat, email, past work, notes.

Relevance in media lists

Only include journalists who cover the topic.

Verification

Confirm emails and beats.

Updating media lists

Journalists frequently change roles.

Owned media

You control it (website, blog).

Earned media

PR-driven unpaid coverage.

Paid media

Advertising.

Analytics in PR

Data to measure performance and outcomes.

Why analytics matter

Show what works and guide strategy.

Reach

Number of people who saw content.

Impressions

Total displays of content.

Engagement

Likes, comments, shares, clicks.

Sentiment analysis

Positive/neutral/negative tone.

Conversions

Actions taken (signups, downloads).

Share of voice

Brand mentions compared to competitors.

Click-through rate

% who clicked.

Audience growth rate

Speed of follower growth.

PR = relationship building

Two-way communication.

Strategy

Decisions must be intentional and evidence-based.

Ethical responsibility

Honesty, fairness, accountability.

Audience-centered communication

Start with public needs.

Clear writing

Concise, purposeful PR writing.

Media materials

Pitches, releases, media lists.

Research & listening

Foundation of effective PR.

Trend monitoring

Understand media environment.