This is the second half for final Exam

Hotel chains spend an exorbitant amount of money, water, and energy laundering towels each day when, in reality, the towels could be used multiple times by a guest with no ill effect. Placing small placards in hotel rooms saying "Most of our hotel guests prefer to reuse their towels" greatly increases the chances that guests will comply with that request. This is an example of ____________ in the persuasive process.

an appeal to social norms

The prevailing view shared by a majority of people, or a general, aggregate view that represents the consensus of a significant number of individuals, is more commonly known as:

public opinion.

Why does audience participation tend to help persuasive efforts?

By participating in a tangible action related to a cause they endorse, audience members can see behavioral proof of their commitment: "I'm volunteering here, so I must believe in these principles."

The two-step flow theory, multiple-step flow theory, N-step theory, and diffusion of innovations theory all attempt to explain:

how public opinion forms.

A message from a low-credibility source will actually increase in persuasiveness under the right circumstances, such as when it is dissociated from the source; this is known as __________.

the sleeper effect

The process of raising public awareness and involvement in a conflict by emphasizing its seriousness or importance is known as ____________ and is often practiced by the mass media.

escalation

Source credibility is based on the perceived charisma, sincerity, and ___________ of the communicator.

expertise

WoeBeGone Pharmaceutical Company wanted to persuade the public about the benefits of its new pain-relieving ointment, so it arranged for Tiny O'Toole, a popular child actor on the hit television series Huh?! Wha' Happened? to tout the product. "Ah skinned mah knee and it hurt real bad," the little tike lisped. "Then Ma rubbed WoeBeGone on my boo-boo and it felt allllll better. I was like, 'Huh? Wha' Happened?' to the pain?" Unfortunately, this campaign was a huge flop, primarily because Tiny O'Toole lacked __________ as a message source.

expertise

Compared to the others, which person's circumstances show a focus on the LOWEST of Abraham Maslow's hierarchy of needs?

Gordie works hard as an attorney only so that he can attract more clients, make more money, and be secure in the knowledge that his family can survive.

Compared to the others, which channel of communication is BEST suited to offering in-depth information and discussing conflicting views on a topic?

Newspapers

Prominent members of the community, including celebrities, entertainment figures, experts such as professors or business leaders, or members of one's own family or social group, who are respected for their expertise or experience regarding certain subject areas are known as:

opinion leaders.

_____________ proposes that people adopt new ideas or products in five stages: awareness, interest, evaluation, trial, and finally adoption.

Diffusion of innovations theory

As the applause subsided, the speaker cleared her throat at the podium. "Thank you for having me here today," she began. "Let's make the most of our time together, because statistically, one out of every five of you will be dead within the next two years..." Which aspect of Monroe's Motivated Sequence is the speaker utilizing?

Attention

Which statement accurately summarizes how audiences interact with persuasive messages?

People seek and support messages that support their currently held beliefs and avoid those that challenge these attitudes.

Why is persuasion comparable to negotiation?

Both are techniques used to bring people with different positions, and nearly always some degree of conflict, into alignment.

FlerpCo, Inc. controls 80 percent of the market share in its industry sector. Client surveys indicate that the majority of customers are satisfied with FlerpCo products, would buy them again in the future, and would recommend FlerpCo to their friends. Which persuasive strategy should FlerpCo's public relations department pursue?

Maintain favorable opinions

People who were born between 1946 and 1964 are known as:

Baby Boomers.

SplompCo found itself making headlines when shards of glass were found in its dessert products. The CEO of SplompCo took to the media: "This is not correct. There are no shards of glass in any of SplompCo's products, other than our Shards O' Glass Decorative Planters. This did not happen. There is no crisis here." Which crisis communication strategy is the CEO relying on?

Denial

SygBegyndt, an international manufacturer of antacid tablets, found that a recent product release inadvertantly contained unacceptably high levels of magnesium. Its public relations team immediately leapt into action, making every effort to contact suppliers, consumers, the media, distributors, and anyone else potentally affected by this error. The team remained on high alert around the clock, implementing the crisis management plan and overseeing efforts to rectify the situation. In short, the public relations team was involved in:

crisis communication.

Ransomware is a type of _______________ that takes a computer system and its data hostage, making them inaccessible until a ransom is paid to the cybercriminals

malware or harmful software

__________ refers to strategies and actions taken to rectify an organization's reputation after it has been damaged by unfavorable publicity or a crisis.

Image restoration

When does a litigation public relations team get involved in the process of conflict management?

When a conflict can't be resolved and it evolves into a lawsuit

AccuBlap Corporation and Frepulod, Inc. struggle against each other to gain market share in their product sector, to court and retain new customers, and to attract qualified employees from a limited, specialized pool. AccuBlap and Frepulod are in __________ with each other.

competition

__________ is one of the first factors to be considered when formulating a public relations response to a situation involving competition and conflict.

The amount of public awareness of a controversial situation

Reputation management takes place during the _________ phase of the conflict management life cycle.

recovery

__________ involves continual monitoring of traditional mass media, social media networks, trade media, industry-related blogs, and proposed or enacted legislation on topics that could possibly affect the organization.

Environmental scanning

Which type of crisis typically threatens an organization's revenues, market share, stock price, or even the safety of its customers?

Operational crisis

The seriousness of a threat is one of two factors that need to be considered when an organization takes a stance on a conflict. What is the other factor? 

resources

Compared to the others, which situation BEST illustrates the impact of a business taking a stand on an issue related to social conflict?

Chloe buys shoes from companies whose CEOs and boards of directors have publicly stated that they do not endorse child labor in their or their suppliers' manufacturing plants.

Building high credibility and trust in an organization among key publics is often a basic-level strategy of ___________, to thereby soften the impact of negative publicity and criticism.

conflict positioning

Many organizations have established DEI programs, policies, and initiatives. DEI in this context stands for:

Diversity, Equity, and Inclusion.

Compared to the others, which response strategy is closer to pure advocacy than it is to pure accommodation?

Arguing

Fotoglonk, a film developer specializing in high-volume industrial and commercial photographic services, found that it needed to rectify its reputation after it was damaged by unfavorable publicity. In other words, Fotoglonk needed to engage in:

image restoration.

__________ primarily deals with the marketing and promotion of goods and services in relationship to other organizations that offer similar products to the consumer public.

Competition

The social media website B✈LeaveMe posted a news story claiming that Pope Francis secretly met with Vladimir Putin to orchestrate an international lentil shortage, in retaliation for Joe Biden's interference with Argentina's plans to sink the US dollar through irresponsible fiscal policies. The story went viral, with thousands of people posting it to other social media sites and conservative commentators using it as the lead story on their broadcasts for four days in a row. There was only one problem with all of this, however. What do you suppose that problem was?

The story was completely fabricated as "fake news."

People born between 1996 and 2012 are collectively known as:

 

Generation Z.

Alan was born in 1963 as a member of the baby boomer generation. Statistically and generally, his attitudes, values, experiences, and other characteristics are likely to be in line with:

Generation X.

In terms of consumer messaging, members of the Silent Generation are likely to seek and prefer:

value, facts, and expertise.

Compared to married straight couples, married same-sex couples have an average annual income that is:

higher.

Online and social media are especially important for communicating with:

Generations X, Y, and Z.

Cassandra was born in 1983, making her a member of:

the millennial generation.

Well-organized groups whose characteristics are already known or defined, often because they are bound by common interests, values, or other characteristics, are known as:

prepackaged publics.

When pollsters assess which institution is perceived by respondents as being the LEAST trusted-the media, business, government, or nongovernmental organizations (NGOs)-which entity fares the worst?

Government

On average, a woman earns __________ for every dollar a man earns, and the ratio is even worse for Black and Hispanic women.

82.3 cents

Ethnic media channels have:

marketed themselves only to older individuals.

Isabella identifies as an Asian American. Statistically, Asian Americans are:

an affluent ethnic group in the U.S. and heavy users of media

Generation X has also been referred to as:

the neglected generation.

Compared to the others, which social media platform functions as a news source for the greatest number of users?

Facebook

Compared to the others, which person is statistically MOST likely to spend time watching traditional television, as opposed to a TV connected device, such as a tablet or smartphone?

Rosemary, a 72-year-old woman

Thurston is 72 years old and has a PhD in chemical engineering. All else being equal, Thurston is especially likely to respond well to:

print media.

By recent count, former basketball great Shaquille O'Neal has been a spokesperson for Papa Johns Pizza, The General Insurance, Gold Bond Medicated Body Powder, Icy Hot Pain Reliever, Taco Bell, Wheaties, and a host of other products and services. However, it is doubtful that Shaq has specific technical knowledge regarding nutrition, analgesia, or state-by-state legal requirements for operating a motor vehicle. As such, Shaquille O'Neal is a(n) ___________ but not necessarily a(n) __________.

influencer; expert

Stereotypically, almost half of all Gen Z's:

feel like they are constantly stressed.

It's been said that "a strong backbone is the key to surviving in the world of PR." What does this phrase mean?

Rejection-by potential clients, by journalists pitched a news release, by the public-is a daily occurrence in the world of public relations.

An ANR uses actualities; what does that mean?

An audio news release uses recordings of music, sounds, or soundbite quotes to make the release more authentic and interesting.

Conducting a satellite media tour means that:

interviews with a series of TV reporters or talk show hosts are conducted from a fixed location (usually a television studio) via satellite, Skype, or another online videoconferencing platform.

Savvy public relations personnel know to put key information in the first 70 characters of a news release headline. Why is that?

That character range is what gets included in Google search engine results and email subject lines.

What advantage is there to a public relations firm in supplying a fact sheet to journalists or other media outlets?

Fact sheets should improve the accuracy of media coverage because they give basic facts about an organization and its products and services.

Rolando was excited to be preparing a news release for his first mass media campaign. "We've got this great storehouse of video clips that we can plunder!" he enthused. "I've got quotes from experts, celebrities, and a satisfied customer, and our target audience has a lot of disposable income and an itch to buy!" "Great, wonderful, super," muttered the CEO. "But first, please tell me this..."

"What is the objective, and what is the key message?"

Hondo wants to impress his new employers at McMann and Tate, a public relations firm. As such, he sets up a URL that journalists can type into a search engine to access news releases:

www5.TateMcInc.net/NEWS/news/updates.news.current/97752_20423_1AQ9/x7/GoNewsNow/latest-releases

Which fundamental PR error has Hondo committed?

News releases distributed online are effective only if the organization makes it easy for the media and the public to find the content.

An effective pitch should be about _________ in order to be reviewed using electronic means, such as checking an email message on a smartphone.

50 to 100 words

During a segment of the cartoon program Quick Draw McGraw, Augie Doggie and Doggie Daddy are discussing an unfortunate accident that befell Tennessee Tuxedo. In the middle of the conversation, Doggie Daddy prominently sips coffee from a Chock Full O' Nuts cup while Augie Doggie munches a U-NO chocolate candy bar. These images are examples of:

product placements.

All of these events are circumstances that might warrant assembling a press conference EXCEPT:

The renovation of a shopping mall that had a grand opening a month ago.

The journalistic approach to writing news stories, in which information is presented in descending order of importance, is known as:

the inverted pyramid structure.

An image that uses graphics, shapes, color, and short copy to convey information rapidly, in a more visual form than just text, is called a(n):

infographic.

When preparing a video news release, a savvy public relations professional should include __________, which is not scripted or edited but contains additional soundbites and clips that can serve as a backdrop to a current news story that otherwise would not have any video accompanying it.

B-roll

Salty's Beef-N-Burger is rolling out a new menu item, the SuperSteakSizzlingSupreme with Bacon and Cheese, and it wants to make a big splash in the fast-food industry. As such, Salty's PR team has invited numerous journalists, influencers, bloggers, and others to a "sneak tasting" of the new menu offering a month before it becomes available to the public. This is an example of a(n):

media preview.

Which activity can be equally successfully accomplished through newspaper and magazine articles, radio, or television and film?

Interviews

Techniques and tactics that are used to increase the number of visitors to a website, by obtaining a high-ranking placement in the search results page of a search engine, such as Google, Baidu, MetaCrawler, and Yahoo, are collectively known as __________.

search engine optimization