PR Final Exam High-Yield Vocabulary

Comprehensive vocabulary flashcards covering the major concepts, historical figures, and strategic frameworks for the PR final exam.

Goals

Broad, general overall desired outcomes of a program.

Objectives

Specific and measurable outcomes that follow the SMART criteria.

Strategies

The overall approach or plan chosen to achieve goals.

Tactics

The specific actions or tools used to implement strategies.

SMART Objectives

An acronym indicating that objectives should be Specific, Measurable, Achievable, Realistic, and Time-based.

Outputs

Effort or work completed, such as the number of news releases sent, posts created, or events held.

Outcomes

The actual impact or results of PR efforts, including opinion change, behavior change, or increased awareness.

The Communication Staircase

The typical progression from 1. information to 2. opinion to 3. attitude to 4. behavior.

Behavior

The final stage in the communication staircase and the hardest element to change.

Formative Research

Research conducted BEFORE or during a campaign to help shape the program.

Summative Research

Research conducted AFTER a campaign to evaluate its effectiveness.

Primary Research

New and original research, such as surveys, interviews, and focus groups.

Secondary Research

The use of already existing information to guide a campaign.

Formal Research

Scientific, generalizable, and structured research methods.

Informal Research

Casual research based on personal contacts that is NOT generalizable.

Random Sample

A sampling method where everyone has an equal chance of selection, making the research more scientific.

Focus Groups

A qualitative research method involving small discussion groups that are NOT random and NOT highly scientific.

Treatment Group

The group in a study or campaign that receives the specific treatment or campaign intervention.

Control Group

The group that does NOT receive the treatment, used as a baseline to compare results.

Benchmarks

A starting point measurement taken before a campaign to evaluate future progress.

SWOT Analysis

A tool used to identify internal Strengths and Weaknesses and external Opportunities and Threats.

Diffusion Theory

A concept stating mass media influences awareness initially, while interpersonal communication influences action later.

Cybernetics

A feedback loop process involving sending a message, receiving feedback, and adjusting strategy for self-correction.

False Consensus

The mistaken belief that everyone agrees with a position when they actually do not.

Dissemination

The distribution of information, which does NOT automatically equal effective communication or behavior change.

Reputation

A long-term perception of an organization that is considered more important than its short-term image.

Image

A short-term perception of an organization.

Readability Tests

Tests that measure the structural ease of reading; typical media writing should be at an 8th–10th grade level.

Publicity

Information provided to the media that is unpaid and uncontrolled by the organization.

Advertising

Information placed in the media that is paid for and controlled by the organization.

Marketing

A function defined by exchange, usually involving money for products or services.

Communication Technician

A entry-level worker role focused on writing, editing, and execution with less power than manager roles.

Lobbying

The PR function focused on influencing legislation.

Issues Management

The proactive process of preventing problems before they occur.

Ivy Lee

A PR pioneer who emphasized honesty and transparency in his Declaration of Principles.

Edward Bernays

A historical figure who emphasized psychology and persuasion, known for the Lucky Strikes campaign.

Arthur Page Society

An invitation-only group for elite PR leaders that emphasizes truth, ethics, and PR's central role in organizational success.

P.T. Barnum

A figure associated with the press agentry stage of PR characterized by hype.

Open System

A PR model that adapts to feedback and listens to the environment; preferred for good PR.

Closed System

A system that ignores the environment and relies on one-way communication.

Truth

The best defense against a charge of libel.

Proactive PR

A strategy centered on planning ahead, relationship building, and problem prevention.