PUR3000 Exam 1

Accredited Business Communicator (ABC)

Credential awarded by IABC to recognize communicators who have reached a globally accepted standard of knowledge and proficiency in their chosen field

Accredited in Public Relations (APR)

Credential awarded by PRSA and other UAB affiliates to those who have demonstrated competency in the knowledge

Authenticity

The degree to which one communicates reliably

Conversational Voice

An authentic, engaging, and natural style of communication that publics perceive to be personable

Crowdsource

To obtain information or input into a particular task or project by enlisting the services of a number of people

Deontological Ethics

System of decision-making that focuses on the moral principles of duty and rules

Distributed Public Relations

Intentional practice of sharing public relations responsibilities among a broad cross section of an organization's members or employees

Dominant Coalition

Group of people with the greatest influence in determining how an organization operates and pursues its mission

Ethics

Moral principles that govern a person's or group's behavior

Flaming

Hostile communication among internet users

Feedback

Information returned from the environment in response to an organization's action or communication that can be used for continuous adjustment and improvement of the organization

General public

A nonspecific term referring to everyone in the world

Integrated communication

Communicating with publics consistently across organizational functions including public relations

Listening

Deliberately paying attention to and processing what others are communicating. In public relations and organization communication

Management function

Part of an organization involved in its overall leadership and decision-making

Nongovernmental organization (NGO)

A group of people organized at the local, national or international level, often serving humanitarian functions and encouraging political participation. Many NGOs work closely with the United Nations

Organization

A group of people organized in pursuit of a mission

Proactive

A management style that is anticipatory

Public Relations

Management of communication between an organization and its publics

Publics

Groups of people with shared interests. An organization's publics either have an effect on the organization, are affected by the organization, or both

Reactive

A management style that mainly responds to problems as they arise rather than anticipating them and averting them

Social media influencer

Social media user who has earned credibility with specific publics and who can be instrumental in strategic communication programs because of his or her reach and engagement

Spin

Disingenuous strategic communication involving skewed interpretation or presentation of information

Transparency

Deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics; in research, openness in describing and explaining methods

Two-way communication

When both parties send and receive information in an exchange, as opposed to the one-way dissemination of information from an organization to its publics

Codes of ethics: themes, purpose, who has them?

Focuses on fairness and honesty. To articulate an organization's values and guide their members. Professional organizations such as PRSA and IPRA have them

What are the Page Principles?

1. Tell the Truth

2. Prove it with action

3. Listen to the customer

4. Manage for tomorrow

5. Conduct PR as if the whole company depends on it

6. Remain clam

90-10 Rule

According to Arthur Page, 90% of good PR should be determined by what an organization does, and about 10% by what they say

You've joined a group of students that wants to reduce the cost of living in campus dorms. Together, you draft a petition to present to the university's housing office, but first, you need other students to sign the petition. In this example, the university housing office is considered:

A public

Which of the following is NOT a principle of public relations management?

Manage for today

According to Arthur Page, 90 percent of good public relations must be determined by an organization's:

Actions

To engage in listening (and not just hearing), organizations must:

Be responsive to feedback

Who is responsible for public relations in an organization?

Everyone in the company

After the This Is Us finale put Crock-Pot's reputation at risk, how did the organization shift its public relations efforts to address concern over the safety of its slow cooker?

It shifted from a technical communication style to one that was more good-humored

Imagine this scenario: A major crisis unfolded for an airline when one of its flight attendants attacked a passenger, and video of the attack was shared on Twitter. The airline's chief communications officer has called you in to help resolve the crisis. This is an example of:

Reactive public relations

According to Philip Seib and Kathy Fitzpatrick, what is the source of many ethical dilemmas public relations practitioners face?

Competing duties

When should public relations practitioners study principles of ethical reasoning?

Throughout their careers

Codes of ethics are advantageous because they:

Provide guidelines for making decisions

Advocacy

Public promotion of a cause

Asymmetrical model

Model of PR in which communication is two-way but unbalanced

Flash mob

When a group of people plans and executes a surprise public event or performance that is usually organized via electronic media and unanticipated by those who are not participants

Material information

Any information that could influence the market value of a company or its products

News release

(aka press release) A statement of news produced and distributed on behalf of an organization to make information public. Traditionally have been issued to news media with the intent of publicizing the information to the news organization's readers

Objectivity

State of being free from the influence of personal feelings or opinions in considering and representing facts

Organic search results

Search engine results that are generated because of their relevance to the search terms entered by users and not resulting directly from paid placement as advertising

Press agentry/publicity model

Model of PR in which communication is mostly one-way

Propaganda

The spread of information used. to promote or support in a particular point of view. In modern use

Pseudo-event

An event organized primarily for the purpose of generating media coverage

Public information model

Model of public relations in which communication is mostly one-way

Public information officer (PIO)

A public relations person

Search Engine Optimization (SEO)

Process of improving the position of a specific website in the organic search results of search engines

Status conferral

When media pay attention to individuals and groups and therefore enhance their authority or bestow prestige to them

Symmetrical model

Model of PR in which two-way communication is mostly balanced

One-way communication

All about getting info out and, in the case of press agentry, getting attention. The public information model is one-way too, but it is more concerned with accuracy. Dissemination of information from an organization to its publics

Two-way

Model ranges form asymmetrical to symmetrical. When both parties send and receive information in an exchange

What are some of the major motivations for PR throughout the ages?

Business

Ivy Ledbetter Lee

Father of PR

Which of the following is considered a hallmark of the press agentry/publicity model?

Propaganda

Which two people are often regarded as the founders of public relations?

Lee & Bernays

Annual reports and quarterly profit/loss statements are examples of which of the following?

Material information

Edward Bernays' bacon-and-eggs "study" is an example of which model of public relations?

Two-way asymmetrical

In the public information model, communication tends to be:

one-way

The press agentry/publicity model is most closely associated with which public figure?

P.T. Barnum

Public relations practitioners who represent a religion or faith may consider joining which professional organization?

Religion Communicators Council

The main purpose of a pseudo-event is to:

Generate media coverage

Which of the following is NOT one of the major motivations for public relations?

Affinity

In search engines, ________________ show the URLs that are most relevant based on search terms, rather than advertisements.

Organic search results

Advertising

Media space purchased by sponsors to persuade audiences; or the practice of planning and producing this service

Advertising Value Equivalency (AVE)

A calculation of the value of news or editorial coverage based on the cost of the equivalent amount of advertising space or time

Analytics

Researching online data to identify meaningful patterns. In strategic communication

Augmented reality

Technology that overlays digital information onto media representations of the real world

Banner ads

Advertisements on web pages designed to encourage users to click to reach an advertiser's site

Black box fallacy

False notion that predicts that most human communication needs will eventually be satisfied with a single device

Brand journalism

Application of journalistic skills to produce news content for an organization to communicate directly with its publics without going through a third-party news organization

Click-through rate (CTR)

Percentage of users who view an ad on the web and click on it to reach an advertiser's site

Content marketing

Development and sharing of media content to appeal to consumers as part of an indirect marketing strategy in which consumers are drawn primarily to media content instead of directly to the product being marketed

Cost per thousand (CPM)

A measure of advertising reach that represents the cost of an advertisement relative to the estimated size of the audience

Cultural convergence

When various forms of culture are exchanged

Economic convergence

When various media organizations and functions are merged under a single ownership structure. This form of media convergence is different from the term economists use to describe trends in world economies

Inbound marketing

Marketing strategy that focuses on tactics for attracting customers with useful, entertaining or valuable information that customers find on blogs, search results and other forms of online and social media

Integrated marketing communication

Strategic coordination of communication functions such as marketing, advertising and publicity to achieve a consistent concept in consumers' minds

Market skimming

Marketing strategy that starts with higher prices for early adopters of unique products and services and then lowers prices later to sell to a broader base of consumers when competitors enter the market

Marketing

Business of creating

Marketing mix

Combination of product, price, place, and promotion strategies in support of profitable exchange

Participatory culture

A culture in which private citizens and publics are as likely to produce and share as they are to consume; commonly applied in mediated contexts in which consumers produce and publish information online

Pre-roll advertising

A commercial ad is displayed as online video before the desired video is shown

Professional convergence

When various functions of professional communication such as publicity, advertising, online services and marketing are combined to improve strategy

Publicity

Unpaid media coverage

Search Advertising

Paid placement of advertising on search-engine results pages. Ads are placed to appear in response to certain keyword queries.

Target audience

Group of people strategically identified for their propensity to consume an organization's products

Technological convergence (aka digital convergence)

When information of various forms such as sound, text, images, and data are digitized, affording communication across common media

Third-party credibility

Tendency of people to attribute greater trustworthiness or expertise to a source other than the original sender of a persuasive message

Word-of-mouth promotion

Passing of information and recommendations from person to person

What are the types of convergence processes?

Technological, cultural, economic, and professional

What are the four P's?

-product

-price

-place

-promotion

What are the four C's?

-Consumer wants and needs replace Product

-Cost to satisfy wants and needs replace Price

-Convenience to replace Place

-Communication to replace Promotion; remember two-way communication

Suppose Microsoft creates a new device that merges formerly separate technical capabilities. This is best described as:

Technological convergence

In a participatory culture, publics are just as likely to consume media as they are to:

Produce media

The video advertisement that plays before the YouTube video you've selected is best described as:

A pre-roll ad

You’re one of the first people to purchase the newest iPhone for $1,200. Six months later, you notice the price has dropped to 800, and more of your friends are making the switch to the new phone. This price strategy can be described as:

market skimming