Module 1-4 Public Relations Lecture Notes

Comprehensive practice flashcards covering definition of PR, historical models, key figures like Arthur Page and Edward Bernays, ethics, and relationship management concepts from the lecture and reading materials.

The PRSA defines public relations as a __________ communication process that builds mutually beneficial relationships between organizations and their publics.

strategic

Disingenuous strategic communication involving a skewed interpretation or presentation of information is known as __________.

spin

The process of obtaining information or input into a particular task by enlisting the services of a number of people, typically via the internet, is termed __________.

crowdsourcing

Arthur Page's __________ rule states that 90 percent of good PR should be determined by what an organization does, and 10 percent by what they say.

90-10

The deliberate attempt to make available all legally reasonable information for the purpose of enhancing the reasoning ability of publics is called __________.

transparency

The RACE model for public relations stands for Research, __________, Communication, and Evaluation.

Action

A management style that is anticipatory, change-oriented, and self-initiated is called __________.

proactive

The group of people with the greatest influence on how an organization operates, including CEOs and board members, is the __________.

dominant coalition

Systems of decision-making that focus on rules are known as __________ ethics.

deontological

The PR model in which communication is mostly one-way and initiated with little concern for accuracy to gain attention is __________ /publicity.

Press agentry

The PIO, or __________, is a PR person often in a government position tasked with disseminating timely and accurate information.

Public Information Officer

Edward Bernays' "Torches of Freedom" campaign focused on marketing __________ to women to fight social prejudice.

cigarettes

The false notion that a single device will eventually satisfy all human communication needs is called the __________ fallacy.

black box

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

Cost per thousand (CPM)

According to the calculation in the notes, if 1,000 people view an ad and 15 people click it, the Click-through Rate (CTR) is __________.

$$1.5\%$$

McCarthy's Marketing Mix includes the 4Ps: Product, Price, Place, and __________.

Promotion

The tendency of people to attribute greater trustworthiness to a source other than the original sender is called __________.

third-party credibility

Lauterborn’s 4 Cs of integrated communication include Consumer, Cost, Convenience, and __________.

Communication

The EU regulation that went into effect in May 2018 to protect individuals' privacy and personal data is the __________.

General Data Protection Regulation (GDPR)

One-sided relationships that people establish with organizations, brands, or individuals are called __________ relationships.

parasocial

When a public relations person approaches a journalist or editor to suggest a story idea, it is called __________.

pitching

In relationship management, __________ relationships are those where each party gives benefits with the expectation of receiving comparable benefits in return.

exchange

According to Hon and Grunig, the outcome of __________ includes integrity, dependability, and competence.

trust

Kelly’s 4 Rs of stewardship for donor relationships include Reciprocity, Responsibility, Reporting, and __________.

Relationship nurturing

Working to influence the decisions of government officials on matters of legislation is specifically called __________.

lobbying

The ethical doctrine holding that the best courses of action are found between extremes is known as the __________.

golden mean

A company’s commitment to allocate resources to benefit society and the environment is known as __________.

Corporate Social Responsibility (CSR)