ADPR 1-9
Chapter 1
In defining public relations, the Public Relations Society of America adopted a new definition in 2012. Fill in the missing part of the adopted definition. "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and its _______."
publics
While there is not one agreed upon definition of PR, what common characteristic seems to be in most?
Relationship building
(true or false) Theory sets the foundations for the work of public relations practitioners and helps guide the development of strategies and tactics.
True
This theory was first introduced in 1972 by Maxwell McCombs and Donald Shaw and focuses on the media setting the agenda for what the public should be focused on consuming.
Agenda setting theory
This theory was developed by Erving Goffman in 1974 and states the way content is presented to the public affects how it is accepted and understood
Framing theory
Developed by Howard Laswell in 1927, this theory has also been called the Hypodermic Needle Theory.
Magic bullet theory
Theory was developed by Leon Festinger in 1957 and supports when there is a contradiction between someone's beliefs and their behavior or attitude, they alter behavior or attitude because it's uncomfortable.
Cognitive dissonance theory
First developed by James Grunig in 1968, seeks to explain why some publics are active and seek out information while others are passive and simply process information provided to them.
Situational theory of public
This theory calls for the use of two-way symmetrical public relations and for there to be a balance between meeting the needs of an organization and the needs of the public.
Excellence theory
This group exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practices, and creating networking opportunities.
Public Relations Society of America
Chapter 2
True or False: Inez Kaiser was the first African-American woman to open a PR firm.
true
True or False: George Creel worked for Theodore Vail and was assigned to begin a publicity and advertising program within AT&T.
false
True or False: George Creel is credited for establishing the first Committee on Public Information (CPI) and the 4-minute Men.
true
True or False: Edward Bernays was the nephew of Sigmund Freud and offered the first public relations course in the nation.
true
True or False: The origins of news writing can be traced back to China and the Roman Empire.
true
True or False: The Lucy Stone League encouraged women to keep their names after marriage.
true
True or False: A press conference is an example of the two-way asymmetrical model.
true
True or False: The public information model applies one-way communication tactics from an organization to the public in order to promote a product or service.
false
Which model of public relations is considered the ideal and was later renamed the Excellence Model?
Two-Way Symmetrical Model
Which model of public relations gains feedback that is considered unbalanced?
Two-Way Asymmetrical Model
Which of the following is the largest independently-run public relations firm?
Edelman
Who is considered the first lady of public relations?
Betsy Plank
What PR pioneer helped turn around the J.D. Rockefeller name?
Ivy Lee
What PR pioneer taught at Stanford and founded the Public Relations Journal?
Rex Harlow
/
Business partner and wife of Edward Bernays, this feminist pioneer was the first woman to use her maiden name on her passport and on her daughters' birth certificates.
Doris Fleischman
Chapter 3
True or False: Most ethical dilemmas do not have a clearly defined right or wrong solution.
True
True or False: PR professionals have the power to use information to benefit themselves and their organizations.
True
True or False: Public relations has a governing body that sets guidelines and benchmark practices to assist practitioners in making sound professional decisions.
True
True or False: Public relations practitioners do not have an obligation to the truth.
False
True or False: Oftentimes, users are ignorant of the ways their data are being used to target them.
True
True or False: PR practitioners provide recommendations supported by their own thoughts and experiences in order to develop the best strategy.
True
The determination of right and wrong is based on ___.
The individual and the context
Perceived truth is a social construction created through ___.
Culture, experience, and religion
The growing level of mistrust between the public and government stems from ___.
A growing body of fake news and alternative facts
Who is one of the founding fathers of PR?
Edward Bernays
Public relations practitioners are often considered the ___ of their organizations.
corporate conscience
Persuasion is considered ethical as long as it allows ___.
Free and informed decision making
Which of the following is NOT an example of a professional value?
Competition
Why was Roseanne Barr fired from ABC?
A post on X (formerly known as Twitter)
Founders Brewing Company was sued for ___.
racial discrimination
Chapter 4
True or False: Integrated marketing communications (IMC) is a one-way communication process.
False
True or False: According to a study conducted by BrightLocal, 91 percent of 18-34-year-olds trust personal recommendations more than online reviews.
true
True or False: Advertising is a paid form of persuasive communication that uses media (mass and interactive) to connect with a target audience.
true
True or False: Public relations professionals rely on journalists to get their information into traditional news outlets.
true
True or False: Marketing, advertising, and journalism intersect with public relations.
true
True or False: According to the Nike "For Once Don't Do It" ad highlighted in the chapter, consumers expect brands to speak out.
true
What does the acronym PESO refer to?
PESO stands for Paid, Earned, Shared, and Owned media.
According to the PESO model, a blog post written by your company is a form of what kind of media?
owned media
According to the PESO model, reposts and likes are a form of what kind of media?
Shared media
According to the PESO model, a Facebook ad is a form of what kind of media?
Paid media
According to the PESO model, a YouTube video on your company's channel is a form of what kind of media?
owned media
As marketing shifted to digital and became more customer-focused, Bob Lauter born suggested changing the 4 Ps to the.
4 C's
The key functions of advertising are to identify, inform, and ___
persuade
When was the PESO model first introduced?
2014
According to the PESO model, word-of-mouth marketing is a form of what kind of media?
earned media
Chapter 5
True or False: According to the text, a primary public is your most important public.
True
True or False: Formative research occurs at the end of the planning process.
False
True or False: Qualitative research practices can be used to assess social media data such as analyzing sentiment, reposts, or shares.
True
True or False: Once the research phase is complete, the PR practitioner moves on to the planning phase.
True
True or False: Interviews can involve direct conversations with various publics.
True
True or False: Campaigns don't need a specific start and end date.
False
True or False: Focus groups must be conducted face-to-face or by phone.
False
What does the acronym SWOT stand for?
Strengths, Weaknesses, Opportunities, Threats
Define publics in the context of PR.
Groups of people with common interests that are important to an organization
Define secondary publics.
Those who may express an interest in your product or service
in PR what is casual research?
Casual research is typically less structured and less formal than more rigorous research methods like surveys, focus groups, or experiments. It is often used as a preliminary step to inform and guide more in-depth research efforts
Chapter 6
True or False: The letter "P" in the RPIE model stands for planning.
True
True or False: Strategic planning is a key component to creating value for an organization or brand.
True
True or False: The letter "A" in the PACE mindset stands for automation.
False
True or False: Making certain that the objective you set is possible to attain is at the core of being timely.
False
True or False: Without developing tactics, the strategy becomes useless.
true
True or False: Measurement and evaluation are basically the same thing in the context of PR.
False
True or False: Deborah Mills-Scofield argues that business in the 21st century should focus more on outputs than outcomes.
False
What do the letters of the acronym GOST represent?
goals, objectives, strategies, tactics
What is a smart goal?
Specific, Measurable, Attainable, Realistic, Timely
What are the five Ws as outlined in the chapter?
Who:
What:
When:
Where:
Why:
________ are very specific and can be changed based on the fluidity of the plan.
tactics
What is a buyer persona?
A semi-fictional representation of your ideal target audience member created by using real data that is agreed to represent the existing target audience
A good ________ will always have a clear purpose that aids the strategy.
goal
Many public relations plans start with identifying the organization's __________.
mission
Chapter 7
t or f: A key message is the takeaway, or essence of what is being communicated
true
t or f: Nurturing existing relationships help nurture your reputation.
true
t or f: It is uncommon for public relations professionals to communicate messages on behalf of the organization.
false
t or f: The PESO model was championed by Gini Dietrich.
true
t or f: Best practices of implementing the PESO model suggest public relations practitioners and brands should try to boost every social graphic or blog post.
false
t or f: If you had to label PR and force it into only one of the PESO model pillars, the media it most closely aligns to would be earned media.
true
t or f: A direct mail flyer is an example of a controlled channel
true
t or f: A news release is an example of a controlled channel.
false
t or f: An organization's Facebook post is an example of an uncontrolled channel.
false
Which of the following are NOT a core attribute of a key message as outlined in the chapter?
banal
Taking the time to distinguish how your ________ prefers to receive their information is worth taking the time to figure out.
target audience
Which type of media is sometimes found to be most trustworthy by the general public?
earned
Which of the following is a tool used by PR practitioners to help stay focused on sharing media?
content calendar
Billboards are an example of what type of media?
paid
A video news release is an example of what type of media?
owned
Chapter 8
True or False: AVE (Advertising Value Equivalent) is an effective measurement of the effectiveness of PR programs.
false
True or False: The Barcelona Principles were created to get people used to being measured on results, not what they did.
true
True or False: Identifying the amount of likes and shares your posts receive demonstrates an understanding of social media metrics.
false
True or False: You need a business account in order to access analytics on Instagram, Pinterest, and Snapchat.
true
True or False: Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation.
true
True or False: Qualitative metrics measure non-numerical data.
true
Define the purpose of message testing.
To identify words that may be confusing or content that could be read differently than it was intended
What is a technique used to conduct message testing?
InterviewsExploring individual opinions regarding specific contentSurveysAll of these are techniques used to conduct message testing
When were the Barcelona Principles written?
2010
Which of the following are social media metrics you should use to evaluate your campaign's effectiveness?
EngagementAwarenessShare of voiceAll of these are social media metrics you should use
Which of the following is NOT an example of message testing?
ROI
Which of the following are examples of measurable output objectives?
The number of tweets or Instagram posts created
Which of the following are NOT a way to increase the readability of a website?
including GIF's
PR measurement and assessment standards should include which of the following?
PR objectives; affected audiences; phase or lifecycle of the problem; provide measures of creation, reliability, and validity
According to PRSA, campaigns tend to fail for which of the following reasons?
People are misinterpreting your messaging
you are not reaching your intended audience
some people ignore your information
all of the above
Chapter 9
True or False: A media advisory is a memo that notifies selected media about an upcoming newsworthy event or item
true
True or False: Feature stories are typically time sensitive and include multiple things that are highlighted and expanded upon for a deeper understanding
false
True or False: A planning sheet, or basic outline to help organize and prep the writer, can be helpful to focus attention on key components of the written communication
true
True or False: At the foundation of public relations, organizations aim to develop mutually beneficial relationships with the target public
true
True or False: There is no space for opinions in PR writing
false
True or False: While most often the media pitch starts as an email, somtimes the written media pitch is followed by a phone call
true
True or False: If used correctly and only when something is genuinely newsworthy to share, news release has the ability to earn you valuable media mentions
true
___ refers to lighter information that pertains to developments without major consequences; generally written for entertainment
soft news
What publication is often referred to as the journalist's Bible?
(associated press)AP stylebook
Often referred to as the opposite of name-calling, ___ includes words of praise or positivity toward a person, place, or thing without giving them a concrete reason
Glittering generality
Who is believed to have written the first corporate news release?
ivy Lee
Which of the following is NOT an element to include in a news release?
Testimonial
Which of the following are examples of what should be included in a media kit?
All of these: Company overview, contact information, logos
___ is also a tactic that public relations writers can use to present their opinions of an individual, organization, or brand
Advocacy
A ___ is a memo that notifies selected media about an upcoming newsworthy event or item
media advisory
chapter 10
true or false a crisis is any event that leads to any kind of negative consequence or situation
true
True or False: A crisis of deception is a type of crisis that can include anything from cost increases to lack of funds
fasle
True or False: The increased reliance on social media as a public relations outreach tactic has created unique challenges for public relations practitioners trying to handle crises
true
True or False: Organization should pay close attention to both its stakeholders and those who dislike the organization
true
True or False: When navigating a crisis, you should develop a strategy to contain and counteract, not react and respond
true
True of False: In the vast majority of instances, the most dangerous risks illicit the most panic and outrage.
false
True or False: Risk communication is the conversation between the company and its publics before, during, and after a crisis
false
Which of the following is NOT a condition necessary for an event to be deemed a crisis?
The public does not perceive it as a crisis.
Which of the following is a type or crisis?
All options; crisis of malice, technological crisis, natural crisis
Which of the following is a way to prepare for crises?
Create a crisis team and discuss potential response strategies
attempts to create a level of outrage from the public that is appropriate to the level of hazard present
Risk Communication
Which of the following is NOT a post-crisis strategy?
Draft questions, answers, and resolutions for potential scenarios
refers to an unexpected situation facing an organization.
Organizational Crisis
Refers to when an individual or group of people to the organization utilize extreme tactics in an effort to tarnish the image of the company.
Crisis of malice
Which of the following is NOT a tip for social media crisis management?
All of these tips are for social media crisis management; create a social media policy, monitor conversations, engage--but don't argue
Chapter 11