UF PUR3000 EXAM 1 STUDY GUIDE
PRSA definition of public relations - Answers :a strategic communication process that
builds mutually beneficial relationships between organizations and their publics
RACE - Answers :public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - Answers :1. Research and analysis
2. Policy formation
3. Programming
4. Communication
5. Feedback
6. Evaluation
account executive - Answers :the key liaison person between a public relations firm and
a client
Who is credited with inventing the "psuedo-event" - Answers :P.T. Branum
what is a psuedo-event? - Answers :a planned happening or event that occurs primarily
for the purpose of being reported
line function - Answers :can delegate authority, set production goals, hire employees,
and make policy
staff function - Answers :less direct authority; influence the work through suggestions,
recommendations, and advice
Is public relations a staff or line function? - Answers :staff function
what is the ROI of public relations according to a recent study of CEO's? - Answers
:184%
what are the four components of Grunig & Hunt's four models of public relations -
Answers :1. press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
,SEC - Answers :this agency closely monitors publicly traded companies and protects
the interests of their stockholders; regulates public disclosure and insider trading
FTC - Answers :regulates ads; has the jurisdiction to determine if an ad is deceptive or
misleading to consumers
FDA - Answers :Ð oversees the advertising and promotion of prescription drugs,
cosmetics, and over-the-counter medicines
FCC - Answers :originally developed to monitor public airways (television and radio) and
to ensure that radio waves were being used in the public interest; now today has an
important role in internet policy; copyrighting
"Torches of Liberty" Campaign - Answers :campaign by Bernays that made an effort to
expand the tobacco company's market to include women.
Hourly Fee - Answers :A basic hourly fee plus out-of-pocket fees; it is most commonly
used amongst large firms. MOST preferred by public relations people bc they are paid
for the amount of time spent
Retainer Fee - Answers :a basic monthly fee charged to the clients that covers ordinary
administrative fees, and overhead expenses
Fixed Project Fee - Answers :LEAST preferred because a firm agrees to complete a
specific project for a fixed cost that is hard to predict accurately ahead of time
SWOT analysis - Answers :Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - Answers :PRSA: Public
relations society of america
Core values of PRSA members - Answers :-honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - Answers :Edward Bernays
APR - Answers :Accreditation in Public Relations
What is the relationship between public relations and advertising? - Answers :compete
for funds to communicate with external audiences
,defamation - Answers :any false statement created about a person or organization that
creates, contempt, public hatred, or ridicule, or inflicts injury of reputation; a collective
term to encompass slander and libel
libel - Answers :a printed falsehood
slander - Answers :a false oral statement
puffery - Answers :false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - Answers :activist public relations
spin - Answers :heavily biased portrayal in specific favor of an event or situation
one sided facts
considered unethical
What does corporate communications include? - Answers :Media relations, investors
relations, consumer affairs, governmental relations, community relations, marketing
communications, and employee communications
The four areas that require cooperation to avoid turf battle with the PR department -
Answers :1. legal
2. human resources
3. advertising
4. marketing
What is public relations? - Answers :- relationship between a company and the publics
- reputation should be based on ethics
- tries to do things with little to no cost because when the public knows something is
paid for, people question its credibility
Why is public relations hard to define? - Answers :- because it only about 100 years old
and is still defining itself
- sometimes when we say PR, we really mean one of its functioning parts
What do we also call public relations? - Answers :- strategic communication
- mutually beneficial
- managerial function (Chief PR manager)
What is the biggest tip in PR? - Answers :tell it all, tell the truth, and tell it quickly- if you
do this then there is nothing left to tell
What are the functional parts of PR? - Answers :- press agentry
- publicity
- institutional advertising
, - public affairs
- issues management
- lobbying
- investor relations
- development
Press Agentry - Answers :used by celebrities and professional athletes
Publicity - Answers :get out information and hopefully the truth
Institutional Advertising - Answers :promotes industries, but not specific products
Public Affairs - Answers :governmental public relations
Issues Management - Answers :forecast potential PR problems
Lobbyists - Answers :help in the passing or defeating of legislature- sweet talkers
Investor Relations - Answers :- make big money and work PR on Wall Street
- speak to the media and explain the trade by taking complicated information and
putting it into layman's terms
Development - Answers :fundraising
How do we quantifying public relations? - Answers :x+y=z
What does "x" represent? - Answers :an action done
What does "y" represent? - Answers :how the public action is interpreted
What does "z" represent? - Answers :the public opinion formed
Which part of the x+y=z equation is most important? - Answers :in PR perception is
everything, so z is the most important
What trends affect PR? - Answers :1. growth of big institutions
2. heightened public awareness and media sophistication
3. increasing incidence of societal change, conflict and confrontation
4. globalization and the growing power of global media, public opinion, and capitalism
5. dominance of the internet and the growth of social media
What do we need to know the trends affecting PR? - Answers :1. these trends sort of
follow a pattern of one occurring after the other
2. when each trend grows, there needs to be a shift in PR and how the trend is handled
3. in order to have a successful and mostly good PR, you need to dominate each trend
and get your story or comment out before others do
PRSA definition of public relations - Answers :a strategic communication process that
builds mutually beneficial relationships between organizations and their publics
RACE - Answers :public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - Answers :1. Research and analysis
2. Policy formation
3. Programming
4. Communication
5. Feedback
6. Evaluation
account executive - Answers :the key liaison person between a public relations firm and
a client
Who is credited with inventing the "psuedo-event" - Answers :P.T. Branum
what is a psuedo-event? - Answers :a planned happening or event that occurs primarily
for the purpose of being reported
line function - Answers :can delegate authority, set production goals, hire employees,
and make policy
staff function - Answers :less direct authority; influence the work through suggestions,
recommendations, and advice
Is public relations a staff or line function? - Answers :staff function
what is the ROI of public relations according to a recent study of CEO's? - Answers
:184%
what are the four components of Grunig & Hunt's four models of public relations -
Answers :1. press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
,SEC - Answers :this agency closely monitors publicly traded companies and protects
the interests of their stockholders; regulates public disclosure and insider trading
FTC - Answers :regulates ads; has the jurisdiction to determine if an ad is deceptive or
misleading to consumers
FDA - Answers :Ð oversees the advertising and promotion of prescription drugs,
cosmetics, and over-the-counter medicines
FCC - Answers :originally developed to monitor public airways (television and radio) and
to ensure that radio waves were being used in the public interest; now today has an
important role in internet policy; copyrighting
"Torches of Liberty" Campaign - Answers :campaign by Bernays that made an effort to
expand the tobacco company's market to include women.
Hourly Fee - Answers :A basic hourly fee plus out-of-pocket fees; it is most commonly
used amongst large firms. MOST preferred by public relations people bc they are paid
for the amount of time spent
Retainer Fee - Answers :a basic monthly fee charged to the clients that covers ordinary
administrative fees, and overhead expenses
Fixed Project Fee - Answers :LEAST preferred because a firm agrees to complete a
specific project for a fixed cost that is hard to predict accurately ahead of time
SWOT analysis - Answers :Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - Answers :PRSA: Public
relations society of america
Core values of PRSA members - Answers :-honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - Answers :Edward Bernays
APR - Answers :Accreditation in Public Relations
What is the relationship between public relations and advertising? - Answers :compete
for funds to communicate with external audiences
,defamation - Answers :any false statement created about a person or organization that
creates, contempt, public hatred, or ridicule, or inflicts injury of reputation; a collective
term to encompass slander and libel
libel - Answers :a printed falsehood
slander - Answers :a false oral statement
puffery - Answers :false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - Answers :activist public relations
spin - Answers :heavily biased portrayal in specific favor of an event or situation
one sided facts
considered unethical
What does corporate communications include? - Answers :Media relations, investors
relations, consumer affairs, governmental relations, community relations, marketing
communications, and employee communications
The four areas that require cooperation to avoid turf battle with the PR department -
Answers :1. legal
2. human resources
3. advertising
4. marketing
What is public relations? - Answers :- relationship between a company and the publics
- reputation should be based on ethics
- tries to do things with little to no cost because when the public knows something is
paid for, people question its credibility
Why is public relations hard to define? - Answers :- because it only about 100 years old
and is still defining itself
- sometimes when we say PR, we really mean one of its functioning parts
What do we also call public relations? - Answers :- strategic communication
- mutually beneficial
- managerial function (Chief PR manager)
What is the biggest tip in PR? - Answers :tell it all, tell the truth, and tell it quickly- if you
do this then there is nothing left to tell
What are the functional parts of PR? - Answers :- press agentry
- publicity
- institutional advertising
, - public affairs
- issues management
- lobbying
- investor relations
- development
Press Agentry - Answers :used by celebrities and professional athletes
Publicity - Answers :get out information and hopefully the truth
Institutional Advertising - Answers :promotes industries, but not specific products
Public Affairs - Answers :governmental public relations
Issues Management - Answers :forecast potential PR problems
Lobbyists - Answers :help in the passing or defeating of legislature- sweet talkers
Investor Relations - Answers :- make big money and work PR on Wall Street
- speak to the media and explain the trade by taking complicated information and
putting it into layman's terms
Development - Answers :fundraising
How do we quantifying public relations? - Answers :x+y=z
What does "x" represent? - Answers :an action done
What does "y" represent? - Answers :how the public action is interpreted
What does "z" represent? - Answers :the public opinion formed
Which part of the x+y=z equation is most important? - Answers :in PR perception is
everything, so z is the most important
What trends affect PR? - Answers :1. growth of big institutions
2. heightened public awareness and media sophistication
3. increasing incidence of societal change, conflict and confrontation
4. globalization and the growing power of global media, public opinion, and capitalism
5. dominance of the internet and the growth of social media
What do we need to know the trends affecting PR? - Answers :1. these trends sort of
follow a pattern of one occurring after the other
2. when each trend grows, there needs to be a shift in PR and how the trend is handled
3. in order to have a successful and mostly good PR, you need to dominate each trend
and get your story or comment out before others do
