ADPR 3850: Test 2- Clementson
questions well answered to pass
the role of research in PR writing - correct answer ✔✔allow us to develop strategy in public relations in
order to
(a) conduct our campaigns with specific purpose and targeted goals
(b) operate as a part of the overall strategic management function in an organization
(c) measure the effectiveness of public relations efforts
The 5Ws and H inspired by Harold Lasswell - correct answer ✔✔providing the who, what, when, where,
why and how up-front gives readers enough critical information and encourages them to read on
Knowledge - correct answer ✔✔_____ of reader helps increase engagement
concept of noise - correct answer ✔✔unplanned factors that affect the communication process
multi prolonged tactical approach - correct answer ✔✔The prospect of a message being interrupted
orfiltered through internal or external noise is ofgreat concern to PR practitioners, whichexplains the
multipronged tactical approach—the PR campaign that repeats and reinforcesmessaging—as a standard
PR practice
Communication in PR and publics - correct answer ✔✔- two-way symmetrical communication
- PR practitioners need to talk WITH the public not AT them
norms of effective writing - correct answer ✔✔ask questions like:
- why are you writing?
- who are the target readers- what is most relevant to them?
- what is PR's desired objective?
- what is the organization's need and key message?
, - what communication channel(s) will be used?
- when is the deadline?
- what are the legal aspects?
effective message tactics - correct answer ✔✔SUCCESs principles, AP Style, persuasive strategies
Harold Lasswell - correct answer ✔✔Devised the narrative communication model
Wilbur Schramm - correct answer ✔✔- "Father of Mass Communication"
- introduced communicators'
- "field of experience"
elements of Chip and Dan Heath's SUCCESs principles - correct answer ✔✔Simple - asks writers to
identify the essential core of their ideas (exclude the nonessentials)
Unexpected - writer to engage peoples curiosity by opening gaps in their knowledge and filling those
gaps
Concrete - ideas are clearly understood through the use of selective wording that evokes mental images
Credible - makes people believe our ideas, achieve credibility through knowing readers interests/needs
and speaking to them
Emotional - make people care ab our ideas
Storytelling - characterizes all human communication, how we judge/what's believable, motivates us to
accept an ideas because it resonates with stories we know/are true
(strategic)
SUCCESs Principles: Simple - correct answer ✔✔asks writers to identify the essential core of their ideas;
exclude the nonessentials to get to the heart
SUCCESs Principles: Unexpected - correct answer ✔✔asks the wroter to engage people's curiosity by
opening gaps in their knowledge, then filling them
questions well answered to pass
the role of research in PR writing - correct answer ✔✔allow us to develop strategy in public relations in
order to
(a) conduct our campaigns with specific purpose and targeted goals
(b) operate as a part of the overall strategic management function in an organization
(c) measure the effectiveness of public relations efforts
The 5Ws and H inspired by Harold Lasswell - correct answer ✔✔providing the who, what, when, where,
why and how up-front gives readers enough critical information and encourages them to read on
Knowledge - correct answer ✔✔_____ of reader helps increase engagement
concept of noise - correct answer ✔✔unplanned factors that affect the communication process
multi prolonged tactical approach - correct answer ✔✔The prospect of a message being interrupted
orfiltered through internal or external noise is ofgreat concern to PR practitioners, whichexplains the
multipronged tactical approach—the PR campaign that repeats and reinforcesmessaging—as a standard
PR practice
Communication in PR and publics - correct answer ✔✔- two-way symmetrical communication
- PR practitioners need to talk WITH the public not AT them
norms of effective writing - correct answer ✔✔ask questions like:
- why are you writing?
- who are the target readers- what is most relevant to them?
- what is PR's desired objective?
- what is the organization's need and key message?
, - what communication channel(s) will be used?
- when is the deadline?
- what are the legal aspects?
effective message tactics - correct answer ✔✔SUCCESs principles, AP Style, persuasive strategies
Harold Lasswell - correct answer ✔✔Devised the narrative communication model
Wilbur Schramm - correct answer ✔✔- "Father of Mass Communication"
- introduced communicators'
- "field of experience"
elements of Chip and Dan Heath's SUCCESs principles - correct answer ✔✔Simple - asks writers to
identify the essential core of their ideas (exclude the nonessentials)
Unexpected - writer to engage peoples curiosity by opening gaps in their knowledge and filling those
gaps
Concrete - ideas are clearly understood through the use of selective wording that evokes mental images
Credible - makes people believe our ideas, achieve credibility through knowing readers interests/needs
and speaking to them
Emotional - make people care ab our ideas
Storytelling - characterizes all human communication, how we judge/what's believable, motivates us to
accept an ideas because it resonates with stories we know/are true
(strategic)
SUCCESs Principles: Simple - correct answer ✔✔asks writers to identify the essential core of their ideas;
exclude the nonessentials to get to the heart
SUCCESs Principles: Unexpected - correct answer ✔✔asks the wroter to engage people's curiosity by
opening gaps in their knowledge, then filling them
