PUR 3000 EXAM 1 STUDY GUIDE VERIFIED CORRECT QUESTIONS AND ANSWERS LATEST UPDATED VERSION (GRADED A+)

Of the 1,600 firms listed in O'Dwyer's Directory of PR firms, most have less than _____ employees - Answer️10 Major PR firms are a part of what? - Answer️advertising agencies which are a part of communication conglomerates benefits for working for firms - Answer️• Gain eclectic amount of experience quickly • Variety • Rapid advancement, partly due to high turnover, intense pressure, billing • Fast paced, more exciting • Networking opportunities • Learn a variety of skills, more public relations resources available • High emphasis on practical skills to start Benefits for working for companies - Answer️Less daily pressure, more long term results • Less turnover, more stability • Higher starting salary, may have better benefits, more opportunities for profit sharing, stocks • Can have more emphasis on management • See impact, part of big picture Costs for PR services - Answer️Hourly Fee: Basic hourly fee plus out-of-pocket expenses •Retainer fee : Basic monthly charge, set hours, bill extra •Fixed project fee: least popular among public relations firms and more popular among clients because you have a fixed cost •Typically bill 3 times hourly salary rate to compensate for costs, insurance, building and supplies, etc. • Overall selling staff time and a 15-20% markup on costs Normal legal exposure - Answer️course of normal living work-oriented legal exposure - Answer️course of normal PR activities extraeneous legal exposure - Answer️in times of crisis or illegal corporate activities Testimony - Answer️expert witness, co-plantiff/defendant First amendment and PR - Answer️protects freedom of expression from governmental control- federal and state -the court has ruled that it applies to most media, thus publishers and broadcasters have constitutionally protected right of expression just as individuals do -1992 court ruling, hate speech cannot be banned simply because its content is offensive to some -overall, the court's decisions foster a ""marketplace of ideas" free from most government regulation, but by contrast the U.S. Constitution permits considerable regulation of communication about the commercial marketplace of goods and services" guidelines for reducing legal risk - Answer️view legal counsel as a resource, analyze legal trends/learn from others' mistakes, anticipate litigation in development documents, spokespersons trained in both law and PR, work with legal counsel to institute a compliance program, promote ethical guidelines, avoid litigation through communication conspiracy - Answer️to provide advice or tacitly support an illegal activity of a client or employer defamation - Answer️any false statement about a person or organization that creates a public hatred, contempt, ridicule or inflicts injury on reputation Libel - Answer️printed falsehood slander - Answer️false oral statement avoding lawsuits for defamation - Answer️accompany opinion with supporting facts, clearly label statements of opinion, review context of language, truth is traditional defense against defamation, control words spoken in anger, fair comment and criticism allowed invasion of privacy - Answer️places limits on what info can be collected about citizens and who has access to the info. photo releases - Answer️implied consent OK but better to get release, catalogue (who, when, context) to avoid incorrect use in future product publicity and advertising - Answer️absolutely get release and make monetary contract Employee media inquiries - Answer️can't release additional info unless approved or can contact individual directly copyright - Answer️protection of creative work from unauthorized use; copyright owner shall have exclusive right to reproduce, distribute, and used original works of expression fixed in a tangible medium formal copyright can be obtained how? - Answer️by registering with the Copyright office of the Lib. of Congress what can you copyright? - Answer️written, musical, dramatic, pictorial, graphic and sculptured works motion pictures what can't you copyright? - Answer️ideas, raw facts (database_, methods of operations, concepts, utilitarian objects suck as lamps or typefaces. how long is copyright protection? - Answer️life + 70 years for individual works.... 95 years for corps. from publication fair use - Answer️allows partial use of copyrighted material with source attribution what is fair use allowed for? - Answer️criticism, comment, or research, particularly without multiple copies produced government docs. _________ be copyrighted. - Answer️CANNOT photography and artwork - Answer️retain ownership of work, sell use of freelance writers - Answer️depends on negotiation and contractual agreement, but does have right to their own work copyright on internet - Answer️similar to hard copies, difference w/ uploading materials by third parties trademarks - Answer️registered words, named, symbols, or devices used to identify a product how are trademark written - Answer️always capitalized and used as nouns examples of trademarks - Answer️Kleenex, Xerox Securities and Exchange Commission (SEC) - Answer️monitors the financial affairs of publicly trades companies, protects interest of stockholders Food and Drug administration (FDA) - Answer️advertising and promotion of prescription drugs, over-the-counters, cosmetics, food, alcohol Federal Communications Commission (FCC) - Answer️media and other telecommunications US postal regulations - Answer️type of material, who sends it, what purpose Why is research critical in PR? - Answer️Define audiences and target publics, Test messages, Formulate strategies, Develop and monitor the campaign/program, Generate publicity/sway public opinion, Measure objectives = success, Achieve credibility with management, Prevent crisis & take advantage of changes, Monitor the competition, Help management keep in touch, Saves money & makes money Research - Answer️the systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions what is the first step in the PR process? - Answer️research what are preliminary questions you should ask to formulate your topic? - Answer️What is the real problem/is there a problem? What kind of information is needed? • What public(s) should be researched? • How will the results be used? • Hire an outside consultant? • How will the research be analyzed, reported and applied? • How soon are the results needed? • How much time, money and other resources? Primary research - Answer️new and original research generated through a research design secondary research - Answer️existing research, place to start, less expensive qualitative research - Answer️descriptive, rich insight, often exploratory quantitative research - Answer️numeric Quantitative research techniques - Answer️surveys, experiments, content analysis Qualitative research techniques - Answer️interviews, ethnography (participant/observation), focus groups Random/probability sample - Answer️everyone in target audience has an equal chance of participating Non probability sample - Answer️nonrandom quota sampling - Answer️draw a random sample that matches characteristic of the audience typical sample size - Answer️ for national poll, 2-3% MOE 95% of the time... 250-500 is relatively accurate, 5-6% MOE... 100, 10% MOE Questionnaire design - Answer️avoid biased wording and edit out leading questions; use simple & familiar words; watch questions that elicit politically correct answers; be aware of your answer categories; guarantee anonymity; closed-ended questions; no more than 25 q's... etc. telephone surveys - Answer️high response rate up to 60%... harder to get phone #s Mail surveys - Answer️low response rate, general public mailing, 1 to 2% personal interviews - Answer️very expensive and time consuming, surveys are being done via Web and email Publicizing research - Answer️sponsorship, name of company, describe objective, describe relevant methodology, dates of data collection, questions, any info relevant for readers to assess, generates publicity Elements of a PR campaign - Answer️situation analysis, objectives, audience, strategy, tactics, calendar/timetable, budget, evaluation Situation analysis - Answer️Understand the challenge, the organization, the industry and the environment to set clear and valid objectives • Typically three types of situations: • One-time specific project • Remedial program to overcome a negative problem • Reinforce an ongoing effort to preserve reputation or public support Objectives - Answer️Once the situation or problem is understood, the next step is to establish objectives for the program. A stated objective should be evaluated by asking: (1)Does it really address the situation? (2) Is it realistic and achievable? (3)Can success be measured in meaningful terms? It is particularly important that public relations objectives complement and reinforce the organization's objectives. Audience - Answer️Public relations programs should be directed toward specific and defined audiences or publics. Although some campaigns are directed to a general public, such instances are the exception. Public relations practitioners target specific publics within the general public. This is done through market research that can identify key publics by such demographics as age, income, social strata, zip code, education, and existing ownership or consumption of specific products. Strategy - Answer️Strategy statement describes how, in concept, an objective is to be achieved • Provides guidelines and themes for the overall program • Rationale for the actions and program components that are planned • Key messages reiterated throughout campaign Tactics - Answer️Specific activities that put the strategies into operation and help achieve overall goal and stated objectives • Nuts and bolts • Uses tools of communication • Uses tools of management • Uses tools of production/service • Bottom line: all business and communication tools are available to excellent practitioners Calendar/timetable - Answer️Deciding when a campaign should be conducted • Determining the proper sequence of activities • Compiling a list of steps that must be completed for each tactic and who is responsible to produce a finished product • Excel spreadsheet works well Budget - Answer️How much will this campaign cost? • Either there is an upfront budget or the public relations staff can determine • Two major budget categories - Staff time (70%) - Out-of-pocket expenses (OOP) • Good practice to allocate approximately 10% for contingencies or unexpected costs Evaluation - Answer️Measured against objectives • Typically need baseline numbers for comparison • Evaluation criteria: realistic, credible, specific and in line with client's or employer's expectations What is an evaluation - Answer️the measurement of results against objectives in the communication plan one major purpose of evaluation? - Answer️to do a better job of planning future programs the 5 most widely used methods for evaluating public relations efforts are? - Answer️1. production 2. message exposure 3. audience awareness 4. audience attitudes 5. audience action Measurement of production - Answer️The most elementary form of measurement is a tabulation of how many news releases, brochures, annual reports are distributed in a single year. Measurement of production gives management an idea of a staff's productivity and output. measurement of message exposure - Answer️Most widely practiced form of evaluation is the compilation of press clippings and radio-televisions mentions media impression - Answer️how many people have been exposed to the message cost effectiveness - Answer️CPM- cost per thousand impressions systematic tracking - Answer️more sophisticated software, analyze the content of media placements by such variables ad market penetration, type of publicity, tone of coverage, sources quoted, and mention of key points