COMM 370 EXAM 1 QUESTIONS VERIFIED ANSWERS
Public Relations (def.) - Answers - is the deliberate, planned, and sustained effort to
establish and maintain mutual understanding between an organization and its publics.
What does PR do? - Answers - -Develops effective relationships:
-Media
-Consumers
-Employees
-Investors
-Community leaders
-Activist groups
-Government
Key words to define PR - Answers - ~Deliberate/ Intentional
~Planned/ Organized
~Performance/ Be Responsive
~Public Interest/ Mutually Beneficial
~Two Way Communication/ Feedback
~Management function/ Counseling
PR is designed to: - Answers - -Influence
-Gain understanding
-Provide information
-Obtain feedback
PR as a process - Answers - RACE
-Research
*(What is the problem/situation? Whom does it affect? What is our overall goal? What
are our objectives?)*
-Action
*(What are we going to do about the problem? Program Planning)*
-Communication
*(How will we communicate to our publics?)*
-Evaluation
*(Did we reach our intended publics and what was the effect? Were we successful?)*
Fastest growing PR market in the world? - Answers - Asia-China
-500 mill people employed
-$2 bill annually
-10,000 firms
PR worldwide? U.S? - Answers - -3 mill practitioners
, -300,000 in US
-600 US Universities
Components of PR - Answers - -Counseling
-Research
-Media Relations
-Publicity
-Employee/Member Relations
-Community Relations
-Public Affairs
-Gov. Affairs
Classic Models of PR - Answers - *Press Agentry/Publicity*
-One-way communication
-Uses mass media
-Used to hype
*Public Information* PSU has
-One-way dissemination of information
-Not always persuasive
Other terms for PR (models) - Answers - *-Public Information*
-Penn State Public Information
-Government Agencies
-Dissemination of information
-Not persuasive in nature
*-Public Affairs*
-Military
-Office of the Assistant Secretary of Defense for Public Affairs
*-Public Relations gimmick or ploy*
*-Publicity stunt*
-Apple
Two Way Communication Types - Answers - *Two-Way Asymmetric*
-goal is to understand the audience in order to persuade it to do something
*Two-Way Symmetric*
(preferred model)
-mutual understanding is goal
-balanced research conducted
Less flattering terms for PR - Answers - -Flacks (Flaks), 1939, Variety
-Spin Doctors, 1984, Pres. Reagan's reelection campaign
PR + Journalism (similarities) - Answers - -Both write in journalism style, interview
people, gather and analyze information, and do so on deadline
Public Relations (def.) - Answers - is the deliberate, planned, and sustained effort to
establish and maintain mutual understanding between an organization and its publics.
What does PR do? - Answers - -Develops effective relationships:
-Media
-Consumers
-Employees
-Investors
-Community leaders
-Activist groups
-Government
Key words to define PR - Answers - ~Deliberate/ Intentional
~Planned/ Organized
~Performance/ Be Responsive
~Public Interest/ Mutually Beneficial
~Two Way Communication/ Feedback
~Management function/ Counseling
PR is designed to: - Answers - -Influence
-Gain understanding
-Provide information
-Obtain feedback
PR as a process - Answers - RACE
-Research
*(What is the problem/situation? Whom does it affect? What is our overall goal? What
are our objectives?)*
-Action
*(What are we going to do about the problem? Program Planning)*
-Communication
*(How will we communicate to our publics?)*
-Evaluation
*(Did we reach our intended publics and what was the effect? Were we successful?)*
Fastest growing PR market in the world? - Answers - Asia-China
-500 mill people employed
-$2 bill annually
-10,000 firms
PR worldwide? U.S? - Answers - -3 mill practitioners
, -300,000 in US
-600 US Universities
Components of PR - Answers - -Counseling
-Research
-Media Relations
-Publicity
-Employee/Member Relations
-Community Relations
-Public Affairs
-Gov. Affairs
Classic Models of PR - Answers - *Press Agentry/Publicity*
-One-way communication
-Uses mass media
-Used to hype
*Public Information* PSU has
-One-way dissemination of information
-Not always persuasive
Other terms for PR (models) - Answers - *-Public Information*
-Penn State Public Information
-Government Agencies
-Dissemination of information
-Not persuasive in nature
*-Public Affairs*
-Military
-Office of the Assistant Secretary of Defense for Public Affairs
*-Public Relations gimmick or ploy*
*-Publicity stunt*
-Apple
Two Way Communication Types - Answers - *Two-Way Asymmetric*
-goal is to understand the audience in order to persuade it to do something
*Two-Way Symmetric*
(preferred model)
-mutual understanding is goal
-balanced research conducted
Less flattering terms for PR - Answers - -Flacks (Flaks), 1939, Variety
-Spin Doctors, 1984, Pres. Reagan's reelection campaign
PR + Journalism (similarities) - Answers - -Both write in journalism style, interview
people, gather and analyze information, and do so on deadline
