COMM 370 MIDTERM: TOPICS 1-4 QUESTIONS
VERIFIED ANSWERS
Public Relations - Answers - The strategic communication process that builds mutually
beneficial relationships between organizations and their publics.
PRSA - Answers - Public Relations Society of America
Public - Answers - Audience who is the focus of a campaign; have shared
characteristics that make them a group
Stakeholders - Answers - those who have financial or emotional interest in a company
Engagement - Answers - The interaction of an audience member or public with a client
or community.
As PR practitioners we... - Answers - - conduct research
- think creatively
- understand business practices
-meet expectations
digital media blurred the lines between... - Answers - paid and earned media
Advertising focuses on... - Answers - relationships that are built by paying for content to
be placed at specific times in specific channels
Marketing focuses on... - Answers - persuading audiences through a range of
techniques encourage audience to make a purchase
PR Professionals are... - Answers - storytellers
Myths about PR - Answers - 1. PR students don't need to study business
2. business lingo is all we need
3. only senior leadership needs to carry out business practices
4. PR and business metrics are the same
Business Acumen competency - Answers - we need to understand business practices
such as accounting, finance, marketing, and sales, to be successful in PR
Sectors that PR functions in: - Answers - Public, Government, and Non-profit sectors
PR Manager - Answers - oversees strategy, counseling, and client
, PR Technician - Answers - writing, content creation, design, analytics
social selling - Answers - uses all social media platforms to promote certain sales and
campaigns online
Skills needed to be an entrepreneur: - Answers - Ambition, persistence, empathetic
listening, creative thinking, leadership
Pursuit - Answers - dedication needed to accomplish goals
Opportunity - Answers - idea that product is unique
C-Suite Members - Answers - CEO, CFO, COO, CMO, CCO, CIO, and Legal counsel
CSR (Coporate Social Responsibility) - Answers - ensures companies conduct business
in ethical way
Ambassadors v advocacy - Answers - external support v internal support
Skills needed for PR - Answers - business literacy, creativity, writing, critical thinking,
data analysis, diversity awareness, media savvy , social skills, etc.
Things that boost PR credibility - Answers - internships, membership with PRSA,
speaking/presenting, personal branding
Who is considered the father of modern day PR? - Answers - Edward Bernays
What are the 4 models of PR? - Answers - press agentry/publicity, public information,
two-way-asymmetrical, two-way symmetrical
press agentry/publicity model - Answers - one-way communication, goal of getting
receiver's attention -positive or negative
public information model - Answers - one-way communication, goal to provide truthful
information to audiences, focuses on image and reputation
two-way asymmetrical model - Answers - two-way communication, sender and receiver
are NOT equal, sender uses persuasion and formal research.
two-way symmetrical model - Answers - two-way communication, sender and receiver
are equal, senders negotiate with audience and uses formal research.
Who is the father of modern day corporate PR? - Answers - Arthur W. Page
Who was the first female PR leader? - Answers - Betsy Plank
VERIFIED ANSWERS
Public Relations - Answers - The strategic communication process that builds mutually
beneficial relationships between organizations and their publics.
PRSA - Answers - Public Relations Society of America
Public - Answers - Audience who is the focus of a campaign; have shared
characteristics that make them a group
Stakeholders - Answers - those who have financial or emotional interest in a company
Engagement - Answers - The interaction of an audience member or public with a client
or community.
As PR practitioners we... - Answers - - conduct research
- think creatively
- understand business practices
-meet expectations
digital media blurred the lines between... - Answers - paid and earned media
Advertising focuses on... - Answers - relationships that are built by paying for content to
be placed at specific times in specific channels
Marketing focuses on... - Answers - persuading audiences through a range of
techniques encourage audience to make a purchase
PR Professionals are... - Answers - storytellers
Myths about PR - Answers - 1. PR students don't need to study business
2. business lingo is all we need
3. only senior leadership needs to carry out business practices
4. PR and business metrics are the same
Business Acumen competency - Answers - we need to understand business practices
such as accounting, finance, marketing, and sales, to be successful in PR
Sectors that PR functions in: - Answers - Public, Government, and Non-profit sectors
PR Manager - Answers - oversees strategy, counseling, and client
, PR Technician - Answers - writing, content creation, design, analytics
social selling - Answers - uses all social media platforms to promote certain sales and
campaigns online
Skills needed to be an entrepreneur: - Answers - Ambition, persistence, empathetic
listening, creative thinking, leadership
Pursuit - Answers - dedication needed to accomplish goals
Opportunity - Answers - idea that product is unique
C-Suite Members - Answers - CEO, CFO, COO, CMO, CCO, CIO, and Legal counsel
CSR (Coporate Social Responsibility) - Answers - ensures companies conduct business
in ethical way
Ambassadors v advocacy - Answers - external support v internal support
Skills needed for PR - Answers - business literacy, creativity, writing, critical thinking,
data analysis, diversity awareness, media savvy , social skills, etc.
Things that boost PR credibility - Answers - internships, membership with PRSA,
speaking/presenting, personal branding
Who is considered the father of modern day PR? - Answers - Edward Bernays
What are the 4 models of PR? - Answers - press agentry/publicity, public information,
two-way-asymmetrical, two-way symmetrical
press agentry/publicity model - Answers - one-way communication, goal of getting
receiver's attention -positive or negative
public information model - Answers - one-way communication, goal to provide truthful
information to audiences, focuses on image and reputation
two-way asymmetrical model - Answers - two-way communication, sender and receiver
are NOT equal, sender uses persuasion and formal research.
two-way symmetrical model - Answers - two-way communication, sender and receiver
are equal, senders negotiate with audience and uses formal research.
Who is the father of modern day corporate PR? - Answers - Arthur W. Page
Who was the first female PR leader? - Answers - Betsy Plank
