PUR 3000 FSU
Final Exam
Latest Update
2024
Two- way communication - ANSWER solicits feedback; PR practitioners must get feedback and pass it to
management
R.A.C.E. - ANSWER Research, Action (of planning), Communication, Evaluation (Process of PR)
Spin - ANSWER To "spin" an event; lie; create different point of view
Third party endorsement - ANSWER by using PR articles, newspapers "endorse"
PR as a management function - ANSWER function that evaluates public attitudes,
, identifies policies and decisions of an
individual or an organization with the public
interest and executes a program of action
to earn public understanding
Rosetta Stone - ANSWER a publicity release of Pharaoh's accomplishments that helped us understand
hieroglyphics
Edward Bernays - ANSWER Father of modern PR, used behavioral psychology and social science research
to change perceptions and behaviors (Ivory Soap Contest- 35 years)
Ivy Lee - ANSWER Pioneer in new PR, b rought PR down to a community level, first PR counsel;
declaration of principles truth and accuracy, rather than press agentry, promoted business practicing
public service said that business & industry should align themselves with public interest, deal with top
execs and have active support of management, and have open, two-way communication with the news
media.
APR - ANSWER A way to recognize practitioners who have mastered the knowledge, skills and abilities
needed to develop and deliver strategic communications. Decades later, remains the recognized gold
standard for the profession.
Code for VNRs
Utilitarianism theory - ANSWER the end can justify the means as long as the result causes the least harm
or most good
Line Manager functions - ANSWER Line Authority, Has the power to give orders to subordinates,
responsible for attaining the organization's goals as efficiently as possible.
(Examples:production and sales managers typically exercise line authority.)
Possible friction for PR (relations with other departments) - ANSWER Human Resources and PR- who's in
charge of employee communication?
, Advertising and PR- who gets more funds to communicate with external audience?
Marketing and PR- how do we define our "public"?
(Organizing a company's communication strategy
minimizes department conflict)
Levels of influence (3) - ANSWER 1. Advisory- Line management has no obligation to take
recommendations or request them.
When PR is solely advisory, it's often ineffective.
2. Compulsory-Advisory- Line management at least listens to the experts before deciding on a strategy.
3. Concurring Authority- PR reviews and approves all materials and communications with external
audiences.
In order to publish, you must go through PR.
(May limit PR, if PR dept. isn't the concurring authority)
Outsourcing - ANSWER Using outside PR personnel in communication activities (firms).
George Westinghouse - ANSWER Formed first PR department; hired two men to publicize pet project -
alternating current electricity (AC)
"Video News Release" - ANSWER Question of whether public is notified of course of VNR
Code for Good practice calls for accurate reliable info
Is sponsor identified in opening?
Those interviewed clearly identified on tape?
Accreditation - ANSWER Requires five years experience
Bachelor's degree, pass test
Movement to require continuing
education
Final Exam
Latest Update
2024
Two- way communication - ANSWER solicits feedback; PR practitioners must get feedback and pass it to
management
R.A.C.E. - ANSWER Research, Action (of planning), Communication, Evaluation (Process of PR)
Spin - ANSWER To "spin" an event; lie; create different point of view
Third party endorsement - ANSWER by using PR articles, newspapers "endorse"
PR as a management function - ANSWER function that evaluates public attitudes,
, identifies policies and decisions of an
individual or an organization with the public
interest and executes a program of action
to earn public understanding
Rosetta Stone - ANSWER a publicity release of Pharaoh's accomplishments that helped us understand
hieroglyphics
Edward Bernays - ANSWER Father of modern PR, used behavioral psychology and social science research
to change perceptions and behaviors (Ivory Soap Contest- 35 years)
Ivy Lee - ANSWER Pioneer in new PR, b rought PR down to a community level, first PR counsel;
declaration of principles truth and accuracy, rather than press agentry, promoted business practicing
public service said that business & industry should align themselves with public interest, deal with top
execs and have active support of management, and have open, two-way communication with the news
media.
APR - ANSWER A way to recognize practitioners who have mastered the knowledge, skills and abilities
needed to develop and deliver strategic communications. Decades later, remains the recognized gold
standard for the profession.
Code for VNRs
Utilitarianism theory - ANSWER the end can justify the means as long as the result causes the least harm
or most good
Line Manager functions - ANSWER Line Authority, Has the power to give orders to subordinates,
responsible for attaining the organization's goals as efficiently as possible.
(Examples:production and sales managers typically exercise line authority.)
Possible friction for PR (relations with other departments) - ANSWER Human Resources and PR- who's in
charge of employee communication?
, Advertising and PR- who gets more funds to communicate with external audience?
Marketing and PR- how do we define our "public"?
(Organizing a company's communication strategy
minimizes department conflict)
Levels of influence (3) - ANSWER 1. Advisory- Line management has no obligation to take
recommendations or request them.
When PR is solely advisory, it's often ineffective.
2. Compulsory-Advisory- Line management at least listens to the experts before deciding on a strategy.
3. Concurring Authority- PR reviews and approves all materials and communications with external
audiences.
In order to publish, you must go through PR.
(May limit PR, if PR dept. isn't the concurring authority)
Outsourcing - ANSWER Using outside PR personnel in communication activities (firms).
George Westinghouse - ANSWER Formed first PR department; hired two men to publicize pet project -
alternating current electricity (AC)
"Video News Release" - ANSWER Question of whether public is notified of course of VNR
Code for Good practice calls for accurate reliable info
Is sponsor identified in opening?
Those interviewed clearly identified on tape?
Accreditation - ANSWER Requires five years experience
Bachelor's degree, pass test
Movement to require continuing
education
