Principles of Strategic Communication
(Exam 1) questions with answers 100%.
How many definitions does PR have? ANS -Many, some are really long
Our definition of PR ANS -Strategic communication and relationship building between an organization
and its stakeholders/publics/individuals to advance its short and long term goals/interests
an organization is ANS -communicating, it's strategic communication-planned, goal oriented - for the
organizations benefit
Competing views/tensions of PR ANS -PR promotes a positive image of an org and its services (orgs best
interest)
PR helps an organization and its publics adapt mutually to eachother
Strategic Communication is: ANS -planned communication with a defined audience to achieve specific
end info, attitude/opinion, behavior
Does PR=Strategic Communication? ANS -All PR is strategic communication (probably) but not all
strategic communication is PR
PR (objective, audience, and voice) ANS -Objective: communicate on behalf of org
Audience: many (different stakeholders/publics)
Voice: many (factual, opinion, helpful)
Journalism (objective, audience, voice) ANS -Obj: entertain, inform audience of the media outlet
Audience: one
Voice: depends on media outlet (usually neutral, could be personal or opinion)
, Marketing (objective, audience, voice) ANS -Obj: sell goods and services
Audience: one (at a time?)
Voice: variety, many sales approaches
Advertising is usually ANS -product oriented
Advertising is NOT: ANS -the practice of creating a buzz on social media
Advertising is: ANS -a communication strategy
buying time/space in media channels you don't control
many uses (product promotion, advocacy, public info)
Where to work ANS -An organization, or an agency (which is hired by an organization)
Many skills/abilities are important when working in PR, such as ANS -research, planning, production,
editing, writing
like working with people
The biggest skill to have when working in PR is ANS -writing
PR department as intermediary ANS -boundary spanning, PR is the skin of the organization
What is boundary spanning? ANS -Essentially PR links an orgs internal networks with external sources of
information
Line vs. Staff ANS -Line= part of companies core work
Staff= supports/enables an organization (this is PR)
Is PR line or staff? ANS -staff, because they support/enable organizations
(Exam 1) questions with answers 100%.
How many definitions does PR have? ANS -Many, some are really long
Our definition of PR ANS -Strategic communication and relationship building between an organization
and its stakeholders/publics/individuals to advance its short and long term goals/interests
an organization is ANS -communicating, it's strategic communication-planned, goal oriented - for the
organizations benefit
Competing views/tensions of PR ANS -PR promotes a positive image of an org and its services (orgs best
interest)
PR helps an organization and its publics adapt mutually to eachother
Strategic Communication is: ANS -planned communication with a defined audience to achieve specific
end info, attitude/opinion, behavior
Does PR=Strategic Communication? ANS -All PR is strategic communication (probably) but not all
strategic communication is PR
PR (objective, audience, and voice) ANS -Objective: communicate on behalf of org
Audience: many (different stakeholders/publics)
Voice: many (factual, opinion, helpful)
Journalism (objective, audience, voice) ANS -Obj: entertain, inform audience of the media outlet
Audience: one
Voice: depends on media outlet (usually neutral, could be personal or opinion)
, Marketing (objective, audience, voice) ANS -Obj: sell goods and services
Audience: one (at a time?)
Voice: variety, many sales approaches
Advertising is usually ANS -product oriented
Advertising is NOT: ANS -the practice of creating a buzz on social media
Advertising is: ANS -a communication strategy
buying time/space in media channels you don't control
many uses (product promotion, advocacy, public info)
Where to work ANS -An organization, or an agency (which is hired by an organization)
Many skills/abilities are important when working in PR, such as ANS -research, planning, production,
editing, writing
like working with people
The biggest skill to have when working in PR is ANS -writing
PR department as intermediary ANS -boundary spanning, PR is the skin of the organization
What is boundary spanning? ANS -Essentially PR links an orgs internal networks with external sources of
information
Line vs. Staff ANS -Line= part of companies core work
Staff= supports/enables an organization (this is PR)
Is PR line or staff? ANS -staff, because they support/enable organizations
