Exam1 Study Sheet-1 PDF

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list of topic you may find on exam 1 that I have gathered from lecture notes...

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Comm. 370 Study Sheet Exam #1

(Ch. 1: Strategic Public Relations)   

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Basic elements that characterize public relations What are the different names/terms that various organizations use for public relations Differences between public relations and journalism (and marketing) (and advertising) Journalism - Journalism is for mass audiences - Pr has more responsibilities - Pr audience are carefully segmented - Many different channels for Pr Marketing - Pr builds relationships and creates and maintains hospitable relationships and goodwill for the company - Marketing attracts and satisfies the customer on a long term basis to achieve financial goals: works to sell goods and services through attractive packaging Advertising - Ads are paid media; PR is not - Ads are directed to buyers; PR is directed to specialized external audiences - Ads primary function is to sell goods and services: PR primary function is to create an environment in which the org can thrive Public relations on a global basis - Global industry Various roles of a PR practitioner - Research abilities - Planner - Problem-solving - Business/economics competence - Be creative, develop fresh solutions - Be persuasive

(Ch. 2: History of Modern Public Relations)  

Creel Committee – First PR agency for the US government Various names in history I provided during lectures (Bernays, George Creel, Ivy Ledbetter Lee, and others Bernays (father of modern pr)

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- Multiple pr campaigns Creel (Creel Committee) - Save food, buy liberty bonds PT Barnum - Greatest showman - Psuedo event Rex Harlow (father of public relations research) - First full-time pr educator (standford uni) Amos Kendall - First presidential press secretary under Andrew Jackson Ivy Ledbetter - 1st pr counselor - 1st person at management level - Declaration of principles Growth in PR - Cost efficient - Won over management - Penalties for ignoring pr Classic Campaigns - Tylenol - Cabbage Patch Kids - Seatbelt campaign PR Models of Communication: Press Agentry/Publicity - One-way communication - Uses of mass media - Used to hype Public Information - One-way dissemination of information - Not always persuasive Two-way Asymmetric - Two-way communication - Goal is to understand the audience in order to persuade Two-way Symmetrical - Preferred model - Mutual understanding is goal - Balanced research conducted

(Ch. 3: Law in Public Relations—Read the chapter, but focus on the PowerPoint slides) 

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Conspiracy - Bribing gov officials - Provides counsel/ take part in illegal action - Help establish a “front group” Defamation suits; protection from

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- Combination of libel and slander Who is most vulnerable to defamation? Employee privacy - Can confirm they are an employee - Can confirm title and job description - Date of beginning employment or termination What is copyright? – protection of a creative work from authorized use - Life of author plus 70 years The term “misappropriation” The term “Fair use” – part of a copyrighted article may be quoted directly but must be brief and contain complete attribution Libel – a printed falsehood Slander – an oral statement that is false Who can sue? - Individuals, expires with death Trademark protection - Improper exploitation of registered trademarks for commercial gain The right to privacy - Dies with the individual Ethics – Behavior; what people do Morality – Concerns motivation; why people do things

(Ch. 4: Research and Theory)

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Budgeting for research - Departments only spend about 3 to 5 percent of their budget on reseach Two types of research and examples of both - Primary: when you or someone else conducts the research (interviews, surveys, polls) - Secondary: examining studies already done Broad categories of research Reasons for doing research - Credibility - Speak to correct audiences - Prevent crisis - Sway opinion Magic-Bullet Theory - Ww1 - Populations play major roles - Propaganda - Instill hatred for the enemy Two-Step Flow Theory - Paul Lazarsfeld 1944

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Opinion Leaders: Formal and Informal Influential people become early adopters of a new idea who then influence certain groups Media Uses and Gratification Theory - Interactive process - Org wants to inform, persuade - Public want to be entertained - Action taken based on needs Agenda-Setting Theory - Maxwell McCombs, Donald Shaw 1960s - 1968 presidential campaign - Press tells public what to think Limited Effects Theory - Media have little effect on people - Many intervening factors Cognitive Dissonance - Leon Festinger - People pay attention to media messages that do not threaten their established values and beliefs - Imagery Framing Theory - Selection of facts, themes, ideas - How did the media frame the issue Hierarchy of Needs Theory - People pay attention to messages based on personal needs Excellence Theory - James Grunig - Good relationships with stakeholders help to develop and achieve goals (Ch. 5: Action, Communication, Evaluation)

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Be prepared to identify/define the types of objectives discussed in class and described in the text Identify the 8 steps of program planning 1. Situation 2. Objectives 3. Audience 4. Strategy 5. Tactics 6. Calendar/Timetable 7. Budget 8. Evaluation Be able to discuss the Evaluation step - Return to stated objectives - Objectives must be measurable - Compilation of news clips with analysis

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- How many brochures distributed - Estimated number of viewers - Increase in sales or market share Clips” or “clipping” Types of measurement ROI Return on Investment - Super bowl 2009 - 3 mil for 30 sec spot - Cost around .02 cents per person Measuring awareness; measuring audience attitude - Has the message been received? - Did they pay attention? - Was it understood? - Did they retain the message? Measuring audience attitude - Baseline Studies Message exposure, message production Types of objectives and be able to differentiate one from the other - Informational – more difficult to measure - Motivational – easy to measure - Output objectives – work to be produced - Reputational Media impressions, advertising equivalency, and cost-per-person Communication audits - Annual inspection/evaluation of total public relations Budgeting for measurement and evaluation - 1 % - 1990s - 5% - now - 10% - preferred Lasswell, Schramm (3 models) - Early model – one way - Expanded model -two way Five elements - Source - Encoder - Signal - Decoder - Destination Types of audiences - Passive Audience - Active Audience Development of communication models Reaching target publics through mass media Symbols, acronyms, jargon, slogans - Avoid jargon

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- Semantic noise - Avoid Cliches - Ineffective Words - Avoid euphemisms - Avoid discriminatory language The goals of communication - Inform - Persuade - Motivate - Achieve Mutual Understanding

(Ch. 6: Public Relations Writing)   

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Schramm’s communication model Differences between print and online press releases - Online reaction is almost immediate Publicity photos - Good contrast - Sharp focus - Resolution Website – 72 dpi Newspaper – 150-200 dpi Mag – 300+ Press release advantages - Best investment - Prepared quickly - Low cost - Can be developed into more “free ink” - No publication assurance Fact sheets - Quick read info - Describe basic 5 Ws - Third person - Neutral tone - Short and direct Hard news release versus Feature stories - Hard news is upfront and to the point - Feature Stories get a more in-depth analysis Writing in journalistic style Multimedia news releases Communication theories

(Chapter 9: Corporate Social Responsibility and Community Relations)

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Legal responsibilities Greenwashing – misleading customers about a company’s environmental practives Scandals - Nike sweatshops - Gerneral electric - BP Community relations—Are they all the same? - Planned involvement that meets needs of community and company Corporate donations Stakeholders

Note: This sheet is not all-inclusive, but is the basis for the exam....