MC 2000 EXAM 2 (TAD ODELL) questions with verified detailed solutions

MC 2000 EXAM 2 (TAD ODELL) questions with verified detailed
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solutions


public relations (textbook definition) - correct answer✔✔involves information, activities,
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and policies by which organizations seek to create attitudes favorable to themselves and
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their work and to counter adverse attitudes
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public relations (PRSA definition) - correct answer✔✔a strategic communication process
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that builds mutually beneficial relationships between organizations and their publics -
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Public relations Society of America
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public relations (Odell definition) - correct answer✔✔public relations professionals
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represent and communicate for an organization to improve its reputation and build
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relationships



publics - correct answer✔✔groups of people with a stake in an organization, an issue, or
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idea



publics include - correct answer✔✔employees, stockholders, interest groups/communities,
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media, government, interest/financial community, customers
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high school example - correct answer✔✔teachers, alumni, students, school board, sponsors,
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other faculty
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why do publics matters? - correct answer✔✔- different publics have different
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needs/interests

- different publics want communication delivery differently
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- defining an organization's publics ensure no public gets missed
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, advertising definition - correct answer✔✔the activity of explicitly paying for media space or
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time in order to direct favorable attention to certain goods or services
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difference between public and audiences - correct answer✔✔-publics are of, relating to, or
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affecting all or most of the people of a country, state, etc.
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-audiences are the people whom a media product is directed || || || || || || || || ||




what PR professionals do: - correct answer✔✔social media, website copy, crisis
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communication, media relations, events, fundraising, internal communication || || || || || ||




5 Tenets of Strategic Communication - correct answer✔✔1. intentional message design
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2. the correct platform
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3. calculated timing
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4. audience selection and analysis
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5. desired impact
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1. intentional message design - correct answer✔✔- one must establish a goal for what a
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message is trying to achieve || || || ||




- keep this goal at the forefront of your brain throughout the process of creating a message
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2. correct platform - correct answer✔✔" go where your audience is"
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- since masses can get content from many sources, its important to pick the most effective
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platform for communication || ||




3. calculated timing - correct answer✔✔- one must take into account when the audience
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receives a message (a message can be offensive, ineffective, or useless if seen at the wrong
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time)