COMM 370 Ques ons and answers | UPDATED RATED
A+ 2026
RACE Acronym
Helps develop a strategic PR plan/marke ng campaign
Research
What's the problem?
Whom does it affect?
What's our overall goal?
What are our objec ves?
Ac on
What are we going to do about the problem? → program planning
Communica on
How will we communicate to our publics?
Evalua on
Did we reach our intended publics and what was the effect? Were we successful?
Whats the fastest growing area in PR in the world?
Asia - China
Defini on of PR
- PR is viewed today as a staff func on that uses communica on to facilitate rela onships and
understanding between an organiza on and its many target publics
-The deliberate, planned, and sustained effort to establish and maintain mutual understanding
between and organiza on and its publics
What's the first in-house publicity department?
Wes nghouse
Newspaper Audience vs PR Audience:
, PR audiences are carefully segmented towards a specific audience
Newspapers are for a mass audience → not press releases
Bernays
-Father of modern public rela ons → "father of spin"
-Started 3rd Party Endorsement
-Wrote "Crystallizing Public Opinion"
-Lucky Strikes → cigs
-Thomas Edison and light's "Golden Jubilee"
-Ivory soap: soap-sculpture contests for schools
Declara on of principles
Wri8en by Ivy Ledbe8er Lee
- Public rela ons prac oners should be providers of informa on.
How do Public Rela ons people reach their audiences?
Audience is specific and defined
How do you determine which audiences?
Market research→ Demographics
Age, Income, Social strata, Educa on, Where you live
Who has / doesn't have final approval when it comes to PR ac ons?
Both or all par es must concur before a project is approved (brochures approved by PR before
publica on) → Concurring Authority
3rd Party Endorsement:
-Recommenda on from an en ty or individual who is neither manufacturer nor seller of the
product/service.
-Bernays started it
-PT Barnum also believed in this
--If Sally tells Joe that the circus was great, then Joe will go to the circus too.
--If Sally tells Joe that the circus sucked balls then he won't go.
Front Groups -- know specific groups in par cular
Ci zens for a Free Kuwait
-Helping governments rally public support for a war
A+ 2026
RACE Acronym
Helps develop a strategic PR plan/marke ng campaign
Research
What's the problem?
Whom does it affect?
What's our overall goal?
What are our objec ves?
Ac on
What are we going to do about the problem? → program planning
Communica on
How will we communicate to our publics?
Evalua on
Did we reach our intended publics and what was the effect? Were we successful?
Whats the fastest growing area in PR in the world?
Asia - China
Defini on of PR
- PR is viewed today as a staff func on that uses communica on to facilitate rela onships and
understanding between an organiza on and its many target publics
-The deliberate, planned, and sustained effort to establish and maintain mutual understanding
between and organiza on and its publics
What's the first in-house publicity department?
Wes nghouse
Newspaper Audience vs PR Audience:
, PR audiences are carefully segmented towards a specific audience
Newspapers are for a mass audience → not press releases
Bernays
-Father of modern public rela ons → "father of spin"
-Started 3rd Party Endorsement
-Wrote "Crystallizing Public Opinion"
-Lucky Strikes → cigs
-Thomas Edison and light's "Golden Jubilee"
-Ivory soap: soap-sculpture contests for schools
Declara on of principles
Wri8en by Ivy Ledbe8er Lee
- Public rela ons prac oners should be providers of informa on.
How do Public Rela ons people reach their audiences?
Audience is specific and defined
How do you determine which audiences?
Market research→ Demographics
Age, Income, Social strata, Educa on, Where you live
Who has / doesn't have final approval when it comes to PR ac ons?
Both or all par es must concur before a project is approved (brochures approved by PR before
publica on) → Concurring Authority
3rd Party Endorsement:
-Recommenda on from an en ty or individual who is neither manufacturer nor seller of the
product/service.
-Bernays started it
-PT Barnum also believed in this
--If Sally tells Joe that the circus was great, then Joe will go to the circus too.
--If Sally tells Joe that the circus sucked balls then he won't go.
Front Groups -- know specific groups in par cular
Ci zens for a Free Kuwait
-Helping governments rally public support for a war
