PUR 3000 FSU Final Exam
Two- way communication - CORRECT ANSWER-solicits feedback; PR practitioners
must get feedback and pass it to management
R.A.C.E. - CORRECT ANSWER-Research, Action (of planning), Communication,
Evaluation (Process of PR)
Spin - CORRECT ANSWER-To "spin" an event; lie; create different point of view
Third party endorsement - CORRECT ANSWER-by using PR articles, newspapers
"endorse"
PR as a management function - CORRECT 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 - CORRECT ANSWER-a publicity release of Pharaoh's
accomplishments that helped us understand hieroglyphics
Edward Bernays - CORRECT ANSWER-Father of modern PR, used behavioral
psychology and social science research to change perceptions and behaviors (Ivory
Soap Contest- 35 years)
Ivy Lee - CORRECT 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 - CORRECT ANSWER-?
Code for VNRs - CORRECT 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 - CORRECT ANSWER-Requires five years experience
Bachelor's degree, pass test
, Movement to require continuing
education
Gifts to journalists - CORRECT ANSWER-PR practitioners should not provide junkets of
doubtful news value, extravagant parties, expensive gifts and personal favors to the
media
P.R.S.A. (Public relations society of America) responsibilities (4) - CORRECT
ANSWER-(1) media relations
(2) writer/editor
(3) marketing communications
(4) corporate communications
Absolutist theory - CORRECT ANSWER-do what is right, though the world should
perish
PRSA code of ethics - CORRECT ANSWER-Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness
Utilitarianism theory - CORRECT ANSWER-the end can justify the means as long as
the result causes the least harm or most good
Line Manager functions - CORRECT 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) - CORRECT 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) - CORRECT ANSWER-1. Advisory- Line management has no
obligation to take recommendations or request them.
When PR is solely advisory, it's often ineffective.
Two- way communication - CORRECT ANSWER-solicits feedback; PR practitioners
must get feedback and pass it to management
R.A.C.E. - CORRECT ANSWER-Research, Action (of planning), Communication,
Evaluation (Process of PR)
Spin - CORRECT ANSWER-To "spin" an event; lie; create different point of view
Third party endorsement - CORRECT ANSWER-by using PR articles, newspapers
"endorse"
PR as a management function - CORRECT 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 - CORRECT ANSWER-a publicity release of Pharaoh's
accomplishments that helped us understand hieroglyphics
Edward Bernays - CORRECT ANSWER-Father of modern PR, used behavioral
psychology and social science research to change perceptions and behaviors (Ivory
Soap Contest- 35 years)
Ivy Lee - CORRECT 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 - CORRECT ANSWER-?
Code for VNRs - CORRECT 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 - CORRECT ANSWER-Requires five years experience
Bachelor's degree, pass test
, Movement to require continuing
education
Gifts to journalists - CORRECT ANSWER-PR practitioners should not provide junkets of
doubtful news value, extravagant parties, expensive gifts and personal favors to the
media
P.R.S.A. (Public relations society of America) responsibilities (4) - CORRECT
ANSWER-(1) media relations
(2) writer/editor
(3) marketing communications
(4) corporate communications
Absolutist theory - CORRECT ANSWER-do what is right, though the world should
perish
PRSA code of ethics - CORRECT ANSWER-Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness
Utilitarianism theory - CORRECT ANSWER-the end can justify the means as long as
the result causes the least harm or most good
Line Manager functions - CORRECT 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) - CORRECT 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) - CORRECT ANSWER-1. Advisory- Line management has no
obligation to take recommendations or request them.
When PR is solely advisory, it's often ineffective.
