UF PUR3000 Exam 1 Study Guide
Who is credited with inventing the "psuedo-event" - CORRECT ANSWER-P.T. Branum
what is a psuedo-event? - CORRECT ANSWER-a planned happening or event that
occurs primarily for the purpose of being reported
line function - CORRECT ANSWER-can delegate authority, set production goals, hire
employees, and make policy
staff function - CORRECT ANSWER-less direct authority; influence the work through
suggestions, recommendations, and advice
Is public relations a staff or line function? - CORRECT ANSWER-staff function
what is the ROI of public relations according to a recent study of CEO's? - CORRECT
ANSWER-184%
what are the four components of Grunig & Hunt's four models of public relations -
CORRECT ANSWER-1. press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
SEC - CORRECT ANSWER-this agency closely monitors publicly traded companies
and protects the interests of their stockholders; regulates public disclosure and insider
trading
FTC - CORRECT ANSWER-regulates ads; has the jurisdiction to determine if an ad is
deceptive or misleading to consumers
FDA - CORRECT ANSWER-Ð oversees the advertising and promotion of prescription
drugs, cosmetics, and over-the-counter medicines
FCC - CORRECT ANSWER-originally developed to monitor public airways (television
and radio) and to ensure that radio waves were being used in the public interest; now
today has an important role in internet policy; copyrighting
"Torches of Liberty" Campaign - CORRECT ANSWER-campaign by Bernays that made
an effort to expand the tobacco company's market to include women.
,Hourly Fee - CORRECT ANSWER-A basic hourly fee plus out-of-pocket fees; it is most
commonly used amongst large firms. MOST preferred by public relations people bc they
are paid for the amount of time spent
Retainer Fee - CORRECT ANSWER-a basic monthly fee charged to the clients that
covers ordinary administrative fees, and overhead expenses
Fixed Project Fee - CORRECT ANSWER-LEAST preferred because a firm agrees to
complete a specific project for a fixed cost that is hard to predict accurately ahead of
time
SWOT analysis - CORRECT ANSWER-Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - CORRECT ANSWER-
PRSA: Public relations society of america
Core values of PRSA members - CORRECT ANSWER--honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - CORRECT ANSWER-Edward Bernays
APR - CORRECT ANSWER-Accreditation in Public Relations
What is the relationship between public relations and advertising? - CORRECT
ANSWER-compete for funds to communicate with external audiences
PRSA definition of public relations - CORRECT ANSWER-a strategic communication
process that builds mutually beneficial relationships between organizations and their
publics
RACE - CORRECT ANSWER-public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - CORRECT ANSWER-1. Research and analysis
2. Policy formation
3. Programming
4. Communication
,5. Feedback
6. Evaluation
account executive - CORRECT ANSWER-the key liaison person between a public
relations firm and a client
defamation - CORRECT ANSWER-any false statement created about a person or
organization that creates, contempt, public hatred, or ridicule, or inflicts injury of
reputation; a collective term to encompass slander and libel
libel - CORRECT ANSWER-a printed falsehood
slander - CORRECT ANSWER-a false oral statement
puffery - CORRECT ANSWER-false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - CORRECT ANSWER-activist
public relations
spin - CORRECT ANSWER-heavily biased portrayal in specific favor of an event or
situation
one sided facts
considered unethical
What does corporate communications include? - CORRECT ANSWER-Media relations,
investors relations, consumer affairs, governmental relations, community relations,
marketing communications, and employee communications
The four areas that require cooperation to avoid turf battle with the PR department -
CORRECT ANSWER-1. legal
2. human resources
3. advertising
4. marketing
What is public relations? - CORRECT ANSWER-- relationship between a company and
the publics
- reputation should be based on ethics
- tries to do things with little to no cost because when the public knows something is
paid for, people question its credibility
Why is public relations hard to define? - CORRECT ANSWER-- because it only about
100 years old and is still defining itself
- sometimes when we say PR, we really mean one of its functioning parts
What do we also call public relations? - CORRECT ANSWER-- strategic communication
, - mutually beneficial
- managerial function (Chief PR manager)
What is the biggest tip in PR? - CORRECT ANSWER-tell it all, tell the truth, and tell it
quickly- if you do this then there is nothing left to tell
What are the functional parts of PR? - CORRECT ANSWER-- press agentry
- publicity
- institutional advertising
- public affairs
- issues management
- lobbying
- investor relations
- development
Press Agentry - CORRECT ANSWER-used by celebrities and professional athletes
Publicity - CORRECT ANSWER-get out information and hopefully the truth
Institutional Advertising - CORRECT ANSWER-promotes industries, but not specific
products
Public Affairs - CORRECT ANSWER-governmental public relations
Issues Management - CORRECT ANSWER-forecast potential PR problems
Lobbyists - CORRECT ANSWER-help in the passing or defeating of legislature- sweet
talkers
Investor Relations - CORRECT ANSWER-- make big money and work PR on Wall
Street
- speak to the media and explain the trade by taking complicated information and
putting it into layman's terms
Development - CORRECT ANSWER-fundraising
How do we quantifying public relations? - CORRECT ANSWER-x+y=z
What does "x" represent? - CORRECT ANSWER-an action done
What does "y" represent? - CORRECT ANSWER-how the public action is interpreted
What does "z" represent? - CORRECT ANSWER-the public opinion formed
Which part of the x+y=z equation is most important? - CORRECT ANSWER-in PR
perception is everything, so z is the most important
Who is credited with inventing the "psuedo-event" - CORRECT ANSWER-P.T. Branum
what is a psuedo-event? - CORRECT ANSWER-a planned happening or event that
occurs primarily for the purpose of being reported
line function - CORRECT ANSWER-can delegate authority, set production goals, hire
employees, and make policy
staff function - CORRECT ANSWER-less direct authority; influence the work through
suggestions, recommendations, and advice
Is public relations a staff or line function? - CORRECT ANSWER-staff function
what is the ROI of public relations according to a recent study of CEO's? - CORRECT
ANSWER-184%
what are the four components of Grunig & Hunt's four models of public relations -
CORRECT ANSWER-1. press agentry
2. public information
3. two-way asymmetric
4. two-way symmetric
SEC - CORRECT ANSWER-this agency closely monitors publicly traded companies
and protects the interests of their stockholders; regulates public disclosure and insider
trading
FTC - CORRECT ANSWER-regulates ads; has the jurisdiction to determine if an ad is
deceptive or misleading to consumers
FDA - CORRECT ANSWER-Ð oversees the advertising and promotion of prescription
drugs, cosmetics, and over-the-counter medicines
FCC - CORRECT ANSWER-originally developed to monitor public airways (television
and radio) and to ensure that radio waves were being used in the public interest; now
today has an important role in internet policy; copyrighting
"Torches of Liberty" Campaign - CORRECT ANSWER-campaign by Bernays that made
an effort to expand the tobacco company's market to include women.
,Hourly Fee - CORRECT ANSWER-A basic hourly fee plus out-of-pocket fees; it is most
commonly used amongst large firms. MOST preferred by public relations people bc they
are paid for the amount of time spent
Retainer Fee - CORRECT ANSWER-a basic monthly fee charged to the clients that
covers ordinary administrative fees, and overhead expenses
Fixed Project Fee - CORRECT ANSWER-LEAST preferred because a firm agrees to
complete a specific project for a fixed cost that is hard to predict accurately ahead of
time
SWOT analysis - CORRECT ANSWER-Strengths
Weaknesses
Opportunities
Threats
What is the largest national public relations organization? - CORRECT ANSWER-
PRSA: Public relations society of america
Core values of PRSA members - CORRECT ANSWER--honesty
-advocacy
-expertise
-loyalty
-fairness
Who wrote Crystallizing Public Opinion - CORRECT ANSWER-Edward Bernays
APR - CORRECT ANSWER-Accreditation in Public Relations
What is the relationship between public relations and advertising? - CORRECT
ANSWER-compete for funds to communicate with external audiences
PRSA definition of public relations - CORRECT ANSWER-a strategic communication
process that builds mutually beneficial relationships between organizations and their
publics
RACE - CORRECT ANSWER-public relations as a process:
R: research
A: Action
C: communication
E: evaluation
Public relations as a process (steps) - CORRECT ANSWER-1. Research and analysis
2. Policy formation
3. Programming
4. Communication
,5. Feedback
6. Evaluation
account executive - CORRECT ANSWER-the key liaison person between a public
relations firm and a client
defamation - CORRECT ANSWER-any false statement created about a person or
organization that creates, contempt, public hatred, or ridicule, or inflicts injury of
reputation; a collective term to encompass slander and libel
libel - CORRECT ANSWER-a printed falsehood
slander - CORRECT ANSWER-a false oral statement
puffery - CORRECT ANSWER-false over exaggeration or praise
Sierra Club's John Muir represents what type of PR? - CORRECT ANSWER-activist
public relations
spin - CORRECT ANSWER-heavily biased portrayal in specific favor of an event or
situation
one sided facts
considered unethical
What does corporate communications include? - CORRECT ANSWER-Media relations,
investors relations, consumer affairs, governmental relations, community relations,
marketing communications, and employee communications
The four areas that require cooperation to avoid turf battle with the PR department -
CORRECT ANSWER-1. legal
2. human resources
3. advertising
4. marketing
What is public relations? - CORRECT ANSWER-- relationship between a company and
the publics
- reputation should be based on ethics
- tries to do things with little to no cost because when the public knows something is
paid for, people question its credibility
Why is public relations hard to define? - CORRECT ANSWER-- because it only about
100 years old and is still defining itself
- sometimes when we say PR, we really mean one of its functioning parts
What do we also call public relations? - CORRECT ANSWER-- strategic communication
, - mutually beneficial
- managerial function (Chief PR manager)
What is the biggest tip in PR? - CORRECT ANSWER-tell it all, tell the truth, and tell it
quickly- if you do this then there is nothing left to tell
What are the functional parts of PR? - CORRECT ANSWER-- press agentry
- publicity
- institutional advertising
- public affairs
- issues management
- lobbying
- investor relations
- development
Press Agentry - CORRECT ANSWER-used by celebrities and professional athletes
Publicity - CORRECT ANSWER-get out information and hopefully the truth
Institutional Advertising - CORRECT ANSWER-promotes industries, but not specific
products
Public Affairs - CORRECT ANSWER-governmental public relations
Issues Management - CORRECT ANSWER-forecast potential PR problems
Lobbyists - CORRECT ANSWER-help in the passing or defeating of legislature- sweet
talkers
Investor Relations - CORRECT ANSWER-- make big money and work PR on Wall
Street
- speak to the media and explain the trade by taking complicated information and
putting it into layman's terms
Development - CORRECT ANSWER-fundraising
How do we quantifying public relations? - CORRECT ANSWER-x+y=z
What does "x" represent? - CORRECT ANSWER-an action done
What does "y" represent? - CORRECT ANSWER-how the public action is interpreted
What does "z" represent? - CORRECT ANSWER-the public opinion formed
Which part of the x+y=z equation is most important? - CORRECT ANSWER-in PR
perception is everything, so z is the most important
