Final Review

Question 1

What is a problem?

Answer 1

A commonplace occurance and fairly predictable

Question 2

What is a crisis?

Answer 2

A disruption that affects the system as a whole, require considerable time and effort and money to fix

Question 3

What are 5 characteristics of a crisis?

Answer 3

Escalating intensity, falling under close media/govt scrutiny, interfering with normal operations, poor public opinion, damages bottom line

Question 4

Why does title matter more than name?

Answer 4

People move on to different jobs

Question 5

What are the four stages of a crisis?

Answer 5

Warning stage, point of no return, clean up phase, return to normal

Question 6

Which stages are proactive/reactive?

Answer 6

Warning stage and return to normal are proactive.
Point of no return and clean up phase are reactive.

Question 7

What is the idea of advertising?

Answer 7

Call for action, decision of value based on perceived value (PSA, Ads, press release)

Question 8

What is commercial speech?

Answer 8

expression intended to generate market transaction

Question 9

What is political speech?

Answer 9

expression associated with normal conduct of a govt

Question 10

Which speech has more regulation?

Answer 10

Commercial

Question 11

What does the FDA do?

Answer 11

Regulates speech on the promotion of Rx drugs

Question 12

What does the FCC do?

Answer 12

Regulates speech on public airways, like Tv or radio

Question 13

What does the FTC do?

Answer 13

Regulates communication when promoting a product

Question 14

What does the SEC do?

Answer 14

Regulates communication about publicly traded companies (stocks)

Question 15

What must the SEC ensure about stocks?

Answer 15

Everyone feels they have a fair chance, if it feels rigged people won’t invest in stocks

Question 16

What is false light?

Answer 16

Violation of privacy in a false and offensive light

Question 17

What is appropiating?

Answer 17

Stealing someone’s identity

Question 18

HIPAA:

Answer 18

Protects privacy of patients in a medical setting

Question 19

FERPA:

Answer 19

Protects privacy of students information

Question 20

What is copyright?

Answer 20

Must seek permission to use from owner

Question 21

What are private facts?

Answer 21

An organization cannot reveal information about ex-workers

Question 22

What 5 torts does libel need? What’s the extra tort for elected officials?

Answer 22

Defamation, publication, identification, damage, fault.
Actual malice.

Question 23

What are the definitions of each tort? (De, P, I, Da, F, A)

Answer 23

Injures with unpleasant information, Tv/internet/radio, name the person or clearly identify through satire, financial or social reputation, has to be wrong, intentionally hurting a reputation

Question 24

What is pre-marketing conditioning?

Answer 24

Makes your advertising work harder

Question 25

What must we ensure with crisis communication?

Answer 25

That you can answer as many questions as possible in advance, looking at potential faults in your organization

Question 26

Main goal of crisis communications?

Answer 26

To protect the people, then the reputation of the organization

Question 27

Where did public relations originate?

Answer 27

Ancient Greece 460BC as the study of rhetoric

Question 28

What is the growth of institutions?

Answer 28

Early 20th century focus on industrial revolution and unions

Question 29

What is expansion of democracy?

Answer 29

Women's suffrage, civil rights movement

Question 30

What are improvements in communication?

Answer 30

Print press, radio, TV, cellphones

Question 31

Who did the first press release?

Answer 31

Ivy Lee (THE NAZI!!!)

Question 32

Who is the father of public relations?

Answer 32

Edward Bernays, did the torches of freedom movement

Question 33

What is a latent, aware, and active public?

Answer 33

Latent: values match your organization, but members don't know it yet Aware: aware of shared values, but nothing to engage Active: takes action in shared values

Question 34

What is logos, pathos, and ethos?

Answer 34

Logos: appeal to logic Pathos: appeal to emotion Ethos*: appeal to ethics/credibility

Question 35

What is Maslow's hierarchy?

Answer 35

Physiological, safety, acceptance/love, self-esteem, self-actualization

Question 36

What is the agenda setting hypothesis?

Answer 36

(1950-90s) Media doesn't tell public what to think, only what to think about

Question 37

What is the uses and gratification theory?

Answer 37

(90s-now) People stay and consume media that they find gratifying

Question 38

What is formal vs. informal research?

Answer 38

Formal: quantitative, surveys Informal: qualitative, focus groups

Question 39

What is ad hoc?

Answer 39

For this purpose only

Question 40

What is a standing vs. contingency plan?

Answer 40

Standing: ongoing plan with target audience Contingency: crisis communication

Question 41

Why do we plan?

Answer 41

To align our actions to our values-based mission, manage internal resources, and achieve consensus with higher-ups

Question 42

How do we effectively manage resources? (GOST)

Answer 42

Goal: generalized outcome Objective: specific milestones that measure progress Strategy: description Tactic: training sessions, individual actions

Question 43

How is old PR different from new PR?

Answer 43

Back then there was no internet, so the main focus was the few TV and radio stations

Question 44

How can we remove obstacles for journalists?

Answer 44

Media kits, like fact sheets, photos, videos etc.