key concepts

Question 1

what is 1 example of an external pressure that PR professionals are currently facing?

Answer 1

facts no longer matter

Question 2

what is the PR planning cycle (RACE)?

Answer 2

research, action planning, communication, evaluation

Question 3

what is the difference between misinformation and disinformation?

Answer 3

misinformation = information that is found out to be false, but was initially perceived to be true

disinformation = intentionally false information

Question 4

what is an information leak?

Answer 4

when someone inside an organization secretly shares information with outsiders without permission

Question 5

what is the expression regarding good vs bad leaks?

Answer 5

good organizations leak on purpose, bad organizations just leak

Question 6

t or f: most leaks stay anonymous

Answer 6

true

Question 7

5 principles of PR management

Answer 7

authenticity, transparency, listening, proactivity, management

Question 8

what is earned media?

Answer 8

the work that PR professionals have done to get news organizations to cover their clients

Question 9

what is white propaganda?

Answer 9

true information supporting a particular institutional agenda, issued by the organization

Question 10

what is black propaganda?

Answer 10

information that that purports to come from a source other than the true source

Question 11

what is the difference between a real and a pseudo event?

Answer 11

real events happen naturally, pseudo-events are created or framed for media coverage

Question 12

known knowns / unknown knowns / unknown unknowns

Answer 12

known knowns: things we understand and are aware of

known unknowns: things we recognize we don’t know

unknown unknowns: unpredictable surprises

Question 13

what is the 5-letter word considered to be most important in PR?

Answer 13

trust

Question 14

what is the most important “P-word” in PR?

Answer 14

persuasion

Question 15

PR is the business of ____

Answer 15

persuasion

Question 16

what is the main difference between advertising and PR?

Answer 16

advertising is paid media, PR is earned media

Question 17

what is third-party credibility?

Answer 17

the assumption that information delivered from an independent source is more objective or believable than information coming from the organization itself

Question 18

3 goals of PR

Answer 18

1. creating awareness
2. change / reinforce attitudes
3. change / reinforce behaviours

Question 19

marketing / advertising vs public relations

Answer 19

marketing / advertising: relationships are a means to an end (sales)

pr: maintaining relationships is an end itself

Question 20

two-way symmetrical relationship building creates _____

Answer 20

reservoirs of goodwill

Question 21

what is the trust equation?

Answer 21

integrity, competence, dependability

Question 22

what is the say-do gap?

Answer 22

the bigger the gap between an organization’s words and their actions, the less trust the public will have in it

Question 23

in the case of the Panda Games, who would be considered the activist audience, who is the passive audience, and what is the artifact?

Answer 23

activist audience: the students

passive audience: businesses in the area / residents in the neighbourhood

artifact: the product (door hanger)

Question 24

what are the 5 elements of newsworthiness?

Answer 24

1. timeliness
2. proximity
3. conflict and controversy
4. human interest
5. relevance

Question 25

what are the 4 R's of donor stewardship?

Answer 25

1. reciprocity 2. responsibility 3. reporting 4. relationship nurturing

Question 26

what's the difference between exchange and communal relationships?

Answer 26

exchange relationships are transactional, communal relationships look for mutuality and trust

Question 27

what is the black box fallacy?

Answer 27

the idea that some day, one device will meet all of our media needs

Question 28

what style of communication has the City of Ottawa been employing for the Lansdowne 2.0 project?

Answer 28

two-way asymmetrical

Question 29

who is widely considered to be the 'founder of public relations' ?

Answer 29

ivy ledbetter lee

Question 30

who is most famously associated with the press agentry model of PR?

Answer 30

PT Barnum

Question 31

who is most famously associated with two-way asymmetrical communication?

Answer 31

Edward Bernays

Question 32

who is most famously associated with the public information model?

Answer 32

ivy ledbetter lee

Question 33

what famous college is known to have began fundraising as early as 1641?

Answer 33

Harvard

Question 34

what are the 4 types of 'convergence'?

Answer 34

1. technological 2. cultural 3. economic 4. professional

Question 35

what are the 4 P's of marketing (aka marketing mix?)

Answer 35

product, price, place, promotion

Question 36

what is market skimming?

Answer 36

when products are priced higher at first when early adopters will pay a premium, but are then priced lower to appeal to broader markets

Question 37

what are the 4 C's?

Answer 37

consumers, cost, convenience and communication

Question 38

what is the difference between pitching and media catching?

Answer 38

pitching is when a pr professional seeks out a journalist, media catching is the inverse

Question 39

what is the difference between goals, missions and objectives?

Answer 39

goals are more specific than the organization's mission but more general than objectives

Question 40

what is the difference between an output and an outcome?

Answer 40

an output focuses on the tangible efforts of PR, an outcome identifies the results of PR work

Question 41

what are 3 key resources to consider in any PR budget?

Answer 41

personnel, administrative costs and supplies, media

Question 42

according to the situational theory of publics, what are the 3 types of publics?

Answer 42

latent, aware and active

Question 43

what are latent publics?

Answer 43

people who are affected by a problem or issue but don't realize it

Question 44

what are aware publics?

Answer 44

people who recognize that they are affected by a problem or issue

Question 45

what are active publics?

Answer 45

people who behave / communicate actively in response to a problem or issue