Chap 12: Planning and Programming

Question 1

strategic thinking

Answer 1

predicting or establishing a desired future goal state, determining what forces will help and hinder movement toward the goal, and formulating a plan for achieving the desired state.

Question 2

What is a working theory?

Answer 2

an idea of how things might work… For example, “If we implement this action and communication plan, then we will achieve these outcomes with our publics, which should lead to accomplishing the program goal.”

Question 3

What else, besides gut feelings are working theories based in?

Answer 3

established communication and public relations theories

Question 4

Reification

Answer 4

treating an abstraction as if it exists as a concrete or material entity.

Question 5

What is required for effective reification of target publics?

Answer 5

an understanding of “ publics” both as they arise in response to specific situations and as they identify with specific groups across situations.

Question 6

Cross- situational publics

Answer 6

groups of people that can be identified by something they have in common, regardless of the situation in which they find themselves.

Question 7

Latent publics

Answer 7

people who are simply unaware of their connections to others and an organization with respect to some issue or other problem situation.

Question 8

Aware publics

Answer 8

those people who recognize that they are somehow affected by or involved in a problem situation shared by others but have not communicated about it with others.

Question 9

active publics

Answer 9

publics that organize and communicate on a shared situation

Question 10

Name Grunig’s three predictive factors in his situational theory of publics.

Answer 10

Problem recognition
Level of involvement
Constraint recognition

Question 11

Explain Gruing’s Problem recognition theory

Answer 11

represents the extent to which people are aware that something is missing or amiss in a situation, thereby knowing that they need information.

Question 12

Explain Gruing’s Level of involvement theory

Answer 12

represents the extent to which people see themselves being involved and affected by a situation.

Question 13

Explain Gruing’s Constraint recognition theory

Answer 13

represents the extent to which people see themselves limited by external factors versus seeing that they can do something about the situation.

Question 14

(Information seeking/information processing) Which describes active communication

Answer 14

information seeking

Question 15

(Information seeking/information processing) Which describes passive communication

Answer 15

information processing

Question 16

1. All- issue publics are ______ on all issues in the situation set.

Answer 16

active

Question 17

2. Apathetic publics are _____ and _____ on all issues in the set.

Answer 17

inattentive and inactive

Question 18

3.This type of public is active on one or a limited number of related issues.

Answer 18

Single-issue publics

Question 19

4. Hot- issue publics are active when?

Answer 19

after media coverage exposes almost everyone to the issue, making it a topic of widespread social conversation.

Question 20

What are Gruing’s 4 types of publics

Answer 20

1. All- issue publics
2. Apathetic publics
3. Single- issue publics
4. Hot- issue publics

Question 21

Goals and objectives (are/are not) the same thing.

Answer 21

are not

Question 22

Goals

Answer 22

broad, summative statements that spell out the overall outcomes of a program.

Question 23

Objectives

Answer 23

represent the specific knowledge, opinion, and behavioral outcomes to be achieved for each well- defined target public, what some call “ key results.”

Question 24

4 elements of public relations objectives

Answer 24

1) target public
2) outcome
3) Measurement
4) target date

Question 25

As conditions change, program planners change the ______ to reflect the evolving program environment.

Answer 25

objectives

Question 26

strategy

Answer 26

the overall concept, approach, or general plan for the program designed to achieve an objective.

Question 27

Tactics

Answer 27

the actual events, media, and methods used to implement the strategy.

Question 28

After reaching out to external publics with its communication efforts, an organization should implement corrective internal actions.

Answer 28

False. do it before

Question 29

What four factors control budgets in PR?

Answer 29

(1) total income or funds available to the enterprise ;(2)“competitive necessity” ( 3) overall task or goal set for the organization ( 4) profit or surplus over expenses.

Question 30

Practitioners typically follow three guidelines when budgeting. What are they?

Answer 30

1. Know the cost of what you propose to buy. 2. Communicate the budget in terms of what it costs to achieve specific results. 3. Use software to manage the program.

Question 31

How can backlash effects be avoided during pretesting methods?

Answer 31

By conducting a response analysis