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Flashcards in pr exam #1 II Deck (47):
1

PR starts with what?

top management

2

is the factor below influence PR participation in management?

proximity and access

yes

3

is the factor below influence PR participation in management?

Environmental changes, especially with the consumer

no

4

is the factor below influence PR participation in management?

Organizational changes

yes

5

is the factor below influence PR participation in management?

Characteristics of practitioners

yes

6

is the factor below influence PR participation in management?

Knowledge of economy for ongoing programs

no

7

is the factor below influence PR participation in management?

Fresh perspective to issues and problems

no

8

is the factor below influence PR participation in management?

Extent to which research is used

yes

9

is the factor below influence PR participation in management?

Degree to which line managers and practitioners view PR as part of management team

yes

10

is this an advantage or disadvantage of hiring a PR exec within the internal department?

Team membership

Advantages

11

is this an advantage or disadvantage of hiring a PR exec within the internal department?

Knowledge of the organization

Advantages

12

is this an advantage or disadvantage of hiring a PR exec within the internal department?

Loss of objectivity

Disadvantages

13

is this an advantage or disadvantage of hiring a PR exec within the internal department?

Economy for ongoing programs

Advantages

14

is this an advantage or disadvantage of hiring a PR exec within the internal department?

Domination and subservience

Disadvantages

15

is this an advantage or disadvantage of hiring a PR exec within the internal department?

Availability of staff practitioners

Advantages

16

is this an advantage or disadvantage of hiring a PR exec within the internal department?

Confused mission and roles

Disadvantages

17

is this a reason to retain an outside counseling firm?

Management has no formal PR program

yes

18

is this a reason to retain an outside counseling firm?

Headquarters is far from communications and financial centers

yes

19

is this a reason to retain an outside counseling firm?

Business intelligence would be higher

no

20

is this a reason to retain an outside counseling firm?

Better sense of experienced knowdlege in dealing with different PR companies

no

21

is this a reason to retain an outside counseling firm?

Firm has a range of up-to-date contacts

yes

22

is this a reason to retain an outside counseling firm?

Broader marketing and legal counseling

no

23

is this a reason to retain an outside counseling firm?

Experienced executives and creative specialists

yes

24

is this a reason to retain an outside counseling firm?


Highly specialized services

yes

25

is this a reason to retain an outside counseling firm?

Independent judgment of an outsider

yes

26

whats your code for internal department advantages

TAKE

27

whats your code for internal department disadvatnages?

LCD

28

Whats your code for outside counseling firms advantages?

TORGC

29

whats your code for outside conseling firms for disadvantages?

C2DIQ

30

what are the 4 stages of development?

public be damned/public be informed/mutual understanding/usutal adjustment

31

communication is about people...?

RIITE

Relating to one another

Influencing and being influenced

Informing and being informed

Teaching and being taught

Entertaining and being entertained

32

mass media can have a substantial and important impact on the cognitive level without affecting predisposition. what theory is this?

agenda-setting theory

33

tries to answer the question of who is building the agenda of the media. what theory is this?

agenda-building theory

34

when the media provides information for people who seek it and is needed for interpersonal communication. what theory is this?

diffusing information and innovation

35

this explains the process by which new idea are spread and adpoted. which theory is this?

diffusing information and innovation

36

opinion leaders are?

key components in gaining acceptance of new ideas

37

individuals who think their opinion conflicts with the opinions of the majority tend to remain silent on the issue. what theory is this?

spiral of silence theory

38

whats another name for spiral of silence?

silent majority

39

when does public opinion arise?

when individuals recognize support for their views though personal interaction

40

media coverage can ______, _____, or _____ the spiral of silence effect on public opinion

reflect, enforce, or challened

41

name the 5 dimensions of public opinion

DIISS

direction
intensity
informational support
social support
stability

42

Sample question: Which one of the following is the greatest advantage of hiring an outside public relations firm?
A. Economies of scale available by dealing with a large firm.
B. Guaranteed loyalty availability of the client-service team.
C. Flexibility and variety of talents and skills.
D. Absence of resistance by client insiders due to the firm’s experience.
E. All of the above.

c

43

Which practitioner is credited as being the first to realize the fallacy of publicity unsupported by good deeds, was among the first to use the “handout” (press release) on a large scale, and had great impact on the practice by issuing a “Declaration of Principles”?
A. George Creel D. Carl Byoir
B. Edward Bernays E. Ivy Lee
C. John W. Hill

e

44

There is general agreement on the criteria used to judge the professional status of public relations. Which one does not belong on the list?
A. Requires specialized education to acquire unique knowledge and skills
B. Receives state sanctioning through licensing
C. Emphasizes acceptance of personal responsibility by practitioners
D. Accepts recognition by the community of providing an essential service
E. Enforces codes of ethics and standards through an association of peers

b

45

Public relations scholars describe “craft public relations” and “professional public relations” as similar to the text definitions of which of the following?
A. Amateur versus paid D. Marketing versus public affairs
B. Closed versus open E. Negative versus positive feedback
C. Accredited versus certified

b

46

In the co-orientational model, if Person A holds a positive evaluation of Object “X” and thinks that Person B feels the same about “X,” this is an example of which one of the following?
A. High agreement D. Low accuracy but high agreement
B. High accuracy E. High accuracy but low congruency
C. High congruency

c

47

Organizations that function as open systems receive input from the environment and often change as a result of that input. This situation represents which of the following organizational worldviews and cultures?
A. Asymmetrical worldview and participative organizational culture
B. Asymmetrical worldview and authoritarian organizational culture
C. Symmetrical worldview and authoritarian organizational culture
D. Symmetrical worldview and participative organizational culture
E. None of the above

d