PR Exam 3

Question 1

Script

Answer 1

prepared speech written on paper

Question 2

Communication Climate

Answer 2

degree of trust & openness that exists in the communication processes of an organization

Question 3

Running Columns

Answer 3

regularly appearing articles of a specific theme or topic in publication

Question 4

Propaganda of the deed

Answer 4

provocative actions designed solely to gain attention for ideas or grievances

Question 5

B-Roll

Answer 5

extra video footage often sent along with a video news release (VNR) for use by TV stations to prepare their own video stories about the topic on the video

Question 6

Uncontrolled media

Answer 6

Those media whose actions are not under the public relations practitioner’s control

Question 7

Desk side briefings

Answer 7

a visit made by a public relations practitioner to a member of the media

Question 8

oxymoron

Answer 8

self-contradiction

Question 9

Public Opinion

Answer 9

sum of individual opinions on an issue affecting individuals

Question 10

Lobbyist

Answer 10

one whose responsibility among other things is to influence legislation

Question 11

Monitor

Answer 11

one whose responsibility is to gather information but not engage in lobbying

Question 12

Grass Roots Lobbying

Answer 12

• also known as indirect lobbying
• mobilize individuals to write, telephone, fax, send post cars, texting, submit petitions or email regarding a specific issue

Question 13

When is the best time to write

Answer 13

when the bill in in committee

Question 14

Wish fulfillment

Answer 14

intimacy of television makes personalities seem close to viewers today

Question 15

Hero worship

Answer 15

people live ordinary lives, professional and big times sports provide and opportunity for individuals to look up to or look down

Question 16

Vicarious sense of belonging

Answer 16

creates support for athletic teams

Question 17

Desire for entertainment

Answer 17

people enjoy reading, watching, or lining up for an autograph from their “favorite” celebrity

Question 18

Planters

Answer 18

individual delivers to media offers publicity stories about individual clients & the projects in which they are engaged

Question 19

Bookers

Answer 19

individual attempts to place clients on talk shows and on other public venues

Question 20

Double planting

Answer 20

a cardinal sin of “exclusive” publicity is to give a story to two media outlets simultaneously

Question 21

Direct mail

Answer 21

the “paratrooper” of communication. it can be directed to a specific audience to accomplish a specific job

Question 22

three things that make a good direct mail:

Answer 22

1. good mailing list
2. good idea
3. good approach in presenting the idea

Question 23

A good mailing

Answer 23

should be based on audi9ence interest and should be accurate, complete, and up-to-date. must keep current

Question 24

A good idea

Answer 24

on that your readers need, want, or can use at the time you are writing to them. It’s possible that a need can be created by playing up a want or some unfulfilled wish

Question 25

A good approach

Answer 25

means that your message is written in the reader's language. written in terms they understand and that stress benefits to them, easy on the eye layout, simple illustrations

Question 26

The opening carries what percent of the weight of the letter

Answer 26

90%

Question 27

two obstacles to your direct mail letters and cards

Answer 27

1. Human inertia | 2. Mental befuddlement

Question 28

Human inertia

Answer 28

pure laziness, you must be able to stimulate your reader to JUMP out of their boredom

Question 29

Mental befuddlement

Answer 29

caused by surrounding competition

Question 30

ERPM

Answer 30

stands for Email and Reputation and Presence Management

Question 31

Why do we read surveys?

Answer 31

1. interested in trends or concerned about conformity | 2. vicarious pleasure to learn that you are in majority or minority

Question 32

what does a survey measure?

Answer 32

a moment in time

Question 33

semantic differential

Answer 33

gives the individual a chose of two opposite concepts usually five to seven choices in between

Question 34

SEMANTICS

Answer 34

relationship between signs and symbols and the concepts/feelings associated with them in the minds of their interpreters

Question 35

Pilot or test survey

Answer 35

small sample of those who would most likely to take the survey

Question 36

types of surveys

Answer 36

accidental purposive sample quota survey

Question 37

Accidental

Answer 37

also known as "water fountain survey" | individuals are polled at various sites

Question 38

Purposive

Answer 38

dealing with groups possessing known characteristics such as survey just male or females college graduates or just high school graduates

Question 39

Quota survey

Answer 39

attempts to include in a group surveyed the same sort of demographic percentages that occur in the total population about who you want to gather data

Question 40

Trademark

Answer 40

the right to trade mark is established through usage in trade, such rights are protected under common law

Question 41

Service mark

Answer 41

applies to an organization that is selling a service rather than a product

Question 42

1st FIB

Answer 42

POWER

Question 43

Power structure

Answer 43

within a community it is generally multi level, many power actors having input into the community

Question 44

Power Pool

Answer 44

attorneys, business leaders, connected to various causes | eat at same restaurants, same clubs

Question 45

Power broker/power actor

Answer 45

an individual who have power and influences, especially one who may operate unofficially or behind the scene as an intermediary

Question 46

Multi power

Answer 46

structure would include | school board, fire, police, SRU, churches

Question 47

Single power

Answer 47

would include a large corporation (Armco)

Question 48

Opinion Leaders

Answer 48

serve as a catalyst for the formation of public opinion

Question 49

Two types of opinion leader

Answer 49

1. Formal- so called because of their positions, elected officials, presidents of a company 2. informal- individuals who have doubt with peers. special qualities role models or admired

Question 50

OOH

Answer 50

out of home

Question 51

what percent of people are on some form of social media platform

Answer 51

81%