STUDY GUIDE 1

Question 1

PT Barnum

Answer 1

Media relations
Father of PR
Laid foundation
Promoted circuses

Question 2

Elenor Lambert

Answer 2

Fashion

Associated with beauty products

Question 3

Ivy Lee

Answer 3

Persuasion
Went to Germant and taught Nazi propaganda
if you get your message out there people will listen to it and think better of you

Question 4

Moss Kendrix

Answer 4

Coke-A-Cola
African American
Consumables/ diversity
“black people are thirsty too” sell to them

Question 5

Bernaes

Answer 5

Promotion

Got everyone to smoke/ stop smoking

Question 6

ST. Paul (apostle)

Answer 6

Writing letters

Make the new religion (Christianity) look good and stand out to people

Question 7

Doris Fleishman

Answer 7

Strategies planning
Kept maiden name
Eddy's wife
Brains of operation 
Pitching strategy and campaigns

Question 8

Al Golin

Answer 8

Cold called Ray Crock about Mcdonalds

Convenience- started the restaurant franchise business, Ray crock (father of fast food)

Question 9

Al Fleishman

Answer 9

Beer

Peirre St. Louis

Question 10

Most important skill in PR?

Answer 10

Writing
Review, revise, repeat
Is a strategic communication process that builds mutually beneficial relationships between organizations and their publics

Question 11

PR is part of…

Answer 11

Marketing

Question 12

Institutional PR- internal

Answer 12

Not trying to make money for profit

universities or schools

Question 13

Corporate PR

Answer 13

Working for organization to make a profit

Question 14

Agency

Answer 14

3rd party PR working with clients

Question 15

PR journalism

Answer 15

Reporting
Editing
Writing
Transmitting new to audience

Question 16

PR is advertising

Answer 16

Selling ideas

Assisting in selling ideas and products to audiences

Question 17

PR in marketing

Answer 17

Creating
Communication
Sending products that have value for audience

Question 18

PR in development

Answer 18

Bringing noncommercial resources to an organization from its committed audience

Question 19

PR in human resources

Answer 19

Expanding and delivering personal productivity through external and inter audiences

Question 20

PR in leadership

Answer 20

taking charge of audience to reach common goals

Question 21

PR in event planning

Answer 21

Developing promoting and executing activities which attract personal and financial support for products, services, organizations and causes

Question 22

PR is…

Answer 22

Identity- what you put out there
Image- how you are viewed currently
Reputation- what people think of when they think of you

Question 23

Problem solving process

Answer 23

1. Define problem
2. Generate alternatives
3. Evaluate and select alternatives
4. Implement a solution

Question 24

Decision making process

Answer 24

1. Define/ analyze problem
2. Establish criteria for solution
3. Weight criteria for importance levels
4. Identify possible solutions
5. Rate each solution against criteria
6. Implement plan

Question 25

Research Methods

Answer 25

General research question Selection of relevant site and participants Collection of relevant data Conceptual and theoretical work Writing up findings and conclusion

Question 26

Public relations relies on valid and reliable research methods to

Answer 26

1. Understand things that will be addressed in communication 2. Evaluate communication efforts of any kind

Question 27

Values

Answer 27

``` Motivation Professionalism Teamwork Leadership Duty ```

Question 28

5 P's

Answer 28

1. Preparation 2. Passion 3. Persuasion 4. Professionalism 5. Persistence

Question 29

Persistence

Answer 29

A PR person who quits after strike 1 wont get many bats Not everyone sees the world as you do Adjusting strategy and tactics can turn a question mark into an explanation point

Question 30

Preparations

Answer 30

SWOT analysis (strength, weakness, opportunity, threat) Research a client, target of pitch, subject of pitch Know the potential outcomes of a successful/ unsuccessful pitch Have a plan Practice your pitch

Question 31

Passion

Answer 31

Why should I care? Understand the audience Care about it they wont care if you don’t care Listen to feed back

Question 32

Persuasion

Answer 32

Final destination of PR: changing audience behavior Ultimate PR: people talk about the subject without responding to direct pitch or stimulus Persuasion is a result of have good ethos, pathos, and logos

Question 33

Professionalism

Answer 33

Use your assets ○ Present the program of campaign in a way that works for you ○ Avoid/ overcome hidden agendas ○ Understand tradeoff Pitch to the audience in front of you Never make it about you ○ Always mention client goals and objectives Be emphatic about how many ways it makes life better for client and audience

Question 34

3 steps to perfect pitch

Answer 34

Do research Make personal Know story

Question 35

Public

Answer 35

People interested in, impacted by, or potentially impacted by an organization Publics are defined by PLU Clients can be opinion leaders PR professionals are not opinion leaders or PLU

Question 36

Look in a different mirror

Answer 36

New research | New idea of objectivity

Question 37

Link product to purpose

Answer 37

Goals | Substance

Question 38

Walk the walk

Answer 38

Place in world What company stands for Time, talent, treasure

Question 39

Walk inside out

Answer 39

Employees are most important ambassador, talk with them

Question 40

Find real stories

Answer 40

That's it

Question 41

Use real words

Answer 41

Be yourself in writing

Question 42

Trust transparency

Answer 42

Be open about everything, even tough topics

Question 43

Unleash the CEO

Answer 43

Write about him

Question 44

Empower the people

Answer 44

Use people who know their shit

Question 45

Join the crowd

Answer 45

Social media

Question 46

Engage friends and foes

Answer 46

Understand every aspect of both

Question 47

Be humble

Answer 47

Authentic comes with responsibility