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Public Relations Final Exam Review Plus Past Quiz Questions & AnswersQuiz 1Public RelationsPlanned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two way communicationpublic relations helps an organization and its publics adapt mutually to each otherPlanned process to influence Public OpinionJohn Marston four step model (RACE)1. Research2. Action this is the key3. Communication4. EvaluationPublic relations must serve as an honest broker to managementAdvice must be unfiltered, uncensored, and unexpurgatedMelvin Sharpe says to “harmonize” five principles areHonest communication for credibilityOpenness and consistency of actions for confidenceFairness of actions for reciprocity and goodwillContinuous two way communicationEnvironmental research and evaluation to determine the actions or adjustments needed for social harmonyFunctions of PRmanagement must always speak with one voice, its communications must be sensitive to all constituent publicsWriting – Fundament public Relations skillMedia RelationsPlanningCounseling – management and its interactionsResearchingPublicityMarketing CommunicationsCommunity RelationsSocial Media InterfaceChapter 2History and Growth of PRSeveral trends have influences PRGrowth of big institutionsHeightened public awareness and media sophisticationGlobal villageIncreasing incidence of societal change, conflict, and confrontationGlobalization and growing power of global media, public opinionDominance of the internet and groth of social mediaAncient BeginningsAncient greek and communication skillsCreel committee, massive verbal and written communications effort was successful in marshaling national pride behind the war effortThis was the first in US history that information was used as a weapon of war”PropagandaThis term in the catholic church days meant to help propagate the faith and did not have bad meaningEmergence of Robber BaronsAmerican industrial revolution ushered in the growth of PR“robber barons” cared little for the rest of societyEnter the MuckrakersThe muckrackers were the journalists who gave robber barons criticismJournalist shock stories soon led to a wave of sentiment for legislative reformThey discovered a corporation would be doomed without public opinionAnd the best way is through honesty and candorChapter 3CommunicationCommunication is a great tool and must be handled with great careThe PR practitioner is a professional communicatorCommunication- exchanging information, imparting ideas, and making oneself understood by others.Understanding is critical to the communication processIf the person who receives the message doesn’t there was no communicationThe most important person is the receiverTraditional Theories of CommunicationConcentric- circle theory: assumed that ideas evolve gradually to the public at large moving in concentric circles from great thinkers to lesser.This suggests people pick up from leadersPat Jackson five step process1. Building awareness2. Developing a latent readiness- this is where they form opinion3. Triggering event4. Intermediate behavior5. Behavioral changeSEMDR communications processSource, Message, Receiver, Decoding stage, encoding stage“silent theories of communication”Contemporary theories of Communication“diffusion and convergence”ConstructivismKnowledge is constructed not transmittedCoordinated management of meaningBased on social interactionGrunig- Hunt Public Relations models QUIZ?Press agency /publicityPublic informationTwo way asymmetricTwo way symmetricFree and equal info flow b/w organization and its publicsMedia BiasPeople base perceptions off of what they read or hearThe press ad media do not reflect reality: they filter and shape itMedia concentration on a few issues and subjects lead the public to perceive those as importantFeedbackA communicator must get feedback from a receiver to know what messages are or are not getting through and how to structure future communicationsYou are not communicating if the other person does not hear or understand and react to it Quiz questionPublic OpinionYou must change the “action” before credibility or trust can be builtPublic opinion is combustible and changing commodityPr programs are designed to1. Persuade people to change opinion on something2. Crystallize uninformed or undeveloped opinions3. Reinforce existing opinionsPr Professionals must understand what public opinion is, how it is formed, how to change it, and how it is influenced by communicationWhat is Public OpinionPublic signifies a group of people who share a common interestOpinion is the expression of an attitude on a particular topicAttitudes-> Opinions-> Actions QUIZ ?Public opinion represents a consensusHow are they attitudes influenced?“muddled middle”- passive neutral indifferentused to called “silent majority”they hold the key to success because they are most readily influenced by a message QUIZ ?theory of cognitive dissonance- people avoid information that opposes their opinion and seek info that goes along with itSocial judgment theory- people have a range of opinions on a certain subject anchored by a clear attitude“latitude of acceptance”**Influencing Public Opinion1. Opinions to be changed must be identified and understood2. Target publics must be clear3. Public relations prof. must have the “laws” that govern public opinion in sharp focusLaws of Public OpinionOpinion is highly sensitive to important eventsOpinion is generally determined more by events than by words- unless those words are themselves interpreted as an eventAt critical times people become more sensitive to the adequacy of their leadership.If they have confidence in it they are willing to assign more than usual responsibility to it if they lack they are less tolerableOnce self interest is involved, opinions are slow to changePeople have more opinions and are able to form opinions more easily on goals than on methods to reach those goalsIf people in a democracy are provided with educational opportunities and ready access to information, public opinion reveals a hardheaded common senseChapter 5ManagementPR is much more planned persuasive social managerial science now a days.The CEO is the organizations chief spokes person Quiz ?Responsible for setting strategy and framing policy, reputation defender“thinking on your feet”, plan strategically, and plan methodically is very important in PRbest public


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FSU PUR 3000 - Quiz 1

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