PR Test Study Guide democracy Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics In John Marston s R A C E process the key step is proper action PR consultants for politicians should point out the importance of the uncommitted public because they can swing a vote The strength of the public relations field stems from its root in The fundamental mandate of public relations is communications Because there are so many different publics public relations professionals often serve as mediators between management and these constituent groups upon whom organizations depend Regardless of what definition you choose for public relations Fraser Seitel contends that in order to be successful professionals must always have a planned process to influence attitudes and actions of the targeted public Publics that are classified as internal publics include stockholders and the board of directors To be successful a public relations professional should have the predisposition to disclose rather than withhold information How many communications professionals are employed by the Department of Defense 7 000 For a group of people to become a public which of the following does NOT occur seek outside counsel on whether to unite What is the cardinal rule for public relations practitioners Never ever lie as respect The government affairs function of public relations deals with officials at the local state and federal levels Public relations is an industry that is growing in numbers as well Spin boils down to outright lying in order to cover up what actually happened in a situation Much of what Amos Kendall did in the kitchen cabinet of President Andrew Jackson is similar to what a presidential press secretary does today Which of the following has made knowledge of and facility with the Internet a front burner necessity for practitioners Social media participation Using a variety of persuasive techniques and even a pseudonym Publius Alexander Hamilton John Jay and James Madison advocated for ratification of the Constitution Samuel Adams combined weaponry of sword and pen by organizing the Associated Press to do battle with King George FALSE The adversarial relationship between so called robber barons and muckrakers led to the need for hired professionals to explain what industrialists had been unable to convey The era right after World War II can be described as an era when the public held corporations and their leaders in high esteem Which of the following is NOT a significant contribution by Edward L Bernays to the field of public relations publishing the landmark consumerism book Unsafe at Any Speed During World War I and World War II public relations techniques to help mobilize United States citizens to support war efforts were used by the Creel Committee and Office of War Information The word propaganda originated with Pope Gregory the XV who established a College in 17th century Rome to spread the word about Catholicism The stage for today s lobbyist was set by the Sophists hired to fight verbal battles for politicians in ancient Rome FALSE Some scholars consider Amos Kendall the forerunner to today s White House press secretary because of the duties he performed for Andrew Jackson Thomas Paine an early practitioner of public relations wrote periodic essays that urged colonists to band together including those contained in The Crisis papers Which of the following is NOT true of the Sophists They were not elected to leadership positions because they were good speakers The growth of public relations as an accepted business like practice in the United States of America stems from the American Industrial Revolution Techniques to attract press coverage used by Phineas T Barnum are representative of the public be informed era that contributed to a positive image of the practice of public relations FALSE Before public relations practitioners can earn the respect of management and become trusted advisors they must be the best communicator in the organization The two basic assumptions that underlie most research on agenda setting include 1 the press and the media do not reflect reality they filter and shape it and 2 media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues How a receiver decodes a message depends greatly on the receiver s precognitions predilections and perceptions First and foremost the public relations practitioner is a professional communicator Which of the following describes communication one person sends a message to another and the message is regarded and understood Typical goals for communication include to persuade inform and Feedback is critical to communication because from it we can learn whether a receiver understands a message Which of the following occurs if a message is clearly understood May change attitudes crystallize attitudes create wedge of doubt or may do nothing The theory of communication that states people seek out massages that they agree with and avoid messages they disagree with is two step flow theory To build mutual understanding is a typical goal of communication when someone seeks to explain benefits the opposition can gain from reconsidering an idea The theory of communication that states an organization beams a message first to mass media outlets that deliver the message to mass receivers readers listeners and viewers for their response is two step flow theory motivate Believing the smooth confident speaking style of Barack Obama helped him win the presidency is acknowledgement of the theory that the person is the message Public relations professionals who encode a client s message must understand ALL OF THESE LOOK IN BOOK The study of what words really mean is called semantics Which of the following is critical to the communication process To make oneself understood Which of the following is NOT a prediction made by futurist John Naisbitt There will be a downward trend in population growth in Asia Experiences that influence attitudes include personal cultural educational familial religious social class race Persuading a person to move from a latent state of attitude formation to a more aware state and finally to an active state is a matter of motivation From classic persuasion theory we learn that a person who skims the surface and doesn t focus on the intricacies of an argument is in a heuristic mode
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