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SCOM 260 Exam 1

by: Jordan Butcher

SCOM 260 Exam 1 SCOM 260

Jordan Butcher

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About this Document

I pulled from the textbook objectives and questions, class powerpoints, and clicker questions. This set of 45 flashcards should be the bulk of what you need to know for the exam. Good luck!
Intro to Public Relations
Dr. Lars Kristiansen
Study Guide
50 ?




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This 12 page Study Guide was uploaded by Jordan Butcher on Wednesday September 28, 2016. The Study Guide belongs to SCOM 260 at James Madison University taught by Dr. Lars Kristiansen in Fall 2016. Since its upload, it has received 166 views. For similar materials see Intro to Public Relations in Communications at James Madison University.


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Date Created: 09/28/16
SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 strategic communication process that builds What is the definition of Public Relations? mutually beneficial relationships between an organizations and their publics Journalism is objective vs advocating for your company/event/issue What is the difference between Public Relations, Journalism, Adverti Advertising is paid media vs earned media sing, and Marketing? Marketing's purpose is to sell goods and services vs building relatio nships Writing skills, research ability, planning expertise, problem solving ability, business/economics competence, social media expertise What skills are needed for Public Relations? (page 52-54 in my book) What is the average entry level Public Relations salary in the Unite $30,000 - $40,000 d States? SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 RACE: Research What is the Public Relations process? Action Communication Evaluation New York Times coined the term "spin" to mean unethical PR. Now i Who coined the term "spin"? What does it mean then vs now? t is more associated with a particular viewpoint on an event or issu e. In the beginning, it was all press agents/releases, exaggerations, and sometimes even lying Explain the evolution of Public Relations then vs now. Today, most pride themselves on transparency, honesty, and much deeper than press releases focused on accurate distribution of news Who is Ivy Lee? first Public Relations counsel i.e. Pennsylvania Railroad SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 "father of modern PR" Whos is Edward Bernays? focused on advocacy and scientific persuasion i.e. Ivory soap sculptures, torches of liberty, light bulb celebration great American showman that exaggerated and lied to make mone y Who is PT Barnum? associated with circus i.e. Tom Thumb and Jenny Lind VP of AT&T Who is Arthur Page? believed that Public Relations should be involved in higher manag ement Press Agentry Model: psuedoevents Public Information Model: one-way communication with little research What are the 4 classic models of Public Relations? Two-way Asymmetrical Model: emphasis on company Two-way Symmetrical Model: balance corporation and public SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 ethics are how you should behave What is the difference between ethics and values? values are how you will behave Certification: operates in line with a set of requirements provided by a standard group What is the difference between certification and accreditation? Accreditation: confirmation that a certification body is able to asses s clients against said requirements and issue certificates in an impartial manner absolutist: something is right or wrong (no gray) What are absolutist, existential, and utilitarian approaches? existential: balance between two extremes utilitarian: greatest good for most people Where is PRSA and about how many members? NYC; 22,000 SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 Is Public Relations a staff or line function? staff Where do revenues generate from in a firm? charging a basic hourly fee plus out-of-pocket expenses 1. Media Relations 2. Public Relations What are the top 5 activities of a Public Relations department? 3. Communication Strategy 4. Crisis Communication 5. Communication Policy Primary: you gather the information yourself (survey, focus group, etc.) Secondary: you gather your resealibrary, database, etc. What are the differences between primary, secondary, qualitative, and quantitative research? Qualitative: research using descriptions/words Quantitative: research using numbers/quantities SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 - achieve credibility with management - define audiences and segment publics - formulate strategy - test messages - help management keep in touch - prevent a crisis How is research used in Public Relations? - monitor competition - sway public opinion - generate publicity - measure success (page 151-153 in my book) - consider wording - avoid loaded questions - timing and context What are some guidelines to follow when - avoid politically correct answer creating a questionnaire? - give a range of possible answers - use scaled answer sets (page 164-165 in my book) 1. situation 2. objectives 3. audience 4. strategy 5. tactics What are the 8 elements of a plan? 6. calendar/timetable 7. budget 8. evaluation (page 182 in my book) Management by Objective (MBO) What are the two approaches to planning? Agency Planning Model SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 What are the 5 stages of adopting a new product or idea? awareness, interest, evaluation, trial, adoption message exposure, accurate dissemination, What are the 5 objectives of a communicator? acceptance, attitude change, and change in behavior 1. receive the message 2. pay attention to the message What are the 6 components to effective communication? 3. understand the message 4. believe the message 5. act on the message Passive: do NOT participate i.e. watching tv What is the difference between passive and active audiences? Active: participate in conversation i.e. small discussion-based classes SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 What is a WOM campaign? Word of Mouth Press Agent a person who works to get publicity for an individual or organization corporate communications, public information, public affairs, comm What are some other names for PR? unity relations, marketing communications, etc. 1. societal 2. professional What are the four levels of ethics? 3. organizational 4. personal SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 What does APR stand for? accredited in Public Relations (through PRSA) Pros of using a PR firm objectivity, variety of skills, extensive resources, credibility Cons of using a PR firm superficial grasp, lack of full time commitment, prolonged briefing, cost 1. specific and clearly defined 2. written 3. measurable and improvement oriented 4. attainable What are the 8 objectives of a plan? 5. time bound 6. cost conscious 7. efficient 8. mission driven SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 Hierarchy of objectives awareness, acceptance, action Why do we seek media? surveillance entertainment, reinforcement, decision making Dissonance discomfort, something feels "not right" How to remember the message: repetition and put key points at beginning and end SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 Flack press agent or anyone else working Public Relations not only inform but also to change people's attitudes and behaviors Main objective of Public Relations in order to further an organizations goals and objectives (page 43 in my book) make the decision to use the material as a news item and the organ Earned media ization doesn't pay for the placement organization and individuals contract with the advertising dept. of a Paid media media outlet to buy space and/or time SCOM 260 (Intro to Public Relations) Exam 1 Study this set online at: lations-exam-1-7700905 only acceptable if the experience is similar to that offered in a voca tional school, does not displace a regular employee, and that the How can an internship hire you without paying you? (according to employer derives "no immediate advantage" from the student's wor he U.S. Department of Labor) k (page 56-57 in my book)


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