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School: Washington State University
Department: OTHER
Course: Principle of Public Relations
Professor: Jessica willoughby
Term: Spring 2017
Cost: 50
Name: COMSTRAT 312 Study Guide for Exam 1
Description: COMSTRAT 312 Study Guide for Exam 1
Uploaded: 02/10/2017
5 Pages 172 Views 0 Unlocks

 Beyoncé has twins - Jessica's comment about why this is so confusing?

∙ Why it is difficult to define?

∙ How does this relate?

2/7 - Exam Review Tuesday, February 7, 2017 10:35 AM ∙ Exam 1: o Bring a laptop to class o Student ID ∙ Current Event o Super Bowl ∙ Falcons owner sends all of his employees to the super bowl ∙ 270 Falcons employees went to the game  $800,000 for all of them because he paid tickets, travel  and accommodations  ∙ How does this relate?We also discuss several other topics like zhanna pozdnyakova
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 Develops relationships   Make the staff happy and reward the culture of our  department  Finishing up Slides from last week ∙ Credibility Problems - For public relations practitioners  o Not seen as part of the team o Speaking different jargon o From different background  o Result: Credibility is not automatic o Catch 22 of PR: Credibility is necessary condition of success; success  breeds credibility  ∙ Getting started on the upward spiral of credibility o Be personally credible o Strive for perfection o Integrate yourself in business  ∙ Elevating PR to strategic importance o Have a formalized plan ∙ Mutually agreed upon objectives ∙ Measurable objectives o The plan is strategic in nature ∙ Plan is in sync with firm's long term goals ∙ Plan has practical results  ∙ EX: Southwest Airline  Interested in the number of people who always fly with  Southwest  Sustain relationshipso Aggressively monitor/measure plan's results ∙ Make adjustments in progress ∙ Evaluate overall success  o Communicate results throughout organization  Exam Review ∙ Format of test o Can see all questions at once o 50 Questions - MC or TF o 1 bonus question ∙ Definition of Public Relations o Creates and maintains mutually beneficial relationships between an  organization and their publics  ∙ No need to memorize the definitions word for word ∙ Why it is difficult to define?  So broad - Covers many different categories  A lot of ambiguity inside and out   Field changes quickly   Management side  Beyoncé has twins - Jessica's comment about why this is  so confusing?  o Steps in the PR Process ∙ Research ∙ Action Planning ∙ Communication ∙ Evaluation  Do the steps in order!  But could change ∙ History o Do not need to know everything in the chapter o Practices we still use today ∙ Sam Adams  Use of Symbols and Slogans ∙ Ides of tyranny and taxations  Timing ∙ Get in front of the story   Staged Events ∙ Tea in a harbor  Sustained Saturated companies ∙ Long term focus  Action Organization o Edward L. Bernays ∙ Wrote the first PR text books  Crystalizing Public Opinion ∙ Emphasized the term, "Public Relations Councilor"  o Amos Kendall∙ First Press Secretary  o Samuel Adams ∙ See above ∙ Influence through messages we create o Ivy Lee ∙ Declaration of principles and the public's right to know  o Evolution of PR - 3 Eras ∙ Social Responsibility (1980s-Now) ∙ Information (1910-1980)  Honesty and information ∙ Manipulative (early/pre 1900s) ∙ Examples form course material o Distilled Spirts council  ∙ Self-regulation o Functions of Public Relations ∙ Crisis Management - Issues Management  ∙ Lobbying ∙ Development ∙ Financial  o Definitions for Marketing ∙ Marketing  Sales ∙ PR tools and techniques often are used in marketing  communications ∙ Social marketing (as a subset of all marketing activities) easily is confused with public relations ∙ Advertising  Controlled content made by an identified sponsor ∙ Models o Press agentry/publicity ∙ Aim to create news and influence public opinion ∙ One way communication of PA to public ∙ Uses persuasion and manipulation  o Public Information ∙ Still one way communication ∙ Accuracy of importance ∙ Audience not essential ∙ Government agencies, military units, law enforcement o Two way asymmetric ∙ Feedback more important ∙ Ain is to influence attitudes of the audience ∙ Advocates 2-way, but not balanced  ∙ Goal to tailor  ∙ to get most effective reaction ∙ Used by advertisers world wide o Two way symmetric ∙ Goal is to dialogue not monologue ∙ Feedback is tied to organizational practice ∙ Business or non-profit, especially in conflict situation ∙ Mutually advantageous solution ∙ Public Relations Roles o Technician o Expert prescriber ∙ Seen as the authority on a PR issue o Influences and considerations related to their roles ∙ Type of organization ∙ Needs of the groups ∙ Management by objective o Set goals - execute accordingly o Positive PR leadership choice ∙ Agency vs in house PR organizations o Benefits and drawbacks of each ∙ Recommends to review the books o Agency might have the best experts and more credibility o In house have strong knowledge of company, but may blindside me  Sample Questions ∙ Advertising is a/an ____________ method of placing message in the media A. Uncontrolled B. Controlled  C. Specific D. Generic ∙ Which of the following best defines public relations? A. Strategic communication process that builds mutually beneficial  relations between organizations and publics B. Method of keeping people happy with what your company is doing by  highlighting only the good C. Serving as a "spin doctor" to make sure all things about your company  focus on the positive D. All of the above ∙ The Boston Massacre was discussed in class as an example of what PR practice still useful today? A. The use of symbols B. The role of timing i. Not the Boston Tea Party - that is a staged event B The use of staged events C An activist organization ∙ Ivy lee issues the declaration of principles that emphasized honesty and the  publics' right to know 1 True  i. Jessica promises not to try and trick us on true false questions ∙ Falseo Jonnie works at a job where his is responsible for building and  maintains government and community relations. The positon is mostly like  which part of the PR function? ∙ Publicity ∙ Public Affairs ∙ Advertising  ∙ Crisis communication 2 Helen works at a PR company where the management values feedback but still emphasizes influencing the public. The company wants the public to have  positive attitude and they believe two-way communication is important ti get  their messages out than to have a balanced dialogue and understanding with  their publics. The company Helen works for is likely following which PR model  ∙ Two way asymmetric  ∙ One way symmetric ∙ Public information ∙ Press Agentry

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