Introduction To Public Relations
Introduction To Public Relations COM 25300
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This 6 page Class Notes was uploaded by Elda Bahringer on Saturday September 19, 2015. The Class Notes belongs to COM 25300 at Purdue University taught by Joshua Boyd in Fall. Since its upload, it has received 82 views. For similar materials see /class/207919/com-25300-purdue-university in Communication Studies at Purdue University.
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Date Created: 09/19/15
COM 253 INTRODUCTION TO PUBLIC RELATIONS FINAL EXAM REVIEW Spring 2011 The nal exam comprises questions covering the entire semester More than half of the exam questions will come from material covered since the second exam EVERY QUESTION ON THE FINAL WILL COME FROM ITEMS ON THIS STUDY GUIDE Good luck TERMS publics spin Creel Committee persuasive de nition public relations public relations objective vs tactic Astroturf lobbying slug line boilerplate backgrounder oped roundup article press release annual report No comment CSR public relations advertising nonprofit PR catalytic issue management issue management issue lifecycle issue status all 5 types development house lists prospect lists prospect identi cation cultivation planned gift capacity the ask patronage sponsorship causerelated marketing cause branding legitimacy gap ethnocentrism highcontext vs lowcontext consumerist philosophy Ralph Nader IDEAS Myths about PR Dimensions of public opinion Media kit ingredients and how to choose them Hunt and Grunig s 4 models of public relations from Excellence Theory Basics of AP style you may again bring either one 8 12 X 11 sheet of paper with typed AP guidelines on one side OR an actual AP style book How to write a press release including a good lead What makes information newsworthy Common ethical challenges in PR and how to handle them Significant events in PR history Principles of financial public relations How much the average American gives away Genderbased preferences for giving When to use PR advertising Differences among corporate nonprofit agency and government PR jobs Lessons learned from the crisis exercise Essentials of crisis planning Basic message for crisis management Benoit s image restoration strategies denial bolstering corrective action etc Ongoing tension between law and PR How to speak to listen to and write for nonnative English speakers Principles of fundraising campaigns What lobbyists do Basics of nancial relations Community expectations of organizations Organizational expectations of communities Limits and opportunities of issue management Pros and cons of sponsorship eg unintended consequences Why we played MingoMango Why we watched Mr Baseball SAMPLE QUESTIONS 1 You have a simple announcement that you believe is newsworthy You want to get a variety of media coverage What PR document is your best tactic Pitch letter Press release Media kit Backgrounder Oped nooom 2 The Creel Committee for Public Information is one of the most important organizations in the history of American public relations because it a Bolstered American confidence in World War II b Launched the careers of many latetwentieth century public relations specialists c Helped sell bonds that nanced the controversial World War d Secretly gathered information that the War Department could use for propaganda in Germany e Negotiated the end of World War II 3 Your boss asks you to put together a crisis plan What are the things you39re most likely to include Designated spokesperson most likely crises initial strategies Designated spokesperson Web site crisis manual Designated spokesperson initial strategies Web site Most likely crises initial strategies crisis manual Most likely crises crisis manual Web site DQOC39N A Your charity creates a 5minute video to show prospective donors in the hopes of getting them to contribute to your 3 million fundraising campaign The video is an example of what Public relations goal Public relations tactic Public relations application Public relations objective Public relations advertising DQOC39N 5 In January 1999 Disney recalled 34 million copies of The Rescuers on VHS because it contained a brief photo ofa topless woman embedded in the master Michael Johnson Disney s video chief said We caught it too late We re not happy with the situation and we re doing everything we can to fix it Disney offered to exchange corrected tapes for the prank film and promised to review every frame of every lm before future video releases Describe this crisis response a Extraordinary Disney must be a wonderful company b Disastrous 0 Standard crisis response d Inadequate because it does not acknowledge moral outrage e None ofthe above 6 Which dateline below is correct a BEDFORD IN b Bedford lnd c BEDFORD d Dec 15 e BEDFORD lnd 7 What is wrong with the following lead either as a lead or in its use of AP style Multinational Conglomerate announced today that it will lay off 300 workers over the next six months including 150 at its location in Anytown IN a lncorrect capitalization b lncorrect abbreviation c Incorrect use of numbers d Too much information e Not enough information especially newsworthy information Which ofthe following is NOT true about writing a press release It should answer all the journalistic questions in the lead It should use AP style It should be no longerthan two pages lts dateline should always include a place lfit is two pages long a slug line should appear at the top ofthe second page eeovrvoo O What does it mean when an issue has current status a A policy decision must be made one way or another and there is no way to stop a decision b Currently the organization has addressed an issue to most publics satisfaction c The mass media are covering the opposing sides ofthe issue and the company should have already begun to manage it d Publics see the way things are and wonder if those things shouldn t be different in some way this is often the point at which good issue managers begin communicating about the issue 10 In what kind of culture should the focus of PR be on how the organization makes the entire community better happier or more successful a Highcontext b Lowcontext c lndividualistic d Collectivistic 11 Avon has worked very hard to associate itselfwith the search for a cure for breast cancer It sells products that benefit breast cancer research foundations and it promotes giving to breast cancer research in some of its ads Pink ribbons can be found attached to many of Avon s messages What is Avon trying to do Sponsorship Patronage Cause promotion Cause branding PSA DP9939 12 Which of the following was one of the lessons of MingoMango Cultures can really be summarized with just a few key elements Everyone in a culture is generally similar Culture is something you get by going to the opera Some crucial cultural attributes are relatively hidden Ethnocentrism makes it impossible for Americans to see a different cultural pe spective mgpom 13 Why might public relations advertising be a better choice than media relations a You control placement and timing b You save money in the long run c More members of your publics will be exposed to the message d There are fewer copyright issues to think about e It is more consistent with consumerist philosophy Forthe next 2 questions watch the PCMAC commercial featuring a PR person easy to find on YouTube 14 Which term best describes the public relations person s approach to PR Twoway symmetric Twoway asysmmetric Crisis management Spin lmage management mgopm 15 What s the most blatant PR mistake based on our class that the PR person makes She says No comment She smiles She gestures She is wearing professional business attire She fails to attack MAC s arguments onpm 16 Which early 20 hcentury phenomena owe their success largely to public relations 21 Cigarettes and the National Basketball Association b The National Basketball Association and the Democratic Party 0 Cigarettes and World War d World War and the National Basketball Association 6 The Indianapolis 500 and the Crimean War 17 In the book Airframe by Michael Crichton an airframe manufacturer is informed that one of its airplanes has malfunctioned killing three people and injuring more than 50 A passenger video of the incident has aired on the national news The company s legitimacy and safety is seriously threatened which status best describes this product safety issue for the company a Potential status b Dormant status 0 Critical status d Imminentstatus e Threatened status 18 In response to customer complaints about its exchange policies Acme Department Store changes its policies to allow customers to return merchandise without a receipt Which of the GrunigHunt models of PR does this policy illustrate a Publicitypress agentry b Public information c 2 way asymmetric d 2 way symmetric e Performance PR 19What term best describes the St Jude s Children s Research Hospital video with Jennifer Aniston look it up on YouTube complete with the words on the last screen that say Paid for by St Jude a VNR b PSA c Viral video d Public relations advertisement e Corporate social responsibility 20 Which of the following is in correct AP style a The Introduction to Public Relations exam takes place Monday May 2quot at 7 pm b The Introduction to Public Relations exam takes place May 2nd at 7 pm c The Introduction to Public Relations exam takes place Mon May 2 at 700 pm d The Introduction to Public Relations exam takes place May 2 at 7 pm e The Introduction to Public Relations exam takes place at 7 pm on Monday May 2 21 You re a small company in an industry undergoing a lot of changes You have some fairly wellknown competitors but you just occupy a small niche You have a new product that fits nicely with trends in your industry and you want to promote it with a media kit Which ofthe following documents best fits you Roundup article Feature article Oped Pitch letter Backgrounder DP90quot 22 According to Hunt and Grunig which model of PR is the most ethical and excellent a Press agentrypublicity b Public information 0 Oneway symmetric d Twoway asymmetric e Twoway symmetric
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