CAP 320 Public Relations Study Guide
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Questions and Answers

What is the primary goal of activist organizations?

  • To create educational content for schools
  • To provide entertainment through social media channels
  • To generate profit for their members
  • To influence public opinion through various actions (correct)

How does social media benefit organizations when used effectively?

  • By facilitating one-way communication channels
  • By automating all communication processes
  • By putting a human face on the organization’s actions (correct)
  • By increasing the costs associated with outreach

Which of the following is NOT a tactical area used by activists?

  • Market analysis (correct)
  • Education
  • Pressure tactics
  • Compromise

What is an essential factor for persuasion in activism?

<p>The use of power (C)</p> Signup and view all the answers

Which group is considered part of a community as defined in the content?

<p>Groups organized by ethnicity or geographic location (C)</p> Signup and view all the answers

What does the 'P' in the PESO model represent?

<p>Paid Media (D)</p> Signup and view all the answers

Which aspect is NOT ensured when organizations create their own communications?

<p>Independence from public opinion (B)</p> Signup and view all the answers

What is a disadvantage of using new media tactics for communication?

<p>Loss of message control (B)</p> Signup and view all the answers

Which type of media is associated with social media content in the PESO model?

<p>Shared Media (D)</p> Signup and view all the answers

What is a key benefit of the PESO model during communication campaigns?

<p>Facilitates message consistency (B)</p> Signup and view all the answers

Which media type in the PESO model typically does not require direct payment?

<p>Earned Media (D)</p> Signup and view all the answers

What is a characteristic of owned media?

<p>Content is controlled and created by the organization (B)</p> Signup and view all the answers

Which of the following is an essential consideration for effective community relations?

<p>Understanding community dynamics (A)</p> Signup and view all the answers

What is considered the ethical approach in the Excellence theory of public relations?

<p>Mutual understanding through information (D)</p> Signup and view all the answers

What does the contingency theory suggest about organizational behavior?

<p>Responses vary based on specific situations (A)</p> Signup and view all the answers

According to the situational theory of publics, which comes first in creating active publics?

<p>Awareness (problem recognition) (A)</p> Signup and view all the answers

Which aspect is crucial for the successful management of relationships according to relationship management theory?

<p>Mutually beneficial relationships (C)</p> Signup and view all the answers

How do marketing professionals gather information to meet customer needs?

<p>Conducting consumer research (C)</p> Signup and view all the answers

What role do journalists and public relations practitioners serve in their relationship?

<p>They rely on each other for content and distribution (C)</p> Signup and view all the answers

What is the focus of the situational theory of publics regarding public perception?

<p>Understanding factors that engage individuals (D)</p> Signup and view all the answers

What is a primary goal of public relations professionals?

<p>Strengthening the public's trust in the profession (A)</p> Signup and view all the answers

What is a fundamental characteristic of the Excellence theory in public relations?

<p>Symmetrical communication and shared power (A)</p> Signup and view all the answers

Which concept focuses on integrating social and environmental concerns into business operations?

<p>Corporate Social Responsibility (B)</p> Signup and view all the answers

In the context of ethics and law, what does defamation refer to?

<p>Spreading false information about someone (D)</p> Signup and view all the answers

How can public relations lead to greater public trust for an organization?

<p>By acting responsibly in environmental and workplace issues (A)</p> Signup and view all the answers

What is the primary focus of media relations?

<p>Building connections with editors and reporters of mass media (D)</p> Signup and view all the answers

What is a major conflict inherent in the debate between capitalism and CSR?

<p>Self-interests versus community interests (A)</p> Signup and view all the answers

How does corporate social responsibility relate to sustainable business practices?

<p>It contributes to responsible behavior leading to sustainability. (A)</p> Signup and view all the answers

Which of the following is NOT a legal issue typically associated with public relations?

<p>Employee performance evaluation (A)</p> Signup and view all the answers

What is the main benefit of using multiple channels under a single measurement framework in PR?

<p>It helps optimize strategies for better return on investment. (B)</p> Signup and view all the answers

What aspect of Public Affairs and Government Relations is emphasized?

<p>Influencing public policy and securing government support. (D)</p> Signup and view all the answers

Which of the following accurately describes a goal of integrating multiple PESO channels?

<p>Maximizing the impact of PR strategies. (C)</p> Signup and view all the answers

In the context of investor relations, what is essential for PR practitioners?

<p>Knowledge of the organization’s bottom line. (B)</p> Signup and view all the answers

Which of the following activities is NOT typically included in Public Affairs or Government Relations?

<p>Creating advertising campaigns. (A)</p> Signup and view all the answers

The integration of multiple PESO channels mainly helps in which of the following?

<p>Maximizing the unique strengths of each channel. (B)</p> Signup and view all the answers

What is a primary focus for practitioners in entertainment public relations within the tourism industry?

<p>Connecting effectively with consumer relations. (D)</p> Signup and view all the answers

Which of the following statements accurately reflects the role of PR practitioners in the context of an Initial Public Offering?

<p>They need to understand the organization to communicate effectively to the public. (D)</p> Signup and view all the answers

What is the primary goal of public relations?

<p>To establish and maintain relationships between organizations and the public. (B)</p> Signup and view all the answers

Which of the following best describes the function of public relations?

<p>A management function that involves strategic planning and decision-making. (B)</p> Signup and view all the answers

How does public relations contribute to organizational decision making?

<p>By providing insights through research and counseling management. (A)</p> Signup and view all the answers

What does 'overcoming executive isolation' refer to in the context of public relations?

<p>Using public relations to connect management with external trends and public opinions. (A)</p> Signup and view all the answers

What elements are essential for effective public relations?

<p>A blend of planning, research, and collaborative decision making. (C)</p> Signup and view all the answers

What role does research play in public relations?

<p>It helps in analyzing trends and predicting their consequences. (D)</p> Signup and view all the answers

Which aspect of public relations is focused on the organization's ability to respond to stakeholder needs?

<p>Mutually beneficial relationships. (A)</p> Signup and view all the answers

Which statement about public relations is NOT true?

<p>It is based solely on internal communication strategies. (A)</p> Signup and view all the answers

Flashcards

Social Media Use for Organizations

Social media can help organizations connect with stakeholders, educate them, and encourage conversation, benefiting both.

Activist Organizations

Groups aiming to influence public opinion and action through various methods, including education, persuasion, and pressure tactics.

Community Relations

How organizations interact with various groups like employees, customers, and other stakeholders, considering cultural backgrounds.

Stakeholder Engagement

The process of interacting and building relationships with groups that are important to an organization.

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Persuasion by Activists

Activist groups use persuasion as a tactic to gain support for their goals and sometimes use power.

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Public Relations Definition

The art and social science of analyzing trends, predicting consequences, counseling leaders, and implementing actions beneficial to both the organization and the public.

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PR Management Function

Establishing and maintaining beneficial relationships between an organization and its publics.

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Mutual Benefit in PR

Relationships where both the organization and the public gain something positive.

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Overcoming Executive Isolation

Public relations helps ensure management is aware of public opinion and takes appropriate action.

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PR Planning

Developing strategies to achieve PR goals.

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PR Research

Gathering information to understand public opinion and needs.

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PR Publicity

Creating and distributing positive information about the organization.

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Collaborative Decision Making in PR

Involving stakeholders in the decision-making process, ensuring mutually beneficial choices.

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Community Relations Tips

Strategies for building positive relationships with the community

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Cultural Considerations

Important factors to consider before communicating in diverse groups

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Internal/Employee Communication

Methods for sharing information within an organization

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Face-to-Face Communication

Direct interaction between people

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Organizational Media Tactics

Methods used by organizations to control their message

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New Media Tactics

Methods for reaching a wider audience at low cost.

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Paid Media

Promotional content that is paid for.

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PESO Model

A framework for managing communication across different channels.

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Defamation

Making false statements that harm someone's reputation.

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Privacy

Protecting personal information from unauthorized disclosure.

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Corporate Social Responsibility (CSR)

Companies integrating social and environmental concerns into their business.

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Capitalism vs. CSR

Balancing profit with societal and environmental impact .

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Media Relations

Public relations professionals' relationship with journalists/editors.

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Financial Information

Maintaining accuracy and transparency in financial reporting.

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False or Deceptive Advertising

Misleading or inaccurate advertising claims.

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Public Relations Ethics

Moral principles guiding public relations practice.

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PESO Channels Integration

Combining different communication channels (Paid, Earned, Shared, Owned) to improve PR campaign effectiveness and ROI.

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Campaign Effectiveness

A way to measure how well a PR campaign achieves its objectives.

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Return on Investment (ROI)

The gain or profit resulting from a specific investment.

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Public Affairs/Government Relations

PR focusing on building relationships with government and public officials to influence public policy.

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Initial Public Offering (IPO)

A company's first sale of stock to the public.

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Business Fundamentals

Basic understanding of how an organization operates, its goals, and profits.

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Marketing Focus

Ensuring products meet customer needs, are packaged attractively, distributed efficiently, and satisfy customers.

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Journalist/PR Relationship

Journalists rely on PR for story ideas, while PR relies on journalists for media access to reach a wide audience.

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Excellence Theory (PR)

Two-way communication, compromise, and shared power between organizations and publics are key.

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Contingency Theory (PR)

Organizations adapt their PR approach based on specific situations.

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Situational Theory (PR)

Publics become active based on awareness, constraint recognition, and involvement in the issue.

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Relationship Management (PR)

Successful PR involves mutual benefit in managing relationships.

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Public

A group of people who share a common interest or concern about an issue affecting them.

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Advocacy/Accommodation

A scale within the contingency theory determining how to prioritize organization goals verses public concerns

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Study Notes

CAP 320 Study Guide

  • This guide provides a summary of key concepts, chapters, and case studies for the CAP 320 course.
  • It lists the relevant textbook chapters, page numbers, and corresponding case studies covered in class.
  • It also includes links to slideshows (where available).

What Public Relations Is (and Does)

  • Summarizes the definition and scope of public relations practice.
  • Includes aspects like analysis of trends, anticipating consequences, and implementing action plans.
  • Outlines managing relationships between organizations and their publics.
  • Key concepts include public relations principles, the importance of listening and appreciating public concerns, and the necessity for mutually beneficial relationships between organizations.

Public Relations Theories

  • Focuses on theories related to public relations (or related topics).
  • This section details relevant theory concepts and components, including specific chapters, page numbers, and corresponding case material studied in relation to this theory.

PRSA Values

  • Presents the PRSA Code of Ethics, providing significant emphasis on critical components such as honesty, fairness, and expertise.
  • In-depth case studies covered as they relate to these principles are identified.

Ethics and the Law

  • Discusses the interplay between ethical conduct within PR and legal guidelines.
  • Covers ethical situations such as legal issues (defamation, privacy, financial information, and deception in advertising) and how the law intersects with public relations practice.
  • Presents a deep dive into ethical scenarios and legal issues, with case studies relevant to PR practice.

Media Relations

  • Examines media relations, highlighting practical applications for relating to the media.
  • Includes discussion topics like activism & social media, and community relations covering communications techniques.
  • Discusses media relations in relation to case studies and practical examples of how relationships with media are built and maintained.

Community Relations

  • Details community relations, including interactions with multiple stakeholder groups.
  • Considers various forms of community interactions and specific ethical considerations within.
  • Includes specific examples and case studies of various PR challenges relevant to community relations.

Activism and Social Media

  • Discusses how activism and social media can impact public relations strategies.
  • Covers the interplay between these elements and relations with specific entities.
  • Explores how to address and manage activist action.

Corporate Social Responsibility

  • Explains corporate social responsibility and its relevance to public relations practice.
  • Reviews specific examples and case studies concerning organizations' ethical considerations and responsible behaviors as they relate to public relations.
  • Highlights the importance of organizations' relationship with their communities based on their behaviors and values.

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CAP 320 Exam Review PDF

Description

This study guide for CAP 320 covers key concepts, chapters, and case studies related to public relations. It includes definitions, theories, and principles essential for managing relationships between organizations and their publics. Utilize this guide to prepare for examinations and enhance your understanding of public relations practices.

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