Public Relations and Media Theories Quiz

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Questions and Answers

What is the primary objective of public information in public relations?

To provide biased information to generate interest

To analyze and criticize public sentiment

To share unbiased and correct information with the public (correct)

To persuade the public towards a specific view

Which of the following best describes agenda-setting theory?

A technique to enhance public trust in media

The manipulation of public awareness and concern by news media (correct)

A method to eliminate certain topics from public discourse

A strategy for ensuring impartiality in reporting

Who were the primary developers of the Agenda Setting Theory?

Walter Lippmann and Joseph Pulitzer

Maxwell McCombs and Donald Shaw (correct)

Edward Bernays and Ivy Lee

Marshall McLuhan and Noam Chomsky

In political public relations, which practices are typically used to convey public information?

Press releases and press conferences (C) Signup and view all the answers

What does the first level of agenda-setting primarily focus on?

The influence of media on proximal thoughts of the audience (A) Signup and view all the answers

How does the study of agenda-setting suggest media influences its audience?

By dictating what the audience should think about (D) Signup and view all the answers

Which of the following is NOT a function of public information in public relations?

Creating a narrative to sway public opinion (D) Signup and view all the answers

In terms of political communication, what critical function does public relations serve?

To provide openness about governmental actions (A) Signup and view all the answers

What is the first stage of the innovation decision process?

Knowledge (D) Signup and view all the answers

Which adopter category is characterized as risk-takers and requires the shortest adoption period?

Innovators (C) Signup and view all the answers

What best describes the relative advantage of an innovation?

How much better it is perceived compared to what it supersedes (B) Signup and view all the answers

Which category is most likely to be opinion leaders in the innovation adoption process?

Early Adopters (B) Signup and view all the answers

How does social structure influence the diffusion process?

Through the composition and behavior of system members (D) Signup and view all the answers

Which characteristic of innovation refers to its perceived difficulty of understanding and use?

Complexity (C) Signup and view all the answers

Which adopter category is often skeptical and views technology as a hindrance?

Laggards (B) Signup and view all the answers

What characteristic of innovation assesses its alignment with the existing values of potential adopters?

Compatibility (D) Signup and view all the answers

What does trialability refer to in the context of innovation?

The degree to which an innovation may be experimented with on a limited basis. (D) Signup and view all the answers

Which type of innovation decision is characterized by individual choices made independently?

Optional Innovation Decision (D) Signup and view all the answers

In framing theory, what influences how people process information?

The frame in which the information is presented. (D) Signup and view all the answers

What are expectations in the context of framing theory resistant to?

Change, even in light of factual information that contradicts them. (D) Signup and view all the answers

What does the term 'observability' refer to?

The extent to which the results of an innovation are visible to others. (D) Signup and view all the answers

Which type of innovation decision involves choices made by a few individuals with power or expertise?

Authority Innovation Decision (D) Signup and view all the answers

According to Goffman, what are social cues used for?

Monitoring changes in the social environment during an event. (C) Signup and view all the answers

What is a contingent innovation decision?

A decision made based on a prior innovation decision. (B) Signup and view all the answers

What is the primary role of media relations in an organization?

To disseminate the organization’s objectives to a broader audience (D) Signup and view all the answers

Which of the following is NOT one of the 5 C's of effective media relations?

Connection (D) Signup and view all the answers

What is meant by 'downshifting' in the context of reframing situations?

To minimize the seriousness of an event (A) Signup and view all the answers

Which of the following is NOT one of the five popular ways of framing news stories identified by Entman?

Moral Standards (D) Signup and view all the answers

What is the significance of involving the media in the story-telling process?

It allows for accurate representation of the organization’s perspective (C) Signup and view all the answers

What type of framing focuses on mental representation and interpretation of reality?

Framing in thought (A) Signup and view all the answers

Who is responsible for ensuring that press releases are timely and media lists are updated?

The media coordinator (D) Signup and view all the answers

How does 'Human Interest/Personalisation' framing influence news stories?

It prioritizes individual narratives over broader issues (A) Signup and view all the answers

What quality must a writer have in the context of media relations?

Ability to create clear and concise written content (B) Signup and view all the answers

Which of the following best describes media relations as an art?

It involves creative expression in communication strategies (A) Signup and view all the answers

What does the 'Consequence' framing typically highlight?

The potential impacts of policies and decisions (A) Signup and view all the answers

In the context of media framing, what does the 'Responsibility' framing typically convey?

Attributing blame for a particular event (D) Signup and view all the answers

What is the role of the 'target audience' in the media relations tripod?

To receive and respond to the organization’s messages (B) Signup and view all the answers

What distinguishes the science aspect of media relations?

It involves systematic planning and measurement (B) Signup and view all the answers

Which of the following best describes 'Generic framing'?

Broader concepts like conflict within politics (A) Signup and view all the answers

What role do sources, reporters, and editors play in the creation of frames for stories?

They mindfully choose how to frame a story (A) Signup and view all the answers

Study Notes

Public Information

Public relations practitioners in this model resemble journalists, sharing objective information about their organization.
Focus: Disseminating information, not persuasion.
Public relations experts must provide accurate and unbiased information about the organization to the public.
Public relations practitioners in this model are viewed as conduits of information.

Agenda Setting

Agenda-setting theory posits that the media influences public awareness and concern about important issues.
Nations with more political power receive higher media exposure.
The theory emphasizes the media's ability to establish a hierarchy of news prominence.
Agenda-setting theory suggests that the media can influence the audience's perceptions of what is important.

Innovation Adoption Process

The Innovation Adoption Process assesses how new ideas and technologies are adopted by a social system.
Innovation adopter categories: Innovators, early adopters, early majority, late majority, and laggards.
Social system: The group of people involved in the adoption process, such as employees of an institution, a neighborhood, or a nation.
Innovation decision process: Knowledge, persuasion, decision, implementation, and confirmation.
Innovativeness: The degree to which an individual is early in adopting new ideas compared to others in the system.

Framing

How information is presented to the audience influences their understanding and decisions – this is called framing.
Sociological Framing: Focuses on the process of news production and the news industry.
Psychological Framing: Analyses how the audience interprets and processes information based on mental categories.
Frames of expectation: These are derived from past experiences and media messages, and can be resistant to change.
Strong emotions: Frames can evoke strong emotions like hate, fear, or love.
Upshift and Downshift: Refers to the reframing of a situation to make it seem more or less serious.

Developing a Media Relations Strategy

Media Relations involves strategically using media to tell an organization's story and reach a wider audience.
Key elements of media relations: the organization (sender), the media (transmitter), and the target audience (receiver).
Art of Media Relations: Involves creativity in engaging media operators and audiences.
Science of Media Relations: Requires systematic planning, measurement, and analysis.
The 5 C's of Effective Media Relations: Credibility, Candor, Clarity, Compassion, and Commitment.
Media team: A coordinator who is personable and articulate, a writer with strong writing and editing skills.

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Description

Test your knowledge on key concepts in public relations, agenda setting, and the innovation adoption process. This quiz covers various models and theories that shape communication strategies and public perceptions. Learn how media and public relations intersect in influencing societal understanding.