Public Relations Final Exam Review

Formative research guides program development by gathering insights before implementation, while evaluative research assesses program effectiveness after it's launched.

A budgeting method that starts from scratch each year, requiring justification for every expense instead of relying on previous year's allocations.

A typical PR budget includes categories like personnel, program development, materials production, media buys, travel, and contingency funds.

Method for comparing the costs of a PR program to its potential benefits (e.g., improved brand image, increased sales)

A tool for evaluating the likelihood of different outcomes and their associated values, helping to choose the most promising PR programs.

A visual project management tool that shows tasks, durations, dependencies, and deadlines arranged in a timeline format.

A strategic approach for prioritizing communication efforts by focusing on key publics with the highest potential impact.

A project management tool that visualizes tasks, dependencies, and estimated time required to complete each task, useful for complex projects.

Three key qualitative methods are observation (watching behavior), interviews (gathering in-depth perspectives), and focus groups (facilitated discussions with a group).

Internal evaluation is conducted by the PR department itself, while external evaluation is performed by an outside firm.

Quantitative research questions are typically structured in a way that can be measured and analyzed statistically (e.g., how many people have heard of the campaign?).

Communal relationships are based on shared values and mutual benefits, while exchange relationships focus on individual gains and reciprocity.

Four key outcomes of public relations relationships include trust, control, mutual understanding, and commitment.

Tactics used to nurture and sustain positive relationships with key publics, such as communication, shared activities, and conflict resolution.

A communication model where organizations engage in open dialogue and genuine listening with stakeholders, leading to mutual understanding and collaboration.

Public relations, when practiced strategically and ethically, can improve an organization's reputation, increase trust, build relationships, and ultimately contribute to its success.

Public relations plays a crucial role in promoting social inclusion by advocating for diverse voices, challenging stereotypes, and creating opportunities for underrepresented groups.

Developed by Grunig, this theory suggests that publics are active and make rational decisions about engaging with an organization based on their perceived involvement and problem recognition.

Symmetrical communication can foster social inclusion by ensuring that marginalized groups are not only heard but also actively involved in creating solutions and shaping organizational policies.

Public relations professionals have a responsibility to balance organizational objectives with the need to promote social inclusion, ensuring that positive social impact is integrated into strategic communication strategies.

Public relations is the strategic management of communication between an organization and its publics.

Consequences are the effects of a situation on an organization's reputation and stakeholders. The triangle model identifies the problem, the organization, and the publics involved in a PR crisis.

Systems theory views organizations as interconnected systems, emphasizing that internal and external factors influence each other. This helps PR understand organizational dynamics and stakeholder interactions.

PR roles can be specialized, such as media relations, crisis communication, investor relations, social media, or internal communication.

The field of public relations is increasingly embracing diversity and inclusion, promoting representation and equal opportunities for all.

Public relations and marketing work together to achieve shared goals, with PR often focusing on building relationships and trust while marketing drives sales and customer acquisition.

Public relations is a profession that requires specialized skills, knowledge, and ethical conduct, with ongoing professional development and education.

Different models of PR practice (e.g., press agentry, public information, two-way asymmetrical, two-way symmetrical) reflect different ethical approaches and communication strategies.

Deontological ethics focuses on the morality of actions themselves, while utilitarian ethics emphasizes the consequences of actions.

Public relations is a key function for enhancing organizational effectiveness by building trust, managing reputation, and fostering positive relationships with stakeholders.

Strategic PR involves establishing clear long-term goals, developing specific tactics to achieve those goals, and measuring the impact of PR efforts.

Issues management involves identifying, analyzing, and responding to potential or emerging issues that could affect an organization's reputation or operations.

Linkages refer to the connections between an organization and its stakeholders, while stakeholders are individuals or groups who have an interest in or are affected by the organization's actions.

This theory explains how publics actively seek information based on their perceived involvement and problem recognition, guiding PR targeting strategies.

PR professionals make decisions about communication strategies, tactics, and budgets based on research, analysis, and ethical considerations.

Long-term PR goals are overarching aspirations, while short-term objectives are specific, measurable steps to achieve those goals.

Public relations research includes formative research (before program development), evaluative research (after program launch), and ongoing monitoring of public opinion.

PR programs should be evaluated based on measurable objectives (e.g., increased brand awareness, improved customer satisfaction) to assess their effectiveness.