Public Relations Final Exam Review

Formative research is conducted before a public relations program is implemented to gather information and insights that will help inform the program's design and execution. Evaluative research, on the other hand, is conducted after the program has been implemented to assess its effectiveness in achieving its objectives.

Zero-based budgeting involves justifying every expense item in a budget from scratch, rather than simply making incremental adjustments to the previous year's budget. This forces organizations to carefully consider the value of each expenditure and prioritize spending based on its contribution to organizational goals.

The basic components of a public relations budget typically include costs related to personnel (salaries, benefits), program development and execution (materials production, event planning, advertising), research and evaluation (survey costs, data analysis), and other expenses such as travel and office supplies.

<p>Cost-benefit analysis compares the costs of a program to its potential benefits, while expected-value analysis considers the probability of different outcomes occurring. By combining these methods, organizations can estimate the expected value of a public relations program by weighing the potential benefits against the costs and the likelihood of achieving those benefits.</p> Signup and view all the answers

<p>A Gantt chart is a bar chart that visually depicts the timeline of a project, showing the start and end dates for each task or activity. It typically includes a list of tasks on the left side and a time scale (days, weeks, months) across the top. The progress of each task is represented by a horizontal bar, with the length of the bar indicating the duration of the task.</p> Signup and view all the answers

<p>Simplified programming involves identifying key publics and developing targeted communication strategies that are tailored to the needs and interests of those publics. This approach avoids trying to communicate with everyone about everything and instead focuses on creating messages that resonate with specific audiences.</p> Signup and view all the answers

<p>A PERT diagram is a project management tool that uses a network of nodes and arrows to visually represent the relationships between different tasks or activities in a project. Each node represents a specific task, and the arrows indicate the dependencies between the tasks. The PERT diagram can help you to identify the critical path (the longest sequence of tasks that must be completed on time to finish the project) and estimate the duration of the project. This information can be helpful in planning the open house by ensuring that all necessary tasks are completed on time, and by identifying any potential bottlenecks that might delay the project.</p> Signup and view all the answers

<p>Observation involves systematically observing and recording information about people, events, or situations. Interviews involve directly asking individuals about their experiences, opinions, and beliefs. Focus groups involve gathering a group of people to discuss a specific topic or issue, allowing for the exploration of diverse perspectives and the generation of rich, nuanced data.</p> Signup and view all the answers

<p>The decision of whether to conduct evaluation research internally or externally should be based on a number of factors, including budget, expertise, and the complexity of the research.</p> Signup and view all the answers

<p>Quantitative research typically involves asking closed-ended questions that can be answered with numerical data. These questions may be structured as multiple-choice, Likert scale, or open-ended questions that can be coded and analyzed numerically.</p> Signup and view all the answers

<p>Communal relationships are characterized by a sense of shared goals and values, with an emphasis on mutual support and trust. In contrast, exchange relationships are based on a more transactional approach, with both parties expecting something in return for their contributions. While the paper by Hon and J. Grunig can provide insights, it is important to note that these concepts are complex and there may be variations in their application.</p> Signup and view all the answers

<p>The paper by Hon and J. Grunig identifies four major outcomes of relationships: trust, satisfaction, commitment, and control mutuality. Trust refers to the belief that the other party is reliable and will act in a way that is consistent with shared goals. Satisfaction refers to the positive feelings that result from a relationship. Commitment refers to the willingness to invest time and effort in maintaining the relationship. Control mutuality refers to the perception of shared power and influence within the relationship. While the paper by Hon and J. Grunig can provide insights, it is important to note that these concepts are complex and there may be variations in their application.</p> Signup and view all the answers

<p>Relationship maintenance strategies are actions taken to sustain and strengthen existing relationships. These strategies include a variety of tactics that can be used to build trust, improve communication, and foster shared values. According to the paper by Hon and J. Grunig, some important relationship maintenance strategies include: <strong>positive communication</strong>, which involves sharing positive information and expressing appreciation for the other party; <strong>negativity avoidance</strong>, which involves avoiding conflict and negative communication; <strong>assurances</strong>, which involve conveying the value of the relationship and the commitment to maintaining it; <strong>social networking</strong>, which involves incorporating the other party into social circles; and <strong>sharing tasks</strong>, which involves working together on common goals. While the paper by Hon and J. Grunig can provide insights, it is important to note that these concepts are complex and there may be variations in their application.</p> Signup and view all the answers

<p>Two-way symmetrical communication is a communication model that is characterized by open dialogue and mutual understanding. It involves listening to and understanding the perspectives of publics and working collaboratively to find solutions that address shared interests. According to J.E. Grunig (2023), two-way symmetrical communication can contribute to organizational effectiveness by helping organizations to build trust and credibility with publics, improve their decision-making processes, and enhance their overall performance. Public relations can contribute to society through inclusion by helping organizations to understand and address the needs of marginalized groups. This can be achieved through the following strategies: <strong>(1)</strong>** Engaging in dialogue** and listening to the perspectives of marginalized groups and their allies. <strong>(2)</strong>** Providing a platform** for marginalized groups to share their stories and experiences. <strong>(3)</strong>** Developing communication strategies** to address issues of inclusion and social justice. <strong>(4)</strong>** Using public relations as a tool** to promote diversity, equity, and inclusion within organizations and society.</p> Signup and view all the answers

<p>Summarize the key theoretical frameworks Grunig identifies (e.g., situational theory, symmetrical communication). **(a) ** Grunig identifies four models of public relations, each of which emphasizes different values and communication strategies: <strong>(1)</strong> Press Agentry/Publicity: This model focuses on generating publicity and spreading information, often without regard for accuracy or ethical considerations. It emphasizes achieving desired outcomes through one-way communication. <strong>(2)</strong> Public Information: This model emphasizes the dissemination of information to publics, with a focus on transparency and credibility. It involves one-way communication from the organization to publics. <strong>(3)</strong> Two-Way Asymmetrical: This model involves two-way communication, but with the goal of persuading publics to adopt the organization's point of view. It emphasizes research to understand publics' perspectives but uses that information to manipulate them. <strong>(4)</strong> Two-Way Symmetrical: This model emphasizes dialogue and mutual understanding between organizations and publics. It involves listening to and responding to the concerns of publics, with the goal of achieving mutually beneficial outcomes. <strong>Evaluate their relevance and applicability to a specific social issue (e.g., marginalized groups, digital misinformation).</strong> <strong>(b)</strong> Grunig's framework of public relations models is particularly relevant to understanding the challenges of social inclusion in digital and organizational contexts. For instance, the issue of digital misinformation can be analyzed through the lens of the press agentry/publicity model. This model is often used by organizations to spread propaganda and disinformation, which can be highly detrimental to marginalized groups who are already facing systemic inequalities. The two-way symmetrical model, on the other hand, offers a more ethical and effective approach to addressing issues of digital misinformation. This model can be used to engage in dialogue with publics, build trust and credibility, and promote accurate information. <strong>Propose how public relations professionals can balance organizational goals and societal inclusion, using examples from your readings or current events.</strong> <strong>(c)</strong> Public relations professionals can balance organizational goals and societal inclusion by: <strong>(1)</strong> Developing a clear understanding of the values and commitments of the organization, and aligning those values with the principles of social justice and inclusion. <strong>(2)</strong> Engaging in ongoing dialogue with stakeholders to understand their perspectives and concerns and incorporate those insights into organizational decision-making. <strong>(3)</strong> Developing communication strategies that prioritize transparency, empathy, and inclusivity. <strong>(4)</strong> Utilizing public relations as a tool for promoting diversity, equity, and inclusion within organizations and in the broader society. For example, public relations professionals can work to promote the inclusion of marginalized groups in organizational decision-making, to challenge sexist and racist stereotypes in media representations, and to advocate for policies that promote social justice. These goals can be achieved through a variety of public relations activities, such as media relations, social media engagement, employee communication, community outreach, and crisis communication.</p> Signup and view all the answers