CAP 320 Exam Review PDF

**CAP 320: Final Exam - Study Guide** **25 questions (multiple choice, fill in the blank, short answer) - same format as quizzes** [[CAP 320 practice exam 1]](https://docs.google.com/document/d/1OT7ddx-fLtrB8G7Zy6clWXOceAs1AWHvnknzjdp-nRQ/edit?usp=sharing) -----------------------------------------...

**CAP 320: Final Exam - Study Guide** **25 questions (multiple choice, fill in the blank, short answer) - same format as quizzes** [[CAP 320 practice exam 1]](https://docs.google.com/document/d/1OT7ddx-fLtrB8G7Zy6clWXOceAs1AWHvnknzjdp-nRQ/edit?usp=sharing) ----------------------------------------------------------------------------------------------------------------------------------------- [[https://quizlet.com/981175229/public-relations-final-exam-study-guide-flash-cards/?funnelUUID=722410db-d979-4bde-b604-c78a93084aaf]](https://quizlet.com/981175229/public-relations-final-exam-study-guide-flash-cards/?funnelUUID=722410db-d979-4bde-b604-c78a93084aaf) **[Key Concepts (where they're found in the book/this study guide, case studies talked about in class and links to the slideshow)]** ------------------------------------------------------------------------------------------------------------------------------------------------ - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - **What Public Relations Is (and Does)** --------------------------------------- "Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action which serve both the organization's and the public's interest." "Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success and failure depends." "Public relations is the management function that entails planning, research, publicity, promotion, and collaborative decision making to help any organization's ability to listen to, appreciate, and respond appropriately to those persons and groups whose mutually beneficial relationships the organization needs to foster as it strives to achieve its mission and vision." **Overcoming executive isolation** - Public relations through research and counseling keeps management in touch with what is happening so that appropriate decisions are made. **Change agentry** - Public relations can assist with organizational changes through communication and other activities to ease resistance to change and promote a smooth transition for those affected by the changes. **Social responsibility** - Public relations can take the lead in helping organizations act responsibly in such areas as the environment, workplace issues, and philanthropy. These actions can lead to greater public trust and positive feelings for the organization, which can increase mutual understanding and translate into increased sales and use of services. **Influencing public policy** - Public relations can use its connections to government officials and other influential individuals or groups to gain acceptance for the organization's activities, products, or services and also remove political barriers. **Awareness and information** - Public relations provides publicity and promotion to raise awareness and aid sales and fundraising efforts. **Organizational motivation** - Public relations builds internal relationships to foster positive morale, teamwork, productivity, and corporate culture. **Issue anticipation** - Public relations through environmental monitoring, research, and connections with its public can provide an early warning system of potential problems. **Opportunity identification** - Public relations through environmental monitoring, research, and connections with its publics can identify new markets, products, methods, allies, and positive issues. **Crisis management** - Public relations can manage an appropriate response to crisis or situations that will minimize the harm to an organization's reputation and allow it to continue functioning. **Differences Between PR and Advertising, Marketing, and Journalism** --------------------------------------------------------------------- **Advertising** is space or time purchased for the purpose of persuading people to do something, such as buy a product, attend an event, or support a cause. Advertising is considered a controlled medium because the organization pays to control the appearance, content, and timing of the advertisement's placement in a mass medium, such as newspapers, radio, television, billboards, or the internet. A newspaper, for example, cannot change the wording of a print ad or its size. It must be printed exactly as it is provided by the organization. - **Marketing** focuses on increasing customers and sales for an organization's product or service. Marketing is also concerned with ensuring the product or service is designed to meet customer needs, is attractively packaged, is distributed efficiently, and satisfies customers. Marketing professionals conduct research to find out what type of products consumers want and at what cost. - - **Journalists** and public relations practitioners package information for public consumption, and the two groups can often develop close, dependent relationships. Journalists frequently rely on public relations professionals to provide ideas and information for their stories; public relations relies on journalists for access to a credible mass media vehicle that can distribute organizational messages to a wide audience at little expense. - - - - - - **Public Relations Theories - 19 Concepts** ------------------------------------------- **Excellence theory** - Considered by many as the dominant public relations theory, it calls for symmetrical two-way communication between organizations and publics, compromise and shared power. Information, rather than persuasion, is considered the most ethical approach to achieving mutual understanding between the organization and its publics. - **Contingency theory** - Organizations behave in a variety of ways depending on the particular situation that an organization is involved in. Glen T. Cameron said that there is an axis of advocacy and accommodation. His matrix contained 86 variables that influenced the action of public relations professionals in deciding whether more advocacy or more accommodation was needed. - - - **Situational theory of publics** - Building strategic relationships for an organization involves understanding publics. Situational theory describes the factors that contribute to creating active publics based on their situation. First comes awareness (problem recognition), followed by how the issue affects people's lives (constraint recognition), and, finally, the ability to do something about the problem (level of involvement). - - - - **Relationship management theory** - Scholars John Ledingham and Steven Bruning said that relationships are essential to public relations practice and that they must be mutually beneficial to continue. This theory helps explain the management of successful relationships. - **Situational crisis communication theory** - This theory offers crisis response strategies depending on the threat/crisis type and an assessment of the organization's crisis history, to protect an organization's reputation. - - **Systems theory** - Organizations cannot survive alone. They are interdependent with others and must interact to some degree with various constituencies in the political, economic, and social realms to survive and thrive. Every organization has stakeholders, such as employees, customers, and government regulators, who must be dealt with. Public relations helps to identify, build, and monitor these crucial relationships. - **Diffusion theory** - This theory by Everett Rogers claims people make decisions or accept ideas following ordered steps: awareness, interest, trial, evaluation, and adoption. - - - **Indirect effects theory** - The media can have an effect on people, but that effect is usually indirect because it is often "filtered" through other people, such as friends and social groups. - **Limited-effects theory** - The media have little effect on people because many factors intervene or mitigate the message. - **Agenda building theory** - This is the process by which active publics and organizations focused on a cause can catch the attention of the news media and public officials to put a cause on the agenda for potential change. - - - **Agenda setting theory** - While the media can't tell people what to think, the media can be effective in establishing what topics are talked about, according to Bernard Cohen's theory. An organization or issue can suddenly gain a national stage if the media decide it's worth a look. - - **Framing theory** - Journalists and editors make many critical decisions in their work, ranging from whom to interview to what questions to ask and what specific words to use when writing a story. These decisions can be affected by public relations "frame strategists." - - **Media uses and gratification theory** - People actively select and use the media to fulfill their own needs, such as finding information to make purchasing decisions or to be entertained. - - **Hierarchy of needs theory** - People pay attention to messages based on their personal needs. These needs have been arranged in a pyramid form according to the most basic physiological needs for survival to the most complex ones dealing with self-fulfillment. **Two-step and multi-step flow theories** - Some individuals actively take the time to seek and understand information on certain topics, making them, in effect, subject experts. These individuals are called opinion leaders and can have an effect on their followers. Later research has indicated that the most effective opinion leaders are those who share the same social status as their adherents. More research has indicated that two-step flow oversimplifies the complexity of communication and influence and has offered the multi-step flow theory, positing that there are many individuals who can serve to influence other opinion leaders. - - - **Social learning theory** - This theory says people use information processing to explain and predict behavior. - **Cognitive dissonance** - Leon Festinger found people usually seek out and pay attention to media messages that do not threaten their established values and beliefs. Messages challenging a person's deeply held values and beliefs make a person uncomfortable (dissonance) and are often avoided. - **Selective processes** - Leon Festinger found that because people are uncomfortable with information that challenges their values and beliefs, they generally seek information that is more attuned to their own values and beliefs. - **Elaboration likelihood model** - Petty and Cacioppo's theory looks at how people make decisions based on their level of involvement in processing the persuasive message. In this model, persuasive messages fall into two main categories: those that contain a great deal of information and cogent reasons for some product or issue, and messages with simple associations of negative and positive attributes to some object, action, or situation. Good arguments, repetition, rewards, and credible spokespersons will influence those self-motivated to think about the more complex persuasive message. Attitudes formed under high elaboration tend to stay stable. **PRSA Code of Ethics** ----------------------- **[The PRSA Values]** **H**onesty **E**xpertise **F**airness **A**dvocacy **I**ndependence **L**oyalty **[PRSA Core Principles]** Free flow of information Competition Disclosure of information Enhancing the Profession Conflicts of Interest Safeguarding of Confidences **Advocacy** We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate. **Honesty** We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public. **Expertise** We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences. **Independence** We provide objective counsel to those we represent. We are accountable for our actions. **Loyalty** We are faithful to those we represent, while honoring our obligation to serve the public interest. **Fairness** We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression. **Free Flow of Information** [Core Principle]: Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society. [Intent:] - - [Guidelines:] A member shall: - - - - Examples of Improper Conduct Under this Provision: - - **Competition** [Core Principle:] Promoting healthy and fair competition among professionals preserves an ethical climate while fostering a robust business environment. [Intent:] - - [Guidelines:] A member shall: - - Examples of Improper Conduct Under This Provision: - - **Disclosure of Information** [Core Principle:] Open communication fosters informed decision making in a democratic society. [Intent:] To build trust with the public by revealing all information needed for responsible decision making. [Guidelines:] A member shall: - - - - - - Examples of Improper Conduct Under this Provision: - - - - **Safeguarding Confidences** [Core Principle:] Client trust requires appropriate protection of confidential and private information. [Intent:] To protect the privacy rights of clients, organizations, and individuals by safeguarding confidential information. [Guidelines:] - - - Examples of Improper Conduct Under This Provision: - - **Conflicts of Interest** [Core Principle:] Avoiding real, potential or perceived conflicts of interest builds the trust of clients, employers, and the public. [Intent:] - - [Guidelines:] A member shall: - - - - Examples of Improper Conduct Under This Provision: - - **Enhancing the Profession** [Core Principle:] Public relations professionals work constantly to strengthen the public's trust in the profession. [Intent:] - - [Guidelines:] A member shall: - - - - - - - - Examples of Improper Conduct Under This Provision: - - **Ethics and the Law** ---------------------- **[Legal Issues]** Defamation Privacy Financial information False or deceptive advertising Copyright Trademark Service Mark [Legal Issues] - - - - - - - - - - - - - - - - [Resolving Ethical Dilemmas] - - - - - - [Chocolate Milk Study] - - - - **Corporate Social Responsibility** ----------------------------------- A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders voluntarily as they are increasingly aware that responsible behavior leads to sustainable business practices. **Capitalism vs. CSR** Profits vs. People Self interests vs. Community interests Logic vs. Empathy Value vs. Impact Private vs. Social (institutions) - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - **Social Responsibility** Public relations can take the lead in helping organizations act responsibly in such areas as the environment, workplace issues, and philanthropy. These actions can lead to greater public trust and positive feelings for the organization, which can increase mutual understanding and translate into increased sales and use of services. **Media Relations** ------------------- Media relations is defined as the practitioner's relationship with the editors and reporters of the mass media that function as communication channels directly to the organization's stakeholders. Content placements in the news media are prized for two reasons: - - - [The State of Newsrooms Today] - - - - - - [Trust Issues] - - - - - - - - - - - [The Role of Public Relations] - - - - - - - - - - - - - - - - - - [Do the Research - Know the News Outlet] - - - [Think and Write Like A Reporter] - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - [Social Media] - - - - - - - - - - - - **Cleveland Clinic Case** - - - - - - - - - - **Activism & Social Media** --------------------------- **Activism** Standard definition: "The policy or action of using vigorous campaigning to bring about political or social change." **Social Media** ---------------- "Public relations professionals should be knowledgeable about the application of Social media to the overall public relations strategy for the organization. If done right, social media use can put a human face on an organization's actions, educate and persuade its stakeholders, and provide true two-way conversations that can benefit both parties." - KEY CONCEPTS - - - - - **Activist organizations** - group of two or more individuals who organize in order to influence another public or publics through action include education, compromise, persuasion, pressure tactics, or force [Stages in the evolution of publics] - - - [Five tactical areas used by activists] - - - - - - - - - - - - - Persuasion is used to gain more support for their issue and the use of power is important in doing so - - - - [Prioritizing for organization] - - - - - - [Types of Crisis Threats] - - - [Primary communication responses to public challenges:] - - - [Three message frames used by activists] - - - - - - - - **SeaWorld Case** - - - - - - - - - - **Community Relations and Cultural Considerations** --------------------------------------------------- Organizations constantly interact with and depend on all kinds of groups: employees,customers, members, government officials, other businesses, suppliers, educational institutions, and many others. A community is a group loosely or tightly associated through some unifying trait or issue such as ethnicity, politics, gender, work, and geographic location. **Community Relations** Tips for achieving community relations - - - - - - - - **Cultural Considerations** - - - - - - - - - - - - - - - - - - - - - - - - - **Cases from Chapters:** - - - - - - - - - - - - - - - - - - - - - **Internal/Employee Communications and Integrated Marketing Communications (IMC)** ---------------------------------------------------------------------------------- - - - - ### **Face to Face Communication** - - - - - [Types of Face-to-Face Communication] - - - - - - - - - - - - - - - - - - - - - - - - ### **Organizational Media Tactics** - ### Organizations create their own communication for employees and the public - ### Design and content of the communications products are controlled by the organization - ### Ensures every element of the message is presented the way it\'s intended to - - - - - - - - - - - - - - - - - - - - - - ### ### **New Media Tactics** - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Used to get organizational messages to a larger audience at no cost ------------------------------------------------------------------- - Only at the expense of production and dissemination of the information provided to the news media ------------------------------------------------------------------------------------------------- - Loss of control for the organization when providing information to the news media --------------------------------------------------------------------------------- - No guarantee the information will be used as the organization intended ---------------------------------------------------------------------- **Advertising/Promotional Media Tactics** ----------------------------------------- - - - - **Examples:** - - - - - - - - - - - - **The PESO Model** ------------------ **P** - Paid Media - content that is paid for such as advertising - - - - - **E** - Earned Media - publicity tactics - - - - **S** - Shared Media - social media content - - - - - **O** - Owned Media - content created and owned by the organization - - - - - - - - - "The PESO model ensures consistent messaging across channels, making your campaigns more memorable and impactful by reinforcing the same message from different sources. Using multiple channels under a single measurement framework also helps you assess campaign effectiveness, identify areas for improvement and optimize strategies for better return on investment (ROI). In short, integrating multiple PESO channels leverages their individual strengths, creating synergy and maximizing the impact of PR strategies." **Travel/Tourism** ------------------ **General Tips:** - - - - - - - - - - **Case: The Five seasons of Salem** Entertainment public relations and leisure time industries are strongly connected to consumer relations [Travel and Tourism Industry] - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - **Investor Relations** ---------------------- - - - - - - - - - - - **Case from Chapter: Initial public offering - Its a Snap** PR practitioners need to know the basics of how an organization works, their bottom line, to best communicate this to the public - - - - - - - - - - - - - - - - - - - - - [A Quick Basic Business Primer] - - - - - - - - - - - - - - - - - - - - - - - **Public Affairs and Government Relations** ------------------------------------------- Public Affairs or Government Relations is the specialized branch of public relations that focuses on how organizations communicate and build relationships with government agencies and public officials. It includes a wide range of activities, such as media relations, stakeholder engagement, public events coordination, and digital platform management. The ultimate goal is usually to influence public policy, secure government support, and enhance the organization's reputation. - - - **Implications, Impacts and Opportunities** ------------------------------------------- - - - - - - - **Case from Chapter:** - - - - - - **Consumer Relations** ---------------------- "Inherent in the concept of consumer relations is safeguarding against questionable promotional efforts and looking out for the long-term interests of the consumer. Essentially, public relations should always take a longer view of the organization's activities to ensure consumers are not taken advantage of by shortsighted, deceptive practices or misguided policies that offend customers and non customers alike." 1. ### **Building Customer Demand** - - - - - 2. consumer ### **Relationship Management** - - - - - **Crisis Communications** ------------------------- ### **Conflict Management Life Cycle** - - - - **Proactive Stage: Looking for Risks and Managing Issues** - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - **Strategic Phase: Risk Communication, Conflict Positioning** - - - - - - - - - - **Reactive Phase: Crisis Response Strategies** - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - **Recovery Phase:** - - - - - - - - **Cases from Chapter:** - - - - - - - - - - - - - - - -