PR Strategic Framework
What does the R in RACE stand for?
Research
Name one example of an OWNED Media?
Company or brand's website, social channels, blogs
Fill in the blank, “Public relations is a _______________ that builds mutually beneficial relationships between organizations and their publics.”
Strategic communication process
Why are Facts an important tool for persuasion?
The are indisputable.
Cognitive dissonance is...
...when a person's beliefs, attitudes or behaviors are inconsistent or in conflict with each other.
What does the C in RACE stand for?
Communication
Name one example might you find an EARNED output?
Print newspaper, local news station, national news station, online newspaper, newsletter, news media social channel, etc.
Name one of the four elements that are important to establishing and maintaining a mutually beneficial relationship?
Trust; Accuracy; Transparency; Communication/Listening
Why is personalizing an evidence element in persuasion?
It validates the messenger.
Maslow's hierarchy of needs matters because...
It helps explain a change in a person's attitude.
What does the A in RACE stand for?
Action (Planning!)
What does the P stand for in the media channel POE acronym?
PAID
What was the original role of a PR Professional?
To pitch journalists truthful news for them to write about.
What is another word for goal?
Objective
Name the four sources of ethical definitions.
Personal feelings. Laws. Society. Religion.
What does the E in RACE stand for?
Evaluation
Which owned channel is the fastest and most nimble?
Social
As a PR Professional, what are you aiming to influence or shape among your target public?
Attitude.
What is another work for audience?
Public
Name three of the six PRSA Member Code of Ethics values.
Advocacy; Honesty; Expertise; Independence; Loyalty; Fairness
What TWO elements are consistent across the three strategic frameworks acronyms?
Research & Evaluation
Which media channel is considered the most controlled?
OWNED-WEBSITE
Why is "spin" a dangerous practice?
Often relies on half-truths, manipulation, and deception.
What are the four evidence elements use in persuasion?
Facts, Emotions, Personalizing, Appealing to the Audience/Public
Name three of the seven characteristics that Attitudes are shaped by?
Personal, Cultural, Educational, Familial, Religious, Social status/class, and Minority status