History
He coined the term "public relations counsel."
Edward Bernays
What are some skills that a Public Relations Professional should have?
Written and interpersonal communication, research, negotiation, creativity, logistics, facilitation, problem-solving skills
What is the difference between PR and Journalism?
Journalism provides the public with news and information while PR personnel also want to change people's attitudes and behaviors
What does the R in the R-A-C-E acronym stand for?
Research
What does the RACE acronym stand for?
Research-Action-Communication-Evaluation
Who created the first press release?
Ivy Lee
Define Public Relations
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics
How is PR different from advertising
Advertising is paid, uses mass media, and guaranteed placement while PR is free, relies on earned media and has more credibility
This is an unacceptable online database for information
Wikipedia
What is a SWOT analysis?
It identifies the strengths, weaknesses, opportunities, and threats of an organization.
Who is the creator of the R-A-C-E acronym
John Marston
What is an essential skill that is more necessary now than ever before for a public relations practitioner to have?
Good Writing
What is the difference between PR and marketing?
PR is concerned with building relationships and corporate goodwill while marketing is concerned with customers and sales
What is Secondary Research?
reviewing existing information in books, articles, websites, and databases
What is situation analysis?
the process of critically evaluating the internal and external conditions that affect an organization, which is done prior to a new initiative or project
This was a savvy publicity showman, one who impacted particular aspects of public relations and advertising, primarily event planning, event promotion and true publicity/media coverage
PT Barnum
Where are the majority of PR professionals employed?
Corporations
How are marketing and public relations alike?
deal with relationships and employ similar communication tools to reach publics
What are some examples of qualitative research?
Open-ended survey questions, focus groups and in-depth interviews
What are tactics?
specific activities that will be done in the plan
What is the name of this famous PR case study in which medicine capsules were tampered with and laced with cyanide in 1982?
The Johnson and Johnson Tylenol Crisis
This is a group that public relations practitioners are directing their messages to
The target audience
What is integrated marketing communications?
It is using a variety of strategies and tactics to convey a consistent message?
What is quantitative research?
gathers data in a numerical form which can be put into categories, or in rank order, or measured in units of measurement (hard data)
What is the overarching concept to meet the objectives in a plan?
Strategy