a strategic function that manages and builds relationships with an organization's publics through two-way communication
What is Public Relations?
100
an introductory section of a written program plan that summarizes research results
What is a situation analysis?
100
involves identifying the publics that your program must reach and influence; setting goals and objectives; developing strategies and tactics; and establishing a budget and timetable
What is creating a PR program plan?
100
section of a news release that provides further background on the organization's history, mission, product line and standing in the industry.
What is a boilerplate?
100
total circulation of a newspaper of magazine or total number of people listening to or watching a radio or TV program. (hint: it's a common evaluation technique)
What are media impressions?
200
providing an open flow of idea exchange, feedback, and information between an organization and its publics
What is two-way communication?
200
groups of people that must be reached and influenced in order for the program to be successful
What are target publics?
200
1) Why am I writing this piece? 2) Who is my audience, and what do they already know or think? 3) How will the piece be distributed and what form should it take? 4) What facts do I have, and what additional information do I need?
What are the key questions you should always ask to guide your research and planning efforts?
200
written to entice the media to cover your news conference, special event, or company announcement
What is a media alert?
200
brief documents that summarize key facts about a company, a product, an issue or an event
What are fact sheets?
300
to provide new information or existing information in a fresh light to enable people to make up their own minds.
What is Persuasion?
300
1) to build understanding of a situation that an organization is facing or of public perceptions prior to engaging in a public relations program; 2) to identify opportunities or matters of concern to an organization
What is the purpose of public relations research?
300
the WIN analysis stands for this.
What is wants, interests and needs?
300
written to inform clients and senior managers about the results of public opinion studies and other research efforts, to provide in-depth assessment of a campaign or project, and for other business purposes
What is a research report?
300
a collection of company information and articles put together to address questions from the media, investors, potential clients and others
What is a media kit?
400
communicating a false statement about someone that does that person harm
Defamation (libel and slander)
400
gathering firsthand information from people who are knowledgeable about the subject to get additional facts
What is primary research?
400
Name at least four types of media for distributing your PR messages.
What are daily or weekly newspapers, magazines, trade and business-to-business publications, radio, television, cable, online publications, and blogs?
400
uses simple visuals, minimal voice-over and the element of surprise to communicate a single, powerful message that informs and educates audiences about important health, social, and public interest issues
What is a PSA?
400
Name three of the five ways you can make your news story significant. (Hint: elements that make a story newsworthy)
What are localizing, prominence, timeliness, human interest, and strange/extraordinary?
500
provides some guidance for communicating with integrity in the public relations profession
What is the PRSA Member Code of Ethics?
500
Name at least three types of primary research.
What are interviews, focus groups, content analyses, and surveys
500
"Secure 500 entries into the Creative Expression Competition" is an example of this. (Be specific.)
What is an action-based objective?
500
Name at least four possible types of content for a newsletter (hint: these contribute to the content formula).
What is company news, CEO column, program or product feature, human resources issues, new staff and promotions and employee or customer profile?
500
The name of Prof. Greenawalt's dog? (double points)
The breed of Prof. Greenawalt's dog?