Key Terms
Public relations is a(n) ___ function.
management
Define the Magic Bullet Theory
This theory states that the media influences behavior by shooting messages at its audiences, and the audience is unaware that this is happening and is unable to resist.
IMC stands for...
Integrated Marketing Communication
What does the PESO model stands for?
Paid, Earned, Shared, Owned
The action or business of promoting or selling products (goods, services, or ideas).
Marketing
A(n) _____ management practice tasked with building relationships and interests between organizations and their publics based on the delivery of information through trusted and ethical communication methods.
decision-making
___ explains the phenomena that the media's news coverage determines which issues become the focus of public attention. The media tells us what to think about.
Agenda Setting Theory
___ is one-way communication focused on consistent branding elements.
IMC
A company distributes a compelling press release to media outlets, detailing the innovative features of the new smartphone. Influential tech blogs, news websites, and magazines pick up the story and write articles about the product launch. This coverage is ___.
Earned
A paid form of persuasive communication that uses media (mass and interactive) to connect with a target audience
Advertising
____ uses two-way communication to benefit both parties and achieve mutual understanding
two-way symmetrical model
Which theory explains the phenomena that the way information is presented to the public affects how it is accepted and understood?
Framing Theory
The emergence of digital technology means consumers have become ___ communicators.
active
A group of friends attends the opening of a new restaurant in town and has a great experience. They each post photos of their meals and write positive reviews on their social media profiles. As a result, their followers see the posts and start discussing the restaurant, some even sharing the posts with their own friends. The restaurant's popularity grows as a result of these shared experiences and word-of-mouth on social media. This is an example of ___.
shared media
RPIE stand for...
Research, Planning, Implementation, Evaluation
Consider a scenario where a political campaign releases misleading advertisements about a candidate's opponent. The ads may selectively highlight certain actions, take statements out of context, or use emotionally charged language to sway public opinion against the opponent. In this case, the intent is to influence voters by shaping a negative perception of the opposing candidate through manipulative messaging. This is an example of ___.
Propoganda
___ theory explains the contradiction between someone’s beliefs and their behavior or attitude. This feeling generally makes people uncomfortable so they resolve it by altering their behaviors or attitudes.
Cognitive Dissonance Theory
___ is a strategy that combines public relations, marketing, advertising, sales, and communication tactics to develop unified brand messaging across all channels.
IMC
A clothing brand creates a new line of sustainable fashion and publishes detailed information about the collection, including high-quality images, design inspiration, and customer testimonials, on their official blog. They also post behind-the-scenes videos of the design process on their YouTube channel. Explain how the company's use of its blog and YouTube channel to share information about the new clothing line is an example of ___ media placement.
Owned
Would reviewing and synthesizing information from industry reports, academic journals, and market research studies be considered primary or secondary research?
secondary
Name the PRSA Code of Ethics.
Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness
Transparency
___ theory explains why some publics are active and seek out information while others are passive and simply process information provided to them.
Situational Theory of Publics
Emily enjoys watching TV shows but rarely seeks out new content on her own. Instead, she tends to watch whatever is recommended by her streaming platform or suggested by friends. She doesn't actively research or engage with the shows; instead, she simply follows the trends and watches whatever is most popular at the moment, without much thought or personal preference about what she consumes.
Emily is a ___ consumer.
Passive
A fitness company launches a new online workout program and creates a dedicated landing page on their website to promote it. The page features detailed information about the program, testimonials from users, pricing options, and a sign-up form. Additionally, the company shares blog posts and email newsletters with exclusive tips and success stories related to the program, all hosted on their own website and communication channels. This is an example of ___ media placement.
Owned
"Increase quarterly sales revenue by 15% within the next six months by implementing targeted campaigns, improving customer engagement, and expanding our product line" is an example of (a/n) ____ ____.
SMART Goal