Legal
Susan is the head of a PR firm in New York. She searches to hire a PR media specialist. In addition to a resume, she asks the applicants to write a personal statement about themselves and their goals. To filter the applicants, she puts quotation marks around a couple of sentences in the personal statement and discovers that one of the applicants used the exact words and phrases from someone else's statement. What she found is known as __________.
Plagiarism
The gap between people with access to digital technology and those without access is termed the __________.
Access divide
Public relations professionals must monitor _________ to uncover issues sooner and provide more options for dealing with a situation.
Social media.
In a classic 1919 Supreme Court opinion, Justice Oliver Wendell Holmes wrote that you cannot falsely yell “Fire!” in a crowded theater and cause a panic. Some circumstances present enough of a possibility of harmful outcomes that they justify limits on First Amendment freedoms—this type of circumstance is sometimes called __________.
The clear and present danger doctrine.
Public relations researcher Ruth and her colleagues explored how and why 21- to 31-year-old Americans were using smartphones. They wanted to understand what people do with media, as opposed to what media do to people. This theoretical approach to media research is called __________.
Uses and gratifications
Brian is employed by Edelmann Agency, but then decides to leave that agency to work for one of the agency's clients, Delta Airlines. A year later, Delta decides to consider bids from other agencies. Brian must decide whether to help his former agency colleagues by giving them a heads-up on what they should do to keep the account and/or give that same information to other agencies bidding for the work. This is an example of __________.
An ethical challenge
When public relations efforts spread across national, geographic, or cultural borders, this is known as __________.
Globalization.
Photo-based platforms of social media have been built, adopted, and grown into central channels for many public relations efforts. Snapchat, Instagram, and Pinterest would not exist without __________.
Images
By definition, __________ organizations exist to do something other than make money for shareholders.
Nonprofit
It takes __________ to articulate your goals and objectives as part of a public relations strategy.
Clear writing
Legally speaking, __________ is a statement that injures someone's reputation.
Defamation.
The term __________ refers to a gap in access to digital information and communication technologies between the “haves” and “have-nots.”
Digital divide
Public relations professionals must respond quickly and appropriately to challenges on social media to prevent issues from becoming __________.
A crisis.
Tesla Motors is planning the unveiling of their driverless car. The Tesla PR team assembles news releases, fact sheets, and backgrounders, as well as photos, graphics, position papers, and anything else that might useful for a reporter researching and producing a story. What did the Tesla team create for their big media event?
Media kit.
__________ is simply the combination of any two or more forms of media such as text, graphics, moving images, and sounds.
Multimedia
Renee and her firm, Fraser Communications, were contacted by Google for marketing and public relations support during its acquisition of LinkedIn. The very next day after agreeing to take on Google as a client, Renee bought 10,000 shares of LinkedIn stock. She sold all of her shares after the stock's price jumped 55 percent after the public announcement of the acquisition. She was caught and fined by the SEC. Her actions are an example of ____________.
Insider trading
__________ is a survival strategy for twenty-first-century learners, according to the Future Shock author, Alvin Toffler.
Adaptability
Getty Images, one of the world's largest for-profit __________ providers, permits free use of its images online, as long as the images are embedded with the proper html code.
Stock image
Missouri Professor Glen Cameron and his colleagues developed the theory that proposes that the best course of action in any situation depends on the specifics of the situation known as __________.
The contingency theory
Branding efforts rely on simple images, icons, logos, words, and brief taglines to communicate enormous amounts of meaning about the organization or its products and services. The meaning depends on context. Branding magic happens when communication strategists successfully align an organization's actions, communication, and culture with the cultural contexts of key publics. This type of branding context is the application of ___________.
High-context communication
Profiting from someone else's work or taking it out of context without permission can be treated as a form of stealing and is legally termed __________.
Copyright infringement
The Peace Corps defines __________ as “a system of beliefs, values, and assumptions about life that guide behavior and are shared by a group of people.”
Culture
Writing for search engine optimization has become an important part of __________.
Reputation management.
As a public relations professional, Jack has learned that the more experience he gains in intercultural interaction, the more confident he becomes in his ability to learn and adapt. Each time, he is more sure of himself in this type of setting. This belief that he can perform certain behaviors to achieve certain outcomes is an example of __________.
Self-efficacy
The majority of communications are done via __________, whether in e-mail, Twitter, or online media.
Words