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MEJO 137 EXAM QUESTIONS AND ANSWERS 2023.
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MEJO 137 EXAM QUESTIONS AND ANSWERS 2023.
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MEJO 137 PR EXAM UNC WITH 100%CORRECT ANSWERS
characteristics of PR - answer -deliberate
-planned
-performance reflects policies
-public interest
-two way communication
-management of competition/conflicts
-operating on intangibles
define PR - answer the management of mutually influential relationships within a web of
relationships comprised of stakeholders and organizations
PR vs Advertising - answer both- publicity tactics, rely on mass media to distribute content
pr- little content control, free media sources, advocates, target various publics, mix of
communication channels
ad- high content control, pay for placement of media, persuade, target consumers, specific
channels for specific ads
PR vs Marketing - answer both- deal with org's relationships, mix of communication channels,
want to ensure org's success and economic survival
pr- ensure success through building relationships and goodwill, target audiences, publics or
stakeholders, focus on range of publics, relationships and reputation
marketing- ensure success by studying markets and increasing profits, target markets,
consumers or customers, focus on products, placement, packaging and price
PR vs Journalism - answer both- interview people, gather/synthesize large amounts of info,
write in journalist style
, pr- counsel org on news, advocates, depends on journalist's credibility, focus on specific publics,
mix of communication channels
journalism- report news, inform, depend on PR for info and sources, broad audience,
communication via a channel
objectivity - answer state of being free form the influence of personal feelings or opinions in
considering ad representing facts
advocacy - answer public promotion of a cause, idea or policy
transparency - answer critical whether you practice public information with a journalistic set of
values or with advocacy
PR models - answer press agentry/publicity, public information, 2-way asymmetric, 2-way
symmetric
press agentry model - answer propaganda, one way communication, PT Barnum, little concern
for accuracy, gain public's attention, sports and product information
public information model - answer accurate and true information to publics, one way
communication, Ivy Lee, government, nonprofits, business
2-way asymmetric - answer persuasion to change publics' attitudes or behaviors, unbalanced 2
way communication, Edward Bernays, competitive business, agencies
2-way symmetric - answer understanding, balanced 2 way communication, org is as likely to
change as publics, regulated business, crisis management
pros of agencies - answer objectivity, skills and expertise, extensive resources, offices
throughout country, problem solving skills, credibility
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