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Principles of Strategic Communication (Exam 1) questions with answers.
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Principles of Strategic Communication(Exam 1) questions with answers.
Public Relations (our definition) ANS - Public Relations is strategic communication and relationship
building between an organization and its stakeholders / publics to advance the organization's short and
long term interests.
Publics ANS - Groups of people with shared interests related to organizations
Crowdsource ANS - obtain (information or input into a particular task or project) by enlisting the
services of a number of people, either paid or unpaid, typically via the Internet.
Spin ANS - When an organization's focus is more focused on image and not what the organization is
about
-Disingenuous strategic communication involving skewed interpretation or presentation of information
Greenwashing ANS - when an organization spends more resources claiming to be "green" through
publicity, advertising and marketing than actually implementing practices that minimize environmental
impact
Authenticity ANS - the degree to which one communicates reliably, accurately and true to his or her
own character and the character of the organization that he or she represents
Transparency ANS - deliberate attempt to make available all legally reasonable information for the
purpose of enhancing the reasoning ability of publics
Proactive ANS - a management style that is anticipatory, change-oriented and self-initiated to improve
the organization's environment and its future
Reactive ANS - a management style that mainly responds to problems as they arise rather than
anticipating them and averting them
, Integrated Communication ANS - communicating with publics consistently across organizational
functions including public relations, advertising, marketing, and customer service
Distributed Communication (Online) ANS - Intentional practice of sharing PR responsibilities among a
broad cross section of an organization's members or employees, particularly in an online context.
Dominant Coalition ANS - group of people with the greatest influence in determining how an
organization operates and pursues its mission
Professional Associations ANS - PRSA (Public Relations Society of America)
IPRA (International Public Relations Association)
-Purpose: bring our body of knowledge together with ethical and effective practice for the benefit of
society
Code of Ethics ANS - a guideline to help marketing managers and other employees make better
decisions
-Criticism: lack of enforcement
-APR: Accredited in Public Relations
-ABC: Accredited Business Communicator
Press Agentry/Publicity Model (one-way) ANS - model of public relations in which communication is
mostly one-way, initiated by an organization with little concern for accuracy or completeness in order to
gain the attention of publics
Public Information Model (one-way) ANS - model of public relations in which communication is mostly
one-way, initiated by an organization to inform publics with truthful and accurate information
Asymmetrical Model (two-way) ANS - model of public relations in which communication is two-way but
unbalanced, with the organization using research/feedback in an effort to persuade publics to change
attitudes or behaviors
-Goal oriented, persuade, influence
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