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Strategic Communications questions & answers.
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Strategic Communications questions & answers.
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Strategic Communications questions &answers.
How is PR best defined? ANS -Public relations is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics
Management function that evaluates public attitudes, identifies policies/procedures of an organization
with public interest, and plans and executes a program of action to earn public understanding and
patience.
What is the difference between PR and advertising? (3) ANS -Advertising:
Mainly through mass media
Paid for
Targets external audience
Strat Comm:
Multiple platforms
Earned media
Broader than advertising
What is the difference between PR and Journalism? (4) ANS -Journalism:
Just reports info
Objective observers (point of view)
Mass audience
One channel
PR:
Many components
Advocates a point of view
Defined audiences
Many channels
, What does RACE stand for? ANS -Research: what is the problem or situation?
Action: what is going to be done about it?
Communication: how will the public be told?
Evaluation: was the audience reached? What was the effect?
Who was Edward Bernays? What PR innovation did he introduce? Key campaigns ANS -"Father of
modern PR"
Invented the TWO-WAY ASYMMETRIC MODEL
Key campaigns: Ivy soap (soap contest)
Cigaret campaign
Lightbulbs
Who was Ivy Lee? What PR innovation did he introduce? Key campaigns ANS -First PR counsel
Advanced the concept that business should align with public interest and maintain an open
communication with news and media.
Spread info that is beneficial to client and company
ROCKERFELLER FAMILY
Railroad project
Who was George Creel? What was the task of the Creel Committee? ANS -Head of the United States
Committee on Public Information
The Creel Committee persuaded newspapers and magazines to contribute news and advertising space to
encourage americans to save food and invest in liberty bonds WWII
What are the four models of PR? Explain ANS -1. Press Agentry/Public:
One way communication: give info to mass media. Little to no research required. Purpose is advocacy.
Not complete info
2. Public Information
One way distribution of information
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