PR 272-Exam #2 for NAU Questions And Answers Rated A+ New Update Assured Satisfaction
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PR 272
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PR 272
Corporate Social Responsibility (CSR) - ️️an organization should be a good citizen
of the society in which it operates; being a good citizen by transparency, workplace
practices, community engagement, environmental health, human rights, supply chain
economics
What are the 5 PR ethics codes?...
PR 272-Exam #2 for NAU
Corporate Social Responsibility (CSR) - ✔️✔️an organization should be a good citizen
of the society in which it operates; being a good citizen by transparency, workplace
practices, community engagement, environmental health, human rights, supply chain
economics
What are the 5 PR ethics codes? - ✔️✔️1) International
2) Societal
3) Professional
4) Organizational
5) Personal
What are the challenges to ethical behavior? - ✔️✔️Dilemas, overwork, legal/ethical
confusion, short-term thinking, virtual organizations
What are cross-cultural ethics? - ✔️✔️1) Respect human principles
2) Respect local traditions
3) Context matters when deciding what's right or wrong
What are the rewards of ethical behavior? - ✔️✔️It can lead to promotions, it can
positively affect an organizations financial success, and ethical companies have loyal
employees
cultural relativism - ✔️✔️belief that no set of ethics are superior to any other
ethical imperialism - ✔️✔️belief that your system of ethics have no room for
involvement and overrules every other system
Aristotle's golden mean - ✔️✔️ethical middle point between two extremes of excess
and deficiency
ethics - ✔️✔️values in action
Immanuel Kant's categorical imperative - ✔️✔️Way of evaluating motivation for actions
EX: you are experiencing an ethical crisis that has several possible solutions-imagine if
you were to become a standard behavior of everything. Could you live in that world?
Jeremy Bentham and John Stewart Mill's utilitarian belief - ✔️✔️belief that all of our
actions should be directed at producing the greatest good for the greatest number of
people
, John Rawl's social justice - ✔️✔️urges decision makers to recognize and consider the
values of all affected publics, NOT just those that have the power to influence decisions
Its hard to measure PR outcomes... - ✔️✔️success can be quantified by sales dollars
(ROI= return on investment)
Advertising Value Equivalency (AVE) - ✔️✔️measures the benefit to a client from
media coverage of a PR campaign;
used to tell how much the "earned media" would cost if you had to post for the ad space
What are the 4 types of research categories? - ✔️✔️1. Client
2. Stakeholder
3. Problem-opportunity
4. Evaluation
Primary Research - ✔️✔️research you do yourself; can be expensive
Secondary Research - ✔️✔️research other organizations have done; usually less
expensive or free
EX: census or annual reports
Feedback Research - ✔️✔️responses the organization has received -letters, phone
calls, emails, comments, posts, etc.
Communication audits - ✔️✔️analyze all communication to see if it is in line with
organizational values
social media monitoring - ✔️✔️may be done in-house or by an external agency
focus groups - ✔️✔️informal research method in which interviewers meet with groups
of selected individuals to assert their opinions (10 step process)
Conducting survey research... - ✔️✔️survey research can be highly accurate in
gauging overall public opinion through specifically worded questions and carefully
selected participants
probability sampling - ✔️✔️all in the target population have a chance of being chosen
non-probablility sampling - ✔️✔️not all in target population have a chance to be chosen
(EX: convenience sampling)
What are the 5 types of survey questions? - ✔️✔️1) Contingency (If yes, then...)
2) Dichotomous (True/False)
3) Rating Scale (Strongly agree/disagree)
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