Week 7-13 Quiz

How is public opinion formed?

How is public opinion measured?

[blank_start]Objectives[blank_end] and [blank_start]tactics[blank_end] are based on gathered research.

What are the types of sampling?

What is the primary purpose of poll data in PR?

What determines a sample size? For example, a sample of 500 compared to 1500.

Why can research be used to influence/sway public opinion?

Check the boxes with correct research guidelines (x>1).

How is theory used in PR?

Define media relations: Working with [blank_start]media[blank_end] - traditional & online - in seeking [blank_start]publicity[blank_end] or responding to their [blank_start]interests[blank_end] in the organization.

[blank_start]Theory[blank_end] helps us understand persuasive communication, as it relates to media relations.

ANSWER IS THE SAME FOR BOTH BLANKS: [blank_start]Theory[blank_end] is used historically to help us understand why PR is practiced the way it is (descriptive [blank_start]theory[blank_end]).

People [blank_start]consciously[blank_end] choose messages.

Check six of the boxes that list what theories do.

Opinion is linked to PR in three ways. [blank_start]Persuasive communication[blank_end] on behalf of client. [blank_start]Mass media[blank_end] influences opinion -> calls attention to an issue. Public relations [blank_start]campaigns[blank_end] inform the public and shape public opinion via mass media.

[blank_start]Persuasion[blank_end]: Way to shape public interest and public opinion. Dialogue between points of view in the marketplace of public opinion.

[blank_start]Objective[blank_end] theory: Knowable, “out there” reality.

[blank_start]Subjective/ interpretive[blank_end] theory: “Reality” is produced in our heads -> Concerned with lived experience.

Eight factors in persuasive communication ~ 1. [blank_start]Audience analysis.[blank_end] 2. [blank_start]Source credibility.[blank_end] 3. [blank_start]Appeal to self interest[blank_end] 4. [blank_start]Clarity of message.[blank_end] 5. [blank_start]Timing and Context[blank_end] 6. [blank_start]Audience participation[blank_end] 7. [blank_start]Suggestions for action[blank_end] 8. [blank_start]Content and structure of messages.[blank_end]

The acronym AIETA is used to represent the five-step process of adoption. 1. A[blank_start]wareness[blank_end] 2. I[blank_start]nterest[blank_end] 3. E[blank_start]valuation[blank_end] 4. T[blank_start]rial[blank_end] 5. A[blank_start]doption[blank_end]

What makes news?

You cannot manage the media but the media is important/critical in conveying your message.

Media relations basics: Ongoing: [blank_start]Proactive & Reactive[blank_end] [blank_start]Build relationships[blank_end], knows names, affiliations & “beat” Be [blank_start]respectful[blank_end], [blank_start]honest[blank_end] and [blank_start]fair[blank_end]. Understand [blank_start]deadlines[blank_end], [blank_start]obligations[blank_end] and [blank_start]legal restrictions[blank_end]. Support news media: B-rolls; [blank_start]information providers (kits)[blank_end] [blank_start]Story ideas[blank_end] [blank_start]Access to CEOs[blank_end]

[blank_start]Television[blank_end]: - Strong focus on [blank_start]visuals[blank_end], makes [blank_start]quick absorption[blank_end] possible. - Good for [blank_start]emotional[blank_end] content, not good for [blank_start]complex messages[blank_end]. - Deadlines are more [blank_start]flexible than print[blank_end]. - Interviews require preparation, [blank_start]concise speech[blank_end] and [blank_start]relaxation[blank_end] ([blank_start]avoid mike fright[blank_end]). - Can use standard [blank_start]news release[blank_end], [blank_start]video[blank_end], media tour, etc. - Use [blank_start]PSAs[blank_end] on behalf of governments or agencies.

[blank_start]Radio[blank_end]: - Most cost-effective way to reach many people quickly. - Not good for [blank_start]complex[blank_end] information - single messages are better. - Deadlines are [blank_start]most flexible[blank_end] - can go on air [blank_start]immediately[blank_end].

Media pitch is:

The two primary sources of conflict are [blank_start]competition[blank_end] and [blank_start]disagreement[blank_end].

Competition is [blank_start]striving for the same object[blank_end], [blank_start]position[blank_end] or [blank_start]prize[blank_end]. Disagreement is a [blank_start]sharp opposition[blank_end] resulting in a [blank_start]direct[blank_end], [blank_start]overt threat[blank_end] from another entity.

[blank_start]Strategic[blank_end]: For the purpose of achieving particular objectives. [blank_start]Management[blank_end]: Planned, deliberate action.

1.What is the severity of the threat? ([blank_start]Situational[blank_end] assessment). What are the [blank_start]facts[blank_end]? What effort is required? Long term or short term? Long term and external - most [blank_start]severe consequences[blank_end]. PR experience and [blank_start]instinct[blank_end] critical. 2. What resources are available to deal with the threat? ([blank_start]Organizational[blank_end] assessment). Do you have the [blank_start]knowledge[blank_end], time, finances and [blank_start]management commitment[blank_end] to combat the threat?

What are the two approaches to managing conflict? [blank_start]Contingency[blank_end] & [blank_start]Proactive to Reactive[blank_end]