Basics
10
Research,
Attribution,
Interviewing
Goals &
Strategies
Media Kit
& Contents
Persuasion
10
10
10
10
20
30
20
30
20
30
20
30
20
30
40
50
40
50
40
50
40
50
40
50

Basics - 10
• This is defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics.

Basics Answer – 10
• What is public relations?

Basics - 20
• Three of the primary functions of PR.

Basics Answer – 20
• What are:
– Builds credibility
– Builds and protects reputations
– Enhances knowledge and understanding
– Supports a larger business strategy
– Helps create or reinforce a market niche
– Tracks and manages special issues
– Extends reach, frequency and messaging of advertising/marketing strategy
– Informs/persuades the public

Basics - 30
• The PR model that says PR is intended for the public and organization to adjust to each other. Also the ideal model of PR.

Basics Answer – 30
• What is the Two-way Symmetric Model?

Basics - 40
• The PR model that focuses on publicity and one-way communication. This is the model often used for celebrities.

Basics Answer – 40
• What is the Press Agentry Model?

Basics - 50
• The PR model where the intent is to persuade.
This model is often used for social causes and competitive business.

Basics Answer – 50
• What is the Two-way Asymmetric Model?

Research, Attribution, Interviewing
- 10
• The type of research where new information is gathered by means such as surveys and interviews.

Research, Attribution, Interviewing
Answer – 10
• What is primary research?

Research, Attribution, Interviewing
- 20
• The type of source that reports research done by someone other than the author.

Research, Attribution, Interviewing
Answer – 20
• What is a secondary source?

Research, Attribution, Interviewing
- 30
• The journalists’ six questions.

Research, Attribution, Interviewing
Answer – 30
• Who
• What
• When
• Where
• Why
• How?

Research, Attribution, Interviewing
- 40
• When you use the exact words of someone else within quotation marks and attribute the words to the original speaker/author.

Research, Attribution, Interviewing
Answer – 40
• What is a direct quote?

.
Research, Attribution, Interviewing
- 50
• When you summarize what a source told you or you read without using the exact words or adding quotation marks.

Research, Attribution, Interviewing
Answer – 50
• What is paraphrase?

Goals & Strategies - 10
• Observable/external characteristics such as age, gender, education.

Goals & Strategies Answer – 10
• What are demographics?

Goals & Strategies - 20
• Internal characteristics of a target audience such as their interests, opinions, and values.

Goals & Strategies Answer – 20
• What are psychographics?

Goals & Strategies - 30
• What VALs stands for.

Goals & Strategies Answer – 30
• What are values, attitudes, and lifestyles?

Goals & Strategies - 40
• In VALs typologies this includes ideals, achievement, and self-expression

Goals & Strategies Answer – 40
• What is primary motivation?

Goals & Strategies - 50
• The part of VALs typologies that includes money, energy, interest, among other qualities.

Goals & Strategies Answer – 50
• What are resources?

Media Kit & Contents - 10
• The primary function of a media kit.

Media Kit & Contents Answer – 10
• What is generate earned media?

Media Kit & Contents - 20
• Likely the most important part of the media kit, it coveys a particular message and is aimed at arousing the curiosity of journalists

Media Kit & Contents Answer – 20
• What is a news release?

Media Kit & Contents - 30
• Identifies the content of the media kit and why the issue deserves coverage.

Media Kit & Contents Answer – 30
• What is the cover letter?

Media Kit & Contents - 40
• Provides key background information on the key players within the organization.

Media Kit & Contents Answer – 40
• What is biographical information?

Media Kit & Contents - 50
• Three qualities that might make something newsworthy. (we discussed 7)

Media Kit & Contents Answer – 50
• Timeliness
• Magnitude
• Impact
• Human interest
• Celebrity
• Proximity
• Novelty

Persuasion - 10
• The theory that states that the media doesn’t tell us what to think, but they tell us what to think about.

Persuasion Answer – 10
• What is agenda setting?

Persuasion - 20
• The theory that states people weigh the costs and benefits of an idea before deciding to adopt it.

Persuasion Answer – 20
• What is social exchange theory?

Persuasion - 30
• The theory that states people are persuaded by observing others behavior and seeing if that behavior is rewarding

Persuasion Answer – 30
• What is social learning theory?

Persuasion - 40
• The theory that states each person chooses how they use mass media based on their needs.

Persuasion Answer – 40
• What is uses and gratification theory?

Persuasion - 50
• What are:
1. Awareness- person is exposed to the idea
2. Interest- ideas has to interest the person
3. Evaluation- the person must consider the idea useful
4. Trial- the person tries the idea out on others
5. Adoption- final acceptance of the idea?

Persuasion Answer – 50
• What is framing theory?

Final Jeopardy
Research the Client

Final Jeopardy
• The four parts of a communication audit.

Final Jeopardy
• What are organizational profile, audience profile, media presence, and recommendations?