adv310 study guide
ADV310: Introduction to Public Relations
Chapters 1-5 Study Guide
According to your text, what must PR be, especially in the age of social media?
In the 21st century, even terrorists understood the impact of public relations messages and the reach of the world wide web to deliver them
Get the media to address issues that would otherwise fail to receive the attention they deserve
Thoroughly understand what PR is and is not.
Public relations is a planned process to influence public opinion, through sound character ad proper performance, based on mutually satisfactory two-way communication
Must always engage in planned process to influence the attitude and action of their target
Know the 4-step model of PR proposed by John Marston.
1. Research: research attitudes about the issue at hand
2. Action: identify the action of the client in the public interest
3. Communication: communicate that action to gain understanding, acceptance, and support
4. Evaluation: evaluation the communication to see if opinion has been influenced
Know the 5 principles Professor Melvin Sharpe outlined to the public relations process
1. Honest communication for credibility
2. Openness and consistency of actions for confidence
3. Fairness of actions for reciprocity and goodwill
4. Continuous two-way communication to prevent alienation and to build relationships
5. Environmental research and evaluation to determine the actions or adjustments needed for social harmony
Know the classifications of publics outlined in your text
Author: Public relations is a planned process to influence public opinion, through sound character ad proper performance, based on mutually satisfactory two-way communication
Robert Heilbroner: the field is a brotherhood of 100,000, whose common bond is its profession and whose common woe is that no two of them can ever quite agree on what that profession is
Edward Bernays: public relations is providing information
Chapters 1-5 Study Guide
According to your text, what must PR be, especially in the age of social media?
In the 21st century, even terrorists understood the impact of public relations messages and the reach of the world wide web to deliver them
Get the media to address issues that would otherwise fail to receive the attention they deserve
Thoroughly understand what PR is and is not.
Public relations is a planned process to influence public opinion, through sound character ad proper performance, based on mutually satisfactory two-way communication
Must always engage in planned process to influence the attitude and action of their target
Know the 4-step model of PR proposed by John Marston.
1. Research: research attitudes about the issue at hand
2. Action: identify the action of the client in the public interest
3. Communication: communicate that action to gain understanding, acceptance, and support
4. Evaluation: evaluation the communication to see if opinion has been influenced
Know the 5 principles Professor Melvin Sharpe outlined to the public relations process
1. Honest communication for credibility
2. Openness and consistency of actions for confidence
3. Fairness of actions for reciprocity and goodwill
4. Continuous two-way communication to prevent alienation and to build relationships
5. Environmental research and evaluation to determine the actions or adjustments needed for social harmony
Know the classifications of publics outlined in your text
Author: Public relations is a planned process to influence public opinion, through sound character ad proper performance, based on mutually satisfactory two-way communication
Robert Heilbroner: the field is a brotherhood of 100,000, whose common bond is its profession and whose common woe is that no two of them can ever quite agree on what that profession is
Edward Bernays: public relations is providing information