MEJO 137 PR Exam UNC
characteristics of PR correct answers -deliberate
-planned
-performance reflects policies
-public interest
-two way communication
-management of competition/conflicts
-operating on intangibles
define PR correct answers the management of mutually influential relationships within a
web of relationships comprised of stakeholders and organizations
PR vs Advertising correct answers both- publicity tactics, rely on mass media to
distribute content
pr- little content control, free media sources, advocates, target various publics, mix of
communication channels
ad- high content control, pay for placement of media, persuade, target consumers,
specific channels for specific ads
PR vs Marketing correct answers both- deal with org's relationships, mix of
communication channels, want to ensure org's success and economic survival
pr- ensure success through building relationships and goodwill, target audiences,
publics or stakeholders, focus on range of publics, relationships and reputation
marketing- ensure success by studying markets and increasing profits, target markets,
consumers or customers, focus on products, placement, packaging and price
PR vs Journalism correct answers both- interview people, gather/synthesize large
amounts of info, write in journalist style
pr- counsel org on news, advocates, depends on journalist's credibility, focus on specific
publics, mix of communication channels
journalism- report news, inform, depend on PR for info and sources, broad audience,
communication via a channel
objectivity correct answers state of being free form the influence of personal feelings or
opinions in considering ad representing facts
advocacy correct answers public promotion of a cause, idea or policy
transparency correct answers critical whether you practice public information with a
journalistic set of values or with advocacy
, PR models correct answers press agentry/publicity, public information, 2-way
asymmetric, 2-way symmetric
press agentry model correct answers propaganda, one way communication, PT
Barnum, little concern for accuracy, gain public's attention, sports and product
information
public information model correct answers accurate and true information to publics, one
way communication, Ivy Lee, government, nonprofits, business
2-way asymmetric correct answers persuasion to change publics' attitudes or
behaviors, unbalanced 2 way communication, Edward Bernays, competitive business,
agencies
2-way symmetric correct answers understanding, balanced 2 way communication, org
is as likely to change as publics, regulated business, crisis management
pros of agencies correct answers objectivity, skills and expertise, extensive resources,
offices throughout country, problem solving skills, credibility
cons of agencies correct answers superficial knowledge, part-time commitment, need
for long briefing, internal resentment, need for direction, information and confidence,
high costs
agency's fees and charges model correct answers billable time (hourly rate +
operations)
retainer fee
fixed project fee
no pay for placement
how does PR differ (organizations) correct answers ad/marketing promotes org's
offerings while Pr promotes the org as a whole
PR differs (publics) correct answers ad/marketing persuade consumer groups while PR
is more concerned with publics
PR differs (relationships) correct answers ad/marketing see relationships as means to
end while PR sees them as the end
free flow of information correct answers PR advocates for organization in marketplace
of ideas; advocacy is the central value undemocratic societies, PR must remain
transparent about its role and purpose
brand journalism correct answers application of journalistic skills to produce news
content for an organization to communicate directly with its publics without a third party
organization
