Communication majors only !!!!

Ch. 5: PR Management

· Understand the importance of research in the PR management process and why so little research occurs in PR

· Be familiar with how you go about determining the PR problem

· Be able to explain some of the differences of quantitative & qualitative research (why is each useful to the PR practitioner- pros & cons)

· Know the difference between objectives, strategies, and tactics and be able to give example of each

· Know the three primary outcomes of objectives and what you need to consider when writing objectives

· Terms: primary research; secondary research

Ch. 6: Communication & Action

· Know the importance of coordinating action with communication (e.g. why is communication not enough)

· Be familiar with how PR practitioners construct clear messages (what to avoid)

· Why is there a push for measureable results in PR? Why is it hard to assess/measure the “worth” of PR sometimes (e.g. news coverage)?

· Be familiar with the obstacles to evaluation

· Be familiar with the three different levels where evaluation occurs and ways to evaluate each level

· Terms: media uses & gratification theory; euphemism; jargon; symbols; two-way communication; media impressions

Ch. 8: Conflict Management

· Know the four phases of the conflict management life cycle and be able to compare

· Be familiar with some of the internal and external factors related to contingency theory and be able to give some examples

· Know some of the factors related to how people perceive risk & risk communication

· Terms: environmental scanning; contingency theory; advocacy; accommodation; threat appraisal model; crisis; conflict positioning

Ch. 10: Diverse Audiences

· Be familiar with why it is important for PR practitioners to be able to reach diverse audiences

· Be able to compare and contrast the youth, senior, and baby boomer audiences

Ch. 11: Mass Communication

· Be familiar with when to use press releases

· Be familiar with the inverted pyramid

· Know some of the guidelines for good media relations

· Terms: product placement; audio news release; public service announcements; radio media tours; video news releases

Ch. 12: The Internet and Social Media

· Be familiar with why the internet is attractive to PR professionals

· Know the difference between “pull” versus “push”

· Why has social media become an important PR tool?

· Be able to discuss some of the pros and cons of blogs as a PR tool

· Terms: employee blogs; third-party blogs; corporate blogs