Important topics and concepts to study

ADPR 180: Public Relations Principles Ekachai

Final Exam review, Spring 2002

The 100-point final exam is consisted of multiple-choice, true-false, and short essay questions. In addition to class lectures, handouts, and guest speakers’ presentations, the exam will cover chapters 8, 9, 11, 12, 13, 14, 15 and 18.

© Communication process. Five objectives of communication (message exposure, accuracy, acceptance, attitude change, behavioral change). Ways to enhance exposure for passive and active audiences. Six steps to reach successful communication: receiving, attending, understanding, believing, remembersing, acting. Ways to enhance understanding: use of symbols, slogans, avoid jargon, avoid euphemisms and discriminatory language.

Five-stage adoption process (awareness, interest, evaluation, trial, adoption). Factors affecting adoption process. Study the right tools for the right jobs handout. Hallahan’s integrated media model.

© Evaluation. Why evaluate? What to evaluate (objectives met? Messages received and understood? Budget reasonable?) Measurements of message production/distribution, message exposure, audience awareness, attitudinal and/or behavioral change. What is a benchmark study?

Study Dr. Freitag’s presentation. Output Versus Outcome.

© The Audiences and how to reach them. Senior citizens, Ethnic groups. Characteristics of the U.S. audience: visually oriented, support for single issues, emphasis on celebrity, distrust of authority, suspicion of conspiracy, increasing international audience. Why do PR practitioners need to recognize and understand the diversity of their audiences? Study the handout titled “Is There Really One Hispanic Market?”

© Nature of the Internet (multi-media, interactive, synchronous as well as asynchronous, facilitating two-way comm, hyperlinks, non-linear). Characteristics of online audience. Effects of new communication technology/Internet to PR practice. Its applications (electronic press

release distribution, WWW sites for corporations, discussion groups, etc.). Internet problems (complexity, security and privacy issues, efficiency and credibility of homepages). Other PR uses of new technologies: CD ROM, desktop publishing, software for presentation, databases. Fax. Satellite transmission. Teleconferencing.

More American people are online, doing more http://www.pewinternet.org/releases/release.asp?id=15

Internet's rapidly increasing presense in U.S. homes

http://www.uniontrib.com/news/computing/20010905-1644-census-compu.html

50% of Hispanic adults are now online http://www.pewinternet.org/releases/release.asp?id=27

Net-savvy seniors--small, yet avid group of users

http://abcnews.go.com/sections/scitech/TechTV/techtv_seniors010911.html

© PR and the Law. Definition of libel. What constitutes a libel? What is “Fair Comment”? What is “Fair Use”? Invasion of privacy. What PR persons should avoid in releasing employee information. Company's email and employees' privacy. What could be copyrighted, what could not? What constitutes trademark infringement? What is “misappropriation of personality”? Government regulating bodies (FTC, SEC, FDA, etc.) Study the Case problem on P. 241 (Expresso Unlimited)

© Corporate PR. Why corporations need PR? (public perception, human factor, downsizing factor, Big Business means remoteness, growth of consumer movement, more governmental regulations, use of boycotts, importance of corporate social responsibility). Corporate PR activities: product recall, business public affairs, community relations, philanthropy, aid to education, corporate sponsorship. Criteria for corporate sponsorship.

© Politics and Government PR. “Public Affairs” or public information is a common title. Why can’t the term “Public Relations” be used? How is governmental PR different from corporate PR? Definition of Lobbying. What is grassroot lobbying?

© Study notes from the two guest speakers' presentations on Air Force Reserve Public Affairs, and media relations. Why does the Air Force Reserve need to do PR? What are some media tactics you should use sparingly?

© What is international PR? Why is it important? Increasing global marketing and international trade. Problems of IPR (different cultural patterns, language, political system, media system, religions, etc.) IPR by government. IPR by international groups (UN, International Red Cross, etc.) Study the reading “Understanding Cultural Patterns…”