Study items for test 2

Be sure to read the next posting, too, which contains a take-home question that you'll need to complete and bring with you on Monday.

Here are some study areas for the test Monday (chapters 5-8, plus a little of 9):

Communication theory/public opinion chapter:
Theories, especially Magic Bullet Theory, Agenda-Setting Theory, and Uses and Gratification Theory

Why is public relations not propaganda?

Be ready to discuss the communication model, and what happened when Hurricane Rita approached, against the backdrop of Hurricane Katrina. When the mayor of Houston asked most people to stay home, very clearly, and that they would be safer there, why did many of them evacuate anyway?

p. 155: How does public opinion evolve?

Ethics chapter:

What's the difference between being an advocate and being objective? How do practitioners reconcile these characteristics?

What's the benefit of strong ethics?

What is Corporate Social Responsibility (CSR)?

What is cultural relativism and ethical imperialism?

Starbucks case study (p. 193)

Research and evaluation chapter:

Primary/secondary research
Probability/non-probability research
Qualitative/quantitative research
Advantages and disadvantages of focus groups?
What is a communication audit?

Planning chapter:

What are the qualities of good planning?

Know the differences between goals/objectives/tactics.

Communicating chapter/class discussion:

What is an SEO news release? or a Press Release 2.0?

What is a standard format for a press release?

How are print news releases different from those found online or sent as email? What is a VNR?

What skills do you need to be a good PR practitioner?

How do employees want to receive news?

That's all--zip me an email with your questions.