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Test Bank for THINK Public Relations, 2/E 2nd Edition

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This is completed downloadable of Test Bank for THINK Public Relations, 2/E 2nd Edition

Product Details:

ISBN-10 ‏ : ‎ 9780205857258
ISBN-13 ‏ : ‎ 978-0205857258
Author: Dennis Wilcox (Author), Glen Cameron (Author), Bryan Reber (Author), Jae-Hwa Shin (Author)

The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format. Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession.

A better teaching and learning experience

This program will provide a better teaching and learning experience―for you and your students. Here’s how:

Improve Critical Thinking―Questions and cases throughout the text encourage students to think critically about public relations topics.
Engage Students―An appealing visual design and real-world applications engage students in the material.
Apply Ethics― Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today.

Table of Content:

1 What is Public Relations?
Ask Yourself
A Busy Day
The Challenge of Public Relations
Think
Global Scope
A Variety of Definitions
Think
Public Relations as a Process
Think
The Components of Public Relations
How Public Relations Differs from Journalism
Scope
Objectives
Audiences
Think
Channels
How Public Relations Differs from Advertising
Think
How Public Relations Differs from Marketing
Toward an Integrated Perspective: Strategic Communication
Summary
What Is Public Relations? p. 3
What Are the Components of Public Relations? p. 10
How Does Public Relations Differ from Journalism? p. 12
How Does Public Relations Differ from Advertising? p. 14
How Does Public Relations Differ from Marketing? p. 15
How Can an Integrated Approach to Public Relations Benefit an Organization? p. 17
Questions for Review and Discussion
2 Careers in Public Relations
Ask Yourself
“Robust” and Increasingly Integrated
A Changing Focus in Public Relations
Think
Personal Qualifications and Attitudes
Six Essential Abilities
Think
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
The Importance of Breadth and Depth of Knowledge
Good Writing
Intelligence
Cultural Literacy
The Ability to Recognize a Good Story When You See One
Media Savvy
Contacts
Good Business Sense
Broad Communications Experience
Specialized Experience
Fresh Perspective
Organizational Roles
The Value of Internships
Think
Salaries in Public Relations
Entry-Level Salaries
Salaries for Experienced Professionals
Think
Salaries for Women: The Gender Gap
An Overview of Salaries in the Public Relations Field
The Value of Public Relations
Think
Summary
How Is the Field of Public Relations Changing? p. 26
Which Personal Qualifications, Attitudes, and Abilities Help Professionals Succeed in Public Relations? p. 28
What are the Different Job Levels and Roles in Public Relations Practice? p. 33
How Much Do Public Relations Professionals Earn? p. 35
Questions for Review and Discussion
3 The Growth of a Profession
Ask Yourself
The Advancement of Women
A Brief History of Public Relations
Ancient Beginnings
Think
Public Relations in Colonial America
The Age of the Press Agent
Public Relations Grows as America Grows
The Rise of Politics and Activism
Modern Public Relations Comes of Age
Think
Public Relations Expands in Postwar America
Evolving Practice and Philosophy
Press Agentry/Publicity
Public Information
Two-Way Asymmetric
Two-Way Symmetric
Think
Trends In Today’s Practice of Public Relations
Feminization of the Field
Think
The Importance of Diversity
Other Major Trends in Public Relations
A Growing Professional Practice
The Public Relations Society of America
Think
The International Association of Business Communicators
The International Public Relations Association
Professionalism, Licensing, and Accreditation
Professionalism
Licensing
Think
Accreditation
Keeping an Eye on Trends
Summary
Which Key Events and Individuals Shaped the History of Public Relations? p. 44
What Are the Trends in Today’s Practice of Public Relations? p. 55
In What Ways Is Public Relations Evolving and Growing as a Professional Practice? p. 61
What Are the Major Professional Public Relations Organizations and What Do They Do? p. 62
Questions for Review and Discussion
4 Today’s Practice: Departments and Firms
Ask Yourself
Texting Program Reaches Out to Mothers
Public Relations Departments
Organizational Factors Determine the Role of Public Relations
Think
How Public Relations Departments Are Organized
Think
Line and Staff Functions
Levels of Influence
Sources of Friction
The Trend Toward Outsourcing
Public Relations Firms
Think
Global Reach
The Rise of Communication Conglomerates
Think
Think
Structure of a Counseling Firm
Pros and Cons of Using a Public Relations Firm
Fees and Charges
Which Offer?
Summary
Which Factors Determine the Roles and Status of Public Relations Departments in an Organization? p. 70
Which Levels of Influence Can Public Relations Departments Exercise in an Organization? p. 73
Which Services Do Public Relations Firms Provide? p. 79
What Are the Pros and Cons of Employing a Public Relations Firm? p. 83
Questions for Review and Discussion
5 Research and Campaign Planning
Ask Yourself
Tapping Into Research Helps Ensure Success
The Four Essential Steps of Effective Public Relations
Research: The First Step
Many questions should be asked before formulating a research design:
Achieving Credibility with Management
Defining Audiences and Segmenting Publics
Think
Formulating Strategy
Testing Messages
Preventing Crises
Monitoring the Competition
Generating Publicity
Measuring Success
Research Methods
Research Techniques
Think
Scientific Sampling Methods
Think
Reaching Respondents
Questionnaire Guidelines
Planning: The Second Step
Approaches to Planning
Think
The Eight Elements of a Program Plan
Research
Action
Communication
Evaluation
Think
Plan for Success
Summary
What Are the Four Essential Steps of Effective Public Relations? p. 90
How Is Research Used in Public Relations? p. 90
How Is Research Conducted in Public Relations? p. 94
What Role Does Planning Play in Effective Public Relations? p. 103
What Are the Eight Elements of a Program Plan? p. 103
Questions for Review and Discussion
6 Communication and Measurement
Ask Yourself
An Interesting Campaign for a “Most Interesting” Beer
Communication: The Third Step
The Goals of Communication
Making Sure the Audience Receives the Message
Think
Schramm’s Expanded Model
Making Sure the Audience Pays Attention to the Message
Making Sure the Message Is Understood
Making the Message Credible
Think
Think
Making the Message Memorable
Use Symbols, Acronyms, and Slogans
Avoid Jargon
Avoid Clichés and Hype Words
Avoid Euphemisms
Avoid Discriminatory Language
Making Sure the Audience Acts on the Message
Measurement: The Fourth Step
Think
Objectives: A Prerequisite for Measurement
Basic Measurement Questions:
Measurement and Evaluation Status
Measurement of Message Exposure
Media Impressions
Internet Hits
Advertising Equivalency
Systematic Tracking
Information Requests
Cost per Person
Audience Attendance
Measurement of Audience Awareness, Attitudes, and Action
Audience Awareness
Think
Audience Attitude
Audience Action
Think
Getting Blood from a Stone?
Summary
What Are the Goals of Public Relations Communication? p. 116
Which Factors Influence Message Reception, Comprehension, Retention, Credibility, and Adoption? p. 117
Why Is Measurement of Public Relations Program Effectiveness Important? p. 127
Which Methods Are Used to Measure the Effectiveness of Public Relations Programs? p. 129
Questions for Review and Discussion
7 Public Opinion and Persuasion
Ask Yourself
Going Green: Everybody’s Doing It
What Is Public Opinion?
Public Opinion Is a Moving Target
Public Opinion Is Powerful
Think
Opinion Leaders As Catalysts
The Role of Mass Media
Agenda Setting
Framing
Think
The Role of Conflict
Of The 12,996 Murders Committed
Think
Persuasion In Public Opinion
The Uses of Persuasion
Persuasion and Negotiation
Make It Clear
Make It Easy
Make It Popular
Think
Factors in Persuasive Communication
Demographics for Key Groups
Audience Analysis
A Friend’s Recommendation Is MOST Trusted
Appeals to Self-Interest
Think
Audience Participation
Suggestions for Action
Source Credibility
Think
Clarity of Message
Channels
Think
Timing and Context
Reinforcement
The Limits of Persuasion
Lack of Message Penetration
Competing or Conflicting Messages
Persuading Volunteers
Self-Selection
Self-Perception
Think
Summary
What Is Public Opinion? p. 138
Who Are Opinion Leaders? p. 140
What Role Do the Mass Media Play in Shaping Public Opinion? p. 143
How Does Conflict Affect Public Discourse? p. 146
What Makes Communication Persuasive? p. 151
What Are the Limitations of Persuasion? p. 157
Questions for Review and Discussion
8 Managing Competition and Conflict
Ask Yourself
Good Intentions Go Further with Smart PR
A New Way of Thinking: Conflict & Competition
Think
The Role of Public Relations in Managing Conflict
Think
Think
It Depends: Factors that Affect Conflict Management
The Threat Appraisal Model
Contingency Theory
The Conflict Management Life Cycle
Proactive Phase
Strategic Phase
Reactive Phase
Think
Recovery Phase
Managing the Life Cycle of a Conflict
Think
Issues Management
Strategic Positioning and Risk Communication
Think
Crisis Communication
Reputation Management
Think
Examples of Typical BP Facebook Posts
From June 30, 2010
From July 12, 2010
From July 12, 2010
Examples of Typical BP Tweets
From August 23, 2010:
From June 4, 2010
From May 25, 2010
Adversarial or Accommodative?
Déjà Vu—All Over Again
Summary
What Role Do Competition and Conflict Play in Public Relations? p. 164
What Factors Affect the Stance That an Organization Takes During Conflict Management? p. 169
What Are the Phases of the Conflict Management Life Cycle? p. 171
How Can Public Relations Professionals Best Manage the Conflict Management Life Cycle? p. 173
Questions for Review and Discussion
9 Ethics and the Law
Ask Yourself
Helping a Tyrant Burnish his Image
What is Ethics?
Think
Professional Guidelines
Codes of Conduct
Think
Ethics in Individual Practice
Dealing with the News Media
Think
Public Relations and the Law
Defamation
Think
Avoiding Libel Suits
Employee Communications
Product Publicity and Advertising
Employee Free Speech
Copyright Law
Fair Use Versus Infringement
The Rights of Photographers and Artists
Think
The Rights of Freelance Writers
Trademark Law
The Protection of Trademarks
Trademark Infringement
Think
Misappropriation of Personality
Regulations by Government Agencies
The Federal Trade Commission
Think
The Securities and Exchange Commission
Other Regulatory Agencies
Liability For Sponsored Events
Working With Lawyers
Ethics in Practice
Summary
Why Is Ethics a Relevant Issue for Public Relations Practitioners? p. 182
What Do Public Relations Professionals Need to Know About Defamation, Employee and Privacy Rights, Copyright, and Trademark Laws? p. 184
Which Guidelines and Government Agencies Govern the Commercial Speech Used by Public Relations Professionals? p. 197
How Can Public Relations Professionals Facilitate Good Working Relationships with Lawyers? p. 200
Questions for Review and Discussion
10 Reaching Diverse Audiences
Ask Yourself
Engaging Ethnic Audiences
The Nature of The Public Relations Audience
Dynamic and Segmented Audiences
Think
Strategic Public Relations Targets Key Audiences
Age Group Audiences
Youth
Think
Baby Boomers
Seniors
Gender/Lifestyle Audiences
Women
The LGBT (Lesbian, Gay, Bisexual, and Transgender) Community
Religious Groups
Ethnically Diverse Audiences
Think
Diversity Media
Hispanics
African Americans
Global Audiences
Think
Matching the Audience with the Media
Print
Radio and Video
Television
Think
Online and Social Media
Finding Your Place in the Sun
Summary
How Does the Diverse Nature of Audiences Affect Public Relations Practice? p. 206
How Can Information About the General Characteristics of Key Demographic Groups Inform Effective Public Relations Efforts? p. 210
Why Is It Important to Match Media Type to Audience? p. 220
Questions for Review and Discussion
11 The Mass Media
Ask Yourself
A Varied Campaign Helps Slurpee Unite America
News Releases
Is It Time for a News Release?
Think
The Standard News Release
The Online News Release
The Multimedia News Release
The Content of a News Release
Publicity Photos
Media Advisories, Fact Sheets, Media Kits, and Pitch Letters
Interviews with Journalists and News Conferences
Interviews
News Conferences
Think
Planning and Conducting a News Conference
The Media Party and The Media Tour
Think
The Reach of Radio and Television
Radio
Think
Television
Think
Personal Appearances
Think
Product Placements
Think
A Grand Opening
Summary
What Is the Role of News Releases in Public Relations? p. 226
How Are Media Advisories, Fact Sheets, Media Kits, and Pitch Letters Used in Public Relations Campaigns? p. 230
Which Public Relations Tactics Are Best for Reaching Television and Radio Audiences? p. 235
How Can Product Placements Be Leveraged to Promote Products and Services? p. 241
Questions for Review and Discussion
12 The Internet and Social Media
Ask Yourself
Tweeting the Revolution
The Internet
Think
Think
Leveraging the Power of the Internet
Interactivity
Think
Cost-Effectiveness
Webcasts, Podcasts, and Wikis
Think
Social Media
Think
Blogs
Think
Think
Facebook
Twitter
Think
YouTube
Think
The Rising Tide of Mobile-Enabled Content
Think
Texting
Apps Everywhere
Texas Tech University
Bertolli Olive Oil
Think
QR Codes: Just a Scan Away
Think
Adding Friends and Followers
Summary
How Did the Internet Cause a Communications Revolution? p. 246
Which Characteristics of the Internet Make It a Powerful Public Relations Tool? p. 247
How Are Webcasts and Podcasts Used in Effective Public Relations? p. 249
Which Social Media Tactics Are Used by Public Relations Professionals? p. 251
Questions for Review and Discussion
13 Events and Promotions
Ask Yourself
Mr. Bubble Turns 50 with a Splash
A world Filled with Meetings and Events
Think
Group Meetings
In Advance
On the Meeting Day
After the Meeting
Meeting Location
Meeting Invitations
Getting the Meeting Started
Speakers
Meals
Banquets
Think
Receptions and Cocktail Parties
Think
Open houses and Plant Tours
Think
Things to Think About
Major factors to consider in planning an open house:
Conventions
Convention Planning
Think
Convention Programs
Think
Trade Shows
Exhibit Booths
Think
Press Rooms and Media Relations
Promotional Events
Corporate Sponsorships: Another Kind of Event
Celebrity Appearances
Corporate Event Sponsorship Considerations
Promotional Event Logistics
Plan an Awards Banquet
Summary
Which Planning and Logistical Steps Ensure Successful Meeting and Event Planning and Execution? p. 269
Which Elements Must Be Taken into Consideration When Creating a Budget for a Meeting or an Event? p. 272
Why Is the Investment in Meetings and Events Justified for Most Organizations? p. 280
How Can Public Relations Professionals Harness Creativity to Plan and Implement Memorable and Effective Promotional Events? p. 282
Questions for Review and Discussion
14 Global Public Relations
Ask Yourself
Bono: “PR Man” for the World’s Poor
What Is global Public Relations?
Think
Public Relations Development in other nations
Think
International corporate Public Relations
Think
Language and Cultural Differences
Think
Foreign Corporations in the United States
Representing U.S. Corporations in Other Nations
Public diplomacy
U.S. Public Diplomacy Efforts
Think
Foreign Public Diplomacy Efforts
Think
The Rise of Ngos
Think
Opportunities in International Work
Think
Promoting Turkey
Summary
How Is Public Relations Practice Developing Around the World? p. 289
What Challenges do Corporations Encounter When They Conduct Business Internationally? p. 296
What Is Public Diplomacy? p. 298
How Has the Role of NGOs in the Global Marketplace Evolved? p. 301
Which Career Opportunities Are Available in Global Public Relations? p. 302
Questions for Review and Discussion
15 Corporate Public Relations
Ask Yourself
Netflix Announcements Draw Consumer Ire
Managing corporate Reputations
American Opinions about Big Business
Think
Media Relations
Customer Relations
Think
Consumer Activism
Consumer Boycotts
Think
DO:
DON’T:
Employee Relations
Think
Investor Relations
Think
Marketing Communications
Product Publicity
Think
Think
Cause-Related Marketing
Corporate Sponsorships
Viral Marketing
Think
Environmental Relations
Corporate Philanthropy
Think
Preparing to Work Abroad
Summary
What Role Can Public Relations Play in Rebuilding Public Trust in Business? p. 309
How Do Media Relations, Customer Relations, Employee Relations, and Investor Relations Foster Corporate Health? p. 310
What Is Integrated Marketing Communications? p. 318
How Do Environmental Relations and Corporate Philanthropy Have a Positive Impact on the Public Image of a Corporation? p. 324
Questions for Review and Discussion
16 Entertainment, Sports, and Tourism
Ask Yourself
Internal and External Expectations Shape Tourism PR in Egypt
Public Relations in Entertainment, Sports, and Tourism
Promoting a Personality
Think
Think
Promoting an Entertainment Event
The “Drip-Drip-Drip” Technique
Think
Movies and Television
Sports Publicity
Think
Travel Promotion
Appeals to Target Audiences
Think
Tourism in Times of Crisis
A Question of Ethics
Summary
Which Elements Are Essential for an Effective Personality Campaign? p. 331
How Can a Publicity Campaign Increase Event Attendance? p. 335
What Role Does Public Relations Play in the Sports Mania Flourishing Around the World? p. 337
What Role Does Public Relations Play in Attracting Visitors to Destinations and Keeping Them Happy Once They Arrive? p. 341
Questions for Review and Discussion
Advertising Age
17 Government and Politics
Ask Yourself
NuVal and Nutrition Keys vs. the Food and Drug Administration
Government Public Relations
Think
Public Information and Public Affairs
Think
The Federal Government
The White House
Congress
Federal Agencies
Think
Think
State Governments
Think
Local Governments
Think
Government Relations by Corporations
Think
Lobbying
Pitfalls of Lobbying
Think
Grassroots Lobbying
Election Campaigns
Watching the Weather
Summary
What Are the Basic Purposes and Functions of Public Relations in Government Organizations? p. 351
Which Public Relations Activities Do Government Organizations Engage in at the Federal, State, and Local Levels? p. 352
What Are Public Affairs, Governmental Relations, and Lobbying? p. 360
What Role Does Public Relations Play in Election Campaigns? p. 363
Questions for Review and Discussion
18 Nonprofit, Health, and Education
Ask Yourself
Faith-Based Advocacy Comes of Age
The role of Public Relations in Nonprofit, Health, and Education Organizations
Think
Competition, Conflict, and Cooperation
Think
Fund-raising
Think
Motivations for Giving
Fund-Raising Methods
Think
Membership Organizations
Professional Associations
Think
Trade Associations
Labor Unions
Chambers of Commerce
Advocacy Groups
Think
Activist Groups
Social Issue Organizations
Social service Organizations
Philanthropic Foundations
Cultural Organizations
Think
Religious Organizations
Health Organizations
Hospitals
Think
Health Agencies
Health Campaigns: Strategies and Tactics
Educational Organizations
Colleges and Universities
Elementary and Secondary Schools
Think
School Districts
Find the Fun
Summary
What Are the Basic Purposes and Functions of Public Relations in Nonprofit, Health, and Education Organizations? p. 370
What Role Does Public Relations Play in the Fund-Raising Efforts of Nonprofit Organizations? p. 372
Which Public Relations Goals and Tactics Do Nonprofit Advocacy Groups and Social Service Organizations Pursue? p. 379
Which Public Relations Goals and Tactics Do Health and Education Organizations Employ? p. 383
Questions for Review and Discussion
Credits
Text Credits
Photo Credits
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Index
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z