Think Public Relations:

Part A: 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

Part B: 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

Part C: 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

Part D: 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

Part E: 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

Part F: 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.