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Theories from the powerful effects model of commnication are not useful for PR writers in dealing with audiences who...?
Powerful Effects
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The idea that attitude change is more a change in a person's perception rather than a change in belief is what researchers Sherif and Hovland refer to as..?
Social Judgement Theory
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The idea that individuals see what they want to see and what they expect to see is most strongly associated with?
Expectancy-value Theory
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What contributes to a communicator's credibility?
expertise, personal experience, status, communicative compitence, sincerity, unbiasedness
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A stranger on the street comments that he or she likes your new jacket. According to research, how would this praise be accepted?
A positive message from a stranger has more impact than from a friend, but a negative message has more influence from a friend rather than a stranger.
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What are the common persuasive tactics that can become tools of propaganda?
- Plain Folks Appeal
- Testimonials
- Bandwagons
- Namecalling
- Card Stacking
- Glittering Generalities
- Stereotypes
- Repetition
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What is the sleeper effect?
At first, one may consciously reject a message from a source they dislike or distrust, but over time memory of the source may fade while they remember the message.
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Research suggests message repetition is effective with what?
Keeping issues on the public agenda (voter turn out)
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With what kind of objective is humor effective?
When it seems natural or contrived and whether it is appropriate to the subject.
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What should a PR professional consider before using a testimonial?
Whether the expert has knowledge in the subject. Is the testimony paid for? Whether it is legitimate or not?
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Know the order of maslow's hierarchy of needs beginning at the base of the pyramid and moving to its peak.
Health, Safety, Love, Esteem, Fulfillment
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What is a benefit statement?
Part of a planning sheet that provides a clear statement of how the organization can satisfy the publics wants, interests, and needs.
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What is the order ot the steps for writing PR objectives?
Public, Category, Direction, Specific Effect, Focus, Performance Measure, Time Period.
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