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PRSA APR STUDY GUIDE
Universe - Answers :The number of possible respondents available to draw survey sample from Representative sample - Answers :Number needed to be representative of the universe. Any universe that is 100,000 or more requires a sample of 384 10 - K - Answers :Annual Report must file 60 days after close of companies fiscal year 10 - Q - Answers :Quarterly financial Report containing unaudited data-filed 35 days after close of first three fiscal quarters 95% Confidence level - Answers :If the same survey were given repeatedly 95% of the time the results would be the same, falling within the same margin of error 8 - K - Answers :information that needs to be public documented through the SEC-a news release can be qualified. Can triggered by a reporter questions for information that has not been issued publicly. Publically traded organization and/or regulated. Mnemonic: "kant" wait-information Margin of error - Answers :The range, plus or minus, within which results can vary (the larger the sample the lower the margin of error) Proxy Statement (Form Def 14A) - Answers :invitation or agenda at for shareholders to advertise the annual meeting. Can cover-proposals for new board members, directors or executives' salaries, bonus and option plans for directors, and declarations by company management. Benchmark Survey - Answers :Survey that is taken of a large target audience prior to a campaign. Research after campaign can be measured against this Cluster Sample - Answers :People who are grouped or clustered by something they have in common Content analysis - Answers :Study of publications, print and electronic media reports to measure and evaluate news coverage of an organization, its people or activities. Attempt to objectively code and describe the content of communication. Depth interviews - Answers :One-on-one interviews with key respondents Focus group - Answers :Informal give-and-take sessions in a controlled environment with a small group of people.(Qualitative)
Formal methods - Answers :Research that includes the systematic gathering of scientifically measurable data from representative. samples. Mail survey, telephone survey (Quantitative) Informal methods - Answers :Exploratory research that is not gathered from scientifically represented samples (focus groups, key influencers, letters/complaints received Regulation Fair Disclosure (2000) - Answers :all publicly traded companies disclose material information to all investors at the same time (at all levels) Insider Trading Study (1963) - Answers :Encourages timely disclosure of "material information" Rule 5c (Security Act of 1933) - Answers :Gag period-registration of securities and led to embargo of publicity materials during a specific timeframe (90 days from registration becomes effective) Think-high 5 for keeping your mouth shut ;) Sarbanes Oxley (2002) - Answers :Corporate auditing accountability, responsibility, and transparency. mandated a number of reforms to enhance corporate responsibility, enhance financial disclosures and combat corporate and accounting fraud, and created the "Public Company Accounting Oversight Board," to oversee the activities of the auditing profession. Think Oxley-sounds like Auditing/Accounting Fraud Securities Act of 1933 - Answers :"1. require that investors receive financial and other significant information concerning securities being offered for public sale; and
- prohibit deceit, misrepresentations, and other fraud in the sale of securities. Mnemonic- 1933 - investors need info before they can public sale-no lying of fraud." - Answers : Section 14 of Act of 1934 - Answers :Solicitation of proxies between official statement and annual meeting. Mnemonic - 14 goes with 34 (send proxies to all 14 shareholders?) Lobbying act of 1913 - Answers :Lobbyists must register with the clerk of the house or secretary of the senate between the first and 10th day of the quarter-includes $ received, names of publications that they published articles/editorials. Violation=$5,00 0 fine and up to 12 months imprisonment Anti-Trust - Answers :Sherman/Clayton Act- Illegal to engage in activity that ruins competition. Think Anti-trust=Anti-competition Securities Act of 1934 - Answers :Created the SEC and gives them the power to register, regulate, and oversee brokerage firms, transfer agents, and clearing agencies as well as the nation's securities self regulatory organizations (SROs) and various stock exchanges.Think-SEC can RROA Register-Regulate-Oversee Agencies/Agents
Random Sample - Answers :A method of selecting a sample in which every member of the population has an equal chance of being selected. (i.e. every 10th person or names from a hat) Tracking Studies - Answers :Research conducted at regular intervals among defined populations. PR Audit - Answers :A review of how an organization wants to be perceived, and an evaluation of what can be done to reconcile the differences. Internal - Answers :Interview the public relations staff, senior executives, mid management employees on perception issues and communications goals and how organization wants to be perceived. External - Answers :audit of key external audiences (customers, potential customers, opinion makers) using standard research techniques. Compare internal with external to bridge discrepiensies Two-way concept - Answers :emphasizes exchanges and mutual understand. An expanded two-way communication includes organizational Public Relations - Answers :The management function that emphasizes, builds and maintains mutually beneficial relationships between organizations and their publics and yielding measurable results. Publics - Answers :An active social unit consisting of all those affected who recognize a common problem for which they seek common solutions. Research (basic) - Answers :Develops a premise and a research plan. Determines qualitative and quantitative methods. Decides on population and sampling techniques to use with that population. Designs instruments (questionnaire, interview, etc) uses acceptable techniques for collecting data. codes and analyzes results and presents findings. Mnemonic-Develops Plan, Determines methods, Decides population, Designs data collection tools, Research (applied) - Answers :Gathers information about client, organization, or company and on issues to help develop objectives, strategies, and target audiences (priority publics) using a variety of research tools. Plans and interprets research activities from public relations activities. RPIE - Answers :Research Planning Implementation and Evaluation RACE - Answers :Research Assess Communicate Evaluate
4 Types of publics - Answers :All-issue publics (active) Apathetic publics (inattentive and inactive) Single-issue publics(active on a limited number of issues) Hot-issue publics (respond and become active after being exposed to the issue) Opinion - Answers :A view, judgment, or appraisal formed in the mind about a particular (Easiest to change)-(Mind thoughts) Belief - Answers :Belief: a state or habit of mind in which trust or confidence is placed in some person or thing. (Trust-Faith) Attitude - Answers :Attitude: a) a mental position with regard to a fact or state; b) a feeling or emotion toward a fact or state (predisposition - emotions or feeling) Value - Answers :Something intrinsically valuable or desirable; something esteemed. (Hardest to Change)-(Valuable) Lippmann's Barriers to Communication - Answers :1. Artificial Censorship (deliberate) 2. Limitations of social Contact 3. Meager time available to pay attention to public affairs 4. Distortion b/c of events must be compressed PRSA Code of Ethics Professional Values (HEFAIL) - Answers :Honesty, Expertise, Fairness, Advocacy, Independence, Loyalty 6 Provisions (ethics) - Answers :1. Free flow of information 2. Fair Competition 3. Disclose Information 4. Confidentiality 5. Conflict of interest 6. Public Trust in Profession Think Free, Fair, Disclose, Protect Confidential, Conflict of interest, Trust 4 Torts of Privacy - Answers :1. Intrusion 2. Disclosure of personal fact 3. False light 4. Appropriation (name or likeness) Think-FLDIA Elements for burden of proof that libel exsists - Answers :WRITTEN-1. Defamation 2. Publication of defamatory communication 3. Identification of plantiff 4. Retraction 5. Fault (negligence) - Think-bad rep-publish it, identify person, take it back, it ain't my fault Burden of proof - Answers :Responsibility in a libel case Defamation - Answers :An intentional false communication that injures another's reputation or good name. Defense in Iibel (SSTOP) - Answers :1. Summary judgment (insufficient evidence) 2. Statute of limitations (1-3yrs) 3. Truth 4. Privilege 5. Opinion Defenses Slander- - Answers :any defamation that is spoken and heard.-Think Slander=Spoken SMART - Answers :"Specific
Lukaszewski's key tips for crisis managment - Answers :1. Identify what can go wrong and become highly visible 2. Assign priorities on which vulnerabilities are most urgent 3. Draft questions, answers, and resolutions for potential scenarios 4. Focus on what to do and say during first critical hours 5. Develop a strategy to contain and counteract, not react and respond Seitel's 4 paramount issues for Crisis planning - Answers :1. Define the rick for each potentially impacted audience or public 2. Describe the actions that will mitigate each risk defined 3. Identify the cause of the risk 4. Demonstrate responsible management action. Three kinds of victims (Lukaszewski) - Answers :people, animals, and living systems What victims require in order to begin personal restoration - Answers :1. Validation - that they are victims 2. Visibility- a platform from which to publicly describe their pain. 3. Vindication-to ensure this will never happen again. 4. Extreme empathy/apologies- issued directly and promptly 5 Common mistakes-Crisis Management - Answers :1. Deny there is a problem 2. Count yourself/institution as a victim 3. Engage in "Testosterosis" 4. Behave arrogantly
- Be self centered Victimization - Answers :Self-designating, self-maintaining, self-terminating Lukaszewski's Crisis Definition - Answers :a surprise event that stops the show, stops the product, injures or harms people, animals, or living systems, threatens your reputation and creates victims and/or explosive visibility. Lukaszewski's Steps for Crisis - Answers :1. Alert local and public safety officials 2. If help is available to you through prior arrangement or through your franchiser/biz partners 3. Provide assistance to victims 4. Gather information about crisis 4 "Rs" of Crisis - Answers :1. Regret- you regret the event 2. Resolution-what you will do to resolve this 3. Reform-assure this will not happen again 4. Restitiution- no legal judgments (coupons or free services) 7 "Cs" of Communication - Answers :Clarity, Content, Context, Credibility, Continuity, Capability, Channels Types of Publics (Grunig) - Answers :Nonpublics-issue has no effect, Latent-are not aware (easier to change) Aware- understand the importance of an issue but have not acted Active-are doing something Think-NAAL or Nope,Late, Awake, Acting
Goal of Communication according to Schramm - Answers :1. Attract attention to the message 2. Achieve acceptance 3. Have it interpreted as intended 4. Get message stored for later use-Think Attract, Achieve, Interpret, Store 3 factors that move latent publics (Grunig) - Answers :1. Problem recognition (aware something is amiss) 2. Constraint recognition (people see themselves as limited) 3. Level of involvement (people see themselves as being involved) 5 States of Acceptance (of communication) - Answers :1. Knowledge 2. Persuasion 3. Decision 4. Implementation 5. Confirmation - Think-Know, Come On!,Decide, Act, Confirm! Fair Comment - Answers :protects reporters from defamation Fair Use - Answers :allows use of copyrighted materials without violating laws when=criticism, comment, news reporting, teaching, scholarship, or research. Risk analysis - Answers :who is affected, what do you know, potential problems, advising employees/stakeholders on future decisions 5 Categories of publics in the diffusion theory - Answers :1. Innovators- do it first 2. Early adopters- most important/influential 3. Early majority-also important-influence 4. Majority- @ tipping point/has diffused 5. Non adopters/Laggards Right of privacy - Answers :violated by using names, likeness, or information for commercial purposes New York Times Vs. Sullivan - Answers :US Supreme Court case which established the actual malice standard which has to be met before press reports about public officials or public figures can be considered to be defamation and libel; and allowed free reporting of the civil rights campaigns in the southern United States Taft-Hartly Act - Answers :Prohibits management from interfering with labor's right to organize and unionize for negotiations on work conditions and benefits. Also regulations communication during elections. Also Called the Labor Relations Act. Federal Regulations of Lobbying Act - Answers :Requires lobbyists to disclose their activities, register with congress, file quarterly financial statements dealing with lobbying expenses and sources of income. Foreign Agents Registration Act - Answers :Counselors serving foreign governments must register within 10 days with the US attorney general and report every 6 months. Originated to Nazi propaganda
