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Review for Final
Exam
There
are 70 questions plus a bonus question. Format is as before, with three
assimilation-contrast theory application questions. The
exam is cumulative, so you should use the earlier reviews to study for
the earlier material. The following is on the material covered after
the second exam.
- Modern
theories of public opinion, including contributions of Bernard Hennessey,
effects on public opinion.
- Ordered
steps to persuasion; message design; barriers to persuasion; source
credibility.
- Social
learning theory, assimilation-contrast theory, situational theory, and
application of each to PR.
- RACE;
its use in PR. Problem definition & criteria. Informal vs. formal
research; quantitative versus qualitative research; use of evaluation
research; examples of valid evaluation methods; examples of various
research methods used in PR.
- Goals, objectives,
strategies, tactics.
- Specific
types of PR, such as public affairs and nonprofit; corporate social
responsibility. CSR application question.
- Four-step
process; situational analyses; the problem statement; SWOT; action strategies;
organizing for a public relations campaign.
- Steps
in, and aspects of, crisis management.
- Message design,
symbols and meanings. Message design application question.
- The essence of
public relations (synthesis question).
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