Study Guide October, 2001: Principles of Public Relations—Exam Two

EMPLOYMENT PERSPECTIVES

  1. Employment Perspectives: Know what the prospective employers are looking for—and know what those words mean.
  2. As you look at some statements as "prepare to work harder than you ever have" or "your first job probably won’t be about what you’ve been educated for—it’ll be about what your employer wants"—react to this. Are you prepared for this challenge? What do you personally do to either 1) change an attitude you have now or 2) learn in terms of skills, etc., to meet this challenge?
  3. Discuss how at least one area—public relations firms—are not really trying to search out good candidates for public relations entry-level jobs. Why not? How do you plan to overcome this attitude?
  4. The public relations salary articles allowed you to examine a number of variables in the field of public relations. With this information, describe your ideal job in public relations with specific information about how your ‘dream job’ will be affected by the variables of a) your location, b) your gender, c) your type of organization, etc.

PHASES

  1. Define the concept of a "world view" and what it means to create one’s "we create our world through language."
  2. Define a paradigm. What is a shift in a paradigm? Compare and contrast the interactionist, the functionalist, and the conflict theorist. What does this do for you? What does he mean to say that "rationality is so fundamental to your world view that you may have a little trouble seeing it as a paradigm" and compare this statements with the current issue with terrorist.
  3. What is communication theory? Discuss persuasion in terms of effectiveness. What is the value of knowing persuasion? Be able to define a theory and discuss the application of that theory.
  4. What is the need for research from a public relations perspective? What is research? What are the types of research—compare and contrast? What is a focus group? What are the key points to remember when working with focus groups.
  5. Describe and analyze interaction per the article of "Harmonizing Global Relations." Then discuss some of the problems in applying this concept in terms of relationships.
  6. Be prepared to do evaluate data. This means analyzing the survey construction process and the categories used.

INTERPRETING PROFESSIONAL ISSUES

  1. Be prepared to discuss such terms as strategic vs. tactical, the affect of globalization, the shift from HR to PR, results-based PR, the rebirth of sports journalism.

FESTIVAL OF VOICES

  1. Be prepared to answer questions about what the status of FOV in terms of tickets, programs, talent, production, core requirement, etc.