One fill-in-the-blank or multiple-choice question:
1. The English word for public relations is (public relations).
2. Public relations It can be directly called (public relations).
3. The way organizations connect with the public is (communication).
4. The essence of modern public relations communication is the exchange of information (two-way communication) between the organization and the public.
5. The basis for organizing and carrying out public relations activities is (public relations status).
6. The use of the news media to expose the phenomenon of monopolies “fooling the public” formed the famous (muckraking movement) in modern American history.
In 7., the famous document published by Ivy Lee was ("Declaration of Principles").
8. The person known as the father of public relations is (Ivy Lee)
9. In 9., Catlip and Center published the authoritative public relations Works on **Relationship (〈〈Effective Public ***Relationship〉〉).
10. The International Public Relations Association was established in London in (year).
11. The basis of organizational image is (product image).
12. The company is in the (start-up period of the company) when designing a factory name and trademark with a unique style.
13. Participation is used to coordinate (internal public relations).
14. Establishing the concept of communication and cooperation and improving social skills belong to public relations (improving quality function).
15. The starting point for organizing public relations activities should be (starting from the facts).
16. The Public Relations Department is a higher-level indirect (management department) with a service nature.
17. In the department-owned public relations department, the positioning and communication function of the public relations department is mainly because the public relations department belongs to the (publicity department) .
18. Compared with corporate relationships, one of the advantages of corporate relationships is (higher professional standards).
19. The characteristics that an excellent public relations officer should possess are (cheerful, patient, and tolerant).
20. (Public *** Relations Consultant) is a full-time senior public relations worker who works for professional public relations.
21. High reputation and low popularity belong to the (relatively stable and safe) state of public relations.
22. Constructive companies are mainly suitable for organizational development (start-up period).
23. Communication activities between self and others and person-to-person are (interpersonal communication).
24. To prevent public boredom and aversion, personnel must keep information fresh.
25. The function of public relations to serve the market is first concentrated in (consumer relations). It does not directly promote products or services, but uses various communication methods in conjunction with them. , clear channels, straighten out relationships, and create a good environment for products or services.
26. (Media public) is the most sensitive and important part of the work targets.
27. An important way for organizations to communicate with the public is to use (mass communication).
28. (The public) is the most socially authoritative of all communication objects.
29. Readers have a greater choice (the advantage of newspapers).
30. The mass media that is not limited by space and has the widest spread is (broadcast).
31. The highly targeted mass media is ().
32. Put the key facts and main conclusions at the front of the article, and then arrange the events according to the importance of the facts (inverted pyramid structure).
33. In its own name, an organization takes the lead in initiating certain activities in society and advocating certain progressive new ideas (public welfare activities).
34. A communication network in which members of an organization have equal status and have extensive contact with each other, but there is no central figure is a (circular network).
35. The last line of defense for the interests of both parties in the negotiation is (the boundary point).
36. The third stage of fair negotiation is (confrontation stage).
37. Concessions of average magnitude are also called (stepping).
38. The content of people’s thoughts that they do not want to disclose to others is (the secret area).
39. Sponsorship activities refer to social organizations’ funding or efforts to support a certain social activity or a certain type of (social cause) in the form of donations without compensation.
40. Under normal circumstances, the organization holds celebration activities every year (2-3 times is enough).
41. Carefully understand the victim’s situation, take corresponding responsibilities realistically, and sincerely apologize (Victim Countermeasures).
42. Carry out open organizational activities (both public and confidential).
43. Exhibitions can help organizations find themselves, promote themselves, and increase benefits. It is (both commercial and non-commercial).
44. The English abbreviation of organizational behavior identification system is (BI).
45. At the highest level of the entire CI system is the (idea identification system).
46. Corporate mission belongs to the organizational concept identification system (concept form).
47. According to the social division of labor and its own conditions, the role an enterprise is prepared to play in society and the role it assumes belongs to (enterprise mission).
48. Visual codes composed of pure geometric points, lines, surfaces, and bodies belong to (abstract category).
49. Etiquette, as a (dissemination and communication) skill, is the etiquette and rituals that people must follow in social interactions.
50. Paying attention to etiquette can play a role in improving, improving, and creating excellence in individuals, organizations, and society (quality), image, and atmosphere.
51. The most basic principle of etiquette is (respect the public).
52. Good (personal etiquette) is the starting point of all activities and the necessary "passport" for all social occasions.
53. The first impression of clothing is its style, which can be used on different occasions to express different meanings. Since there are so many styles of clothing, we can only simply divide them into three types (formal wear), social wear and casual wear.
54. When sitting on a lower chair or sofa, it is best for women to sit in a sitting position (legs slanted).
55. The theoretical basis and premise of relationship marketing is (4C’S).
56. A business strategy that takes advantage of the gaps left by the market leader’s publicity in the public mind and quickly fills them in, thus occupying an important position, is (market follower strategy).
57. When people see the company's products, logos, name brands, standard characters, and standard colors, they can think of the company's wholehearted customer service spirit, work style of excellence, and excellent product quality, which belong to the CS of the company. Strategic (audiovisual satisfaction).
58. When carrying out public relations work in China, generally speaking, it is not necessary to increase the visibility ().
59. When major social issues occur, face-to-face communication with relevant public organizations, bodies or individuals, listening to public opinions, answering public questions, explaining positions, and striving for public understanding and support are among the key tasks. (negotiated dialogue).
60. Used when measuring the realistic distance between an organization’s self-image and its actual image (Image Element Gap Chart).
Two fill-in-the-blank or multiple-choice questions:
1. People generally believe that corporate *** relationships can (corporate *** relationship status, corporate *** relationship activities, corporate *** *Relationship concept, public relations science, public relations profession).
2. The public relations concepts mainly include (image concept, mutual benefit concept, coordination concept, public concept, communication concept).
3. The basic elements of public relations include (organization, communication, public).
4. The disciplines involved in public relations include (ethics, management, sociology, marketing, communication).
5. According to the temporal characteristics of the public and the organization, we can classify the public into (potential public, aware public, and acting public).
6. The two principles proposed by Ivy Lee’s public relations thinking (the public must be informed and tell the truth).
7. Bernice's main works include ("The Formation of the Public", "Public Relations", "〈〉〉").
8. In the development process of public relations thought, the most representative thinkers are (Ivey Lee, Bernice, Catlip and Senter).
9. Since the 1980s, the famous public relations companies in the United States that have successively established branches or representatives in China are (Hill-Norton, Boyaa).
10. The social conditions for the creation of public relations are (theoretical conditions, economic conditions, conditions, and technical conditions).
11. Consumer psychology divides consumption fields into (children's field, youth field, elderly field, female field, male field) according to the age and gender of consumers.
12. The text forms that reflect the organization’s business philosophy include (spoken words, precepts, couplets).
13. There are many corporate marks, but the two most important ones are (factory name, trademark).
14. The principle of truth-seeking and pragmatism should be implemented into the investigation work (truthfulness, objectivity, fairness and comprehensiveness).
15. The public relations department’s decision-making and advisory role in the organization, mainly petroleum (data storage center, information release center, environmental monitoring center, public reception center)
16 . The main characteristics of the Public Relations Department are (professionalism, service, and collaboration).
17. From the perspective of working methods, the organizational types of the public *** relations department can be divided into (public *** relationship object type, public *** relationship means type, public *** relationship compound type) type).
18. The principles that corporate relations should abide by at work include (obeying laws and regulations, being truthful, accurate, not interfering in internal affairs, and keeping secrets).
19. The moral character of public relations personnel should include (seeking truth from facts, impartiality and selflessness, hard work, helpfulness, and aboveboardness).
20. The three links of organizational image are (self-image, actual image, and image gap).
21. Specific forms of publicity include (issuing press releases, public relations, printing internal publications and materials, speeches and performances).
22. Specific methods of budget preparation include (target operation method, commission method).
23. The dichotomy of communication channels includes (personal communication, mass communication).
24. The methods to evaluate the effect include (internal and external supervision method, direct observation method, communication audit method, public behavior detection method).
25. For enterprises to do a good job with consumers seriously, they must establish the idea that "consumers are friends" and not only meet the needs of consumers for material consumption, but also satisfy consumers (needs for information). , emotional needs, choice needs, expression needs, participation needs).
26. Public role psychology includes (gender role psychology, age role psychology, professional role psychology, and cultural role psychology).
27. The characteristics of community relations include (regional neighborliness, interest correlation, and mutual constraints with the subject).
28. The characteristics of public psychology include (extensiveness of psychological needs, homogeneity in pursuit of interests, susceptibility to information cues, universality of behavioral imitation, and intensity of emotional contagion).
29. The characteristics of psychological changes caused by social environment are (universality, era, stability).
30. Poor recordability is (a shortcoming of radio and a shortcoming of television).
31. The principles that should be paid attention to when writing a good news bulletin are (it must be based on news, it must highlight new and recent points, it must be concise and to the point, and it must highlight changes and interesting points).
32. The shortcomings of television as a mass media include (poor recordability, limited public choice, inflexible reception, and high cost).
33. Internal publications of an organization can be divided into (internal publication, external publication, and mixed internal and external publication).
34. The difference from commodities lies in (different direct purposes, different content, different reporting methods in the press, and different application scope).
35. The members of the negotiation delegation include (chief negotiator, assistants, experts, and auxiliary personnel).
36. From the perspective of speech style, common openings include (lighthearted and humorous, suspense-attracting, preemptive, and emotional).
37. The ending forms of the speech include (summary, formula, reflection, humor, borrowing).
38. In persuasion work, induction methods are often used, including (layered induction, directional induction).
39. Taboos in interpersonal communication include (inquiring, bragging about oneself, blindly bragging about the other person, making false claims, and excessively exposing one's "privacy").
40. In terms of form, celebration activities generally include (opening celebration, closing celebration, ceremony, special celebration, festival activities).
41. According to the nature of exhibitions, there are (trade exhibitions, promotional exhibitions).
42. The characteristics of crisis events are (suddenness, urgency, and harm).
43. Events caused by public misunderstanding include (misunderstanding of the organization by the service target public, misunderstanding of the organization by internal employees, misunderstanding of the organization by the media, and misunderstanding of the organization by authoritative institutions).
44. The qualities that an excellent meeting host should possess include (clear and agile thinking, good verbal expression, and good abilities).
45. The functions of the organization's CI system include (management function, identification function, education function, communication function, and economic function).
46. The origin of CI design first appeared in (Germany, Italy).
47. The text forms of corporate philosophy include (slogans, precepts, songs).
48. The basic elements of the organization's visual identity system include (name, logo, standard colors, standard words, symbols).
49. Organize the CI system introduction process (proposal preparation stage, research and publicity stage, design stage, implementation management stage).
50. The origin of etiquette can be summarized as (the origin and the matrix of traditional etiquette, obedience and the needs of the development of modern commodity economy, mass media promotes its development, and is the product of the continuous improvement of public awareness).
51. The principle of respecting the public is specifically reflected in (respecting the public’s good qualities and character traits, respecting the civil rights that the public should have, and respecting the public’s personality).
52. The principle of identity difference in activities, including (differences in foreign affairs protocol, status differences, and gender differences).
53. Personnel should attach great importance to their clothing and appearance, and regard it as one of the necessary qualities of personnel. The clothing requirements for personnel are (neat and elegant, overall harmony, and personality display).
54. In formal celebrations, meetings, conferences, negotiations and other occasions, be very particular about where you sit. The main etiquette for sitting down are (right side is respected, above is respected, and the opposite door is large).
55. Gift-giving is an art, and we should pay attention to it (gifts must be of appropriate weight, understand the customs and taboos of gift-giving, gifts must be meaningful, and grasp the timing of gift-giving).
56. The contents of the 4P'S theory include (product, price, channel, place, promotion).
57. A famous brand is the trademark of an enterprise, containing the product's (quality, value, future, popularity).
58. Public relations can adopt the "three" strategy when communicating and shaping corporate brands. The "three" specifically refers to (celebrities, famous products, famous families).
59. The basis of CS strategy is to highlight the word "satisfaction", which specifically includes (concept satisfaction, audio-visual satisfaction, product satisfaction, behavior satisfaction, and service satisfaction).
60. Information gathering efforts include (solicitation of proposals, work, tests, typical surveys).
Explanation of three terms:
1. Public *** relationship: It is an organization using effective communication methods to adapt itself to the needs of the public, and to enable the public to respond to the needs of the organization's development. A kind of thinking, strategy and management ability.
2. The concept of public relations: refers to the deep thoughts and meanings formed by people in the practice of public relations that affect people's thoughts and behavioral tendencies. It is people's understanding of public relations activities. A conscious awareness and understanding.
3. The Revealing Movement: From 2000 to 2000, a large number of intellectuals with social conscience used the news media to criticize monopoly capitalists. These articles and cartoons condemning the scandals of monopolies, in conjunction with the labor movement, put pressure on many companies.
4. Edward Bernice: American scholar (-) founder of public relations. "The Formation of the Public" was published in 2011, "〈〈〉〉" was published in 2010, and the textbook ""Public and *** Relations"" was compiled in 2012.
5. All staff: Refers to all staff in social organizations participating in public relations activities, referred to as all-staff P.R. Its significance is to enhance the awareness of all employees of the organization, work together from top to bottom, and do a good job reasonably.
6. Communicative type: Mainly based on unmediated interpersonal communication, the purpose is to make good connections for the organization through direct contact between people, establish a social relationship network, and create a good development environment.
7. Offensive type: refers to the strategy of winning by surprise and using offense as defense in order to get rid of the passive situation when there is some kind of conflict or friction between social organizations and the environment.
8. .Media: Also called the press relationship, it refers to the relationship between organizations and news communication institutions (including newspapers, agencies, radio stations, television stations, and various others) and members of the press (including reporters, editors), etc. etc. relationship.
9. Press conference: Also known as press conference, it is an important method to release news intensively, expand social influence, and improve media relations.
10. Persuasion: refers to the use of various communication methods by public relations personnel to try to influence the public to accept the organization's ideas, or to encourage the public to take some action on their own initiative.
11. Public *** crisis: refers to a situation where the reputation and image of the organization are seriously damaged due to various internal or external factors. The organization is under strong social pressure and is in a development crisis. A state of public relations.
12. Crisis: refers to the public relations handling of organizational crises.
13. Corporate mission: refers to the role that an enterprise is prepared to play and assume in society based on the division of labor in society and its own conditions.
14. Etiquette: A general term that refers to the etiquette and courtesy that social organizations and their members should have in compliance with social norms and moral norms in their interactions with the public.
15. 4C’S theory advocates studying the cost of consumer desires and needs, considering providing convenience to consumers, and strengthening communication and communication with consumers.
Four short answer questions:
1. What is “the public”? What are its basic characteristics? Answer: The objects of public relations are collectively referred to as the public. Characteristics: 1. Publicity 2. Homogeneity 3. Change 4. Relevance
2. What are the characteristics of concepts in various stages of the development of public relations? Answer: 1. The characteristics of ancient spontaneous public relations are blindness and experience. 2. The beginning of modern public relations was just an art, not a science. 3. With the maturity of modern public relations, public relations must be symmetrical between the organization and the public interests. Pay attention not only to the interests of the organization, but also to the interests of the public, in addition to the symmetry of the organization's information output. 5. The popularity of contemporary public relations Public relations are the ivory tower and glass house that bear the operating expenses of enterprises.
3. In reality, what capabilities do you think personnel should have? Answer: 1. Organizational ability 2. Expression ability, including written expression, oral expression, and physical expression. 3. Publicity and promotion ability. 4. Social ability. 5. Innovation ability.
4. What issues should personnel pay attention to when designing questionnaires? Answer: 1. Respect the public. 2. The organization of the questions must be sequential and logical. 3. The text should be concise, clear, easy to understand, not too long, do not use professional terms that are difficult for the public to understand, and do not add too many adjectives. 4. Don’t use double questions. It’s best to have only one answer to a question. 5. Use precise wording to avoid ambiguity or ambiguity. 6. Avoid using tendentious wording. 7. The alternative answers should be comprehensive. 8. If you are not sure about the questionnaire, you can test it on a small scale.
5. What do you think is the importance of good employee relations to an enterprise? Answer: 1. Organizations need to increase cohesion through employee recognition and support. 2. The organization needs to increase external tension through public relations among all employees.
6. What preparations should be made for a press conference? Answer: 1. Invite reporters 2. Unify the propaganda caliber 3. Select the main spokesperson 4. Prepare the report outline and reference points. 5. Prepare the venue 6. Preparation of the meeting host. 7. Prepare auxiliary tools. 8. Arrange press activities.
7. What aspects of work do you think should be done to successfully organize the celebration activities? Answer: 1. Carefully select objects, send invitations, and identify guests. 2. Reasonably arrange the procedures for celebration activities. 3. Arrange reception work. 4. Material preparation, logistics, security and other work.
8. Why must personnel pay attention to personal etiquette? Answer: Because the words and deeds of personnel not only represent individuals, but also represent organizations or organizations. Good personal etiquette is the starting point of all activities and a necessary "pass" for all social occasions. Body posture is language, clothing can speak, and smile is the "currency of action." Personality and education have unique charm. Therefore, personnel have Knowledge of etiquette and good qualities are the key to a person's success and the key to organizing activities.
9. In reality, what do you think is the significance of developing a fair relationship? Answer: 1. Contribute to the development of market economy 2. Contribute to construction 3. Contribute to the construction of a clean government, 4. Contribute to overcoming bureaucracy 5. Contribute to maintaining a stable situation. 6. Helps to create a good image. 7. Helps to develop international friendly relations.
10. What is the public’s mental set? How to make good use of the public’s psychological mindset?
Answer: The public's psychological set refers to the public's psychological readiness to achieve behavioral goals, which is formed by the interaction of physiological and psychological needs and the environment, influenced by past experiences. The formation of the public's psychological set is mainly affected by the public's living environment, lifestyle, values, habits of contact with the media and other factors. The public’s mental set is focused and tendentious. In the process of information dissemination, the public is willing to accept any information that is consistent with the public's psychological stereotypes, amplify it in their ideas, and try their best to discover the most common points between their own ideas and the information they receive. When information violates the public's mental stereotypes, the public will try to avoid such information and reduce or deny it in their minds. Therefore, in order to improve the effectiveness of publicity, we must conduct in-depth research on the public's psychological set and the reasons for its formation, and strive to do what everyone likes. When studying the reasons for the formation of public psychological stereotypes, special attention should be paid to delayed psychological function factors and immediate psychological function factors. Delayed psychological functional factors refer to psychological factors that involve a person's values, ethics, beliefs, and ideals and can play a role over a long period of time: immediate psychological functional factors refer to a person's needs, needs, and expectations in a short period of time. Emotions and mental states are psychological factors that operate over a shorter period of time.
11How to classify the public according to their attitudes?
Answer: The various publics faced by an organization have different attitudes toward the organization due to their different statuses and environments, the social roles they play, and their subjective understanding levels. We can divide the public into the following three categories based on whether they have a cooperative attitude toward the organization: (1) Satisfactory public. Also known as the supportive public, it refers to the public that appreciates, supports, cooperates and trusts the organization. They are the basic public and the main force driving the development and change of the organization. The primary goal of an organization's public relations work is to maintain and expand the team of satisfied publics, communicate with them frequently, and prevent their attitudes from reversing and preventing them from being won over by competitors. (2) Go against the public. Also known as the hostile public, it refers to the public that opposes the organization, is uncooperative, or even takes a hostile stance. They are important targets for public relations work. There are generally two reasons for the formation of adverse publics: one is conflict with the organization in terms of interests; the other is misunderstanding of the organization's policies and behaviors due to poor communication. In public relations work, how to win the transformation of unfavorable publics is a difficult problem, but we cannot give up the work of transforming unfavorable publics into favorable publics just because this is a difficult problem. (3) Public. Also known as the neutral public or the uncertain public, they refer to those who hold a neutral attitude or have an unclear attitude, or have not expressed their opinion. Since public attitudes are extremely malleable, they can transform into either favorable or unfavorable publics. It is advisable to adopt persuasive and striving methods to win them to transform in a direction beneficial to the organization. This must not be taken lightly.
13. What are the main differences with business?
⑴. The direct differences between the two are different. ⑵The contents of the two are different. ⑶The reporting methods of the press are not exactly the same. ⑷The application scope of the two is different.
14. What are the basic elements of interpersonal communication?
Interpersonal communication includes more than two people, interpersonal communication includes feedback, interpersonal communication is not limited to face-to-face communication, interpersonal communication does not have to be intentional, interpersonal communication has effects, interpersonal communication is affected by the situation, interpersonal communication is affected by Noise disturbance.
15. What is enterprise CI? What does it include? Enterprise CI, also known as enterprise CIS, is the abbreviation of English corporate identity system. Among them, corporate refers to a legal person, group, or enterprise. Identity has three meanings: one is proof and identification, the other is identity and consistency, and the third is constancy and durability. System refers to system, order and law. Its main content: self-determination based on an individual's qualifications as a member of different social groups.
16. What are the basic functions of an organization’s CI system? Management function, identification function, communication function, educational function, economic function,
17. What issues should be paid attention to when designing enterprise CI? The principle of objectivity, the principle of sociality, the principle of systematicity, the principle of difference, the principle of stability, I hope the above information can help you