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COM-240 – Final
Matching 2pt each (40)
the government regulatory body for broadcasting
sharing costs of advertising between two advertisers
an unaffiliated writer or artist who is available for hire
selling a positive impression of a person, company or institution
public or private paths for messages to and from various publics
used by media to communicate with a particular individual or group
an organized effort to affect the opinion of a group or groups on a particular issue
aka “descriptive ethics”; a study of how different cultures observe ethical standards
involves efforts to influence the opinions of a public in order to propagate a doctrine
mass or specialized media available to anyone who chooses to subscribe or tune in
standards as varying or flexible in their application to specific occasions or situations
websites on the intranet that are dormant but ready when an organization has a crisis
an organization’s fiscal soundness and how the organization gets and spends its money
outside of the organization’s traditional publics that sometimes form when a crisis occurs
various activities and communications that organizations undertake to monitor, evaluate,
influence and adjust to attitudes, opinions and behaviors of groups or individuals
producing sound products or reliable services that don’t threaten the environment and that
contribute positively to the social, political and economic health of society, as well as
compensating employees fairly and treating them justly
there is some guarantee that the messages crafted for those media will be delivered to the
audience as created, without modification
slanting a story so that it shows the organization or individual in a favorable light, even if the
situation is much to the contrary
generally the domain of philosophers and theologians who study such questions as whether
ethical behaviors are a part of human nature
there is no guarantee that the messages that are created for those media will be delivered to
the audience as created without modification
Biblical ethics
Broadcast Regulatory Commission
channels of communication
comparative ethics
controlled media
cooperative advertising
dark site
Federal Communications Commission
Federal Broadcast Standards Board
global ethics
financial responsibility
image marketing
Machiavellian ethics
mock ethics
nimbus group
normative ethics
persuasive media
private channels
public channels
public relations
purchased channels
relational ethics
situational ethics
social responsibility
stakeholder responsibility
uncontrolled media
Matching 4 pts each (40)
21. PR educator concerned with ethics – focuses on the philosopher Sissela Bok
a) Hugh Culbertson
b) James E. Grunig
c) Marvin Olasky
d) Arthur W. Page
e) Ronald Rhody
22. Offered six management principles that lead to ethical behavior
a) Hugh Culbertson
b) James E. Grunig
c) Marvin Olasky
d) Arthur W. Page
e) Ronald Rhody
23. Developed five principles for responding to media which he calls the “Ben Franklin Approach”
a) Hugh Culbertson
b) James E. Grunig
c) Marvin Olasky
d) Arthur W. Page
e) Ronald Rhody
24. Warned that the closer business moved to government, the more likely it is to try to affect the
political process
a) Hugh Culbertson
b) James E. Grunig
c) Marvin Olasky
d) Arthur W. Page
e) Ronald Rhody
25. During a crisis, the PR practitioner must be sure that
a) a single spokesperson offers one message
b) information must be accurate, appropriate and up to date
c) use “no comment” responses when answers are unavailable
d) both “a” and “b” are correct
e) all of the above are correct
26. Lower-level employees of the organization should never
a) learn of a crisis from the media
b) participate in crisis control
c) be involved in the development of a crisis management plan
d) be asked to involve themselves during an organizational crisis
e) push for public educational programs
27. It is the PR practitioner’s responsibility to
a) forewarn and prepare management for crises
b) identify appropriate ways to involve employees and publics at all levels
c) spin the crisis for the betterment of the organization
d) both “a” and “b” are correct
e) all of the above are correct
28. When dealing with the media
a) respond first and fast – be cool, calm and confident
b) issue updates and provide educational opportunities for media to gain information
c) give same information to all sources
d) both “a” and “b” are correct
e) all of the above are correct
29. The key to successfully handling the crisis is
a) anticipation
b) spin
c) public awareness
d) both “a” and “b” are correct
e) all of the above are correct
30. The three keys to preparing successful ads include:
a) creative development, proper funding, spin to win
b) be clear about the purpose, be clear about the target public, use the logo
c) avoid appearance of propaganda, tell the truth, inspire action of target public
d) be clear about the purpose, be clear about funding, inspire action of target public
e) know your target, know your message, know your limitations
SHORT ANSWER Please provide concise answers. (20 total points)
The point value is listed at the end of each question in bold and italicized parentheses.
31. Describe the six pragmatic reasons that Sissela Bok asserts lying is a bad idea. (3)
32. List the six managerial practices that Arthur W. Page claims will lead to ethical behavior.
33. According to Patrick Jackson, what are the six various types of campaigns? (3)
34. In great detail describe the role of PR in the Non-Profit Sector. (11)
Where do our personal values come from?. (2)
Define the Ben Franklin Approach. (3)

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