Posts Tagged ‘study guide’

The readings for week 8 were about how new groups form, and what types of structures they acquire. Next week ‘s readings delve deeper into how these large groups work. As you read, any of the three books, try to understand:

1) What is the phenomenon we’re looking at? What is: mass
collaboration, peer production, crowd sourcing? Be able to define, describe, explain it to others.

2) How does this phenomenon work? What are its guiding principles?

3) In what aspect of society does this phenomenon occur, where (else) can it
be used?

4) What is one illustrative example? (don’t be predictable & use the
one from ch 1; search a bit deeper in the book)

Read chapter 1, the last chapter & two other chapters of choice from the book you pick. Please read these parts closely, and try to grasp specific ideas. Browse as much as you can from the rest of the book.

In class, be prepared to explain to the people who didn’t read your book, what your book was about. As you read, think about how you will teach the main ideas from your book to others in the class.

As always, blog your takeaways, and write 2 other blog posts on other topic relevant to class. If you have never done a new tool review, try one. Sidewiki from Google might be a good one to look at.

Study Guide for Midterm Exam

Posted: September 10, 2008 in Uncategorized
Tags: ,

[NOTE: I’ll keep updating this post as the semester goes on]

Everything covered in the textbook, on this blog, in class lecture & discussion and even on twitter is fair game on the test.

The test will not only ask you to recall these concepts, but also make critical and ethical judgments about best courses of action.


  • See PowerPoint slides on BB
  • Different methods for evaluating awareness, acceptance, and action objectives


  • various ways to classify tactics
  • know what the tactics are, be able to tell a news release apart from a media advisory, a fact sheet, etc. See the PowerPoint slides & PR Tactics portal on BB, and textbook chapter.

Planning: GOST

  • Goals, Objectives, Strategies & Tactics:
    • what they are
    • how to tell them apart
    • how to write good ones
  • Types of PR plans
  • Rationale for PR planning
  • Strategic PR


  • Situation Analysis
  • Background Research
  • Communication audit
  • Stakeholder Research (audience analysis)
  • Opinion leaders
  • SWOT (problem/opportunity)
  • primary vs. secondary research
  • 2 research mantras 🙂

RPIE – PR Process


  • traditional-nontraditional
  • situational theory of publics
  • intervening
  • primary – secondary
  • internal – external
  • opinion leaders – decision makers
  • coorientation theory
  • media convergence
  • demographics & psychographics
  • stakeholder theory approach vs. value-driven approach
  • see also: stakeholder theory

History of PR

  • Key people & ideas in the history of PR – see slides on BB

Jobs in PR

  • boundary spanning
  • employee relations
  • media relations
  • government relations
  • community relations
  • B2B relations
  • consumer relations
  • investor relations
  • job titles in various PR settings i.e. an account executive is most likely to work at a PR agency; a public affairs officer… etc.
  • PR manager vs. PR technician


  • what is and what is not PR
  • be able to recognize and classify examples

PR definitions & theories:

  • systems theory
  • 4 models of PR
  • relationship approach
  • relationship dimensions
  • rhetorical approach
  • issues management
  • issue life cycle
  • stakeholder theory

Blogging terms & best practices

  • blog, page, post
  • blog URL, permalink, trackback/pingback, comment
  • tag, tag cloud, category, blogroll
  • RSS feeds, RSS feed reader
  • blogging, microblogging, blogosphere