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1. Individuals in __________________ have direct contact with the primary audience and can pass messages
along to them.
2. ____________________ are groups that share a common goal or guiding philosophy and can make an impact
on the primary public.
3. _____________________ recognize a need but are not prone to any action.
4. ________________ is a term used to describe the way in which new ideas are adopted in a society.
5. Which of the following is one of the steps in the diffusion process?
6. At this stage in diffusion process, actual application of an idea begins.
7. Which of the following is NOT one of the channels of influence in the diffusion process?
8. In the early stages of awareness and interest, ________________ are most effective at persuading adoption.
9. When the initial goals of awareness and interest are met, public relations actions should move to subtle forms
of communication through ____________________________.
10. The two-step flow of information theory was built on the premise that certain people in our society are
_________________.
11. __________________ is a method for differentiating between publics.
12. ________________ assume the responsibility for making sure all messages received by their publics are
prepared according to the public relations plan.
13. ________________ is the principal tool for constructing messages.
14. James H. Couey found that the optimum average for most sentences seemed to be about ___________
words.
15. The _________________ style of writing organizes a story so the most important points are covered first.
16. Which of the following is NOT an example of a controlled media?
17. Which of the following is one of the basic considerations for media selection?
18. Which of the following is NOT one of the basic elements through which a message must pass where the
audience may selectively decide to be involved with communication or not?
19. For messages to be understood, there needs to be ______________ between both message sender and
message receiver.
20. In the end, a message must be _______________ to be acted upon.
21. The action implemented to accomplish a public relations plan can be explained as an attempt to spread
_____________ within a target audience.
22. The ____________ is built upon the belief that opinion leaders can be convinced to support a certain matter
and influence others to support it also.
23. In the diffusion process, mass media become the primary channel of influence in the _____________ stage.
24. Broadly, _____________ are those individuals who perceive themselves to have an interest in the actions of
an organization.
25. _______________ are residence stakeholders.
26. The length of sentences in a written document is widely recognized as a key to its __________.
27. The ___________ is a journalistic name for the first one or two paragraphs of a news story or other
informative writing.
28. Controlled media is typically published by ____________________.
29. Publication in uncontrolled media requires _______________.
30. _________________ describes the situation where publics can attend to only a few of the messages they are
bombarded with daily.
