The process of researching, creating and refining a product or service and distributing that product or service to targeted customers is called ____
advertising
marketing
public relations
all of the above
The execution phase of the public relations process is known as
planning
propaganda
evaluation
research
communication
When public relations practitioners seek to maintain or improve relations with local special interest groups, they are engaged in _____
investor relations
community relations
employee relations
media relations
consumer relations
A group that can directly influence your organization's abilities to achieve its goals is known as ____
a secondary public
a primary public
a latent pulic
an interviewing public
an aware public
Most crises are _____
unavoidable
time consuming
predictable
expensive
disastrous
A tactic in marketing public relations is ____
billboards
blogs and interactive websites
public relations professionals interact with which groups?
employees
stockholders
customers
what is lobbying?
directly interacting to influence elected officials or government regulators and agents
protesting in Washington, D.C. about a particular cause
the enhancement of communication between investor-owned companies and their shareholders
what is a focus group?
small groups of a targeted public who are interviewed for research
a group of people chosen to be finalists for the next reality show
a group chosen as the best of the best
a group of people who want to go into public relations
the practice of combining public relations, marketing, advertising and promotion into a seamless campaign is known as
viral marketing
integrated marketing communications
satellite-delivered media
video news conferences
which tool of the promotional mix is defined as any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor?
direct marketing
sales promotion
The _____ is the specific mix of advertising, personal selling, sales promotion, public relations and direct marketing tools that the company uses to pursue its advertising and marketing objectives?
value mix
integrated dealer mix
marketing communications mix
marketing control mix
Two major factors are changing the face of today's communications. One of these factors is the fact that:
costs of promotion are rising
mass markets are fragmented and marketers are shifting away from mass marketing
global communications are not growing rapidly enough
marcom managers have achieved more power and control
__________ combines sight, sound, and motion, appeals to the senses, and has a low cost per exposure as advantages
newspapers
television
direct mail
radio
factors leading to the need to manage crises well include all the following except:
round-the-clock cable news coverage
tabloid journalism techniques used by various media outlets
insensitivity of those not affected by the immediate crisis
increased numbers and depth of crises affecting society
elements of issues management include all the following except:
anticipated issues that are a year or more away
impact of external factors
impact of internal factors
bottom-line orientation
for a public relations function to gain acceptance for issues management, they must have approval from:
the director of human resources
top management, particularly the CEO
the marketing director
the security director
for risk communication to be effective, public relations people need to:
encourage management to be part of the communications loop
anticipate the needs of media by approaching them with solid information before they approach you
take the matter seriously
ensure the organisations deed match the words
you can expect to sense or see all the following when a crises strikes except
the element of surprise
events escalate
truly helpful politicians and observers
siege mentality
"Transparency" a term business people are prone to use as a result of the fallout from many unethical business dealings in the early 21st century, refers to:
organisations, particularly their management, increasing their efforts to be more open to their various constituencies
Making accounting procedures even more understandable to the SEC
CEOs committing to share profits with employees and shareowners
Renewed efforts to publish corporate codes of ethics
Corporate social responsibility boils down to:
Providing safe products that perform well and do not harm the environment
providing employees a safe, healthy work environment
avoiding discrimination in hiring, promoting and retaining the best people for your organisation
most public relations analysis take the informal form called:
primary research
objective research
abstract research
secondary research
Public Relations can be defined as
a collection of techniques for persuading people to buy products they don't need
a collection of techniques for persuading news organisations to give space or time to people or products that are not inherently newsworthy
planned and continuous communication to provide information about an organisation, issue or product to the public
planned and continuous communication to obscure the inadequacies of an organisation or product
public relations professionals often deal with either internal or external communications. Which of the following best describes those two types of communications?
internal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company
internal communications always flow from the top of the organisation down, and external communications always flow from the bottom to the top
internal communications always are carried out by e-mail, and external communications always are carried out through the mass media
internal communications keep the company employees informed about the company, and external communications deal with investors, clients, customers or contributors.
effective public relations practitioners first
send as many press releases as possible to as many people
determine which media outlets best serve their purposes
ask editors to promise to use their press releases
find out which media have been most friendly to their client in the past
which of the following is NOT among the reasons often cited by journalists for rejecting news releases?
they are not newsworthy
they are too well written
they are sent to the wrong person
they fail to include important information
public relations professionals should send news well in advance of the publication date because
news organisations move slowly and need plenty of time to rewrite the release
a release received close to a deadline is likely to be thrown away
a release received close to a deadline leaves news organisations with too little time to plan special coverage
a release received too close to a deadline is less likely to be published
if a news release contains a statement such as "parents are worried about the amount of violence in our society", that release is of questionable news value because it is
probably a one sided story
stating the obvious
full of pluffery
reporting a contrived event
Public relations is defined as a _____ within an organisation
media-communication function
consumer-community function
leadership-management function
management-media function
public relations practitioners develop, execute and evaluate organisational programs that promote the exchange of influence and understanding _____________
among an organisations constituent parts and publics
so that hostile publics can be silenced
in an attempt to make sure organisational secrets are not leaked
when initial attempts to cover up negative news fail
social marketing involves
organising social events to benefit a non-profit agency
joining social groups to promote an organisation
working on behalf of a social cause that benefits society as a whole
marketing an organisation to specific social groups
as part of its management function, public relations practitioners might
develop new products
layout sale ads
determine employee salary ranges
assist in influecning or changing public policy
a public is defined as a group of individuals or organisations who
work for the same company
have a relationship with an organisation
use the same product
are boycotting a corporation
a group can become one of an organisations _____ when it recognises an issue related to an organisation, understands its relevance to the groups members and begins to talk about or organise to take action on the issue
publics
problems
rivals
competitors
public relations, advertising and marketing are _____ terms
interchangeable
distinctly different
synonymous
decision making in an organisation should include PR practitioners because
theyre the only ones who know how to communicate the decisions with appropriate publics and audiences
they are in charge of the social responsibility of the organisation
they are at the highest levels of organisational leadership with the organisation
their interaction with the organisations publics gives them insight into valid issues that may influence decisions
public relations practitioners should be involved in management's decision making _____
only during crises
during the decision making process
only after decisions have been made
only if key publics will oppose the decision
which of the following is secondary research
using company or public records and contacts
reviewing previously published or broadcast information
using focus groups and surveys
interviewing company officials
the internet has changed public relations in what way?
PR practitioners can put news on the website for reporters to access anytime
blogs provide an opportunity to communicate with publics and find target audiences
podcasting allows organisations to provide audio and video information to the gernal public without news media
all of these
youtube, flickr and facebook are examples of what kind of collaborative media?
social
interactive
sharing
new
newspapers, television and radio are examples of what kind of media?
controlled
uncontrolled
the definition of community relations as a public relations function includes
the goal of benefitting the organisation only
the goal of benefitting the community only
unplanned, spontaneous participation with a community
participation with a community to maintain and enhance its environment
guerilla tactis are which of the following?
a wartime maneuvers
illegal
nontraditional communication vehicles
never successful
when selecting a company spokesperson, what matters most is that persons ability to add ______ to the brand
value
credibility
trust
integrity
the first task of inventor relations is to __________
create and maintain investor confidence
obtain support from SEC makers
file and distribute paperwork to various stock exchanges
meet with company financial officers to strategise
