Exam 3: Public Relations

Public relations messages based on current events are called ________.

Why are video releases an effective public relations tool? Why are they risky?

Refer to the passage below to answer the questions that follow. Kellogg's is a well-known manufacturer of breakfast cereals and several other products,such as Pop Tarts,Eggo waffles,and Fruity Snacks.Kellogg's has used Tony the Tiger on its Frosted Flakes box and promotional efforts for years.In fact,when Tony turned 50 years old,Kellogg's staged a big event to celebrate.The company also took the party on the road for the month,traveling to 30 cities in a bus painted with an image of Tony and offering fun activities for families.During that month,the price of the cereal was lowered to what the price was 50 years ago when Kellogg's first started selling it.Additionally,kids could go to Kelloggs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger.During the month of his birthday celebration,there was a special game in which kids could help Tony find his birthday presents.Although anyone could play a game with Tony,game pieces were placed in specially marked boxes,giving kids the chance to participate in the game at a higher level and win prizes. -What type of public relations tool does the game at Kelloggs.com represent?

The parts of a strategic plan for public relations are represented by the acronym RPIE: research,planning,implementation,and evaluation.

The overlapping field of advertising and public relations that focuses on building relationships with people who buy products is called ________.

Akou works behind the scenes at Chicago's most popular radio talk show,scheduling newsworthy guests to appear on air.In this role,Akou is a(n)________.

Refer to the passage below to answer the questions that follow. Kellogg's is a well-known manufacturer of breakfast cereals and several other products,such as Pop Tarts,Eggo waffles,and Fruity Snacks.Kellogg's has used Tony the Tiger on its Frosted Flakes box and promotional efforts for years.In fact,when Tony turned 50 years old,Kellogg's staged a big event to celebrate.The company also took the party on the road for the month,traveling to 30 cities in a bus painted with an image of Tony and offering fun activities for families.During that month,the price of the cereal was lowered to what the price was 50 years ago when Kellogg's first started selling it.Additionally,kids could go to Kelloggs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger.During the month of his birthday celebration,there was a special game in which kids could help Tony find his birthday presents.Although anyone could play a game with Tony,game pieces were placed in specially marked boxes,giving kids the chance to participate in the game at a higher level and win prizes. -Explain what type of public relations program Tony the Tiger's birthday celebration illustrates.

Public communication campaigns can be used to discourage behavior.

A public relations news release typically runs exactly as the company desires and as scheduled.

Refer to the passage below to answer the questions that follow. Wendy's fast food restaurant had a situation in which a woman found a fingertip in her bowl of chili.Of course,customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down.Fortunately for Wendy's,it was discovered weeks later that the accuser had a history of filing lawsuits against businesses,and the owner of the lost digit was a co-worker of the woman's husband.The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that the restaurant was victimized by this false accusation. -To help rebuild Wendy's reputation,the corporate office encouraged franchisees to support local organizations in their communities,such as charities and schools.This practice is most likely known as ________.

Point-of-view messages are called ________.

The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area.Soon after,the newspaper ran an article on the store's grand opening,with a photo of the long lines of eager customers waiting for the store to open on its first day.In this scenario,the Atlanta Journal Constitution functioned as a(n)________.

News releases must be written in the same form for each medium to maintain consistency.

Public relations specialists design ads,prepare written messages,and buy media time and space.

All the communication efforts aimed at the financial community are referred to as ________.

Sandra works for the local chapter of the Humane Society,a non-profit organization dedicated to protecting animals.Sandra has worked to identify area residents who are likely to donate to the Humane Society.She will invite all of these potential donors to a fun family day event that she is organizing at the Humane Society.Sandra is involved in ________.

Ian works in the public relations function in his company.When he wants exposure for some aspect of his company,he contacts people he knows,such as Lisa,a reporter for the local newspaper,or Anthony,Melissa,and Stephanie at the local television stations.Ian has worked hard to develop these media contacts.In public relations,this relationship management is known as ________.

In which type of advertising does a company focus on its organizational image or viewpoint rather than on selling a particular product?

Important people who influence the opinions of others are known as ________.

Farrah,a public relations specialist for the New York City Ballet at Lincoln Center,regularly sends her media contacts short emails containing information about new initiatives,community events,and upcoming programs.Farrah's emails are an example of ________.