Exam 3: Public Relations

Public relations specialists can eliminate the need for other marketing strategies through the use of social media.

Melanie was informed that she will be participating in a media tour for her company for the next three weeks.Explain what this is and the activities that she might be performing.

Which of the following involves a traveling spokesperson making announcements and speeches,holding press conferences to explain a promotional effort,and offering interviews?

Which of the following is most directly focused on companies working to create positive perceptions through efforts to do good works?

Marty is an employee of Chevron/Texaco oil company.In terms of public relations,what term below best describes Marty?

Which public relations function focuses on an organization's image and reputation?

Which of the following types of programs is used to discourage socially harmful behaviors?

Which of the following is an area in which public relations and advertising differ?

Which of the following is NOT part of a crisis management plan?

HearthSong,a catalog marketer of "toys you'll feel good about giving," has a Facebook page that encourages customer conversation about experiences with the company and its products.This is an example of the use of ________.

Which type of network connects people within an organization?

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. -Identify the public relations tools used for Tony's birthday celebration.

In difficult economic times,the public relations budget is likely to suffer more severe cuts than other functions of an organization.Jill is the director of her company's public relations department,and she has to convince her superiors that her department's function produces tangible results.To them,concepts such as goodwill are just "warm fuzzies." What should Jill say to help them appreciate the importance of public goodwill?

The trust on which goodwill is based comes from ________.

Discuss how public relations professionals might be involved in recruitment.

A feature story is a human interest story rather than a hard news story.

Ultimately,the difference between advertising and public relations is that advertising takes a longer,broader view of the importance of image and reputation.

An annual report is a financial document that does not receive much attention beyond its review by government regulators.

A type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company's name and the nature of its business is called ________.

High-quality brochures and sales kits are examples of ________.