Exam 3: Public Relations

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. -In general,who are potential targets for Kellogg's public relations efforts?

All the groups of people with which a company or organization interacts-such as employees,media,community groups,stockholders,and so forth-are known as ________.

What is used to sell editors on ideas for feature stories,which are human-interest stories rather than hard news?

The key publics addressed by relationship programs in public relations are media,employees,the financial community,government,and the general public.

Which of the following is the term that describes what a group of people who share a common interest think about a particular issue?

Which type of network connects people in one business with its business partners?

What are five guidelines to follow when emailing a news release?

Companies can associate themselves with a good cause,providing assistance as well as financial support,through the practice of public service marketing.

Southern Company is a power company conglomerate in the southern United States that operates several power plants throughout the region,a few of them nuclear power plants.Some community members are concerned with emissions in the air surrounding these plants.Explain what public opinion means and discuss what questions the public relations specialists at Southern Company must understand about public opinion before deciding on an appropriate campaign.

The key to effective crisis management is to put the blame on the responsible party as soon as possible.

The American Academy of Pediatrics sponsored the creation of a 30-second television commercial encouraging parents to make time for at least 30 minutes of physical activity for their children every day.The commercial appears on many channels.This commercial is an example of a ________.

The public relations function of proactively managing concerns to prevent escalation to a crisis is known as ________.

Before revising or developing a new public relations campaign for a new client,Lakshmi is conducting formal background research to assess the internal and external public relations environment that affects the organization's audiences,objectives,competitors,and past results.She is doing this to ensure that the current campaign is on track and performing as intended.What does this scenario illustrate?

Programs that communicate information to employees are called ________.

What type of publication is required by the Securities and Exchange Commission (SEC)from each publicly held company?

The area of public relations that focuses on developing media contacts (i.e. ,knowing who in the media might be interested in the organization's story)is called external relations.

Advertising but not sales promotion can be used in support of public relations activities.

Which of the following poses a growing concern for the public relations field?

Which of the following is another term for fund-raising?

Public relations tools are divided into which three categories?