Exam 3: Public Relations

________ includes house ads,public service announcements,corporate advertising,in-house publications,and visual presentations.

A press conference is useful because a company can control who is present as well as the questions that will be asked.

Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

The decision to use any part of a news release at all is based on an editor's judgment of its news value,which is based on the information's ________.

Which of the following is used to facilitate internal marketing and provide an opportunity for management to make a presentation on some major project,initiative,or issue and invite employees to discuss it?

Traditional methods for measuring the effectiveness of public relations do not fit digital media,so it is likely that methods for measuring effectiveness will evolve.

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. -The local Wendy's franchise is a good corporate citizen,and the owners of that particular franchise had fostered relationships with local media contacts.What type of relationship management program focuses on developing media contacts?

How are most press releases distributed?

Which of the following is the LEAST likely way to generate publicity?

News releases should follow the 5W format of journalism.

Ralph Nader has been an outspoken consumer activist for many years,and several organizations target him and his organizations to influence public opinion.In terms of public relations,Mr.Nader is considered a(n)________.

If a press release or a feature story is well-written and timely,public relations specialists can be confident that the media will use it.

Benetton has often used ads that send a social message,such as showing AIDS victims dying or featuring death row inmates,to make people aware of these issues.What type of advertising is this?

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.Newspaper articles about the company's role in making restrooms inviting are an example of ________.

The tendency of consumers to trust the media more than they do advertisers is called the ________.

Describe the levels of credibility and control over messages when public relations strategists promote a news story.

________ contain video footage for a television newscast.

Name and describe the three broad categories into which public relations tools can be divided.Give an example of each.

P&G is a major consumer packaged goods manufacturer that for years has supported the Special Olympics.P&G features the athletes in several of its advertisements and provides assistance and financial support for the event.P&G's employees assist in the Special Olympics every year.What type of relationship management program is this?

A(n)________ is a single event at which a company spokesperson makes a statement to media representatives.