Exam 15: Public Relations

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

Which of the following is a public relations tool?

How does public opinion differ from mass opinion?

Give three tips for writing an e-mail pitch letter.

Which of the following is the term that describes what a group of people think?

Name and describe the various forms of publicity used in public relations.

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

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

The area of public relations that focuses on developing media contacts is called ________.

The public relations areas that focus on an organization's image and reputation are called ________.

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 fruit 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 in Michigan, which is where the cereal is produced, 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. Also, 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. The event received considerable media exposure (e.g., a feature story about Tony in USA Today)due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.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 Kellogs.com represent?

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

Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

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

The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________.

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

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

Which of the following is NOT a skill required for public relations managers or public affairs specialists as presented in the text?

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

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 ________.