Exam 15: Public Relations

Home Depot supports its employees who have Olympic aspirations, and it looks as though a few more employees could possibly be attending the next Olympics. However, to get to that point, these athletes must train and compete in the world arena. You are tasked with writing a feature story about the dedication of these athletes and, of course, Home Depot's support of their efforts. You hope to get the editor of Readers' Digest to publish this story, but you will be targeting other publications as well. Explain how feature stories are used in public relations.

Public communication campaigns can be used to discourage behavior.

A cadre of articulate people in a company who will talk about topics at the public's request is known as a ________.

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

Before revising or developing a new public relations campaign for a new client, Lakshmi is conducting a formal type of 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?

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

An effective crisis plan should outline who contacts the various stakeholders who might be affected, who speaks to the media, and who sets up and runs an onsite disaster management center.

Which of the following is NOT a marketing communication tool used in public relations?

Which of the following could be an objective of public relations?

Melanie works in the public relations department at a major university, and she is the editor of an internal newspaper, called Update, that is distributed to all faculty and staff working at the university. The newspaper covers stories about what faculty are doing, grants and awards won by employees, and important information regarding human resource issues. What type of public relations program does this illustrate?

The objective of a change-agent program is to ________.

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

Relying on public relations means never having to pay for media exposure.

Using which type of publicity does a traveling spokesperson make announcements and speeches, hold press conferences to explain a promotional effort, and offer interviews?

Jeep hosts an annual "Jeep Weekend" event during which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners. The purpose of this public relations tactic is to intensify Jeep owners' involvement with their vehicle and brand and is known as a(n)________.

Opinion leaders are important targets for public relations efforts because these people influence the opinions of others.

________ include press releases, press conferences, and media tours.

Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics?

Advocacy advertising refers to point-of-view messages used by companies.

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