Exam 15: Public Relations

What do companies provide to the media that contains all the important background information, either before members of the press arrive or when they arrive at a press conference?

Armstrong Williams is a conservative African American talk show radio host. He was very supportive of President Bush's "No Child Left Behind" legislation. Some people changed their opinion after hearing Armstrong support it even though they weren't influenced by the ads they saw regarding this issue. However, it was later revealed (after the bill became law)that Mr. Williams was paid hundreds of thousands of dollars to "talk up" the bill without his audience knowing that he had been paid for it. Why do you think supporters of this bill wanted him to support it but not let his audience know he was being paid to do so, and what are the ramifications of these actions?

Which type of network connects people within an organization?

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

Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it?

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

A public relations audit assesses the internal and external public relations environment that affects the organization's audiences, objectives, competitors, and past results.

Reputation is earned based on what you say you do, not necessarily what you do.

Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start.

Of the following, which communication effect is most difficult to accomplish?

Reputation is a perception based on messages delivered by the advertising and other marketing communication tools, and image is based on an organization's actual behavior.

To facilitate external marketing with a local community, town hall forums are sometimes used.

Public service announcements run free of charge on television or radio or in print media.

Active publics are composed of people who are aware of their connection to an organization regarding some particular problem and who communicate and organize to do something about the issue or situation.

Companies that provide information to legislators in order to get their support and vote on a particular bill are using ________.

An ad prepared for use in a company's own publication or programming is known as a corporate ad.

A gap analysis is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.

Which of the following groups is made up of those who are unaware of their connection to an organization regarding some particular problem?

Compare and contrast public relations and advertising.

Corporate communication programs with government and with the public on issues related to government and regulation are called ________.