Exam 15: Public Relations

Public relations practitioners track the impact of a campaign in terms of reach and frequency.

Of the following, what is the greatest asset an organization can have?

You've just started working at a consumer products business as the public relations director. You learned that your company does not have a crisis management plan, so you are going to develop one. What should you include in the plan, and how will you get employees to know what to do in the event of a crisis?

How might a business use brand ambassadors as part of a public relations plan?

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. -Explain what type of public relations program Tony the Tiger's birthday celebration illustrates.

A SWOT analysis reflects a general understanding of the difficulty of changing people's attitudes about issues relevant to the company.

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

Programs that communicate information to employees are called ________.

Refer to the passage below to answer the questions that follow. Wendy's fast food restaurant recently 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, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be 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 restaurant was victimized by this false accusation. -Immediately following this individual's claim of finding a fingertip in her chili, which public relations program would be most valuable to Wendy's?

The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area. Soon after, the newspaper ran an article on the store's grand opening, with a photo of the long lines of eager customers waiting for the store to open on its first day. In this scenario, the Atlanta Journal Constitution functioned as a(n)________.

People working in public relations are often trained as ________, with little background in marketing.

Refer to the passage below to answer the questions that follow. Wendy's fast food restaurant recently 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, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be 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 restaurant was victimized by this false accusation. -To help rebuild Wendy's reputation, the corporate office encourages franchisees to support local organizations in their communities, such as charities and schools. This practice of companies associating themselves with a good cause is known as ________.

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?

Why might public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

A ________ measures the differences in perceptions and attitudes between groups or between the organization and its publics.

Which of the following types of organizations does NOT practice public relations?

Which of the following best explains why it is difficult to evaluate the effectiveness of public relations campaigns?

What is used to assess the internal and external PR environment that affects the organization's audiences, objectives, competitors, and past results?

Public relations objectives are designed to make changes in the public's knowledge, attitudes, and behaviors related to a company.

Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________.