Exam 15: Public Relations

Another term for publics is ________, which refers more specifically to people who have a stake, financial or not, in a company or organization.

Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term below best describes him?

A communication audit must be conducted before all major public relations efforts.

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

Kimberly has planned and developed a public relations campaign for her client. Explain how she might assess the effectiveness of this campaign.

The trust on which goodwill is based comes from ________.

Advertising, publicity, and publications such as annual reports and collateral material are well-known tools of public relations. List three other, lesser-known, yet effective, public relations tools.

Companies can associate themselves with a good cause, providing assistance as well as financial support, through the practice of public service 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. -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?

________ contain video footage for a television newscast.

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?

All the communication efforts aimed at the financial community are referred to as ________.

Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?

What type of publication is required by the Securities and Exchange Commission (SEC)from each publicly held company?

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 ________.

Which of the following is another term for fund-raising?

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

Which category of public relations tools includes news releases?

Point-of-view messages are called ________.

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?