Exam 15: Public Relations

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

You're not sure what major to decide on because you like advertising and you like public relations. However, there is an area where these two disciplines overlap. Name and describe this public relations tool.

Which of the following is NOT a way to generate publicity?

In difficult economic times, the public relations budget is likely to suffer more severe cuts than other functions of an organization. Jill is the director of her company's public relations department, and she has to convince her superiors that her department's function produces tangible results. To them, concepts such as goodwill are just "warm fuzzies." What should Jill say to help them appreciate the importance of public goodwill?

Public relations is primarily used to generate sales.

What is the primary medium used to deliver public relations messages to the various external media?

A feature story is a human interest story rather than a hard news story.

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. -Now that the culprit has been found, which public relations program is most relevant to Wendy's?

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

A ________ is a single event at which a company spokesperson makes a statement to media representatives.

Which of the following is NOT a core value spelled out in the Public Relations Society of America's Code of Professional Standards for the Practice of Public Relations?

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. -In general, who are potential targets for Kellogg's public relations efforts?

The Federal Trade Commission (FTC)requires that each publicly held company publish an annual report.

Public relations tools are divided into which two categories?

In most companies, advertising and public relations are integrated, coordinated functions.

HearthSong, a catalog marketer of "toys you'll feel good about giving," has a Facebook page that encourages customer conversation about experiences with the company and its products. This is an example of the use of ________.

An ad prepared for use in a company's own publication or programming is known as a(n)________ ad.

The public relations practitioner has many tools, which can be divided into two categories: planned and unplanned.

Which of the following is NOT part of a crisis management plan?

The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?