Exam 18: Public Relations, influencer Marketing, and Corporate Advertising

Scenario 18-3 For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act. -(Scenario 18-3)A high-tech firm creates special effects and computer-generated content for Hollywood movies.Its PR people prepare intriguing 60-second videos about its role in three blockbuster action movies released this year and posts them on YouTube.The firm is using a type of ______ aimed at the movie trade as well as consumers.

Which of the following components of public relations includes analyses,objectives,and rationales regarding a company's programs,and the message content and vehicles that will assist in its communications? 

In which of the following ways has the Internet helped to change the world of green marketing? 

The issue featured in                     is directly relevant to the business operations of the organization.

Public relations can help with damage control in the face of negative publicity,in addition to the more constant image management in times of non-crisis.

The objectives of corporate advertising include boosting employee morale and attracting new employees.

To generate buzz,five Ts are the keys: talkers,topics,tools,talking and tracking.

There are goals for sustainable development from the United Nations (UN)such as no poverty,end hunger,quality education,and gender inequality; leaders and influencers and marketers can think through these goals and how their business relates to them.

In the context of corporate advertising,the green movement looks sustainable for some time because: 

Compared to a proactive strategy,a reactive strategy is more difficult for public relations staff to organize and prepare because it: 

A coffee retailer runs ads and posts signs in his coffee shops to notify that the cups are made from recyclable material,and the coffee is organically grown by free-market producers.In this case,the retailer is using          .

The field of public relations does much more than its traditional role of managing goodwill with a company's stakeholders and customers.

Compared to other influencers,professional influencers are usually: 

Scenario 18-3 For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act. -(Scenario 18-3)A medium-sized,family-owned organic farm in California packages its fresh produce and distributes it to grocers around the country.It is now rumored to be part of an E.Coli outbreak that is destroying spinach in nearby farms.This is absolutely false,so the family acts fast by clarifying the situation through Twitter releases,blog responses,and announcements on its home page.This kind of activity focuses on problems to be solved rather than opportunities to be considered,and requires that the company take defensive measures.Which of the following measures would it take? 

Scenario 18-4 Celebrity basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour long spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps even worse than the damage to his image, the LeBron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many viewers felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can regain his title as one of the most beloved players in the NBA. -(Scenario 18-4)This is an unfortunate case of negative public relations.Which of the following is the classic role of public relations? 

How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.

A print ad shows an empty bottle of Coca Cola with the caption "No added preservatives.No artificial flavors.'The real thing' since 1886." This is an example of                .

Scenario 18-4 Celebrity basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour long spot on ESPN, which was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi- millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps even worse than the damage to his image, the LeBron James "brand" began to take a hit when his jerseys were pulled from many stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began repairing his public image. James, who endorses Nike products, came out with a controversial commercial that was believed to evoke sympathy. However, many viewers felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to re-brand the star as a rebel. Either way, LeBron James has a long way to go before he can regain his title as one of the most beloved players in the NBA. -(Scenario 18-4)LeBron James was widely criticized for his decision because he refused to attend a traditional press conference.Press conferences are often a good way to announce important decisions,scientific breakthroughs,and new product details because they: 

Scenario 18-1 The brewing companies in the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote a positive public image, create brand awareness, highlight the product line, and act as cost-effective ways to enhance the overall IBP campaign. And these brewers use a variety of objectives and tools that support the field of public relations. -(Scenario 18-1)A public relations firm has designed a website for a large brewing company.It provides information on all its beverages,with a separate page for each,featuring how each was imagined,concocted,tested,and named.It offers a contest to name the new fall lager that will premiere later in the year.With this website,the company's primary objective is to: 

Which of the following terms refers to the free media exposure that a firm receives about its activities or brands?