Exam 15: Public Relations

Which of the following is FALSE regarding online communication?

Discuss how public relations professionals might be involved in recruitment.

Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics?

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

The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________.

News releases must be written in the same form for each medium to maintain consistency.

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 Kelloggs.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?

Which public relations function focuses on an organization's image and reputation?

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

A type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company's name and the nature of its business is called ________.

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?

What are some ways public relations specialists can defend against negative word-of-mouth on the Internet?

Which of the following is an area in which public relations and advertising differ?

Important people who influence the opinions of others are known as ________.

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.

Point-of-view messages are called ________.

Because it is easy to measure,brand reputation is not significant in determining brand value.

In an audit,________ is used to identify baselines from previous audits or audits of other related companies and industries to establish a point of comparison.

Which of the following is the LEAST likely way to generate publicity?

The key to effective crisis management is to put the blame on the responsible party as soon as possible.