Exam 15: Public Relations

Programs that communicate information to employees are called ________.

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

The trust on which goodwill is based comes from ________.

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?

Jeep hosts an annual "Jeep Weekend" event during which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners.The purpose of this public relations tactic is to intensify Jeep owners' involvement with their vehicle and brand,a strategy known as a(n)________.

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 the restaurant was victimized by this false accusation. -After the culprit was discovered,which public relations program was most relevant to Wendy's?

Which of the following statements regarding advertising and public relations is true?

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

Employee communications programs and special events create buzz that an organization can control.

Melanie was informed that she will be participating in a media tour for her company for the next three weeks.Explain what this is and the activities that she might be performing.

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?

Melanie works in the public relations department at a major university.She is the editor of an internal newspaper,called Update,that is distributed to all faculty and staff working at the university.The newspaper covers stories about what faculty are doing,grants and awards won by employees,and important information regarding human resource issues.What type of public relations program does this illustrate?

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

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 ________.

Which aspect of public relations most likely carries no direct media costs?

Public relations tools are divided into which two categories?

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

Why are video releases an effective public relations tool? Why are they risky?

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

Home Depot supports its employees who have Olympic aspirations,and it looks as though a few more employees could possibly be attending the next Olympics.However,to get to that point,these athletes must train and compete in the world arena.You are tasked with writing a feature story about the dedication of these athletes and,of course,Home Depot's support of their efforts.You hope to get the editor of Readers' Digest to publish this story,but you will be targeting other publications as well.Explain how feature stories are used in public relations.