Exam 15: Public Relations

Using which type of publicity does a traveling spokesperson make announcements and speeches,hold press conferences to explain a promotional effort,and offer interviews?

Material that is published to support a company's marketing public relations efforts is known as ________.

Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it?

Booth exhibits are particularly important at ________.

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. -Immediately following this individual's claim of finding a fingertip in her chili,which public relations program would be most valuable to Wendy's?

Relying on public relations means never having to pay for media exposure.

The area of public relations that focuses on developing media contacts (i.e.,knowing who in the media might be interested in the organization's story)is called external relations.

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

Public communication campaigns can be used to discourage behavior.

Julie,who writes a witty daily blog about her life as a college student,has more than a thousand followers on Twitter.Julie frequently mentions her experiences with brands,from fashion to dining,sometimes spreading positive word-of-mouth and sometimes spreading negative word-of-mouth.In public relations terms,Julie is a(n)________.

An annual audit or a campaign-specific audit can be used to ensure that a program is on track and performing as intended.

Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

Ralph Nader has been an outspoken consumer activist for many years,and several organizations target him and his organizations to influence public opinion.In terms of public relations,Mr.Nader is considered a(n)________.

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

How does public opinion differ from mass opinion?

Through influencer marketing,public relations specialists attempt to persuade traditional media gatekeepers to share brand information.

Sandra works for the local chapter of the Humane Society,a non-profit organization dedicated to protecting animals.Sandra has worked to identify area residents who are likely to donate to the Humane Society.She will invite all of these potential donors to a fun family day event that she is organizing at the Humane Society.Sandra is involved in ________.

A SWOT analysis reflects a general understanding of the difficulty of changing people's attitudes about issues relevant to the company.

P&G is a major consumer packaged goods manufacturer that for years has supported the Special Olympics.P&G features the athletes in several of its advertisements and provides assistance and financial support for the event.P&G's employees assist in the Special Olympics every year.What type of relationship management program is this?

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.