Exam 15: Public Relations

The key publics addressed by relationship programs in public relations are media,employees,the financial community,government,and the general public.

In which type of advertising does a company focus on its organizational image or viewpoint rather than on selling a particular product?

Akou works behind the scenes at Chicago's most popular radio talk show,scheduling newsworthy guests to appear on air.In this role,Akou is a(n)________.

How are most press releases distributed?

A ________ measures the differences in perceptions and attitudes between groups or between the organization and its publics.

Ian works in the public relations function in his company.When he wants exposure for some aspect of his company,he contacts people he knows,such as Lisa,a reporter for the local newspaper,or Anthony,Melissa,and Stephanie at the local television stations.Ian has worked hard to develop these media contacts.In public relations,this relationship management is known as ________.

Although public relations can enhance a company's credibility,it has no role in supporting IMC efforts that focus on a product's sales.

An ad prepared for use in a company's own publication or programming is known as a corporate ad.

Marty is an employee of Chevron/Texaco oil company.In terms of public relations,what term below best describes him?

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. -Identify the public relations tool used for Tony's birthday celebration.

Before revising or developing a new public relations campaign for a new client,Lakshmi is conducting formal background research to assess the internal and external public relations environment that affects the organization's audiences,objectives,competitors,and past results.She is doing this to ensure that the current campaign is on track and performing as intended.What does this scenario illustrate?

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. -To help rebuild Wendy's reputation,the corporate office encourages franchisees to support local organizations in their communities,such as charities and schools.This practice is most likely known as ________.

If a press release or a feature story is well-written and timely,public relations specialists can be confident that the media will use it.

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

Describe the levels of credibility and control over message when public relations strategists promote a news story.

New electronic media are categorized as ________ media.

Which of the following is used to assess the internal and external public relations environment that affects the organization's audiences,objectives,competitors,and past results?

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. -The local Wendy's franchise is a good corporate citizen,and the owners of that particular franchise had fostered relationships with local media contacts.What type of relationship management program focuses on developing media contacts?

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.

What type of publication is required by the Securities and Exchange Commission (SEC)from each publicly held company?