106)
Mini–Case Question. What type of public relations tool does the game at Kellogs.com
represent?
106)
107)
In difficult economic times, the public relations budget is the most likely to suffer more
severe cuts than other functions of an organization. Jill is the director of her company’s
public relations department, and she had to convince her superiors that her department’s
function produces tangible results. To them, concepts such as goodwill, image, and
reputation are just “warm fuzzies.” What should Jill say to help them appreciate the
importance of these concepts?
107)
108)
Describe the problem GE faced with its Ecomagination campaign and the strategy they
used as described in the chapter’s opening vignette.
108)
109)
As described in the chapter’s opening and closing vignettes, how were online tools used in
the GE’s Ecomagination campaign?
109)
110)
Kimberly has planned and developed a public relations campaign for her client. Explain
how she might assess the effectiveness of this campaign.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
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.
111)
112)
News releases must be written the same for each medium to maintain consistency.
112)
113)
The key to effective crisis management is to put the blame on the responsible party as soon as
possible.
113)
114)
The Internet has posed more problems than opportunities for public relations practitioners.
114)
115)
The public relations practitioner has many tools, which can be divided into two categories: planned
and unplanned.
115)
116)
A communication audit is necessary before beginning any public relations effort.
116)
117)
When companies associate themselves with a good cause, providing assistance as well as financial
support, the practice is called public service marketing.
117)
118)
Reputation is a perception based on messages delivered by the advertising and other marketing
communication tools, and image is based on an organization’s actual behavior.
118)
119)
Change–agent programs have the primary goal of changing behavior of internal publics, such as
employees, or external publics, such as consumers.
119)
120)
Corporate communication programs with government and with the public on issues related to
government and regulation are called public affairs.
120)
121)
A press conference is useful because a company can control who is present as well as the questions
that will be asked.
121)
122)
The term publics refers specifically to people who have a stake, financial or otherwise, in a company
or organization.
122)
123)
The Federal Trade Commission (FTC) requires that each publicly held company publish an annual
report.
123)
124)
Although public relations can enhance a company’s credibility, it really has no role in supporting
IMC efforts that focus on a product’s sales.
124)
125)
A public relations audit assesses the internal and external public relations environment that affects
the organization’s audiences, objectives, competitors, and past results.
125)
126)
The key publics addressed by relationship management programs in public relations are media,
employees, the financial community, government, and the general public.
126)
127)
As long as a press release or a feature story is well–written and timely, public relations specialists
can be confident that the media will use it.
127)
128)
The area 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.
128)
129)
Public relations is the conscience of the company with the objective of creating trust and
maintaining the integrity of the organization.
129)
130)
Reputation is earned based on what you say you do, not necessarily what you do.
130)
131)
An ad prepared for use in a company’s own publication or programming is known as a corporate
ad.
131)
132)
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.
132)
133)
To facilitate external marketing with a local community, town hall forums are sometimes used.
133)
134)
Public relations means never having to pay for media exposure.
134)
135)
Public relations objectives are designed to make changes in the public’s knowledge, attitudes, and
behaviors related to a company.
135)
136)
Public relations is primarily used to generate sales.
136)
137)
An effective crisis plan should outline who contacts the various stakeholders who might be
affected, who speaks to the media, and who sets up and runs an onsite disaster management center.
137)
138)
Public communication campaigns can be used to discourage behavior.
138)
139)
Opinion leaders are important targets for public relations efforts because these people influence the
opinions of others.
139)
140)
Advocacy advertising refers to point–of–view messages used by companies.
140)
141)
The “no–conflict–of–interest endorsement” factor reflects the tendency of the public to trust the
media more than they do advertisers.
141)
142)
Ultimately, the difference between advertising and public relations is that advertising takes a
longer, broader view of the importance of image and reputation.
142)
143)
In most companies, advertising and public relations are integrated, coordinated functions.
143)
144)
Public service announcements run free of charge on television or radio or in print media.
144)
145)
Public relations practitioners track the impact of a campaign in terms of reach and frequency.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Explain the key publics addressed by relationship programs in public relations.
147)
Name and describe the two categories into which public relations tools can be divided.
148)
Discuss how advertising is used as a public relations tool.
149)
Name and describe the various forms of publicity used in public relations.
150)
Compare and contrast public relations and advertising.
Answer Key
Testname: C17
Answer Key
Testname: C17
Answer Key
Testname: C17
44
Answer Key
Testname: C17
45
Answer Key
Testname: C17
often a measure used.
47
Answer Key
Testname: C17
48