Public Relations Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 1
_____ is used to generate goodwill for an organization. 1. 2. 3. 4. Public relations Brand integration Strategy optimization Stakeholder management Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 2
_____ is used to generate goodwill for an organization. 1. 2. 3. 4. Public relations Brand integration Strategy optimization Stakeholder management Public relations creates and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 3
_____ have a stake, financial or otherwise, in a company or organization. 1. 2. 3. 4. Fiscal partners Stakeholders Interest groups Share mongers Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 4
_____ have a stake, financial or otherwise, in a company or organization. 1. 2. 3. 4. Fiscal partners Stakeholders Interest groups Share mongers The term stakeholders refers specifically to people who have a stake, financial or otherwise, in a company or organization. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 5
Before designing PR programs, public relations strategists must know _____. 1. 2. 3. 4. which “publics” are most important what relevant “publics” think Neither 1 nor 2 Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 6
Before designing PR programs, public relations strategists must know _____. 1. 2. 3. 4. which “publics” are most important what relevant “publics” think Neither 1 nor 2 Both 1 and 2 PR strategists must determine (1) which publics are most important to the organization, now and in the future, and (2) what those publics think. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 7
The greatest asset that an organization can have is _____. 1. 2. 3. 4. fungible goods public goodwill marketplace clout brand name recognition Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 8
The greatest asset that an organization can have is _____. 1. 2. 3. 4. fungible goods public goodwill marketplace clout brand name recognition Public goodwill is the greatest asset any organization can have. That is why creating goodwill is the primary goal of most public relations programs. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 9
Differences between public relations and advertising include _____. 1. 2. 3. 4. perceived credibility how they use media level of control over message delivery All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 10
Differences between public relations and advertising include _____. 1. 2. 3. 4. perceived credibility how they use media level of control over message delivery All of the above Public relations and advertising differ in how they use media, the level of control they have over message delivery, and their perceived credibility. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 11
_____ is an aspect of marketing planning that evolved from public relations. 1. 2. 3. 4. Relationship marketing Demographic investment Brand name compensation Transaction management Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 12
_____ is an aspect of marketing planning that evolved from public relations. 1. 2. 3. 4. Relationship marketing Demographic investment Brand name compensation Transaction management The term relationship marketing introduces a point of view in marketing planning that evolved from public relations. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 13
The main goal of _____ is to strengthen stakeholders’ trust in the organization. 1. 2. 3. 4. brand name management transaction management reputation management public relations management Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 14
The main goal of _____ is to strengthen stakeholders’ trust in the organization. 1. 2. 3. 4. brand name management transaction management reputation management public relations management The overriding goal of reputation management in a corporate relations program is to strengthen the trust that stakeholders have in an organization. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 15
An area where advertising and public relations overlap is known as _____. 1. 2. 3. 4. public service algorithms (PSA) marketing public relations (MPR) public communication campaigns (PCC) integrated marketing collateralizations (IMC) Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 16
An area where advertising and public relations overlap is known as _____. 1. 2. 3. 4. public service algorithms (PSA) marketing public relations (MPR) public communication campaigns (PCC) integrated marketing collateralizations (IMC) Marketing public relations is one area where advertising and public relations overlap. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 17
PR practitioners define _____ as those who take action about a problem or issue. 1. 2. 3. 4. active publics latent publics aware publics motivated publics Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 18
PR practitioners define _____ as those who take action about a problem or issue. 1. 2. 3. 4. active publics latent publics aware publics motivated publics Active publics communicate and organize to do something about an issue or problem. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 19
Typically, the objectives of a public relations program focus on _____. 1. 2. 3. 4. creating credibility delivering information building corporate goodwill All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 20
Typically, the objectives of a public relations program focus on _____. 1. 2. 3. 4. creating credibility delivering information building corporate goodwill All of the above The objectives of PR programs usually focus on creating credibility, delivering information, and building positive images, trust, and corporate goodwill. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 21
In IMC programs, advertising and public relations aim _____ at selected audiences. 1. 2. 3. 4. identical messages unrelated messages widely divergent messages different but complementary messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 22
In IMC programs, advertising and public relations aim _____ at selected audiences. 1. 2. 3. 4. identical messages unrelated messages widely divergent messages different but complementary messages Integrated marketing communication (IMC) uses advertising and public relations to target selected audiences with different but complementary messages. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 23
All of the following except _____ are examples of controlled media. 1. 2. 3. 4. press conferences in-house publications corporate advertisements public service announcements Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 24
All of the following except _____ are examples of controlled media. 1. 2. 3. 4. press conferences in-house publications corporate advertisements public service announcements Controlled media include public service announcements, house ads, corporate advertising, in-house publications, and visual presentations. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 25
_____ allows a company to focus on its corporate image or point of view. 1. 2. 3. 4. Brand advertising Social advertising Product advertising Corporate advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 26
_____ allows a company to focus on its corporate image or point of view. 1. 2. 3. 4. Brand advertising Social advertising Product advertising Corporate advertising In corporate advertising, a company focuses on its corporate image or point of view. There is less emphasis on selling a product, unless it is tied to a good cause. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 27
The _____ is the primary medium for delivering public relations messages. 1. 2. 3. 4. pitch letter news release annual report mission statement Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 28
The _____ is the primary medium for delivering public relations messages. 1. 2. 3. 4. pitch letter news release annual report mission statement The news release is the primary medium used to deliver public relations messages to the various external media. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 29
Social media can be a powerful tool in public relations because _____. 1. 2. 3. 4. it discourages gossip and rumors it helps companies control what is said it stimulates word-of-mouth communication All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 30
Social media can be a powerful tool in public relations because _____. 1. 2. 3. 4. it discourages gossip and rumors it helps companies control what is said it stimulates word-of-mouth communication All of the above Social media can be a useful PR tool since it stimulates word-of-mouth, one of the most powerful tools available to professionals in marketing and public relations. Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Chapter 15 - 31
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