4. Public Relations Departments and Firms

Question 1

old school pr

Answer 1

promotion and publicity, take direction from management.

Question 2

Modern

Answer 2

building and maintaining relationships with strategic publics, managerial level(strategic, two way, research based; roi)

Question 3

Advisory

Answer 3

PR may reccommend only (least influential)

Question 4

Complusory-advisory

Answer 4

PR is listened to( moderte influence)

Question 5

Concurring authority

Answer 5

PR reviews and approves communicated with external audiences and may work with legal (most influential)

Question 6

Legal department

Answer 6

often wants to block/stop communication

Question 7

Human reasources

Answer 7

turf wars over internal communication and reporting internal events

Question 8

adverstising

Answer 8

budget competition , goals (sales v relationships)

Question 9

marketing

Answer 9

see adverting

Question 10

Corp: Entry-level,______, Manager, Director, Executive

Answer 10

Supervisor: Plans, schedules, Budgets, etc for projects

Question 11

Corp: _____, Supervisor, Manager, Director, Executive

Answer 11

Entry-level: information gathering and dissemination, research

Question 12

Corp: Entry-level, Supervisor, ____, Director, Executive

Answer 12

Manager: Analysis evaluation

Question 13

Corp: Entry-level, Supervisor, Manager, ____, Executive

Answer 13

Director: Operational planning

Question 14

Corp: Entry-level, Supervisor, Manager, Director, ______

Answer 14

Executive: Organizational vision, strategic objectives, goals, policies, systems

Question 15

Agency: ____, Account Executive, Account Supervisor, VPs and SVPs, Executive VP

Answer 15

AAE or AC: information gathering and sharing research

Question 16

Agency: AAE or AC, ______, Account Supervisor, VPs and SVPs, Executive VP

Answer 16

Account Executive: Client contact, day to day direction

Question 17

Agency: AAE or AC, Account Executive, ______, VPs and SVPs, Executive VP

Answer 17

Account Supervisor: Mulitiple accounts or a large account

Question 18

Agency: AAE or AC, Account Executive, Account Supervisor, ______, Executive VP

Answer 18

VPs and SVPs: Account supervision, special projects, gaining business (RFP response, pitches, networking)

Question 19

Agency: AAE or AC, Account Executive, Account Supervisor, VPs and SVPs, ________

Answer 19

Executive VP: Leads area Office

Question 20

True or False, Agency Top Tasks involve writing and communication, media relations, publicity, strategy and planning, event planning. They are more suitable for entry level practitioners and it is a faster pace

Answer 20

True

Question 21

True or False, Retainer fees still have hourly constraints/expectations

Answer 21

True

Question 22

True or False Fixed project fees compete with clients of the other two types of fees.

Answer 22

True

Question 23

What are the 5 components to practicing good PR

Answer 23

1. Find an organization that values it, 2. Watch for practitioners who practice good PR, 3. Recognize it takes years to be in charge, 4. Know which departments you’ll need, 5.Know which departments youll need and make friends,