Ch 11 Public Relations

Question 1

Publics

Answer 1

Publics are groups that the organisation interacts with and that have a vested interest in, or impact on, the organisation’s ability to achieve its objectives.

Question 2

Publicity

Answer 2

Publicity refers to any free news stories about a business’s products or services.

Question 3

Advertising

Answer 3

Advertising uses paid non-personal messages communicated through mass media to the public.

Question 4

Image

Answer 4

Image refers to how a business is perceived by the world at large, especially consumers.

Question 5

image audit

Answer 5

An image audit is an independent check of the accuracy of an image’s perception.

Question 6

public relations

Answer 6

A public relations campaign is a series of public relations activities undertaken to achieve a specific objective.

Question 7

Media

Answer 7

Media are the assorted public relations communication strategies available
to convey the image to the selected publics.

Question 8

Risk management

Answer 8

Risk management is the process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them.

Question 9

crisis communication plan

Answer 9

A crisis communication plan outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs.

Question 10

Public relations evaluation

Answer 10

Public relations evaluation is a thorough and systematic review of the public relations objectives, strategies and tactics.

Question 11

Performance indicators

Answer 11

Performance indicators measure the degree of achievement of a specific objective.

Question 12

focus group

Answer 12

A focus group is an informal small group discussion to discover opinions and attitudes.

Question 13

video release

Answer 13

A video release is a news release containing video footage and a commentary.

Question 14

Public relations ethics

Answer 14

Public relations ethics is the moral evaluation of public relations activities as right or wrong.

Question 15

Public relations social responsibility

Answer 15

Public relations social responsibility
is the conscious effort by a public relations business to maximise its positive impact and minimise its negative impact on society.

Question 16

flack

Answer 16

A flack is a person who engages in unethical and socially irresponsible practices.

Question 17

Spin doctor

Answer 17

Spin doctor is the name given
to someone communicating their perspective of an issue to the public and trying to persuade the public that their perspective is correct.

Question 18

Defamation

Answer 18

Defamation is a false or derogatory statement which damages a person’s reputation.

Question 19

misrepresentation

Answer 19

A misrepresentation is a false statement of fact made by one party to another before or at the time of contracting.

Question 20

Intellectual property

Answer 20

Intellectual property refers to property that is created by an individual’s intellect.

Question 21

patent

Answer 21

A patent gives the inventor exclusive rights to make, use or sell, as well as to license others to make or sell, a newly invented process or product.

Question 22

trademark

Answer 22

A trademark is a brand name or design that is officially registered.

Question 23

Copyright

Answer 23

Copyright is the exclusive right of an author, artist, musician or publisher to publish, perform, copy or sell an original work.

Question 24

contract

Answer 24

A contract is a legally enforceable agreement.

Question 25

Public relations

Answer 25

Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public