'Chap 11' Managing The Public Relations Function

Question 1

Public Relations

Answer 1

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

Question 2

Publics

Answer 2

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 3

Publicity

Answer 3

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

Question 4

Advertising

Answer 4

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

Question 5

Image

Answer 5

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

Question 6

Image Audit

Answer 6

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

Question 7

Public Relations Campaign

Answer 7

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

Question 8

Media

Answer 8

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

Question 9

Risk Management

Answer 9

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 10

Crisis Communication Plan

Answer 10

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

Question 11

Public Relations Evaluation

Answer 11

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

Question 12

Performance Indicators

Answer 12

Performance indicators measure the degree of achievement of a specific objective

Question 13

Focus Group

Answer 13

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

Question 14

Video Release

Answer 14

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

Question 15

Public Relations Ethics

Answer 15

Public relations ethics is the moral evaluations of public relation activities as right or wrong

Question 16

Public Relations Social Responsibility

Answer 16

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

Question 17

Flack

Answer 17

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

Question 18

Spin Doctor

Answer 18

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 19

Defamation

Answer 19

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

Question 20

Misrepresentation

Answer 20

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

Question 21

Intellectual Property

Answer 21

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

Question 22

Patent

Answer 22

A patent ives 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 23

Trademark

Answer 23

A trademark is a brand name or design that is offically registered

Question 24

Copyright

Answer 24

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

Question 25

Contract

Answer 25

A contract is a leagally enforceable agreement