Chapter 1

Question 1

What’s the definition of PR?

Answer 1

Public relations is a process involving numerous subtle and far-reaching aspects beyond media coverage. It includes research and analysis, policy information, programing, communication, and feedback from numerous publics (employees, consumers, investors-basically any stakeholder is a public)

Question 2

Public relations is the management function ….

Answer 2

that identifies, establishes, and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends.

Question 3

The strategic management of…

Answer 3

…competition and conflict for the benefit of one’s own organizations - and when possible - also for the mutual benefit of the organization and its stakeholders
Public relations should foster two-way communication and mutual understanding

Question 4

Name six things PR is

Answer 4

Deliberate
Planned
Performance
Public Interests
Two-Way Communication
Strategic Management of Competition and Conflict

Question 5

PR is Deliberate:

Answer 5

intentional, designed to influence, gain understanding, provide information, and obtain feedback

Question 6

PR is Planned:

Answer 6

organized. Solutions to problems are discovered and logistics are thought out. The activity is systematic, requires research and analysis, and takes place over a period of time

Question 7

PR is Performance:

Answer 7

Based on actual policies and performance. No amount of public relations will generate goodwill and support if an organization is unresponsive to community concerns

Question 8

PR is Public Interests:

Answer 8

Reputable PR activity is mutually beneficial to the organization and the public, it provides for the alignment of the organization’s self-interests with the public’s concerns and interests

Question 9

PR is Two-Way Communication:

Answer 9

Public relations is more than one-way dissemination of informational materials. It is equally important to solicit feedback.

Question 10

PR is strategic management of competition and conflict:

Answer 10

is most effective when it is an integral part of decision making by top management. Public relations involves counseling and problem solving at high levels, not just the dissemination of information after a decision has been made

Question 11

RACE means

Answer 11

Research: what is the problem or situation?
Action: what is going to be done about it?
Communication: How will the public be told?
Evaluation: Was the audience reached and what was the effect?

Question 12

PR includes 15 things

Answer 12

Issue Management 
Government Affairs
Public Affairs
Community Relations
Employee/Member Relations
Publicity 
Media relations
Research Counseling
Marketing Communications
Special Events
Multicultural Relations/Workplace Diversity Development/Fund-raising
Financial Relations
Industry Relations
Development/Fund-raising
Multicultural Relations/Workplace Diversity
Special Events
Marketing Communications

Question 13

Industry Relations

Answer 13

Relating with other firms in the industry of an organization and with trade associations

Question 14

Development/Fund-raising:

Answer 14

Demonstrating the need for an encouraging the public to support charitable organization’s primarily through financial contributions

Question 15

Multicultural Relations/Workplace Diversity:

Answer 15

Communicating with individuals and groups in various cultural groups

Question 16

Special Events:

Answer 16

Stimulating an interest in a person, product, or organization by means of focused “happenings” as well as other activities designed to encourage interacting with publics and listening to them

Question 17

Marketing Communications:

Answer 17

Employing a combination of activities designed to sell a product, service, or idea, including advertising, collateral materials, publicity and special events

Question 18

Counseling:

Answer 18

Providing advice to management concerning policies, relationships, and communications

Question 19

Research:

Answer 19

Determining the attitudes and behaviors of groups to plan public relations strategies. Such research can be used to gain mutual understanding or influence and persuade publics

Question 20

Media relations:

Answer 20

Working with mass media (TV, websites, newspapers, agazines, and the like) by seeking publicity or responding to their interests in the organization

Question 21

Publicity:

Answer 21

Disseminating planned messages through selected media to further an organization’s interests

Question 22

Employee/Member Relations:

Answer 22

Responding to concerns, informing, and motivating an organization’s employees or members

Question 23

Community Relations:

Answer 23

Undertaking activities within a community to maintain an environment that benefits both an organization and the community

Question 24

Public Affairs:

Answer 24

Developing effective involvement in public policy and helping an organization adapt to public expectations.

Question 25

Government Affairs:

Answer 25

Relating directly with legislatures and regulatory agencies on behalf of an organization. Lobbying can be part of a govt affairs program

Question 26

Issue Management:

Answer 26

Identifying and addressing issues of public concern that affect an organization

Question 27

Financial Relations:

Answer 27

Creating and maintaining investor confidence and building good relationships with the financial community. This aspect of public relations is also known as investor relations or shareholder relations

Question 28

Engage bloggers with six steps

Answer 28

Genuinely engage bloggers on their blogs rather than spamming them with press material
Target bloggers appropriately
Understand that bloggers can be more influential than traditional journalist
Monitor and contribute to blogs, always keep your client’s organizations needs in mind
Do your own blogging
Be helpful, transparent, honest, and genuine rather than trying to pitch bloggers

Question 29

Strategic Communications: GRRIT

Answer 29

Global/multicultural
Research based 
Relationship focused
Internet/new media oriented
Toolbox-driven tactics