Chapter 11

Question 1

Publics

Answer 1

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

Refers to any free news stories about a businesses product or services.

Question 3

Advertising

Answer 3

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

Question 4

Image

Answer 4

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

Question 5

Image audit

Answer 5

Is an independent check of the accuracy of an images perception.

Question 6

Public relations campaign

Answer 6

Is a series of public relations activities undertaken to achieve a specific objective.

Question 7

Media

Answer 7

Are the assorted public relations communication strategies available to convey the image to the selected public.

Question 8

Risk management

Answer 8

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

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

Is a thorough and systematic review of the public relations objectives, strategies and tactics.

Question 11

Performance indicators

Answer 11

Measure the degree of achievement of a specific objective.

Question 12

Focus group

Answer 12

Is an informal small group discussion to discover opinions and attitudes.

Question 13

Video release

Answer 13

Is a news release containing video footage and a commentary.

Question 14

Public relations ethics

Answer 14

Is the moral evaluation of public relations activities as right or wrong.

Question 15

Public relations social responsibility

Answer 15

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

Is a person who engages in unethical and socially irresponsible practices.

Question 17

Spin doctor

Answer 17

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

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

Question 19

Misrepresentation

Answer 19

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

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

Question 21

Patent

Answer 21

Gives the inventor exclusive rights to make, use or sell, as well as to license other to make or sell, a newly invented process or product.

Question 22

Trademark

Answer 22

Is a brand name or design that is officially registered.

Question 23

Copyright

Answer 23

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

Question 24

Contract

Answer 24

Is a legally enforceable agreement.

Question 25

Public relations

Answer 25

Is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.