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 business’s products or services

Question 3

Image

Answer 3

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

Question 4

Image audit

Answer 4

Is an independent check of the accuracy of an image’s perception

Question 5

Public relations campaign

Answer 5

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

Question 6

Media

Answer 6

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

Question 7

Risk management

Answer 7

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 8

Crisis communication plan

Answer 8

Outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs

Question 9

Public relations evaluation

Answer 9

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

Question 10

Performance indicators

Answer 10

Measure the degree of achievement of a specific objective

Question 11

Video release

Answer 11

Is a news release containing video footage and a commentary

Question 12

Public relations ethics

Answer 12

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

Question 13

Public relations social responsibility

Answer 13

Is the conscious effort by a public relations business to maximise its positive impact and minimise its negative impact on society

Question 14

Flack

Answer 14

Is a person who engages in unethical and socially irresponsible practices

Question 15

Spin doctor

Answer 15

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 16

Defamation

Answer 16

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

Question 17

Misrepresentation

Answer 17

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

Question 18

Intellectual property

Answer 18

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

Question 19

Patent

Answer 19

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 20

Trademark

Answer 20

Is a brand name or design that is officially registered

Question 21

Copyright

Answer 21

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

Question 22

Contract

Answer 22

Is a legally enforceable agreement

Question 23

Public relations

Answer 23

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

Question 24

Advertising

Answer 24

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

Question 25

Focus group

Answer 25

Is an informal small group discussion to discover opinions and attitudes