Chapter 12-Public Relations

Question 1

Public Relations

Answer 1

All the activities that maintain a beneficial relationship between an organization and its various publics.

Question 2

Integrated Marketing

Answer 2

Public relations and advertising working together.

Question 3

Internal Publics

Answer 3

Public relations term for groups inside the clients organization.

Question 4

External Publics

Answer 4

Public relations term for groups outside the client’s organization.

Question 5

Press Agents

Answer 5

People who work to generate publicity for a client.

Question 6

Hype

Answer 6

Dramatic publicity techniques.

Question 7

Teleconference

Answer 7

A news conference in which newsmakers and reporters in various locations are joined by a satellite or an internet hookup; also called a videoconference or a satellite media tour (SMT).

Question 8

Publicity Stunt

Answer 8

Any action designed to create a human interest story; many are outlandish or outrageous.

Question 9

News Hook

Answer 9

The angle or approach that makes information newsworthy.

Question 10

Media Relations

Answer 10

The practice of developing and maintaining contact with media gatekeepers; also called press relations.

Question 11

Leaks

Answer 11

Unauthorized disclosures to the press.

Question 12

Trial Balloons

Answer 12

Leaks in which the source reveals that some action is being considered, in order to test public feeling about the action before going ahead with it.

Question 13

Exclusive

Answer 13

A story granted to just one news outlet.

Question 14

Community Relations

Answer 14

Public relations activities designed to aid and to maintain a beneficial image with groups on the local, national, or global level.

Question 15

Corporate Aid

Answer 15

Community relations activity in which a company helps society on a large scale.

Question 16

Crisis Management

Answer 16

Public relations activity used to repair a client’s public image following an emergency.

Question 17

Lobbying

Answer 17

Any attempt to influence the voting of legislators.

Question 18

Press Release

Answer 18

Brief document containing the information needed to write a news story; also called a news release.

Question 19

Canned News

Answer 19

Press releases designed to be inserted into newspaper feature or editorial sections with no change.

Question 20

Audio News Release

Answer 20

Recorded material ready for insertion into radio broadcasts.

Question 21

Sound Bites

Answer 21

Short, carefully crafted statements designed to be picked up in news reports.

Question 22

Video News Release (VNR)

Answer 22

A ready-to-broadcast videotape designed for use in television news.

Question 23

Press Kit

Answer 23

A collection of publicity items given out to media gatekeepers.

Question 24

Backgrounders

Answer 24

In-depth articles contained in press kits.

Question 25

Flacks

Answer 25

Derogatory term for public relations professionals.

Question 26

Whitewashing

Answer 26

The practice of using public relations messages to cover up problems without correcting them.

Question 27

Greenwashing

Answer 27

The public relations practice of covering up environment problems by associating a client with beneficial environmental actions.

Question 28

Freebies

Answer 28

Anything given away by public relations practitioners to promote a favorable relationship with media gatekeepers.

Question 29

Attribution

Answer 29

The act of providing the source for information that appears in news reports.

Question 30

Accretion

Answer 30

Certification by an industry association.