COM2520 chap. 2 & 13

Question 1

Resource dependency

Answer 1

The premise that organizations form relationships with publics to acquire resources they need to fulfill their values

Question 2

Public relations managers

Answer 2

They solve problems, advise organizational leaders, make policy decisions, and take responsibility for the success or failure of public relations programs

Question 3

Public relations technicians

Answer 3

They make strategic decisions, rarely advise with the org., they prepare communications that help execute the public relations policies created by others and are found in the environment is stable and predictable.

Question 4

Corporations / employee relations

Answer 4

Communication tasks in employee relations can include production of newsletters and magazines, blogs, video programs, websites, tweets, and special events.

Question 5

Media relations

Answer 5

Communication tasks can include production of news releases and email pitches and assistance with news conferences and online newsrooms. Tasks include speechwriting, preparing for scripts for video news releases.

Question 6

Government relations

Answer 6

Known as public affairs, communication tasks can include producing brochures, reports, websites, and videos for lobbies and political actions. Tasks include testifying before government fact-finding commissions, monitoring the activities of gov. units at all levels, and preparing reports.

Question 7

Community relations

Answer 7

Communication tasks can include maintaining contact with local special-interests groups such as environmental org. New practitioners also often help coordinate social networking sites.

Question 8

Business-to-business relations

Answer 8

Known as B2B, tasks focus on building strong relationships with related businesses such as suppliers and distributors. Entry level tasks include; writing for newsletters, websites, and helping plan special events.

Question 9

Consumer relations (marketing communications)

Answer 9

Marketing communications, tasks usually focus on product publicity. Include preparing new releases and email pitches, implementing direct-mail campaigns, organizing special promotional events, and training celebrity and spokespeople.

Question 10

Boundary spanning

Answer 10

the function of representing a public’s values to an organization, and conversely, representing the values of the organization to that public

Question 11

Intersection management

Answer 11

The practice of overseeing relationships among several publics within a particular issue. For example nonprofits, governments, PR agencies, and independent consultancies.

Question 12

Investor relations

Answer 12

Communication activities that target investors and investment analysts can include; newsletters, blogs, tweets, and reports to stockholders.

Question 13

Nonprofit organizations

Answer 13

Universities, hospitals, churches, foundations, and other groups that provide a service without the expectation of earning a profit. PR duties include employee relations, media relations, gov relations, community relations.

Question 14

PRSA Member statement of professional values

Answer 14

Advocacy, honesty, expertise, independence, loyalty, and fairness.

Question 15

PR agencies

Answer 15

A company that provides PR services for other organizations on a per-job bias, by contract, or on retainer.

Question 16

Account supervisor

Answer 16

The individual at a public relation agency with the responsibility for managing a client’s account and the people working on that account.

Question 17

Account executives

Answer 17

A supervisory individual at a PR agency who assists the account supervisor in the management of a client’s account.

Question 18

Independent PR consultant

Answer 18

Practitioner who is in essence, a one-person PR agency providing services for others on a per-job bias, contract, or retainer.

Question 19

Public relations and marketing

Answer 19

A mutually beneficial relationship with many publics not just for consumer and sales

Question 20

Encroachment

Answer 20

The appropriation of public relations functions by marketing

Question 21

IMC practitioners focus on individual consumers

Answer 21

Products are developed to fill consumers specific needs and sales messages are created to target specifics consumers self interests.

Question 22

IMC practitioners use databases to target individual consumers

Answer 22

Rather than mass audiences. These databases contain a wealth of information on individual consumers’ wants, needs, and preferences.

Question 23

IMC practitioners send a well- focused message to each consumer

Answer 23

Through a variety of approaches: advertising, public relations, direct marketing, and all other forms of marketing communications, including packaging and pricing

Question 24

IMC practitioners use consumer-preferred media

Answer 24

to send their marketing messages

Question 25

The three pillars of IMC

Answer 25

Marketing, advertising, and public relations

Question 26

Marketing

Answer 26

Is the process of researching, creating, refining, and promoting a product or service and distributing that product or service to targeted consumers. Marketing promotion disciplines include sales promotion, personal selling, direct marketing- and often aspects of advertising and public relations

Question 27

Advertising

Answer 27

Is the use of controlled media ( media in which one pays for the privilege of dictating message content, placement, and frequency) in an attempt to influence the actions of targeted publics. PR Doesn’t communicate it’s messages solely through purchasing placement (advertising)

Question 28

Public relations

Answer 28

Is the values-driven management of relationships between an organization and the public that can affect its success.
Database marketing: Consumer-focused marketing philosophies began with database marketing

Question 29

Relationship marketing

Answer 29

John Dalla Costa, founder of the Centre for Ethical Orientation, says that the true value of modern organizations “involves a return on relationships

Question 30

Customer relationship management

Answer 30

The conference Board, a U.S-based business-research association, defines CRM as “the business processes an organization performs to identify, select, acquire, develop, retain, and better serve customers

Question 31

Integrated brand communication

Answer 31

According to marketing professors Don Schultz and Beth Barnes, IBC goes beyond IMC which focuses on sales

Question 32

Direct marketing

Answer 32

The delivery of individualized advertising to consumers one at a time as opposed to mass advertising

Question 33

Mobile marketing

Answer 33

The delivery of marketing messages tailored for portable wireless devices, usually telephones

Question 34

Product or services-oriented news releases and media kits

Answer 34

video new releases, news conferences, blogs, tweets, websites, texts, and social media

Question 35

Satellite media tours

Answer 35

Which a spokesperson for a newsworthy product of services gives individual interviews to local tv stations

Question 36

Rhetoric

Answer 36

The use of communications for the purpose of persuasion, often seen as the beginning of the PR as a social science based on research, planning, and two-way communication

Question 37

The growth of institutions

Answer 37

the industrial revolution spawned the growth of big companies, J.P Morgan, Andrew Carnegie, and John D Rockefeller

Question 38

Seedbed years

Answer 38

A time in which the new profession began to take root, it was during a period of growth in U.S society that organizations first felt the need for formalizing their communications

Question 39

Four models of public relations

Answer 39

Press agent / publicity, public information model, two- way asymmetrical, and two -way symmetrical

Question 40

Press agent / publicity

Answer 40

categorized as one-way communication. Uses persuasion, half-truth, and manipulation to influence audience to behave as the organization desires.

Question 41

Public information model

Answer 41

Does not use formal research to guide communication tactics

Question 42

Two-way asymmetrical model

Answer 42

categorized as two-way communication, referred to as “scientific persuasion”. Use persuasion to influence audiences to behave as the organization desires. Conduct formal research and incorporates audience feedback in communication tactics

Question 43

Two-way symmetrical mode

Answer 43

Categorized as two-way communication. Uses communication to negotiate with the public. Seeks to resolve conflict and promote mutual benefits, understanding and respect between the organization and key publics/ stakeholders. Conducts formal research and incorporates audience feedback in communication tactics. Open and honest communication is important