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IMC > Public Relations & Sponsorships > Flashcards

Public Relations & Sponsorships Flashcards

1
Q

The management function that focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill

A

Public Relations (PR)

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2
Q

“Groups” aka “stakeholder” aka “publics” include (4)

A

Consumers
Employees
Stockholders
Community, etc.

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3
Q

PR manages communication between stakeholders (publics)to: (3)

A

Develop goodwill
Affect public opinion
Improve reputation

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4
Q

Good PR creates (3)

A

Mutual understanding
Positive outcomes
Good long term relationships

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5
Q

Advertising (perceived bias)

A

Ads delivered by purchased media

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6
Q

Public Relations (Perceived bias)

A

PR messages not openly sponsored

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7
Q

Advertising (precision and results)

A

Ads placed for reach and frequency

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8
Q

Public relations (precision and results)

A

PR picked up by external media

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9
Q

Advertising (practitioner goals & orientation)

A

Ad industry focuses on marketing communications

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10
Q

Public relations (practitioner goals & orientation)

A

PR pros consider all corporate communications

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11
Q

In support of marketing, PR can (6)

A 
Raise awareness
Inform and educate
Build trust
Build relationships
Give people reasons to buy
Create a climate of consumer acceptance
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12
Q

PR person must (4)

A

Monitor, measure, and analyze changes in attitudes among publics
Assess how company policies and actions relate to different publics
Determine PR objectives and strategies
Develop and implement a mix of PR activities

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13
Q

This PR function deals with internal relationships - the part of PR that builds and maintains a mutually beneficial relationship between managers and the employees on whom an organizations success depends

A

Employee communication

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14
Q

Examples of employee communication (5)

A 
Mission statements
Policy documents (handbooks)
Ethics statements
Training materials
Publications
-Newsletters
-emails
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15
Q

This PR function involves the generation of news about a person, product, or service
Must be newsworthy, may be planned or unplanned, may be positive or negative

A

Publicity

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16
Q

Examples of newsworthy publicity

A

New product intros, awards, company earnings, mergers, etc.

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17
Q

Which has a greater return on investment and why?

Publicity and advertising

A

Publicity

-you’re not paying for it and you’re getting credible, believable news story

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18
Q

This function of PR is used when you need PR to reach audiences other than the consumers targeted by marketing
It is not to sell products, but to inform or influence public opinion

A

Advertising

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19
Q

Advertising for PR can be used to (3)

A

Promote sponsorships
Create awareness of community involvement
Handle crisis

20
Q

This is no product advertising aimed at increasing awareness of a company and enhancing its image

A

Corporate/institutional advertising

21
Q

Corporate/institutional advertising can be used to (4)

A

Develop awareness
Attract investors
Improve image
Attract quality employees

22
Q

Advertising to familiarize the public with a company’s name, logos, or trademarks, especially after any of these elements are changed

A

Corporate identity advertising

23
Q

This function of PR creates newsworthy stories and events to attract media attention to gain public notice
Their goal is to “create” news, often used in political campaigns
This helps bring attention to new products or services or portray their organizations favorably

A

Press age try

24
Q

This function of PR builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy
Aka the government side of PR

A

Public affairs and lobbying

25
Q

This is a specialized part of public affairs that deals with building and maintaining relations with government, primarily to influence legislation and regulation

A

Lobbying

26
Q

This function of PR helps organizations respond to negative situations and to dialog with stakeholders affected by perceived and actual consequences of crises
Designed to protect and defend a company during a public challenge to its reputation

A

Crisis communication

27
Q

Key to crisis communications (3)

A

Have a plan!
Act quickly, but wait for facts
Be open and candid

28
Q

This function of PR builds and maintains relationships with the community by contributing to the community’s social and economic development

A

Community involvement

29
Q

This function of PR builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value

A

Investor relations

30
Q

This PR function is responsible for
Providing information to financial publics
Annual and quarterly reports
Responding to requests for financial information
Tracking market trends

A

Investor relations

31
Q

This function of PR focused on building and maintaining relationships with donors, volunteers, and members to secure financial and volunteer support
Particularly important in nonprofits

A

Development

32
Q

3 other PR activities

A

Speechwriting
Publication
Social media

33
Q

Typewritten sheet of information issued to print and broadcast outlets to generate publicity or shed light on a subject of interest
Meant to pique the interest of journalists

A

Press release

34
Q

7 tips of writing a great press release

A 
Grab attention w a good headline 
Get to the point 
Include hard numbers
Include quotes
Include contact info
Provide access to more info
One page is best
35
Q

Package of publicity materials used to give information to the press

A

Press kit

36
Q

5 ways to pitch smarter

A 
Spend time in a newsroom
Connections are everything
Write “ledes” and teases
Pitch people, not products
Do your homework
37
Q

Cash or in-kind payment for a commercial opportunity

A

Sponsorship

38
Q

Partnership between for profit and nonprofit

Type of sponsorship

A

Cause marketing

39
Q

Advantages of sponsorship (8)

A 
In-person access to customers
Rising cost of traditional media
Fragmented media audience
Diversity of leisure activities
Efficient way to reach groups
Stakeholders get involved
Reinforcement of position
Loyalty promotes sales
40
Q

Drawbacks of sponsorship (3)

A

Cost can be too high for a single sponsor
Cosponsorship events can be cluttered
Return on investment hard to gauge

41
Q

Types of sponsorship (6)

A 
Sports
Entertainment
Causes
Arts
Festivals, fairs, and annual events
Venue marketing
42
Q

What type of sponsorship is about 68% of all sponsorship $?

A

Sports

43
Q

Sports are what % of all sponsorship $?

A

68

44
Q

How to select an event for sponsorship? (4)

A

Can the sponsorship be exclusive?
Demographics should match target market
Event should be consistent with brand positioning
Association of the product with the event should ideally offer or suggest a meaningful sales campaign or theme to concurrently

45
Q

How to measure sponsorship results?

A

Measures changes in awareness or image through pre- and post sponsorship research surveys
Measure spending equivalencies between free media exposure and comparable advertising space or time
Measures changes in sales revenue with a tracking device such as a coupon

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