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PR Test 1 > Test 3 > Flashcards

Test 3 Flashcards

1
Q

Community Relations

A

an institution’s planned, active, and continuing
participation within a community to maintain and enhance its environment
to the benefit of both the institution and the community.

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2
Q

Proactive:

A

being a leader in positive acts that appeal
to key publics

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3
Q

Maintenance:

A

finding ways to retain relationships
with publics

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4
Q

Support:

A

help guarding against negative acts, or acts
of omission

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5
Q

Turning workers into goodwill ambassadors

A

is an effective
way to be known, spread goodwill and develop relationships

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6
Q

How is the community structured?

A

Demographics
Values
Perceptions

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7
Q

What are the communities strengths and weaknesses?

A

Problems
Economy
Resources

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8
Q

How does the community feel about the organization?

A

Do they understand the products, services, practices, policies

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9
Q

Community Relations
Expectations

A
  1. Determine what the community knows
    and thinks about the organization
  2. Inform the community of the
    organization’s point of view
  3. Negotiate or mediate between the
    organization and the community and its
    constituents if there is a discrepancy between
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10
Q

Appearance

A

contribute to quality of life with
attractive facilities

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11
Q

Participation

A

in civic functions, activities, and
education

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12
Q

Stability

A

so the company can help grown with
the area

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13
Q

Pride

A

that they are residents

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14
Q

What the Organization
Expects (from community)

A

Municipal services
Fair taxation
Good living conditions for employees
Good labor supply
Reasonable degree of support for the
business and its products

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15
Q

Corporate Social
Responsibility

A

Give back to society
through participation in
(voluntarism) and
contributions to (financial
support) not-for-profit
organizations

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16
Q

Objectivity, a goal journalists presumably strive for and public relations practitioners should help media professionals achieve, is ideally

A

An attempt to be fair, to remain neutral

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17
Q

The ever chnaging nature/definition of “mass” and “media” has made the media landscape more

A

Diverse

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18
Q

Credibility of what does appear in print media is

A

not one of the guaranteed benefits of paid advertising

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19
Q

Which of the following is a benefit publicity has over guarantees associated with advertising

A

third-party endorsement

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20
Q

The activity of trying to place positive publicity in media, of convincing an editor an editor to consider that publicity as newsworthy, is called

A

Pitching

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21
Q

The first question before engaging in a media interview is

A

What purpose will this serve the organization?

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22
Q

The cardinal rule for dealing professionally and ethically with media is

A

to never lie

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23
Q

Becuase the acceptable rate of accuracy is 70% among Internet journalists

A

Dealing with the media has grown increasingly challenging

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24
Q

Paid media is both

A

Controlled and not seen as credible

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25
Q

The goal of effective media relations is to

A

Provide the facts on any given issue and allow the media to be fair and unbiased

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26
Q

During the past 20 years, surveys about workforce contentment indicate

A

Employees are increasingly disenchanted with their jobs and employers

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27
Q

According to an Edelman study, organizations with high engaged employees saw what percent higher in shareholder returns than organizations with less engaged employees

A

19%

28
Q

There is no “general public,” but there is an “employee public” that

A

Has numerous subgroups

29
Q

Employees today have less

A

Loyalty than their predecessors

30
Q

If communication is to reinforce a consistent management, it

A

must be credible

31
Q

Without strong lines of communication employees

A

Tend to think there are better opportunities elsewhere

32
Q

Rapid changes in technology and globalization require that even more

A

attention be paid to communicating honestly and openly with employees in order to gain their respect and loyalty

33
Q

because the new business environment is so complex, staff members want

A

To have buy-in when it comes to developing options and solutions

34
Q

Employees, especially in times of high unemployment indicate their biggest concern is

A

Knowing where they stand

35
Q

Employees might be shocked if

A

More management took SHOC approach as a first step to rebuild employee trust

36
Q

in Ch. 13’s opening scenario on H&M the main lesson is that

A

One bad PR move can alienate an entire community

37
Q

One major aspect of “giving back” is support for

A

voluntarism

38
Q

Peaceful coexistence between organizations and communities where they operate requires which of the following skills

A

Negotiating or mediating if there’s a significant problem between organizations, communities, and their members

39
Q

Tangible benefits are benefits that are

A

Measurable and have an impact on the community.

40
Q

The buying power of minority populations had

A

Never been greater

41
Q

Because they are arbiters of communications, public relations people need to be

A

Sensitive to the new realities of multiculturalism

42
Q

Enforcing policies in the interest of all employees and enhancing the quality of life for everyone are

A

Examples of corporate social responsibility

43
Q

Senior citizens are among the diverse communities

A

PR professionals must be sensitive towards

44
Q

When a org doesn’t receive a reasonable level of support for its business and its products that is

A

a clear indication there are possible community relations problems

45
Q

While understanding the community leadership is important it

A

Doesn’t give a broad enough understanding of the community and its needs

46
Q

The reason the practice of PR has been virtually barred from the fed gov is because

A

the 1913 Gillette Amendment

47
Q

Indications there has been growth in PR type jobs in gov include the

A

Increased opportunities in department of defense, number of gov agencies or programs that regulate business, number of new fed regulatory agencies that have sprung up since the 1970s

48
Q

Titles used at the federal gov level to describe PR related activities include

A

press secretary, public affairs officer, communications specialist

49
Q

Public affairs functions for the state department include

A

Maintaining content for the department homepage, responsibility for press briefings, operating foreign press centers around the nation

50
Q

Observers say the second most difficult position in any president’s administration is

A

Press Secretary

51
Q

Chief among the responsibilities of the president’s press secretary is

A

Communicating accurately the policies and practices of the president

52
Q

Informing and persuading are

A

At the heart of what lobbyists do

53
Q

President Obama is considered the first president to leverage

A

digital media to further his candidacy

54
Q

Among the most controversial political developments in recent years is the rise of

A

PACs and their role in elections

55
Q

Advertising

A
56
Q

Owned Media

A

The “new media” the organization owns, this can be websites, twitter, blogs, etc. you are able to control the content but lose credibility.

57
Q

PESO

A

Paid, earned, shared, and owned

58
Q

Third party endorsement, legitimacy

A

Winning unbiased affirmation from a journalist– the ultimate goal of PR, more credible

59
Q

Media and reporters

A

Reporter wants the “story” good or bad

60
Q

Working w/ the media

A

Must be dealt with fairly

61
Q

Newspapers

A

Less circulation today, many are online today which has continued the relevance of the legacy print press

62
Q

Media interviews

A

Prepare, know your main points, relax, speak in personal terms, welcome the naive question, answer questions briefly and directly, don’t bluff

63
Q

Publicity

A

Publicity is regarded as more credible than advertising. To attract positive publicity requires establishing a good working relationship w/ the media.

64
Q

Internal Audience characteristics

A
65
Q

Internal communication

A

Intranets, internal vehicle that integrates communication with workflow, process management, infrastructure, and all aspects of completing a job.

66
Q

Sponsored content

A

Native advertising, content authored and paid for by PR professionals placed on news sites and news content

67
Q

USIA

A

United States Information Agency, since 1953 its been the most far-reaching of the federal government’s public relations arms, devoted to “public diplomacy” whose job was to explain and support American foreign policy and promote U.S. national interests through a wide range of overseas info programs and educational and cultural activities.

PR Test 1 (3 decks)

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