Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Intro to PR > Unit 3 exam > Flashcards

Unit 3 exam Flashcards

1
Q

What does advertising guarantee?

A

Content, size, location, reach and frequency

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

owned media

A

new media channels that we, ourselves, own and operate

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

what are the benefits of owned media?

A
  1. you control the content
  2. less costly than paid media
  3. versatile for reaching niche audiences
  4. potential to not be trusted
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Who pays for owned media?

A

the organization

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

PR goals during a crisis

A
  1. terminate the crisis quickly
  2. limit the damage
  3. restore credibility
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are the roles of issues management

A
  1. anticipate emerging issues
  2. identify issues selectively
  3. deal with opportunities and vulnerabilities
  4. plan from the outside in
  5. bottom-line orientation
  6. all about pre-crisis management
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What is the real purpose of issues management?

A

to defend the organization in light of external factors and to enhance the firm’s business by seizing imminent opportunities

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Issues management

A

the capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions, and all public affairs/public relations skills, toward achievement of one objective: meaningful participation in creation of public policy that affects personal and institutional destiny

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Crisis Do’s

A
  1. Be flexible
  2. Answer early
  3. speak with one voice
  4. be prepared to move without all the facts
  5. squawk if you are wrong
  6. seek your allies
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Crisis Dont’s

A
  1. don’t keep all channels of communication open
  2. don’t always make the CEO the spokesman
  3. don’t always take the lawyers advice
  4. dont lean toward withholding information
  5. don’t answer every question
  6. don’t ever ever lie
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Crisis communication

A

every crisis is different, no answer can solve every crisis

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Crisis communication facts

A
  1. manage court of public opinions
  2. no comment often perceived as guilty
  3. engaging is not optional; be transparent
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Company’s expectation s

A
  1. appearance
  2. participation
  3. stability
  4. pride
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

appearance

A

contribute to the quality of life with attractive facilities

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

participation

A

in civic functions, activities, and education

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

stability

A

so the company can help grow within the area

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

pride

A

that they are residents

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Communities expectations

A

1) determine what the community knows and thinks about the organization
2) inform the community of the organizations POV
3) negotiate or mediate between the organization and the community and its constituents if there is a discrepancy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Community Relations Objectives

A
  1. tell the community about the operations of the firm
  2. correct misunderstandings, reply to criticism, remove disaffection that may exist among community neighbors
  3. gain favorable opinion of the community especially when there is labor un-
  4. inform employees and their families about company activities and developments
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

To build a solid community relations program, you need to answer these questions

A
  1. How is the community structured?
  2. What are the communities strengths and weaknesses
  3. How does the community feel about the organization?
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

How is the community structured?

A
  1. demographics
  2. Values
  3. perceptions
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

What are the communities strengths and weaknesses?

A
  1. problems
  2. economy
  3. resources
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

How does the community feel about the organization?

A

do they understand the product, services, practices and policies

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Who is responsible to engage?

A
  1. CEO
  2. other corporate leaders
  3. PR
  4. In the end it’s everyone in the organization’s responsibility to be a part of the community relations efforts
  5. Turning workers into goodwill ambassadors is an effective way to be known, spread goodwill and develop relationships
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

“strategic” community relations

A

it is far different than “doing nice things for the community”

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

What are the parts of strategic community relations

A
  1. defensive
  2. proactive
  3. maintenance
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

Defensive

A

guarding against negative acts, or acts of omission

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

Proactive

A

being a leader in positive acts that appeal to key publics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

Maintenance

A

finding ways to retain relationships with publics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

Community Realtions

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

Other names or community relations

A

civic outreach or civic engagement

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

what is community relations all about?

A

long term relationships

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

Corporate Social Responsibility (CSR)

A

give back to society thru participation in (volunteerism) and contributions to (financial support) not-for-profit organizations

34
Q

Examples of CSR

A
  1. giving back to one’s community is largely an American phenomenon
  2. Corporate giving is becoming more focused
  3. matching gifts are a high priority
  4. international giving is on the rise
  5. corporate leaders taking active stance in confronting societal challenges i.e. protecting the environment
  6. Corporate contributions depend on profits; volunteering= another element of giving back
  7. Millennials are aware of and concerned about contributions to society (the firms and their own)
35
Q

American Forces Information System (AFIS)

A

DOES NOT EXIST ANYMORE

36
Q

What was AFIS replaced by?

A

Defense Media Activity (DMA)

37
Q

AFIS promotes cooperation among branches

A
  1. Armed Forces Radio and Television Service
  2. Stars and Stripes newspaper
  3. Communications training at Defense Information School
38
Q

The USIA’s mission has been modified to include new challenges:

A
  1. Build the intellectual and institutional foundations of democracy in societies around the globe
  2. Support the war on drugs in producer and consumer countries
  3. Develop worldwide information programs to address environmental challenges
  4. Bring the truth to any society that fails to exercise free and open communication
39
Q

USIA

United States Information Agency

A
  1. Foreign Affairs Reform and Restructuring Act of 1998
  2. State Department inherited USIA
  3. USIA —> public diplomacy
  4. USIA’s budget has exceeded $1 billion since the late 1980s
40
Q

Wrinkles in online publicity

A

Sponsored content, sponsored journalism, branded content, or native advertising

41
Q

There is a blurring of the lines between:

A

earned publicity and paid advertising

42
Q

Sponsored content is a descendent of

A

advertorials

43
Q

advertorials

A

ads in the form of news stories

44
Q

Who are the internal audience?

A

Employees

45
Q

What % of CEOs reported spending more of their time communicating with employees?

A

60%

46
Q

Subgroups

A

senior managers, first-line supervisor, staff and line employees, union employees, contract workers

47
Q

What is publicity more powerful than?

A

advertising

48
Q

Publicity is most often gained by dealing directly with what?

A

media

49
Q

What else does publicity deal with?

A
  1. Announcing new/old product or service
  2. Enhancing the organization’s reputation
  3. Crisis response
50
Q

media interviews

A

Coordinate interviews for their executives with the media

51
Q

What is the cardinal rule about media interviews?

A

that interviews are not intellectual conversation

52
Q

What is the cardinal rule about media interviews?

A

that interviews are not intellectual conversation

53
Q

What does the interviewer want in an interview?

A

a good story

54
Q

What does the interviewee want in an interview?

A

to convey his/her message

55
Q

When did newspapers cut back?

A

during the recession

56
Q

Is print still important among PR pros?

A

Yes

57
Q

Newspapers and magazines use ____ and other publicity vehicles more than TV

A

news releases

58
Q

The press plays what role?

A

“devils advocate”

59
Q

Why is third party endorsement risky?

A

Less control over message

60
Q

Objectivity

A

fairness with the intention of remaining neutral

61
Q

The result of the Susan G. Komen Race for the Cure’s policy barring grants to organizations that were under investigation by local, state or federal authorities was

A

All of the above

62
Q

As arbiters of communications in organizations, it’s been the charge of public relations people to

A

deal in an enlightened manner with the realities of a multicultural society

63
Q

One major aspect of “giving back” is support for

A

voluntarism.

64
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

65
Q

Tangible commodities that communities expect from resident organizations include all of the following EXCEPT

A

participation.

66
Q

The buying power of the minority population has decreased despite its growth in numbers

A

False

67
Q

Because they are arbiters of communications, public relations people need to be sensitive to the new realities of multiculturalism

A

True

68
Q

Enforcing policies in the interests of all employees and enhancing the quality of life for everyone are examples of social responsibility.

A

True

69
Q

When an organization doesn’t receive a reasonable level of support for its business and its products, that is a clear indication there are possible community relations problems

A

True

70
Q

Senior citizens - the over-50 crowd - are among the important diverse communities to whom public relations professionals must be sensitive

A

True

71
Q

The reason the practice of “public relations” has been virtually barred from the federal government?

A

the 1913 Gillette Amendment

72
Q

Indications that there has been growth in public relations-type jobs in government include all the following EXCEPT?

A

repeal of the Gillette Amendment

73
Q

Titles used at the federal government level to describe public relations-related activities include all EXCEPT

A

public relations practitioner.

74
Q

Public affairs functions for the State Department do NOT include

A

advertising and recruiting volunteers for the armed services

75
Q

In the 21st century, challenges for the USIA include all EXCEPT

A

maintaining its position in the executive branch

76
Q

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

A

Press Secretary

77
Q

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

A

communicating accurately the policies and practices of the President

78
Q

Informing and persuading are at the heart of what lobbyists do

A

True

79
Q

The campaign Al Gore ran against George W. Bush established him as the first “digital presidential candidate.”

A

False it was obama

80
Q

Among the most controversial political developments in recent years is the rise of PACs and their role in elections

A

True

Intro to PR (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions