Week 6 Flashcards
1
Q
What is the RACE formula?
A
R - Research
A - Action
C - Communication
E - Evaluation
2
Q
What are the 2 ways that agencies grow?
A
- Organic Opportunities
- existing clients
- New Opportunities
- new clients
3
Q
What is an RFP?
A
Request for proposal
4
Q
What is an RFQ?
A
Request for quotation (easier)
5
Q
What are tips for a cover letter?
A
- Don’t regurgitate resume
- Showcase your skills
- Use a few numbers
- Keep it short
- Include hiring manager’s name
- Think custom
- Have someone look over it
6
Q
What are research techniques to gauge sales?
A
- National Retail Sales Performance
- Sales productivity
- Retail traffic
- Vacancy/occupancy rates
- Consumer confidence
7
Q
What are the top five profitable industries?
A
- Securities broker
- Soft drink
- Prepackaged software
- Pharmaceuticals
- Perfume/Cosmetics
8
Q
What are the 5 forces of profitability?
A
- Customers
- Suppliers
- Substitute products
- New Entrants
- Existing rivals
9
Q
What are the top 3 attributes of an excellent PR manager?
A
- Strategic decision-making capability
- Ability to solve problems and produce results
- Communication knowledge and expertise
10
Q
What are the ways that PR firms charge for their services?
A
- Back hourly fee, plus out of pocket (most used)
- Retainer fee (monthly)
- Fixed project fee (single project)
11
Q
What are the 2 reasons that conglomerates purchase PR firms?
A
- Integrate various communication disciplines into total networks
- Offer clients greater communications impact
