Chapter 1 PR

Spin:

A form of propaganda created by framing a situation to manipulate public opinion.

Public relations: .

A strategic communication process that builds mutually beneficial relationships between organizations and their publics

Mutual benefit:

Achieving goals that benefit both the organization and the public.

Consumer relations:

An organization's ability to satisfy and create a positive experience for their consumers.

Employee relations:

Building, strengthening, and maintaining employer-employee relationships.

Public affairs:

Campaigns that occur when people from two or more opposing sides of an argument have emotional convictions about a decision that has the power to impact their lives.

Media relations:

Developing positive relationships with journalists and media figures.

Community relations refer to an organization's ability to satisfy and create a positive experience for their consumers.

False

Semantics is the use of sound to create meaning.

False

The general public identifies people who feel strongly in favor or opposition to a particular issue.

False

Community relations:

Strategies associated with developing positive relationships between an organization and the community in which it operates.

Corporate social responsibility (CSR):

Taking responsibility for the organization's effects on the environment and impact on social welfare beyond what is required by regulators.

Publicity:

The act of gaining public and media exposure.

Investor relations:

The integration of communication, marketing, finance, and law to create a positive relationship between an organization, their shareholders, and the financial community.

σημαντικός (semantikos, or semantics).

The use of symbols to create meaning.

General public:

Those who are neutral or do not feel strongly in favor or opposition of an issue.

Corporate social responsibility asks organizations to take responsibility for its effects on the environment and impact on social welfare beyond what is required by regulators.

True

Spin is a form of propaganda created by framing a situation to manipulate public opinion.

True

What is the most recent average salary for a public relations account executive per year?

a. $32,500 b. $75,000 c. $56,100 d. $27,800 answer: c

A city council meeting concerning the demolishing of a local park is an example of a ___________ campaign.

a. communication crisis b. consumer relations c. investor relations d. public affairs answer: d

6. In the United States, the Press Secretary in the President's cabinet is involved with the __________ of the executive branch.

a. community relations b. government relations c. media relations d. economic relations answer: c

An organization that offers a company picnic to employees to increase morale is an example of ____________.

a. consumer relations b. organizational relations c. public relations d. employee relations answer: d

Which of the following is not a public relations context?

a. employee b. community c. media d. commercial answer: d

5. Rachel is trying to increase her company's attractiveness to potential business partners who can cover her start-up costs. Rachel should be practicing ____________.

a. investor relations b. consumer relations c. community relations d. vendor relations answer: a

When a company wants to increase customer satisfaction and retention, what type of relations should they focus on?

a. investor relations b. consumer relations c. community relations d. vendor relations answer: b

A production studio using movie trailers to generate media exposure for the film is an example of __________.

a. publicity b. public relations c. spin d. mutual benefit answer: a

What type of communication should an organization use when its public image is damaged due to their own negligence?

a. reactive communication b. crisis communication c. community relations d. investor relations answer: b

Bill recently opened a new restaurant. In his advertisements, he mentions how his menu is incredibly healthy compared to the other options in the city and how his food can increase overall health. This is a public relations strategy emphasizing ___________.

a. spin b. mutual benefit c. semantics d. scarcity answer: b