Intro to Public Relations - Exam 3

What do PR firms encourage companies to participate in?

community activates

What word should every interviewee avoid?

no comment

PR advertising:

still widely used today to communicate everything form corporate mergers, personnel changes, and important announcements to organizational views on issues of the day

what should you absoultely avoid in a media interview?

subject areas

advertising

subset of marketing that involves paying to place your message in more traditional media formats, from newspapers and magazines to radio and television to the internet and outdoor

What are examples of community relationships?

taking an active interest in community problems

the cardinal rule for communication in crisis

tell it all, tell it fast

what are the benefits of owned media?

that you can control the content

the reason the practice of "public relations" has been virtually barred from the federal government?

the 1913 gillette amendment

the USIA prospered under:

the direction of well-known media personalities

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:

the resignation of VP Karen Handel, the resignation of CEO Nancy Brinker, and the loss os support from charitable donors

what is the downside of owned media?

there is the potential of not being trusted

employees, especially in times of high unemployment, indicate their biggest concern is knowing where they stand

true

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

true

informing and persuading are at the heart of what lobbyists do

true

rapid changes in technology and globalization require that even more attention be paid to communicating honestly and openly with employees in order to gain their respect and loyalty?

true

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

true

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

true

what agency is devoted to public democracy

united states information agency - USIA

one major aspect of "giving back" is support for

voluntarism

tangible commodities that communities expect from resident organizations include all the following expect:

wages

the first question before engaging in a media interview is:

what purpose will this serve the organization

what's the ultimate goal of public relations

winning unbiased affirmation from a journalist was a "third party endorsement"

what do we do when a tweet from a higher - up is to the detriment rather than the support of the department of defense?

you always ask questions, and go further into the communication

what is an example of a crisis and risk?

accidents

community based development approach

corporations work with local communities to better themselves

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

true

employees might be shocked if more managements took the S-H-O-C approach as a first step to rebuild employee trust

true

How did the Domino's case study relate to community relations?

- added a new social media site to target the audience that was receiving negative experiences - targeted a specific community where the company and community relationship might be growing apart

What are the PR's goals during a crisis:

- terminate crisis quickly - limit the damage - restore credibility

in the united sates, there are roughly ____ daily newspapers and _____ magazines

1,350 and 21,000

according to a well-regarded survey, what percentage of corporate CEOs reported spending more of their communication with employees

60%

Public affairs functions for the state department do NOT include

advertising and recruiting volunteers for the armed services

sponsored content

also called sponsored journalism, branded content or native advertising, and news-oriented content by a sponsor, in partnership with a legitimate media source

native advertising:

also known as branded content or sponsored journalism ore sponsored content - is just that: content authored by and paid for by public relations professionals placed in news site news columns, shoulder-to-shoulder with real news, to appear to look like the real thing

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

an attempt to be fair; to remain neutral

creating shared value approach:

based on the idea that corporate success and social welfare are interdependent. a business needs a healthy, educated workforce, sustainable resources and adapt government to compete effectively

chief among the responsibilities of the president's press secretary is:

communication accurately the policies and practices of the president

-determining what the community knows and thinks about the organization -informing the community of the organization's point of view -negotiating or mediating between the organization and the community and its constituents should there be a significant discrepancy

communities expectations

an institution's planned participation within a community to maintain its environment to benefit both parties

community relations

Taking an active interest in community problems describe what kind of relationship?

community relationships

supporting local charity drives is an example of what

community relationships

expected to provide with adequate municipal services, fair taxation, good living conditions for employees, a good labor supply, and reasonable degree of support for the business and its products

company's expectations

isolate north korea:

contact other nations that'll assist

when you have converted your owned media to earned media, this achieves what?

converted credibility

which of the following is NOT among the guaranteed benefits of paid advertising?

credibility of what does appear in print media

Natural disasters are examples of:

crisis communication

Terrorist attacks causes

crisis communication

putting that planning into effect; help victims; communicate plan through media

crisis communication

as arbiters of communication in organizations, its been the charge of public relations people to

deal in an enlightened manner with realities of multicultural society

what are the foundations of the united states information agency - USIA

democracy, war on drugs, information to address environmental challenges, bringing the truth

incorporate approach:

directly into the business strategy of an organization. for instance, procurement of fair trade tea and coffee has been adopted by various businesses

An example of crisis communication is:

disease epidemics

during the past 20 years, surveys about workforce contentment indicate:

employees are increasingly disenchanted with their jobs and employers

Paid media is highly credible but it is uncontrolled

false

because the new business environment is so complex, staff members are calling for less a voice in decision making, less empowerment

false

manipulating the media is a goal to effective media relations

false

overwhelmingly, employees are content with what they do for a living and with their employers:

false

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

false

the campaign Al Gore ran against George W. Bush established him as the 1st digital presidential candidate

false

there is no "general public," but there is an "employee public" that:

has numerous subgroups

informing employees and principals through a variety of means, including internet, newsletter, television, and meetings

internal communications

maintain US ironclad commitment to south korea:

ironclad is important and an imporant word

cooperate social responsibility - CSR

is about how companies manage the business processes to produce an overall positive impact on society

the key communications principle in dealing with a crisis:

is not to clam up when disaster strikes

issues management

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

W. Howard Case, late public relations counselor coined:

issues management

in the past 30 days, whats been the most significant change in public affairs?

it was that before it was only an "incase of emergency" plan, now its a huge change where you prevent as much as you heal

united states information agency - USIA

job was to explain and support American foreign policy and promote U.S. National interest through a wide range of overseas information programs and educational and cultural resources

in the 21st century, challenges for the USIA include all expect

maintain its position in the executive branch

the counseling of executives for interviews has become an important and strategic task of that in-house practitioner as well as lucrative profession for media consultants

media interviews

What are the key concepts in community relations?

media relations sponsorships business and community groups

if communication is reinforce a consistent management message, it:

must be credible

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

negotiating or mediating if there's a significant problem between organizations, communities, and their members

what should you be careful saying in a crisis communication?

no comment

newspapers

oldest form and the workhorse of print

what became the new print medium among public relations?

online databases, blogs, and other web-based media

improve regional alliances (japan and south korea):

our success in countering north korea forces also has to reply on the assists from japanese and koren forces

"the new media" channels we, ourselves, own and operate

owned media

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

pitching

department of defense role:

plan for war so sanctions, diplomacy remain credible

observers say the second-most difficult position in any president's administration is

press secretary

what can pr practitioners gain from good community relations?

program effectiveness, community standing, moral credibility

dealing with public policy and its impact on the organization, as well as identifying and addressing issues of consequence that affect the firm

public affairs

who does the chief of staff work closely:

public affiars chief

titles used at the federal government level to describe public relations-related activities include al EXCEPT?

public relations practitioner

the marketing related function, most commonly misunderstood as the "only" function of public relations generalizing positive publicity for a client or employer

publicity

what is the earliest form of communication?

publicity

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

repeal of the gillettee amendment

american forces information service - AFIS

responsible for maintaing the armed forces radio and television service, stars and stripes newspaper, communications training at the Defense Information School, and a variety of other functions

86% of business crises are:

smoldering crises

What is an example of community relationships?

sponsoring local youth activities

which of the following is NOT a trait of today's employee's

they have more loyalty than their predecessors

refers to the tacit support given a produce by an "objective" third-party observe - a blog, newspaper, magazine, tweet, or broadcast, which mentions the product as "news"

third party endorsement, legitimacy

philanthropy approach:

this includes monetary donation and aid to local organizations and impoverished communities in developing countries. Some organizations do not like this approach as it does not help build on the skills of the local people, whereas community-based development generally leads to more sustainable development

what are the goals of corporate social responsibility?

to embrace responsibility for the company's action and encourage a positive impact through its activities on the environment, consumers, employees, communities, stakeholders, and all other members of the public sphere

the cardinal rule for dealing professionally and ethically with media is...

to never lie

what is the cardinal rule of how to prepare for an interview?

to remember is that such interviews are not "intellectual conversations"

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

true

because the acceptable rate of accuracy is 70% among internet journalists, dealing with the media has grown increasingly challenging

true