Chapter 15
Which of the following statements regarding advertising and public relations is true?
Public relations and advertising differ in how they use the media.
Which of the following is an area in which public relations and advertising differ?
Public relations has greater perceived credibility.
Which of the following statements about public relations is FALSE?
Publicity and public relations are synonymous terms.
Which of the following is another name for a situation analysis?
SWOT analysis
Active publics are composed of people who are aware of their connection to an organization regarding some particular problem and who communicate and organize to do something about the issue or situation.
TRUE
An annual audit or a campaign-specific audit can be used to ensure that a program is on track and performing as intended.
TRUE
An effective crisis plan should outline who contacts the various stakeholders who might be affected, who speaks to the media, and who sets up and runs an onsite disaster management center.
TRUE
Corporate communication programs with the government and the public on issues related to government and regulation are called public affairs.
TRUE
Flash mob marketing is a type of publicity stunt.
TRUE
Marketers tend to believe that public relations is more effective at providing credibility than at driving sales for a brand.
TRUE
News releases should follow the 5W format of journalism.
TRUE
Public communication campaigns can be used to discourage behavior.
TRUE
Public relations objectives are designed to make changes in the public's knowledge, attitudes, and behaviors related to a company, brand, or organization.
TRUE
Public relations programs use advertising to create corporate visibility.
TRUE
The key publics addressed by relationship programs in public relations are media, employees, the financial community, government, and the general public.
TRUE
Ultimately, the difference between advertising and public relations is that advertising takes a longer, broader view of the importance of image and reputation.
FALSE
________ is a perception based on messages delivered by advertising and other marketing communication tools, whereas ________ is based on an organization's actual behavior.
Image; reputation
Why do public relations and advertising need to find common ground and integrate their efforts?
Messages aimed at reaching mass audiences are becoming less effective.
In an audit, ________ is used to identify baselines from previous audits or audits of other related companies and industries to establish a point of comparison.
benchmarking
Companies can associate themselves with a good cause, providing assistance as well as financial support, through the practice of public service marketing.
FALSE
Employee communications programs and special events create buzz that an organization can control.
FALSE
If a press release or a feature story is well-written and timely, public relations specialists can be confident that the media will use it.
FALSE
News releases must be written in the same form for each medium to maintain consistency.
FALSE
Public relations is primarily used to generate sales.
FALSE
Public relations specialists can eliminate the need for other marketing strategies through the use of social media.
FALSE
Public relations specialists design ads, prepare written messages, and buy media time and space.
FALSE
Relying on public relations means never having to pay for media exposure.
FALSE
The "no-conflict-of-interest endorsement" factor reflects the tendency of the public to trust the media more than they do advertisers.
FALSE
The area of public relations that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization's story) is called external relations.
FALSE
The key to effective crisis management is to put the blame on the responsible party as soon as possible.
FALSE
The public relations practitioner has many tools, which can be divided into two categories: planned and unplanned.
FALSE
Through influencer marketing, public relations specialists attempt to persuade traditional media gatekeepers to share brand information.
FALSE
To facilitate external marketing with a local community, town hall forums are sometimes used.
FALSE
Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it?
aware public
P&G is a major consumer packaged goods manufacturer that for years has supported the Special Olympics. P&G features the athletes in several of its advertisements and provides assistance and financial support for the event. P&G's employees assist in the Special Olympics every year. What type of relationship management program is this?
cause marketing
Which of the following is a way that a company can demonstrate its social responsibility by providing financial support to a good cause?
cause marketing
The objective of a change-agent program is to ________.
change attitudes that drive behavior
Of the following, which communication effect is MOST difficult to accomplish?
changing people's behaviors
Material that is published to support a company's marketing public relations efforts is known as ________.
collateral material
Before revising or developing a new public relations campaign for a new client, Lakshmi is conducting formal background research to assess the internal and external public relations environment that affects the organization's audiences, objectives, competitors, and past results. She is doing this to ensure that the current campaign is on track and performing as intended. What does this scenario illustrate?
communication audit
Which of the following is used to assess the internal and external public relations environment that affects the organization's audiences, objectives, competitors, and past results?
communication audit
Which of the following is NOT a core value spelled out in the Public Relations Society of America's Code of Professional Ethics?
competition
The Atlanta Journal-Constitution received a press release announcing a new Apple Store opening in the area. Soon after, the newspaper ran an article on the store's grand opening, with a photo of the long lines of eager customers waiting for the store to open on its first day. In this scenario, the Atlanta Journal Constitution functioned as a(n) ________.
implied third-party endorser
Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.
internal marketing
Which of the following is the LEAST likely way to generate publicity?
internal marketing
Melanie works in the public relations department at a major university. She is the editor of an internal newspaper, called Update, that is distributed to all faculty and staff working at the university. The newspaper covers stories about what faculty are doing, grants and awards won by employees, and important information regarding human resource issues. What type of public relations program does this illustrate?
employee relations
Which type of network connects people in one business with its business partners?
extranet
All the communication efforts aimed at the financial community are referred to as ________.
financial relations
Sandra works for the local chapter of the Humane Society, a non-profit organization dedicated to protecting animals. Sandra has worked to identify area residents who are likely to donate to the Humane Society. She will invite all of these potential donors to a fun family day event that she is organizing at the Humane Society. Sandra is involved in ________.
fund-raising
A ________ measures the differences in perceptions and attitudes between groups or between the organization and its publics.
gap analysis
Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n) ________.
gatekeeper
Jeep hosts an annual "Jeep Weekend" event during which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners. The purpose of this public relations tactic is to intensify Jeep owners' involvement with their vehicle and brand, a strategy known as a(n) ________.
involvement strategy
Programs that communicate information to employees are called ________.
employee relations
The decision to use any part of a news release at all is based on an editor's judgment of its news value, and this is based on the information's ________.
timeliness, proximity, impact, human interest
Which of the following is used to facilitate internal marketing and provide an opportunity for management to make a presentation on some major project, initiative, or issue and invite employees to discuss it?
town hall forum
Booth exhibits are particularly important at ________.
trade shows
Which category of public relations tools includes news releases?
uncontrolled
A SWOT analysis reflects a general understanding of the difficulty of changing people's attitudes about issues relevant to the company.
TRUE
A feature story is a human interest story rather than a hard news story.
TRUE
The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.
TRUE
Which of the following is FALSE regarding online communication?
The Internet does not allow managed communication directly between organizations and audiences without the gatekeeping function of other mass media.
Benetton has often used ads that send a social message, such as showing AIDS victims dying or featuring death row inmates, to make people aware of these issues. What type of advertising is this?
advocacy advertising
Which of the following is NOT part of a crisis management plan?
deciding who covers up events leading to the crisis
An ad prepared for use in a company's own publication or programming is known as a(n) ________ ad.
house
The tendency of consumers to trust the media more than they do advertisers is called the ________.
implied third-party endorsement factor
Which type of network connects people within an organization?
intranet
What is the primary medium used to deliver public relations messages to the various external media?
news releases
How are most press releases distributed?
online
Ralph Nader has been an outspoken consumer activist for many years, and several organizations target him and his organizations to influence public opinion. In terms of public relations, Mr. Nader is considered a(n) ________.
opinion leader
Important people who influence the opinions of others are known as ________.
opinion leaders
A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.
publicity
Which aspect of public relations most likely carries no direct media costs?
publicity
All the groups of people with which a company or organization interacts—such as employees, media, community groups, stockholders, and so forth—are known as ________.
publics
Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?
reputation management
A public relations news release typically runs exactly as the company desires and as scheduled.
FALSE
Although public relations can enhance a company's credibility, it has no role in supporting IMC efforts that focus on a product's sales.
FALSE
An ad prepared for use in a company's own publication or programming is known as a corporate ad.
FALSE
Because it is easy to measure, brand reputation is not significant in determining brand value.
FALSE
A gap analysis is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.
FALSE
A press conference is useful because a company can control who is present as well as the questions that will be asked.
FALSE
________ includes house ads, public service announcements, corporate advertising, in-house publications, and visual presentations.
Controlled media
Which IMC tool helps an organization and its publics relate to each other to the benefit of both?
E) public relations
________ includes press releases, press conferences, and media tours.
Uncontrolled media
________ contain video footage for a television newscast.
Video news releases
Point-of-view messages are called ________.
advocacy advertising
What type of publication is required by the Securities and Exchange Commission (SEC) from each publicly held company?
annual report
Public relations tools are divided into which two categories?
controlled media and uncontrolled media
In which type of advertising does a company focus on its organizational image or viewpoint rather than on selling a particular product?
corporate advertising
A type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company's name and the nature of its business is called ________.
corporate identity advertising
The trust on which goodwill is based comes from ________.
corporate integrity
Which public relations function focuses on an organization's image and reputation?
corporate relations
Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics?
crisis management
Communication efforts with consumer or activist groups that seek to influence government policies are known as ________.
issue management
Which of the following groups is made up of those who are unaware of their connection to an organization regarding some particular problem?
latent public
Companies that provide information to legislators in order to get their support and vote on a particular bill are most likely using ________.
lobbying
The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________.
marketing public relations
Which type of public relations is most directly focused on sales?
marketing public relations
Julie, who writes a witty daily blog about her life as a college student, has more than a thousand followers on Twitter. Julie frequently mentions her experiences with brands, from fashion to dining, sometimes spreading positive word-of-mouth and sometimes spreading negative word-of-mouth. In public relations terms, Julie is a(n) ________.
maven
A new form of word-of-mouth marketing in which an online influencer is encouraged to spread information over the Internet is known as ________.
maven marketing
What do companies provide to the media that contains all the important background information, either before members of the press arrive or when they arrive at a press conference?
media kit
Ian works in the public relations function in his company. When he wants exposure for some aspect of his company, he contacts people he knows, such as Lisa, a reporter for the local newspaper, or Anthony, Melissa, and Stephanie at the local television stations. Ian has worked hard to develop these media contacts. In public relations, this relationship management is known as ________.
media relations
The area of public relations that focuses on developing media contacts is called ________.
media relations
Using which type of publicity does a traveling spokesperson make announcements and speeches, hold press conferences to explain a promotional effort, and offer interviews?
media tour
Which of the following is NOT a marketing communication tool used in public relations?
personal sales
What is used to sell editors on ideas for feature stories, which are human-interest stories rather than hard news?
pitch letter
A ________ is a single event at which a company spokesperson makes a statement to media representatives.
press conference
Corporate communication programs targeted to the government and the public on issues related to government and regulation are called ________.
public affairs
Which of the following types of programs is used to discourage socially harmful behaviors?
public communication campaigns
According to the text, what is the greatest asset an organization can have?
public goodwill
Which of the following is the term that describes what a group of people thinks?
public opinion
The rising popularity of blogging has paved the way for new careers that combine ________.
public relations and journalism
Which of the following is NOT a media gatekeeper?
public relations writer
Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________.
public service announcements
The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
reposition pork
New electronic media are categorized as ________ media.
semi-controlled
HearthSong, a catalog marketer of "toys you'll feel good about giving," has a Facebook page that encourages customer conversation about experiences with the company and its products. This is an example of the use of ________.
semi-controlled media
As in marketing or advertising planning, a public relations plan begins with background research leading to a(n) ________.
situation analysis
A group of informed, well-spoken people in a company who will talk about topics at the public's request is known as a ________.
speakers' bureau
Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term below best describes him?
stakeholder
Another term for publics is ________, which refers more specifically to people who have a stake, financial or not, in a company or organization.
stakeholders
Which of the following is another term for fund-raising?
strategic philanthropy