Exam- Chapters 9,10,11,12,15
What activities are included in good community relations?
"good citizen" activities such as memberships in local organizations, speakers bureaus, open houses, volunteer services, and participation in public events
What is cause related marketing?
A corporation ties its product with a cause
The second most popular public relations written tactic- it recounts the key facts about an individual (doesnt include family or outside activities)
Biography
A continuing institutional relationship between an employer and a labor organization concerned with negotiation, administration, interpretation, and enforcement of contracts covering wages, working conditions, and other issues related to employment.
Collective bargaining
Chapter 11 Vocab and Questions
Community Relations
What is the most important ingredient of any internal communication program?
Credibility
items or ideas the public relations practitioner wants to get across in a media interview
agenda
What are some of the attractive characteristics of the web that is attractive for PR professionals?
-Easy updating of material -Interactivity -Cost Effective -Access to Depth of Info -Information available on 24/7 basis
What are the basic principles for writing for the web?
-highlighted keywords -meaningful subheads -one idea per paragraph -inverted pyramid -half the word count
What are some tactics to improve internal communication?
-internal communication audits -online communication -the internet -print publications -bulletin boards -suggestion box
What are community relations objectives?
1. *Inform* the community about the organization 2. obtain *legislation* favorable to operating within the community 3. Determine community attitude and *expectations* 4. *support* community activities 5. *assist* local economy
What are 3 keys to successful employee communication?
1. A healthy organizational culture 2. Sound communication policy 3. Professional implementation
What are five characteristics of speeches?
1. Designed to be heard not read 2. Uses correct language 3. Demands a positive response 4. Must have clear cut objectives 5. Tailored to a specific audience
What are the four major areas of corporate philanthropy?`
1. Educational opportunities 2. Healthcare 3. Human services 4. Art and Culture
How does public relations contribute to a productive workplace culture?
1. Establishes organizational policy based on a goal orientated approach 2. Helps in designing and implementing organizational change programs 3. Provides an expertise in employee communication
What are the 3 benefits to cause related marketing?
1. Increase sales of a corporations product 2. Enhances the reputation of the corporation 3. Benefits the charity and the partners involved
What are some tips for effective community relations?
1. Know the community 2. Develop a community relations policy 3. Harmonize organizational practice with community needs 4. Cooperate with local organizations 5. Make appropriate donations to community groups 6. Patronize local businesses
What are some subjects of interest to employees?
1. Organizational plans for the future 2. Job Advancement 3. Productivity improvements 4. Personnel Policies 5. Personnel changes
What are five communication principles?
1. Respect 2. Honest Feedback 3. Recognition 4. A Voice 5. Encouragement
What are some principles for employee relations?
1. employees must be told first 2. Must tell the bad with the good 3. Must be timely with info
What are Wikis?
A collection of web pages that enable anyone who accesses them to provide input and modify the content
What is webisode?
A short audio or video presentation on the web. Used to promote a product, preview music, deliver news events and present all sorts of information
The relationship between journalists and public relations professionals is described as one of A) mutual dependence. B) dependence of reporters on practitioners. C) dependence of practitioners on reporters. D) mutual decadence.
A: Mutual Dependence Public relations practitioners depend on journalists to publicize their organizations. At the same time, journalists depend on practitioners to help them gather information about organizations and events. It would take more time and money for the media to gather information without this help.
Centralized decisions made in organizations by top management
Authoritarian cultures
Extra video footage often sent along with a video news release (VNR) for use by TV stations to prepare their own video stories about the topic on the video
B-roll
An advantage of using a media kit is A) cost. B) packaging. C) timeliness. D) repetition of the message.
B: Packaging Packaging information in a media kit can often increase the probability that a release will be used by an editor. It puts the information in the spotlight and if the kit contains well-produced releases it can often make the difference in gaining publicity.
Breakdowns in the communication process usually occurs A) at the executive level. B) at the first-line supervisor level. C) at the front-line level. D) at the stockholder level.
B: at the first-line supervisor level. Communication that must go through various levels before reaching the employee is often distorted and ineffective. Communication bottlenecks are usually found in the middle of the organizational hierarchy. The breakdown usually occurs at the first-line supervisor level. The public relations practitioner must avoid this breakdown.
One of the ways the public relations staff contributes to the organizational climate is by A) increasing the number of print publications. B) inputs to organizational decision-making. C) establishing downward communication channels. D) establishing horizontal communication channels.
B: inputs to organizational decision making The primary responsibility for the organizational climate belongs to management. However, public relations practitioners can assist management by: establishing a communication policy that is goal-oriented, helping to design and implement organizational change programs, and offering expertise in the area of employee communications.
Which of the following is true about journalists? A) Journalists are only interested in the negatives of a story. B) Journalists view news as a perishable commodity. C) Journalists want quotes, not facts. D) Journalists need no help in gathering news.
B:Journalists view news as a perishable commodity. While public relations practitioners view stories as ways to make a lasting impression, journalists view stories as parts of an ongoing flow of information. They view themselves as the public watchdog over institutions and their actions.
A Video News Release (VNR) is A) a 60-second news spot prepared by a television station. B) a short news package presenting a news item from an organization's viewpoint. C) a web-based promotion tool for music companies. D) a live-feed video of a breaking news story.
B:a short news package presenting a news item from an organization's viewpoint In spite of the proliferation of the Internet, video is still an important way to deliver news and information. A VNR uses broadcast quality tape and is usually about 90 seconds long. It often has additional background material included on it as well.
This traditional tactic provides additional information to complete the news release. It can be a written document or a video
Backgrounders
Short for web log, these are journals that allow authors to post thoughts, philosophies, and opinions to a web site for public consumption
Blog
What is the first widespread application of social media?
Blogs
A story signed and authored by a representative of an organization used by the media as a news story, often a position of authority
Byliner
Of the 300 new magazines started each year, how many will survive? A) 200 B) 150 C) 30 D) 10
C: 30 There are over 22,000 magazines published in the United States. Even so, over 300 new ones start up each year, but only 30 usually survive.
What percentage of negotiations between unions and management result in contracts without strikes or lockouts? A) 75 percent B) 87 percent C) 98 percent D) 62 percent
C: 98% Although strikes often generate a great deal of publicity, they are rare. 98 percent of all negotiations end in a contract without resulting in a strike or lockout. Negotiations are aided by a communications program that keeps employees well informed.
Which of the following refers to computer-based systems for communicating with employees and other insiders? A) internet B) extranet C) intranet D) all of the above. The terms are interchangeable.
C: Intranet Intranet refers to using computer systems for communicating with an organization's internal publics while the extranet refers to using the same process to reach external publics. The Internet allows both the intranet and the extranet to exist.
Which type of organizational culture is open to new ideas from inside and outside the organization? A) ideological B) inclusive C) participatory D) concentric
C: Participatory A participative culture empowers employees to make decisions and encourages new ideas. Employees are more likely to feel valued in such an organizational environment, and their goals are more likely to match the organization's overall goals.
Organizational culture is defined as A) sociological forces. B) the temperatures of the mid-level managers. C) the character of an organization D) the needs of employee
C: The character of an organization The character, or culture, of an organization is defined by its history, the way it makes decisions, the way it treats its employees and how it deals with the outside world.
Failure in employee communication is often the result of A) attempts to sell 'the company line' to management without asking for input. B) mutual trust and respect between employees and management. C) attempts to "sell" management's line to employees without asking for employee input. D) clear corporate images.
C: attempts to "sell" management's line to employees without asking for employee input By neglecting to listen to employees, communication efforts are often one-way and downward. This type of communication is ineffective as it ignores the needs of the employee.
An organization's planned, active and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the organization and the community
Community Relations
What is venture philanthropy?
Corporations give money to nonprofits who follow solid business practices
A standing public relations action plan to deal with how to react to crisis situations that is instituted the moment a crisis occurs
Crisis Plan
From the public relations practitioner's perspective, the journalist is which of the following? A) a gatekeeper B) a medium C) an audience D) all of the above
D: All of the above Practitioners have to work with journalists to get their organizations covered. The journalist is an audience that the practitioner must reach, a medium through which the organization's publics can be reached, and a gatekeeper who determines what information will be published.
In today's environment, what form of communication is most effective? A) print B) intranet C) video D) all of the above
D: All of the above Choosing the most effective form of communication depends on the type of information to be distributed and its timeliness. The public relations practitioner must determine how often the information should be distributed, how often it changes and how to reach the intended audience.
The costs of ineffective employee communication programs are A) inefficiency. B) waste. C) low morale. D) all of the above.
D: All of the above Employee communication programs are often ineffective because they try to "sell" the management line rather than develop a mutually beneficial relationship between management and employees. Ineffective communication can lead to inefficiency, waste, higher costs, low morale, absenteeism, strikes, turnover and accidents
Which of the following is a type of news release? A) business feature B) pictorial feature C) product feature D) all of the above
D: All of the above There are many different types of news releases to correlate with the varied types of information that is distributed. Some of the different types are: business features, consumer service features, financial features, product features, pictorial features, and public service announcements.
Which of the following is true of an interview (and advice you would give to your boss)? A) Never rehearse interviews beforehand. B) It isn't possible to prepare for an interview. C) It is okay to ask a reporter to consider what you say, "off the record." D) Determine what message you want to get across in the interview.
D: Determine what message you want to get across in the interview To be effective in an interview, preparation is key. The message to be delivered must be determined beforehand. It is wise to conduct mock interviews to practice keeping the message as the focus of the interview. The person to be interviewed, whether a CEO or a public relations practitioner, must be prepared for any difficult questions and be honest at all times.
The purpose of___________ is to give an organization the chance to tell its story the way it wishes. A) organizational policies B) organizational climate C) media D) internal media
D: Internal media Internal media is often referred to as controlled media because it allows the organization to control the information that is released and how it is publicized. It gives a company an opportunity to share its story in the way it chooses.
Which is not a reality of employee communication? A) employees want information about their companies B) there is a link between open communication and manager satisfaction C) effective two-way communication is key to addressing new challenges D) it is not necessary for good customer experiences.
D: It is not necessary for good customer experiences Employees are often the first spokespersons for an organization. They can have either a negative or positive influence on a company's customers. Good employee communication makes it more likely that stakeholders are satisfied and goals are achieved.
Chapter 10 Vocab and Questions
Employee Relations
Aspects of employee compensation, often including health and life insurance, vacation and sick leave, pension programs, and other valuable considerations
Employee benefits
Public relations activities intended to build a sound relationship between the organization and its employees
Employee relations
An internet based external communication system that organizations use as a link to the media and other outside stakeholders.
Extranet
What is the best communication?
Face to face
What is the most popular social networking site?
This traditional tactic compiles the most relevant facts concerning the product or organization in a quick and easy fashion?
Fact Sheets
Why is there a need for good community relations?
Inter-dependence makes community relation very important. Communities and organizations must work together and share many of the same resources to assure economic prosperity for both
Communication that takes place within an organization
Internal Communication
Channels of communication controlled by the organization and directed to audiences within the organization
Internal Media
An internet based internal communication system that organizations use as a link to employees and board members
Intranet
What is one key concept of all interactive user generated content and technology? (ex: webcasts, blogs, texting, youtube, fb, twitter, etc)
It all involves writing
Serves as the "calling card" to introduce the organization to the media. It contains news releases, backgrounders, biographies, fact sheets, photos, speeches
Media Kit
A collection of publicity releases packaged to gain media attention
Media Kit Or Press Kit
Activities intended to build open channels of communication between and organization and the media, as a way of sharing news and features of potential interest to media audiences
Media Relations
What percent of companies use webcasts (for everything from news conference to employee training)
More than 90%
What percent of mobile phone users worldwide send text messages on a daily basis?
Nearly 75%
A formal statement from an organization in ready to public form, which is used to inform the media of any information that could warrant coverage by the media
News Release
A news story prepared for the media by the organization
News Release
What are some traditional tactics in PR?
News releases, media kits, fact sheets, backgrounders, speeches, interviews, intranets, websites, special events
Structured opportunities to release news simultaneously to multiple media with an opportunity for the media personnel to ask questions.
News/Press Conference
What is the difference between new and old media?
Old media has: centralized top down communications, is costly to publish, controlled by professional gatekeepers, and is mostly one way communication with limited feedback. New media has: a widespread broadband, cheap or free easy to use publishing tools, new distribution channels, mobile devices such as phones, cameras, and internet
The values, symbols, meanings, beliefs, and ways of doing thing that integrate a group of people who work together
Organizational culture
How do PR practitioners view reporters?
PR practitioners view reporters in general as ill-informed and less than accurate in gathering and presenting information.
Organizational environment in which employees are empowered to make decisions in the organization
Participative Cultures
Publicity That is the planned result of a conscious effort to attract attention to an issue, event, or organization
Planned Publicity
Usually an internal document that states the organization's position on a particular topic or subject
Position Paper
Publication of news about an organization or person for which time or space was not purchased
Publicity
Regarding interactivity, what is the difference between push and pull concepts?
Pull concept is that users are actively searching for sites (pulling information). Push concept is when information is delivered without active participation (info is pushed)
A way of distributing information to the web. Data is pushed to the user when it is new and comes without the receiver having to do anything to get it. The XML file format can be used for Web feeds, websites, and blogs
Real Simple Syndication (RSS)
What should reporters be viewed as?
Reporters should be viewed as gatekeepers whose decision influence a practitioners ability to communicate to a mass audience.
How do reporters view PR practitioners?
Reporters sometimes view PR practitioners in general as less than wholly honest and ethical, trying to spin the news to suit their clients or employers, but they consider the ones they work with generally honest and ethical, trying to do their jobs well
An unconfirmed report, story, or statement that gets into general circulation
Rumor
Interactive interviews with an individual or a group at one location and interviewed by reporters at numerous locations via satellite
Satellite Media Tour
Chapter 9 Vocab and Questions
Social Media and Traditional Media Relations
Publicity accompanying unplanned events
Spontaneous Publicity
A position given by an organization on a specific top or question, often issued as a news release. No additional details, no questions
Statement
The first medium that allows almost anyone to send messages to a mass audience without the message being filtered by journalists and editors
The Internet
What is YouTube?
The premier social networking site for posting and viewing videos
What is webcasting?
The streaming of audio and video in real time over a website
Where do employees want important information to come from?
Their supervisor and always face to face
When will corporations give money to an organization?
They will give money to problems they think are significant and want to help fix
Testimonials or other support for an organization, person, or product by someone outside the organization to give validity to the message
Third Party Endorsement
What is the second most popular social media network?
Twitter (used as a distribution platform for late-breaking news, to refute a viral rumor, or to provide updates on a developing situation) Marketing and promotional purposes
What is Social Media?
User generated content that allows people to share news and information through the use of technology, mainly the internet
A technology for creating collaborative websites. Short for Wikipedia
Wiki
Adults who say they read the newspaper spend how many minutes a day with their daily newspaper. A) 28 minutes B) 45 minutes C) 32 minutes D) 56 minutes
a: 28 minutes The number of daily newspapers published has been decreasing over the past few decades. Adults who do read the newspaper spend approximately 28 minutes each day reading their daily paper. Weeklies have loyal readers and tend to exert a greater impact than dailies.
Final statements of organizational positions related to communication activities and behaviors information sharing
communication policies
A special audience within an organization that management must communicate with in order to have good internal public relations
employee communication
What is the most valuable and important resource within an organization?
its employees
