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