Jour 492 Midterm

The evaluation method of counting media coverage and categorizing whether it is positive or negative is called?

Content Analysis

For which case were the objectives: 1. Increase number of new and unique visitors to the NTS website over 2007 2. Expand global reach of NTS by expanding the website content from the current six foreign language options into 7 language option 3. Leverage innovations in the new social media to draw in a new generation of ___ and generate interest and chatter between and among participating ____ 4. Increase national media coverage over 2007 by 25% 5. Increase the percentage of calls answered by staff/volunteers in the NTS Operations center by 50%

NORAD Tracks Santa- NORAD public affairs

What is the number 1 tool used by PR professionals

News releases (press releases)

What is the most important element in the PR process?

Objectives

if you are seeking publicity it is what kind?

Proactive publicity

what does PRSA stand for?

Public Relations Society of America

If you are dealing with unrequested media attention it is called what?

Reactive publicity

for which case were the objectives: 1. to generate national and regional awareness and media coverage of ___ landmark preservation effort 2. Make a meaningful impact in the Memphis community and across the nation 3. Increase awareness of the ____ program among travelers 4. rally community members to support ___ both locally and across the country

"Save a Landmark" Refurbishment at the National Civil Rights Museum- Hampton Hotels

For which case were the focus groups conducted to 1. improve communications 2. engage new employees whiile re-engaging seasoned employees 3. Gauge employee morale 4. Improve the current rewards and recognition system 5. lay the groundwork for the revision of the companys vision and guiding principles

Atlantic Southeast Airlines

For which company were the following strategies developed: 1. regular postings on the Internet and ASA's intranet 2. Adoption of "vision leaders" 3. an employee video featuring participants in the focus groups who described what the vision meant to them in their own words 4. A manager briefing book with talking points and likely questions and answers 5. Vision week which was dedicated to discussions of the new vision

Atlantic Southeast Airlines

What are the impact objectives? Three of them

Awareness, Attitude change, Action(or behavioral)

For which case were the objectives: 1. Establish a communication infrastructure that helps employees see the big picture in a way that (a) fosters management credibility and (b) mitigates negative surprises 2. Enable employees to understand ____ performance expectations and act to achieve company objectives 3. Clarify corporate and unit goals by answering "What does this mean to me?" and "What actions should I take?" 4. Stimulate regular two way symmetrical communication between supervisors and employees

Kodak

What is like a memo to the media?

Media alert or advisory

What does RACE stand for?

Research, Action, Communicate, Evaluate

In which case was the "Walk a mile" program implemented

Southwest Airlines

What is catchy , memorable, and concise while conveying the point of the campaign?

Theme or slogan

VNR stands for what?

Video news releases

What does ROPE stand for?

research, objectives, program, evaluate

What does RPIE stand for?

research, planning, implement, evaluate

what awards are given by PRSA for public relations programs or campaigns called

the silver anvil awards