BAS 282: Public Relations: SmartBook
The biggest advantage of publicity is that it ______.
enables a firm to communicate cheaply
Which of the following statements comparing offline and online publicity are true?
* By cultivating relationships with the media, marketers have more control over offline publicity messages than over online messages. * Negative offline publicity can be just as harmful to a company's brand as negative online publicity.
Which of the following statements are true about publicity?
* It involves unpaid news items. * Its goal is to gain support or attention.
What are the two main types of publicity?
* Online * Offline
What is one of the pros associated with event sponsorship?
Customers like companies to be associated with causes.
Every summer, Jan's company helps the city cover the cost of hosting free movie nights in the city parks. Jan's company is participating in what form of public relations?
Event sponsorship
Publicity is generally divided into which two main types?
Online and offline
What is the major disadvantage of publicity?
Organizations have little control over the release of information they did not pay for.
Speeches used as a form of public relations are typically given by ______.
key members of the firm
One disadvantage of the brochure is that it ______.
may end up in the junk pile
A public relations strategy plays a key role in a firm's ______.
promotional mix
Which of these statements are true about public relations?
* It is often used to strengthen consumer associations with a firm. * It is aimed at stakeholders.
While on vacation, Tiffani reads a five-page booklet discussing how a local cheese company has helped restore a thousand acres of wetlands, which are used to educate school children about the ecosystem. Which form of public relations has Tiffani encountered?
Brochure
What is one reason why marketers sometimes prefer offline publicity to online publicity?
They can better manage messages about their company through relationships with the media.
Public relations departments use blogs to ______.
allow individuals within the company to share their thoughts with the public online
Jackie takes a picture of herself holding a cup of her favorite coffee and posts it to Instagram, where she tags the coffee company. This is an example of ______ publicity.
online
Which of these are reasons why public relations is an integral part of a firm's promotional mix?
* It can bring about positive changes in public awareness or attitudes regarding the firm. * It can help the firm maintain positive media relations. * It can handle unfavorable stories about the firm. * It provides information and helps to raise the firm's profile.
Which of these tools are commonly used for public relations?
* Speeches * Blogs * Annual Reports * Event Sponsorship * Brochures
Which of the following statements are true about brochures?
* They often contain abbreviated annual report information. * They may be printed online or on paper. * They should be visually engaging.
Annual reports function as a public relations tool because they are intended to ______.
* educate stakeholders about the firm's developments. * promote a positive image of the firm.
Which public relations activity is used to post daily updates about a company, its products, and employees?
A blog
Gina is the CEO of a large accessories company that has been operating for decades. Recently, the company has changed its procedures, and it now focuses on producing natural, sustainable products. Gina wants to share the company's new philosophy directly with the public in a way that generates positive press, but she prefers to use a richer channel of communication than writing. What public relations tool will best help Gina accomplish her goal?
A speech
Each year Yolanda, a stockholder in a beverage company, receives a 200-page booklet in the mail that tells how much money the company made last year and explains how the company is reducing pollution and waste. Which public relations tool is Yolanda receiving?
Annual report
Public relations departments use event sponsorship to ______.
gain recognition for hosting or supporting a charitable event
Graciela is attending a concert promoting diversity and notices that one of the major sponsors is her local supermarket, Whitman Foods. Wanting to acknowledge the company's contribution, Graciela tweets, "Shout out to @whitmanfoods for supporting an inclusive society! #diversityrocks." Many of her 50,000 followers, including some of the musicians playing the concert, retweet her words. This is an example of ______ publicity.
online
Although their control is limited, firms often use ______, a type of public relations that involves unpaid news items distributed through some form of media to gain support or attention.
publicity