Exam 3: Public Relations

You've just started working at a consumer products business as the public relations director.You learned that your company does not have a crisis management plan,so you are going to develop one.What should you include in the plan,and how will you get employees to know what to do in the event of a crisis?

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Question 1

Correct Answer:

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An effective crisis plan outlines who contacts the various stakeholders who might be affected (employees,customers,suppliers,civic and community leaders,government agencies),who speaks to the news media,and who sets up and runs an onsite disaster-management center.You should also analyze the potential for emerging crises and identify resources to cope with them so that the organization can be ready to respond quickly and meaningfully.

The area of public relations that focuses on developing media contacts is called ________.

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(Multiple Choice)

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Question 2

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The rising popularity of blogging has paved the way for new careers that combine ________.

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(Multiple Choice)

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Question 3

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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/False)

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Question 4

An ad prepared for use in a company's own publication or programming is known as a corporate ad.

(True/False)

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Question 5

The National Pork Board developed the very successful "Pork.The Other White Meat" campaign.The campaign provided nutritional information and pork recipes 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?

(Multiple Choice)

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Question 6

With the adoption of social media,real-time marketing is becoming less and less important.

(True/False)

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Question 7

Which aspect of public relations most likely carries no direct media costs?

(Multiple Choice)

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Question 8

Compare and contrast public relations and advertising.

(Essay)

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Question 9

Relying on public relations means never having to pay for media exposure.

(True/False)

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Question 10

Corporate websites are important sources of external communication with stakeholders.

(True/False)

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Question 11

Which of the following best explains why public relations and advertising need to find common ground and integrate their efforts?

(Multiple Choice)

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Question 12

The parts of a strategic plan for public relations are ________.

(Multiple Choice)

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Question 13

Corporate communication programs targeted to the government and the public on issues related to government and regulation are called ________.

(Multiple Choice)

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Question 14

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

(Multiple Choice)

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Question 15

Corporate communication programs with the government and the public on issues related to government and regulation are called public affairs.

(True/False)

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Question 16

Public relations programs use advertising to create corporate visibility.

(True/False)

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Question 17

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?

(Multiple Choice)

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Question 18

Which of the following public relations tools is LEAST likely to increase in importance?

(Multiple Choice)

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Question 19

Advertising,publicity,and publications such as annual reports and collateral material are well-known tools of public relations.List three other,lesser-known,yet effective,public relations tools.

(Essay)

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Question 20

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The area of public relations that focuses on developing media contacts is called ________.

The rising popularity of blogging has paved the way for new careers that combine ________.

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.

An ad prepared for use in a company's own publication or programming is known as a corporate ad.

With the adoption of social media,real-time marketing is becoming less and less important.

Which aspect of public relations most likely carries no direct media costs?

Compare and contrast public relations and advertising.

Relying on public relations means never having to pay for media exposure.

Corporate websites are important sources of external communication with stakeholders.

Which of the following best explains why public relations and advertising need to find common ground and integrate their efforts?

The parts of a strategic plan for public relations are ________.

Corporate communication programs targeted to the government and the public on issues related to government and regulation are called ________.

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

Corporate communication programs with the government and the public on issues related to government and regulation are called public affairs.

Public relations programs use advertising to create corporate visibility.

Which of the following public relations tools is LEAST likely to increase in importance?

Advertising,publicity,and publications such as annual reports and collateral material are well-known tools of public relations.List three other,lesser-known,yet effective,public relations tools.

Strategic Brand Communication

Advertising

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Social Impact,responsibility, and Ethics: Is It Right

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