Exam 9: Audiences and Relationship Management

Communal relationships are considered to be more equal than exchange relationships.

You are a PR professional launching an outdoor clothing brand aimed at affluent, middle-aged consumers. You want to segment them more precisely according to the channels they interact and engage with. What are some questions you need to ask to focus your thinking?

Categorize the major elements of a successful community that is invested in a particular issue, brand, or organization, and explain how these elements work together.

Channel segmentation can tell us which social media accounts our audiences use.

Being an influencer should bring you positive acclaim within every community.

Modern public relations acknowledges the fact that audiences arise through ______.

Philip Morris' promotion of its tobacco products on social media is an example of ______.

Authenticity, relevance, personality, and reach are all key attributes of ______.

Audience segmentation is about identifying ______ within a larger ______ audience.

Analyze the differences between influencers and creators. Explain the significance of those differences.

Which of the following characteristics define a strong community?

In dealing with customers as an audience, it is best to focus on ______ rather than ______.

Creators are considered to be a(n) ______ of influencers.

Creators are considered a subset of influencers.

Demographics and psychographics essentially measure the same audience factors.

How do demographics differ from psychographics?

As team leader for a major hospitality account at your agency, you can see that relationships with customers are being mismanaged. Surveys indicate that many have stopped trusting the hotel chain and no longer feel committed to the brand when traveling. A small number of customers added that they no longer trust the hotel to deliver a quality experience for their families. You are puzzled by all of this until you remember a helpful study on relationship management by your past professor James Grunig and his colleague Linda Hon. What kind of relationships would they advise you to build in order to save your hotel client, and how would those relationships look?

Relationship management as a whole is based upon unequal advantage.

Working with a set of vendors to unveil a new mobile phone product, you want to make sure that you all share an equal amount of power in the rollout process. Here, you are talking about ______.

If you are considering using nano influencers for your branding campaign, you should know that ______can be an issue in the community.