Exam 1: Introduction to Public Relations

Analyze the ways in which public relations professionals interact with journalists, and provide specific examples how this might work.

Advertising is characterized by a ______ message strategy, while public relations relies upon a ______ message strategy.

If you are a student looking ahead to a career in public relations, which of the following is safe to assume?

In many major organizations, the public relations and marketing functions are integrated.

If Nike supports a major athlete taking a controversial political stand, it may spark positive feelings among key publics because it aligns with their expectations of ______.

Public relations and advertising professionals have different views of each other, but each side acknowledges the need to be more integrated.

A journalist at your local television station says, "I just can't figure it out. One day, my PR friend at the hospital helps me out with an important medical story. The next day, she's bugging me about some groundbreaking event that doesn't interest me at all." The journalist is saying that the relationship between public relations and journalism is ______.

After a year in your first public relations position, you return home for a family visit. At dinner, your mother still seems to be unclear about what your job entails and the typical tasks that you perform during an average week. How do you explain this to her?

Public relations practitioners should be strong news writers, but they do not have to be strong storytellers.

You have just graduated from college with a degree in Public Relations. Armed with your newly minted diploma, you begin interviewing for jobs. Toward the end of one promising interview, the employer pauses and says, "It is interesting that the work we do is not always recognized as public relations." Explain what she means by this statement.

Define stakeholders and analyze the stakeholder approach to public relations.

Of the statements below, which describes the current relationship between the public relations and advertising disciplines?

The term "public relations" refers to ______ dialogue with individuals or groups in a ______ situation.

Unlike their counterparts in academia, PR practitioners define public relations according to ______.

Why is it considered a cardinal sin for PR practitioners to target the "general public" in a campaign?

Suppose that you are a Chevy truck lover. You are passionate about the brand and tell your friends how much tougher they are than Ford, Dodge, or Toyota trucks. For the past decade, you have purchased a new Chevy truck every three years, and don't mind the monthly payments. This makes you a (n) ______ in the Chevrolet brand.

You've earned your degree in public relations and gained a decade of experience out in the field. You're ready to walk into a board room with a solid background in finance, accounting, or marketing research. This means that you have built a firm foundation in ______.

Although the public relations has evolved considerably, it will continue to face new ethical and legal challenges.

A key difference between public relations and advertising is that public relations focuses on ______ while advertising focuses on ______.

PR practitioners have unjustly been criticized as "spin doctors," because the profession as a whole is ethical.