Exam 4: Relationship Management

Avery works in marketing communications. She supports the sales department by raising awareness for the company's products and services. For Avery, the ultimate relationship outcome would be for someone to purchase her product. In this way, her company earns sales revenue and the customer feels satisfied. What type of relationship does Avery work to achieve?

Fortune magazine partners with the Great Place to Work Institute to pick the 100 best companies to work for. Most of the scoring is based on the results of a trust index survey of the employees. This is an example of surveying __________.

Global cloud computing company Salesforce.com uses its Facebook page to post company links, pictures, and news. This is an example of ____________ communication.

Makayla's public relations job at a large insurance company focuses on building relationships and communications among employees. She knows that having trusting, satisfied, committed and empowered employees are more productive and driven toward achieving the organization's goals. Makayla knows that employees are the __________ with external publics.

When employees are ___________, they feel empowered, involved, emotionally attached and dedicated to the organization, and excited and proud about being a part of it.

IBM created the "Wimbledon experience" highlight videos to demonstrate its artificial intelligence capabilities. Why did it choose to market its products to tennis fans?

Lillian is an account executive at a public relations agency. When her client asks her to pitch a new story to the media, Lillian asks questions to help determine _____________. She knows stories that have more timeliness, proximity, conflict and controversy, human interest, and relevance will make her job pitching the media easier.

Jamie goes online to buy a book on Amazon. This transaction is known as business-to-consumer, or B2C. How is B2C different than B2B?

Myles, a PR account executive, is happy to share tasks at home with his roommate, such as taking out the garbage or emptying the dishwasher. What would be an example of how Myles would apply "sharing tasks" in a public relations context, if applying Hon and Grunig's strategies?

Omar is a supervisor at a public relations agency. His client, a local automobile dealer, has hired Omar's firm to help raise awareness and strengthen connections within the neighborhood. The relationship between Omar and the automobile dealer can be described as ___________.

Jackie is a journalist. She posts an online invitation to public relations professionals and others with relevant information or expertise to respond with story ideas. This is an example of __________.

Serenity has done a great job recruiting volunteers for her non-profit organization. However, lately, volunteers haven't been showing up for their shifts. Serenity now knows she can't just focus on recruiting volunteers, she also needs to invest in ______________ them.

Zariah understands that building relationships with investors and financial analysts builds trust that the company can do what it says. How does this benefit a publicly-traded company?

Allstate, a for-profit company, is advocating a position on an issue that directly affects their business interests. For this purpose, Allstate pays for lobbying activity to influence legislation. This type of activity is an example of ____________.

Chloe is a PR practitioner with a nonprofit organization that addresses environmental concerns. One of her duties is communicating to their publics the mission of the organization. This is an example of _____________.

In 1970, Milton Friedman published an article titled "The Social Responsibility of Business Is to Increase Its Profits," which raised ethical questions about how for-profit companies balance their need to make money with their responsibilities as corporate citizens. At the heart of the matter are competing loyalties. What are those competing loyalties?

Piper pitched a story to reporters without considering whether it was a good match for them. As a result, Piper was ignored by every reporter she contacted. Unfortunately, this caused her to lose credibility and __________.

In PR News's 2018 salary report, 42 percent of communications professionals surveyed ranked ____________ as one of the top-three "must-have" skills public relations people need to get ahead. Alicia, a newcomer to the field, agrees. She dedicates much of her time getting to understand the jobs of reporters, editors, bloggers, and television producers.

Starting in the 1980s, public relations educators and practitioners began to turn their focus ____________.

____________ is when public relations practitioners encourage the news media to cover stories involving their organizations.