Exam 17: Public Relations

What is the difference between displays and exhibits?

MINI-CASE Wendy's fast food restaurant recently had a situation where a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales of that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred has received very favorable exposure in the local media once it was learned that they were victimized by this crime. -Refer to Mini-Case. Now that the culprit has been found, which public relations program is most relevant to Wendy's?

What was the issue in the GE Ecomagination campaign described in the chapter's opening vignette?

To get a comprehensive picture of PR's ________, practitioners evaluate process and outcome.

Which of the following are the primary uses of advertising in public relations?

As described in the "Matter of Principle" case what was the objective of the "Shared Values Initiative"?

Public relations is the conscience of the company with the objective of creating trust and maintaining the integrity of the organization.

Which of the following public relations strategies has the purpose of changing the attitudes that drive behavior?

Change-agent programs have the primary goal of changing behavior of internal publics, such as employees, or external publics, such as consumers. )

As described in the chapter's "It's a Wrap," was the GE Ecomagination campaign successful? Explain your answer.

MINI-CASE Kellogg's is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes. -Refer to Mini-Case. What type of public relations tool does the game at Kellogs.com represent?

As described in "A Matter of Practice," what was the purpose of the MacWorld Expo scheduled by Steve Jobs?

As described in "A Matter of Principle," what was the message and the media of the "Shared Values Initiative" campaign?

Which of the following include booths, racks and holders for promotional literature, and signage?

A communication audit is necessary before beginning any public relations effort.

As described in the chapter's opening and closing vignettes, who was the target audience for the GE's Ecomagination campaign?

Which of the following is NOT a way to generate publicity?

MINI-CASE Wendy's fast food restaurant recently had a situation where a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales of that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred has received very favorable exposure in the local media once it was learned that they were victimized by this crime. -Refer to Mini-Case. Immediately following this individual's claim of finding a finger in her chili, which public relations program would be most valuable to Wendy's?

MINI-CASE Kellogg's is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes. -Refer to Mini-Case. Name the public relations tools and describe which one(s) allowed them to get the media exposure that they did for Tony's birthday celebration?

The term publics refers specifically to people who have a stake, financial or otherwise, in a company or organization.