Exam 17: Public Relations

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. The local Wendy's franchise is a good corporate citizen, and the owners of that particular franchise had fostered relationships with local media contacts. What type of relationship management program focuses on developing media contacts?

Which of the following is NOT part of a crisis management plan?

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. To help rebuild Wendy's reputation, the corporate office encourages franchisees to support local organizations in their communities, such as charities and schools. The practice of companies associating themselves with a good cause, providing assistance as well as financial support is known as ________.

Describe the problem GE faced with its Ecomagination campaign and the strategy they used as described in the chapter's opening vignette.

As described in the chapter's opening and closing vignettes, how were online tools used in the GE's Ecomagination campaign?

Why are booth exhibits important at trade shows?

Which of the following have opened up avenues for public relations activities?

What was the strategy used to convince the publics that the green strategy makes sense for the corporation and the people that it serves as described in the chapter's opening vignette?

Which of the following is a tip given regarding how to write e-mail pitch letters given in the "Practical Tips" box?

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. In general, who are potential targets for Kellogg's public relations efforts?

What is the greatest asset any organization can have, and creating it is the primary goal of most public relations programs?

As described in the chapter's opening and closing vignettes, which of the following was an objective of GE's Ecomagination campaign?

Which of the following statements is false?

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 types of public relations programs, and explain what type of public relations tool Tony the Tiger's birthday celebration illustrates.

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

________ is a perception based on messages delivered by advertising and other marketing communication tools.