Question 1

Which of the following is good advice for writing an e-mail pitch letter?

Accepted Answer

A) Be sure to list all recipients in the "To:" line. 
B) Include attachments whenever possible to ensure the media receives complete information. 
C) Always follow up on an e-mail pitch by asking, "Did you get it?" 
D) Personalize the letter. 
E) Reveal the who, what, and why of the story after the first paragraph of the letter. 
A) Be sure to list all recipients in the "To:" line. 
B) Include attachments whenever possible to ensure the media receives complete information. 
C) Always follow up on an e-mail pitch by asking, "Did you get it?" 
D) Personalize the letter. 
E) Reveal the who, what, and why of the story after the first paragraph of the letter. D

Question 2

Melanie was informed that she will be participating in a media tour for her company for the next three weeks. Explain what this is and the activities that she might be performing.

Accepted Answer

A media tour is a press conference on wheels. The traveling spokesperson makes announcements and speeches, holds press conferences to explain a promotional effort, and offers interviews.

Question 3

Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

Accepted Answer

Students can list any five of the following:
(1)Knowledge of how public relations and public affairs support business goals
(2)A knack for discerning which opponents to take seriously
(3)The ability to integrate all communication functions
(4)An understanding of how to control key messages
(5)The ability to have influence without being too partisan
(6)A talent for synthesizing, filtering, and validating information
(7)An aptitude for information technology
(8)A global perspective

Question 4

________ is a perception based on messages delivered by advertising and other marketing communication tools, whereas ________ is based on an organization's actual behavior.

Accepted Answer

A) Goodwill; integrity 
B) Integrity; image 
C) Image; reputation 
D) Reputation; image 
E) Equity; reputation 
A) Goodwill; integrity 
B) Integrity; image 
C) Image; reputation 
D) Reputation; image 
E) Equity; reputation

Question 5

Southern Company is a power company conglomerate in the southern United States, operating several power plants throughout the region, a few of them nuclear power plants. Needless to say, the public is concerned with emissions in the air surrounding these plants. Explain what public opinion means and discuss what questions the public relations specialists at Southern Company must understand about public opinion before deciding on an appropriate campaign.

Accepted Answer

Public opinion, what a group of people t

Question 6

Which of the following is false regarding online communication?

Accepted Answer

A) Corporate websites have become an important part of corporate communication. 
B) The Internet presents at least as many challenges to public relations professionals as it does opportunities. 
C) The Internet makes it possible to present the company's image and story without going through the editing of a gatekeeper. 
D) The World Wide Web does not allow managed communication directly between organizations and audiences without the gatekeeping function of other mass media. 
E) Gossip and rumors can spread around the world within hours. 
A) Corporate websites have become an important part of corporate communication. 
B) The Internet presents at least as many challenges to public relations professionals as it does opportunities. 
C) The Internet makes it possible to present the company's image and story without going through the editing of a gatekeeper. 
D) The World Wide Web does not allow managed communication directly between organizations and audiences without the gatekeeping function of other mass media. 
E) Gossip and rumors can spread around the world within hours.

Question 7

Ralph Nader has been an outspoken consumer activist for many years, and several organizations target him and his organizations to influence public opinion. In terms of public relations, Mr. Nader is considered a(n)________.

Accepted Answer

A) opinion leader 
B) advocacy advertiser 
C) gatekeeper 
D) third-party endorser 
E) philanthropist 
A) opinion leader 
B) advocacy advertiser 
C) gatekeeper 
D) third-party endorser 
E) philanthropist

Question 8

Ian works in the public relations function in his company, and whenever he wants exposure for some aspect of his company, he contacts people he knows, such as Lisa, a reporter for the local newspaper, or Anthony, Melissa, and Stephanie at the local television stations. Ian has worked hard to develop these media contacts. In public relations, this relationship management is known as ________.

Accepted Answer

A) external relations 
B) media relations 
C) public affairs 
D) corporate relations 
E) reputation management 
A) external relations 
B) media relations 
C) public affairs 
D) corporate relations 
E) reputation management

Question 9

Explain four key publics addressed by relationship programs in public relations.

Accepted Answer

The key publics addressed by relationshi

Question 10

Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n)________.

Accepted Answer

A) opinion leader 
B) advocacy advertiser 
C) gatekeeper 
D) third-party endorser 
E) philanthropist 
A) opinion leader 
B) advocacy advertiser 
C) gatekeeper 
D) third-party endorser 
E) philanthropist

Question 11

Material that is published to support a company's marketing public relations efforts is known as ________.

Accepted Answer

A) a feature story 
B) a media kit 
C) collateral material 
D) supplemental material 
E) an annual report 
A) a feature story 
B) a media kit 
C) collateral material 
D) supplemental material 
E) an annual report

Question 12

The area of public relations that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization's story)is called external relations.

Accepted Answer

A) True 
 B)False

Question 13

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

Accepted Answer

A) advertising 
B) personal selling 
C) publicity 
D) sales promotion 
E) public relations 
A) advertising 
B) personal selling 
C) publicity 
D) sales promotion 
E) public relations

Question 14

Public relations practitioners track the impact of a campaign in terms of ________.

Accepted Answer

A) reach and frequency 
B) process and outcome 
C) sales and inquiries 
D) impressions and sales 
E) input and output 
A) reach and frequency 
B) process and outcome 
C) sales and inquiries 
D) impressions and sales 
E) input and output

Question 15

Although public relations can enhance a company's credibility, it has no role in supporting IMC efforts that focus on a product's sales.

Accepted Answer

A) True 
 B)False

Question 16

All the groups of people with which a company or organization interactssuch as employees, media, community groups, shareholders, and so forthare known as ________.

Accepted Answer

A) targets 
B) publics 
C) audiences 
D) shareholders 
E) contact points 
A) targets 
B) publics 
C) audiences 
D) shareholders 
E) contact points

Question 17

Discuss how advertising can be used as a public relations tool.

Accepted Answer

Public relations programs sometimes empl

Question 18

New electronic media are categorized as ________ media.

Accepted Answer

A) controlled 
B) uncontrolled 
C) semicontrolled 
D) regulated 
E) unregulated 
A) controlled 
B) uncontrolled 
C) semicontrolled 
D) regulated 
E) unregulated

Question 19

Which of the following statements regarding advertising and public relations is true?

Accepted Answer

A) Public relations and advertising differ in how they use the media, the level of control they have over message delivery, and their perceived credibility. 
B) The public tends to trust advertising more than they do the public relations. 
C) Public relations strategists have little trouble getting exposure through media. 
D) Consumers do not perceive public relations information any differently than they do advertising information. 
E) The main goal of public relations is sales. 
A) Public relations and advertising differ in how they use the media, the level of control they have over message delivery, and their perceived credibility. 
B) The public tends to trust advertising more than they do the public relations. 
C) Public relations strategists have little trouble getting exposure through media. 
D) Consumers do not perceive public relations information any differently than they do advertising information. 
E) The main goal of public relations is sales.

Question 20

In an audit, ________ is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.

Accepted Answer

A) baselining 
B) benchmarking 
C) a gap analysis 
D) an internal assessment 
E) base-pointing 
A) baselining 
B) benchmarking 
C) a gap analysis 
D) an internal assessment 
E) base-pointing

Which of the following is good advice for writing an e-mail pitch letter?

Melanie was informed that she will be participating in a media tour for her company for the next three weeks. Explain what this is and the activities that she might be performing.

Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

is a perception based on messages delivered by advertising and other marketing communication tools, whereas is based on an organization's actual behavior.

Which of the following is false regarding online communication?

Ralph Nader has been an outspoken consumer activist for many years, and several organizations target him and his organizations to influence public opinion. In terms of public relations, Mr. Nader is considered a(n)________.

Explain four key publics addressed by relationship programs in public relations.

Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n)________.

Material that is published to support a company's marketing public relations efforts is known as ________.

The area of public relations that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization's story)is called external relations.

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

Public relations practitioners track the impact of a campaign in terms of ________.

Although public relations can enhance a company's credibility, it has no role in supporting IMC efforts that focus on a product's sales.

All the groups of people with which a company or organization interactssuch as employees, media, community groups, shareholders, and so forthare known as ________.

Discuss how advertising can be used as a public relations tool.

New electronic media are categorized as ________ media.

Which of the following statements regarding advertising and public relations is true?

In an audit, ________ is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 15: Public Relations

Which of the following is good advice for writing an e-mail pitch letter?

Melanie was informed that she will be participating in a media tour for her company for the next three weeks. Explain what this is and the activities that she might be performing.

Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.

________ is a perception based on messages delivered by advertising and other marketing communication tools, whereas ________ is based on an organization's actual behavior.

Which of the following is false regarding online communication?

Ralph Nader has been an outspoken consumer activist for many years, and several organizations target him and his organizations to influence public opinion. In terms of public relations, Mr. Nader is considered a(n)________.

Explain four key publics addressed by relationship programs in public relations.

Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n)________.

Material that is published to support a company's marketing public relations efforts is known as ________.

The area of public relations that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization's story)is called external relations.

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

Public relations practitioners track the impact of a campaign in terms of ________.

Although public relations can enhance a company's credibility, it has no role in supporting IMC efforts that focus on a product's sales.

All the groups of people with which a company or organization interactssuch as employees, media, community groups, shareholders, and so forthare known as ________.

Discuss how advertising can be used as a public relations tool.

New electronic media are categorized as ________ media.

Which of the following statements regarding advertising and public relations is true?

In an audit, ________ is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

is a perception based on messages delivered by advertising and other marketing communication tools, whereas is based on an organization's actual behavior.