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Public Relations
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 1
_____ is used to generate
goodwill for an organization.
1.
2.
3.
4.
Public relations
Brand integration
Strategy optimization
Stakeholder management
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 2
_____ is used to generate
goodwill for an organization.
1.
2.
3.
4.
Public relations
Brand integration
Strategy optimization
Stakeholder management
Public relations creates and maintains mutually beneficial
relationships between an organization and the publics on
whom its success or failure depends.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 3
_____ have a stake, financial or
otherwise, in a company or organization.
1.
2.
3.
4.
Fiscal partners
Stakeholders
Interest groups
Share mongers
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 4
_____ have a stake, financial or
otherwise, in a company or organization.
1.
2.
3.
4.
Fiscal partners
Stakeholders
Interest groups
Share mongers
The term stakeholders refers specifically to people who have
a stake, financial or otherwise, in a company or organization.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 5
Before designing PR programs, public
relations strategists must know _____.
1.
2.
3.
4.
which “publics” are most important
what relevant “publics” think
Neither 1 nor 2
Both 1 and 2
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 6
Before designing PR programs, public
relations strategists must know _____.
1.
2.
3.
4.
which “publics” are most important
what relevant “publics” think
Neither 1 nor 2
Both 1 and 2
PR strategists must determine (1) which publics are most
important to the organization, now and in the future, and (2)
what those publics think.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 7
The greatest asset that an organization
can have is _____.
1.
2.
3.
4.
fungible goods
public goodwill
marketplace clout
brand name recognition
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 8
The greatest asset that an organization
can have is _____.
1.
2.
3.
4.
fungible goods
public goodwill
marketplace clout
brand name recognition
Public goodwill is the greatest asset any organization can
have. That is why creating goodwill is the primary goal of
most public relations programs.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 9
Differences between public relations
and advertising include _____.
1.
2.
3.
4.
perceived credibility
how they use media
level of control over message delivery
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 10
Differences between public relations
and advertising include _____.
1.
2.
3.
4.
perceived credibility
how they use media
level of control over message delivery
All of the above
Public relations and advertising differ in how they use media,
the level of control they have over message delivery, and
their perceived credibility.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 11
_____ is an aspect of marketing planning
that evolved from public relations.
1.
2.
3.
4.
Relationship marketing
Demographic investment
Brand name compensation
Transaction management
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 12
_____ is an aspect of marketing planning
that evolved from public relations.
1.
2.
3.
4.
Relationship marketing
Demographic investment
Brand name compensation
Transaction management
The term relationship marketing introduces a point of view in
marketing planning that evolved from public relations.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 13
The main goal of _____ is to strengthen
stakeholders’ trust in the organization.
1.
2.
3.
4.
brand name management
transaction management
reputation management
public relations management
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 14
The main goal of _____ is to strengthen
stakeholders’ trust in the organization.
1.
2.
3.
4.
brand name management
transaction management
reputation management
public relations management
The overriding goal of reputation management in a corporate
relations program is to strengthen the trust that stakeholders
have in an organization.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 15
An area where advertising and public
relations overlap is known as _____.
1.
2.
3.
4.
public service algorithms (PSA)
marketing public relations (MPR)
public communication campaigns (PCC)
integrated marketing collateralizations (IMC)
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 16
An area where advertising and public
relations overlap is known as _____.
1.
2.
3.
4.
public service algorithms (PSA)
marketing public relations (MPR)
public communication campaigns (PCC)
integrated marketing collateralizations (IMC)
Marketing public relations is one area where advertising and
public relations overlap.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 17
PR practitioners define _____ as those
who take action about a problem or issue.
1.
2.
3.
4.
active publics
latent publics
aware publics
motivated publics
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 18
PR practitioners define _____ as those
who take action about a problem or issue.
1.
2.
3.
4.
active publics
latent publics
aware publics
motivated publics
Active publics communicate and organize to do something
about an issue or problem.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 19
Typically, the objectives of a public
relations program focus on _____.
1.
2.
3.
4.
creating credibility
delivering information
building corporate goodwill
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 20
Typically, the objectives of a public
relations program focus on _____.
1.
2.
3.
4.
creating credibility
delivering information
building corporate goodwill
All of the above
The objectives of PR programs usually focus on creating
credibility, delivering information, and building positive
images, trust, and corporate goodwill.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 21
In IMC programs, advertising and public
relations aim _____ at selected audiences.
1.
2.
3.
4.
identical messages
unrelated messages
widely divergent messages
different but complementary messages
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 22
In IMC programs, advertising and public
relations aim _____ at selected audiences.
1.
2.
3.
4.
identical messages
unrelated messages
widely divergent messages
different but complementary messages
Integrated marketing communication (IMC) uses advertising
and public relations to target selected audiences with
different but complementary messages.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 23
All of the following except _____ are
examples of controlled media.
1.
2.
3.
4.
press conferences
in-house publications
corporate advertisements
public service announcements
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 24
All of the following except _____ are
examples of controlled media.
1.
2.
3.
4.
press conferences
in-house publications
corporate advertisements
public service announcements
Controlled media include public service announcements,
house ads, corporate advertising, in-house publications, and
visual presentations.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 25
_____ allows a company to focus on
its corporate image or point of view.
1.
2.
3.
4.
Brand advertising
Social advertising
Product advertising
Corporate advertising
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 26
_____ allows a company to focus on
its corporate image or point of view.
1.
2.
3.
4.
Brand advertising
Social advertising
Product advertising
Corporate advertising
In corporate advertising, a company focuses on its corporate
image or point of view. There is less emphasis on selling a
product, unless it is tied to a good cause.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 27
The _____ is the primary medium for
delivering public relations messages.
1.
2.
3.
4.
pitch letter
news release
annual report
mission statement
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 28
The _____ is the primary medium for
delivering public relations messages.
1.
2.
3.
4.
pitch letter
news release
annual report
mission statement
The news release is the primary medium used to deliver
public relations messages to the various external media.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 29
Social media can be a powerful tool in
public relations because _____.
1.
2.
3.
4.
it discourages gossip and rumors
it helps companies control what is said
it stimulates word-of-mouth communication
All of the above
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 30
Social media can be a powerful tool in
public relations because _____.
1.
2.
3.
4.
it discourages gossip and rumors
it helps companies control what is said
it stimulates word-of-mouth communication
All of the above
Social media can be a useful PR tool since it stimulates
word-of-mouth, one of the most powerful tools available to
professionals in marketing and public relations.
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Chapter 15 - 31