Public Relations

Public
Public Relations
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
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.
Chapter 15 - 3
_____ have a stake, financial or
1.
2.
3.
4.
otherwise, in a company or
organization.
Fiscal partners
Stakeholders
Interest groups
Share mongers
Chapter 15 - 4
_____ have a stake, financial or
1.
2.
3.
4.
otherwise, in a company or
organization.
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.
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
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.
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
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.
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
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.
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
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.
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
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.
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)
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.
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
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.
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
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.
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
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.
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
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.
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
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.
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
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.
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
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.
Chapter 15 - 31

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Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall

_____ is used to generate

Copyright 2012 Pearson Education, Inc. publishing as Prentice Hall

_____ is used to generate