Pr Case Studies Final Fall 2011

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Objectives may include

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expectations of the organization or client

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Informational objectives are evaluated by

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message exposure, message comprehension and message retention

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non-quantitative research involves

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client records and communications, published materials

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when the public relations professional conducts client research, he is interested in

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financial status, reputation, past and present public relations efforts

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the best advice for a public relations professional when it comes to media relations is

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to know media outlets and their deadlines and requirements

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quantitative research provides

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numbers and statistics

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for public relations professionals, journalists represent

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the external audience of highest priority

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in the planning phase of a public relations program, the methods to be used are

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outlined, planned and executed

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a recently filed lawsuit against the White Castle burger chain is based on

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the Americans with Disabilities Act (ADA)

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The public relations process is really a method for

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solving problems

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Audience research involves

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audience identification

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Case studies serve as

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models showing the public relations process in action

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In the evaluation phase of the ROPE process, there are generally two parts

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monitoring and referring back to stated objectives

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Targeting answers the question of

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which publics are most important for a particular pr campaign

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In the ROPE process, the "R" is for

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Research

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In the class discussion about the Opera Nation scenario, most students seemed to think that opera as an art form is

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considered a "high brow" activity for a few

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In the Opera Nation scenario, the Opera Nation of Seattle was seeking to

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reinvigorate appreciation for opera because its popularity was decreasing

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Evaluating output objectives is accomplished through

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the actual output and distribution of materials

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A good way of defining public relations is to

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invert the term so it becomes "relationships with publics"

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An example of a controlled form of media is

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none of these

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Reactive public relations programs or campaigns are usually

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short range and a response to a particular event or situation

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In the research phase

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the basic elements of the campaign are established

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Generally, proactive public relations programs are

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expensive and long range

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According to PRSA's Official Statement on Public Relations

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Public relations should be a management function

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In the ROPE process, the "P" is for

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Programming

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Public relations programming in an employee relations campaign should center around

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Messages and themes appropriate for the internal dynamics of a company or organization

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Evaluating member relations campaigns should include

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Membership numbers

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When beginning an employee relations campaign, it's important to consider

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all of these

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Basically, employee relations can be defined as

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All communication between the management of a company/organization and its personnel

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Output objectives for employee relations campaigns include

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Recognition of employee contributions and accomplishments

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Research for member relations must include

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Investigation of the special characteristics of the membership base

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Communication in a government relations campaign should be tailored according to

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The audience's position on an issue

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When evaluating employee communications, the evaluating instrument should include

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References to stated objectives

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Public affairs generally deals with

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The influence of legislation or some form of public policy

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Public relations conducted within organizations falls into two general categories

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Employee relations and member relations

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In general, government audiences may be

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the most knowledgeable and sophisticated audience to deal with

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One of the tactics IABC used was

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Created and distributed new brand-compliant logos for chapters to use and adapt

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Impact objectives for member relations usually include

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Increasing awareness and appreciation of organizational goals

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At a time when the International Association of Business Communicators was financially sound and growing, the organization had a problem with

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Brand recognition

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As a rule, when evaluating government relations campaigns

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surveys rarely work

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Actions and special events in community relations programs might include

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Sponsorship of community events

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One of the tactics used to keep the Marine Mammal Protection Act in force was

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Bringing a "Dolphin Brigade," a group of dolphin-costumed lobbyists to Capitol Hill

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Establishing and maintaining good relationships with the local community should be an important priority for

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All companies and organizations

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In employee relations programs, impact objectives are used

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in addition to output objectives

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Boost Mobile was able to find a way to increase volunteerism by

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offering concert tickets to volunteers