Pre375 Principles Of Public Relations -- Exam #4 Flashcards

Front 1

Peter Anastas, financial analyst, suggests that a corporate communication strategy has what three major characteristics?

Back 1

(1.) consistency, (2.) credibility, (3.) clarity

Front 2

What are the three major characteristics a corporate communication strategy has to have?

Back 2

(1.) consistency, (2.) credibility, (3.) clarity

Front 3

Within corporate communication strategy, there needs to be _____ not only in the style and culture of the annual report but also in what the company says it is going to do compared with what it actually does.

Back 3

consistency

Front 4

Within corporate communication strategy, _____ is increased when the company uses a candid and straightforward approach to describe its operations with a minimum of hype and maximum of information.

Back 4

credibility

Front 5

Within corporate communication strategy, _____ needs to be the focus of the communication -- be understandable, not obtuse.

Back 5

clarity

Front 6

A primary way to reach financial analysts is through _____, meetings that investment professionals attend specifically to hear company presentations or discuss corporate issues.

Back 6

investment conferences

Front 7

These programs contain information on a company's performance and provide persuasive arguments for buying its stock.

Back 7

investment conferences

Front 8

Although such presentations center on speeches by company executives, they usually provide slick publications and audiovisual support materials as well.

Back 8

investment conferences

Front 9

meetings attended by investment professionals especially for the purpose of hearing company presentations

Back 9

investment conferences

Front 10

The 1968 Texas Gulf Sulphur Case was the first major case of insider trading since the _____ was formed in 1934 and was the landmark decision was the wake-up call to American corporations that the _____ meant business with its insider trading and related disclosure of information rules.

Back 10

Securities & Exchange Commission (SEC)

Front 11

Federal regulatory body established by Congress in 1934 to oversee the trade of stocks and bonds and the operations of financial markets.

Back 11

Securities & Exchange Commission (SEC)

Front 12

federal regulatory body that oversees the trading of stocks and bonds and the operations of financial markets

Back 12

Securities & Exchange Commission (SEC)

Front 13

What is the first task of financial public relations?

Back 13

to CREATE AND MAINTAIN INVESTOR CONFIDENCE, building positive relationships with the financial community through the dissemination of corporate information.

Front 14

The first task of _____ is to create and maintain investor confidence, building positive relationships with the financial community through the dissemination of corporate information.

Back 14

financial public relations

Front 15

True or false? Financial public relations is much easier to relate to the proverbial bottom line than other kinds of public relations.

Back 15

true

Front 16

What is the second major function of financial public relations?

Back 16

to prompt provision of public information required by law, regulation, and policy

Front 17

The second major task of financial public relations is to prompt provision of _____ required by law, regulation, and policy.

Back 17

public information

Front 18

the process of creating and maintaining investor confidence and building positive relationships with the financial community through the dissemination of corporate information

Back 18

financial public relations

Front 19

How many pages does the average annual report include?

Back 19

44

Front 20

The average annual report is, on average, _____ pages long.

Back 20

44

Front 21

The SEC routinely requires submission of what three kinds of reports?

Back 21

(1.) annual reports (form 10-K), (2.) quarterly reports (form 10-Q), and (3.) current reports (8-K)

Front 22

What are the three kinds of SEC reports?

Back 22

(1.) annual reports (10-K), (2.) quarterly reports (10-Q), and (3.) current reports (8-K)

Front 23

annual reports are also known as

Back 23

form 10-K

Front 24

quarterly reports are also known as

Back 24

form 10-Q

Front 25

current reports are also known as

Back 25

form 8-K

Front 26

asks for descriptions of a corporation's principal products and services; assessment of competitive conditions in its industry; the dollar amount of order backlog; source and availability of raw materials; all material patents, licenses, franchises, and concessions; and the estimated dollar amount spent on research

Back 26

annual reports/Form 10-K

Front 27

much less detailed; it primarily asks for the corporation's summarized profit and loss statement, capitalization, stockholder's equity at the end of the quarter, and the sale of any unregistered securities

Back 27

quarterly reports/Form 10-Q

Front 28

filing this document is required when an unusual event of immediate interest to investors occurs, such as the acquisition or sale of significant assets or changes in the amount of securities outstanding

Back 28

current reports/Form 8-K

Front 29

SEC reports are prepared largely by whom?

Back 29

accountants and lawyers

Front 30

Financial public relations practitioners deal with media as much as other public relations specialists do. The major difference lies in the _____ nature of the financial media.

Back 30

specialized

Front 31

What are the 8 members of the financial press?

Back 31

(1.) major daily newspapers, (2.) weekly newspapers, (3.) business press (The Wall Street Journal), (4.) financial columnists, (5.) trade magazines, (6.) cable television, (7.) local and network programs, (8.) specialized financial media (market newsletters, investment advisory services, statistical services)

Front 32

includes The Wall Street Journal, Forbes, Barron's, BusinessWeek, Fortune, and other national publications as well as various other local business-oriented publications

Back 32

business press

Front 33

carry considerable influence and can offer unique perspectives on particular companies

Back 33

financial columnists

Front 34

usually devoted to particular industries, occupations, or professions that are likely to reach such prospects as suppliers and producers

Back 34

trade magazines

Front 35

includes market newsletters, investment advisory services, and statistical services (like Standard and Poor's) and frequently carry the greatest weight with potential investors

Back 35

specialized financial media

Front 36

media outlets devoted to coverage of business and financial information

Back 36

financial press

Front 37

PR information for stockholders should be written how?

Back 37

in readable, nontechnical language

Front 38

Treating stockholders as important customers has a number of implications for financial relations officers. Communicating in _____, _____ language is a must.

Back 38

readable; nontechnical

Front 39

A 1998 SEC regulation requires that certain parts of disclosure documents be written in _____.

Back 39

plain English

Front 40

The first point of the 10-point National Investor Relations Institute (NIRI) program is aimed at a two-tier system in information disclosure, the first being a _____ summary, or _____ summary, of the information contained in these various reports in order to help an investor better understand significant trends that would likely affect a company's performance.

Back 40

plain English; executive

Front 41

Financial relations professionals must have _____ to deal effectively with their many-faceted responsibilities.

Back 41

a broad base of knowledge and skills

Front 42

A survey of 300 senior financial relations officers in leading corporations showed that a _____ combined with _____ is considered the best preparation in the field.

Back 42

broad financial background; marketing communication skills

Front 43

Knowledge of _____, _____, _____, and _____ are all important for those considering financial relations careers.

Back 43

finance; marketing; law; public relations

Front 44

What type of background is needed to be in financial relations?

Back 44

a broad financial background combined with marketing and communication skills; knowledge of finance, marketing, law, and public relations are all important

Front 45

Where can annual reports be published?

Back 45

Annual reports can be published anywhere including the World Wide Web.

Front 46

Annual reports can be published anywhere including the _____.

Back 46

World Wide Web

Front 47

include investment counselors, fund managers, brokers, dealers, and institutional buyers -- the professionals in the investment business

Back 47

financial analysts

Front 48

their basic function is to gather information concerning various companies, to develop expectations in terms of sales, profits, and a range of other operating and financial results, and to make judgments about how securities markets will evaluate these factors

Back 48

financial analysts

Front 49

What are the basic functions of financial analysts?

Back 49

(1.) to GATHER INFORMATION concerning various companies, (2.) to DEVELOP EXPECTATIONS in terms of sales, profits, and a range of other operating and financial results, and (3.) to MAKE JUDGMENTS about how securities markets will evaluate these factors

Front 50

They gather quantitative and qualitative information on companies, compare their findings to statistics from other companies, assess opportunities and risks, and then advise their clients.

Back 50

financial analysts

Front 51

Corporate financial relations assists analysts by providing _____ and, in doing so, may positively influence expectations and judgments.

Back 51

information

Front 52

To maintain relations with financial analysts, the basic method is to _____ the prospects, _____ them, establish _____ and understanding, and then _____ the relationship.

Back 52

identify; meet; interest; maintain

Front 53

All dealings with professional analysts should be characterized by _____, _____, and _____ communication, but care should be taken not to _____.

Back 53

responsiveness; openness; regular communication; overcommunicate

Front 54

Financial analysts want to know the company's _____.

Back 54

background

Front 55

Investment counselors, fund managers, and others whose function is to gather information about various companies, develop expectations of the companies' performances, and make judgments about how securities markets will evaluate these factors.

Back 55

financial analysts

Front 56

Strategies for communicating financial information, like those for implementing other plans, must grow out of what?

Back 56

management's long-term view of the corporation

Front 57

_____ is a plan for getting from where you are to where you want to be. Thus, the perception of the company by its relevant publics should be compared with how it hopes to be perceived in the future.

Back 57

communication strategy

Front 58

Whatever a corporation's current status or ultimate objectives, its financial relations communication strategy must be characterized by _____, _____, and _____.

Back 58

responsiveness; regularity; openness

Front 59

_____ is the key to a strong financial relations program

Back 59

credibility

Front 60

provides 24-hour business and financial news; among the top five sites in the United States for financial news and information

Back 60

Bloomberg Financial Media Company

Front 61

In the wake of several cases of securities fraud in the mid-1900s, the U.S. Securities and Exchange Commission (SEC) imposed what two new rules on the financial community?

Back 61

(1.) any material change in any publicly owned company's financial condition must be MADE PUBLIC IMMEDIATELY, and (2.) anyone trading securities based on "INSIDER INFORMATION" -- information that has not been made public -- can be fined and/or imprisoned

Front 62

What are the two rules affected by PR most often/the two rules that are broken most often?

Back 62

(1.) any material change in any publicly owned company's financial condition must be MADE PUBLIC IMMEDIATELY, and (2.) anyone trading securities based on "INSIDER INFORMATION" -- information that has not been made public -- can be fined and/or imprisoned

Front 63

Practitioners meet SEC requirements by _____ to all media in a _____ manner with _____ detail.

Back 63

releasing complete information; timely; complete

Front 64

What are four ways to implement communication strategies?

Back 64

(1.) personal meetings, (2.) financial literature (correspondence, quarterly and annual reports, dividend enclosures), (3.) financial news releases, (4.) annual meetings

Front 65

What are three industries that have been caught using slave labor in the production process?

Back 65

(1.) Kathie Lee Gifford, (2.) Nike, (3.) chocolate

Front 66

Governmental public relations practitioners are called _____.

Back 66

public information officers (PIOs)

Front 67

True or false? Public information officers (PIOs) are more neutral and objective than public relations professionals working in the private sector.

Back 67

false (public information officers are no more neutral or objective than public relations professionals working in the private sector)

Front 68

Why do PIOs seek to ensure approval?

Back 68

Because the success and stability of democratic governments are ultimately determined by continuous citizen approval.

Front 69

The democratic system implies that government will respond to the wishes of the governed, so PIOs work to _____ those wishes, then strive to make governments _____ to them.

Back 69

determine; responsive

Front 70

True or false? PIOs try to understand and affect public opinion.

Back 70

true

Front 71

In government -- as in any other organization -- public relations is a _____ function that helps define _____ and philosophies while also helping the organization adapt to the demands of its _____ and environments.

Back 71

management; objectives; constitutencies

Front 72

also known as public affairs officers (PAOs), press secretaries, and administrative aides

Back 72

public information officers (PIOs)

Front 73

develop, execute, and evaluate programs that promote the exchange of influence and understanding among an organization's constituent parts and publics

Back 73

public information officers (PIOs)

Front 74

True or false? Government public relations specialists operate somewhat differently from their private sector counterparts.

Back 74

true (because they work in a different context with different constraints and problems)

Front 75

What are four problems faced by public information officers (PIOs)?

Back 75

(1.) Their mission and legitimacy are questioned more extensively, (2.) Their constituents are forced to provide financial support through taxation, (3.) Red tape, internal bureaucratic situations, and political pressures hinder their efforts, and (4.) Career development opportunities are limited

Front 76

public relations practitioners working for the U.S. government or other institutions using those titles

Back 76

public information/public affairs officers (PIOs/PAOs)

Front 77

_____ are the major vehicles for fund-raising efforts.

Back 77

political action committees (PAC)

Front 78

a group of people who raise or spend at least $1,000 in connection with a federal election

Back 78

political action committee (PAC)

Front 79

A political action committee is a group of people who raise or spend at least _____ in connection with a federal election.

Back 79

$1,000

Front 80

Corporate PACs get their money from _____ or _____.

Back 80

employees; stockholders

Front 81

Other PACs get their funds from their _____ or _____.

Back 81

members; constituencies

Front 82

The top PAC by total expenditure is the _____.

Back 82

Service Employees International Union

Front 83

Typically, PACs contribute to which candidates?

Back 83

candidates whose philosophies are consistent with their own

Front 84

What PACs typically seek is _____.

Back 84

access

Front 85

PACs are so eager to back winners, they often do so retroactively -- making contributions after the election is over, called "_____."

Back 85

hundred percent money

Front 86

True or false? Many PACs switch sides after the votes are counted.

Back 86

true

Front 87

What is the most important outcome of electoral contributions?

Back 87

To obtain ACCESS to legislators and gain INFLUENCE on legislative activities.

Front 88

The most important outcome of electoral contributions is to obtain _____ to legislators and gain _____ on legislative activities.

Back 88

access; influence

Front 89

a group of people who raise or spend at least $1,000 in connection with a federal election

Back 89

political action committee (PAC)

Front 90

the major avenue for legislative activities

Back 90

lobbying

Front 91

When business firms and organizations concentrate their efforts on affecting legislation and regulation in relevant areas, these activities are known as _____.

Back 91

lobbying

Front 92

the practice of trying to influence governmental decisions, particularly legislative votes, by agents who serve interest groups

Back 92

lobbying

Front 93

True or false? Lobbying has long been recognized as an illegitimate practice.

Back 93

false (Although the term has acquired an unsavory connotation of graft and influence peddling, lobbying has long been recognized as a legitimate practice)

Front 94

Today, lobbyists are likely to be who?

Back 94

very carefully selected professionals who have business acumen, a thorough grasp of sometimes highly technical information, and lots of political savvy

Front 95

Lobbyists devote much time to _____ contacts and programs that will improve _____ with government officials and to _____ legislators' activities regarding statutes and laws.

Back 95

creating; communication; monitoring

Front 96

Lobbyists involve themselves in the _____ stages of the legislative process.

Back 96

earliest

Front 97

Lobbyists' emphasis is on _____ and _____, not pressure.

Back 97

information; advocacy

Front 98

Lobbyists seek to define issues in terms of what?

Back 98

the legislators' constituencies and the public interest, providing briefly stated, neatly organized facts that answer questions

Front 99

Lobbyists seek to define issues in terms of the legislators' _____ and the _____, providing briefly stated, neatly organized facts that answer questions.

Back 99

constituencies; public interest

Front 100

Honesty is essential because _____ is the lobbyist's most important asset.

Back 100

credibility

Front 101

What is the lobbyist's most important asset?

Back 101

credibility

Front 102

Perhaps an even more important role of lobbyists is to provide what?

Back 102

expert advice on which issues to address

Front 103

In a democracy, the attempt to influence government occurs in the context of _____ and requires dealing with an audience much _____ than political officials.

Back 103

public opinion; broader

Front 104

Washington lobbyists must demonstrate that their positions are those of the congressman or congresswoman's _____.

Back 104

constituents

Front 105

may consist of asking local groups to partner on a corporate issue by sending messages to legislators, flooding Congress with mail, or getting the right people to call their representatives

Back 105

grassroots approach

Front 106

means establishing an organization at the local level by which support can be activated when needed

Back 106

grassroots lobbying

Front 107

the practice of trying to influence governmental decisions, usually done by agents who serve interest groups

Back 107

lobbying

Front 108

organizing local constituencies to influence government decision makers

Back 108

grassroots lobbying

Front 109

also known as advocacy advertising

Back 109

issue advertising

Front 110

a way of taking an organization's position straight to the people, with the anticipation that they will support it politically

Back 110

issue advertising (or advocacy advertising)

Front 111

True or false? Issue advertising is a new phenomenon.

Back 111

false (this kind of advertising is not new)

Front 112

_____ is perhaps the nation's leading issue advertiser.

Back 112

Mobil Corporation

Front 113

advertising designed to communicate an organization's stand on a particular issue and seeking to generate support for that position

Back 113

issue advertising (advocacy advertising)

Front 114

sometimes used as a synonym for all public relations, more often describes the aspect of public relations that deals with the political environment of organizations

Back 114

public affairs

Front 115

the aspect of public relations that deals with the political environment of organizations

Back 115

public affairs

Front 116

sometimes called governmental relations

Back 116

public affairs

Front 117

related to issues management because through its relationship building it helps organizations anticipate or respond to issues affecting their activities

Back 117

public affairs/governmental relations

Front 118

includes seeking to shape public opinion and legislation, developing effective responses to matters of public concern, and helping the organization adapt to public expectations

Back 118

public affairs/governmental relations

Front 119

may be involved in monitoring public policy, providing political education for employees or other constituents, maintaining liaisons with various governmental units, and encouraging political participation

Back 119

public affairs/governmental relations

Front 120

_____ practitioners facilitate the two-way flow of information between an organization and its political environment

Back 120

public affairs

Front 121

a specialization of public relations that concerns building public policy relationships between organizations

Back 121

public affairs

Front 122

True or false? All organizations -- business, nonprofits, and governments -- must build governmental relationships and actively collaborate with those government contacts to influence public policies.

Back 122

true

Front 123

used variously as a synonym for external affairs, governmental relations, and corporate communications

Back 123

public affairs

Front 124

Most practitioners use _____ as the name for the integrated department combining all, or virtually all, external noncommercial activities of the business world.

Back 124

public affairs

Front 125

the public relations practice that addresses public policy and the publics who influence such policy

Back 125

public affairs

Front 126

the aspect of public relations dealing with the political or governmental environment of organizations

Back 126

public affairs

Front 127

What is the first strategy for a public information officer?

Back 127

to make sure you are a generalist in PR

Front 128

What are five strategies for a public information officer?

Back 128

(1.) PIOs should STRIVE TO BE GENERALISTS in both public relations and management skills, (2.) PIOs should practice PREVENTATIVE MAINTENANCE, (3.) PIOs must develop a SERVICE ORIENTATION, (4.) PIOs should CONCENTRATE ON INPUTS AS MUCH AS OUTPUTS, (5.) PIOs should realize OPENNESS is essential to effective governmental public relations

Front 129

Strategies for public information officers include (1.) striving to be _____ in both public relations and management skills, (2.) practicing _____ maintenance, (3.) developing a _____ orientation, (4.) concentrating on _____ as much as _____, (5.) and realizing that _____ is essential to effective governmental public relations.

Back 129

generalists; preventative; service; inputs; outputs; openness

Front 130

Why has using technology to communicate with the public become popular with government public relations?

Back 130

Because it is a relatively inexpensive two-way communication tool that can be used on low operating budgets prevalent in governmental public relations.

Front 131

What are the five objectives accomplished by government use of websites?

Back 131

(1.) communicating with the PUBLIC, (2.) communicating with RESEARCHERS, activists, specialists, and journalists, (3.) distributing LARGE VOLUMES OF INFORMATION, (4.) PUBLICIZING anything from a new policy to an upcoming event, (5.) SOLICITING public comment

Front 132

Government use of web sites can accomplish: (1.) communicating with _____, (2.) communicating with _____, (3.) distributing _____, (4.) _____ anything from a new policy to an upcoming event, and (5.) _____ public comment

Back 132

the public; researchers, activists, specialists, and journalists; large volumes of information; publicizing; soliciting

Front 133

An example of _____ bodies are political action committees.

Back 133

electoral

Front 134

A _____ body is a lobbying organization seeking to influence the law-making process to fit its own agenda.

Back 134

legislative

Front 135

When an organization influences government in less organized but very effective ways, as in a rally.

Back 135

grassroots approach

Front 136

Involves specifically looking at building and cementing ongoing relationships with political parties and decisionmakers.

Back 136

public affairs/government relations

Front 137

Government roles are shaped by what three types of organizations?

Back 137

electoral, legislative, and regulatory

Front 138

Governmental roles are shaped by _____, _____, and _____ organizations.

Back 138

electoral, legislative, and regulatory

Front 139

concerned with the improving of fairness and effectiveness of new and existing systems

Back 139

electoral

Front 140

dealing with passing, amending, and repealing laws, such as taxes going up and down and the effect it is going to have

Back 140

legislative

Front 141

looks at rights and responsibilities; the law-making process, like industry restrictions

Back 141

regulatory

Front 142

Any type of committee that is formed to bring about change such as Right to Life of Michigan or specific environmental groups like PETA is an example of _____.

Back 142

a political action committee (PAC)

Front 143

an example of these are political action committees

Back 143

electoral bodies

Front 144

a _____ body is a lobbying organization seeking to influence the law-making process to fit its own agenda (AFL-CIO trying to get time off for new dads)

Back 144

legislative

Front 145

a _____ body is a government agency outside of the legislative process that controls or influences the law-making process, like the Environmental Protection Agency

Back 145

regulatory

Front 146

trying to gain funds by going to Frankfort is an example of

Back 146

lobbying

Front 147

Right to Life and other "hot topic" issues putting out commercials in print and on the Internet is an example of

Back 147

issue advertising

Front 148

What % of Americans are employed by nonprofits?

Back 148

7%

Front 149

_____% of Americans are employed by nonprofits.

Back 149

7

Front 150

Who are the most important internal audiences for elementary and secondary schools?

Back 150

(1.) teachers, (2.) students, (3.) parents, (4.) district residents

Front 151

The most important internal audiences for elementary and secondary schools are _____, _____, _____, and _____.

Back 151

teachers; students; parents; district residents

Front 152

What is the most common type of nonprofit organization?

Back 152

health and human services organizations

Front 153

_____ are the most common type of nonprofit organization; more than _____%, or 1 in _____ public charities is this kind of organization.

Back 153

health and human services organizations; 35%; 3

Front 154

What is the top revenue-generating nonprofit organization in the U.S.?

Back 154

Either the YMCA of the USA (according to the book) or the Mayo Foundation (according to the lecture notes)

Front 155

The top revenue-generating nonprofit organization in the U.S. is either the _____ (according to the book) or the _____ (according to the lecture notes).

Back 155

YMCA of the USA; Mayo Foundation

Front 156

organizations that allow those with similar interests and goals to join together to address common needs, often in the areas of legislation, law, education, and training

Back 156

membership associations

Front 157

_____ are organizations that allow those with similar interests and goals to join together to address common needs, often in the areas of legislation, law, education, and training.

Back 157

membership associations

Front 158

thousands of these exist for lawyers, teachers, health care professionals, and the like

Back 158

membership associations

Front 159

some well known ones are the American Medical Association, Chambers of Commerce, and the AARP

Back 159

membership associations

Front 160

At the heart of any successful membership association are _____, and this is where public relations efforts are often focused.

Back 160

relationships

Front 161

How do practitioners in membership associations build and maintain a sense of community?

Back 161

by using a combination of "old" technology (newsletters and brochures), "new" technology (e-mail and Web sites), and face-to-face communication (statewide and regional meetings)

Front 162

Nonprofits are treated like any other organization that experiences a crisis or scandal: they get _____. But when a nonprofit finds itself in such a situation, what happens?

Back 162

media attention; the whole mission and future existence of the organization can be jeopardized

Front 163

When a nonprofit finds itself in a crisis or scandal situation, the whole _____ and _____ can be jeopardized.

Back 163

mission; future existence of the organization

Front 164

One valuable tool that nonprofits use to gain a significant share of voice and receive support and recognition for their work in such a crowded marketplace is _____.

Back 164

information technology

Front 165

Why do nonprofits use information technology?

Back 165

to communicate and to gain a significant share of voice and receive support and recognition for their work in such a crowded marketplace

Front 166

What do Web sites, e-mail, and Internet access allow nonprofit organizations to do?

Back 166

to conduct research, to share information with key constituents, to raise funds, to network with affiliates, to attract employees and volunteers, to provide training, to sponsor 24/7 information services, and to enhance their overall ability to carry out their programs and mission

Front 167

Effective Web sites for nonprofit organizations focus on _____.

Back 167

audience needs

Front 168

What happened to the American Red Cross' image in 2001?

Back 168

The American Red Cross kept collecting blood it knew it didn't need after 9/11 and ended up destroying 50,000 pints, damaging the reputation of the organization that depends on the goodwill and support of the nation's citizens.

Front 169

a guerrilla public relations technique in which activists become shareholders, infiltrate annual meetings, and present their demands in shareholder proposals

Back 169

boardroom activism

Front 170

What is boardroom activism?

Back 170

a guerrilla public relations technique in which activists become shareholders, infiltrate annual meetings, and present their demands in shareholder proposals

Front 171

What is an example of an organization that has used boardroom activism?

Back 171

Mothers Against Drunk Driving (MADD), which used grassroots support to push for tougher alcohol laws and enforcement and related legislative issues

Front 172

How do nonprofits describe their bottom line?

Back 172

with the axiom "No margin, no mission"

Front 173

Nonprofits often use what axiom to describe their bottom line?

Back 173

"No margin, no mission."

Front 174

What axiom do nonprofits use to describe their bottom line and what does it mean?

Back 174

"No margin, no mission," meaning that without sufficient funds to operate the business, the organization is short-lived.

Front 175

Who are nonprofits publics?

Back 175

Nonprofits are accountable to numerous publics, including corporate and individual donors, board members, employees, volunteers, opinion makers, lawmakers, clients and customers, members, government funders and regulators, neighbors and citizens, foundations and grantees.

Front 176

Name some of the numerous publics nonprofits are accountable to.

Back 176

corporate and individual donors, board members, employees, volunteers, opinion makers, lawmakers, clients and customers, members, government funders and regulators, neighbors and citizens, foundations and grantees

Front 177

A nonprofits' _____ audiences have different public relations needs, and _____ all of them isn't easy. Practitioners must try to _____ these numerous perspectives.

Back 177

complex; satisfying; balance

Front 178

How do you get on the board of directors for a nonprofit organization?

Back 178

Board membership in a profit usually carries a price tag in that its members are expected to make a substantial financial gift. But their organizations can extend beyond money.

Front 179

Board membership in a nonprofit usually carries a _____ in that its members are expected to make a _____.

Back 179

price tag; substantial financial gift

Front 180

True or false? Fortune 500 companies generally encourage their employees to serve on board of nonprofits, and some help train them for board leadership.

Back 180

true

Front 181

What three groups do membership associations primarily consist of?

Back 181

(1.) groups of PROFESSIONALS, (2.) groups of BUSINESSES, (3.) TRADE GROUPS

Front 182

Membership associations consist primarily of (1.) groups of _____ such as attorneys, accountants, engineers, architects; (2.) groups of _____ such as manufacturers, distributors, retailers and those who deal in specific products or services; (3.) _____, consisting primarily of management and labor organizations in construction, manufacturing, agriculture, etc.

Back 182

professionals; businesses; trade groups

Front 183

SigEp, PRSSA, and the National Communication Association are all examples of

Back 183

membership associations

Front 184

anything that deals with members donating, paying dues, or some kind of non-profit associated with membership

Back 184

membership association

Front 185

Why are crises in nonprofit organizations especially damaging?

Back 185

Because nonprofit organizations do not have as much money to restore its image and because it is so difficult to bring a nonprofit's image back.

Front 186

_____ is a term used when the goal is to reach people with media.

Back 186

target audiences

Front 187

used when the goal is to reach people with media

Back 187

target audiences

Front 188

When the goal is to talk about communal issues, the term _____ is used.

Back 188

target publics

Front 189

used when the goal is to talk about communal issues

Back 189

target publics

Front 190

When communication is supporting the marketing function and is geared toward those who make buying and selling decisions, the term _____ is used.

Back 190

target markets

Front 191

used when communication is supporting the marketing function and is geared toward those who make buying and selling decisions

Back 191

target markets

Front 192

the primary group an organization is trying to influence

Back 192

target audience

Front 193

communication with key publics to support the marketing function

Back 193

target market

Front 194

key publics concerned with common issues

Back 194

target publics

Front 195

What is the job of PR in large corporations?

Back 195

Ultimately to (1.) ENSURE THAT CORPORATE POWER IS MAINTAINED by responsible use and (2.) to HELP DEVELOP COOPERATIVE RELATIONSHIPS between corporations and other societal institutions

Front 196

The job of PR in large corporations is to _____ and to _____.

Back 196

ensure that corporate power is maintained by responsible use; help develop cooperative relationships between corporations and other societal institutions

Front 197

The job of PR in large corporations is ultimately to ensure that _____ is maintained by responsible use and to help develop _____ between corporations and other societal institutions.

Back 197

corporate power; cooperative relationships

Front 198

To be successful in corporate public relations, a practitioner must have a _____ of skills and abilities and be able to apply them as the situation demands.

Back 198

broad range

Front 199

Those new to public relations, such as recent college graduates, often start as _____.

Back 199

technicians

Front 200

develop and polish their writing, research, and other foundational public relations skills

Back 200

technicians

Front 201

polish public relations skills by finding information about the company's industry, writing press releases, coordinating production schedules, developing marketing communications materials, and assisting with special events

Back 201

technicians

Front 202

begin to understand how senior practitioners diagnose communication problems and develop strategic plans

Back 202

technicians

Front 203

As _____ assume greater managerial responsibilities, other qualities assume higher importance.

Back 203

technicians

Front 204

public relations practitioners who perform the skills of writing, editing, or producing the public relations materials

Back 204

technicians

Front 205

What are the 12 steps a company can take to recover its reputation and restore credibility?

Back 205

(1.) take the HEAD-LEADER first, (2.) communicate TIRELESSLY, (3.) don't UNDERESTIMATE your critics and competitors, (4.) reset the company CLOCK, (5.) ANALYZE what went wrong and right, (6.) MEASURE, measure, and measure again, (7.) right the CULTURE, (8.) seize the SHIFT, (9.) brave the MEDIA, (10.) build a DRUMBEAT of good news, (11.) commit to a MARATHON, not a sprint, (12.) minimize the REPUTATION risk

Front 206

What is the challenge of global public relations?

Back 206

To eliminate as many of the barriers to effective communication as possible.

Front 207

The challenge of global public relations is to eliminate as many of the _____ to effective communication as possible.

Back 207

barriers

Front 208

What are the four major barriers/differences that often confront business and public relations in global PR?

Back 208

(1.) language, (2.) law, (3.) culture, (4.) underdeveloped mass media

Front 209

Four major barriers that often confront business and public relations in global PR are differences in _____, _____, _____ and _____.

Back 209

language; law; culture; an underdeveloped mass media

Front 210

The public relations function in multinational corporations has what three distinct aspects?

Back 210

(1.) representing multiatonal corporations AT HOME, (2.) BRIDGING THE COMMUNICATION GAP that exists between foreign operations and management at the world headquarters, (3.) public relations conducted in the VARIOUS HOST COUNTRIES of the corporation

Front 211

What is the most frequent responsibility for corporate PR?

Back 211

corporate communication/public relations

Front 212

The most frequent responsibility for corporate PR is _____/_____.

Back 212

corporate communication/public relations

Front 213

What is the biggest challenge to most small business owners and managers in terms of PR?

Back 213

finding time to devote to public relations

Front 214

The challenge to most small business owners and managers is _____.

Back 214

finding time to devote to public relations

Front 215

Small business owners must focus first on the _____, meaning that they may not realize what?

Back 215

core business; may not realize the consistent benefits that a planned public relations program could deliver

Front 216

Most small businesses have _____ public relations staffs. This demands that its practitioners be _____.

Back 216

lean; generalists

Front 217

How do corporate communicators spend most of their time?

Back 217

(1.) strategic planning, (2.) supervision, (3.) doing the work

Front 218

A practice analysis conducted by the PRSA found that corporate communicators spent most of their doing what three things?

Back 218

(1.) strategic planning, (2.) supervision, (3.) doing the work

Front 219

A practice analysis by the PRSA found that corporate communicators spent most of their time on _____, _____, and _____.

Back 219

strategic planning; supervision; doing the work

Front 220

Who is the most important audience for a company blog?

Back 220

existing and potential customers

Front 221

Of those corporations who do sponsor a blog, two-thirds consider the most important audiences to be _____ and _____ _____.

Back 221

existing; potential; customers

Front 222

Of those corporations who do sponsor a blog, two-thirds consider who to be the most important audiences?

Back 222

existing and potential customers

Front 223

In 2005, what company was the largest global and U.S. corporation?

Back 223

Wal-Mart

Front 224

In 2005, the largest global and U.S. corporation was _____.

Back 224

Wal-Mart

Front 225

supports sales, attracts employees, improves the quality of public services, provides support for business initiatives, and improves the quality of life for employees and executives

Back 225

community relations

Front 226

_____ supports sales, attracts employees, improves the quality of public services, provides support for business initiatives, and improves the quality of life for employees and executives.

Back 226

community relations

Front 227

a public relations function consisting of an institution's planned, active, and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community

Back 227

community relations

Front 228

_____ is a public relations function consisting of an institution's planned, active, and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community

Back 228

community relations

Front 229

_____ programs open up opportunities to allow two-way communication and mutual influence in the community.

Back 229

community relations

Front 230

What are the FOUR major barriers in Global PR?

Back 230

(1.) language, (2.) legal, (3.) culture, (4.) underdeveloped mass media

Front 231

The four major barriers in global PR are _____, _____, _____, and _____.

Back 231

language; legal; culture; underdeveloped mass media

Front 232

What is the main focus for having community relations?

Back 232

To evaluate publics' attitudes about your corporation