Pre375 Principles Of Public Relations -- Exam #4 Flashcards

Front 1

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

Back 1

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

Front 2

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 2

consistency

Front 3

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 3

credibility

Front 4

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

Back 4

clarity

Front 5

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

Back 5

responsiveness; openness; regular communication; overcommunicate

Front 6

_____ 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 6

communication strategy

Front 7

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

Back 7

releasing complete information; timely; complete

Front 8

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

Back 8

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

Front 9

Governmental public relations practitioners are called _____.

Back 9

public information officers (PIOs)

Front 10

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

Back 10

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

Front 11

Why do PIOs seek to ensure approval?

Back 11

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

Front 12

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 12

determine; responsive

Front 13

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

Back 13

true

Front 14

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 14

management; objectives; constitutencies

Front 15

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

Back 15

public information officers (PIOs)

Front 16

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

Back 16

public information officers (PIOs)

Front 17

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

Back 17

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

Front 18

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

Back 18

(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 19

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

Back 19

public information/public affairs officers (PIOs/PAOs)

Front 20

_____ are the major vehicles for fund-raising efforts.

Back 20

political action committees (PAC)

Front 21

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

Back 21

political action committee (PAC)

Front 22

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

Back 22

$1,000

Front 23

Corporate PACs get their money from _____ or _____.

Back 23

employees; stockholders

Front 24

Other PACs get their funds from their _____ or _____.

Back 24

members; constituencies

Front 25

The top PAC by total expenditure is the _____.

Back 25

Service Employees International Union

Front 26

Typically, PACs contribute to which candidates?

Back 26

candidates whose philosophies are consistent with their own

Front 27

What PACs typically seek is _____.

Back 27

access

Front 28

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

Back 28

hundred percent money

Front 29

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

Back 29

true

Front 30

What is the most important outcome of electoral contributions?

Back 30

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

Front 31

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

Back 31

access; influence

Front 32

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

Back 32

political action committee (PAC)

Front 33

the major avenue for legislative activities

Back 33

lobbying

Front 34

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

Back 34

lobbying

Front 35

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

Back 35

lobbying

Front 36

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

Back 36

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

Front 37

Today, lobbyists are likely to be who?

Back 37

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

Front 38

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

Back 38

creating; communication; monitoring

Front 39

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

Back 39

earliest

Front 40

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

Back 40

information; advocacy

Front 41

Lobbyists seek to define issues in terms of what?

Back 41

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

Front 42

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

Back 42

constituencies; public interest

Front 43

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

Back 43

credibility

Front 44

What is the lobbyist's most important asset?

Back 44

credibility

Front 45

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

Back 45

expert advice on which issues to address

Front 46

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

Back 46

public opinion; broader

Front 47

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

Back 47

constituents

Front 48

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 48

grassroots approach

Front 49

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

Back 49

grassroots lobbying

Front 50

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

Back 50

lobbying

Front 51

organizing local constituencies to influence government decision makers

Back 51

grassroots lobbying

Front 52

also known as advocacy advertising

Back 52

issue advertising

Front 53

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

Back 53

issue advertising (or advocacy advertising)

Front 54

True or false? Issue advertising is a new phenomenon.

Back 54

false (this kind of advertising is not new)

Front 55

_____ is perhaps the nation's leading issue advertiser.

Back 55

Mobil Corporation

Front 56

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

Back 56

issue advertising (advocacy advertising)

Front 57

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 57

public affairs

Front 58

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

Back 58

public affairs

Front 59

sometimes called governmental relations

Back 59

public affairs

Front 60

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

Back 60

public affairs/governmental relations

Front 61

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 61

public affairs/governmental relations

Front 62

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 62

public affairs/governmental relations

Front 63

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

Back 63

public affairs

Front 64

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

Back 64

public affairs

Front 65

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 65

true

Front 66

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

Back 66

public affairs

Front 67

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

Back 67

public affairs

Front 68

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

Back 68

public affairs

Front 69

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

Back 69

public affairs

Front 70

What is the first strategy for a public information officer?

Back 70

to make sure you are a generalist in PR

Front 71

What are five strategies for a public information officer?

Back 71

(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 72

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 72

generalists; preventative; service; inputs; outputs; openness

Front 73

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

Back 73

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

Front 74

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

Back 74

(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 75

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 75

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

Front 76

An example of _____ bodies are political action committees.

Back 76

electoral

Front 77

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

Back 77

legislative

Front 78

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

Back 78

grassroots approach

Front 79

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

Back 79

public affairs/government relations

Front 80

Government roles are shaped by what three types of organizations?

Back 80

electoral, legislative, and regulatory

Front 81

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

Back 81

electoral, legislative, and regulatory

Front 82

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

Back 82

electoral

Front 83

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

Back 83

legislative

Front 84

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

Back 84

regulatory

Front 85

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 85

a political action committee (PAC)

Front 86

an example of these are political action committees

Back 86

electoral bodies

Front 87

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 87

legislative

Front 88

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 88

regulatory

Front 89

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

Back 89

lobbying

Front 90

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

Back 90

issue advertising

Front 91

What % of Americans are employed by nonprofits?

Back 91

7%

Front 92

_____% of Americans are employed by nonprofits.

Back 92

7

Front 93

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

Back 93

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

Front 94

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

Back 94

teachers; students; parents; district residents

Front 95

What is the most common type of nonprofit organization?

Back 95

health and human services organizations

Front 96

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

Back 96

health and human services organizations; 35%; 3

Front 97

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

Back 97

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

Front 98

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 98

YMCA of the USA; Mayo Foundation

Front 99

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 99

membership associations

Front 100

_____ 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 100

membership associations

Front 101

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

Back 101

membership associations

Front 102

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

Back 102

membership associations

Front 103

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

Back 103

relationships

Front 104

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

Back 104

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 105

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 105

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

Front 106

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

Back 106

mission; future existence of the organization

Front 107

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 107

information technology

Front 108

Why do nonprofits use information technology?

Back 108

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

Front 109

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

Back 109

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 110

Effective Web sites for nonprofit organizations focus on _____.

Back 110

audience needs

Front 111

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

Back 111

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 112

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

Back 112

boardroom activism

Front 113

What is boardroom activism?

Back 113

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

Front 114

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

Back 114

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

Front 115

How do nonprofits describe their bottom line?

Back 115

with the axiom "No margin, no mission"

Front 116

Nonprofits often use what axiom to describe their bottom line?

Back 116

"No margin, no mission."

Front 117

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

Back 117

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

Front 118

Who are nonprofits publics?

Back 118

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 119

Name some of the numerous publics nonprofits are accountable to.

Back 119

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 120

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

Back 120

complex; satisfying; balance

Front 121

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

Back 121

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 122

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

Back 122

price tag; substantial financial gift

Front 123

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 123

true

Front 124

What three groups do membership associations primarily consist of?

Back 124

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

Front 125

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 125

professionals; businesses; trade groups

Front 126

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

Back 126

membership associations

Front 127

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

Back 127

membership association

Front 128

Why are crises in nonprofit organizations especially damaging?

Back 128

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 129

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

Back 129

target audiences

Front 130

used when the goal is to reach people with media

Back 130

target audiences

Front 131

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

Back 131

target publics

Front 132

used when the goal is to talk about communal issues

Back 132

target publics

Front 133

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

Back 133

target markets

Front 134

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

Back 134

target markets

Front 135

the primary group an organization is trying to influence

Back 135

target audience

Front 136

communication with key publics to support the marketing function

Back 136

target market

Front 137

key publics concerned with common issues

Back 137

target publics

Front 138

What is the job of PR in large corporations?

Back 138

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 139

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

Back 139

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

Front 140

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 140

corporate power; cooperative relationships

Front 141

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 141

broad range

Front 142

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

Back 142

technicians

Front 143

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

Back 143

technicians

Front 144

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 144

technicians

Front 145

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

Back 145

technicians

Front 146

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

Back 146

technicians

Front 147

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

Back 147

technicians

Front 148

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

Back 148

(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 149

What is the challenge of global public relations?

Back 149

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

Front 150

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

Back 150

barriers

Front 151

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

Back 151

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

Front 152

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

Back 152

language; law; culture; an underdeveloped mass media

Front 153

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

Back 153

(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 154

What is the most frequent responsibility for corporate PR?

Back 154

corporate communication/public relations

Front 155

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

Back 155

corporate communication/public relations

Front 156

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

Back 156

finding time to devote to public relations

Front 157

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

Back 157

finding time to devote to public relations

Front 158

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

Back 158

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

Front 159

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

Back 159

lean; generalists

Front 160

How do corporate communicators spend most of their time?

Back 160

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

Front 161

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

Back 161

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

Front 162

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

Back 162

strategic planning; supervision; doing the work

Front 163

Who is the most important audience for a company blog?

Back 163

existing and potential customers

Front 164

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

Back 164

existing; potential; customers

Front 165

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

Back 165

existing and potential customers

Front 166

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

Back 166

Wal-Mart

Front 167

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

Back 167

Wal-Mart

Front 168

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 168

community relations

Front 169

_____ 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 169

community relations

Front 170

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 170

community relations

Front 171

_____ 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 171

community relations

Front 172

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

Back 172

community relations

Front 173

What are the FOUR major barriers in Global PR?

Back 173

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

Front 174

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

Back 174

language; legal; culture; underdeveloped mass media

Front 175

What is the main focus for having community relations?

Back 175

To evaluate publics' attitudes about your corporation