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45 Cards in this Set
- Front
- Back
The process of researching, creating, and refining a product or service and distributing that product or service to targeted customers is called....... |
Marketing |
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The execution phase of the publc relations process is known as......... |
Communication |
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When public relations practitioners seek to maintain or improve relations with local special interest groups, they are engaged in......
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Community relations
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A group that can directly influence your organizations's abilities to achieve its goals is known as...... |
A primary public |
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Most crises are....... |
Disastrous |
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A tactic in marketing public relations is....... |
Blogs and interactive web sites |
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Public relatiions professionals interact with which groups? |
1. Employees 2. Stockholders 3. Customers |
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What is lobbying? |
Directly interacting to influence elected officials or government regulators and agents |
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What is a focus group? |
Small groups of a targeted public who are interviewed for research |
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The practice of combining public relations, marketing, advertising and promotion into a seamless campaign is known as......... |
Integrated marketing communicatons |
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Which tool of the promotional mix is defined as any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? |
Advertising |
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The .................... is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing tools that the company uses to pursue its advertising and marketing objectives? |
Marketing communications mix |
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Two major factors are changing the face of todays communications? |
Mass markets are fragmented and marketers are shifting away from mass marketing |
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.................... combines sight, sound, and motion; appeals to the senses; and has a low cost per exposure as advantages? |
Television |
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Factors leading to the need to manage crises well include all the following EXCEPT? |
Intensitivity of those not affected by the immediate crisis |
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Elements of "issue management" include the following EXCEPT? |
Impact of internal factors |
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For a public relations function to gain acceptance for issues management, the must have approval from? |
Top management, particularly the CEO |
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For risk communication to be effective, public realtions people need to? |
Anticipate the needs of media by approaching them with solid information before they approach you |
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You can expect to sense or see all the following when a crises strikes EXCEPT? |
Truly helpful politicians and observers |
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"Transparency" a term business people are prone to use as a result of the fallout from many unethical business dealings in the early 21st Century, refers to? |
Organizations, particularly their management, increasing their efforts to be more open to their various constituencies |
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Corporate social responsibility boils down to? |
1. Providing safe products that perform well and do no harm the environment 2. Providing employees a safe, healthy work environment 3. Avoiding discrimination in hiring, promoting and retaining the best people for your organization |
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Most public relations analysis takes the informal form called? |
Secondary research |
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"Public relations" can be defined as? |
Planned and continous communication to provide information about an organization, issue or product to the public |
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Public relations professionals often deal with either internal or external communications. Which of the following best describe those two types of communication? |
Internal communications keep company employees informed about the company, and external communications deal with the investors, clients, customers or contributors |
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Effective public relations practitioners first... |
Determine which media outlets best service their purposes |
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Which of the following is NOT among the reasons often cited by journalists for rejecting news releases? |
They are too well writien |
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Public relations professionals should send news well in advance of the publication date because? |
A release received too close to a deadline is less likely to be published |
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If a news release contains a statement such as "Parents are worried about the amount of violence in our socitey," that release is of questionable news value because it is? |
Stating the obvious |
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Public relations is defined as ............... within an organization? |
Media-communication function |
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Public relations practitioners develop, execute and evaluate organizational programs that promote the exchange of influence and understanding...........? |
Among an organizations constituent parts and publics |
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Social marketing involves? |
Working on behalf of a social cause that benefits socitey as a whole |
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As part of its management function, public relations practitioners might? |
Assist in influencing or changing public policy |
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A public is defined as a group of individuals or organizations who? |
Have a relationshop with an organization |
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A group can become one of an organizations ............... when it recognizes an issue related to the organization, understands its relevance to the groups members and begins to talk about or organize to take action on the issue? |
Publics |
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Public relations, advertising and marketing are ............. terms? |
Distinctly different |
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Decision making in an organization should include PR practitioners because? |
Their interaction with the organizations publics gives them insight into valid issues that may influence decisions |
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Public relations practitioners should be involved in management's decision making.......? |
During the decision-making process |
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Which of the following is Secondary Research? |
Reviewing previously published or broadcast information |
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The Internet has changed public relations in what ways? |
1. PR practitioners can put news on the web site for reporters to access anytime. 2. Blogs provide an opportunity to communicate with public and find target audience. 3. Podcasting allows organizations to provide audio and video information to the general public without the news media. |
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YouTube, Flickr and Facebook are exampled of what kind of collaborative media? |
Social |
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Newspapers, Television and Radio stations are examples of what kind of mediea? |
Uncontrolled |
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The definition of community relations as a public relations function includes? |
Participation with a community to maintain and enhance its enviroment |
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Guerilla tactics are which of the following? |
Nontraditional communication vehicles |
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When selecting a company spokesperson, what matters most is that persons ability to add ......... to the brand? |
Credibility |
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The first task of investor relations is to ...........? |
Create and maintain investor confidence |