PUR3000 Exam 1 with Accurate
Solutions
How is PR different at its core/ - ANSWER-Organization (beyond offerings)
Publics (beyond audiences)
Relationships (beyond sales)
"Public relations departments must contribute to achieving organizational goals and
demonstrate accountability through measurable results."
How is PR different from advertising? - ANSWER-Advertising promotes brands,
products and services; communicates with target audiences; main purpose is
persuasion.
Public relations promotes the whole organization; communicates with all publics; main
purpose is mutually beneficial relationships.
How is PR different from journalism? - ANSWER-Journalism is the activity or profession
of writing for newspapers, magazines, or news websites or preparing news to be
broadcast.
Public relations promotes the whole organization; communicates with all publics; main
purpose is mutually beneficial relationships.
How is PR different from marketing? - ANSWER-Marketing promotes sales;
communicates with consumers, suppliers, retailers, etc.; main purpose is sales and
profit.
Public relations promotes the whole organization; communicates with all publics; main
purpose is mutually beneficial relationships.
How to do media relations/ - ANSWER--do your homework
-think like a reporter
-respond in a timely manner
-be a valuable resource
What are agency fees? - ANSWER-Fees paid to use an agency for PR work.
- Monthly retainer
- Minimum retainer plus staff time
- Hourly charges based on staff expertise
- Fixed project fee
, What are analytics? - ANSWER-Researching online data to identify meaningful
patterns. In strategic communication, analytics often focus on how web traffic leads to
behavioral results such as sharing information or making online purchases.
What are banner ads? - ANSWER-Advertisements on web pages designed to
encourage users to click to reach an advertiser's site
What are codes of ethics? - ANSWER-Sets of rules that guide PR professions through
decision making in their jobs, created with certain values and morals in mind
What are communal relationships? - ANSWER-relationships in which each party gives
benefits to the other and the primary motivation for each is the other's benefit
What are ethics? - ANSWER-Moral principles that govern a person's or group's
behavior
What are exchange relationships? - ANSWER-relationships in which each party gives
benefits to the other with the expectation of receiving comparable benefits in return
What are external publics? - ANSWER-Groups of people with shared interests outside
of an organizations. These groups either have an effect on or are affected by the
organization
What are integrated communications? - ANSWER-Communicating with publics
consistently across organizational func- tions including public relations, advertising,
marketing and customer service.
What are internal communication tools? - ANSWER-- posters
- intranet
- company newsletter
- email
- paper magazine
- digital magazine
- video
What are internal publics? - ANSWER-Groups of people with shared interests within an
organization
What are investor relations? - ANSWER-Management of relationships between an
organization and the publics in the financial community (investors, analysts, etc.)
What are Lauterborn's 4 Cs? - ANSWER-consumer, cost, convenience, communication
What are legislative relations? - ANSWER-Management of relationships between an
organization and lawmakers, staffer, and others who influence legislation
Solutions
How is PR different at its core/ - ANSWER-Organization (beyond offerings)
Publics (beyond audiences)
Relationships (beyond sales)
"Public relations departments must contribute to achieving organizational goals and
demonstrate accountability through measurable results."
How is PR different from advertising? - ANSWER-Advertising promotes brands,
products and services; communicates with target audiences; main purpose is
persuasion.
Public relations promotes the whole organization; communicates with all publics; main
purpose is mutually beneficial relationships.
How is PR different from journalism? - ANSWER-Journalism is the activity or profession
of writing for newspapers, magazines, or news websites or preparing news to be
broadcast.
Public relations promotes the whole organization; communicates with all publics; main
purpose is mutually beneficial relationships.
How is PR different from marketing? - ANSWER-Marketing promotes sales;
communicates with consumers, suppliers, retailers, etc.; main purpose is sales and
profit.
Public relations promotes the whole organization; communicates with all publics; main
purpose is mutually beneficial relationships.
How to do media relations/ - ANSWER--do your homework
-think like a reporter
-respond in a timely manner
-be a valuable resource
What are agency fees? - ANSWER-Fees paid to use an agency for PR work.
- Monthly retainer
- Minimum retainer plus staff time
- Hourly charges based on staff expertise
- Fixed project fee
, What are analytics? - ANSWER-Researching online data to identify meaningful
patterns. In strategic communication, analytics often focus on how web traffic leads to
behavioral results such as sharing information or making online purchases.
What are banner ads? - ANSWER-Advertisements on web pages designed to
encourage users to click to reach an advertiser's site
What are codes of ethics? - ANSWER-Sets of rules that guide PR professions through
decision making in their jobs, created with certain values and morals in mind
What are communal relationships? - ANSWER-relationships in which each party gives
benefits to the other and the primary motivation for each is the other's benefit
What are ethics? - ANSWER-Moral principles that govern a person's or group's
behavior
What are exchange relationships? - ANSWER-relationships in which each party gives
benefits to the other with the expectation of receiving comparable benefits in return
What are external publics? - ANSWER-Groups of people with shared interests outside
of an organizations. These groups either have an effect on or are affected by the
organization
What are integrated communications? - ANSWER-Communicating with publics
consistently across organizational func- tions including public relations, advertising,
marketing and customer service.
What are internal communication tools? - ANSWER-- posters
- intranet
- company newsletter
- paper magazine
- digital magazine
- video
What are internal publics? - ANSWER-Groups of people with shared interests within an
organization
What are investor relations? - ANSWER-Management of relationships between an
organization and the publics in the financial community (investors, analysts, etc.)
What are Lauterborn's 4 Cs? - ANSWER-consumer, cost, convenience, communication
What are legislative relations? - ANSWER-Management of relationships between an
organization and lawmakers, staffer, and others who influence legislation
