APR 303 Test 1 Study Guide 37 Questions with Verified
Answers
Public Relations - CORRECT ANSWER PRSA says "Public relations is a strategic
communication process that builds mutually beneficial relationships between
organizations and their publics"
"Protect the brand, condition the market, fortify the workforce" - CORRECT
ANSWER Protect the brand
-keep up with current trends
Condition the market
-products dropping on certain days and markets become conditioned and used to
that
-messages getting to the consumer before they actually purchase it
Fortify the workforce
-employees have a bigger voice
Analyzing the situation - CORRECT ANSWER Opportunity offers a potential
advantage to the organization and/or its publics
Situation - CORRECT ANSWER A set of circumstances facing a company
Obstacle - CORRECT ANSWER a factor that limits a company to success
Communications team and client must agree on - CORRECT ANSWER -Key facts
relevant to a situation (is it REALLY an issue?)
-That the issue is an important thing to address (are there other, more pressing
issues to address?)
Issues management - CORRECT ANSWER the process by which an organization
tries to anticipate emerging issues and respond to them before they get out of
hand
, Six-step plan that can help keep tabs on surrounding issues - CORRECT ANSWER 1.
Identify issues that might influence organization (environmental scanning)
2. Research/analyze each issue
3. Consider response options
4. Develop action plans
5. Implement plans (if necessary)
6. Evaluate effectiveness
Issue - CORRECT ANSWER a broad set of events, trends, or developments that
have potential impacts on your organization
PR as a management function - CORRECT ANSWER Supports business goals
Responsible for corporate reputation/brand
Drives or supports sales & marketing efforts
Manages critical relationships: Customers; Potential Customers; Media
Interprets and acts on data & market information
Define company/organization - CORRECT ANSWER an engine that creates and
delivers value that meets the needs of customers
Role of research and data - CORRECT ANSWER Turn info into actionable insights
we can use to drive results for our pr initiatives
Impact of data - CORRECT ANSWER PR turns research and data into actionable
insights
Earned media - CORRECT ANSWER reporters, media, influencers not being paid &
telling people about a product
4 step planning process - CORRECT ANSWER Research, strategy, tactics, results
PR writing - CORRECT ANSWER Combines:
-writing skills
-tools and formats we use (news release, speeches, blogs, etc)
-rules (AP style, grammar, etc)
The communicate successfully:
Answers
Public Relations - CORRECT ANSWER PRSA says "Public relations is a strategic
communication process that builds mutually beneficial relationships between
organizations and their publics"
"Protect the brand, condition the market, fortify the workforce" - CORRECT
ANSWER Protect the brand
-keep up with current trends
Condition the market
-products dropping on certain days and markets become conditioned and used to
that
-messages getting to the consumer before they actually purchase it
Fortify the workforce
-employees have a bigger voice
Analyzing the situation - CORRECT ANSWER Opportunity offers a potential
advantage to the organization and/or its publics
Situation - CORRECT ANSWER A set of circumstances facing a company
Obstacle - CORRECT ANSWER a factor that limits a company to success
Communications team and client must agree on - CORRECT ANSWER -Key facts
relevant to a situation (is it REALLY an issue?)
-That the issue is an important thing to address (are there other, more pressing
issues to address?)
Issues management - CORRECT ANSWER the process by which an organization
tries to anticipate emerging issues and respond to them before they get out of
hand
, Six-step plan that can help keep tabs on surrounding issues - CORRECT ANSWER 1.
Identify issues that might influence organization (environmental scanning)
2. Research/analyze each issue
3. Consider response options
4. Develop action plans
5. Implement plans (if necessary)
6. Evaluate effectiveness
Issue - CORRECT ANSWER a broad set of events, trends, or developments that
have potential impacts on your organization
PR as a management function - CORRECT ANSWER Supports business goals
Responsible for corporate reputation/brand
Drives or supports sales & marketing efforts
Manages critical relationships: Customers; Potential Customers; Media
Interprets and acts on data & market information
Define company/organization - CORRECT ANSWER an engine that creates and
delivers value that meets the needs of customers
Role of research and data - CORRECT ANSWER Turn info into actionable insights
we can use to drive results for our pr initiatives
Impact of data - CORRECT ANSWER PR turns research and data into actionable
insights
Earned media - CORRECT ANSWER reporters, media, influencers not being paid &
telling people about a product
4 step planning process - CORRECT ANSWER Research, strategy, tactics, results
PR writing - CORRECT ANSWER Combines:
-writing skills
-tools and formats we use (news release, speeches, blogs, etc)
-rules (AP style, grammar, etc)
The communicate successfully:
