PUR4801 Final Exam Study Guide
Latest Updated
If communication is the tool in PR, what is our goal? - ANSWER-positive behavior
In a PR plan, evaluation takes place on two levels. ______ and measuring - ANSWER-
monitoring
___________ ________accurately model situations that organizations, managers, and
public relations practitioners routinely face. - ANSWER-case studies
Public relations is a process, the result of which is positive relationships that lead to
___________ ________. - ANSWER-positive behaviors
The bottom line of public relations practice is in the results that come from putting
theories and ______________ to work and doing so in a way that benefits the
organization issuing the paycheck and the society of which the organization is part. -
ANSWER-principles
In class, we spoke about different ways that a company is successful. If you are part of
the PR team for Publix, share with me three opinions that matter in the community: -
ANSWER-1. employees
2. customers
3. opinion leaders
_____________ is getting things done with people. - ANSWER-management
Effective public relations elicit mutually favorable _____________ from both the
organization and its publics. - ANSWER-behavior
Public Relations professionals must be able to convince public and its organizations
a. Getting people to do something
b. ______________________________
c. Winning their consent to let the organization do something - ANSWER-b. Getting
people not to do somethihng
Elements of the Public Relations Function
a. Research
b. Strategic planning
c. Counseling
d. Internal education
, e. Communication / action
f. ______________ - ANSWER-f. eveluation
More than anything, what public relations activities communicate are the ________ and
vision of the organization. - ANSWER-values
An ________ system fosters a willingness to adjust and adapt to change, with
management sensitive to all interactions in the environment. - ANSWER-open
Talk to me about the Johnson & Johnson Case and how handling a crisis can make or
break a reputation. Pleases use the list of 20 Great Truths to help you explain. -
ANSWER-- Johnson & Johnson presented the "gold standard" during the Tylenol crisis.
-The Tylenol case involved the placement of fake capsules into bottles. These capsules
were causing many deaths and Johnson & Johnson was quick and efficient in reacting.
- Used Great Truth #8: "PR frequently turns on timing. Knowing when to act is as
important as knowing what to do." Tylenol quickly issued a recall and informed
consumers using the media and FDA.
- Used Great Truth #12: "PR has to be involved from the very beginning to have
maximum impact." By working with the media + FDA, and working quickly to resolve the
issue, consumers could trust and rely on the company.
- In addition, Tylenol created new bottles that were tamper proof so that this would
never happen again. Johnson & Johnson upheld their reputation and relationship with
the public.
Evaluate Pepsi's decision not to order a product recall. What are the plusses and
minuses of such a decision? - ANSWER-In the Pepsi case, a woman claimed to have
found a syringe in her Pepsi can. After this, false claims were made from other
individuals. Pepsi was quick to respond and use the media and FDA to present their
case. In addition, Pepsi showed the media and public inside their factories to show the
production of the cans. Pepsi claimed their cans were "tamper proof," as anything below
or above a certain weight limit would be thrown away.
- Pepsi did not issue a recall because they were confident and secure with their
production and guidelines in place.
- Used Great Truth #7: "Communication must always follow performance." The
company was quick to react and announced a statement: "Pepsi is pleased to
announce....nothing."
- One negative pf the decision not to issue a recall is that consumers were worried that
maybe their cans were tampered with, so this impacted purchase decisions.
Discuss the implications of Pepsi's strategy, specifically
a. Putting public safety first
b. Taking full responsibility for solving the problem
c. Using the media to present its case - ANSWER-Pepsi showed great PR during the
syringe case as their first priority was their consumers' safety. Pespi held news
meetings and worked with the FDA to issue announcements about the crisis. The news
Latest Updated
If communication is the tool in PR, what is our goal? - ANSWER-positive behavior
In a PR plan, evaluation takes place on two levels. ______ and measuring - ANSWER-
monitoring
___________ ________accurately model situations that organizations, managers, and
public relations practitioners routinely face. - ANSWER-case studies
Public relations is a process, the result of which is positive relationships that lead to
___________ ________. - ANSWER-positive behaviors
The bottom line of public relations practice is in the results that come from putting
theories and ______________ to work and doing so in a way that benefits the
organization issuing the paycheck and the society of which the organization is part. -
ANSWER-principles
In class, we spoke about different ways that a company is successful. If you are part of
the PR team for Publix, share with me three opinions that matter in the community: -
ANSWER-1. employees
2. customers
3. opinion leaders
_____________ is getting things done with people. - ANSWER-management
Effective public relations elicit mutually favorable _____________ from both the
organization and its publics. - ANSWER-behavior
Public Relations professionals must be able to convince public and its organizations
a. Getting people to do something
b. ______________________________
c. Winning their consent to let the organization do something - ANSWER-b. Getting
people not to do somethihng
Elements of the Public Relations Function
a. Research
b. Strategic planning
c. Counseling
d. Internal education
, e. Communication / action
f. ______________ - ANSWER-f. eveluation
More than anything, what public relations activities communicate are the ________ and
vision of the organization. - ANSWER-values
An ________ system fosters a willingness to adjust and adapt to change, with
management sensitive to all interactions in the environment. - ANSWER-open
Talk to me about the Johnson & Johnson Case and how handling a crisis can make or
break a reputation. Pleases use the list of 20 Great Truths to help you explain. -
ANSWER-- Johnson & Johnson presented the "gold standard" during the Tylenol crisis.
-The Tylenol case involved the placement of fake capsules into bottles. These capsules
were causing many deaths and Johnson & Johnson was quick and efficient in reacting.
- Used Great Truth #8: "PR frequently turns on timing. Knowing when to act is as
important as knowing what to do." Tylenol quickly issued a recall and informed
consumers using the media and FDA.
- Used Great Truth #12: "PR has to be involved from the very beginning to have
maximum impact." By working with the media + FDA, and working quickly to resolve the
issue, consumers could trust and rely on the company.
- In addition, Tylenol created new bottles that were tamper proof so that this would
never happen again. Johnson & Johnson upheld their reputation and relationship with
the public.
Evaluate Pepsi's decision not to order a product recall. What are the plusses and
minuses of such a decision? - ANSWER-In the Pepsi case, a woman claimed to have
found a syringe in her Pepsi can. After this, false claims were made from other
individuals. Pepsi was quick to respond and use the media and FDA to present their
case. In addition, Pepsi showed the media and public inside their factories to show the
production of the cans. Pepsi claimed their cans were "tamper proof," as anything below
or above a certain weight limit would be thrown away.
- Pepsi did not issue a recall because they were confident and secure with their
production and guidelines in place.
- Used Great Truth #7: "Communication must always follow performance." The
company was quick to react and announced a statement: "Pepsi is pleased to
announce....nothing."
- One negative pf the decision not to issue a recall is that consumers were worried that
maybe their cans were tampered with, so this impacted purchase decisions.
Discuss the implications of Pepsi's strategy, specifically
a. Putting public safety first
b. Taking full responsibility for solving the problem
c. Using the media to present its case - ANSWER-Pepsi showed great PR during the
syringe case as their first priority was their consumers' safety. Pespi held news
meetings and worked with the FDA to issue announcements about the crisis. The news
