PUR 3000 Exam #1 Questions and
Answers
General public relations data - ANS-Organizations spend around $141 billion a year
on public relations functions
• Money magazine recently ranked "Public
Relations Specialist" as the #20 best career in
America
• 22.61% growth rate; $84,567 average salary.
Public Relations - ANS-any activity designed to create a favorable image of a business,
its products, or its policies
Components/functions of public relations - ANS-Community relations
• Counseling
• Crisis management
• Development/fundraising
• Employee/member communications (with HR)
• Financial or investor relations
• Government affairs
• Graphics - desk top publishing
• Image consulting/image making/image
restoration
• Reputation management
Words that would have to be included in any almost anyone's definition of public
relations - ANS-Management function - deliberate and planned,
persuasive and advocacy
• Relationships
• Research, strategic, evaluation
• Communication - all types, especially two-way
• Advocacy
• Public interest - ethics
• Continual process
• Solve problems
• Performance - bottom line
What are public relations contributions to the bottom line? - ANS-Develops goodwill
between an organisation and its various publics using mass communication
, Public relations as a process (RACE). - ANS-The public relations process can be
described with the RACE acronym: Research, Action, Communication, and Evaluation.
The process is a constant cycle; feedback and program adjustment are integral
components of the overall process.
Other terms for public relations, both positive and those less flattering. - ANS-corporate
relations, investor relations, public affairs, mktg comm, global comm, public and
community relations, external affairs (91
Essential abilities and qualities of public relations professionals. - ANS-writing, research,
planning, problem-solving, business competence
Strategy - what is it, its purpose, what are walk-away points, reiterated key messages. -
ANS-• Strategy statement describes how, in concept,
an objective is to be achieved
• Provides guidelines and themes for the overall
program
• Rationale for the actions and program
components that are planned
• Key messages reiterated throughout campaign
Tactics - what is it, how do they help achieve objectives, have a thorough understanding
of all the different
types of tactics, three major categories of tactics (communication, management,
production/service). - ANS-• Specific activities that put the strategies into
operation and help achieve overall goal and
stated objectives
• Nuts and bolts
• Uses tools of communication
• Uses tools of management
• Uses tools of production/service
• Bottom line: all business and communication
tools are available to excellent practitioners
Calendar/timetable - what is it, sequencing concerns, importance of details. - ANS-•
Deciding when a campaign
should be conducted
• Determining the proper
sequence of activities
• Compiling a list of steps that must be
completed for each tactic and who is
responsible to produce a finished product
Budget - what is it, different types of costs, value of being specific and correct, typical
breakdown, two
Answers
General public relations data - ANS-Organizations spend around $141 billion a year
on public relations functions
• Money magazine recently ranked "Public
Relations Specialist" as the #20 best career in
America
• 22.61% growth rate; $84,567 average salary.
Public Relations - ANS-any activity designed to create a favorable image of a business,
its products, or its policies
Components/functions of public relations - ANS-Community relations
• Counseling
• Crisis management
• Development/fundraising
• Employee/member communications (with HR)
• Financial or investor relations
• Government affairs
• Graphics - desk top publishing
• Image consulting/image making/image
restoration
• Reputation management
Words that would have to be included in any almost anyone's definition of public
relations - ANS-Management function - deliberate and planned,
persuasive and advocacy
• Relationships
• Research, strategic, evaluation
• Communication - all types, especially two-way
• Advocacy
• Public interest - ethics
• Continual process
• Solve problems
• Performance - bottom line
What are public relations contributions to the bottom line? - ANS-Develops goodwill
between an organisation and its various publics using mass communication
, Public relations as a process (RACE). - ANS-The public relations process can be
described with the RACE acronym: Research, Action, Communication, and Evaluation.
The process is a constant cycle; feedback and program adjustment are integral
components of the overall process.
Other terms for public relations, both positive and those less flattering. - ANS-corporate
relations, investor relations, public affairs, mktg comm, global comm, public and
community relations, external affairs (91
Essential abilities and qualities of public relations professionals. - ANS-writing, research,
planning, problem-solving, business competence
Strategy - what is it, its purpose, what are walk-away points, reiterated key messages. -
ANS-• Strategy statement describes how, in concept,
an objective is to be achieved
• Provides guidelines and themes for the overall
program
• Rationale for the actions and program
components that are planned
• Key messages reiterated throughout campaign
Tactics - what is it, how do they help achieve objectives, have a thorough understanding
of all the different
types of tactics, three major categories of tactics (communication, management,
production/service). - ANS-• Specific activities that put the strategies into
operation and help achieve overall goal and
stated objectives
• Nuts and bolts
• Uses tools of communication
• Uses tools of management
• Uses tools of production/service
• Bottom line: all business and communication
tools are available to excellent practitioners
Calendar/timetable - what is it, sequencing concerns, importance of details. - ANS-•
Deciding when a campaign
should be conducted
• Determining the proper
sequence of activities
• Compiling a list of steps that must be
completed for each tactic and who is
responsible to produce a finished product
Budget - what is it, different types of costs, value of being specific and correct, typical
breakdown, two
