STUDY PRACTICE EXAMS FOR PRSA APR

STUDY PRACTICE EXAMS FOR PRSA APR Advertising - CORRECT ANSWER-Paid communication; information placed in a communication delivery vehicle by an identified sponsor that pays for time or space. A controlled method of delivering messages and gaining media placement Brand - CORRECT ANSWER-A product, service, or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. The name of a distinctive product, service, or concept Branding - CORRECT ANSWER-Process of creating and /or disseminating the brand name. It can be applied to the entire corporate identity as well as to individual product and service names Community relations - CORRECT ANSWER-Area of public relations with responsibilities for building relationships with constituent publics such as schools, charities, clubs, and activist interests of the neighborhoods or metropolitan areas where an organization operates. Involves dealing and communicating with citizen and groups within an organization's operating area Controlled Communication Channels - CORRECT ANSWER-Channels, media, and tools that are under direct control of the sender/organization. i.e. paid ads, newsletters, brochures, some types of emails, website, blogs, leaflets, intranets, meetings, speeches, and position papers Counseling - CORRECT ANSWER-Advising management concerning policies, relations, and communications Crisis communication - CORRECT ANSWER-Protecting and defending an individual, company, or organization facing a public challenge to its reputation (legal, ethical, or financial) Crisis communication characteristics - CORRECT ANSWER-surprise, threat, and short response time Employee relations - CORRECT ANSWER-Activities designed to build sound relationships between an organization and its employees, and a critical element in fostering positive attitudes and behavior of employees as ambassadors for the organization. Financial relations - CORRECT ANSWER-An aspect of public relations responsible for building relationships with investor publics including shareholders/stockholders, potential investors, financial analysts, the financial markets (such as the stock exchanges and commodities exchanges), and the Securities and Exchange Commission. Also known as investor relations or shareholder relations. Goodwill - CORRECT ANSWER-An accounting term for the value of a business' intangible assets (total assets minus liabilities) difference between value of net tangible assets and company's market value. Closely related to reputation. Required to calculate annually. PR may be held responsible for protecting and enhancing goodwill Government relations - CORRECT ANSWER-An aspect of relationship building between an organization and government at local, state, and/or national levels, especially involving flow of information to and from legislative and regulatory bodies. The goal often is to influence public policy decisions compatible with the organization's interests. Government relations involves dealing and communicating with legislatures and government agencies on behalf of an organization. Grassroots organizing - CORRECT ANSWER-An activist practice for creating social change among average people. Grassroots organizing is based on the power of the people to take collective action on their behalf. This public relations technique is often used to sway public opinion and move legislators to action. "Grasstops" organizing uses the same strategy but involves community influencers. Issues management - CORRECT ANSWER-The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future. Issues can become crises Lobbying and its law - CORRECT ANSWER-The specialized area of PR that builds and maintains relations with a government or its officials for the primary propose of influencing legislation and regulation. Put into effect by Federal Lobbying Act of 1913 Marketing - CORRECT ANSWER-The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider. Targets customers. Marketing communications - CORRECT ANSWER-combination of activities designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotion, direct mail, trade shows, and special events Media Relations - CORRECT ANSWER-Mutually beneficial associations between publicists or public relations professionals and journalists as a condition for reaching audiences with messages of news or features of interest (publicity). The function includes both seeking publicity for an organization and responding to queries from journalists about the organization. Maintaining up-to-date lists of media contacts and a knowledge of media audience interests are critical to media relations. multicultural relations/workplace diversity - CORRECT ANSWER-Relating to people in various cultural groups. Understanding multicultural and workplace diversity continues to increase in importance. Diversity in the workplace continues to provide challenges and opportunities to public relations practitioners and other managers by affecting messaging, perceptions of ideas, and services. Multicultural considerations may include issues of household composition, ages, sex, ethnic and religious backgrounds, language, technology fluency and health status or disabilities. Press Agentry - CORRECT ANSWER-creating newsworthy stories and events to attract media attention and gain public notice (may not be positive) Proactive public relations - CORRECT ANSWER-Taking the initiative to develop and apply public relations plans to achieve measurable results toward set goals and objectives. PREFERRED METHOD Output - CORRECT ANSWER-Data that has been processed into a useful format of internal. Doesn't show quality, effectiveness, impact, or improvement opportunities Outcome - CORRECT ANSWER-Evaluation of knowledge, behavior, or predisposition of external (publics) Promotion - CORRECT ANSWER-activities designed to win publicity or attention, especially the staging of special events to generate media coverage. Designed to create and stimulate interest in a person, product, organization, or cause Propaganda - CORRECT ANSWER-messages specifically designed to shape perceptions or motivate actions that an organization wants. Coined in the 17th century by the Roman Catholic Church and originally meant "writing to propagate the faith." Word took on negative connotations in the 20th century Propaganda Devices - CORRECT ANSWER-Glittering generalities (broad statements) Name calling (Vilify opponents.) Transfer (guilt by association) Bandwagon (Everybody's doing it.)