PUR 4000 EXAM 1

PUR 4000 EXAM 1




UnderstandbmwhatbmPRbmisbmandbmwhatbmitbmtriesbmtobmdobm-bmanswers--
PRbmdealsbmwithbmthebmmanagementbmofbmperceptions,bmimages,bmandbmrelationships.bmPRbmmanag
esbmperceptions,bmcreatesbmimages,bmsellsbmideas,bmandbmhelpsbmorganizationsbmadjustbmtobmtheirbms
ocialbmenvironment.bmPRbmisbmabmmanagementbmfunction,bminvolvesbmtwo-
waybmcommunication,bmisbmabmresearchbmbasedbmsocialbmscience,bmandbmisbmsociallybmresponsible.bm
Tobmcreatebmpositivebmrelationshipsbmknowbmthebmperceptions,bmaddressbmthebmperceptions,bmandbm
supportbmimagebmwithbmaction.



Relationshipbmmanagementbm-bmanswers--
PRbmworksbmtobmbuildbmandbmmaintainbmpositivebmrelationshipsbmbetweenbmanbmorganizationbmandbm
itsbmpublics



KnowbmandbmunderstandbmthebmworkingbmdefinitionbmforbmPRbm-bmanswers--
PRbmisbmthebmmanagementbmfunctionbmthatbmestablishesbmandbmmaintainsbmmutuallybmbeneficialbmre
lationshipsbmbetweenbmandbmorganizationbmandbmitsbmpublics



UnderstandbmthebmdifferencebmbetweenbmPRbmandbmMarketingbmandbmhowbmtheybmworkbmtogetherb
m-bmanswers--
Marketingbmdeliversbmonebmthingbminbmexchangebmforbmsomethingbmelsebmandbmdealsbmonlybmwithbm
thebmorganization/
customerbmrelationship.bmPRbmcontributesbmtobmthisbmeffortbmbybmmaintainingbmabmhospitablebmenvir
onment



InternalbmRelationsbm-bmanswers--
GoodbmPRbmbeginsbmatbmhome;bmemployeesbmarebmthebmnumberbm1bmpublicbminbmPR

, Publicitybm-bmanswers--
Informationbmprovidedbmbybmanbmoutsidebmsourcebmthatbmisbmusedbmbybmthebmmediabmbecausebmitb
mhasbmnewsbmvalue




Advertisingbm-bmanswers--
Informationbmplacedbminbmthebmmediabmbybmanbmidentifiedbmsponsorbmwhobmpaidbmforbmthebmtimeb
morbmspace;bmPRbmcanbmusebmadvertisingbmasbmabmtoolbmtobmmergebmorbmchangebmbrandbmidentity,b
mtobmbuildbmgoodwill,bmandbmtobmaddressbmcriticismbminbmthebmmedia




PressbmAgentrybm-bmanswers--
Creatingbmthebmperceptionbmthatbmsomethingbmisbmnewsworthybmtobmgetbmthebmpublic'sbmattention.b
mMorebmmediabmcoveragebmequalsbmmorebmperceptionbmofbmimportance.bmHistoricallybmusedbmandbm
abused,bmnegativebmperceptions.bme.x.-bmsellingbm5000bmalbums,bmmakingbmitbm50000.



PublicbmAffairsbm-bmanswers--
SpecializedbmpartbmofbmPR,bmbuildsbmandbmmaintainsbmrelationshipsbmwithbmgovernmentalbmagenciesb
mandbmstakeholdersbmtobminfluencebmpublicbmpolicy.bmShouldbmhavebmpolibmsci/
prebmlawbmexperience.bme.x.-bmherbbmgardenbmplacement;bmOCbmfrontbmyard,bmSCbmbackbmyard



Lobbyingbm-bmanswers--
Highlybmspecialized,bmworksbmtobmpersuadebmlegislatorsbmtobmpropose,bmpass,bmorbmdefeatbmlegislatio
nbmorbmtobmchangebmexistingbmlaw.bmRequiresbmpolibmsci/prebmlawbmexperience.bme.x.bmGray|
Robinson



IssuesbmManagementbm(CrisisbmManagement,bmCrisisbmPR)bm-bmanswers--
Anticipating,bmidentifying,bmevaluating,bmandbmrespondingbmtobmissuesbmthatbmimpactbmourbmorganiza
tionbme.x.bmApple'sbmiMacbmwithoutbmCDbmburned,bmiPodbmwasbmcreated



InvestorbmRelationsbm-bmanswers--
partbmofbmcorporatebmPRbmthatbmfocusesbmonbmthebmrelationshipbmwithbmshareholdersbmandbmthebmfi
nancialbmcommunity.bmThebmgoalbmisbmtobmenhancebmthebmvaluebmofbmthebmstock.bmYoubmneedbmbus
inessbmexperience.bmCommunicationbmwithbmthebmcompany,bmgoodbmorbmbad,bmisbmkey.



Developmentbm-bmanswers--
worksbmtobmbuildbmrelationshipbmbetweenbmnonprofitbmorganizationsbmandbmdonors,bmmembers,bman
dbmvolunteersbmusingbmfundraisingbmcampaigns,bmevents,bmandbmmemberbmservices.