PUR 3000 EXAM 1 QUESTIONS & ANSWERS
What is Public Relations? - Answers :"Public Relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics." - PRSA
2012 definition
How much do organizations spend on PR functions a year? - Answers :around $141
billion a year
PR growth rate and average salary - Answers :22.61% growth rate; $84,567 average
salary
Where do PR practitioners work? - Answers :34% in Corporations, 19% in
Nonprofits/Foundations, 17% in PR/Advertising/Marketing communication firms, 10%
Gov., 8% educational institutions, 8% independent counseling
Counseling - Answers :providing advice to management concerning policies,
relationships, and communications.
Media relations - Answers :working with journalists and bloggers in seeking publicity or
responding to their interests in the organization.
Publicity - Answers :Disseminating planned messages through traditional mass media
and social media platforms to further the organization's interests.
Community relations - Answers :planned activity with a community to maintain an
environment that benefits both the organization and the community.
Governmental affairs - Answers :Relating directly with legislatures and regulatory
agencies on behalf of the organization. Lobbying can be part of a government affairs
program.
Employee relations - Answers :responding to concerns, informing, and motivating an
organization's employees or members.
Investor relations - Answers :
Development/Fund-raising - Answers :demonstrating the need for and encouraging the
public to support an organization, primarily through financial contributions
Special events - Answers :Stimulating an interest in a person, product, or organization
by means of a well-planned event; also, activities designed to interact with publics and
listen to them.
, Marketing communications - Answers :combination of activities designed to sell a
product, service, or idea, including advertising, collateral materials, publicity, promotion,
direct mail, trade shows, social media, and special events.
Common terms in most definitions of PR are... - Answers :deliberate, planned,
performance, public interest, two way communication, strategic management function
R.A.C.E. Process - Answers :R: esearch (what is the problem or situation?)
A: ction (what is going to be done about it?)
C: ommunication (How will the public be told?)
E: valuation (was the audience reached and what was the effect?)
Organizations use a variety of terms to describe the PR process.... - Answers :corporate
communications, public affairs, communication, external affairs; less flattering terms:
flack and spin doctor
Essential abilities and qualities of PR professionals - Answers :writing skill, research
ability, planning expertise, problem-solving ability, business/economics competence,
expertise in social media
Marketing vs PR - Answers :Marketing: makes $ for the
organization, builds markets for goods & services, deals primarily with external
audiences, restricts PR to product publicity & promotion, persuasive, customer
based.
PR: saves $ for the
organization, builds relationships & good will, wide range of internal & external
audiences, includes many mgmt. & comm. functions, accommodative through
dialogue, both customers
& non
Advertising vs. PR - Answers :Advertising: paid space/time, guaranteed placement,
selling goods & services, external audiences, mass media outlets, specialized
communications
PR: free placement, no guaranteed placement, generate public
understanding, internal & external audiences, wide range channel, create favorable
environment
Journalism vs. PR - Answers :Journalism: main component is
writing, not necessarily
management, ascribes to objectivity, mass audience, single channel of media
employer, Informs
PR: many components:
writing, special events,
counseling, management skills
required, advocacy role, communicate with highly
What is Public Relations? - Answers :"Public Relations is a strategic
communication process that builds
mutually beneficial relationships between
organizations and their publics." - PRSA
2012 definition
How much do organizations spend on PR functions a year? - Answers :around $141
billion a year
PR growth rate and average salary - Answers :22.61% growth rate; $84,567 average
salary
Where do PR practitioners work? - Answers :34% in Corporations, 19% in
Nonprofits/Foundations, 17% in PR/Advertising/Marketing communication firms, 10%
Gov., 8% educational institutions, 8% independent counseling
Counseling - Answers :providing advice to management concerning policies,
relationships, and communications.
Media relations - Answers :working with journalists and bloggers in seeking publicity or
responding to their interests in the organization.
Publicity - Answers :Disseminating planned messages through traditional mass media
and social media platforms to further the organization's interests.
Community relations - Answers :planned activity with a community to maintain an
environment that benefits both the organization and the community.
Governmental affairs - Answers :Relating directly with legislatures and regulatory
agencies on behalf of the organization. Lobbying can be part of a government affairs
program.
Employee relations - Answers :responding to concerns, informing, and motivating an
organization's employees or members.
Investor relations - Answers :
Development/Fund-raising - Answers :demonstrating the need for and encouraging the
public to support an organization, primarily through financial contributions
Special events - Answers :Stimulating an interest in a person, product, or organization
by means of a well-planned event; also, activities designed to interact with publics and
listen to them.
, Marketing communications - Answers :combination of activities designed to sell a
product, service, or idea, including advertising, collateral materials, publicity, promotion,
direct mail, trade shows, social media, and special events.
Common terms in most definitions of PR are... - Answers :deliberate, planned,
performance, public interest, two way communication, strategic management function
R.A.C.E. Process - Answers :R: esearch (what is the problem or situation?)
A: ction (what is going to be done about it?)
C: ommunication (How will the public be told?)
E: valuation (was the audience reached and what was the effect?)
Organizations use a variety of terms to describe the PR process.... - Answers :corporate
communications, public affairs, communication, external affairs; less flattering terms:
flack and spin doctor
Essential abilities and qualities of PR professionals - Answers :writing skill, research
ability, planning expertise, problem-solving ability, business/economics competence,
expertise in social media
Marketing vs PR - Answers :Marketing: makes $ for the
organization, builds markets for goods & services, deals primarily with external
audiences, restricts PR to product publicity & promotion, persuasive, customer
based.
PR: saves $ for the
organization, builds relationships & good will, wide range of internal & external
audiences, includes many mgmt. & comm. functions, accommodative through
dialogue, both customers
& non
Advertising vs. PR - Answers :Advertising: paid space/time, guaranteed placement,
selling goods & services, external audiences, mass media outlets, specialized
communications
PR: free placement, no guaranteed placement, generate public
understanding, internal & external audiences, wide range channel, create favorable
environment
Journalism vs. PR - Answers :Journalism: main component is
writing, not necessarily
management, ascribes to objectivity, mass audience, single channel of media
employer, Informs
PR: many components:
writing, special events,
counseling, management skills
required, advocacy role, communicate with highly
