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PUR 3000 EXAM -1/ACTUAL EXAM
Questions and Answers (Expert Solutions)
Q: What is Public Relations?, 🗹🗹: -Management of communications between an
organization and its publics
-A communication function of management through which organizations adapt to, alter,
or maintain their environment for the purpose of achieving organizational goals.
-a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.
Q: General public relations data such as number of practitioners nationwide &
worldwide, number of university programs, annual expenditures on public relations (is
it growing?), 🗹🗹: -$141 billion a year on public relations functions
-#20 best career in America
-22.61% growth rate; $84,567 average salary
Q: Definition of Public Relations • Components/functions of public relations - what is
public relations and all the different types of public relations work, 🗹🗹: counseling,
media relations, publicity, community relations, governmental affairs, employee
relations, investor relations, development/fundraising, special events, marketing
communications
Q: Words that would have to be included in any almost anyone's definition of public
relations., 🗹🗹: • deliberate,
• planned,
• performance,
• public interest,
• two-way communication, and
• strategic management function
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Q: What are public relations contributions to the bottom line?, 🗹🗹: PR contributes
to the bottom line in 9 ways:
1. Awareness and information
2. Organizational motivation
3. Issue anticipation
4. Opportunity identification
5. Crisis management
6. Overcoming executive isolation
7. Change agent
8. Social responsibility
9. Influencing public policy
Q: Public relations as a process (RACE)., 🗹🗹: -Public relations is a process and is
composed of components in which RACE comprises of
-Race stands for:
Research
Action
Communication
Evaluation
Q: Other terms for public relations, both positive and those less flattering., 🗹🗹:
corporate communications,
• public affairs,
• communication,
• external affairs.
• Less flattering terms used in the media include
flack and spin doctor
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Q: Essential abilities and qualities of public relations professionals., 🗹🗹: Writing
Skills
Research Ability
Planning Expertise
Problem-Solving
Business/Economic Competence
Expertise in Social Media
Q: Basic field of public relations information such as levels, basic salary information,
what influences salaries., 🗹🗹: It all depends on region, title, type of organization, job
classification, technical or managerial. National average for all practitioners is
$63,000
• More than 20 years of experience, average
$103,000 for men, $81,000 for women
• Top executives for Fortune 500 companies
ranges from $269,000 to almost $500,000
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Q: Similarities and differences among public relations, advertising, marketing,
journalism, and integrated marketing communications (IMC), 🗹🗹: 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
free placement
• no guaranteed placement
• generate public
PUR 3000 EXAM -1/ACTUAL EXAM
Questions and Answers (Expert Solutions)
Q: What is Public Relations?, 🗹🗹: -Management of communications between an
organization and its publics
-A communication function of management through which organizations adapt to, alter,
or maintain their environment for the purpose of achieving organizational goals.
-a strategic communication process that builds mutually beneficial relationships
between organizations and their publics.
Q: General public relations data such as number of practitioners nationwide &
worldwide, number of university programs, annual expenditures on public relations (is
it growing?), 🗹🗹: -$141 billion a year on public relations functions
-#20 best career in America
-22.61% growth rate; $84,567 average salary
Q: Definition of Public Relations • Components/functions of public relations - what is
public relations and all the different types of public relations work, 🗹🗹: counseling,
media relations, publicity, community relations, governmental affairs, employee
relations, investor relations, development/fundraising, special events, marketing
communications
Q: Words that would have to be included in any almost anyone's definition of public
relations., 🗹🗹: • deliberate,
• planned,
• performance,
• public interest,
• two-way communication, and
• strategic management function
, Page | 2
Q: What are public relations contributions to the bottom line?, 🗹🗹: PR contributes
to the bottom line in 9 ways:
1. Awareness and information
2. Organizational motivation
3. Issue anticipation
4. Opportunity identification
5. Crisis management
6. Overcoming executive isolation
7. Change agent
8. Social responsibility
9. Influencing public policy
Q: Public relations as a process (RACE)., 🗹🗹: -Public relations is a process and is
composed of components in which RACE comprises of
-Race stands for:
Research
Action
Communication
Evaluation
Q: Other terms for public relations, both positive and those less flattering., 🗹🗹:
corporate communications,
• public affairs,
• communication,
• external affairs.
• Less flattering terms used in the media include
flack and spin doctor
, Page | 3
Q: Essential abilities and qualities of public relations professionals., 🗹🗹: Writing
Skills
Research Ability
Planning Expertise
Problem-Solving
Business/Economic Competence
Expertise in Social Media
Q: Basic field of public relations information such as levels, basic salary information,
what influences salaries., 🗹🗹: It all depends on region, title, type of organization, job
classification, technical or managerial. National average for all practitioners is
$63,000
• More than 20 years of experience, average
$103,000 for men, $81,000 for women
• Top executives for Fortune 500 companies
ranges from $269,000 to almost $500,000
, Page | 4
Q: Similarities and differences among public relations, advertising, marketing,
journalism, and integrated marketing communications (IMC), 🗹🗹: 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
free placement
• no guaranteed placement
• generate public
