COMM 370 EXAM 1 QUESTIONS WITH VERIFIED
ANSWERS
Basic elements that characterize public relations - Answers - Crisis Management,
Internal Communications, and providing strategic communications advice.
In the business of building reputation and creating trust.
Key words to define PR - Answers - deliberate: intentional
planned: organized
performance: be responsive
public interest: mutually beneficial
two-way communication: feedback
management function: counseling
Public Relations - Answers - the deliberate, planned, and sustained, effort to establish
and maintain mutual understanding between an organization and its publics.
Public Relations as a process: RACE - Answers - Research, Action, Communication,
Evaluation
Research - Answers - *What is the problem or situation?
*Whom does it affect?
*What is our overall goal?
*What are our objectives?
*Who are my publics
Action - Answers - *What are we going to do about the problem?
-Program Planning
Communication - Answers - *How will we communicate to our publics?
Evaluation - Answers - *Did we reach our intended publics and what was the effect?
Were we successful?
Counseling - Answers - Provides advice to management
Media Relations - Answers - Being prepared to work with the news media either in
response to a crisis or to seek publicity for a company program.
Publicity - Answers - Dissemination of planned messages in very select media to get
your message across
Employee/ member relations - Answers - Don't forget your employees!
, Community relations - Answers - any planned activity within the community that benefits
both the community and the company
Public Affairs - Answers - *generally used by government agencies to describe their
public relations activities.
*Corporate America uses it as an umbrella that covers multiple PR missions and
activities.
Government Affairs - Answers - Relates to legislatures and regulatory agencies on
behalf of the organization usually known as "lobbying"
Components of Public Relations - Answers - Issues management, financial relations,
industry relations, development/ fundraising, multicultural relations, special events.
PR vs. Journalism - Answers - Both journalistic style, interview people, gather and
analyze information.
PR= Persuades
Journalism= Objective
PR:
Scope- wider range of responsibilities
Objectives- more than just informing
Audiences- carefully segmented
Channels- many
PR vs. Advertising - Answers - PR-
-information about event, person, group or product
-directed to specialized external audiences
-primary function is to create an environment in which company thrives
Advertising (selling)- disadvantage: cost
-paid media
-directed to buyers of goods/services
-primary function to sell services/goods.
PR vs. Marketing - Answers - PR builds relationships and creates and maintains
hospitable relationships and goodwill for the company.
Marketing attracts and satisfies customers on a long-term basis to achieve the
company's financial goals, and it does so by selling goods and services through
attractive packaging, competitive pricing, retail and online promotions.
Areas of Public Relations - Answers - Corporations, nonprofits, public relations firms,
government (all levels), education, entertainment, sports, travel, healthcare,
international public relations
ANSWERS
Basic elements that characterize public relations - Answers - Crisis Management,
Internal Communications, and providing strategic communications advice.
In the business of building reputation and creating trust.
Key words to define PR - Answers - deliberate: intentional
planned: organized
performance: be responsive
public interest: mutually beneficial
two-way communication: feedback
management function: counseling
Public Relations - Answers - the deliberate, planned, and sustained, effort to establish
and maintain mutual understanding between an organization and its publics.
Public Relations as a process: RACE - Answers - Research, Action, Communication,
Evaluation
Research - Answers - *What is the problem or situation?
*Whom does it affect?
*What is our overall goal?
*What are our objectives?
*Who are my publics
Action - Answers - *What are we going to do about the problem?
-Program Planning
Communication - Answers - *How will we communicate to our publics?
Evaluation - Answers - *Did we reach our intended publics and what was the effect?
Were we successful?
Counseling - Answers - Provides advice to management
Media Relations - Answers - Being prepared to work with the news media either in
response to a crisis or to seek publicity for a company program.
Publicity - Answers - Dissemination of planned messages in very select media to get
your message across
Employee/ member relations - Answers - Don't forget your employees!
, Community relations - Answers - any planned activity within the community that benefits
both the community and the company
Public Affairs - Answers - *generally used by government agencies to describe their
public relations activities.
*Corporate America uses it as an umbrella that covers multiple PR missions and
activities.
Government Affairs - Answers - Relates to legislatures and regulatory agencies on
behalf of the organization usually known as "lobbying"
Components of Public Relations - Answers - Issues management, financial relations,
industry relations, development/ fundraising, multicultural relations, special events.
PR vs. Journalism - Answers - Both journalistic style, interview people, gather and
analyze information.
PR= Persuades
Journalism= Objective
PR:
Scope- wider range of responsibilities
Objectives- more than just informing
Audiences- carefully segmented
Channels- many
PR vs. Advertising - Answers - PR-
-information about event, person, group or product
-directed to specialized external audiences
-primary function is to create an environment in which company thrives
Advertising (selling)- disadvantage: cost
-paid media
-directed to buyers of goods/services
-primary function to sell services/goods.
PR vs. Marketing - Answers - PR builds relationships and creates and maintains
hospitable relationships and goodwill for the company.
Marketing attracts and satisfies customers on a long-term basis to achieve the
company's financial goals, and it does so by selling goods and services through
attractive packaging, competitive pricing, retail and online promotions.
Areas of Public Relations - Answers - Corporations, nonprofits, public relations firms,
government (all levels), education, entertainment, sports, travel, healthcare,
international public relations
