Public Relations- Chapter 4 Exam Bank Solution Manual Already Passed (100%) Correct

Public Relations- Chapter 4 Exam Bank Solution Manual Already Passed (100%) Correct What is Public Relations? - Answers A process that involves the unannounced insertion of products or ideas into media materials People sometimes talk about PR narrowly, equating it with publicity. What is Publicity? - Answers The process of getting people or products mentioned in the news and entertainment media in order to get members of the public interested in them What are the 2 major ways in which PR differs from advertising? - Answers - Advertisers *pay for the space or time* that they receive, whereas public relations practitioners typically do not. - Advertising clearly states its presence. When you see an ad, you know what it is for, and you often know quite easily who is sponsoring it. A public relations activity, by contrast, typically *hides its presence and its sponsor*. What are three examples that suggest the *wide territory* of the PR world? - Answers - To help devise a strategy for dealing with things that are harmful to your company - To help change the perception that your company's stock is undervalued - You get your PR team to write a negative response about your logo In all these scenarios, what does PR involve? - Answers Information, activities, and policies by which corporations and other organizations seek to create attitudes favorable to themselves and their work, and to counter adverse attitudes These scenarios also suggest that public relations need not involved the _________________ of mass communications - Answers Technology - may involve one-on-one lobbying, which is a form of interpersonal communication. But for many aspects of their work, public relations practitioners do turn to the ___________ __________ - Answers Mass media What advertising and PR have in common is that they deal in .....? Whereas advertising activities supply money directly to support particular _______ _________, public relations activities supply ideas to media for _________. - Answers - Billions of dollars and play profound roles in American mass media. - Media outlets - Stories PR is helping the media personnel get their work done more ____________ and _____________ than would have been the case if the PR firms hadn't helped out. - Answers Quickly and efficiently Public relations practitioners that are found in corporations, government bodies, health care institutions, military branches, professional services firms, associations, nonprofit organizations, and other public and private entities often carry out 3 types of work. What are they? - Answers - Media relations - Internal relations - External relations What are Media Relations? - Answers All dealings with reporters and other members of media organizations who might tell a story about a client - work most closely related to media What do Media Relations employees do? - Answers - Handle *calls and emails* from journalists looking for information or wanting to speak to particular executives. - *Provide answers* and *coordinate interviews* - *Teach executives* the best way to act on camera What is Internal Relations? - Answers Presenting the views of the company to company workers and owners—employees, union groups, and shareholders (inside the company) What are External Relations? - Answers Presenting the views of the company to people and organizations *outside the firm*. Many of the outside and inside activities involve interpersonal activities: face-to-face meetings with congressional staff, for example, or speeches to union members At the same time, a fair amount of the work in both areas may well involve a variety of _________ ________ - Answers Media outlets Just as the work of PR departments in companies often involves fueling media content of one sort or another, so public relations agencies often aim to "___________" media firms with content that benefits their clients. - Answers Subsidize Sometimes clients make "____________" deals with an agency, under which the company agrees to carry out a PR program at an agreed-upon rate per month. - Answers Retainer What do large public relation firms do? What do small ones do? - Answers - Large firms help clients with any area of communication - Smaller firms specialize in a particular part of their industry's work What are the biggest public relations firms? - Answers - Fleishman-Hillard - Weber Shandwick - Hill & Knowlton Strategies - Burson-Marsteller - Incepta - Edelman Worldwide - BSMG Worldwide - Ogilvy PR - Porter Novelli - Ketchum All of these companies with the exception of Edelman and Incepta are owned by one of the agency holding companies known as the Big Four. What are the Big Four? - Answers The largest agency holding companies, including Omnicom, WPP, Interpublic, and Publicis What is the key to the activities of the biggest firms? - Answers Global reach Prominent public relations activities fall into which areas? - Answers - Corporate communications - Financial communications - Health care - Public affairs - Crisis management Explain Corporate communications. - Answers An automobile manufacturer presentation of a company's overall image to its employees and to the public at large Explain Financial communications. - Answers Helping a client's interactions with lenders,