Key Concepts in Public Relations Test Bank Solution Manual Already Passed (Rated A+)
Public Relations - Answers A planned, ethical, and clear communication process coordinated by top
management to educate, reinforce, and influence targeted publics.
R.A.C.E. - Answers An acronym used in PR planning that identifies a four-step process: Research, Action
Planning, Communicate, Evaluate.
PR Functions - Answers There are two general functions of public relations; task and management. Task
PR is simply writing a news release, making copies, calling media, stuffing envelopes; the basic tasks of
the job. The management function is where the strategic work of PR is done. As management, PR
professionals consult the organization's top executives and act as the "conscience" of the company. The
number one indicator of whether a PR person will make the transition from task management is their
use of research.
Publics - Answers Targeted segments of people who have a stake in an issue for a public relations
professional would like to learn from and/or influence. Defined by demo-and-psychographics.
~Demographics: statistical, personal, social, and economic characteristics used to describe a population.
Examples include: age, gender, education, income, occupation, race, and family size. Often includes
geographic data such as region, population, location.
~Psychographics: refer to lifestyle and psychological characteristics such as attitudes, interests,
opinions, values, and activities used to describe a targeted public. Examples include: hobbies, vacations,
entertainment, club membership, sports, politics, culture, food, media, achievements.
Goals - Answers Overall, desired outcomes of the PR plan which help accomplish the goals of the
organization
Objectives - Answers Specific milestones that demonstrate progress toward a goal. Objectives must
include three key elements: measurable, directional, and within a timeframe. For example: Nike will
increase (directional) the awareness of Nike tennis gear by 20% (measurable) by October 1, 2008
(timeline).
Strategies - Answers Broad communication categories of how the plan will be implemented to best
utilize resources toward the targeted public. Examples are: electronic media, print media, outdoor
signage, events, and word-of-mouth.
Tactics - Answers Specific activities to implement the strategies in order to achieve objectives and goals.
Examples are: create a website, send a press release, host a community picnic, or set up an interview on
a radio or TV program.
PR Excellence - Answers The number one predictor of an organization's PR excellence is the extent to
which the CEO supports/understands PR.
PR Skill - Answers The number one skill necessary for a public relations professional is writing.
Public Relations - Answers A planned, ethical, and clear communication process coordinated by top
management to educate, reinforce, and influence targeted publics.
R.A.C.E. - Answers An acronym used in PR planning that identifies a four-step process: Research, Action
Planning, Communicate, Evaluate.
PR Functions - Answers There are two general functions of public relations; task and management. Task
PR is simply writing a news release, making copies, calling media, stuffing envelopes; the basic tasks of
the job. The management function is where the strategic work of PR is done. As management, PR
professionals consult the organization's top executives and act as the "conscience" of the company. The
number one indicator of whether a PR person will make the transition from task management is their
use of research.
Publics - Answers Targeted segments of people who have a stake in an issue for a public relations
professional would like to learn from and/or influence. Defined by demo-and-psychographics.
~Demographics: statistical, personal, social, and economic characteristics used to describe a population.
Examples include: age, gender, education, income, occupation, race, and family size. Often includes
geographic data such as region, population, location.
~Psychographics: refer to lifestyle and psychological characteristics such as attitudes, interests,
opinions, values, and activities used to describe a targeted public. Examples include: hobbies, vacations,
entertainment, club membership, sports, politics, culture, food, media, achievements.
Goals - Answers Overall, desired outcomes of the PR plan which help accomplish the goals of the
organization
Objectives - Answers Specific milestones that demonstrate progress toward a goal. Objectives must
include three key elements: measurable, directional, and within a timeframe. For example: Nike will
increase (directional) the awareness of Nike tennis gear by 20% (measurable) by October 1, 2008
(timeline).
Strategies - Answers Broad communication categories of how the plan will be implemented to best
utilize resources toward the targeted public. Examples are: electronic media, print media, outdoor
signage, events, and word-of-mouth.
Tactics - Answers Specific activities to implement the strategies in order to achieve objectives and goals.
Examples are: create a website, send a press release, host a community picnic, or set up an interview on
a radio or TV program.
PR Excellence - Answers The number one predictor of an organization's PR excellence is the extent to
which the CEO supports/understands PR.
PR Skill - Answers The number one skill necessary for a public relations professional is writing.
