COM 312: Final Exam Study Guide: Questions &
Answers: Guaranteed A+ Guide
Problem defining PR - ANSWER-it is a broad field
-many organizations are involved in PR and many activities are considered PR or part
of the PR function
-Evolved and an evolved and evolving field
-Negative stereotypes exist and it is seen as a not highly ethical profession
-Ambiguity outside and inside of the profession (lack of certainty)
-Many people who use terms relating to PR have little understanding
-Practitioners operate as advisors/counselors and as technicians
Public Relations Definition (PRSA) - ANSWERPublic relations is a strategic
communication process that builds mutually beneficial relationships between
organizations and their publics
Public relations definition (textbook-broom and sha) - ANSWERPublic relations is the
management function that establishes and maintains mutually beneficial
relationships betweens organization and its publics on whom its success of failure
depends
PR FUNCTION - ANSWER1. Involves a planned, sustained program as a part of an
organization's management
2. Deals with the relationship between an organization and its stakeholder publics
3. Monitors awareness, opinions, attitudes and behavior inside and outside the
organization
4. Analyzes the impact of the organization's policies, procedures and actions on
public
5. Identifies and adjusts policies, procedures and actions that conflict with public
interest and organizational survival
6. Counsels management on the establishment of new policies, procedures and
actions that are mutually beneficial to the organization and its publics
7. Produces measurable changes in awareness, opinions, attitudes and behaviors
inside and outside of the organization
8. Results in new and or maintained relationships between an organization and its
publics
Good Performance (working definition PR) - ANSWERo 1. Senses public
opinion/social expectation
2. Communicates PO/SE to management
3. Influences organization to meet public opinion/social expectation
Good communication (working definition PR) - ANSWER4. Plan a communication
program
5. Execute program
, 6. Evaluate program in terms of its effects on public opinion/social expectation (and
behavior)
Public Relations Process (working definition of PR) - ANSWERResearch -> action
planning-> communication -> evaluation
Relative Challenges/Strengths - ANSWER-Sensing public opinion (time, money, and
ability are factors)
-Communicate public opinion to management and more importantly influencing org.
behavior
Challenges - ANSWER-Planning programs (especially historically)
-Evaluating PR programs (time and money factor)
Strengths - ANSWER-Program execution
-Execution related to area or specialty
*potential challenges to overcome strengths
International relations - ANSWERdeals with relationships among nations in largest
social system
Stakeholder publics - ANSWERpeople who are somehow mutually involved or
interdependent with organizations
How public relations is a management function - ANSWERbecause all organizations
must attend to relationships with their publics
Public relations vs. Marketing - ANSWERUnlike marketing, in PR there is no exchange
of title in relationships with employees, communication members,
environmentalists, and other constant publics
Activities similar to PR - ANSWER-Advertising
-Marketing
Advertising - ANSWERControls content, placement, timing and paying for media time
and space. Controlled method of placing messages in the media
Marketing - ANSWER1. PR tools and techniques often used in integrated marketing
communications (IMC)
2. Social marketing (as a subset of all marketing activities) easily is confused with
public relations- promote products
3. Sells pro social ideas on social media
Parts of the PR Function - ANSWER-Employee communication
-internal relations
-pubicity
-PR uses advertising
Answers: Guaranteed A+ Guide
Problem defining PR - ANSWER-it is a broad field
-many organizations are involved in PR and many activities are considered PR or part
of the PR function
-Evolved and an evolved and evolving field
-Negative stereotypes exist and it is seen as a not highly ethical profession
-Ambiguity outside and inside of the profession (lack of certainty)
-Many people who use terms relating to PR have little understanding
-Practitioners operate as advisors/counselors and as technicians
Public Relations Definition (PRSA) - ANSWERPublic relations is a strategic
communication process that builds mutually beneficial relationships between
organizations and their publics
Public relations definition (textbook-broom and sha) - ANSWERPublic relations is the
management function that establishes and maintains mutually beneficial
relationships betweens organization and its publics on whom its success of failure
depends
PR FUNCTION - ANSWER1. Involves a planned, sustained program as a part of an
organization's management
2. Deals with the relationship between an organization and its stakeholder publics
3. Monitors awareness, opinions, attitudes and behavior inside and outside the
organization
4. Analyzes the impact of the organization's policies, procedures and actions on
public
5. Identifies and adjusts policies, procedures and actions that conflict with public
interest and organizational survival
6. Counsels management on the establishment of new policies, procedures and
actions that are mutually beneficial to the organization and its publics
7. Produces measurable changes in awareness, opinions, attitudes and behaviors
inside and outside of the organization
8. Results in new and or maintained relationships between an organization and its
publics
Good Performance (working definition PR) - ANSWERo 1. Senses public
opinion/social expectation
2. Communicates PO/SE to management
3. Influences organization to meet public opinion/social expectation
Good communication (working definition PR) - ANSWER4. Plan a communication
program
5. Execute program
, 6. Evaluate program in terms of its effects on public opinion/social expectation (and
behavior)
Public Relations Process (working definition of PR) - ANSWERResearch -> action
planning-> communication -> evaluation
Relative Challenges/Strengths - ANSWER-Sensing public opinion (time, money, and
ability are factors)
-Communicate public opinion to management and more importantly influencing org.
behavior
Challenges - ANSWER-Planning programs (especially historically)
-Evaluating PR programs (time and money factor)
Strengths - ANSWER-Program execution
-Execution related to area or specialty
*potential challenges to overcome strengths
International relations - ANSWERdeals with relationships among nations in largest
social system
Stakeholder publics - ANSWERpeople who are somehow mutually involved or
interdependent with organizations
How public relations is a management function - ANSWERbecause all organizations
must attend to relationships with their publics
Public relations vs. Marketing - ANSWERUnlike marketing, in PR there is no exchange
of title in relationships with employees, communication members,
environmentalists, and other constant publics
Activities similar to PR - ANSWER-Advertising
-Marketing
Advertising - ANSWERControls content, placement, timing and paying for media time
and space. Controlled method of placing messages in the media
Marketing - ANSWER1. PR tools and techniques often used in integrated marketing
communications (IMC)
2. Social marketing (as a subset of all marketing activities) easily is confused with
public relations- promote products
3. Sells pro social ideas on social media
Parts of the PR Function - ANSWER-Employee communication
-internal relations
-pubicity
-PR uses advertising
