SRM 3178 Exam 1
active public - correct answer ✔✔A group of people who recognize that they have some common
interest or link to the organization, and as a result, take action to affect the relationship.
aware public - correct answer ✔✔Group of people who recognize that they have some common interest
or link to the organization.
Brand - correct answer ✔✔All the representations, including names, marks, intangible attributes, of an
entity (e.g., product, organization, individual) that distinguish the entity from other entities in the minds
of consumers.
brand equity - correct answer ✔✔The relative value a brand holds in the minds of its consumers as
compared with a generic competitor.
Campaigns - correct answer ✔✔Limited duration public relations initiatives within an organization to
attain a specific public relations result with a defined public or publics.
community relations - correct answer ✔✔A public relations function focused on building strong
relationships with members of the community.
Grunig's four models of public relations - correct answer ✔✔Models depicting the basic approaches to
public relations practice as well as its evolution as a profession. Includes press agentry, public
information, and two-way asymmetrical and two-way symmetrical models.
integrated communication - correct answer ✔✔A synergistic approach to communication that allows
congruent brand-related messages to be delivered across multiple platforms (e.g., paid, shared) to attain
consistency of message.
issues management - correct answer ✔✔An organizational process of identifying and addressing
interest-driven actions by a public that stand to affect the relationship between the organization and that
public.
active public - correct answer ✔✔A group of people who recognize that they have some common
interest or link to the organization, and as a result, take action to affect the relationship.
aware public - correct answer ✔✔Group of people who recognize that they have some common interest
or link to the organization.
Brand - correct answer ✔✔All the representations, including names, marks, intangible attributes, of an
entity (e.g., product, organization, individual) that distinguish the entity from other entities in the minds
of consumers.
brand equity - correct answer ✔✔The relative value a brand holds in the minds of its consumers as
compared with a generic competitor.
Campaigns - correct answer ✔✔Limited duration public relations initiatives within an organization to
attain a specific public relations result with a defined public or publics.
community relations - correct answer ✔✔A public relations function focused on building strong
relationships with members of the community.
Grunig's four models of public relations - correct answer ✔✔Models depicting the basic approaches to
public relations practice as well as its evolution as a profession. Includes press agentry, public
information, and two-way asymmetrical and two-way symmetrical models.
integrated communication - correct answer ✔✔A synergistic approach to communication that allows
congruent brand-related messages to be delivered across multiple platforms (e.g., paid, shared) to attain
consistency of message.
issues management - correct answer ✔✔An organizational process of identifying and addressing
interest-driven actions by a public that stand to affect the relationship between the organization and that
public.
