chapter 15

Question 1

what are the stages of public relations

Answer 1

1) the determination and evaluation of public attitudes
2) the identification of policies and procedures of an individual or organisation with a public interest
3) the development and execution of an action program to bring about public understanding and acceptance

Question 2

what are public relations activities designed to support marketing activities known as?

Answer 2

marketing public relations (MPR)

BOOM, lol

Question 3

Define Public Relations

Answer 3

Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics.
It is a management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a program of action to earn public understanding and acceptance.

Question 4

What is the planned process of PR?

Answer 4

1. Preplanning - determine and evaluate public attitudes.
2. Planning - Identify policies and procedures of an individual organisation with a public interest.
3. Implementation - Develop and execute an action program designed to bring about public understanding and acceptance.

Question 5

how can MPR ad value to IMC?

Answer 5

1) Building marketplace excitement before media advertising breaks or instead of it
2) improving ROI
3) creating advertising news where there is no product news
4) introducing a product with little or no advertising
5) providing value-added customer service
6) influencing the influentials (providing information to opinion leaders or early adopters)
7) defending products at risk and giving consumers a reason to buy

Question 6

what are the reasons for surveying public attitudes?

Answer 6

1) it provides input into the planning process
2) it serves as an early warning system
3) it secures support internally
4) it increases the effectiveness of the communication

Question 7

what is Broom, Center, and Cutlip’s four-step process into developing a PR plan?

Answer 7

1) define PR problems
2) plan and program
3) take action and communicate
4) evaluate the program

Question 8

what are internal PR audiences?

Answer 8

generally employees, sometimes shareholders too

Question 9

what are external PR audiences?

Answer 9

1) community members
2) customers
3) suppliers
4) regulators
5) media
6) opinion leaders
7) civic and business organisations
8) governments
9) financial groups (potential shareholders)

Question 10

what is a media release?

Answer 10

factual and interesting information released to the media

Question 11

what are the advantages and disadvantages of offering an exclusive?

Answer 11

adv) more likely to be accepted

dis) irritates other media outlets

Question 12

What are PR tools?

Answer 12

1) media releases
2) media conferences
3) exclusives
4) interviews
5) community involvement
6) the inter-freaking-webs

Question 13

Advantages of PR?

Answer 13

1) credibility
2) low cost
3) lead generation
4) ability to reach specific groups
5) image building

Question 14

When PR goes wrong

Answer 14

may misfire through poor management and lack of coordination with marketing department

danger of inconsistent communications, redundant communications etc.

Question 15

Advantages of Publicity

Answer 15

1) credibility
2) news value
3) significant WOM
4) perception of being endorsed by the media

Question 16

what is Publicity?

Answer 16

refers to the generation of news about a person, product or service that appears in broadcast or print media.

may be generated by the org or simply be about it

subset of PR

May be out of the marketer’s control

Question 17

disadvantages of publicity

Answer 17

1) negative publicity
2) timing (not in control)
3) accuracy

Question 18

what is corporate advertising?

Answer 18

advertising that aims to promote the company overall, by enhancing its image, assuming a position on a social issue or cause, or seeking direct involvement in something

Question 19

what are generic objectives of corporate adving?

Answer 19

1) boosting employee morale and smoothing employee relations
2) helping newly deregulated industries ease consumer uncertainty and answer investor questions
3) helping diversified companies establish an identity for the parent company rather than relying solely on brand names

Question 20

types of corporate advertising

Answer 20

1) image advertising
2) sponsorships
3) advocacy adving
4) cause related adving

Question 21

advantages of corporate adving?

Answer 21

1) it is an excellent vehicle for positioning the company
2) it takes advantage of the benefits derived from public relations
3) it can reach select and general markets

Question 22

disadvantages of corporate adving?

Answer 22

1) questionable effectiveness

2) constitutionality and/or ethics (large companies can control public opinion unfairly)

Question 23

methods for measuring effectiveness of corporate adving?

Answer 23

1) attitude surveys
2) studies relating corporate advertising and share price
3) focus group research

Question 24

What are some techniques in determining public attitudes?

Answer 24

• environmental scanning
• market research
• communications from customers
• media monitoring services
• market intelligence

Question 25

Why evaluate PR?

Answer 25

• Provides management with information about what has been achieved through public relations activities.
• Provides management with a way to measure PR achievements quantitatively
• Allows managers a means to judge the quality of public relations achievements and activities

Question 26

What are the 3 levels of PR evaluation?

Answer 26

• Basic: measure actual PR activities undertaken
• Intermediate: Measure audience reception and understanding of message
• Advanced: measure perceptual and behavioural change.

Question 27

What is advocacy advertising?

Answer 27

The propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.

Question 28

What is cause-related marketing?

Answer 28

A form of marketing whereby companies link with charities or non-profit organisations as contributing sponsors.