Final Exam

Question 1

What is social responsibility?

Answer 1

For corporate it is a commitment to be ethical, be transparent, and build trust.

Question 2

What are fund-raising techniques/principals?

Answer 2

Preparation(Map committee work, set reasonable time, and estimate cost reasonably), Committee Work(Play up strengths, representative body, stronger appeal = weaker leadership), Publicity(Sell idea, pathos, be specific, common theme and appeal), and Campaign Outreach (Six steps of solicitation: list, rate, assign, cultivate, canvass, follow up, Canvassing answers the 5 Ws, and ask with ideas not for money)

Question 3

What is “strategic giving”?

Answer 3

Coke being linked to water

Question 4

What is the goals of health-care PR?

Answer 4

To educate audiences, increase market share, enhance loyalties, promote wellness, avoid or manage crises, and develop new markets

Question 5

What is a PACs?

Answer 5

Public Affairs Counsel

Question 6

What is HIPPAA/patient privacy?

Answer 6

Can’t keep anything private that an insurer would need to know

Question 7

What is community relations?

Answer 7

Planned activity within a community to maintain an environment that benefits both the corporation and the community

Question 8

What is corporate philanthropy?

Answer 8

Strengthens reputation, increases media opportunities, improves community and government relations, employee recruitment and retention, enhances marketing, helps research and development, and increases profits.

Question 9

What is corporate objectives?

Answer 9

To inform about operations of firm, keep locals informed, gain favorable opinion, fix misunderstands and respond to criticism, inform employees and family.

Question 10

What is educational PR?

Answer 10

Has become big, helps with social change, safety concerns and wit finical commitments

Question 11

What is producer/commodity boards?

Answer 11

For food or steel products; durable goods

Question 12

What is educational objectives?

Answer 12

To increase awareness, head off rumors, build support for funds, get acceptance for changes, and enhance reputation

Question 13

What is key public for education?

Answer 13

Parents, school staff, students, community orgs, local news media, board members, alumni (only college), potential students (only college or private schools), and business community and partners (schools find businesses to provide funds or volunteer)

Question 14

What are the “Nonprofit” requirement?

Answer 14

They must be organized, private, distributing and self-governing, voluntary

Question 15

What are labor union challenges/purposes?

Answer 15

Meeting membership demands with little power/authority, diversity in memberships, and balancing public interest with membership interest, PR purposes are to provide helpful information, recruit new members, promote positive positions, legislation and the profession

Question 16

What is “public information” vs. PR?

Answer 16

Works with government, if you’re a PR for military you’re called information officer

Question 17

What are trade associations/federations?

Answer 17

Trade associations represent companies, firms or businesses in similar activities.

Question 18

What are professional associations/societies?

Answer 18

Represent those in similar fields with similar education and preparation.

Question 19

What is consumer relations?

Answer 19

it is the front line of PR, can severely damage company’s reputation, is now monitored closely. To keep old customers, attract new ones, market new items or services, expedite complaint handling, reduce costs, and reach diverse markets.

Question 20

What is charitable giving?

Answer 20

Like Tom’s shoes

Question 21

What are foundations?

Answer 21

Company sponsored, independent, and community. Provide grants and funds to non profits for charitable activities.

Question 22

What are the chambers of commerce?

Answer 22

Association of businesspersons and professionals who work to improve their area’s commercial climate and to publicize its attractions, PR researches, does travel and tourism, and helps with economic development

Question 23

What is the consumer “bill of rights”?

Answer 23

Made by Kennedy it is the right to safety, be informed, choose, and be heard.

Question 24

What are the corporate goals and objectives?

Answer 24

To be an engaged member of the community, provide a stable diverse employment, reasonable returns, meet strategic objectives, comply with regulation, participate in philanthropy, and maintain comparable operating standard.

Question 25

What is employee relations?

Answer 25

Keep your employees happy, keep them informed, have ambassadors, promote diversity, be careful with layoffs and outsourcing, counsel in what policies should be created and how they should be implemented and communicated

Question 26

What is the U.S. Voice of America/Sate Dept.?

Answer 26

Arm of Us that has produced a better image of the US and broadcast in Europe like during the Cold War and now in Cuba

Question 27

What is the Foreign Agents Registration Act?

Answer 27

Report to govt. on relationship with foreign bodies

Question 28

What is education/business partnerships?

Answer 28

They often partner with businesses to get volunteers and funding

Question 29

What is the "mystique" of personality?

Answer 29

Fame notoriety, self-glorification, and commercialization, people believe they have relationships with them, they give people a vicarious sense of belonging, and create entertainment.

Question 30

What is a personality campaign?

Answer 30

Interview the client, prepare a bio(focus on touching or unusual), plan a marketing strategy that identifies key publics and critical tactics, conduct campaign, and record results

Question 31

What is entertainment PR?

Answer 31

Publicize personalities, style, stimulate excitement and momentum(drip drip), develop cross media tie ins, merchandising, record results

Question 32

What is sports promotion?

Answer 32

Prepare media kits, write bios on players, compile stacks of stats, maintain press box, wine and dine reporters, media interviews, book player appearances, handle crises, maintain electronic communications, need to establish id with fans, distinguish and position teams and stars, anticipate crises, inform media, and establish community relations

Question 33

What is travel promotion?

Answer 33

Stimulate interest, arrange for travelers to arrive, service and entertainment, crisis management, and focus on target audiences(businessmen, families, singles, seniors, traditional media, and social media bloggers)

Question 34

Essay: You are serving as communication director for the Metroville YMCA, and the board of directors has decided to launch a fund-raising capital campaign to raise money to build a new gymnasium that would be devoted to children with disabilities, including state-of-the-art physical therapy and recreation units. Identify and briefly explain the steps associated with preparation, committee work, publicity and campaign operation that the YMCA should take in carrying out a successful fund-raising campaign.

Answer 34

Look at nonprofit, 4 major areas of fund raising, (Preparation) Do a case study, have a strong case/effective leadership/conscientious workers/willing prospects/sufficient funds, map committee and publicity work, reasonably estimate cost, and establish time limit(Committee Work) Represenative body, stronger the appeal the less leadship needed, play up strengths, critique not create, and originating group will to set standered (Publicity) Sell the idea then sell way to accomplish, appeal to emotions and intellect, common theme and appeal, play up strengths, move from general to specific, (Operation) six steps of socilitation (list, rate, assign, cultivate, canvass, and follow up), Canvassing answers 5 ws, reach objectives periodically, inform others of what youre doing, be steady yet urgent.

Question 35

Essay: You have just been hired to head the Istanbul office for KBR International Public Relations. The office has been successful in representing U.S. firms doing business in the European Union, despite the rough European economy, but it has not yet been able to break into the influential Turkish market to gain local clients. The New York headquarters believes it is because KBR is perceived as “too American.” Identify two actions your office should take to establish stronger ties and, potentially, to gain some national clients.

Answer 35

Hire more locals and have someone brought in to teach about cultural and how to respond correctly.

Question 36

Essay: The Vision Council of America is a trade group representing the optical industry. Its three core membership groups are ophthalmologists, opticians and optometrists. The group has decided to launch a consumer-education program after research revealed a reluctance to take children for eye exams because parents rely on free in-school screenings. Additional research showed that 80 percent of learning before age 12 is accomplished through sight, yet traditional in-school vision screenings miss between 70 and 80 percent of children’s vision problems. Your public-relations firm is retained to conduct a national consumer-education program emphasizing the importance of annual eye exams for children. Identify two key publics you would target with the campaign. What time of year would you launch the campaign? What would the theme be? Identify at least three elements of your strategy (e.g., media you would use; special events you might sponsor, etc.).

Answer 36

Create an image, special events (like a party), what media to focus on (comprehensive)

Question 37

What is public relations? What is a public?

Answer 37

a. Public relations is the management function that establishes mutually beneficial relationship between an organization and its publics b. Public is what the organization depends on for success

Question 38

What is the relationship between campaign goals and objectives, and how do they relate to evaluation?

Answer 38

a. Goals are the generalized ends, objectives are the informational/attitudinal/behavioral outcome. So goals are what you want to ultimately accomplish, objectives are how to get there, and evaluation is looking at how the objectives worked to get to the goal.

Question 39

Explain the contributions to the field of PR offered by Edward Bernays and Ivy Ledbetter Lee.

Answer 39

a. Lee emphasized transparency, rail road, show care and seek to be open. Barney was the father of public relations, he said a pr practitioner should be a counselor, brought in persuasion theory tying pr and psychology, was Freud’s nephew and taught first pr class and wrote first pr textbook.

Question 40

Identify and explain three of the key "C" concepts related to effective communication of PR messages.

Answer 40

a. Clarity(avoid jargon, slang, dialects, or insults), capability of audience, credibility