Public Relations & Sponsorships

Question 1

The management function that focuses on the relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill

Answer 1

Public Relations (PR)

Question 2

“Groups” aka “stakeholder” aka “publics” include (4)

Answer 2

Consumers
Employees
Stockholders
Community, etc.

Question 3

PR manages communication between stakeholders (publics)to: (3)

Answer 3

Develop goodwill
Affect public opinion
Improve reputation

Question 4

Good PR creates (3)

Answer 4

Mutual understanding
Positive outcomes
Good long term relationships

Question 5

Advertising (perceived bias)

Answer 5

Ads delivered by purchased media

Question 6

Public Relations (Perceived bias)

Answer 6

PR messages not openly sponsored

Question 7

Advertising (precision and results)

Answer 7

Ads placed for reach and frequency

Question 8

Public relations (precision and results)

Answer 8

PR picked up by external media

Question 9

Advertising (practitioner goals & orientation)

Answer 9

Ad industry focuses on marketing communications

Question 10

Public relations (practitioner goals & orientation)

Answer 10

PR pros consider all corporate communications

Question 11

In support of marketing, PR can (6)

Answer 11

Raise awareness
Inform and educate
Build trust
Build relationships
Give people reasons to buy
Create a climate of consumer acceptance

Question 12

PR person must (4)

Answer 12

Monitor, measure, and analyze changes in attitudes among publics
Assess how company policies and actions relate to different publics
Determine PR objectives and strategies
Develop and implement a mix of PR activities

Question 13

This PR function deals with internal relationships - the part of PR that builds and maintains a mutually beneficial relationship between managers and the employees on whom an organizations success depends

Answer 13

Employee communication

Question 14

Examples of employee communication (5)

Answer 14

Mission statements
Policy documents (handbooks)
Ethics statements
Training materials
Publications
-Newsletters
-emails

Question 15

This PR function involves the generation of news about a person, product, or service
Must be newsworthy, may be planned or unplanned, may be positive or negative

Answer 15

Publicity

Question 16

Examples of newsworthy publicity

Answer 16

New product intros, awards, company earnings, mergers, etc.

Question 17

Which has a greater return on investment and why?

Publicity and advertising

Answer 17

Publicity

-you’re not paying for it and you’re getting credible, believable news story

Question 18

This function of PR is used when you need PR to reach audiences other than the consumers targeted by marketing
It is not to sell products, but to inform or influence public opinion

Answer 18

Advertising

Question 19

Advertising for PR can be used to (3)

Answer 19

Promote sponsorships
Create awareness of community involvement
Handle crisis

Question 20

This is no product advertising aimed at increasing awareness of a company and enhancing its image

Answer 20

Corporate/institutional advertising

Question 21

Corporate/institutional advertising can be used to (4)

Answer 21

Develop awareness
Attract investors
Improve image
Attract quality employees

Question 22

Advertising to familiarize the public with a company’s name, logos, or trademarks, especially after any of these elements are changed

Answer 22

Corporate identity advertising

Question 23

This function of PR creates newsworthy stories and events to attract media attention to gain public notice
Their goal is to “create” news, often used in political campaigns
This helps bring attention to new products or services or portray their organizations favorably

Answer 23

Press age try

Question 24

This function of PR builds and maintains organizational relationships with governmental agencies and community stakeholder groups to influence public policy
Aka the government side of PR

Answer 24

Public affairs and lobbying

Question 25

This is a specialized part of public affairs that deals with building and maintaining relations with government, primarily to influence legislation and regulation

Answer 25

Lobbying

Question 26

This function of PR helps organizations respond to negative situations and to dialog with stakeholders affected by perceived and actual consequences of crises Designed to protect and defend a company during a public challenge to its reputation

Answer 26

Crisis communication

Question 27

Key to crisis communications (3)

Answer 27

Have a plan! Act quickly, but wait for facts Be open and candid

Question 28

This function of PR builds and maintains relationships with the community by contributing to the community’s social and economic development

Answer 28

Community involvement

Question 29

This function of PR builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value

Answer 29

Investor relations

Question 30

This PR function is responsible for Providing information to financial publics Annual and quarterly reports Responding to requests for financial information Tracking market trends

Answer 30

Investor relations

Question 31

This function of PR focused on building and maintaining relationships with donors, volunteers, and members to secure financial and volunteer support Particularly important in nonprofits

Answer 31

Development

Question 32

3 other PR activities

Answer 32

Speechwriting Publication Social media

Question 33

Typewritten sheet of information issued to print and broadcast outlets to generate publicity or shed light on a subject of interest Meant to pique the interest of journalists

Answer 33

Press release

Question 34

7 tips of writing a great press release

Answer 34

``` Grab attention w a good headline Get to the point Include hard numbers Include quotes Include contact info Provide access to more info One page is best ```

Question 35

Package of publicity materials used to give information to the press

Answer 35

Press kit

Question 36

5 ways to pitch smarter

Answer 36

``` Spend time in a newsroom Connections are everything Write “ledes” and teases Pitch people, not products Do your homework ```

Question 37

Cash or in-kind payment for a commercial opportunity

Answer 37

Sponsorship

Question 38

Partnership between for profit and nonprofit | Type of sponsorship

Answer 38

Cause marketing

Question 39

Advantages of sponsorship (8)

Answer 39

``` In-person access to customers Rising cost of traditional media Fragmented media audience Diversity of leisure activities Efficient way to reach groups Stakeholders get involved Reinforcement of position Loyalty promotes sales ```

Question 40

Drawbacks of sponsorship (3)

Answer 40

Cost can be too high for a single sponsor Cosponsorship events can be cluttered Return on investment hard to gauge

Question 41

Types of sponsorship (6)

Answer 41

``` Sports Entertainment Causes Arts Festivals, fairs, and annual events Venue marketing ```

Question 42

What type of sponsorship is about 68% of all sponsorship $?

Answer 42

Sports

Question 43

Sports are what % of all sponsorship $?

Answer 43

68

Question 44

How to select an event for sponsorship? (4)

Answer 44

Can the sponsorship be exclusive? Demographics should match target market Event should be consistent with brand positioning Association of the product with the event should ideally offer or suggest a meaningful sales campaign or theme to concurrently

Question 45

How to measure sponsorship results?

Answer 45

Measures changes in awareness or image through pre- and post sponsorship research surveys Measure spending equivalencies between free media exposure and comparable advertising space or time Measures changes in sales revenue with a tracking device such as a coupon