MKT 221 Questions for first half

These are the questions that were given in the quizzes

The publicity function of public relations involves:

Disseminating planned messages through selected media to further an organization's interests.

____________ involves building relationships with journalists as a means to generate publicity, provide materials needed to develop a story, and be viewed as a trustworthy information source.

 

Media relations

__________ involves working with legislators and agency regulators, and lobbying to educate these officials about issues that are important to an organization.

 

Governmental affairs

Many of the growth opportunities in public relations can be found in:

 

Asia-Pacific nations.

Establishing goals and objectives, and determining appropriate strategies, are part of the _________ step in the public relations process.

policy formation

In which way are advertising and public relations similar?

 

Both can be used in campaigns to sell products or services.

Content that is written by PR professionals and placed among news stories and other editorial content online is called ____________.

native advertising

Both journalism and public relations necessarily involve:

keeping people informed.

Which focus of public relations emphasizes identifying and addressing issues of public concern that affect an organization?

issue management

What is the purpose of public relations?

 

To help an organization succeed by strategically managing its communications and relationships with key audience groups.

Public relations is __________ journalism.

 

broader than

Which factor is a functional reason why an organization might adopt an integrated communication approach?

Budget cuts: A smaller PR team is expected to do more with less.

The current state of public relations emphasizes:

embracing social purpose and building loyal publics.

Giuseppe wants a job in the public relations field that focuses primarily on working with an internal public. Which specialization should he pursue?

financial relations

"Did sales go up?" is a fundamental question to ask during the __________ step of the public relations process.

feedback

The CEO of the Omega Corporation called her advisory staff to a meeting. "Look, everybody," she began, "clearly we want to build our brand and sell our products. But we also want to 'do good' for society. I want you to launch a campaign that meets those goals: Making our community a better place while also increasing our brand recognition and moving our products!" The CEO is asking for ___________.

a cause marketing campaign

Marisol is eager to dive into a public relations campaign as part of her new job in the field. "Let's define our audience, set up a budget, and decide on our tactics," she enthused. "Great; love the energy," her boss replied. "But there are a few other steps we need to accomplish first, such as:"

research and analysis, and policy formation.

Advocacy of a particular position is much more likely to be a facet of _________ rather than ___________.

 

public relations; journalism

How did the COVID-19 pandemic affect the public relations industry?

 

Revenues were down, but the field remained optimistic that growth opportunities were available.

What does RACE stand for in the context of public relations?

 

Research, Action, Communication, Evaluation

A common public relations industry practice is to bill clients ___________ an account executive's salary, in order to pay for office space, insurance, equipment, and so on.

 

at least three times

Margeaux works in the PR department of an organization that has a policy that does not require top managers to take recommendations from staff experts or request them. As such, when she offers opinions to the C-Suite on possible public relations campaigns, her opinions may or may not be enacted. Which role does Margeaux serve in her current position?

 

Advisory role

Shoshanna works for BellaSocietà, Ltd. and focuses on undertaking activities within a community to maintain an environment that benefits both BellaSocietà, Ltd. and the community. Shoshanna's area of expertise is BEST described as:

 

community relations.

Having a(n) ___________ role as a public relations director in a corporation means that top managers are neither required to take recommendations from staff experts nor request them in the first place.

advisory

Compared to the others, which director of corporate public relations would be predicted to have the LEAST amount of input into C-Suite decision making?

 

Aldo, who occupies an advisory role

Which sequence represents the correct ascending hierarchy of job titles in a public relations firm?

 

Account executive, account manager, practice leader, managing director

Pelle works for KonstigtFöretag, Inc., conducting PR projects and campaigns that are focused on generating the purchase of a product or service using communication tactics. Pelle's area of expertise is BEST described as:

 

marketing communications.

Ideally, a public relations department within a corporation should be located:

 

high in the organizational chart, with direct reporting to the chief executive officer (CEO).

__________ is one of the top two global public relations firms.

 

Weber Shandwick

Marcelo Rinaldi, the Director of Public Relations for Xferbitli, is in an organizational position that requires top managers to listen to his advice before making a strategic decision. Marcelo is in a(n) ___________ role in this organization.

 

compulsory-advisory

The primary difference between working for a public relations department and working for a public relations firm is that:

 

people working in a PR department work within a single organization and provide public relations services solely for that organization.

One advantage of outsourcing public relations needs to an external PR firm is:

 

objectivity; a PR firm can analyze a client's needs or problems from a new perspective.

Most global public relations agencies are part of a(n) ______________, a parent company that provides a range of business communication and management services.

 

communication conglomerate

CEO is to ___________ as PR professional is to __________.

 

line functions; staff functions

Ingrid Samuelson heads the public relations department at Qwerty Corp., Inc. Contractually, it is required that she be included in decisions relevant to her expertise and that she agree with strategic decisions that are within her professional purview. Ingrid is in a(n) ___________ role in this organization.

 

concurring authority

The head executive of a public relations or similarly named, centralized department, such as corporate communication, community relations, or public affairs, typically has one of three titles: manager, director, or:

 

vice president.