Public Relations Mid-term exam

Compared to other marketing communications tools, PR is the:

• average for generating trust & confidence

• worst for generating trust & confidence

• excellent at closing sales

• best for generating trust & confidence

Public relations requires the purchase of media.

• True

• False

Sponsorship facilitates messages to:

• internal audiences only

• external audiences only

• internal and external audiences

Which set of characteristics most accurately describe PR?

• Low cost, high credibility, low control

• High cost, low credibility, high control

• High cost, high credibility, low control

• Low cost, low credibility, high control

“Public relations” can be defined as:

• a collection of techniques for persuading people to buy products they don’t need.

• planned and continuous communication to provide information about an organization, issue or product to the public.

• a collection of techniques for persuading news organizations to give space or time to people or products that are not inherently newsworthy.

• planned and continuous communication to obscure the inadequacies of an organization or product.

Public relations professionals often deal with either internal or external communications. Which of the following best describes those two types of communications?

• Internal communications always flow from the top of the organization down, and external communications always flow from the bottom to the top.

• Internal communications deal with investors, clients, customers or contributors, and external communications keep company employees informed about the company.

• Internal communications always are carried out by e-mail, and external communications always are carried out through the mass media.

• Internal communications keep company employees informed about the company, and external communications deal with investors, clients, customers or contributors.

Stakeholders in an organization are referred to (in public relations) as:

• Publics

• Markets

• Customers

• Investors

Which is NOT a major difference between advertising and public relations?

• Advertising is addressed to external audiences

• Public relations is broader in scope

• PR-generated material must pass through media gatekeepers

• Advertising is paid space and broadcast time

• Public relations is viewed as less credible to audiences because messages in advertising are transmitted as intended by the source

According to RACE model, the execution phase of the public relations process is known as

• propaganda

• research

• communication

• planning

• evaluation

Which tool of the promotional mix is defined as any paid form of nonpersonal presentation of ideas, goods or services by an identified sponsor?

• advertising

• public relations

• direct marketing

• sales promotion