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TB-Ch17-7e-William

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Part Five: Integration and Evaluation Chapter Seventeen: Public Relations CHAPTER SEVENTEEN Public Relations GENERAL CONTENT: MULTIPLE-CHOICE QUESTIONS Which IMC tool helps an organization and its publics relate to each other to the benefit of both? advertising personal selling publicity sales promotion public relations (e; moderate; p. 477) All the groups of people with which a company or organization interacts, such as employees, media, community groups, shareholders, and so forth, are known as ___________. targets publics audiences shareholders contact points (b; moderate; p. 477) Another term for publics is ___________, which refers more specifically to people who have a stake, financial or not, in a company or organization. targets stakeholders audience shareholders contact points (b; moderate; p. 477) Which of the following type of organization does NOT practice public relations? companies governments nonprofit organizations media All of the above are types of organizations that practice public relations. (e; moderate; p. 477) A label describing what a group of people think is known as ___________. public opinion public relations publicity group think reputation (a; easy; p. 478) Which of the following statements is false regarding the practice of public relations? Public relations is used to generate goodwill for an organization. Public relations is practiced by a wide range of organizations. On one level, public relations is a tactical function. Publicity and public relations are synonymous terms. A corporation’s publics may be external and internal. (d; moderate; pp. 477–478) Important people who influence the opinions of others are known as ___________. trend setters trend spotters opinion leaders opinion influencers opinion setters (c; moderate; p. 478) Which of the following statements is false? Public goodwill is the greatest asset any organization can have. A difference between advertising and public relations is that public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addresses a greater number of target audiences. Gatekeepers include writers, producers, editors, talk show coordinators, and newscasters. The public is as skeptical of the media as they are of advertisers. Integrity involves more than image. (d; moderate; pp. 478, 480) What is the greatest asset any organization can have, and creating it is the primary goal of most public relations programs? capital goodwill image reputation equity (b; moderate; p. 478) The trust on which goodwill is based comes from ________. popular products having many products what a company says about what it does corporate integrity what the government says about what a company does (d; difficult; p. 478) ________ is a perception based on messages delivered by advertising and other marketing communication tools. Image Reputation Equity Integrity Goodwill (a; moderate; p. 478) ________ is a perception based on messages delivered by advertising and other marketing communication tools, whereas ________ is based on an organization’s actual behavior. Goodwill; integrity Integrity; image Image; reputation Reputation; image Equity; reputation (c; moderate; p. 478) Which of the following is an area where public relations and advertising differ? media use level of control over message delivery perceived credibility a and b a, b, and c (e; moderate; p. 480) Which of the following statements is true regarding advertising and public relations? Public relations and advertising differ in how they use the media, the level of control they have over message delivery, and their perceived credibility. The public tends to trust advertising more than they do the media. Public relations strategists have little trouble getting exposure through media. Consumers do not perceive public relations information any differently than they do advertising information. The main goal of public relations is sales. (a; moderate; pp. 478, 480) Which aspect of public relations carries no direct media costs? corporate advertising crisis management publicity cause marketing marketing public relations (MPR) (c; moderate; p. 480) The tendency of consumers trusting media more than they do advertisers is called the ________. implied third-party endorsement halo effect gatekeeping effect indirect endorsement effect carryover effect (a; moderate; p. 480) The area of public relations that focuses on developing media contacts is called ________. internal marketing media relations public affairs cause marketing lobbying (b; moderate; p. 480) Programs that communicate information to employees are called ________. media relations public affairs cause marketing employee marketing employee relations (e; easy; p. 480) Communication efforts aimed at informing employees about marketing programs and encouraging their support is known as ________. media relations public affairs cause marketing employee marketing internal marketing (e; moderate; p. 480) All the communication efforts aimed at the financial community are referred to as ________. financial relations media relations external relations financial marketing finance public relations (FPR) (a; easy; p. 480) Customers, labor unions, employees, media, and suppliers are all examples of ________. shareholders stakeholders key publics internal targets public audiences (c; moderate; p. 481 [Figure 17.1]) Corporate communication programs with government and with the public on issues related to government and regulation are called ________. media relations external public relations cause marketing public affairs corporate relations (d; moderate; p. 481) Companies providing information to legislators in order to get their support and vote on a particular bill is a practice known as ________. bribery lobbying corporate relations gatekeeping cause marketing (b; moderate; p. 481) Communication efforts with consumer or activist groups who seek to influence government policies is a practice known as ________. lobbying corporate relations issue management cause marketing issue marketing (c; moderate; p 481) The areas that focus on an organization’s image and reputation are called ________. corporate relations reputation management image shaping crisis management media relations (a; moderate; p. 482) Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization? image management crisis management media relations reputation management public affairs (d; moderate; p. 482) Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics? corporate reputation management crisis management public affairs cause marketing issue management (b; moderate; p. 482) Which of the following is NOT part of a crisis management plan? deciding who contacts the various stakeholders who might be affected deciding who speaks to the news media deciding who sets up and runs an onsite the disaster management center lessons learned from previous crises All of the above are part of an effective crisis management plan. (d; difficult; p. 482) The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________ marketing public relations (MPR) consumer public relations (CPR) efficient consumer response (ECR) public affairs issue management (a; moderate; p. 483) Which of the following type of program is used to discourage socially harmful behaviors? marketing public relations (MPR) consumer public relations (CPR) public communication campaigns public affairs issue management (c; moderate; p. 483) What is used to assess the internal and external PR environment that affects the organization’s audiences, objectives, competitors, and past results? marketing audit SWOT analysis communication audit PR audit benchmarking (c; moderate; p. 483) ________ is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison. Baselining Benchmarking A gap analysis An internal assessment Base-pointing (b; moderate; p. 484) A ________ measures the differences in perceptions and attitudes between groups or between the organization and its publics. benchmark base point gap analysis situation analysis communication audit (c; moderate; p. 484) As in marketing or advertising planning, a public relations plan begins with background research leading to a(n) ________. situation analysis objective strategy tactic evaluation (a; moderate; p. 484) Which of the following could be an objective of public relations? creating a corporate brand moving a brand to a new market or a global market providing product or brand information positioning or repositioning a company or brand all of the above (e; easy; p. 485) Which of the following public relations strategies has the purpose of changing the attitudes that drive behavior? cause marketing issue programs corporate reputation management change-agent programs change-attitude programs (d; moderate; p. 485) Which of the following is NOT a marketing communication tool used in public relations? sales promotion advertising Internet direct marketing All of the above marketing communication tools are used in public relations. (e; moderate; p 486) Public relations tools are divided into which two categories? internal and external marketing and corporate controlled media and uncontrolled media controlled message and uncontrolled message controlled contact and uncontrolled contact (c; moderate; p. 487) ________ include house ads, public service announcements, corporate advertising, in-house publications, and visual presentations. Internal media External media Controlled media Uncontrolled media Semicontrolled media (c; moderate; p. 487) ________ include press releases, press conferences, and media tours. Internal media External media Controlled media Uncontrolled media Semicontrolled media (d; moderate; p. 487) New electronic media are categorized as ________ media. controlled uncontrolled semicontrolled regulated unregulated (c; moderate; p. 487) Which of the following is a public relations tool? advertising publicity publications speakers and photos all of the above (e; moderate; pp. 487–493) Which of the following are the primary uses of advertising in public relations? public service announcements, advocacy ads, and institutional advertising not-for-profit advertising and corporate advertising house ads, public service announcements, and corporate advertising corporate advertising, spot announcements, and public service announcements advocacy ads, institutional advertising, and corporate advertising (c; moderate; p. 487) An ad prepared for use in its own publication or programming is known as a(n) ________ ad. house corporate institutional company organizational (a; moderate; p. 487) Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________. house ads public service announcements organizational advertising nonprofit advertising semicontrolled ads (b; moderate; p. 487) In which type of advertising does a company focus on its corporate image or viewpoint rather than selling a particular product? house ads public service announcements organizational advertising nonprofit advertising corporate advertising (e; moderate; p. 488) A type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company’s name and the nature of its business is called ________. corporate identity advertising advocacy advertising image advertising house advertising controlled advertising (a; moderate; p. 489) Point-of-view messages are called ________. corporate identity advertising advocacy advertising image advertising house advertising controlled advertising (b; moderate; p. 489) Which of the following is NOT a way to generate publicity? news releases press conferences media tours pitch letters All of the above are used to generate publicity. (e; easy; pp. 489–492) What is the primary medium used to deliver public relations messages to the various external media? house ads advocacy advertising corporate identity advertising news release public service announcement (d; moderate; p. 489) Which category of public relations tools includes news releases? controlled uncontrolled semicontrolled advocacy image (b; moderate; p. 489) The decision to use any part of a news release at all is based on an editor’s judgment of its news value, and this is based on the information’s ________. timeliness proximity impact human interest all of the above (e; easy; p. 489) ________ contain video footage for a television newscast. Video news releases (VNRs) Video public relations (VPRs) Live news releases (LNRs) Public Service Announcements (PSAs) Documercials (a; easy; p. 490) What is used to sell editors on ideas for feature stories, which are human-interest stories rather than hard news? personal selling release statement pitch letter feature summary media kit (c; moderate; p. 490) A(n) ________ is an event at which a company spokesperson makes a statement to media representatives. media tour press conference sponsored event speakers’ forum town hall forum (b; moderate; p. 492) What do companies provide to the media with all the important background information to members of the press, either before or when they arrive at a press conference? media kit collateral material video news release (VNR) pitch letter feature story (a; moderate; p. 492) In which type of publicity does a traveling spokesperson make announcements and speeches, hold press conferences to explain a promotional effort, and offer interviews? town hall forum speakers’ bureau displays and exhibits controlled media event media tour (e; moderate; p. 492) What type of publication is required by the Securities and Exchange Commission (SEC) from each publicly held company? collateral material annual report media kit pitch letter controlled message (b; easy; p. 492) Material that is published to support a company’s marketing public relations efforts is known as ________. feature stories media kits collateral material supplemental material annual reports (c; moderate; p. 493) A cadre of articulate people in a company who will talk about topics at the public’s request is known as a ________. town hall forum public service group keynote speaker group speakers’ bureau speakers’ group (d; easy; p. 493) Which of the following include booths, racks and holders for promotional literature, and signage? displays collateral racks take-aways forums all of the above (a; moderate; p. 493) What is the difference between displays and exhibits? Displays are found at trade shows, and exhibits are found at the point-of-sale. Exhibits tend to be larger than displays; they may have moving parts, sounds, or video, and usually are staffed by a company representative. Displays are unattended, but exhibits have a company representative present. Exhibits are unattended, but displays have a company representative present. There is no difference; the two terms are synonymous. (b; difficult; p. 493) Why are booth exhibits important at trade shows? They generate excitement for employees manning them. They generate excitement for attendees of the trade show They “put a face” on a corporation for buyers who may not be aware of the organization prior to attending the trade show. Some companies may take orders for much of their annual sales. all of the above (d; difficult; p. 493) Which of the following is used to facilitate internal marketing and provide an opportunity for management to make a presentation on some major project, initiative, or issue and invite employees to discuss it? town hall forum press conference trade show media tour “Meet the boss” seminar (a; moderate; p. 494) Which type of network connects people within an organization? Internet intranet extranet internal network internal web (b; moderate; p. 496) Which type of network connects people in one business with its business partners? Internet intranet extranet internal network internal web (c; moderate; p. 496) Which of the following have opened up avenues for public relations activities? e-mail intranets extranets web sites all of the above (e; easy; p. 496) Which of the following is false regarding online communication? Corporate web sites have become an important part of corporate communication. The Internet presents at least as many challenges to public relations professionals as it does opportunities. The Internet makes it possible to present the company’s image and story without going through the editing of a gatekeeper. The Internet, the World Wide Web, is still a controlled medium that does not allow managed communication directly between organizations and audiences without the gatekeeping function of other mass media. Gossip and rumors can spread around the world within hours. (d; moderate; pp. 496–497) Public relations practitioners track the impact of a campaign in terms of ________. awareness and attitudes output and outcome sales and inquiries impressions and sales input and output (b; moderate; p. 497) ________ is (are) the number of times a person in the target audience is reached by one or more of the messages. Exposure Contact Impressions Reach Frequency (c; moderate; p. 498) GENERAL CONTENT: TRUE/FALSE QUESTIONS Public relations is primarily used to generate sales. (False; easy; p. 477) The term publics refers specifically to people who have a stake, financial or otherwise, in a company or organization. (False; moderate; p. 477) Opinion leaders are important targets for public relations efforts because these people influence the opinions of others. (True; easy; p. 478) Public relations is the conscience of the company with the objective of creating trust and maintaining the integrity of the organization. (True; moderate; p. 478) Reputation is a perception based on messages delivered by the advertising and other marketing communication tools, and image is based on an organization’s actual behavior. (False; moderate; p. 478) Ultimately, the difference between advertising and public relations is that advertising takes a longer, broader view of the importance of image and reputation. (False; moderate; p. 478) Public relations means never having to pay for media exposure. (False; difficult; p. 480) As long as a press release or a feature story is well-written and timely, public relations specialists can be confident that the media will use it. (False; moderate; p. 480) The “no-conflict-of-interest endorsement” factor reflects the tendency of the public to trust the media more than they do advertisers. (False; moderate; p. 480) The key publics addressed by relationship management programs in public relations are media, employees, the financial community, government, and the general public. (True; moderate; p. 480) The area that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization’s story) is called external relations. (False; moderate; p. 480) Corporate communication programs with government and with the public on issues related to government and regulation are called public affairs. (True; moderate; p. 481) When companies associate themselves with a good cause, providing assistance as well as financial support, the practice is called public service marketing. (False; moderate; p. 481) Reputation is earned based on what you say you do, not necessarily what you do. (False; moderate; p. 482) The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics. (True; easy; p. 482) An effective crisis plan should outline who contacts the various stakeholders who might be affected, who speaks to the media, and who sets up and runs an onsite disaster management center. (True; moderate; p. 482) The key to effective crisis management is to put the blame on the responsible party as soon as possible. (False; moderate; p. 482) Although public relations can enhance a company’s credibility, it really has no role in supporting IMC efforts that focus on a product’s sales. (False; moderate; p. 483) Public communication campaigns can be used to discourage behavior. (True; moderate; p. 483) A public relations audit assesses the internal and external public relations environment that affects the organization’s audiences, objectives, competitors, and past results. (False; moderate; p. 483) A communication audit is necessary before beginning any public relations effort. (False; moderate; p. 483) A gap analysis is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison. (False; moderate; p. 484) Public relations objectives are designed to make changes in the public’s knowledge, attitudes, and behaviors related to a company. (True; easy; p. 484) Change-agent programs have the primary goal of changing behavior of internal publics, such as employees, or external publics, such as consumers. (False; moderate; p. 485) In most companies, advertising and public relations are integrated, coordinated functions. (False; moderate; p. 486) The public relations practitioner has many tools, which can be divided into two categories: planned and unplanned. (False; moderate; p. 487) An ad prepared for use in a company’s own publication or programming is known as a corporate ad. (False; moderate; p. 487) Public service announcements run free of charge on television or radio or in print media. (True; moderate; p. 487) Advocacy advertising refers to point-of-view messages used by companies. (True; moderate; p. 489) News releases must be written the same for each medium to maintain consistency. (False; difficult; p. 489) A press conference is useful because a company can control who is present as well as the questions that will be asked. (False; moderate; p. 492) The Federal Trade Commission (FTC) requires that each publicly held company publish an annual report. (False; moderate; p. 492) To facilitate external marketing with a local community, town hall forums are sometimes used. (False; moderate; p. 494) The Internet has posed more problems than opportunities for public relations practitioners. (False; difficult; p. 496) Public relations practitioners track the impact of a campaign in terms of reach and frequency. (False; moderate; p. 497) GENERAL CONTENT: ESSAY QUESTIONS Compare and contrast public relations and advertising. Answer: The goal of public relations specialists is communicating with various stakeholders, managing the organization’s image and reputation, and creating positive public attitudes and goodwill toward the organization. Ultimately, the difference between advertising and public relations is that public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addresses a greater number of target audiences. Public relations and advertising also differ in how they use the media, the level of control they have over message delivery, and their perceived credibility: (1) Media Use—Instead of purchased time and space, public relations people seek to persuade media gatekeepers to carry stories about their company. This aspect of public relations is called publicity and carries no direct media costs. (2) Control—The public relations strategist is at the mercy of the media gatekeeper as there is no guarantee that all or even part of a story will appear. There is also the risk that the story may be rewritten or reorganized by an editor so that it no longer means what the strategist intended. In contrast, advertising runs exactly as the client who paid for it has approved, and it will run as scheduled. (3) Credibility—The public tends to trust the media more than they do advertisers. This consumer tendency is called the implied third-party endorsement factor. (moderate; pp. 478, 480) Name and describe the types of public relations programs. Answer: The main types of public relations programs are: (1) Relationship Management Programs—The specific programs are: (a) Media Relations—Focuses on developing media contacts. (b) Employee Relations—Communicate information to employees. A related program is called internal marketing, which is communication efforts aimed at informing employees about marketing programs and encouraging their support. (c) Financial Relations—Communication efforts aimed at the financial community, such as press releases sent to business publications, meetings with investors and analysts, and the annual report. (d) Public Affairs—Corporate communication programs with government and with the public on issues related to government and regulation. This area also includes lobbying, where the company provides information to legislators in order to get their support and vote on a particular bill. It also includes issue management, which includes communication efforts with consumer or activist groups who seek to influence government policies. (e) Fund-raising—The practice of raising money by collecting donations. (f) Cause Marketing—Companies associate themselves with a good cause, providing assistance as well as financial support. (2) Corporate Reputation Management—Focuses on an organization’s image and reputation, which is called corporate relations. (3) Crisis Management—To anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics. (4) Marketing Public Relations (MPR)—One area where advertising and public relations overlap. It is the process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers. MPR supports marketing’s product and sales focus by increasing brand credibility and the company’s credibility with consumers. (5) Public Communications Campaigns—Used as a way to change public opinions, discourage socially harmful behaviors, or to engage in countermarketing to try to counter other advertising messages. (difficult; pp. 480–483) Name and describe the two categories into which public relations tools can be divided. Answer: Public relations tools can be divided into two categories: controlled media and uncontrolled media. More specifically: (1) Controlled Media—Includes house ads, public service announcements, corporate advertising, in-house publications, and visual presentations. The sponsoring organizations pay for these media. In turn, the sponsor maintains total control over how and when the message is delivered. (2) Uncontrolled Media—Includes press releases, press conferences, and media tours. The most recent new media are electronic, and they can be categorized as semicontrolled. (moderate; p. 487) Discuss how advertising is used as a public relations tool. Answer: Public relations programs sometimes employ advertising as a way to create corporate visibility or increase its goodwill with its various stakeholder audiences. The primary uses of advertising are house ads, public service announcements, and corporate advertising. (1) House Ads—An ad for use in its own publication or programming. (2) Public Service Announcement—Ads for charitable or civic organizations that run free of charge on television or radio or in print media. These ads are prepared just like other ads, and in most instances ad agencies donate their expertise and media donate time and space to run the ads. (3) Corporate Advertising—A company focuses on its corporate image or viewpoint. There is less emphasis on selling a particular product unless it is tied in to a good cause. Corporate identity advertising is another type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company’s name and the nature of its business. Sometimes companies deliver point-of-view messages called advocacy advertising. (moderate; pp. 487–489) Name and describe the various forms of publicity used in public relations. Answer: The major forms of publicity include: (1) News Releases—The primary medium used to deliver public relations messages to the various external media. Although the company distributing the news release controls its original form and content, the media decide what to present and how to present it, so this form of publicity is uncontrolled by the originating company. The decision to use any part of a news release at all is based on an editor’s judgment of its news value, which is based on such things as timeliness, proximity, impact, or human interest. News releases must be written differently for each medium, accommodating space and time limitations. Video news releases (VNRs) contain video footage for a television newscast. (2) Pitch Letters—Ideas for feature stores, which are human-interest stories rather than hard news announcement that have to be “sold” to editors, and the way this is done is through pitch letters. These letters outline the subject in an engaging way to sell a story idea. (3) Press Conference—An event at which a company spokesperson makes a statement to media representatives; it is one of the riskiest public relations activities because the media may not see the company’s announcement as being real news. There’s no guarantee that the press will show up or that they will ask the right questions. They might also ask questions the company cannot or does not want to answer. To anticipate some of these problems, companies may issue a media kit, usually a folder that provides all the important background information to members of the press either before or when they arrive at the press conference. The risk, however, is that by providing this information, the press conference itself becomes unnecessary. (4) Media Tours—A press conference on wheels. The traveling spokesperson makes announcements and speeches, holds press conferences to explain a promotional effort, and offers interviews. (moderate; pp. 489–492) APPLICATION QUESTIONS: MULTIPLE-CHOICE QUESTIONS What was the issue in the public service campaign described in the chapter’s opening vignette? drug use drunk driving U.S. child hunger domestic violence AIDS (c; easy; p. 475) What was the strategy used to increase people’s awareness of child hunger in the United States as described in the chapter’s opening vignette? corporate advocacy advertising public service campaign issue management campaign media relations campaign public affairs campaign (b; moderate; p. 476) Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term below best describes him? public influencer decision-maker stakeholder opinion leader (d; moderate; p. 477) Ralf Nadar has been an outspoken consumer activist for many years, and several organizations target him and his organizations to influence public opinion. In terms of public relations, Mr. Nadar is considered a(n) ________ because he is an important person who influences the opinions of others. opinion leader advocacy advertiser gatekeeper third-party endorser lobbyist (a; moderate; p. 478) As described in “A Matter of Practice,” what was the purpose of the “I Love Smoke-Free NYC” campaign? to counter opposition among New Yorkers to the smoking ban to oppose the smoking ban in New York City to encourage tourists to come to a smoke-free New York City to influence city officials to impose a smoking ban in all public buildings in New York City to influence other states to implement a smoking ban (a; moderate; p. 479) Ian works in the public relations function in his company, and whenever he wants exposure for some aspect of his company, he contacts people he knows, such as Lisa, a reporter for the local newspaper, or Anthony, Melissa, and Stephanie at the local television stations. He has worked hard to develop these media contacts, and this relationship management program in public relations is known as ________. external relations media relations public affairs corporate relations reputation management (b; moderate; p. 480) Melanie works in the public relations department at a major university, and she is the editor of an internal newspaper, called Update, that is distributed to all faculty and staff working at the university. The newspaper covers stories about what faculty are doing, grants and awards won by employees, as well as important information regarding human resource issues, such as open enrollment information for optional insurance selections. What type of public relations program does this illustrate? employee affairs corporate relations internal relations employee relations house communications (d; moderate; p. 480) Procter & Gamble is a major consumer packaged goods manufacturer, who for years has supported the Special Olympics. They feature the athletes in several of their advertisements and provide assistance and financial support for the event. P&G’s employees assist in the Special Olympics every year. What type of relationship management program is this? public affairs corporate relations media relations employee relations cause marketing (e; moderate; p. 481) Which of the following is NOT a skill required for public relations managers or public affairs specialists as presented in a “Practical Tips” box? knowledge of how public relations and public affairs support business goals global perspective the ability to take everyone seriously the ability to integrate all communication functions an aptitude for information technology (c; difficult; p. 482) Before revising or developing a new public relations campaign for a new client, Damali is conducting a formal type of background research to assess the internal and external public relations environment that affects the organization’s audiences, objectives, competitors, and past results. She is doing this to ensure that the current campaign is on track and performing as intended. What does this scenario illustrate? communication audit SWOT analysis gap analysis situation analysis evaluation audit (a; moderate; p. 483) Jeep hosts an annual “Jeep Weekend” event in which current Jeep owners are invited to attend a weekend adventure with fellow Jeep owners. The purpose of this public relations tactic is to intensify Jeep owners’ involvement with their vehicle and brand and is known as a(n) ________. change-agent strategy involvement strategy stakeholder strategy public communication campaign customer-relations strategy (b; moderate; p. 485) Benetton has often used ads that send a social message, such as showing AIDS victims dying or featuring death row inmates, to make people aware of these issues. What type of advertising is this? advocacy advertising brand advertising retail advertising controversial advertising cause advertising (a; moderate; p. 489) Which of the following is a tip given regarding how to write e-mail pitch letters given in a “Practical Tips” box? be sure to list all recipients in the “To:” line include attachments whenever possible to ensure the media receives complete information always follow up on an e-mail pitch by asking, “Did you get it?” make it personal all of the above (d; difficult; pp. 490, 492) As described in “The Inside Story,” who was the target audience for the Spokane campaign? Californians New Yorkers Canadians Australians Japanese (c; moderate; p. 495) As described in the chapter’s opening and closing vignettes, which of the following was an objective of the Ad Council’s “Child Hunger” campaign? maximize media exposure change people’s perceptions inspire action generate collective concern all of the above (e; easy; p. 499) As described in the “Hands-On” case at the end of the chapter, who bore the cost of the Pontiac car giveaway? Oprah Pontiac the television network show sponsors the producers of the show (b; moderate; p. 501) APPLICATION QUESTIONS: MINI-CASE MULTIPLE-CHOICE Wendy’s fast food restaurant recently had a situation where a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales of that particular Wendy’s and Wendy’s outlets nationwide went down. Fortunately for Wendy’s, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman’s husband. The Wendy’s location in which this incident occurred has received very favorable exposure in the local media once it was learned that they were victimized by this crime. Mini-Case Question. Immediately following this individual’s claim of finding a finger in her chili, which public relations program would be most valuable to Wendy’s? corporate reputation management crisis management marketing public relations public communication campaigns public service announcements (b; moderate; p. 482) Mini-Case Question. Now that the culprit has been found, which public relations program is most relevant to Wendy’s? public affairs cause marketing reputation management public communications campaigns marketing public relations (c; difficult; p. 483) Mini-Case Question. The local Wendy’s franchise is a good corporate citizen, and the owners of that particular franchise had fostered relationships with local media contacts. What type of relationship management program focuses on developing media contacts? public affairs issue management corporate relations media relations town hall forums (d; moderate; p. 480) Mini-Case Question. To help rebuild Wendy’s reputation, the corporate office encourages franchisees to support local organizations in their communities, such as charities and schools. The practice of companies associating themselves with a good cause, providing assistance as well as financial support is known as ________. public affairs marketing public relations cause marketing fund-raising media relations (c; moderate; p. 481) APPLICATION QUESTIONS: SHORT-ANSWER Describe the problem the Ad Council faced with its Child Hunger campaign and the strategy they used as described in the chapter’s opening vignette. Answer: One-fifth of all American children live with hunger every day, but most Americans are not aware that this is an issue, and there is also great resistance to recognizing the problem as a real U.S. issue. Also, if any American children are suffering from hunger, people blame the parents for being abusive, unemployed, lazy, or drug-addicted. Yet, the reality is that more than one-third of adults seeking food assistance for their families are employed but still struggling to make ends meat. The campaign was designed to educate people and create awareness of the seriousness of child hunger in the United States by putting a realistic face on the problem while not stigmatizing families. It also needed to challenge stereotypes and allow no emotional “escape route” such as scapegoating the parents. The strategy was to use a public service campaign, which relies on donated services and media time and space. To get people to recognize the truth, the agency team wanted to disarm people by openly acknowledging their disbelief in the campaign’s tagline, “The sooner you believe it, the sooner we can end it.” (moderate; pp. 475–477) Southern Company is a power company conglomerate in the southern United States and operates several power plants throughout the region, a few of them nuclear power plants. Needless to say, the public is concerned with emissions in the air surrounding these plants. Explain what public opinion means and discuss what questions the public relations specialists at Southern Company must understand about public opinion before deciding on an appropriate campaign. Answer: Public opinion, the label describing what a group of people think, is a belief that people hold about an event, person, institution, or product that is not necessarily based on fact. The public relations strategist researches the answers to two primary questions: (1) Which publics are most important to the organization, now and in the future? (2) What do these publics think? Particular emphasis falls on understanding the role of opinion leaders, who are important people who influence the opinions of others. (moderate; p. 478) In difficult economic times, the public relations budget is the most likely to suffer more severe cuts than other functions of an organization. Jill is the director of her company’s public relations department, and she had to convince her superiors that her department’s function produces tangible results. To them, concepts such as goodwill, image, and reputation are just “warm fuzzies.” W hat should Jill say to help them appreciate the importance of these concepts? Answer: Reputation is based on goodwill, trust, and integrity. Public goodwill is the greatest asset any organization can have. A well-informed public with a positive attitude toward an organization is critical to the organization’s survival—and that is why creating goodwill is the primary goal of most public relations programs. A public relations program that is tuned to creating goodwill operates as the conscience of the organization. The trust on which goodwill is based comes from corporate integrity. Image is a perception based on messages delivered by advertising and other marketing communication tools. Reputation, however, is based on an organization’s actual behavior. Image mirrors what the company says about itself, but reputation reflects what other people say about the company. A major tool of public relations is corporate reputation management. (moderate; pp. 478, 482) As described in “A Matter of Practice,” how did supporters of New York City’s ban on smoking use public relations to garner support for ban? Answer: A coalition of the ban’s supporters mounted a campaign to counter opposition to the ban by presenting the facts about secondhand smoke and the ban’s widespread support. The phrase, “I Love Smoke-Free NYC,” which is a variation on the city’s famous slogan, gave the campaign an easily recognized theme. The countdown started with a launch event held at a popular grill. The city’s health commissioner was the keynote speaker, but the centerpiece of the event was the announcement by the grill’s owner that the restaurant was going smoke free five days early in honor of the countdown. Bartenders and wait staff also gave testimonials about the hardships they faced with secondhand smoke, and speakers from the American Lung Association and the American Cancer Society underscored the benefits of a smoke-free environment with statistics. The launch was followed by a postcard campaign to officials, and a web site that presented information about the campaign also made it possible for New Yorkers to send e-cards to officials. Other events were held around the city, and articles were pitched to City Hall beat reporters and health and lifestyle writers to get them to present the facts about the secondhand smoke issue, as well as cover the events. Every major media outlet in the city covered the launch and provided coverage for the four follow-up events. (moderate; p. 479) Armstrong Williams is a conservative African American talk show radio host. He was very supportive of President Bush’s “No Child Left Behind” legislation. Some people changed their opinion after hearing Armstrong support it even though they weren’t influenced by the ads they saw regarding this issue. However, it was later revealed (after the bill became law) that Mr. Williams was paid hundreds of thousands of dollars to “talk up” the bill without his audience knowing that he had been paid for it. Why do you think supporters of this bill wanted him to support it but not let his audience know he was being paid to do so, and what are the ramifications of these actions? Answer: The public tends to trust the media more than they do advertisers. This consumer tendency is called the implied third-party endorsement factor. However, his credibility and the credibility of the supporters of this bill are likely to suffer from this action, and credibility is a major point of distinction between advertising and public relations. (difficult; p. 480) Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists that were given in a “Practical Tips” box. Answer: Students can list any five of the following: (1) Knowledge of how public relations and public affairs support business goals (2) A knack for discerning which opponents to take seriously (3) The ability to integrate all communication functions (4) Understanding how to control key messages (5) The ability to have influence without being too partisan (6) A talent for synthesizing, filtering, and validating information (7) An aptitude for information technology (8) A global perspective (moderate; p. 482) You’ve just started working a business as the public relations director. This business markets several consumer products, and you were very upset to learn that your company does not have a crisis management plan, so you are going to develop one. What should you include in the plan, and how will you get employees to know what to do in the event of a crisis? Answer: An effective crisis plan outlines who contacts the various stakeholders who might be affected (employees, customers, suppliers, civic and community leaders, government agencies), who speaks to the news media, and who sets up and runs an onsite disaster-management center. You should conduct unannounced crisis training during which staff must drop everything and deal with a simulated crisis as it unfolds. (easy; p. 482) You’re not sure what major to decide on because you like marketing and you like public relations. However, there is an area where these two disciplines overlap. Name and describe this public relations tool. Answer: One area where advertising and public relations overlap is marketing public relations (MPR), which is the process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers. It is different from a more general public relations approach in its consumer and sales focus. However, the need to establish a credibility platform is similar in both: that’s what PR brings to marketing and is PR’s greatest strength in an IMC program. In other words, MPR supports marketing’s product and sales focus by increasing brand credibility and the company’s credibility with consumers. (moderate; p. 483) Angela is starting the planning phase of a public relations campaign for a client. Explain where she should start. Answer: Planning for a public relations campaign is similar to planning an advertising campaign. The plan should complement the marketing and advertising strategies so the organization communicates with one clear voice to its various publics. The process starts with research and a SWOT analysis. The PR effort may also begin with a more formal type of background research, called a communication audit, to assess the internal and external PR environment that affects the organization’s audiences, objectives, competitors, and past results. An annual audit or a campaign-specific audit can be used to ensure that a program is on track and performing as intended. Often benchmarking is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison. A gap analysis, which measures the differences in perceptions and attitudes between groups or between the organization and its publics, may be part of the analysis. (moderate; pp. 483–484) Home Depot supports its employees who have Olympic aspirations, and it looks as though a few more employees could possibly be attending the next Olympics. However, to get to that point, these athletes must train and compete in the world arena. You are tasked with writing a feature story about the dedication of these athletes and, of course, Home Depot’s support of their efforts. You hope to get the editor of Readers’ Digest to publish this story, but you will be targeting other publications as well. Explain how feature stories are used in public relations and give five tips that were given in the “Practical Tips” box for writing an e-mail pitch letter. Answer: Ideas for feature stories, which are human-interest stories rather than hard news announcements, have to be “sold” to editors. This is done using a pitch letter that outlines the subject in an engaging way and sells a story idea, and these letters are often sent to editors via e-mail. Students can answer any five of the following “Practical Tips” on how to write e-mail pitch letters: (1) Never list all recipients in the “To:” line because no one wants to see all the others who received the pitch, because these story ideas are supposed to be made available to the medium on an exclusive basis. (2) Avoid attachments as they take time to open and to read, and they can also carry viruses. (3) Keep your pitches less than a page in length, and the first paragraph should capture the who, what, and why of the story. (4) Help reporters do their jobs by providing them with a great story idea, including visuals and other resources, and with contacts, so they can round out the story. (5) Make it personal by using their first names and mention the publication name. (6) Keep subject-line headers to fewer than four or five words. (7) Never follow up on an e-mail pitch by asking, “Did you get it?” Instead, call to ask reporters if they need more information and call within an hour after sending the e-mail). (moderate; pp. 490, 492) Melanie was informed that she will be participating in a media tour for her company for the next three weeks. Explain what this is and the activities that she might be performing. Answer: A media tour is a press conference on wheels. The traveling spokesperson makes announcements and speeches, holds press conferences to explain a promotional effort, and offers interviews. (easy; p. 492) Although advertising, publicity, and publications, such as annual reports and collateral material, are well-known tools of public relations, list some other, lesser-known yet effective, public relations tools. Answer: The other types of public relations tool include: (1) Videos/DVDs, CDs, and Books (2) Speakers and Photos (3) Displays and Exhibits (4) Special Events and Tours (5) Online Communication (moderate; pp. 493–496) As described in “The Inside Story,” who were the specific targets of the Spokane, Washington’s public relations campaign? Answer: The Spokane Regional Convention and Visitors Bureau and the International Trade Alliance in Spokane, Washington, were partners in an ambitious sales and marketing program to reintroduce the Canadian audience to the Spokane region for trade and tourism. To do this, they: (1) Showcased the Spokane region to 170,000 potential leisure travelers at the Spruce Meadows consumer show (2) Generated new contacts and sales to 450 qualified travel agents, meeting planners, and tour operators through industry trade shows in Calgory and Edmonton (3) Gained media hits in the Calgary market by meeting with 10 area journalists (4) Developed a reciprocal trade mission from Calgory tourism planners and industry professionals (5) Provided a high level of satisfaction for the 37 participants from the Spokane region making the trip (moderate; p. 495) Kimberly has planned and developed a public relations campaign for her client. Explain how she might assess the effectiveness of this campaign. Answer: Public relations practitioners track the impact of a campaign in terms of output (how many news releases lead to stories or mentions in news stories) and outcome (attitude or behavior change). To get a comprehensive picture of PR’s impact, practitioners evaluate process (what goes out) and outcome (media use; effect on the target audience). Impressions, which is the number of times a person in the target audience is reached by one or more of the messages, is often a measure used. (moderate; pp. 497–498) As described in the chapter’s “It’s a Wrap,” was the “Child Hunger” campaign successful? Explain your answer. Answer: Yes, the campaign did meet its objectives: (1) Maximize Media Exposure—For the first 10 months, the campaign received $45.3 million in donated TV time, which is higher than the average Ad Council campaign. (2) Change People’s Perceptions—The number of people who said child hunger is a problem in the United States and in their communities increased 36 percent. (3) Inspire Action—More than 500,000 unique visitors were counted at the web site during the first year of the campaign. In the first month, the click-through rate on web banner advertising was higher than the Ad Council’s average click-through rate (i.e., 0.14 vs. 0.10). (4) Generate Collective Concern—The USDA donated 9 million lunches in the summer to schools for children in need. (difficult; p. 499) As described in the “Hands-On” case at the end of the chapter, the Pontiac give-away on The Oprah Show was a big hit. However, some had criticisms of this tactic. Discuss the criticisms and concerns that were highlighted in the case. Answer: A competitor said that they would not need to spend that much to accomplish the same thing in publicity. There were doubters within Pontiac itself, too. Some managers wrote a memo objecting to the deal, arguing it would have a negligible impact on sales. Because Pontiac did not budget any more for this give-away campaign, to come up with the money to do it, they canceled several ad buys on network television. Others within the organization wondered whether the same publicity could have been obtained by giving away only 100 cars rather than almost 300. Finally, some within Pontiac were confused about how the promotion would ultimately help the G6 succeed with its intended demographic, young male drivers. (moderate; p. 501) APPLICATION QUESTIONS: MINI-CASE SHORT ANSWER Kellogg’s is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their frosted flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg’s staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on “Fun-K-Town” and play games with Kellogg’s breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes. Mini-Case Question. In general, who are potential targets for Kellogg’s public relations efforts? Answer: Public relations is focused on all the relationships that an organization has with its various publics. By publics, we mean all the groups of people with which a company or organization interacts: employees, media, community groups, shareholders, and so forth. Another term for this is stakeholders, which refers more specifically to people who have a stake (financial or otherwise) in a company or organization. (moderate; p. 477) Mini-Case Question. Name the types of public relations programs, and explain what type of public relations tool Tony the Tiger’s birthday celebration illustrates. Answer: The types of public relations programs are: relationship management programs (i.e., media relations, employee relations, public affairs, fund-raising, and cause marketing), corporate reputation management, crisis management, marketing public relations, and public communication campaigns. Tony’s birthday celebration represents marketing public relations (MPR), which are programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers. MPR is different from a more general public relations approach in its consumer and sales focus. (moderate; pp. 480–483) Mini-Case Question. Name the public relations tools and describe which one(s) allowed them to get the media exposure that they did for Tony’s birthday celebration? Answer: The public relations tools include: advertising, publicity, publications, videos/DVDs, CDs, and books, speakers and photos, displays and exhibits, special events and tours, and online communications. The celebration itself is an example of a special event and the tour, and the exposure that they received was a result of publicity. (moderate; pp. 487–496) Mini-Case Question. What type of public relations tool does the game at Kellogs.com represent? Answer: This is an example of the public relations tool known as Online Communications, specifically an external communication of a corporate web site. Corporate web sites have become an important part of corporate communications as these sites can present information about the company and open up avenues for stakeholders to contact the company. Though not a specific public relations tool, the game could be viewed as an involvement strategy. Involvement can create interest and a feeling of excitement, but more importantly it can drive loyalty. Getting people to participate in an action plan is one way to drive behavior change. Note: students will probably also mention that this is an example of sales promotion, which is the topic of the previous chapter. (moderate; pp. 485, 496) 574 575

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