Pre375 Principles Of Public Relations -- Exam #3 Flashcards

Front 1

True or false? The media provide a relatively economical and effective method for communicating with large and dispersed publics.

Back 1

true

Front 2

The media serve as the _____ or _____ through which public relations practitioners reach the general public and other groups whose support they need.

Back 2

gatekeeper; filter

Front 3

The fact that some news items get published, aired, and talked about while others do not is called the _____ of the press.

Back 3

agenda-setting function

Front 4

The status or seal of approval that media coverage confers on an organization's news and information is called _____.

Back 4

third-party endorsement

Front 5

From the public relations practitioner's perspective, the journalist is what three things? (GAM)

Back 5

(1.) an audience, (2.) a medium through which to reach the larger public, (3.) a gatekeeper representing and responding to the public's need to know

Front 6

From the public relations practitioner's perspective, the journalist is at once an _____, a _____ through which to reach the larger public, and a _____ representing and responding to the public's need to know.

Back 6

audience; medium; gatekeeper

Front 7

Reporters should be viewed as _____ whose decisions influence a practitioner's ability to communicate to a mass audience.

Back 7

gatekeepers

Front 8

an individual positioned within a communication network to control the messages flowing through communication channels

Back 8

gatekeeper

Front 9

the primary way of reaching community publics

Back 9

newspapers

Front 10

_____ remain the workhorses of the public information system.

Back 10

newspapers

Front 11

_____ are a primary way of reaching community publics.

Back 11

newspapers

Front 12

Although no longer the primary news medium for the majority, they are still a powerful force in shaping the public agenda and influencing the outcome to date.

Back 12

newspapers

Front 13

offer public relations practitioners the greatest opportunities because they have more space to fill and they offer the greatest range of special sections

Back 13

newspapers

Front 14

The attitude of an interviewee toward the journalist should be one of _____.

Back 14

hospitality, cooperation, and openness

Front 15

True or false? The interviewee should realize that the reporter need not be the person in control.

Back 15

true

Front 16

True or false? The interviewee should decide what needs to said and say it -- no matter what the reporter's questions may be.

Back 16

true

Front 17

An interviewer should have their own _____ with the points they want to make no matter what the journalist may want.

Back 17

agenda

Front 18

Most organizational news and publicity is based on a _____.

Back 18

media plan

Front 19

What are the four components of a media plan?

Back 19

Media plans (1.) describe the circumstances with which the organization is dealing, (2.) lay out goals or objectives, (3.) identify key audiences, and (4.) specify key messages and media channels

Front 20

Media plans do what four things?

Back 20

Media plans (1.) describe the circumstances with which the organization is dealing, (2.) lay out goals or objectives, (3.) identify key audiences, and (4.) specify key messages and media channels

Front 21

The most common type of publicity release is the _____.

Back 21

news release

Front 22

True or false? If there is news that is not favorable to an organization, that organization does not have to issue a news release.

Back 22

false

Front 23

Sometimes news is not favorable to an organization. Even in these cases, a news release is _____.

Back 23

necessary

Front 24

The role of the public relations practitioner when delivering news releases with negative organizational news is

Back 24

to be certain that the full story is told and that corrective actions are reported.

Front 25

Most news releases are more likely to arrive by _____.

Back 25

e-mail

Front 26

Most news releases are now either _____ or sent by _____ directly to the editor or person targeted by the release.

Back 26

faxed; e-mail

Front 27

_____, which is the material sent by computer to all fax machines set up on your computer to receive the material, is being used more and more often by media relations departments.

Back 27

broadcast fax

Front 28

What are the three guidelines to ensure success for a news conference?

Back 28

(1.) plan the event carefully, (2.) prepare executives and others to be interviewed, (3.) coordinate the meeting with public relations practitioners serving as directors and stage managers

Front 29

During a news conference, a public relations practitioner should serve as _____ and _____.

Back 29

director; stage manager

Front 30

True or false? A public relations practitioner should take control of a news conference/meeting.

Back 30

false -- they should not take over the job of the media representative unless things get out of hand

Front 31

short spots that radio and television stations may feel obliged to run to demonstrate their "public interest" commitment at license renewal time

Back 31

PSAs

Front 32

What is one problem with PSAs?

Back 32

they may be played at any time of day or night; your spot may air at 6 A.M. or 2 A.M., or primetime if you're lucky.

Front 33

primarily used by nonprofits, can be played at any time day or night

Back 33

PSAs

Front 34

What type of magazine is most commonly targeted in PR?

Back 34

trade and professional publications

Front 35

In general, public relations practitioners do not make as much use of consumer magazines as they do of _____.

Back 35

trade and professional publications

Front 36

reach those who work in particular industries or whose interests and information needs surpass those provided by mass media; used more by public relations practitioners

Back 36

"trades"

Front 37

targeted by public relations practitioners because they are read by leaders in each industry

Back 37

trade and professional publications

Front 38

True or false? Public relations practitioners' selection and presentation of information often conforms more to journalistic standards than to the desires of their superiors in their own organizations.

Back 38

true

Front 39

the idea that both the journalist and the practitioner, in dealing with each other, are caught between the demands of the organizations they represent and the demands of the opposite party

Back 39

mutual dependency

Front 40

In short, the relationship between public relations practitioners and journalists is one of _____.

Back 40

mutual dependency

Front 41

Public relations practitioners, as _____, are often caught in the middle between journalistic and other institutions, trying to explain each to the other.

Back 41

boundary spanners

Front 42

True or false? Through the efforts of public relations practitioners, the media receive a constant flow of free information.

Back 42

true

Front 43

Numerous studies have placed public relations' contribution to total news coverage between _____ and _____ percent.

Back 43

40; 70

Front 44

How does the public relations practitioner make the journalist's job easier?

Back 44

The public relations practitioner saves the journalist time and effort by providing information that might otherwise be unavailable.

Front 45

Perhaps nothing is so important to successful publicity as

Back 45

the relationships established between public relations practitioners and journalists.

Front 46

_____ tends to increase when public relations practitioners deal with specialized reporters who cover their industry, when the issues are more complex, and when the reporter is given enough time and space to thoroughly cover the story.

Back 46

mutual dependency

Front 47

There seems to be no end to segmenting audiences into smaller niches. What does this mean for the public relations practitioner?

Back 47

It means that there is an ever-pressing need to tailor messages to target audiences.

Front 48

The constant segmenting of audiences into smaller niches means that

Back 48

there is an ever-pressing need to tailor messages to target audiences.

Front 49

Transformation from mass media to mass _____ is perhaps the major contribution of the personalized media.

Back 49

collaboration

Front 50

Today, media relations work takes on added and somewhat different importance by reaching _____, more _____ publics through mass, specialized, and organization-controlled media.

Back 50

smaller; defined

Front 51

The new media relations environment is a result of the _____, a growing number of _____, and the new _____.

Back 51

Internet; media outlets; social media

Front 52

Packaging in the form of _____ can frequently increase the probability that information from a publicity release will actually be used by an editor.

Back 52

media kits

Front 53

includes a collection of publicity releases, fact sheets, brochures, photographs, or other information pieces enclosed in a cover or some other packaging device

Back 53

media kit/press kit

Front 54

What are the five things a media kit includes?

Back 54

(1.) publicity releases, (2.) fact sheets, (3.) brochures, (4.) photographs, (5.) other information pieces

Front 55

What are the five things a media kit includes?

Back 55

(1.) publicity releases, (2.) fact sheets, (3.) brochures, (4.) photographs, (5.) other information pieces

Front 56

True or false? Design is the primary consideration in compiling a media kit.

Back 56

false

Front 57

What is the most important consideration in media kits?

Back 57

that the news releases, photographs, fact sheets, background information, and features are packaged in an organized and readable form to enable the editor to select the information he or she wishes to use.

Front 58

should be designed to help editors select the information they need

Back 58

media kit/press kit

Front 59

basic role is to provide information to editors that would otherwise take many hours to research

Back 59

media kit/press kit

Front 60

can provide a service for the media by saving research time and identifying important information for consumers and others

Back 60

media kit/press kit

Front 61

Today, many organizations distribute their media kits in print.

Back 61

false (from the corporate Web pages, but hard copy media kits are often distributed to people outside the media)

Front 62

Crises can usually be anticipated or even prevented when organizations

Back 62

build and maintain good relationships

Front 63

During a crisis, an organization should do what 7 things?

Back 63

(1.) have a designated spokesperson, (2.) gather all relevant facts and verify them, (3.) take responsibility for correcting the situation, (4.) setup a media center, (5.) don't release names of dead or injured until relatives have been notified, (6.) respond to all media inquiries, but if you don't know the answer, say no, but promise to get back with them as soon as possible with an answer, (7.) do not speculate

Front 64

During a crisis, an organization should do what 7 things?

Back 64

(1.) have a designated spokesperson, (2.) gather all relevant facts and verify them, (3.) take responsibility for correcting the situation, (4.) setup a media center, (5.) don't release names of dead or injured until relatives have been notified, (6.) respond to all media inquiries, but if you don't know the answer, say no, but promise to get back with them as soon as possible with an answer, (7.) do not speculate

Front 65

The rule of thumb in a crisis is to _____.

Back 65

get off the defensive and on to the offensive as quickly as possible.

Front 66

What is the rule of thumb in a crisis?

Back 66

To get off the defensive and on to the offensive as quickly as possible.

Front 67

True or false? Technological communication is the most effective in crisis situations.

Back 67

false; our technology permits us to communicate rapidly, which we need to do internally when a crisis occurs, but face-to-face delivery of messages is still the most preferred and might be the most effective in crisis situations

Front 68

feature centralized decision making by the CEO and a few high-level managers

Back 68

authoritarian cultures

Front 69

departments have different agendas, sometimes in conflict with each other. Employees do not perceive rewards for innovation, but for following orders.

Back 69

authoritarian cultures

Front 70

when employees believe that their supervisors are interested in them only as workers and not as people

Back 70

authoritarian cultures

Front 71

closed and resistant to change from outside the organization

Back 71

authoritarian cultures

Front 72

pretty much any for-profit organization has this kind of culture

Back 72

authoritarian culture

Front 73

involve centralized decisions made in an organization by top management

Back 73

authoritarian cultures

Front 74

What were the findings of the Institute of Excellence in Employee Management Communications?

Back 74

A study by the Institute of Excellence in Employee Management Communications reported that more than 90 percent of managers who felt they had the ability to offer ideas and question management decisions were also highly satisfied and engaged in their jobs.

Front 75

A study by the Institute of Excellence in Employee Management Communications reported that more than 90 percent of managers who felt they had the ability to offer ideas and question management decisions were also

Back 75

highly satisfied and engaged in their jobs

Front 76

A study by the Institute of Excellence in Employee Management Communications reported that more than _____ percent of managers who felt they had the ability to offer ideas and question management decisions were also highly satisfied and engaged in their jobs

Back 76

90

Front 77

means of reaching large numbers of employees on an ongoing basis

Back 77

internal media, video, and new media

Front 78

the fastest growing aspect of the overall public relations effort

Back 78

internal media

Front 79

the effort over which we have the most control

Back 79

internal media

Front 80

Why are internal media often called "controlled media"?

Back 80

because it is the effort over which we have the most control

Front 81

the goal of this is the improvement of relationships between employees and management

Back 81

internal media

Front 82

must fulfill the needs of both the organization and its employees

Back 82

internal media

Front 83

What are four broad topics that are frequently chosen by successful internal media?

Back 83

(1.) Employees' Understanding of Their Role in the Organization, (2.) Clarification of Management Policies, (3.) Employee Well-Being and Safety, (4.) Recognition of Employee Achievement

Front 84

True or false? Objectivity is not important in internal media.

Back 84

false (objectivity is an important goal of internal media)

Front 85

True or false? In-house media should have a more personal tone than public newspapers or magazines.

Back 85

true

Front 86

They should reflect a sense of closeness and common interest that says to the reader, "We're all in this together."

Back 86

internal media

Front 87

channels of communication controlled by the organization and directed to audiences within the organization

Back 87

internal media

Front 88

Employees want their information first from _____.

Back 88

their immediate supervisors

Front 89

The last place employees want to hear the company news is _____.

Back 89

the media

Front 90

What are the top 5 places employees want to find out information about their organization?

Back 90

(1.) immediate supervisor, (2.) small group meetings, (3.) top executive, (4.) annual report to employees, (5.) employee handbook/other booklets

Front 91

What place within an organization has the most frequent breakdowns in the communication process?

Back 91

the first-line supervisor level

Front 92

The bottleneck in corporate communication is usually found where in the corporate hierarchy?

Back 92

in the middle

Front 93

Breakdown in the communication process is most often found where?

Back 93

at the first-line supervisor level

Front 94

services an organization provides as part of employees' compensation

Back 94

employee benefits

Front 95

may include health and life insurance programs, sick leave, vacations, employer-paid social security, retirement programs such as Enron's 405(k) plan, and a variety of other services ranging from day care to prepaid legal advice to physical fitness programs

Back 95

employee benefits

Front 96

attract and motivate employees and promote employee productivity

Back 96

employee benefits

Front 97

What are employee benefits?

Back 97

services an organization provides as part of employees' compensation

Front 98

Often the lack of appreciation employees have for what they have is a result of what?

Back 98

poor communication on the part of the management

Front 99

True or false? The role of corporate communicators in dealing with employee benefits is not important.

Back 99

false (it can be vitally significant)

Front 100

Public relations practitioners working in this area do not merely disseminate information about existing information. Perhaps more important, they can serve as conduits for the expression of employees' needs and desires, and thus play a significant role in determining and evaluating benefit programs.

Back 100

employee benefits

Front 101

aspects of employee compensation, often including health and life insurance, vacation and sick leave, pension programs, and other valuable considerations

Back 101

employee benefits

Front 102

What are the four components of a topic's newsworthiness?

Back 102

(1.) timeliness, (2.) scope, (3.) noteworthiness, (4.) human interest

Front 103

The four components of a topic's newsworthiness are

Back 103

(1.) timeliness, (2.) scope, (3.) noteworthiness, (4.) human interest

Front 104

What is the purpose of orientation literature?

Back 104

to explain organizational policies to new members

Front 105

explains organizational policies to new members

Back 105

orientation literature

Front 106

It can help a new employee get off to a good start by setting forth the ground rules.

Back 106

orientation literature

Front 107

Goals and objectives are often included to give a sense of where the company is going and the employee's role in achieving that objective.

Back 107

orientation literature

Front 108

True or false? Community relations is an organizational attitude or state of mind, rather than any specific process or practice.

Back 108

true

Front 109

What is the best PR that a company can do within a community?

Back 109

BUILDING RELATIONSHIPS in communities is "the best PR" and that it's "the kind of work that can never be abated"

Front 110

Coca-Cola's Rob Baskin notes that _____ in communities is "the best PR" and that it's "the kind of work that can never be abated."

Back 110

building relationships

Front 111

What would community relations managers like to spend most of their time doing?

Back 111

Community relations managers would like to spend most of their time: (1.) identifying and building relationships and networks with community leaders, organizations, and government officials (91 percent), (2.) developing and managing plans to meet community concerns, needs, and issues (85 percent), (3.) developing and managing partnerships with organizations in the community (85 percent)

Front 112

What do community relations managers spend most of their time doing?

Back 112

identifying and BUILDING RELATIONSHIPS and networks with community leaders, organizations, and government officials

Front 113

The term public affairs is usually defined in public relations as what two related activities?

Back 113

(1.) government relations and (2.) community relations

Front 114

The term public affairs is usually defined in public relations as two related activities -- (1.) _____ and (2.) _____.

Back 114

government relations; community relations

Front 115

Who donates the most to charitable organizations?

Back 115

small stockholders and other individuals

Front 116

_____ and _____ are responsible for 75 to 80 percent of all donations to charitable organizations in the United States.

Back 116

small stockholders; other individuals

Front 117

Overall, only about _____ of corporate profits is actually given away.

Back 117

1

Front 118

Why do very few corporations actually give to the limit?

Back 118

perhaps because they believe that doing so is not in their interest or in the interests of their stockholders

Front 119

What does cause related marketing do?

Back 119

ties a company and its products to a cause

Front 120

ties a company and its products to a cause

Back 120

cause-related marketing

Front 121

an area that has experienced huge growth in recent years because of its ability to sell products, enhance image, and motivate employees

Back 121

cause-related marketing

Front 122

True or false? Today's consumers expect businesses to address community concerns.

Back 122

true

Front 123

True or false? Cause-related marketing is the same thing as philanthropy.

Back 123

false (cause-related marketing is NOT philanthropy)

Front 124

What are three primary benefits for sponsors and corporations of cause-related marketing efforts?

Back 124

(1.) cause-related marketing INCREASES SALES, (2.) cause-related marketing ENHANCES IMAGE, (3.) cause-related marketing BENEFITS PROPERTIES AND SPONSORS

Front 125

What do effective community relations depend on?

Back 125

recognizing the interdependence of institutions with their communities

Front 126

Effective community relations depend on

Back 126

recognizing the interdependence of institutions with their communities.

Front 127

Effective community relations depend on recognizing the _____ of institutions with their communities.

Back 127

interdependence

Front 128

The cycle begins with people wanting to live in good communities and bringing their talents and skills to the local labor market. Corporations hire those employees who help the organization make a profit. A corporation then uses its resources to address needs and to make the community an even better place to live.

Back 128

the interdependence of institutions with their communities

Front 129

True or false? Every community has a vital stake in the economic health and prosperity of its institutions.

Back 129

true

Front 130

a public relations function consisting of an institution's planned, active, and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community

Back 130

community relations

Front 131

Why did the city of San Jose, California cancel tours of its water pollution control plant after the events of September 11th, 2001?

Back 131

because the city was in an enhanced state of emergency readiness

Front 132

The city of _____, _____ canceled tours of its water pollution control plant after the events of September 11th, 2001, because the city was in an enhanced state of emergency readiness.

Back 132

San Jose, California

Front 133

What is the average number of employees in a community relations department?

Back 133

5

Front 134

The average number of employees in a community relations department is about _____.

Back 134

five

Front 135

True or false? Publicity and promotion in all community relations programs should be seen as substitutes in support of the actual programs.

Back 135

false (must be seen as tools in support of the actual programs, not as substitutes for them)

Front 136

Publicity and promotion in all these community relations programs must be viewed as _____ in support of the actual programs, not as _____ for them.

Back 136

tools; substitutes

Front 137

What is the richest philanthropic organization in the world?

Back 137

The Bill and Melinda Gates Foundation

Front 138

_____ is the richest philanthropic organization in the world and disbursed $1.2 billion in 2004, with 60 percent going to _____.

Back 138

Bill and Melinda Gates Foundation; education

Front 139

What dealing with community activism, what stance should a company take?

Back 139

proactive stance

Front 140

Companies should take a _____ stance when dealing with community activism and follow what practitioner David Schultz calls a "3-P" approach -- (1.) _____, (2.) _____, (3.) _____

Back 140

proactive; planning, practice, and precision

Front 141

What are the three parts of David Schultz's "3-P" approach?

Back 141

(1.) planning, (2.) practice, (3.) precision

Front 142

For the last 14 years, Liz Claiborne Inc. has worked to raise awareness about domestic and relationship violence through its "_____" program.

Back 142

Love Is Not Abuse

Front 143

The three goals of the "Love Is Not Abuse" curriculum are to

Back 143

(1.) increase students' awareness and understanding of teenage dating violence, (2.) enable students to challenge beliefs that support teenage dating violence, (3.) increase help-seeking behavior among students involved in dating relationships that include violence

Front 144

The three goals of the "Love Is Not Abuse" curriculum are to

Back 144

(1.) increase students' awareness and understanding of teenage dating violence, (2.) enable students to challenge beliefs that support teenage dating violence, (3.) increase help-seeking behavior among students involved in dating relationships that include violence

Front 145

When marketers use a variety of tactics such as advertising, public relations, sponsorships, and the like to reach consumers.

Back 145

integrated marketing communications

Front 146

includes things like podcasts, Web sites, handbooks, sponsorships, brochures, grassroots campaigns, instruction manuals, pamphlets, article reprints, direct-mail, demonstrations, sales promotions (POP, coupons), mass advertising (radio, TV, print, outdoor), targeted direct marketing (internet, kiosks), sweepstakes

Back 146

integrated marketing communications

Front 147

Both _____ and _____ are needed to provide integrated marketing communication in order to promote customer loyalty and trust. Both seek to respond to the consumer public.

Back 147

public relations; marketing

Front 148

the process of using a variety of tactical applications to reach consumers

Back 148

integrated marketing communications

Front 149

the process of using a variety of tactical applications to reach consumers. Choices may include advertising, public relations, endorsements, sponsorships, Web sites, video games, podcasts, and more

Back 149

integrated marketing communications

Front 150

Public relations and marketing have some fundamental differences, but they share what significant goal?

Back 150

Both attempt to help an organization respond to a very significant public: the consumers of its products and services.

Front 151

concerned with the specifics of the product or service, and how to sell more of it.

Back 151

marketing

Front 152

the main goal of _____ is to ensure a market for the types of products and services the company sells.

Back 152

marketing

Front 153

think "one shot" effort

Back 153

marketing

Front 154

business discipline concerned with building and maintaining a market for an organization's product or services.

Back 154

marketing

Front 155

it focuses externally on selling and how quality and availability of a product or service affect its ability to be sold in the marketplace.

Back 155

marketing

Front 156

a long-term process, the goal is to build trust that enhances the selling of products or services

Back 156

relationship marketing

Front 157

the goal of _____ is to build trust that enhances the selling of products or services.

Back 157

relationship marketing

Front 158

When a customer buys the same laundry detergent year after year and has learned that the product does a satisfactory job of cleaning clothes and, as a result, does not feel the need to try other products, _____ is in action.

Back 158

relationship marketing

Front 159

focuses on building relationships with consumers through marketing, advertising, and public relations

Back 159

marketing

Front 160

What matters in selecting a spokesperson, CEO, or celebrity is

Back 160

the ability of that individual to add value to the brand.

Front 161

What matters in selecting a spokesperson, CEO, or celebrity is the ability of that person to _____.

Back 161

add value to the brand

Front 162

In selecting a spokesperson, consumers' _____ of the qualities of the spokesperson must match the _____ that need to be communicated to the target audiences.

Back 162

perception; messages

Front 163

Spokespersons must be able to add value to the brand and _____ their values.

Back 163

transfer

Front 164

live, Internet-based newscasting, narrowly focused on news about the product or service category of that organization that is providing the newscast.

Back 164

branded news

Front 165

What is branded news?

Back 165

live, Internet-based newscasting, narrowly focused on news about the product or service category of that organization that is providing the newscast.

Front 166

NRANews.com is an example of _____.

Back 166

branded news

Front 167

an independent electronic news outlet that uses a corporate-sponsored Web site as its vehicle for reporting in-depth news about one particular industry

Back 167

branded news

Front 168

these staff members usually work both inside and outside the organization

Back 168

consumer advocate (public affairs, customer relations, consumer relations, public relations)

Front 169

the goal of _____ is to improve the organization's relationships and communication with consumers by investigating consumer issues and conveying the results to management

Back 169

consumer affairs/consumer advocacy

Front 170

Responsibilities of the _____ unit may include resolving customer complaints, disseminating consumer information, advising management on consumer opinion, and dealing with outside consumer advocate groups.

Back 170

consumer relations

Front 171

The consumer relations unit is frequently linked to the public relations department because the vast majority of both units report directly to _____.

Back 171

top management

Front 172

The major tenet of _____ is that consumers lack adequate information for making purchasing decisions.

Back 172

consumer advocacy

Front 173

What is the major tenet of consumer advocacy?

Back 173

that consumers lack adequate information for making purchasing decisions

Front 174

How have consumer relations units responded to the need for fuller and clearer information?

Back 174

By providing simplified warranties, clarified product use instructions, and educational programs to help consumers select the right products for their needs and use them properly.

Front 175

The consumer affairs role within corporations has become that of _____.

Back 175

consumer spokesperson to management

Front 176

Most consumer affairs specialists see it as part of their jobs to take an active role in decision making by speaking out for the _____.

Back 176

consumer

Front 177

They actively solicit consumer opinion and make management aware of the effects various decisions will have on consumers.

Back 177

consumer affairs specialists

Front 178

this role of liaison has always been the highest calling for public relations professionals

Back 178

public affairs specialist

Front 179

improves an organization's relationship and communication with consumers by investigating and resolving consumer issues and concerns

Back 179

consumer affairs

Front 180

What was the goal of Procter and Gamble and the Alliance to Save Energy?

Back 180

the two partners challenged attendees at the U.S conference of mayors to encourage their citizens to wash their clothes in cold water -- and save an average of $63 a year in the process

Front 181

To reposition its Tide Brand (along with the newly developed Tide Coldwater), Procter and Gamble aligned with the _____ and did what?

Back 181

Alliance to Save Energy; challenged attendees at the U.S. Conference of Mayors to encourage their citizens to wash their clothes in cold water -- and save an average of $63 a year in the process.

Front 182

Public relations focuses on the long-term goals of _____ with consumers, suppliers, competitors, and other publics.

Back 182

building positive relationships

Front 183

Public relations focuses on the long-term goals of building positive relationships with _____, _____, _____, and _____.

Back 183

consumers, suppliers, competitors, and other publics

Front 184

Who is the ideal spokesperson during a crisis?

Back 184

the chief executive officer (C.E.O.)

Front 185

The _____ is usually the ideal spokesperson during a crisis.

Back 185

chief executive officer (C.E.O.)

Front 186

When budgets are small, time is tight, and the product isn't the category leader, practitioners often turn to _____.

Back 186

guerrilla tactics

Front 187

These nontraditional vehicles attempt to highlight a brand in an unexpected way.

Back 187

guerrilla tactics

Front 188

Examples include the search for a coin worth $10,000 in a Dr. Pepper promotion and "Aqua Teen Hunger Force" electronic light boards around Boston.

Back 188

guerrilla tactics

Front 189

may include Internet chat rooms, mass e-mails and sidewalk art

Back 189

guerrilla tactics

Front 190

the concept of using nontraditional communication vehicles to gain visibility for a product or service.

Back 190

guerrilla tactics

Front 191

sidewalk art, Internet chat rooms, and radio talk shows are some examples of _____.

Back 191

guerrilla tactics

Front 192

What is the function of consumer relations?

Back 192

to serve as the bridge between the consumer and the manufacturer.

Front 193

The bridge between the consumer and the manufacturer.

Back 193

consumer relations

Front 194

_____ helps a corporations cope and thrive under the analysis and intense scrutiny they are under like never before.

Back 194

consumer relations

Front 195

_____ is a direct reflection of a corporation's values about its business in general.

Back 195

consumer relations

Front 196

It's how an organization fulfills its promise to serve key publics.

Back 196

consumer relations

Front 197

connects customers with the company

Back 197

consumer relations

Front 198

How good a company's _____ programs are reflects the company's values and its business mission.

Back 198

consumer relations

Front 199

the aspect of public relations that improve the organization's relationships and communication with consumers

Back 199

consumer relations

Front 200

includes resolving customer complaints, disseminating consumer information, dealing with outside consumer advocacy groups, and advising management on consumer opinion

Back 200

consumer relations