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This activity contains 10 questions.
In the twenty-first century, public relations has become
a planned, persuasive, social/managerial science.
a knee-jerk reactive profession, fighting crises.
one of the only promotional functions untouched by downsizing or mergers.
the most powerful promotional tool an organization possesses.
The chapter asserts that public relations is most effective when it
focuses its efforts on promoting an organization's product.
advances an organization's career-transition program.
reports to marketing and research.
reports to top management.
The public relations manager's role in an organization is
to be the loyal defender of the organization and its products.
to serve a "boundary role," as a liaison between the organization and its external and internal publics.
modeled by Sunbeam Corporation's Al Dunlap.
to act primarily as a liaison to the firm's suppliers and distributors.
By thinking strategically, considering the relationship of the organization to its environment, and helping people communicate across organizational lines both within and outside the organization, a public relations manager is performing a _____ role.
The key to effective public relations activities is
a thorough environmental analysis.
having clear goals and objectives.
knowing the budget available for an event.
getting top management's support.
The four steps in a public relations management process are
defining the problem or opportunity; programming; action; and evaluation.
planning; researching the problem or opportunity; setting criteria; and getting feedback.
setting objectives; conducting surveys; researching; and defining the plan.
defining the problem or opportunity; setting objectives; communicating; and reporting.
Anya is planning for her company to sponsor a local 5K race, and she aquired a booth at the county fair for her company. She is working on the _____ part of the public relations plan for her company.
public relations objectives
public relations tactics
Clear objectives should answer which of the following questions?
Do these objectives clearly describe the end result?
Are these objectives consistent with management objectives?
Both of these questions
Neither of these questions
Public relations budgets
tend to equal the sales promotion budget for a product.
should be tightly constructed with little room for overruns.
are generally a tenth of advertising budgets.
are always approximations and suffer little harm if they run over.
In the twenty-first century, jobs for public relations practitioners will be most plentiful in
high-tech industries such as emerging Internet and related firms.
the non-profit sector and employee communications.
the steel, coal, and timber industries.
all of these answers.
high-tech industries such as emerging Internet and related firms, as well as the non-profit sector and employee communications.
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