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PR Past exam
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Questions in this quiz (19)
1How can Research assist PR practitioners for a campaign?
- AHelping with key public, client, monitor progress throughout the campaign, assists in understanding with the organisation overall and check that the goals of the campaign, Research competition. Helps understand the client organisation, understand the issues and context, identify public and their characteristics, develop more effective communication, can be used to monitor progress during a campaign, used to evaluate and justify the campaign. Research can assist Public relations practitioners have an effective plan by allowing them to learn about the target market and the best way to reach them, learning about the issue at hand so they know what they are talking about and what the PR campaign is about, research on evaluation of past campaigns to see if they were effective and evaluate this campaign to see if it was successful.
- BIt can help them with stuff
- CIt's not that helpful. Research is only helpful to marketers
- AHelping with key public, client, monitor progress throughout the campaign, assists in understanding with the organisation overall and check that the goals of the campaign, Research competition. Helps understand the client organisation, understand the issues and context, identify public and their characteristics, develop more effective communication, can be used to monitor progress during a campaign, used to evaluate and justify the campaign. Research can assist Public relations practitioners have an effective plan by allowing them to learn about the target market and the best way to reach them, learning about the issue at hand so they know what they are talking about and what the PR campaign is about, research on evaluation of past campaigns to see if they were effective and evaluate this campaign to see if it was successful.
2What is the main purpose of research which is central to developing a PR campaign is research on the target market that the campaign is trying to reach?
- AI don't know
- BIn order to avoid uncertainty in decision making
- CTo find out what might work and wont might not
- DTo advertise correctly
35 social benefits that strategically managed communication can achieve for organisations are
- A
Recruiting better staff, good staff are more likely to take jobs for businesses that are Corporately Socially Responsible. If there is a crisis, the company will have more leeway and trust for having a good plan when things go wrong. Makes an organisation more successful. Nurture relationships with the key publics and stakeholders, make a direct contribution ot the bottom line e.g. prevent costs of conflict, e.g. strikes. Enhance stakeholder loyalty and avoid litigation and boycotts. Enhance income through good relationships with customers, shareholders and regulators. - B a good reputation, creating conversation between the organisation and the public, I don't know any others.
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- A
44 Models for reaching audience
- A2.The press agency Model: For example, press release. Pushing message out through press.
2.Public Information Model: Getting information out there, ‘propagate’. Developed in response to journalists beginning to question cmpaiagns e.g. smoking campaigns.
3. Two way asymmetrical Communication Model: Getting information in,
4.Two way symmetrical communication - B2.The press agency Model: For example, press release. Pushing message out through press.
2.Public Information Model: Getting information out there, ‘propagate’. Developed in response to journalists beginning to question cmpaiagns e.g. smoking campaigns.
3. Two way asymmetrical Communication Model: Getting information in,
4. General communication Model
- A2.The press agency Model: For example, press release. Pushing message out through press.
55 things to ensure when having a website
- A. Accurate and up to date
2.Not having broken links, all the links must work, be careful if you have a link to another website but try to keep people on your website.
3. Accountability: must be both accurate and up to date (facts and figures)
4. Searchable: search engine optimaisations links to other sites (regularly check they are active)
5. Keywords are central (for search engines)
•
Always provide contact information,
• Remember legal and ethical issues - B1. It should look aesthetically appealing
2. It should have the absolute newest technology no matter what the cost
3. It should be maintenance every year
4. It should take care of legal and ethical issues
5. It should become the main and only form of contact between public and the business
- A. Accurate and up to date
6Why is a issues management plan essential and helpful?
- A- Better assess is situation and condition, before decisions are made.
- Plan for and implement effective community relations,
- More effectively communicate with key decision makers and influence
- And prepare and deal with crisis situations. - B- Helpful because business should generally try have them
- Helps avoid issues and stuff
- Helps to manage when things don't go to plan
-
- A- Better assess is situation and condition, before decisions are made.
7Difference between issues and crisis management in terms of PUBLIC RELATIONS
- A
Issues are little problems such as when the office is running low on pens, crisis is when there is a volcano eruption - BIssues are within the environment, they can be more easily projected and planned for by constant environmental scanning. An issue unresolved can become a crisis, hence another reason issue management planning is so important. A crisis is usually a suprise and often the first time you'll hear of it will be from a journalist calling on the other end of the line.
- A
8What is the purpose of Public Relations
- A To build mutual understanding through increasing awareness of product, building reputation of an organisation, inform, persuade, motivate, engage
- BTO talk with public people about cool new things coming out
9Describe 5 differences between PR and marketing?
- APR is all about advertising to the right market while Marketing is about the conversations and communications between a business and the public.
- BMarketing is typically one way (just getting them to buy a product), PR is two way changing opinions, Marketing does advertisements, PR does not, and PR seeks publicity. Advertisements promotes and is short term while PR is interested in longer term relationships and influences. PR is often brought into advertisements particularly is a company is trying project themselves as clean, green etc. Marketing and PR deal with different people, PR deals with people that have stakes, stakeholders.
10Describe 5 ways in which PR may support marketing
- ATo enhance their credibility and change public opinion, promote something to try and grab medias attention. Advertorial is an example of advertising moving into PR. People typically do not trust advertisement because they know the marketer is just interested in selling something. It can arrange for public appearances etc.
- BIt doesn't PR and Marketing are seperate entities and should never be mixed or used together.
11How would you define publics and how are they different from stakeholders?
- AThe people that you are wanting to talk to because they can have an influence. Key publics definitely you want to influence them.
- BStakeholders are not to do with anything in PR. Publics are important in PR
12Identify the types of publics you need to consider with a campaign:
- A Primary, Secondary, and Mediating.
- BSegmented publics such as: kids, adults, old people.
13Describe a NZ law which all PR practitionars need to understand and abide by in their practice.
- A
1. Defamation
2. Copyright
3. Indigenous law – The treaty of Waitangi. - B1. Do not steal
2. Be nice to everyone you meet
3. Don't do it if it seems risky
- A
14Describe 6 ways in which PR Practitioners can avoid manipulation (or propaganda) in their work.
- ABalanced information – you’re trying to promote the client
Demonstrates awareness of consequences of strategy you are advising, Open. - BI don't knwo
- ABalanced information – you’re trying to promote the client
15Describe the TARES test and the way this can be used by pracitioners as an assessment tool.
- ATruthfulness, Authentiy, Respect, Equity, Social responsibility. It’s a way for practitioners to check they are practicing ethically and responsibility.
- BTrying, Available, Respect, Ethical, Society. It's a way for practitioners to check they are fulfilling all requirements TARES test requires, it ensures the piece will be appealing to the public audience.
- ATruthfulness, Authentiy, Respect, Equity, Social responsibility. It’s a way for practitioners to check they are practicing ethically and responsibility.
16Describe the difference between two models of media effects theory?
- A‘Magic bullet theory’ 1930’s – no way of checking information, no social media, , because of social difference people are not so willing to accept information this model is called ‘ Two –step theory’ you will go out there and discuss it with people. Two step flow of communication model. AGENDA SETTING THEORY (important) – the media set agenda, they don’t tell you what to think but they tell you what to think about, any body can publish so what is that going to do to the angenda setting theory? Everyone can post on social media and people will get more confident and will start to publish opinions online. The third most trusted source of news is google.
- BMagic bullet theory is cool, Agenda etting theory isnt often used
- A‘Magic bullet theory’ 1930’s – no way of checking information, no social media, , because of social difference people are not so willing to accept information this model is called ‘ Two –step theory’ you will go out there and discuss it with people. Two step flow of communication model. AGENDA SETTING THEORY (important) – the media set agenda, they don’t tell you what to think but they tell you what to think about, any body can publish so what is that going to do to the angenda setting theory? Everyone can post on social media and people will get more confident and will start to publish opinions online. The third most trusted source of news is google.
17Describe the News values
- AImpact: The number of people whose lives will be influenced in some way by the subject of the story. For instance, a bakery strike may have less impact than a postal strike.
Timeliness: Recent events have higher news value than earlier happenings. Of particular value are stories brought to the public ahead of the competition. These are known as scoops.
Prominence: For the same occurrence, people in the public eye have higher news value than obscure people. For example, we cared that basketball pro Magic Johnson and actor Rock Hudson had AIDS, while an ordinary citizen with AIDS would not have commanded the attention of the national news media.
Proximity: Stories about events and situations in one's home community are more newsworthy than events that take place far away. For example, journalists assess the value of a news item reporting tragic deaths by comparing the number of deaths with the distance from the home community. For instance:
if 1,000 persons drown in a flood in a faraway country, the story has about the same news value as a story describing how 100 persons drowned in a distant part of the United States.
In turn, that 100 person story has about the same news value as a story concerning 10 flood victims within our own state.
Finally, a story about those ten victims has about the same value as a story describing a flood which drowns one person in our local community.
Bizarreness: A classic example of this is dog-bites-man vs. man-bites-dog. Man-bites-dog is more bizarre. Dog-bites-man usually is not news.
Conflict: Strife is newsworthy. War. Public anger or bitter disagreement over fundamental issues.
Currency: More value is attributed to stories pertaining to issues or topics that are in the spotlight of public concern rather than to issues or topics about which people care less. Stories come and stories go. - BCurrent, Goverment Approved , Interesting, Appealing (to the wider public), Timely, Proximety
- AImpact: The number of people whose lives will be influenced in some way by the subject of the story. For instance, a bakery strike may have less impact than a postal strike.
18Describe 4 types of crises which may arise for clients?
- ATechnological, environmental, confrontation (e.g. green peace and other activists, the kit Kat advert. They want to turn this into a crises), Management Failure, malevolence – e.g. 911.
- BHabitatual, examinational, promotional, educational.
19A good, SMART way to do objectives..
- A
They always start wil “to” then you have action (raise awareness, increase membership) BY (NUMBER, %, etc – you must know the number of your primary public) IN THE PRIMARY PUBLIC (whoever the primary public is) BY DATE. - BAn objective can be anything as long as you explain the time frame it has to be achieved in.
- A
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- University Undergraduate PRN2110 Foundations of Public Relations Quiz on PR Past exam, created by Denise Siddons on 09/06/2015.
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- Denise Siddons
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