PRCM 2500 Chung Final Exam Questions With
Complete Answers
What is a crisis? - ANSWER a major occurrence with a potentially negative outcome
affecting the organization, company, or industry, as well as its publics, products, services,
or good name
examples of crisis - ANSWER a product recall
a plane crash
a sexual harassment suit
Understand your organization's ___ - ANSWER business, operations, culture and goals
who should you learn about? - ANSWER the publics
the substitute for a thoroughly considered response is a _ that anticipates at least broad
topics that are likely to arise - ANSWER strategic plan
Process of PR? - ANSWER RACE:
Research
Action
Communication
,Evaluation
What is research? - ANSWER what is the problem?
what is analysis and planning? - ANSWER devise and package a strategy
What is communication? - ANSWER how will the public be told?
what is evaluation? - ANSWER examine how the above three steps affected your public,
what to do next, differently
Key elements of research? - ANSWER client or organization
existing or potential problems
audiences or publics
what are the two kinds of research? - ANSWER formal and informal
what are important factors of the analysis step? - ANSWER time
budget
identify goals
id target audiences
create theme for campaign
, four communication implementations? - ANSWER press releases
newsletters
blogging
social media
two steps in evaluation? - ANSWER monitor
measure
What is a theory? - ANSWER application of knowledge that has been verified and
confirmed to consistently "work" in consistent situations
factors of pr theories? - ANSWER can be generalized over a broad rang of clients and
issues
increases efficiency
cost/time effective
what is the behavioral model? - ANSWER 1. id behaviors
2. id publics
3. id intermediary behaviors
4. id opinion leaders
Complete Answers
What is a crisis? - ANSWER a major occurrence with a potentially negative outcome
affecting the organization, company, or industry, as well as its publics, products, services,
or good name
examples of crisis - ANSWER a product recall
a plane crash
a sexual harassment suit
Understand your organization's ___ - ANSWER business, operations, culture and goals
who should you learn about? - ANSWER the publics
the substitute for a thoroughly considered response is a _ that anticipates at least broad
topics that are likely to arise - ANSWER strategic plan
Process of PR? - ANSWER RACE:
Research
Action
Communication
,Evaluation
What is research? - ANSWER what is the problem?
what is analysis and planning? - ANSWER devise and package a strategy
What is communication? - ANSWER how will the public be told?
what is evaluation? - ANSWER examine how the above three steps affected your public,
what to do next, differently
Key elements of research? - ANSWER client or organization
existing or potential problems
audiences or publics
what are the two kinds of research? - ANSWER formal and informal
what are important factors of the analysis step? - ANSWER time
budget
identify goals
id target audiences
create theme for campaign
, four communication implementations? - ANSWER press releases
newsletters
blogging
social media
two steps in evaluation? - ANSWER monitor
measure
What is a theory? - ANSWER application of knowledge that has been verified and
confirmed to consistently "work" in consistent situations
factors of pr theories? - ANSWER can be generalized over a broad rang of clients and
issues
increases efficiency
cost/time effective
what is the behavioral model? - ANSWER 1. id behaviors
2. id publics
3. id intermediary behaviors
4. id opinion leaders
