PUR 3000 EXAM 1 QUESTIONS & ANSWERS 2026

PUR 3000 EXAM 1 QUESTIONS & ANSWERS 2026 What is Public Relations? - Answer-"Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." - PRSA 2012 definition /.How much do organizations spend on PR functions a year? - Answer-around $141 billion a year /.PR growth rate and average salary - Answer-22.61% growth rate; $84,567 average salary /.Where do PR practitioners work? - Answer-34% in Corporations, 19% in Nonprofits/Foundations, 17% in PR/Advertising/Marketing communication firms, 10% Gov., 8% educational institutions, 8% independent counseling /.Counseling - Answer-providing advice to management concerning policies, relationships, and communications. /.Media relations - Answer-working with journalists and bloggers in seeking publicity or responding to their interests in the organization. /.Publicity - Answer-Disseminating planned messages through traditional mass media and social media platforms to further the organization's interests. /.Community relations - Answer-planned activity with a community to maintain an environment that benefits both the organization and the community. /.Governmental affairs - Answer-Relating directly with legislatures and regulatory agencies on behalf of the organization. Lobbying can be part of a government affairs program. /.Employee relations - Answer-responding to concerns, informing, and motivating an organization's employees or members. /.Investor relations - Answer- /.Development/Fund-raising - Answer-demonstrating the need for and encouraging the public to support an organization, primarily through financial contributions /.Special events - Answer-Stimulating an interest in a person, product, or organization by means of a well-planned event; also, activities designed to interact with publics and listen to them. /.Marketing communications - Answer-combination of activities designed to sell a product, service, or idea, including advertising, collateral materials, publicity, promotion, direct mail, trade shows, social media, and special events. /.Common terms in most definitions of PR are... - Answer-deliberate, planned, performance, public interest, two way communication, strategic management function /.R.A.C.E. Process - Answer-R: esearch (what is the problem or situation?) A: ction (what is going to be done about it?) C: ommunication (How will the public be told?) E: valuation (was the audience reached and what was the effect?) /.Organizations use a variety of terms to describe the PR process.... - Answer-corporate communications, public affairs, communication, external affairs; less flattering terms: flack and spin doctor /.Essential abilities and qualities of PR professionals - Answer-writing skill, research ability, planning expertise, problem-solving ability, business/economics competence, expertise in social media /.Marketing vs PR - Answer-Marketing: makes $ for the organization, builds markets for goods & services, deals primarily with external audiences, restricts PR to product publicity & promotion, persuasive, customer based. PR: saves $ for the organization, builds relationships & good will, wide range of internal & external audiences, includes many mgmt. & comm. functions, accommodative through dialogue, both customers & non /.Advertising vs. PR - Answer-Advertising: paid space/time, guaranteed placement, selling goods & services, external audiences, mass media outlets, specialized communications PR: free placement, no guaranteed placement, generate public understanding, internal & external audiences, wide range channel, create favorable environment /.Journalism vs. PR - Answer-Journalism: main component is writing, not necessarily management, ascribes to objectivity, mass audience, single channel of media employer, Informs PR: many components: writing, special events, counseling, management skills required, advocacy role, communicate with highly segmented audiences, variety of channels, Informs to change attitudes and behaviors /.Integrated Marketing Communications (IMC) - Answer-downsizing of organizations, organizational marketing and communication departments are making due with tighter budgets, increasing realization that advertising isn't the silver bullet it used to be. /.Four Models of PR - Answer-Press Agentry, public info., two-way asymmetric, two-way symmetric /.Roots of PR - Answer-roots of this practice go back to the ancient empires of Egypt, Greece, Rome, and India. /.Catholic Church in the middle ages and in the MLK reformation - Answer-first viral campaign; extensively used PR tactics to promote their respective points of view /.The American Revolution and PR - Answer-result of such staged events as the Boston Tea party- also known as the first publicity stunt /.1641 Harvard - Answer-first fundraising brochure /.1758 Columbia - Answer-first press release /.PR in the 19th Century with P.T. Barnum - Answer-Although not ethical (used bribery and exaggerations to garner attention), some aspects of public relations have roots in press agentry; Used publicity and promotion to populate the western frontier and build railroads /.Edward Bernays - Answer-1921- first person to call himself public relations counsel, also taught first course in public relations at New York University : Father of Modern Public Relations /.Who is the "father" of PR? - Answer-Public relations has no identifying founder, though many credit Ivy Lee as first practitioner of public relations, or First PR counselor.