STC 116 EXAM 1 COMBINED SET
EXAM QUESTIONS WITH
CORRECT ANSWERS
What does the IABC study emphasize? - Answer-CEOs want communication that is
strategic, is based on research, and involves two-way communication with key publics.
What shapes the ROLE of public relations in an organization? - Answer-large
corporations are more likely to include pr in the policy making process because they are
highly competitive environments, sensitive to public opinion, policy issues, establishing
corporate identity, and more spotlight = more scrutiny.
How does pr work as a staff function? - Answer-PR needs to claim its seat at a table
and to do this we must deliver a service that is both recognisable and valuable to the C-
suite.
Executive engagement - Answer-is a crucial factor in achieving the power and influence
of pr as a staff function and in shaping the credence PR is given in an organization and
the wider business community
What are the four sources of friction? - Answer-legal
hr
advertising
marketing
How should these staff functions cooperate with one another to avoid possible frictions?
- Answer-serve together on key committees
heads of departments should be equal in job titles
all departments should report to the same superior
utilize informal networks
written policies should spell out responsibilities
Structure of PR Agencies & firms - Answer-president
executive vp
senior vp
account supervisor
account executive
assistant account executive
Outsourcing - Answer-writing and communications
media relations
, publicity
strategy and planning
event planning
benefits for working for pr firms - Answer-gain great experience quickly
run various projects
learn a variety of skills
raping advancement due to high turnover
fast paced, intense pressure, more exciting
networking opportunities
high emphasis on practical skills for starters
benefits of working for companies - Answer-less daily pressure, more long term results
less turnover, more stability
higher starting salary, may have higher benefits, more opportunities for profit sharing,
stocks
can have more emphasis on management
see impact, part of big picture
How do pr firms get business? - Answer-clients issue a Request for Proposal (RFP) to
public relations firms. PR firms are invited to make a pitch regarding their capability and
express their ideas about what program they would create to address the potential
client's needs.
research - Answer-is the controlled, objective, and systematic gathering of information
for the purpose of describing and understanding.
Why do we use research? - Answer-achieve credibility with management
define audiences & segment publics
formulate strategy
test messages
help mngmt keep in touch
prevent crises
develop and monitor the competition
generate publicity/sway public opinion
measure/evaluate success
preliminary research questions - Answer-who is our client?
what is the problem or situation?
who is our audience?
Primary research - Answer-collect new and original info generated through a research
design
more expensive
ex: surveys, interviews, focus groups, experiments, etc.
EXAM QUESTIONS WITH
CORRECT ANSWERS
What does the IABC study emphasize? - Answer-CEOs want communication that is
strategic, is based on research, and involves two-way communication with key publics.
What shapes the ROLE of public relations in an organization? - Answer-large
corporations are more likely to include pr in the policy making process because they are
highly competitive environments, sensitive to public opinion, policy issues, establishing
corporate identity, and more spotlight = more scrutiny.
How does pr work as a staff function? - Answer-PR needs to claim its seat at a table
and to do this we must deliver a service that is both recognisable and valuable to the C-
suite.
Executive engagement - Answer-is a crucial factor in achieving the power and influence
of pr as a staff function and in shaping the credence PR is given in an organization and
the wider business community
What are the four sources of friction? - Answer-legal
hr
advertising
marketing
How should these staff functions cooperate with one another to avoid possible frictions?
- Answer-serve together on key committees
heads of departments should be equal in job titles
all departments should report to the same superior
utilize informal networks
written policies should spell out responsibilities
Structure of PR Agencies & firms - Answer-president
executive vp
senior vp
account supervisor
account executive
assistant account executive
Outsourcing - Answer-writing and communications
media relations
, publicity
strategy and planning
event planning
benefits for working for pr firms - Answer-gain great experience quickly
run various projects
learn a variety of skills
raping advancement due to high turnover
fast paced, intense pressure, more exciting
networking opportunities
high emphasis on practical skills for starters
benefits of working for companies - Answer-less daily pressure, more long term results
less turnover, more stability
higher starting salary, may have higher benefits, more opportunities for profit sharing,
stocks
can have more emphasis on management
see impact, part of big picture
How do pr firms get business? - Answer-clients issue a Request for Proposal (RFP) to
public relations firms. PR firms are invited to make a pitch regarding their capability and
express their ideas about what program they would create to address the potential
client's needs.
research - Answer-is the controlled, objective, and systematic gathering of information
for the purpose of describing and understanding.
Why do we use research? - Answer-achieve credibility with management
define audiences & segment publics
formulate strategy
test messages
help mngmt keep in touch
prevent crises
develop and monitor the competition
generate publicity/sway public opinion
measure/evaluate success
preliminary research questions - Answer-who is our client?
what is the problem or situation?
who is our audience?
Primary research - Answer-collect new and original info generated through a research
design
more expensive
ex: surveys, interviews, focus groups, experiments, etc.
