STC 116 - EXAM 1 REVIEW
QUESTIONS WITH COMPLETE
SOLUTIONS
How should staff functions cooperate together to avoid friction? - Answer-- serve
together on key committees
- heads of departments should be equal in job titles
- utilize informal networks
- written policies should spell out responsibilities
What source of friction:
concerned about possible effects of any public statement on current or potential
litigation - Answer-legal
What source of friction:
turf battle over employee communication - Answer-HR
What source of friction:
compete for funds to communicate with external audiences - Answer-advertising
What source of friction:
key publics defined much larger in public relations beyond consumers and potential
customers - Answer-marketing
What is the largest independent PR firm (as mentioned in lecture)? - Answer-Edelman
The 'big four' firms - Answer-- omnicom PR group
- WPP
- IPG Extra
- DJE Holdings
Why outsourcing (from the organization's standpoint) - Answer-- not enough internal
resources
- supplement internal staffs during peak times
- may save the organization money
Why outsourcing (from the PR firm's standpoint) (PR firm's advantages) - Answer--
objectivity
,- variety of skills and expertise
- extensive resources (e.g. media contacts)
- offices nationwide/worldwide
- special problem solving skills
-credibility
Why NOT outsourcing (PR firms) - Answer-- superficial grasp of a client's unique
problems
- lack of full-time commitment
- need for prolonged briefing period: long leaning curve
- resentment by internal staff
- need for a client's full disclosure and confidence
- may be expensive
Why NOT outsourcing (advantages of internal dept.) - Answer-- knowledge of
organization
- economical for the organization
- access to top management
- team membership
Why outsourcing (disadvantages of internal dept.) - Answer-- develop 'tunnel vision'
- may become dominated by one
- limited knowledge and expertise
How do PR firms get business? - Answer-- clients issue a RFP (request for proposal) to
PR firms
- PR firms are invited to make a presentation pitch
Benefits of working for PR firms - Answer-- grain experiences quickly
- run projects
- learn a variety of skills, more public relations resources available
- rapid advancement party 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 pressure
- less turnover, more stability
- higher starting salary
- may have better benefits
- more opportunities for profit sharing, stocks
What is the controlled, objective and systematic gathering of information for the purpose
of describing and understanding? - Answer-research
Research is a form of - Answer-listening
, Why is research critical? - Answer-- achieve credibility with management
- define audiences and segment publics
- formulate strategy
- test messages
- help management keep in touch
- prevent crises
- develop and monitor the competition
- generate publicity/sway public opinion
- measure/evaluate success
What questions does research refer to? - Answer-- who is our client
- what is the problem or situation?
- who are our audience?
Primary vs Secondary:
Using existing research and is less expensive - Answer-secondary research
Primary vs Secondary:
Collects new and original information generated through a research design and is more
expensive - Answer-primary research
Primary vs Secondary:
Reviews of internal and external materials of an organization - Answer-secondary
research
External and internal materials of an organization is categorized as - Answer-archival
materials
Primary vs Secondary:
Uses analysis of phone calls, emails and written correspondence - Answer-secondary
research
Primary vs Secondary:
Uses the internet and web - Answer-secondary research
Primary vs Secondary:
Uses libraries and online databases - Answer-secondary research
Qualitative vs Quantitative:
QUESTIONS WITH COMPLETE
SOLUTIONS
How should staff functions cooperate together to avoid friction? - Answer-- serve
together on key committees
- heads of departments should be equal in job titles
- utilize informal networks
- written policies should spell out responsibilities
What source of friction:
concerned about possible effects of any public statement on current or potential
litigation - Answer-legal
What source of friction:
turf battle over employee communication - Answer-HR
What source of friction:
compete for funds to communicate with external audiences - Answer-advertising
What source of friction:
key publics defined much larger in public relations beyond consumers and potential
customers - Answer-marketing
What is the largest independent PR firm (as mentioned in lecture)? - Answer-Edelman
The 'big four' firms - Answer-- omnicom PR group
- WPP
- IPG Extra
- DJE Holdings
Why outsourcing (from the organization's standpoint) - Answer-- not enough internal
resources
- supplement internal staffs during peak times
- may save the organization money
Why outsourcing (from the PR firm's standpoint) (PR firm's advantages) - Answer--
objectivity
,- variety of skills and expertise
- extensive resources (e.g. media contacts)
- offices nationwide/worldwide
- special problem solving skills
-credibility
Why NOT outsourcing (PR firms) - Answer-- superficial grasp of a client's unique
problems
- lack of full-time commitment
- need for prolonged briefing period: long leaning curve
- resentment by internal staff
- need for a client's full disclosure and confidence
- may be expensive
Why NOT outsourcing (advantages of internal dept.) - Answer-- knowledge of
organization
- economical for the organization
- access to top management
- team membership
Why outsourcing (disadvantages of internal dept.) - Answer-- develop 'tunnel vision'
- may become dominated by one
- limited knowledge and expertise
How do PR firms get business? - Answer-- clients issue a RFP (request for proposal) to
PR firms
- PR firms are invited to make a presentation pitch
Benefits of working for PR firms - Answer-- grain experiences quickly
- run projects
- learn a variety of skills, more public relations resources available
- rapid advancement party 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 pressure
- less turnover, more stability
- higher starting salary
- may have better benefits
- more opportunities for profit sharing, stocks
What is the controlled, objective and systematic gathering of information for the purpose
of describing and understanding? - Answer-research
Research is a form of - Answer-listening
, Why is research critical? - Answer-- achieve credibility with management
- define audiences and segment publics
- formulate strategy
- test messages
- help management keep in touch
- prevent crises
- develop and monitor the competition
- generate publicity/sway public opinion
- measure/evaluate success
What questions does research refer to? - Answer-- who is our client
- what is the problem or situation?
- who are our audience?
Primary vs Secondary:
Using existing research and is less expensive - Answer-secondary research
Primary vs Secondary:
Collects new and original information generated through a research design and is more
expensive - Answer-primary research
Primary vs Secondary:
Reviews of internal and external materials of an organization - Answer-secondary
research
External and internal materials of an organization is categorized as - Answer-archival
materials
Primary vs Secondary:
Uses analysis of phone calls, emails and written correspondence - Answer-secondary
research
Primary vs Secondary:
Uses the internet and web - Answer-secondary research
Primary vs Secondary:
Uses libraries and online databases - Answer-secondary research
Qualitative vs Quantitative:
