STC 259 Final Exam questions with
verified answers
The essential elements of effective PR - correct answer ✔✔- deliberate
- planned
- performance
- public interest
- two way communication
- strategic management of competition and conflict
What is public relations? - correct answer ✔✔- the management function that identifies,
establishes, and maintains mutually beneficial relationships between an organization and the
various publics on whom its success or failure depends
Two way communication - correct answer ✔✔- a two way process because change and
accommodation occur for the organization, not just the audience
More assertive definition of PR - correct answer ✔✔- strategic management of competition and
conflict for the benefit of one's own organization- and when possible- also for the mutual
benefit of the organization and its stakeholders or publics
What is the public relations process? - correct answer ✔✔- RACE
RACE - correct answer ✔✔- Research
- action
- communication
,- evaluation
PR is what kind of process? - correct answer ✔✔- cyclical
What is the goal of PR? - correct answer ✔✔- to attain and maintain accord and positive
behaviors among social groupings on which an org. depends to achieve its mission
What is the goal of marketing? - correct answer ✔✔- to attract and satisfy customers on a long-
rem basis to achieve an org.'s economic objectives
Marketing talks about... - correct answer ✔✔- target markets, consumers, customers
PR talks about (different from marketing)... - correct answer ✔✔- publics, audiences, and
"stakeholders"
The P's of marketing - correct answer ✔✔- price
- place
- promotion
- PR
Marketing Communications - correct answer ✔✔- when PR is used to directly support an org's
marketing objectives
Eight ways that PR activities contribute to fulfilling marketing objectives - correct answer ✔✔1.
DEVELOP- new prospectives for new markets
2. PROVIDE- third party endorsements through news releases about a company's products/
services
3. GENERATE- sales leads
,4. PAVE- the way for sales calls
5. STRETCH- an org's advertising and promotional dollars through timely and supportive news
releases
6. PROVIDE- inexpensive sales literature
7. ESTABLISH- a corporation as an authoritative source of info on a given product
8. HELP- sell minor products that don't have large advertising budgets
Nine ways PR contributes to the Bottom Line - correct answer ✔✔1. Awareness and info
2. Organizational motivation
3. issue anticipation
4. opportunity identification
5. crisis management
6. overcoming executive isolation
7. change agent
8. social responsibility
9. influencing public policy
What are the principle activities and outcomes of "Awareness and info" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principal activities: publicity, promotion,
audience targeting
- Outcomes: pave the way for sales, fund- raising, stock offering
What are the principle activities and outcomes of "Organizational Motivation" when it comes to
PR contributing to the bottom line? - correct answer ✔✔- Principle Activities: internal relations
and communication
- outcomes: build morale, teamwork, productivity, cooperate culture
, What are the principle activities and outcomes of "Issue Anticipation" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle Activities: research, liaison with
audience
- outcomes: provide early warnings on issues, constituency unrest, social/ political anticipation
What are the principle activities and outcomes of "Opportunity Identification" when it comes to
PR contributing to the bottom line? - correct answer ✔✔- Principle activities: interact with
internal and external audiences
- outcomes: discover new markets, products, audiences, methods, allies, and issues
What are the principle activities and outcomes of "Crisis Management" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle activities: respond to or prevent
issues, coalition building
- outcomes: protect position, retain allies and constituents, keep normal operations going
despite battles
What are the principle activities and outcomes of "Overcoming executive isolation" when it
comes to PR contributing to the bottom line? - correct answer ✔✔- Principle activities: counsel
senior managers
- outcomes: encourage realistic, competitive, enlightened decisions
What are the principle activities and outcomes of "Change agent" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle Activities: interact with internal
and external audiences, research
- outcomes: ease resistance to change, promote smooth transition
What are the principle activities and outcomes of "Social responsibility" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle activities: research, mount
public interest projects and tie- ins, promote volunteerism/ philanthropy
- outcomes: create reputation, earn trust
verified answers
The essential elements of effective PR - correct answer ✔✔- deliberate
- planned
- performance
- public interest
- two way communication
- strategic management of competition and conflict
What is public relations? - correct answer ✔✔- the management function that identifies,
establishes, and maintains mutually beneficial relationships between an organization and the
various publics on whom its success or failure depends
Two way communication - correct answer ✔✔- a two way process because change and
accommodation occur for the organization, not just the audience
More assertive definition of PR - correct answer ✔✔- strategic management of competition and
conflict for the benefit of one's own organization- and when possible- also for the mutual
benefit of the organization and its stakeholders or publics
What is the public relations process? - correct answer ✔✔- RACE
RACE - correct answer ✔✔- Research
- action
- communication
,- evaluation
PR is what kind of process? - correct answer ✔✔- cyclical
What is the goal of PR? - correct answer ✔✔- to attain and maintain accord and positive
behaviors among social groupings on which an org. depends to achieve its mission
What is the goal of marketing? - correct answer ✔✔- to attract and satisfy customers on a long-
rem basis to achieve an org.'s economic objectives
Marketing talks about... - correct answer ✔✔- target markets, consumers, customers
PR talks about (different from marketing)... - correct answer ✔✔- publics, audiences, and
"stakeholders"
The P's of marketing - correct answer ✔✔- price
- place
- promotion
- PR
Marketing Communications - correct answer ✔✔- when PR is used to directly support an org's
marketing objectives
Eight ways that PR activities contribute to fulfilling marketing objectives - correct answer ✔✔1.
DEVELOP- new prospectives for new markets
2. PROVIDE- third party endorsements through news releases about a company's products/
services
3. GENERATE- sales leads
,4. PAVE- the way for sales calls
5. STRETCH- an org's advertising and promotional dollars through timely and supportive news
releases
6. PROVIDE- inexpensive sales literature
7. ESTABLISH- a corporation as an authoritative source of info on a given product
8. HELP- sell minor products that don't have large advertising budgets
Nine ways PR contributes to the Bottom Line - correct answer ✔✔1. Awareness and info
2. Organizational motivation
3. issue anticipation
4. opportunity identification
5. crisis management
6. overcoming executive isolation
7. change agent
8. social responsibility
9. influencing public policy
What are the principle activities and outcomes of "Awareness and info" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principal activities: publicity, promotion,
audience targeting
- Outcomes: pave the way for sales, fund- raising, stock offering
What are the principle activities and outcomes of "Organizational Motivation" when it comes to
PR contributing to the bottom line? - correct answer ✔✔- Principle Activities: internal relations
and communication
- outcomes: build morale, teamwork, productivity, cooperate culture
, What are the principle activities and outcomes of "Issue Anticipation" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle Activities: research, liaison with
audience
- outcomes: provide early warnings on issues, constituency unrest, social/ political anticipation
What are the principle activities and outcomes of "Opportunity Identification" when it comes to
PR contributing to the bottom line? - correct answer ✔✔- Principle activities: interact with
internal and external audiences
- outcomes: discover new markets, products, audiences, methods, allies, and issues
What are the principle activities and outcomes of "Crisis Management" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle activities: respond to or prevent
issues, coalition building
- outcomes: protect position, retain allies and constituents, keep normal operations going
despite battles
What are the principle activities and outcomes of "Overcoming executive isolation" when it
comes to PR contributing to the bottom line? - correct answer ✔✔- Principle activities: counsel
senior managers
- outcomes: encourage realistic, competitive, enlightened decisions
What are the principle activities and outcomes of "Change agent" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle Activities: interact with internal
and external audiences, research
- outcomes: ease resistance to change, promote smooth transition
What are the principle activities and outcomes of "Social responsibility" when it comes to PR
contributing to the bottom line? - correct answer ✔✔- Principle activities: research, mount
public interest projects and tie- ins, promote volunteerism/ philanthropy
- outcomes: create reputation, earn trust
