INTRO TO PUBLIC RELATIONS EXAM WELL SOLVED AND
VERIFIED #18
Definition of PR - correct answer Public Relations is a strategic, communication process
that builds mutually beneficial relationship between organization and the publics
PR Challenges - correct answer Changes quickly, Message must be timely and
persuasive. PR is fragile. Getting through the communications clutter.
How does PR do it? - correct answer John Marston's Four-step Model:
• Research attitudes about the issue at hand.
• Identify action of the client in the public interest.
• Communicate that action to gain understanding, acceptance, and support.
• Evaluate the communication to see if opinion has been influenced.
Management Functions - correct answer Evaluate public attitudes, identifies the policies
and procedures of an individual or an organization with the public interest and plans and
executes a program of action to earn public understanding and acceptance.
Management Interpreter - correct answer PR professional conveys the attitude of the
audience to management and has to know what management is thinking.
• Interpret philosophies, policies, programs, practices of management towards public
and public to management
Definition of Publics - correct answer Internal and external -
• Internal publics are inside the organization: supervisors, clerks, managers,
stockholders, and the board of directors.
• External publics are those not directly connected with the organization: the press,
government, educators, customers, suppliers, and the community.
Marketing - correct answer Selling a service or product through pricing, distribution, and
promotion
Advertising - correct answer Subset marketing; pay to place message in media formats
PR credibility - correct answer Performance precedes publicity act first communicate
later.
- Positive action communicated never lie
- Mild: interpret issue to sway public
- Virulent: confusing distorting the issue opposing to proper practice of public relations
Traits of PR Professional - correct answer • Diversity experience
• Performance oriented
• Relationship Building
• Proactivity & Passion
• Timely
VERIFIED #18
Definition of PR - correct answer Public Relations is a strategic, communication process
that builds mutually beneficial relationship between organization and the publics
PR Challenges - correct answer Changes quickly, Message must be timely and
persuasive. PR is fragile. Getting through the communications clutter.
How does PR do it? - correct answer John Marston's Four-step Model:
• Research attitudes about the issue at hand.
• Identify action of the client in the public interest.
• Communicate that action to gain understanding, acceptance, and support.
• Evaluate the communication to see if opinion has been influenced.
Management Functions - correct answer Evaluate public attitudes, identifies the policies
and procedures of an individual or an organization with the public interest and plans and
executes a program of action to earn public understanding and acceptance.
Management Interpreter - correct answer PR professional conveys the attitude of the
audience to management and has to know what management is thinking.
• Interpret philosophies, policies, programs, practices of management towards public
and public to management
Definition of Publics - correct answer Internal and external -
• Internal publics are inside the organization: supervisors, clerks, managers,
stockholders, and the board of directors.
• External publics are those not directly connected with the organization: the press,
government, educators, customers, suppliers, and the community.
Marketing - correct answer Selling a service or product through pricing, distribution, and
promotion
Advertising - correct answer Subset marketing; pay to place message in media formats
PR credibility - correct answer Performance precedes publicity act first communicate
later.
- Positive action communicated never lie
- Mild: interpret issue to sway public
- Virulent: confusing distorting the issue opposing to proper practice of public relations
Traits of PR Professional - correct answer • Diversity experience
• Performance oriented
• Relationship Building
• Proactivity & Passion
• Timely
