Sports PR Final Exam ACTUAL
UPDATED QUESTIONS AND CORRECT
ANSWERS
(13) Internal publics - CORRECT ANSWERS✅✅Stakeholders, employees, investors
Employee relations - CORRECT ANSWERS✅✅•Usually part of human resources
department, but it's a public relations function that has a goal of establishing desirable
relationships between a sport organization's management and its other employees.
•Effective employee relations duties include:
•Researching nature of key publics
•Planning communication efforts that will connect with those publics
•Assessing the effectiveness of those communication activities
Employee relations continued - CORRECT ANSWERS✅✅•Also affects:
•Employee morale
•Employee behavior
•Organizational culture
•Employees are an organization's greatest resource
•So employee relations may be the most important PR priority
Employee relations can be: - CORRECT ANSWERS✅✅Challenging
•Employees are often skeptical about management-initiated communications - "are they
telling the truth and telling us everything"
•There's an "us - them" mentality
Employee relations can: - CORRECT ANSWERS✅✅•Foster employee commitment and
satisfaction that enables senior management and other employees to work more effectively
,Employees relations affects performance - CORRECT ANSWERS✅✅•Satisfied employees
are easier to retain
•It's cheaper to keep productive employees than to hire new employees / train them / etc.
•Happy, satisfied employees are more productive in their jobs
•Every employee is a PR representative and their opinions influence how others perceive the
organization. Most work with the public
•Ticket sales
•Ushers
•Security
•Front-desk
•Cleaning
•They all live in the community and have friends / family they talk to
Most important competency of managers: - CORRECT ANSWERS✅✅Maintaining
effective communications with staff
Nature of employee relations practice - CORRECT ANSWERS✅✅•Vertical communication
- formal and flows downward from management to employees and upward from employees
to management
•Horizontal communication - formal but takes place among peers on the same management
level often in emails, memos and meetings
•Informal - grapevine / not always negative and beneficial when managers know what's being
said / identify recurrent issues and address them in formal communication
Downward communication - CORRECT ANSWERS✅✅•Formal communication from
leadership to employees
•Like horizontal communication in that it takes the form of communication via meetings,
memos, email, etc.
,•Subjects of downward communication include:
1. How organization is doing in its pursuit of the mission / goals / vision
2. Technological developments affecting organization
3. Plans for organization and strategies planned to accomplish those plans
Channels used to carry downward communication usually include: - CORRECT
ANSWERS✅✅•Channels used to carry downward communication usually include:
•Email
•Meetings
•Memos
•Annual reports
•Bulletin boards
•Internal video
•Organizational publications
•Online communications / intranet
•Satellite TV
In downward communication, employee desire the following information: - CORRECT
ANSWERS✅✅•Organizational plans for the future
•Job advancement opportunities
•Job-related "how-to" information
•Software, etc.
In downward communication, employees don't like the following info... - CORRECT
ANSWERS✅✅•Stories about other employees
•Birthdays
•Anniversaries
•Births
•Personal information of any kind
, •In other words...fluff
Primary media for downward communication - CORRECT ANSWERS✅✅•Publications
•Especially newsletters (online or print)
•What PR practitioners should know about writing / developing a newsletter
•Know the audience and their interests / attitudes toward the sport organization
•Match the editorial content to their interests
•What's the purpose of the newsletter?
•Just to give information to employees from top management - or - to solicit opinions /
feedback?
•Publish the newsletter regularly - quarterly / weekly / monthly - be on time!
Newsletter content - CORRECT ANSWERS✅✅•Should contain editorial content that
matches audiences' interest and managements' desires
•Management should be specific when stating goals, objectives, mission, etc. - don't just state
the goals, tell the audience how and when you expect to achieve them and how employees
can help
Advice from Gina: - CORRECT ANSWERS✅✅•Newsletters take a LOT longer than most
people think. You must:
•Find out what management wants in each issue
•Conduct Interviews for each article
•Write each article
•Take pictures / use graphics
•Always have a way to receive feedback
•Fact-check on time / dates / quotes / information
•Design each issue / even dumping content into a template takes longer than expected
•Edit
•Have management approve the newsletter
UPDATED QUESTIONS AND CORRECT
ANSWERS
(13) Internal publics - CORRECT ANSWERS✅✅Stakeholders, employees, investors
Employee relations - CORRECT ANSWERS✅✅•Usually part of human resources
department, but it's a public relations function that has a goal of establishing desirable
relationships between a sport organization's management and its other employees.
•Effective employee relations duties include:
•Researching nature of key publics
•Planning communication efforts that will connect with those publics
•Assessing the effectiveness of those communication activities
Employee relations continued - CORRECT ANSWERS✅✅•Also affects:
•Employee morale
•Employee behavior
•Organizational culture
•Employees are an organization's greatest resource
•So employee relations may be the most important PR priority
Employee relations can be: - CORRECT ANSWERS✅✅Challenging
•Employees are often skeptical about management-initiated communications - "are they
telling the truth and telling us everything"
•There's an "us - them" mentality
Employee relations can: - CORRECT ANSWERS✅✅•Foster employee commitment and
satisfaction that enables senior management and other employees to work more effectively
,Employees relations affects performance - CORRECT ANSWERS✅✅•Satisfied employees
are easier to retain
•It's cheaper to keep productive employees than to hire new employees / train them / etc.
•Happy, satisfied employees are more productive in their jobs
•Every employee is a PR representative and their opinions influence how others perceive the
organization. Most work with the public
•Ticket sales
•Ushers
•Security
•Front-desk
•Cleaning
•They all live in the community and have friends / family they talk to
Most important competency of managers: - CORRECT ANSWERS✅✅Maintaining
effective communications with staff
Nature of employee relations practice - CORRECT ANSWERS✅✅•Vertical communication
- formal and flows downward from management to employees and upward from employees
to management
•Horizontal communication - formal but takes place among peers on the same management
level often in emails, memos and meetings
•Informal - grapevine / not always negative and beneficial when managers know what's being
said / identify recurrent issues and address them in formal communication
Downward communication - CORRECT ANSWERS✅✅•Formal communication from
leadership to employees
•Like horizontal communication in that it takes the form of communication via meetings,
memos, email, etc.
,•Subjects of downward communication include:
1. How organization is doing in its pursuit of the mission / goals / vision
2. Technological developments affecting organization
3. Plans for organization and strategies planned to accomplish those plans
Channels used to carry downward communication usually include: - CORRECT
ANSWERS✅✅•Channels used to carry downward communication usually include:
•Meetings
•Memos
•Annual reports
•Bulletin boards
•Internal video
•Organizational publications
•Online communications / intranet
•Satellite TV
In downward communication, employee desire the following information: - CORRECT
ANSWERS✅✅•Organizational plans for the future
•Job advancement opportunities
•Job-related "how-to" information
•Software, etc.
In downward communication, employees don't like the following info... - CORRECT
ANSWERS✅✅•Stories about other employees
•Birthdays
•Anniversaries
•Births
•Personal information of any kind
, •In other words...fluff
Primary media for downward communication - CORRECT ANSWERS✅✅•Publications
•Especially newsletters (online or print)
•What PR practitioners should know about writing / developing a newsletter
•Know the audience and their interests / attitudes toward the sport organization
•Match the editorial content to their interests
•What's the purpose of the newsletter?
•Just to give information to employees from top management - or - to solicit opinions /
feedback?
•Publish the newsletter regularly - quarterly / weekly / monthly - be on time!
Newsletter content - CORRECT ANSWERS✅✅•Should contain editorial content that
matches audiences' interest and managements' desires
•Management should be specific when stating goals, objectives, mission, etc. - don't just state
the goals, tell the audience how and when you expect to achieve them and how employees
can help
Advice from Gina: - CORRECT ANSWERS✅✅•Newsletters take a LOT longer than most
people think. You must:
•Find out what management wants in each issue
•Conduct Interviews for each article
•Write each article
•Take pictures / use graphics
•Always have a way to receive feedback
•Fact-check on time / dates / quotes / information
•Design each issue / even dumping content into a template takes longer than expected
•Edit
•Have management approve the newsletter
