Test Bank for Public Relations
Strategies and Tactics, 17th edition
by Edwin m . Wilcox.pdf
Planned - ANSWERS--solutions to problems are discovered and logistics are thought
out, systematic, requires research and strategic thinking
Performance - ANSWERS--based on actual policies and performance, avoids poor
policies and is responsive to public concerns
Public Interest - ANSWERS--alignment of the organizations self-interest's with the
public's concerns and interests
Two-Way Communication - ANSWERS--art of listening and engaging in a conversation
with various publics
Differences in PR and Marketing - ANSWERS--objectives, audiences, competition vs
opposition, and role in management
Management Function - ANSWERS--a strategic and integral part of decision making by
top management that involves counseling, problem solving, and management of
competition and conflict
Key elements of public relations - ANSWERS--deliberate, planned, performance, public
interest, two-way communication, and management function
RACE - ANSWERS--Research, Action, Communication, Evaluation
Research - ANSWERS--What is the problem or situation?
, Action (program planning) - ANSWERS--What is going to be done about it?
Communication (execution) - ANSWERS--How will the public be told?
Evaluation - ANSWERS--Was the audience reached and what was the effect?
Differences in PR and Journalism - ANSWERS--scope, objectives, audiences, and
channels
PR vs. Journalism - ANSWERS--PR has many components, works with broader
audiences, and doesn't focus on as many specifics
Public Relations vs. Advertising - ANSWERS--advertising is more concerned with
external audiences and mass media, specialized advertising is targeted towards
potential buyers, is a tool for public relations, is considered renting space
Deliberate - ANSWERS--designed to influence, gain understanding, provide
information, and obtain feedback
Differences in PR and Advertising - ANSWERS--earned media versus paid media
difference in PR and marketing objectives - ANSWERS--marketing objectives are to sell
goods and services, PR objectives are to build relationships with a variety of publics
difference in PR and marketing audiences - ANSWERS--primary audiences for
marketing are consumers and customers, primary audiences for PR are much broader
Advertising is - ANSWERS--paid media
differences in PR and marketing in competition vs opposition - ANSWERS--marketing
professionals rely on competitive solutions, PR professionals deal with opposition
differences in PR and marketing roles in management - ANSWERS--marketing deals
with glitzy ads or marketing campaigns, PR directly deals with upper management to
shape and promote the organization's core values
publicity - ANSWERS--one way information to present to the public for a client
pseudoevent - ANSWERS--planned happening that occurs primarily for the purpose of
being reported
Amos Kendall - ANSWERS--first presidential press secretary to Andrew Jackson
Strategies and Tactics, 17th edition
by Edwin m . Wilcox.pdf
Planned - ANSWERS--solutions to problems are discovered and logistics are thought
out, systematic, requires research and strategic thinking
Performance - ANSWERS--based on actual policies and performance, avoids poor
policies and is responsive to public concerns
Public Interest - ANSWERS--alignment of the organizations self-interest's with the
public's concerns and interests
Two-Way Communication - ANSWERS--art of listening and engaging in a conversation
with various publics
Differences in PR and Marketing - ANSWERS--objectives, audiences, competition vs
opposition, and role in management
Management Function - ANSWERS--a strategic and integral part of decision making by
top management that involves counseling, problem solving, and management of
competition and conflict
Key elements of public relations - ANSWERS--deliberate, planned, performance, public
interest, two-way communication, and management function
RACE - ANSWERS--Research, Action, Communication, Evaluation
Research - ANSWERS--What is the problem or situation?
, Action (program planning) - ANSWERS--What is going to be done about it?
Communication (execution) - ANSWERS--How will the public be told?
Evaluation - ANSWERS--Was the audience reached and what was the effect?
Differences in PR and Journalism - ANSWERS--scope, objectives, audiences, and
channels
PR vs. Journalism - ANSWERS--PR has many components, works with broader
audiences, and doesn't focus on as many specifics
Public Relations vs. Advertising - ANSWERS--advertising is more concerned with
external audiences and mass media, specialized advertising is targeted towards
potential buyers, is a tool for public relations, is considered renting space
Deliberate - ANSWERS--designed to influence, gain understanding, provide
information, and obtain feedback
Differences in PR and Advertising - ANSWERS--earned media versus paid media
difference in PR and marketing objectives - ANSWERS--marketing objectives are to sell
goods and services, PR objectives are to build relationships with a variety of publics
difference in PR and marketing audiences - ANSWERS--primary audiences for
marketing are consumers and customers, primary audiences for PR are much broader
Advertising is - ANSWERS--paid media
differences in PR and marketing in competition vs opposition - ANSWERS--marketing
professionals rely on competitive solutions, PR professionals deal with opposition
differences in PR and marketing roles in management - ANSWERS--marketing deals
with glitzy ads or marketing campaigns, PR directly deals with upper management to
shape and promote the organization's core values
publicity - ANSWERS--one way information to present to the public for a client
pseudoevent - ANSWERS--planned happening that occurs primarily for the purpose of
being reported
Amos Kendall - ANSWERS--first presidential press secretary to Andrew Jackson
