PR Basics
This professional organization defines PR as a strategic communication process that builds mutually beneficial relationships.
What is PRSA?
PR relies on this type of media rather than paid placements.
What is earned media?
The PR pioneer known as the “Father of Public Relations.”
Who is Edward Bernays?
Corporate reputation directly impacts this financial factor.
What is market value?
This PR environment offers the greatest variety of clients.
What is an agency?
In PR, audiences are commonly referred to as this term instead of “customers.”
What are publics?
Marketing is focused on selling products, while PR focuses on this.
What is reputation or relationships?
This PR pioneer emphasized transparency and created the Declaration of Principles.
Who is Ivy Lee?
This annual study measures trust in business, media, government, and NGOs.
What is the Edelman Trust Barometer?
This PR billing method charges clients a monthly fee.
What is a retainer?
PR focuses on building this long-term outcome rather than immediate sales.
What is trust or relationships?
Unlike advertising, PR messages must pass through these individuals.
Who are gatekeepers?
Bernays is best known for applying this academic field to PR campaigns.
What is psychology?
CSR communication should always align with this organizational element.
What is business strategy?
The PR role focused on writing press releases and statements.
What is a writer?
This PR role is responsible for protecting an organization during a crisis.
What is a crisis manager?
Advertising offers full message control, while PR trades control for this.
What is credibility?
This PR pioneer believed reputation was earned through actions, not publicity.
Who is Arthur Page?
Corporate communication directed at employees is known as this.
What is internal communication?
PR agencies are often hired because of their objectivity and this advantage.
What is specialized expertise?
This PR evaluation focus replaced Advertising Value Equivalency (AVE).
What is measurement, ROI, or outcomes?
PR and marketing use the same terminology for audiences.
What is False?
The dominant PR model of the 1800s relied on exaggeration and stunts.
What is press agentry?
In today’s digital society, PR monitoring is best described as this type of job.
What is a 24/7 responsibility?
All PR agencies are full-service firms.
What is False?