Understanding Public Relations

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What does public relations serve as according to the text?

A message control expert
A financial manager
A conduit for communication (correct)
A mediator for labor issues

How did the strike affect UPS according to the text?

Boosted its reputation significantly
Led to a gain of $750 million
Cost about $750 million (correct)
Was beneficial for its strategic publics

Why is public relations considered difficult to master?

Primarily due to its ease of understanding
Due to the lack of message control (correct)
Mainly because of its low importance in organizations
Because it has a straightforward definition

What is the primary reason for the growth of public relations?

Decline of traditional mass communication forms (A) Signup and view all the answers

Where can public relations be found according to the text?

Virtually every industry, government, and nonprofit organization (D) Signup and view all the answers

What is emphasized as crucial to mastering public relations in the text?

Learning the taxonomy of public relations (D) Signup and view all the answers

What is the key component of effective public relations or corporate communication?

An element of strategy (D) Signup and view all the answers

What term do scholars prefer to use to differentiate strategic public relations from the general term public relations?

Strategic public relations (C) Signup and view all the answers

Which term is often linked to manipulation or 'spin' in the minds of lay publics?

Public relations (B) Signup and view all the answers

What is the larger profession and an umbrella term that comprises many smaller subfunctions?

Public relations (C) Signup and view all the answers

Which term do professionals tend to prefer in the field of public relations?

Corporate communication (D) Signup and view all the answers

What is the common synonym for the concept of strategic communication management, strategic public relations, and corporate communication?

Public relations (D) Signup and view all the answers

What is the primary purpose of public relations according to the Public Relations Society of America (PRSA)?

To adapt an organization and its publics mutually to each other (D) Signup and view all the answers

What distinguishes a public from a targeted audience in public relations?

Publics are self-organized, while targeted audiences are specifically targeted (C) Signup and view all the answers

How does the definition of public relations by J. Grunig and Hunt differ from other definitions?

It focuses on the management aspect rather than journalism or promotion (D) Signup and view all the answers

What is the role of communication in public relations according to J. Grunig and Hunt?

It involves understanding the messages of others through listening and dialogue (A) Signup and view all the answers

What is the difference between corporate public relations and public relations agencies?

Corporate public relations is in-house, while public relations agencies are external consultants (C) Signup and view all the answers

What is the role of public relations in a complex, pluralistic society?

To contribute to mutual understanding among groups and institutions (D) Signup and view all the answers

What is the primary function of government relations or public affairs in public relations?

To manage relationships with governmental officials and regulatory agencies (B) Signup and view all the answers

How does public relations assist an organization and its publics in adapting to each other?

By helping an organization and its publics to understand each other better (B) Signup and view all the answers

What is the role of management in public relations according to J. Grunig and Hunt?

To coordinate the activities of an enterprise to achieve effectiveness (A) Signup and view all the answers

What is the difference between public relations and advertising?

Public relations is based on research and strategy, while advertising is based on promotion (A) Signup and view all the answers

What is the primary role of public relations practitioners?

To act as a counselor to management and mediator (D) Signup and view all the answers

How does the PRSA definition of public relations fall short?

It requires public relations to bring private and public policies into harmony (D) Signup and view all the answers

What is the unique management function of public relations?

To act as a counselor to management and mediator (A) Signup and view all the answers

What is the term most commonly used as a synonym for public relations?

Corporate communication (A) Signup and view all the answers

What is the goal-oriented communication process that can be applied not only in the business world but also in the world of nonprofits and nongovernmental organizations, educational foundations, activist groups, faith-based organizations, and so on?

Corporate communication (D) Signup and view all the answers

What is the main weakness of the PRSA definition of public relations?

It requires public relations to bring private and public policies into harmony (C) Signup and view all the answers

What is the role of public relations in building relationships between an organization and its key publics?

To build important relationships between an organization and its key publics through its actions and its communication (A) Signup and view all the answers

What is the purpose of public relations in relation to an organization's goals?

To help management understand the attitudes and values of their publics in order to achieve institutional goals (A) Signup and view all the answers

What is the primary difference between public relations and publicity?

Publicity is a subfunction of public relations (A) Signup and view all the answers

What is the purpose of the unique management function of public relations?