Marketing Public Relations (Giannini) - getbooksolutions.com

Marketing Public Relations (Giannini) Chapter 1 An Introduction to Marketing Public Relations Download FULL Test Bank for Marketing Public Relations Gaetan T. Giannini https://getbooksolutions.com/download/test-bank-for-marketing-public-relations-gaetan-tgiannini

1) Public relations played a major role in the successful publication of the final installation of the Harry Potter books by ________. A) building anticipation for the book's release B) providing the back story on the upcoming film version C) embargoing any hint of the book's plot D) investing heavily in conventional advertising strategies E) limiting supply of the book in its first week of sales Answer: A Diff: 2 Page Ref: 1 Skill: Application LO: 3 2) The term marketer refers to the ________. A) advertising agency developing a product campaign B) public relations firm in contact with media organizations C) organization that has the product, service, or idea it desires to sell D) purchaser of a good or service E) media channels through which a product is promoted Answer: C Diff: 2 Page Ref: 2, 3, 4, 5 Skill: Concept LO: 1 3) Marketing public relations is a unique form of marketing because ________. A) marketers rely solely on non-media channels to disseminate their messages B) consumer behavior is more reliable than with other forms of marketing C) firms pay their public relations agencies only if they produce measurable results D) it has almost entirely replaced advertising as a means of promotion E) audiences are drawn to communication outlets where they gain access to information they crave Answer: E Diff: 3 Page Ref: 3 Skill: Concept LO: 2

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4) Why are marketers decreasing their usage of advertising to reach audiences and increasing their use of public relations tactics? A) The mass market has become more uniform in its needs and preferences. B) The global market for goods and services is diminishing. C) Advertising results are hard to measure. D) Consumers are taking greater control of the communication process. E) Most audiences have completely migrated away from television. Answer: D Diff: 3 Page Ref: 3-4 Skill: Application LO: 2 5) The "father" of modern public relations is ________. A) Marshall McLuhan B) Edward Bernays C) Al Ries D) Philip Kotler E) Mark Zuckerberg Answer: B Diff: 1 Page Ref: 4 Skill: Concept LO: 1 6) Tools by which consumers create marketing messages and other brand exchanges themselves are collectively known as ________. A) public relations B) personal selling C) consumer-generated marketing D) brand advertising E) publicity Answer: C Diff: 1 Page Ref: 4 Skill: Concept LO: 1 7) Identify one way public relations and consumer-generated marketing resemble each other. A) Firms rely heavily on creating advertising campaigns in traditional media outlets. B) Marketers hand over their promotional messages to intermediaries in order to reach the ultimate consumer. C) Companies have no tools with which to measure outcomes. D) Consumers are totally in control of message creation. E) Neither are elements in the promotional mix. Answer: B Diff: 3 Page Ref: 4 Skill: Application 2 Copyright © 2010 Pearson Education, Inc.

LO: 1 8) Consumer-generated marketing (CGM) ________. A) is most effective in non-electronic communication environments. B) emphasizes expensive, well-targeted advertising messages. C) works best in large metropolitan areas. D) relies solely on digital communication outlets. E) encourages consumers to create marketing messages themselves. Answer: E Diff: 2 Page Ref: 4 Skill: Concept LO: 2 9) How does MPR differ from conventional marketing? A) MPR encourages media to voluntarily convey messages about products. B) MPR emphasizes personal sales above all other elements of the promotional mix. C) MPR concentrates on business-to-business marketing. D) MPR eliminates the need for intermediaries. E) There is no difference. MPR and conventional marketing are the same. Answer: A Diff: 3 Page Ref: 4 Skill: Application LO: 2 10) In the MPR context, CGM is the abbreviation for ________. A) consumer goods market. B) cost of goods manufactured. C) consumer generated marketing. D) communication generated messages. E) corporation general meeting Answer: C Diff: 1 Page Ref: 4 Skill: Concept LO: 2 11) ________ occurs when consumers assume a large part of the promotional function. A) Consumer activism B) Public relations C) Integrated marketing communication D) Consumer-generated marketing E) Brand management Answer: D Diff: 1 Page Ref: 4, 5 Skill: Concept LO: 2 3 Copyright © 2010 Pearson Education, Inc.


12) Blogs are a type of ________. A) online measurement tool B) organizational stakeholder C) retail outlet D) communication medium E) software Answer: D Diff: 1 Page Ref: 4-5 Skill: Concept LO: 2 13) ________ is the process of planning, conceiving, pricing, promoting and distributing goods, services, and ideas in order to satisfy consumer and business needs. A) Trade promotion B) Integrated marketing communications C) Marketing D) Advertising E) Public relations Answer: C Diff: 1 Page Ref: 5 Skill: Concept LO: 2 14) ________ is the coordination of a marketer's efforts to persuade customers to buy a firm's goods and services. A) Publicity B) Organizational communication C) Promotion D) Public relations E) Personal selling Answer: C Diff: 1 Page Ref: 5 Skill: Concept LO: 2 15) The basic elements used to carry out an organization's marketing communications are referred to as ________. A) the marketing mix B) the four Ps C) public relations D) sales strategy E) the promotional mix Answer: E Diff: 1 Page Ref: 5 Skill: Concept 5 Copyright © 2010 Pearson Education, Inc.

LO: 2 16) ________ are the set of organizations and individuals involved in the process of channeling product messages to consumers. A) Marketers B) Intermediaries C) Advertisers D) Facilitators E) Hierarchies Answer: B Diff: 2 Page Ref: 5 Skill: Concept LO: 1 17) One of marketing's main goals is to ________. A) transform all promotional efforts into public relations campaigns B) place the bulk of a firm's messages in digital media outlets C) control every single message in the promotional mix D) purchase media time and space as cheaply as possible E) change consumer behavior relative to a product Answer: E Diff: 2 Page Ref: 5 Skill: Concept LO: 3 18) Goods and services ________. A) constitute two categories of products, along with ideas B) are exclusively promoted through public relations C) exist solely in a market economy D) are used only by consumers, not businesses E) are unlikely to be promoted in an MPR campaign Answer: A Diff: 2 Page Ref: 5 Skill: Concept LO: 2 19) In public relations, media are considered to be ________. A) outmoded channels of communication used solely for advertising purposes B) profit-making organizations with a stake in the messages being distributed C) communication tools that directly disseminate messages to consumers and businesses D) limited to print journalism outlets - newspapers and magazines E) adversaries that firms should avoid communicating with Answer: C Diff: 3 Page Ref: 5 Skill: Concept 6 Copyright © 2010 Pearson Education, Inc.

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20) The marketing mix is an assortment of tools that ________. A) marketers use to manage the consumer purchase process B) public relations agencies employ to conduct public opinion research C) marketers use exclusively to formulate MPR campaigns D) media outlets utilize to measure audience response E) consumers use to make online recommendations Answer: A Diff: 2 Page Ref: 5 Skill: Concept LO: 2 21) What is one way MPR protects the sales and/or image of a product? A) MPR encourages firms to develop crisis management plans. B) MPR invests heavily in creative branding campaigns. C) MPR encourages intermediaries to communicate directly with consumers. D) MPR emphasize search engine optimization. E) MPR places tremendous importance on prices for media space and time. Answer: C Diff: 3 Page Ref: 5 Skill: Application LO: 3 22) The Four Ps of the marketing mix are ________. A) positioning, placement, profit and predictability B) public relations, production, pull and precision C) publicity, preference, pre-test and post-test D) product, price, place and promotion E) publicity, profit, product, and pull. Answer: D Diff: 2 Page Ref: 5 Skill: Concept LO: 2 23) Marketers commonly refer to any good, service, idea, or personality to which public relations can be applied as ________. A) product B) place C) public D) promotion E) positioning Answer: A Diff: 1 Page Ref: 5 Skill: Concept LO: 2 8 Copyright © 2010 Pearson Education, Inc.

24) Intermediaries are ________. A) firms that broker media space and time for advertisers B) organizations or individuals that pass product messages from a firm to consumers C) media measurement firms that rate the satisfaction of online purchasers D) consumers who volunteer to test new product releases E) media representatives who negotiate advertising rates Answer: B Diff: 2 Page Ref: 5 Skill: Concept LO: 2 25) Which of the following conditions must be met to effectively employ marketing public relations? A) Marketing and public relations practitioners need to better understand how to use a variety of intermediaries to convey promotional messages. B) Public relations agencies need to acquire firms specializing in other communication strategies. C) All promotional elements need to be brought under control of the marketing department. D) Practitioners of MPR need to have backgrounds in creative advertising. E) Firms must establish a directly proportional link between promotion and sales. Answer: A Diff: 3 Page Ref: 5, 8 Skill: Application LO: 3 26) The central idea of ________ is that all of an organization's activities communicate with its various audiences and stakeholders. A) advertising B) public relations C) marketing D) return on investment E) consumer generated marketing Answer: B Diff: 2 Page Ref: 6 Skill: Concept LO: 2 27) Marketing intermediaries is a term used to describe ________. A) consumer advocacy groups B) channels of communication C) public relations agencies D) product distribution channels E) front-line sales personnel Answer: D Diff: 1 Page Ref: 5 9 Copyright © 2010 Pearson Education, Inc.

Skill: Concept LO: 2 28) A firm's stakeholders generally do NOT include ________. A) investors B) journalists C) customers D) employees E) audiences Answer: B Diff: 2 Page Ref: 6 Skill: Concept LO: 3 29) Public relations practitioners define a public as a ________. A) key audience segment in an advertising campaign B) group of people who shop for products based on brand recognition C) media organization responsible for distributing messages D) group that affect an organization and is affected by the organization's activities E) measurement of audience response to a promotional message Answer: D Diff: 2 Page Ref: 6 Skill: Concept LO: 2 30) A firm's prospective customers generally ________. A) purchase a firm's products without first obtaining information B) count among an organization's stakeholders C) do not respond well to consumer generated marketing D) tend to be more brand conscious than existing customers E) are an abstract concept of little importance to sales Answer: B Diff: 3 Page Ref: 6 Skill: Concept LO: 3 31) Clorox's partnership with the Sierra Club to launch a line of green cleaning products is an example of a firm ________. A) using advertising to reach a mass consumer audience B) reaching out to various stakeholders to create a positive public impression C) abandoning its traditional consumer base D) launching a new product without need for psychographic testing E) bowing to government pressure Answer: B Diff: 3 Page Ref: 7 Skill: Application 10 Copyright © 2010 Pearson Education, Inc.

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32) Which of the following statements best describes marketing public relations? A) MPR is difficult to integrate into a marketing strategy. B) Firms with low credibility use MPR relations the most. C) MPR is the least effective promotional tool. D) MPR outcomes are not always under the control of the marketer. E) MPR is significantly more expensive than advertising to implement. Answer: D Diff: 3 Page Ref: 7 Skill: Concept LO: 2 33) Calculating return on investment (ROI) is often different for MPR practitioners since ________. A) the public relations discipline does not use quantitative tools B) ROI is exclusively used to monitor advertising expenditures C) marketing goals can be based on hard-to-measure attitudes and opinions D) firms rarely trust ROI figures tabulated for communication efforts E) MPR is solely a communication function, not a business tool Answer: C Diff: 3 Page Ref: 8 Skill: Concept LO: 2 34) The fact that most U.S. companies do not have a formal MPR process is puzzling because ________. A) MPR efforts are highly credible and relatively inexpensive to conduct B) MPR is the oldest form of marketing communication in America C) MPR has replaced public relations and advertising as the preferred mode of promotional communication D) MPR is taught in practically every business school E) MPR accounts for every case of successful crisis management Answer: A Diff: 2 Page Ref: 8 Skill: Concept LO: 3 35) An organization should be especially cautious about using MPR when ________. A) the economy is in a downturn and marketing budgets are low B) the firm is concurrently running advertising campaigns C) return on investment is inherently unpredictable D) the message of the firm is not particularly newsworthy E) the public relations function is overseen by the legal department Answer: D Diff: 2 Page Ref: 9 Skill: Application 12 Copyright © 2010 Pearson Education, Inc.

LO: 4 36) Packaging a message in an easily digestible way allows MPR practitioners to better ________. A) measure ROI and prepare future marketing budgets B) optimize the message for Internet search engines C) demonstrate the value of a story and gain the media's attention D) find advertisers to underwrite message distribution costs E) negotiate rates with mass media organizations Answer: C Diff: 2 Page Ref: 10 Skill: Concept LO: 3 37) What is one critical indication that an MPR campaign is becoming successful? A) Journalists call for more information. B) Media mentions diminish significantly. C) A firm launches an advertising campaign. D) The media stop reporting your story. E) A firm develops a crisis communication plan. Answer: A Diff: 2 Page Ref: 11 Skill: Application LO: 3 38) Marketers optimally can make their presence felt by ________. A) distributing messages about everything they do, no matter how trivial B) understanding the needs of their customers and how to influence them C) holding regular news conferences D) getting their employees to blog about their organization's products E) purchasing advertising air time during the Super Bowl Answer: B Diff: 2 Page Ref: 11 Skill: Concept LO: 4 39) In what way has technology magnified MPR as a marketing tool? A) Blogs and other social media have rendered advertising obsolete. B) Messages, in whatever medium, now have global reach. C) High definition images allow better product close-ups in television commercials. D) Audiences now have access to hundreds of specialized television channels. E) Store managers can instantly update suppliers about changes in product demand. Answer: B Diff: 2 Page Ref: 12 Skill: Concept 13 Copyright © 2010 Pearson Education, Inc.

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40) The PRSA ethics code ________. A) provides public relations practitioners a constructive way to frame ethical issues in their profession. B) is used by the federal government to prosecute ethics violators in the private sector. C) was first drafted by Edward Bernays. D) helps mass media organizations to develop their own editorial policies. E) is merely theoretical and used mostly to teach communication ethics to students. Answer: A Diff: 2 Page Ref: 13 Skill: Concept LO: 4 41) When the source of conversation about a product is trustworthy, consumers are more likely to purchase the product and, in turn, talk about it. Answer: TRUE Diff: 1 Page Ref: 2 Skill: Concept LO: 1 42) According to Al and Laura Ries, there is already a noticeable shift in the ways organizations are promoting products, services and ideas. Answer: TRUE Diff: 2 Page Ref: 3 Skill: Concept LO: 2 43) Advertising is a firm's efforts to build good relations with its various publics. Answer: FALSE Diff: 1 Page Ref: 4 Skill: Concept LO: 2 44) MPR relies on intermediaries to spread the word about a firm's products and brands. Answer: TRUE Diff: 1 Page Ref: 4 Skill: Concept LO: 1 45) Marketing Public Relations is public relations used for marketing purposes. Answer: TRUE Diff: 1 Page Ref: 5 Skill: Concept LO: 1


46) Public relations is limited to an organization's marketing function. Answer: FALSE Diff: 2 Page Ref: 6 Skill: Concept LO: 2 47) Establishing a direct correlation between ROI and MPR activities is fairly easy. Answer: FALSE Diff: 2 Page Ref: 8 Skill: Concept LO: 3 48) Newsworthiness is subjective and dependent upon the audience being targeted in an MPR effort. Answer: TRUE Diff: 2 Page Ref: 9 Skill: Concept LO: 4 49) In order to be successful, MPR typically does not depend on close collaboration between marketers and the media. Answer: FALSE Diff: 1 Page Ref: 10 Skill: Concept LO: 4 50) A newsworthy story may fail to attract attention if an organization has incorrectly identified the channel(s) through which to disseminate its message. Answer: TRUE Diff: 2 Page Ref: 9 Skill: Concept LO: 4 51) MPR is an ideal set of tools to reach mainly local audiences. Answer: FALSE Diff: 2 Page Ref: 12 Skill: Concept LO: 4 52) MPR practitioners generally do not have to worry about ethical practices. Answer: FALSE Diff: 1 Page Ref: 13 Skill: Concept LO: 5 16 Copyright © 2010 Pearson Education, Inc.

53) The PRSA code of ethics provides professionals in the public relations industry with specific standards of practice. Answer: TRUE Diff: 2 Page Ref: 13-15 Skill: Concept LO: 5 54) The Falcon's Lair wants to increase business by selling more products overseas. Answer: FALSE Diff: 1 Page Ref: 15 Skill: Concept LO: 1 55) Consumer generated marketing is a marketing effort that puts the creation of marketing messages in the hands of consumers. Answer: TRUE Diff: 1 Page Ref: 4 Skill: Concept LO: 2 56) Intermediaries pass messages about products from advertising agencies to the media. Answer: FALSE Diff: 2 Page Ref: 5 Skill: Concept LO: 1 57) The marketing mix is a set of tools that allows firms to manage the consumer decisionmaking process. Answer: TRUE Diff: 1 Page Ref: 5 Skill: Concept LO: 2 58) Blogs are not considered a medium. Answer: FALSE Diff: 2 Page Ref: 8 Skill: Concept LO: 4 59) A public is any group that can affect the activities of a marketer and also be affected by those activities. Answer: TRUE Diff: 2 Page Ref: 4-5 Skill: Concept LO: 2 17 Copyright © 2010 Pearson Education, Inc.


60) Stakeholders generally include a firm's current customers, but not its prospective customers. Answer: FALSE Diff: 1 Page Ref: 6 Skill: Concept LO: 2 61) Define Marketing Public Relations. Answer: Marketing Public Relations (MPR) is a unique form of marketing that takes a marketer's perspective on public relations. MPR emphasizes the importance of a two-way brand relationship that utilizes both traditional and new media channels. MPR efforts improve, maintain, or protect the sales or image of a product by encouraging these intermediaries to voluntarily convey messages to audiences in order to draw consumers to information they crave. Diff: 2 Page Ref: 2, 3 and 5 Skill: Application LO: 1 62) Briefly explain the change in the promotional environment enabled by the Internet, as postulated by Al and Laura Ries in The Fall of Advertising and the Rise of PR. Answer: Organizations are seeking more credible and durable ways of establishing dialogues with their existing and prospective customers than traditional mass advertising has been able to provide. The Internet has allowed marketers to employ traditional public relations strategies in innovative ways that foster interactions among organizations, products, consumers and the media at an unprecedented pace. Diff: 2 Page Ref: 3-4 Skill: Application LO: 2 63) How do word-of-mouth and buzz differ from traditional public relations? Answer: Word-of-mouth and buzz are examples of consumer generated marketing (CGM). PR and CGM both depend on marketers handing over their messages to an intermediary to reach the ultimate consumer. However, word-of-mouth and buzz are cases where consumers themselves create and disseminate the content of marketing messages. Diff: 3 Page Ref: 4 Skill: Application LO: 2 64) Briefly explain why such promotional activities as advertising, personal selling and trade promotions do not qualify as MPR. Answer: The promotion category of the marketing mix comprises several non-MPR activities. Advertising, personal selling and trade promotions generally are not considered part of MPR because marketers pay to use these techniques, and most likely voluntary intermediaries are not involved in spreading a firm's messages. Diff: 3 Page Ref: 5 Skill: Application 19 Copyright © 2010 Pearson Education, Inc.

LO: 2 65) Who are an organization's stakeholders? Answer: Stakeholders typically include an organization's current and prospective customers, employees, stockholders and other publics — groups that have an interest in or effect upon a firm's activities or that may be affected by those activities. Diff: 1 Page Ref: 6, 7 Skill: Application LO: 2 66) What is one major drawback of new coverage generated by MPR? Provide a recent example of MPR gone astray. Answer: Consumers perceive MPR as news or opinion rather than a paid promotion. MPR messages therefore possess high credibility. MPR depends on transferring ownership of a message to channels of communication, where, on occasion, the message may be distorted, with unintended results. In 2007, the Cartoon Network positioned suspect-looking devices around Boston as part of a promotion for a new show. The authorities shut down sections of the city after reports from anxious residents. Diff: 3 Page Ref: 7 Skill: Application LO: 2 67) MPR is the technique of turning an organization's activities into news. Provide a few examples of opportunities for MPR in today's media environment. Answer: Typical opportunities for MPR include product appearances in the local or network news and media mentions on independent blogs or in magazines with global readership. They might also include recommendations by friends or even trade associations. Diff: 2 Page Ref: 8 Skill: Application LO: 4 68) Why is it essential for an organization to properly identify the channels it uses to tell its story? Answer: Even if a firm has a professionally packaged, newsworthy story, the information will not be compelling if it does not reach the right person within the right media organization. Many individuals and groups disseminate all sorts of information. The key to success is reaching the correct audience this means knowing which media and which individuals within the media care enough about a marketer's story to spread the word. Diff: 3 Page Ref: 10 Skill: Application LO: 4


69) What is the purpose of the PRSA Member Statement of Professional Values? Answer: The Member Statement of Professional Values presents the core values of the Public Relations Society of America and the public relations profession, in general. The Statement is the basis for the PRSA's Member Code of Ethics and sets the professional standard for the industry. These values constitute the fundamental guidelines of behavior and decision-making for public relations practitioners. Diff: 2 Page Ref: 14 Skill: Application LO: 5 70) Why does Falcon's Lair wish to utilize MPR? Answer: Although Falcon's Lair is a successful company, the firm wants to increase business by enhancing its relationship with its existing customers hikers and climbers in the company's immediate region. Falcon's Lair also would like to establish itself as a resource for families and recreational hikers and climbers. Furthermore, the firm hope to increase its online sales nationwide. Diff: 2 Page Ref: 15 Skill: Application LO: 3 71) Explain in precise terms the ways MPR differs from other components in the promotional mix and why marketers need to understand such differences. Answer: Marketers generally consider MPR to be a marketing function because it does not supersede other types of public relations. MPR is public relations employed for marketing purposes. The purpose of marketing is to change or maintain the beliefs or purchasing behavior of customers toward a product or service. The marketing mix is the set of tools marketers use to manage this process, commonly known as the four Ps (product, price, place and promotion). The final category, promotion, includes MPR. The promotional mix, sometimes referred to as integrated marketing communication, includes public relations activities (of which MPR is one type) and other non-MPR tools such as advertising, personal selling and trade promotions. The non-MPR activities depend on marketers paying for promotional messages and generally do not involve voluntary intermediaries who spread promotional messages about a firm's products. MPR strategies and tactics are different, as are the ways consumers perceive promotional messages created and disseminated within the context of a MPR campaign. Because of these differences, marketers need to cautiously balance MPR and non-MPR activities in order to optimize the effectiveness of the marketing program. In addition, communication between an organization and its publics is not limited to marketing situations. Any type of interaction can affect product sales or organizational image. Thus, firms need to devote appropriate resources to managing this communication process, regardless of who the players are. Diff: 3 Page Ref: 5-6 Skill: Application LO: 2


72) Describe the marketing mix in detail. Answer: The marketing mix is the method by which firms manage the purchase decisionmaking process of consumers and business customers. The marketing mix is also known as the Four Ps — product, price, place and promotion. Product is the good or service being marketed and includes such aspects as product packaging, design, benefits and quality. Price refers to the product's cost to customers, including the price and all other factors that contribute to the perceived value of the good or service. Place means the distribution of the product — the ways in which a product gets to market and into the hands of customers. Promotion is the last category, and includes the various forms of marketing communication for a product. Promotion may be controlled, where marketers pay for messages, such as in advertising, personal selling or trade promotions. Promotion may also be uncontrolled, where marketers surrender their messages to intermediaries in the expectation of the messages making their way to ultimate consumers of a firm's goods and services. Public relations and MPR are examples of this type of promotion. Diff: 2 Page Ref: 5 Skill: Application LO: 2 73) What is the task of MPR? What are the seven goals of communication that assist marketers in accomplishing this task? Answer: The purpose of MPR is to generate communication between an organization and its stakeholders. This communication is conveyed through various channels, whether interpersonal or mediated. Experienced marketers and practitioners generally communicate with stakeholders in an effort to meet one or more of seven goals: (1) to build the identity of the organization or product; (2) to increase the visibility of the organization or product; (3) to establish an organization or individual as an expert in a given discipline; (4) to educate stakeholders on issues critical to the organization; (5) to shape public opinion about an organization, idea or person; (6) to maintain the image of an organization or product; and (7) stimulating the trial or repeat usage of a product. Diff: 3 Page Ref: 6 Skill: Application LO: 3


74) Explain in complete terms the nine basic rules of MPR. Answer: Regardless of the tactics a marketer employs in an MPR campaign, a firm needs to be aware of several rules that apply: (1) Use MPR. Most companies in the United States have not made a commitment to an MPR process, although there is significant evidence that MPR is a highly credible tool and is lower in cost to deploy compared to traditional marketing methods. (2) Be aware of what is newsworthy. Newsworthiness in subjective and audience-dependent. This means considering whether a large part of a particular medium's audience will be attentive and receptive to an organization's message. (3) Share the news. MPR is a collaborative effort between media organizations and a firm's MPR managers. Both traditional and new media outlets depend on a reliable MPR process to keep their communication productions successful. (4) Package it properly. Media outlets are swamped by organizations vying for their attention. It is therefore essential that solicitations be packaged in a manner that is digestible for the media and that underscores the value of covering the firm's story. (5) Get it to the right people. Compelling, attractively packaged stories will not necessarily be effective communications if they do not find their way to the right person within a media organization. Because the key to promotional success is reaching the correct audience, this implies identifying which media and which individuals within the media are sufficiently concerned about a marketer's news to spread the word. (6) Be available. A telltale sign of a successful campaign is when journalists call for more information. This means an organization's public relations and marketing professionals need to be available to provide reporters the information they need when they need it. (7) Stay engaged. Firms must make their presence felt by maintaining a regular flow of information between themselves, customers and connectors. Marketers should also be aware of how best to reach and involve the media and people who influence their customers. (8) Realize that MPR has global reach. Whether a firm's message is delivered by traditional or new media, marketing messages now have worldwide audiences. Marketers must be ready to respond to reaction from anywhere. (9) Ethics are not optional. While marketers occasionally may be tempted to bend the truth in order to make a story seem more newsworthy, such actions can haunt an organization by alienating the media and their audiences. Diff: 3 Page Ref: 9-12 Skill: Application LO: 4


75) What are the major, compelling arguments in favor of ethical behavior by MPR practitioners? Answer: People in charge of the MPR process within organizations work with customers, media and various stakeholders to promote the mission of their organization. They also interact with internal constituents to ensure that organizational members understand the firm's mission and are adequately prepared to communicate the mission to all of their publics. MPR practitioners typically have responsibilities toward the firms they work for, their clients, the media and the audiences of those media. Compared to other professions, MPR is characterized by a wide scope of influence with high visibility, especially among the media and an organization's consumers and business customers. In this way, MPR professionals are obligated, as the PRSA Statement of Professional Values implies, to serve the public interest, adhere to accuracy and truth, and to use their expertise credibly. They also must be accountable, loyal and fair in their interactions with their publics. Diff: 2 Page Ref: 13-15 Skill: Application LO: 5
