Mkt 438 Final Exam

1. Explain PR's role and functions within an organization.

Public Relation is there to establish a relationship between a company and its public. The function of public relations is to develop channels of communication and to introduce new ways of communicating with their audience. They insure that whatever message the company wants to deliver to the public is clear and positive. Public relation helps companies deliver information about products and services to the consumer. Also PR is there to ensure that a company keeps its positive image and reputation when a crisis occurs by timely communication through press release with the media.

2. Explain the impact of effective communications to internal publics.

Effective communication with employees is crucial for a company. Well informed employees are satisfied employees. When employees are kept in the loop of any crisis that may occur, it makes them feel valued and important. Not only informing them, but including them, for example encourages them to give opinions, input, and feedback to management. This makes the staff want to work harder for the company.

3. Describe the differences between advertising and public relations. Give specific examples of each. Describe when an organization would use each.

Advertising is a division of marketing that includes paying to place a message in more traditional media formats, from newspapers and magazines to radio and television to the Internet. This means that advertising promotes a product or service. For example, McDonalds uses Advertising for their products such as the McFrappe. It shows the viewer that the coffee drink is refreshing and delicious and persuades the viewer to go out and buy one. A company uses advertising when they want the public to buy a new product or service.

Public relation is the marketing of an organization and the use of unbiased, impartial, third-party endorsement to relay information about that organization's products and practices. This means that PR promotes an entire organization. For example, when Toyota had a major recall of cars, PR had to step in and do damage control. People want to see a company take full responsibility when things go wrong, but there has to be PR that delivers that message to the public and this case that is what they did. Ensuring the public that the company is still manufacturing good cars and fixing whatever problem has occurred.

4. Recommend strategies to generate positive publicity. Justify each.

To be successful as a company, one must go out and generate positive publicity.

Hosting a special event

A company can hold an open house