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What are three main points about modern corporations?
- 1) They are large and bring remoteness
- 2) The public distrusts them (only 27% trust)
- 3) Media stories fan suspicions (ex. BP)
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What role do PR practitioners play in a corporation? (2)
- 1) Negative publicity so they help corps gain trust and credibility
- 2) Help corps realize the importance of CSR
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What does CSR stand for and what does it mean?
- Corporate Social Responsibility - a commitment to:
- behaving ethically
- contributing to economic development
- improving the life of the company's workforce and their families
- improving local community at large
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What term is associated with "more than following the law"
CSR
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What three ways are corps unique?
- they deal with a number of governments
- their operations affect the environment
- their large sizes bring remoteness
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What percent of the public trusts corporations?
only 27%
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CSR requires what three things?
- Adopting ethical principles
- Pursuing transparency and disclosure
- Making trust a foundation precept of corp governance
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What is the importance of a PR practitioner in a corporation?
- they are the eyes and ears of the corporation, trained on all stakeholders
- Serve as a link between the CEO and realities of the marketplace and the organization
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True/False: PR practitioners need to be a yes-person when dealing with corporations.
False: They CANNOT be a yes-person.
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To implement CSR, PR must do what three things?
- counsel the CEO
- help create/maintain company morale
- urge becoming a good public citizen
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What four key factors should be considered when making a decision?
- Political: How do government regulation and other political influences affect the decision?
- Technological: Do we have the engineering knowledge accomplish the goal?
- Social: What is our responsibility to society?
- Economic: Whether making a profit is possible
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What is the dilemma with the media?
- it makes CEOs defensive about business coverage (media are enemy)
- too many unqualified reporters
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What is the most effective way a corp can get it's message across?
the media
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Why does the media view corps negatively?
- Uncooperative execs erect barriers against them
- don't have access to key personnel
- CEO who don't understand objectivity think anything unfavorable is intentionally bad
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"Caveat emptor"
means- let the buyer beware
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Customer service relations is a part of PR responsibility (yet separate from PR function) because?
- consumers expect sellers to deliver goods of safe, acceptable quality on honest terms
- single incident can damage company reputation
- internet/blogs reach thousands
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What is the frontline of PR
customer relations
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True/False: Corps must focus on one market.
False: Corps must reach and focus on diverse markets.
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What are the side-effects of public recalls?
- test consumer patience and company credibility
- Pr has to monitor after-effects
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What are the 5 priorities of customer relations?
- keep old customers
- attract new customers
- market new products or services
- speed up complaint handling
- reduce costs
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What is the Office of Ombudsperson?
originally was a government official in Sweden and New Zealand appointed to investigate complaints about government officials
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What is the FTC?
Federal Trade Commission - protects consumers in foods, drugs, cosmetics
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What does the CPSC (consumer product safety commission) do?
oversees product safety/standards
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Office of Consumer Affairs does what?
Publishes literature to inform public developments in consumer affairs
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What is an example of a group that targets companies?
PETA
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What is a boycott?
- a refusal to buy products or services
- a small percentage drop in sales will cause companies to rethink policies, especially for a single product
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PR concentrates on communicating with employees and working with human resources, but it's difficult to retain good employees when...
its messages are not believed
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What are major PR employ relation challenges?
- Layoffs and outsourcing
- allow rumor mill to work overtime
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What is a layoff?
job reduction procedure
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What is outsourcing/offshoring?
sending white collar jobs to other nations
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What is the greatest employee challenge for corporations?
dealing with composition of employees that includes more minorities
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How should employers deal with diversity in the workplace?
- employers must embrace diversity and actively recruit ethnic minorities
- large groups with boycott, rally and/or sue
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PR practitioners must communicate with shareholders and prospective investors. What is this work called and what is its goal?
- Investor relations
- goal: to combine communications and finance to accurately portray prospects from an investment standpoint
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What is integrated marketing communication?
- PR combined with advertising, marketing, direct mail and promotion
- news stories combine with advertising, marketing and direct mail
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What is publicity?
a low cost effective was to reach potential customers
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publicity builds what?
credibility
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What is product placement?
- when a product is in a movie or on television
- often from fees paid to studios
- film producers needing particular product
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What is cause related marketing?
- When a for-profit company combines with
- non-profit company (often a charity) to advance a cause and increase sales
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Why do corporate sponsorships?
- 1) enhance reputation
- 2) gives brands high visibility
- 3) promote focal points for marketing and sales
- 4) generate publicity
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Good CSR today means
increased corp concern for environment and sustaining resources
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What is an NGO?
nongovernmental organization that champions environmental and human rights issues
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corporate philanthropy
donations to various causes
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