University of Phoenix MKT 438 Public Relations Study Guides and Answers
University of Phoenix
MKT 438 Public Relations Study Guides and Answers
This course provides an introduction to the field of public relations. Areas covered are media relations; promotion; tools used in developing public relations and publicity, and improving customer satisfaction; relationship-building strategies; and ethics and public relations.
The Role of Public Relations
Define public relations (PR).
Analyze the relationship between PR and marketing.
Analyze the similarities and differences between proactive and reactive PR.
Create a PR Campaign.
Strategic Planning and Public Relations
Recommend strategies to build media relations and generate publicity.
Demonstrate how publicity and advertising can be integrated to create an effective PR Campaign.
Evaluate the effectiveness of a PR Campaign.
Explain the organizational and societal functions of PR.
Communicating with Internal and External Publics
Differentiate between internal and external publics.
Evaluate the effectiveness of communication between an organization and its publics.
Evaluate the benefits and risks of using various PR communications tools and techniques to inform, influence, and motivate publics.
Explain the need for a proactive crisis management plan.
Examine the role of PR in reactive crisis management.
Trends in Public Relations
Analyze the impact of technology and globalization on PR.
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