Public Relations Strategies and Tactics 11th edition Dennis L. Wilcox, Glen T. Cameron - Solutions

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“I’m like the quarterback of the team. I manage 250 accounts, and anything from billing issues, to service issues, to selling the products. I’m really the face to the customer,” says Alison Capossela, a Washington, DC–based Xerox sales representative. As the primary company contact for
About 70 percent of Internet users have actually purchased something online. Have you made an online purchase? If so, why do you think so many people who have access to the Internet are not also online buyers? If not, why are you reluctant to do so? Do you think that electronic commerce benefits
Like the traditional marketplace, market space offers marketers opportunities to create greater time, place, form, and possession utility. How do you think Internet-enabled technology rates in terms of creating these values? Take a shopping trip at a virtual retailer of your choice (don’t buy
Visit Amazon.com (www.amazon.com) or Barnes & Noble (www.barnesandnoble.com). As you tour the company’s website, think about how shopping for books online compares with a trip to your university bookstore to buy books. Specifically, compare and contrast your shopping experiences with respect to
Visit the website for your university or college. Based on your visit, would you conclude that the website is a transactional website or a promotional website? Why? How would you rate the website in terms of the seven website design elements that affect customer experience?
It’s no surprise that Pizza Hut is the world’s largest pizza chain with more than 10,000 restaurants in 100 countries. But did you know that Pizza Hut became one of the top 35 U.S. Internet retailers in 2009? According to Brian Niccol, Pizza Hut’s chief marketing officer (CMO), “We’ve
How do you think portrayals of various careers in films and television are negative or positive?
How does public relations differ from the fields of journalism, advertising, and marketing?
Discuss entry-level salaries in public relations. Do you think they are too low, or are they about what you expected/ What about the salaries for experienced professionals?
The roots of public relations extend deep into history. What were some of the early antecedents to today’s public relations practice?
Which concepts of publicity and public relations practiced by P.T. Barnum should modern practitioners use? Which should they reject?
What are the four important contributions Ivy Lee made to public relations?
Arthur W. Page enunciated six principles of public relations management. Do you think these “principles” are as relevant today as they were in the1930s?
What’s your assessment of Ivy Lee’s work for the Rockefeller family in the Colorado Fuel & Iron Company strife? Do you think his approach was sound? What would you have done differently?
James Grunig has outlined four models of public relations practice. Name and describe each one. Do the models help explain the evolution of public relations theory?
Public relations if now described as “relationship management.” How would you describe this concept to a friend? A newer concept is the idea that “dialogue” with individuals and various publics. Is this a worthy concept?
Describe several recent trends in the public relations field that will shape the field in the next five years
Name and briefly describe the five major historical themes of public relations through the centuries.
Summarize the major developments in the philosophy and practice of public relations from the 1920s to 2000.
Can a public relations person be an advocate for a cause and still be ethical? What is the concept of role differentiation?
What role do professional organizations play in setting the standards of public relations practice?
How should companies respond to critical consumer reviews on sites such as YELP or Trip Advisor?
Is public relations a profession? Why or why not?
In what ways do the concepts of “careerism” and “technician mentality” undermine the establishment of public relations as a profession?
What is the accreditation process in public relations? What is involved? Would you aspire to be accredited? Why or why not?
What is the concept of “pay for play”? Who’s more ethical: the public relations person who offers the cash, or the journalist who accepts it?
Some celebrities on television programs such as the Today Show. Should they also disclose what company or organization is paying them to appear? Why or why not?
Describe, in general, the activities of PRSA, IABC, and IPRA.
What ethical rules apply to Internet public relations and participation in social networking sites?
What is a “front group”? Do you think they are unethical? Why or why not?
In what ways do the structure and culture of an organization affect the role and influence of the public relations department?
Name at least seven services that a public relations firm offers clients.
What are the four largest communications conglomerates in the world?
What are the pros and cons of using a public relations firm?
Name and describe the five job levels in public relations.
What questions should a person ask before formulating a research design?
Identify at least five ways that research is used in public relations.
What is an intercept interview?
What is the difference between probability (random) and non probability samples?
What guidelines should be followed when releasing the results of a survey to the media and the public?
What is the procedure for organizing and conducting a focus group? What are the pros and cons of using focus groups?
Identify at least five guidelines that should be followed when preparing a questionnaire.
What are the pros and cons of each of the following: mall questionnaires, telephone surveys, personal interviews, piggyback surveys and Web surveys?
Explain the difference between an informational objective and a motivational objective.
What is the difference between a strategy and a tactic?
What kinds of messages and communications channels would you use for a passive audience? For an active information-seeking audience?
Why is it important to build repetition into a message?
What is e-WOM and why are many organizations now using it as a major strategy for marketing and public relations campaigns?
What are some general types of evaluation questions that a person should ask about a program?
List four ways that publicity activity is evaluated. What, if any, are the drawbacks of each one?
What are the advantages of systematic tracking and content analysis of news clippings?
How are pilot tests and split messages used to determine the suitability of a message?
What is the relative importance of ROI to a public relations client?
Public opinion is highly influenced by self-interest and events. What are these concepts?
What is meant by “audience participation” in persuasion? Give some examples of how audience participation can be used.
Do you believe that conflict management is one of the most important functions of public relations? Why or why not?
What crisis communication strategies did Benetton use following the collapse of a garment manufacturing plant in Bangladesh? What strategies do you think were most effective? Why?
What is risk communication? How does it differ from crisis communication?
How would you use the contingency theory of conflict management (the continuum from accommodation to advocacy) in advising management on a growing conflict situation?
How does self-disclosure of an issue or stealing thunder potentially benefit an organization?
Provide an example from the current news to illustrate each of Coombs’s seven crisis response strategies.
What are the three foundations of reputation? How does each one contribute to building and maintaining a positive reputation?
Public relations practitioners are cautioned not to think of audiences as monolithic, but very diverse. Why?
What are some guidelines for developing a communications campaign for multicultural audiences?
How do you think the various changes in the racial and ethnic makeup of the United States will impact the future practice of public relations? The future of presidential elections?
What are some characteristics of Millennial, also called the E-Generation?
What is the baby boomer generation, and what are some of this group’s characteristics?
How can technology be used to segment audiences?
What are some of the cultural values of such groups as Hispanics, African-Americans, and Asian Americans?
What racial/ethnic group has the highest median income and percentage of college degrees?
Why is the senior audience so important in the United States? What are some of the characteristics of this audience?
Why are women considered an important audience for public relations and marketing personnel?
What are some characteristics of the gay/lesbian community?
In what ways can Christian conservatives impact a company’s policies and product sales?
When the media call about an employee, what kinds of information should the public relations person provide? What other approaches can be used?
Is it essential to formally copyright all public relations materials? Why or why not?
What rights do photographers and freelance writers have regarding ownership of their works?
What is privilege from a legal perspective? When, if ever, might it apply to public relations counsel?
What is the difference between copyrighted and trademarked material? How do public relations people help protect each?
Give an example of “misappropriation of personality”?
What should public relations people know about the regulations of the Federal Trade Commission? The Securities and Exchange Commission?
Why should public relations practitioners be concerned about employee speech?
In what ways has the Internet completely revolutionized a media system that goes back to Gutenberg in the 1400s?
Why is it important for an organization to have a website?
What’s the difference between an organizations website and a blog written by the CEO or an employee?
How can an organization use Facebook as part of its public relations strategy?
What is a QR code? Give an example of how you would use one in a public relations campaign.
What are some statistics that show how pervasive the Internet has become in today’s global society?
What are some characteristics of the Web that make it possible for public relations people to do a better job of distributing information?
What is the difference between a podcast and a webcast?
What are the major differences between Instagram and Pinterest? Which site do you think would have the best value in a public relations campaign for a cookie company?
One example of Web interactivity is the “pull” and “push” concepts. What’s the difference between the two terms?
Apps are designed for use on smartphones and mobile-enabled devices. What kind of app would you develop for a cookie company?
What are the basic components of an online news release?
What is SEO and why is it important?
What is a mat release? How is it different from a regular news release?
What are the capabilities of an electronic news service?
What are the characteristics of an online newsroom?
What’s the difference between a media tour and a press party?
What is the basic purpose of a news release?

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