MKT 438 All DQs

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MKT 438 All DQs

Week 1

Why is it difficult to define PR? What impact does a lack of objectivity have on PR research results? Explain your answer. What impact does biased or skewed research results have on PR? Explain your answer.

What impact can PR have on society? What is an example of this impact? Should a company be concerned with public opinion? Why or why not? How can PR professionals and organizations utilize PR tools to impact corporate image?

What are some elements of a PR campaign? What is their relevance to a PR campaign? Why is it important to have a PR campaign? Provide a real world example of a situation that illustrates the importance of a PR campaign.

Week 2

What are some differences between an organizations publics and its target market(s)? Why is it critical to define your organizations internal and external publics? Why is it important to keep internal publics informed? How does corporate culture affect an organizations internal communications?

What are the primary differences between advertising and publicity? What are some of the positive and negative aspects of publicity? How might third-party endorsements be successful in generating publicity?

What PR tools are critical in building long-term relationships with an organizations publics? What are the advantages and disadvantages of these tools? Which PR communication tool do you feel is the most effective? Why? How should an organization go about creating a positive public image?

Week 3

How is the effectiveness of public relations best measured? Explain your answer. What are three types of evaluation techniques used in PR? Provide examples of each. At what stage of the PR campaign should evaluation occur? Explain your answer.

What is the significance of the communication process in PR? What types of interference (noise) might a PR professional experience in the communication process? Why is feedback critical to the communication process? What criteria are used to identify the most effective and efficient PR channel or medium? What are some tools or techniques used to inform, influence, and motivate external publics?

How do you determine the newsworthiness of an issue? Why is it important to use inverted pyramid style and the five Ws in a press release? What are some advantages and disadvantages of the various types of media?

Week 4

What potential effects might a crisis have on an organization? Explain your answer. What are the benefits of an organization developing a proactive crisis management plan? Explain your answer.

Why is it important for an organization to communicate quickly and honestly in a crisis situation? Why is it important to integrate anticipated crisis responses in an organizations proactive PR planning? Why should an organization be concerned with both proactive and reactive crisis management?

Why is it important to inform the external publics of significant events within the organization? What is your organizations relationship with the local, regional, national, and global media? Why is this important?

Week 5

How does the lack of cultural understanding impact the coverage of a media issue? How are PR and international politics intertwined? How does PR influence the economy in various countries?

What are some examples of possible uses of technology in PR? Does the use of technology as a communication medium dehumanize relationship building? Explain your answer. How might the Internet be used to generate feedback for PR professionals? What responsibility does PR have for an organization's Web site? Explain your answer.

Are PR professionals influenced by the political correctness of their organizations? Why or why not? What stereotypes do you see in the advertising media? What is the impact of these stereotypes? How can PR help to promote workplace diversity?

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