Complete the Final Examination. 1. � The objective of public relations is to sell: 2. � The R-A-C-E approach to defining public relations includes the following components: 3. � The job of public relations professional is very much that of an “interpreter,”� where he interprets: 4. � Which of the following trends contributed to the evolution of public relations in the United States? 5. � Public relations goals must be defined by: 6. � Morale at the company was low after a series of severe firings. “I’ve got just the thing to get morale back up again,”� said Darren, the firm’s public relations director. “We’ll start an employee television program. We start filming tomorrow.”� What vital public relations step did Darren overlook? 7. � A public relations professional isn’t really communicating unless someone at the other end ___________the communication. be used in a marketing plan to help to: 9. � One key to maintaining positive media relationships is to emphasize __________ in all communication. 10. � Publicity differs from advertising in the following way: 11. � An organization’s public image is determined by: 12. � Generally speaking, when should research be used in the public relations process? 13. � Evaluation of public relations depends on several things, including: 14. � In the inverted pyramid: 15. � It is important for public relations professionals to establish a good working relationship with the media because: 16. � The most frequent target of public relations professionals is: 17. � Integrated marketing: 18. � Risk communication is based on the position that 19. � In a crisis, the best firms: 20. � Skillful crisis managers:
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