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MKT 578 Final Exam
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MKT 578 Final Exam (Latest)
1) Archaeologists inform us that public relations has roots in
A. Iraq, where bulletins informed farmers how to grow more food
B. England, where 18th century bulletins hailed the coming of the British Industrial Revolution
C. Rome, where tablets paid tribute to new rulers
D. China, where during the Ming Dynasty peasants wrote messages on the Great Wall
2) The word propaganda originated with
A. the Creel Committee during World War II
B. Pope Gregory XV, who established a College in 17th Century Rome to spread the word about
Catholicism
C. Sophists, who walked around telling citizens of Rome who to vote for.

D. the farmers who grew grapes in ancient Italy
3) The growth of public relations as an accepted business-like practice in the United States
of America stems from
A. the British Industrial Revolution
B. the American Industrial Revolution
C. the efforts of people like Samuel Adams and Amos Kendall
D. the hype of P.T. Barnum
4) Applying the widely repeated definition of public relations developed by the late Denny
Griswold to serve an organization properly, practitioners ought to serve as
A. counsels to chief legal officers
B. honest brokers to management
C. advisers to human resources directors
D. consultants to directors of marketing
5) To effectively communicate with a public, it is important to recognize that
A. all publics have the same needs
B. all publics are most interested in the technology you use
C. all publics have their own special needs and require different types of communication
D. all publics have overlapping organizational needs
MKT 578 Week 1 Video Reflection Assignment
Watch the following videos in the Films On Demand Library:

"The Reel World of News: Motion Picture Studios and their
Influence on the News"
"The Reel World of News: Entertainment-Based Journalism"
"The Reel World of News: An Introduction to Newsreels and Their
Beginnings"
Answer the following questions:
What was the significance of the newsreel to the practice of public relations?
What did you learn about public relations from watching the videos that you were
unaware of before?
MKT 578 Week 2 Problem Framing Paper
Write a paper of no more than 1,400 words in which you describe the organization and the
problem or opportunity currently confronting it.
Discuss the role that public relations appears to play within your selected organization, as well as
its importance in the organization's overall promotional mix. Be sure to do the following:
Provide a brief background of the selected organization, including its products, services, and
customers.
Identify the problem or opportunity at the center of the scenario for which the organization must
develop and implement its public relations response or campaign.
Identify the stakeholders, target audience(s), and ethical implications related to the campaign.
Discuss ethical implications related to the PR issues.
Discuss the depth and breadth of research that will have to be conducted during the development
of the campaign to ensure its effective implementation.
Include at least three references, at least one of which must come from
the University Library and one of which must be from the learning activities citing
public relations theory.
Format your paper consistent with APA guidelines.

MKT 578 Week 3 Public Relations
Stakeholders Paper
Use the public relations campaign which is the subject of the Learning Team
project introduced in Week Two as a reference.
Write a paper of no more than 1,400 words describing in detail the full array of internal and
external stakeholders (publics) affected by the campaign.
Evaluate the perceived needs of each of the stakeholder categories and critique how well your
selected organization addressed the needs of each of those internal and external publics.
Using the critique, provide and support recommendations based on how the organization could
have been more effective in addressing the needs of each of the internal and external publics.
Create and include a concept map that illustrates the internal and external stakeholders (publics)
affected.
Include at least three references, at least one of which must come from
the University Library and one of which must be from the learning activities citing
public relations theory.
Cite your research and format your paper consistent with APA guidelines.
MKT 578 Week 4 Ethical and Legal Issues Paper
Use available outside research sources to select a company, organization, or government entity
which has had to use public relations to address a serious problem or crisis that emerged
unexpectedly. The events described should have occurred within the past 10 years.
Identify two public relations messages and two public relations practices that were used to
address the crisis.
Write a paper of no more than 1,400 words evaluating the legality and ethicality of the public
relations messages and practices that you identified.
Critique the organization's public relations implementation and be sure to make
recommendations regarding what, in your view, could have been done better.

Support your recommendations using information obtained from your
required readings, as well as other organizations that could serve as
benchmarks.
Include at least three references, at least one of which must come from
the University Library and one of which must be from the learning activities citing
public relations theory.
Format your paper consistent with APA guidelines.
MKT 578 Week 5 Public Relations Planning Paper
Write a paper of no more than 2,450 words describing your proposed public relations plan based
on the organizational scenario described in the Week Two Problem Framing Paper.
Include the following:
The objectives that the public relations campaign is expected to achieve
The organization's internal and external publics
A discussion of the public relations tactics (tools) that will likely be used in the plan,
including such tools as press conferences, community events, newsletters, direct mail,
web-based communiqués, sponsorships, and spokespersons
200- to 300-word press release--applicable towards the overall assignment word count--
written initially for the print media, in which the organization states its initial
acknowledgment, response, and position with respect to the selected scenario
Adaptations of the same press release for TV or radio
Preparation for a hypothetical press conference follow-up to the press release, including
selection of venue, spokesperson, format (such as a brief statement followed by a
question and answer session), scope of discussion, and duration
Anticipated responses likely to emerge from the array of internal and external publics
should be considered in addition to the contingencies (damage control) that might be
implemented during the press conference if there is a negative response to the initial press
release.
An evaluation of the possible outcomes of the overall public relations campaign
including the most probable risks and benefits for the organization's business
Include at least three references, at least one of which must come from
the University Library and one of which must be from the learning activities citing

public relations theory.
Format your paper consistent with APA guidelines.
MKT 578 Week 6 Public Relations Plan
Prepare a plan of no more than 4,900 words based on the organizational scenario described in
the Learning Team's Weeks Two and Five assignments, as well as the Individual assignment for
Week Three. This assignment incorporates the prior three project installments, while integrating
new information relevant to developing and implementing a public relations response or
campaign for the selected scenario.
Include the following in the plan:
The detail discussed in prior papers regarding organizational background, the problem or
opportunity facing the organization, the publics and target audience(s), the objectives
targeted by the campaign, the research requirements, and the public relations tactics
Additional public relations messages delivered via web-based and social media
A thorough discussion regarding projected costs and how expense will be managed to
keep the effort within budgeted constraints
A discussion of the crisis management implications inherent to the scenario
Contingency plans for potential information that has yet to be disclosed regarding the
scenario or another potential event that could compound the severity of the existing
scenario
Include at least six references, at least two of which must come from
the University Library and two of which must be from the learning activities citing
public relations theory
Note. Local Campus students must present a 15- to 20-minute oral presentation accompanied by
15- to 20-slide Microsoft® PowerPoint® presentation discussing their paper. Online students
must submit a 15- to 20-slide Microsoft® PowerPoint presentation that includes detailed speaker
notes.

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