This document provides an overview of the key concepts for a public relations exam, including: - Defining public relations and how it differs from advertising, marketing, and promotions. PR focuses on managing relationships while the others involve direct payment. - The three main PR methods are media relations, community relations, and grassroots campaigns. - The seven PR tools are development, internal communications, investor relations, issues management, lobbying, publicity, and public affairs. - Special events are a form of PR that can increase awareness, sales, and positive image through sponsorship opportunities. They require consideration of audience, personnel, elements like models and music, and merchandising. - Fashion shows specifically are

1.  40 Multiple Choice Questions (2.5 pts)
 Study: Ch.’s 13 - 17 & Ch. 7
 Class Notes (also examples from class notes)
 Class Activities
 Text Book

2.  What is public relations? (role & definition)
 PR- the management function that establishes and maintains mutually beneficial relationships
between an organization and the public on whom its success or failure depends
 Role-planning and distributing information that will control and manage the image of a firm with a
long-range time frame. It’s responsible for its understanding of consumers and its business to its
consumers
 How is P.R. different from advertising…
marketing
& promotions?
(Hint: Group Activity 11)
 Advertising is paid while PR does not involve direct payment to media.
 Marketing is the plan/execution of 4 Ps while PR is more focused on communication of firm’s image
to the public than price and distribution.
 Promotion is the comprehensive term for all of the communication activities initiated by the seller to
inform, persuade, and remind the consumer about products, services and or ideas offered for sale
while PR is more about the relationship
 What are the 3 PR Methods? (Read about & understand examples of each)
 Media
 Community
 Grassroots

3.  What are the 7 Public Relations tools/functions?(Know the different types and examples of each)
 Development- provide support for non profit organizations through fund raising and member drives
(fashion shows)
 Internal Relationships- managing the firms employees by creating a corporate culture that attracts
and retains productive workers
 Investor Relations- keep shareholders informed and loyal to the firm (SEC requires companies to be
truthful)
 Issues Management- assess the public opinion so that the firm can respond before these opinions
create conflicts
 Lobbying- build and maintain relationships with government officials, primarily to influence
legislation and government regulation
▪ Provides opportunities for open discussion on matters of public policy
▪ All lobbyists are required to report their activities
▪ Seen as unethical, taking advantage of political figures
 Press Agentry-create newsworthy stores and events to attract attention from the mass emdia in
order to gain public notice
 Public Affairs
 Publicity (most well-known)- company news gone out through media , can be negative or positive

4.  Marketing is to plan & execute the creation of pricing,
promotion, and distribution (placement) of products (4 P’s)
 Promotion is a comprehensive term for all communication
activities initiated by the seller to inform, persuade, and remind
the consumer about products, services, or ideas offered for sale
(part of the Marketing Mix)
 Advertising is paid, created and controlled by the advertiser (a
type of communication activity/promotion)
 PR does not involve direct payment to media; therefore, the
company does not have direct control over the content.
 PR is perceived to be a more credible source by consumers.
 PR is more about relationship

5.  Media PR methods: press release
 Product news method (new product launch)
 Company news method (annual reports)
 Current news event method (rumor control)
 Community PR methods: direct community initiatives
 Partnership with non profit organization- GAP and RED
 Cause-Related Activity (CRA) and celebrities-Starbucks took the highroad
against Mcdonalds “More Mocha less bucks” by offering free coffee on
election day
 Special Event method
 Grassroots PR methods: viral PR
 Word of Mouth (WOM)
 Webpage (Blog)
 Corporate Sponsorship

6.  Role and objectives of Special events
 Role- increase awareness, generate, sales, communicate
positive image, for corporate funding
 Goes along with PR- somethings can be newsworthy if PR
is attached, celeb launch
 Can be effective because they can come in any
shape, size, frequency or format
▪ Store openings
▪ Season kickoffs

7.  Importance of Special Events as part of IMC
 Example is chanel corporate sponsorship of us tennis championship
 Strategically planned short-term/long-term events can build links that
connect a brand to an event
 Combine advertising, sales, promotion, personal selling, and visual
merchandising along with public relations can help create
▪ Interest
▪ Awareness
▪ Acceptance by target market
 Special event categories: institutional, merchandise (know examples of
each – approx. 4-5 each in notes)
 Types of event sponsorship:
 Exclusive
 Segment
 In-kind
 Media

8.  Special event categories: institutional, merchandise
 (know examples of each – approx. 4-5 each in notes)
 Institutional Events- enhance the image of the company. Exhibiting good corporate citizenship,
customer relations, contributing to community economic environment, and promoting charitable
cause
▪ Museum exhibits- Chicago museum, Christian Dior's look
▪ Gallery Exhibits- Mobile Art Pavilion
▪ Anniversary celebrations
▪ Musical performances-Bacardi Live
 Merchandise events- planned to influence the sale of goods (the beauty events at Neiman Marcus)
▪ Store openings-celebrations that introduce customers to a new merchant
▪ Celebrity appearance- featuring an individual from inside or outside the fashion industry to
promote a new product or designer line
▪ Product Launches
▪ Vendor category weeks – Lingerie week sponsored by intimate apparel council
▪ Product demonstration- Dior addict high shine, williams sonoma food demonstrations

9.  Types of event sponsorship:
 Exclusive- aka title sponsor that pays a premium to have
its name on the title of the event (Mercedes Benz is the
title sponsor of NYFW)
 Segment- presenting sponsors, are the major sponsor of a
predetermined portion of the event (MAC, patene are
segment sponsors of NYFW)
 In-kind- supply products and services, rather than cash as a
donation to the event (a celebrity appearance with a
waived fee)
 Media- provides a predetermine delve of advertising
support and sometimes a media sponsor will also provide
some cash support as well.

10.  Purposes for brands to produce fashion shows- play an important roll in the overall integrated marketing
communications strategy of a firm
 Fashion show categories (know characteristics of each):
 Production-aka spectaculars. Most elaborate, expensive, loaded with theatrical and dramatic
elements, high energy. Victoria’s Secret Fashion Show. Haute Couture, special events, fundraising
purpose
 Formal Runway-present merchandise as a parade with the audience seated at the perimeter of the
runway
▪ RTW and Apparel Manufactures
▪ Non theatric, but has music lighting and models
 Informal- present merchandise on models in a casual environment
▪ Tearoom modeling, trunk shows, live “mannequin” modeling
▪ No music, lighting, or staging (except maybe display platforms for live “mannequins”)
▪ Immediate feedback from retailers
 Multimedia- shows are specifically produced digitally and distributed to sales representatives or
retailers
▪ On Entertainment programs, style network and e! entertainment
▪ 1.pop
▪ Instructional video
▪ Documentary video

11.  Fashion Show Personnel responsibilities
 Director- key player in any fashion show production
 Model coordinator- hiring, training, and coordinating all model activities
 Merchandise coordinator- collecting, preparing, fitting, returning the merchandise to
owner
 Stage Manager- stage, runway, equipment, sound, lighting
 Promotion Coordinator- promotions for the event, may work in advertising department
 Fashion show producer-hired to bring all the fashion show elements together
 Understand the importance of audience selection & know the 2 different types of
audiences- important to select the right audience if the show is to be successful as a
promotional tool
 Two different types
▪ Guaranteed- established before the show
▪ Created audience- established after the show is planned as result of publicity and advertising

12.  Know the 5 Show elements (Merchandise, Models, etc.)
 Models
 Amateur or professional
 Appeal to target market
 Beauty should not detract from clothing
 Commentary
 Commentary- oral delivery of information used to identify trends of the season
 The one optional element of a fashion show
 Audiences today like music, video presentations, lighting
 Audiences are less likely to require a descriptive narrative of what they’re seeing on stage
 Stage Design
 Sets atmosphere before models walk out
 Includes stage, runway, backdrops, lighting, props
 Music
 Used heavily to set the mood of the show and appeal to the emotions of the audience
 Leaves a strong, driving momentum so the audience remembers the show after finale
 Merchandise
 Should be made available to consumers right after the show
 Ideal chart- list of cats. Of merch that will represent the show
 Grouping- after merch is pulled it should be grouped into specific cats. That make a series of fashion statements
 Line up- listing of models and looks

13.  Role of Visual Merchandising (VMD)
 Physical presentation of products in a non-personal approach to
promote the image of a firm and the sale of merchandise to the
consumers
 Beyond displaying merchandise
 How can VMD influence brand image?
 VMD for Retailers, Mfr’s, and others
 For Retailers- promote a store image even if they don’t
shop, introduce and explain new products
 Manu- showrooms, display and interior displays, exhibit booths
 Other- Museums, historical societies, trade associations, tourism
groups, educational institutions

14. Age 50 or older
76%

15.  4 Types of Display categories
 Window- straight front (bank), angled front, arcade front,
corner front, shadow box, windowless
 Exterior- façade display outside appearance of the storefront.
 Exterior sign, seasonal decorative elements, outdoor lights, awnings
 Interior- presenting merchandise attractively on a variety of
architectural forms, fixtures, and furniture
 Floor plans, perimeter walls (t-wall), trend shop, island display, fixtures,
interior signs
 Remote- physical presentation of merchandise by a retailer or
manufacturer placed in such locations as hotel lobbies, exhibit
halls, public transportation terminals. In entrances of the
store. Effective when related to travel.

16.  How is direct selling different from direct-response media (in
terms of communication)?
 Direct-selling is more personalized and can change,
instant feedback, provide personal attention
 Know the advantages & disadvantages of personal selling
 Advantages- creates a relationship with customer, first
contact important
 Disadvantages- may fall short with the representative if
the person isn’t knowledgeable…poor training
 How can retailers take personal selling to a “higher level”?
 How do manufacturers utilize personal selling?
 Sell directly to customers without going through retailers.
Realtionships. Mobility.

18.  Know the social & ethical issues a promotion planner should be aware of when developing advertising, direct
marketing pieces, and other promotion tools. (Hint: There are 5)
 Plagiarism, counterfeiting, social correctness, offensive advertising
 Understand how the sale of counterfeit and pirated goods impact national and international economies
 As well as health & safety issues
 Impact state funded entities like schools, roads, public transport and can be unsafe healthwise
 Know the advantages and disadvantages of self-regulation
 What government organization was established in 1914 in response to the need for consumer protection?
 What does it monitor/regulate?
 Disadvantages
 Time consuming
 Voluntary
 Inadequate
 Incentives restrict creativity
 Advantages
 Guidelines set by industry rather than government
 Encourages advertising that’s not offensive, deceiving or exploiting
 Promotes consumer trust
 Ethical messages

19.  Bonus Questions (# not yet specified, but will cover):
 5 Categories of consumer segmentation & examples (Ch. 2 Notes)
▪ Demographic- age, gender, education, income, occupation, race
▪ Geographic-regions, metropolitan area, size, density, climate
▪ Psychographic-based on activities, interests, opinions
▪ Behavioristic –based on usage, loyalty, buying responses
▪ Benefit-the benefits they will derive from purchasing the product
 Communication Model (Ch. 2 Notes)
 Noise
▪ Source – encoder –message-decoding-reciever
 Feedback
 Components of a good objective (Ch. 5 Notes)
 Steps in the Promotion Planning Process (Ch. 5 Notes AND Promotional Campaign Project
Outline)
 Brand positioning/Perceptual Mapping (Class Handout)

20. Components of a good objective:
Goal: What direction are we headed and how
far to go in achieving something?
Benchmark: Where the organization is
starting from in terms of some measurable
variable before the planned promotion
begins.
Timeframe: The amount of time necessary for
achieving the goal.

21. Example of a poorly stated objective:
 The objective of this promotion campaign is
to increase sales.
Example of well-stated objective:
 The objective of this promotion
campaign is to increase sales from
$10,000 a month to $15,000 a month
during the next year.