This chapter emphasizes the importance of Public Relations that is audience centered. Using the Case study from the text that we discussed in class, explain how Charles Schwab was able to position itself as a company concerned about women's challenges in investing. Be sure to explain how Schwab's knowledge of its target audience guided the development of its PR strategy and implementation
What will be an ideal response?
Entire campaign was based upon and infused by research
into their target market of women. Research showed women did not visualize
themselves as smart investors but wanted to learn more. Also told Schwab
women preferred to learn through seminars and investing clubs for women.
Based on these key research findings, they worked with a PR firm to develop
"Women Investing Now" designed to motivate women to learn about investing
and offered resources to help women educate themselves. The campaign was
highly successful because it was designed based upon Schwab's knowledge of
its audience which also aided in the strategy implementation.
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Which of the following is TRUE about capitalism?
a. In capitalist societies, culture is often commodified and sold as products. b. In capitalist societies, people find it easier to preserve their cultural traditions. c. There would be no culture without capitalism. d. Capitalism is shaped by the close networks among corporations, national governments, and global bodies of governance such as the IMF, World Bank, and WTO.
The physical ability of the audience is of no concern to the speaker
Indicate whether the statement is true or false
Many traditional journalists are supportive of reader participation in web journalism
Indicate whether the statement is true or false
Which theory describes a collection of interacting, interdependent elements working together to form a complex whole?
a) Relational Dialectics Theory b) Confirmation Bias Theory c) Systems Theory d) Goal Theory e) Group Development Theory