Marketing and Public Relations Flashcards

What is the primary purpose of market segmentation for a parks and recreation agency?

Answer: To identify distinct groups within the community with different needs so programs and communications can be tailored to each group

Market segmentation divides the community into groups based on demographics, interests, needs, or geography so the agency can develop targeted programs and communications that resonate with each segment.

How should a parks and recreation agency handle a social media crisis caused by a negative viral post about a facility safety incident?

Answer: Respond promptly with a factual, empathetic statement and commit to investigation, avoiding defensive language

Prompt, transparent, and empathetic responses in social media crises demonstrate accountability and prevent speculation from filling the information vacuum.

Which communication channel is typically most effective for reaching seniors about parks and recreation programs?

Answer: Printed newsletters and direct mail, supplemented by community bulletin boards and local newspaper ads

While digital channels are growing among seniors, many still prefer and rely on printed materials, physical bulletin boards, and local newspapers for community information.

What is the purpose of a community needs assessment in program planning and marketing for parks and recreation?

Answer: To gather data on what programs and services the community wants, guiding both development and targeted outreach

A community needs assessment uses surveys, focus groups, and demographic data to understand unmet needs and desired programs, ensuring the agency develops and promotes what the community actually wants.

What is earned media in the context of parks and recreation public relations?

Answer: Free media coverage obtained through newsworthy activities, press releases, and media pitches rather than paid advertising

Earned media is coverage generated by media outlets based on the news value of agency activities, contrasted with paid advertising. It is highly credible because it represents third-party validation.

Which element is most critical in a parks and recreation agency's sponsorship proposal to a local business?

Answer: A clear articulation of the audience reached and the specific benefits the sponsor will receive in exchange for their investment

Sponsors invest when they understand the audience they will reach and can clearly quantify the value they receive — logo placement, naming rights, event presence, and brand association with community goodwill.