Instructor’s Manual and Test Bank for
Public Relations A Values-Driven Approach Fourth Edition David Guth University of Kansas
Charles Marsh University of Kansas
Table of Contents Foreword Sample Course Syllabus How to Survive Working in a Group Internship/Job Hunting Tips QuickFlicks: Public Relations Goes to the Movies Chapter 1 What Is Public Relations? 1 Chapter 2 Jobs in Public Relations 15 Chapter 3 A Brief History of Public Relations 29 Chapter 4 The Publics in Public Relations 49 Chapter 5 Communication Theory and Public Opinion 67 Chapter 6 Ethics and Social Responsibility in Public Relations 83 Chapter 7 Research and Evaluation 101 Chapter 8 Planning: The Strategies of Public Relations 119 Chapter 9 Communication: The Tactics of Public Relations 135 Chapter 10 Writing and Presentation Skills 153 Chapter 11 Cyber-Relations in the Digital Age 169 Chapter 12 Crisis Communications 185 Chapter 13 Public Relations and Marketing 205 Chapter 14 Cross-Cultural Communication 221 Chapter 15 Public Relations and the Law 235 Chapter 16 Your Future in Public Relations 257 Appendix Test Bank
Chapter 1 What Is Public Relations? 1) Public relations ________. A) is a form of propaganda B) is also known as "free advertising" C) involves two-way communication D) All of the above. E) None of the above. Answer: C Page Ref: 7
2) Which of the following is/are essential to any comprehensive definition of public relations? A) Public relations is a management function. B) Public relations is a planned activity. C) Public relations is socially responsible. D) B and C E) All of the above. Answer: E Page Ref: 7
3) Which one of the following models of public relations do Hunt and Grunig prefer? A) The public information model B) The two-way symmetrical model C) The two-way asymmetrical model D) The process facilitation model E) The press agentry/publicity model Answer: B Page Ref: 9
4) Award-winning professionals prefer this Hunt and Grunig model of public relations. A) the public information model B) the two-way symmetrical model C) the two-way asymmetrical model D) the process facilitation model E) the press agentry/publicity model Answer: B Page Ref: 9
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5) The process of researching, creating, and refining a product or service and distributing that product or service to targeted customers is called ________. A) marketing B) advertising C) public relations D) All of the above. E) None of the above. Answer: A Page Ref: 10
6) Public relations differs from marketing because ________. A) only marketing is concerned about a company's bottom line B) marketing efforts focus primarily on consumers C) public relations efforts focus on a broad range of publics D) B and C E) All of the above. Answer: D Page Ref: 10
7) A profession is distinguished from a trade by ________. A) ongoing research in support of the profession B) the establishment of ethical standards C) a form of licensing or government control D) A and B E) All of the above. Answer: E Page Ref: 12
8) Organizations such as PRSA and IABC have sought to promote professionalism in public relations by ________. A) supporting government licensing of public relations B) establishing voluntary accreditation programs C) demanding an increase in practitioner minimum salaries D) requiring minimum competency tests for new practitioners E) filing lawsuits against unethical practitioners Answer: B Page Ref: 12
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9) One of the advantages of a public relations career is that ________. A) it is a stress-free profession B) it is a profession that is understood and respected by most people C) its skills are transferable across a broad range of career opportunities D) All of the above. E) None of the above. Answer: C Page Ref: 11
10) Public relations practitioners ________. A) are employed by public relations agencies B) work for nonprofit organizations C) serve as independent consultants D) All of the above. E) None of the above. Answer: D Page Ref: 11-13
11) The execution phase of the public relations process is known as ________. A) communication B) propaganda C) evaluation D) research E) planning Answer: A Page Ref: 14
12) According to a 2005 membership survey, the largest number of PRSA members are employed by ________. A) the government or the military B) public relations/advertising agencies C) nonprofit organizations D) corporations E) trade/professional organizations Answer: D Page Ref: 13
13) ________ is one of the four steps in the public relations process. A) Publicity B) Planning C) Promotion D) Programming E) Propaganda Answer: B Page Ref: 14
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14) Among the flaws in the traditional four-step model of public relations is/are that it ________. A) implies a process where one step automatically follows another B) oversimplifies a very dynamic process C) doesn't take into account the importance of values D) All of the above. E) None of the above. Answer: D Page Ref: 15-16
15) The values-driven management of relationships between an organization and the publics that can affect its success is known as ________. A) values-added public relations B) values-driven public relations C) the dynamic approach to public relations D) reputation management E) relationship building Answer: B Page Ref: 17
16) In values-driven public relations, the practitioner should consider ________. A) his or her personal values B) the client organization's values C) the values of the targeted publics D) All of the above. E) None of the above. Answer: D Page Ref: 20--21
17) Public relations practitioners are influenced by ________. A) their personal values B) the values of their employees C) the values of society D) A and B E) All of the above. Answer: E Page Ref: 20-21
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18) The first question an organization should ask itself when developing a values statement is ________. A) How much money do we want to make? B) Why should be care about our customers? C) What is in it for us? D) How can we win the respect of others? E) Why are we in business? Answer: E Page Ref: 20-21
19) Some oppose government licensing of public relations because ________. A) it is too difficult for regulators to define B) it will restrict practitioner salaries C) it will restrict freedom of expression D) A and B E) A and C Answer: E Page Ref: 12
20) Public relations ________. A) is growing faster than average for all occupations B) is dependent on out-of-date communications technology C) is on the decline D) dominated by men E) is licensed by the Federal Trade Commission Answer: A Page Ref: 11
21) The use of public relations strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success is known as ________. A) marketing B) relationship management C) advertising D) human relations E) integrated marketing communications Answer: B Page Ref: 7
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22) San Francisco-based Gap, Inc. ________. A) was forced to apologize for artificially raising the price of it blue jeans B) was found guilty of engaging in unfair labor practices and of using foreign sweatshops C) answered its critics by requiring fair labor practices among its overseas vendors D) created phony shell corporations to cover its use of foreign sweatshops E) B and D Answer: C Page Ref: 25-26
23) Gap Incorporated's Social Responsibility Report ________. A) uncovered thousands of fair labor violations by its overseas suppliers B) detailed the company's efforts to monitor the labor practices of its foreign vendors C) was an effort to live up to the company's previously established corporate code of conduct D) All of the above. E) None of the above. Answer: D Page Ref: 25-26
24) In the case study "The Lessons of Katrina," government officials ________. A) failed to learn important lessons from earlier crises B) demonstrated a lack of leadership C) communicated poorly with one another D) All of the above. E) None of the above. Answer: D Page Ref: 27-29
25) Hurricane Katrina ________. A) demonstrated what can happen when key publics fail to communicate with each other B) was an unexpected event compounded by bad luck C) showed that TV reporters are more reliable than government officials D) All of the above. E) None of the above. Answer: A Page Ref: 27-29
26) What are the five elements that are essential to any definition of public relations? Answer: Public relations is a management function, involves two-way communication, is a planned activity, is a research-based science, and is socially responsible. Page Ref: 7
27) Which of the four Hunt and Grunig models of public relations focuses upon two-way communication as a means of conflict resolution? Answer: The two-way symmetrical model. Page Ref: 9
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28) What are the four qualities that distinguish a profession from a trade? Answer: The need for a certain level of education as a prerequisite to entering the profession, support of the profession by ongoing research, the establishment of ethical standards, and some form of licensing or government control. Page Ref: 12
29) What are the five organizational structures in which public relations is practiced? Answer: Public relations agencies, corporations, government, nonprofit organizations or trade associations, and independent consultancies. Page Ref: 11-12
30) What are the four steps in the traditional four-step model of public relations? Answer: Research, planning, communication, and evaluation. Page Ref: 14
31) There is a common definition of public relations upon which most practitioners agree. Answer: FALSE Page Ref: 5
32) The authors of your textbook argue that public relations is part of the broad profession of marketing. Answer: FALSE Page Ref: 10
33) Public relations is licensed by state and federal governments. Answer: FALSE Page Ref: 12
34) According to recent studies, the field of public relations is growing much faster than most occupations. Answer: TRUE Page Ref: 11
35) The traditional four-step model of public relations focuses upon a strict adherence to values. Answer: FALSE Page Ref: 15
36) What are the arguments for and against the licensing of public relations practitioners? Answer: Arguments in favor of licensing: Licensing will weed out unqualified pretenders. Doing so will increase salaries. Arguments against licensing: The job is so varied in its settings and required skills that it is too difficult to define. Licensing also imposes unconstitutional restrictions upon freedom of expression. Page Ref: 12
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37) Why does public relations play an important role in democratic societies? Answer: Democratic societies require the consent of the governed. Public relations helps ensure that everyone can enter the great marketplace of ideas. That, in turn, helps people with differing views reach a consensus. Those who cannot effectively communicate in democratic societies are left at a distinct and sometime dangerous disadvantage. Public relations helps individuals and organizations exercise their First Amendment rights. Page Ref: 8-9
38) What lessons should be learned from the government's botched response to Hurricane Katrina? Answer: Government officials need to do a better job of communicating among themselves and working toward a common purpose -- in this case, serving the needs of the people during a time of emergency. They also failed to learn from the lessons of the past, such as the need for better radio communication -- one of the lessons of the 9/11 terror attacks. Government officials needed to demonstrate greater leadership. They appeared to be looking out for their own self-interests rather than problem-solving. There are also the problems associated with what is known as a perceptual crisis, where the perception of what is happening differs from reality. Katrina was often a perceptual crisis fed by inaccurate news reporting by overworked and understaffed journalists. Page Ref: 27-29
39) If companies like the Gap, Inc., are using suppliers beyond the borders and the laws of the United States, why should they concern themselves about overseas labor practices? Answer: Companies need to act on their values. If they don't, important stakeholders, such as consumers and investors, may choose to do business elsewhere. Employees may choose to work elsewhere and government officials may be tempted to impose regulations. In the case of the Gap, Inc., the company had a long-standing corporate code of business conduct. Consumers, investors, and employees have a right to expect the company to uphold its stated values. Of course, there's always the question of doing the right thing. Sometimes, that requires profits to take a back seat to enforcing ethical business practices. Page Ref: 25-26
40) Why are values important to an organization? Answer: Values help establish the boundaries within which organizations are willing to operate. An adherence to values helps determine the goals organizations seek to reach and also the principles that will be observed in attaining those goals. At a time when organizations are being held accountable for more than just the bottom line of their profit and loss statements, the understanding of and adherence to values defines how they are viewed by people. Values provide guidance in making difficult decisions that management may have to defend in the future. For public relations practitioners, the adherence to values helps to eliminate the common misconception that they are more interested in the ends than the means. Ethical and values-driven organizations maintain a high level of credibility with important publics, even at times when their actions provoke criticism. Communicating values within an organization can also help strengthen an organization's bottom line. Workers are more likely to perform at a higher level of efficiency and effectiveness for employers in which they take pride. Page Ref: 16-17
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Chapter 2 Jobs in Public Relations 1) Of the five broad categories of public relations jobs, this category offers the greatest number and variety of jobs. A) corporations B) nonprofit organizations and trade associations C) governments D) public relations agencies E) independent public relations consultancies Answer: A Page Ref: 34
2) When public relations practitioners seek to maintain or improve relations with local special interest groups, they are engaged in ________. A) employee relations B) media relations C) government relations D) investor relations E) consumer relations Answer: C Page Ref: 36
3) When public relations practitioners communicate on behalf of churches, foundations, or hospitals, they are most likely employed in which category of public relations jobs? A) corporations B) nonprofit organizations and trade associations C) governments D) public relations agencies E) independent public relations consultancies Answer: B Page Ref: 38
4) According to the authors of Built to Last: Successful Habits of Visionary Companies, one thing that enduring, successful companies have in common is ________. A) an innovative employee orientation program B) a set of clear, strongly held core values C) a set of clearly articulated rules and regulations D) business savvy E) a generous 401-K benefits plan Answer: B Page Ref: 40
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5) In which broad category of public relations jobs are practitioners least likely to have the term public relations included in their job titles? A) corporations B) nonprofit organizations and trade associations C) governments D) public relations agencies E) independent public relations consultancies Answer: C Page Ref: 38-40
6) In which broad category of public relations jobs does one multi-person organization assist with the public relations activities of other organizations? A) corporations B) nonprofit organizations and trade associations C) governments D) public relations agencies E) independent public relations consultancies Answer: D Page Ref: 41-42
7) In which broad category of public relations jobs do practitioners bear the greatest responsibility of their personal success or failure? A) corporations B) nonprofit organizations and trade associations C) governments D) public relations agencies E) independent public relations consultancies Answer: E Page Ref: 42
8) The United States Code has its greatest impact upon public relations practitioners in ________. A) corporations B) nonprofit organizations and trade associations C) governments D) public relations agencies E) independent public relations consultancies Answer: C Page Ref: 39
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9) When trying to get that first job or internship, you should ________. A) ask about salary and benefits in your application letter B) send form letters to as many potential employers as possible C) thoroughly research a potential employer before applying D) try to say as little as possible about your experience E) ask where your desk will be located Answer: C Page Ref: 43
10) According to a PRSA survey, on what task do technicians spend the most time? A) writing B) planning C) making news contacts D) disseminating messages E) none of the above Answer: D Page Ref: 45
11) According to Professor David Dozier, persons who make policy decision and take responsibility for the success or failure of public relations programs are known as public relations ________. A) professionals
B) technicians
C) specialists
D) managers
E) practitioners
Answer: D Page Ref: 44
12) According to Professor David Dozier, persons whose primary role is to prepare communications that help execute public relations policies created by others are known as public relations ________. A) professionals
B) technicians
C) specialists
D) managers
E) practitioners
Answer: B Page Ref: 44-45
13) According to a PRSA survey, on what task do managers spend the most time? A) writing B) planning C) marketing communications D) maintaining an organization's reputation E) planning public relations programs Answer: E Page Ref: 45
14) According to a University of Georgia survey of 2005 graduates, the average starting salary for public relations practitioners is ________. A) $16,500
B) $20,000
C) $22,000
Answer: E Page Ref: 47
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D) $25,000
E) $30,000
15) According to a 2000 PRSA/IABC survey, which of these qualities were more important to practitioners than salary? A) creative opportunity B) access to technology C) professional development D) recognition by colleagues E) all of the above Answer: E Page Ref: 48
16) According to a 2005 survey of PRSA members, ________. A) 69 percent are female B) 19 percent are non-white C) 33 percent have masters degrees D) A and B E) A and C Answer: E Page Ref: 47
17) According to a PRSA survey, job duties for male and female managers differ significantly in ________. A) planning B) counseling management C) managing programs D) all of the above E) none of the above Answer: B Page Ref: 45
18) Many public relations practitioners record how they spend their working hours ________. A) as a means of billing clients B) for internal billing purposes C) to allow their supervisors to see how employees spend their time D) all of the above E) none of the above Answer: D Page Ref: 46
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19) Which of the following statements is true? A) On average, women practitioners earn more than men practitioners. B) On average, public relations technicians earn more money than public relations managers. C) Corporate communicators earn the lowest salaries in public relations. D) All of the above. E) None of the above. Answer: E Page Ref: 48
20) Practitioners who act for the good of a relationship, rather than just one side of a relationship are fulfilling a(n) ________. A) independent endorsement B) press agent role C) consultant's role D) manager's role E) boundary spanning role Answer: E Page Ref: 35
21) According to a 2000 PRSA/IABC survey, the most important ingredient in job satisfaction was ________. A) making a good income B) earning the respect and recognition of others C) creative opportunity D) personal satisfaction from a job well done E) career advancement Answer: C Page Ref: 48
22) When faced with allegations that its response to Hurricane Katrina had been inadequate, officials with the American Red Cross ________. A) conducted an internal investigation B) denied the allegations and said "no comment" C) announced a series of reforms and met with their chief accuser D) A and B E) A and C Answer: E Page Ref: 52-53
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23) Carrie Martin of the American Red Cross ________. A) was fired for lying to the media B) resigned in protest of the organization's behavior C) was honored as Public Relations Professional of the Year by PR Week D) was accused of leading a cover-up E) said she was sorry that she ever took the job Answer: C Page Ref: 52-53
24) Fineman Associates Public Relations of San Francisco has become well known for ________. A) becoming the world's largest public relations agency B) compiling a list of the year's worst public relations disasters C) winning the most public relations awards in history D) paying the highest salaries among public relations agencies E) presenting the Fineman Cup for Public Relations Excellence Answer: B Page Ref: 53-54
25) When trying to getting that first internship or job, you should ________. A) prepare for the job interview B) send a brief, typed thank-you letter after each interview C) send an error-free application letter and resume D) all of the above E) none of the above Answer: D Page Ref: 43
26) What are the five employment settings in which public relations exists? Answer: Corporations, nonprofit organizations and trade associations, governments, public relations agencies, and independent public relations consultancies. Page Ref: 34
27) What are the differences between a public relations manager and a public relations technician? Answer: Public relations managers solve problems, advise other managers, and take responsibility for the success of failure of public relations programs. They are often found in organizations in which there is a lot of change and that value employee input. Public relations technicians are not involved in decision making. Their role is to prepare communications for public relations plans created by others. They are often found in organizations in which the environment is stable and predictable. Page Ref: 44-45
28) Which tasks do public relations managers say consume most of their time? Answer: Planning programs and managing programs. Page Ref: 45
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29) Why do postmodern theorists say the study of public relations should not be limited to those who pursue public relations as a career? Answer: They say that public relations is not limited to the workplace. They cite volunteers and activists as examples of non-salaried public relations. Page Ref: 42
30) How does the United States Code affect government public relations practitioners? Answer: It prohibits the use of public funds by federal government agencies to pay for a publicity expert unless specifically appropriated for that purpose. Its major impact has been that government practitioners do not have the term public relations in their job titles. Instead, they are identified by a variety of titles. Page Ref: 40
31) The largest number of public relations jobs is found in public relations agencies. Answer: FALSE Page Ref: 34
32) According to a recent survey, public relations managers say the most time-consuming task they perform is media relations. Answer: FALSE Page Ref: 45
33) On average, women practitioners make 77 percent of the salary of men doing the same job. Answer: TRUE Page Ref: 48
34) A public relations practitioner can be both a technician and a manager. Answer: TRUE Page Ref: 45
35) Practitioners fulfill a boundary spanning role when they refuse to listen or consider the interests of outside publics. Answer: FALSE Page Ref: 35
36) It has been stated that in most corporations, public relations jobs focus upon specific publics. Who are these publics, and why are they important to the success of corporations? Answer: The publics important to most corporations are employees, the media, government regulators and officials, the communities in which corporations operate, their consumers, their shareholders and potential investors, vendors, professional/trade associations, unions, and retired employees. Each of these publics can directly (such as in the case of employees) or indirectly (such as in the case of the media) influence the ability to achieve corporate goals. Page Ref: 36-38
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37) What are the major benefits and risks in working as an independent public relations consultant? Answer: The major benefit is, of course, the independence that comes with being on your own. An independent consultant has considerable freedom in choosing how, when, and with whom to do business. An independent consultant can be as much of a generalist or specialist as he or she desires. The major risk is that an independent practitioner is entirely responsible for the success or failure of the consultancy. The practitioner is entirely responsible for every aspect of the operation, including financial accounting and new client development. While an independent's overhead may be considerably less than that of a typical agency, there is nothing to fall back upon in a consultancy when costs outstrip income. For these reasons, independent consultancies are better suited for risk-takers willing to accept failure as a possible price of success. Page Ref: 42
38) What are some of the "dos and don't" of communicating with a potential job or internship employer? Answer: DO: Thoroughly research a potential employer before applying, send an error-free application letter and a flawless resume, and prepare for a job interview by reviewing your research and preparing knowledgeable questions. DON'T: Send a form letter, ask about salary and benefits, and forget to send a brief, typed thank-you letter after each interview. Page Ref: 43
39) What lessons can be learned from the response of the American Red Cross to criticism received for its response to Hurricane Katrina? Answer: The key lesson was to take actions consistent with the organization's stated values. The Red Cross had been accused of mismanagement, waste, and fraud. The Red Cross listened to its critics, conducted internal research, acted on its findings, and communicated with key publics. It did all of this transparently, consistent with the organization's values. The result was a stronger organization and respect from its most vocal critic. Another lesson of this caseπone from which all practitioners (especially Carrie Martin) can learnπyou can't rest on your laurels. You can be an award-winner on one day and under fire the next. Page Ref: 52-53
40) Fineman Associates of San Francisco issues a list of the year's top public relations disasters. What are some of those cited in the book, and what do they have in common? Answer: The makers of the video game Grand Theft Auto had their product pulled from store shelves because of hidden sexual content. A Latham, New York, radio station ended up in court after an "Ugliest Bride" contest backfired. Through his erratic behavior, actor Tom Cruise torpedoed his own publicity tour for one of his movies. Target Stores were threatened with a nationwide boycott when it announced it would prohibit Salvation Army bell-ringers from the entrances to its stores. America West airlines compounded bad publicity about two allegedly drunk pilots by licking a passenger off of one of its planes for joking about the situation. And then there was the President of Havard University who publicily questioned whether women can excel in math and science. Page Ref: 53-54
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Chapter 3 A Brief History of Public Relations 1) Which of these individuals is generally credited with being "the father of public relations"? A) George Creel B) Edward L. Bernays C) Ivy Ledbetter Lee D) George V.S. Michaelis E) Ron Zeigler Answer: B Page Ref: 70
2) Edward Bernays gets more credit as being the "father of public relations" than Ivy Ledbetter Lee because ________. A) Lee worked for the Nazi sympathizers; Bernays did not B) Bernays introduced the concepts of accuracy and ethics to the profession C) Bernays coined the phrase "public relations" D) A and B E) A and C Answer: E Page Ref: 74
3) ________ headed up the Office of War Information during World War II. A) George Creel B) Elmer Davis C) Bill Gannon D) Jay Cooke E) George V.S. Michaelis Answer: B Page Ref: 74
4) The most important event in the development of modern U.S. public relations is ________. A) the Boston Tea Party B) the Industrial Revolution C) the ratification of the Constitution and the Bill of Rights D) the growth of public education E) Crystallizing Public Opinion Answer: C Page Ref: 64
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5) The Scopes Monkey Trial ________. A) was a historic clash between science and religion B) focused on Darwin's theory of evolution C) was a publicity stunt D) All of the above. E) None of the above. Answer: D Page Ref: 71
6) Major trends facing public relations at the end of the 20th Century include ________. A) the globalization of the economy B) downsizing C) technological innovations D) None of the above E) All of the above Answer: E Page Ref: 77-78
7) The so-called "Four Minute Men" ________. A) are former track and field stars who now serve as PR spokespersons B) were affiliated with the Creel Committee C) delivered patriotic messages during the First World War D) A and B E) B and C Answer: E Page Ref: 70
8) Which of the following statements about public relations is/are true? A) Modern public relations is linked to the study of rhetoric in ancient Greece. B) Public relations techniques helped spread Christianity during the Middle Ages. C) Public relations techniques were used during the American Revolution. D) All of the above E) None of the above Answer: D Page Ref: 59, 62-63
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9) Which of the following is not mentioned as one of the five social trends that led to the development of modern public relations? A) the expansion of democracy B) the aging of the Baby Boom generation C) the growth of institutions D) the growth of advocacy E) the search for consensus Answer: B Page Ref: 60-62
10) Which of the following individuals is most associated with press agentry? A) Edward Bernays B) P.T. Barnum C) Ivy Lee D) Herb Tarlick E) Thomas Paine Answer: B Page Ref: 62
11) The First Amendment is important to public relations because it ________. A) guarantees the right to vote B) created the concept of disclosure laws C) limits the amount of federal money that can be used to pay a publicity expert D) included the "Declaration of Principles" E) established the right to free expression Answer: E Page Ref: 62
12) Thomas Paine ________. A) was the first licensed public relations practitioner B) wrote Common Sense C) did public relations for the Nazis D) headed the Office of War Information E) was President Nixon's press secretary during Watergate Answer: B Page Ref: 63
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13) The "Declaration of Principles" promised ________. A) accurate and prompt information B) to preserve the anonymity of sources C) a complete disclosure of all financial information D) to comply with all local, state, and federal laws E) free balloons for the kids Answer: A Page Ref: 67
14) The "Seedbed Years" refers to ________. A) the period in which the United States had an agricultural-based economy B) the beginnings of public relations in ancient Greece C) the initial period of growth in modern public relations D) the post-World War II period E) the period prior to the start of the Industrial Revolution Answer: C Page Ref: 64
15) The attempt to have a viewpoint accepted at the exclusion of all others is ________. A) publicity B) propaganda C) public information D) press agentry E) public relations Answer: B Page Ref: 69
16) Theodore Roosevelt is remembered for ________. A) his "Declaration of Principles" B) writing Crystallizing Public Opinion C) cultivating public opinion more than his predecessors D) inventing press agentry E) creating the Creel Committee Answer: C Page Ref: 65-66
17) Early publicity shops met with limited success because ________. A) few understood what publicity was B) credibility was a problem C) they met stiff resistance from newspaper publishers D) All of the above E) None of the above Answer: D Page Ref: 64
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18) Ivy Ledbetter Lee fell into disfavor with the American public because of his association with ________. A) Communist China B) the Ku Klux Klan C) Al Capone D) Nazi Germany E) Doris Fleischman Answer: D Page Ref: 69
19) The "Railroad-Truckers Brawl" of the 1950s is significant because it led to ________. A) a court ruling establishing public relations as a legitimate activity in public policy debates B) the creation of the Federal Trade Commission C) major reforms in the conduct of government public relations D) the licensing of public relations E) the cancellation of The Howdy Doody Show Answer: A Page Ref: 75
20) Edward L. Bernays' critics claimed that he ________. A) was dishonest B) didn't understand the plight of poor people C) was a Nazi sympathizer D) was sexist E) was too self-promotional Answer: E Page Ref: 73
21) Doris Fleischman was the wife and influential business partner of ________. A) Ivy Ledbetter Lee B) George Parker C) George Creel D) Edward L. Bernays E) P.T. Barnum Answer: D Page Ref: 73
22) "Torches of Freedom" refers to ________. A) a Liberty War Bond campaign B) an effort to make it socially acceptable for women to smoke cigarettes in public C) a public relations tactic used to raise money for Statue of Liberty restoration D) the slogan of the Office of War Information E) the nickname given U.S. propagandists during World War I Answer: B Page Ref: 65
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23) After World War II, the Office of War Information evolved into ________. A) the United States Information Agency B) the Central Intelligence Agency C) the White House Office of Communications D) the Office of Public Information E) the United Network Command for Law Enforcement Answer: A Page Ref: 73
24) This was the first nationwide grassroots fund raising campaign on behalf of medical research. A) The Danny Thomas - St. Jude's Childrens Hospital Foundation B) The Jerry Lewis Muscular Dystrophy Association Labor Day Telethon C) The Susan G. Komen Race for the Cure D) The Great American Smoke-Out E) The March of Dimes Answer: E Page Ref: 82-84
25) The American Red Cross was criticized after the 9/11 terror attacks because of its ________. A) slow response to the emergency B) controversial fund-raising tactics C) overzealous solicitation of blood donations D) B and C E) All of the above. Answer: D Page Ref: 84-86
26) What are the major social trends that have influenced the development of public relations? Answer: The growth of institutions, the expansion of democracy, technological improvements in communications, the growth of advocacy, and the search for consensus. Page Ref: 59-62
27) What is the most important event in the development of public relations in the United States? Answer: The ratification of the United States Constitution and the Bill of Rights, especially the First Amendment guarantees of free expression. Page Ref: 62
28) How did the Committee for Public Information influence the growth of public relations? Answer: President Woodrow Wilson created the Committee for Public Information to counter the propaganda efforts of the Central Powers and put his close friend and political ally George Creel at its head. The CPI, which was also known as the Creel Committee, served as a training ground for future influential practitioners, including Edward L. Bernays, the acknowledged "father"of public relations. World War I was fought at a time when the first mass circulation media were emerging. The use of propaganda by the combatants sparked interest in public opinion and persuasion. This, in turn, focused renewed attention on what was then generally referred to as publicity. Page Ref: 69-70
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29) Why is Edward L. Bernays most often credited as being the "father" of modern public relations? Answer: In his 1923 book Crystallizing Public Opinion, Bernays coined the phrase public relations counsel and became the first to articulate the two-way communications concept of public relations. That same year, he taught the first public relations course at New York University. Perhaps most critical -- Bernays chose not to represent Nazi Germany while his chief rival for the title of father of PR, Ivy Lee, did. Bernays actively promoted himself as the father of public relations. He lived to the age of 103. In doing so, Bernays outlived his contemporaries, many of whom were critical of him. Page Ref: 74
30) What social forces influenced the development of public relations near the end of the 20th century? Answer: Many corporate public relations offices were reduced in size or eliminated -- even at a time when the need for corporate communications was strongest. In turn, downsizing presented public relations agencies and private consultants the opportunity to take on new clients and fill in the gaps. Developments in communications technology, especially computer technology, led to growth in information based jobs. The influx of women, as well as immigrants from Latin America and Asia, dramatically changed the face of the U.S. workplace. The end of the Cold War spurred global growth of public relations. Practitioners also began to take on a more prominent role in politics and government. Page Ref: 77-79
31) The origins of public relations can be traced back to 1800 B.C. in what is now known as Iraq. Answer: TRUE Page Ref: 59
32) One of the reasons early publicity firms didn't stay in business very long was a lack of credibility. Answer: TRUE Page Ref: 64
33) In his "Declaration of Principles," Ivy Ledbetter Lee coined the phrase "public relations counsel" and became the first to articulate the two-way communication concept of public relations. Answer: FALSE Page Ref: 66-69
34) From its earliest days, the public relations industry was at the forefront of anti-smoking campaigns. Answer: FALSE Page Ref: 65
35) Newspaper publishers were the among the first to embrace the development of public relations. Answer: FALSE Page Ref: 64
36) Why did most of the early publicity agencies fail? Answer: They were doing something new and not well understood. These agencies lacked credibility because they practiced a one-way model of public relations in which the sources of often inaccurate information were hidden. They faced stiff resistance from newspaper publishers who saw publicity as a threat to their revenues. These agencies also challenged reform minded President Theodore Roosevelt, who proved to be more than their equal when it came to marshalling public opinion. Page Ref: 64
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37) What is propaganda, and how is it different from public relations? Answer: Propaganda is the attempt to have a viewpoint accepted at the exclusion of all others. Its etymology stems from the Roman Catholic church's efforts to propagate the faith during the 17th century. Propaganda, as a term, did not carry the negative connotations at the beginning of World War I that it does today. However, its abuse by its most evil practitioner, Nazi Propaganda Minister Joseph Goebbels, discredited propaganda as both a word and practice. Propagandists often practice one-way communication without regard to accuracy. Public relations involves two-way communication, and its practitioners rely upon accuracy to maintain their credibility. While the main goal of propaganda is to achieve a specific result, public relations strives to establish and maintain mutually beneficial relationships. Page Ref: 69
38) Why is President Theodore Roosevelt, a political leader, listed among the pioneers of public relations? Answer: Roosevelt dramatically transformed the relations among the White House, big business, and voters. Roosevelt sought to curb big businesses' increasing concentration of power. Better than any of his predecessors, Roosevelt understood the importance of harnessing public opinion. He sought to influence public opinion by transforming the White House into a "bully pulpit." Roosevelt was the first president to initiate close and continual ties with reporters. He started what would later evolve into the present-day presidential news conference. He effectively used this public forum to undermine the efforts of the Publicity Bureau and other early agencies bent on blocking Roosevelt administration reforms. Page Ref: 65-66
39) What were some of the earliest uses of public relations techniques? Answer: The use of public relations tactics goes back the dawn of recorded history. Primitive agricultural extension agents in 1,800 B.C. used public relations tactics to give advice on how to grow better crops in what is now Iraq. Public relations grew out of Western civilization's first true democracy, the city-state of Athens (circa 450 B.C.). It was linked to the birth of rhetoric, the study and practice of influencing public opinion. Although the practice of rhetoric fell into disuse with the fall of democratic Athens, it reemerged when Roman Republic embraced a philosophy of vox populi, voice of the people (circa (100 B.C.) What would later be known as public relations techniques were used to spread Christianity during the Middle Ages. The Roman Catholic Church formalized this process with the Congregatio de Propaganda Fide, Congregation for the Propagation of the Faith, in the 1600s. There are also examples of public relations tactics used in colonial and in the post Revolutionary United States. The Boston Tea Party was a publicity stunt to protest British taxation policies. Public relations tactics were used throughout the revolution to buoy the spirits of colonists. The Federalist letters, written by Alexander Hamilton, James Madison, and John Jay, led to the ratification of the U.S. Constitution and Bill of Rights. Amos Kendall became the first presidential press secretary and a member of Andrew Jackson's "kitchen cabinet." During the Civil War, Jay Cooke headed the first U.S. fund-raising drive. Master showman Phineas T. Barnum perfected the techniques of press-agentry, publicity for publicity's sake. His lack of ethical standards still haunt, and for many define, the profession today. Page Ref: 59, 62-63
40) What are some of the challenges facing the practice of public relations at the start of the 21st century? Answer: In many ways, the challenges of the early 21st century mirror those of the early 20th century when public relations had a credibility problem. In the wake of the 9/11 attacks, public relations had been seen as a unifying force. However, in the wake of a growing mistrust of government, corporate scandals and other forms of high-profile bad behaviors, many public relations practitioners have been forced to play defense. As the book notes, a challenge facing today's practitioners is whether they are willing to learn from the lessons of the past. Page Ref: 77-78
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Chapter 4 The Publics in Public Relations 1) According to Census Bureau estimates, what what will be the largest minority group in the U.S. workforce in 2014? A) Native Americans B) Hispanics/Latinos C) new immigrants from non-European nations D) Asian/Pacific Islanders E) Black Americans Answer: B Page Ref: 105
2) A public in public relations is defined as ________. A) any group of people with more than one member B) any organized special interest group C) any group in which members have a chance of being selected for a focus group D) any group that represents a larger group in society E) any group whose members share a common interest in a particular situation Answer: E Page Ref: 92
3) Demographics describe things such as ________. A) income and gender B) opinions and attitudes C) age and race D) A and C E) all of the above Answer: D Page Ref: 100
4) Psychographics describe things such as ________. A) income and gender B) opinions and attitudes C) age and race D) A and C E) all of the above Answer: B Page Ref: 100
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5) When you communicate with one public in an attempt to reach another public, the public with whom you are communicating is known as ________. A) a primary public B) an intervening public C) a latent public D) an aware public E) a secondary public Answer: B Page Ref: 96
6) A group whose values have come into contact with the values of your organization, but which has not realized it is known as ________. A) a primary public B) an intervening public C) a latent public D) an aware public E) a secondary public Answer: C Page Ref: 95
7) A group that can directly influence your organization's abilities to achieve its goals is known as ________. A) a primary public B) an intervening public C) a latent public D) an aware public E) a secondary public Answer: A Page Ref: 97
8) Employees are usually considered ________. A) a traditional public B) a nontraditional public C) an internal public D) A and B E) A and C Answer: E Page Ref: 94, 97
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9) Which of the following statements about employees is/are true? A) With advances in technology, employees are no longer tied to one, central office. B) Less than half of U.S. workers are receiving adequate skills training. C) The workforce is becoming increasingly diverse. D) All of the above statements are true. E) None of the above statements are true. Answer: D Page Ref: 102-105
10) The notion that organizations rely on resources that are held by other groups is called ________. A) external reliance theory B) resource dependency theory C) external resource theory D) codependency theory E) coorientation Answer: B Page Ref: 93
11) As a general rule, the news media in the United States ________. A) do not reflect the cultural diversity of their communities B) require government licenses to cover the news C) have done a good job of incorporating women and minorities into management D) must publish or broadcast all news releases that are given to them E) are a secondary, nontraditional, and latent public Answer: A Page Ref: 106-108
12) While minority groups constitute approximately 26 percent of the U.S. population, they comprise ________ of newspaper journalists. A) less than 1 percent B) approximately 4 percent C) approximately 14 percent D) approximately 24 percent E) approximately 34 percent Answer: C Page Ref: 107
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13) Lobbyists who work with federal employees advise ________. A) try to think like a bureaucrat B) don't expect them to be very responsive C) plan to spend a lot of time filling out forms D) document everything you do E) be well-prepared and work fast because federal employees are very busy people Answer: E Page Ref: 109
14) Which of the following statements is/are true? A) The number of federal government employees is rising. B) A majority of federal government employees say they are satisfied with their jobs. C) Less than half of federal government employees a satisfied with information they get from management. D) All of the above are true. E) All of the above are false. Answer: D Page Ref: 108
15) Which of these statements about U.S. investors is true? A) Most investors are recent college graduates. B) Less than one-third of U.S. households own stocks or bonds. C) The top reason cited for investing is saving for retirement. D) All of the above. E) None of the above. Answer: C Page Ref: 111
16) ________ is/are the most powerful force in the U.S. economy. A) Government spending B) Consumer spending C) Industrial expenditures D) Foreign investment E) Business expenditures Answer: B Page Ref: 112
17) ________ invest money received from a large number of investors in a diverse portfolio of stocks and bonds. A) Institutional investors B) Mutual fund managers C) Financial analysts D) Employee investors E) Stock market managers Answer: B Page Ref: 111
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18) The group that spends the most money is consumers ages ________. A) 18-25
B) 26-34
C) 35-44
D) 45-54
E) 55-64
Answer: D Page Ref: 113
19) A research process that can help us discover areas in which our organization agrees and disagrees with an important public is called ________. A) agreement generation B) coorientation C) compliance gaining D) two-way symmetry E) cross analysis Answer: B Page Ref: 101
20) The Denny's restaurant chain is a prime example of ________. A) a company that has suffered from having poor community relations B) a company that restored its damaged image within the community C) a company that made diversity one it is leading corporate values D) B and C E) All of the above. Answer: E Page Ref: 118
21) When the Subway restaurant chain received complaints about a promotion in its German franchises highly critical of McDonald's and American consumers, company officials ________. A) disavowed knowledge of the promotion B) defended the promotion C) resigned D) asked for a federal government investigation E) continued the promotion Answer: A Page Ref: 124-125
22) Objections to a movie promotion in German Subway restaurants centered on ________. A) explicit sexual content B) a lack of sensitivity concerning the 9/11 terror attacks in New York C) its anti-war message D) the stereotyping of minority groups E) the lack of diversity in the movie's cast Answer: B Page Ref: 124-125
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23) The Whirlpool Corporation's decision to supply household appliances to every home built by Habitat for Humanity is an example of ________. A) corporate social responsibility B) a great way to dispose of out-of-date inventory C) a company acting on its values D) A and C E) B and C Answer: D Page Ref: 126-127
24) Among U.S. voters, the age group with the highest percentage of voters is ________. A) this is a trick question; voting rates don't differ by age B) 65 and older C) 45-64 D) 30-44 E) 18-29 Answer: B Page Ref: 119
25) In addition to providing household appliances for each Habitat for Humanity-built home, the Whirlpool Corporation ________. A) offer price discounts for additional appliances B) contributed money to the charity C) encouraged its employees to volunteer to build Habitat homes D) All of the above. E) None of the above. Answer: D Page Ref: 126-127
26) In a public relations context, define the term public. Answer: A public is any group whose members have a common interest or common values in a particular situation. Page Ref: 92
27) What is the difference between a traditional and nontraditional public? Answer: Traditional publics are groups with which organizations have ongoing, long-term relationships. Nontraditional publics are usually unfamiliar to an organization. Page Ref: 94
28) What is the difference between a primary and a secondary public? Answer: A primary public can directly affect an organization's pursuit of its values-driven goals. While still important, a secondary public's effect upon the organization's pursuit of those goals is minimal. Page Ref: 97
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29) What is an intervening public? Answer: When you communicate with one public in an attempt to have that message passed along to another public, then the public with whom you are communicating is considered an intervening public. Page Ref: 96
30) What is the difference between demographic data and psychographic data. Answer: Demographic data describe an individual's or population's attributes, such as gender, race, and age. Psychographic data describe an individual's or population's attitudes and lifestyles, such as conservative and high-achiever. Page Ref: 100
31) The total number of federal government employees is gradually declining. Answer: FALSE Page Ref: 108
32) B2B means "back to business." Answer: FALSE Page Ref: 119
33) The members of Generation Y engage in more consumer spending than any other age group in the U.S. economy. Answer: FALSE Page Ref: 113-114
34) Among U.S. consumers, people of Asian ancestry have the highest average of consumer spending than any other demographic group. Answer: TRUE Page Ref: 113
35) In e-commerce, B2B spending exceeds consumer spending. Answer: TRUE Page Ref: 120
36) What questions should public relations practitioners ask about each public important to their organization's success? Answer: Although no two publics are the same, the kinds of information the practitioner needs to gather about each are remarkably similar and can be boiled down into seven questions: (1) How much can the public influence our organization's ability to achieve our goals? (2) What is the public's stake, or value, in its relationship with our organization? (3) Who are the opinion leaders and decision makers for the public? (4) What is the demographic profile of the public? (5) What is the psychographic profile of the public? (6) What is the public's opinion of our organization? (7) What is the public's opinion (if any) of the issue in question? Page Ref: 98-101
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37) According to management consultant Robert Barner, what five major changes are reshaping the employee public? Are any others cited by the authors of your text? Answer: The five major changes cited by Barner are: a distributed workforce, the increasing use of "temps," the growth of information managers, the growth of diversity, and the aging of the baby boomers. To those, the authors add a sixth trend, the impact of Generation X. Page Ref: 103-105
38) What is resource dependency theory, and how does it help explain modern public relations? Answer: Resource dependency theory helps explain why organizations build relationships with publics. Basically, it maintains that if organizations want to achieve their values-driven goals, they usually must acquire resources held by other publics. In essence, the organization depends on resources it does not control. In order to acquire those resources, the organization builds relationships with the publics that hold the resources. Recent studies in public relations show that two-way symmetry is the most effective model for securing resources held by others Page Ref: 93
39) What is the difference between a traditional and nontraditional public? Can a nontraditional public become a traditional public? Answer: Traditional publics are those with whom an organization has an on-going, long-standing relationship. Nontraditional publics are those who are unfamiliar, but come into contact with an organization because of their potential to affect the organization's ability to achieve its goals. The book cites two example: Nigerian women who forced an oil company to provide economic assistance near one of its refineries and the gay and lesbian community, which has flexed both political and economic muscle. Both the Nigerian women and the gay community have emerged as traditional publics. Page Ref: 94
40) When organizations engage in community relations, who are some of most influential publics they should address? Answer: Professor Jerry Hendrix of American University gives this breakdown of influential community publics : Community media (mass circulation and specialized), community leaders (public officials, educators, religious leaders, professionals, executives, bankers, union leaders, ethnic leaders, neighborhood leaders), community organizations (civic, business, service, social, cultural, religious, youth, political, special interest groups, other groups). Page Ref: 114-118
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Chapter 5 Communication Theory and Public Opinion 1) This element of the communication model can take physical and intangible forms, both of which can inhibit communications from occurring. A) message
B) source
C) noise
D) receiver
E) channel
Answer: C Page Ref: 135
2) This element of the communication model represents the content of communication. A) message
B) source
C) noise
D) receiver
E) channel
Answer: A Page Ref: 136
3) This element of the communication model is where the communication originates. A) message
B) source
C) noise
D) receiver
E) channel
Answer: B Page Ref: 136
4) This element of the communication model represents the medium used to transmit the communication. A) message
B) source
C) noise
D) receiver
E) channel
Answer: E Page Ref: 136
5) This theory of mass communication is based on the belief that mass media are so powerful that people can be influenced to do almost everything by a well-crafted message. A) N-Step Theory B) Magic Bullet Theory C) Agenda Setting Hypothesis D) Uses and Gratifications Theory E) Diffusion Theory Answer: B Page Ref: 139
6) This theory of mass communication says people are influenced by opinion leaders who may change from issue to issue. A) N-Step Theory B) Magic Bullet Theory C) Agenda Setting Hypothesis D) Uses and Gratifications Theory E) Diffusion Theory Answer: A Page Ref: 140
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7) This theory of mass communication is based on the belief that the power of the media is to provide information to people who, in turn, influence the actions of others. A) N-Step Theory B) Magic Bullet Theory C) Agenda Setting Hypothesis D) Uses and Gratifications Theory E) Diffusion Theory Answer: E Page Ref: 141
8) This theory of mass communication says that people serve as gatekeepers who decide which media may influence them. A) N-Step Theory B) Magic Bullet Theory C) Agenda Setting Hypothesis D) Uses and Gratifications Theory E) Diffusion Theory Answer: D Page Ref: 143
9) This theory of mass communication says that the mass media do not tell people what to think, but rather what to think about. A) Two-Step Theory B) Magic Bullet Theory C) The Agenda Setting Hypothesis D) Uses and Gratifications Theory E) Diffusion Theory Answer: C Page Ref: 141
10) The theory that some needs are more basic than others and, therefore, provide us with greater motivation than others is ________. A) Einstein's Theory of Relativity B) Uses and Gratifications Theory C) The Agenda Setting Hypothesis D) Maslow's Hierarchy of Needs E) Marsh's Theory of Compliance Answer: D Page Ref: 146
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11) According to Abraham Maslow, ________ is/are the most basic order of needs people have. A) acceptance B) self-esteem C) self-actualization D) safety needs E) physiological needs Answer: E Page Ref: 146-147
12) Under Maslow's Hierarchy of Needs, the need for comfort and orderly surroundings is known as ________. A) acceptance B) self-esteem C) self-actualization D) safety needs E) physiological needs Answer: D Page Ref: 146-147
13) The purpose of Monroe's Motivated Sequence is to ________. A) study the evolution of public opinion B) build persuasive messages C) anticipate future trends D) measure public opinion E) counteract Maslow's Hierarchy of Needs Answer: B Page Ref: 148
14) According to Abraham Maslow, our ________ needs are met when we achieve a goal for no other purpose than the glory of the achievement. A) acceptance B) self-esteem C) self-actualization D) safety E) physiological Answer: C Page Ref: 147
15) According to Aristotle, an appeal to one's reason is known as ________. A) pathos
B) logos
C) ethos
Answer: B Page Ref: 149
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D) eggos
E) legos
16) According to Aristotle, an appeal to one's emotions is known as ________. A) pathos
B) logos
C) ethos
D) eggos
E) legos
Answer: A Page Ref: 149
17) According to Aristotle, an appeal based on the speaker's character is known as ________. A) pathos
B) logos
C) ethos
D) eggos
E) legos
Answer: C Page Ref: 149
18) The public opinion process starts with ________. A) a public and private debate B) an issue C) social action D) an already present mass sentiment E) like-minded people becoming a public Answer: D Page Ref: 152
19) ________ is what happens when a public debate leads to a consensus. A) A social value B) A social action C) An already present mass sentiment D) An issue E) Public opinion Answer: E Page Ref: 152
20) The effort to sway public opinion through the use of half-truths or by putting narrow interests ahead of broader ones is known as ________. A) spinning B) persuasion C) manipulation D) puffery E) public relations Answer: C Page Ref: 154
21) When public relations practitioners attempt to manipulate public opinion, they run the risk of losing their ________. A) accreditation
B) credibility
C) license
Answer: B Page Ref: 154
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D) respect
E) innocence
22) The "I Decide" anti-tobacco campaign relied heavily on ________. A) public service announcements B) peer-to-peer communication C) parental influence D) teacher-led presentations E) celebrity endorsements Answer: B Page Ref: 158-159
23) Communicating an idea in such a way that an audience is influenced, either intentionally or unintentionally, by the way it is expressed is known as ________. A) framing B) manipulation C) spinning D) shading E) coloring Answer: A Page Ref: 145
24) The major complaint against the Homeland Security Advisory System was that ________. A) it did not reflect the agency's values B) it discriminated against the color-blind C) it relied too heavily on the use of duct tape D) it didn't tell people what they were supposed to do E) it was an unnecessary waste of tax dollars Answer: D Page Ref: 160-161
25) The main reason President Harry Truman did not realize that the Japanese government was interested in negotiating a peace settlement just before the atomic bomb was dropped on Hiroshima is because ________. A) the Japanese did not respond to the Potsdam Declaration B) the Japanese sent him a message he couldn't understand C) government bureaucrats in Washington misplaced the message D) the Japanese Prime Minister was opposed to peace E) it was the weekend Answer: B Page Ref: 138
26) What are the elements of the communication model used in this text? Answer: Noise, source, message, channel, receiver, and feedback. Page Ref: 135-138
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27) What are the three kinds of persuasive appeals identified by Aristotle? Answer: Aristotle said that persuasion takes three forms: logos, an appeal to reason; pathos, an appeal to emotions; and ethos, an appeal based upon the personality or character of the speaker. Page Ref: 149
28) From lowest (most basic) to highest, what is the order of needs identified in Maslow's Hierarchy of needs? Answer: Physiological, safety, acceptance, self-esteem, and self-actualization. Page Ref: 146-147
29) What is the Agenda Setting Hypothesis and what is its implication for public relations practitioners? Answer: It is the most significant and widely accepted view of how the mass media interact with society. It is based upon the simple principle that the mass media do not tell the people what to think, but what to think about. The major implication of this for public relations practitioners: Who tells the media what to think about? Page Ref: 141
30) What is the difference between persuasion and manipulation? Answer: In the context of public relations, it is the difference between one-way and two way communication. Persuasion is based upon finding shared values and interests that establish or maintain relationships. Manipulation often involves telling half-truths or placing narrow interests ahead of broader ones in pursuit of short-term goals. Manipulation, whether real or perceived, comes with a cost: credibility. Page Ref: 153-154
31) When it comes to public opinion, you should trust your "hunches" and "gut reactions." Answer: FALSE Page Ref: 151
32) When people have their minds made up on an issue, they tend to seek out information that reinforces their position. Answer: TRUE Page Ref: 151
33) The N-Step Theory of Mass Communication is based on the belief that the power of the media is to provide information to people who, in turn, influence the actions of others. Answer: FALSE Page Ref: 140
34) According to Abraham Maslow, a person's need for love and acceptance is greater than any other need. Answer: FALSE Page Ref: 146-147
35) Aristotle felt that an appeal based on the speaker's character was the most powerful form of persuasion. Answer: TRUE Page Ref: 149
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36) Describe the evolution of public opinion. Answer: Public opinion evolves in the following manner: (1) Public opinion starts with an already present mass sentiment, a consensus that was developed as a result of earlier public debates. (2) It begins to evolve when an issue is interjected into that consensus. For something to be considered an issue, it has to affect a variety of groups and be seen as evolving. (3) Like minded individuals coalesce into a public. Often these publics can be characterized as being either pro or con. However, many issues are complex and have more than two sides. (4) The various publics engage in public and private debate over the issue. This debate can take many forms. It is at this stage that the practice of public relations has its greatest influence among publics that have not yet formed a strong opinion. (5) There is an unspecified period of time in which the debate occurs and people make up their minds. The amount of time needed for this to happen varies from issue to issue. With some issues, such as gun control and abortion, the debate never seems to end. (6) Eventually, the debate leads to a consensus, which is known as public opinion. (7) In turn, that public opinion evolves into some form of social action, such as a policy change, an election, or the passing of a new law. (8) At this point, the issue evolves into a social value which, in turn, becomes a part of the already present mass sentiment, and the public opinion process begins anew. Page Ref: 152
37) How have theories of mass communication evolved through the years? What is the biggest change that has occurred? Answer: Mass communication theory appears to have undergone a complete reversal from its earliest days. The Magic Bullet Theory, the earliest of the mass communication theories, professed a belief that the mass media wield great power over their audiences. It was thought that just the right messageπthe so-called magic bulletπcould influence people to do almost anything. Since then, theorists have recognized the influence of opinion leaders and peer groups. By the time the Agenda Setting Hypothesis was accepted, it was widely acknowledged that the media do not tell us what to think, but what to think about. Uses and Gratifications Theory says the real power now rests with the individuals who pick and choose their sources of information. In this model, the receiver serves in the critical gatekeeping role. In essence, mass communication theory has evolved from a belief that people are powerless to resist the mass media to one that is an acknowledgement of the public's supremacy over them. This suggests that persuasion, like communication, is a two-way process. Page Ref: 139-144
38) Describe the process of communication as well as some of the factors that can cause communication to break down. Answer: Communication occurs in an environment where it must compete with noise. Noise can take physical formsπsuch a crowd noise making it difficult to be heardπand intangible formsπ"mental static" that can cause one to miss or ignore that which is said. Communication originates with a source. The credibility of the source plays a major role in how and whether a communication is received. The message is the content of the communication. If the message is not relevant or not in a language understood by the intended receiver, then it will probably be misunderstood or ignored. The medium used to transmit the message to the intended receiver is called the channel. Like the source, it must be relevant and credible to the receiver. The receiver is the person or persons for whom the message is intended. Communication is complete when there is feedback, which is the receiver's reaction, as interpreted by the source, to the message. If there is a breakdown anywhere in the process, communication does not occur. Page Ref: 135-139
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39) When the Department of Homeland Security created a color-coded system to prepare government officials and the public against terrorist attacks, what did it do right and what did it do wrong? Answer: The Homeland Security Advisory System was based on sound theory and presented with the best intentions. However, at the tactical level, the system had serious problems. The color-coded system was confusing and did not specifically tell officials or the public what they should do. When urged by Congress to be more specific in their warnings, Homeland Security officials inadvertently alarmed the public. As a result, the agency and the system became the target of late-night comedians. Page Ref: 160-162
40) Can and should public relations practitioners try to influence public opinion? Are there limits to our ability to persuade? When does persuasion become manipulation? Answer: There are times when it is appropriate to seek to persuade someone else to accept your point of view. Generally, people will not act against their own self-interests. Persuasion is an ethical process through which consensus and approval are gained. When used to that end, persuasion is a compliance-gaining tactic. The ideal situation is finding a common ground where values and interests intersect. Manipulation, by its very nature, suggests something underhanded. While it is true that there are short-term gains to be reaped by telling half truths or by putting narrow interests ahead of broader ones, manipulation also risks long term damage to the practitioner's credibility. It also runs contrary to the view of public relations as a problem-solving discipline whose practitioners seek out alternatives that are mutually beneficial to all parties concerned. Page Ref: 153-154
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Chapter 6 Ethics and Social Responsibility in Public Relations 1) Beliefs about right and wrong that guide the way we think and act are known as ________. A) ethics
B) antitheses
C) religion
D) parameters
E) standards
Answer: A Page Ref: 166
2) The Ten Commandments is an example of ________. A) an organizational ethics code B) a societal ethics code C) a personal ethics codes D) a really, really long movie E) a professional ethics code Answer: B Page Ref: 168
3) The PRSA Member Code of Ethics is example of ________ ethics code. A) an organizational B) a societal C) a personal D) a professional E) a voluntary Answer: D Page Ref: 168
4) Truett Cathy's decision to close his Chic-fil-A restaurants on Sundays is an example of ________. A) an organizational ethics code B) a societal ethics code C) a personal ethics code D) a professional ethics code E) a voluntary ethics code Answer: C Page Ref: 169
5) Ethical behavior ________. A) is the right thing to do B) can be good for business C) is a sign of leadership D) all of the above E) none of the above Answer: D Page Ref: 174-176
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6) The point of ethical harmony and balance between two extremes is called ________. A) Utilitarianism B) the Potter Box C) the golden mean D) the veil of ignorance E) values-driven public relations Answer: C Page Ref: 171
7) When you evaluate an ethical dilemma by determining definitions, values, principles and loyalties, you are applying the ethical process known as ________. A) Utilitarianism B) the Potter Box C) the golden mean D) the veil of ignorance E) values-driven public relations Answer: B Page Ref: 180
8) In an ethical dilemma, when you adopt a solution that does the greatest good for the greatest number of people, you are applying a philosophy known as ________. A) utilitarianism B) the Potter Box C) the golden mean D) the veil of ignorance E) values-driven public relations Answer: A Page Ref: 183
9) In an ethical dilemma, when you try to understand the situation from others' viewpoints, you are applying the ethical principle known as ________. A) Utilitarianism B) the Potter Box C) the golden mean D) the veil of ignorance E) values-driven public relations Answer: D Page Ref: 184
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10) According to the authors of your textbook, the notion that public relations practitioners must choose between objectivity and advocacy is ________. A) called the Potter Box B) an example of the veil of ignorance C) rejected by all practitioners D) a necessary evil E) a misleading ethics debate based upon a false premise Answer: E Page Ref: 169-170
11) ________ is the idea that a society functions at its best when organizations act as citizens who seek the common good. A) Transparency B) Fully functioning society theory C) Cultural relativism D) Ethical Imperialism E) Utilitarianism Answer: B Page Ref: 178
12) The ethics code of the International Association of Business Communicators is ________. A) the Public Relations Code B) the Statement of Ethical Conduct C) the Code of Ethics for Professional Communicators D) the Declaration of Principles E) the Code of Public Relations Standards Answer: C Page Ref: 167
13) Virtual organizations are a challenge to ethical behavior because ________. A) they don't really exist B) participants may have differing values C) they are illegal D) they are multinational E) none of the above Answer: B Page Ref: 173
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14) Which the the following was not mentioned in your text as a challenge to ethical behavior? A) overwork B) dilemmas C) ignorance D) cross-cultural ethics E) virtual organizations Answer: C Page Ref: 170-174
15) The public relations practitioner's role as a relationship manager ________. A) can involve the delivery of unpopular truths B) resolves the misleading question of whether one should serve as an advocate or as an objective observer C) can mean that sometimes it is necessary to be an advocate D) All of the above. E) None of the above. Answer: D Page Ref: 170
16) The controversy surrounding Hewlett-Packard's investigation of its own board of directors for news leaks was cited in your text as an example of ________. A) legal/ethical confusion B) overwork C) short-term thinking D) cross-cultural ethics E) ethical imperialism Answer: A Page Ref: 172
17) The believe that one system of ethics is superior to all others and leaves no room for flexibility is known as ________. A) cultural relativism B) dilemmas C) the golden mean D) ethical imperialism E) cross-cultural ethics Answer: D Page Ref: 173
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18) Immanuel Kant's categorical imperative requires one to make ethical decisions as if ________. A) it's the end of the world as we know it B) they would be applied as rules you want everyone else to follow C) it were a life or death situation D) there is a veil of ignorance descending upon the world E) we have reach the "Golden Mean of Enlightenment" Answer: B Page Ref: 176
19) When you evaluate whether your organization operates in an ethical manner, you are ________. A) conducting an ethics audit B) developing an ethics profile C) positioning the company D) establishing a categorical imperative E) commiting professional suicide Answer: A Page Ref: 179
20) An important question to ask when conducting an ethics audit is ________. A) Why do we need to be an ethical organization? B) Who cares if we are an ethical organization? C) How much money is there to be made by being ethical? D) all of the above E) none of the above Answer: E Page Ref: 179
21) Ethical considerations play an especially important role in ________ step of the public relations process. A) the research B) the planning C) the communication D) the evaluation E) every Answer: E Page Ref: 179-180
22) Canada's Family Channel chose to conduct a campaign against bullying behavior because ________. A) doing so would boost its ratings B) it wanted to act on its values C) children are one of its most important publics D) B and C E) All of the above. Answer: D Page Ref: 189-190
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23) The central tactic of the Canadian Family Channel's campaign against bullying was ________. A) a pledge promising to intervene when observing a case of bullying B) an animated character, "Billy the Bully" C) direct mailings D) a made-for-TV movie on the subject E) discounts at music stores Answer: A Page Ref: 189-190
24) European Women for HPV Testing ________. A) was part of a clandestine lobbying campaign B) was secretly funded by Digene Corporation and a public relations agency C) was illegal D) A and B E) B and C Answer: D Page Ref: 191-192
25) The Digene Corporation came under criticism in 2004 because ________. A) of its faulty cancer-screening tests B) of an undisclosed interest in a lobbying effort C) its support for radical causes D) All of the above. E) None of the above. Answer: B Page Ref: 191-192
26) What are the five kinds of ethics codes? Answer: International, societal, professional, organizational, and personal. Page Ref: 168-169
27) Why can virtual organizations be a challenge to ethical to ethical behavior? Answer: Their participants may be motivated by differing, conflicting values. Page Ref: 173-174
28) What does the word ethics mean? Answer: Ethics are beliefs about right and wrong that guide they way we think and act. It means values in action. Page Ref: 166
29) What are the challenges to ethical behavior? Answer: Dilemmas, overwork, legal/ethical confusion, cross-cultural ethics, and short-term thinking. Page Ref: 170-174
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30) In order, what are the four stages of the Potter Box? Answer: Definitions, values, principles, loyalties. Page Ref: 180-181
31) Immanuel Kant defined the categorical imperative as doing the greatest good for the greatest number of people. Answer: FALSE Page Ref: 176
32) Doing something illegal also means that you are doing something unethical. Answer: FALSE Page Ref: 172
33) Short-term thinking can challenge ethical behavior. Answer: TRUE Page Ref: 173
34) Veil of ignorance refers to a process in which someone applies objectivity to ethical decision making. Answer: TRUE Page Ref: 184
35) The golden mean is a point of ethical harmony and balance between two extremes. Answer: TRUE Page Ref: 171
36) Is ethical behavior financially profitable? Answer: There's growing evidence that ethical behavior can lead to individual and organizational success. Although some express doubt that ethical behavior leads to greater success, there is little doubt that unethical behavior can be very bad for business. Therefore, the odds favor doing the right thing. Page Ref: 174-176
37) How can an organization achieve and maintain a pattern of ethical behavior? Answer: Ethical behavior must start with top management. Although practitioners can monitor and counsel on ethical matters, the organization's top managers must lead by example. They should conduct periodic ethics audits and integrate an awareness of values and ethics into the four-step public relations process. Organizations should also use a system for analyzing ethical challenges. The Potter Box is one such system. Page Ref: 178-181
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38) Discuss the objectivity vs. advocacy debate that is raging in the public relations profession. When might it be necessary to tell selective truths? What danger is there in telling these selective truths? Answer: A key ethical question faced by public relations practitioners: Are they ethically obligated to communicate the full truth or only the information that benefits the client or organization? In other words, are they objective communicators, like journalists, or advocates, like lawyers? Total objectivity is not always practical. There is some information that practitioners most hold as confidential for legal, moral, or strategic reasons. By being better counselors, they can be better advocates. The entire objectivity vs. advocacy is based on a misleading question: Are public relations practitioners objective communicators or are they advocates? Many practitioners view their role as one of building relationships -- a role that can require one to serve on some occasions as an objective communicator and on others as an advocate. Page Ref: 169-170
39) Digene Corporation's actions in support of European Women for HPV Testing broke no laws. Why might those actions still be considered a bad business decision? Answer: Many practitioners believe that such actionsπparticularly the clandestine sponsoring of a "front" organizationπare unethical. That particular action violated the existing PRSA ethics code at that time. Also, the news media did reveal the company's actions, potentially alienating consumers, employees, potential employees, business analysts, and other key publics. Page Ref: 191-192
40) What is an ethics audit? What questions should be asked in the course of an ethics audit? Answer: An ethics audit is a systematic method of evaluating an organization's adherence to its stated values. It is completed by answering six questions: (1) What is our organization's ethics code? (2) How do we communicate that code to ourselves and others? (3) What do key publics, including employees, know about our ethics code? (4) What successes in ethics have we recently had? And why? (5) What setbacks in ethics have we recently had? And why? (6) What can we do to bolster strengths and reduce weaknesses in our ethics? Page Ref: 179
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Chapter 7 Research and Evaluation 1) Which of the following is not considered a secondary research source? A) focus group interviews B) government documents C) organization records D) trade association statistics E) the Lexis-Nexis computer database Answer: A Page Ref: 209
2) A communication audit ________. A) is a cost-benefit analysis of communication B) uses survey research to determine audience attitudes C) uses personal interviews to determine the attitudes and needs of a target public D) determines whether communications are consistent with stated goals and values E) none of the above Answer: D Page Ref: 208
3) When administering a survey, you should ________. A) pretest the questions B) develop a good sample and survey instrument C) ask yourself if you can afford its cost D) A and B E) all of the above Answer: E Page Ref: 219-221
4) A survey sample is considered to be representative of a particular population if ________. A) everyone in the population has an equal chance of participating in the survey B) the sample is of sufficient size C) if "K" is greater than 250 D) the survey instrument in nonbiased E) A and B Answer: E Page Ref: 214
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5) When everyone in a sampling frame is assigned a number and the sample is then selected by drawing numbers from a hat, the sampling technique is known as ________. A) simple random sampling B) systematic sampling C) cluster sampling D) cross-tabulation sampling E) a census Answer: A Page Ref: 216
6) When conducting a focus group, you should not ask participants ________. A) to give you their attitudes on a subject B) to tell you about their problems C) for a solution to a problem D) to tell you what they see as their needs E) how they might act in a certain situation Answer: C Page Ref: 210-211
7) ROI stands for ________. A) rate of interest B) real or imagined C) return on investment D) relationship ordinal indexing E) relevance of information Answer: C Page Ref: 199
8) "What is your favorite color?" is an example of ________. A) a dichotomous question B) an open-ended question C) a closed-ended question D) a rating-scale question E) a trick question Answer: B Page Ref: 220
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9) The research technique used in compiling existing information generated by others is known as ________. A) secondary or library research B) feedback C) a communication audit D) a focus group E) surveying Answer: A Page Ref: 207
10) A question that measures degree or intensity is called a ________ question. A) dichotomous
B) open-ended
C) close-ended
D) sampling
E) rating-scale
Answer: E Page Ref: 220
11) The research technique that determines whether an organization's communications are consistent with its stated goals and objectives is known as ________. A) goals analysis B) focus groups C) a communication audit D) problem/opportunity identification E) the Potter Box Answer: C Page Ref: 208
12) The process of identifying emerging issues and developing a response before they have a significant influence upon an organization is known as ________. A) primary research B) consequential research C) envisioning D) issues management E) reading tea leaves Answer: D Page Ref: 201
13) Which of the following questions should one ask in developing a research strategy? A) Is research worth the expense involved? B) How will I gather needed information? C) What do I want to know? D) B and C E) none of the above Answer: D Page Ref: 202
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14) Research that focuses on an organization's reputation and products is ________. A) problem-opportunity research B) quantitative research C) client research D) evaluation research E) stakeholder research Answer: C Page Ref: 202
15) Research that focuses upon determining the issues and the client's stake in those issues is ________. A) problem-opportunity research B) quantitative research C) client research D) evaluation research E) stakeholder research Answer: A Page Ref: 203
16) Which of the following has/have been identified as among the key components for evaluating relationships? A) communal relationship B) trust C) Q rating D) A and B E) all of the above Answer: D Page Ref: 204
17) Research that focuses upon measuring the effectiveness of a public relations plan is ________. A) problem-opportunity research B) quantitative research C) client research D) evaluation research E) stakeholder research Answer: D Page Ref: 203
18) When everyone in a sampling frame is included in the sample, the sampling technique is known as ________. A) simple random sampling B) systematic sampling C) cluster sampling D) cross-tabulation sampling E) a census Answer: E Page Ref: 218
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19) When an effort is made to make a sample representative by selecting names from a sampling frame following a pre-determined pattern, such as picking every fourth name, the sampling technique is known as ________. A) simple random sampling B) systematic sampling C) cluster sampling D) cross-tabulation sampling E) a census Answer: B Page Ref: 217
20) Criticism has been leveled at the use of advertising value equivalency (AVE) in evaluating public relations because ________. A) public relations doesn't require evaluation B) third-party endorsement multipliers are arbitrary C) it doesn't address whether the audience took desired actions D) A and C E) B and C Answer: E Page Ref: 199
21) If you administered a survey and conducted an analysis of how many black women over the age of 40 look favorably upon the president, you would be conducting ________. A) a univariate analysis B) a bivariate analysis C) a multivariate analysis D) the Gallup Poll E) a focus group Answer: C Page Ref: 222
22) The Pentagon came under sharp criticism in 2003 when it created a PAM, an online trading market designed to predict ________. A) military intentions of other nations B) the effects of global warming C) future terrorist activities D) the flow illegal immigration into the U.S. E) future economic conditions Answer: C Page Ref: 226-228
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23) The creation of the Policy Analysis Market (PAM) ________. A) was criticized by many as a dumb idea B) was based on successful scientific research C) did not consider the reactions of key stakeholders D) A and C E) All of the above. Answer: E Page Ref: 226-228
24) The Brookhaven National Laboratory was careful in how it announced a scientific discovery because ________. A) it didn't want to be accused of trying to manipulate the congressional budget process B) the the target audience probably wouldbn't understand its significance C) it was concerned about a loss of federal funding D) A and B E) A and C Answer: E Page Ref: 229-230
25) The Brookhaven National Laboratory decided to announce a major discovery in nuclear physics ________. A) at a scientific conference B) at a congressional budget hearing C) at a news conference D) in a news release E) on television Answer: A Page Ref: 228-229
26) Public relations practitioners commonly employ which five research methods? Answer: Secondary (library) research, feedback research, communication audits, focus groups, and survey research. Page Ref: 207
27) What questions should one ask when developing a research strategy? Answer: First one should ask, "What do I want to know?" Then one should ask, "How will I gather that information?" Page Ref: 202
28) What is a sample, and what is meant when a sample is said to be representative? Answer: A sample is a portion of a public selected for the purpose of making observations and drawing conclusions about the public as a whole. A sample is representative of a targeted population when it is of sufficient size and when every member of the targeted population has an equal chance of being selected for the sample. Page Ref: 212
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29) What is feedback research? Cite some examples. Answer: Feedback research enables an organization to receive specificπoften unsolicitedπevidence of stakeholder groups' response to its actions. Sources of feedback include telephone calls, letters, clipping services (print and broadcast), and e-mail. Page Ref: 207
30) What are the four major categories of public relations research? Answer: Client research, stakeholder research, problem-opportunity research, and evaluation research. Page Ref: 202-206
31) The ideal number of focus group participants is 16. Answer: FALSE Page Ref: 210-211
32) Communication audits are also known as focus groups. Answer: FALSE Page Ref: 208
33) A census of your home town is a representative sample of your home town. Answer: TRUE Page Ref: 218
34) One of the most common forms of public relations research is the use of focus groups. Answer: TRUE Page Ref: 209
35) Using research generated by someone else for a purpose other than your own is considered unethical. Answer: FALSE Page Ref: 207
36) What things should one consider in wording survey questions? Answer: Use language that is appropriate and understood by the public for whom the survey is intended. Questions have to be explicit with clearly understood meanings. Use words that have clear and specific meanings. The shorter the questionnaire, the more likely people will participate and complete it. Avoid bias in the wording or ordering of questions. Don't ask objectionable questions. Page Ref: 220
37) Compare the advantages and disadvantages of a focus group with the advantages and disadvantages of a probability-sampling survey. Answer: Focus group advantages: speed, relative ease, can discover new issues. Focus group disadvantages: Findings are not necessarily representative of the larger targeted public. Probability-sampling survey advantages: Findings accurately represent the opinion of the larger targeted public. Probability-sampling survey disadvantages: time to execute, costs, training of data gatherers, danger of flawed survey instrument. Page Ref: 209-212
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38) What are the steps practitioners should take when conducting a focus group? Answer: Steps taken when conducting a focus group: (1) Develop a list of general questions based upon information needs. (2) Select as a moderator someone skilled in interviewing techniques. (3) Recruit eight to 12 participants. (4) Record the session on either audiotape or videotape. (5) Observe the session. (6) Limit the discussion to 60-90 minutes. (7) Discuss opinions, problems, and needsπnot solutions. (8) Transcribe the session. (9) Prepare a written report on session. Page Ref: 209-211
39) When writing a survey questionnaire, what are some considerations when it comes to wording questions? What are some of the logistical concerns? Answer: When writing survey questions, use language that is appropriate and understood by the public for whom the survey is intended. Questions have to be explicit with clearly understood meanings. Use words that have clear and specific meanings. The shorter the questionnaire, the more likely people will participate and complete it. Avoid bias in the wording or ordering of questions. Don't ask objectionable questions. Some of the logistical considerations you should take into account before administering a survey are: Can the personnel requirements be met? Can the survey be administered within the desired time frame? Can you afford its cost? Data collectors will have to be trained. Page Ref: 219-221
40) What is the difference between probability sampling and nonprobability sampling? What is the advantage of probability sampling? Is nonprobability sampling without value? Answer: A probability sample is more accurate because it is representative of the population being studied. By representative, we mean that everyone in the targeted population had a equal chance of having been selected for the sample and that the sample is large enough. While a nonprobability sample may not be viewed as an accurate reflection of reality, it can be seen as a possible indicator of reality. The more indicators that point in the same direction, the greater the likelihood that they are accurate. Page Ref: 215-216
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Chapter 8 Planning: The Strategies of Public Relations 1) A public relations plan developed and executed for a single, one-time purpose is called ________. A) a standing plan B) a logistical plan C) an ad hoc plan D) a flexible plan E) a contingency plan Answer: C Page Ref: 237
2) A public relations plan that contains strategies for dealing with a situation that may arise is called ________. A) a standing plan B) a logistical plan C) an ad hoc plan D) a flexible plan E) a contingency plan Answer: E Page Ref: 238
3) A public relations plan in place and unchanged for a long time is called ________. A) a standing plan B) a logistical plan C) an ad hoc plan D) a flexible plan E) a contingency plan Answer: A Page Ref: 237
4) Crisis communications plans are a form of ________. A) standing plan B) logistical plan C) ad hoc plan D) flexible plan E) contingency plan Answer: E Page Ref: 238
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5) When someone tells you "We've always done things that way," it is likely that person is following ________. A) a standing plan B) a logistical plan C) an ad hoc plan D) a flexible plan E) a contingency plan Answer: A Page Ref: 238
6) Public relations practitioners engage in planning because ________. A) it keeps actions in line with an organization's values-based mission B) it helps an organization control its destiny C) it helps an organization to secure needed resources D) A and C E) all of the above Answer: E Page Ref: 239-242
7) Public relations practitioners engage in planning because ________. A) the law requires it B) it helps an organization understand and focus its research C) it is very profitable D) A and C E) All of the above Answer: B Page Ref: 239-242
8) According to the Institute for Public Relations, a good objective ________. A) describes a specific public relations action B) refers to "ends," not "means" C) is a general statement of anticipated results D) is inexpensive E) specifies only one target audience Answer: B Page Ref: 245
9) Generalized statements of the outcomes you hope your plan will achieve are ________. A) goals B) brainstorming C) tactics D) building consensus E) objectives Answer: A Page Ref: 245
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10) The general, nonspecific descriptions of called for in a public relations plan are known as ________. A) goals B) brainstorming C) strategies D) building consensus E) objectives Answer: C Page Ref: 248
11) The completion of tactics helps to fulfill measurable ________. A) goals B) focus groups C) tactics D) audits 12) The most speculative phase of the planning process is known as ________. A) goals B) brainstorming C) tactics D) building consensus E) objectives Answer: B Page Ref: 243
13) PIPP, POST, and TASC are acronyms associated with ________. A) evaluative research B) goal setting C) team building D) a planning grid E) a situation analysis Answer: D Page Ref: 247
14) An accurate and unbiased description of the reasons why it has become necessary to take public relations actions is known as ________. A) evaluative research B) goal setting C) team building D) a planning grid E) a situation analysis Answer: E Page Ref: 251
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15) Public relations goals ________. A) describe what we hope our plans will achieve B) usually start with infinitives to denote action C) are generalized statements D) All of the above. E) None of the above. Answer: D Page Ref: 245
16) Public relations objectives ________. A) are generalized statements B) are measurable C) are the specific actions taken to achieve goals D) all of the above E) none of the above Answer: B Page Ref: 245
17) Public relations tactics ________. A) are specific milestones that measure toward achievement of a goal B) are generalized statements of what you want your plan to achieve C) are the specific actions outlined in a public relations plan D) are the first thing developed in public relations planning E) usually involve creative ideas that don't cost anything to implement Answer: C Page Ref: 248
18) A document designed to convince a client or management of the merits of a public relations plan is called a ________. A) proposal B) prospectus C) pitch letter D) presentation E) protocol Answer: A Page Ref: 250
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19) A good plan is ________. A) one that is inexpensive B) tied to a specific goal C) makes targeted audiences happy D) linked to dynamic and creative tactics E) one that includes free balloons for the kids Answer: B Page Ref: 251-252
20) A good plan is ________. A) flexible
B) realistic
C) inexpensive
D) A and B
E) B and C
Answer: D Page Ref: 251-252
21) A good plan is ________. A) values-driven B) a win-win proposition C) realistic D) all of the above E) none of the above Answer: D Page Ref: 251-252
22) In the effort to convince California's wine grape growers to reauthorize the Pierce's Disease and Glassy-Winged Sharpshooter board, ________ was/were seen as the most credible source for information. A) Governor Arnold Schwarzenegger B) the California Department of Agriculture C) a celebrity spokesperson D) the news media E) California's wine grape growers Answer: E Page Ref: 255-256
23) An objective of the campaign to reauthorize the Pierce's Disease and Glassy-Winged Sharpshooter Board was ________. A) to increase grower awareness of the board's activities B) to increase support of key intervening audiences C) to increase recognition of the board's identity and messages D) B and C E) All of the above. Answer: E Page Ref: 255-256
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24) A public relations plan for Maryville Academy became a public relations mess because ________. A) it proposed a smear campaign against the school's critics B) it required the expenditure of a lot of money C) it ran contrary to the values of the Catholic Church D) A and C E) B and C Answer: D Page Ref: 257-258
25) When a public relations plan for Maryville Academy was leaked to the news media, ________. A) school officials fired their public relations firm B) school officials rejected the plan as being contrary to their values C) the PR agency that wrote it explained that its plan had been misinterpreted D) All of the above. E) B and C Answer: E Page Ref: 257-258
26) What are the three basic categories of public relations plans? Answer: Ad hoc plans, standing plans, and contingency plans. Page Ref: 237-238
27) What are the six reasons cited in the textbook as to why we should plan? Answer: To keep actions in line with our organization's values-based mission, to secure needed resources, to help us control our destiny, to help us better understand and focus our research, to help us achieve consensus, and to allow effective management of resources. Page Ref: 239-242
28) What are the four elements considered when completing a brainstorming grid? Answer: Publics, values, message, and media. Page Ref: 243-244
29) In the PRSA planning grid, what does the acronym PIPP stand for? Answer: Public, important segments, profile, and priority. Page Ref: 247
30) What are the qualities that constitute a good public relations objective? Answer: According to the Institute for Public Relations, good objectives specify a desired outcome; specify one or more target audiences; are measurable, both conceptually and practically; refer to "ends," not "means;" and include a time frame for completion. Page Ref: 245
31) Public relations plans that are developed and executed for a single, one-time purpose are called contingency plans. Answer: FALSE Page Ref: 238
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32) Tactics are the specific actions called for in a public relations plan. Answer: TRUE Page Ref: 248
33) Public relations planning aids the effective management of resources. Answer: TRUE Page Ref: 241
34) Recent research suggests that public relations plans rarely result in dramatic or rapid behavior changes. Answer: TRUE Page Ref: 241
35) Strategies are another name for tactics. Answer: FALSE Page Ref: 248
36) What role should public relations practitioners play in establishing organization plans? Answer: Public relations serves as an important link between an organization and the publics important to its success. Realistic values, missions, and business goals depend upon a clear understanding of relationships with key stakeholders. Public relations practitioners should help develop those organizational plans in order to ensure their familiarity with them -- because a good public relations plan contributes to the fulfillment of an organization's highest aspirations: its values, mission, and business goals. To be effective, public relations must have easy access to top management. Page Ref: 238
37) What role do values play the public relations planning process? Answer: Values are important at every step of the planning process. Public relations is a values-driven process. A good public relations plan contributes to the fulfillment of an organization's highest aspirations: its values, mission, and business goals. At the outset of planning, a public relations planner has to ask: What values-based outcome do I seek and are the results I seek consistent with my organization's values-based mission statement? Understanding a particular public's values is critical in developing an appropriate message to send to that public. The message should speak to each public's values while addressing the organization's goals. Page Ref: 238
38) How are ad hoc plans, standing plans, and contingency plans different from one another? How are they similar? Answer: Ad hoc plans are temporary plans designed to address specific situations. Standing plans are ongoing and long-term plans designed to nurture important relationships. A danger of standing plans is that they often stand too long and become a "tradition" divorced from their original values-driven goals. Contingency plans are "what if" plans, designed to address a variety of situations that may arise. Crisis communications plans are the best known form of contingency plans. A common characteristic of all plans is that they should be values-driven and should strive to fulfill the organization's mission. Page Ref: 237-238
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39) Why do we plan, and what are the qualities that comprise a good public relations plan? Answer: We plan keep our actions in line with our organization's values-based mission, to secure needed resources, to help us control our destiny, to help us better understand and focus our research, to help us achieve consensus, and to allow effective management of resources.A good plan is tied to a specific goal of your organization, stays goal-oriented, is realistic, is flexible, and most important, is values-driven. Page Ref: 239-242, 251-252
40) Why are measurable objectives important to the evaluation phase of the public relations process? What are the advantages of measurable objectives? What are the disadvantages? Answer: If objectives are not measurable, then how do we define success? However, the great danger is in developing objectives that are not realistic. Research is the key to developing realistic and measurable objectives. Because changing public behavior is a long-term process, objectives should be stated in terms of building relationships when possible. If you must establish a clear measurement for behavioral change, select a number that takes into consideration research, experience, judgment, and client expectations. Page Ref: 244-248
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Chapter 9 Communication: The Tactics of Public Relations 1) Public relations tactics can involve the use of ________. A) special events B) controlled media C) uncontrolled media D) All of the above E) None of the above Answer: D Page Ref: 263-267
2) Special events are designed for ________. A) participants B) observers C) survey respondents D) A and B E) B and C Answer: D Page Ref: 264
3) An extranet is ________. A) an organization's controlled access web site for external publics B) a controlled-access web site for an organization's employees C) a controlled-access web site for an organization's top management D) an open-access web site for all publics E) none of the above Answer: A Page Ref: 288
4) A pitch is directed toward ________. A) government regulators B) investors C) customers D) journalists E) voters Answer: D Page Ref: 276
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5) VNR stands for ________. A) video news release B) values-neutral research C) values-negotiated risk D) variable noncompliance restriction E) video network registration Answer: A Page Ref: 276
6) Intranets ________. A) are used in media relations B) are used in employee relations C) are the same as extranets D) All of the above E) None of the above Answer: B Page Ref: 272
7) The acronym PAC stands for________. A) public access committee B) political action committee C) political access committee D) political assistance committee E) positive attitude committee Answer: B Page Ref: 284
8) An organization might schedule a news conference for late afternoon because ________. A) that's the standard time for news conferences B) that works best for live radio C) that works best for TV evening news deadlines D) it wants to limit reporters' time to find other sources with dissenting opinions E) that's when satellite uplinks are cheapest Answer: D Page Ref: 276-278
9) What's the best advice for a news conference? A) Don't do it if alternatives such as a news release would work as well. B) Schedule it when all media can attend. C) Have refreshments for reporters. D) Invite only media you know are friendly. E) Have hot coffee on hand. Answer: A Page Ref: 276-278
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10) Cause marketing is ________. A) prohibited by the American Marketing Association B) marketing that causes public relations problems for an organization C) another name for advertising D) promotion of an organization's products E) promoting your company by addressing a social need Answer: E Page Ref: 283
11) A person who represents the interests of someone else in an attempt to influence the actions of government is called ________. A) a lobbyist B) a political operative C) a special interest D) a flack E) a front Answer: A Page Ref: 283
12) Media kits can include ________. A) news releases B) fact sheets C) backgrounders D) B and C E) All of the above Answer: E Page Ref: 276
13) The difference between a media advisory and a news release is ________. A) a media advisory is generally longer than a news release B) news releases are factual and media advisories are not C) media advisories are generally used for fast-breaking news stories D) news releases can be openly promotional; media advisories usually can't E) There is no difference. These are two names for the same document. Answer: C Page Ref: 276
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14) When executing a public relations plan, ________ is/are among the key factors to be considered. A) quality control B) deadlines C) communication within the team D) All of the above E) None of the above Answer: D Page Ref: 288-290
15) PACs ________. A) give money to political candidates B) are prohibited by the United States Code C) are the same things as lobbies D) have little impact on the political process at the federal level E) are focus groups that test the worthiness of potential survey questions Answer: A Page Ref: 284
16) When conducting a news conference, it is a good idea to ________. A) rehearse your presenters B) limit the session to one hour C) begin with a prepared statement D) All of the above E) None of the above Answer: D Page Ref: 276-278
17) In public relations, the purpose of a lobby is ________. A) to provide guests a place to wait for their meetings B) to donate money to political candidates C) to promote international cooperation D) to influence legislation through education and persuasion E) to help investors purchase government bonds Answer: D Page Ref: 283
18) Journalists tend to throw most news releases away because ________. A) the releases often don't have a local angle B) the releases often are too promotional C) the releases often use inverted-pyramid organization D) A and B E) All of the above Answer: D Page Ref: 274
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19) The Securities and Exchange Commission requires public corporations to report to their shareholders through ________. A) video news releases B) annual reports C) letters D) All of the above E) None of the above Answer: B Page Ref: 281
20) Which of the following is written as a story? A) a media advisory B) a media kit C) a news release D) a pitch letter E) an SMT Answer: C Page Ref: 273
21) The person responsible for the success of a public relations plan should ________. A) communicate frequently with clients or supervisors B) evaluate the process only after it is completed and all the facts are available C) always make saving the client's/company's money the highest priority D) All of the above E) None of the above Answer: A Page Ref: 288-290
22) Tactics used to promote Yahoo! Personals included ________. A) public relations tactics B) social media tactics C) advertising D) A and B E) All of the above. Answer: E Page Ref: 294-295
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23) To generate publicity about the Yahoo! Personals online dating service, a Hollywood screenwriter ________. A) conducted online chats about her love life B) wrote the script for the movie "You've Got Mail" C) lived and dated for three days on a Los Angles billboard D) allowed a webcam to follow her around for a week E) took out classified ads in more than 100 newspapers Answer: C Page Ref: 294-295
24) When Senator Chuck Hagel (R-Neb.) scheduled a news conference in his home state in early 2007, he ________. A) announced that he was running for president B) promised reporters he'd make a major announcement C) announced nothing D) A and B E) B and C Answer: E Page Ref: 295-297
25) What was Senator Chuck Hagel's major mistake when he conducted a news conference in Lincoln, Nebraska, in early 2007? A) He lied to reporters. B) He didn't rehearse his answers. C) He forgot to show up. D) He had nothing newsworthy to say. E) He tried to ad lib his statement. Answer: D Page Ref: 298-299
26) What is difference between controlled and uncontrolled media? Answer: The difference lies in who has ultimate control over the final form and distribution of the message. In controlled media, the source has that control. In uncontrolled media, that power rests with someone else. Page Ref: 266-267
27) What is a third-party endorsement? Answer: Third-party endorsement is the credibility associated with messages in uncontrolled media. Messages delivered by uncontrolled media are seen as being less biased and, therefore, more credible. Page Ref: 269
28) What is an annual report? Answer: Publicly held companiesπthose with stocks that are bought and sold in securities marketsπare required to disclose certain information about their financial health in an annual report. Page Ref: 281
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29) What is the difference between an intranet and an extranet? Answer: Both are controlled-access computer networks. An intranet is limited to only those inside an organization. An extranet is open to specially designated people outside of the organization, usually vendors. Page Ref: 272, 288
30) Why are news releases considered among the most misused documents in public relations? Answer: They often have no appeal to the gatekeeper's audience (no local interest) and lack objectivity (too promotional). Page Ref: 273-274
31) Messages and channels can both be considered tactics. Answer: TRUE Page Ref: 263
32) Actualities are sound bites for radio stations. Answer: TRUE Page Ref: 276
33) News conferences should be a practitioner's first choice when it comes to choosing tactics for generating publicity. Answer: FALSE Page Ref: 276
34) Soft money is now legal in campaigns at all levels of the U.S. government. Answer: FALSE Page Ref: 284
35) Publicly held companies have the choice of releasing an annual report, conducting an annual meeting, or doing both. Answer: FALSE Page Ref: 280-281
36) What are the benefits and risks of conducting a news conference? Answer: This tactic should be used sparingly, only when there is a highly newsworthy breaking story, when it is advantageous to meet with reporters as a group, and when you know reporters will be glad they came. If a news conference doesn't meet these criteria, you could damage your credibility. Page Ref: 276-278
37) What are the key factors that a practitioner must consider when executing tactics? Answer: There are six key factors in executing tactics: You need to know who is responsible for seeing to it that every aspect of a tactic is fully completed. Each tactic must have a specified deadlineπand that deadline must be met. There needs to be quality control. Everyone involved in a communications effort needs to know what is happening and who is doing what. There also needs to be good communication with clients or supervisors. There should be constant evaluation. Page Ref: 288-290
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38) What are the characteristics of social media, and what are examples of social media tactics? Answer: Social media have at least one of the following characteristics: participation, openness, conversation, community and connectedness. Six common social media tactics are blogs, social networks, wikis, podcasts, and social media news releases. Page Ref: 268
39) What are the advantages and disadvantages between controlled media and uncontrolled media? Answer: Controlled media are channels in which practitioners can control the content of the message and the manner in which it is disseminated. With uncontrolled media, someone else exercises that control. However, because that control is in someone else's hands, the resulting message is seen as being less biased and more credible (third-party endorsement). Controlled media usually are more expensive than uncontrolled media. Page Ref: 267-269
40) Why is employee relations important? What are some of the tactics used in employee relations, and which one is preferred most by employees? Answer: Employees are usually an organization's most important public. The successful completion of an organization's values-based goals rests upon their shoulders. Employees say their preferred channel of communication is face-to-face meetings with their immediate supervisors. Other popular tactics in employee relations include newsletters, magazines, videos, bulletin boards, speeches, intranets, and special events. Page Ref: 271-274270-272
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Chapter 10 Writing and Presentation Skills 1) PR Week mazazine lists this still of these skills as essential for entry-level public relations practitioners. A) public speaking B) advertising copywriting C) writing D) web design E) A and C Answer: E Page Ref: 300-301
2) The context for public relations writing is ________. A) persuasion B) providing information C) motivation D) relationship building E) goal setting Answer: D Page Ref: 301
3) According to the authors of your textbook, the writing process has something in common with ________. A) Uses and Gratifications Theory B) Maslow's Hierarchy of Needs C) the communications grid D) the Agenda Setting Hypothesis E) survey research Answer: B Page Ref: 302
4) The first step in the writing process is ________. A) research
B) revision
C) credibility
D) evaluation
E) organization
D) evaluation
E) organization
D) evaluation
E) organization
Answer: C Page Ref: 304
5) The final step in the writing process is ________. A) research
B) revision
C) credibility
Answer: D Page Ref: 304
6) The second step in the writing process is ________. A) research
B) revision
C) credibility
Answer: A Page Ref: 304
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7) At which stage of the writing process does one ask what his or her purpose is in writing? A) research
B) revision
C) credibility
D) evaluation
E) organization
Answer: A Page Ref: 305
8) At which stage of the writing process must one overcome what is known as "the euphoria of creation"? A) research
B) revision
C) credibility
D) evaluation
E) organization
Answer: B Page Ref: 313
9) Macroediting ________. A) is a sentence-by-sentence double-check of accuracy, spelling, and grammar B) challenges the meaning, organization, and format of a document C) is the final step in the writing process D) A and C E) B and C Answer: B Page Ref: 314-315
10) Microediting ________. A) is a sentence-by-sentence double-check of accuracy, spelling and grammar B) challenges the meaning, organization, and format of a document C) is the final step in the writing process D) A and C E) B and C Answer: A Page Ref: 315
11) Writing something for use in broadcast media is different from writing something for print media because ________. A) broadcasters want snappy copy B) broadcasters reach a bigger audience C) the broadcast audience is more attentive D) it is more expensive E) the broadcast audience usually gets only one chance to understand the message Answer: E Page Ref: 319
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12) Writing for the web is different from writing for a printed page because ________. A) computer screens are harder to read than the printed page B) computer users are more sophisticated than traditional print users C) the Internet provides unlimited space for detail D) A and B E) A and C Answer: A Page Ref: 318
13) When writing a speech, it is important to ________. A) use concrete words and images B) use precise nouns and verbs C) place attribution after a quotation D) A and B E) all of the above Answer: D Page Ref: 319-320
14) When writing a speech, it is important to ________. A) spell out big numbers B) place attribution at the beginning of a sentence C) give phonetic spellings for hard-to-pronounce words D) A and C E) all of the above Answer: E Page Ref: 319-320
15) Preparing to make a presentation starts with ________. A) planning
B) research
C) practice
Answer: B Page Ref: 323
16) Presentation research starts with ________. A) knowing your targeted public B) organization C) visual aids D) planning E) a company party Answer: A Page Ref: 323
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D) logistics
E) organization
17) Presentation planning starts with ________. A) deciding what personality you want to project B) focus groups C) being yourself D) research E) hiring a consultant Answer: C Page Ref: 323
18) Recent studies suggest that well-designed visual aids ________. A) distract an audience B) help an audience to remember what is said C) should be limited to the absolute minimum number necessary D) have little or no effect on an audience E) are increasingly expensive Answer: B Page Ref: 324
19) When making a presentation, you should ________. A) start with a good joke B) have memorized key parts of the speech C) pay special attention to opinion leaders and decision makers in the room D) A and C E) B and C Answer: E Page Ref: 326
20) One of the best ways to get over presentation jitters is to ________. A) practice your presentation B) ignore them C) tell a funny joke to get everyone in a good mood D) eat a good meal E) drink several cups of coffee to calm your nerves before speaking Answer: A Page Ref: 327
21) Good web writing involves ________. A) lots of adjectives and pronouns B) concise sentences with traditional syntax C) minimal use of headlines and captions D) B and C E) All of the above Answer: B Page Ref: 318
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22) To boost sagging sales of one of its product Mattel announced in 2004 that ________. A) Ken and Barbie were getting married B) Ken and Barbie were having a baby C) Ken and Barbie were splitting up D) Ken and Barbie were being updated E) Barbie was now dating G.I. Joe. Answer: C Page Ref: 331
23) As a result of Mattel's 2004 Valentine's Day announcement concerning Barbie, ________. A) Barbie sales increased B) more than 500 news stories were generated C) other companies issued news releases about Barbie D) A and B E) All of the above. Answer: E Page Ref: 331
24) A Georgetown University medical professor accused pharmaceutical companies of ________. A) misleading advertising of their products B) encouraging professors to submit favorable ghostwritten journal articles C) engaging in unethical public relations practices D) A and C E) B and C Answer: E Page Ref: 333-334
25) According to a survey cited in your textbook, what percentage of articles in top U.S. medical journals were ghostwritten? A) 6 percent
B) 11 percent
C) 19 percent
D) 25 percent
E) 46 percent
Answer: B Page Ref: 339-340
26) In what way is the writing process like Maslow's Hierarchy of Needs? Answer: Both are hierarchical processes. In other words, both are step-by-step processes in which there are no short-cuts. Step two must follow step one. Step three must follow step two, and so on. Page Ref: 302
27) What is "the euphoria of creation"? Answer: The euphoria of creation is the feeling of accomplishment we get when finishing the first draft of a document. It can cloud our judgment and keep us from casting a critical eye on our work. Page Ref: 313
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28) What is the difference between microediting and macroediting? Answer: Macroediting challenges the "big picture" of the document: its meaning, organization, and format. It is the last opportunity for significant rewriting. Microediting is a sentence-by- sentence double-check of accuracy, spelling, grammar, and style. By starting with the last sentence of the document and working backward, the writer is defamiliarized with the document and able to take a more objective view. Page Ref: 314-315
29) Who is in charge of the approval stage of the writing process? Answer: That varies from organization to organization. However, it is often the writer's responsibility to ensure that all necessary approvals have been given prior to publication and distribution. Page Ref: 315-316
30) What are the steps one should follow when it comes to making presentations? Answer: Researching the presentation, planning the presentation, delivering the presentation, and evaluating the presentation. Page Ref: 326-328
31) You should break any of the guidelines in the textbook for writing for the ear when doing so will assist the listener. Answer: TRUE Page Ref: 320
32) Even when document distribution is delegated to others, the writer should double-check to make certain it has been successfully accomplished. Answer: TRUE Page Ref: 316
33) Macroediting involves a sentence-by-sentence double-check of accuracy, spelling, grammar, and style. Answer: FALSE Page Ref: 314
34) The inverted pyramid is a writing style favored by journalists. Answer: TRUE Page Ref: 309
35) The writing process begins with the credibility of the writer. Answer: TRUE Page Ref: 304
36) What are some of the things a writer should take into account when preparing communications for a diverse public? Answer: While public relations writing is designed to build relationships, the careless use of language can undermine that goal. Things such as using diverse sources, balancing the use of person pronouns, avoiding words that describe particular relationships and knowing the dates of major religious holidays can make documents more inclusive. People shouldn't be described by their attributesπsuch as race, religion, or ageπunless those attributes are relevant. And diversity should extend to the design elements of a document, as well. Page Ref: 306
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37) What are some of the ways you can overcome a bad case of jitters before making a presentation? Answer: There are several ways you can overcome stage fright. Practicing, conveying useful information, maintaining eye contact and channeling nervous energy into movement can ease a speaker's fears. Realize that you are your own worst critic. Reward yourself when it is over. Attack your fear. Page Ref: 326-327
38) What questions should a writer ask in the macroediting stage of the writing process? Answer: Is the message of the document clear? Does the document answer a reporter's traditional questions: who? what? where? when? why? how? Is the document fair? Does the document make any claims that seem unsubstantiated? Is there a logical order to the organization of the main points? Does one paragraph lead gracefully to the next? Is the format of the document correct? Does the format assist the meaning? Page Ref: 314-315
39) Is it appropriate for pharmaceutical companies to ghostwrite journal articles for college professors? Answer: Without sufficient acknowledgement of the source of the research, the answer is a resounding no! Such an arrangement creates ethical problems for both the company and the professor and may pose a threat to public health. Public relations practitioners are required to acknowledge the name of the person or organization on whose behalf they are communicating. They are also prohibited from corrupting the channels of communicationπwhich is something your authors believes this practice does. Page Ref: 333-334
40) If you were asked to write a speech for your boss, what process would you follow? Answer: First, focus on the message. You need to start with research and by asking several key questions: What is the goal of the speech? Who are the members of the audience? What values and interests unite them? Are there any key decision makers in the audience that require special attention? There are logistical concerns that must be addressed: What room will your boss be speaking in? Will he or she have any special audio-visual needs? You should develop a message that addresses the audience's values and interests. By checking with the leaders of the various groups the boss will address, you can determine an appropriate length for each speech. Unless precision in language is required, your boss should work from an outline. She or he should also practice the speech. Recent studies have shown that well-designed visual aids can increase audience learning by 200 percent, increase retention of main points by 38 percent, and reduce explanation time by 40 percent. One size does not fit all audiences, so visuals should be customized for each particular audience. It is a good idea to anticipate what might go wrong. Have a backup plan in the event of an equipment failure, such as overhead transparencies as a backup for a computer-projected presentation. Give the boss time to trouble-shoot by having him or her arrive early. Be flexible. If someone else is going to introduce your boss, send that person a short introduction of the boss for the introducer's use. When the speech is over, evaluate the results and apply them to future speaking engagements. Page Ref: 323-328
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Chapter 11 Cyber-Relations in the Digital Age 1) Canadian philosopher Marshall McLuhan wrote that ________. A) television is a vast wasteland B) we are living in a global village C) the medium is the message D) A and B E) B and C Answer: E Page Ref: 338
2) Which of the following statements is not true? A) The selection of message and medium is tied to the communicator's values. B) Values are linked to changes in technology. C) Advanced technology is a useful tool in public relations. D) Values are expressions of who we are and who we want to be. E) Despite technological changes, the values of the Bible have remained unchanged. Answer: B Page Ref: 340
3) ________ refers to a new generation of Internet services that encourage online collaboration and sharing. A) Global village B) Push technology C) Viral marketing D) Web 2.0 E) E-commerce Answer: D Page Ref: 338
4) ________ communication converts varying signals of light and sound energy into a computer readable format. A) Analog
B) Digital
C) Electronic
D) Nuclear
E) Modern
Answer: B Page Ref: 341
5) ________ are informal online communities that come together from time-to-time because of common interests. A) Social networks B) Social media C) Global villages D) Hypermedia E) Utopias Answer: A Page Ref: 338
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6) Integrated multimedia incorporating digital audio, visual, and text information are known as ________. A) supermedia B) hypermedia C) digital media D) electronic media E) cybermedia Answer: B Page Ref: 343
7) Among the social ramifications of the Digital Revolution are ________. A) the preservation of personal privacy B) redefined communities C) mergers of media companies D) All of the above. E) None of the above. Answer: D Page Ref: 345-347
8) Among the social ramifications of the Digital Revolution are ________. A) delayed stress syndrome B) global warming C) protection of intellectual property D) All of the above. E) None of the above. Answer: C Page Ref: 345-347
9) Public relations work done by small, independent consultancies that has the look and feel of work done by much larger agencies is known as ________. A) digital public relations B) techno-PR C) virtual public relations D) hypermedia E) analogical public relations Answer: C Page Ref: 349
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10) A good web site ________. A) appeals to just one strategically targeted public B) assists in building and maintaining relationships C) reads just like a newspaper or book D) All of the above. E) None of the above. Answer: B Page Ref: 348
11) Which of the following statement(s) is/are true? A) There are more men online than women. B) Men and women use the Internet differently. C) Women go on line more frequently than men. D) All of the above. E) None of the above. Answer: B Page Ref: 347-348
12) Viral marketing proved to be an effective tactic ________. A) following the SARS outbreak in Canada in 2003 B) with the introduction of the personal computer in 1977 C) that led to the election of Bill Clinton as U.S. president in 1992 D) with the introduction of Microsoft's Vista operating system in 2005 E) that helped the Allies counter Nazi propaganda in World War II Answer: A Page Ref: 351
13) Wal-Mart and its public relations agency Edelman were accused of ________ in response to the retailer's many critics in 2006. A) corporate spying B) flogging C) viral marketing D) spamming E) cybersmearing Answer: B Page Ref: 356
14) According to your textbook, the number of Internet web sites had grown from 1 in 1990 to more than ________ in 2007. A) 1 million
B) 10 million
C) 50 million
Answer: D Page Ref: 342
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D) 100 million
E) 1 trillion
15) ________ allows Internet users to decide what categories of information reach them at the exclusion of all other information. A) Push technology B) Analog communication C) Digital communication D) Hypermedia E) The World Wide Web Answer: A Page Ref: 352
16) Business-to-business (B2B) activity accounts for ________ percent of all e-commerce. A) 21
B) 34
C) 53
D) 69
Answer: E Page Ref: 342
17) The first thing one should do before establishing an Internet web site is ________. A) locate a server B) determine who the audience is and what you want to say C) estimate costs D) learn HTML E) create a memorable URL Answer: B Page Ref: 348
18) A problem associated with self-published web sites is that they ________. A) are very expensive B) are too time-consuming C) restrict access to targeted publics D) harm the environment E) do not go through a traditional editorial process Answer: E Page Ref: 355
19) loneygirl15 was ________. A) an actress B) the subject of a podcast C) a hoax D) All of the above. E) None of the above. Answer: D Page Ref: 337, 354
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E) 93
20) Among the Internet issues that a practitioner should consider is/are ________. A) the accuracy of research B) an online generation gap C) the Internet is a form of passive communication D) All of the above. E) None of the above. Answer: D Page Ref: 355-358
21) The growth of wireless digital communications technology will make it possible for ________. A) developing nations to catch up with industrialized Western nations B) Western industrialized nations to increase their economic advantage C) us to become more mobile, responsive, and cost-effective D) A and C E) B and C Answer: D Page Ref: 344
22) A popular collaborative software that allows multiple people to contribute to online content is known as ________. A) wi fi
B) bluetooth
C) wiki
D) cybersharing
E) RSS
Answer: C Page Ref: 354
23) In the People's Republic of China, the punishment for a "gross violation" of its Internet policies is ________. A) loss of Internet access B) a prison sentence C) a substantial fine D) deportation E) death Answer: E Page Ref: 362-364
24) This was the major corporation to podcast. A) Disney B) IBM C) General Mills D) General Motors E) The New York Times Answer: D Page Ref: 364-365
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25) When deciding which medium to use to communicate, the authors of your textbook remind you that ________. A) you should always go digital B) the medium is the message C) analog is better than digital D) new isn't always better E) everyone is on the Internet Answer: D Page Ref: 358-359
26) How is analog communication different from digital communication? Answer: Analog communication relays all information present in the original message in the form of continuously varying signals of light and sound energy. Digital communication converts analog communication into a computer readable format. Page Ref: 341
27) Why is digital communication often better than analog communication? Answer: Digital communication makes it possible to filter out unwanted information, simultaneously transfer more information through existing telephone wires, and transfer information from one medium to another. Page Ref: 341
28) What is Web 2.0? Answer: It is a new generation of Internet services that encourage online collaboration and sharing. It has led to the growth of social media and social networks. Page Ref: 338
29) What is virtual public relations? Answer: It is a term used to describe many small public relations consultancies that, as a result of advancements in communications technology, have the look, feel, and service capabilities of much larger public relations agencies. Page Ref: 349
30) What is push technology? Answer: Push technology is computer software that allows online information to be automatically delivered of pushed directly to the user. Page Ref: 352
31) Podcasting is a social medium. Answer: TRUE Page Ref: 354
32) Changes in technology require changes in values. Answer: FALSE Page Ref: 340
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33) Information on the Internet is not always reliable. Answer: TRUE Page Ref: 355
34) The Internet generally is a form of passive communication. Answer: TRUE Page Ref: 357-358
35) An advantage of digital communication is the ability to simultaneously transfer a large amount of information along existing telephone lines. Answer: TRUE Page Ref: 343
36) What does convergence of media mean, and what are the social ramifications of it? Answer: The convergence of media into a digital, computer-readable format has led to the creation of hypermedia, integrated multimedia (text, video, pictures , sounds and graphics). This convergence has come together on the Internet, which incorporates all media. It has had several social ramifications: a new town commons, redefined communities, mergers of media companies, preservation of personal privacy, job security, and protection of intellectual property. Page Ref: 348-351
37) What are some of the issues public relations practitioners face because of the Internet? Answer: When individuals serve as gatekeepers, it presents both opportunities and challenges for practitioners. The same is true when individuals serve as publishers. There is an online generation gap. That is expected to change as cheaper computers become more accessible to both young and old. In the meantime, one should not assume that the Internet reaches everybody. As a research tool, the Internet can't replace the depth of traditional research methods. There is also the problem of unwanted visitors in the form of spammers and hackers. The Internet is also a form of passive communicationπit has to be promoted. Page Ref: 357-364
38) In what ways has the introduction of digital communications technology influenced the practice of public relations? Answer: The Internet, along with advances in computer and wireless communications technology, has opened up new channels for reaching a global audience efficiently and effectively. The digital revolution has also led to the creation of virtual public relations: public relations work done by small, independent consultancies that, by all appearances, has the look and feel of work done by big-time agencies. These virtual agencies have benefited greatly from the outsourcing that has grown out of downsizing. In a sense, the Internet has become a new front door to organizations that are online. The Internet has valuable media relations applications, from e-mailing documents to reporters to placing news releases and media kits online. Many public relations agenciesπas well as small virtual agenciesπsee the Internet as an important self-marketing tool. They have also found that it is useful in the research and planning processes, as well. Page Ref: 349
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39) How do changes in technology affect the practice of values-driven public relations" Answer: The choice of a medium and message rests on the values of the source and and targeted publics. However, technology provides the tools of communication. It does not dictate values. The authors cite the Bible, the first mass-produced book. It is now reproduced by a variety of media. However, the values expressed in it have not changed. Page Ref: 340
40) What are some of the ways public relations practitioners can take advantage of new communications technology? Answer: The Internet, along with advances in computer and wireless communications technology, has opened up new channels for reaching a global audience efficiently and effectively. The digital revolution has also led to the creation of virtual public relations: Public relations work done by small, independent consultancies that, by all appearances, has the look and feel of work done by big-time agencies. Practitioners are now tapping into the many social networks that have emerged. This includes blogs, podcasting, and viral marketing. Page Ref: 347-355
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Chapter 12 Crisis Communications 1) A major reason for the government's inadequate response to Hurricane Katrina was ________. A) it was unexpected B) a breakdown in relationships among key stakeholders C) a failure to conduct realistic training exercises D) A and B E) B and C Answer: B Page Ref: 373
2) Hurricane Katrina was ________. A) an emergency management failure B) a public relations failure C) a disaster that many had seen coming for years D) A and C E) All of the above. Answer: E Page Ref: 372-373
3) Most crises are ________. A) unavoidable B) disastrous C) time consuming D) expensive E) predictable Answer: E Page Ref: 375
4) An unpleasant occurrence that is commonplace, can be addressed in a limited time frame, and doesn't drain organizational resources or arouse public attention is a ________. A) a crisis
B) a problem
C) a situation
D) an incident
E) an event
Answer: B Page Ref: 377
5) During the Sago mine disaster in 2006, families of the trapped miners were erroneously led to believe that the men had been successfully rescued because ________. A) the mining company did not have crisis communication plan B) the mining company's crisis communications plan was not followed C) state officials "jumped the gun" in a effort to get credit for the rescue D) company officials lied to them E) the families were impatient Answer: B Page Ref: 399-401
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6) The process of identifying potential threats is known as ________. A) contingency theory B) planning C) risk assessment D) coorientation E) public relations Answer: C Page Ref: 384
7) Something that requires a considerable investment of time and organizational resources while bringing unwanted public attention is ________. A) a crisis
B) a problem
C) a situation
Answer: A Page Ref: 377
8) The first stage of a crisis is known as ________. A) the cleanup phase B) the point of no return C) the critical moment D) when things return to normal E) the warning stage Answer: E Page Ref: 378
9) The third stage of a crisis is known as ________. A) the cleanup phase B) the point of no return C) the critical moment D) when things return to normal E) the warning stage Answer: A Page Ref: 378
10) The second stage of a crisis is known as ________. A) the cleanup phase B) the point of no return C) the critical moment D) when things return to normal E) the warning stage Answer: B Page Ref: 378
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D) an incident
E) an event
11) According to former automobile industry executive Gerald Meyers, which of the following statements about crises are true? A) Crises can bring opportunity. B) No good can come from a crisis. C) Crises can create heroes. D) A and C E) None of the above. Answer: D Page Ref: 381-383
12) Which of the following statements is/are true? A) NASA learned to communicate better during crises after the Challenger accident. B) In both shuttle disasters, NASA suffered from what investigators called "go fever." C) NASA won public praise for its handling of the Columbia accident. D) All of the above. E) None of the above. Answer: D Page Ref: 379-381
13) According to former auto executive Gerald Meyers, crises can ________. A) cause you to "get religion" B) help develop new competitive edges C) can change people D) A and C E) B and C Answer: E Page Ref: 381-383
14) The second step of the crisis communications process is ________. A) message development B) recovery C) response D) risk assessment E) planning Answer: E Page Ref: 385
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15) To counter potential enemy propaganda about civilian casualties during the 2003 invasion of Iraq, the Pentagon ________. A) held tightly regulated media briefings B) censored all reporting from the battlefields C) allowed reporters to go with the troops into battle D) hired a public relations agency E) told reporters to ignore negative report from Iraq Answer: C Page Ref: 401-404
16) At which step of the crisis communications process do you engage in evaluation of what went well in handling the crisis and what didn't? A) message development B) recovery C) response D) risk assessment E) planning Answer: B Page Ref: 394
17) A crisis plotting grid ________. A) charts an organization's progress in responding to a crisis B) measures the quality of an organization's crisis response C) compares the crisis responses of different organizations D) gauges the effectiveness of an organization's crisis communications messages E) aids in identifying the most likely and most disruptive potential crises Answer: E Page Ref: 386
18) A crisis communications plan should include ________. A) the members of the crisis management team B) a definition of a crisis C) a list of an organization's key stakeholders D) all of the above E) none of the above Answer: D Page Ref: 385-393
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19) The crisis management team meets in the ________. A) emergency operations center B) media information center C) central command post D) executive suite E) place where the crisis is occurring Answer: A Page Ref: 389
20) The primary goal behind the establishment of a media information center during a crisis is a desire to ________. A) make the reporters happy B) make the reporters accessible C) make it the reporters' only source of official information D) monitor media reporting E) monitor rumors Answer: C Page Ref: 390
21) A crisis probability factor is part of ________. A) a communication audit B) a crisis planning team C) a crisis management team D) a crisis plotting grid E) none of the above Answer: D Page Ref: 386
22) During the 2006 Sago mine disaster, ________. A) the mining company initially received praise for its crisis communications B) the mining did not have a crisis communications plan C) the mining company president acknowledged that he made a mistake D) A and C E) B and C Answer: D Page Ref: 413-414
23) During the 2003 invasion of Iraq, the Pentagon's embedded journalist program ________. A) received praise from some reporters B) was criticized by some reporters C) grew out of a concern for public opinion D) All of the above. E) None of the above. Answer: D Page Ref: 401-404
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24) Exxon Corporation CEO Lawrence G. Rawl ________. A) won praise for his handling of the Alaskan oil spill in March 1989 B) waited a week before publicly commenting on the Alaskan oil spill in March 1989 C) rushed to the scene of the Alaskan oil spill in March 1989 D) A and C E) All of the above. Answer: B Page Ref: 376
25) Because of his response to the Tylenol tampering incidents in the 1980s, Johnson & Johnson's James E. Burke ________. A) has been hailed as a hero B) has been called a villain C) was forced to resign D) B and C E) won the Nobel Peace Prize Answer: A Page Ref: 376
26) What is the difference between a problem and a crisis? Answer: The difference between a problem and a crisis is a matter of scope. Problems are commonplace occurrences, very predictable and capable of being handled quickly without a lot of public attention. Crises tend to be less predictable, require considerable time and resources to resolve, and bring unwanted public attention. Page Ref: 377
27) What are the four stages of a crisis? Answer: The four stages of a crisis are the warning stage, the point of no return, the cleanup phase, and when things return to normal. Page Ref: 378-379
28) What are the four steps of the crisis communications process? Answer: The four steps of the crisis communications process are risk assessment, planning, response, and recovery. Page Ref: 384
29) Who should be on the crisis management team? Answer: The CEO or a designated crisis manager, legal counsel, public relations counsel, financial counsel, appropriate technical experts, and support personnel. Page Ref: 387-388
30) Are most crises unexpected and, therefore, unavoidable? Answer: In most crises, there are warning signs present that, if identified and acted upon, could have averted the crises altogether. Page Ref: 375
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31) Prior to the Columbia accident , NASA had little or no experience with crises. Answer: FALSE Page Ref: 379
32) Nothing good ever comes from crises. Answer: FALSE Page Ref: 381-383
33) During risk assessment, organizations evaluate the quality of their crisis response to determine what lessons, if any, can be learned. Answer: FALSE Page Ref: 384
34) It is a good idea to include a lawyer on an organization's crisis management team. Answer: TRUE Page Ref: 385-386
35) The procedure for verifying the identities of working reporters is known as credentialing. Answer: TRUE Page Ref: 390
36) How did NASA's responses to the Challenger and Columbia accidents differ? Answer: NASA learned a lot from its mistakes during the Challenger disaster. Its failure to immediately communicate with key stakeholders brought it criticism in 1986. That mistake was not repeated at the time of the Columbia accident in 2003. By doing a better job of handling public communications immediately after the accident, NASA officials were allowed to conduct their own investigation of the Columbia accident. That's a lot different from 17 years earlier, when a loss of credibility created by poor communication caused the White House to turn the Challenger investigation over to an independent board. Page Ref: 379-381
37) What role do organizational values play in crisis planning? Answer: The core values of an organization play an important role in all aspects of crisis planning. They identify the limits within which the organization is willing to operate. They also provide guidance in deciding what is important and who the most important stakeholders are. Crisis planning is not just a practical matter; it is an ethical matter, as well. Considering the consequencesπto those both inside and outside of the organizationπof being ill-prepared, there is a moral obligation to plan for the worst. Many organizations plan only technical contingencies required for responding to a potential crisis. They should also be prepared to address the public perceptions that will arise. Page Ref: 394-395
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38) What are the elements of a good crisis communications plan? Answer: A good plan should develop a precise definition of what constitutes a crisis within the organization. Everyone should be using the same terminology, and that terminology should have the same meaning for everyone. It should identify a crisis management team, the people whose job it will be to respond. It should identify the stakeholders. It should list the names and telephone numbers of individuals who will need to be regularly informed. It should also identify where the response will be coordinated and where reporters can go to get information. Finally, it needs to address employee training issues. Crisis communications training should occur as a normal part of employee training. Page Ref: 385-393
39) What questions should you ask yourself during the recovery phase of a crisis? Answer: Were our actions during and after the crisis consistent with our organization's values? What aspects of the crisis plan did our plan anticipate? How can we build upon these successes? What aspects of the crisis did our plan fail to anticipate? What changes do we need to make? How well did our employees perform? Were they adequately trained? What are the lingering effects of the crisis? Are there follow-up actions we should take? How have our stakeholders' views of the organization changed since the onset of the crisis? What actions can either take advantage of new opportunities created by the crisis or repair damage created by it? Page Ref: 394
40) What is apologia? What are the five strategies for using it? Answer: Apologia is the speech of self defense, used when an individual or organization responds to criticism from others. It is not necessarily an apology, although it may contain one. William Benoit identified five apologia strategies: denial of wrongdoing, evasion of responsibility, reduction of the perceived offensiveness of the act, promise to take corrective action, and mortification πan admission of responsibility and the seeking of forgiveness. Page Ref: 392
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Chapter 13 Public Relations and Marketing 1) At the start of the 21st century, the use of mass marketing is ________. A) increasing at a rapid pace B) declining C) holding steady D) considered the new wave of the future E) None of the above. Answer: B Page Ref: 408-409
2) Consumer-focused marketing includes ________. A) database marketing B) relationship marketing C) customer relationship management D) integrated brand communication E) All of the above. Answer: E Page Ref: 410
3) The use of controlled media to influence the actions of targeted publics is ________. A) marketing B) public relations C) advertising D) promotion E) IMC Answer: C Page Ref: 410
4) The process of researching, creating, refining, and promoting a product or service and distributing it to targeted consumers is ________. A) marketing B) public relations C) advertising D) promotion E) IMC Answer: A Page Ref: 410
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5) The values-driven management of relationships between an organization and the publics that can affect its success is ________. A) marketing B) public relations C) advertising D) promotion E) IMC Answer: B Page Ref: 411
6) IMC is different from mass marketing because ________. A) IMC targets mass audiences using databases B) mass marketing favors the use of new media C) IMC practitioners emphasize customer-preferred media D) A and B E) A and C Answer: C Page Ref: 409-410
7) An indication that consumer-focused marketing is influencing public relations is ________. A) the growing number of mergers of advertising and public relations agencies B) the decline in the growth of public relations C) the increasing sophistication of marketing public relations D) A and B E) A and C Answer: E Page Ref: 412-413
8) According to your textbook, the "hottest" discipline in IMC currently is ________. A) direct marketing B) public relations C) advertising D) coupons E) journalism Answer: A Page Ref: 424
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9) An indication that public relations is influencing consumer-focused marketing is ________. A) the emphasis on two-way communication B) the decline in the use of IMC C) the dividing of publics into smaller publics D) A and B E) A and C Answer: E Page Ref: 412-413
10) Public relations is different from marketing because ________. A) marketing focuses only on consumers B) public relations focuses on more than one public C) people know the difference between marketing and public relations messages D) A and B E) None of the above. Answer: D Page Ref: 411
11) Which of the following is not one of the five P's of marketing? A) price
B) product
C) promotion
D) place
Answer: E Page Ref: 414
12) A panel of marketing and public relations experts concluded that ________. A) public relations is part of marketing B) marketing is part of public relations C) marketing should receive a greater budget than public relations D) marketing and public relations are separate and equal but related E) it's impossible to define the differences between marketing and public relations Answer: D Page Ref: 413
13) Traditional tactics in marketing public relations include ________. A) blogs and interactive web sites B) advertising C) billboards D) All of the above. E) None of the above. Answer: A Page Ref: 415-416
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E) publicity
14) Which of the following is not one of Robert Lauterborn's four C's of IMC? A) consumer commitment B) consumer wants and needs C) consumer's cost D) convenience to buy E) communication Answer: A Page Ref: 416
15) A key to a successful IMC campaign is ________. A) the use of advertising messages B) the use of public relations techniques C) direct mail D) sending one clear message E) free balloons for the kids Answer: D Page Ref: 422
16) The process of seeing if an organization is ready for an IMC campaign is called ________. A) a communications audit B) quantitative research C) an IMC audit D) focus group research E) a reality check Answer: C Page Ref: 420
17) An IMC audit ________. A) analyzes the communications network used in marketing B) evaluates an organization's customer databases C) identifies and prioritizes key stakeholder groups D) All of the above. E) None of the above. Answer: D Page Ref: 420
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18) According to corporate executive Matthew Gonring, a successful strategy for developing a successful IMC campaign is ________. A) the creation of shared performance measures B) the use of mass marketing techniques C) the development of a global communications strategy D) the use of broad evaluative measures that cover all audiences E) exercising regularly and drinking three glasses of milk daily Answer: A Page Ref: 422
19) According to corporate executive Matthew Gonring, a successful strategy for developing a successful IMC campaign is ________. A) the use of databases and issues management to understand stakeholders B) creating business and communications plans for each local market C) hiring only team players D) All of the above. E) None of the above. Answer: D Page Ref: 422
20) An information-bearing experience that a customer or prospect has with a product, service, or the market that relates to that product or service is known as a ________. A) pitch B) message C) sale D) contact E) double jeopardy Answer: D Page Ref: 422
21) Humor columnist Dave Barry's comments on North Dakota and South Dakota illustrate how ________. A) the concept of place can send marketing messages to consumers B) consumers cannot distinguish between closely related products C) consumers will not travel far to acquire desired products D) advertising can be more powerful than public relations in an IMC campaign E) names can send marketing messages to consumers Answer: E Page Ref: 414
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22) Revlon's use of Grammy-award winner Sheryl Crow as a spokesperson for a new line of products was an example of ________. A) targeted advertising B) database marketing C) marketing public relations D) convergence of media E) glamour marketing Answer: C Page Ref: 415
23) Database marketing in the European Union ________. A) is more restricted than in the United States B) is less restricted than in the United States C) is illegal D) is in an unsafe harbor E) is called "relationship marketing" Answer: A Page Ref: 425
24) Umbro was surprised when it discovered that its new running show was named after ________. A) a variety of aardvark B) a mythical sexual predator C) the poison gas used in Nazi concentration camps D) the devil E) a body part Answer: C Page Ref: 431
25) The Campaign for Real Beauty ________. A) was based on a global survey of 10,000 women B) used viral video as a tactic C) used advertising as a tactic D) A and B E) All of the above. Answer: E Page Ref: 428-430
26) What is integrated marketing communications? Answer: Integrated marketing communications (IMC) is the coordinated use of public relations, advertising, and marketing strategies and tactics to send consistent, well-defined, and interactive messages to individual consumers. Page Ref: 409
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27) What is marketing public relations? Answer: Marketing public relations is the use of the public relations process to directly promote an organization's goods or services. Page Ref: 412
28) What do marketers mean when they speak of a contact point? Answer: In marketing, a contact point is any informative encounter, direct or indirect, that a customer or potential customer has with an organization's product or the organization itself. Page Ref: 422
29) Why are team players essential to a successful IMC campaign? Answer: A successful IMC program requires collaboration between proponents of different disciplines. Members of the IMC team must agree to use the messages and the media that the customers prefer. Page Ref: 422
30) What role do computer databases play in consumer-focused marketing? Answer: Computer databases have become an indispensable element of consumer-focused marketing More than just names and addresses, databases can include what the consumer bought, when it was bought, and how it was bought. The more refined the database, the more one can learn about consumers. Page Ref: 409
31) The importance of direct marketing in IMC isdecreasing. Answer: FALSE Page Ref: 424
32) Marketing is the use of controlled media in an attempt to influence the actions of targeted publics. Answer: FALSE Page Ref: 410
33) At the heart of a successful IMC campaign is one clear message directed to individuals. Answer: TRUE Page Ref: 417
34) Public relations is part of a broader discipline known as integrated marketing communications. Answer: FALSE Page Ref: 413
35) Unlike public relations, marketing focuses upon relationships with all publics. Answer: FALSE Page Ref: 413
36) How does IMC differ from mass marketing? Answer: IMC practitioners focus on individual customers. IMC practitioners use databases to target individual customers rather than mass audiences. IMC practitioners send a well-focused message through a variety of media. IMC practitioners use customer-preferred media to send their marketing messages. IMC practitioners favor interactive media, constantly seeking information from their customers. Page Ref: 409-410
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37) Why and how are databases essential to consumer-focused marketing? Answer: Databases can store information on individuals. A key element of consumer-focused marketing is building relationships with individuals. Databases can tell us what individual consumers buy; when they bought it; how often they buy; how much they buy; and how and how often an organization communicates with them. That individual approach is essential to such divisions of consumer-focused marketing as integrated marketing communications, relationship marketing, customer relationship management, and integrated brand communication. Page Ref: 409, 425
38) What is an IMC audit? How is one administered? Answer: An IMC audit determines where the organization currently stands and, perhaps, makes recommendations for the future. Professor Tom Duncan recommends a five step process: Analysis of the communication network used to develop marketing communications programs, identification and prioritization of key stakeholder groups, evaluation of the organization's customer databases, content analysis of all messages used within the past year, and assessment of knowledge of, and attitudes toward, IMC on the part of marketing managers, top management, and key agency managers. Page Ref: 420
39) Are consumer concerns about privacy affecting consumer-focused marketing? Answer: In a word, yes. The European Union's Directive on Data Protection severely restricts database marketing in its member nations. U.S.-based businesses that use database marketing for European operations are having trouble adjusting to the new law and may have to keep entirely different databases for European consumers. Even in the United States, a majority of Midwestern marketing professionals say they would welcome tougher federal restrictions on the amount of consumer information they can gather and store in databases. Page Ref: 425
40) Your textbook suggests that consumer-focused marketing faces potential problems. What are they? Answer: Problems faced by consumer-focused marketing include jealousy, or turf battles, among practitioners who favor their own discipline of marketing, such as advertising; the growth of consumer rights to privacy; and the potential weakening of core values as some organizations place excessive emphasis on consumer wants and needs and deficient emphasis on the core values that unite the organization and its products. Page Ref: 424-426
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Chapter 14 Cross-Cultural Communication 1) If the world were a village of 100 people, ________. A) 50 would own a computer B) nine would speak English C) 11 would be over the age of 79 D) 2 would live in substandard housing E) 3 would have no electricity Answer: B Page Ref: 438
2) According to American Demographics, ________ ranked first in terms of a rapid, time oriented pace of life. A) Japan B) the United States C) Switzerland D) Mexico E) France Answer: C Page Ref: 440
3) According to American Demographics, ________ ranked last in terms of a rapid, time oriented pace of life. A) Japan B) the United States C) Switzerland D) Mexico E) France Answer: D Page Ref: 440
4) When greeting a Japanese guest, you should be prepared to ________. A) hug
B) bow
C) kiss
Answer: B Page Ref: 441
5) Nemawashi refers to a ________. A) a Japanese consensus-building process B) the Japanese tradition of exchanging gifts C) the Spanish tradition of taking a mid-afternoon nap D) the Chinese social hierarchy E) a Wisconsin-based insurance company Answer: A Page Ref: 441+442
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D) kneel
E) shake hands
6) Marketing professional Marlene Rossman calls U.S. society ________. A) a boiling pot B) a stew pot C) a melting pot D) a mosaic E) None of the above. Answer: D Page Ref: 443
7) The process of selecting words, images, and other forms of communication that will form a message is known as ________. A) channeling B) decoding C) encoding D) translating E) message selection Answer: C Page Ref: 446
8) The process of producing meaning from a source's message is known as ________. A) channeling B) decoding C) encoding D) translating E) message selection Answer: B Page Ref: 446
9) When the Coca-Cola Company tried to translate the name of its popular soft drink into Chinese, the translation read ________. A) "Drink the elixir of the Gods" B) "Sunshine soda" C) "Don't drink this garbage" D) "Live long and prosper" E) "Bite the wax tadpole" Answer: E Page Ref: 446
10) The assumption that all members of a particular culture will always act, think, feel, and believe in the same way is known as ________. A) xerographics
B) assimilation
C) jingoism
Answer: D Page Ref: 447
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D) stereotyping
E) evolution
11) What characteristic do your book's authors add to the eight cultural characteristics identified by Marlene Rossman? A) attitudes about women B) attitudes about business communication C) attitudes about college students D) attitudes about sex E) attitudes about the United States of America Answer: B Page Ref: 444
12) The first step in the cross-cultural communications process is ________. A) commitment
B) awareness
C) diversity
D) advocacy
E) testing
Answer: B Page Ref: 448
13) The third step in the cross-cultural communications process is ________. A) commitment
B) sensitivity
C) research
D) advocacy
E) testing
Answer: C Page Ref: 450
14) According to Hofstede's cultural dimensions, ________ measures how well a society tolerates ambiguity. A) long-term orientation B) power distance C) individualism versus collectivism D) uncertainty avoidance E) masculinity versus femininity Answer: D Page Ref: 451
15) Cross-cultural communication works best when ________. A) an entire organization commits to it B) employees are required to do it C) federal government guidelines are followed D) all of the above E) none of the above Answer: A Page Ref: 450
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16) The United States is a nation of ________. A) one culture B) two cultures C) regional cultures D) ethnic cultures E) many cultures Answer: E Page Ref: 443
17) Some have expressed concern that U.S. influence is being exerted globally because of U.S. dominance of ________. A) television programming B) popular music C) the movies D) the Internet E) the Olympics Answer: D Page Ref: 444
18) Even with different encoding necessary for different cultures, all messages from an organization should still embrace ________. A) multiculturalism B) core organizational values C) national pride D) cross-cultural communications E) individualism Answer: B Page Ref: 446
19) Which of the following is/are prominent in defining the differences between cultures? A) psychographics B) demographics C) geodemographics D) All of the above. E) None of the above. Answer: D Page Ref: 437
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20) Which of the follow is/are true? A) All Japanese are polite. B) All baby boomers like the Beatles. C) All Swiss are punctual. D) All of the above. E) None of the above. Answer: E Page Ref: 440-444, 447
21) The final step in the cross-cultural communications process is ________. A) evaluation B) sensitivity C) continuing education D) advocacy E) testing Answer: C Page Ref: 452
22) Irish rock star Bono shocked his fans when he ________. A) abruptly retired B) lobbied President Bush on behalf of developing nations C) announced that he had plagiarized one of his biggest hits D) condemned the sex and drug culture of rock and roll E) was arrested for stock fraud Answer: B Page Ref: 456-457
23) Zakazukha is the Russian word for ________. A) public relations B) businessmen C) diversity D) fear of foreigners E) bribes for journalists Answer: E Page Ref: 458-459
24) When a characteristic or quality is assigned to all members of a particular group, this is known as ________. A) assimilation B) acculturation C) stereotyping D) coorientation E) discombobulation Answer: C Page Ref: 447
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25) characteristics based on where a person or group lives is ________. A) geometrics B) geodemographics C) geometry D) geocharactization E) geoautonomy Answer: B Page Ref: 437
26) What is the difference between a culture and a public? Answer: Cultures are larger than publics and may consist of countless different publics. While members of a public are united by common values or interests in a particular situation, members of a culture are united by a host of demographic, psychographic, and geographic traits. Page Ref: 437
27) What do encoding and decoding mean? Answer: Encoding involves the source's selection of words, images, and other forms of communication to create a message. Decoding involves the receiver's attempt to produce meaning from the source's message. In successful cross-cultural communication, the source must understand how a message will be decoded before it can encode it. Page Ref: 445
28) Do different business organizations have cultures that can clash? Answer: During the rash of corporate mergers and buyouts in recent years, organizations have learned that they have to pay close attention to the blending of corporate cultures. Significant internal problems can develop if they don't. Page Ref: 437
29) What is stereotyping and what is its impact on cross-cultural communication? Answer: Stereotyping is the assumption that all individuals in a culture will act, think, feel, and believe in the same way. Cultures consist of individuals, none of whom are exactly alikeπnor do they wish to be treated as if they are all alike. Page Ref: 447
30) What are eight attitudinal elements that can help distinguish one culture from another? Answer: Different cultures have different attitudes toward a variety of factors such as time; formality in relationships; individualism; rank and hierarchy; religion; taste and diet; colors, numbers, and symbols; and assimilation and acculturation. Page Ref: 440-444
31) There is one distinct U.S. culture. Answer: FALSE Page Ref: 443
32) Certain attitudes apply to every member of a culture. Answer: FALSE Page Ref: 447
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33) A culture can consist of many publics. Answer: TRUE Page Ref: 437
34) Because of constantly shifting societies, it is impossible to do research on a different culture. Answer: FALSE Page Ref: 450
35) It is possible to get information about other nations from the Central Intelligence Agency. Answer: TRUE Page Ref: 450
36) Describe a process through which an organization can conduct successful cross-cultural communication. Answer: There is a nine-step process practitioners can follow to become effective cross-cultural communicators. The steps are showing sensitivity, demonstrating commitment, conducting cultural research, seeking local assistance within the culture, having diversity in your own team, testing relationship-building tactics on trusted members of the culture you plan to address, evaluating the success of cross-cultural communication efforts, advocating cross cultural communication within organizations, and developing an ongoing program of cross-cultural training. Page Ref: 448-452
37) How can attitudes about assimilation and acculturation influence cross-cultural communication? Answer: Different cultures have different attitudes toward assimilation and acculturation. The ability of those outside a culture to adjust to the traditions and mindset of another can characterize that culture. Some cultures resist outside influences. The French vigorously guard against foreign words that could "corrupt" their language. A different example is Nelson Mandela, who seeks similarities among cultures. Page Ref: 444
38) What is the difference between a culture and a public? Would it be appropriate to say that the United States is all one culture? Answer: Cultures are larger than publics and may consist of countless different publics. While members of a public are united by common values or interests in a particular situation, members of a culture are united by a host of demographic, psychographic, and geodeomographic traits. Rather than being a cultural melting pot, the United States is becoming more culturally diverse. Marketing expert Marlene Rossman says that the United States, rather than a melting pot, is a mosaic. Page Ref: 437-438
39) What are some of the difficulties practitioners face in cross-cultural communication? Answer: Encoding and decoding are critical in cross-cultural communication. In successful cross cultural communication, the source must understand how a message will be decoded before they can encode it. Even with different encoding necessary for different cultures, all messages from an organization should still embrace core values. Our gestures, clothing, and expressions can communicate as much to others as our words. However, different cultures can have different interpretations. Stereotyping is the assumption that all individuals in a culture will act, think, feel, and believe in the same way. Cultures consist of individuals, none of whom are exactly alike. Practitioners also need to be sensitive to the fact that persons from other cultures may also be trying to demonstrate cultural sensitivity in their interactions with the practitioners. Page Ref: 445-448
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40) What is a culture? Answer: Cultures form around unifying characteristics. Cultures are larger than publics and may consist of countless different publics. While members of a public are united by common values or interests in a particular situation, members of a culture are united by a host of demographic, psychographic, and geodemographic traits. Page Ref: 437
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Chapter 15 Public Relations and the Law 1) A survey of public relations practitioners indicated that ________ were not familiar with SEC regulations. A) almost none
B) 22 percent
C) 48 percent
D) 74 percent
E) almost all
Answer: C Page Ref: 468
2) Expression associated with the normal conduct of a democracy is known as ________ speech. A) free
B) absolute
C) democratic
D) republican
E) political
Answer: E Page Ref: 469
3) Expression intended to generate marketplace transactions is known as ________ speech. A) paid
B) commercial
C) advertising
D) marketplace
Answer: B Page Ref: 469
4) The U.S. Supreme Court has consistently ruled that commercial speech ________. A) has no First Amendment protection B) has limited First Amendment protection C) is more restricted than political speech D) A and C E) B and C Answer: E Page Ref: 469-470
5) Public relations is considered ________. A) political speech B) commercial speech C) unrestricted speech D) either political or commercial speech, depending upon its purpose E) a unique classification of speech unto itself Answer: D Page Ref: 470
6) Public relations practitioners should ________. A) take the state bar exam B) intern at a law firm C) know the laws that govern their organization D) study law books E) hire a really, really good lawyer Answer: C Page Ref: 471-472
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E) restricted
7) The Freedom of Information Act ________. A) requires practitioners to tell the truth B) provides for free expression C) provides access to most federal government records D) applies only to politicians E) opens most federal government meetings Answer: C Page Ref: 472
8) The agency that is the source of most federal regulation of advertising is the ________. A) Food and Drug Administration B) Federal Trade Commission C) Securities and Exchange Commission D) U.S. Commerce Department E) Federal Communications Commission Answer: B Page Ref: 475
9) The agency that is responsible for overseeing the nation's financial markets is the ________. A) Federal Banking Commission B) Federal Home Loan Bank Board C) U.S. Treasury Department D) Securities and Exchange Commission E) Federal Reserve Board Answer: D Page Ref: 473
10) The obligation that publicly held companies announce information that may influence the decision to buy, sell, or hold stock is known as ________. A) the Freedom of Information Act B) financial disclosure C) truth in lending D) the Sunshine Act E) openness in government Answer: B Page Ref: 473
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11) Form 10-K is used ________. A) to get a practitioner's license B) for financial disclosure C) to get FOIA information D) to get a driver's license E) to run in a road race Answer: B Page Ref: 474-475
12) Publishing false information that wrongfully injures the reputation of others is ________. A) politics B) slander C) libel D) appropriation E) bad-mouthing Answer: C Page Ref: 481
13) Section 315 of the Federal Communications Act of 1934 is better known as the ________. A) Freedom of Information Act B) Fairness Doctrine C) personal attack rule D) the equal opportunity provision E) the cable access rule Answer: D Page Ref: 479
14) The requirement that broadcast stations to provide free air time to persons who have been subject to a broadcast character attack is known as ________. A) the equal opportunity provision B) the personal attack rule C) Section 315 of the Federal Communications Act D) A and C E) B and C Answer: B Page Ref: 479
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15) Food and Drug Administration regulations cover the ________ of prescription drugs. A) advertising B) promotion C) labeling D) All of the above. E) None of the above. Answer: D Page Ref: 480
16) Which of the following is not a burden of proof in libel? A) fault
B) blame
C) publication
D) defamation
Answer: B Page Ref: 481
17) The additional burden of proof that public officials carry in libel cases is ________. A) the Sullivan rule B) actual malice C) defamation D) pain and suffering E) loss of social contacts Answer: B Page Ref: 482
18) Actual malice is defined as ________. A) communication of a defamatory statement to a third party B) knowing falsehood or reckless disregard for the truth C) any communication that unfairly injures a person's reputation D) malice that can be proven E) slander Answer: B Page Ref: 482
19) Oprah Winfrey was sued by the cattle industry for allegedly violating ________ law. A) libel B) copyright C) food disparagement D) financial disclosure E) intellectual property Answer: C Page Ref: 484
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E) damage
20) The use of someone else's likeness for a commercial purpose without consent is ________. A) appropriation B) intrusion C) false light D) fraud E) slander Answer: A Page Ref: 486
21) Work produced by someone in the scope of his or her employment ________. A) belongs to the employer B) belongs to the worker C) is considered work for hire D) A and B E) A and C Answer: E Page Ref: 488
22) The Sixth Amendment of the U.S. Constitution guarantees ________. A) freedom of expression B) fair and open trials C) the right to privacy D) the right to bear arms E) the right to arm bears Answer: B Page Ref: 492
23) A litigation public relations practitioner usually ________. A) works for the client B) works for the attorney C) works for the court D) has legal immunity E) has a law degree Answer: B Page Ref: 494
24) In the case study "Higher Standards," Bank of America ran afoul of the SEC because ________. A) improper late-day trading B) hiding evidence from investigators C) trying stall and delay a federal investigation D) All of the above. E) None of the above. Answer: D Page Ref: 497-499
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25) The purpose of the Marion Brechner Citizen Access Project is to ________. A) help consumers get the products that want B) aid travelers to lower air fares C) assist the physically disabled to more easily use public facilities D) make governments accountable and transparent E) fight global warming Answer: D Page Ref: 499-501
26) What is the difference between political speech and commercial speech? Answer: Political speech is expression associated with the normal conduct of a democracy. Throughout U.S. history, the Supreme Court has been reluctant to regulate political speech. Commercial speech is expression intended to generate marketplace transactions. The Supreme Court has recognized a public interest in restricting it. However, in recent years, the Court has granted it limited First Amendment protection. Page Ref: 469
27) Is public relations considered commercial speech or political speech? Answer: Whether public relations is considered political or commercial speech depends largely on the public being targeted, the purpose of the message, and the court's interpretation. Public relations practitioners have to know that there are limits to both political and commercial speech, and they need to know what those limits are. Page Ref: 470
28) In terms of public access to organization records, how do government practitioners differ from those working in the private sector? Answer: Government practitioners operate in the open. Except those specifically exempted by law, all of their records are open for public inspection. The best known of the open-records laws is the Freedom of Information Act, which established the parameters of obtaining records held by the federal government. Practitioners employed by nongovernmental organizations enjoy a greater degree of privacy. However, even they may face certain disclosure requirements covering finances, taxes, and ethical conduct. Page Ref: 472
29) What is financial disclosure? Answer: Financial disclosure is the foundation of SEC regulation. All publicly held companies have an obligation to disclose frankly, comprehensively, and immediately any information that is considered important to an investor's decision to buy, sell, or hold shares of stock. Page Ref: 473
30) What is fair use? Answer: The courts have said it is permitted in some circumstances to use copyrighted works without their owner's permission. This falls under the concept known as fair use, which the law has said is the use of copyrighted material "for purposes such as criticism, comments, news reporting, and teaching." It is usually considered fair use if the copyrighted work is used for an educational purpose, as opposed to a commercial purpose. Page Ref: 489
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31) Intrusion is one of the four torts of privacy law. Answer: TRUE Page Ref: 485
32) Political speech is more restricted than commercial speech. Answer: FALSE Page Ref: 469
33) Providing inside stock market information that isn't available to everyone is permitted so long as you do not personally profit from the information. Answer: FALSE Page Ref: 477
34) The federal government forced Don Imus off the air after he made racially and sexually insensitive remarks. Answer: FALSE Page Ref: 466
35) A president of the Public Relations Society of America was once forced to resign as a result of an insider trading scandal. Answer: TRUE Page Ref: 476
36) What are copyrights, and what are some of the rules that govern them? Answer: Copyrights protect intellectual property, defined as original works of authorship that are fixed in a tangible form of expression. Copyrights cover seven forms of expression: literary works; musical works; dramatic works; pantomimes and choreographic works; pictorial, graphic, and sculptural works; motion picture and other audiovisual works; and sound recordings. Some copyright guidelines: (1) Copyright protection exists from the moment a work is created in a fixed, tangible form. (2) Copyrights do not protect works that have not been fixed in a tangible form of expression. (3) If a work is prepared by someone within the scope of his or her employment, it is considered work for hire and becomes the intellectual property of the employer. (4) It is possible for the owner of the copyright, such as a photographer or artist, to grant limited use of a work while retaining ownership. (5) Copyrights do not protect ideas, methods, systems, processes, concepts, principles, and discoveries. However, they do protect the manner in which they are expressed. (6) Copyright protections extend to materials displayed and distributed on the Internet. (7) Government documents and other publicly owned works may not be copyrighted. Laws covering copyright were strengthened with the enactment of the Digital Millennium Copyright Act in 1998. Page Ref: 487-491
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37) What is privacy, and what are the four torts under privacy law? Answer: Privacy is defined in Black's Law Dictionary as "the right to be left alone; the right of a person to be free from unwarranted publicity." The law recognizes four torts, or wrongful acts, that constitute an invasion of privacy: (1) Intrusion is an improper or intentional invasion of a person's physical seclusion or private affairs. This area of the law hinges on whether a person has a reasonable expectation of privacy. (2) False light is presenting someone in a manner that represents him or her to be something that is a distortion of reality. Categories of false light are distortion, fabrication, and fictionalization. (3) Publication of private facts is the public disclosure of true personal information that is embarrassing and potentially offensive. However, the plaintiff must show that the information is neither newsworthy or a matter of public record. (4) Appropriation is the commercial use of someone's name, voice, likeness, or other defining characteristics without consent. Doing so is seen as an infringement of an individual's right of publicity. Written consent is the best protection against a claim of misappropriation. Page Ref: 484-486
38) What is litigation public relations, and what are its pro and cons? Answer: Litigation public relations (LPR) is the use of mass communication techniques to influence events surrounding legal cases. The use of LPR has brought two constitutional guarantees into conflict: First Amendment guarantees of free speech and free press and Sixth Amendment rights to fair and open trials. Some think it is wrong for lawyers to serve as public relations agents for their clients. They say cases should be tried in court, not in the media. Others argue that LPR is necessary to balance the scales of justice, which are heavily weighted toward the prosecution. Page Ref: 491-495
39) Define libel and its burdens of proof. Answer: Libel is a false communication that wrongfully injures the reputation of others. Prior to 1964, people seeking damages under claim of libel had to show each of these five things: defamation , publication, identification, damage, and fault. In its landmark ruling in 1964's The New York Times v. Sullivan, the Supreme Court set a higher burden of proof in libel cases for public officials. That higher burden of proof is known as actual maliceπknowing falsehood or reckless disregard for the truth. Subsequent rulings have determined that a higher burden of proof in libel exists as well for public figures, people who have widespread notoriety or have injected themselves into a public controversy in an attempt to influence its outcome. Page Ref: 481-483
40) What role does the Federal Trade Commission play in the regulation of commercial speech? What kinds of actions can the FTC take to enforce its rules? Answer: The Federal Trade Commission was established in 1913 to ensure that the nation's markets function competitively, are vigorous, and are free from undue restrictions. The FTC is the source of most federal regulation of advertising. It also has jurisdiction over product related publicity generated by public relations practitioners. The FTC targets advertising and publicity that may be considered false or misleading. It is especially sensitive to products and services that may adversely affect personal health or require a considerable investment of money. The FTC takes actions through consent orders, hearings before an administrative law judge, federal court injunctions, and federal court criminal penalties. Page Ref: 472-473
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Chapter 16 Your Future in Public Relations 1) According to your textbook, the most successful efforts at spreading democracy around the world have been those ________. A) based in good intentions B) that strengthened the political process C) mindful of local traditions and values D) backed with substantial financial commitment E) based on embracing the values that made the United States a great nation Answer: C Page Ref: 508
2) Which nation is expected to have the largest population in 2050? A) The People's Republic of China B) The United States of America C) Nigeria D) Indonesia E) India Answer: E Page Ref: 514
3) ________ is how the United Nations describes as "the growing interdependence of the world's people through shrinking space, shrinking time, and disappearing borders?" A) Socialism B) Darwinism C) Populism D) McLuhanism E) Globalization Answer: E Page Ref: 510
4) Which of the following was not identified in your book as a social force at work influencing the future of public relations? A) the global spread of democracy B) the downsizing of the United States C) the growth in world population D) the changing face of the United States E) Feminization in the workplace Answer: B Page Ref: 508-520
5) By the middle of the 21st century, approximately ________ of the people living in the United States will have white, European ancestry. A) 10 percent
B) 33 percent
C) 50 percent
Answer: C Page Ref: 511
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D) 75 percent
E) 90 percent
6) According to the 2000 Census, ________ percent of U.S. residents were of Hispanic/Latino origin. A) 5.7
B) 9.1
C) 12.6
D) 19.1
E) 29.9
Answer: C Page Ref: 511
7) The ________ market is the fastest growing segment of the U.S. economy. A) senior citizen B) African American C) pre-teenaged D) Hispanic E) singles Answer: D Page Ref: 515
8) The Census Bureau estimates that the U.S. population will total ________ million in 2050. A) 275
B) 420
C) 509
D) 607
Answer: B Page Ref: 514
9) The Census Bureau says the world's most populated nation in 2010 will be ________. A) Indonesia B) China C) India D) the United States E) Nigeria Answer: B Page Ref: 513
10) The population in non-Western nations is growing ________. A) faster than in Western nations B) slower than in Western nations C) at about the same rate as Western nations D) unevenly E) faster in the Northern Hemisphere than in the Southern Hemisphere Answer: A Page Ref: 512-514
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E) 897
11) The growth in world population could mean ________. A) increased competition for dwindling resources B) increased terrorism C) increasing environmental problems D) A and C E) All of the above. Answer: E Page Ref: 512-514
12) The effort by companies to be seen as being more environmentally friendly has been called ________ public relations. A) environmental B) global C) earth-friendly D) green E) eco-PR Answer: D Page Ref: 516
13) Women currently constitute approximately ________ of the U.S. population. A) 47 percent
B) 49 percent
C) 51 percent
D) 56 percent
E) 63 percent
Answer: C Page Ref: 515-516
14) According to a 2007 report, women just one year out of college earn ________ than their male colleagues doing the same jobs. A) the same B) 10 percent more C) 20 percent more D) 10 percent less E) 20 percent less Answer: E Page Ref: 516-517
15) Which of the following statements is not true? A) The number of sexual harassment cases filed has declined in the last decade. B) Companies that do not combat sexual harassment could face stiff penalties. C) Lookism is defined as the tendency to define a woman's performance by her appearance. D) Sexual harassment laws protect only women. E) Workers can file sexual harassment suits without adverse job consequences. Answer: D Page Ref: 518
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16) The concentration of women public relations practitioners in lower-paying technical jobs has been identified in a 1986 IABC study as ________. A) feminization B) sexual harassment C) the velvet ghetto D) the glass ceiling E) the mommy track Answer: C Page Ref: 517
17) The demand that women be included in decision making is known as ________. A) salary equity B) feminization C) role enhancement D) empowerment E) girl power Answer: D Page Ref: 520
18) According to a gender study on job satisfaction among public relations practitioners, ________. A) men are avoiding women B) women are avoiding men C) men and women appear to respect one another D) men and women viewed their jobs the same E) it a bad idea to have men and women working together Answer: C Page Ref: 520
19) Public relations employment is expected to ________ in the next few years. A) slow down B) increase C) stay about the same D) plummet E) become more specialized Answer: B Page Ref: 520
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20) According to the PRSA credibility study, ________. A) public relations practitioners were rated near the bottom of all professions B) public relations practitioners got high ratings for the tactics they used C) public relations practitioners rated higher than activists, athletes and politicians D) A and B E) B and C Answer: D Page Ref: 521
21) In the future, public relations is expected to ________. A) grow B) be more accountable C) respond to crises more rapidly D) All of the above. E) None of the above. Answer: D Page Ref: 520-523
22) The Commission on Public Relations Education says ________. A) graduate degrees in public relations are worthless B) public relations education should focus solely on PR skills and problem-solving C) graduates should be responsible, flexible and professionally oriented self-managers D) public relations and advertising education are part of a good marketing education E) it would be a lot more fun to run away and join the circus Answer: C Page Ref: 523-525
23) ________ skills are among the most desired skills for students planning a career in public relations. A) Writing B) Foreign language C) Research analysis D) All of the above. E) None of the above. Answer: D Page Ref: 525
24) American Airlines lost the trust of many of its employees when ________. A) two of its planes were hijacked on September 11, 2001 B) the company laid-off 20,000 employees after 9/11 C) the company asked the union to accept financial concessions D) they learned that company executives received big bonuses E) American's CEO was forced to resign Answer: D Page Ref: 530-532
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25) The coalition that pushed Minnesota's state legislature to improve the water quality of the state's rivers, lakes ,and streams was nicknamed ________. A) the guns and greens B) the suave and the Swedes C) the odd couple D) the strange bedfellows E) the gopher coalition Answer: A Page Ref: 532-534
26) What social forces are shaping the future of public relations? Answer: The global spread of democracy, interconnectedness, the changing face of the United States, the growth in world population, and feminization of the workplace. Page Ref: 508-520
27) What is meant by the term interconnectedness? Answer: The people of the earth are being drawn closer together by a vast array of forces. In a very real sense, the world is getting smaller. The reality of Marshall McLuhan's global village is that we face a world filled with both opportunities and challenges. Public relations practitioners have been forced to broaden their own horizons to keep up with this change. Page Ref: 510
28) What are the key trends for the future of public relations? Answer: Growth, the continuing struggle for identity, greater integration, greater accountability, targeting, rapid response, a nontraditional workplace, and the need for vision. Page Ref: 520-523
29) What is meant by the changing face of the United States? Answer: Starting in the 1980s, new immigration into the U.S. primarily came from Latin America and Asia. In 1990, three out of four U.S. residents were of white European ancestry. By the middle of the 21st century, that ratio will drop to only one out of two. The Hispanic market is the fastest growing sector of the U.S. economy. It is a market that has been, for many years, underrated. Page Ref: 510-512
30) What is the meaning of the phrase velvet ghetto? Answer: In 1970, women represented only 27 percent of the profession. By 1989, that figure had jumped to 59 percent. There is an ongoing debate over the effects of the feminization of public relations. Some fear the field has become a "velvet ghetto" where women hold the lower-paying technical jobs and men dominate the higher-paying managerial jobs. Others have argued that there is no quantitative evidence to support the "velvet ghetto" argument. Page Ref: 517
31) In the next 40 years, the U.S. population will grow at a faster rate than that of the rest of the world. Answer: FALSE Page Ref: 512
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32) By the year 2050, only half of U.S. residents will have white European ancestry. Answer: TRUE Page Ref: 511
33) The population of the United States is expected to decline during the next 50 years. Answer: FALSE Page Ref: 512-514
34) There are fears that rapid growth of the world's population could lead to more wars and acts of terrorism. Answer: TRUE Page Ref: 512-514
35) Future public relations practitioners should treat every situation as if it is a "life or death" situation. Answer: FALSE Page Ref: 527-528
36) What effects will globalization have on the growth of public relations? Answer: In some ways, targeting audiences is easier than before. However, because of the global reach of telecommunications, crises spread faster than ever and require a more rapid response. Globalization has also spawned the growth of antiglobalization forces who demand to be heard. The challenge for practitioners is to research, understand, and develop relationships with these groups -- something which has been and may continue to be difficult. Page Ref: 510
37) What effect has the growth of the Hispanic/Latino population in the United States had on public relations? Answer: Because of its growing size and economic clout, the Hispanic/Latino community is having a great impact on the ability of organizations to achieve their strategic goals. What were once nontraditional publics have evolved into important traditional publics. The diversity within the Hispanic/Latino community is a challenge unto itself. Effective messages, tactics, and strategies directed toward one segment of the community may not work in another. There also is the language barrier, in which words and concepts in English may not easily translate into Spanish. Page Ref: 515
38) How will future population trends effect public relations? Answer: World population growth is especially rapid in non-Western nations. The competition for the earth's limited resources will increase. In the best-case scenario, this will mean increased economic trade and international cooperation. In the worst-case scenario, this could mean the increasing likelihood of wars and terrorism. This growth also presents an environmental challenge. But it presents public relations opportunities for future environmental cooperation. In the United States, the baby boom generation will age and will place a greater strain upon the generations that follow. Issues important to older citizens will take on increasing importance. At the same time, there will be a smaller percentage of working people (breadwinners) carrying the tax burden. Page Ref: 510-514
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39) What is the meaning of the phrase velvet ghetto, and what are some of the approaches people advocate for addressing the issue? Answer: In 1970, women represented only 27 percent of the profession. By 1989, that figure had jumped to 59 percent. There is an ongoing debate over the effects of the feminization of public relations. Some fear the field has become a "velvet ghetto" where women hold the lower-paying technical jobs and men dominate the higher-paying managerial jobs. Others have argued that there is no quantitative evidence to support the velvet ghetto argument. Some argue that women should seek out more professional expertise so they can compete on the same level as men. Others argue for empowerment, demanding that women be included in decision making. Page Ref: 517-520
40) What does the Commission on Public Relations Education recommend you do to prepare for a career in public relations? Answer: You need a strong public relations education, one that is broad-based, grounded in the liberal arts, and intertwined with business, language, the social sciences, and other disciplines. The commission says graduates should be responsible, flexible, and professionally oriented self-managers. They should be critical thinkers and problem solvers. They should be empathetic and respect diversity in its many forms. Among the skills they should possess are mastery of language in written and oral presentations, research methods and analysis, fluency in a foreign language, technological skills, and ethical decision-making . Page Ref: 525
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