Deck 16: Global Public Relations and Public Diplomacy

Question 1

Ralph is considering expanding his business to South America.His business is likely to have a smoother road to success if he ______.

A)learns how to speak the native language
B)brings experienced employees from U.S.to manage the new stores
C)develops a strong crisis communication plan
D)emphasizes an active involvement in improving social conditions

Answer 1

D

Question 2

According to 2017 Edelman's Trust Barometer reports,which two attributes are tied as most important in building trust?

A)purpose and location
B)products and services
C)integrity and engagement
D)purpose and operations

Answer 2

C

Question 3

After Asiana Airlines' Flight 214 crashed in San Francisco,why were the Asiana crisis communication efforts viewed as insufficient by most Americans?

A)Instead of coming being on site,senior management remained in Korea.
B)Senior management did not issue a public and formal apology.
C)The CEO used social media to address concerns of passengers.
D)Victims were not compensated for their injuries.

Answer 3

A

Question 4

Which of the following terms is used to describe strategic communications and actions carried out by organizations to build and maintain relationships in socioeconomic and political environments outside their home location?

A)halo marketing
B)corporate marketplace
C)local public relations
D)global public relations

Question 5

What term is used to explain the positive bias shown by customer toward certain products because of a favorable experience with other products made by the same manufacturer?

A)image restoration
B)halo effect
C)corporate branding
D)influence principle

Question 6

The 2017 Edelman Trust Barometer reports that the world's population increasingly looks at ______ to lead the way on political and social issues.

A)businesses
B)government
C)non-profit agencies
D)media

Question 7

What did Starbucks do in China to encourage success when entering the market?

A)used social media as a primary source of marketing
B)developed local management talent
C)implemented American marketing strategies
D)hired American store managers

Question 8

How did Coke benefit when they shared the technology they had developed to improve water management with local Indian companies?

A)India allowed Coke to share their formula with citizens.
B)Coke was allowed to increase the number of American employees in India.
C)Manufacturing processes were improved and waste was reduced.
D)India gave Coke more control of its corporate branding activities.

Question 9

What percent of Chinese citizens rely on the Internet for their news?

A)9%
B)25%
C)59%
D)75%

Question 10

Which of the following examples represent CEO activism?

A)A CEO decides to expand a business to a global market.
B)A CEO launches a campaign to talk about racial tensions.
C)The CEO shares financial reports with employees.
D)The CEO for Solar Energy,Inc talks about the benefits of solar energy.

Question 11

Which of the following describes the ability to understand different beliefs,practices,attitudes,and behaviors of a group and apply that knowledge to attain your goals?

A)halo effect
B)cultural intelligence
C)public diplomacy
D)globalization

Question 12

What was the name of the IBM initiative that began in 2008 to change the perception of the company?

A)Race Together
B)Let Girls Learn
C)Building a Smarter Planet
D)Connect the World

Question 13

What skill is critical as globalization takes hold?

A)financial understanding
B)technical knowledge
C)creative writing
D)communication with worldview

Question 14

What media do most Chinese people rely on as their primary news source?

A)internet
B)newspapers
C)television
D)radio

Question 15

Why did Coke decide to leave the market in India in 1977?

A)Coke was unwilling to share its secret formula.
B)Coke was not considered healthy and sales were low.
C)Media and corporate publicity in India was government controlled.
D)The technology in India was not adequate to support the Coke infrastructure.

Question 16

What should PR professionals understand about India before entering that market?

A)the strong history of good business relations between India and the U.S.
B)the importance of using social media for corporate branding
C)the government controls the media
D)the need to develop an affiliation with a locally-based company

Question 17

Which of the following best describes a key to a successful corporate social cause campaign,according to research completed by Proctor & Gamble's ad agency?

A)Millennial girls are not interested in data points.
B)Celebrity influencers are important to create visibility.
C)Product profit margins must be higher than average.
D)Products for females must focus on women's vanity.

Question 18

Which of the following is often used to describe the worldwide movement toward economic,financial,trade,and communications integration?

A)globalization
B)corporate social responsibility
C)CEO activism
D)cultural intelligence

Question 19

Tom Mattia states that the focus for international communications campaigns should be to define and build the organization's ______.

A)market
B)financial requirements
C)product
D)story

Question 20

When Ernst & Young took over Arthur Andersen accounting firm following the Enron scandal,the communications team had to ______ to support the acquisition in a little over a month.

A)implement a global communications plan
B)sell the corporate assets
C)notify all of the stockholders
D)implement a marketing plan

Question 21

The handling of the crisis management of the Asiana plane crash in San Francisco demonstrates the theory of ______.

A)halo effect
B)cultural intelligence
C)image restoration
D)symmetrical communication

Question 22

Which of the following is an example of a government initiated social responsibility effort?

A)Ice Bucket Challenge
B)Blue Corridor Rally
C)One for One
D)LEED

Question 23

Which event led to government agencies recognizing the critical need for public diplomacy?

A)war in Iraq in 2003
B)space shuttle Columbia exploded
C)election of Donald Trump as president
D)September 11,2001 terror attacks

Question 24

The Model of Country Concept indicates a(n)______ relationship between country concepts and national branding activities.

A)inverse
B)insignificant
C)dynamic
D)constant

Question 25

Which of the following countries has a strong history of resistance to entry by foreign businesses into the country?

A)China
B)South Korea
C)India
D)South America

Question 26

What was the primary tool used to grow the Ice Bucket Challenge into a global campaign?

A)social media
B)radio
C)television
D)print media

Question 27

Which of the following is an example of a branding effort for country image and reputation?

A)language training
B)tourism promotion
C)mediated communications
D)educational programs

Question 28

Which of the following is something PR work on a global scale has in common?

A)managing new languages and cultures
B)decision-making styles
C)media type used
D)amount of government control

Question 29

According to Avinash Murthy,the four key takeaways from the Ice Bucket Challenge campaign are have a cause people can relate to,have influential celebrity endorsers,keep it simple,and ______.

A)include global communications
B)hire a public affairs officer
C)make it fun
D)make it educational

Question 30

Why is a South Korean company seeking to build brand equity in the U.S.market often welcome in the U.S.?

A)New business brings an increase in local revenues and a boost to the economy.
B)South Korean businesses are willing to implement corporate social responsibility activities.
C)The is a history of good relationships between the two countries.
D)Most South Korean businesses pay employees well.

Question 31

Why was Ernst and Young LLP recognized by PRWeek the year after they took over the assets of the Arthur Andersen accounting firm?

A)their success in selling all of the corporate assets
B)increased revenues during the first year of management
C)their work in internal and external communications
D)expanded the company to a global market

Question 32

Why would it be especially challenging to rely on social media as the primary communication tool in China?

A)Social media is censored by the government.
B)Many citizens do not have internet connections.
C)The language barrier creates communication challenges.
D)Chinese citizens don't like using social media.

Question 33

The impact of ACE Award winning companies has suggested a link between ______.

A)CSR activities of the companies and the reputation of the U.S.in host countries
B)CSR activities of the companies and the financial stability
C)CSR activities and the employee morale
D)CSR activities and the well-being of the citizens in the host countries

Question 34

To be viewed as authentic,global companies have to ______.

A)make all financial reports available to the public
B)adapt to the cultural norms
C)use social media
D)hire local managers

Question 35

The practice of public diplomacy is when governments communicate and build relationships with foreign publics to achieve ______.

A)financial goals
B)political objectives
C)social responsibility
D)community involvement

Question 36

In the example of the halo effect in the Republic of South Korea,what is the source of the halo that extends to products from that country?

A)the country of origin
B)the host country
C)Korean public
D)local management

Question 37

Practicing public diplomacy involves ______.

A)face-to-face communication,image building,and hard power
B)mediated communication,image building,and coercion
C)face-to-face communication,image building,and payment
D)mediated communication,image building,and soft power

Question 38

How are the cultural challenges in other areas of Asia different than the adaptation required in China?

A)more people and higher incomes
B)less government control and a freer media
C)negative bias towards American markets
D)lower incomes and less educated

Question 39

Which of the following is a South Korean multinational corporation that has had success in the U.S.?

A)Honda
B)Volkswagen
C)Mercedes-Benz
D)Hyundai

Question 40

Based on the "playbook" for crisis management,what should senior management do when a crisis occurs?

A)Have a public interview with a television reporter to manage the story.
B)Have locally based company officials handle the media.
C)Issue a written public statement of sympathy.
D)Be on site immediately after an accident.

Question 41

According to the model,"Country Concept" is a product of a country's ______ (long-term)and ______ (more recent)among global citizens.

A)reputation; image
B)marketing strategies; investments
C)products; social responsibility activities
D)soft power; use of technology

Question 42

According to the Model of Country concept,public opinion about a country and nation branding activities have a dynamic relationship.

Question 43

Public diplomacy can now be considered a specialization in public relations.

Question 44

Public diplomacy has shifted from an engagement strategy to a persuasion strategy in recent years.

Question 45

Only multinational organizations must be prepared to interact with global stakeholders.

Question 46

Which of the following describes a concept that highlights a two-way relational approach in the practice of public diplomacy?

A)image building
B)mediated approach
C)soft power
D)payment

Question 47

Non-governmental organizations are increasingly viewed as ineffective advocates for the global middle class.

Question 48

Who launched the Awards for Corporate Excellence in 1999?

A)Madeleine Albright
B)John Kerry
C)Condoleezza Rice
D)Colin Powell

Question 49

Which of the following best explains why the program Awards for Corporate Excellence was implemented?

A)to discourage businesses from getting involved in global social issues
B)to encourage corporate social responsibility and democratic values worldwide
C)to encourage corporations to go public and provide opportunities for global investments
D)to recognize non-profit organizations for recognizing and supporting middle class citizens

Question 50

Research has shown that before the Proctor & Gamble developed the "Like a Girl" campaign ______ of the girls had a positive association with the phrase "like a girl",and after the campaign,______ had a positive association with that phrase.

A)19%,76%
B)74%,42%
C)10%,60%
D)23%,92%

Question 51

What the world thinks about your country has little impact on national security and the economy.

Question 52

Media in China is government controlled and access to non-Chinese media is restricted.

Question 53

Mary,a communication professional working in Georgia,is considering taking a position in her company's headquarters in Japan.Which of the following best describes a benefit that might increase her chances of someday becoming a senior-level executive for the company?

A)an increase in her salary
B)exposure to a diverse way of thinking and different attitudes
C)opportunity to develop a social responsibility activity
D)gain a better understanding of broadband technology

Question 54

To succeed in global public relations,the corporate story must be molded to fit the culture of each country.

Question 55

The 2017 research has shown that non-governmental organizations are increasingly viewed as ineffective advocates for the global ______.

A)poverty victims
B)upper class
C)middle class
D)lower class

Question 56

The halo effect is used to describe the impact that introducing a new product to the market can have on company sales of existing products.

Question 57

What was the centerpiece of the global "Like a Girl" campaign?

A)a YouTube video for girls on how to deal with puberty changes
B)a documentary showing the harmful effects of bullying
C)a short video showcasing achievements of young girls worldwide
D)a series of tweets by celebrities Vanessa Hudgens and Bella Thorne

Question 58

When the IBM "Building a Smarter Planet" initiative was implemented,the marketing,communications,and citizenship responsibilities were split into three different departments.

Question 59

According to the Model of Country Concept,which component might be under the control of a person or agent that might have power to influence a nation's image?

A)natural disasters
B)international politics
C)historical relationships between countries
D)public diplomacy

Question 60

Which country was a "forbidden" destination for U.S.citizens for more than 50 years?

A)Russia
B)Iraq
C)Iran
D)Cuba

Question 61

Define CEO activism and describe how CEO activism has changed as a result of social media? What are the risks and opportunities to consider with CEO activism? Give an example of a CEO who has spoken out on a social issue.

Question 62

______ is the last retaining wall for trust,according to Kathryn Beiser,global chair of Edelman's Corporate practice.

Question 63

When a government agency launches a social responsibility initiative,who eventually becomes responsible for providing communications supporting the programs?

Question 64

______ is defined as the strategic communications and actions carried out by businesses to build relationships outside their home location.

Question 65

Discuss how an opportunity to work as a public relations professional internationally might be a significant opportunity for career development and learning.Include specific benefits and skills gained by Michael Fanning when he worked for Michelin in a position outside the U.S.

Question 66

What are four key actions that increase the opportunity for success in a global fundraising campaign for an organization? Given an example of an organization that had a successful fundraising effort and describe how the actions were implemented in the campaign.

Question 67

Describe four similarities between public relations (PR)and public diplomacy (PD).

Question 68

Which awards provide government support and recognition by recognizing the important role U.S.businesses play abroad as good corporate citizens?

Question 69

Fullerton and Kendrick developed the ______ to describe how international public opinion is shaped.

Question 70

Describe the link between U.S.public diplomacy and the social responsibility activities of the ACE award winning businesses.