Deck 15: The Future

Question 1

Of the following, which is true of the public relations profession today?

A) We are positioned to do our best work.
B) We face only minor challenges ahead.
C) Social media is replacing media relations.
D) Publics are becoming brand audiences.

Answer 1

A

Question 2

Finishing college and entering the workforce, you should be prepared to ______.

A) face a cut-throat culture
B) work extremely hard
C) find old-school mentors
D) defend your PR turf

Answer 2

B

Question 3

The USC admissions scandal demonstrated the crucial role of ______ work at every stage of the crisis.

A) legal defense
B) stakeholder management
C) public relations
D) fundraising

Answer 3

C

Question 4

What did the Arby's case on meatless products demonstrate?

A) that employees are brand ambassadors
B) ever-shifting consumer preferences
C) the importance of litigation PR
D) the value of conversations

Question 5

What is the best term to describe public relations in relation to other disciplines?

A) declining
B) centralized
C) separate
D) dominating

Question 6

To envision the future of the PR profession, we must also study ______.

A) where it's been in the past
B) predictions of the far future
C) opinions of journalists
D) research on stakeholders

Question 7

Of the following, which is the best term to describe how diversity and inclusion must be approached in public relations?

A) management
B) toleration
C) incorporation
D) reputation

Question 8

All PR professionals must understand how to brand both ______ and ______.

A) advertising; marketing
B) proponents; opponents
C) products; services
D) clients; ourselves

Question 9

Which core PR skill goes hand in hand with content strategy and creation?

A) design
B) writing
C) media
D) speaking

Question 10

______ are one of the most important audiences for our measurement and evaluation efforts.

A) Managers
B) Stockholders
C) Colleagues
D) Legislators

Question 11

A major lesson in evaluation and measurement is ______.

A) "Research trumps creativity every time."
B) "Ultimately, the client is always right."
C) "If you can't measure it, then don't do it."
D) "Well measured is well evaluated."

Question 12

Of the following, which has made various PR specialties possible?

A) increased regulations
B) evolution of the field
C) increasing salaries
D) marketing encroachment

Question 13

The best ideas and advice in the PR profession often come from ______.

A) university faculty
B) PRSA board leaders
C) community members
D) new professionals

Question 14

Where should success-minded students first build their relationships in college?

A) with friends
B) with alumni
C) with faculty
D) with practitioners

Question 15

In public relations, as with many aspects of life, ______ is common, but ______ is rare.

A) passion; endurance
B) striving; success
C) anger; forgiveness
D) talent; execution

Question 16

Which of the words below best predicts success in public relations?

A) passion
B) connectedness
C) talent
D) persistence

Question 17

As you study public relations in your college program, don't let ______ pass you by.

A) moments
B) talent
C) connections
D) experience

Question 18

As you complete your public relations studies in college, it is critical that you ______ in professional relationships.

A) dominate
B) excel
C) invest
D) work

Question 19

As you start your career in public relations, which of the following sources will be most indispensable?

A) textbooks from the field
B) advice from friends
C) headlines from media
D) websites from government

Question 20

People who try to hold you down in your career are probably operating out of ______.

A) tough love
B) fear of change
C) dominant personality
D) competitive spirit

Question 21

If you find yourself constantly working with clients, strategizing new ideas, and responding to notifications, your life may be ______.

A) getting more fun each day
B) tracking toward a promotion
C) ahead of the curve
D) falling out of balance

Question 22

As you cross the stage at graduation, you think to yourself, "Yay! Now I'll be getting a real job. No more homework assignments!" Your thinking is ______.

A) correct; you are set for life
B) optimistic; graduate school is ahead
C) incorrect; learning is lifelong in PR
D) innovative; you can avoid further study

Question 23

What is the position of public relations relative to advancing technology and competition from other fields?

A) strongly competitive
B) losing ground
C) holding its own
D) ahead of the pack

Question 24

To break into new areas of the PR profession, it is advisable to enter an area that is ______.

A) largely ignored
B) underpopulated
C) well appreciated
D) underpaid

Question 25

Of the following, which word is unlikely to come up often in a public relations career?

A) frustration
B) satisfaction
C) resignation
D) boredom

Question 26

The public relations profession faces roadblocks to its future success.

Question 27

The boundaries of public relations are well established and should be observed.

Question 28

In the Boeing 737 MAX crisis, public relations had to be practiced on many different levels.

Question 29

The purpose of this textbook us to show you the foundations of public relations.

Question 30

Research and writing will always be required of public relations professionals.

Question 31

In content creation, writing is more important than visual content.

Question 32

According to the public relations graduates featured in Chapter 15, you should try to make yourself noticed among peers in class and on campus.

Question 33

Personal connections are beneficial but not extremely important in public relations.

Question 34

According to at least one recent public relations graduate featured in Chapter 15, social media involves much more than just public relations.

Question 35

Older professionals who want to maintain the status quo in public relations should be obeyed.

Question 36

Once you graduate from college and begin a public relations career, you can expect to get many more "homework" assignments.

Question 37

To ensure career safety, one should avoid entering underpopulated areas of the public relations field.

Question 38

A public relations career combines hard work and the potential to have lots of fun.

Question 39

Analyze the major challenges the public relations field faces and how those challenges can be addressed in the future.

Question 40

Select any one of the case study summaries from Chapter 15: Boeing, Kentucky Fried Chicken, USC admissions crisis, or Arby's. Apply your public relations knowledge to explain how the organization succeeded or failed in this case.

Question 41

Select your favorite chapter from the textbook and identify two or three of its major lessons.

Question 42

Consider the career advice given by the four PR graduates featured in Chapter 15. Apply this advice to your own career path. How can you use it going forward?

Question 43

Explain the interpersonal challenges you may encounter as you work to embrace change and make an impact in your career. Explain how you might you deal with them.

Question 44

Point out the comparative advantages of entering an area of PR that is underpopulated versus a safe, well established aspect of the field.

Question 45

Assess the value of taking a stance and being a leader in the PR industry. What are the possible risks and benefits?