Deck 13: Public Relations Consulting: Consulting and Corporate Communicationthe Nexus

Question 1

The key to success for a firm is encouraging individual success.

Answer 1

False

Question 2

What do firms offer that in-house communication staff do not?

Answer 2

Firms can offer an external view, and often have experience in areas not covered by the in-house communication staff. Additionally, the input of external advisors often carries weight internally, especially when other staff functions-such as the lawyers-bring in their own "experts" to advise management.

Question 3

What represent firms' mutual interests?

Answer 3

Trade associations

Question 4

According to Michael Porter, companies need to move away from ___ actions into a ____ integration of social initiatives into business competitive strategy.

Question 5

In order to communicate responsibility, there has to be credibility. How do communicators establish credibility?

Question 6

What are the 6 rules companies that effectively communicate corporate responsibility follow?

Question 7

What skill(s) are critical for agency managers?

A) Budgeting
B) Managerial
C) Firm profitability
D) Relationships

Question 8

Which position does the most routine job at a firm?

A) Account Executive
B) Supervisor
C) Assistant Account Executive
D) Senior Account Executive

Question 9

Who is the father of modern public relations consulting?

A) Ivy Lee
B) Edward Bernays
C) Sigmund Freud
D) Jonah Hill

Question 10

Ivy Lee wrote about the theory of management and the philosophy "joy of work"

Question 11

What are the four paradigms Deming's Theory of Management is based on?