Deck 13: Advocacy and Opinion

Question 1

Continual attention to how an organization is affected by social, legal, professional and economic trends and the public opinion surrounding these is known as __.

A) a literature review
B) a public relations audit
C) an environmental audit
D) issues management
E) management analysis

Answer 1

issues management

Question 2

The two perspectives from which an organization should analyze issues are __.

A) the organization and its finances
B) the organization and its publics
C) the organization and the media
D) the publics and the media
E) the publics and their finances

Answer 2

the organization and its publics

Question 3

Tracking what people know and think about an organization involves __.

A) content analysis
B) environmental audit
C) interviews
D) performance-perception audit
E) psychological testing

Answer 3

performance-perception audit

Question 4

Content analysis can provide several benefits, including __.

A) formal research with a consistently low margin of error
B) in-depth understanding of what publics think about an organization
C) inexpensive research involving large numbers of people
D) opportunities for secondary research
E) showing trends in the levels of visibility, criticism and support

Question 5

Another term for "position statement" is a/an __.

A) contingency statement
B) issue analysis
C) letter to the editor
D) planning sheet
E) white paper

Question 6

A contingency statement is a special kind of position paper used to __.

A) deal with different pending scenarios facing the organization
B) offer behind-the-scenes advice to opinion leaders
C) offer guidance for organizational spokespersons
D) present the organization's opinion on a transitory issue or one of only limited significance
E) present the organization's opinion when there is no significant opposition

Question 7

It would be inappropriate to use a letters column to __.

A) correct published erroneous or misleading information
B) draw attention to unreported activities
C) give a local perspective on a general issue
D) give continuing support to a position previously taken by the media or some other organization
E) satisfy the ego of top organizational managers

Question 8

The one-voice principal means that __.

A) a consistent message is presented, either through a single spokesperson or through the coordinated voices of multiple spokespersons
B) media representatives are given a single organizational contact
C) only one spokesperson deals with the media
D) the CEO or another high-ranking official within the organization makes all public statements
E) the organizational spokesperson limits media inquiries to a single issue

Question 9

A statement of organizational opinion intended primarily for internal publics is called a/an __.

A) contingency statement
B) issue advisory
C) position statement
D) proclamation
E) white paper

Question 10

Another term for a contingency statement is a __ statement.

A) stand-around
B) stand-by
C) stand-off
D) stand-over
E) stand-up

Question 11

A formal and sometimes ceremonial statement issued over the signature of an organizational or public official is called a/an __.

A) contingency statement
B) issue advisory
C) position statement
D) proclamation
E) white paper

Question 12

The most common method of distributing news releases is via __.

A) courier services
B) email
C) fax transmission
D) personal delivery
E) postal mail

Question 13

A recommended strategy for writing effective letters to the editor is to __.

A) address a minimum of three issues to maximize the impact
B) model the letter format on that of a position statement
C) use a pseudonym to increase credibility as a disinterested commentator
D) use the letters column frequently to keep your organization visible
E) write about the issue in great depth

Question 14

A statement posted online inviting many people to sign the statement is called a/an ___.

A) issue advisory
B) online invitation
C) OpEd commentary
D) petition
E) proclamation

Question 15

Talking points are prepared for ___.

A) internal use only, such as employees
B) external use only, such as reporters
C) both internal and external use

Question 16

Before expressing an opinion in a position statement, the writer should include a series of recommendations or suggested solutions.

Question 17

Organizational positions may be communicated through both news releases and speeches.

Question 18

Writers of position papers are advised to refute opposition to their organization's opinion.

Question 19

Writers are advised NOT to begin writing a position paper by preparing a planning sheet.

Question 20

Newspapers and magazines that publish editorials are legally required to print letters to the editor dealing with topics of previous editorials.

Question 21

Discuss the reason why an organization might want to limit its use of letters to the editor.

Question 22

Explain why an organization might want to prepare contingency statements.