Deck 15: Public Relations

Question 1

All the communication efforts aimed at the financial community are referred to as ________.

A)financial relations
B)media relations
C)external relations
D)financial marketing
E)finance public relations (FPR)

Answer 1

A

Question 2

Important people who influence the opinions of others are known as ________.

A)gatekeepers
B)trend spotters
C)opinion leaders
D)third-party endorsers
E)benchmarks

Answer 2

C

Question 3

Which of the following types of organizations does NOT practice public relations?

A)companies
B)governments
C)nonprofit organizations
D)media
E)All of the above are types of organizations that practice public relations.

Answer 3

E

Question 4

Which of the following statements regarding advertising and public relations is true?

A)Public relations and advertising differ in how they use the media, the level of control they have over message delivery, and their perceived credibility.
B)The public tends to trust advertising more than they do the public relations.
C)Public relations strategists have little trouble getting exposure through media.
D)Consumers do not perceive public relations information any differently than they do advertising information.
E)The main goal of public relations is sales.

Question 5

Which of the following is NOT a core value spelled out in the Public Relations Society of America's Code of Professional Standards for the Practice of Public Relations?

A)truth
B)fairness
C)competition
D)accuracy
E)responsibility to the public

Question 6

Another term for publics is ________, which refers more specifically to people who have a stake, financial or not, in a company or organization.

A)targets
B)stakeholders
C)audience
D)shareholders
E)contact points

Question 7

Communication efforts aimed at informing employees about marketing programs and encouraging their support are known as ________.

A)media relations
B)public affairs
C)cause marketing
D)employee marketing
E)internal marketing

Question 8

Which of the following is an area in which public relations and advertising differ?

A)media use
B)level of control over message delivery
C)perceived credibility
D)A and B
E)A, B, and C

Question 9

Which of the following statements about public relations is false?

A)Public relations is used to generate goodwill for an organization.
B)Public relations is practiced by a wide range of organizations.
C)On one level, public relations is a tactical function.
D)Publicity and public relations are synonymous terms.
E)A corporation's publics may be external and internal.

Question 10

All the groups of people with which a company or organization interactssuch as employees, media, community groups, shareholders, and so forthare known as ________.

A)targets
B)publics
C)audiences
D)shareholders
E)contact points

Question 11

The area of public relations that focuses on developing media contacts is called ________.

A)internal marketing
B)media relations
C)public affairs
D)cause marketing
E)lobbying

Question 12

Which of the following is the term that describes what a group of people think?

A)public opinion
B)public relations
C)publicity
D)brainstorm
E)reputation

Question 13

________ is a perception based on messages delivered by advertising and other marketing communication tools, whereas ________ is based on an organization's actual behavior.

A)Goodwill; integrity
B)Integrity; image
C)Image; reputation
D)Reputation; image
E)Equity; reputation

Question 14

Which aspect of public relations carries no direct media costs?

A)corporate advertising
B)crisis management
C)publicity
D)cause marketing
E)marketing public relations (MPR)

Question 15

Programs that communicate information to employees are called ________.

A)media relations
B)public affairs
C)cause marketing
D)employee marketing
E)employee relations

Question 16

Of the following, what is the greatest asset an organization can have?

A)capital
B)public goodwill
C)corporate history
D)technology
E)equity

Question 17

The trust on which goodwill is based comes from ________.

A)popular products
B)offering many products
C)what a company says about what it does
D)corporate integrity
E)what the government says about what a company does

Question 18

The tendency of consumers to trust the media more than they do advertisers is called the ________.

A)implied third-party endorsement factor
B)halo effect
C)gatekeeping effect
D)indirect endorsement effect
E)carryover effect

Question 19

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

A)advertising
B)personal selling
C)publicity
D)sales promotion
E)public relations

Question 20

Corporate communication programs with government and with the public on issues related to government and regulation are called ________.

A)media relations
B)external public relations
C)cause marketing
D)public affairs
E)corporate relations

Question 21

Which of the following is another term for fund-raising?

A)cause marketing
B)public service marketing
C)strategic philanthropy
D)issue management
E)social responsibility

Question 22

Which type of public relations program anticipates the possibility of a disaster and plans how to deal with bad news and all the affected publics?

A)corporate reputation management
B)crisis management
C)public affairs
D)cause marketing
E)issue management

Question 23

Communication efforts with consumer or activist groups that seek to influence government policies are known as ________.

A)media relations
B)corporate relations
C)issue management
D)cause marketing
E)issue marketing

Question 24

Which of the following is NOT part of a crisis management plan?

A)deciding who contacts the various stakeholders who might be affected
B)deciding who speaks to the news media
C)deciding who sets up an onsite disaster management center
D)deciding who covers up events leading to the crisis
E)conducting unannounced crisis training

Question 25

In an audit, ________ is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.

A)baselining
B)benchmarking
C)a gap analysis
D)an internal assessment
E)base-pointing

Question 26

Which of the following groups is made up of those who know about their connection to an organization regarding some particular problem but who do not communicate about it?

A)active public
B)inactive public
C)latent public
D)aware public
E)strategic public

Question 27

Of the following, which communication effect is most difficult to accomplish?

A)changing people's beliefs
B)changing people's attitudes
C)changing people's feelings
D)changing people's behaviors
E)changing people's knowledge

Question 28

As in marketing or advertising planning, a public relations plan begins with background research leading to a(n)________.

A)situation analysis
B)objective statement
C)strategy
D)tactic
E)evaluation

Question 29

A ________ measures the differences in perceptions and attitudes between groups or between the organization and its publics.

A)benchmark
B)base point
C)gap analysis
D)situation analysis
E)communication audit

Question 30

Which of the following is NOT a skill required for public relations managers or public affairs specialists as presented in the text?

A)knowledge of how public relations and public affairs support business goals
B)global perspective
C)the ability to take everyone seriously
D)the ability to integrate all communication functions
E)an aptitude for information technology

Question 31

Which of the following types of programs is used to discourage socially harmful behaviors?

A)marketing public relations (MPR)
B)consumer public relations (CPR)
C)public communication campaigns
D)public affairs
E)issue management

Question 32

What is used to assess the internal and external PR environment that affects the organization's audiences, objectives, competitors, and past results?

A)marketing audit
B)SWOT analysis
C)communication audit
D)PR audit
E)benchmarking

Question 33

The objective of a change-agent program is to ________.

A)create excitement in the workplace
B)provide product information
C)increase personal affiliation with a brand
D)change attitudes that drive behavior
E)change harmful behaviors

Question 34

The public relations areas that focus on an organization's image and reputation are called ________.

A)corporate relations
B)reputation management
C)image shaping
D)crisis management
E)media relations

Question 35

Companies that provide information to legislators in order to get their support and vote on a particular bill are using ________.

A)bribery
B)lobbying
C)corporate relations
D)gatekeeping
E)cause marketing

Question 36

The process of planning and delivering programs that encourage sales and contribute to customer satisfaction by providing communication that addresses the needs and wants of consumers is called ________.

A)marketing public relations (MPR)
B)consumer public relations (CPR)
C)efficient consumer response (ECR)
D)public affairs
E)issue management

Question 37

Which corporate relations program has the overriding goal of strengthening the trust that stakeholders have in an organization?

A)image management
B)crisis management
C)media relations
D)reputation management
E)public affairs

Question 38

Which of the following groups is made up of those who are unaware of their connection to an organization regarding some particular problem?

A)active public
B)inactive public
C)latent public
D)aware public
E)strategic public

Question 39

Which of the following could be an objective of public relations?

A)creating a corporate brand
B)moving a brand to a new market or a global market
C)providing product or brand information
D)positioning or repositioning a company or brand
E)all of the above

Question 40

Customers, labor unions, employees, media, and suppliers are all examples of ________.

A)shareholders
B)external relations
C)key publics
D)internal targets
E)public audiences

Question 41

A type of advertising that firms use to enhance or maintain their reputation among specific audiences or to establish a level of awareness of the company's name and the nature of its business is called ________.

A)corporate identity advertising
B)advocacy advertising
C)cause marketing
D)house advertising
E)controlled advertising

Question 42

In which type of advertising does a company focus on its corporate image or viewpoint rather than selling a particular product?

A)house ads
B)public service announcements
C)cause marketing
D)nonprofit advertising
E)corporate advertising

Question 43

Which category of public relations tools includes news releases?

A)controlled
B)uncontrolled
C)semicontrolled
D)advocacy
E)image

Question 44

An ad prepared for use in a company's own publication or programming is known as a(n)________ ad.

A)house
B)corporate
C)service
D)company
E)advocacy

Question 45

Which of the following is a public relations tool?

A)house ads
B)publicity
C)publications
D)speakers and photos
E)all of the above

Question 46

New electronic media are categorized as ________ media.

A)controlled
B)uncontrolled
C)semicontrolled
D)regulated
E)unregulated

Question 47

________ include house ads, public service announcements, corporate advertising, in-house publications, and visual presentations.

A)Internal media
B)External media
C)Controlled media
D)Uncontrolled media
E)Semicontrolled media

Question 48

What do companies provide to the media that contains all the important background information, either before members of the press arrive or when they arrive at a press conference?

A)media kit
B)collateral material
C)video news release (VNR)
D)pitch letter
E)feature story

Question 49

Which of the following is NOT a marketing communication tool used in public relations?

A)sales promotion
B)advertising
C)Internet
D)direct marketing
E)personal sales

Question 50

________ contain video footage for a television newscast.

A)Video news releases (VNRs)
B)Video public relations (VPRs)
C)Live news releases (LNRs)
D)Public Service Announcements (PSAs)
E)Documercials

Question 51

Point-of-view messages are called ________.

A)corporate identity advertising
B)advocacy advertising
C)image advertising
D)house advertising
E)cause marketing

Question 52

A ________ is a single event at which a company spokesperson makes a statement to media representatives.

A)media tour
B)press conference
C)sponsored event
D)speakers' forum
E)town hall forum

Question 53

People working in public relations are often trained as ________, with little background in marketing.

A)brand specialists
B)media buyers
C)journalists
D)psychologists
E)advertisers

Question 54

The decision to use any part of a news release at all is based on an editor's judgment of its news value, and this is based on the information's ________.

A)timeliness
B)proximity
C)impact
D)human interest
E)all of the above

Question 55

Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________.

A)house ads
B)public service announcements
C)cause marketing
D)advocacy ads
E)feature ads

Question 56

What is the primary medium used to deliver public relations messages to the various external media?

A)house ads
B)advocacy ads
C)corporate identity ads
D)news releases
E)public service announcements

Question 57

Which of the following is NOT a way to generate publicity?

A)news releases
B)press conferences
C)media tours
D)personal contact with members of the media
E)internal marketing

Question 58

Public relations tools are divided into which two categories?

A)internal and external
B)marketing and corporate
C)controlled media and uncontrolled media
D)controlled message and uncontrolled message
E)controlled contact and uncontrolled contact

Question 59

________ include press releases, press conferences, and media tours.

A)Internal media
B)External media
C)Controlled media
D)Uncontrolled media
E)Semicontrolled media

Question 60

What is used to sell editors on ideas for feature stories, which are human-interest stories rather than hard news?

A)personal selling
B)release statement
C)pitch letter
D)feature summary
E)media kit

Question 61

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

Question 62

Companies can associate themselves with a good cause, providing assistance as well as financial support, through the practice of public service marketing.

Question 63

Which of the following is good advice for writing an e-mail pitch letter?

A)Be sure to list all recipients in the "To:" line.
B)Include attachments whenever possible to ensure the media receives complete information.
C)Always follow up on an e-mail pitch by asking, "Did you get it?"
D)Personalize the letter.
E)Reveal the who, what, and why of the story after the first paragraph of the letter.

Question 64

Using which type of publicity does a traveling spokesperson make announcements and speeches, hold press conferences to explain a promotional effort, and offer interviews?

A)town hall forum
B)speakers' bureau
C)displays and exhibits
D)controlled media event
E)media tour

Question 65

Material that is published to support a company's marketing public relations efforts is known as ________.

A)a feature story
B)a media kit
C)collateral material
D)supplemental material
E)an annual report

Question 66

The area of public relations that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization's story)is called external relations.

Question 67

What type of publication is required by the Securities and Exchange Commission (SEC)from each publicly held company?

A)collateral material
B)annual report
C)media kit
D)pitch letter
E)controlled message

Question 68

Corporate communication programs with government and with the public on issues related to government and regulation are called public affairs.

Question 69

The key publics addressed by relationship programs in public relations are media, employees, the financial community, government, and the general public.

Question 70

Reputation is a perception based on messages delivered by the advertising and other marketing communication tools, and image is based on an organization's actual behavior.

Question 71

The "no-conflict-of-interest endorsement" factor reflects the tendency of the public to trust the media more than they do advertisers.

Question 72

Which of the following is used to facilitate internal marketing and provide an opportunity for management to make a presentation on some major project, initiative, or issue and invite employees to discuss it?

A)town hall forum
B)press conference
C)trade show
D)media tour
E)pitch group

Question 73

A cadre of articulate people in a company who will talk about topics at the public's request is known as a ________.

A)town hall forum
B)public service group
C)pitch group
D)speakers' bureau
E)collateral group

Question 74

Which of the following is false regarding online communication?

A)Corporate websites have become an important part of corporate communication.
B)The Internet presents at least as many challenges to public relations professionals as it does opportunities.
C)The Internet makes it possible to present the company's image and story without going through the editing of a gatekeeper.
D)The World Wide Web does not allow managed communication directly between organizations and audiences without the gatekeeping function of other mass media.
E)Gossip and rumors can spread around the world within hours.

Question 75

Public relations is primarily used to generate sales.

Question 76

Reputation is earned based on what you say you do, not necessarily what you do.

Question 77

Public relations practitioners track the impact of a campaign in terms of ________.

A)reach and frequency
B)process and outcome
C)sales and inquiries
D)impressions and sales
E)input and output

Question 78

Which type of network connects people in one business with its business partners?

A)Internet
B)intranet
C)extranet
D)social network
E)internal Web

Question 79

Opinion leaders are important targets for public relations efforts because these people influence the opinions of others.

Question 80

Which type of network connects people within an organization?

A)Internet
B)intranet
C)extranet
D)social network
E)internal Web