Deck 15: Public Relations

Question 1

Programs that communicate information to employees are called ________.

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

Answer 1

E

Question 2

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

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

Answer 2

C

Question 3

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

A) Advertising contributes significantly to brand perceptions.
B) Only advertising aims at selected targets.
C) Advertising has greater perceived credibility.
D) Public relations has greater perceived credibility.
E) Only public relations aims at selected targets.

Answer 3

D

Question 4

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 5

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 6

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

Question 7

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 8

________ 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 9

Which aspect of public relations most likely carries no direct media costs?

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

Question 10

The rising popularity of blogging has paved the way for new careers that combine ________.

A) public relations and advertising
B) direct marketing and public relations
C) public relations and journalism
D) direct marketing and advertising
E) direct marketing and journalism

Question 11

All the groups of people with which a company or organization interacts-such as employees,media,community groups,stockholders,and so forth-are known as ________.

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

Question 12

Which of the following is NOT a media gatekeeper?

A) newscaster
B) newspaper editor
C) newspaper writer
D) talk-show coordinator
E) public relations writer

Question 13

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 14

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 15

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 16

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

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

Question 17

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

A) Public relations and advertising differ in how they use the media.
B) The public tends to trust advertising more than public relations.
C) Public relations strategists have little trouble getting exposure through media.
D) Consumers do not perceive public relations information and advertising information as the same.
E) The main goal of public relations is sales.

Question 18

According to the text,what is the greatest asset an organization can have?

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

Question 19

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

Question 20

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 21

Which of the following is another name for a situation analysis?

A) benchmarking
B) audit
C) targeting
D) SWOT analysis
E) gap analysis

Question 22

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
B) consumer public relations
C) recruitment
D) public affairs
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 public relations function focuses on an organization's image and reputation?

A) corporate relations
B) employee relations
C) public affairs
D) crisis management
E) media relations

Question 25

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) mission statement

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

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 28

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 29

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

A) marketing public relations
B) crisis management
C) public communication campaigns
D) public affairs
E) issue management

Question 30

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

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

Question 31

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 32

Which of the following is used to assess the internal and external public relations 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

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) analyzing the potential for an emerging crisis

Question 34

Which of the following is a way that a company can demonstrate its social responsibility by providing financial support to a good cause?

A) recruitment
B) lobbying
C) cause marketing
D) marketing public relations
E) issue management

Question 35

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

A) creating excitement
B) creating customer satisfaction
C) changing people's feelings
D) changing people's behaviors
E) changing people's knowledge

Question 36

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 37

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 38

Which type of public relations is most directly focused on sales?

A) media relations
B) fund-raising
C) marketing public relations
D) corporate social responsibility
E) issue management

Question 39

Corporate communication programs targeted to the government and 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 40

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

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

Question 41

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 42

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 43

New electronic media are categorized as ________ media.

A) controlled
B) uncontrolled
C) semi-controlled
D) regulated
E) unregulated

Question 44

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 45

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 46

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
D) pitch letter
E) feature story

Question 47

________ includes 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) Semi-controlled media

Question 48

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

A) Internal media
B) External media
C) Controlled media
D) Uncontrolled media
E) Semi-controlled media

Question 49

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

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

Question 50

Point-of-view messages are called ________.

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

Question 51

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 52

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 53

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 54

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 55

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 56

Booth exhibits are particularly important at ________.

A) press conferences
B) trade shows
C) guerilla marketing events
D) staged events
E) town hall forums

Question 57

Which of the following is the LEAST likely 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

Which category of public relations tools includes news releases?

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

Question 59

________ contain video footage for a television newscast.

A) Video news releases
B) Video public relations
C) Live news releases
D) Public service announcements
E) Documercials

Question 60

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 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

A public relations news release typically runs exactly as the company desires and as scheduled.

Question 63

Public relations specialists design ads,prepare written messages,and buy media time and space.

Question 64

How are most press releases distributed?

A) online
B) by fax
C) through the mail
D) through social networks
E) in person

Question 65

Because it is easy to measure,brand reputation is not significant in determining brand value.

Question 66

A new form of word-of-mouth marketing in which an online influencer is encouraged to spread information over the Internet is known as ________.

A) cause marketing
B) maven marketing
C) direct marketing
D) impression marketing
E) social networking

Question 67

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 68

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

Question 69

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 70

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

Question 71

Public relations is primarily used to generate sales.

Question 72

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 73

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

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 Internet 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

Which type of network connects people within an organization?

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

Question 76

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

Question 77

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 78

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 79

A group of informed,well-spoken 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 80

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