Deck 4: Public Relations Departments and Firms

Question 1

A person who indirectly influences the work of others through recommendations is performing this type of function.

A) line
B) managerial
C) staff
D) compulsory-advisory

Answer 1

C

Question 2

If the medical division prepares an informational brochure about autism,and it must have approval from the public relations department before production,the public relations department is described as having

A) concurring authority.
B) command authority.
C) compulsory advisory authority.
D) advisory authority.

Answer 2

A

Question 3

Which is a key attribute in becoming a communication "head" or leader?

A) independence
B) extensive external relationships
C) good management skills
D) a crystal ball

Answer 3

D

Question 4

To public relations practitioners,human resources,advertising,and marketing are often seen as sources of

A) inspiration.
B) storylines or media hooks.
C) income.
D) friction.

Question 5

Today's full-fledged public relations firms offer all of the following services EXCEPT

A) symmetrical management.
B) events management.
C) product promotion.
D) executive speech training.

Question 6

Grunig's IABC Foundation research study on "Excellence" notes all of the following about public relations EXCEPT

A) it helps the organization make money by cultivating relationships.
B) it repairs problems and regains lost revenue from bad relationships with publics.
C) it should replace marketing and advertising as financial liaisons for the company.
D) it saves the organization money by reducing costs of litigation, regulation, and legislation.

Question 7

One study of medium-sized U.S.corporations by the Conference Board found that the number of professionals in a typical public relations department is

A) two.
B) five.
C) nine.
D) sixteen.

Question 8

Which is the most frequently outsourced public relations activity?

A) event planning
B) publicity
C) strategy and planning initiatives
D) writing and communications

Question 9

The most admired Fortune 500 companies think of public relations as

A) the epicenter of the C-suite.
B) a bottom line function.
C) a strategic management tool.
D) an equal partner with marketing and advertising.

Question 10

A good source of information about public relations counseling firms is the

A) PRSA guidebook
B) The National Book of Lists
C) The Council of Public Relations Firms
D) the local phone book

Question 11

According to your text,public relations and ___ departments often collide because they compete for funds to communication with external audiences.

A) marketing
B) advertising
C) legal
D) human resources

Question 12

Increasingly,public relations firms are emphasizing this aspect of their services.

A) counseling
B) writing and editing
C) messaging
D) buying space on behalf of a client

Question 13

This term best describes the notion of high authority and power associated with the dominant coalition.

A) mixed motives
B) executive control
C) command authority
D) mixed organic/mechanical

Question 14

Research indicates that some organizations top-level management perceive public relations as a primarily __________________ function,hindering its ability to perform as a member of the dominant coalition.

A) managerial
B) technical.
C) compulsory-advisory.
D) concurring authority.

Question 15

A retainer fee in a public relations firm essentially means that the firm is

A) global or conglomerate in nature.
B) subjective toward the client.
C) involved primarily in legal practices.
D) on call.

Question 16

The standard industry practice is to bill clients

A) at least three times a person's salary.
B) at least double a person's salary.
C) a going industry rate mandated by PRSA.
D) commensurate with account managers in the current local marketplace.

Question 17

The practice of using expert communication services from outside the organization is referred to as

A) boundary spanning.
B) agency public relations.
C) encroachment.
D) outsourcing.

Question 18

Public relations has a generally lukewarm return on investment (ROI)of about 120 percent,but the rate is considered acceptable because PR is not considered a "bottom line" function.

Question 19

In the beginning,the primary objectives of a public relations department were

A) counseling management and promoting products
B) promotions and publicity
C) identifying publics and conducting press agentry
D) building relationships and counseling management.

Question 20

Autonomy and authority refer to a practitioner's role in the

A) B-suite.
B) symmetrical sphere.
C) technical side of business.
D) dominant coalition.

Question 21

The Tylenol case study is a prime example of a business where public relations was in a technical or an advisory function.

Question 22

"Turf battles" between public relations personnel and human resources managers are relatively non-existent because the two areas rarely overlap.

Question 23

The most widely used billing method by public relations firms is "pay-for-placement."

Question 24

You are the chief public relations practitioner for your university.What are some sources of "friction" that you should be aware of,and how might you strategically address such issues? How might research fit into your short- and long-term plans?

Question 25

The standard "markup" in public relations firms is 40-50 percent.

Question 26

An outside firm does not need a prolonged briefing period regarding the client because of their expertise in diverse areas.

Question 27

The "dominant coalition" refers to a situation where public relations practitioners are subservient to marketing and related functions.

Question 28

Most revenues from public relations firms come from implementing tactical aspects.

Question 29

You are the public relations director for an organization.The company has never outsourced before,and you've been in charge of communications for more than a decade.However,the company is undergoing some changes,and is planning to launch a major new campaign.Your supervisor,the director of marketing,suggests that you outsource the campaign to a nearby firm with a good reputation for special events and launches.Do you see this is a wise move? Do you believe that you should have a say in the matter,and to what extent? What should your role be,specifically,if the campaign is outsourced? How would you bring the firm up to speed about your company/mission?

Question 30

Public relations by most accounts is primarily considered a "staff" function.