Deck 11: Public Relations

Question 1

When a company publishes a newsletter for employees,this is an example of

A) image relations.
B) consumer relations.
C) media relations.
D) internal public relations.
E) external public relations.

Answer 1

D

Question 2

Who said "The public be damned"?

A) Marie Antoinette
B) Ivy Lee
C) William Henry Vanderbilt
D) Paul Garrett
E) Jean Valin

Answer 2

C

Question 3

Which tragic event occurred during a Colorado mine strike?

A) The Gap derailment
B) The Ludlow Massacre
C) The Colorado catastrophe
D) The Sacramento shooting
E) The Rockefeller retaliation

Answer 3

B

Question 4

Which term refers to developing programs in advance of an unscheduled but anticipated event?

A) Image consulting
B) Crisis management
C) Anticipatory planning
D) Contingency planning
E) Foresight planning

Question 5

What are the two cornerstones of public relations agencies?

A) Perception and deceit
B) Reputation and advertising
C) Profit and image
D) Internal and external public relations
E) Publicity and promotion

Question 6

When a company communicates with customers and suppliers,it is engaging in

A) image relations.
B) consumer relations.
C) media relations.
D) internal public relations.
E) external public relations.

Question 7

Which term describes those who influence public policy?

A) Social Darwinists
B) Machiavellians
C) Lobbyists
D) Internal relations specialists
E) External relations specialists

Question 8

A college has relationships with its students,faculty,staff,and other colleges.Each of these constituencies is called

A) a client.
B) a public.
C) a shareholder.
D) an owner.
E) a moderator.

Question 9

Which term describes an approach to negotiating relationships without any manipulative tricks?

A) Negotiated reality
B) Machiavellianism
C) Social Darwinism
D) Public relations theory
E) Dialogic theory

Question 10

Suggestions regarding wardrobe,hairstyle,and body language are all part of

A) puffery.
B) political communication.
C) persona enhancement.
D) style promotion.
E) image consulting.

Question 11

How do public relations coordinators get their message out?

A) On-site announcements
B) Telephone surveys
C) Pamphlets and flyers
D) Direct advertising
E) Mass media

Question 12

What is one advantage of advertising over public relations?

A) It has greater credibility.
B) The message reaches a larger audience.
C) It costs less.
D) There is no need to hire an outside company.
E) The organization has more control over the message.

Question 13

Which is not a major feature of dialogic theory in action?

A) Sympathy
B) Mutuality
C) Propinquity
D) Empathy
E) Risk

Question 14

When General Motors set up grants for schools and scholarships for employees' children,this was an example of

A) human resources management.
B) public relations.
C) Machiavellianism.
D) social Darwinism
E) enlightened self-interest.

Question 15

Which term did Paul Garrett use to describe mutually beneficial public relations?

A) Social Darwinism
B) Enlightened self-interest
C) Machiavellianism
D) Dialogic theory
E) Public relations

Question 16

Which program links public relations and advertising?

A) Image consulting
B) External public relations
C) Internal public relations
D) Integrated marketing communication
E) Pub-vertising

Question 17

Which method do public relations companies use to gather information about public opinion?

A) Polling
B) Internal public relations
C) External public relations
D) Image consulting
E) News conferences

Question 18

To cushion the harshness of social Darwinism,many tycoons espoused

A) materialism.
B) maternalism.
C) paternalism.
D) public relations.
E) enlightened self-interest.

Question 19

Who was best known for turning hype into a fine art?

A) George Creel
B) P.T. Barnum
C) The Ringling Brothers
D) Elmer Davis
E) Ivy Lee

Question 20

Who laid out the fundamentals of public relations?

A) Theodore Roosevelt
B) Charles Darwin
C) George Baer
D) William Henry Vanderbilt
E) Ivy Lee

Question 21

Filing a complaint against a news organization for unfair coverage is an example of

A) proactive media relations.
B) crisis management.
C) retaliatory advertising.
D) ambivalent media relations.
E) adversarial public relations.

Question 22

Dialogic theory is based on a conception of the public as a means to an end.

Question 23

Which term describes covering up abuses but not correcting them?

A) Adversarial public relations
B) Whitewashing
C) Image consulting
D) Reputation preservation
E) Image cleaning

Question 24

Which of the following is part of the CPRS code of standards?

A) Members should protect the confidences of present employers.
B) Members cannot disclose the names of their employers.
C) Members may represent conflicting interests.
D) Members can be accredited after two years.
E) Members must always control the message.

Question 25

Which term describes paid advertisements that state an editorial position?

A) Reporter tales
B) Press packages
C) Media briefs
D) Infomercials
E) Advertorials

Question 26

When a chemical company disposes of waste in an environmentally unsafe manner,this activity is part of

A) its persona.
B) its business plan.
C) the reality.
D) its shadow.
E) dumping.

Question 27

Which term describes an internet-based news release with links to related material and interactive opportunities for news reporters?

A) Social media news release
B) Internal communication
C) External communication
D) Web-based public relations
E) Email alerts

Question 28

When an organization takes the initiative to release information to the media,this is called

A) proactive media relations.
B) contingency planning.
C) crisis management.
D) integrated marketing.
E) media courting.

Question 29

The good practice of public relations is a one-way street for institutions and individuals to communicate to the public.

Question 30

Those who meet the CPRS certification process are allowed to place what after their names?

A) Ph.D.
B) LLD
C) PRC
D) CPR
E) APR

Question 31

Dialogic theory focuses on communication to publics.

Question 32

Maple Leaf Foods' handling of the 2008 listeriosis outbreak is an example of

A) reactive media relations.
B) proactive media relations.
C) image consulting.
D) product tampering.
E) proactive advertising.

Question 33

Who used the phrase "the engineering of consent"?

A) John D. Rockefeller
B) William Henry Vanderbilt
C) Edward Bernays
D) James Burke
E) Ivy Lee

Question 34

The term enlightened self-interest is used to refer to mutually beneficial public relations.

Question 35

Many public relations people are

A) advertising specialists.
B) government officials.
C) computer geeks.
D) industry insiders.
E) former journalists.

Question 36

For Joyce Nelson,the positive image of a corporation is called

A) the persona.
B) the shadow.
C) the logo.
D) the positive.
E) public relations.

Question 37

Advertorials

A) encourage unfair news reports.
B) were pioneered by Edward Bernays.
C) appear in free space or time.
D) are a passive public relations approach.
E) were devised by Herb Schmertz.

Question 38

The term used to describe the difference between a corporate image and the corporate reality is

A) advertising.
B) the legitimacy gap.
C) manufacturing.
D) public relations.
E) quality control.

Question 39

The functional areas of responsibility for a public relations department are

A) Exco-, Ecto- and Endo-relations.
B) community, government, and social relations.
C) external, internal, and media relations.
D) inner, outer, and superficial relations.
E) civil, in-house, and official relations.

Question 40

Terry Flynn says that public relations is not just a process but a product.

Question 41

An image consultant may help you select your wardrobe or restyle your hair.

Question 42

One advantage of advertising over public relations is that through advertising the organization controls the message.

Question 43

In many companies,the public relations department is responsible for internal,external,and media relations.

Question 44

Ivy Lee promoted suppressing news as an effective public relations strategy.

Question 45

In public relations,publicity and promotion are the same thing.

Question 46

Communication with customers and suppliers is an example of a company engaging in media relations.

Question 47

Helping a client through an emergency is called contingency planning.

Question 48

Social Darwinism espoused care of the "less fit."

Question 49

Many lobbyists call themselves "government relations specialists."

Question 50

Public relations sells points of view and images.

Question 51

The initial response during the Maple Leaf Foods' listeria crisis was whitewashing.

Question 52

Public relations messages often have more credibility with the mass audience than advertising messages do.

Question 53

Ivy Lee,a young publicist in New York,said "The public be damned."

Question 54

All companies have their own public relations departments.

Question 55

A comprehensive program that links public relations with advertising is called an advertorial.

Question 56

A company's in-house newsletter is an example of media relations.

Question 57

CPRS is the Canadian Public Relations Society.

Question 58

According to Terry Flynn,public relations is all about economic value.

Question 59

The common wisdom among public relations people is to be open and candid with the mass media.

Question 60

Ivy Lee was an early mogul in trouble with the public.

Question 61

Terry Flynn says that public relations is not just a process but a __________________.

Question 62

The persona is the negative image of a corporation.

Question 63

Some companies adopt adversarial public relations.

Question 64

Crisis management is an easy task for public relations.

Question 65

When General Motors set up municipal programs and set up scholarships for employees' children,this was an example of __________________.

Question 66

Edward Bernays stressed that public relations people need a strong sense of responsibility.

Question 67

Developing programs in advance of an unscheduled but anticipated event is called __________________.

Question 68

Going silent during a crisis is an effective public relations strategy.

Question 69

A college has relationships with its students,faculty,and staff.Each of these constituencies is called a __________________.

Question 70

When a company communicates with customers,dealers,and suppliers,it is engaging in __________________ public relations.

Question 71

Social media news releases encourage interactive and ongoing communication.

Question 72

The Tylenol crisis is a classic example in public relations annals of how to deal with a situation.

Question 73

Joyce Nelson coined the term "legitimacy gap" to describe the difference between a corporate image and the corporate reality.

Question 74

Public relations people who specialize in representing their clients to legislative bodies and government agencies are called __________________.

Question 75

Among scholars,enthusiasm has developed for applying __________________ for a kinder,gentler practice of public relations.

Question 76

In 1906,__________________ set out the fundamentals of public relations.

Question 77

Many public relations people are seasoned journalists.

Question 78

A specialized branch of public relations that focuses on body language,wardrobe,and hairstyle is called __________________.

Question 79

The application of Darwin's survival-of-the-fittest theory to society is called __________________.

Question 80

Good media relations are often forged in the fire of a crisis.