Deck 12: Public Relations

Question 1

Allbert and Zawawi 2000 suggested that an effective strategic communication plan should

A)use creative,colourful and attractive images
B)use colloquial language
C)use email,Internet,facebook or Myspace formats
D)be open,clear,consistent,timely and receiver-oriented

Answer 1

D

Question 2

An organisation's use of social media facilitates

A)a monologue
B)a dialogue
C)one-directional communication
D)monitoring staff behaviour

Answer 2

B

Question 3

Before an organisation decides on a public relations plan,it must

A)conduct research
B)identify its image
C)determine goals and objectives
D)all of the above

Answer 3

D

Question 4

An organisation trying to promote a relationship based on mutual understanding would use the

A)Press Agentry\Publicity Model
B)Public Information Model
C)Two-way Asymmetrical Model
D)Two-way Symmetrical Model

Question 5

According to Beder 1999,one of the risks of community consultation in the public relations context is that

A)it opens the organisation to criticism before the event
B)it is merely a PR exercise not aimed at fostering genuine participation in decision making
C)it communicates risk too overtly
D)it loses control over its own decision-making processes

Question 6

A public health campaign designed to inform the public of the benefits of exercise is an example of which public relations model?

A)Press Agentry\Publicity Model
B)Public Information Model
C)Two-way Asymmetrical Model
D)Two-way Symmetrical Model

Question 7

An organisation trying to convince stakeholders of a particular point of view would use the

A)Press Agentry\Publicity Model
B)Public Information Model
C)Two-way Asymmetrical Model
D)Two-way Symmetrical Model

Question 8

Public relations strategies should be implemented by someone high in the organisation because

A)public relations is a function of management
B)implementing public relations requires access to resources
C)only someone high in the organisation has the full picture
D)someone high in the organisation has powerful allies externally

Question 9

Which of the following is not a factor in driving corporate social responsibility?

A)Ethical consumerism
B)Social awareness and education
C)Laws and regulations
D)Corporate governance

Question 10

The key benefit of adopting a two-way symmetrical approach to public relations is

A)that potential problems or hostile attitudes are identified before they become issues
B)that it requires less resources than other models
C)that it promotes balance between an organisation and its publics
D)the ability to promote products and services directly to customers

Question 11

The three objectives of public relations provided by Baskin,Aronoff and Lattimore 1997 are to

A)create information,disseminate information,and monitor information
B)maintain positive opinion,neutralise hostile opinion and create opinion where there is none
C)make an image,monitor the image and modify the image
D)create information,modify images and neutralise hostile opinions

Question 12

Stakeholders are

A)individuals or groups who are interested in the organisation
B)individuals or groups who are aware of the organisation's activities
C)individuals or groups affected by the behaviour of an organisation
D)individuals or groups who are competing for business with the organisation

Question 13

Which type of communication does not rely on persuasion and manipulation in a public relations model?

A)One-way communication
B)Two-way symmetrical communication
C)Two-way asymmetrical communication
D)None of the above

Question 14

A strong relationship with traditional and social media is built on

A)knowledge of deadlines and what the media want
B)credibility and trust
C)a positive organisational image
D)strategic alignment of political and social goals

Question 15

The ways in which an organisation considers the impact its actions will have on its publics is addressed by the organisation's approach to

A)customer relations
B)two-way communication
C)corporate social responsibility
D)budgeting

Question 16

Which is not a feature of the public relations role in an organisation?

A)Inform stakeholders about the organisation
B)Influence attitudes and behaviour
C)Promote interaction the with social and political environment
D)Promote products directly to consumers

Question 17

Running an event specifically designed to attract media coverage is an example of using which public relations model?

A)Press Agentry\Publicity Model
B)Public Information Model
C)Two-way Asymmetrical Model
D)Two-way Symmetrical Model

Question 18

Mutually beneficial relationships with a public are built by

A)listening and appeasing
B)appreciating and empathising
C)listening and responding
D)consulting and defending

Question 19

Two-way communication in public relations refers to

A)effective technology that facilitates communication between the organisation and its customers
B)the ability of an organisation to communicate with its stakeholders and receive feedback on which it can act
C)the need for organisations to be answerable to their stakeholders
D)the organisation's promotional strategy

Question 20

Public Relations PR is concerned with

A)the range of organisational activities required to keep a customer satisfied
B)creating the organisation's public presence and influencing its publics to take some course of action
C)marketing your image and building your organisation's structural base
D)ensuring employees of the company are satisfied with the way business is conducted

Question 21

A media release should not be

A)less than 500 words
B)focused on one event or issue
C)written in the inverted pyramid style
D)inaccurate and verbose

Question 22

When staff are able to exchange information and give feedback to management on their perceptions of the organisation,it is through

A)external communication
B)internal communication
C)the flow of communication
D)online communication

Question 23

Which of the following is not a step in the strategic management of public relations,according to Hunt and Grunig 1994?

A)Build a stable long-term relationship
B)Develop objectives
C)Conduct research
D)Select issues to which the organisation will respond

Question 24

The effective use of social media in a crisis should be

A)two-way symmetrical communication
B)two-way asymmetrical communication
C)one-way communication
D)managed by the organisation

Question 25

Managing issues at an early stage is crucial because

A)issues can overtake an organisation
B)it can avert a crisis
C)it demonstrates accountability and credibility
D)all of the above

Question 26

Bloggers are important targets for public relations practitioners because

A)they are free to engage with
B)they influence large audiences
C)they can influence target audiences and stakeholders
D)they can influence politicians

Question 27

Contrived engagement and deceptive communication will damage an organisation's relationship with its stakeholders.

Question 28

An organisation that ignores,rather than manages,problems or crises is referred to as

A)irresponsible
B)incompetent
C)low-transparency
D)high-transparency

Question 29

Media relations uses

A)online communication channels
B)internal communication channels
C)external communication channels
D)in-house communication channels

Question 30

An organisation that operates using a two-way symmetrical model is a

A)high-transparency organisation
B)low-transparency organisation
C)proactive organisation
D)reactive organisation

Question 31

Holding a special event can achieve public relations goals by

A)attracting people to one place at one time
B)creating a focus for an issue or activity
C)creating a forum for an organisational spokesperson to interact with media
D)creating an opportunity to interact with competitors

Question 32

A staff newsletter is an example of

A)two-way communication
B)external communication
C)a public relations activity
D)a leadership activity

Question 33

The use of effective communication skills in public relations is critical because

A)such skills are 'best practice' and required in a global environment
B)it facilitates an open,transparent and clear relationship with stakeholders
C)stakeholders have expectations that need to be met
D)the organisation pays for staff to have such skills

Question 34

When conducting a media interview,bridges are effective at

A)diverting attention from the main point
B)redirecting attention back to the key point
C)linking questions
D)emphasising a key promotional message

Question 35

Which of the following is not a planning step in a public relations program?

A)Research
B)Identify the communication channel
C)Create a timeline
D)Book advertising

Question 36

From an organisational perspective,the purpose of a media release is to

A)make an announcement
B)attract media attention
C)reach an online audience
D)all of the above

Question 37

A public relations issue appears when

A)stakeholders form groups because an organisation's actions impact on them
B)high profile issues are likely to negatively impact an organisation
C)high profile issues are likely to either negatively OR positively impact an organisation
D)a crisis event occurs that will involve delicate negotiations and collaboration with a specific public or publics to resolve

Question 38

The main benefit of a news conference is to

A)give all media access to a source at the one time
B)save resources and time
C)give sources time to plan
D)control who is asking questions

Question 39

Internal communication can foster a cooperative workplace,especially if it

A)engages employees in decision making
B)promotes employee achievements
C)avoids industrial problems
D)reports on external threats

Question 40

Organisations usually call on a number of models of public relations.

Question 41

Effective public relations campaigns are directed at a market.

Question 42

The purpose of a media release is to make an announcement about an event,story or issue of news value and publicise it.

Question 43

Corporate social responsibility aims for a balance between organisational interests and organisational activities.

Question 44

The inverted pyramid is useful because it leaves the reader with the most important information at the end of the story.

Question 45

If the media ask to interview a member of your organisation,it is very likely that you will receive coverage on the news.

Question 46

Two-way communication is the most effective way of managing an issue.

Question 47

Public relations can be used as a tool to overcome community objections to hazardous or undesirable developments.

Question 48

'News value' is the term used to describe the criteria for attracting the media.

Question 49

An organisation should have at least one person monitoring its social media presence.

Question 50

Social media has changed the principles on which public relations is based.

Question 51

Negotiation and collaboration are the most effective ways of dealing with issues that arise in an organisation.

Question 52

A successful public relations strategy starts with a plan.

Question 53

A media release should focus on a number of issues at the one time.

Question 54

Writing and speaking are the main communication skills needed by public relations practitioners.

Question 55

Effective organisations ensure their public relations messages are aligned with management decisions and processes.

Question 56

An organisation's publics will have similar styles influenced by local conditions.

Question 57

Large organisations usually have a consistent image.

Question 58

Public relations generally only conveys information about an organisation's image,objectives,policies,standards,products,and services.

Question 59

A media release should be written as a news story from an organisation's perspective.

Question 60

The two-way models of public relations operate at higher levels than one-way models.

Question 61

The most effective way to communicate in a public relations context is two-way symmetrical.

Question 62

Discuss the differences between the four models of communication.For each model,describe a public relations situation in which the model would be most appropriate.

Question 63

Discuss the different roles media releases,news conferences and special events have in promoting an organisation's image.

Question 64

Discuss the transition from an issue to a crisis,and the role public relations management plays in this.

Question 65

What communication skills are required by public relations practitioners? Discuss what communication skills are most appropriate to different tasks,such as writing media releases,or influencing management to resource a campaign.

Question 66

Describe the steps in the strategic management of public relations issues.

Question 67

Organisations which effectively manage issues create mutual understanding and a stable relationship with stakeholders.

Question 68

Discuss corporate social responsibility,and how it is relevant to stakeholders.Give examples of corporate social responsibility in action.

Question 69

Organisations can take their time to assess an issue and decide the best way to respond.

Question 70

Consider the image of an organisation you know well.Reflect on what you know and think about that organisation,and how it communicates with its stakeholders.Is the communication one- or two-way,and is it effective?

Question 71

Explain why you would want to plan a public relations campaign.What would be the objectives? How many steps will it take and what are they?