Deck 19: Managing Public Relations

Question 1

The Securities and Exchange Commission is charged with regulating interstate and international communications by radio, television, wire, satellite, and cable.

Answer 1

False

Question 2

In 2007, the Cartoon Network was fined for public disruption of the Bostonian transportation system while using a new form of public relations called:

A) Guerilla advertising.
B) Terror advertising.
C) Attack advertising.
D) Strike advertising,

Answer 2

A

Question 3

An effective public relations program is not fundamental to an organization's relationship with the public.

Answer 3

False

Question 4

In 1889, the first public relations department was created by:

A) John Rockefeller.
B) George Westinghouse.
C) Andrew Carnegie.
D) Franklin Pierce.

Question 5

A public relations program should be reactive, not proactive.

Question 6

The Federal Trade Commission serves as a public watchdog evaluating honesty and fairness in advertising.

Question 7

As one group of scholars has written, the essential role of the public relations program appears to be that of:

A) A window out of the corporation through which management can perceive, monitor, and understand external change.
B) A window in through which society can influence corporate policy and practice.
C) Making sure that the reputation of the CEO is preserved.
D) Both A and B, but not

Question 8

Key employees must be identified in advance of a crisis so that they are ready to address the issue.

Question 9

The major activity carried out by public relations managers is writing blogs.

Question 10

The public scrutiny following a corporate crisis can have a political, legal, financial, and governmental impact on its business.

Question 11

The Internet-based communication revolution has significantly benefited only large organizations.

Question 12

Members of the Public Relations Society of America are expected to adhere to the core values of advocacy, honesty, and fairness, among others.

Question 13

The public relations function is a boundary-spanning role that primarily involves the flow of information to and from the organization.

Question 14

A good public relations program:

A) Sends a constant stream of information to the company's stakeholders.
B) Is separate from the company's public affairs program to avoid conflicts of interest.
C) Should be primarily reactive, responding to issues as they arise.
D) Is necessary only for highly vulnerable companies.

Question 15

The Public Relations Society of America is the government agency charged with regulating advertisements in the United States.

Question 16

How the general public perceives a business firm can have a major effect on its performance.

Question 17

The professional core values for the Public Relations Society of America include:

A) Advocacy and honesty.
B) Expertise and independence.
C) Loyalty and fairness.
D) All of the above.

Question 18

Historically, public relations officers worked mostly through contact with traditional media outlets.

Question 19

An example of direct communications is through a company Web site.

Question 20

An example of indirect communications is through television.

Question 21

The International Public Relations Association was founded in:

A) 2009.
B) 1970.
C) 1955.
D) 1930.

Question 22

A highly toxic gas that can irritate the respiratory system leading to severe coughing, vomiting, and in some cases lung cancer, is called:

A) Chlorine.
B) Oxygen.
C) Lavender oil.
D) Salt.

Question 23

Which of the following statements is true about the right to free speech?

A) Free speech is not an unrestricted right.
B) Free speech comes with the obligation of acting in the best interest of the public.
C) Free speech requires adhering to ethical principles.
D) All of the above.

Question 24

Which of the following is a type of corporate crisis?

A) Acts of God.
B) Management indecision.
C) Mechanical problems.
D) All of the above.

Question 25

In 2009, the second most common media outlet for business was:

A) Television.
B) Radio.
C) Newspaper.
D) Online advertising.

Question 26

What media technique is used to promote the general perception of a product or service, rather than promoting its functional attributes?

A) Capstone advertisements.
B) Issue advertisements.
C) Public service announcements.
D) Image advertisements.

Question 27

Coca-Cola's classic advertisement campaign, "It's the real thing," is an example of:

A) Image advertisements.
B) Capstone advertisements.
C) Public service announcements.
D) Issue advertisements.

Question 28

Harry and Louise were credited with:

A) Helping to kill President Clinton's government-backed health care reform plan.
B) Explaining the unprecedented increases in gasoline prices in 2006 and 2007.
C) Inviting the public to research in greater depth what constitutes rising prices of gasoline at the pumps.
D) Fighting the pornography industry against inappropriate child advertising.

Question 29

The Ad Council's inaugural campaign slogan was:

A) "Friends don't let friends drink and drive."
B) "A mind is a terrible thing to waste."
C) "Loose lips sink ships."
D) "Only you can prevent forest fires."

Question 30

GPS is an acronym for:

A) Global positioning system.
B) Global public strategy.
C) Group performance session.
D) Group philanthropy segment.

Question 31

The act passed to allow virtually any business to enter the telecommunications industry is called:

A) 2009 Cable and Television Act.
B) 1996 Telecommunications Act.
C) 1975 Interstate Wire Communications Act.
D) 1893 Federal Communications Act.

Question 32

The right to free speech is protected under the U.S. Constitution's:

A) Fifth Amendment.
B) Third Amendment.
C) First Amendment.
D) Preamble.

Question 33

A new public relations outlet for businesses as demonstrated by Wal-mart is:

A) Text messages.
B) Chat rooms.
C) Blogs.
D) Vlogs.

Question 34

What describes the practice of businesses using their public relations' outreach in ways to influence the public's opinion of a political or legislative issue of concern to the company?

A) Advocacy advertising.
B) Issue advertising.
C) Capstone advertising.
D) Both A and B, but not

Question 35

According to comScore, a provider of digital intelligence, in December 2008 the total number of individuals, aged 15 and older, who accessed the Internet from their home or work computers was:

A) 100,000.
B) 1 million.
C) 1 billion.
D) 10 billion.

Question 36

The Federal Trade Commission attempts to ensure that the public is protected against which of the following unethical business practices?

A) The creation of industry cartels.
B) The use of deception to distort the truth.
C) Exchange rate manipulation by a country.
D) None of the above.

Question 37

According to a recent study by the University of Southern California's Annenberg Center, what percentage public relations officers surveyed report directly to the CEO?

A) 30 percent.
B) 66 percent.
C) 75 percent.
D) 90 percent.

Question 38

The agency created in 1934 and charged with regulating interstate and international communications by radio, television, wire, satellite, and cable is called:

A) Online Privacy Commission.
B) Securities and Exchange Commission.
C) Federal Communications Commission.
D) Federal Trade Commission.

Question 39

This company launched the "connecting through cookies" in an effort to help their primary audience, women, improve their lives:

A) Whole Foods Market.
B) Campbell Soup Company.
C) Wendy's.
D) Nabisco.

Question 40

A significant business disruption that stimulates extensive news media and social networking coverage is called a(n):

A) Explosion.
B) Crisis management.
C) Corporate crisis.
D) Human error.

Question 41

As new technologies have emerged, the variety of available channels of communication has grown dramatically. Discuss the new technology-enhanced channels for public relations and how they have affected the discipline.

Question 42

Seeking to restore the firm's reputation takes place during this effective crisis management step:

A) Communicate quickly, but accurately.
B) Do the right thing.
C) Follow up and, where appropriate, make amends to those affected.
D) Create and document policies and procedures.

Question 43

What new challenges emerge when public relations strategies take on a global perspective?

Question 44

Why do firms create public relations departments? Outline the structure and activities of a typical department.

Question 45

Crises are:

A) Not unique.
B) Always tragedies.
C) Often unexpected events.
D) Rarely disruptive.

Question 46

Emphasizing key points and guiding the reporter to them is called:

A) Hooking.
B) Bridging.
C) Flagging.
D) Gapping.

Question 47

Define a corporate crisis. Outline an effective crisis management plan for a public relations manager.

Question 48

A rule of media communication is to:

A) Be honest.
B) Be current.
C) Be accessible.
D) All of the above.

Question 49

Evaluate public opion influencing strategies used by business organization, such as public service announcements, image advertisements, and issue advertisements.

Question 50

Scenario-based press releases, key discussion points, and procedures to activate the organization's Web site are all part of which step in an effective crisis management plan?

A) Get ready before the crisis hits.
B) Communicate quickly, but accurately.
C) Use the Internet.
D) Do the right thing.

Question 51

Define the general public. How do firms and the public affect one another?

Question 52

How is the public protected through government regulations?