Deck 19: Managing Public Relations

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

A public relations program should be reactive,not proactive.

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 firm can affect the general public's values,attitudes and actions through:

A) Television advertisements.
B) Billboard messages.
C) Blogs written by CEOs.
D) All of the above.

Question 6

An example of indirect communications is through television.

Question 7

An example of direct communications is through a company website.

Question 8

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 9

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

Question 10

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 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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 18

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

Question 19

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

Question 20

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

Question 21

A critical function of the public relations manager is:

A) Crisis management.
B) Financial management.
C) Corporate governance.
D) Accounting.

Question 22

Who warned,"Advertisements contain the only truth to be relied on in a newspaper?"

A) Barack Obama.
B) Bill Clinton.
C) Thomas Jefferson.
D) George Washington.

Question 23

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) Influential advertising.
B) Issue advertising.
C) Capstone advertising.
D) Political advertising.

Question 24

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 25

A 2011 Pew Research Center and Knight Foundation report confirmed that this medium remained the major source of weather,traffic and breaking news for consumers?

A) Local television news.
B) Newspapers.
C) The Internet.
D) Websites.

Question 26

Global businesses that have extended their public relations strategies globally should:

A) Ensure that sufficient funding is allocated globally for a positive and effective public affairs impact.
B) Never decentralize their global public relations programs to ensure the company has "one voice."
C) Assume that there is no anti-American sentiment in the countries where they have operations.
D) Ignore local customs and emerging issues in the locations where they operate.

Question 27

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 28

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 29

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 30

In 2011,Facebook and Time Warner joined forces to create this program against bullying

A) "Stand Up Against Bullies".
B) "Prevent Bullying Now".
C) "Be Brave: Stop Bullying".
D) "Stop Bullying: Speak Up".

Question 31

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 32

The International Public Relations Association was founded in:

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

Question 33

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 34

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 35

In a 1998 FTC report to Congress,how many websites did the government agency find collected personal consumer information?

A) Less than 10 percent.
B) Approximately 25 percent.
C) Approximately 67 percent.
D) Over 85 percent.

Question 36

Crises are:

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

Question 37

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 38

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 39

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 40

The "WE AGREE" campaign was an image advertisement about what?

A) Facebook's position on bullying.
B) Chevron's position on big oil's support of local schools.
C) S.C. Johnson's focus on supporting American families.
D) BP's focus on supporting clean energy sources.

Question 41

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

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

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

Question 44

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

Question 45

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

Question 46

Scenario-based press releases,key discussion points,and procedures to activate the organization's website 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 47

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

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

Question 48

According to the Institute for Crisis Management this industry is among the top crisis-prone industries because of sophisticated technology found in its products:

A) Airline.
B) Automobile.
C) Pharmaceuticals.
D) Telecommunications.

Question 49

A rule of media communication is to:

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

Question 50

How is the public protected through government regulations?

Question 51

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

Question 52

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.