Question 1

Negative publicity stems from external forces outside a firm's control and not from a company's internal activities
or decisions.

Accepted Answer

Negative publicity can stem from both external and internal factors. Internal decisions and actions taken by a company can result in negative publicity, such as product recalls, unethical behavior, or data breaches.

Question 2

Public relations manages corporate communications and helps image management in times of noncrisis.

Accepted Answer

Public relations is responsible for managing a company's image and reputation through strategic communication, media relations, and other related activities. This includes managing corporate communications on a regular basis and ensuring that the company's image and messaging are aligned with its goals and values. This is done not only during times of crisis but also during times of non-crisis, to maintain a positive image in the eyes of its stakeholders.

Question 3

The Baltonian beef industry is rocked by reports of its herds suffering from mad cow disease.To deal with this issue, the industry should adopt a proactive public relations strategy.

Accepted Answer

False

Question 4

A feature story allows a firm to write an exclusive story about the company in a newspaper or any other medium.

Accepted Answer

A feature story is a type of journalism that provides in-depth coverage of a topic, often written by journalists, not the company itself, and is not exclusive to one firm.

Question 5

A company allows its workers to take off on one afternoon, every month, to volunteer at a nonprofit organization of their choice.The company sends out a press release that explains this program to the media.This is an example of a reactive public relations strategy.

Accepted Answer

This is actually an example of a proactive public relations strategy, where the company is actively promoting a positive aspect of their organization to the media. A reactive strategy would be responding to negative publicity or a crisis situation.

Question 6

A reactive public relations strategy is a tool designed for firms to take quick and thoughtful action at the first sign of negative publicity.

Accepted Answer

A reactive public relations strategy is specifically meant to address negative events or publicity, and involves swift action to mitigate potential damage to a company's reputation.

Question 7

A car manufacturer offers free car rides for a week to popular bloggers, who then blog about their positive experiences about their car rides.This is an example of influencer marketing.

Accepted Answer

This is an example of influencer marketing, where bloggers with a significant following ("influencers") are used to promote a product or service through their positive experiences and reviews.

Question 8

The section of the public relations plan that specifies precisely what means will be used to implement the plan is the program rationale.

Accepted Answer

The section of the public relations plan that specifies precisely what means will be used to implement the plan is the program tactics or strategies. The program rationale explains the reasoning and purpose behind the chosen tactics.

Question 9

Publicity is essentially paid media exposure about a firm's activities.

Accepted Answer

Publicity is actually unpaid media exposure that a company gains through newsworthy events or media coverage. It is not paid for like advertising, which is paid media exposure.

Question 10

Press releases are preferred over other tools of public relations because it prevents journalists from editing the news release.

Accepted Answer

Press releases can still be edited by journalists before they are published or broadcasted. However, press releases are still an effective tool for public relations as they can help journalists gather information and quotes for their stories.

Question 11

Publicity, unlike other forms of public relations, can easily be strategically controlled.

Accepted Answer

Publicity is often the result of media coverage, which cannot be directly controlled by the organization. While an organization can try to influence media coverage through press releases and media pitches, ultimately it is up to the media outlet to decide whether or not to cover the story and how to frame it. Therefore, publicity is generally not as controllable as other forms of public relations like advertising or direct mail.

Question 12

Public relations cannot work for dedicated brand-building in a digital and social media environment.

Accepted Answer

Public relations can work for dedicated brand-building in a digital and social media environment. In fact, PR can help build and maintain a positive brand image through media outreach, influencer partnerships, and social media campaigns.

Question 13

Though professional influencer programs can provide valued assets for a brand builder, peer-to-peer influencer programs cannot.

Accepted Answer

Peer-to-peer influencer programs involve everyday people promoting a product or service to their personal social networks, which may have a more authentic and relatable impact on their followers. This type of influencer program can provide valuable word-of-mouth marketing and a boost in brand awareness among a target audience.

Question 14

Public relations is the only tool that can provide damage control in the face of negative publicity.

Accepted Answer

The answer of Public relations is the only tool that...

Question 15

The focal point of public relations objectives is sales and profits.

Accepted Answer

While sales and profits may be a desired outcome of public relations efforts, the primary focus of public relations objectives is building and maintaining positive relationships with stakeholders, managing the reputation of the organization, and communicating key messages to target audiences.

Question 16

Public relations can be used to activate social media, as well as engage mainstream media.

Accepted Answer

Public relations practitioners often use social media platforms to engage their audiences and amplify their messages. By sharing valuable content, responding to comments and inquiries, and building relationships with followers, PR professionals can effectively use social media to increase visibility, credibility, and engagement. Additionally, PR can generate media coverage by reaching out to journalists, pitching compelling stories, and creating news releases, which can further increase exposure and shape public perception.

Question 17

Newsletters can be distributed to important constituents in a community, such as government officials or the chamber of commerce.

Accepted Answer

Newsletters are a useful way to keep important constituents informed about community events and developments. They can be distributed to government officials, business leaders, and others who have a stake in the community's success.

Question 18

At present, the field of public relations does much more than its traditional role of managing goodwill with a
company's stakeholders and customers.

Accepted Answer

Public relations now encompasses a range of activities, including crisis management, social media management, and community relations.

Question 19

A public relations audit is conducted after a public relations plan is formulated.

Accepted Answer

A public relations audit is typically conducted before a public relations plan is formulated as it involves evaluating the current state of the organization's communication efforts and identifying areas for improvement, which then inform the development of a PR plan.

Question 20

The major difference between public relations and advertising is that public relations cannot be used as a part of
IBP campaigns.

Accepted Answer

This statement is false. Public relations can be used as a part of Integrated Brand Promotion (IBP) campaigns. In fact, public relations is one of the key components of IBP along with advertising, sales promotion, personal selling, direct marketing, and social media.

Quiz 18: Public Relations Influencer Marketing and Corporate Advertising

Negative publicity stems from external forces outside a firm's control and not from a company's internal activities or decisions.