Question 1

Starting in the 1980s, public relations educators and practitioners began to turn their focus ____________.
A) From publicity to advertising
B) From publicity to marketing
C) From publicity to relationships
D) From publicity to YouTube

Accepted Answer

Starting in the 1980s, the focus in public relations shifted from simply generating publicity to building and managing relationships. This change reflects a broader understanding of the strategic role of public relations in building long-term connections between organizations and their various publics.

Question 2

____________ is a PR relational maintenance strategy that involves an emphasis on common affiliations between the organization and its publics that might take the form of shared Twitter followers, LinkedIn connections, or mutual likes on Facebook.
A) Virtual identity
B) Digital property
C) Connecting
D) Social networking

Accepted Answer

Social networking is a PR relational maintenance strategy that focuses on building and maintaining relationships through shared connections and affiliations on social media platforms.

Question 3

___________ is another PR relational maintenance strategy that includes disclosures about the nature of the organization and information of value to its publics.
A) Lucidity
B) Covertness
C) Openness
D) Opacity

Accepted Answer

Openness is a public relations relational maintenance strategy that involves sharing information about the organization and providing valuable information to its publics, fostering transparency and trust.

Question 4

According to Hon and Grunig, "In a ____________ relationship, both parties provide benefits to the other because they are concerned with the welfare of the other-even when they get nothing in return."
A) Vertical
B) Communal
C) Directional
D) Noncommittal

Accepted Answer

According to Hon and Grunig, a "Communal" relationship is one where both parties provide benefits to each other out of concern for the other's welfare, even when they do not receive anything in return. This concept emphasizes mutual care and support beyond transactional exchanges.

Question 5

Thomas is the media relations specialist at Bay Area Hospital that is holding a groundbreaking event next month for a new wing devoted to joint replacement patients. He invites the editor of the local newspaper, with whom he nurtured a professional relationship, to attend and report on the event. What type of relationship is this?
A) A commerce-driven relationship
B) An issues-driven relationship
C) A news-driven relationship
D) An advocate-driven relationship

Accepted Answer

Thomas is leveraging a news-driven relationship by inviting the editor, with whom he has a professional relationship, to attend and report on the hospital's event, aiming to gain media coverage.

Question 6

____________ is when public relations practitioners encourage the news media to cover stories involving their organizations.
A) Casting the net
B) Flattery
C) Coercion
D) Pitching

Accepted Answer

Pitching is the process where public relations practitioners engage with journalists or media outlets to encourage them to cover a story about their organization. This can involve sending press releases, making phone calls, or arranging meetings to discuss potential stories.

Question 7

Jack is a journalist at the Johnson City Press, a local newspaper. He is handed three different news events ranging from a hit-and-run accident, a cat stranded in a tree, and a new CEO promotion. Jack must apply the principles of ____________ to make the decision.
A) Self-aggrandizement
B) Column spacing
C) Newsworthiness
D) Rolling the dice

Accepted Answer

Jack must apply the principles of newsworthiness to decide which news event to prioritize, as these principles help determine what makes a story interesting or important to the public.

Question 8

Jamie goes online to buy a book on Amazon. This transaction is known as business-to-consumer, or B2C. How is B2C different than B2B?
A) B2C is cheaper than B2B
B) B2C is faster than B2B
C) B2C is the same as B2B
D) B2C involves the consumer, whereas B2B does not

Accepted Answer

B2C (Business-to-Consumer) transactions involve businesses selling products or services directly to consumers, whereas B2B (Business-to-Business) transactions involve sales between two businesses. This fundamental difference highlights that B2C directly involves the consumer, while B2B does not.

Question 9

Global cloud computing company Salesforce.com uses its Facebook page to post company links, pictures, and news. This is an example of ____________ communication.
A) A2B
B) B2C
C) B2B
D) A2Z

Accepted Answer

Salesforce.com is a business-to-business (B2B) company that provides cloud computing services to other businesses. Its Facebook page is used to communicate with potential and current customers, and to share company news and updates.

Question 10

Fortune magazine partners with the Great Place to Work Institute to pick the 100 best companies to work for. Most of the scoring is based on the results of a trust index survey of the employees. This is an example of surveying __________.
A) External publics
B) First-line publics
C) Internal publics
D) Low-level publics

Accepted Answer

The correct answer is C) Internal publics because the survey targets the employees of the companies, who are considered internal stakeholders or publics of an organization.

Question 11

Intel Corporation institutes a BYOD (bring your own device) policy to access their internal IT system. This policy requires Intel to trust their employees to protect sensitive corporate information and the employees to trust the company to keep their information private. What are the results of this policy?
A) The results are mutually beneficial
B) The results are not mutually beneficial.
C) The results produce confusion.
D) The results cannot be defined.

Accepted Answer

The BYOD policy can be mutually beneficial because it allows employees the convenience and comfort of using their own devices while potentially increasing productivity. At the same time, it can save costs for the company on hardware. Trust is a key component, as employees must handle corporate information responsibly, and the company must respect the privacy of the employees' personal information on their devices.

Question 12

Chloe is a PR practitioner with a nonprofit organization that addresses environmental concerns. One of her duties is communicating to their publics the mission of the organization. This is an example of _____________.
A) Commerce-driven relationship
B) News-driven relationship
C) Issue-driven relationship
D) Profit-driven relationship

Accepted Answer

Chloe's role involves communicating the mission of an organization focused on environmental concerns, which aligns with an issue-driven relationship. This type of relationship centers around a specific cause or issue, in this case, environmental concerns, rather than being driven by commerce, news, or profit.

Question 13

Surfers did not constitute a public to be concerned with for the City of Chicago until 2008, when a surfer was arrested for surfing in Lake Michigan. At that point, surfing in Lake Michigan became a recognized issue. By 2009, a group of local surfers and assorted activists had organized enough to get the attention of city officials. In PR terms, this is an example of ____________.
A) An emerging public
B) An angry mob
C) Circular reasoning
D) An occupy movement

Accepted Answer

This is an example of an emerging public, which refers to a group of individuals who become relevant to an organization due to shared interests or issues that arise, prompting them to organize and seek attention or change. In this case, surfers and activists formed a group that gained the attention of city officials after the arrest of a surfer, highlighting their concerns and interests related to surfing in Lake Michigan.

Question 14

Allstate, a for-profit company, is advocating a position on an issue that directly affects their business interests. For this purpose, Allstate pays for lobbying activity to influence legislation. This type of activity is an example of ____________.
A) Public activism
B) Strong-arm tactics
C) Pandering
D) Legislative relations

Accepted Answer

Legislative relations involve efforts by individuals or organizations to influence government policy or legislation, which is precisely what Allstate is doing by paying for lobbying activity to advocate for a position that affects their business interests.

Question 15

In 1970, Milton Friedman published an article titled "The Social Responsibility of Business Is to Increase Its Profits," which raised ethical questions about how for-profit companies balance their need to make money with their responsibilities as corporate citizens. At the heart of the matter are competing loyalties. What are those competing loyalties?
A) Loyalty to society and shareholders
B) Loyalty to principles and ethics
C) Loyalty to journalists and PR firms
D) Loyalty to Congress and the Supreme Court

Accepted Answer

Friedman's article discusses the tension between a company's responsibility to maximize profits for its shareholders and its broader social responsibilities to society.

Question 16

In the early 2000s, ____________ emerged as alternatives to mass media at the same time we saw the shift in public relations from an overwhelmingly mass-mediated phenomenon to a more conversational, relationship-building one.
A) Social media
B) Smart phones
C) Publicity
D) Scholarship

Accepted Answer

Social media platforms emerged in the early 2000s, significantly changing how information was shared and consumed. This shift allowed for more direct and conversational interactions between organizations and their audiences, moving away from the traditional mass media approach to a more relationship-focused public relations strategy.

Question 17

According to Canary and Stafford, one strategy to successfully maintain relationships is ________________, such as expressing favorable attitudes and interacting with partners in a cheerful, uncritical manner.
A) Calmness
B) Optimism
C) Positivity
D) Judgement

Accepted Answer

Positivity, as described by Canary and Stafford, involves expressing favorable attitudes and interacting in a cheerful, uncritical manner to maintain relationships successfully.

Question 18

Myles, a PR account executive, is happy to share tasks at home with his roommate, such as taking out the garbage or emptying the dishwasher. What would be an example of how Myles would apply "sharing tasks" in a public relations context, if applying Hon and Grunig's strategies?
A) The organization's communication would emphasize common affiliations between the organization and its publics
B) The organization would share information about itself, particularly information of value to its publics
C) The organization's communications would emphasize the importance of publics in the relationships
D) The organization encourages employees to volunteer or make a donation to a company-supported non-profit organization

Accepted Answer

Sharing tasks in a public relations context involves engaging in activities that benefit both the organization and its publics, such as encouraging employees to volunteer or donate to a company-supported non-profit, which aligns with Hon and Grunig's strategies.

Question 19

Avery works in marketing communications. She supports the sales department by raising awareness for the company's products and services. For Avery, the ultimate relationship outcome would be for someone to purchase her product. In this way, her company earns sales revenue and the customer feels satisfied. What type of relationship does Avery work to achieve?
A) Sales relationship
B) Exchange relationship
C) Investment relationship
D) Capital relationship

Accepted Answer

Avery is working to achieve an exchange relationship, where the company provides products or services in return for payment from the customer, leading to mutual satisfaction.

Question 20

Jamie is about to present her public relations annual review to her board of directors. While Jamie will certainly focus on her specific communication objectives and results, she also knows _____________ have contributed to the organization's overall success.
A) Long-term relationships
B) Reduced costs
C) Increased revenue
D) Public spending

Accepted Answer

Long-term relationships are crucial in public relations for building trust and credibility, which contribute significantly to an organization's overall success.

Quiz 4: Relationship Management

Starting in the 1980s, public relations educators and practitioners began to turn their focus ____________.

____________ is a PR relational maintenance strategy that involves an emphasis on common affiliations between the organization and its publics that might take the form of shared Twitter followers, LinkedIn connections, or mutual likes on Facebook.

___________ is another PR relational maintenance strategy that includes disclosures about the nature of the organization and information of value to its publics.

According to Hon and Grunig, "In a ____________ relationship, both parties provide benefits to the other because they are concerned with the welfare of the other-even when they get nothing in return."

____________ is when public relations practitioners encourage the news media to cover stories involving their organizations.

Jack is a journalist at the Johnson City Press, a local newspaper. He is handed three different news events ranging from a hit-and-run accident, a cat stranded in a tree, and a new CEO promotion. Jack must apply the principles of ____________ to make the decision.

Jamie goes online to buy a book on Amazon. This transaction is known as business-to-consumer, or B2C. How is B2C different than B2B?

Global cloud computing company Salesforce.com uses its Facebook page to post company links, pictures, and news. This is an example of ____________ communication.

Fortune magazine partners with the Great Place to Work Institute to pick the 100 best companies to work for. Most of the scoring is based on the results of a trust index survey of the employees. This is an example of surveying __________.

Chloe is a PR practitioner with a nonprofit organization that addresses environmental concerns. One of her duties is communicating to their publics the mission of the organization. This is an example of _____________.

Allstate, a for-profit company, is advocating a position on an issue that directly affects their business interests. For this purpose, Allstate pays for lobbying activity to influence legislation. This type of activity is an example of ____________.

In the early 2000s, ____________ emerged as alternatives to mass media at the same time we saw the shift in public relations from an overwhelmingly mass-mediated phenomenon to a more conversational, relationship-building one.

According to Canary and Stafford, one strategy to successfully maintain relationships is ________________, such as expressing favorable attitudes and interacting with partners in a cheerful, uncritical manner.

Myles, a PR account executive, is happy to share tasks at home with his roommate, such as taking out the garbage or emptying the dishwasher. What would be an example of how Myles would apply "sharing tasks" in a public relations context, if applying Hon and Grunig's strategies?

Jamie is about to present her public relations annual review to her board of directors. While Jamie will certainly focus on her specific communication objectives and results, she also knows _____________ have contributed to the organization's overall success.