Question 1

_______________ obtains information for a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the Internet.
A) Crowdsourcing
B) Data mining
C) Branding
D) Hacking

Accepted Answer

Crowdsourcing is the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers.

Question 2

When an organization's communication is more focused more on image and less on what the organization is doing, its public relations can earn a negative, yet accurate connotation like ______.
A) Deceive
B) Spin
C) Incite
D) Design

Accepted Answer

The term "spin" is often used to describe a form of public relations in which the communication is heavily focused on manipulating the perception of an issue or situation to favor an organization or individual, rather than providing a straightforward and honest account. This can lead to a negative connotation as it implies a lack of transparency and potential deception in communication efforts.

Question 3

The keys to successful social media influence are _____________.
A) Visual appeal and design aesthetic
B) Price and number of posts
C) Likes and followers
D) Reach and authenticity

Accepted Answer

Reach and authenticity are crucial for successful social media influence as they ensure a wide audience is engaged in a genuine manner, fostering trust and meaningful connections.

Question 4

____________ is the degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization he or she represents.
A) Authenticity
B) Transparency
C) Influence
D) Principled

Accepted Answer

Authenticity refers to the degree of being genuine or true to one's own personality, spirit, or character, even when representing an organization, ensuring that communication is reliable, accurate, and reflective of true intentions and values.

Question 5

In an effort to show ____________, a politician releases his tax returns for public viewing.
A) Opacity
B) Mirroring
C) Diverting
D) Transparency

Accepted Answer

Releasing tax returns for public viewing is an act of making one's financial dealings open and clear, which is an example of transparency.

Question 6

There are times when secrecy might make sense to publics. For example, Apple denied requests from the FBI to hand over the required code to unlock their phone so the company could protect its proprietary information. In cases like Apple's, organizations can still ____________.
A) Divert attention away from the issue of secrecy
B) Never tell the truth about what they are keeping secret and why
C) Tell the truth about what they are keeping secret and why
D) Carry on as if there is no problem

Accepted Answer

Organizations like Apple can maintain their stance on secrecy for valid reasons (such as protecting proprietary information or user privacy) while still being transparent about the reasons behind their decisions. This approach helps maintain public trust by being open about the nature of the secrecy without revealing the sensitive information itself.

Question 7

British Petroleum rebranded its company with a new logo and a public image as being environmentally friendly. Why did critics question the campaign soon after?
A) The colors of the logo were not as cheerful and appealing
B) The company's investments in oil extraction far exceeded those in renewable energy
C) Management did not explain the thinking behind the new brand
D) The online contest about going "Beyond Petroleum" did not raise awareness

Accepted Answer

Critics questioned the campaign because despite the rebranding efforts to appear more environmentally friendly, British Petroleum's (BP) investments in traditional oil extraction significantly outweighed their investments in renewable energy sources, highlighting a contradiction between their public image and their actual business practices.

Question 8

Listening, or paying attention to and processing what others are communicating, is at the heart of ______________.
A) Two-way communication
B) Authenticity
C) Organization
D) Influence

Accepted Answer

Listening is a fundamental component of two-way communication, where both parties engage in sending and receiving messages.

Question 9

Matthew is a public relations practitioner for a large non-profit organization. He uses traditional research methods like surveys, monitors what people are saying on social media and in the news, and talks to employees and donors about the organization. Not only is he looking for feedback to help improve the organization, this type of listening will help _________________.
A) Avoid surprises that could lead to a crisis
B) Save on budget costs
C) Do a better job with spinning
D) Improve his time management

Accepted Answer

Matthew's approach to gathering information from various sources is aimed at understanding public perception and identifying potential issues early. This proactive strategy helps in avoiding surprises that could escalate into a crisis, by allowing the organization to address concerns before they become larger problems.

Question 10

Page's principle _______________ means building goodwill, avoiding business practices that will lead to unfavorable business conditions, and anticipating how publics will respond to business decisions that will have negative consequences.
A) Tell the Truth
B) Remain Calm, Patient, and Good-Humored
C) Manage for Tomorrow
D) Listen to the Customer

Accepted Answer

Page's principle "Manage for Tomorrow" encompasses the idea of building goodwill, avoiding harmful business practices, and anticipating public response to potentially negative business decisions. This principle emphasizes the importance of long-term planning and consideration of future consequences in business operations.

Question 11

Strategic public relations is ____________, meaning it takes the initiative in planning the nature of the relationships desired with publics and executes programs, campaigns, or activities designed to achieve the desired ends.
A) Complicated
B) Creative
C) Expensive
D) Proactive

Accepted Answer

Strategic public relations is proactive because it involves taking the initiative to plan and execute programs, campaigns, or activities to achieve desired relationships with the public.

Question 12

Max works in a factory that produces coffee mugs. During the weekend, Max attends a barbecue in his neighborhood. Friends at the barbecue ask about work, and Max tells them about the new mug he's assembling, but also about how tired he is from long hours he is working. This illustrates the importance of ___________.
A) Company management should do the right thing by the public
B) Public relations as a management function
C) Conducting public relations as if the whole company depends on it
D) Top managers are the only ones responsible for public relations

Accepted Answer

Max's conversation at the barbecue shows how employees can influence public perception, highlighting the importance of conducting public relations as if the whole company depends on it.

Question 13

Jassim, a PR manager for a chain of shoe stores, aims to make sure he uses a _______________ when communicating with social media followers and people who leave customer service reviews. He found that by communicating with a sense of humor, admitting mistakes, and even providing links to competitors, he can make communication enjoyable and maintain good relationships with his online publics.
A) Conversational voice
B) Commitment voice
C) Colloquial voice
D) Chatty voice

Accepted Answer

A conversational voice is most effective for engaging with social media followers and customers in a way that is personable and relatable, which aligns with Jassim's approach of using humor, admitting mistakes, and being helpful.

Question 14

Karyn works for a company that owns 30 different restaurants in New England. She is responsible for monitoring and responding to online reviews. Karyn has set up a business account for each restaurant group and regularly encourages positive reviews. She also responds politely and constructively to critics, just as if they were in her restaurant face-to-face. She works hard to create a welcoming environment online and does not engage in ____________ people who leave negative feedback.
A) Fueling
B) Flaring
C) Flaming
D) Flaying

Accepted Answer

Flaming is the act of posting or sending offensive messages over the internet, which Karyn avoids by responding politely and constructively to critics.

Question 15

Maya oversees public relations at a large pharmaceutical company. She devotes a significant amount of resources to strengthening relationships with all employees. She knows they will be managing their own relationships with various stakeholders, and therefore, are the most powerful points of contact others have with the company. What Page Principle does this behavior support?
A) Remain calm, patient, and good-humored
B) Manage for tomorrow
C) Prove it with action
D) Realize the company's true character is expressed by its people

Accepted Answer

Maya's actions align with the Page Principle that "the company's true character is expressed by its people." By investing in the employees' ability to manage relationships effectively, she is ensuring that the company's character is positively represented through its most direct points of contact.

Question 16

______________ play an essential role in good, proactive public relations, helping to give meaning to day-to-day work. Key values such as honesty, loyalty, transparency, and social responsibility help practitioners avoid reactive damage control and deceptive spin.
A) Plans
B) Ethics
C) Assumptions
D) Regulations

Accepted Answer

Ethics are fundamental in guiding public relations practitioners toward actions that uphold honesty, loyalty, transparency, and social responsibility, thereby preventing the need for reactive measures and ensuring integrity in their work.

Question 17

Alicia felt she was doing the right thing by telling her supervisor that Anna was not doing her job, but, Alicia did not know what Anna's job responsibilities were. Good people make bad decisions all the time. Resolving ethical problems is a matter of the heart, but it is also _________.
A) Like throwing darts
B) A guessing game
C) A matter of the gift of gab
D) An intellectual activity

Accepted Answer

Resolving ethical problems involves understanding and evaluating complex situations, which requires intellectual effort and reasoning, rather than relying on luck, guesswork, or persuasive speech.

Question 18

In addition to having a clear conscience, what other benefit will you enjoy if you follow good ethical principles?
A) You can always tell who is lying
B) Your lunch will taste better
C) You will be better at your job and more important to the organization
D) You will be able to have more vacation time

Accepted Answer

Following good ethical principles often leads to improved job performance and increased importance within an organization, as it builds trust and respect among colleagues and superiors.

Question 19

Blake and Jeff are on the public relations staff of a large non-profit organization. They use social media platforms like Twitter, Facebook, and Snapchat, which have made ethical communication __________.
A) Easier
B) Harder
C) Impossible
D) Confusing

Accepted Answer

Social media platforms have made ethical communication easier because they allow for more transparency and accountability.

Question 20

Isabella, a public relations practitioner at a cable news station, arranges a news interview with a person she does not agree with personally. She weighs the importance of free speech and vigorous debate as much more important in society than her personal opinion about the station's host and format. This kind of ethical dilemma is an example of _____________.
A) Unethical behavior
B) A lack of training
C) A disjointed value system
D) Competing duties

Accepted Answer

Isabella's situation is an example of competing duties, where her personal beliefs are at odds with her professional responsibilities. She prioritizes the importance of free speech and debate over her personal opinions, showcasing a common ethical dilemma in public relations and journalism.

Quiz 1: Principled Public Relations

_______________ obtains information for a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the Internet.

When an organization's communication is more focused more on image and less on what the organization is doing, its public relations can earn a negative, yet accurate connotation like ______.

The keys to successful social media influence are _____________.

____________ is the degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization he or she represents.

In an effort to show ____________, a politician releases his tax returns for public viewing.

There are times when secrecy might make sense to publics. For example, Apple denied requests from the FBI to hand over the required code to unlock their phone so the company could protect its proprietary information. In cases like Apple's, organizations can still ____________.

British Petroleum rebranded its company with a new logo and a public image as being environmentally friendly. Why did critics question the campaign soon after?

Listening, or paying attention to and processing what others are communicating, is at the heart of ______________.

Page's principle _______________ means building goodwill, avoiding business practices that will lead to unfavorable business conditions, and anticipating how publics will respond to business decisions that will have negative consequences.

Strategic public relations is ____________, meaning it takes the initiative in planning the nature of the relationships desired with publics and executes programs, campaigns, or activities designed to achieve the desired ends.

______________ play an essential role in good, proactive public relations, helping to give meaning to day-to-day work. Key values such as honesty, loyalty, transparency, and social responsibility help practitioners avoid reactive damage control and deceptive spin.

Alicia felt she was doing the right thing by telling her supervisor that Anna was not doing her job, but, Alicia did not know what Anna's job responsibilities were. Good people make bad decisions all the time. Resolving ethical problems is a matter of the heart, but it is also _________.

In addition to having a clear conscience, what other benefit will you enjoy if you follow good ethical principles?

Blake and Jeff are on the public relations staff of a large non-profit organization. They use social media platforms like Twitter, Facebook, and Snapchat, which have made ethical communication __________.