Question 1

The Florida Swimming Pool Association hired a full-time government relations specialist whose job will be to support or thwart legislation that affects the association's members. One of the specialist's first jobs is to deal with a proposed law requiring hard-wire alarm systems in all pools. This government relations specialist will most likely be engaged in:

Accepted Answer

The government relations specialist's job is to deal with legislation that affects the association's members, which involves lobbying to either support or thwart proposed laws. Therefore, the specialist is engaged in lobbying.

Question 2

_____ refers to persuading government officials to promote administrative action or legislation in the interest of the client.

Accepted Answer

Lobbying refers to the act of persuading government officials to promote administrative action or legislation in the interest of the client.

Question 3

Which of the following statements about publicity is most likely true?

Accepted Answer

While publicity may not be completely free (as it may require resources to pitch and manage), it is generally considered to have a high return on investment compared to other communications activities, such as advertising or direct mail. The statements in options B, C, and D are not necessarily true in all cases and may depend on the specifics of the publicity and media coverage.

Question 4

Paparazzi may be the scourge of Hollywood stars, but Fraser Ross appreciates the mob of photographers. Ross, owner of the celebrity-friendly L. A. Boutique Kitson, said paparazzi shots of stars like Halle Berry shopping at his Robertson Boulevard store have helped to triple sales in the past year. Kitson is benefiting from:

Accepted Answer

Kitson is benefiting from the publicity generated by paparazzi shots of celebrities shopping at the store. This exposure has helped to increase sales, making publicity the correct answer.

Question 5

_____ is the generation of news about a product, person, or service that appears in broadcast or print media.

Accepted Answer

Publicity is the generation of news about a product, person, or service that appears in broadcast or print media. Public relations, opinion sampling, reactive news management, and communications distribution are related to communication and media management, but do not specifically refer to the generation of news.

Question 6

Mashti Malone's Ice Cream Shop has two exotic ice cream flavors-Mashti and Mehdi Shirvani. These ice cream flavors are made up of ingredients like rosewater, orange blossom, and ginger. The California-based shop never advertised as its co-owners were happy with word-of-mouth advertising. But when the Food Network got a whiff of its exotic delights and decided to run a piece on the ice cream shop, its sales quadrupled. The Food Network provided _____ for the ice cream shop.

Accepted Answer

The Food Network's coverage of Mashti Malone's Ice Cream Shop provided publicity for the shop, resulting in a significant increase in sales. Publicity refers to the amplification of news or information about a product or service by third-party sources, which in this case was the Food Network. The shop did not engage in advertising, nor did the Food Network actively manage news coverage through proactive or reactive measures, such as press releases or crisis communication. The Food Network's coverage can be considered a form of public relations, but the primary impact was in generating publicity for the ice cream flavors. Communications distribution is not relevant to this scenario because it does not involve the dissemination of targeted messages or content.

Question 7

Which of the following terms refers to internal and external publications such as stockholder reports, newsletters, and dealer publications?

Accepted Answer

The term "house organ" specifically refers to internal and external publications produced by a company for its employees, customers, and other stakeholders. The other options do not accurately capture this definition.

Question 8

Which of the following is the most widely used PR tool?

Accepted Answer

A press release is the most widely used PR tool as it allows organizations to communicate directly to their target audience through media outlets. It is also cost-effective and can be distributed quickly and easily to a large audience.

Question 9

According to Johnson & Johnson, which of the following is the best action to take in the event of a disaster like the Tylenol poisonings?

Accepted Answer

Being open and candid is the best action to take in the event of a disaster like the Tylenol poisonings. This includes acknowledging the incident, providing information about the situation as it becomes available, and being transparent about what steps the company is taking to address the issue. Refusing to talk to the media or withholding information can damage the company's reputation and erode trust with the public. Selecting one media representative or using the federal government's PR experts can also be seen as biased or potentially lead to misinformation. Waiting until all the facts are known before answering questions may not be feasible or productive in a crisis situation.

Question 10

The goal of _____ is to develop a dialog between the company and the community.

Accepted Answer

Community involvement is focused on building relationships and communication channels between the company and the community. This involves listening to feedback from the community and responding to their concerns, which creates a dialog between the two parties. Corporate advertising, advocacy advertising, lobbying, and advertorials may not necessarily involve community engagement or dialogue.

Question 11

Press agentry refers to the:

Accepted Answer

Press agentry involves planning and staging events to attract attention and generate publicity. It is focused on creating a spectacle rather than communicating information. This approach is most commonly used in entertainment and sports industries.

Question 12

When a company is confronted with a crisis management situation it should:

Accepted Answer

The company should actively cooperate with authorities in the investigation to demonstrate transparency and a willingness to address the issue. This can help maintain credibility and trust with stakeholders. Accepting political assistance may undermine the company's independence and raise questions about the handling of the crisis. Having the CEO address the media is not always necessary or appropriate, and contacting large media organizations can be necessary depending on the situation. Continuing with normal promotions during a crisis can appear insensitive or tone-deaf.

Question 13

A four-page article in Pallet Enterprise, a trade journal for the pallet and container industry, about the success of Jisco, a Korean nail company, would most likely be an example of a:

Accepted Answer

The article is a feature article as it provides an in-depth look at the success of a specific company within a particular industry.

Question 14

A _____ supports the publicity of special events such as press conferences, grand openings, and trade shows. It includes a basic fact sheet of information about the event, a program or schedule of activities, and a list of the participants and their biographical data.

Accepted Answer

A media kit is a package of information created and distributed by organizations to provide information to members of the media. It typically includes a basic fact sheet of information about the event, a program or schedule of activities, and a list of the participants and their biographical data. This is used to support the publicity of special events such as press conferences, grand openings, and trade shows.

Question 15

Along with its ad campaign to improve the relationship of the Raiders with the citizens of Oakland, the football team's agency issued a ____, which contained pictures and biographical data of all the players, quotes from fans, ticket prices, special promotions that would be held throughout the season, and a story about how wrong the Raiders had been to move to Los Angeles.

Accepted Answer

The description given matches the content of a press kit, which is a collection of materials that are distributed to members of the press to help them better understand an organization or event.

Question 16

The Rocks Build Our World program of National Asphalt Pavement Association (NAPA) includes both group tours of the company's corporate office facility and classroom visits targeted to fourth graders. The classroom visits start with some basic information on geology, mining methods, and the uses of minerals in everyday life. This is an example of:

Accepted Answer

The program of NAPA, Rocks Build Our World, that involves both group tours and classroom visits is an example of community involvement. The program aims to educate students on the importance of mining, minerals, and geology in our everyday life.

Question 17

In her PR job at TDX Manufacturing, Theresa is responsible for ensuring that the firm's brochures, news releases, and media kits are available on the firm's Web site. Theresa is most likely in charge of the firm's:

Accepted Answer

Theresa's responsibility of ensuring that brochures, news releases, and media kits are available on the firm's website suggests that she is in charge of creating and managing the online newsroom, which is the digital space where media can find information and resources about the company. The other choices, such as a blog, e-zine, intranet, and social media posts, do not align with Theresa's specific duties mentioned in the question.

Question 18

In Tyrone's job in the PR department of GLB Manufacturing, Tyrone communicates frequently with state officials, local community groups, and federal regulatory agencies. Tyrone is most likely a(n):

Accepted Answer

Tyrone's job involves communication with various external stakeholders, such as state officials, community groups, and regulatory agencies. This suggests that he is working in the area of public affairs, which involves managing an organization's relationships with external groups and addressing public policy issues. Therefore, the most appropriate choice here is C - public affairs specialist. Press agents primarily deal with media relations, corporate bloggers focus on creating content for a company's blog, crisis management experts deal with managing communications during a crisis, and organizational fundraisers focus on raising funds for a company or non-profit organization.

Question 19

A _____ is one or more printed or electronic pages of information issued to generate publicity or shed light on a subject of interest.

Accepted Answer

A news release, also known as a press release, is a communication tool used to distribute news or information to media outlets. It aims to generate publicity or shed light on a particular subject of interest. News releases can be printed or electronic pages and are often written in a journalistic style.

Question 20

The solar power industry spent $200 million to persuade government officials to support legislation that would promote solar power usage. Which term best describes the activities of the solar power industry?

Accepted Answer

Lobbying refers to the act of attempting to influence decisions made by government officials by spending money on advocacy campaigns and other forms of communication. This best describes the activities of the solar power industry in spending $200 million to persuade government officials to support legislation promoting solar power usage.

Quiz 16: IMC: Public Relations, Sponsorship, and Corporate Advertising